Building The Mens Business
We hear it all the time. But what does it really mean? Maybe you think your business is doing just fine. Maybe you think that guys are best left to the local barber? Besides, guys are cheap, right?
Wrong. Men spend more money each year than women, but buy fewer things. The truths is, they are more interested in quality than price and are not afraid to spend money accordingly. Men are also much more brand and service loyal. The truth is, when men find quality they tend to stick with it for life and time.
It's not enough anymore to just create a comfortable environment for men in our salons. Sure that's a part of the story. Remember, men are smart, they know there's more to the process. An inviting and comfortable environment with some imagery or marketing that speaks directly to men is a great way to let men know they're welcome in your salon. Address the needs of men. Have a selection of products available that address the needs of men. This lets everyone know that you're knowledgeable about men and their specific grooming needs.
Take a good look at who's walking into your salon. Men comprise the overwhelming majority of walk-in business for salons across America. Now look at who's assigned to the largest percentage of walk-in business in your salon. In most cases it's the newest stylist, the stylist with little or no clientele. In most cases it's your least experienced people. How do you build your men's business? Education. Educate your newest staff in contemporary men's shapes. A great haircut speaks volumes.
Remember that men are 50% of the worlds' population. Men are the largest source of walk-in salon business. They are wandering form salon to salon, looking for a great experience. Show them that your salon has what it takes, and end his wandering ways.
Knowledge and education, it's really that simple.
From Walk-In To Client
12 Ways To Make Men Happy
- Show men you want their business.
Any environment that is new and different can be intimidating for a man or woman. Make your salon a friendly environment by making it inviting. Window displays, posters and advertisements are a great way to invite men into the salon. Your salons appearance can directly influence the type of client that walks in your salon door. Displaying marketing material specifically for men lets everyone know that you cater to the male consumer.
- Magazines and magazine tear sheets as style sectors.
Magazines are a great tool for staying current in the world of hair and fashion. Make your own style book from magazine tear sheets that reflects your personality and opinions about hair and fashion. Traditional hair books often become outdated quite fast and many men are uncomfortable and intimidated to pick one up.
- Education, Education, Education.
The more education we receive, the more we continue to grow on a personal and professional level, the more we can offer our clients.
- Offer referral incentives to your existing clients.
Especially women, they know plenty of men. Offer your existing clientele a discount or a free service for referring new business. Incentivising your existing clients is a great way to let your customers work for you.
- A great scalp message at the shampoo bowl.
A fantastic value added service that takes very little time and has no overhead.
- A conditioning rinse after the hair cut.
This creates an opportunity to discuss products and their benefits, a great tool for retailing.
- Offer complimentary neck trims.
The male bang trim. Just a small amount of maintenance can build customer loyalty.
- Know your styling products.
Just a little knowledge goes a long way. Knowing the features and benefits of your products gives you the ability to specifically prescribe the right product for each client. The more knowledgeable you are the more knowledge you can pass to your clients.
- Guarantee your work.
A guarantee builds confidence.
- Guarantee your styling products.
If you display confidence in your products your customers will be more willing to try what you recommend.
- Tee shirts instead of robes for men to change into.
What man wants to wear a robe in public?
- Start a men's night in your salon
This is a tremendous opportunity to create a buzz and promote your business. This also creates a comfortable male environment for men who might normally shy away from a salon.
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