Life is full of surprises, isn’t it? Yesterday, you opened a new lash studio, motivated and inspired, but today, you’re all stressed out with a huge debt. I bet you didn’t plan it. While it’s okay to make mistakes – we’re all human, after all – it makes sense to read this article till the end to avoid the 5 most common mistakes of beauty salon owners.
Mistake #1 Failing to update your database
Ensuring your database remains up-to-date is paramount for beauty salons. Shockingly, 45% of salons overlook the opportunity to collect essential client information like email addresses during their initial visits. his oversight is critical because not only does it hinder client retention efforts through targeted email marketing campaigns, but it also deprives salons of valuable insights such as service preferences, appointment history, and birthdays. Without this data, providing personalized service becomes challenging. Moreover, outdated information can lead to missed appointment reminders, resulting in lost revenue.
Pro Tip: During staff training sessions, emphasize the vital role of maintaining an up-to-date client database. Designate a responsible person for daily updates, ensuring all contact details are accurately recorded. To keep the team engaged, rotate this responsibility among staff members every few months, fostering a seamless and efficient process.
Mistake #2: Lack of Upselling and/or Cross-Selling Training
Only 30% of beauty salons have adequate upselling and cross-selling training. Let's clarify these terms: Upselling involves encouraging clients to purchase a more expensive version of a product or service they are already considering, while cross-selling involves recommending additional products or services that complement their original purchase. By effectively implementing these strategies, salons can increase their average transaction value and boost profitability.
However, it's not just about offering additional services; it's also about ensuring that clients are aware of them. It's surprising how many clients come in for their regular treatments but leave unaware that we offer additional services like 'xyz.' Similarly, many new clients miss out on learning about the fantastic services we provide.
Pro Tip: Focus on enhancing the customer journey. We recommend analyzing every step from the moment clients enter until they leave. Involve your team in this process to ensure everyone understands and contributes to optimizing the customer experience.
Mistake #3: Not Rebooking Clients Systematically
Many customers tell us they will book online, so after their appointment, we don't offer them the opportunity to rebook. This MUST be stopped. Rebooking is essential for building loyalty within your client base. Even if only 1 out of 20 people agrees to book a new appointment, it still makes sense in the long run.
Let's be honest: for your employees, offering rebooking may seem a bit inconvenient. There may be a fear of rejection or a lack of confidence. However, failing to have this honest conversation with your employees could result in missed opportunities to turn satisfied clients into loyal customers. Even if a client expresses enthusiasm about returning for nails or makeup, they may leave without rebooking if not prompted.
Pro Tip: Incentivize your team with bonuses for successful rebookings and make it a primary focus for the year.
Mistake #4: Giving Little to No Importance to Customer Reviews
If you don’t have a strategy to generate more client reviews or if they are sporadic, that needs to change. Reviews must become one of your top priorities as they are one of the most effective marketing methods. People trust other people, and the transparency of your business is key to your success. Another significant mistake is disregarding bad reviews, even if they are obviously fake. Once you receive a bad review, it impacts your score on platforms like Google Maps or Yelp, lowering your position in search results. It's essential to take them seriously.
Pro Tip: Encourage your team to discuss leaving reviews with their customers by offering a yearly bonus or other appropriate incentives. Additionally, utilize automatic services to collect reviews. Respond to all types of reviews, whether positive or negative. However, try to resolve negative reviews offline if possible. Investigate the issue, reach out to the customer to understand their concerns, and offer a discount or free service in exchange for updated feedback. If it’s a fake review, you can dispute it. Even if resolution isn't successful, respond by stating that you have no record of a recent client with that name or issue and invite them to contact you directly for further investigation, offering a free service as a gesture of goodwill.
Mistake #5. Having bad suppliers
One prevalent mistake that beauty salons often make is sourcing products from unreliable or subpar suppliers. Whether it's gel polish for nail salons or lash extension materials for lash studios, the quality of the supplies directly impacts the client experience and overall satisfaction.
Opting for cheap, low-quality products may initially seem like a cost-effective solution, but it can have detrimental effects in the long run. For instance, nail salons that purchase inexpensive gel polish may find that the product chips easily, leading to client dissatisfaction and reduced repeat business. Similarly, lash studios that prioritize suppliers offering products at steep margins may compromise on quality, resulting in inconsistent results and potential damage to clients' natural lashes. Investing in high-quality supplies from reputable suppliers may require a higher upfront cost, but it ultimately pays off in terms of client retention, positive reviews, and long-term profitability
Pro Tip: We encourage you to check out our lash suppliers store, where you can find high-quality Korean lash extensions and other supplies to enhance your services. We maintain competitive prices without compromising on quality.
Keep in mind that business is not easy. However, by focusing on avoiding these common mistakes, you'll stay ahead of your competitors. Best of luck with your business.