In the past, we have discussed the factors that separate the ‘average salons’ from the ‘high performance salons’ – including effective session and package pricing, cross promoting equipment levels, evaluating customer spending patterns, etc. Of equal importance is the practice of consistently providing your customers with the highest levels of service, satisfaction and salon experience on each and every visit.
In business there is no room for negative surprises. Many salon owners will spend hundreds of thousands of dollars to open and operate their businesses – going to great lengths and financial commitment to ensure that they are offering the latest equipment, a spotlessly clean and enticing environment together with a wide selection of the most popular lotions, skin care products, etc. They then place their entire investment in the hands of a teenager who has little or no training in customer service or professional sales practices – and hope for the best. Remember: A great employee can contribute to your success – even if you are not able to offer the latest and greatest equipment. However, a bad employee can hurt your business dramatically – even if you offer the latest and greatest of everything.
How many times have you gone to a restaurant and had an entire meal ruined by bad service. Or, how many times have you gone to an average restaurant and totally enjoyed the experience due to great customer service? If I gave you the cash you needed to go to the grocery store and purchase the food items required to make a couple of hamburgers, with a side of fries and soft drinks – could you do a better job than McDonalds, Wendy’s or Burger King? Could you do a better job than Chili’s or Applebee’s? Most of you would probably say yes! So then, why aren’t we all opening our own burger stands and kicking butt? The reality is that the big chain restaurants don’t make the best hamburgers and they don’t make the worst hamburgers. They simply make good hamburgers. More so, they provide a consistent level of product quality and customer service every time you dine with them. The same is true when you shop at high-end grocers like Whole Foods – you expect a consistent level of product quality and professional service every time you shop. We as consumers will not tolerate negative surprises. We do not want to walk into any restaurant and be served low quality, poorly prepared food or experience bad service.
So what happens when a customer enters your salon?
• Are they greeted with a friendly smile and an attentive, warm welcome. Or, are employees on their personal cell phones, chewing gum and appearing annoyed that a customer has interrupted their day?
• Are employees dressed in clean shirt and shorts that reflect the professional image and branding of your business? Or, are they wearing the t-shirt they won at the carnival complimented by baggy sweat pants?
High performance salons – like high performance restaurants and grocers - offer consistent service and product quality every time you patronize their businesses. In turn, we become comfortable with the overall experience and enjoy going to the same business time and time again. Imagine a customer coming into your business on Monday and be treated like royalty – only to come back on Thursday and treated like a no-body.
Anyone who has children knows what happens when you finish reading them a bedtime story. The immediate response is “read it again”. Even though they know the outcome – they want you to read it again and again. The reason? No negative surprises. The story and its outcome will not change no matter how many times you read it to them. They feel in control and comfortable in their environment. The same holds true in business. We want to know that when we patronize a business that the service, product quality and overall experience will remain consistent time after time. I’m not saying that you should offer a boring, mundane experience. You should maintain an ongoing strategy of mixing your existing product line with new items and services -- and always offer creative specials. And everything you offer, must be presented within an environment that allows the customer to consistently experience and enjoy the highest levels of customer service and satisfaction.
