BE MORE PORSCHE BE MORE PORSCHE

CONCENTRATE ON LUXURY, NOT JUST THE BOTTOM LINE

Client experience beats money in the till – that’s the view of Most Wanted Best New Salon winners, Lee Nash Jones and Rob White of Nashwhite. Let them state their case…

IF THERE IS one piece of advice we can give you it would be: ‘Focus on your client experience, not how much money they put in your till’. Focusing on their experience and making it unique to your brand will make sure they want to return again and again. Why? Because their experience will create brand loyalty, far beyond service loyalty. This applies to the team running a large salon group, or to the freelance hairdresser renting a chair and starting their own journey. It’s universal.

As business owners it’s easy to drift away from the client experience and focus on numbers and spreadsheets. We believe this is deadly and could be the end of the business you always dreamed of. Now don’t get us wrong, you need to be aware of the numbers. But that’s what we pay our accountants for, right?

We didn’t come into this industry because we love spreadsheets. Neither was it to make a load of money. Most of us are creative people-pleasers and we MUST remember this. The first and last thought should be: how can you make your brand experience unique and special?

Remember, it doesn’t always require spending a lot of money or giving away profits. It’s about continuity across the experience both in and out of the salon. Some of the smallest things that our guests pick up can be the most memorable, and we know they will end up telling all their friends about them. ‘The handwash at my hair salon was divine’. ‘The contact after my visit for feedback was a nice touch’. ‘The salon has the most beautiful tone of voice’. ‘I left feeling looked-after and loved’. One rule we stick with is whatever you implement, ask the question: ‘is this on-brand?’

For example, Porsche is known for making luxury sports cars. It will tell you the story of crafting the vehicle and how it has selected the finest components.

The experience of creating your own, then the unveiling and collecting of your Porsche, is like no other (so we’re told!). If it announced it was going to be producing a budget car, ordered online and delivered in a shipping container, you would be shocked. Your salon guests are building the same feelings towards your brand based on your actions and their experience.

An experience never starts and stops at the salon door. It’s the tone of voice when you respond to digital questions, through to visually telling your story – everything needs to have continuity, whatever you implement. Couple this with great hair, and the by-product is bums on seats and money in the till. By focusing on that client experience, your business will grow beyond what you could have ever dreamt.