First Impressions Count
  • NAILS Magazine
  • February 22, 2011

We should be experiencing some higher client counts from the recent field trips promoting our salon. As a result, we have some new clients in our chairs. We’ve gained access to new people, new referrals, and clients who haven’t experienced our salon and great services.

We just finished a three-week series about self-promotion. We learned the importance of getting out of the salon to usher in some new business. Whether we went out alone or assembled teams, we advertised our salon. I know the Business of the Week, the Gift Bag Drop, and Team Colors promotions work, because I put them into action in my own salon. These are ongoing procedures we use on a regular basis. We have enjoyed the many benefits of meeting new people in our community, creating partnerships and turning many of these clients into long-term guests of our salon. My hope is that just because we got some new clients, we haven’t stopped going out to gather new business. Keep in mind that clients take vacations, move, and have schedule changes. Remember, we are always looking for fresh faces and new clients.

We got our new client through the doors of the salon, now what? They are greeted by the front desk, our front line. The front desk is the first impression our client will receive when she calls in to make an appointment or walks into the salon. Some of you have a front desk that makes the appointments and many of you help out by answering the phone.

I want you to ask yourself, what am I doing to contribute to the front line? Here’s what you can do to help. Make sure that you always smile when answering the phone. Believe it or not, a smile changes your tone of voice and makes the client feel welcomed. Make sure you speak clearly, don’t ramble on, and slow down and repeat all of the information back to the caller. “Nikki, I have your appointment for a spa pedicure with Sarah on Tuesday, March 15th at 4 p.m. all set up. We look forward to seeing you then and remember to bring your flip flops.”

How does our front desk look? Does our front line look like they rolled out of bed or does their look reflect our services? Have any of us actually taken the time to make sure the receptionists have their nails nicely manicured and pedicured? Did we make sure that they are wearing a color from the new collection? What are the chances a client will ask them “What color are you wearing?” or “Who did your nails?” It’s all advertising and it helps everyone in the end.

Am I hanging out at the front desk with a group of employees? Does it look like we’re desperate for clients? Have you ever thought about how intimidating it is for a client to walk up to desk full of people? Don’t hang out at the front desk unless you are helping them out. Even if you’re waiting for a client, it still looks bad. Wait somewhere else.

Are we on personal phone calls or does the client feel like she’s interrupting something? Are we aware of our conversations at the front desk? Is it appropriate for clients to hear what we’re talking about as they are walking in?

All of these are common things I notice as a guest when traveling to other salons. Take a minute and evaluate your behavior. Ask yourself, am I or am I not contributing to the front desk? If not, how can I help? Am I setting a good example or am I adding to the confusion?

We’re going to spend the next couple weeks talking about first impressions and how to properly greet our clients. You only get one chance to make a great first impression and I want you to make the best impression possible. One more way to help you stand out above the rests and become the BEST!

— Jill

Keywords:   customer service     Jill Wilson  

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