Marketing - you’re well aware of its importance, but let’s be honest, it probably isn’t what influenced you to open your own nail business in the first place. It’s more than likely that you’ve got a knack for doing nails rather than coming up with complex business strategies to improve sales and better reach your target audience. However, even if you’re no marketing guru, there are a number of business strategies that require minimal entrepreneurial finesse but can really revamp sales, attract clients and help your salon flourish! Here’s your nail business starter kit!
This probably doesn’t need to be on this list, however, there are a few instances in your day-to-day that may require an extra sprinkle of professionalism. From working with staff to providing top-quality services and managing your business altogether - everything needs to run like clockwork. By maintaining a high level of professionalism, you’re likely to gain more devout clients, an increase in bookings and an improved reputation. In order to reap all of the benefits of being super professional in your nail salon, remember to:
Most salon owners tend to have a common knee-jerk reaction to slow seasons and empty slots in their appointment books - they slap a good ol’ fashioned discount onto their treatments and products. Let’s get things straightened out - a discount isn’t something bad if used correctly. That being said, overly discounting can turn your salon into the equivalent of a pound shop, which no salon owner wants. A discount should be provided only when a client does something extra (invites friends and family to your salon, promotes your business on social media, purchases a product that you have listed as “soon to expire”), and not simply because they book with you.
Additionally, what’s included in your offer can say a lot about your business. A buy-one-get-3-free offer or a 50% off on all treatments can make you look desperate, and will most likely attract discount-driven customers who will come in only for a steal. When discounting, sometimes less is more. Instead of promoting a product or service with a gargantuan -50% discount, go with -10% or -15%. Clients will be happy to take advantage of this and the value of your products and treatments won’t be mitigated in their eyes.
Tip: when you’re looking to clear your shelves of products that are soon to expire, discount them or give them to clients that booked a treatment that would compliment it.
One of the most vital nail salon tips every owner should be following is working with regular customers. There’s a common misconception in the beauty industry that the more clients you have, the more successful your business is. Although this is true to some degree, a nail salon that only has one-time customers won’t be able to thrive - especially during slow periods.
In order to win clients over, you need to give them something extra (please don’t resort to discounting). Make sure you’re spending time getting to know them, asking if they’d like anything to drink or sharing your suggestions pertaining to their desired treatments. Clients are more likely to return to a business if they’re feeling pampered and are treated like an individual and not just another customer. By following these nail salon tips, you can expect to see more loyal customers who love visiting your business!
One of the most important nail business tips is being social media savvy - at least to some extent. You probably spend time on numerous social media networks after work, so it’s only natural that you spend time on them in the name of your business as well. Posting pictures of your work on Instagram and Facebook is fun and all, but exactly how beneficial is this for your business? You might get a few likes and a comment, but are your posts really attracting clients, improving sales and growing your business? When it comes to being social media savvy, you’ve got to revamp your activities in order to truly grow. Consider creating a promoted post or ad for a new treatment or one explaining the benefits of joining your loyalty program - and let’s not forget about any upcoming events in your salon or contests you might be having. Additionally, if you need models for a new treatment, get the word out as well! The trick is to show potential clients that you actively work with your customers and that they can get a number of great benefits from visiting your salon - of course aside from getting their nails done.
You’ve just finished providing a luxury stiletto manicure, pedicure and a complimentary hand massage - you’re worn out, but your customer is thrilled with the work. They then pay and go about their day. Now stop right there. The client loves their nails - isn’t there something you can do with this information?
Booksy sends a review request automatically to customers who have completed their visit. Those who leave positive reviews help to improve your reputation and attract new clients! Besides sending a review request, you should also regularly notify clients of any offers or treatments complementary to what they’ve previously had. If a customer had a shellac manicure done in your salon, then inform them of your other long-lasting nail treatments, such as your gel manicure, or send them a text informing them of your latest offer on acrylic extensions. Regularly staying in touch with clients ensures that they don’t forget about your business and enticing them with great offers will keep them coming back to your salon.
One of the most important nail salon tips every salon owner should be following is to be yourself! You might have a watchful eye on the competition from across the street, but remember, walking in their footsteps means you’re not making your own. Focus on your business, treatments and numbers. And if you get difficult clients who complain about your prices, don’t worry - you won’t be able to please everyone. Count your success by the number of loyal clients and your revenue - all of which can be done with the help of a reliable tool like Booksy. Sign up today and run your nail salon like never before!
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