Why should customers buy beauty products from you? 

Why should clients choose your salon or spa? 

Would you choose your beauty business if you were a customer looking to patronise a salon or spa? 

Take a moment to answer these three questions as a beauty business owner or manager, and write down your answers. 

Are you done? 

Okay, here’s the thing: 

Customers don’t buy from your business because you want them to; they buy from you because your products or services align with their needs and ultimately benefit them in one way or another. Simple! 

So, if you’re serious about selling to customers, their problems or needs must align with your offerings. If you don’t know how to go about that, don’t worry. You’re why I’m writing this. 

In this article, I’ll show you eight major reasons customers buy beauty products and visit salons or spas. Compare it to the reasons you wrote down at the beginning of this article and update them. 

First things first: Are you focusing on your target market?

The strategies in this article only work if the people you’re trying to attract are your target customers. Otherwise, applying them will be like pouring water on a stone

Someone is your target market if they want a product or service you sell or have problems you can solve. 

The market is a two-way street — you’re trying to reach your target customers, and they are trying to find you. Sales happen when both of you meet. Customers will buy beauty products and visit your salon or spa if they feel you can meet their needs or solve their problems. 

Why do customers buy products and visit your beauty business?

The following are the eight main reasons clients choose salons and spas to buy from:

#1:Your price is competitive

Pricing is one of the most important factors many customers consider before patronising a business. 

Many customers will choose your business because your prices are lower than what’s available in the market. While this is effective for attracting customers, it may be unsustainable in the long run. 

Your ultimate goal should be to set your pricing in a way that’s affordable enough for your target market and reasonable enough for you to turn a profit. 

In any case, focus on giving your customers the best products and services, and they won’t mind paying for it. 

Customers want the best products or services for the most affordable prices, not necessarily the lowest prices. 

#2: It’s convenient for clients to patronise you

Clients will visit your salon and spa if it’s near, the hours fit their schedule, or if booking is seamless. 

Location

It’s common for customers to frequent a salon or spa because it’s close to their home or office. Proximity removes the stress of commuting to and from the beauty establishment for these customers. Also, setting up shop in a location that’s easy to reach will attract customers. 

Opening hours 

Customers want to buy from you and visit your store when it’s convenient for them, not you. So, your opening hours (and the days) are very tangible reasons customers may frequent your business. 

Do these two things to keep your store open to your customers even when you’re closed: 

• Get an online store. This way, customers can buy your beauty products whenever and wherever they are. 
• Offer online booking. An appointment booking software like Splice will provide customers with a convenient way to book appointments anytime, anywhere. 

#3: Your customer service is top-notch

Customers will often give their loyalty to a business if they feel they’ve been attended to and treated well. Excellent customer service allows your salon or spa to turn first-time customers into loyal clients. 

Here are a few things to get you started: 

• Ensure your shop is clean and tidy. 
• Train staff to be knowledgeable, friendly, and professional. 
• Answer all the questions the customers may have. 
• Give customers exactly what they want.
• Follow up after a sale (e.g., send a thank you SMS or email). 

Learn more about providing excellent customer service in this comprehensive guide. 

#4. You offer the best products and services

All customers want the best. And they’ll patronise your beauty business if that’s what you offer. 

Once people are certain you give the best massage or sell high-quality wigs, they’ll come from far away, leaving your competitors, just to patronise you. 

Do the following to give your customers the best: 

• Hire highly-trained and motivated employees. 
• Provide ongoing training for your team to sharpen their skills and keep up with industry tools, techniques, and trends. 
• Patronise trusted suppliers and buy only NAFDAC-approved products. 
• Evaluate your services from time to time to see areas that need improvements
• Ask and listen to feedback from employees and customers.

#5: They trust you

Customer trust describes the faith a consumer has in a business. 

Customers treat your salon or spa the same way they treat other people. They expect you to meet certain standards before they can give you their trust. 

Once they’re sure you won’t let them down, they’ll be open to building long-term relationships with you based on trust. Then, they spend money with your business repeatedly to express that trust. 

Up to 83% of consumers say they won’t patronise a business they don’t trust. 

As Zig Ziglar puts it, “If people like you, they’ll listen to you, but if they trust you, they’ll do business with you.”

To build trust with customers, do the following: 

• Ask for customer reviews and share them as testimonials often. 
• Treat customers’ complaints and act on feedback. 
• Offer great customer service. 
• Be transparent about your pricing and offers. 
• Be consistent in all aspects of your business, from products and services to brand image and customer care. 

Read more about customer trust in our extensive article to learn how to build trust with clients. 

#6: Your business is on social media

“I thought I’d come visit after I saw you on Instagram” is something salons and spas with social media presence hear often. 

When customers find your salon or spa on social media, they try to see if it’s for them. So, they check out your product and service pictures and videos, how you interact with followers, offerings, etc. They’ll buy from you once they are sure you have what they want. 

The following tips will help you get the most out of social media: 

• Sign up on relevant social media platforms (if you have yet to do so). 
• Share high-quality content consistently. 
• Interact with followers and respond to their DMs quickly. 
• Add website and booking links to your profiles. 

Read our complete guide to building and increasing your social media presence. 

#7: You offer incentives

People tend to do things when motivated; it’s just human nature. And your customers are no different. They’ll visit your salon or spa if they get something other than what they paid for. 

For example, a first-time discount will convince potential customers to visit your beauty salon.

Also, existing customers will return for more if they know you’ll reward them for doing business with you. It could be a free product after spending a set amount, a free service after a certain number of visits, or a 10℅ discount for every referral. 

You can implement this using a customer loyalty program — a system that rewards your customers to encourage them to keep doing business with you.

A 2024 Beyond Beauty Report revealed that 67.4% of consumers will choose a beauty business with a loyalty program over one without. If you’re unsure what type of loyalty program could work for your salon or spa, see these examples. 

Splice can help you create and automate any type of loyalty program. 

#8: Your customers vouch for you

People will visit your beauty shop because their loved ones told them to try it. This is known as referral or word-of-mouth marketing. It’s one of the most remarkable social proofs for businesses. 

Here’s why it works so well:

People trust other people more than they trust businesses. People trust their loved ones even more and look up to them for recommendations. 

Conclusion

Remember the list you made at the beginning of this article? (Check the introduction)

Now, bring it back and update it with this list. 

This article comprises eight major factors customers consider before buying beauty products from you and visiting your salon or spa. If you can give your customers these above reasons, they’ll do business with you. 

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