First impressions count. Initial judgement forms within milliseconds, then sticks,
colouring any newcomer’s perception of your salon or spa indefinitely. Get that first
impression right and you’re off to a flying start. Get it wrong and you’re already two
steps behind. Have you ever considered that a bad smell could be sabotaging your first
impression?
Think about this scenario. You’ve done your planning. Your promotion to drive new prospects into your business is up and running. People are popping in to enquire about your offer and check you out a little closer.
Exciting!
They might ask you a question or two around the service and take a price menu away. This is a crucial point in your sales process. You need to have every box ticked. Reception area looking tasteful and spotless. Mood lighting. Soft music. Friendly greeting.
But what about that offensive smell lurking in the air? Have you thought about that?
If your beauty salon is on the nose, that’s what your potential clients will notice and remember. And you’ll struggle to get them across the line to the next stage: making an appointment.
Over the years, I’ve heard people say they can’t stand the nail technician smell or the wax pots or the tanning booth … or all three. Personally, I love all these smells. The one I struggle with is the laser – the smell of burnt hair can make me feel quite unwell.
Most salon owners think they can’t remedy the smell factor and that clients just need to tolerate various smells as part of the service. In fact, the solution is often as simple and affordable as installing an exhaust fan in each treatment room.
Maybe you think your salon comes up smelling like roses because no one has complained. But have you even asked?
Odours, for some reason, are the one thing even your best friend might not mention unless you ask.
In your business, your clients are the ones to ask for constructive criticism. Don’t leave “smell” off the list when seeking feedback.
You work in this space every day, so your nose is probably conditioned to many of the odours that others find offensive.
Next time, take notice of what you smell when you return to your salon after a few days away.
You might think your team’s been lazy with the cleaning or the equipment.
The fact is, those smells are probably always there; you’ve just adapted to them so you don’t notice them every day.
Evil smells can emanate from all sorts of sources in your salon. What about those rubbish bins that didn’t get emptied last night or the carpets that are way past their use-by-date? You know what you need to do there.
But what about a team member with bad breath or cigarette fingers? How do you address those smelly issues?
I remember being a mystery shopper for a beauty salon. Although I enjoyed the facial and peel, I could smell that my therapist was a smoker. And that impression stuck with me. When I addressed it with her, she did the usual mint-popping Band-Aid fix. The cigarette smell was coming from her clothing.
What people do in their unpaid break is none of my business. However, with enough time spent in one-to-one private team coaching/education sessions, you can get your team members to see it from the clients’ perspective. And if you can help them cut back their smoking during working hours you’ll be helping them improve their health, save money and be nicer to be around.
It’s tough to address personal issues with your team but your business success relies on it. Approach it the same way you address everything else, privately and professionally. The less fuss you make the better.
If you frame it with “I don’t know how to say this. I’m not sure you’re going to like this,” while holding a body posture with any tinge of cringe, you’ll end up with two embarrassed faces: yours and theirs. Try the Pat, Smack and Pat approach. It goes like this.
If your beauty salon is on the nose, that’s what your potential clients will notice and remember. And you’ll struggle to get them across the line to the next stage: making an appointment.
“I love X about you and also X, but a client mentioned to me that they could smell cigarettes on you. I think that’s something you can sort out. Perhaps you slipped up and forgot your toothbrush to brush your teeth after your break or would you like me to help you by making a few suggestions?”
Then just wait to hear the response. What matters to you might not to another, so a reminder is always a good way to check in.
Sight and smell are our two strongest senses. When you get them right, you create a calmness and welcoming energy for your beauty space. When someone walks into your business and notices the beautiful décor and lovely fragrance, they create for themselves a strong positive feeling about you and your brand. It’s that feeling you’re after – a rock-solid first impression that has them thinking: Yes, I’d like to spend some time here. This is fantastic. I’ve chosen well and I’m glad to be here.
It’s all about the experience, the feeling your beauty salon evokes because that’s what your client remembers long after they’ve paid for their treatment or service.
Follow your nose. Track down and eliminate any nasty odours lurking in your salon and you’ll be one step closer to the sweet smell of success.
For more salon wisdom, email me at lisa@zingcoach.com.au, visit my website at www.thezingproject.com.au, find my video tips on YouTube or read my book The Naked Salon, an essential guide to time, team and money.