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Did you know that your business could make our world a better place?
In the beauty and wellness industry, we often talk about ways to cater to your clientele. “Find out what clients want, and provide it,” they say. But, what if we take a new approach and practice lateral thinking by taking a creative and non-traditional method to staying profitable?
Salon owners are constantly on the hunt for ways to boost sales throughout the year, especially when business slows down a bit. If your business is not exactly booming, there are many approaches you can take; but this month, I offer suggestions for getting involved with your community, giving back and growing your business in the process.
When you embark on your journey to increase your community involvement, it can be helpful to think about why you opened your business in the first place. Many salons had a goal of providing a relaxation space for people, a place they can leave feeling and looking great! Improving someone’s health or appearance can make them feel good about themselves and help them be a more productive member of society.
The Greek poet, Euripides, once said, “Along with success comes a reputation for wisdom.” When you’ve been in business for a while, others start to see you as an expert in the industry. These positive public opinions can draw in clients, especially if they’ve seen you at a charitable event or two.
Generate positive publicity for your business by identifying ways you can help and by contributing. Not all contributions are monetary, giving your time and support can be just as effective. When other small businesses and members of the community notice your involvement, they will return the favor by supporting your business. Not only will your neighbors and community members see your efforts, but your team will also notice, too. Helping others can create a great feeling for everyone involved!
Where do your clients live? In your community! And, what better way to meet these potential customers than by helping those who live nearby? What are local charities working on in your area? Are they looking for donations, sponsors or items to include in goodie bags? Are they hosting a golf tournament or event you can join? Offer what you can to draw in new clients by word of mouth.
You can also find out about local school events – although you aren’t advertising to the students, you want their parents to become customers. If you have a child in school, you can get involved with the PTA, fundraisers or other school functions where you can pass out samples, referral or discount cards. Additionally, toward the end of the year when the holidays are approaching, you can offer a discounted service or product to clients who bring in canned food, clothing donations or toys for the holiday season.
The connections you make through community involvement will keep you on their radar every month, and you never know when you might meet someone who will become an advocate for your business! Additionally, these connections can improve your community and make it a better place for all to live.
Most of us, including your salon guests, often make purchasing decisions on an emotional level. By appealing to their personal needs, you remind them that you are an expert who genuinely cares about their wellness and beauty needs. Offering people what they want and creating value results in loyal customers and long-term revenue for you. All of us are here to support each other, and starting with those who live nearby can make a huge impact.
Kara Willingham is the Relationship Manager at FIT Bodywrap, where she cultivates partnerships with FIT Bodywrap Certified Providers and consumers alike. With over 8 years of salon and spa experience, Kara has spent the majority of her career gaining industry knowledge and spreading her love for health and beauty to everyone she encounters. Contact Kara at 760.542.6707 X 2.
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