Magazine for the professional nail industry.
Issue link: http://nailsmag.epubxp.com/i/688035
110 | NAILS MAGAZINE | JULY 2016 DON'T DO PROGRAMS LIKE GROUPON OR LIVING SOCIAL UNLESS YOU ARE PREPARED Be wary of programs like Groupon or Living Social unless your business is prepared to handle the immediate infux of hundreds of new clients at the same time. "Keep in mind that these programs do work and can help you build your business quickly," says Gomez. " But if your business does not have adequate front desk support to cover the volume of phone calls and if there are not enough openings in the schedule for these new clients, you could be setting yourself up for a nightmare scenario of frustrated staf and would-be clients." Valenzuela points out that these programs, while typically yielding low proft, can nevertheless have some upsides if used only occasionally and purposefully. For example, they can be great for building experience. "During the frst year after receiving your license, it's important to practice your service skills, timing, desired results, people skills, customer service, rebooking oferings, additional service oferings, etc.," she says. Likewise, these programs can be great for exposure; if your salon is new to the community, this is a fast way to get the word out. They can also work for flling in the slow season, but don't implement these programs when you know you are entering high season. These programs attract coupon seekers who are more interested in chasing deals than in becoming loyal clients. } BUSINESS EDUCATE YOUR EMPLOYEES Your front desk team is not only the frst impression of your entire salon brand and team, they are also your sales team, so educate them. Your sales team can only be as good as they've been trained. "Make sure each person at your front desk has experienced each service and has been trained on the features and benefts, the correct terminology, and has a supporting 'script' that has been written for them," says Valenzuela. "This will create confdence and consistency in making successful oferings and upgrades when clients call in or check in for their scheduled service." Wilson says that techs should always ofer a retail item for home care and an add-on for an in-salon treatment to every client. This is especially important when performing a discounted service, as it will ofset some of the discount. An educated staf can help make these oferings to your clients. THE FINEST NAIL FILES IN THE WORLD For over 30 years, Tropical Shine has been a producer and trusted partner in the professional nail care industry. THE QUALITY GUARANTEED DONT STAND FOR IMITATIONS Colorful ● Playful Budget-Friend ly Available at Nail and Beauty Supply Stores Nationwide & SALLY BEAUTY Robanda International, Inc. ● P: (619) 276.7660 ● P: (800) 783.9969 ● F: (619) 276.7661 E: sales@robanda.com ● San Diego, CA ● www.robanda.com