Sure, your sanitation practices may be top-notch, but if your customers aren’t aware of how important this is, you may be losing out on the opportunity to build some serious loyalty! You know that your salon is immaculately clean, but it’s worth the extra effort to market yourself this way to clients, as well. Here’s how.
Talk About It
Adore Dolls Parlour on Australia’s Gold Coast is known as much for its immaculate sanitation practices as its nail art. Vapor and dust extractors are installed at each workstation for visible reassurance, but it’s their conversation about cleanliness that truly transforms clients into knowledgeable consumers, says owner Nicole Hague.
“While we are doing their nails, we tell them about hygiene and why you need to make sure your salon is safe,” she says. “You might think you sound annoying, but a lot of clients think standards at sub-par salons are normal. People are shocked when they learn what safety procedures should be, and they also love that we care about working in the most hygienic way.”
Staff members explain Adore’s sanitation methods throughout the service, from the reason they sterilize with an autoclave to their risk-free choice to use disposable nail files that the clients can also take home for no cost at the end of the appointment.
Provide Hand Outs and Signage
Offer new clients a handout during their service so they can look it over and ask questions, or take it home and read it in their free time. This is also beneficial because some people are visual learners as opposed to auditory learners. The handout above is one example. You can download and print it at www.nailsmag.com/pledge.
Another option to get the conversation started with interested clients is by placing signs around your salon. They could say something like, “Ask us about our sanitation practices!” or “Did you know that by law pedicure bowls must be sanitized between each use? Be careful when choosing a salon. Feel free to ask for more details.” Whatever the sign says, the idea is to get the conversation started so clients know what to look for.
Update your website
Advocate your healthy practices on your website and social media accounts, advises Catherine Fain, the owner of Paintbase Nails in Raleigh, N.C., a salon that promotes the many ways in which they’re elite in the sanitary salon market.
“Our staff is trained on how to share what sets us apart from other salons and why our customers should care,” she says. “We also share articles or other information we think is helpful on our social media channels or our e-blasts.”
Once your client is aware of what sanitation practices are required for their safety, they may think twice before visiting the salon down the street that doesn’t promote its superior cleaning methods.