Web Design Blog

At my last job, we worked right above a hair salon. Growing up, my mother always cut my hair, then my wife when she had time and lately, a local barbershop. But since the salon was a client and it saved an extra trip, I got my hair cut after work. The difference between the salon and the barbershop was unbelievable. At the salon, I was treated by an attractive stylist who remembered my name and how I liked my hair. She talked with me about subjects I was interested in and even remembered our discussions from the my previous appointment! The stylist make recommendations for my hair based on current trends and my hair’s personality (red and very thick). My hair was shampooed, conditioned and I received a very relaxing neck massage. She only used the trimmer for the edges. The salon was impeccably clean and had a very modern decor. It was a little upscale and I liked it. It made me FEEL important, stylish and trendy.

Conversely, the barbershop I was served by an grizzled, old guy who muttered. He didn’t really talk to me and if he did, it would be hard to hear with the TV and the trimmer going. He had no clue I was in five weeks ago (probably because I was helped by someone else, but that even furthers my point) or how I liked my hair. I got no shampoo and the massage was from sort of machine that felt more like a jack-hammer. The decor looked dirty and old. The whole process made me FEEL unimportant.

The barbershop charges a mere $11 for a cut, the salon: $37. That’s a 250% increase for the salon even though the end product, my haircut, was exactly the same. How would you like to increase your rates 250%? The key is providing a customer experience that supports that rate and attracts clients who are willing to pay it (because many won’t). Here are some ideas at improving the customer experience:

• Look upscale. This includes every part of your business, such as invoices, letterheads, envelopes, e-mail signatures and marketing materials. Obviously your location, signage, furniture and decor may play a part. If the client sees it, it has to be perfect and seamlessly match your company’s brand.
• Know the client. Keep detailed records on the client’s likes and dislikes. This includes everything from color preferences to favorite sports teams/tv shows. Some clients prefer phone calls, others e-mails or in-person meetings. Make sure all your staff keeps the notes in the same place. If there’s ever a transition with your team, the client should not have to go through a major get-up-to-speed curve with the new team member. I cannot tell you how many new clients I’ve gotten simply because the previous firm dropped the ball during a transition.
• Be proactive. You are the expert. Come the client with new ideas, even after the initial project is completed. This is also a a great way (maybe the best way) to drum up new sales. Long term, being proactive will increase both customer loyalty and word of mouth.
• Pamper the client. Make the client feel important by doing little things like including SASEs in invoices and hand-written Christmas cards. Give away sports or theater tickets. Even more importantly, make the client feel trendy/cutting-edge and encourage their belief that they made a good decision in hiring your firm. Tell them how great you, as an expert (and your friends/colleagues), think their new website is and what an improvement from the previous site.

Remember, shifting to a more upscale market means changing your target market…..at the end of the day, I’m still a cheap sucker and I’m going to the barbershop

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