Habits of THRIVING SALONS

While some salons are thriving this year, others are really struggling. Amy Gordon outlines the habits that define each group

This year, I have noticed a developing gap between salon owners. While more are thriving, with their businesses reaching figures they have never seen before, there is also a growing group who are struggling and questioning how – or whether – to continue.

Both scenarios come with their own set of problems and owner habits, which need to be assessed in order to either begin to grow or maintain growth. This gap has been intensified by rising costs, recruitment difficulties, salon closures and lack of strategy.

Here are the top three habits that distinguish struggling salon owners from those who are thriving:

3 habits of struggling salon owners

1. Poor cash flow management: Struggling owners often have difficulty managing their cash flow, meticulously tracking every penny coming in and out. This financial strain can lead to constant stress and a lack of focus on what needs to be done in the business for growth. It creates tunnel vision where the only focus is money.

2. Micromanagement and team management: The owner steps back in and stops using individual expertise in a desperation to fill the diary, using seniors to do junior jobs and working in the business themselves. The owner feels the need for control and micromanagement takes over.

3. Communication stops: Owners of struggling salons often fail to communicate, firstly with themselves in a positive way, which can then impact the team. The owner is often so worried about the situation that creativity is lost and we see a halt to marketing and training of the team.

3 habits of thriving salon owners

1. Efficient operations and systems management: Thriving owners excel at handling the operational side of their business, even when it means managing a high volume of clients and putting out fires daily. They have the systems and structure in place to deal with all of this.

2. Strong team and customer journey: A thriving owner works on staff commission structures to ensure it’s a win-win situation for both team and business.

A strong team and customer journey ensure consistent and high-quality service and a positive atmosphere. When staff are well-trained, communicate effectively, and work seamlessly together, they can deliver personalised experiences that cater to each client’s unique needs. This builds trust, encouraging repeat business and referrals.

3. Good and consistent marketing: Thriving owners use a mix of digital marketing, such as social media, email newsletters and SEO-optimised websites, alongside traditional methods like local advertising and events for a broad reach. Consistency in messaging, branding and promotions builds recognition and trust, driving growth.

Moving forward

Acknowledge your achievements: Regardless of your situation, recognise the accomplishment of building a business. Celebrate this milestone and strategise for growth.

Stay focused: Avoid comparisons with others and focus on your own time, goals and strategy.

Leverage your resources: Every owner has resources. List them and work on them. Economic downturns are challenges to overcome, and long-term success is possible with the right strategy and protection for your business.

Seek external support: Whether you’re thriving or struggling, consider external support. Audits and coaching let you look at your business from a new angle and see opportunities.

Amy Gordon is a director and business coach at The Delforge Group. Prior to that she ran Professional Beauty Award-winning salon Amy Gordon Skin Clinic & Beauty Boutique thedelforgegroup.co.uk