Marketing & Promotions

How Do You Get New Business?

For those of you starting glumly at your not-so-packed appointment books, and for those of you whose books are packed and want to keep them that way, NAILS offers up its latest Top 10 list: Top 10 Sources For Client: Referrals. The following people and places, if cultivated properly can keep new faces coming through your doors.

  1. Current clients. It should come as no surprise that old clients are the best source of new clients. You’ll inspire more word of mouth by offering discounts to clients who refer a friend.
  2. The hairstylists at your salon. What could be more natural than a hairstylist asking about the health of a client’s nails, or suggesting a new nail look to go with a new haircut? To encourage the stylists to help, offer them free services in exchange for sharing their clientele.
  3. Hairstylists at other people’s salons. Seek out hairstylists whose salons don’t offer nail services. Offer them discounts in exchange for referrals.
  4. Women in the public eye. Give a free set to a makeup consultant at a local department store, a bank teller, a sales clerk, or anyone who conies in constant contact with female consumers. Provide them with a stack of your business cards so they’re prepared when women ask them who does their nails.
  5. Bridal shops and bridal shows. Brides and bridesmaids are a great source of new business. Make the rounds of shops and shows to claim your fair share.
  6. Fine jewelry stores. A woman who will spend a bundle on beautiful gems will likely want a well-manicured hand to show them off. Arrange for the jewelry store to give; gift certificates for your services with every ring sale, or offer the clerk discounts in exchange for customer referrals.
  7. Local realtors. Realtors are always looking for gifts to say thank you to clients. Since nothing destroys a manicure like moving, a gift certificate for your services is perfect. The realtor can include a gift certificate as part of a goodie-bag. No need to pay unless the certificate is redeemed.
  8. Neighboring merchants. People are creatures of habit, favoring familiar territory. Provide: neighboring merchants with business carets, coupons, or fliers advertising your services. You can do the same for them.
  9. The press. Get your name in the news by winning contests, holding events at your salon, participating in charity functions, anything you can think of (just as king as they spell your name right).
  10. You. Keep your nails well-groomed at all times. Keep them dazzling, in fact. You are a walking advertisement for the quality of your work.

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The portion of a nail service, usually an acrylic service, that focuses on reducing the moisture and oils on the natural nail so that a tip or...
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