We often talk about things like branding, mission and vision statements, taglines, and “unique selling propositions” or USPs (sometimes also called unique value propositions, or UVPs). But what all of those fancy and sometimes overly-complicated marketing elements are really asking you to do is tell your customers and prospects one very simple thing:
What’s so special about you?
I believe we spend too much time telling customers about the things we do that our competitors do, too, and far too little time telling them what is special, different and unique about us. And this holds true whether for salon owners and independent booth renters. Just as it holds true forsalon marketing consultants.
Because your customers aren’t coming to you for the services you provide or the products you sell. They are coming to you because of what you provide that they can’t get anywhere else. They are coming to you because of the innovations you have infused into the customer experience. Because of the difference they receive in the outcomes they feel only you can provide. Because of the relationship that you have with them and the way you make them feel on the inside. Because of the value they perceive in what they spend with you.
Your customers don’t want to know about all the ways that you imitate your competitors. They want to know how you have innovated in order to set your business apart from the rest.
The real value of your salon and the real value you have as a salon professional lies in how large the gap between you and the rest of the pack!
Here are 3 ways to innovate and set your salon apart from the competition:
- Engineer your customer experience to be unique. From the moment a customer enters your salon, there should be something different about the way they feel about doing business with you.
- Create a unique atmosphere in your salon that differentiates your business from other salons in your marketplace. Décor, furnishings, amenities, refreshments, music, lighting – all of these can be tailored to create your own unique salon-land that translates into something your customers can’t find anywhere else.
- Develop a unique persona for the workplace. Whether you like it or not, people make assumptions about you based on what they see, what they hear and what they smell – of you – before you even have a chance to sell yourself or provide services. Think about the persona that you want to be as a professional, define it, and make it your own, day in and day out. This isn’t about not being yourself; rather, it’s more about being the ideal and best version of you that you want to be, and not letting yourself down!