Consumer Confidence

Who said the beauty business was recession-proof? We might have been until this recent recession and now many highly skilled, fully booked nail techs are feeling the pinch all across the country.

According to James Hobart, industry leader and author of Change-The Only Remedy in the June issue of the BIR Report, “If you keep doing what you have always done, you will keep getting what you have always gotten!”

CHANGE! We need to take a look at our business, breathe new life into it with fresh money making ideas and get our clients excited. The nail business is always changing, so ask yourself are you changing with it?

But first, we need to address how we feel internally before we can change what happens on the outside. If you feel the recession has killed your business, then it will. You need to project positive energy that will spill over to our clients and not get caught up in the negative. So here are some questions you can ask yourself to see where you are and some possible solutions.

When was the last time you learned a new technique and actually implemented in into your salon menu?
Have you attended a class, networking event or trade show in the last three months?
Do you have a collection of glitter that you use on your clients? Glitter in anything you do shows you are in tune to what is popular.
Do you offer gels in your salon? If not, you are definitely out of the loop on what is new in techniques. What about soak off gels?
Are you offering Toe Bling during pedicures?
When was the last time you raised your prices? Do you feel you will loose clients if you raise your prices? If so you need to rethink the quality of your services. A good nail tech should be higher priced so you separate yourself from other salons.
Do you feel you cannot charge higher prices because of the salon you’re in? Then move. Position yourself in a higher end salon in a higher end neighborhood. Your prices should reflect the quality of service and the environment as well.
Is your service time one hour or less for fills, one and one-half hours or less for full sets? If not, then you should take a class or work with a seasoned tech on streamlining your time.
When was the last time you redesigned your services and changed them up with new names, themed pedicures, etc? Have you introduced new salon services recently?
When was the last time you tried a new lotion, acrylic line or purchased a new product system to compare what products you are using now?
Do you earn 15% to 20% of your earnings in retail sales a week?
What marketing have you done lately to attract new clients?

Ask yourself if you are resistant to change; if you are, now is the time to take a good look at your nail business, make some changes, add some excitement to it and watch it grow. Even though we are in a recession, there are many clients who still can afford to get their nails done and are not as affected. Those are the clients you want to attract with a fresh new way that sets you apart.

All of these questions play a part in how successful your business is and how our clients perceive us. We need to earn their trust in our positive actions and if they see excitement, they will be excited as well.

Vicki Peters is a 28 year veteran master nail tech, competition champion, judge, international educator, author and manufacturer and serves on the Nail Manufacturer Council. For more information visit www.vickipeters.com or email her at Vicki@vickipeters.com.