Make or Break Reception Areas

The words “you never get a second chance to make a first impression” are ringing in my ears. For many professional beauty businesses the front desk reception area creates the first impression. Whether this is a client's initial visit or they have been coming to you for years, the reception area sets the stage for their experience. Front desk are the often forget hidden potential for relationship building and additional profits. Make your reception area work for you!

Professional & Friendly

Picture your client getting ready to be pampered, but they approach the front desk to check in and are greeted by a gum smacking woman, who is texting or chatting away on a personal call.  his takes away from the overall experience and could potentially drive a client to your competition. You want a professional greeter who makes eye contact, says hello, confirms who the client will be with today, and what they believe they are getting done. If there will be a wait, they offers the client a drink or magazine. Sometimes the receptionist is on a business call, they should smile and nod at the client to acknowledge they will be right with them. Once the call is complete, they apologize for the wait and welcome the client warmly. Keep the desk area clean, no cell phones, food, school work, or treatment practicing. This staff member's focus is about servicing the customer. They are your brand ambassador from the moment the client steps in your door.

Informational

Make sure your receptionist is armed with info on your menu of services and products. While waiting or checking out, may clients might want to ask a question about a new treatment or product. Answer their need right away by a fully trained receptionist. Friendly small talk about the community or the client's family helps build report. An employee with a knack for remembering faces, names, and personal info can excel.

Retail Add-onsSelling at time of check out is important to increase your average ticket. You don’t want to overcrowd your desk area but products such as gift certificates/cards, ancillary impulse buys, or group packages are ideal items to promote. Any special promotion or event can have tasteful signage as a possible conversation starter. Your receptionist can soft sell by bringing them up in conversation to drive awareness and increase sales.

Rebooking and ReferralsRebooking clients ahead of time can shorten the window between a clients next visit thereby increasing overall sales while keeping your chairs full. Your receptionist can encourage clients by saying their stylist has been booking up quickly. To be sure she gets her desire time, why now book now.  Also front desk personnel can be a resource to obtain referrals. Have clients fill out a referral card at time of check out and as a token of appreciate offer a free pack of trial samples. Clients love them and you gain a new client lead.

The HireAll this sounds great, but you need the right person to take this on. A person with custom service background is ideal. Offer competitive compensation but make them accountable. They can be bonused on a variety of performance-based stats such as number of gift card sales, number of referrals or rebookings, and overall retail sales. Your reception staff is vital to your brand and your bottom line. Let them know they are a valued professional on your team building your brand.

Have you overlooked your front desk profit center? Incorporate some of these tips and watch your bottom line grow!

Suggestive Selling Techniques

As the holiday busy season is approaching, now is the time to start creating strategies to maximize every possible moment of seasonal sales.  Suggestive selling is a merchandising technique that can increase your retail product sales - sometimes without having to say a word!

Celebrity Endorsements

Whether we agree with it or not, celebrities offer selling power.  If you have a product that endorsed by a celebrity such as an famous actress or musician, then showcase it. Maybe you have a local community figure that loves your items too. Use signage or visual aids including their picture and a quote of how the product worked for them.  Prop these aids next to your retail product display. These images and words suggest eduate that the product worked for these well-known people and they are putting their name behind it. This builds trust and credibility in the product and encourages more sales.

Write It Up

Take a tip from doctor's prescription pads and write down the products you used on your clients. This gives them a visual reminder of the products that made they look fabulous!You can show them the bottles and how to apply or recreate their look. Not only does this provide the client confidence to re-create your work, but also gets them closer and engage with the product. A slightly more hard sell approach is pre-packaging the items for them potentially offering a discount as they go towards check out.

Cross Sales and Up Sales

Stock your displays or retail product tables with related items. A cleanser and the new spot fade cream or a shampoo and deep conditioning mask. Offer a discount for the cross-sell product with the purchase of the other item. This allows clients to try products they haven't tried before but feeling their a getting a good value. You can also up-sell by offering value size, 2-for-1 deals, or half-off the second like item.  This is a more promotional selling tactic but the goal is to increase your average ticket sale plus the client might fall in love with the new product and drive a repeate purcahse.

Group It

Your clients want to know they are getting a good value. Increase the perceived value by grouping products together. Creating retail product sets of hair systems, skin care, or cosmetics makes clients feel they are getting more bang for their buck.  Package the set in a ready-to-go bag. This allows easy carrying to the check out area and again makes the customer feel they are getting more value with a potentially reuseable travel bag.

Selling retail doesn't have to be overwhelming or so stressful. Suggestive selling can take a more soft-sell approach that customers appreciate and respond to by buying! Happy Selling!

Earn top grades on your Back to School Sales!

The summer days are getting shorter. Parents are starting to shop for school supplies, new clothes, and planning those back to school hair cuts. With some preparation and a solid marketing plan you can maximize your back to school sales and increase your profits year round!

Get the Word Out

Advertise your business as the place for kids to get their "cool look" for back to school. Promote your business in back-to-school newsletter or community ads. Partner with local schools at registration by providing coupons or special offers. You can even provide a donation to the school for all students who visit. Create signage at your location promoting your back-to-school specials. Send postcards, emails, and post on your social media sites about your on trend back-to-school looks and specials. Have your staff talk up your promos and new products with your regulars. Make your biz the go-to-place that will have kids feeling and looking their best on the first day of class.

Promotions
Back to school means salon liter promotions. Offer 2-for-1 deals or special discounts tied with a cut service. Use liter carriers or rubber bands to group liter bottles to make it easy to ring up sales . The product grouping allows customers to see the value. Grow other retail sales with system sets offered at a discount when a client receives a service. Reach the tween and teens group with travel packs of skin care and make-up ideal for those gym bags.

Loyalty Programs
Keep your younger clients looking great all year with loyalty program discounts off services and products. Capture their contact info including address, email, and cell phone to market all year. Send them periodic special offers to encourage repeat visits. You can also start planting the seed about your special event services for dances, proms, offering pre-booking discounts.

This creates a year around marketing plan to for your student clients that can grow your sales for the entire school year. By doing a little homework and studying hard - you too can earn an A+ in back to school business!

5 Ways to Boost Summer Sales

The beaches, the vacations, the little league games  - all can lead to the summer slow down.  Your chairs, beds, and appointment books seem a bit empty.  Here are some quick tips to liven up your summer sales!

1.  Theme Promotions 
The summer season is ripe with a variety of holidays and events that you can use to promote your products and services.  Think "brides-dads-grads-veterans-the 4th"or get creative and come up with your own event. These are golden opportunities can be your inspirations for special offers. Utilize your marketing channels of postcards, emails, social media, and radio.

2.  Sun Care Products
There are many sun care beauty products that can fit almost any beauty business. From sunscreen skin care and cosmetics, color care shampoos and conditioners for those bath beauties, or even impulse buys such as lip balm with SPF or travel-size sunblock. Create a retail display for your sun-focused items. Talk it up with signage and have your staff promoting through services.

3.  "Hot" Deals
Create a hot deal program with services and retail products. To get more frequent, loyal guests offer a new special each week or tie the deal to certain number of visits during a defined time frame. You can offer free retail products or complimentary add on services. You could set up a special table featuring a flyer on the program and/or discounted "hot summer" deals for a variety of items.

4.  Limited Time Services
The warmer weather can create different beauty needs for your clients. If you offer body services, how about a cooling cucumber facial or body mask. This can help cool skin that has a bit too much sun exposure. As oppose to the dryer winter months, oil production can increase with the water temperatures on the skin and scalp. Blotters, primers, and dry shampoos are excellent solutions. UV protection services and products such as hair glazes or nail polish top coats are excellent additions.

5.  Event Marketing
Host summer-inspired events. If appropriate for your location, hold a sidewalk sale and bring some of your retail items outside or offer a quick hand massage with your latest lotion line. Partner with your local neighbors for a combo-specials such a lunch beauty special where the restaurants caters lunch while your client recieves a service. Participate in local summer community events such as summer reading programs at the library donating gift packages, or sign up for summer parades or charity walks. Pool your staff and VIP clients to help make shirts or even a float. Fun and great PR!

Don't let the warmer weather wilt your business. With a dose of creativity you can boost those summer sales right until the holiday season!

Service Evolution

Evolution of your businesses services is the key to survival. Diversifying your business portfolio is similar to your investment portfolio. You don't want all your eggs in one basket. Grow your offering with the addition of new services and products. Evolving your services expands your potential client base and grows your revenue per customer. Let's explore potential new service offerings for your business!

Makeup
Professional makeup application is exploding. Offering special occasion makeup such as wedding or prom which ties in nicely with up-dos or other formal hair styling services. This can also coordinate with your retail makeup or private label cosmetic line. Many hair stylists are crossed-trained in makeup application or hire your own appointment only makeup artist.

Nails
Hair and nails are becoming expected in most salons. The revolution of gel polishes and nail art are light years beyond the standard acrylics. You can tie this to a retail polish line for additional sales. Hire a nail tech or two to start and cross-sell with existing clients. An excellent way to spend coloring time by doing nails and increasing your per ticket sale.

Hair Removal
Waxing, threading, laser hair removal - all are growing. Women and men are willing to spend to be hair free especially in the dare-to-bare summer seasons.  Research the options and certifications needed for your area. This is a great add on service to existing clients or to draw in new business, including that potentially illusive male demographic.

Spray Tanning
Many love the golden glow but are worried about UV tanning. Offer professional spray or air brush tanning. Significant advances in spray tanning avoid previous concerns of looking orange, streaking or blotchy application, or color rubbing off. Spray tanning is very popular during the spring and summer months and for special occasions of prom and weddings.

Body Services
Facials, massages, and body wraps draw a higher price point clientele. You will need to hire properly certified estheticians and massage therapists and devote the proper space for treatment rooms, but the revenue per ticket can be worth it. Body lotions and skin care can be excellent retail products to compliment this offering. 

Start small with one new offering. Do your research on what potential license and certification your state requires. When you are ready to launch, create buzz with your staff talking it up, post signage around your location, send emails, and mail postcards. Offer a discount promotion to jump start participation. Evaluate your investment, time, and response rates. Not everything will be a home run out of the gate. Continue to brainstorm with team members until you get it right.

Service diversification can help guide your business evolution and make you more profitable. Please share your success stories or challenges below. Start growing today!

Bloom your Biz with Mother's Day Promotions!

Spring is here and it’s time to make your sales bloom. One of your biggest opportunities is maximizing your Mother’s Day Promotions. Here are some proven profit drivers to make the most of this precious celebration.

Gift Cards & Certificates
Provide the most popular gift - the gift of your services. Offer a wide range of gift certificates in various dollar amounts or even better create package sets for a complete day of beauty – including gratuity. This provides a gift with no worry of extra expenses. Dress up your gift with retail packaging such as pillow boxes or card holders tied with a bow. Make it an easy gift for your clients and you will be ringing up the sales.


The Extras
Increase the incentive to make your business the go-to-mom-gift by throwing in the extras (psst …department stores do this all the time). Offer a gift with purchase. With your day of beauty package include a plush robe elegantly displayed in a robe box. Or create goodie bags full of trial samples and promotional offers. An excellent added gift for mom or as a treat for the gift giver! In addition to gift cards, also offer packaged gift baskets or vinyl bag retail product sets for those read-to-go-gifts, especially for those last minute shoppers.

Celebrate All Year
Mom’s are special every day and should be a valued client all year round. Capture the Mother's contact info when a gift is purchase. You can add this new client to your customer database. This can be used to reminder her if her gift is about to expire and also to offer her special promotions, invite her to events, and make her one of your VIPs. This helps build your repeat business and increase your customer loyalty.

What is your most successful Mother’s Day promotion? Please share your comment below. Wishing everyone a Happy Mother’s Day!

Quantity vs Quality?

The old adage - "It is not how many people you know, but who you know" can ring true in these days of how many friends, followers, fans do you have?! Growing your social media connections can be an excellent goal for your business, but don't forget to develop a few close professional community relationships too. In these relationships - quality wins out over quantity.


Relationships To Build
High profile positions that touch many people in your community are ideal relationships to pursue. Real estate agents, bankers, healthcare workers, hospital administrators, community directors - basically people that work with a large portion of your neighbors who can be potential clients.

Where to Network
Chamber of Commerce groups are an excellent place to meet other business professionals looking to network. Groups such as Lions, Knights of Columbus, or community volunteer and charity groups are additional options. Join and get involved. Attend meetings and participate in sub committees and events. This will allow you to interact with other members to get to know new people and start building relationships.

Promotion Ideas
These professional relationships can help you co-market each other. When your real estate friend closes with a new buyer in your area, have her give them a goodie bag that includes a special discount offer from your business. Host a community event at your location. This allows your clients to meet and greet with your professional friends who can offer special discounts such as setting up a new banking account with your banker connection or or free hearing test with your friend that has a hearing clinic. You can also promote each other in your newsletters or email offers. Brainstorm fun promotions with your new friends that spur interest and hopefully new clients for all of you.

Quality business relationships can do wonders for your business. Challenge yourself to go out and cultivate professional friendships. As your friendships blossom so will the creative ideas to market both of your businesses!