What do you do when another salon opens in your town?
First things first, don’t panic!
These things will happen but it is not all doom and gloom. You need to believe in the service that you provide and trust that is the best you can deliver. Let’s face it, competition keeps you on your toes. It makes sure that your service is always the best it can be. There is no room for complacency when you have lots of competition.
It is good a time to evaluate your procedures and service. It makes you think about your current client journey and evaluate whether there are things to tidy up or improve. This also includes learning what keeps your staff loyal and motivated as well as what your clients want.
Our industry is growing rapidly and as a result, clients have lots of choice. These days, with the aid of the internet, bad news can travel very quickly. Your reputation is worth more than anything now. Local printed advertising is almost obsolete, so the majority of good business comes from word of mouth and reputation. Focusing on this brings clients that will give you repeat business, not just chasing an opening or special offer.
Identify and focus on your USP. What do you offer your clients that you know none of the other salons in your area has got? Make it the best it can be and promote it.
If a client asks you what you think about ‘new place around the corner’? Don’t ever be negative, you don’t know them and they don’t know you. Wish them all the luck in this amazing industry.
The high street is changing and we are in a very unique position being a service based industry that people cannot buy online. We need to hold on to that and the growth in our industry means more economic and job security for us all.
Finally, clients will always be naturally curious in new shops that pop up on the high street, and everyone loves an opening offer or a discount. Prepare for your clients to try the newest salon on the block, but be confident in the service you provide and that they will return to receive your unique (and superior) service.