Every time I hear the phrase “hairdresser’s can’t sell retail” I have the same reaction.
No matter if those words come out of the mouth of a manufacturer, a distributor, a salon owner or a hairstylist. I want to say the same thing.
Ever meet a salon owner (at least one who’s not out of her mind) who doesn’t want to get more new clients in her salon? In my over 30 years in the business – I haven’t. Have you?
All Clients are Not the Same
And it’s not just any old client she wants, she wants long-term, high quality clients. An “ideal client “ who’ll spend money on her hair, comes in frequently, takes you up on your recommendations and sends her friends too!
But to market your salon your salon successfully your first job is to embrace the idea that you’ve got to wear the “hat” of a “marketer” as well as a hairdresser and business owner.
Here’s the rub – as a salon owner your “to do” list is a mile long.
And on top of your to do list is probably working “behind the chair”…with a busy book.
So naturally if you’re slammed with clients you probably have little time to work on marketing your business – because after-all there’s supplies to order, client and staff issues, bills to pay … the list goes on and on.
It’s only natural to conclude “I don’t have time for marketing”
With so much to do, it’s only natural that you’d come to the conclusion “I don’t have time to market my salon”.
And since the actions we take are a result of our “point of view” (or mindset) – believing “I don’t have time to market my salon” now becomes your big obstacle from actually marketing – so that you can fill your chairs.
The question then becomes one of busting the beliefs that are holding you (and your salon) back.
So how do you do you break on through to the other side?
You’ll want to use this “Salon Marketing Belief Buster” by first asking:
The BIG Question to Ask Yourself: Is it Really True??
The big question to ask about all these beliefs, thoughts and assumptions is: Are they really true? Or are they just ideas you’ve bought into and taken on as an inflexible marketing mindset?
What if they weren’t true but you were operating as if they were? Wouldn’t that be operating as if there was a big snake on the floor of your salon, when it was really only a coil of thick rope?
The way to change your marketing mindset is to first tell the truth about your current mindset.
In my experience, the following four questions and turnarounds, developed by Byron Katie (www.thework.com) are the most effective way to do this.
Working on Your Negative Thoughts or Intentions
First choose a thought or belief that is opposing your intention to be a successful marketer of your services.
This might be: “I don’t have the time to market my business.”
Now ask yourself this first question:
- Is this thought true? – Answer with yes or no. Then answer the second question if you answered “Yes”.
- Can you absolutely know it’s true? – Answer with yes or no. Then answer the third question.
- How do you react when you believe that thought? – List all of the things that you do (or not do), other thoughts and feelings you have when you think the thought you are working on. Then answer the fourth question:
- Who would you be without that thought? – If that thought was impossible for you to think, how would things be different?
- Now turn the thought around to its opposite. – A turnaround to this thought would be: “I do have time to market myself.” And then ask if the turnaround is as true or more true than the original thought. (C) Copyright 2008 Byron Katie – www.thework.com
That’s it. Now you are looking at your original thought in a whole new way. You will find you are less attached or identified with this thought and have new options. This thought lessens its grip. The thought is no longer “thinking you.”
You have the choice of what thought would serve you better to achieve your goal.
For the best results download my Salon Marketing Belief Buster Work Sheet
Quotation: “There is nothing either good or bad but thinking makes it so.” – Shakespeare