Let’s face it, after the start to this year and what we’ve been through in the industry this past year, we need to make sure that every second of our working day is as profitable as possible. One of the most effective ways to do this is to get columns planned and filled up well in advance.
It’s not rocket science, but the further forward you can get appointments scheduled in the better for planning. This will help you see where there are gaps and give you time to fill them. You don’t want to be working week by week with no idea what’s ahead. It can also help you generate revenue by offering a chance to think about the clients booked in and ways to increase their average spend. Upselling is key, increasing your clients’ average bill will combat any potential income loss from quiet periods.
But why does it matter that we’re filling these columns? Well, there are a number of reasons why a little bit of forethought is vital for the future success of the salon…
Encourage Clients to Rebook
Filling your columns as far in advance as possible allows you to see where there are gaps or quiet periods in the weeks and months ahead. This means that you can put something in place to fill these instead of paying for additional advertising or direct marketing. Rebooking your clients at the end of their appointment is the easiest way to do this. And, if you know when the quieter times are you can work at getting clients who are more flexible moved over to these times and free up the more popular times. Some clients will come on certain days and times out of habit, if they can come in on one of your quieter days instead this will work better for your business.
Is Every Treatment on Your List Lucrative?
Work out what income you expect to have coming in each week and see where you can make improvements to change this. A good place to start is by getting rid of unprofitable treatments and only allowing these treatments as add-ons. Try to increase your client’s average spend, look at ways to meet their needs further, would they benefit from the use of your skincare line? Do they need a specific product to solve a problem? Think ahead in your diary and consider ways to help each client further and provide an even better service.
Treat Your Loyal Clients
Offering a luxury service that elevates the salon experience to a higher level rather than simply being applied at the dressing area and left for 10 minutes. If treatments are to be recommended then the experience must be a worthwhile one for the client to invest in, gowns and towels should suggest a luxurious experience that differs from the competition. So those who come to you regularly should be getting that little something extra.
Use Gaps wisely
You don’t even need to be trying to fill your gaps with clients. You could use that valuable time for business and marketing activities;
- Sending mass text or emails to your regular clients to let them choose from times and dates available.
- Letting clients know more about the products and services you offer via newsletter or on your social channels.
- Social media is also a great tool to share last minute gaps on a first-come-first-served basis.
- Carry out an audit of your business. Look at it from the client’s perspective, what can you upgrade, update, improve?