What Can Salon/Spa Owners Learn From an Italian Deli?

by Dan Lok

Business Skills

Published on this site: June 16th, 2011 - See more articles from this month

Recently a friend told me about an Italian Deli called Spolumbos and all the right things they do to attract customers.

You are wondering what can I learn from an Italian deli on how to run my salon or spa?

You can learn a lot from these three guys. See wealthy salon owners understand the same secret these three deli owners understand. That secret being they are not in deli business they are actually in the relationship business.

• Struggling salon/spa owners think they are in the beauty business.
  
  
• "You are in the relationship business, not the beauty business." ~ Dan Lok
  
  
• Once you know you are in the relationship business you operate your business differently.

You ask how? Here are some of the ways Tom, Tony and Mike promote their deli business building relationship with clients and their community.

1. They use whatever they got. In their case they use their personality and celebrity status (all three partners played in the CFL - the Canadian version of the NFL). They have memorabilia-old photos, helmets jerseys and stuff all on display in the deli for all to see.
   
   Use whatever you got. Use your personality, find a spokesperson, and create a story about your salon or spa.
   
   
2. They educate their clients on how they their Italian sausage and other products. They show everyone their passion for good food, good friends and family. They make you part of their family.
   
   Do you treat your customers like family so they feel welcomed and want to do business with you? Do you educate your clients?
   
   
3. They love giving to charities - and the media loves covering them. You will see these Tom, Tony and Mike at all the big sporting events - cooking up a storm. They are always helping charities giving food, toys or a helping hand.

Of course the media LOVES them. You see them everywhere - in the papers, on the radio, on television... they are everywhere.

How can you help a local charity? It can be a win for everyone. You help out those that need help! Make sure your local media knows what you are doing. Phone them, write them, take photos for them.

Keep reminding yourself and your team that you are in the relationship business. Put a signs up in your staff area that say...

"We are in the relationship business, not the beauty business."

Have a team meeting to discuss and brainstorm how you can make your customers feel more welcome, be part of your business family. Discuss ideas and strategies on how you can educate your customers better on your services and products.

Wealthy salon/spa owners understand they are in the relationship business. Struggling salon/spa owners think they are in the beauty or glamour business. What business are you in?

© 2011 Dan Lok

Dan Lok was a college dropout working as a grocery bagger in a local supermarket for minimum wage when he set out to make something of himself. A true immigrant success story - Dan came to North America as a teenager with little knowledge of English and no contacts. He became a self-made millionaire by the age of twenty-seven. Dan wrote about his experience of opening a successful salon in his book Lies Salon Owners Believe And The Truth That Sets Them Free. Visit Dan at: http://www.salonbusinessexpert.com/.