I visited a beauty salon last week. It’s not doing very well. I’d seen the Facebook Page and the website and although I wasn’t massively impressed, I thought I’d check it out anyway.
As I drove into the car park, I knew that it could be a great salon. The location is great and there is free parking in front of the salon.
Then it started going wrong
The front door of the salon had two small trees in pots. One was looking okay, the other looked half dead and as I walked passed them I noticed that there were cigarette butts in the plant pot.
I walked into the front door to be greeted by three therapists… sitting and chatting in the client reception seats. One of them stood up to greet me, the other two just carried on talking. Not the most welcoming start.
The salon also smelt of cooked food (it turned out that one of the therapists had just had a pot noodle for lunch).
By then, I’ve already made my mind up about the salon, and it’s not good. If Gordon Ramsey were here doing a TV show about badly performing beauty salons he’d have a field day.
And here’s the thing…
I haven’t even experienced the actual beauty treatment yet.
Your Salon Brand Is The Experience
We all make our minds up very quickly and first impressions count whether we like it or not.
A beauty salon is a destination rather than an impulse visit – people book – so the chances are, any new client has already created an impression about your business before they’ve even walked through the front door.
Apart from word of mouth referrals for specific beauty therapists in your business, the quality of your treatments is not the reason people come to your salon.
- Your Facebook posts tell a story about your attitude.
- The way the phone gets answered will give many people their first contact with you.
- The look of your salon from the outside influences trust (or not).
- The reception a client gets as they walk in the door.
- The smell and cleanliness of the salon show whether you care.
These things all matter more than you’d imagine above and beyond the brands you carry and the treatments you offer.