The Ten Commandments for Salon Success By – Call Us Now On 618 9443 9327

The Ten Commandments for Salon Success By - Call Us Now On 618 9443 9327

The Ten Commandments for Salon Success By – Call Us Now On 618 9443 9327

The Ten Commandments for Salon Success By – Call Us Now On 618 9443 9327

Okay, you’ve had your goof-off time over the holidays. Now it’s time to shake off the lethargy and Get Moving. Are you going to make 2014 a better year in your salon business than 2013? Then here’s my Ten Commandments – a check-list, a kind of measuring stick of must-have’s.

After coaching and listening to thousands of salon & spa owners over the past 8 years, I have a pretty good handle on what works, and what most are lacking – the ‘secret sauce’, if you like, that makes the difference between struggling along, and actually Making Progress. This is by no means an exhaustive list, but if you held a gun to my head and demanded THE ten most important ‘success secrets’, these would go pretty close.

So here goes:

Commandment #1: Thou shalt develop a kick-butt, brass-balls USP – Unique Selling Proposition. Not some namby-pamby, limp-wristed ‘me-too’ load of nonsense such as “Because Our Customer Service is Really, Like, uh, Amazing” or “For Ladies Who Want Real Style“. Or worse, “The Best Salon In Name Your Town” (who says?). A good, strong USP that talks about and to the customer, not about the business, is THE cornerstone of any successful marketing message. And as a model, as an example, you can’t do better than one of the greatest and most successful USPs developed by any company, anywhere in the world in the past half a century or more, than Tom Monihan’s Domino’s Pizza USP, “Fresh Hot Pizza in Delivered in 30 Minutes, or It’s Free.”

Commandment #2: Thou shalt re-think what thy business actually is. It’s not a hair salon business or a beauty salon business or a day spa business. It’s a marketing business. Marketing IS the business. Thinking like a technician instead of a marketer and entrepreneur will always relegate you to Struggle Street.

Commandment #3: Thou shalt craft, re-craft, simplify and refine a Compelling Elevator Pitch. Imagine you’re at a barbecue. An acquaintance asks the old “What do you do?” Instead of “I own a beauty salon” – which elicits a shrug and a “Oh excellent…now, where’s that beer fridge?” you say “Well, I take women with skin like old leather and turn them into dazzling beauties that men stare at…” Knock yourself out with this one. Practice it endlessly. Get it down pat. Works in conjunction with Commandment #1.

Commandment #4: Thou shalt collect deposits to secure appointments. No ifs, buts, excuses or maybes. 2014 will be the year ‘no-shows’ are eliminated. Afraid of what the clients will say? Take a teaspoon of cement. Harden up. They’ll swallow it. Those who object? You don’t want them anyway.

Commandment #5: Thou shalt not blame staff, suppliers, the weather or the inside of Lady Gaga’s head for thy failures. If ‘it’ doesn’t work, it’s you, not ‘it’. If staff don’t/won’t/can’t do what you want them to do, it’s your failure to lead by example, your failure to inspire, your failure to enforce – with consequences – not their failure to obey. If your tippy-toe, timid, ad-hoc wallflower approach to marketing your business doesn’t bring you a stampede of clients gagging to give you money, it’s your failure to educate yourself, your lack of discipline, your absence of persistence. It’s not a failure of whatever system you’re using.

Commandment #6: Thou shalt resolve to get ‘off the tools’. No great salon business has ever, ever been built by an owner who is resigned to working on the floor, earning almost all the income, being a life support system for the staff and suppliers. Been doing that already for 20 years? Make 2014 the year you draw a line in the sand, circle a date on the calendar, and work back from that, setting specific, achievable milestones, and taking action to reach those milestones, in your plan to become a business owner and entrepreneur, not merely a technician.

Commandment #7: Thou shalt identify, seek out and attach thyself to suitable mentors. You simply cannot do this on your own. (It’s why our exclusive WSM Members Only discussion forum on Facebook is so popular and so addictive. It’s full of generous, successful salon owners willing to share what works for them. Brains for the picking.) Look around…which are the most successful, most profitable salon businesses that you know of? Figure out what they’re doing right, and do the same. It’s not brain surgery.

Commandment #8: Thou shalt research, examine and acquire the right tools. Almost unbelievably, there are still salon owners using hand-written client cards, who don’t have websites, or have websites so old, poorly designed and creaky they’re worse than useless, who don’t know and won’t learn how to send bulk text messages. Who have their heads firmly buried in the sand. You cannot run a successful business in 2014 with tools that were out of date in 1998.

Commandment #9: Thou shalt accept that not everything is going to work, all the time. Resilience and self-reliance is becoming a scarce commodity, almost in inverse proportion to the ease and speed of access to all manner of things via technology; smart-phones, online shopping, tablets etc. People somehow expect instant gratification for everything, all the time, and stamp their feet at the slightest set-back. Grow up. Even in a worst-case, you’re still achieving in 5 years what your grandparents took a lifetime to get done.

Commandment #10: Thou shalt Grow Some Balls. Perhaps a little difficult, in the literal sense, given the female-dominated industry in which we work. But you know what I mean. People with balls make things happen, instead of merely reacting to things that happen to them. People with balls make their own luck. People not answering your email? Pick up the damn phone. Suppliers giving you the run-around? Hold a gun to their neck. Staff running your business rather than you running your business? Tell ’em; shape up or ship out. Yes, carrying around those big balls all the time can get kinda tiresome. But it sure as hell beats having them trodden on. You’d be amazed at what happens when you take control.

There endeth the lesson. May your 2014 be the best, ballsiest and most brilliant yet.

The Ten Commandments for Salon Success – Call Us Now On 618 9443 9327