All quotes by Hellen Ward
In today’s ever-changing economic climate, it may seem risky to invest in team education, new services or equipment. However, regularly appraising what we offer is essential for our businesses to have growth and longevity. Competition is greater than at any other time in the past, with hair and beauty salons being the 5th-largest start-up of any new business. Re-evaluation and reinvention are key to keeping your clients loyal to your brand and it can only ever be a good idea to keep the services you offer up-to-date. We need to keep things fresh and innovative within our salons and spas; remember that the more services you can offer your clients under one roof, the greater the chance of client retention. Always concentrate on your existing clients as it can cost up to five times as much trying to attract new business.
Top tips for introducing a new beauty service:
- When thinking about introducing new beauty services, always speak to or survey your existing clients. They are the best audience to let you know whether they would utilise additional services, so let them help you make an educated decision on whether it would be worth the cost of education and additional equipment.
- Cover yourself and your business by agreeing in advance with any team members who want to do additional training, that the cost of their training would have to be repaid if they leave within a certain period.
- Preferably, have at least two team members trained in any new services you are considering offering; cover yourself in case of team absence or in the event of someone leaving.
- Check with your local council to make sure your existing license covers you for any new services you wish to introduce.
- If you have more than one therapist, new services may be easier to market to your clientele if your team have their own specific areas of expertise. Concentrate on their strengths and grow them – this is a great approach for your clients and makes new services feel exclusive.
- Make sure the entire team are aware of any new services that you are introducing for clients.
- Let certain influential employees experience new services your salon or spa has to offer – this is a great and very natural way of marketing new services to your clients.
- Speculate to accumulate; think about offering new services as a one-off complimentary service for your top-spending clients. If the advice, protocol, treatment and result is on-point, clients will almost certainly re-book.
- We don’t believe in discounts as a rule of thumb, but consider offering package deals such as book a course of 5 and receive the the 6th treatment free – this encourages spend and makes the client feel that they are getting great value for their money.
- All new services should be prescriptive, results-led and delivered by a well-informed, educated professional. Clients need to know what they are experiencing and what the specific benefits are to them – team members need to act like the experts they are.