How to manage the competition!

05 May, 2023

Competition is healthy — it pushes you to innovate, stay sharp, and deliver your best to clients. But it can also be frustrating when you're losing valuable revenue to other local salons. If you want to grow your market share, it’s time to lean into your strengths and gain the edge in your area.

1. Get Client Feedback to Discover Your Strengths

Clients return for a reason — find out what it is. Use surveys or short questionnaires to understand what they value most. Review your sales reports and focus on your top-performing services and products.

Knowing your strengths shows you what to market, and what to drop. If a particular skincare product is popular, turn it into a focus point for your in-salon retail and promotions.

2. Run a Competitor Analysis

Ask yourself: Why would someone choose them over me? Compare services, pricing, branding, and customer experience. Research their reviews and see where you can improve. You don’t need to copy the competition — just stay one step ahead.

3. Define and Promote Your Unique Selling Point

What do you offer that others can’t? Highlight what sets your salon apart and market it consistently. Your unique edge is your most powerful selling tool.

4. Fill Gaps in Your Services

Compare your menu to competitors and identify missing opportunities. Consider what new service or product could set your salon apart, and what would genuinely impress a new client walking through your doors.

5. Recognise Repeat Business

Train your team to acknowledge and engage returning clients. Create a salon-specific loyalty programme to reward consistent visits and increase client retention — a key revenue driver.

6. Build a Caring, Professional Culture

Train your team to confidently recommend services and products, while remaining professional, kind, and approachable. Celebrate staff who do well, and protect your culture — happy employees stay with you, not the salon next door.

7. Strengthen Your Social Media Presence

Build community and visibility online. Keep your social platforms active, invite clients to follow and leave reviews, and respond to comments. Consistent visibility builds trust — and traffic.

8. Refresh Your Image

Your salon’s look reflects your brand. If it’s tired or outdated, it might be time for a refresh. Make sure your environment feels clean, modern, and welcoming — and don’t forget your online presence.

If you have a website, invest in a design that mirrors your in-salon experience. A strong visual identity strengthens trust and brand recognition.

9. Keep Marketing, Keep Growing

Marketing drives your salon forward. Everything from window signage to word of mouth contributes to growth — but your message has to be clear: You’re the expert, and your salon is the best choice.

If you’re ready to turn your salon into a client magnet and boost your income, join
👉 The Successful Salon Formula

10. Revisit Your Foundations

How does your salon feel to a client walking in? Is the music relaxing? Are the aromas on-brand? Is the space visually appealing? Atmosphere influences both time spent and money spent. Align the environment with your brand and create a space clients want to return to — and recommend.

Clients have choices. Make sure your message is clear: your salon offers the best experience, and your team delivers the best results.

When your clients leave happy, confident, and eager to return — the competition doesn’t matter.

Want to build a more profitable, professional, and productive team — while creating the lifestyle you deserve?
👉 Join The Successful Salon Formula