8 Ways to Build Positive Word of Mouth for Your Salon

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Word-of-Mouth marketing is the most difficult to measure, but it's also the most cost effective because it costs you nothing.

Your customers are the best vehicle for positive word-of-mouth marketing, but how can you get them to talk about you?

Here are 8 ways you can help build positive word of mouth for your salon.

  1. Set the Atmosphere
    Use soft, fresh sheets; play relaxing music; and keep service areas organised and sanitised. Clients love familiar environments and will refer everyone they know because they’ll know you’ll take care of their referrals as you do them.

  2. Be Professional
    Make eye contact, greet clients by name, offer a genuine compliment, dress to impress and practice good hygiene. These small details show your clients you care about them.

  3. Read Your Clients
    Engage clients in polite conversation and ask about them—but don’t dig too personally. Conversations should be uplifting and never geared toward gossip or your clients will lose trust in you. Nix chatting if it seems like they want to relax or sleep. The more you do for them, the more they’ll refer you to others.

  4. Consult Positively
    When consulting with clients on lash or brow styles, never tell them they’re wrong, even if you disagree. Instead, let them know what your education and experience has taught you regarding what will complement their features.

  5. Be an Open Book (With Your Services)
    Walk clients through the service, answer any questions they have and never talk down to them. Remember, some clients may be nervous or tense if this is their first time receiving the service.

  6. Respect the Clock
    Your clients’ time is precious, and disrespecting it can net negative word of mouth. Don’t be tardy, go overtime, or call or text clients off-hours.

  7. Create a Referral System
    Reward your clients for spreading the word with a referral system that garners them perks at your shop. Think: point systems toward discounted services or retail. The ‘If you scratch my back, then I’ll scratch yours’ mentality is always healthy in the artist/client relationship.

  8. Send Them Home With a Smile
    Never rush clients and always allow them to examine your work post- service. When your clients leave feeling confident and happy, they’ll keep coming back—and they’ll bring their friends.


If there is one thing that is just as important as having hard work and passion in your role as a beauty therapist, it is constantly educating yourself and your team on the how the industry is changing and evolving!

We have had a HUGE year bringing all our salon partners 8 FREE educational MOAP Monday Live sessions via Facebook, with huge success. We were also lucky enough to have special guests Vanessa McDonald (Salon Marketing Coach) and Daynah Hamilton (Studio Matrix) share their wealth of knowledge across salon marketing, and social media and give our salon partners the tips and tricks they need to help them become more profitable in the beauty industry.

View Part 1 & 2 of Matt Williams and Vanessa McDonald's live episode discussing how to retail your Christmas packs this season:

Watch Matt Williams and Daynah Hamilton discuss the important apps, tools and tricks needed to nail your salon's social media:

Missed an episode or want to re-watch again? Visit our Profit Advantage Facebook Page.

Promote Black Friday + Cyber Monday in your Salon

Black Friday (24th Nov) and Cyber Monday (27th Nov) are two of the BIGGEST shopping days of the year with 137 million shopping over the weekend in 2016, and an estimated $682 billion to be spent this year in the USA alone. If you are currently thinking “Woah that’s amazing!”, it’s time for you to enter the fold and craft unique promotions to get your clients coming into salon to try services or new products.


Promoting Black Friday is a great salon marketing tool when used properly. This shopping day can boost a potential quiet month in salon – in the lead up to Christmas, November can be slower – as well as encouraging clients to spend more money in order to get a good deal.

Here are some quick promotion ideas to market your salon in the Black Friday craze:

  1. Market Season-based Services.
    Brand your services uniquely themed to the season with modifying your classic treatment names to spring up holiday feelings. Why not surprise your loyal clients with a surprise complimentary holiday service? It is not only a great way to say thank you, but also draws attention to your creativity and brings to the forefront of their mind their need to rebook before the Christmas period.

  2. Gift Cards!
    This idea can be hugely successful at this time of the year, and it’s fantastic to promote on Black Friday with 63% of Black Friday purchases being gifts for others. It is effective to offer your client a gift card and something in return, such as ‘purchase a $100 gift card for a friend, and receive your own $25 gift card free’. This is something special that they know is a rare promotion, and will feel rewarded by you. And when they return, they are likely to use this card on a special treatment to pamper themselves, which means a happy client and more business for you.

  3. Run Black Friday discounts on social media and on your website.
    Stress your time-limited sale or exciting promotions on social media to encourage people to pop in. It is even great to invest in some Facebook advertising to reach a greater audience and boost your organic posts. But remember, advertising any sale or discount in advance works much better than posting on the day.

  4. Shift older salon stock.
    A quick dash around your salon will yield a surprising haul of forgotten items. Turn these items into hot sellers with a great, compelling price and beautiful packaging! Even bundle a few items together in an organza bag and create your own beauty, skin or tanning kit that’s appealing to the eye to move through your stock. Clients will suddenly feel they are getting value. It’s the one weekend when discounts are expected and work well, remember to price each item individually and show the discount to boost your cash flow.

  5. Run a Black Friday competition.
    A great way to get engagement to your salon’s pages is by running a competition on your Facebook leading up to Black Friday, or over the weekend, with a prize is a service that must be taken up in January or February, when you will be much quieter.

Only just realised that Black Friday is only a few days away? Research shows that the best way to promote your discounts, services or gift cards in salon is through e-newsletters or text. These are effective, inexpensive ways to reach your whole salon database to shout about your last-minute beauty bargains and treats.

6 Reasons To Keep Your Team Well Trained

At Professional Beauty Solutions, we know that in order for you to compete in the changing retail and service environment, while also attracting and retaining great team members, you must offer them the opportunity to learn, grow and get better at their profession.


Take a look below at 6 top benefits of ongoing staff development:

    The beauty industry is constantly changing, making it so important for a business to progress and evolve continuously to avoid being left behind. Beauty trends and protocols change endlessly so it is also vital to make sure your business is keeping pace with the latest trends and techniques through constant monitoring of your environment, and ongoing team training.

    As new technology and techniques are being developed all the time, running a one-off training session is no longer sufficient. Regular training needs to take place to ensure that staff are using all the latest technology comfortably and to its full potential. Keep tabs on the media and experts around you for hints of what is yet to come in the industry, from skincare to LED therapy.

    Standing still can kill your business, so by making sure your staff are constantly advancing, you will continue to move forward and remain competitive within the marketplace. When your team has excellent knowledge of ingredients and their impact on the skin, they won’t just sell more, they will instill more confidence into your clients and improve their results with their ambitious outlook.

    Although one-off training may be provided to new employees, it’s important that training continues to help develop skills throughout their career. To retain knowledge, skills need to be practiced and refreshed on a regular basis so elements are not forgotten. As famous author and speaker Jim Rohn said “repetition is the mother of skill,” so, follow-up training will make a huge difference to your clients’ experience and your bottom line.

    Through continued investment into your team, employees will have a heightened sense of job satisfaction, improving their motivation towards their work. This reduces employee turnover and increases productivity significantly, which directly improves the profitability of your business. Clients love consistency and a high staff turnover will also impact your client retention. Keeping your team upskilled also prevents competitors from taking away your best employees.

How to Turn First-Time Clients into Loyal Customers

Want to keep salon newbies coming back, and re-booking? A lot of it has to do with how you present yourself not only in store, but online as well. The best way to turn a first-timer into a loyal customer is to give them an experience that convinces them to come back.

This experiences starts from their first impression of you online, to the moment they step out the salon doors, making sure your salon space is clean and fresh, you have hired the right people, booking is easy and you continue to interact on social media.

  1. Your Salon.
    The top priority is making sure your salon is calming and inviting. What do clients see (and feel) when they first walk through the doors? Are there opportunities to improve your layout or delight clients that you aren’t taking advantage of? It is important to think about what your clients are looking for when they visit you, is it a respite away from home with a luxurious feel, or do you want them to feel homely and comfortable? Not only how the salon looks, but how it feels and smells also play an integral part into the experience. Things like music playing, the scents, complimentary drinks or special services that you provide entice people to come back to reap more rewards.

  2. Your Staff.
    Finding staff that have a true passion and understanding for not only the products and services you are offering, but the client’s needs as well, is key to running a smooth salon. Happy staff makes for happy clients in any situation, enjoying an extraordinary experience on both ends. The key is to hire staff that have natural customer service skills and passion. These are difficult to train so are integral to have. Promote your staff online by name so your client base gets familiar with faces and names, and teach your staff to also greet people by name when they come in the door

  3. Your Bookings.
    Booking appointments can be stressful at the best of times, and a big chore for many people. Making this process easy, and even online, is a sure way to get clients to re-book. Online booking systems avoid the phone-tag some stores play to get a hold of someone. This ensures the process is less stressful for the client and easier for you to track your available days and times. Convenience for them means more business for you, as well as the ability to track trends in bookings like popular therapists and services.

  4. Your Social Media Presence.
    From pre- to post-booking you should have a strong presence online for your clients. From researching your services to reviewing the treatment they had, make sure to keep the conversation going through social media. It is a great engagement tool for you to keep tabs on your clients and cutting through the noise of any other posts your clients are following. Post small bouts of information, humour, inspiration or create your own video content to share each day.