Summer is a very celebratory season with sun, hot weather, BBQs and pool parties! But when the majority of salon bookings and retail sales slide, there is little to celebrate.
Visiting salons throughout the spring, one of the first questions I asked was “How do you do over the summer? Are you busy?” 90% of the time, the answer was “It’s really quiet. No one is coming into the salon for services or to buy product. Everyone is too busy being outside!”
The challenge is that no matter the season, you still own your business and you’ve got bills to pay. So, what should you do to ensure your salon is also feeling the summer excitement?
Use this time to catch up on planning, merchandising and working on your website and social media platforms. Bring your distributor and manufacturer representatives in for meetings to inquire about product launches, budget for promotions, and book education dates. Long-term planning is just as important as that short-term gratification you get from having a client in your chair.
If you can’t beat ’em, join ’em! While having an online presence is really important, the summer months are a prime time to go old school and connect with your community face to face. This is not just a networking opportunity, but a chance to make some retail bucks too! Simply setting up a braid bar or summer styling booth at your local farmer’s market or music festival can go a long way.
BRING YOUR A-GAME
With fewer clients coming in and the days feeling longer, how on earth can we expect our stylists to be on their A-game? Slower months are the perfect opportunity to launch incentives, because the “I’m too busy to remember” excuse doesn’t work. Get creative with how you engage your team: You can include participation in community activities, number of new clients or even willingness to re-merchandise the retail shelves.
Summer should not be a thumb-twiddling time for your salon—there is always something that needs to be done. Make this summer the season of no excuses!