Finding your NICHE

Choosing a niche is a major step in launching a successful business, but it’s not one you want to rush through, advises salon business expert Liz McKeon

Choosing your salon business niche will help you attract clients who closely align with your market position, which boosts conversions and customer loyalty. There are a number of things you can do to find it.

1 Consider your passions and strengths

If you enjoy what you do, it is easier to nurture and grow. Passion for your business will drive you to devote your time and attention to providing your clients with the very best experience. Passion for what you do will make you work harder to meet the demands of your growing client base, rather than cut corners.

2 Note down your interests

Ask yourself what you enjoy doing the most, and what topics you love to learn about. Then consider your strengths – identify the skills that come naturally to you and the areas you are most knowledgeable about. The sweet spot is the one where your interests and strengths overlap – and a great potential business niche.

3 Assess your competition

Look at the salons offering similar solutions to those in your areas of interest, and evaluate them. Ideally, you want to find a niche that has high demand and low competition.

4 Approach it from a customer’s perspective

Think about the specific client your business will target. The size of the customer segment should be large enough to warrant the investment you’re making.

Differentiate or die

There’s an old saying that you 'differentiate or die'. In our highly competitive industry, you have to be unique and fill a special niche to be successful in the marketplace. Having a USP (unique selling proposition) will dramatically improve the positioning and marketability of your salon and products by accomplishing three things:

• Unique: It clearly sets you apart from your competition, positioning you as the more logical choice.

• Selling: It persuades a client to buy from your salon.

• Proposition: It is a proposal or offer suggested for acceptance.

Develop your USP

Your USP needs to be so compelling that is can be used as a headline that sells your product or service. Therefore, since you want to optimise all your marketing materials for maximum results, create it before any other advertising or marketing material, using the following stragegy:

1 Use your biggest benefits

Describe the benefits of being a client in your salon.

2 Be unique

Your USP needs to separate you from the competition.

3 Solve an industry ‘performance gap’

Identify which needs are going unfulfilled in your market. The needs that exist between the current situation and the desired objectives is a ‘performance gap’. Salons that base their USP on industry performance gaps are very successful.

4 Be specific and offer proof

Clients are sceptical of advertising claims. Alleviate this by being specific and offering proof where possible.

5 Pursue perfection

The most powerful USPs are so perfectly written, you cannot change or move even a single word. Each one earns you money by selling your product or service.

6 Integrate your USP into all marketing materials

Your USP should be included in all your marketing materials, such as your website, social media and brochures.

7 Deliver on it

Your USP should have promises and guarantees that capture your client’s attention, and encourage them to book with you. Having a strong USP can make your business a big success, or a big failure – if you don’t deliver on it, you are risking your reputation.

Build your USP to optimise your marketing for maximum results. If your salon has a clear and honest USP, there is an excellent chance that you will be able to compete on factors other than price. That means that your business will be more profitable.

Liz McKeon is an author, business coach, trainer and mentor, specialising in the hair, beauty and spa sector. For further information visit lizmckeon.com or call +353 86 386 1243.