Three steps to increasing your stylist's income
Did you know that the average hairdresser's basic wage is less than a kitchen porter or a shelf stacker? *
But Antony Whitaker, author of highly-acclaimed hairdressing business book GROW, says that the big difference is that hairdressers have plenty of scope to multiply their salary by making small changes to their everyday practices.
He believes that there are three ways to increase your income - by increasing the number of clients; increasing the frequency of clients and increasing clients' average spend - and by improving each area by just 10% you can maximise your earning power.
Increasing the number of clients - Referrals and requests
- Word of mouth is the most effective method of getting clients to your salon. So make sure that you always give your clients an experience that they will want to tell their friends about.
- Make sure you always have current business cards and use them! Not only should they be available in the salon, you should also use them to network when you are out and about. Never be afraid to tell people that you would like to cut their hair.
- When you have finished a client, ask them if they are happy with their hair. If so, ask them if they have any friends or relatives who "they would like you to look after for them". If you are lucky enough to have client referrals, always phone the original client to say thank you.
Increasing the frequency of clients - Rebooking and retention
- By rebooking clients you can ensure that they come back in the recommended six weeks rather than increasing the time between appointments. A client who has already rebooked is more likely to return to your salon than be tempted elsewhere.
- Encourage clients to rebook by creating a sense of urgency. You could do this by mentioning that you are getting busier, that it is getting harder to find a specific time-slot or by referring to seasonal fluctuations.
- If clients do re-book, make sure that you phone or text them on the week of the appointment to remind them. Many salon software programmes will do this for you.
- Increase client retention by making random calls to clients to troubleshoot any problems. If they are happy with the service it's another opportunity for you to ask them to refer you; if they weren't happy, it gives you the chance to invite them back to rectify the problem.
Increasing clients' average spend - Retail and up-selling
- A great consultation is the perfect way for you to recommend products and additional services such as colour and treatments to your clients.
- If you notice that a client's hair is greasy or they have a flaky scalp, start up a dialogue by asking them if they have noticed too. This is an ideal opportunity for you offer them the appropriate services.
- Always explain to your clients what products you use on their hair and how and why you use them. Then ask them if they would like to buy that specific product. Never ask clients if they 'want any products' - they are guaranteed to say no!
And finally, don't be afraid of rejection. It only takes a 10% change to make a significant difference to your income. So even if nine out of every 10 clients say no, you can still boost your earnings.
* The Business life salary survey 2007. Salary bands are averaged, Bonuses not included.