. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel
treatment will attract new clients? “
Howcan I find out if a new ” Liz McKeon
Beauty business expert
Angela Joseph
Sales Training Manager for Dermalogica
“The beauty industry changes and develops at a great rate and it is our job to keep upwith trends ifwe are focused onmeeting our clients’ needs.”
“Working out what your clients want before they know they want it is the best way of growing and strengthening your salon. If you can identify trends in the industry and the products that are getting attention then it will be obvious to you what to invest in next. Ask yourself ‘what else’ will help you to stay one step ahead of your clients and your competition!
“There will always be trends that will have an influence over the future of your business - strive to keep on top of industry news by making time for activities like reading trade magazines, attending trade fairs etc. Also, analyse trends; it isn’t automatically the case that you will make more money if you follow them, sometimes you will make more progress by sticking to what you are currently offering.
“If your business ismaking a nice profit and doing well, it’s very easy to carry on as you are. However, as soon as you think you’ve got enough, you become lazy and lose ground to your competition. Keep asking yourself what else you should be offering clients, stay alert to opportunities, keep yourself motivated and your business on its toes.”
If you have any questions you would
like to put to our panel, email us at
melissa@aitireland.com
“Try doing a trial period before making a treatment permanent.”
“Proof is in the pudding as they
say.Make the treatment relevant but alsomake sure it’s not a
one-minutewonder.Do your homework: where else is this treatment being performed, what are the costings of performing the treatment andwhat is yourmark up?
“I always think skin centres and salons should ensure treatments are results- oriented and not purely ‘feel good’. People will pay and return for regular treatments when they see real results. In this climate people want tangible value adding treatments that are going to change and improve their skin.
“Introduce your treatment and calculate return-bookings over a four-month period. How many clients from month one rebooked in months two, three and four? Use feedback forms and offer an introductory price to encourage existing clients to try the new treatment.
“Print an insert for your treatmentmenu initially in case it doesn’t prove popular. Also try offering half price treatments to launch, and use feedback forms tomonitor popularity.”
Sarah Beirne
Sales & Marketing Manager at French Cosmetics
“Identify the need for a new treatment and check whether it complements the other treatments you offer.”
“You need to identify a need for the new treatment and check whether it complements the other treatments you offer. For example, if it is a brow product, are you currently offering a lash product which complements it and would work in good synergy together?
“A good idea is to test the new treatment yourself, trying it yourself will show you first hand the results.
“Talk to some of your regular clients and test the idea. Is there a need for the treatment in your locality? Does this new treatment match your clients’ needs. Are they excited by the concept of you taking on this new treatment?
“Consider what are the financial implications of investing in this treatment such as upfront costs, minimum order costs, training costs, up-skilling staff and what is your return value? How quickly can you realise your investment into real profit, and is there a retail option with this treatment?”
“It is very important to keep in touch with both your core clients’ needs while keeping a sharp eye on industry trends to attract new clients.”
“To determine whether or not a new treatment will help grow or expand your business, you first need to be in touch with what the demographics in your area are, who yourmarket is and also who your competition is.
Lydia Sarfati
Founder & CEO of Repêchage
“Understanding your current clientele’s needs will help you in deciding whether or not a new treatment will be successful with them, but if you are looking to expand your salon or Spa business, you will need to look beyond that.
“Examine your Spamenu and determine where you are lacking. Is your Spamenu current with the latest skin care innovations and treatments?
“By carefully treating your current clients and by keeping yourself educated, you will be able to determine which new Spa services are right for your business.”
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