What is the number one marketing mistake that salons across the US are making? Humor yourself by taking a guess…have your guess ready? The number one marketing mistake is: giving discounts!

This marketing tactic is so prevalent across the US that it’s almost hard to believe, right? Discounts are offered left and right, and we see them all. the. time. You know what we are talking about: “$10-Off Tuesdays” “$20 Off Your First Visit!” “Re-Book Today and Get 20% Off!” We have two words for you: Stop It!

Discounts Devalue

Any verbiage with the word “off” is a marketing mistake that you need to stop making and the reason is psychological. The word “off” actually devalues the services that you are offering. When your salon offers a discount, you are teaching clients that your products and services are worth less. The bottom line: discounts devalue.

Everyone Wants More

Are there ways to build a huge following and clientele without offering discounts? YES!

Instead of devaluing your services, focus on adding value because everyone wants more.

Here are a couple strategies to try at your salon:

• Offer a complementary treatment with a client’s first haircut. This is a great added value for your client and costs very little overhead. Doesn’t a complementary service sound better than giving 50% off? We know it does, and your clients will notice too!
• Gift color protection shampoo and conditioner after a client’s first hair color. As a stylist, you want your clients to use color protection shampoo. To ensure that they do, offer it as a gift! You can even follow-up with the client when they are running low to re-stock (double-win!).

Earn Your Worth

Position your salon to attract the type of clients who you want to work with! To do so, you need to stop competing on price. If you complete on price, you are always going to be a small fish in a big pond. Instead, start earning what you are truly worth. Build your clientele with the slow and steady approach, and you will gain a remarkable following. Today, make a promise to yourself that you will no longer make this marketing mistake and start thinking of innovative ways to gain and retain clients!

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