Even if you have achieved your dream of having your own salon, do you worry about whether you will be able to continue doing it in the future? While running a salon may seem glamorous, it is by no means easy to sustain it.
In fact, according to the Small and Medium Enterprise Agency's 2023 White Paper on Small and Medium Enterprises, the rate of business closures among self-employed individuals is approximately 23% within one year of opening, and as high as approximately 45% within three years. Many salons are faced with the harsh reality of having to close before they can achieve their goals.
But don't worry. To keep a salon running for a long time and be loved by customers, it's more important to have a "mindset" and "habits" than special talent or a huge amount of money. In this article, we'll thoroughly explain the specific secrets to continuing a salon that are commonly used by salon owners who have been in business for over 10 years.
By the time you finish reading this article, you will be freed from vague anxieties and will have a positive attitude of "I want to build a salon that will be loved for a long time, at my own pace," and a clear idea of what you should do starting tomorrow.
Why do many salons fail to last? Three major obstacles that trouble salon owners
The main reason why many independent salons do not last long is because they face three major obstacles: financial problems, trouble attracting customers, and the loneliness and pressure felt by the owner. These obstacles interact with each other, making management difficult.
Why does the road to continuity become so difficult when you are filled with dreams and hopes for opening a business? First, let's start by understanding the reality that many business owners face.
Wall 1: Insufficient working capital... Poor business planning leads to worsening cash flow
The most direct cause of salon closures is a lack of working capital. In addition to the initial investment required to open a salon, you need the financial strength to continue paying fixed and variable costs such as monthly rent, utilities, advertising, and material costs.
If sales do not grow as expected for a long period of time, working capital will quickly run out. If you run your business on a "rough and haphazard" basis, it is often the case that by the time you realize this, it is too late.
Without a solid business plan and financial management, no matter how great your skills or passion, you will not be able to maintain your salon.
Wall 2: No customers coming...Difficulty in attracting new customers and encouraging repeat business
If customers don't come, there will be no sales. Attracting customers is the lifeline of salon management. Even if friends and acquaintances come to your salon when you first open, that alone will not be enough to run the business.
It is essential to have a strategy to constantly attract new customers and make existing customers want to come back. However, the reality is that many salon owners, even if they have high technical skills, lack marketing knowledge. They are unable to differentiate themselves from competing salons and are left with no idea how to effectively attract customers, meaning time just passes by.
Wall 3: No one to talk to... Owners feel lonely and burnout
A salon owner who runs a salon alone bears all the responsibility for running the business. They must make all the decisions and carry out all the tasks themselves, including the pressure to increase sales, dealing with complaints, and handling administrative tasks.
This situation creates a serious sense of loneliness and mental stress. Many owners who have turned their passion into a job find that before they know it, they no longer have the time to enjoy it, and end up suffering from "burnout," which leaves them physically and mentally exhausted. Not being able to talk to anyone and having to deal with the pain alone is a major trigger for them to give up on continuing.
Five mindsets that form the foundation for continuing your salon for the long term
To embark on the long journey of running a salon, it is essential to have a steady mind and not get too excited or upset about daily sales or the number of customers. Here we will introduce five mindsets that successful salon owners value.
1. Aim for a passing score of 60, not a perfect score of 100
Perfectionism is your biggest enemy and will wear you down. You don't need to aim for perfect service or perfect management right from the start. It's important to start by thinking, "60 points is enough to pass," and then take action, observing customer reactions and making repeated improvements.
It's like running the PDCA cycle (Plan → Do → Check → Act), which is often used in business, on a small scale at high speed. Rather than providing a "perfect service" once, a "service that is continually improved" will ultimately increase customer trust and satisfaction.
2. Don't compare yourself to the "glamourous entrepreneurs" you see on social media
When you open social media, you see pictures of popular salons with booked appointments and owners living glamorous lifestyles. However, these are just the highlights of success. Behind the scenes, there is surely unseen hard work and effort.
Comparing yourself to others and feeling down is a waste of time and energy. The person you should compare yourself to is "yourself from yesterday," not someone on social media. Focus on the unique strengths and concepts of your salon and focus on growing step by step at your own pace.
3. If the owner falls ill, it's all over. Take care of yourself first.
In a private salon, you are your greatest "capital" and "product." If you become ill or mentally exhausted, the salon's operations will come to an immediate halt.
That's why you should make taking care of yourself a top priority. Take regular days off, enjoy your hobbies, and make sure you eat and sleep well. It may seem like a roundabout way of doing things, but maintaining your physical and mental health is the fastest way to long-term success. Let go of the guilt that thinking "taking a break is bad" right now.
4. Be flexible and see changes in the times and customers as opportunities
Beauty and health trends, customer values, and effective methods for attracting customers are constantly changing. If you stick to past successes, you will be left behind.
It is important to be sensitive to signs of change, such as "Customers have been worrying about this lately" or "A new social media platform seems to be popular," and to have a flexible attitude that sees change as an opportunity, such as "Let's try a new menu" or "Let's try this method of attracting customers." A mindset that is not afraid of failure and enjoys learning and taking on new challenges will continue to grow your salon.
5. Say "Thank you" to everyone: your customers, business partners, and yourself
Gratitude is the foundation for generating positive energy and building good relationships. Don't forget to be grateful not only to the customers who visit your store, but also to the vendors who deliver materials, your family and friends who support you, and yourself for working hard every day.
A heartfelt "thank you" to your customers is conveyed through your words and actions, leading to repeat business. It's important to be polite about the simple things. Making a habit of expressing gratitude will fill your salon with a warm atmosphere and attract many customers.
You can start practicing tomorrow! 7 specific habits to keep your salon running
By building a strong mindset and making specific actions a habit, your salon business will be on a stable track. Here are seven habits that anyone can start tomorrow. Please try incorporating just one of them.
Habit 1: Visualize your money flow in just 5 minutes a day!
Many of the anxieties in business management stem from a lack of transparency regarding the flow of money. First, make it a habit to spend five minutes each day recording the day's sales, purchases, and expenses. You can do this in a handwritten notebook or using a smartphone app.
We recommend using cloud accounting software such as "freee" or "Money Forward Cloud." By linking your bank account and credit card information, your income and expenses will be automatically recorded, significantly reducing the hassle of filing your tax return.
By making the numbers visible, vague financial worries can be transformed into concrete management decisions such as "Let's keep advertising costs down a little this month" or "We'll probably be able to buy new equipment next month."
Habit 2: Set SMART goals to stay motivated
A vague goal like "doing my best" won't tell you what to do, and your motivation won't last. It's effective to use the "SMART rule" when setting goals.
- Specific: Is it a specific goal that anyone can understand?
- Measurable: Can achievement be measured numerically?
- Achievable: Is the goal realistically achievable?
- Relevant: Is it relevant to the salon's ultimate goal?
- Time-bound: Is there a clear deadline for achieving the goal?
Bad example: "Increase repeat customers"
Good example: "Within three months, send a handwritten thank you letter to customers within one week of visiting our store and increase the rate of next visits from the current 60% to 70%."
Setting specific goals like this will help you clarify your daily actions and give you a sense of accomplishment.
Habit 3: Share your story on social media and blogs
In today's world, sharing information through social media and blogs is essential to attracting customers. However, simply advertising your menu and prices will not resonate with customers.
The important thing is to tell your "story." Share content that conveys your personality, such as why you started the salon, your commitment to your techniques, your gratitude to your customers, and stories of daily failures and lessons learned.
The key to creating strong fans who don't get caught up in price wars is to make them think, "I want to learn this person's skills," and "I want to meet this person." Customer testimonials and before-and-after examples are also powerful content that demonstrates your expertise.
Habit 4: Systematize communication to turn customers into fans
Your relationship with your customers doesn't end when the treatment is over. Establish a communication system that will turn one-time customers into "fans" who will support your salon.
- Thank you message after treatment: Send a thank you message for visiting and some simple self-care advice via the official LINE account or email.
- Utilizing customer records: Take notes of customers' hobbies, interests, and conversations, and use this information in conversations the next time they visit.
- Anniversary approach: Send a small gift or discount coupon on the anniversary of their birthday or first visit.
These small acts of kindness build a special bond with our customers, building a strong relationship of trust that makes them feel like "it has to be you."
Habit 5: Invest in yourself once a month in new learning and experiences
To continue providing the best possible service, the owner's own input is essential. Make sure to consciously set aside time once a month to invest in yourself.
Attending seminars on techniques and management is of course a great way to get inspired, but reading good books and interacting with managers from different industries are also great sources of inspiration. Also, things that may not seem related to salon management at first glance, such as appreciating art at a museum or having extraordinary experiences while traveling, can sharpen your sensibilities and become a source of new ideas.
If you stop taking in information, the quality of your output will also decline. A constant attitude of learning will continue to increase the appeal of your salon.
Habit 6: Proactively Introduce Systems to Make Things Easier for Yourself
A one-person salon owner has a mountain of responsibilities beyond treatments, including managing reservations, accounting, cleaning, ordering, etc. If you are overwhelmed with these administrative tasks, you will not have time to focus on serving your customers or investing in yourself.
Actively introduce reservation systems (e.g., "STORES Reservation" or "Reservia"), online payments, and customer management tools, and automate and streamline routine tasks as much as possible. Use the time you save to do valuable work that only you can do, such as practicing your skills or communicating with customers.
Habit 7: Find a confidant or friend to combat loneliness
The loneliness of running a business can quietly eat away at your mind. It is extremely important not to keep it to yourself, but to find someone you can trust to talk to.
Make active efforts to make friends through your local chamber of commerce, online communities of fellow professionals, seminars, etc. Simply sharing your concerns with others in the same position and exchanging success stories can greatly reduce the mental burden.
If you want objective advice, one option is to consult with a professional such as a small and medium-sized business consultant, tax accountant, or management consultant. Although it will cost money, getting accurate advice from a professional perspective can help you find solutions that you would not have been able to find on your own.
Still not motivated? Here are three cures
No matter how hard you try, there are days when you suddenly feel tired and your motivation drops. At times like these, there's no need to force yourself to get going. Here are three effective remedies to help you recover your mind and body.
Miracle Solution 1: Why did I start this salon? Return to the roots
If you feel discouraged, try rereading the business plan you wrote so passionately before opening your business, or the notebook in which you wrote down your thoughts. There you will find the "origin" of your business: "What kind of customers did you want to make happy, and how?"
It's also effective to look back at the happy letters, reviews, and messages of gratitude you've received from customers. Reaffirming that your work brings joy to others will give you the energy to try a little harder.
Miracle Solution 2: Take the plunge and create a "day off where you do nothing"
When you're feeling tired, stop input and output for a moment and consciously create time to "do nothing." Try a "digital detox" where you don't think about work at all and get away from your smartphone or PC.
Simply spend some time daydreaming, take a walk in nature, or listen to your favorite music. By giving your brain and body a complete rest, you can organize your jumbled thoughts and create more space in your mind. When you head to the salon with a refreshed mind, you may see new sights you've never seen before.
Miracle Solution 3: Go to your favorite salon and receive service as a customer
When you're feeling unmotivated, try going to a salon you admire and think is wonderful, or experience a popular service as a customer. The key here is to enjoy the service from the bottom of your heart, not as a competitive researcher.
Being exposed to excellent customer service, a comfortable space, and impressive techniques will revive that initial impulse: "I want my customers to feel the same way!" Also, by seeing things from the customer's perspective, you can unexpectedly find areas for improvement in your own salon and find hints for services you want to incorporate.
[Case Study] What makes salon owners who are loved for a long time different?
Here, we will learn tips for continuing from the examples of salon owners who have survived fierce competition and continued to be loved by customers for many years (information has been edited to prevent individuals from being identified).
Case 1: Mr. A (relaxation salon, 8 years in business) "I prioritize communication with customers and want to become a salon where reservations are filled solely through referrals."
When Ms. A's salon first opened, she was unable to attract any customers despite advertising, and was on the verge of going out of business. So she resolved to "devote 120% of her energy to each and every customer in front of her."
Before the treatment, we spent over 30 minutes on counseling to thoroughly listen to the customer's concerns and lifestyle habits. After the treatment, we also provided thorough aftercare, such as handing out a handmade sheet with advice on stretches and diet that can be done at home.
As a result, word of mouth spread that "this is the first time I've ever seen a salon that is so considerate," and two years later, the salon grew into a popular one with no advertising costs and always fully booked reservations solely through referrals from existing customers. Ms. A says, "I stopped chasing sales and started chasing customer happiness, and as a result, sales followed."
Case 2: B (nail salon, 5 years in business) "I've systematized my social media presence and made my salon a place where fans from all over the country come to visit."
Ms. B, who opened her salon in a regional city, was initially worried about the small number of potential customers. She decided to use Instagram to promote her unique nail art designs, which are her forte.
Rather than simply posting their works, they wrote about the "story behind how this design was born" and "the thoughts that went into the art," and released a video reel of the production process. They also carefully responded to comments and questions from their followers, placing importance on online communication.
As a result of continuing to communicate her personality, she has gained a fan base across the country. Now, many customers travel by bullet train from far away to visit her store in search of her designs. Furthermore, she has started offering online lessons that utilize her know-how, successfully diversifying her revenue sources.
Summary: Salon management is a marathon, not a sprint.
Continuing to run a salon for a long time is like running a marathon with no finish line. The important thing is not to sprint and get out of breath, but to keep running at a pace that suits you and enjoy the scenery.
Finally, let's review the key points from this article.
- Three barriers that prevent salons from continuing: Many salon owners face the barriers of "financial management," "attracting customers," and "loneliness."
- Five mindsets for perseverance: It is important to have the mental foundation of "don't strive for perfection," "don't compare yourself to others," "take care of yourself," "enjoy change," and "never forget to be grateful."
- Seven habits you can start doing tomorrow: Practice "visualizing numbers," "setting smart goals," "telling your story," "communicating with fans," "investing in yourself," "systematizing," and "making friends."
- A cure for fatigue: If your motivation drops, take a break and try "returning to basics" or "customer experience."
Managing a salon is a truly wonderful job that allows you to enrich the lives of your customers through your skills and passion. There may be times when you face difficulties, but if you use the mindset and habits introduced in this article as a guide, you will surely be able to overcome them.
First, why not start by writing down today's sales and expenses in a notebook as a small step you can take starting tomorrow? The accumulation of these small steps will help you build a wonderful salon that is uniquely yours and will continue to be loved by customers 10 years from now.
