Three Mistakes That May Cost You Color Clients
Author: Ali Davidson | Posted on: April 01, 2017
Haircolor services are the “vital anchor service” in many salons and there is plenty of this lucrative pie to go around. But if you aren’t getting as big of a piece as you’d like, you might be making one of three detrimental mistakes that can cost you serious money.
According to Modern Salon’s Process’ haircolor research, “More than 80 percent of salon business owners report half of their revenue comes from haircolor services.” In 2016, haircolor services in salons grew 3.6 percent, while other chemical services and haircuts only grew by 2 percent and 2.8 percent, respectively.
1. Your marketing efforts don’t say anything about haircolor. This seems like a no-brainer, but it’s so easy to overlook a few places you might be failing to highlight your color offerings. If you want to attract color clients, every piece of marketing you distribute should have a call-out to feature your talent and offerings as a colorist.
This includes your business cards; any piece of swag; every little detail at every promotional event you participate in and in all social media, too. It’s like the saying that we attract what we put out into the world. If you put out the message you want color clients and your social media posts focus on color, that is what will be drawn into your chair.
2. You aren’t utilizing your current clients. The easiest way to build your color business is to work with the clients you already have. Each and every client should receive individualized color suggestions and advice. Your client doesn’t have to be scheduled for a haircolor service to receive a haircolor consultation, if you know what I mean.
And when you do get a haircut regular to finally dabble in color, they better not leave the salon without scheduling their retouch. This is how you really fill your book with color services. The client loyalty and frequency of visits is a big part of what makes color services in the salon so lucrative. Once you’ve turned a client on to color, keep them out of the box color aisle by pre- booking as many appointments as possible.
3. Your haircolor education ended in beauty school. When was the last time you took an advanced education class? Are you certified in anything? The return on investing in your education is infinite. To be able to tell prospective clients that you’re a certified expert in a particular technique or color line is incredibly powerful advertising. The word-of-mouth from a client whose color didn’t turn out quite right because you didn’t have enough education is also incredibly powerful advertising. It’s up to you to determine which advertising you’d like.
Color services smell like money. If you want more color clients, there are plenty to be had and there’s no reason you shouldn’t be able to fill your book with color services. If you’re struggling to get color services in your chair, make sure you mention haircolor in all of your marketing, make the most of the clientele you do have, and soak up as much education as you possibly can.