Wednesday, March 17, 2010

What Are People Saying About Your Salon??

Remember when you were a kid and other kids said you were slow, had “four eyes” or buck teeth? How did your mom tell you to handle that situation? “Just ignore them!” she’d say. Well mom is wrong, at least with respect to what others are saying about your salon or spa.

Did you know that over 90% of unhappy clients will not do business with your salon again and are likely to share their grievance with at least nine other people. Thirteen percent of unhappy clients will tell more than twenty people. In his book, Rule of 3-33, Author Jerry Wilson says for every three people willing to tell a positive story about an experience with your business, there are thirty-three others who will tell a horror story.

If someone was talking about your salon or spa (positively or negatively), you would want to know about it, right? If someone was speaking your praises, you would want to thank them. Conversely, if someone was speaking poorly about your business, you would want to set the record straight. But today, someone can just as easily talk about your business face-to-face as they can post to a blog, Twitter, Facebook, Yelp, City Search, etc.

Your business's reputation is just as important in brick-and-mortar as it is online. Customers are not just going to your website to get information about your business. You must also manage your web presence for postings from people outside your organization. The internet is a place where anyone (fan or critic) can express their opinions about anyone and anything. Don't be oblivious (or vulnerable) to rumors, complaints, review sites, blogs, etc.

Let me give you an example: True story from owner Amy Burness, of Victoria's 5th Ave. Salon, in Florida.  A new client came into the salon that works at the Hard Rock Casino. Her expense was great, but her haircut was not what she wanted. It was a little uneven and not short enough for her. The salon called her three days after her service (a follow up system they have in place) and asked her how her experience in the salon was. She said it was "okay." The salon  asked if there was anything they could do for her. The unahppy guest said that her haircut was just not layered enough for her - the salon owner offered for her to come in and have the problem corrected. When she came and got it corrected she loved it so much that over the next couple of months she sent in over 20 of her co-workers to the salon. She can’t stop talking about the salon following up with her to make sure her experience was great. When she came back in for her hair cut she tells the stylist how impressed she was that the salon cared enough to have called to make sure her experience was great. She was one of the 13% of unhappy clients that would have told more than 20 people how unhappy she was, but instead she is telling everyone how impressed she is with the salon.

As a salon or spa owner, are you managing your business's reputation? Do you have follow up systems in place like the above mentioned salon? What tools are you using to find online information? If you have found negative posts, what have you done to curtail the negativity?

Ana Loiselle ~ Milady Business Coach

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