We combined business with pleasure, when Nadine Galli, OPI Southern California regional manager; Lauren Breese, new product development; and Suzi Weiss-Fischmann, VP, stopped in at Secrets for a progress report.
Over luxurious manicures and pedicures we talked about how implementing the concepts of The Edge Program is already having positive effects on the salon’s business.
Editor's note: In the April 1999 issue of NAILS we began a series of articles profiling Secrets Nail & Facial Salon in Long Beach, Calif., and their use of OPI’s The Edge Program to promote better business skills. We recently visited the team of five technicians and Secret’s owner, Lynn Kogle, for an update.
“At this point, we’ve seen improvements in awareness and record keeping,” says Cheryl McCowen, one of Secrets’ five nail technicians. “We’re paying closer attention to how we answer the phone (a strategy The Edge teaches to increase bookings of clients who call when shopping around for a salon) and we’re completing client profile cards for every client, even for ones the salon has serviced for years.”
The strategic use of client profile cards is one of the key concepts taught in The Edge Program. Once the cards are completed, the technicians will use the information gathered to send follow-up cards to their clients. The technicians send “Client Reminder” cards to clients who haven’t visited the salon for more than two months, and “Thank You” cards to clients who refer friends.
The technicians at Secrets who wish to increase their clientele are also sending out cards to existing clients telling them about their new “Tell a Friend” promotion. The client can give a friend a gift certificate for a free set of acrylics or another service — a win-win promotion that doesn’t cost the client anything except making the referral. In return, the technician gains a new client.
In addition, the technicians have started keeping a Birthday Journal, a monthly calendar showing their clients’ birthdays. At the beginning of each month, cards are sent out wishing the clients a happy birthday and offering a discount on a service of the client’s choice.
Retailing, a recent addition at Secrets, has the five technicians learning to talk to their clients about all the products they use in the salon. The surprise retail hit has been OPl Lip Colour. “Clients really love being able to purchase lip color to match their nail polish shades and we’ve also switched over to using OPI Nail Lacquer, so the sales are steadily growing for both items,” explains McCowen.
To help further increase retail sales, the technicians are remembering to hand clients OPI’s Mini Client Brochure, which provides space to check off the retail items clients need for home maintenance. A window decal now calls out that the salon carries nationally advertised OPI Products, a draw for passersby.
As the pampering and polishing was completed, the team made a new commitment to having regular salon meetings where they will do some polishing up of their own. Each month the technicians plan to track their progress, compare experiences, and set new goals for the months ahead.