The effects of COVID-19 have hit the salon industry fast and hard. Due to state-by-state mandated stay-at-home orders and social distancing practices, majority of salon professionals across the country have been forced to temporarily close their salon doors in efforts to stop the spread of coronavirus.
As a result, salon owners and licensed cosmetologists are no longer bringing in revenue - especially those who only relied on income generated from working behind the chair. If you can relate, it's time to create a strong cash flow plan and new business strategy to ensure you come back bigger and better!! Here's 6 ways to instantly rebuild your salon business while surviving the impact of COVID-19.
1. Count On The Support Of Your Clientele
Despite this time of uncertainty, you'll be relieved to know that your loyal clients want to support you and your business. We highly recommend using email marketing or social media platforms to thank your clients for their loyalty and patronage. Communicate that any purchases during this time would be gratefully appreciated to help support salon operations while your doors are temporarily closed. This could include:
- Purchasing a gift card or prepaying for future services.
- Offering retail bundles based on hair care needs to ensure clients are able maintain their strands at home until their next scheduled salon appointment.
- Asking clients to leave a highly rated review online, share and tag your work on social media, and refer you to their friends and family.
2. Transition Your Salon Business Online
COVID-19 may have closed your salon doors, but you can continue making money by bringing beauty services to followers online via live-streamed videos and tutorials.Our CEO, Cornell McBride Jr., encourages hair professionals to take to Instagram and Facebook Live to host styling and hair tutorials as a way to help clients maintain their hair needs while salons are closed. Be sure to include a way for viewers to tip via Venmo, CashApp, or other digital payment apps. Get creative! Curate a variety of styling tutorials for different hair types and textures, hacks for retaining color, and conduct product demonstrations while retailing online to supplement income.
Alternatively, cosmetology educators should use online platforms to teach virtual classes to stylists and salon professionals which focus on best hair care practices and industry trends. Doing so is a win-win for everyone: you'll earn money from hosting classes while stylists learn new tools for making money!
Design Essentials Global Education Manager, @aliciabailey recently held a virtual lunch & learn for our exclusive Facebook DE PRO community group. Join today for more exciting education events and salon resources!
3. Demonstrate Your Dedication To Sanitation
In preparation of reopening your salon doors and for those that in areas where they can remain open, communicate with your clients (during online bookings, email, social media, and via text) that their health and safety remains top priority. Share crucial sanitation precautions that will be put in place to ensure your salon environment is a safe, clean space for clients and staff. Here are guidelines suggested by the CDC and Professional Beauty Association to prevent the spread of Coronavirus:
Disinfection: Cosmetology State Boards directs that proper cleaning and disinfection are mandatory at all times - from tools and implements, to areas with counter tops, treatment rooms, back bars, reception areas, and styling stations. Be sure to wipe down busy areas often with an antibacterial cleaner.
Wash Your Hands: Wash your hands with soap and water for at least 20 seconds to help prevent the spread of germs. Salon professionals should wash hands before and after every client, after eating, using the restroom, and after blowing your nose, coughing or sneezing. Keep a 60 percent alcohol-based hand sanitizer at your station, and encourage clients to also use hand sanitizer before and after their service.
Stay Home: If you, or your client gets sick, or isn't well, stay home! Be flexible and understanding; offer your clients a “sickness cancellation policy” during this time that does not penalize them for cancelling their appointment due to illness.
Maintain a Well-Stocked Salon: Make sure your salon has tissue, soap, and alcohol-based hand cleansers to encourage healthful habits.
Hands Off: To help keep everyone safe and healthy, shaking hands or giving hugs to your clients and co-workers is a hard no during this time. Also, keep your hands “off” and away from your face, as that’s an easy path for transmission.
Signage and Communication: Post signage at the front desk, as well as in the salon break room reminding guests and employees about the importance of hygiene standards such as hand washing, sanitizer, wiping down stations after use, covering coughs, and hands-off policies.
DE PRO TIP: BARBICIDE® is currently offering a free course that takes less than an hour earning you a portfolio-ready certificate with your name on it showing your commitment to infection control. After you pass the course, post the certificate to your social media platforms to show clients you understand the importance of adhering to proper infection control guidelines during the COVID-19 pandemic.
4. Become A Design Essentials Affiliate
Start earning commission by joining the new I AM DE Affiliate Program! You can use your influence and skill to share how you incorporate DE into your salon services. As a Design Essentials Affiliate, you'll receive amazing DE products, a personalized link and commission for every sale connected to your personalized link. We'll also share your content across our channels. Fill out this form to join our affiliate program!
5. Consistently Engage With Your Existing Clientele
Thinking about client retention can be a tad scary at the moment. But guess what? Your clients miss you just as much as you miss them! Therefore, social engagement needs to be stronger than ever to express that you care about their well-being during this period of salon closures. Send them a little hair love via video support, one-on-one calls, and weekly emails to discuss their struggling hair needs. This isn't the time to charge clients for your professional advice or push sells. But rather to genuinely show love and support during difficulty, when we all need it the most.
6. Brush Up On Salon Education & Industry Resources
If you can't presently practice your cosmetology craft, we highly suggest learning new ways to make your technical skills and salon business better for the future! Right now there are an abundance of FREE online salon classes, webinars, and certification trainings that will prepare you to earn more money by taking your brand to the next level. Class is in session! Check out a few of our favorite professional resources:
- Design Essentials PRO Group - A professional community offering free education and Q&A.
- BTCUniversity.com - Free online education for 72 hours.
- Pravana - Facebook Live education featuring techniques, tips, and demos.
- Salon Centric- #ItTakesA ProTeam series of free education, career advice, and wellness tips.
- WAHL Professional - Free education offered on Facebook Live.
As our industry continues to face temporary unemployment and financial uncertainties as a result of COVID-19, salon professionals must evolve their technical skills, business plans, and professional brands in order to survive these uncharted times. The future may be uncertain, but now is the time to prepare for the ultimate comeback!