May 22, 2020

Hazmat Haircut

Sent by Jonathan Stark on May 22nd, 2020

In a recent message, I suggested that one of the most effective things you can do to combat price objections is to create new offerings that are more profitable to you and the prospects you’re currently attracting.

Fellow list member Robert Akstar replied with a follow up question (shared with permission, lightly edited for clarity):

Hey Jonathan, How do you transform something into a new product or service? For example, I have a friend who owns a salon. How would she transform her haircut service? Love the content, by the way.😀 Robert Akstar

Great question!

Given the specific nature of a hair salon and how they have been impacted by COVID-19, I’m going to split my thoughts into “pandemic” and “non-pandemic” sections. This is going to be a long answer, so I’ll do the pandemic ideas today and the non-pandemic ones tomorrow. Let’s go!

Some ways a hair salon owner might be able to innovate their products and services during lockdown:

The very first thing I would recommend doing would be to contact every single one of your current and past clients to simply ask how they are. No ulterior motive; just genuine concern. Start conversations with them. Listen closely to what they say. Be present. Ask if there’s anything you can do to help. Encourage them to join your mailing list to make it easy to keep in touch. And then keep in touch with them via email AT LEAST once per week.

I’d be willing to bet that this exercise alone would present you with enough novel opportunities to keep the business running, albeit in completely new ways. Here are several ideas - some crazier than others - that I imagine could be inspired by chatting with your clients about their hopes, dreams, worries, and fears:

Some of these ideas are are probably dumb, but that’s okay. They’re not meant to be implemented directly... they’re just examples of the kind of things that I imagine could theoretically be inspired by reaching out to all of your past and current clients to find out how they’re doing and how you can help.

Here’s the thing...

The big picture here is that salon owners aren’t in the business of cutting hair; they’re in the business of making their clients feel better about themselves. There are lots of ways to accomplish this without a pair of scissors in your hand.

Stay tuned for some general “non-pandemic” salon business tips tomorrow!