The beauty industry is changing. Advancements in technology – mini computers tucked away in our back pockets, DNA testing, and targeted ads are leading consumers to demand specialization in all areas of their lives. The salon industry is no exception.
Let’s use my friend “Jess” as an example. Jess has very curly hair. In the past, she has gone to a local stylist to get a haircut. She has been paying $50 to get her haircut and hasn’t left fully satisfied. Her hair always seems to sit heavy and her curls are uncontrollable.
Jess gets a recommendation to see a stylist that specializes in curly hair. It’s a perfect match! For the first time in 28 years, her curls steal the show. She’s beyond satisfied with her results and now pays two times MORE to get her haircut.
Why does this matter for stylists?
- You Have the Ability to Charge More for Your Services
Consumers will pay more for services that delight them and align with their personal needs. Take my friend Jess as an example of this. She is willing to pay DOUBLE for her haircuts to have someone that understands her individual needs and gives her the results she is looking for. As a stylist, this also gives you more credibility in your trade. It’s a win-win.
- Higher Client Retention
When you specialize, you can attract the right customers for your service and provide them with the best experience possible. We all know it is more expensive to acquire new clients vs. retaining your current clients. Make that process easier by focusing on a niche offering.
- Stand Out in a Crowded Market
It can be challenging to make your services known when there are salons on every corner in your neighborhood. When you focus on specialization, the market you are competing in becomes smaller. Forbes illustrates this concept well – specialization allows you to become the big fish in the small pond vs. a small fish in a big pond. You will stand out! Specialization boils down to being able to offer your clients as much value as possible and understanding their needs. It is a tool that enables you to increase value, revenue, and stand out in a crowd.
Looking for more ways to stand out?
- Learn how Mosaic Hair Salon improved their client satisfaction.
- What about a 24/7 front desk assistant that would make sure you never miss a call? Offering a customized experience to know just what your clients want. Learn more about how TrueLark can aid in your specialization efforts within minutes here.