SITUATION: How do you stay busy during the slow winter months?
SITUATION REVIEW: The busy holiday hustle and bustle is coming to an end. Soon, we will find ourselves in the January slump. January typically can be the quietest time of year. This time of year can be difficult from a cash flow perspective, as many salon clients received their beauty needs in December to look their very best for the holidays. January can also be a difficult month for the salon or spa team morale. I like to call it the “January Blues.” Team members are finding empty appointment books and have a great deal of time on their hands.
SOLUTION: To help get past the January slump it’s important that you get creative, for both your clients and your team.
Host Customer Workshops: Take advantage of the lull in the salon or spa. Invite clients to come for free education. An example would be hosting a BYOB “bring your own blow-dryer” to educate customers on how to properly style their hair, how to properly use the tool, and offer take-home care products. Not only will you create movement and excitement in the salon/spa, but you will also have the opportunity to retail take-home care products and recommend additional services to meet your clients’ needs and wants.
Promotions/Marketing: Amp up your social media to stay connected with clients during the lull. Rewards and incentives always seem to work. Create a promotional service and or new treatments to grab their attention during the cold winter months.
Education: The slow season is a great opportunity to brush up on your technical skills. Schedule educational afternoons in the salon or spa, invite product manufactures to come in and offer hands-on workshops for your team, or check out some of the MiladyPro online courses. Whether you choose to perfect old skills or learn new ones, investing in education during a lull will be beneficial for your career and your clients.
The Gift Certificate Invites: More than likely, your salon or spa sold its fair share of gift certificates during the holiday season. Why not personally invite those customers that made the purchase of a gift certificate come in for their own complimentary gift, like a 10% discount or free blow out? Just make sure the offer is only available during the month of January.
GROWTH OPPORTUNITY: January can be a blessing in disguise. Enjoy the break from the holiday madness by staying creative and remaining energized. A little extra time spent connecting with customers during workshops or taking an online course can be rewarding and fulfilling.
Photo: Shutterstock | Dubova
Patti Wanamaker brings 21 years of experience to the Milady team where she currently serves as an Implementation and Training Specialist. Her intimate understanding of the salon, school, and beauty industry comes from 18 years of hands-on experience as a multi-faceted training specialist, including 8 years of salon and spa ownership of 3 salons with annual sales of $5 million. Her experience in all 3 areas of our industry allows her to think outside the box and develop innovative training that inspires and empowers beauty industry professionals.
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