Business - Expert Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . passing trade intomy salon? Caroline Quinlan
Beauty industry expert and blogger
Mariga Sheedy Founder of Skin Essentials Ltd
“Good advertisement of your deals could be the carrot that draws them in!”
“The saying goes ‘build it and they will come’ but unfortunately it’s not as easy as that in this current economy. With fierce competition and raised consumer expectations we have to ensure we ‘wow’ the client before they even enter the business to attract them through our doors and not the competitors!
“Getting clients through the doors is not an easy task; we could have the most amazing business but if no one knows you’re there then you are in trouble! So there are some questions we must ask ourselves…
“Firstly does your business have a clear brand image? Does it mirror the business’ credibility and trust?
“Is there adequate and clear signage and graphics? Would your clients know what’s available at your establishment? Do they build an expectation of your business before entering the doors? Is there an offer available? Clients are looking for added value - if you have a deal available they need to know about it before they come in the door, it could be that carrot that draws them in!
“Are you using the space and display areas available to you? Do you have a window space, and if so, how are you using it? Does it display your services and products to the fullest advantage?
“If you don’t have a window display, is there somewhere that has one not being used? Maybe a nearby business has closed and premises are left empty, could you avail of the space to promote your business?
“The business can’t be open 24/7 so if someone passes by outside your working hours would they know what you do? Would they be able to take a number to call? Would they see your website details? Ensuring you have an appropriate voice message and online booking facility available could net some client that otherwise may have been lost.
“Create a buzz with online presence using Twitter, Facebook and your web page keeping it relevant, current and fresh. Organise competitions to gather potential new client data, organise events getting existing clients to bring a new customer to get a free gift in return.
“And finally, when your clients do make it through the doors you need to dazzle them with outstanding customer service, educated and knowledgable staff, quality and current products and services, and a clean professional environment to retain existing clients and attract new ones again and again.”
“You don’t get a second chance to make a first impression.”
“If your salon is open to passing trade then the first thing you must do is make sure that people know! A nicely framed sign at eye level with ‘appointments not always necessary’ or ‘pop in for a lunchtime treatment’ will let people know that they can drop in for a treatment or product purchase without an appointment.
“Constantly refreshing your window display with new and / or seasonal offerings is a great way to catch passing interest. How often do we walk by the same businesses and never really see them? Make your window design eye-catching and interesting to keep passers-by engaged with your business. Of course, your windows and doors and the path outside must be spotlessly clean and accessible. You don’t get a second chance to make a first impression.
“Lastly, if you are open for passing trade, it is vital that there is someone in reception to greet customers. There is nothing worse than entering a business to an empty reception. If you do work alone, consider a dedicated ‘walk-in’ time in your day and display it on the door.”
How can I attract
Hollie Hastings
Marketing Executive for Voya Products
“Make sure you have a clear sign visible outside your salon inviting people in.”
“It’s important to get as many people talking about your salon as possible. If someone is new to a town and wants to find the best salon, your name has to be the first one they think of.
“For word-of-mouth to spread, hand out flyers, leave business cards in local shops and offer discounts to local businesses.
“Make sure you have a clear sign visible outside your salon inviting people in and letting passers-by know they don’t always need an appointment and can just drop-in.”
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