In a booming market like beauty, businesses need to work even harder than ever to set themselves apart.
In order to stand out in a crowded industry, it helps if your business has traits worth remembering. While a good product and outstanding service are the foundations for growing a company, there is an opportunity to use differentiation to stay ahead.
1.Know the competition
Find out who your competitors are, what they are offering and what their unique selling point is. This will identify the areas you need to compete in, as well as giving you a platform for differentiating yourself.
2.Know your customers
Customer expectations can change dramatically when market conditions are unstable. Find out what matters to your customers. Is it lower pricing, more flexible opening hours, friendly staff or the latest products and treatments? Once you've completed some sort of analysis, revise your sales and marketing plans accordingly.
3.Differentiate
It's essential to give your customers good reasons to come to you rather than a rival. Your unique selling point should tap into what your customers want and it should be clear and obvious. No - one should need to ask what makes you different.
4.Update your image
Simple steps such as painting the front of your salon can make your business look more modern and inviting. Also look at your business cards, your website, packaging, clothing etc. Does your image reflect your USP? Is it on brand?
5.Step up your marketing
Make more of an effort to tell people who you are, what treatments you offer and why they should come and visit you. It doesn't have to be expensive; marketing can range from posters in your window, leafleting in your local area, perhaps a social media campaign.
6.Look after your exhisiting customers
Provide better customer service by being more responsive to client needs and expectations. Consider offering low - cost extras. Offer a loyalty scheme for loyal clients, remember it's cheaper and easier to keep customers than to find new ones.
7.Target new markets
By selling into a greater number of markets you can increase your customer base and spread your risk. Consider whether you can offer treatments in different surrounding areas. Are there groups you've never targeted before who might be interested in what you offer? Don't waste time marketing to people who won't be interested.
8.Expand your offer
What related products or services might your customers be interested in? You might even consider diversifying into another area, for example if you offer brow threading you might want to consider training in HD brows to offer this treatment.
9.Be the best employer
Skilled, motivated staff underpin vibrant, growing businesses. Attracting them means more than paying a competitive wage - people are more impressed by a good working atmosphere and benefits such as flexible working hours and career development. Sending a staff member on a training course helps them to improve and feel valued, but also improves your business by offering another treatment.
10.Look to the future
Businesses that plan for growth are more successful than those that are happy to stay still. Keep up with different developments in the industry. Remember the fish pedicure craze? Did you take advantage of it when it was around?