How to deal with competition
Christmas is approaching fast! In the next couple of months when we hope on being busy, we plan on making extra revenue, and we plan on getting new clients. What we don't know is how the competition is going to lessen our success in the coming months. So what can we do about it?
Your first step should be to determine who your competitors are. Is it the salon across the street? Is it that new place that opened up next door? Or is it the salon that has a fantastic social media page? There is no need to worry about beauty businesses in your area that are quiet or see the same number of clients as you do every day. You want to know what salon your potential clients would rather go to, even if it's not too close to your location. A salon with incredible branding and social media presence, one that does amazing treatments for good prices. You want to find the salon that appears so popular that you wouldn't be surprised if they had a waiting list.
If you don't feel that this salon is your business already, then that salon would be your real competition. Why? Because they're most likely the first salon to appear on google, they're most likely to be the first salon to pop up in locations on Instagram, they're most likely the salon with a great social media presence that attracts clients from around the world.
Here are a few tips on how you can step up your game and be ‘that salon’.
Customer care
Clients want to feel like they’re being looked after, and they want to spend money on a great experience. When you’re running the salon, imagine it is like the Four Seasons hotel. Consider how the service would be delivered there, and then think about how you can improve the service you provide in the salon.
For example, making sure that everyone is greeted immediately with a smile, checked in, and taken to a waiting area where they can be offered a beverage. Top up their drinks on a regular basis, conduct thorough consultations, and generally make the client feel cared for. The better the service, the more clients will recommend your salon and want to return. Think about how you would like to feel when you visit a salon. What would make you recommend that business to others?
Ask For Google Reviews
Have you ever had a client who received excellent service from you? Perfect! Ask them if they can leave you a Google review. The more positive reviews you have, the higher your Google ranking will be, and you will therefore gradually overtake the competition.
In addition to Google reviews, you could screenshot any compliments or nice messages you receive and repurpose them for your Instagram Stories, allowing potential clients to see what sets you apart and makes you so special.
Recommend A Friend!
If clients loved your services, that’s great. Take full advantage of the opportunity and ask them if they would recommend you to a friend, as well as let them know about your referral offer.
Providing a discount for referrals encourages prospective customers to visit you. Once you have new potential clients in your salon, you can show them why your business is the best and worth coming to over your competitors.
Become Sharable!
Is your salon not looking very Instagram- friendly? Then it’s probably time for a style reboot. If your clients regularly share your salon on social media, you’ll have struck gold. Even if a complete renovation is not in the budget, have an area where they can pose and take shots /selfies, or where you can take before and after photos of your client for content. You can increase client engagement and build trust by doing this.
Some hairdressers do this well by creating a flower wall with a ring light. Alternatively, you could have a section of a wall painted with, for example, angel wings with the salon logo for people to pose by. If you own a hair salon, you might want to mix things up by getting customised gowns that are playful and colourful, as well as embossed hair foils for that fun effect when getting highlights.
For nail salons, why not set up a small area where you and your clients can take finishing photos and videos? Use a ring light/strong LED light and a small backdrop (product photography backdrops can be found on Amazon), then you can add any props you want, such as glitter, gold flakes, crystals, and so on. With the holidays approaching, you can come up with a themed idea that anyone would love to share on Instagram.
Have Something They Don’t
Obviously, one way to win over a competing salon is to sell something they don’t. However, you need to know a few things, namely:
- What do they sell?
- Who are your target audience?
- Who are the real clients that live nearby and pop in every day?
- What would your clients want?
When coming up with your new “something different,” think about how it will be effective on social media. What would people share? For instance, clients will share having nails with real Swarovski crystals, enjoying cute cocktails, or a sharable gimmicky service like adding gold foil to a face mask. So, whenever you add a different service or feature to your salon, always look for ways to make it shareable. If you prefer to keep things simple, you can create a special deal or service specifically for the upcoming holidays.
Remember To Share!
In the same way that you would ask for Google reviews, ask your clients to share about your salon on social media. Create a hashtag, and when people find your social media gimmicks, encourage them to share on Instagram with the hashtag and tag the salon for a shoutout. The more people who mention and share your salon, the trendier you will be, and the more people will prefer to visit your salon over anyone else’s.
These are just a few suggestions to get you started with overcoming the competition this holiday season. Of course, there are numerous approaches you can take, but getting reviews, referrals, and social media credit are frequently the most effective ways to attract more clients, increase revenue, and fill your diary.
