What makes a potential client decide to come to your salon or clinic as opposed to your competition down the road? What makes you stand out from the crowd? What’s your USP? (Unique Selling Proposition), What makes you different to them?
Have you ever thought to ask: “Why should a customer come to us? What makes us different? What are we doing that’s specifically different to my competition?”
If you don’t know, then it’s time to find out…
Try this for your next staff meeting: Ask your team: “What 3 things do we do at our salon that is different and unique to all the other Salons in our area?”
And if you can’t think of any, try this it works for Hair, Beauty or Spa:
“What 3 things could we do that is different and unique to all the other Salons in our area?”
Brainstorm this for about 10 – 15 minutes, remember the brainstorming rules: no idea is a silly idea. Write everything down. Then take 2 or 3 of the best ideas and expand on them. Let them evolve, what more could we add to improve upon them.
Example: USP for a Hair Salon: We give every client a chair massage at the basin with our massage chairs…
Expanded upon this: We guarantee a minimum 3 minute scalp massage or your service is free… (Use a salon timer to time this and give it to your client to hold)
This would be a very simple yet powerful USP, how many times have you heard your client say the scalp massage is the best part of their visit and it was not long enough? And how many times do you rush through this part of the service because you are running late? Remember a relaxed happy client is a spending client. Allowing extra time to do this should increase your retail sales, providing you are recommending products for home use.
Whatever you come up with, take the best idea and use it in all of your marketing to let every potential client know why they should come to you and your salon and not your competition down the road.
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