Competitive advantage occurs when an organisation acquires or develops an attribute or combination of attributes that allows it to outperform its competitors.
These attributes can include access to natural resources, such as high grade ores or inexpensive power, or access to highly trained and skilled personnel human resources.
New technologies such as robotics and information technology can provide competitive advantage, whether as a part of the product itself, as an advantage to the making of the product, or as a competitive aid in the business process (for example, better identification and understanding of customers).
Pretty interesting isn’t it?
Lets translate this to what’s happening in the salon world.
You as a salon owner are tempted by suppliers to invest in the latest and greatest of skin care and technology to gain a competitive edge. To have the products and programs in your salon that will outperform anything else you have tried.
The aim? To raise the perception of your salon as more professional, credible, knowledgeable, desirable and state of the art.
The purpose behind all of that is to position your salon as a leader, attract more clients, impress your existing clients to remain loyal, and maybe even attract high quality staff.
Sounds great doesn’t it.
It reminds me of a time when a company approached me to invest in the latest skin analysis equipment. They delivered a super slick presentation that wowed the therapists into believing that they had to have this. It was going to change the way clients thought about their consultation, and convince them that whatever recommendation the machine spat out, that the client would buy.
Great concept, if, and I say if, the staff member can already conduct a great consultation and has the basic knowledge that goes behind the technology. No amount of technical jargon will on its own convince a client to buy. It’s the knowledge and skill of how to communicate and leverage the information to the client that will get results.
Which is why I am delivering a free webinar this month on what you can do to gain a competitive advantage in your salon and how to maximise your results.
I’ll be going into some theory on image management and why interpersonal skills are what I now term crucial skills. Necessary and proven skills you need to be able to successfully apply and communicate all of the new resources, technology and robotics into your business and get results.
Some salon owners might think this is fluff, but they are the ones who are generally complaining about losing clients, putting up with non-performing staff and diminishing profits.
Getting the competitive edge is not that hard.
You can implement the strategies I will share with you straight away in your salon whilst still working with your existing systems and procedures. Infact what I will teach you is only going to increase their effectiveness.
You can register for this free webinar here.
And, because I want this to be incredible valuable for you, why not leave a question below that you want answered on the webinar.
On registering you will be sent your own unique log in, date and time.
Set yourself up to have a power packed lead in to Christmas.
See you on the call.
Wishing you salon brilliance and success.
Jon Gonzales says
The best way to define your competitive advantage is to clearly define your strong points and weaknesses.
Maybe one of your strong points is you have invested in your salon’s greatest asset —
you invest in educating your staff. Perhaps as a salon owner you have developed powerful business management skills.
Perhaps another strong point is that you provide the leadership skills to get your people to want to follow you and your vision. Do you view the 80-20 rule where 20% 0f your team is doing 80% of all your customers, perhaps your salon excels at customer service, perhaps you have created a positive and professional salon environment,perhaps you have very little business interruption caused by staff turnover, perhaps as a salon owner you excel at promoting and marketing your salon and staff, perhaps you have developed an excellent staff and client retention program. Are your profits going up or down is really your score card. Remember, excellence always starts at the top.
You may want to send a mystery shopper and learn of a competitors strengths and weaknesses.
These are but a few ways to measure your competitive edge. Good luck..
Jon Gonzales
Alan says
Why do Salons need to constantly innovate? For the good reason that it’s the only competitive advantage in a rapidly commoditising Salon world.
“All advantages that were available earlier such as access to finance, technology and people are no longer there. The only sustainable advantage is innovation”
Penny says
Yes agree focussing on our strengths is sometimes something companies don’t do as much as looking at their weak areas with in their company.
I find getting teams to do regular SWOT analysis together on themselves and the company can be a great way to focus on strengths as well. Thank you for your great article.