After summer, and especially after September, which marks the return to routine, a few months begin where salon activity slows down — what we usually call the “off-season”. We sometimes think we just have to accept an empty appointment book during this period and the losses that means for our business, but it doesn't have to be that way.
The keys to attracting clients are knowing how to adapt to the situation and having a good understanding of your audience. This way we can understand their needs, anticipate them and offer them what they need at each moment.
Ideas to fill your beauty salon
Today we want to give you 7 ideas to fill your appointment book in the “off-season” and give your profitability a boost.
- Analyse your results. Review previous years' results for this same period, look at which services and products were in most demand, which had the best results — not just in terms of filling your book, but also in terms of your business's profitability. From this analysis, you can put together offers and promotions on those services, attract more clients and, above all, achieve greater recurrence.
- Secure the next appointment. Book the next appointment before the client leaves your salon. Remind them that your book tends to fill up at the times that suit them best, that they should stay consistent with the treatment to get results, that you'll have a new product next month they can try, that you'll have new nail polish colours …
- Loyalty and recurrence. Use loyalty to secure more appointments. Regular, loyal clients are very receptive to hearing about new products or services. They trust your salon and your professional opinion, so they'll happily agree to try that new treatment you've added, or thought of especially for them.
- An investment in health. Remind your clients (at the salon or through your social media) that personal care and wellbeing are an investment in health, not just a matter of appearance. This message matters because in the off-season, after periods when we've spent a lot of money, like September, many of our clients think it's not the time to spend and that beauty treatments are something they can do without — which is completely understandable. This is the time to put together offers and promotions that help them keep up their personal care routines while fitting their budget. Here are some examples of offers you can create with this goal in mind: special discounts on the most requested services or on specific days of the week, vouchers or packages, low-cost pricing for set periods, 2-for-1, …
- New services. The quieter times of the year are the best time to train and introduce new services to your menu. Clients always want to stay up to date with the latest beauty trends, and if you have the option of offering these services at your salon, you shouldn't miss it. This way you'll be able to offer new service options to your regular clients and attract those looking for the very latest. A great way to promote these new treatments is with a Launch Campaign featuring a very special promotion that lets you introduce it to as many clients as possible. This will help clients try new things and get hooked on them! You can then include it on your service menu at the regular price.
- Last-minute cancellations. They never come at a good time, but if your book isn't full, they leave a real “gap”, don't they? A great option for filling those last-minute cancellations is to announce available appointment slots on social media and let people know that, for example, the first ones to book will get a free bonus service, such as an eyebrow wax. Always offer services that take little time and little product, so the offer remains profitable.
- Make the most of social media. 90% of your clients use social media, so why not make the most of it? These platforms give us countless options for growing our client base and creating that need for personal care and wellbeing we mentioned earlier. Plus, your clients will love sharing that gorgeous manicure they got at your salon and tagging you if it gets them a 10% discount on their next manicure. This will help you get a client to come back within a couple of weeks, and more clients will get to know you. It's a very effective way to grow your client base.
There are countless options for growing your beauty business, but you need to use them properly. Offering discounts just for the sake of it will only attract clients who take advantage of them but never come back to your business. Your offers should have a clear goal, a specific target audience, and be designed so they don't hurt your salon's profitability.
We hope these ideas help you fill the gaps in your appointment book during the quieter seasons, or generate more income.
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If you'd like personalised advice on any of our products or on carrying out services, feel free to contact us:
- Chat on the website
- Phone: (+34) 91 421 30 59
- WhatsApp: (+34) 618 578 678
- By email: info@seenaowell.com
