One of the silver linings about this season of life is that it’s caused us all to slow down and take a look at the kind of business we’ve been running.
For example, a lot of us knew we needed to create a scalable and sustainable business model, but we put it on the back burner because we were in the grind, right?
That’s because we, as an industry, work an unreasonable amount. It would be considered illegal to work without a lunch break in most other professions, yet we do. We cheat ourselves out of things like sitting down, resting your body, enjoying your family, and eating a nutritious meal.
This has been a great call to action to realize the life we want to live and the shifts we want to make to get there.
Now more than ever, we have to do these things. So let’s get your wheels spinning about how to optimize your schedule as you prepare to head back into the salon to set up for success and empower you to make smart choices.
Step 1: Release your fears
Let’s start by empowering you to release the fear that clients will be mad for any decision you’ve made.
If they are mad at you, bless and release. We have the power to put ourselves first and release them from our business.
But when we are not in an abundance mindset, that becomes scary.
Think about it this way: are you afraid to raise your prices? Afraid you’ll lose guests, afraid clients will be mad. That is scarcity, the opposite of an abundance mindset.
What other company doesn’t do things because clients might be mad? Successful businesses don’t run that way. If you apply some of the techniques in this post (like changing your schedule or prices), know some clients will likely leave.
And that’s a wonderful thing because if a client ever leaves your business, it’s not a loss. It’s an opportunity for somebody better to take their seat. The more you own that thought process, the more it will come to fruition.
Also, release the fear that some stylist down the street will hurt your business by doing kitchen cosmetology or working illegally. It’s not true.
Nobody can sabotage your business except you. Nobody can report you to state and local government or go on a slander campaign to take you down. Why? Because the way you show up on social media, communicate with your guests, talk about your business, and step into this next season can overcome all of those things.
Focus on making your business the best it can possibly be.
Step 2: Consider your plans
What are your plans now and coming out of this pandemic? How are things looking for you?
Nearly 20% of stylists and salon owners are considering walking away from their business after this. That might sound crazy, but in 2009, that’s exactly what happened. 20% of our industry walked away.
If that happens, know clients will be in abundance. There won’t be less heads of hair to do, but more. And even if 20% don’t walk away, the way we run our business and how we work is changing, meaning there will be more clients for the taking.
Don’t worry about anybody else taking your guest. Focus on an abundance mindset and how this is an opportunity to build a dream business for yourself.
Step 3: Pick the perfect rescheduling method
How to reschedule your guests in a way that makes the most sense for you and your clients?
Scheduling methods
There are a couple of methods going around. Some people are deleting their entire schedule and opening online booking when it’s appropriate.
Then there’s the concierge method where you call each guest, place them in an appointment spot, and do your best to manage all the pieces.
Or you could honor existing appointments and reschedule canceled appointments to fill in the gaps.
There’s probably another half dozen methods in between because everybody’s just doing their absolute best to take care of their guests.
How to decide what schedule is best for you
Before you decide what you’ll do or even if you already have, think about these questions to be sure you’re making the best choices:
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Have you thought about the clients waiting since March to see you? Because they likely had their hair done last in December, January, or even November, if it’s a balayage client, right? They haven’t been waiting six or eight weeks; they’ve been waiting four or five months and are now mega desperate to get in.
Then we’ve got the high-risk clients, like hand-tied or tape-in extensions. They’re considered high risk because sometimes extensions rip out.
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Do you prioritize extension clients over everybody else for a few weeks until they’re taken care of?
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Then there are high-income clients. Extensions and balayage are high-income/high labor. Do you take care of high-income clients first or prioritize the clients who have four months of outgrowth?
The key is in how you want to stack your day. Do you want to do extensions and balayage all day and make that money but work hard?
Or do you want to stagger your schedule with some high-income/high effort clients and balance them with root touch-ups (median income/low effort) for a physical break?
Don’t just think about this for now; think of it long term. It was easy to chase that dollar before, but maybe in this season, you’re not willing to kill yourself anymore. You want to do something sustainable.
Decide what you want and release the rest
Let’s talk about your cut-only clients, because – real talk – that has to be low priority.
Haircuts are high effort/low-income and the least profitable service you do. They require a lot of your physical strength, time, and, generally speaking, are your lowest price offer.
And, because salons are closed, everybody will want a haircut once this is over.
When you go back, do you want to do men’s cuts? Only women’s?
If you’re thinking it’s unfair to segment out clientele, we’re not talking about fair. We have to be logical now more than ever because your time will be tight when you go back. So do you need to shift your service offerings to support yourself and provide for your family?
If you just feel horrible letting go of your cut-only clients, feel horrible for a minute. But what if we saw releasing those cut-only guests as a stepping stone for greener stylists?
Instead of feeling tremendous guilt, feel empowered to give that opportunity to others. And if you want to do your cut-only clients, go for it. Just prioritize and put yourself first.
What about new guests?
You’re probably seeing new guest requests now more than ever. Clients are looking for new stylists right now, and it’s exciting.
What do you want to do for those new guests? Do you want to say you’re taking care of your existing clientele first? Do you think that client will wait or find somebody who will prioritize her?
The answer totally depends on you and your business.
Step 4: Pick what services you want to eliminate or focus on
In the past, have you been on the verge of giving up kids’ cuts and becoming a color specialist? Maybe now is the time. Your clients will be empathetic that you have to change the way you run your business. We may never get this chance to truly hit the reset button and do it over.
Truly think about how you want your business to look in the long term, not just now. Think about what services you want to focus on. Knowing your specialty will help you prioritize the way you book.
Then embrace the power of letting go. Adapt the mindset that those you release from your business are gifted to somebody else and make room to welcome in more of what you’re looking for.
Step 5: Figure out how money affects your schedule
If you decide to work more than before – if you were working three days a week and you’re going back working four – think about scheduling a premium price day.
There’s no shame in charging a premium price or overtime rate. You’re working overtime (a full day beyond what you worked before). There’s nothing wrong with offering that day at a premium rate.
Or maybe have one day a week reserved just for new clients? If all you did every Wednesday was take new guests, imagine how quickly you would build your book. And if you optimize those guests and their services, you will set yourself up for years of success.
Maybe offer one day for premium, front-of-the-line services for clients willing to pay to be the first person on your books. (Like buying front-of-the-line passes at Disneyland.) Some clients would 100% pay more to get that front-of-the-line pass. Does that work in your business?
What about two days scheduled for high-impact services? Meaning ones where you generate a lot of revenue balanced with root touch-ups. And one day for things that are lower impact (like cuts) that you want to get in.
That’s a five-day workweek. One day for new guests, one for premium, two for high impact services, and one for low-impact services. If you only work three days a week, shift this.
If you just want to get people in as fast as possible, do that. This is just to get your wheels turning about all your options because it’s not cut and dry. Do the best possible thing for yourself and your business.
Premium pricing
Many stylists and salon owners are wondering about premium pricing right now, especially when it comes to PPE. If you want to learn if PPE charges are good for your business, click here!
But premium pricing isn’t just PPE, right? There are other things to think about, like overtime pricing if you come in on days off or maybe a price increase overall.
If you’re scheduling in 15-minute gaps between clients to disinfect and sanitize after every guest visit, consider charging for that time. Clients pay for a service and your time, and, since there’s a value on your time, it’s fully okay to charge for it.
And remember, especially now, that it’s okay to charge your worth. Just remember to think about how you position it to your clients, especially how it makes them feel.
We’re all walking into a whole new world, and the more you can make your guests feel cared for and comforted, the better they’ll feel moving forward, and the more likely you are to get referrals.
But remember, avoid creating long term solutions to short term problems. This is not a time to re-revolutionize your entire business; this is the time to shift and pivot. Think long term and make small changes that set you up for future success.