...in with the new “I
t’s a new year, and make or break time for salons. You have a chance now to get your business not just
surviving, but growing,” says Phorest’s Ronan Perceval.
Anita Murray of CACI International, agrees: “New Year is a great time to purchase new salon equipment because traditionally it is a time when clients seek to bring about change in their life.
“The break over the Christmas period gives us all an opportunity to take stock, regain focus and take a long hard look in the mirror.”
January sales
January can often be a sluggish month for business, with people strapped for cash after the Christmas and New Year celebrations. What better way to attract clients than to offer a new treatment option, something to help them dust off the cobwebs and get them feeling healthy and happy again.
“As well as attracting new clients to the salon or Spa, new machines may also encourage existing clients to try something different, bringing in repeat business and thereby boosting the salon’s business on this existing revenue stream,” says Angela Barbagelata-Fabes, Chairman of The Carlton Group.
And with the salon being quieter after the Christmas rush, January enables you to maximise your extra time by researching what’s new to the market and up and coming trends. Keeping one step ahead of the game is important all year round, but more so around these dips in business, where every advantage you can take is imperative.
“Using cutting edge and innovative new machines offers salons and Spas a USP (unique selling point) that allows them to differentiate themselves from their competition,” advises Angela.
“This not only offers the salon ‘kerb appeal’ to potential customers passing by the salon but may also be used as a viable marketing tool for e-blasts, direct mail and advertising. With the advent of social networking sites on the Internet, new machines and treatments may also provide a talking point for existing customers and their ‘circle of contacts’ to share information.”
Also, it may be better to replace old equipment now rather than later when it has totally reached its sell by date. By taking advantage of the special offers at this time of year you could be saving money on a system that you would have had to buy at full price a few months down the line.
Good advice
Before you decide which system or model you are going to purchase it is advisable to get some good advice from people in the know. Get as much information as possible so you can make an informed decision - look on company websites for technical specifications and downloadable brochures, and always compare like-for- like.
And always speak in-length to the company’s representatives about long- term support such as product warranties and marketing guidance. A reputable company would also be happy to supply details of existing clients who can offer useful feedback on their experiences.
What to consider...
“It is vital when purchasing equipment to make sure you consider who your target audience is,” says Angela.
“Salons should consider what equipment is going to deliver the highest return on their investment,” adds Anita.
“There is no point introducing a treatment system if it is not going to make money for the salon, so it is important to consider how well known is the equipment brand, how popular it is as a treatment and how well publicised is the system.”
So do your research first; carry out a questionnaire amongst your existing clients to see what treatments they would like to see on your treatment list. Ask if this new service would be something they would be interested in. Not only does this help you to judge how popular the treatment might be but also encourages viral marketing - meaning you and your clients can create a buzz using only word-of-mouth.
Plus, don’t forget to try the treatment yourself; otherwise it would be difficult to make an informed decision between two or three different systems claiming to offer comparative results. Putting yourself in the place of your clients is an ideal way to decide whether the treatment is something that would appeal to them, and whether it fits in with the ethos of your beauty business. A good supplier will be more than happy to offer you a demonstration; afterall they want you to feel comfortable with your investment.
Take a look at our round-up of some of the latest treatment systems to hit the Irish market, to take you out of the old and into the new...
“Using cutting edge and innovative new machines offers salons and Spas a USP that allows them to differentiate themselves from their competition,” advises Angela Barbagelata-Fabes, Chairman of The Carlton Group.
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