“The experience is remembered long after the price is forgotten,” shares John DiJulius in his best-selling book, Secret Service. Owner of award-winning John Roberts Salons & Spas in Cleveland, OH, he challenges salon owners to answer the question: How do you compete? “Do you offer the lowest price, fastest service, convenience or superior customer experience? The answer will help define your competitive advantage,” says John.

According to John, you must decide what experience you are selling and do everything possible to be the best. Below are six guidelines John offers to help define what you…