Practical support and coaching is invaluable for small businesses. That is something we would intuitively expect to be true. But it is also something we learned recently at the hub (a service set up by Johnston Press to provide entrepreneurs with tips, resources and inspiration) when we asked SMEs across the UK what would be most useful for their business, as part of our ‘Great British business quiz’, and found coaching to be the most popular choice, beating even support from the bank.
If direct coaching is difficult to come by, it is possible to be ‘coached’ simply by observing the behaviours of professionals in other industries and sectors, and borrowing examples. And in the beauty industry, there is plenty that can be learned from hairstylists on meeting consumer needs.
1. Listen – don’t sell
Hairstylists invest a lot of time in making sure their customers are both comfortable with them and happy with their service. Clients are looking for a tangible change, but they obviously also want to like it and for it to reflect their personality.
Speaking to your customers should be central to your NPD and involve face-to-face conversations about what your product can offer. Just as a great stylist examines their client in the mirror, picks ups on subtle cues and demonstrates real understanding of what they want, cosmetic brands need to do the same. Those beauty products that have been launched in response to real consumer insight will thrive the most.
2. Harness social forums
In our digital climate, if you’re not online, you’re missing a trick. Facebook, Pinterest and Instagram all offer visually-rich platforms – perfect for showing, rather than telling. Nothing is more convincing than a good visual, so if you can provide the evidence, potential customers will be far more likely to believe in you and your products – and buy from you.
Increasingly, hair salons are using Instagram for marketing, which can include sharing before and after pictures, or tips videos, which are accompanied by hashtags to increase the chance of reaching prospective clients. Linking Instagram to the likes of Facebook, Twitter and Tumblr, and considering how shareable your social media is, can attract the attention of a local audience and even followers from international markets.
By making social shareable, your followers are doing your marketing for you every time they re-pin or share. And the value of peer-to-peer recommendation is huge – your potential customers are far more likely to trust their friend than believe your advertising.
3. Don’t scrimp on the little things
Of course, you go to your salon for your hairdresser’s scissor skills but you know what else you love about the place. From the moment the receptionist books you in, takes your coat and hands you a complementary coffee to the stylist walking you to the door as you leave, those special touches turn a straightforward haircut into a pampering experience. Simple, somewhat old-fashioned, yet highly effective. It’s the same for beauty brand owners. Ask yourself, what are the small details? The beautifully designed packaging, the different pack sizes, the formulation that makes a product suitable for sensitive skin? Delight customers with these small details.
4. Get to know them
Hairstylists work one on one with clients for some time, which gives them a great opportunity to chat: finding out their likes and dislikes, if they have any children, where they work, what their life is like. All these little details make the relationship a friendly one as opposed to a simple business transaction – but can also present spot-on sales opportunities, as you pinpoint products that will be perfect for their lifestyle.
The greater the opportunity for you to understand your customers, the more likely you will deliver the products they want and create a sense of loyalty that will keep them coming back.
5. Treat your existing customer base like gold
It is great to see new customers rolling through your doors – but never neglect your loyal customers. You know how loyal people are to their hairstylists. This is how you want them to think about their beauty products. It can be fascinating to work out how much your longest-standing customers have spent over a certain period. And it can help you to see how valuable they are.
Sometimes we take our regulars for granted – but remember they can switch allegiances at any moment. Think up ways of showing your appreciation. Get in touch with them spontaneously to say thanks. Send them a free product, an email detailing your appreciation, or, if you want to get ahead of the game, dream up a really generous incentive scheme just for your best clients.
If customers can see an added benefit of sticking with you, it’s more likely that they will stick around.
6. Be transparent
We’ve all heard the hair horror stories; the time when your friend went in for a fringe trim and came out with a half-inch crop all over. Great hairstylists aren’t like that, because they learn to be crystal clear in their communication – and you should do the same. Never over-promise, muddle or bamboozle your customers with jargon. Make sure that they know exactly what they can expect from your products. In a world of spin and sales, your customers will appreciate your honesty and be more likely to buy from you.
Author
Matthew Moore, the hub (Johnston Press)
