jacquie slater writes
the final push
Smart business practice should be for life... not just for Christmas! says Jacquie Slater
I hope if you are reading this it’s when you're in bed or while having a quick coffee between clients. It’s December, notoriously one of the busiest months of the year, and a time when our footfall dramatically increases.
Problem is, once we get on that hamster wheel, focus shifts to how quickly we can get through each treatment, keep our shelves stocked and also find time to eat the endless mince pies and chocolates that our clients kindly donate.
With the huge surge of business that we have come to expect in December, planning well in advance is essential to capitalise not only on retail sales and the up-selling of treatments, but to ensure you get all of the new customers that have popped in for their yearly manicure and party prep to return more regularly in the New Year. You might be thinking “it’s too late to come up with strategies” but there are lots of things that can be quickly implemented if you haven’t already, to ensure future bookings and increase your client base.
attracting & keeping new clients
New clients are easy to come by, especially at this time of year, keeping them is a different story. Working back to back it’s quite possible to forget the most basic of protocols. Consultations tend to be quicker and it’s easy to miss out on data capture; email addresses are now the most vital
and valuable pieces of information we collect. Checking you have all client details on the day allows a broader reach when it comes to running future promotions or trying to boost your trade in the cold and quiet months ahead.
Encourage clients to arrive 5-10 minutes earlier to review or fill in their consultation cards (a small sherry, mulled wine or glass of Prosecco helps); that way they do not feel rushed – and the information is likely to be correct. During this busy time get help from reception or part-time staff if possible.
Raffles are a good short cut to collecting names, mobile numbers and emails. A well made-up hamper of products or a treatment package as a prize will get even those clients that have come in to browse interested.
allow time for retailing
Extra time booked out for each client might seem a crazy concept when you are struggling to fit everyone in but if you are a business that retails, this time is essential. In just a few minutes you could literally double or treble the amount you take for a treatment in product sales. Remember, from a client perspective, Christmas time is about treating oneself as well as others. Make sure your stock is well merchandised, with the most popular of products standing out, gift items showcased in every nook and cranny and a free wrapping service provided. Everyone loves a box, bag or ribbon!
Create a retail theatre and show off the latest product, set up a skin bar where products can be played with – with or without you. Using tablets or screens that show live demonstrations is a great way to engage.
Gift vouchers should also be promoted in every conversation with every person that walks through your door. There will always be someone that needs a present or gift idea.
make every minute count
Appointment gaps of 10 or 15 minute can be filled. Those clients that you would ordinarily turn away because you only have small time slots can be treated. Something is better than nothing. Skin solving targeted treatments can be given in a reception area or at a hair basin. Use these gaps to get your hands on a potential client of the future. Showcase your expertise and knowledge to inspire them to return.
the season of giving
‘Free’ grabs our attention, we love that word! During December give something away, build your loyalty with existing clients or wow the new. It can be as simple as a few beautifully packaged samples, free wrapping service, an extra 10-minute massage or a complimentary eyebrow shape.
Be specific, you want to fill your book in January and February so anything you give as an incentive needs a use-by date. It could be a 15 or 20-minute service that costs
56 GUILD NEWS
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