What sets the salons raking in millions apart from those just scraping by? It’s not just about amazing haircuts or trendy treatments. The real game-changer? Obsessing over every single touchpoint in your client’s journey.
Here’s what sets million dollar salons apart.
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…or watch the full video of episode 10 of our Marketing 100 series.
Creating a 5-Star Salon Experience
You know that feeling when you walk into a high-end store, and everything just feels luxurious? That’s no accident. It’s the result of meticulous attention to detail at every step of the customer experience.
Your salon’s customer journey starts long before they step through your door.
Building a Powerful Online Presence for Your Salon
The Google search: This is often the first impression potential clients have of your salon. Are you showing up in local search results? Is your Google Business Profile listing complete with accurate information, engaging photos, and positive reviews?
Your website: Once they find you, your salon website needs to wow them. Is it visually appealing and on-brand? Does it clearly communicate your services, prices, and unique selling points? Is it mobile-friendly?
The booking process: This should be seamless and user-friendly. Can clients book online 24/7? Is your salon booking system intuitive and mobile-responsive? If clients do need to call, is your phone number easy to find?
Pre-appointment communication: Do you provide clear directions, parking information, or any pre-appointment instructions? How do you confirm appointments? Are you still calling each client individually or do you send automated reminders? Consider using SMS – text messages have a drastically higher open rate (98%) than emails (26%) and typically get a response in less than 30 minutes.
The in-salon experience: This is where the magic happens. From the moment clients walk in, every detail matters. How are they greeted? Is the ambiance inviting? Are wait times managed effectively? Is your staff well-trained not just in their craft, but in customer service? Even small touches like the magazines in your waiting area or the quality of your beverages can make a big impression. In an era where vibe is more important than ever, make yours undeniably enjoyable.
Post-appointment follow-up: The journey doesn’t end when clients leave your salon. Do you send a thank-you message? Ask for feedback or a review? Offer tips for maintaining their new look at home? This is also a great time to encourage rebooking or referrals and continue to build loyalty.
Each stage is a golden opportunity to wow your clients and set yourself apart.
Obsess over the details that your clients or customers are experiencing when interacting with your business.
By fine-tuning each of these touchpoints, you’re not just running a salon – you’re crafting an unforgettable customer journey that people want to tell their friends about.
Perfecting Each Step of the Salon Customer Journey
It’s easy to get tunnel vision when you’re in the thick of running your business. You see the day-to-day operations, the clients in your chair, the products on your shelves. But are you really seeing the entire picture?
When you run a business, it’s easy to get blind after a while. You forget about those things.
This blindness can lead to overlooking crucial touchpoints in your customer’s journey.
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It’s time to wear your customer glasses and walk in their shoes.
Your Salon Audit Checklist:
- Google your business. What pops up? Is it enticing?
- Navigate your website like a new client. Is it user-friendly and informative?
- Try booking an appointment. How smooth is the process?
- Call your salon from a private number. How’s the phone etiquette?
- Observe staff interactions. Do they embody your brand?
- Check your follow-up game. Are you leaving a lasting impression?
Every single touchpoint communicates your brand. From the pen (or iPad) you use for intake forms to the way your staff greets clients – it all matters. A study by PwC found that 32% of customers would stop doing business with a brand they loved after just one bad experience.
How Small Details Drive Big Profits in Salons
You might be thinking, “But I already provide great service!” And I believe you! But here’s the question:
Is everything around that great service elevating the experience, or is it letting you down?
Consider this:
Your styling skills might be top-notch, but if your online booking system is clunky, you’re losing clients before they even meet you.
Your color treatments could be Instagram-worthy, but if your follow-up game is weak, you’re missing out on repeat business and referrals.
Converting Missed Opportunities into Salon Growth
Every detail that doesn’t meet your high standards is a potential leak in your business bucket. But here’s the exciting part: fixing these leaks can transform your salon from good to extraordinary.
Benefits of an Optimized Salon Customer Journey
- Increased client retention: Happy clients become loyal clients.
- More positive reviews: A seamless experience from start to finish encourages glowing feedback.
- Higher average ticket: Clients are willing to pay premium prices for premium experiences.
- Word-of-mouth marketing: Exceptional experiences get people talking.
Implementing Your Salon’s Success Strategy
Ready to elevate your salon to the next level? Here’s your game plan:
- Map out your entire customer journey from first Google search to post-appointment follow-up.
- Put yourself in your client’s shoes and go through each step.
- Identify pain points or areas for improvement at each stage.
- Brainstorm creative solutions to enhance each touchpoint.
- Implement changes systematically, starting with the most impactful areas.
- Gather feedback continuously and refine your approach. Consider sending out surveys to get direct input from your clients.
This isn’t a one-and-done deal. The most successful salon owners constantly refine and improve their customer journey.
Using Challenges to Enhance Customer Loyalty
Here’s a pro tip from our conversation: Don’t shy away from problems. When something goes wrong (and it will, we’re all human), see it as an opportunity to showcase your commitment to customer satisfaction.
How you handle issues can turn a potentially negative experience into a positive one, leading to even stronger client loyalty and better reviews.
Are You Ready for Salon Success?
So, are you ready to join the ranks of millionaire salon owners? It all starts with one simple (but powerful) shift in perspective:
Stop running your salon and start crafting unforgettable customer journeys.
Your challenge: Take one aspect of your customer journey and make it extraordinary this week.
Are you ready to boost your salon’s marketing? This is just the beginning! Stay tuned for 90 more game-changing tips in Marketing 100, our top 100 Marketing Ideas series.
P.S. Don’t forget to subscribe to our channel to catch all 100 marketing tips. Your future self (and your booming business) will thank you.
