Imagine a client comes into your salon/day spa between visits to buy something. She goes to the front desk and asks for the product, the person at the desk gets the product and cashes the client out without asking who had recommended the product.
So the client gets her product and she’s happy, the salon/day spa makes a profit and maybe the person at the desk gets credit for making the sale, so everyone’s happy right? Whoa, hang on a moment, what if the technician, the person who had serviced the client, actually did a consultation and made a product recommendation (an offer) that the client didn’t take advantage of on the day of her visit. However, the information remained in her head and she eventually took action. Shouldn’t the stylist get credit—in one form or another? You’re “doing the right thing” as an owner/manager by taking care of your team. One way to take care of your team is by putting a system in place, a system where you find out whether or not the technician made the recommendation—to find out if the technician actually “did the right thing.” So what is the right thing they’re doing? They’re being truly professional. They’re doing what professionals do and focusing on the client by doing the consultation and making the recommendations for the service and the product. As a savvy owner you know just because the technician does the consultation and recommends products/services (makes an offer) doesn’t mean the client will automatically purchase the product or take advantage of the service on that very day. And why don’t clients purchase? For any number of reasons—already have enough, bought another brand in between visits and are too embarrassed to admit it—you know all the reasons and they’re always the client’s reasons never yours. However, the number one overriding reason is nobody asked them to purchase (the offer). In the real world, nobody in any salon/day
spa in the world has a 100% batting average, where every client, every day, purchases everything that the professional recommends. (Okay, if someone sees one client a day, maybe it’s possible; however, that’s not what we’re talking about.) Just because it is true doesn’t mean any stylist can’t have a 100% batting average in doing a consultation and making a recommendation (the offer). After all, sales are simply the outcome of certain actions. How can someone have a 100% batting average in doing a consultation and making an offer? Because that’s something they can totally control. They have it within their power; whereas, the client has the ultimate control in deciding whether to buy. In the consultation and making the offer it’s only the chatter going on in their brains that’s stopping them. If your technicians are being true professionals (just like a doctor making the diagnosis and the recommendations), every member of your team can bat 100%. And the good news is it’s totally possible because the only thing stopping them is themselves…not you, not the client, no one. The higher the batting average, the greater the likelihood a client will buy, whether on that day or later on between visits. Just imagine what would happen to your business’ sales if that occurred. Well it may not be happening 100% now; however, it’s something to work towards because the payoff for everyone—the client, the team, and the business—is huge. You can get there if you’re reinforcing the professional behavior you want by giving credit where credit is due, and give credit to the technician, if they’ve made the recommendation (because they’ve been professional and really have taken care of the client).
Who doesn’t want their salon/spa to prosper? No one I work with or know. Although I’m sure we’ve all met folks who don’t exactly walk the talk.
You’re an enlightened owner/manager who knows that great client service all begins in your mind. Start to think of yourself and your team members as “client service diplomats.” Become a five star master of client service diplomacy by embracing and embodying these points of view.
- Remember you are your salon/spa to your clients and prospective clients. To the typical client you are the company. How the client feels about you will be how he feels about the company.
- Treat each client like your closest friend. Everybody wants to be treated as important. You automatically treat your friends this way. The successful client service diplomat learns to treat everyone with the same friendly, positive attitude.
- Client service diplomacy gets first priority. Nothing else can be more important than the client because nothing else matters without the client. Basically, there is no business without them.
- The client controls your future. Think about it this
way. In the best salons/spas favorable and unfavorable comments and letters from customers do go into a file, and do influence raise and promotion decisions. Looking at the bigger picture, the success your salon/spa has, which permits it to continue in business, grow in business, prosper and reward its people, has a direct relationship to client satisfaction.
- Client service diplomacy means going the extra mile. It’s the extra courtesy, the extra knowledge, the extra effort; all those little things have big impact. You can make a meaningful positive difference by going the extra mile.
So program your mind with these five success guidelines by reviewing them several times. They will become part of your memory in your attitude system. It will ultimately, automatically influence your thinking and your behavior. When that occurs, it will influence your reactions to clients. The results are positive for everyone—your clients, your team, and you.
“The definition of crazy is doing the same thing over and over again and expecting different results.” —anonymous—
Sometimes we make things way too complicated. You know I’m not suggesting it’s a breeze to run a salon/spa because we both know it’s not. However, when it comes to marketing results, most salons/spas are not getting the new clients the marketing efforts are designed to get. Why? Could it be that our marketing strategy is out of alignment with where our customers are really coming from? Doesn’t it go without saying that until we know exactly where and why people are coming to us, we won’t be able to focus our marketing. Without a laser focus, we both spend too much of our precious resources, namely time, money, and energy in all the wrong places. What’s the best, easiest, and simplest way to align our salon/ spa’s marketing to produce optimum results? Follow these three steps to get your business to soar higher than ever. Step 1: Just Ask! Ask your clients the “Million Dollar Question.” Simple isn’t it? Want
to learn how most of your clients have learned about your business and what motivated them to come to you? Simply ask them, “What compelled you to come to us the first time.” By asking this question you’ll discover the pathway that brought them to your door. Plus, there’s an additional benefit to doing this. They’ll feel special that you asked them. After all, everyone wants to feel special. Step 2: Be a “marketing Sherlock Holmes.” Look carefully at the answers. Write down all the responses to your question (you may want to have the clients fill out a simple questionnaire). Evaluate the answers. Are there some recurring themes? Did some people pop in because they were clients of the dry-cleaner next door? Did they learn about the salon because a friend told them? If it’s a regular client, what specific things remind them to come back? I’m sure you’ll discover the power of referrals. It could be that 80-90% of your clients come to you from referrals. Then take a moment and ask yourself this. What system do you have in place to actively stimulate referrals? Truth be told, less than 20% of salons have referral systems in place. So just imagine the possibilities. For now, let’s not jump the gun and assume anything. Just follow the bouncing ball and go through the exercise step-by-step. Step 3: Focus your marketing efforts to soar higher than ever. If you find that majority of your business is coming from places other than where you are spending your money, time, effort and energy, redirect your marketing. You want to put the resources where you get the “biggest bang for the buck.” If people are coming to you because of direct marketing, then take the money you may be spending in local newspaper advertising and put it into your direct marketing. Concentrate your resources so you’ll maximize your level of marketing effectiveness.