What Makes Your Salon Unique? Do you know?

How different is your salon or clinic from your competitors? What makes a potential client decide to come to you instead of someone else? What’s your Unique Selling Proposition (USP)?  

If you don’t know, then it’s time to find out. Most salons (in fact, most small businesses) have never given serious thought to what makes them unique. They might have read about the concept of a USP but the fact is, it’s difficult to figure out. It requires some hard thinking. And there’s always something more urgent to do. So you keep putting it off.

As a result, most marketing in the hair and beauty industry is so wishy washy it disappears, becomes invisible. Meaningless blather like ‘Our customer service is exceptional’ or ‘We’ve won such and such awards’.

Okay, I hear you thinking,

“But what if I’m just an average salon doing pretty much the same kind of stuff as the competition?”

Well, the products and services you offer might be similar to everyone else. But what can you say about your business that is unique (or perceived to be unique), that either cannot be said or isn’t being said about a rival salon?

Here’s ONE way to create a Unique Selling Proposition:

First, write a LIST of things that annoy clients about salons. For example,

  • Being kept waiting
  • Getting a different stylist on each visit
  • Dirty, unhygienic floors, rooms etc.
  • Inexperienced staff
  • No parking nearby

 (You should be able to make a longer list.)

Now, pick at least ONE of these, and provide a GREAT answer to it.

For example, one salon with mostly middle-aged clients found they didn’t like being served by stylists barely out of their teens. So they developed a great USP along the lines: “You know what it’s like when you visit a salon and you’re thrown in with an inexperienced junior? Well, at (salon name) the average age of our staff is thirty eight, with an average experience of 15 years. So you can rest assured you are being looked after by people who know what they’re doing.”

With a bit of creative thinking (and yes, it DOES take some thinking) you can come up with a USP like this. Whatever you come up with, use it in all of your marketing to let every potential client know why they should come to you and your salon and not your competition down the road.

A great USP will result in not only more clients but also BETTER clients, happier clients and ultimately more profits.

Developing a great USP is one of the things I help salon owners with all the time. If you are ready to move your business to the next level, I highly recommend you contact me to discuss how I can help you.

With my 20+ years’ experience in the salon industry, I can help you pinpoint things that you can’t see for yourself. Things that can transform your business in a short time. A great start would be to book in a free Strategy Session with me to chat and formulate a plan.

Don’t procrastinate any longer, start changing your business for the better!

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