Salon Management Series 5: Why Salons Fail to Attract Customers — A Mindset for Increasing New Clients
Hello.
This is Fukushima from the Ladybird official note editorial department.
This series, where we organize our thoughts on salon management, has now reached its fifth installment.
Last time, we discussed 'repeat business and relationship building,' focusing on approaches using RFM analysis and client records.
Repeat business is the lifeline of salon management.
However, as I mentioned at the end of the last post, without new customers in the first place, there can be no repeat business.
Salon management is built on the two wheels of new customer acquisition (attracting customers) and repeat business.
This time, I would like us to think about 'attracting customers' together.
What is customer acquisition?
When people hear 'customer acquisition,' many might imagine Instagram management or web advertising.
However, the definition of salon customer acquisition as I see it is,
'creating encounters with potential customers.'
That is it.
Instagram, advertisements, and Google searches—these are all merely 'means.'
The essence lies in:
Who you are conveying to
What you are conveying
How you are conveying it
It is about having these three points organized.
Instead of starting from the means, start by asking, 'Who do I want to reach?'
I believe this is the starting point for attracting customers.
Why are there salons that cannot attract customers?
What I felt myself after starting my own business is that when you are struggling with customer acquisition, the cause often lies in something other than the acquisition itself.
For example:
The target is vague
The menu is difficult to understand
The basis for pricing is unclear
The way of presenting the salon is fuzzy
Even if you work hard on social media every day in such a state, customers will not choose you.
The reason we organized STEPS 1–4 first in this series was to build the foundation for customer acquisition.
Customer acquisition only functions once the foundation is in place.
How do customers choose a salon?
There is a flow to how customers choose a salon.
Knowing → Becoming interested → Comparing → Booking
Within this flow, each tool has a different role.
SNS (Instagram, etc.): A trigger for people to know about you and become interested.
Website: A place to convey detailed information and build trust.
Google Maps: A place to check locations and reviews, and to encourage comparisons and bookings.
Trying to complete everything with a single tool often leads to failure.
It is important to understand the role of each and connect them together.
Three Entry Points for Salon Customer Attraction
There are broadly three ways to attract customers to an esthetic salon.
① Referrals
Referrals from existing customers or acquaintances.
Since trust is already established, the visit rate is high, and it is characterized by being easy to lead to repeat business.
② Search (Google Search/Google Maps)
People who already have a need, such as searching for 'location name + hair removal salon,' will find you.
Maintaining your Google Business Profile is extremely important.
③ SNS (Instagram, etc.)
The strength here is that you can be known even by people who are not yet looking for a salon.
Through daily posts, you gradually cultivate the feeling of 'I want to ask this person for service.'
In the early stages of opening, a balance of focusing on ① and ② while expanding awareness through ③ is recommended.
Reasons why you cannot attract customers even if you work hard on SNS
'I post every day, but it doesn't lead to customers.'
I often receive such consultations.
What is important in SNS customer attraction is not the number of followers.
It is having people think, 'I want to ask this person for service.'
Even if you have few followers, if your passion and attitude toward your treatments are clearly conveyed, customers will come.
The quality of trust is more important than the quantity.
Customer attraction is determined by the 'flow line'
Salons that are successful in attracting customers have something in common.
That is, they have a 'flow line' that allows customers to visit without hesitation.
For example,
Instagram → Official LINE → Consultation → Visit
When this flow is naturally connected, customers can take the first step with peace of mind.
Thinking separately about 'places to get known' and 'places to lead to bookings'.
This is the key to designing a customer attraction flow.
Recommended mindset for attracting customers in the early stages of opening
You don't need to attract 100 people immediately after opening your salon.
First, aim for the first 10 people.
Reaching out to acquaintances and friends
Referrals from existing personal connections
Registering your Google Business Profile
Starting your SNS presence
It is fine to start from here.
If the first 10 people are satisfied, repeat business and referrals will be born from there.
Start small and expand little by little.
I believe this is the most reliable way to attract customers and increase new clients.
Summary
Attracting customers is not about techniques, but about design.
Target (STEP 1)
Menu and Pricing (STEP 2)
How to Promote (STEP 3)
Repeat Business and Relationship Building (STEP 4)
Only with this foundation in place will your customer acquisition efforts function effectively.
Before you panic and think, "I have to work harder on social media," please first review your foundation.
I am sure the landscape of your customer acquisition will change.
Next time is finally the last installment.
"The Blueprint for a Salon That Keeps Getting Chosen"
While looking back at steps 1 through 5, we will summarize the overall picture of salon management into a single blueprint.
[Salon Management Series]
STEP 1: Determine your target
STEP 2: Design your menu and pricing
STEP 3: How to promote (Branding)
STEP 4: Repeat business and relationship building
STEP 5: Customer acquisition design (This article)
STEP 6: The blueprint for a salon that keeps getting chosen (Next time/Final installment)
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