Since it's raining
men this month on Nail Talk Radio I thought I might research a few ways to get
it raining men in your salon or spa. The
Small Business Development Center Website reports "Revenue growth in the beauty industry is expected to improve over the next five
years, rising at an average annual rate of 3.3% to $49.3 billion by 2017…this
will be driven by an expected increase in per capita disposable income and
declining unemployment toward the end of the five-year period…higher disposable
incomes could also lead hair salon customers to spend more on higher-value services
like manicures, pedicures, facials, hair modification treatments, and massages." Good news for beauty professionals. Now I'm not sure if the S.B.D.C. factored any
shutdowns in their stats, but that's a post for another time. The economy has
always threatened to shut down the beauty industry and quite frankly there have
been many salons that have not been able to hang on. Truth be told, there was probably
an instability in many of these businesses long before the economy tanked.
Again a post for another time. My favorite quote about this is from my friend
Geno Stampora. What he shared a few years ago, after 9/11 when everywhere you turned was bad economic news really
stuck with me. He said I really don't care if they say that we are in a
recession or depression, I choose not to participate in it. So ramp up your
marketing efforts, keep a keen eye on your business numbers, tighten your
beauty belt if need be and look for new ways to generate income. Building a
male friendly salon and salon menu is one way to start. Imagine if every client
you put your hands on has a significant other and you could get your hands on
them, well for services anyways. You could double your business just like that.
What are some ways to encourage male traffic to your salon?
We all know men love being pampered but they don't want
anyone to know it or see it. Try scheduling your men's services on slower days
so they are not the sole survivor in a sea of women clients. Think about
keeping private services private. Book their pedicure or manicure in a more
private setting, perhaps a facial room or draped area. And remember even if
they love their services, don't expect them to refer their friends, that is
just asking way too much.
Encourage your female clients to get their man in for services. Today's market place is more
competitive than ever and a well groomed man says a lot about him to potential
employers and clients. If they can't keep themselves together how can they be
trusted to manage bigger challenges? There was a guest in the salon I overheard
just the other day getting a pedicure complaining how bad her husband's feet
were, ok she said disgusting. I would have taken that opportunity, especially
if she was a good client to offer a free pedicure for her husband. I know once
in my chair he will become addicted to the service, plus now he has a happy
spouse, and we all know what that means.
Put together a more male friendly space, lower the ratio of
fem-details to men-details in your salon along with Golf Magazine, Men's Fitness,
Maxim, you get the picture. Design services specifically for men. They don't
want to come in and get a pretty piggy pedicure. They need a foot work-out,
hand detailing, use words that give them images of things already in their
world. Pay attention to fragrances as well. Men want earthy, musky scents more
in tune with aftershave and colognes they are already comfortable with. Partner with a fitness club, a golf or
country club and offer the employees free services for referrals. Male guests
are much more loyal than females so beef up your men's services, because that's
smart marketing.
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