Sportsmen (and men who love sport) are a great target market to encourage into your salon, particularly when it comes to waxing. Here are 6 tips to get sports-mad men into your treatment rooms.
Adjust your colour scheme
Men don’t want to walk into a salon where they feel they simply do not belong. If you have an overly frou-frou salon with tonnes of pink in the decor, women will love you, but men, well, sorry, they might just not come in. Men want a salon that looks both inviting and likely to give them real results. White is a safe option but don’t think you have to do away with colour; choose accent colours such as greys and greens, that will make both men and women feel comfortable.
Choose man-friendly products
These days there are plenty of products aimed at men, but you don’t necessarily have to carry men’s lines to encourage men into your salon. The key for attracting men is to make the treatment seem as though it is meant for them, and not as though they are a bloke having a women’s treatment. That means don’t use overly floral skincare, and when it comes to waxing, choose waxes that are geared towards men’s taste. Keep the scent neutral and make sure the wax isn’t pink!
Men love a distraction, particularly if the treatment involves some discomfort, so offering technology such as an iPad or flat screen television while they wait for a treatment – and even while they’re having a treatment – could get them coming back more often. To encourage sports-mad men, switch the channel to ESPN, or offer an iPad with plenty of sporting apps programmed in and they will happily sit through a full leg wax without a whimper. Offering technology is big in Europe so see if it works for you!
We know, you love working to Beyonce, but men might not quite feel the same way. If you know you have a man coming in, perhaps think about switching your tunes over to something he will appreciate. Jazz is a safe option which will also get them into the right zone. (And leave the forest sounds for another time, some men can find that a bit much.)
Think about what men want
Of course men drink herbal tea, but perhaps have a cup that won’t make them feel as though they’re at a women’s morning tea. Some men’s only salons offer whisky! Sure they want towels, but perhaps make them a darker colour (grey or navy perhaps) to give them that masculine feeling when they walk into the treatment room. Yes, they want to relax but at the same time, they possibly feel a bit awkward, especially if it’s their first time in a salon. So yes, tell them how long the treatment will take and what they can expect, but keep it short and sweet. Less is more. It’s all about getting into men’s heads and working out how they will feel during their time at your salon.
Make it their day
If you really want to encourage men in, think about dedicating special days for them. Perhaps it’s a one off special event, or maybe it’s every Tuesday; but if you dedicate a day which is just for men, it allows you to set your salon up so that men feel totally comfortable when they come into your space. A good way to sportsmen’s hearts is to theme the day around a special event, such as the Tour de France, or the Olympics. You might consider offering discounts on sports related waxing and skincare treatments to get them through the door.