The Social Network
[Using social media to connect with your clients — and your potential clients]

> Go where your clients are. Ask your clients what social networking sites they use regularly. It’s smart to set up a business Facebook page (there are currently 600+ million people with Faceboook accounts). You might also consider Twitter, LinkedIn, or a blog connected to your website. Social networking is all about building a relationship with your community of followers. Simply setting up a page won’t do much if you don’t monitor it and post regularly. (We have plenty of information on our website. Just search for “social networking.”)

> Consider offering last-minute deals to fill empty time slots on Facebook or Twitter. Sure, you’ll be catering to the “deal-seekers” but a discounted service is better than no service, right? If you’re trying to build the number of “likes” on your Facebook page or the number of “followers” on your Twitter page, you might also consider offering special deals for those clients only. For instance, maybe you offer a free bottle of cuticle oil for every client who books a service using a special code you post only on Facebook.

> Monitor customer review sites like Yelp! If someone has posted a negative review, look at it as a chance to improve your
customer service. You can respond on the site with how you plan on addressing the situation. It’s a good idea to start your response out with something like, “We value feedback from all of our clients and we’re sorry you didn’t have a positive experience. We hope you’ll give us another chance to prove that we’re the right salon for you.” Then explain how you’ve addressed the problem. Negative reviews aren’t the death of you. Use them to your advantage. And never respond with a biting or negative tone.

> Weekly e-newsletters are a good way for your clients to know what’s going on at the salon. You can mention new services, new technicians, new products, and weekly discounts or last-minute openings you need to fill. If you feel like you have more to say, consider blogging. Just make sure you update it regularly.

> At the very least, have an up-to-date website. Potential clients should be able to easily find the salon’s location and contact number, service menu, photos of the salon, photos of your nail services and nail styles, and information about you and your
salon that would make a consumer stop and notice you.

 

Catering to the 40+ Client
[What to offer the woman of a certain age]

> Baby boomers are well-off and willing to trade money for convenience. They are a natural market for gel-polish manicures and quick (but therapeutic) lunchtime services.

> This generation longs to maintain youthfulness, and nowhere are signs of aging more apparent than on the hands. Investigate professional product lines that give you the tools to provide a rejuvenating hand facial.

> The 40+ client is receptive to retail recommendations. Not only are hydrating creams and exfoliating scrubs a natural, offer products that allow them to re-create the spa at home, such as cleansing systems, handmade soaps, skin masks, and spa robes.

> Give them the pampering they both want and deserve. Make sure your menu contains a range of deluxe service options. A soothing massage can be incorporated into just about any type of treatment.

> Put some medi in your pedi by emphasizing the ­therapeutic and restorative elements of the foot service. Arrange for speakers for the medical community to discuss health and beauty during an informational evening event, and be ready with the names of doctors you refer to (and get referrals from).

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Go Organic!
[Help the earth and improve your working environment]

> Choose energy-efficient bulbs. LED bulbs are now available that offer beautiful lighting and use less energy than traditional bulbs. CFL (compact fluorescent lighting) bulbs also save energy and cost less than LEDs.

> To clean your salon, choose a non-toxic cleaning agent. Buy an industrial-sized container of a green cleaner that can clean the whole salon to reduce the waste (and save on the cost) of smaller containers.

> Look at the ingredients in your hand lotions, scrubs, and soaking solutions. Select plant-based products with no fragrance, dye, or parabens. They cost more but go further because they aren’t pumped with filler.

> Choose unbleached paper towels and toilet paper made from recycled paper. Towels should be organic cotton or bamboo. Launder with a detergent that is environmentally safe.

> See if you can reduce waste. For example, instead of serving drinks from a Styrofoam cup, offer clients mugs that can be washed and reused. Another way to reduce your environmental footprint is to bike or take public transportation to work.

 

Combat Burnout
[Revive your spirit and recharge]

> Get out and move. Go for a walk before or after work, or schedule time during the workday. You may feel like you’re too tired to exercise, but you’ll be amazed how much it will invigorate your mind and body.

> Set a goal that is not related to work. It could be to visit an exotic location. Maybe you want to run a marathon. Perhaps you want to learn a new language. Whatever it is, make it personal and measurable. It gives you an area of your life that’s all yours to control.

> Set boundaries. Determine what it is that makes you feel frustrated or powerless at work and then respect yourself enough to set boundaries. If a particular client drives you crazy, phase her out of your schedule. If it’s a coworker who is difficult, seek resolution. If it’s the salon where you work, explore new opportunities.

> Recharge your battery. This could mean getting a massage, exercising, reading a great book, visiting friends, saying “yes” to a night out, or turning the phone off for a night alone. No matter what you do when you recharge, you need to schedule times (regularly!) when it’s “all about you.”

> Look at clients as individuals, not appointments. Instead of looking at your 10-hour day as a big lump of work, look at every client as a person who so enjoys you and your talents that they are willing to pay for your time. When you realize that each client is actually affirming you, you’ll begin to feel appreciated and valued.

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Work Pain-Free
[Advice from the NMC on healthy ergonomics for techs]

> When sitting keep the spine back in a neutral position, not leaning forward or backward. The head, neck, and body should face forward without twisting or hunching. The backrest should support the lower back. The head should be kept upright and shoulders relaxed. Avoid twisting the neck.

> Avoid leaning too far forward while performing manicures or pedicures. Do not bend the back forward more than 30 degrees or the neck more than 45 degrees. Avoid reaching more than 12 inches and keep forearms parallel with the floor at the side.

> Raise and position the client’s hands or legs and feet to prevent bending or stretching forward or supporting feet with your own body. A recliner chair works well and supports the client’s legs in the best position for servicing her.

> When holding a client’s hand or finger, position it so that the pressure from grasping is minimized; a relaxed hold will lessen the strain. Gently move your client’s hand rather than tilting your head. In order to prevent neck strain, consider placing a client’s hand on a rest that elevates the hand.

> Adjust chair height so your thighs are parallel to the floor with your feet flat. If necessary, use a footrest to keep your feet flat and don’t cross your legs or sit sideways in the chair. Choose a high-quality, swivel chair with a seat at least one inch wider on each side than your hips and thighs and properly padded so that it doesn’t create a pressure point (behind the knees, for example).

 

No Sweat Service Extras
[Easy customer service ideas you implement today]

> Really listen to what clients are saying (and what they aren’t) so you can offer exactly what they’re looking for. Responding to suggestions from clients, even small ones, lets them know you really are listening and you care about their business.

> When a client goes on a vacation, give her an index card that includes all of the information (brand, color, tip size, special needs, etc.) about her nails in case she needs to get a repair or a new set while she’s out of town. This lets your client know how important she is to you; plus, it helps make sure nothing is applied to her nails that you don’t want there.

> Develop a repertoire of super-quick nail art designs you can offer at no charge. A few quick wisps, swirls, and dots will keep clients happy and feeling like they’re getting a good value. Even offer your brides free nail art as a gift; they’ll spread the word to all who see it.

> Offer a guarantee that’s reassuring and specific. Don’t make it a money-back guarantee, instead make it an “I’ll-make-it-right” guarantee. You might say “No lifting for two weeks.” or “Chip-free polish guaranteed for seven days.” By encouraging clients to come back to get the problem fixed, it assures them you stand behind your work.

> Follow-up with a phone call or postcard. Call a client a couple of days after her appointment to see if she is happy with her nails, how she is adjusting to them, and to thank her for coming into the salon. You could also send a thank-you postcard with a discount offer to her when she refers a friend or an offer that lets her extend a discount to her friends.

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Money Saving Tips
[Outwit those dollars that run off while you’re not looking]

> Have you evaluated your product purchasing recently? Buying in bulk is one of the quickest and easiest ways to save dollars. Do a thorough analysis of how quickly you go through product and what sizes are available to find those dollars in the long run.

> Have pedicure product portions become excessive? A simple way to moderate how much product your nail techs use is to have them work with service trays. The trays offer both a nice visual appeal to the client as well as more control over product usage.

> Have a budget for your service and retail product ­purchases. Product ordering is an expense you have complete control over. As an industry guideline, 50% of the retail sales should be used to replenish the retail ­products sold, and 7% to 8% service revenues should be used to ­replenish back bar and service products.

> Decorating with austerity can not only save you lots of money, it can also be fun. Heading to a swap meet or getting up early to make a yard sale can pay off more than you think. Consider them the next time you need a piece of salon furniture. As long as the items are tasteful and clean, your clients will probably not notice they aren’t brand new or top dollar.

> Paper costs for record-keeping can be significantly lowered by moving to a digital software system and by bargain shopping your ink toners. And if you need to print, make sure you always print on both sides of the paper.

 

 

Open Your Own Salon
[Making sure you are prepared for the big investment]

> One of the first mistakes a potential salon owner makes is to think owning a salon is less work than working in one. Not true. Opening a salon is basically buying a full time job. You are responsible for the entirety of the operation, from the managing of employees to the balancing of the books and everything in between. Be prepared to work hard.

> Did you write out a comprehensive business plan? If not, then that’s the first thing to do. You need to think of everything before it comes up and have a plan for any unforeseen costs and expenses that may arise. It should cover everything from projected revenue to maintenance and construction ­expenses. You don’t want to be caught off guard by something once you’re deeply invested in the project.

> One important part of your business plan is your direct competition. Make sure to visit nearby salons so you can competitively set your prices and services. Take notes on how they market and decorate so you can make yours stand out.  

> Be realistic. You may dream of a high-end salon with $100 manis and waterfalls in the foyer, but if it doesn’t make sense given the local clientele’s salaries and your own budget, then it shouldn’t be how you open the salon. (That doesn’t mean it won’t be that way one day.)

> Salon business owners need to be in for the long haul. The first couple years of business are as fragile as a flower sprout. You need to have the fortitude to endure and the foresight to handle minimal profits early on so you can learn, adapt, and try new ideas to watch your business grow.

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Time-Saving Tips for the Salon
[How shaving seconds off the little things can add up to more leisure and less stress]

> Using a daily planner can do wonders for a nail tech’s organizational skills. Writing down important dates and things to do helps keep them from going to the back of your mind — or altogether slipping it. With smart phones, you can set digital reminders to alert you to ensure you don’t forget.

> Once you have an idea of how you are spending your time, proactively set goals to try to improve it. Like an Olympic sprinter scrutinizes every second, if it takes you an average of 15 minutes to close the salon down, try to get that to 10. You may find that you’re already at your limit for certain tasks, but there’s no harm in trying, and you might surprise yourself.

> Investing in time-saving devices can help buy you time. One example would be if you’re a gel tech, use two UV lights instead of one, so you don’t have to wait.  

> Double down on two-fers. If you’re in a pinch, and you have the skills, consider trying the double-decker service. There are techs who put two tables next to each other and work on two different sets of hands at a time. Manis can be done while the client soaks her feet for pedis. It all depends on your ability to organize your services and capitalize on their downtime, like the soak-off period and/or the curing time.

> Consider investing in salon software. One of the big time eaters for nail techs is the booking process. It might be worth your while to have clients pre-book online. These programs can also save time on cancellations and reschedules as well.

 

Catering to Men
[How to get men into salons]

> If you want men to come in to your salon and pay for services, they need to feel relaxed and pampered just like women, but it takes a different ambience to do so. Keep your decor from becoming overly frilly and girly. Use earth tones over strong pinks and reds, and if the salon does not have a large male clientele yet, put in partitions so they can enjoy their services in private and not feel like an oddity on display.

> Have services that explicitly say they are for males. This could be a “sports” pedicure or a “Marc Anthony” manicure. Using language and products that appeal to men makes them more inclined to make these experiences a routine indulgence.

> Use your female clientele to bring in their male counterparts. Salons can offer couples service packages with secluded pedicure areas so they can focus on relaxing and enjoying the experience. Valentine’s Day is a great opportunity to offer special couples packages and discounts.

> Throw an event or salon party specifically for men. If you’re wondering how you can introduce your salon to the local male market, try a football day, where the guys can watch the game and hang out. Or think about a groom’s special for upcoming weddings.

> If you can’t bring them to you, then go to where they are. Partnering with gyms and shoe stores can be a great way to get men. You can offer a local shoe salesman a discount on his services if he refers serious runners to your new runner’s pedicure. And upscale gyms can be great places to market yourself to appearance-conscious males.

 

Here Comes the Bride
[Offering services to more than just the bride]

> Make sure your clients know you offer bridal parties. And beyond your clients, you might consider participating in a local bridal fair. For a nominal fee, you can offer complimentary hand massages while handing out menus and business cards to the brides-to-be. If there aren’t bridal fairs in your area, consider partnering with a local bridal shop or adding a line saying “Bridal parties welcome” to your ad, flier, mailer, etc.

> Don’t just offer day-of wedding services. Set up a program that allows the bride to come in for a consultation and pre-wedding nail maintenance. Help her grow her natural nails to her wedding-perfect length or get her started on a regular schedule so her nails will be in fine form on her big day.

> When the bride calls to book her bridal party, make sure she knows all of the services you offer — manicures and pedicures, of course, but also waxing, updos, and makeup applications. If you don’t offer these other services, you might consider partnering with a makeup artist or a hairstylist.

> Don’t forget about her man. Those wedding day pictures of the couple’s rings won’t mean much if the bride has impeccable nails and her groom’s nails are ragged and unkempt. Offer a groom’s service where he can come in for a manicure to help him get ready for his big day.

> You know how nervous brides can be. Don’t add to her stress by being disorganized. Think of everything she might need and have it ready before she even thinks about it. When you set up the appointment, ask if they’d like refreshments. Chances are it might be their only time to grab a quick bite before the reception.

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