How to make mature mums feel comfortable in the salon
By Sophie Nutt | 05 March 2020 | Expert Advice, Feature
Mother’s Day lands on Sunday 22 March this year, so be sure to capitalise on the occasion by putting the focus on mature ladies – including the mums and grandmothers of your existing clients.
The Office for National Statistics reveals that the UK’s population is ageing, as people continue to live longer and healthier lives, meaning there is a potentially large client base of ladies with disposable income and time to spend on themselves that you may not be welcoming into the salon. Older ladies can also become regular, loyal clients due to the benefits of regular salon visits on their health and overall wellbeing, as well as their availability to attend appointments outside of peak times.
However, in order to attract this clientele to using your services, ensuring their comfort is paramount. “Your salon environment can play a part in appealing to this market – they are likely to prefer a calmer environment that focuses on quality treatments, superb results and infallible customer service,” echoes Kate Sawley, CND education ambassador. “Simple things like addressing them as ‘Mrs Jones’ rather than by their first name or a slang term, taking their coats with a smile and showing them to their seat can go a long way to making them feel comfortable during their service.”
“The salon should have a sense of calmness and clients should be able to completely relax from the second they arrive,” – Mandy Cook, sales director for Gerrard International.
Consider creating a spa-like atmosphere for customers to sink in to. “Creating a spa environment in the salon also adds an extra dimension of luxury to your clients’ treatments as it invites them to fully relax and get the maximum benefit from their treatment package, giving the salon a point of difference,” says Mandy Cook, sales director for Gerrard International. “The salon should have a sense of calmness and clients should be able to completely relax from the second they arrive. They are buying into ‘me time’ – not something a lot of mums have the luxury of – and want to leave feeling pampered and refreshed.”
“Give the client 100% attention and concentration, as clients can sense this and are far more likely to trust you,” – Liz McKeon, beauty business expert.
As well as the salon environment, consider your customer service and encourage staff to be attentive. “Give the client 100% attention and concentration, as clients can sense this and are far more likely to trust you,” explains Liz McKeon, beauty business expert. “‘Wow’ the client by discussing all of the various services you provide and, if she wants to chat, chat about her, not you! The main consideration with this age group is to stop talking and start actively listening to the client: establish her concerns and come up with solutions to suit her.”
Read more tips on how to make the most of Mother’s Day in the March issue of Scratch!