Running any business small or large is Hard (yes it even comes with a capital H). Whatever the path that has led you to owning a beauty business, all can still have the same weaknesses, successful or not. I’ve had my own salon for over 20 years and I still make mistakes, none of us are perfect and if we were, we’d all be billionaires!
I’ve learnt that a number of things can be addressed to ensure the factors that can be controlled are; and it all comes down to a bit of discipline. Some of these points might seem like I’m stating the obvious but sometimes we just need to remind ourselves of our priorities.
So here are my top 10 tips…
10. KEEP IN TOUCH
Seems pretty basic, but it’s a fact that many salons do little to no client follow up. Of course there’s a fine line between excellent customer service and harassing. But you know your clients best and where that line is for your business. Gather a good email database so you can keep in contact with your clients regularly. Social media is also a great tool and worth spending some time building it up. Set some goals for staff to mention things like “that great Facebook competition last month”, it’ll get the clients excited too.
9. MAKE IT MEMORABLE
It often amazes me how many therapists don’t work with anything other than talc and a citrus wax cleaner. Would you do a facial without cleansing the skin first? There are so many movements that must occur when performing other treatments but waxing seems to be lacking! Don’t waxing clients deserve to be pampered a little before and after their hairs and ripped from their body? Cleansing an area before waxing can be relaxing and using an after wax oil or lotion afterwards can be relaxing as well as soothing. Perform these treatments; it’s the little things that stick in clients minds. They expect you to wax them; they may not expect to leave feeling refreshed with a hint of mango aroma!
8. WASTE NOT
Where waxing is concerned there can be a lot of wastage. Teach your staff how to save money through correct waxing techniques and to reduce the over use of utensils like strips and hard wax. These by far are the biggest two wasted items I see. Hard wax applied far too thick and strips used once and thrown away is money in the bin!
7. EXPRESS YOURSELF
By being ‘quick’ I don’t mean speed waxing. Speed waxing is a fad service and if done incorrectly can cause more harm than good! Express waxing using my “buddy system” means working smarter not harder without sacrificing results. This is great for busy seasons like Christmas and Easter.
Where possible, if two therapists can work on the one client at the same time this will mean more clients through the door. Also, it has been seen, that when therapists work together they become motivated and more team focused. It’s ideal to pair up a less experienced staff member with someone who has been around longer so they can share ideas and techniques at the same time. In addition to the above, the client can often feel quite special as they are given the royal treatment for the same price!
6. OPEN YOUR EARS
In this industry you have to be a master chameleon, forever changing your colours to suit the client. By doing so, you may hear little nuggets of information about your business and its perception from the outside world, a view to which you cannot see without their help. Picking up on these hints (or sometimes delivered more direct), compliments and/or criticisms will help you improve and grow. This also comes into play when in a treatment, never let a client leave unhappy. Actually check with them before your finish, you may not have done something they really wanted! Ensure all of their needs have been met to the best of your ability.
5. WOULD YOU LIKE FRIES WITH THAT?
Retail sales can come from waxing services, not just facial or spa treatments. The most common ailment with waxing clientele is ingrown hairs. Ensure your staff has an appropriate range to refer the client to. If you’re nervous about retailing just try one product to begin with, this could be an ingrown hair treatment, an exfoliating mitt or even a pair of tweezers. Funnily enough, it’s a lot easier to sell a $20 ingrown hair treatment to six clients in a day than a $120 product to one client after a facial!
4. WAX WITH THE BEST
I can’t stress this point enough – I use the home brand kitchen paper towel as an example. If you buy the cheaper version and you have to use more of it compared to the more expensive one, have you really saved anything? Then only to have your staff waste it as well because they don’t care as it’s “just the cheap stuff” (refer to point 8)! Quality products made from quality ingredients will also result in better outcomes for your clients, especially with reduced irritations, redness and ingrown hairs. Your supplies should be the least of your worries. With all the other stresses of a business; you really don’t have time for your wax to be going brittle or your wooden spatulas to be splitting. Quite simple really.
3. BE CLEAN TO KEEP THEM KEEN
Beauty therapy is not pretty. The washing of towels, scrubbing of floors and general cleaning is certainly not something they mention enough in beauty school. I’ve always ensured my waxing rooms look magnificent and hygienic. A wax pot is always to be shining and clean after each client, before the next one arrives. Ensure no wax residue remains anywhere but the wax pot, and the bin is to be out of client sight. I’ve seen salons with strings of strip wax all over pots, trolleys and floors. There’s nothing worse than a client getting home from a treatment with wax stuck to the bottom of their feet or shoes. Yes all very basic, but all too often forgotten!
2. NEVER STOP LEARNING
Never think you or your staff know it all, especially with waxing! There are so many wonderful techniques, hints and tips you can gain from each other in a salon. Something that may seem so simple to one has never occurred to someone else. Spend time once a month with all your staff performing a treatment and see just what you can learn from each other. Look into specialized training in certain techniques such as Brazilian waxing. It can often take more formal classes for therapists to become comfortable in performing treatments like this. Investing in your staff is certainly worth every penny!
1. KEEP FOCUSED
Never lose your focus and always be shifting your goals. You and your business need to evolve but don’t forget to involve your staff in this process. They need goals too, set them and watch them be achieved. Share the good times and the bad with your staff; this will make them want to work with you not just for you. All previous points to this one do in fact relate! If cleanliness is something you want to improve, make it so. This is your business so set clear achievable goals and be empowered!
Lilliane Caron is Owner & Director of Caronlab Australia and Waxxxpress.
If you’d like to ask Lilliane for some advice on your own salon, email info@caronlab.com.au
Phone: 1800 245 412
Email: training@caronlab.com.au
