. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Beauty - Expert Panel
‘Spring Clean’my business? “
What can I doto
Lydia Sarfati Repêchage CEO and Founder
Liz McKeon
Business Coach and Trainer, specialising in the beauty industry
“Giving your Spa a little Spring pick-me-up can help boost a sluggish business andmotivate your staff just in time for the new season”
“Spring is a great time to shake things up in your salon, to keep the buzz in your business humming and keep your clients fromgetting bored. Renovating and redecorating is one way to go, but in this economic climate that can be financially unfeasible. One way to reignite the spark of interest not just among your loyal clientele, but also with your staff, is to expand yourmenu.
“First, take a look at the services you currently offer on yourmenu. How can youmake thembetter? Look at ways you can incorporate little luxuries for pennies that increase the pampering aspect of your treatments. Start with yourmanicure and pedicure stations. Inmost salons and Day Spas, facials and body treatments are performed behind closed doors. However, your nail techs are performing services out in the open in full view of everyman and woman that walks in the salon. Talk about promotion!With an enhanced Spa atmosphere, you can entice every client into exploring the indulgences your Day Spa offers.
“Add fresh fruit to themix. Slices of orange, grapefruit and other fruit add a fresh aromatic twist to your pedicure bath. Not only is the tropical concoction beautiful and great smelling, you can use the enzymatic fruit tomassage dry, calloused feet. Imagine all the ways you can improve yourmanicures and pedicures with a few simple changes.
“Look for other ways you can bring your Spa services out from behind closed doors. Free skin consultations andmakeovers cost you next to nothing but canmultiply your current revenue by introducing your hair clients and walk-in traffic to the aesthetics side of your business.
“This is also a great time to add a new treatment. Your clients are reading about new trends other Spas and destination resorts are serving up.What can you offer to compete? A new treatment gets the staff excited to learn and performnew treatments and drives public relations efforts. Youmay already have amassage therapist on hand. Stone Therapy is a hot service that is not an expensive treatment to add to yourmenu. Imagine how impressed your clients will be that they do not need to leave their neighbourhood to receive 4-star services.”
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“Use Springtime to spruce up all your business strategies and your salon and get ready to capitalise on a fantastic Summer season”
“Occasionally your salon needs a good Spring clean to improve your company’s performance and service to your clients.Working on the basis that ‘cash is king’, the first place to tidy up a business is to get all your finances is order,making sure that you are managing your cash flow on a daily and weekly basis.
“Next, go online and objectively assess how fresh your salon’s website is. It doesn’t have to be an extrememakeover, but get rid of stalematerial. Determine the key goals for the site – is it to direct sales and enquiries to your salon? Gather salon news,media articles and relevant links to upload immediately, based on the new priorities for your salon, after all, your website is your salon’s internet shop window.
“Your salon database is one of your company’smost important assets. Use it to your full advantage, record every single clients’ details, keep it up to date and use it to stay in regular touch with your clients.
“Youmust keep your Tax Affairs in order. This is an unavoidable Spring-cleaning chore. Lodge paperwork on time. If the business cannotmeet its tax obligations, get in touch with Revenue quickly.
“Review your business through your clients’ eyes, prioritise issues for improvement and gain competitive advantage by giving clients what they really want. Do this by running a ‘client survey report’.
“Review your company signage, stationery, price lists, brochures, uniforms etc. Is it up to date and giving every single client the right impression – the aimis to look for the little things that willmake your salon develop the reputation as a quality service provider, with a friendly and professional attitude.
“You never get a second opportunity tomake a first impression! Take an objective look at your business: what image do you portray to both regular and potential new clients and is that image in keeping with your vision for your salon? If it is, great, and if not, then it’s time to raise the bar and improve your standards in every aspect of the business, fromthe exterior, to the look of your treatment rooms, to the image of your therapists, to the layout of your reception and to the quality of each and every service you provide.”
If you have any questions you would like to put to our panel, email us at
melissa@aitireland.com
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