Yesterday I was at the barbershop and I’ll have to admit the layout of this shop was a notch above what I typically see at most barbershops. It was clean, aesthically pleasing and I did not witness some schmuck sitting around taking up space but not contributing any funds to the cause.
Ok, so far so good, right? Wrong. As I’m sitting there waiting for my turn in the chair I hear both the TV and the radio playing. First, why do you need both if any? I don’t even watch TV at home but the owner of the shop assumes that each person that comes through his shop wants to do one or the other or both. He further assumes that he knows what I want to watch or listen to. For most I’m sure that this experience is the norm and not an issue. Almost every barbershop I’ve been in it seems to be this way. But I’m not through.
In the front area of the shop there are eight stylist chairs and 6 individual suites in the back. Of the 14 potential business opportunities only one was occupied. I was there for 45 minutes and only 2 people trickled through. I witnessed the owner putting a window decal up and tidying up the shop a bit. Yes this is important but you get no brownie points from me when you do only what is expected.
Here’s the part that most businesses totally miss. There are only two reasons to open any type of for profit business. Are you ready for this? You should only open a business to market your product or services to others so they can buy something and to connect with people. If you don’t know how to market and you’re sitting around waiting for someone to beat down your door you’ve got it all wrong. If you don’t bond and create a meaningful connection with those who patronize your business you’ve missed it completely.
If you’ve got time to clean the windows, sweep the floor, talk on the phone, watch TV, listen to the radio, and rearrange furniture during business hours then why don’t you just shut the doors and go do something else.
Here are just a few suggestions for any business owner that wants to improve their bottom line. Buy some books on direct response marketing. I’d suggest any of Dan Kennedy’s No BS books. At the very minimum get a online presence whether it be a static website or blog. Collect some information about your clients so that you can bring more value to their experience. An email address would be the bare minimum that you should obtain from every client. Sell more to them more often. Sell more to them at higher prices. If you provide more value then why shouldn’t you be compensated at a higher rate?
If you’ve going to trade time for money as a business owner then at least make it worth your while.
That’s my spin on it.
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