The Cold Call

K. Whitehead Managing Partner The Village Salon

Everyone knows a little about cold calls. An example everyone can relate to is the call from a total stranger trying to make you an offer you can’t refuse on that extended car warranty you were so desperate to find. Let’s take a minute to discuss how cold calls apply to your salon visits.

Cold calls in our industry are usually not made by the salon, but rather by our guests calling in for their first visit. Nearly seventy percent of our phone calls to schedule an appointment make a specific request for a Stylist or Nail Tech. These requests are made as a result of rescheduling with their normal provider, or they have a referral.

However, when you are making a cold call to schedule your appointment without requesting a particular operator, you will likely be assigned to which ever provider has an availability at the time you have requested your services to be done.

Most operators in our industry that have been at the same location for a while are usually booked up in advance with their regular guests and that means they are less likely to be able to accommodate a cold caller.

A cold call without a referral is most likely to get someone that is new to the salon and in the process of establishing their practice. ‘New to the salon’, can mean a couple of things. First, you might be assigned to an experienced operator that is new to the area, or you may be assigned to someone who has recently completed their educational requirements. Either way, a cold call without a referral will most likely lead you to an unknown commodity. Don’t be afraid to ask questions on your cold call and get some information about the person or persons that will be taking care of your services, it may be helpful in making your good decision.

Brian K Whitehead Managing Partner The Village Salon

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