By understanding and committing to the principles of good management, your business can succeed and even flourish. Are you doing all you can do when it comes to smart scheduling, customer relations, employee management, and analyzing the numbers behind your business decisions?
Build Repeats With Creative Marketing
One way to grow your business is by increasing repeat visits. “The average nail customer comes in 17 times a year,” consultant Susie Fields of Salon Training International in Oceanside, Calif., says. To raise that even by one or two bookings a year lifts revenue.
Susie Galvez of FaceWorks Day Spa in Richmond, Va., uses exotic travel themes to entice customers. “We have a ‘Passport to Beauty’ program and come up with seasonal ‘menus’ that we mail out to our client list,” Galvez explains.
Nail techs reflect the themes in both decor and products. For a Cleopatra inspired menu of Egyptian luxury, they poured real milk into foot spas (along with foaming, antibacterial soap), spread a mud mask on clients’ legs, used a milk-and-honey cream for legs, feet, and hands, and suggested dark, rich nail colors with a sparkly gold top coat.
For the Hawaiian Holidays program, employees dressed in khaki shorts and Hawaiian shirts. For a South American menu, they used mango-scented products and offered bright colors. When the passport was for the Orient Express, they used Chinese green tea exfoliant. For their Roman getaway, they offered olive oil massages.
The special manicures and pedicures cost $5 to $15 more than the regular service. “We get it because the clients love it,” says Galvez, who is working on her third beauty book.■
Trina Kleist is a freelance writer based in San Diego.