Get More Customers by Zeroing in on the Well-Groomed Man

If you’re looking to expand your business (and what hair stylist isn’t?), start by figuring out how to get more men into your chair. The number of men venturing into salons is steadily growing, according to the market research firm Mintel.

Of the men Mintel surveyed, 52 percent said they had gone to salons — primarily to get a haircut. However, the statistics were intriguing when you take a look at the responses among men aged 18-34. About 25 percent of them reported going to a salon to get a manicure or pedicure, and 20 percent said they had received a facial.

It appears that the well-groomed man is an emerging market — and one that could boost your salon business. New York hair stylist Vaughn Acord told American Salon that male clientele are loyal. And, if you can provide them with the type of service they’re looking for, there’s a good chance they will stick around. “Because men are loyal, it’s important to think intelligently about attracting, building and retaining their business,” he said.

Here are some tips on how you can appeal to the well-groomed man:

Promote male services. Make it known that you serve both women and men by featuring specific male services on your marketing collateral, social media outlets and signage. Simple wording like “men’s haircuts,” “men’s facials” and “professional shave” should get the point across.

Set up neutral decor. Go for a gender-neutral look by skipping the lavender and pink decor. Opt for contemporary decor in neutral colors and, if you use images, feature both male and female models. Also, stock your waiting area with magazines and other reading materials that appeal to a wide audience.

Stock products. Include products in your offerings that are specifically for your male clientele. Again, as Mintel notes, this is an area that has experienced significant growth as more men purchasing grooming products.

Make the experience efficient. Acord said the typical male client will not likely want to sit around, waiting for service. Make sure you’re scheduling appointments so that you’re not overbooking.

Keeping your appointments, marketing promotions and other aspects of your business organized is a priority for a successful stylist. Stylie, a point-of-sale tool specifically designed for booth rental operators, helps you manage your operations with ease. Contact us for a demo.

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Michelle Guetersloh

Michelle Guetersloh

Hairstylist Consultant at Michelle My Stylist
For some, hairstyling’s a job. For others, it’s a passion: an innate gift that lights them up and drives them to outperform and overdeliver. Michelle G. is definitely the latter.

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