expert panel
“what can I do to ‘Spring Clean’my business?”
Lydia Sarfati Repêchage CEO and Founder
Marie Louise Coster Salon Owner and Beauty Trainer
“Spring is a great time to shake things up in your salon.”
“Oneway to reignite the spark of interest not just among your loyal clientele, but alsowith your staff, is to expand yourmenu.
“First, take a look at the services you currently offer on yourmenu.Howcan youmake them better? Look atways you can incorporate little luxuries for pennies that increase the pampering aspect of your treatments. Startwith 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 viewof everyman andwoman thatwalks in the salon. Talk about promotion!With an enhanced Spa atmosphere, you can entice every client into exploring the indulgences yourDay Spa offers.
“Look for otherways you can bring your Spa services out frombehind closed doors. Free skin consultations andmakeovers cost you next to nothing but canmultiply your current revenue by introducing your hair clients andwalk-in traffic to the aesthetics side of your business.”
LizMcKeon Business Coach and Trainer, specialising in the beauty industry
“Keep it fresh, interesting and exciting…”
“This time of year is the perfect time to refresh the salon or business as a whole and give it a ‘Spring Clean’, and by that I don’t just mean physically cleaning the salon I also mean Spring Cleaning the business.
“Put together an action plan of what needs to be done, it may be purely cosmetic i.e. redecorate the treatment rooms, purchase new towels, change displays etc. However other things may be more business related, such as:
• Devising a new treatment menu – make it more enticing to the reader and a more catchy design.
• Developing a Facebook or Twitter account so you can interact with current clients and attract new ones. This is also a great way to get clients to leave comments and reviews on your page so as others can read it, it is also great for promoting new or less popular treatments and filling last minute gaps as it is instant and free to advertise.
“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 in order, making sure that you are managing your cash flow on a daily and weekly basis. You must keep your tax affairs in order. This is an unavoidable Spring- cleaning chore. Lodge paperwork on time. If the business cannot meet its tax obligations, get in touch with Revenue quickly. “Next, go online and objectively assess how fresh your salon’s website is. It doesn’t have to be an extreme makeover, but get rid of stale material. 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. “Review your business through your client’s eyes, prioritise issues for improvement and gain competitive advantage by giving clients what they really want. Do this by running a ‘client survey report’. “Your salon database is one of your company’s most important assets. Use it to your full
advantage, record every single client’s details, keep it up to date and use it to stay in regular touch with your clients.”
• Are you busy enough – could you be busier?As busy as any of us are we can always be busier and we always have the odd gap here and there that could be filled. Devise a plan to promote your business to a new audience and attract new clients.
• Visit Trade Shows – keep yourself up to date with changes in the industry and what is new and exciting in the industry – this is essential if you want to keep one step ahead of your competitors.
•What training do the team – or yourself – need to develop yourselves as therapists but also the business to set it that bit higher than your competitors.We can all learn new things and we can all strive to be better than we are.
• Look at what other beauty businesses are doing – what would attract you to go there, could you implement it in your business?
• Devise a promotional and marketing calendar for the year ahead or at least for the next few months.
“Don’t let the weight of the business get you down – remind yourself why you came into this industry and what it is that you love about it, you are very lucky to have a business so keep it fresh, interesting and exciting and you will maintain a healthy business for a long time to come.”
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