Effective promotion of products and services goes beyond fixed descriptions of treatment procedures or properties of cosmetics. This is because clients are acquired through emotions and promises of changes for the better, rather than dry facts.
Do you know why foodstuff commercials most often feature a happy family sitting at a beautifully decorated table or one cooking together in a homely kitchen? It's very simple. The secret behind selling is that we should sell not just products or services, but positive emotions and beautiful visions related to them.
The same rule also applies to the beauty industry which is also brimming with life-changing stories of metamorphoses.
The astonishing potential of powerful emotions should be employed at the very onset of a business undertaking. Before you start promoting any products or services, give your business a unique personality. Use it to create an exceptional brand story.
Make your salon different from all the others - create a special place with a mission and convictions, whose name visitors associate with particular feelings and recollections much more distinctive than just positive memories of a pleasant visit.
Tell your clients, in the most alluring way you can, about your inception in the beauty industry. Allow them to imagine that by visiting your salon, where you work so hard on every detail, they can count on the best service and customer care, as well as the full commitment of your employees.
Let the story of your company be a promise of the wonderful things which the clients can experience simply by visiting your salon.
When promoting your products and services, try to present them as something special. Try to transform every visit to your salon into a special occasion, a ritual. Simple details are on hand to help you – for instance, you can serve delicious coffee. Relaxation, good coffee and excellent results – this is not just a simple visit to a hairdresser, but an enjoyable outing for which your customers will wait with impatience.
Do your best to encourage your employees to establish positive relationships with the clients. As a result, visitors to your salon will appreciate not only the services you provide, but they will also derive pleasure from the time pleasantly spent in the company of your employees, increasing their loyalty and dedication. A favourite specialist will become a friend with whom the clients will feel at ease, who they will like to spend time with and who they will look forward to returning to.
If your premises are spacious enough, you can transform your salon into a unique meeting place. Imagine a situation where a simple manicure becomes a modern way to “meet a friend for coffee.” Instead of going to a standard café, female friends can meet in your salon, where they can have a chat, a cup of coffee and leave for home with exquisite nails. The opportunities are endless!
Customer records are not only a tool which helps you provide better customer service. They are also a treasure trove of beautiful stories of amazing transformations.
Every preserved “before and after” photo is a story with a happy ending, showing outstanding results of your work. Don’t keep it to yourself. Show everyone what results can be obtained if clients put their trust in you. Promote your services with the help of the stories of your satisfied clients who started feeling better about themselves or overcame issues linked to their appearance or health thanks to your knowledge and skills. Make use of the potential of happy endings!
By stirring your clients’ emotions and imagination, you can promote your products and services effectively, and build stronger client relationships at the same time. When relationships are not purely professional, and the individual items on the price list are more than rigid procedures, every visit to a salon becomes an adventure. It turns into a ritual which clients await with impatience and one which they are likely to talk about to their friends and family.
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