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By Kristi Valenzuela, Crystal Focus

So, what makes you so special? There is a lot of competition in the nail industry, and unless you can “earn the right” in the first impression — from the first inquiring phone call and throughout the guest’s experience — you could lose business and struggle in 2010.

Today’s client is customer-service savvy and conscious of their checkbook. They want a unique experience with a talented professional. They want to be treated like a V-I-P, given T-L-C, and lots of R-E-S-P-E-C-T. Most of all they want value. Value is the perception that you got more than you paid for.” If you accomplish this, your retention rates will skyrocket, you will have a full book, and are guaranteed not to sing the “back room blues.”

Ask yourself, are you “one in a million” or are you just “one of many.” If you can walk into competing salons and see many similarities, it’s time to change! Here are some hot tips on how to expand your menu and analyze your business:

1. Analyze your menu: Does it sizzle or does it snooze? You know what they say, if you snooze, you lose! Add interesting descriptions to your services and sell the sizzle with the steak! Come up with “signature services” and rename the ordinary and make your services sound extraordinary.

Don’t just write: “Full Set - Acrylics - $55.” Have some fun with your service names and descriptions, in keeping with your style, your theme, and your brand. Some examples:

“Fake It Till You Make It” - Full Set – Natural-Looking Nail Enhancements - Full Set $55

“Uptown Nails” - Full Set – Natural-Looking Nail Enhancements- Full Set $55

2. Expand your menu. Offer unique services such as Elbow Exfoliation, Pampering Paraffin, French Twist (classic French with alternative colors), or Man’s Man Manicure (use a shop towel from Home Depot instead of a fluffy towel). Add value with promotions such as:

• a full hand and arm/elbow massage with every service.

• choice of a paraffin dip or French Twist for no extra charge.

• complimentary mini-size cuticle oil with every full set.

• printed home-care instructions for natural nails and enhancements.

There is so much more; you are only limited by your own imagination.

3. Analyze your front desk. Do they know how to professionally and accurately offer your services with authenticity and excitement? If not, you have some training to do. Start by pampering the front desk and teaching them to use million-dollar words that work.

4. Analyze your greeting. The top two things that determine a great first impression are energy and enthusiasm. What do you look like when you meet your guests? Are you stylish, smiling, and professional? Do you have a spring in your step and zip in your words when you first meet your clients or greet your repeat guests?

5. Analyze your consultation. Do you have a focused list of unique questions to discover your client’s wishes, expectations, past history, and current home care? Or are you skipping over a very important part of a professional service? Does your consultation sound the same as your competition’s, or are you new, better, bigger, different?

6. Analyze your education. Are you educating your guests on how to take care of their hands, skin, nails, and feet? They want to know!

7. Lastly, analyze your closing. Are you completing the end of the service with an effective recommendation on what your client needs to do at home to maintain her nails, and are you telling her that you appreciate her business?

Hope this helps! Come visit us at www.crystalfocus.com and sign up for our newsletter. Also, check out our audio CD “It’s a Jungle Out There: Secrets to Survival and Salon Success for Nail Technicians.”

I’m starting over again because the spa I worked for shut down. I’m great at what I do and it bothers me to start charging a cheaper fee on services, but it’s a whole new area and I don’t think I have a choice. What do you think?

Kristi Valenzuela, Crystal Focus: This is a great question, and I understand your concern. Today, clients are looking for value (not price). People are customer-service savvy and conscious of their checkbook. They are measuring the end result and “beautification” of the service, and the feeling they had of the customer service. If they write a check for $40 and they think they could have gone somewhere and paid $38 for the same treatment, they will not come back.

Instead of discounting your fee, try adding more value in both your service and your customer service.

Here are some ideas.

Service: Offer a complimentary upgrade with every service. This could be:

• a paraffin dip with every manicure

• a polish change for the hands with every spa pedicure

• an elbow exfoliation with every mani/pedi combo service

On your menu, announce that every service gets a complimentary upgrade valued at $15.

Customer Service: Be sure to include the following:

• a salon tour

• a specialty menu (that you talk them through)

• a chocolate kiss with every service

• a take-home “home care” instruction sheet

• prebook-and-win contests

• retail specials

Remember, it is about value, not price. A client's perception has to be that she paid $40, but received $50 in value.

I am near a college campus. What is the best way to market to this group?

Steve Gomez, Milady: The best way to market to this group is to make your business fun and affordable. This doesn’t mean lowering prices. This means offering great specials at strategic times, such as Welcome Back specials, Mid-Term specials, specials that coincide with big sports games, etc.

Know your demographic! What are the mindset and spending habits of these students? What are they looking for? What is important to them? Is your environment fun and chic? Is it a cool place for them to hang out?

You also want to work smart. I always recommend going to the sororities if the college you are near has them. Go to them and offer demonstrations on site at the house. You can also offer a special package just for them — exclusivity goes a long way. Offer the president of the sorority free services if she gives you the chance to offer a special package to all of the girls at a chapter meeting. Get in front of 50 to 100 of them at once and market yourself! That is working smart.

Usually campuses have their own radio station and their own free newspaper. I would not only advertise in them, I would align with them, meaning that they are typically doing things in the community to make a difference. Find out what they are getting into and donate your time and services to the cause. This is great for the community and also shines a great light on you.

At the end of the day the more of a presence you have, the more you become the local brand. Stick out in their minds and you will capture their business.

By Lisa Marie Arnold,Salon & Spa Solutions

Client communication is key! My personal opinion is that 70% of a technician’s success comes from how well you communicate with their guests. It is all in the wording; it’s a matter of word choice, finding the right phrases, and making the most of the consultation portion of the visit. Your number-one objective is to uncover a need and fill it. This cannot be properly executed if the technician fails to ask open-ended questions or doesn’t really listen to what the client is saying.

Examples of great questions are: 1) If we could change anything about your nails what would it be? 2) What can you not stand about your nails and skin, etc? It is our job to educate the client on her nails, hands, and feet. It is all about exceeding clients’ expectations and if we can do that by being a problem-solver we make a very big impression!

• Word choice can make or break the communication process. Using phrases like “I know” instead of “I think” lifts your level of professionalism leaving no room for questioning.

• Home care is the buzz word for retail currently in our industry. Talking about what you are recommending for at-home maintenance makes sense and sits well with clients.

• Rebook by telling the client when would be best to return. Making the appointment before checking out the client and completing the sale yields higher rebooking rates — that is a fact!

• Hold in-depth consultations where you spend more time in that initial visit and really get to know the client’s wants and needs. Many new clients feel rushed and will not return if they fell their service was slighted in any way, shape, or form.

• Using a daily ticket, runner, or travel card is the way to go. Clients need to know you know their history, buying habits, past retail purchases, records of client referrals, etc. This can all be readily available on a form that lists the clients for the day. The best way to obtain this is by utilizing a salon software program. A nail technician who uses a system like this will shine!

I guarantee you if you use some of these strategies you will be raising the bar on your services and giving your competition a run for their money. Good luck!

By Kristi Valenzuela, Crystal Focus

While many salon owners intend to do a “tour” for new clients, most fail to follow through. This is unfortunate because salon tours can pump up the profits for all departments in the salon. The top reason salons do not complete the tours is they don’t have a written “tour plan” for the tour guide.

Here is how to make salon tours sizzle:

1. Prepare the tour guides. All tour guides (front desk professionals and service providers —everyone should do tours!) should have experienced all services on the menu. This will help them add their own authentic comments to the tour script.

2. Write the tour down.

a) The tour script should sound the same from beginning to end no matter who is doing the tour.

b) Role play with your team during your next salon meeting.

c) Train any new team members as they come on board.

3. Look “tour ready” — even when you are not there!

a) Make sure your nail table looks great at all times.

b) Dust, clean, and shine anything that is left on your table.

c) Minimize things left on the table. Most importantly, put away any unsafe chemicals.

d) Place a few rolled towels for a spa-look and add with a retail item and signage.

e) Place a few department menus on your table with your business cards so the tour guide can hand them to the guest as they are visiting your area.

4. Always know the specials.

a) If there is a “themed” manicure or pedicure, make sure everyone can describe it well.

b) If there is a special promotion, this should be discussed.

c) Offer any openings on the book for that day.

Be part of your success! You are the best person to write the script for how you want people to talk about you! Develop scripts and teach the front desk and other employees the million dollar words you use in your position. Take control of training the team. Always remember, “people aren’t wrong if they don’t know how.”

Up next: Go From Boring to Brilliant — Expand Your Menu, Expand Your Money

By Bryan Durocher, Durocher Enterprises

We just finished the barbecues of Labor Day and it is hard to think about the winter holidays. However it is that time of the year already. We have to prepare and place orders now to secure the best merchandise for our prime retail selling time. The holiday season will be upon us before we know it and savvy spa owners know that planning for the rush is imperative. Develop your holiday strategy and increase your service and retail sales, capture new clients and create a buzz surrounding the spa that will benefit your business well into the New Year. Those of us in the salon and spa industry know that when it comes to holiday season, we are either planning for it, in the midst of it, or recovering from it. It is never too early to start planning — if you wait too long Rudolph just might dash on by you.

Break Out the Marketing Budget and Review It

Many spa owners set their marketing budget in place at the beginning of the year with the best of intentions to follow it strictly; however, by the time holiday season rolls around, what resources should be available, just aren’t. No worries. Addressing this issue now will provide time to make adjustments and modifications to the plan, instead of scrambling in November. Ask yourself what resources are available and look for creative ways to maximize every opportunity.

Recruit, Recruit, Recruit … Then Hire With Plenty of Time to Properly Train New Staff

Ever thought of sending sales representatives to busy office spaces with your gift cards in early November to sell to busy business executives? Or how about dropping by the doctor’s office so he can purchase for his staff? Seasonal help is a necessary investment every spa should make. An overloaded and overworked front desk team is the last challenge any owner wants to be faced with come mid-December. Beginning the hiring process now is the prudent and wise choice. New staff members need to become proficient not only with the management software but with the services, retail products, and culture of the spa before the holiday rush hits. Also, many individuals seeking seasonal employment will begin their search in October. Think of students — high school and college age. Do not make the common mistake of shortening the interview process. Interview candidates by following your normal hiring policies and take the time to properly screen and identify great future staff members.

Promotions and Specials: It’s Beginning to Smell a Lot Like Christmas

What promotions is the spa going to offer thru the holidays? What service can you revamp or add-on to, creating a “new” holiday treatment? Are you changing the aromatherapy offered to inspire a holiday feeling? Ask your provider to identify a few scents they would like to use. Perhaps a Peppermint Pedicure? Wintergreen, peppermint, sage, and cinnamon all have strong healing properties that can be highlighted on a holiday menu of add-on services that will assist your practitioners with up-selling.

Have you assigned a staff member to tastefully decorate the spa? Does the spa have enough gift certificates, boxes, bags, and ribbon? Private labeling these items with your logo, if you haven’t already done so, is a great way to attract attention and new clients, and save people time by creating a ready-to-go, wrapped, and beautiful present to give when gift certificates are purchased. Keep in mind, now is the time to order enough stock to get thru the entire season.

These are just a few of the questions you can easily be answering now and delegating to your team. The holidays are a joyous and festive time of the year and by planning ahead, you will be able to kiss your profits under the mistletoe.

By Kristi Valenzuela, Crystal Focus

Stop for a moment. Think of the receptionist sitting at the front desk right now. How do her nails look? Bitten, chipped, jagged, unpolished? How about the stylists standing behind the chair showing toes in the latest sandal fashion? Do they have toes that need a polish redo?

These people are your business billboards, and your greatest accomplices in building a full appointment book at a fast and furious rate! This is one problem in the salon that YOU have the power to change immediately. What will it take?

Three things:

1) Your time (yes, come in early or stay late if you need to)

2) Your talent

3) Your willingness to make this important investment into your business

If you are not willing, then you’ve given up the right to say “I’m slow,” or “I wish the stylists would send me people.”

If you want to plan your success, then plan time for polish changes — FREE to your coworkers. If you are busy, plan a few time slots each week before or after your regular work hours and let your team know these are for their free polish change services. If you have a cancellation, grab a coworker rather than grabbing a magazine or a nap in the backroom.

Really want to get serious about growing your business? If you have a slow day, give free polish changes to VIP clients, and new clients visiting the stylist team!

Coming Next:

Challenge #4: Turn s Slow Day Into Success — Salon Tours That Sizzle

By Lisa Marie Arnold, Salon & Spa Solutions

Salon and spa owners are increasingly optimistic about sales growth in the months ahead. According to a PBA study released July 2009, 60% of salon/spa owners expect their service sales in six months to be higher than they were during the same period in the previous year.

This is good news, but I feel compelled to say that this will only happen if we beef up our customer service and value-added systems. They simply have to be a huge component of the overall salon or spa experience. Clients need to feel they are getting more than they are paying for. I have been drilling this concept into my clients’ heads the past couple of months due to the state of our economy and the increasing competition we all face every day in this industry.

When we speak of client retention and capitalizing on our new client recruitment strategies, we must ask ourselves: Do we exceed our client’s expectations each and every visit?

Consistently implementing your systems and exploiting your unique market position give you the edge. Kick the service up a notch by providing amenities such as cleaning your clients’ jewelry while they are receiving their services, offering unique beverages, going the extra mile with massage or reflexology, and providing specialty lotions and scrubs.

However, the technical portion of the visit is only part of the equation. Quality communication is the main driver in customer retention. Are you uncovering needs? Are you educating the clients on maintenance instead of constant repair and recommending proper home care products? These are retention drivers.

Stay tuned. In my next post I’ll teach you how to strengthen your communication skills for superior retention and customer service!

By Bryan Durocher, Durocher Enterprises

Q: How do you feel about giving discounts off services?

A: I am not a big discounter. I believe it attracts a couponing type of client who is just moving around looking for the next deal. I am more about adding extra value to service, such as a complimentary scrub with a certain manicure or a paraffin treatment when you book a spa pedicure.

Q: How do you handle clients that arrive late to their appointment?

A: They get the remaining service time available. If they are extremely late, they should pay for the service time and re-book and then pay again when they show up on time for their next appointment. Your time is just as valuable as theirs.

Q: How do I start a conversation with a new client prospect?

A: 1) Compliment the client in regards to something with their appearance. 2) Make a connection: Find something you have in common with them such as you love to shop at the same stores. 3) Offer a complimentary consultation: Invite them in to see your place. It increases the chance of them doing business with you.

Q: How do we change the mindset of "old" staff to trying new ways of doing business?

A: This should be done through small transitions that can accumulate over time. Tell them you are implementing small changes and will review and monitor results on a 30-, 60-, and 90-day basis and discuss the outcomes with them. Everyone needs to be open to new ways of doing business in this economy in order to thrive.

Q: I am new to the industry and need help with gaining clients.  Where do I start?

A: Start with joining a networking group in your area such as BNI or LeTip. People who belong to at least one group make 20% a year more than a counterpart doing the same thing who does not.

Q: I have some really great clients who for years have been punctual and consistent. Recently they have been showing up late or rescheduling for their convenience. How can I assertively address this without them taking it personally?

A: Acknowledge their patronage and then let them know what you have been observing and that you need them to be mindful of their service time in order to be respectful of your other clients with appointments and that when they cancel at the last minute it does not allow you enough time to replace their appointment and you lose income opportunities.

Q: How do you feel retail commission should be structured? Do you believe in compensating retail sales based on group goals or individual achievement?

A: I believe in retail incentives. A tiered structure is best, with the idea that the more you sell, the more you can earn. Start with commissions at 5%, moving to 20% based upon how much they sell. Incentives for retail sales are good as long as they are short contests with the idea that whoever has the largest percentage increase during the timeframe wins the prize instead of whoever sells the most as that can discourage certain staff members from even trying. I believe people should earn individual commissions versus being tied into other people’s possible lack of performance.