Ways to improve your salon reputation

Your salon reputation matters, and it can be the difference between customers booking in with you or going to one of your competitors.

It’s really important for the success of your business—no matter what the quality of your services, if your reputation’s negative it can affect your income.

Why is reputation important for a beauty business?

A positive reputation builds trust with customers, suppliers, partners, and other stakeholders. When a business has a good reputation, customers are more likely to believe in the quality of its products or services and trust its promises. This can positively impact the financial performance of your business.

A strong reputation attracts new customers and helps retain existing ones. Positive word-of-mouth referrals and online reviews from satisfied customers can significantly impact a business's ability to acquire new clients.

Additionally, loyal customers are more likely to continue doing business with a company they trust and have had positive experiences with. This can help you if you ever need to challenge negative publicity, reviews or experiences too.

In competitive markets, a good reputation can differentiate a business from its competitors. When customers perceive a company as trustworthy, reliable, and reputable, they are more likely to choose it over alternatives, even if they have similar offerings. It can also help you to attract customers and retain staff.

Overall, reputation is an important asset for businesses, influencing their relationships with customers, employees, investors and other stakeholders, as well as their long-term success and sustainability.

How to improve your salon’s reputation

Improving a salon's reputation involves a combination of delivering exceptional service, creating a welcoming environment and effectively marketing your brand. Here are several strategies to consider when it comes to improving the reputation of your salon.

Focus on exceptional customer service

Train your staff to provide friendly, attentive, and personalised service to every client.

Actively listen to client feedback and address any concerns or complaints promptly and professionally. Encourage staff to go above and beyond to exceed customer expectations, and make sure that they get training around the expectations of providing customer service. This should include how to deal with and resolve complaints too.

Provide high quality services

Ensure that all salon services are performed to a high standard. This means that you need to regularly train your staff to stay updated on the latest techniques and trends in the industry, and that new starters should get that knowledge too. Using high quality products and tools for all services is important too, as is ensuring that the client gets the service they were expecting.

Create a clean, welcoming and hygienic salon environment 

Maintain a clean and hygienic salon environment at all times to keep your reputation positive. The same goes for creating a welcoming atmosphere that your clients actually want to visit and enjoy. You can create a welcoming and comfortable atmosphere with stylish decor, comfortable seating, and pleasant music. Pay attention to small details like lighting, temperature, noise levels and scent to enhance the overall experience.

Online presence and reputation management

Establish a professional website and social media channels that showcases your salon services, staff profiles and client testimonials. Actively manage your salon's online reputation by responding to reviews on  platforms like Google, Yelp, and social media, and encourage satisfied clients to leave positive reviews and testimonials online. Most people start their journey of searching for a business online, so it makes sense to manage your online reputation.

Build community engagement

Participate in local events, sponsor community activities or collaborate with other businesses to increase your salon's visibility and reputation within the community. Offer special discounts or services for local residents or organisations. You might want to offer a blue light discount for members of the health service or emergency services.

Create consistent branding

Develop a cohesive brand identity that reflects your salon's values, aesthetics and target audience. This can help you look more professional and elevate your reputation as a business. Beauty is extremely competitive, so using consistent branding elements across all marketing materials, including your website, social media profiles, signage and promotional materials can help you enhance your reputation.

Implement client loyalty programmes

A loyalty program that rewards repeat clients with discounts, free services or exclusive perks can boost your reputation and keep your clients coming back. Show appreciation to loyal clients with personalised thank-you notes, birthday discounts, or anniversary gifts.

Understanding rules, regulations and insurance

Understanding and following the rules and regulations within your business is essential, not just because it’s a legal requirement or a good thing to do, but also because it can support the reputation of your business. Having hair and beauty insurance is crucial to your salon's reputation as it demonstrates professionalism, reliability, and a commitment to protecting clients, employees, and business assets. This sense of security and trust enhances your salon's reputation, fostering positive relationships with clients and contributing to long-term success in the competitive beauty industry.

What to do about a negative review

Dealing with a negative review effectively is essential for preserving your salon's reputation and addressing any concerns raised by the reviewer. Here's what you can do:

Respond promptly and professionally

Address the negative review promptly to show that you take customer feedback seriously. Craft a polite and empathetic response, acknowledging the customer's concerns and expressing your desire to resolve the issue.

Apologise and take responsibility 

Apologise for any inconvenience or dissatisfaction experienced by the customer, regardless of whether you believe the complaint is justified. Taking responsibility demonstrates accountability and a commitment to customer satisfaction.

Offer a solution or resolution

Propose a solution to address the customer's concerns and rectify the situation. Depending on the nature of the complaint, this could involve offering a refund, a complimentary service, or an invitation to discuss the issue further offline.

Maintain professionalism and courtesy

Keep your response professional and courteous, even if the review is unfair or hostile. Avoid getting defensive or engaging in arguments publicly, as this can escalate the situation and reflect poorly on your salon.

Follow up privately

After responding publicly to the negative review, reach out to the customer privately to further discuss their concerns and find a resolution. This demonstrates your commitment to customer satisfaction and may help salvage the relationship with the dissatisfied customer.

You should also try to encourage positive reviews to try and counterbalance the impact of negative feedback. Use negative reviews as opportunities for growth and improvement. Analyse the feedback provided by customers to identify any recurring issues or areas for enhancement in your salon's operations, customer service, or service offerings.

Specialist beauty salon insurance through Ripe

Upholding your salon reputation is important, and clients like to feel they are in capable hands. You may want to consider specialist insurance to demonstrate your dedication to your client's safety, and for added peace of mind.

Insurance arranged by Ripe includes up to £10m of Public and Products Liability cover, and up to £5m Treatment Risk cover as standard, so you’re protected against third-party claims for injury or property damage.

You can also choose additional cover options, such as Employers' Liability and Buildings cover, so you're only ever paying for the cover you need. 

Learn more about how we can help here, or get an instant online quote.