expert panel
“howcan I kick start my business for 2014?”
Noella Gabriel Director of Product and Treatment Development at Elemis
Sharon Hilditch,MBE Managing Director of Crystal Clear Skincare
“January is an important time to work your clients.”
“January is a good time to use your database to tease the clients to come back in. So do offer value in your January sales. Offer savings on 30 minute treatments and it’ll be up to your therapist to book them in for a course of treatments and then up-sale to retail.
“This is about connecting with the clients and building that relationship to ensure they come back and spend with you. During the January sales month, clients will be going through sales and bargain hunting, so work with the product house / company and get the marketing collateral you need to drive the clients back. Find out more details about the promotional calendar for the next year so you are prepared.”
“Remember failure to plan is planning to fail.”
“A NewYear is a great time to really take a hard look at what you do and how you do it. I tend to write up a strategy plan that walks me through each department in my business so I can recall what we should be doing and more importantly what we could be doing more of. More often than not, it is more sales.
“What are your revenue objectives by each quarter for 2014 and what have you planned to help you get there? Have you planned your promotions throughout the coming year? Mother’s Day, Valentine’s Day, Easter, Summer holiday package, Father’s Day, BecauseYou’re Special Day? Remember failure to plan is planning to fail. Better still, you can take advantage of free advertising if you use Facebook and Twitter as it’s never been so easy to get your offer out there.
Katy Jobbins Author, Founder and Head Trainer of The PermanentMakeup Training Academy
“What services are you offering and are you staying innovative? Are you offering your clients services that they actually want?You don’t have to spend fortunes on new treatments as quite often you can dress up the same services but with a different spin on them. Additionally review your marketing / sales operational activity. Does your team really understand your market and your customers?What do you need to do to improve their business knowledge?
“Start the year with a specific set of goals and commit to doing everything you can to achieve them.”
“Whether or not you are starting a new business or want to improve and expand an existing one, the most important thing is to start the year with a specific set of goals and commit to doing everything you can to achieve them. By setting out both your business and personal goals, you will have something to work towards.
“Setting goals gives you long-term vision as well as short-term motivation. So whether you are a beauty therapist or salon owner, be clear about what you want to do and set yourself a time frame in which you want these achievements to be completed. Remember a goal is a dream with a deadline and if you aim for nothing you will hit it with surprising accuracy every time.”
“Are you maximising your database? As this should be making you lots of sales if you are using it correctly. Have you planned your e- shot campaign and what you are offering? Could you be selling more retail by offering special promotions on products and direct emailing clients?
“Are you retaining clients? It’s an interesting phenomenon that wooing clients is similar to wooing a partner.You do your hair, you flirt a little (or a lot) and you ask them about themselves. But what happens once you have snared your partner? How long does it take before you stop worrying that you may not always look your best or that the sexy PJs have gone out the window and the pink ones with teddy bears have made an appearance as they are more comfortable.
“Well here’s a fact – the same happens with a client, as once we have closed the sales we often forget to continue to flirt with our clients. Keep courting, as clients will stop visiting if they feel unloved. What can you offer to your existing customer base?What do they need?What you can offer them that make them feel they are loved?”
118 GUILD NEWS
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