The secret to 20 years of business

As Inanch London celebrates its 20^th year in business, partners Joe and Inanch Emir look at how short-term and long-term strategies work together to build success. “The last 20 years have been a combination of career highlights and business achievements,” Joe says. “We’ve worked hard to build the foundations and achieve success with our team of experts, attract a loyal clientele, and be in demand for extensions education around the world. We have lots of plans in the pipeline to keep pushing business and creative boundaries for the next 20 years!”

Joe and Inanch share their strategies for success…

Short-Term Strategies for Immediate Impact

1. Prioritise client experience every day
   The client journey starts before they even sit in your chair. Warm welcomes, great coffee, clean stations, and a genuine effort to remember names and preferences go a long way in creating loyalty. We always say we want a client to be more thrilled as they leave the salon than when they arrive. A happy client becomes your biggest ambassador.
2. Curate a social media presence that reflects your brand
   Instagram and TikTok aren’t just nice-to-haves, they’re essential tools for showcasing your work, your team, and your brand ethos and salon vibe. Post regularly, highlight transformations, and share behind-the-scenes stories to keep your audience engaged and inspired.
3. Create a training plan
   At the very start of your business, draw up a training plan for your team members. Investing in regular in-house training ensures consistency and raises standards. It’s also a great way to uncover hidden talents and passions within your team. Pushing team members to explore and develop in areas they are already passionate about will boost morale and potentially create a team of experts.
4. Stay nimble with promotions
   Think seasonal, local, and strategic. A well-timed offer – whether it’s a referral discount or a treatment bundle – can help fill quiet days and introduce new clients to your services without devaluing your brand.
5. React quickly to feedback
   Whether it’s a comment on Google Reviews or a passing remark from a client, take feedback seriously and act on it. A fast, professional response to a complaint can often turn a negative into a long-term win.

Long-Term Strategies for Sustainable Growth

1. Build a clear brand identity
   Your salon should have a distinct voice, look, and feel, from your logo and interiors to your customer service ethos. Consistency breeds trust. Inanch London has always stood for bespoke service, high-quality extensions, and luxury. This brand clarity has helped attract a loyal clientele.
2. Invest in signature services
   Identify what sets you apart and make it your signature. For Inanch London, that has been luxury hair extensions, honed through years of training and innovation. Becoming known for something creates word-of-mouth and specialist status. For you it could be precision cutting or incredible colour. Don’t be afraid to specialise and use that specialisation as a springboard from which to promote your entire business.
3. Cultivate talent from within
   Create your own stars through a commitment to education and constant motivation. Many of Inanch’s team members started as assistants and were mentored into senior roles. This not only builds loyalty but ensures the team culture remains strong and consistent.
4. Future-proof your business model
   The pandemic taught us all the value of agility. Whether it’s introducing a product line, embracing online consultations, or offering exclusive VIP services, long-term success requires you to anticipate change and be ready to adapt.
5. Maintain a high profile
   Entering awards, being featured in industry press, and speaking at events all build your profile. Over the past two decades, Inanch London has earned numerous accolades that have helped cement its reputation, attracting both clients and collaborators.