In his 2005 book “Purple Cow“, Seth Godin talks about building a remarkable company. Not based on your marketing proposition, but at the very core of your business… making a company, or offering a service that people want to remark on to others.
The chances are, at least once in your life, you’ve had such as a great experience at a local salon, shop or restaurant that you felt the need to tell other people. I know I have.
And, I am sure on many occasions you’ve had an experience that was bad that you also wanted to share.
Social Showing Off
Bring that concept into 2012 and throw social media into the mix with the likes of Facebook and Twitter and suddenly people have the ability to talk about your beauty salon at will – quickly and easily.
I personally believe that for everyday people like you, me and our customers; we all like to talk about what we are up to, especially if it makes us look good to our friends. That Facebook check-in at the expensive trendy restaurant , the Twitter mention to a celeb whose concert you’re at… you get the picture.
What Do People Say About Your Salon?
So, if we know that people can be talking about our beauty salons, our therapists or the service they’ve just had, do you even know what people are saying about your business?
Facebook is a closed platform, but with Twitter you can do searches and you can also use Google to see what people are saying about you. If you have a website running some sort of Analytics, take a look at the referring links table to see if there are forum posts or Blog posts about you that are driving traffic. Tools like Majestic SEO, also allow you to see links to your website.
Word Of Mouth Is Influential
The great thing about word of mouth and people taling about your beauty salon positively is that it the most influential form of marketing available to you. It’s easy for you to talk about your beauty salon being great, but when someone else does it, it carries a lot more weight.
A beauty salon is a service-based business. So, it stands to reason that if you make your service exceptional, it’s a great place to start.
Make sure your therapists understand what you are trying to achieve (and why). Invest less than $10 (£7) and buy each of your team a copy of Seth’s Purple Cow book and encourage them to BE REMARKABLE.
Remember, actions speak louder than words!
Let them understand what remarkable means. Share some examples in your staff meetings.
A great example we had at one of the salons was when a lady came in with a problem with over-plucked eyebrows just before her wedding. One of the girls wrote a product down on a piece of paper, told her which shop to go to locally, then told her to come back to the salon. She then spent half an hour teaching the lady how to temporarily solver her problem for her big day.
Everything is Remarkable. The moment someone comes makes contact with your salon, they are judging you… The way someone answers the phone; the way they feel walking into your salon… All the way through to the moment they leave. It’s not just about the beauty treatment they came in for, it’s the music you play, the coffee you serve, the ability of the therapist to hold a conversation.
Every aspect of your salon is under scrutiny. And so it should be by you.
If you can be objective, or even better get someone external to be brutal about their experience, you will begin to discover opportunities to make your business worth talking about.