I own a beauty shop and another beauty shop is opening up right next to me. Do you have any suggestions on how I can make my business standout as people drive or walk by?

March 01 2006 - Syracuse Post Standard

Tracy:
Competition is an important part of business. Each business is unique no matter what product or service is offered, even though from the ‘street’ companies look similar. Understanding your company’s strengthens and expertise is essential to differentiate yourself from competitors.
Research your neighbor and discover what they offer; then accentuate what you offer which is different - whether it’s products, complimentary services such as spa treatments, and pricing - to set you apart. Sometimes retailers advertise their "specials" on sandwich boards in front of their stores or in windows. Designing creative signs, you change periodically can promote your unique services so the passerby notices.
Reinforce this promotion with print advertising you change regularly which mirrors the message on your street or window sign. If you have a larger budget, design coupons, flyers, and direct mail pieces with a similar message to also drive business to your store and set you apart from your neighbor.

Julie:
Your new competition might be a little too close for comfort, but that's no reason to panic. Instead, it would be an excellent time to take a close look at your own business. Start with your physical space. It's easy to develop blinders when you're looking at something everyday, but take a fresh look from your customer's perspective. Is your salon spotlessly clean and welcoming, or is it starting to show a little wear and tear? A fresh coat of paint and a good spring cleaning can work wonders. Take a walk outside and make sure that you have adequate signage and that it's in good repair. You don't want your customers to end up next door by mistake!
Are your customers receiving the best service possible? Don't give your clients a reason to try another salon. You can't control what your competitors are doing, but you can focus on making your business the best it can be.

Ann Marie:
I’ve said it before: Your current clients are gold. Make sure you are offering the highest level of service you can so that your customers won’t be tempted to stray even if the competition is offering free haircuts! A happy customer can be the perfect conduit to new business. Consider a referral program. If a customer brings someone new to the salon you can give them a gift or discount on a service, etc. Do you have all the newest products? Are your stylists up to date on the latest cuts, color and processing techniques? Keep on top of all things "new" so that your clients never have to look elsewhere for a change.
On a personal note: When I go to a salon, nothing says “I’m outta here” like staff with bad hair and make up. In your business it is extra important that your staff looks sharp. Image is everything when competition is everywhere.