Article by Diane Shawe Author: Extracts from Getting Started in the Hair Extensions Business
Sometimes you find things are going great and then the big slump takes a hold. How can you evaluate what you have done right and where you are going wrong?
Doing a SWOT analysis will give you a true picture of how your hair extension business could or should be running. It is essential to work out why some things are working in your business and why some are
SWOT stands for ‘strengths, weaknesses, opportunities and threats’. It is a well-known term in business and marketing. Performing a SWOT analysis is a very important part of running the business. It must be taken seriously
It is your own audit of your business no matter the size of it and should be done on a regular basis, at least annually. It’s not very complicated but could help keep you ahead of your competitors.
You may discover problems that you had no idea even existed. These can be addressed before they get out of hand. It will also highlight many assets, which could be utilised better, even opportunities, which could be taken advantage of.
The results of your SWOT analysis will be the basis for your marketing plans and decisions.
‘What they don’t tell you about getting started in the hair extension business’ summary from page 20 – 35 author Shawe D 2007
1) Form business alliances
Join up with other businesses to help each other build a bigger clientele.
Form an alliance with another business that has the same type of clientele as yours, for instance a business which involves beauty, nails, tanning, or fashion.
You can take this alliance as far as you like. You could set up shop together, or just refer clients to each other. You could do some advertising together and share the cost. Another idea is to hand out gift vouchers for each other. Each gift voucher could be for a free service.
It’s best if you both cater to clients who are at the same end of the market.
There’s not much point in marketing to people who simply can’t afford to come to your hair extension studio or pay for your services.
2. Choosing a Business
Choose a business where the people have the same business ethics as yours and a good database of clients.
Throw the occasional cocktail party and invite the surrounding business owners, managers and employees of your choice. If you can build relationships with these people you may gain them as clients. Remember most men have girlfriends or wives and most women have other lady friends also.
They might also refer some of their customers and friends to you. Do this especially with the staff of beauty and fashion shops in your area. They are ideal people to get referrals from.
4) Get Quality Training
There are over 36 different hair extension techniques in the market place. If you really want to plan to be a success in this market, then you have to choose to become totally proficient in several techniques. There are many types of clients out there with varying hair problems, plan to be of service to you target market. Restricting yourself is restricting your potential income.
5) Be Classy (even if your working from home)
It’s best to set your hair extension studio up so that the right impact is made right from the moment the clients make an entrance or you make an entrance. Remember that the more professional the hair extension studio looks, the more you will be able to charge, as you will attract a more up market clientele. I always advise that the overall look must not out way the warmth and welcome of the studio. Clients like to feel relaxed with the staff and environment, not as if they are on show.
6) Flowers at reception or at your home always add a touch of class.
So does a smiling face, which helps to make each client’s, visit a welcoming visit right from the start. You can make the waiting area more impressive by including a great retail area, some hair extension brochures, and a book containing before and after photos. Provide some new, interesting magazines and hair books. Toss the old or torn ones out.
7) Always protect the clients clothing.
There should be a cupboard or rack for coats, or like some hair dressers have, a small dressing room for clients, who are given a gown to wear. This is a great idea as it removes the problem of high collars being in the way and clothes being ruined.
8) Get rid of shabby items.
Make sure there is a place for everything and enough storage space, so that the hair extension studio can be kept tidy. Get rid of the old wraps, used or shabby towels, and worn brushes. Never have dirty combs or tongs lying around. All of these things make a bad impression on clients.
9) No Carrier bags or damaged cases.
If you are mobile don’t turn up with carrier bags or a damaged beauty case. Make sure you are presentable and that your hair looks emaculate.
10) Don’t be afraid to change with the times.
If your hair extension studio starts to look outdated give it a facelift. Invest in the latest equipment. Make sure that the chairs not only look good, but also feel comfortable. If you are mobile make sure your equipment is up to date in line with your techniques.
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