As a beauty professional, you have the skills that everyone loves. From those who want to be pampered every now and again to the extra clients who need services weekly, your job security is the desire for men and women to look and feel their best. You have a magical gift to offer your clients when they can come into your salon feeling drab and last season and walk out feeling confident, beautiful, and ready to take on the world. In today’s blog, we are going to take some time to offer some practical tips to help you build your business, whether you own your own salon or you are simply trying to build your client book as an independent beauty professional.
At My Absolute Beauty, we are the United States’ only authorized wholesale distributor and executive trainer of Elleebana products and training. Our beauty experts are industry leaders and know what it takes to succeed in the beauty business. Whether you are looking to grow as an individual or a professional, we are your source for all things beauty business. Visit us online or on social media, register for one of our trainings, or contact us for more information. We would love to be your partner in growing your beauty business.
1. Focus on Customer Service
What gets your clients is what keeps your clients and gets them to bring their friends! People do not walk away from products and services, they walk away from poor customer service. To you, the beauty business is your every day and it is completely understandable to have a bad day, get worn out, or just have a day when you are not on it. However, to every client that walks through your salon door, it is the first encounter that determines the future with you. It doesn’t take a lot of energy to be pleasant and no one says you have to kiss their rear. We are, however, saying that customer service goes a very long way in building your client book and business and every single encounter is an interview. Make it count!
2. Build Rapport and Word of Mouth
The easiest and most cost-efficient way to build your business is simply by keeping the clients you have and have them making referrals. Along the same vein as our first tip, focus on customer service to build trust and rapport with your clients. When people feel at ease, they will keep coming back — everybody wants to go where somebody knows their name. Take an active interest in your clients, get to know who they are and what they like. When you have established rapport, you can make mistakes and be forgiven, your prices can increase and your loyal customers will understand and gladly pay more. However, those who simply know that your skills are great are a lot less tolerant and will likely not pass along your name via word of mouth. Invite your clients to pass your name on via word of mouth to their friends and family when they notice their new look, tag you on social media posts, and give them your business card to pass along.
3. Engage on Social Media
If you are thinking that most of our tips focus on networking and talking to people, you are right! You are in the people business, and network you must! Be active on social media, post, like, share, and comment. Attempt to reply to people who comment or message you and follow people back. People get excited when they are noticed and are more likely to call you for their next service when they think you’ve noticed them. And, the best part is, a “like” takes a tap and doesn’t cost a thing! You can even engage clients in thread dialogue to get them engaging with each other and chatting on your social media. Share discounts and special promotions, share new products and services. The more you engage, the more you will see people respond and your calendar fill up.
4. Expand Marketing Efforts
Let’s get something clear for everyone who is new to marketing or business, marketing is not a single ad or poster. Effective marketing is an active, moving target. Marketing requires a multi-angle approach and requires follow-up and follow-through. Sure, a poster in your salon window is great, but it will not sell your services any more than a jar of peanut butter on the grocery store shelf sells itself. Digital marketing efforts reach the most people quickly and allow you to target a specific demographic. At My Absolute Beauty, we offer plenty of print marketing products for products and services you offer at an affordable marketing rate. Visit us online to learn more.
5. Cut Costs While Providing Extras
The old adage goes “you’ve got to spend money to make money.” Part of that statement is true in regards to making your salon a comfortable place and investing in quality products and equipment to provide your services with. However, some places tend to go over the top to provide a luxury feel that really just sinks them. You can cut costs by buying products wholesale and putting them in smaller containers or offering fruit infused water in a container rather than individual bottled water. On the other hand, though, you never want to come across as cheap or as though you are struggling. Offer extras that make sense and provide a benefit to both you and your client without being frivolous. For instance, we suggest skipping the free water altogether and offering something like a collagen face mask during a lash lift. The face masks are relaxing and nourishing and help provide brightness to the face that will enhance the lash lift (and your before/after pics), all at a minimal cost.
6. Package Services
Sure, you can think of this tip as the fast-food tip, but they are on to something. You can offer a la carte services that allow clients to pick and choose what they want, but listing your services as a packaged bundle benefits both you and your client. For your client, they get more services in not much additional time. For you, you can make more money in the same session and encourage clients to purchase more services without coming off as pushy or requiring you to attempt to upsell each client. We suggest bundling lash lift and lash and brow tints or eyebrow microblading with a lash and brow tint.
7. Keep Growing
One of the best ways to build and grow your business is by being an expert. To be an expert, you have to keep up with the latest products, techniques, and trends. Complacency is a surefire way to lose clients over time. At My Absolute Beauty, we offer training and conferences on the latest products and beauty techniques to keep our beauty professionals on the cutting edge of the future of the beauty industry. Never stop improving your craft and never get stuck in the mentality that you are the expert — there is always something to learn.
8. Analyze the Competition
It is not a good idea to compare yourself to anyone, positive or negative. It is a good idea, however, to size up the competition. Analyze the competition to see how they are doing things. Are they marketing? What are they offering? How are the environment and the clients’ attitudes toward the salon? You don’t need to do what they are doing, but checking out the competition will let you know what you are doing right and inspire you.
9. Make Yourself Available But Wanted
The last thing a client wants to hear is that you don’t have an appointment time that fits their schedule. However, another thing that is off-putting is when you have complete availability. This shows that perhaps you aren’t very good and your calendar isn’t worthy of being filled. If you have an opening quickly, tell the client that another client canceled that morning. Always ask the client what works best for them and then see what you can do to fit that into your schedule. As a beauty professional who can set your own hours, it is easy to only want to work as your pocketbook demands, but clients want reliable, consistent schedules. Don’t’ be afraid to put in the hours, but be wary of how available you make yourself. Find a middle ground that works for you and your clients.
10. Practice Self Care
One of the most important tips we can offer you to grow your client folder and beauty business is to practice self-care. There is no business if you cannot run it. Managing your own beauty business is stressful and time-consuming, especially if you heed all of our tips here. However, you’ve got to avoid burnout and fatigue that affects your performance. It is also important to maintain self-care because your clients are looking at your beauty routine to judge whether they can trust you with theirs. Take care of yourself so that you can take care of the needs of others.
Whether you have been in the industry for decades or you are new to the beauty industry, My Absolute Beauty is here to help you establish yourself as a beauty professional. Visit our online beauty supply shop to purchase beauty supplies from Elleebana, Belmacil, Everlasting Brow, and more. Find a training near you, or contact us for all the support you need.