Success Strategies for a Nail Salon

At the close of 2008, we polled nail technicians from across the world and asked them what their clients' biggest complaints were. Over 350 people responded to our survey and odor in the nail salon was mentioned pretty much across the board. This told us that controlling the odor in the salon should be a priority for any nail technician.

Odors are caused by vapors in the air. Rapidly evaporating liquids give off large amounts of vapor. The amount of odor is directly related to how quickly a liquid evaporates. That being said, preventing the rapid evaporation of liquids can lower the odor in the environment. How is this done?

First and foremost, an extraction ventilation system is truly the best because it will extract dust, vapors and other tiny particles and drive them outside where they can dissipate into the air. Not only will this improve the presence of odors, but it will keep you from inhaling dust, vapors, etc. For more details on proper ventilation, consult the Nail Manufacturer's Council: http://www.probeauty.org/about/committees/nmc/docs/Inhalation.pdf

Use fresh monomer for approximately every other client or every client. Place it in a dappen dish with a lid, to keep evaporation to a minimum. Large pump dispensers are not recommended since their flap lid will allow vapors/odors to escape. A monomer can lose effectiveness when chemical properties are allowed to escape and evaporate. Keep all products properly sealed and capped in their original containers or an airtight container.

Properly dispose of unused monomer. Place all soiled paper towels, client towels and nail wipes used to clean your brush in a plastic bag placed in a trash receptacle. Keep a lid on all trash receptacles and take out the trash every evening.

Choose your nail liquids wisely. Attraction Nail Liquid was formulated to evaporate slower, therefore expelling lower odor. There are also aroma-free monomers, such as Spa Nail Liquid. UV gels are also aroma-free.

In a nut shell, work in a well ventilated area and practice good "salon housekeeping".

Discount Promotions

Slashing prices may get you more business (emphasis on "may"), but you'll just be working more for potentially the same amount of money. How about just offering a discounted price for first time customers? Make it a deal too good to pass up and provide the best service possible. It's a sure way to get some repeat customers who are willing to pay full price for your magnificent work.

Try "Buy one manicure, pedicure, etc. and get one free for a friend." This is a great way to get new clients from existing ones.

Selling services in bundles can be a great way to change a one-time visitor to a regular client. Rather than selling one basic manicure, offer "Buy three manicures up front, get one free." Tanning salons have used this type of promotion with great success for years.

Combo deals are a great way to add services onto your ticket. For example, say you charge $40.00 for a gel overlay. You could offer a gel overlay on fingers and toes for $60. Other combos could include discounts for spa manicures & pedicures booked at once, or adding other things to a nail service that you are trained to perform (waxing, massage, eye lash extension, etc.)

Differentiation

Acrylic, gel, pink and white, blah, blah, blah. All your competitors do them. Why not offer services with a theme? You can base the theme on the season you are in, local events, sports, holidays, etc. Create a little buzz and excitement for your nail salon.

Add inexpensive perks to the salon experience; hand massages, hot towels, aromatherapy, essential oils, etc. A little bit of effort can go a long way.

Be the trendiest salon in your area. Have techs and employees wear the newest colors and styles. More than likely, customers will ask about the products used and that opens up a dialogue to discuss new services. Techs often don't take care of their own nails, thinking that doesn't matter to the client. Would you sign up for a personal training session with someone who looked like a couch potato? You get the idea.

Make it a point to educate your clients every step of the way, from the sanitization of your implements, to the finishing of the enhancement. You'll impress your client with your knowledge and earn creditability.

Customer Contact

Keep a customer database and be sure to include E-MAIL. Everybody uses it now and it is the cheapest way to market to your customers. Start a monthly e-mail campaign promoting new services, discount promotions, etc. using an inexpensive and user-friendly service like Constant Contact (only $15-30 month).

Direct mail is expensive, so why not use another delivery service; your customers! Print attractive service flyers, business cards or promotional pieces and hand a few over to your loyal clients with their receipts at the end of the service. They'll be happy to pass them on to family members, co-workers and friends.

Use your salon space to tastefully advertise your services. Post service brochures and promotional pieces so that guests can read them while they wait. You should also use your phone's "on hold" message to explain services, promote special deals, etc.

One of your best resources for learning what works and what doesn't work in marketing salon services are your colleagues. Visit networking sites like BeautyTech.com and Salon Geek to start a conversation on how people are increasing their foot traffic and salon ticket prices.