Business survival strategies for 2010

There's no doubt that 2009 was a difficult year in business, and even salons that claimed their profits rocketed had to change their game-plans.

And while many believe that the worst is over, even the most optimistic analyst admits that there may be more struggles and tough decisions to be made in the year ahead.

So what steps can you take to make sure that your salon thrives in 2010? We asked some of hairdressing's brightest business minds to share their secrets of how they survived one of the most difficult years in business history and the changes they implemented last year could benefit you too.

• Focus on Service

Scott Smurthwaite, cream hairdressing, Gloucester

"Financially we have not been affected by the recession; in fact we have increased our profit in 2009. However, we noticed how clients' spending patterns changed - they're becoming price-savvy and on the hunt for a bargain.

"We have been creative with our marketing without diluting our brand by having a critical focus on offering a better service year-on-year.

"We've been ignoring the constant bombardment of negativity and kept building on the client experience, which is what sets you apart from the competition and keeps your core clientele loyal."

• Invest in PR

Tommy van der Veken and Esther van der Veken-Prins, Tommy's, Ruthin

"We reviewed our range of services to ensure we provide an all-encompassing experience, such as inclusive head and hand treatments with services from our cutting and colouring menu, updating our range of refreshments and the way they were served.

"We have used the fantastic Skype technology in our salons and have included details on how to contact us via Skype about our new price menu. This booking option has proven extremely popular as guests take advantage of the zero cost of contacting us.

"We took on a full-time in-house PR and marketing person to make sure we were maximising all the opportunities available to us. In times of recession and financial uncertainty those businesses that can be proactive with an effective PR and marketing strategy can set themselves above competitors with their consistent brand message and successfully work their way through potentially difficult times."

• Focus on Customer Care

Claire Smith, The Colour Room, Stockport

"We had to be creative, innovative and tenacious in our customer care efforts, creating perceived added value in our services, showing benevolence to long-standing clients in financial difficulty, while at the same time identifying areas to reduce costs without impacting upon the quality of hairdressing and service we provide. 

"Rather than cutting back on marketing and PR initiatives, we were more proactive than ever in 2009, but with a real focus on tangible results, attracting new clients and strengthening our brand."

• Invest in your Team

Wil Fleeson, Rainbow Room International, Glasgow

"We organised training seminars with HJ's British Hairdresser of the Year Akin Konizi and hair guru Tim Hartley. These sessions really inspired the team and helped develop their techniques and creativity, meaning that our clients are consistently offered something fresh.

"We also focused on team motivation by encouraging more team-building activities, one-on-one development meetings and increased team incentives. This has resulted in more creative energy and drive across all team members.

"We think it's important to reward clients and like to give them value-added service. We reward our clients for booking online by giving them £5 off their appointment, or if they refer a friend, for example, they would receive a voucher for a complimentary treatment."

• Don't Put Off a Refit

Ken Picton, Ken Picton Salon, Cardiff Bay

"I ignored the recession and focused on expanding and refitting my salon and the profits are up on last year.

"So many people told me it was bad timing to do this, but it worked out as perfect timing because it created such local excitement and client numbers increased on the back of it.

"My team worked hard at giving added value to each and every customer, not with free products but with a top-quality service and customer care. I think it's important to not focus on how other businesses are performing and just focus on your own and concentrate on the customers you do have, not the ones you don't."

• Increase Mystery Shoppers

Darren Messias, KH Salon group, East Midlands

"Without question 2009 was a tough year for our industry. We took a decision not to increase our prices, but to deliver more value. We invested heavily in our group mystery shopper programme - increasing the frequency and making the reports more detailed.

"Rather than put off new plans drove them through to keep our marketing energy going. So we worked on a major rebranding exercise and also went ahead with a planned photo shoot with our art team and have just launched our new collection. Client and media feedback has been brilliant - so worth it.

"We continued to invest in training to help our salons maximise their retail sales. This has delivered huge benefits - our retail sales have increased by 9.5% across the group with one salon achieving 76.5%."

• Explore local marketing opportunities

Mark Woolley, Electric Hairdressing, Brighton

"As a newly-branded salon group I was keen to ensure that business was moving in the right direction and the recession just meant that I really needed to focus and ensure everything I did impacted positively.

"I also employ a local marketing person who focuses on building opportunities with local business, such as vouchers in goodie-bags, charity style makeover donations, local editorials and reader competitions.

"We also host client evenings and share with our key customers what we're doing, where we're going and our successes, alongside presenting the latest hair trends and at-home tips."