Research shows it takes just milliseconds for people to form a first impression. To think that an assumption can be made that quickly with only visual cues and no other supporting evidence to the contrary.

When it comes to your salon, what first impression have you created?

Is the first impression you’ve designed sending the right message to the client?

Are all entry points to your salon sending the same message and will the client receive that message the way you intend?

When it comes to your hair salon, consider how many places a first impression may be made:

Social media
Website
Salon window
Advertisement
Existing client

And now, review all these elements of your business to determine if they are saying the right thing to attract a new client.

Are all the visual elements aligned and conveying the same message and are they inspiring the client to choose your salon and services?

While some entry points to your salon are most often focussed on (window, front desk), remember those that aren’t - your salon and your current clientele.

You salon is not just the front window, signage and retail displays, it’s the energy and vibe it emanates which is built from the synergy of the interiors and your team. If your team is not cohesive in their appearance and execution, and the interior workspace is not seamless, this will impact that first impression that will be made in milliseconds.

Likewise, the value of existing clients as your salon’s promotional channel. You are more than familiar with the power of personal recommendations to your business. The image of a happy client, leaving your salon with a great cut, colour and blow dry is invaluable.

As a salon coach, I encourage clients to take an objective view of all these elements of their business. If you’re not attracting enough new client enquiries or retaining existing clients, analysing these elements may help identify what, where and who is not performing as you’d like.

If you are not achieving the goals you have set, a salon coach can provide you valuable insights and an external perspective to help you develop the right messages for all your first impressions.

As small business owners we all know the importance of a business plan when we first embark on our journey of salon ownership.

It provides us with the blueprint for our business, who our clients are, what we will offer them, and the financial journey our business will take from Day 1.

How many of us though, commit to revisiting the plan. Your business plan is intended to be a fluid document, as, now more than ever, the impact of external factors mean your business plan must adjust to consider how your salon will continue to grow and be a success.

If your business plan is in your head - and you’re not alone here - begin by writing it down. Have the details documented so you can go back and really understand what has changed in your salon environment:

Competitors
Government regulations
Retail suppliers
Changing client demographics around your salon location
Size of your team
Team performance
Tools, equipment and technology
What are you doing vs what are you not doing

A good review of your business plan will help you identify the value of your business, track growth, track staff and team performance, communicate expectations to your salon manager and, most importantly, map out your next 12 months.

Some business and salon coaches suggest even reviewing your business plan every quarter, which does have significant benefits to managing your team, developing a positive team culture and providing them with clear goals and milestones.

By breaking into 3 month snapshots, it’s easier to communicate, and for your team to understand.

Consider one of your junior team members being provided with a 12 month goal versus weekly and daily goals. This allows you to take them on a professional growth journey they won’t be intimidated by.

Covid-19 has significantly impacted our industry and many hair salon owners, so set a short-term goal to make time to review your business plan. It will help you find a way forward.