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Are you a hair professional looking to grow your business? Of course you are! If you’re looking to gain new clients and entice current clients to return, sometimes you need to change things up and make things fresh. There are many ways to do sales promotions and get people talking about you.
In this article, the ideas of Ivan Zoot, a JATAI Academy educator, will be shared. You can follow along here or watch the video here. Ivan is a known educator in the industry and has specifically built a niche for himself around business building for hair professionals. He is a big advocate of some sales ideas and not of others. Let’s explore those and find out why.
Ivan loves free. In fact, everyone loves free. Free is exciting and it’s difficult for people to resist free. Free is more exciting than just a basic discount and so it grabs people’s attention. But Ivan specifically loves free in the beauty industry because you don’t undermine price integrity.
What does this mean? Well say you do $20 haircuts but you offer a $5 coupon on your haircut. This means you really do $15 haircuts. And by doing this you are telling everyone that a $15 haircut is ok for you.
However, if you do a $20 haircut and you do a special where you give something for free along with the service, your haircut is still valued at $20. When you give something away for free you maintain price integrity but at the same time offer a deal that can entice clients.
In Ivan’s world you should do one of the two ‘F’ words…Full price or Free.
When it comes to free, the giveaway can be whatever you want. It can be a free product (perhaps samples) or an added service such as a scalp massage. Or maybe you do a free upgrade or provide a beverage. Get creative with what you give away for free.
Now what about discounts? Discounts are different from free in that this is a dollar off amount which undermines your haircut price integrity. Participating on coupon sites is not good for the longevity of your business. The problem with sites like this is that they often draw the wrong kind of people. These are people who are only looking for deals. So if they get a haircut with you for 30% off the regular price, they will want this price to continue for as long as they come to you. Generally, they do not want to pay more on subsequent services. Also, these types of sites also take a large chunk of what the customer pays, reducing your overall take home pay. While it is a good way to gain exposure, these sites often create more problems and headaches than they’re worth.
In the end, it’s in your best interest to not discount. And if you’re going to do anything, just give it away for free. You can use products or services as free incentives. But at least you’ll maintain price integrity. If you want to listen to Ivan speak on the topic of free, click here. If you want to listen to Ivan speak on the topic of discounts and coupon sites, click here.
JATAI provides innovative and professional quality beauty implements with world-class customer service and educational support. To offer great products as a master distributor, we seek out and select only manufacturers who demonstrate superior workmanship, the most advanced technology, and respected business core values of reliability, honesty and integrity. Accordingly, JATAI represents three major ‘workhorse’ brands that dominate within their categories. Feather, Seki Edge and Fuji Paper. JATAI Academy brings beauty tools to creative life. It’s the ultimate professional information resource where Education, Artistry and Trends CONNECT for Stylists and Barbers.
