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自宅サロンで集客できない！失敗につながる集客方法やめよう

自宅サロンを開業して、まず初めに悩むのは「集客」です。
しかし、サロン経営で最も大事なことは、集客して、そこから「売上を上げる」ことです。
集客しても売上に繋がらなければ、賃貸で借りている家賃や広告費などを支払いながら経営を維持することは難しいですよね。

開業してまず多くの人は、集客から始めます。チラシを配ってみたり、クーポンサイトや地域誌に掲載依頼すれば、簡単に集客できて、「集客ができれば売上は上がる」と思っていませんか。
例え、10人の新規集客ができても、次回のご予約に繋がらなかったり、2回3回とリピーターになる顧客の割合は3割未満だったりすれば、集客するための広告費よりも収益が少ないこともあります。

これでは、いくら集客ができても売上が無ければ、経営者として失格です。
利益を上げるには、集客力を高めることも必要ですが、何よりもリピートしてくれる顧客獲得が自宅サロンでは重要になります。

赤字ギリギリの経営を行っている方は、集客数を集めるではなく、お客様に喜んでもらいながら単価が他より高くてもリピートされて、売上をつくれる仕組みをつくることを考えましょう。

適正価格と売上目標を考えよう

100円ショップに売られている商品とブランド商品の違いはなんでしょう。
素材や機能性にデザインなどが挙げられますが、ロゴ（ブランド力）そのものに騙されているかもしれません。

適正価格とは、商品や情報に技術力の価値に見合った価格帯です。

インターネットでは、業界最安値といった謳い文句でお客様を呼び込む努力をしていますが、全国展開している企業であれば、薄利多売商法は成功します。
しかし、個人経営の自宅サロンのような限られた地域、限られた顧客を相手に薄利多売では利益も見込めません。

そこで大切なのが、自身のスキルにもよりますが、お客様へどのようなサービスを提供し、月に何回リピートしてもらえれば、売上目標を達成できるか考えることが重要です。

営業時間や対応人数には、キャパシティーがあります。
そのなかで、同業他社の分析を行い、自分の強みを探して差別化をすることで、適正価格を逆算し打ち出すことができます。
なんとなく他社サイトなどを参考にして、価格設定すれば仕事への情熱も薄れ、自身のストレスの元にもなりますので気を付けましょう。

お客様に「通いたい！」感情を植え付ける

前項目で適正価格について記述しましたが、価格が高くなれば値段以上の価値を感じて頂けるお客様を集客する必要があります。

価格が高いのにもかかわらず、これだけ？チェーン店でいいじゃない。
こんな感情を抱かせてしまったら、自宅サロンは成功しません。

この価格で、これだけのサービスを受けられるの？といった感情を植え付けることが、消費者のお得感にもつながり「また、通いたい！」という気持ちを持ってくれます。

ただし、お客様のニーズに応える企業努力は、どんな企業でも行っています。
同じ性能で同じ効果が得られる安い類似品があったとしても、正規品の方を購入する傾向が強い日本人に対して、有効となるのが次の3つのポイントです。

・ターゲットを明確にすること（どんな悩みを持っている人のためのサロンか？）
・自分のサービスを受けることでどうなれるのか？ （お客様にとってのメリットはなにか？）
・他と何が違うのか？

この3つをしっかりと打ち出すことが重要になります。

たとえば、マクドナルドで1000円分もの食事をすればお腹いっぱいでお釣りがきます。
しかし、高級フレンチで1000円分の食事は、そもそも注文できるメニューがないかもしれませんし10000円でも足らないかもしれません。

このように、顧客自身が望むサービスを受けられることで、価値やニーズが違っても満足するという点においては何も違いはありません。そして、しっかりとリピーターが付いくれるのです。

自宅サロンへ成功へのメリット・デメリット

いつまでも、自宅サロンへ集客を集めようと一生懸命になって、新規顧客獲得だけを目指していませんか。
何十万、何百万かけてCMを打てる大企業とは違います。
広告費やSEO企業に頼っても赤字になれば意味がありません。

そこから、新規顧客が来店してくれても、次回の予約をしてくれない状況や、費用対効果が見込めない集客の悪い広告などは、自宅サロンでは不必要です。

まず「無駄な集客をやめる」ことが成功への第一歩です。

他店よりも設定価格が高くても、今いるお客様への満足度を高めて他より単価が高くてもリピート率を上げることが大切です。
自分のサービスを必要としているお客様（ターゲット）を明確にして、ご来店の前から自分のサービスの価値を伝えて、高単価でもお客様の方から「通いたい」と言われるサロン集客をしていくことが必要です。

そんな、成功する自宅サロンの集客方法や、ここだけでしか教えられない経営の秘訣をご紹介していきます。

サロンのための「やさしい高単価リピート」経営術
  1. ホーム
  2. LINE@活用法
  3. LINE@でサロン集客できるのか？ラインアット３つの活用法

LINE@でサロン集客できるのか？ラインアット３つの活用法

LINE@活用法
2018年8月27日

こんにちは！
サロンの「やさしい高単価リピート」経営術コンサルタントの愛原菜々です！

今回は、サロンのLINE＠活用方法についてお伝えしたいと思います＾＾

既に「LINE＠　ラインアット」はご登録されていますか？？

３、４年前と比較して、だいぶ普及して、街中でも見かけるようになりましたね！

大手百貨店やアパレルショップ、飲食店、ネイルサロン、エステサロンなどなど、様々な店舗ビジネスで活用されていますね。

私のサロンでも1年程前にLINE@を導入して、活用しています＾＾

この記事では、

「LINE＠でサロン集客できるのか？」

また、私自身が行っているラインアットの活用方法についてお伝えしていきます＾＾

※単価を上げられない・集客してもリピートにつながらないとお悩みの エステ・整体・サロン経営者の方へ。期間限定で「プラチナサロン経営術3ステップ動画講座」をプレゼント！

ラインアットでサロン集客できるのか？


ここ最近は「LINE@集客！」なんて広告も増えて、ラインアットだけで集客ができるような印象を持たれている方も多いと思うのですが、実際のところはどうでしょうか？

結論からお伝えすると、

[box class=”green_box”]LINE＠は集客向きの媒体ではありません。
1度ご来店くださったお客様のフォローとして活用できるツールです。[/box]

例えば、

  1. ご来店くださったお客様にサロンのLINE＠にご登録いただく
  2. 後日、御礼のメッセージや、予約のやりとり、キャンペーンなど、お知らせしたい内容を送る

といった活用方法になります。

なので、LINE@はそれ単体でサロン集客するというよりは、一度ご来店くださったお客様のフォローとして非常に有効なツールです。

ラインアットのメリットとサロンで使える３つの活用方法


私自身がサロンにラインアットを導入して、メリットだと感じている点について挙げていきます。
[box class=”green_box” title=”LINE@のメリット”]
★　1対多にメッセージが送れる（一斉送信できる）
★　1対1でやり取りができる
★　無料
★　必ず届く
★　開封される確率が高い
★　開封されているか確認ができる
[/box]

なによりも、LINE@は電話やメールと違い、お客様とのコミュニケーションがとりやすく、親近感を持ってもらいやすいため、お客様との関係が築きやすいです＾＾

次のステップでは、具体的な活用方法について、お伝えしていきますね。

ラインアット活用法１：休眠顧客の掘り起こし

休眠顧客とは、過去に自分のサービスを購入してくださったお客様で、現在リピートしていない（購買活動を続けていない）お客様のことをいいます。

あなたは休眠顧客へのアプローチとして、どのようなツールを活用されていますか？？

DM（ハガキ）を送ったり、メールを送ったりしていますか？

私はLINE@を導入する前は、DM（ハガキ）を送ったり、メールを送ったりしていました。

・・・・・・・・が！！！！！！！！！！

これまた結構大変なんですよね・・・（汗）

ハガキはそもそも有料ですし、印刷して、お客様ひとりひとりに手書きでコメントを書いていたら時間もかかります。

そして、メールは無料ですが

  • そもそもちゃんと届いているかわからない！
  • 届いていても、読んで頂けているのかわからない！
  • 極まれに、エラーメールが返ってくる・・・

といった感じで、心が折れそうになったことが何度もあります”(-“”-)”

（メールもお客様ひとりひとりに合わせた内容を書いて送っていたので、エラーメールが届いたときの敗北感はなんとも言えませんでしたね・・・(；ω；)）

【費用対効果】を考えたときに、「なんだかとても微妙だなぁ・・・」と正直思いました。

こんな経験をしてきたので、LINE@を導入して、ものすごい休眠客へのアプローチが楽になりました！

LINE@であれば、

  • １対多でも１対１でも【無料】でメッセージが送れて、
  • メッセージが開封されているかも確認ができて、
  • お客様もメッセージをみて、気軽に返して頂ける！

なので、LINE@を導入してから、休眠顧客へのアプローチがしやすくなりました。

ラインアット活用法２：ご予約のやり取り

私の場合は、LINE＠を導入する前は、サロンのご予約を電話で受けていました。

しかし！！！

個人サロンだと施術中は電話に出れないこともあり、せっかくご連絡を頂いても出れなかったり、こちらから折り返しご連絡しても、お客様が出れなかったりと、ご連絡が行き違いになることもしばしば・・・。

LINE@を導入してからは、お客様のご予約や、ご予約の変更などのやり取りが、とてもスムーズになりました。

LINEだったら電車の中や電話ができない環境でもすぐに連絡ができるので、お客様にとってもメリットがありますね＾＾

→「プラチナサロン経営術 3ステップ動画講座」を期間限定で無料公開中！！

ラインアット活用法３：お誕生日メッセージ

あなたは、お客様のお誕生日にDMやメッセージを送っていますか？＾＾

お誕生日のメッセージは、お客様との関係構築や休眠顧客の掘り起こしにも繋がるので、ぜひやった方が良いです＾＾

このときに、【何月に誰の誕生日があるか】顧客の誕生日をきちんと管理できていないと、メッセージが送れないですよね。

LINE＠なら、それが簡単にできます♪

やり方はこちら＾＾

  1. お客様にサロンのLINE＠にご登録いただく
  2. お客様にスタンプでも文字でもなんでもいいのでメッセージを送ってもらう
    （登録だけでは、１対１の会話ができないので、お客様からメッセージを送ってもらいましょう＾＾）
  3. お客様の名前表示を修正する

このときに、名前の前に【】で誕生日を入れておきましょう。

[aside type=”normal”]LINE@の名前表示を修正する方法は下記をご参照ください＾＾[/aside]

※このとき、検索ボックスが表示されていない場合は、下にスワイプする（画面に触れた状態で指を下に滑らせる）と検索ボックスが出てきます。

 

こうしておくと、検索でその月の誕生日のお客様を抽出することができるので、誕生日メッセージを忘れずに送ることができますね＾＾

ラインアットを活用するときの注意点


LINE＠はお客様フォローにとても有効的なので、ついつい

「お客様にたくさん情報提供したい！」
「アプローチしたい！」

と思われる方もいらっしゃるかもしれませんが、キャンペーンや売り込みばかりの配信があまりにも多いと、ブロックされてしまうこともあるので注意しましょう。

頻度としては、多くても月に２～４くらいを目安にすると良いでしょう。

★サロン経営にお悩みの経営者の方へ「プラチナサロン経営術3ステップ動画講座」をプレゼント！

【まとめ】サロンのLINE＠活用法


ラインアットは、お客様フォローに有効的なツールです＾＾

  • リピート率アップ
  • 来店頻度を高める
  • 来店回数を増やす
  • 休眠客の掘り起こし
  • 顧客ファン化、関係構築

などが大きなメリットと言えます。

LINE@は無料で簡単に始められるので、ぜひ試してみてくださいね＾＾

ご質問や感想などあれば、お気軽にLINE＠よりメッセージください★

私が直接お返事させて頂きます＾＾

友だち追加

LINE　ID　⇒　@salonlabo

友達追加の「検索」より検索ください＾＾

＠マークをお忘れなく♪

LINE@活用法
LINE@ サロン集客 休眠客の掘り起こし リピート率アップ 顧客ファン化
  • URLをコピーしました！

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  • LINE@の3つの活用法、個人サロンで細々とやっている者としては「とりあえず配信」ではなく、予約のやり取りを一本化するという順番の話が腑に落ちました。うちも友だち追加後の初回メッセージを整えただけで、やり取りの往復が少し減った記憶があります。

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  • Thanks for your article. I also believe that laptop computers have grown to be more and more popular right now, and now tend to be the only type of computer used in a household. It is because at the same time potentially they are becoming more and more reasonably priced, their computing power is growing to the point where these are as strong as desktop coming from just a few years back.

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