With Our Compliments
Clients make a choice every time they open their wallets and spend their hard-earned money in your salon. Make that choice easier with value-added services that cost you little or nothing for the client to enjoy.
by Erin Snyder Dixon
At a time when clients are tightening up on their spending and watching expenses more closely, competition for their business has become more intense. It’s not that we are competing with other salons as much as we are competing for a place in their budget, period. People are looking for ways to cut spending. They have cut back on fancy coffee drinks, are eating out less, are driving fewer miles, and are consuming less in general.
This trend offers salons a unique opportunity. You can make it possible for clients to have their cake and eat it too!
1. No time for lunch? Clients don’t need to choose between lunch and a manicure. At the Body Shoppe Spa, in Yorktown, Va., there is a complete café right in the salon. Clients can save time and gas by combining a healthy lunch (for a reasonable fee) and nail treatments. The salon will even reserve the café area for groups.
2. Time-challenged moms trying to find a few minutes to themselves to catch up on personal e-mail can use free WiFi service to surf the Internet on their laptops while waiting or enjoying a pedicure. Andrea VandeBerg, assistant manager of Rejuvenation Spa, in Madison, Wis., points out that “adding WiFi doesn’t have to cost the salon a lot of money. For a small fee a computer tech can configure the salon’s existing wireless Internet to be used by clients with a password. Clients love that they can bring in their laptops and get some work done while their hands are unoccupied.”
3. Sandy Cocke, co-owner of Spa Aria, located in the Hotel Monteleone in the French Quarter of New Orleans, “is always looking for new ways to add value to a visit to the spa.” Clients can save $8-$15 by having their parking ticket validated. The salon offers complimentary champagne with bridal events and provides samples of products used during certain services, but heralds its success to a “consistent effort to give 110% during services.”
4. There’s no need to give up the treats at the coffeehouse entirely. Clients looking to fuel their coffee habit can revel in the fact that Savvy Salon and Day Spa offers complimentary coffee or mocha. Jennifer Adams, the nail department coordinator, shares that clients enjoy a wide variety of beverages and spa snacks such as nuts and granola bars. In addition to coffee, the salon offers hot tea, juice, and chocolates.
5. Daphnye Schaffer, a cosmetology instructor with Lee College in Baytown, Texas, encourages technicians looking for ways to add value to the salon experience, to offer complimentary upgrades such as free paraffin dips. “Offering a client the nail file that was used during a service is also a nice touch.” When asked about client favorites, Schaffer shares that walking a client to the car and offering seatbelt service is a winner. “Clients are safe and they don’t damage their nail enamel,” she says.
6. Stressed-out clients can relax with a warmed neck wrap at Blissful Lounge in Holly Springs, N.C. Adrienne Schodtler automatically uses them with all pedicure services but provides them for any nail service client if requested. “This is a touch that they all make comments about,” she says.
7. After skin care treatments, complimentary makeovers are the norm at M&M Nails and Wellness in Sliver Spring, Md. “We also have a hand-held neck massager,” says owner Maisie Dunbar. Stressed-out clients can indulge in the foot massager as well to help aches and pains.
8. Heather Goodwin is doing her part to promote literacy. Her salon, A Totally Unique Nail Boutique in Palm Harbor, Fla., has an informal lending library. No need to pay a fortune to read a book once. Instead, clients can peruse the titles at the salon. While you are at it, leave with sparkling jewelry. The salon offers jewelry cleaning at each nail station. Goodwin is always asking herself, “What can I do to create more value?” The result has been the marrying of service and hospitality. During one promotion, clients who enjoyed a treat from the coffee bar got to take home a mug that read, “She chose her toe polish like she chose her men…with reckless abandon.”
Whether you choose to install a water cooler or something a bit more magnificent, as long as you meet a client need, your clients will appreciate it.
Partnering With Nearby Businesses
Partnering allows businesses to tap into each other’s client base by trading services or advertising opportunities. It’s a great choice when the service requires special equipment or licensing. A salon can trade a small fee and/or client exposure for a benefit for their clients. Discuss new services or partnering arrangements with your insurance agent to ensure that your coverage is appropriate and adequate.
> Shoe repair shop. Offer to have a client’s shoes shined while she gets a pedicure.
> Gym. Have someone come in and offer body fat analysis or other consultations.
> Fashion boutique. Hold style consultations, wardrobe analysis, fashion shows, or trend events showcasing current styles.
> Sandwich shop/deli. Offer to order out for clients who will be in the salon for several hours. > Auto detailer. Mobile auto detailers save time and gas when they can service more than one client in a single location. Work out a deal where they will leave discount certificates to your salon in cleaned cars or attached to the receipt. In exchange you can return the favor. Showcase their services on a busy Saturday.
Partnering With Nearby Businesses
Partnering allows businesses to tap into each other’s client base by trading services or advertising opportunities. It’s a great choice when the service requires special equipment or licensing. A salon can trade a small fee and/or client exposure for a benefit for their clients. Discuss new services or partnering arrangements with your insurance agent to ensure that your coverage is appropriate and adequate.
> Shoe repair shop. Offer to have a client’s shoes shined while she gets a pedicure.
> Gym. Have someone come in and offer body fat analysis or other consultations.
> Fashion boutique. Hold style consultations, wardrobe analysis, fashion shows, or trend events showcasing current styles.
> Sandwich shop/deli. Offer to order out for clients who will be in the salon for several hours.
> Auto detailer. Mobile auto detailers save time and gas when they can service more than one client in a single location. Work out a deal where they will leave discount certificates to your salon in cleaned cars or attached to the receipt. In exchange you can return the favor. Showcase their services on a busy Saturday.
Credit is From Nails magazine http://www.nailsmag.com/feature.aspx?fid=631&ft=1
