Thriving Through Change!

By Jay Chapman, Zing Project

There’s a massive, hideous elephant in the room. Actually, there are multiple elephants, and they go by the names of “economy,” “consumer spending,” “interest rates,” “cost of living,” and “stress.” Just take a quick peek into any industry Facebook group, and you’ll see how many people are grumbling about the tough business conditions this year.

For many salon owners, this year has been even more challenging than the previous ones, which is saying something!

Now, here’s where I have an unfair advantage. I get exposed to a broad cross-section of salon businesses across Australia and New Zealand. From small towns to big cities, and from budget salons to high-end establishments.

One thing I can say with complete certainty is that there are small businesses in our industry that are absolutely thriving right now. If you’re currently in a world of pain, this statement might trigger you. But I want you to flip that mindset on its head and see it as an opportunity to learn from those who are staying ahead of the game.

Okay, here’s a heads-up: this might get spicy! So, before you continue reading, here’s a word of caution... I’m writing this article with good intentions, hoping to challenge your thinking. How you interpret my message is up to you.

Think of it this way: to bake a cake successfully, you need the right ingredients and the correct recipe. Some people use higher-quality ingredients than others.

Some folks have gotten a bit lazy and don’t follow the recipe as they should. They skip a few ingredients here and there… And some keep using the same recipe over and over again, even though the outcome falls short of their expectations!

So, what’s the message behind this analogy?

If your cake is falling flat and people aren’t enjoying it as much as they used to, you need to examine your recipe and ingredients because something’s clearly amiss.

I get it. Thousands of people in the industry are singing the same tune. They say the recipe they’ve relied on for years is no longer working. Things have changed, and it’s hard. They’re right!

But what’s entirely missing from this industrywide dialogue is the conversation about how we choose to make changes. It lacks discussion about what we can do about it. And it lacks input from those who are thriving but feel too nervous to share their success stories.

One of the most uncomfortable things we, as business owners, must do is hold up a mirror to ourselves and look inward. We need to challenge ourselves to change and do something different, something outside our comfort zones.

So, it’s time for some practical advice and a fresh perspective on what the thriving ones are doing to have the right recipe and the right ingredients. Here’s 5 to get you started.

1 . You can’t change the economy, but you can increase the value you deliver. We always have more to offer, including myself.

2. The hairdressing industry is projected to experience positive growth until the end of 2023. That means we’re in one of the industries least affected during a recession or pre-recession. History shows that we always fare well in the face of challenges like this! It certainly makes business harder, so we must ensure that the quality and quantity of time we invest in our business remain consistent every single week.

3. If your clients are stretching their appointments, give them options and show them how they can maintain great results between services. Retaining clients is more important than how much they spend in your business.

4. Consumer spending is solid in our industry, but retention rates are down. Clients are willing to spend, but they want more bang for their buck. They expect exceptional customer service, experiences, and education. If your new client retention is lacking, it’s a clear sign that you need to step up.

5. Creating certainty, motivation, and focus on your team is like striking pure gold. It’s the ultimate jackpot! Here’s the deal: you need a goal, a plan to get there, and guess what? Your team needs goals and plans too. It’s like a synchronized dance routine, but with business strategies. Your mission is to bring it all together, so you can stay positive and focused on things you actually have control over.

Forget about all that unhelpful information trying to rain on your parade. IT’S NOT HELPFUL!

Let’s talk about complete alignment. Growing a business all by yourself is tougher than wrestling a greased pig. You need your team and even your family team, to be completely on board.

It’s time to examine your support network and those meeting rhythms. We gotta build a sturdy scaffolding of support to help us achieve the outcomes we deserve. It’s like constructing a skyscraper of success, and we can’t do it alone!

Every time a problem pops up, it’s like a buffet of solutions appears out of thin air.

Sometimes finding the right way forward is as easy as spotting a neon sign, and other times it’s like trying to find a needle in a haystack. We’ve all had those “head against a brick wall” moment, right?

Here’s the kicker. When we see that countless others are going through the same thing, it’s like a giant validation party. It confirms what we believe to be true, and it puts our search for solutions on pause. Well, guess what? It’s time to hit play again and find those solutions, my friend!

So, here’s the purpose of this article I’ve written just for you. It’s here to ignite a fire within you. I want to inspire you to take action, whatever that may be. It’s time to grab the bull by the horns, or in our case, the hairdryer by the handle, and make things happen!

Jay Chapman is a Senior Coach at The ZING Project. For more information on how ZING can support you, email: jay@zingcoach.com.au