Why Why Why?

By David Watts, The Zing Project

Your why is not just a fluffy, feel-good statement. It’s a powerful motivator that can help you stay focused and inspired, even during the toughest times in your business. When you’re clear on your why, you have a sense of purpose that goes beyond just making money or servicing clients. Your why helps you connect with your values, your passion, and your mission.

Having a clear why can also help you make strategic decisions for your salon. When you’re faced with tough choices, you can refer to your why and ask yourself, does this align with my purpose? Will this help me achieve my goals? Will this make a positive impact on my team or clients?

When talking to salon owners without a clear why, I see how easily they get side-tracked by shiny objects or the latest trend. But when they know their purpose, they can filter out distractions and stay true to their visions… it’s a game changer!

How do you identify your why?

Some people know it off the top of their head, for others it takes some work.

Identifying your why can be a process that takes time and self-reflection. It’s important to ask yourself some key questions about your values, passions, and motivations. Reflecting on what you care about and what makes you feel fulfilled can help you uncover your true purpose.

When considering your why, it can be helpful to think about the impact you want to make on the world or the change you want to see in your industry. Do you want to make people feel more confident and beautiful? Do you want to promote sustainability in your business practices?

It’s also important to consider your strengths and what sets you apart from others in your industry. What unique skills and qualities do you bring to your business? How can you leverage these strengths to align with your why and provide value to your clients?

Another approach to identifying your why is to think about the problems you want to solve for your clients. What pain points do they have that you can address through your business? How can you use your skills and expertise to provide solutions to these problems?

What to do with your why?

Once you have identified your why, the next step is to integrate it into every aspect of your business. This means ensuring that every product, service, and interaction with clients is aligned with your purpose. When you do this, you can provide a consistent and authentic experience for your clients, which will ultimately help to differentiate your business from competitors.

What does that look like?

Consider every touchpoint that a client has with your business, from the first time they discover you to after they have received your services. Each interaction should be designed to align with your purpose and provide a positive experience that reinforces your values.

Provide exceptional customer service that goes beyond just meeting your clients’ physical needs. From the moment a client walks in, they should feel welcomed, valued and heard. This means taking the time to listen to their needs, explaining your services in detail and making them feel comfortable throughout their visit.

You could make your consultations more personal by taking the time to get to know your clients and understand their needs and uncovering their emotional pain points. You can then offer personalised recommendations that are tailored to their individual needs.

As a professional working with purpose, you can customise your services to meet you clients’ needs. Personalisation is key in 2023 and your approach needs to make every service feel like it was done with only that client in mind, remember every client is unique.

Education is another way to connect your why with your clients. By educating your clients on your why and how it aligns with your services, you can build trust and create a deeper connection with them. This means explaining the benefits of your products and services, how they solve your clients’ problems and how they align with your why.

Build a salon culture that fosters a sense of community and support. Host events, workshops, or other activities that bring your clients together and help them feel connected to your salon on a deeper level.

Living your why will make following up your clients easier, is essential in building longterm relationships. It shows that you care about their satisfaction and are committed to providing them with the best possible experience. This means checking in after their visit, not just on their hair, but on their pain points and how their visit solved these.

Get your why into your marketing efforts. Your branding should be reflective of your purpose, your messaging should share your values and what your salon stands for. This will help you to attract clients who share your beliefs and are looking for a business that aligns with their own values.

Is this a one-time thing?

Reflecting on your why is not a one-time exercise, but an ongoing process that should be integrated into your daily routine. As your salon evolve, so may your why. It’s important to regularly assess and reflect on it and how it aligns with your business goals.

Build ongoing reflection into your routine and schedule regular check-ins with your team to discuss your why and how it aligns with your current goals. This could be done on a monthly or quarterly basis.

Final Thoughts

Your why is not just a statement, it’s a way of life, and it should guide everything you do in your business. By connecting your why with your clients, you can create a deeper connection, meet their needs, and provide them with absolute value.

Embrace it, live it, and let inspire everyone to ensure your salon is something you’re proud of!

David. XoX

A salon owner and support coach on Team Chrissy – The ZING Project. David has a diverse background in sales, marketing, and operations and is passionate about improving the professionalism of the industry. Contact David via email davidsc@zingcoach.com.au or DM on Instagram @davidwatts_zing