Recently, I had my hair highlighted (thank you, yes, it does look lovely!). Now that you’ve recovered from the revelation that I don’t have a naturally beautiful mix of blonde and brown tones, hear me out on something I’ve been ‘banging on about’ for a while.
How you provide a service
In service businesses it’s easy to focus on what you do and not how you do it. What do you mean, Shona, I hear you cry?
Well, using my visit to the hairdresser, I’ll explain.
Objectively, I could have my hair cut and highlighted at a vast choice of salons or even in the comfort of my own home.
I don’t mean to reduce hairdressing down to a commodity, far from it. But, as with most services – accountancy, law, even marketing consultants – you expect a certain baseline standard of the actual service, irrespective of where you go. That the people are trained, experienced and can deliver what you asked for.
Years ago, I moved an hour’s drive from my hairdresser (what was I thinking!). So why did I make the trip to see them each time? Simply, because I:
- Trust them
- Enjoy their company (and informal counselling service)
- Feel welcomed by them
- Appreciate their flexibility when life gets in the way of hair appointments
This is how they’ve built loyalty from me and many others. I already assume they will cut and style my hair to my specification.
Word of mouth marketing
Their marketing is largely word of mouth with some Instagram for engagement. They are doing brilliantly at marketing themselves by being brilliant at how they provide their service.
It takes a lot to move away from a good hairdresser once you’ve found them. The same is true of all service businesses. You should already be good at what you do, but the part that builds brand awareness and loyalty is how you deliver it.
I’ll now return to swishing my freshly styled locks! If you want to talk through ‘how’ you provide your service is essential for marketing, please complete the form below.
You can also find out more about my marketing services.