Scaling “The Makeover Maven”

Sent by Jonathan Stark on May 27th, 2020

In response to a reader question, I’ve been spending the past week or so thinking about how a hair salon owner could transform their business to respond to pricing objections from clients. 

Here’s the premise… if you were a garden variety hair stylist who sold low-value “unisex haircuts for children and adults”, how could you transform yourself into an in-demand hairstylist who commands premium fees?

Last time around, I gave you 13 steps to follow to increase awareness of a specific value proposition with folks in a chosen target market so that you could charge 10x your current price for an appointment.

If you stopped here, you’d have gone from selling $50 appointments to anybody who walked though the door to selling $500 appointments to a very specific, upmarket clientele. But… you’d still be doing a lot of high-touch sales and delivery, which can get old pretty quickly.

Today, I’m going to talk about leveraging your brand to create new products and services that scale up without requiring more of your time selling to and working with clients 1-on-1.

Scaling up The Makeover Maven business

To recap: at this point in the story, you have transformed yourself into “The Makeover Maven” and are getting $500 per appointment.

The first challenge you’re going to come up against is repeat business. Can you charge $500 for visits AFTER the initial makeover? Probably not, because it’d be more of a maintenance visit than a transformational makeover.

So what are some things you could to that would add value for your clients and be profitable to you?

Here are a few ideas:

Okay, but at this point, we’re still really just selling haircuts and related salon services. What other line extensions could you sell under The Makeover Maven brand?

Okay, hopefully that’s enough to get your gears turning because this is going to be my last message on the hair subject. If I think about it any more I’m going to start the business myself! 😂

If you know a hair stylist who would like to become The Makeover Maven, please have them email me at jstark@jonathanstark.com and if they’re really serious about it, I’ll give them the domain (I bought it to fend off squatters).

Yours,

—J