Summer Strategies

When it’s slow, you hope that all of the seeds you've planted with past and present clients start to blossom. That is what happened the past week. I finally had a full book, and some of those I haven't seen in a while also picked up some retail we’d discussed before! But this week is pretty empty. Heather and I discussed why some of my regulars have not been in to the salon much over the summer months. Between travel and having kids at home, they’ve opted out of their beauty routines that I worked hard to start. So dropping another seed in their direction in the form of an e-mail blast is what we’ll be doing ASAP.
 
Having a back-to-school promo that includes the little girls and tweens is ideal. A "Mommy & Me" mani or pedi brings mom back in and lets them dote on their children. A teen/tween mani/pedi combo will teach these girls some basic nail care and get some retail in their hands to keep up the look. Add the new fall polish colors, some rhinestones or glitter, and I’m hoping the results will tide me over until everyone goes back to the daily routine, and Mom has time to take care of herself again. Also, since I do have unscheduled time this week, I will be following up with networking events and visiting some of the local businesses. 
—Adrienne, nail tech

posted @ Wednesday, August 13, 2008 5:08 PM | Feedback (0)

Solutions to Summer Slowdown Issues

It’s so easy when things are tough in the economy to think, “Well, I’m not the only one”. That thought process will cause you to close your doors if you believe it. The fact is it will cost you seven to 15 times more money, marketing, and energy to get a new client than to keep the ones you already have. What are you doing to make sure that in tough times, your clients still see you and your services as a value?
 
In my conversation with Adrienne this week, we discussed how things are slow for the summer. Kids are home; parents can’t afford a sitter. People are traveling. Clients don’t have the extra money right now. We all hear the same excuses. What can we do to combat them?
 
Adrienne listed what she felt were some stumbling blocks, then we came up with some solutions. Many clients are moms and therefore have children home during the summer. Instead of keeping them away, why not invite them? What would a “Mommy/Daughter Package” look like? Pedi with Mini-Pedi? Mani with Mini-Mani? Back to School Package?
 
Remember, clients will trade money for two things — solutions to problems and good feelings. Those packages fit both. You are taking the sitter problem away, plus exchanging the money they would’ve spent on the sitter and now creating a date together.
 
Why not try a recurring program such as a Manicure Club or Pedicure Club? Book a standing every week, two weeks or month for discount? The catch is keeping it year round. Many massage centers are offering this. The contract is signed and debited from the client’s account.
 
Traveling clients can be tricky, but clients want to look good when away. That brings in the opportunity for at home maintenance systems and retail. They’ll need that foot block and cuticle oil, top coat, and buffers.
 
Reward existing clients for referring a friend with a combo package. Pedi/Pedi. One for each client at a special price, or try a gift with pedi for them to enjoy together, filling two techs at the same time or for you to offer as a dual pedi.
 
Bottom line is that by thinking that a slow economy is what’s causing a slow appointment book, you’ll miss the boat on many opportunities to bring in more service dollars. Now’s the time to work even harder at making a name for yourself as creative, service-oriented, and valued.
 
—Heather, success coach

posted @ Wednesday, August 06, 2008 2:58 PM | Feedback (0)

Surviving an Inspection

July has been an interesting month. We began with a huge event on the 4th and since then it’s been quiet in the nail room. Since I’ve been here only a short time and still don’t know what to expect when it is quiet or busy, every day is a guessing game. I would say about a third of my acrylic/gel clients decided to "take a break" from doing nails over the summer, and only about half of those have continued to come in for manicures or pedicures. So we continue to market and try to bring in new clients constantly. I had just gotten used to a fat paycheck, and now I’m down about a third. The owner brought in a marketing company, Paradigm International, to sell promo packages to new clients. At the same time, the owner is trying to keep a full staff (we lost two recently) and add more to prepare for the holidays. Good help is hard to find, and definitely harder to keep!
 
In the middle of it all, I underwent my first inspection since I left Florida. Here in North Carolina, each salon is given a grade so consumers can make an educated decision on where to go for services. Every quarter, the local paper prints the list of "B" salons, which is where you may not want to go. Here at HB&S, we have been an "A" salon, and I’m glad that grade has been maintained.
 
Being inspected was probably the biggest worry in the back of my mind, simply because I did not know what to expect. On our state's website, there is an inspection guide to help prepare salons for what inspectors will look for. I felt completely prepared and was glad that she took the time to look in each drawer in my table and storage area. She also popped the screen out of the pedi tub to inspect and asked if I had any questions for her. I voiced my opinion on a few things that I lost points on, and she gave me remedies. That's about when my brain began to hurt, because her opinion was different than mine. And she has the upper hand, so I just tried not to argue too much...even though Heather will tell you how I flipped out over the points I lost. ;-)
 
After she left, I did hear different opinions about what she looked at, and it was clear that the nail department was a specific target, but I would hope that she would be that thorough in some of the surrounding places that I hear stories about.  We still are an "A" salon, so quibbling over the small things sometimes needs to be let go....but next year I will be receiving a 100% in my room.
 
—Adrienne, nail tech

posted @ Tuesday, July 29, 2008 1:12 PM | Feedback (0)

Second Quarter in Review

Well the second quarter of 2008 has passed and it’s time to check in on Adrienne’s numbers. She grossed $9,635 this quarter! That’s up from $6,938. You go girl. That’s a difference of $2,697.
 
Part of Adrienne’s success is through upselling services. Her average service ticket went from $39.20 to $41.89, which can come so easily by recommending a spa manicure or pedicure, rather than a basic version.
 
On the flip side, Adrienne’s retail sales went down this quarter. From $728.19 down to $617.49. Ouch! It’s so easy to move retail when something is new and exciting. It’s a whole lot harder when the shelves always look the same or there’s nothing new to talk about.
 
That’s when it’s so important to consistently check in on the client’s at-home maintenance through a mini consultation at each visit. A client who purchases a treatment in February will probably need more by June. Are you checking back in on that treatment? How are they using it? Are they seeing results? Will they need more by the time they see you next? All these questions lead to retail sales and a client who sees you as a tech who really cares, not just someone trying to “sell” them.
 
Are you suggesting gift card purchases at each visit? You, or the front desk, asking the simple question, “Who do you know that might enjoy a Gift Card to XYZ Salon?”, can boost service and retail sales tremendously. Do you offer birthday month discounts on retail purchases? How about a gift with purchase or a retail gift card for referring a friend? These are such simple ideas that can make a big difference in your bottom line.
 
What’s so important is that you don’t need to reinvent the wheel to be a success in this industry. You just need to remind yourself what keeps you excited to patronize a business yourself. Make it new and fresh, lighthearted and fun. Keep your clients educated. Check in on them. Keep up your own education to be seen as an expert in your field. Watch your business soar.
 
—Heather, success coach

posted @ Wednesday, July 23, 2008 9:36 AM | Feedback (0)

More Event Analysis, Plus Holiday Retail Planning

Since we’re putting more of a focus on events and on orchestrating them properly, we were a part of the “Old Fashioned 4th of July Celebration” held in downtown Apex, N.C. This was a success for the owner last year simply because of the large family crowd it draws. New clients mentioned they had attended the event and saw the salon for the first time through the holidays.
 
We quickly implemented a plan. The salon had an inflatable jump house for the kids to draw them and their parents down our street. We also set up a snow cone machine at the corner to help traffic flow down in our direction. Those selling snow cones also handed out entry forms for our half day at the spa giveaway, but the entry had to come down to the salon to be dropped off. Laura Kirby, our esthetician, and I started out the day walking down the main street where all of the activity was, handing out entries and trying to send potential clients down the street. About halfway through the event, we changed hats and helped direct the flow of those people through the salon with a guided tour. The whole thing wrapped up by 12:30 p.m. during the kids’ bike parade. The next day, receptionists organized the spreadsheet of information for us to send e-mails and postcards on Monday. Although the entries could have included more information to divide up potential clients by what interests they have in services, it is still a work in progress. The event, which ran for only three hours, gave us about 125 new names to introduce what we have to offer before the holiday season begins.
 
And then there is this next quarter and looking to the future: holiday business and holiday retail. Since I’m new to the area, every month is a new challenge. The nail techs that were before me didn’t really give enough info to compare, as far as numbers go. Last quarter was busy but this quarter is starting off slow, so momentum for the holidays needs to begin now, both in services and retail. In my tracking, retail has slowed down even though services have gone up, so what can I change? Besides bringing in new items, more impulse buy type of things, there are a number of innovations Heather and I threw around. Ensure that every clients is asked as they check out, do you need any gifts or gift cards for upcoming occasions? Also, clients that have purchased home maintenance need to be consulted with so they’re sure on how to use the product if they’re having issues. This will remind them to try to use it if they’re not in the habit or to restock their supply. My first order of business with the retail area is not only to put aside space for things to order for holiday gifts, but to definitely market products cleverly with what appeals directly to my audience; healthy products that come in recyclable containers or can be refilled at a discount on site from my larger professional sizes. If I can begin this momentum now, the retail train will be hurtling through our spa by the time the holidays arrive.
 
—Adrienne, nail tech

posted @ Thursday, July 17, 2008 5:10 PM | Feedback (0)

Events: A Great Way to Market Your Salon

With so many opportunities out there to market yourself, or your salon, why don’t more people jump on it? What I’m finding out is that most techs and owners have great intentions, but no follow through. Or, they just don’t know where to begin.
 
For Adrienne and the company at Hair, Body & Sole, it’s no different. HBS’s owner is thrilled to participate in chamber events, fashion shows, charity events, you name it. There have been so many opportunities out there that she has even put in her employee handbook that everyone must attend one event a quarter. But instead of having half your staff standing around, how else could they be effective?
 
First off, being a part of an event is not just doing hair that night or coordinating models. It’s not just about setting up a booth and handing cards out. It’s about setting yourselves apart from the competition and enrolling new blood into your salon’s appointment book. This takes tremendous brainstorming and planning. Yes, you need people at the tables. But you also need techs walking the crowd; you need techs who are confident calling any interested patrons within 48 hours of the event to remind them of your salon and set up appointments. And you need plenty of retail, promotional items, menus, salon photos, cards, and testimonials set up in advance. And don’t forget gift cards.
 
What’s the call to action at the event? What makes an onlooker seem special when booking a future appointment? How about anyone booking appointments mentioning that event gets a free gift? They come for a service and get free retail to hook them on a new product, encouraging future sales. What can you do to create a buzz at the event? Last year we did a chamber event and set up the booth just like our stations and performed free gel toes to anyone who would sit down. We must’ve had 40 onlookers that never would’ve just come in because we handed them a card. They got to see how quick, easy, and fun the service could be and that’s what got them into action.
 
What are the strengths of your staff? Make sure they are participating where they shine. You never want to have someone at the booth who is too meek to speak up. Have that person help out in a different way. Plan each person’s role so that everyone wins. Having a plan keeps things from being overlooked and helps hold accountability. Have specific goals in mind ahead of time and meet afterwards to track what worked, what didn’t, and determine if it was worthwhile.
 
Plan your events far enough in advance to drop press releases, post on your website, and let existing clients know. Most of all, track your results. It’s truly the only way to know when you’re moving up, and how you got there!
 
—Heather, success coach

posted @ Tuesday, July 08, 2008 11:09 AM | Feedback (1)

An "Event"ful Year

Hair, Body & Sole seems to be everywhere these days. We have been involved in events all year, the most recent a business expo and a fashion show. Recently we submitted a press release about this project and our blog. The exposure has been great, but are we getting the results we want? What is the point of doing events besides the usual hand-out-cards-get-new-clients routine? Without having a clear goal in mind for any event or project, the results can be all over the board.
 
So a new policy is born for the employee handbook about events. Writing a policy for such things can be tricky. The point of the policy is to be proactive, not reactive. If Susie wears a skirt that is too short at an event, pointing the finger at dress code in a memo about events is reactive. Susie needs to be approached one-on-one about the incident.
 
So what should be in this policy? Besides a professional attire clause, specific goals, such as what to bring to all events (press releases, before/after photos, business cards), how to gain future clients info, how to follow up with those clients, and what is required from the staff so that it is a group effort, not just one person behind the scenes and one person getting all of the glory. Presence of the salon as a team is a great public image, but doing every event that comes up is not an option either. Setting up an events calendar to limit what is chosen and a budget for charity are crucial to success. The events then are chosen by either prime exposure, team availability, and past success.
 
Hair, Body & Sole is beginning to be a recognizable name, which is great, but now the real work of focusing on a specific target market has to begin to keep all of the chairs in the salon warm.
 
—Adrienne, nail tech

posted @ Wednesday, June 25, 2008 11:52 AM | Feedback (0)

What Color is Your Salon? Part 2

What color is the personality of your team? As we talked about before, getting to really know your team can make all the difference. One book I strongly recommend to salon owners is What Color Is Your Personality? by Carol Ritberger, Ph.D. The exercises are fun and can truly put your team over the top on working together, handling challenges, and developing goals.
 
One of the best outcomes I’ve seen from the book’s exercises is a team in Florida that used the descriptions for each color to name their monthly awards. “Reds” are traditional, hard workers. They are down to earth and sensible. They believe in stability and structure.
 
“Oranges” are the caretakers, the “mother hens” of the salon. They are the most helpful, devoted team members.
 
Without “Yellows”, innovation wouldn’t even be a word! They are self-made, self-motivated, and intellectual. They love a challenge. Their lives are about endless possibilities. But they are also the ones who will challenge authority and the way things are done. They will always look for a new way of doing things.
 
“Greens” are what bring the color of the world to life. They’re the artists around us. They’re sensitive, love life, and are optimistic. “Greens” need to be liked and thrive when their egos are rubbed.
 
Think of what having an entire team vote on as the most helpful, most needed team member could do when the winner is an Orange and is announced by applause. That feeds right into what’s important to that person. Think of what using this book’s guide can do for your staff.
 
Use this book at your next meeting, get your team on board to have fun, and marvel at not only the uniqueness of the group, but also how easy they are to understand, motivate, encourage and grow!
 
—Heather, success coach

posted @ Thursday, June 19, 2008 2:02 PM | Feedback (0)

Back from Premiere

Ahhh, nothing like a great beauty show to confirm why I am in this business! I saw many familiar faces, and met some new people as well. Everyone was wearing, and doing, stiletto nails at the booths. My friends at Young Nails, Ami and Traci, were incredibly busy with demos, so I didn't get much of a chance to chat with them, but I did pick up a tip on glitter fades, which is what I’m wearing right now. Other than that, I shopped till I dropped for supplies and tools, and then headed back to the pool at the Nickelodeon Hotel to spend time with my hubby and kids. All in all, it was a great trip for the whole family, and now I’m back to my daily routine.
 
The challenges with coming back? Well, my book is a little quiet with people switching appointments they made before I left, and I am getting a little aggravated with no shows. Putting in a cancellation/no show policy into place is at the top of my list to discuss with Heather and the salon owner. It has been discussed before, but there has been no follow through. I know gas prices are up, food costs are up, and here in North Carolina it’s been 100 degrees for the past three days…blah, blah, blah. There still is no excuse for not having the courtesy to cancel an appointment so someone else can have a chance to book an appointment. I'll let you know where we stand with that next week.
 
—Adrienne, nail tech

posted @ Thursday, June 12, 2008 3:49 PM | Feedback (0)

What Color Is Your Salon?

What color is the personality of a salon? Is it full of creative go-getters, or kind-hearted mother hens? Is it full of business-minded entrepreneurs, or people that need a constant push just to show up on time? Wherever your salon may be, however big or small, you’ll be working with a group of very different personalities.
 
For Adrienne, this is nothing new. Having spent years in retail, and now just as many in salons, she can really understand that coworkers can be much easier to get along with when you understand their personalities. What makes them tick? What ticks them off? What are their core values? What are their real goals? This is the first installment in a two-week blog on personalities in the salon.
 
One of the best exercises to perform at a salon meeting is coming up with a team mission statement. Break into small groups and have each group pick five core values from a list. Examples could be freedom, spirituality, excellence, creativity, integrity, respect. Then have each group pick five action verbs. Examples could be dream, dedicate, empower, encourage, perform, inspire. There are so many!
 
When each team is finished, write the values on a board for everyone to see and hear. You’ll notice several will pick the same ones. You’ll also notice what really makes your team tick. These are their hot buttons. As an owner or manager, this is where you can really be the wind beneath someone’s wings. Your team has told you what’s really important to them. It’s up to you to discover why they chose each one.
 
Now that you have a bunch of verbs and values listed, take the top ones and form your team mission statement. Vote as a group on the best one. Post it where the team can constantly be reminded of it. Start off your staff meetings with it. Start each morning with it. Let the clients know about it. Have them involved in making it reality. Keep moving toward making that mission a daily vibe in the salon, and watch your team grow!
 
—Heather, success coach

posted @ Tuesday, June 10, 2008 4:54 PM | Feedback (0)
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