You’re great at hair. So are lots of stylists. To be a successful stylist however, you also need to be great at Marketing & Sales. Bottom line: You need butts in your chair. And those butts get there thanks to Marketing & Sales.
If your plan is to build a clientele on walk-ins, then tighten your belt. You’re in for a few very lean years. If, however, you want to accelerate your career, boost your income, and build a solid, stable, recurring clientele then you’ve come to the right place. Our free online marketing & sales course for hair stylists is going to teach you practical ways to build your business so you can enjoy a long, successful career in the hair industry.
The first lesson is an overview of the Marketing & Sales functions. To make sure we’re all on the same page, it’s important to understand the terminology we will be using throughout the course.
What is Marketing?
The purpose of marketing is to spread the word about you and the services you offer. Marketing is what most people will see or hear about you first. And if the marketing message is on point, and timed just right, it will catch a lead’s attention.
Think of marketing as a funnel. It’s wide at the top and narrow at the bottom. Marketing is about getting people into the top of your funnel and moving them down the funnel so they drop out at the bottom as a paying client.
What is a Marketing Channel?
Marketing Channels can take many forms from direct mail postcards, to social media, to networking, to tradeshows. There are a variety of marketing channels you can use to market your business. We’ll discuss each channel in more detail in the lessons to follow.
What is a Lead?
A lead is someone who responds to your marketing. It can be someone who likes your Facebook post or Tweet. It can be someone who sends you an email or text. Basically, a lead is someone who has put up their hand and said hello.
What is a Prospect?
A prospect is a qualified lead. It’s someone who needs what you offer and can afford to pay the price. You want your marketing to be creating as many leads as possible, so you can upgrade some of them into prospects. Every prospect has the potential to become a client.
Ultimately, Marketing’s goal is to create leads and to qualify those leads so they can be upgraded into prospects. From here, Sales takes over.
What is Sales?
Sales is the process you go through with prospects to convince them to open their wallets. It’s the conversation you have with a walk-in client, or the exchange you have with someone on social media about how you’re going to make them beautiful. It’s the act of inspiring a prospect into booking an appointment to see you. It’s also the single most important part of your business. The hair is the easy part. Getting customers into your chair is the hard part. And sales is your chance to do just that.
It’s important to understand the difference between marketing & sales. It’s also important to understand that they work in partnership with one another. Lastly, it’s important to understand that as a stylist, you need to be great at both.
That's it for lesson one. Your first action step is to let the rest of the stylists you work with know about this course. Working through this course as a team has the following benefits:
- If you get stuck, it's helpful to have others to collaborate with.
- Success inspires success. If the whole team is pulling in the same direction, you'll be surprised at how the whole salon will benefit.
- Sharing with those around you will help keep the tips & tricks top of mind so you don't forget to use them in your day-to-day at the salon.
- Success is more fun when you can share it.
You can share this program with your coworkers using the social sharing buttons below.
If you're here for the first time, sign up for the program here.