People purchase based on two things: needs and feelings. I believe when a client is educated on why the product is right for her and her needs, not why it smells good or why the technician likes it, she will see the value for her. For the tech this starts with doing a proper consultation that asks what the client’s challenges are. Then you can speak directly to her needs with conviction that the products will solve her challenges, which will make her feel good. Present the at-home recommendations at the end of the visit and allow clients to choose. Offer specials and create little take-home kits (file, oil, lotion, and maybe polish) made from bulk purchases that they would just need to replenish at each visit. The technician needs to be honest, letting the client know home care helps the whole process as it is a joint effort. — April Poster is a consultant and trainer with Salon Training International (www.salontraining.com)
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More FAQ
What should I do to get the paying, loyal clients I need?
I am a seasoned nail tech and have just opened a nail salon. I need help sustaining new and regular clients in this economy. I have done many coupon sites (Groupon, Living Social, etc.) to build business and it has been a pain — plus my price point is higher than neighborhood discount salons. I’m not sure what to do to get the paying, loyal clients I need.... read more
Reader to Reader: What's better in the salon: small private rooms or a room with multiple stations?
What’s better in the salon: small private rooms that are one-on-one or a room with multiple stations so people can interact with each other?... read more
Reader to Reader: Should the salon be closed on holidays?
Should the salon be closed on holidays (days when most clients have the day off work) and why?... read more
Any suggestions on how to avoid theft without keeping everything behind bars?
I’m opening a salon and plan on having retail. However I live in a city and have to be mindful of security. Any suggestions on how to avoid theft without keeping everything behind bars?... read more
I’m very concerned about the other nail salons that follow the rules; it makes us all look bad. How can we stop them?
I’m so tired of all of these cheap nail salons popping up all over the place. They are so disgusting inside. The tools and mani/pedi stations are never clean. How does one report them? I’m from Michigan and the state board doesn’t reply back to me. I’m very concerned about the other nail salons that follow the rules; it makes us all look bad. How can we stop them?... read more
Reader to Reader: Who is your best "nail friend"?
For our annual Reader-Written Issue, NAILS asked our readers: Who is your best "nail friend" (AKA another nail tech who you talk shop with)?... read more
Reader to Reader: What's the nicest thing a client has ever said to you?
What's the nicest thing a client has ever said to you?... read more
How do you charge your coworkers for services?
Nail techs are a generous bunch, but does that generosity extend to giving free services to salon colleagues? We asked techs: How do you charge your coworkers for services?... read more
Reader to Reader: If you could open a salon anywhere in the world, where would you open it?
If a genie told you that you could open a nail salon in any city anywhere in the world (ignoring money and other practical considerations), in what city would you open your salon and why?... read more
Reader to Reader: Other than money, what would motivate you to work harder at your current salon?
Other than money, what would motivate you to work harder at your current salon?... read more
Should I advertise in the Yellow Pages?
Does anybody use the Yellow Pages anymore? What about the online Yellow Pages? Should I consider paying for advertising in the online Yellow Pages or is my money better spent elsewhere?... read more
What is the best place to recruit nail techs?
I own a salon and spa in Maryland. I have been looking for a nail technician and it has been impossible for me to find one. I have put out ads but I don’t seem to get anywhere. What is the best place to find one?... read more