Chelle Neff is the founder of Urban Betty and has been a leader in creating innovative practices in the salon industry since 2005.
With more than 18 years of experience running a thriving service-based business, I’ve gained invaluable insights crucial for any entrepreneur aiming for success. Let’s explore my top five lessons.
1. Nurture your culture through strategic hiring.
Maintaining my salon’s vibrant culture has been a cornerstone of our success. When hiring, I recommend prioritizing individuals who excel in their roles and resonate with your business’s unique vibe. For example, openness, friendliness and a spirit of mutual support are non-negotiable qualities I seek in every team member.
You can use a personality assessment to help you find a perfect fit during the hiring process. This is something I do to ensure each team member’s communication style aligns with my salon’s group culture. This can also help ensure the new hire will be genuinely happy in their role.
2. Have precision and intent when hiring.
Looking back, I wish I had understood the importance of hiring individuals with the right skills for the job. While hiring friendly people is vital, they must also possess the necessary qualifications. I once hired a marketing manager with a master’s degree in an unrelated field. While she did decent work, her heart wasn’t in it, and we struggled to generate fresh ideas. When the position opened again, I specified that candidates must have marketing degrees. This strategic move led us to an outstanding marketing professional who has since become an invaluable asset to our team.
3. Provide consistent service.
In our early days, we allowed each team member to handle their business without standardized protocols. However, I quickly realized the importance of consistency. To ensure a uniform customer experience, I recommend providing scripts for all your service providers and front desk staff.
Develop comprehensive slideshow presentations outlining your greeting and consultation procedures. This is something my team has done; new hires must watch these presentations, learn the scripts and undergo yearly refresher courses to maintain consistency. This uniformity has become our hallmark. It helps guarantee that every guest receives a seamless experience, regardless of the stylist they see.
4. Find support to liberate yourself from the daily grind.
During my salon’s initial 12 years, I juggled running the business and working as a hairstylist. However, as we expanded, I became overwhelmed with behind-the-scenes tasks and was teetering on the edge of burnout. It became clear that I needed a change. That’s when I decided to enlist the services of a consulting group, which included a business coach with expertise specifically tailored to the salon industry. It was a game-changer for me. My salon company experienced a remarkable 82% growth and reached a level of profitability that allowed me to retire from hands-on hairstyling. This transition freed me to focus on critical aspects such as hiring, marketing and nurturing our unique culture.
I learned that as a leader, you can benefit from working with a mentor or coach who can help you free yourself from the hands-on work and focus on aspects of leading and growing the business. You can’t go at it alone. Having someone you can bounce ideas off of and receive well-informed responses rooted in industry experience for all your inquiries is immensely reassuring. This support system alleviated countless sleepless nights and taught me to step away from being behind the chair.
5. Engage customers after they leave.
Place a strong emphasis on following up with your guests. After each appointment with a member of my team, for example, we send out emails inviting guests to rate their experience. Ask customers to leave a Google review and offer personal feedback. Ensure you closely monitor Yelp and Google reviews and respond within 24 hours to address concerns or express gratitude for positive feedback.
This proactive approach can help not only retain existing customers but also attract new ones. It demonstrates your commitment to quality and professionalism and helps foster trust and loyalty. I’ve had one guest even share that they chose our salon because of how we handled negative reviews. Our dedication to addressing feedback professionally and promptly made them feel safe and confident in choosing us.
In conclusion, embracing these insights has played a pivotal role in my salon’s journey to becoming a thriving and respected establishment in the service industry. Let these lessons help you build a business that excels and thrives on a unique culture and unwavering commitment to excellence.
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