Solutions to Summer Slowdown Issues
  • NAILS Magazine
  • August 6, 2008
It’s so easy when things are tough in the economy to think, “Well, I’m not the only one”. That thought process will cause you to close your doors if you believe it. The fact is it will cost you seven to 15 times more money, marketing, and energy to get a new client than to keep the ones you already have. What are you doing to make sure that in tough times, your clients still see you and your services as a value?
 
In my conversation with Adrienne this week, we discussed how things are slow for the summer. Kids are home; parents can’t afford a sitter. People are traveling. Clients don’t have the extra money right now. We all hear the same excuses. What can we do to combat them?
 
Adrienne listed what she felt were some stumbling blocks, then we came up with some solutions. Many clients are moms and therefore have children home during the summer. Instead of keeping them away, why not invite them? What would a “Mommy/Daughter Package” look like? Pedi with Mini-Pedi? Mani with Mini-Mani? Back to School Package?
 
Remember, clients will trade money for two things — solutions to problems and good feelings. Those packages fit both. You are taking the sitter problem away, plus exchanging the money they would’ve spent on the sitter and now creating a date together.
 
Why not try a recurring program such as a Manicure Club or Pedicure Club? Book a standing every week, two weeks or month for discount? The catch is keeping it year round. Many massage centers are offering this. The contract is signed and debited from the client’s account.
 
Traveling clients can be tricky, but clients want to look good when away. That brings in the opportunity for at home maintenance systems and retail. They’ll need that foot block and cuticle oil, top coat, and buffers.
 
Reward existing clients for referring a friend with a combo package. Pedi/Pedi. One for each client at a special price, or try a gift with pedi for them to enjoy together, filling two techs at the same time or for you to offer as a dual pedi.
 
Bottom line is that by thinking that a slow economy is what’s causing a slow appointment book, you’ll miss the boat on many opportunities to bring in more service dollars. Now’s the time to work even harder at making a name for yourself as creative, service-oriented, and valued.
 
—Heather, success coach

Keywords:   clients     Heather Goodwin     salon services  



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