Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/139413
GET THE WORD OUT 11 Shamelessly self-promote. Join a local networking group and do a demo at one of the meetings. Keychains, pens, or nail files with your salon name on them make great gifts. 12 Always carry your business cards. Don't leave home without them. 13 No marketing works as well as personal referrals. Advertising gets your name out there, but most clients come to the salon through personal invitation and referrals. 14 Start with family and friends. Give free pedicures, gel-polish manicures, and full sets to your family and friends. They will market for you, and they will be honest with you about your work and how it can be improved. 15 15 Have a website. If you don't know where to start, ask a friend who has some web design experience. Make sure to include your bio, salon address, hours of operation, service descriptions and pricing, and salon and service photos. Also set up a Facebook page for your business and post promotions, specials, and last-minute openings. There are many new Facebook apps you can add to your page, including scheduling options, promotions, and contests. 16 Stop in at all the businesses near your salon. Introduce yourself and ofer a special price to the employees. Drop of gift bags with salon info and samples. 17 Work together. Barter services with other stylists in your salon. Help to promote each other and keep business in your salon. 18 Give a free full set and business cards to people in the public eye. In exchange they should give out your card whenever someone comments on their nails. Good candidates for this arrangement are flight attendants, bank tellers, realtors, and jewelry or makeup counter salespeople. 19 Start an e-newsletter. Use this to announce your latest services and ofer promotional discounts. ConstantContact.com and RatePoint.com are two popular choices. 20 Leave an extra tip for the waitress. Along with the cash tip, leave a gift certificate for $10 or $20 toward services with you. Include an expiration date of no more than 60 days out. Leave a couple for the server/bartender to hand out. 21 Do some wedding prep. Get friendly with bridal salons, photographers, flower shops, and wedding planners for referrals. Also, rent a booth at a bridal show to reach new clients. MASTER YOUR ETIQUETTE 28 Make a good first impression. Greet clients as they walk in the door. Make sure they see a clean, organized salon. 29 Be prepared. Always be ready before the client walks in. 30 Keep the music down. Unless it's part of your salon theme, don't have a TV or radio dominating the salon atmosphere. 31 Don't speak poorly of other salons or techs. You can listen and empathize, but don't add your own criticism. 32 Stay of the phone. Take care of clients who call, but keep the personal calls and texts for personal time. 33 Act as if every client is your only client. Give her your full attention. 34 Ofer the client a drink. Tea, water, cofee, and juice are great options. 22 Branch out. If your salon doesn't do hair, trade business cards with hair salons that don't do nails. 23 Make gift certificates available online. Work with your web designer or www. spaemergency.com on this convenient service for clients. 24 Use your retail items wisely. Put stickers with the salon name and phone number on all retail items. Personalize retail bags with the salon name. 25 Get involved in your community. Local charities, sporting programs, and local government and school events, directories, and brochures ofer great exposure — often in exchange for a small donation. 26 Set up a referral arrangement. Contact neighboring businesses to see if they will give their customers your card. 26 25 27 Promote, promote, promote. Step out of your salon to promote your business. Hand out flyers and consider paid advertising online or elsewhere. 36 34 35 Find out your clients' nail history. Ofer services that best suit their lifestyle. 36 Keep your door open. An open door and a "Walk-ins Welcome" sign is very inviting. Be at the salon even when you don't have scheduled clients. 37 Ofer more than the price. When you receive a price inquiry, sell the service. Say, "For a pink-and-white full set, we charge $50, and that includes..." 38 Keep your personal life personal. It's OK to answer questions when asked, but steer the conversation away from you. 39 Watch your words. Instead of saying, "No, that won't work," say, "That appointment has been taken." Then ofer an alternative. 40 Ofer standing appointments. If a client can't do a standing appointment, make sure to at least book her next appointment. 41 Confirm appointments 48 hours before the appointment time. This way if your client reschedules, you still have time to fill the opening. 42 Be reliable. Especially when you are building new client relationships, you need to let them know they can depend on you. >>> 2013 NAILS CAREER HANDBOOK | 25