Finding your ‘CORE STORY’ and how it will keep attracting clients and staff to your salon, long after your ads have disappeared.
Quality Isn’t Good Enough to Differentiate Your Salon Brand
33% of businesses fail within the first 5 years!
People buy from people they like..
87% of businesses with a stated purpose exceed beyond 5 years.
If you are tempted to say, “quality” or, “ we’re friendly” or, “we give the best service”, thinking it will help to differentiate your brand, think again.
Do you know how many times I’ve heard people say, “quality”, “we’re friendly”, or “we’re the best service”, is one of their distinguishing features of their salon?
Fact is, I’ve been listening to salon owners tick off the reasons customers should buy from them. Over the span of hundreds of coaching calls and strategy sessions, it is safe to say that ,“quality” “we’re friendly”, or “we give the best service”, topped more than 90 percent of the lists of brag points.
So, if everybody’s talking quality, it really doesn’t differentiate your salon brand. And to be effective in your advertising, you really must set your product or service apart from your competitors.
To know your differentiation is to know your position. Positioning is the single most powerful concept in marketing, and it stipulates that a product or service must stand for ONLY ONE THING in the minds of your customers and prospects.
Minds get confused. It’s only natural. We are barraged by messages every hour of every day. Imagine the minds in your market when they hear messages about “quality this” or “quality that.” Who would blame them for glazing over when that ad airs or shows up in print.
‘Quality’, ‘we’re friendly’ or ‘we give the best service’ is a given today. You simply must have it or you don’t deserve a place at the table.
So “quality” is not the way to differentiate your brand. Whether you make a product or deliver a service, you do have a differentiation — a position — that your customers and prospects can legitimately rally around. To find it, you must dig deep.
It’s not easy to differentiate your salon brand. It requires some thought.
Check out this video as I unpack why its a MUST to get prospective clients to believe in your story.
Just one of the elements that will take you from the war zone and keep you in the lifestyle zone
One of the keys to getting your salon to earn MORE while you are working LESS is the ‘Core Story’… you’ll be able to grow your salon and up your income, without adding any more hours to your day
Once you have plugged all the major leaks in your salon then you’ll be ready to multiply your success and crank up your team’s results. Master the art of Team Meeting, gelling everything together.
Any one of these things can move the needle immediately for your salon, and my experience is that ONE of these is going to resonate with you and stand out as the BIG opportunity for your salon.
Interested to learn how to break that Salon Owners Ground Hog Day????
Comment WARZONE or PM and I will send you some great info and some awesome videos to get your new journey off to a flying start.
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