Laurent D. of Privé Salon answers, “Utilize the referral program! Have stylists give out a few cards to their best clients to give to their friends. For every friend that comes in via the referral, the client who referred gets a free hair cut. This way, the salon is constantly getting new clients and the person referring is kept happy too.”
Dennis Bernard Campanaro, president/CEO of Dennis Bernard, Inc, says, “Aggressively market your salon to your community, schools, organizations, etc. in your area for new clients. Bundling services for existing clients at a discount can help with cash flow. Put your heart into your retail program to close the gap on lost service profits.”
Nelson Chan, celebrity stylist and owner of Nelson J in Beverly Hills, says, “What we do is send out e-mails offering discounted services for last-minute appointment spaces that are not filled. We usually get three to five calls each time these e-mails are sent. We still make a profit from these last-minute appointments, and we don’t have periods of inactivity.”
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