Article Published in Stylist Magazine, February 2012
Selecting a favorite online resource would be easy if there were one that offers everything I want and need. Because that’s not possible, I’ll take a more pragmatic approach and admit that my favorite resources belong to financial institutions (my bank, credit card companies, etc.). There’s nothing “beauty” about their websites, but they serve their purpose well. These sites provide personalized, timely and necessary information, as well as functionality like online bill payment, that I depend on as a business owner. I visit regularly, often daily, to update my finances and make decisions that affect my salon.
Speaking of my salon, it has an online presence also, and I’m not referring to a Facebook page. Many salons have websites; that’s not uncommon. However, there’s a distinction to be made between a simplistic and static site that includes little more than contact information, and a complex and dynamic one that provides visitors more relevant and unique content. Some salon owners will not, or can not, make the investment required to have a more substantial website, if any at all. What a missed opportunity! Building and maintaining a website that others consider a resource is a great way to promote your salon.
The most affordable (at only about $10 a year) and simplest step in the process is the first one, registering a domain name. Lucky for me, my salon name with a “.com” address was available back in 2000. Had it not been, I would have been very reluctant to hyphenate, misspell or otherwise vary the name. Consistency and convenience are important considerations when registering a domain; it needs to be easy to find.
To build the site, I initially considered doing it myself, but quickly determined that I had neither the time, talent nor desire to master the existing software. Assuming that a professional web designer would be too expensive, I made a critical mistake and hired an enthusiastic college student with limited experience. When the process stalled after a few months, I did my research (better late than never) and learned that the design services of a local, emerging firm were more affordable than I thought. I quickly corrected my hiring mistake, and the process restarted in earnest.
Working with a professional web designer proved a very positive experience. Our collaborative process involved many discussions about the purpose of the website: to provide a convenient way for potential clients to learn about the salon. To this end, I wrote all the content (service descriptions and pricing, salon policies, nail care advice, etc.) and the designer did his part to create an attractive and navigable website. In the years since its launch, the website has expanded with the addition of FAQs, a blog, online booking, a shopping cart and consulting information. Regular updates keep the content fresh for visitors who find us through search engines, links from other websites and email marketing.
As expected, my salon website became the most cost-effective way to reach potential clients. But even when something appears to be working, improvements can be made. At a certain point, updates and minor revisions are not enough to get the job done. For example, this time last year, my salon marketing materials (brochure, gift card, business cards, etc.) needed a complete redesign. In the past, I’d always managed without a graphic designer by working directly with a local print shop. But when my expectations outpaced my capabilities, I knew it was time to hire another professional. Together, we produced new materials with a more cohesive, vibrant and sophisticated appearance. Having done that, the website obviously needed a redesign also; it looked tired in comparison.
Thanks to the hard work of my graphic designer, the design of the website (colors, fonts, images, layout, etc.) now aligns with the new salon materials. More important, the website serves multiple purposes; it contains information tailored to potential clients and beauty professionals, separately and collectively. For clients, we simplified the services menu and reservations process, reworked the FAQs, added a complete listing of our polish selection and recommended local services, organizations and businesses.
For professionals, we created an entirely new area accessed by login. Previously, I’d shared product recommendations, service procedures and upcoming events by sending newsletters upon request. Because email marketing has its limitations (timeliness, reader/list fatigue, inbox deliverability, list churn, etc.), it seemed a far better solution to post this information directly on the website. Once registered, professionals will find: nail-related articles from the Stylist, my favorite professional products and services, a comprehensive schedule of beauty shows, networking events and classes and step-by-step instructions for my most popular services, like waterless spa manicures and pedicures. I don’t expect my salon’s website to be anyone else’s favorite. It certainly won’t please everyone or meet all their needs, but as long as it serves my purposes, it’s worthwhile. Check it out at www.precisionnails.com.
By Jaime Schrabeck, Ph.D.
Saturday, March 3, 2012
Thursday, February 2, 2012
The Value of Standing Appointments
Article Published in Stylist Magazine, January 2012
After the chaos/excitement of the holidays, every year begins with a new, orderly salon schedule. At first glance, it may not look that different from last year’s schedule. The salon hours did not change; we’re still open Monday through Saturday, 10 am to 6 pm. We didn’t gain or lose any manicurists; there are three of us and I need to hire another one (that’s a whole other topic). We didn’t add or eliminate any services, and prices have not changed since our last increase in January 2010. Even the names on the schedule are familiar; they belong to clients who’ve reserved standing appointments for the entire year. Standing appointments demonstrate how much these Preferred Clients, as we call them, value our time and services. Likewise, we value Preferred Clients, above all others, for their commitment and reliability. Simply stated, my salon would not be as successful without them.
For 2012, we have approximately 75 Preferred Clients on our schedule. Some are relatively new, while others have been loyal clients for more than ten years. The importance of these clients is obvious; taken together, they account for nearly half our available time and more than half the income generated by the salon, including retail. While value can be quantified by various statistics (service frequency, service/retail/tip dollars, referrals, etc.), those numbers do not convey the qualitative value of standing appointments. They provide structure and stability, and eliminate the seasonal fluctuations that some salons experience. Particularly in uncertain economic times, it’s very reassuring to know that we can reasonably expect a certain amount of revenue during the year.
More than once, I’ve heard the advice that a client should be pre-booked for the next appointment before leaving the salon. That’s not good enough if you want to secure a client’s loyalty for the long term. Why waste the time it takes to schedule the next appointment every visit when you could make a more permanent arrangement? Not only will this save time, but it also relieves the anxiety associated with either having too few clients on your schedule, or so many that you cannot find time for your best clients when they want an appointment.
To build a salon schedule based on standing appointments, advance planning is required, and the more consistent you can be, the better. Begin by establishing your available hours. For example, I work with clients Tuesday thru Thursday; my employees have different, yet consistent, schedules to cover the remaining salon hours. It’s also important to plan your schedule at least a year in advance. The planning for 2012 began last June (2011) with a completely empty schedule. (We don’t block off holidays until after reserving standing appointments; we reschedule those affected clients later.) A complete list of Preferred Clients (and others who wanted to be) ensured that everyone received consideration. Once it was determined that there wouldn’t be any price, service, or schedule changes, we started filling the schedule and confirming reservations based on seniority. Most Preferred Clients wanted to keep the same schedule, while some needed a change (e.g. adding another service or increasing the frequency interval from three weeks to two weeks).
Let me emphasize that we offer standing appointments to only our best clients (reliable, cooperative, appreciative, etc.). It’s as easy as saying: “I really enjoy doing your nails, but as my clientele grows, convenient appointments will be harder to schedule. I’d like to reserve a specific day and time just for you. What days and times work best?” Not all clients will be able to commit as their personal schedules may vary too much, and that’s understandable. We also value these “regular” clients because they nearly fill out the remaining time in our schedule, leaving very little time for walk-in clients. Both our brochure and website announce: “By invitation only, Precision Nails offers standing appointments in one-, two-, three-or four-week intervals. Clients with standing appointments receive scheduling priority and other valuable benefits.” There’s no monetary incentive involved; the incentive for the client should be securing the most convenient time on a consistent basis.
And speaking of incentives, I do not recommend discounts, ever. If getting busier (more clients, more appointments) is that important, you could advertise discounted (why not free?) services and convince yourself those clients will return and pay your regular prices later. However, being busy is not the same as being successful. The “regular” prices have no meaning when a salon continually offers discounts. In fact, the term “discount salon” is a common euphemism for a salon known for poor quality work at lower-than-average prices. Why would any beauty professional want to be associated with that? When manicurists discount their service prices, clients may discount their professionalism. I want clients who can readily afford to have their nails done, not those who need special pricing to justify the experience.
For 2012, we have approximately 75 Preferred Clients on our schedule. Some are relatively new, while others have been loyal clients for more than ten years. The importance of these clients is obvious; taken together, they account for nearly half our available time and more than half the income generated by the salon, including retail. While value can be quantified by various statistics (service frequency, service/retail/tip dollars, referrals, etc.), those numbers do not convey the qualitative value of standing appointments. They provide structure and stability, and eliminate the seasonal fluctuations that some salons experience. Particularly in uncertain economic times, it’s very reassuring to know that we can reasonably expect a certain amount of revenue during the year.
More than once, I’ve heard the advice that a client should be pre-booked for the next appointment before leaving the salon. That’s not good enough if you want to secure a client’s loyalty for the long term. Why waste the time it takes to schedule the next appointment every visit when you could make a more permanent arrangement? Not only will this save time, but it also relieves the anxiety associated with either having too few clients on your schedule, or so many that you cannot find time for your best clients when they want an appointment.
To build a salon schedule based on standing appointments, advance planning is required, and the more consistent you can be, the better. Begin by establishing your available hours. For example, I work with clients Tuesday thru Thursday; my employees have different, yet consistent, schedules to cover the remaining salon hours. It’s also important to plan your schedule at least a year in advance. The planning for 2012 began last June (2011) with a completely empty schedule. (We don’t block off holidays until after reserving standing appointments; we reschedule those affected clients later.) A complete list of Preferred Clients (and others who wanted to be) ensured that everyone received consideration. Once it was determined that there wouldn’t be any price, service, or schedule changes, we started filling the schedule and confirming reservations based on seniority. Most Preferred Clients wanted to keep the same schedule, while some needed a change (e.g. adding another service or increasing the frequency interval from three weeks to two weeks).
Let me emphasize that we offer standing appointments to only our best clients (reliable, cooperative, appreciative, etc.). It’s as easy as saying: “I really enjoy doing your nails, but as my clientele grows, convenient appointments will be harder to schedule. I’d like to reserve a specific day and time just for you. What days and times work best?” Not all clients will be able to commit as their personal schedules may vary too much, and that’s understandable. We also value these “regular” clients because they nearly fill out the remaining time in our schedule, leaving very little time for walk-in clients. Both our brochure and website announce: “By invitation only, Precision Nails offers standing appointments in one-, two-, three-or four-week intervals. Clients with standing appointments receive scheduling priority and other valuable benefits.” There’s no monetary incentive involved; the incentive for the client should be securing the most convenient time on a consistent basis.
And speaking of incentives, I do not recommend discounts, ever. If getting busier (more clients, more appointments) is that important, you could advertise discounted (why not free?) services and convince yourself those clients will return and pay your regular prices later. However, being busy is not the same as being successful. The “regular” prices have no meaning when a salon continually offers discounts. In fact, the term “discount salon” is a common euphemism for a salon known for poor quality work at lower-than-average prices. Why would any beauty professional want to be associated with that? When manicurists discount their service prices, clients may discount their professionalism. I want clients who can readily afford to have their nails done, not those who need special pricing to justify the experience.
By Jaime Schrabeck, Ph.D.
Tuesday, November 1, 2011
Giving Can Be Its Own Reward
Article Published in Stylist Magazine, October 2011
Nearly every week at my salon, some “great opportunity” presents itself in the form of an advertising solicitation. The companies soliciting my business would have me believe that I need to spend money on advertising to be successful. From print to internet, from AdWords (Google) to Yelp, the options for gaining exposure seem limitless. However, having realized the limitations of traditional advertising (especially print) many years ago, I haven’t wasted my money. For example, when a local weekly paper contacted me to advertise in a special beauty section, I offered to write an article instead. That article, which advised consumers about selecting a reputable salon, proved much more useful to the paper, its readers and my business than any ad would have been. Sharing my expertise costs me nothing and has greater impact.
Instead of spending to advertise my salon, I prefer to give to promote my salon. One of the most rewarding ways to give is to contribute to worthy causes within the local community. Very few non-profit organizations have adequate resources to solicit donations from small businesses like mine. I make it easy for them by regularly scanning local papers and magazines for their announcements/advertisements. The words “auction” or “door prizes” usually catch my attention. I then contact the organizers to donate a $100 gift card, good for either products and/or services with no expiration date. Even if the upcoming event doesn’t include an auction or door prizes, I’ll donate anyway; organizations can always use gift cards to reward hard-working volunteers and staff members. If I have the time, I’ll drop off a gift card to the organizers for greater convenience; otherwise, I’ll arrange for it to be picked up. Either way, the presentation of a gift card must be attractive. My presentation, which costs less than $3.00, includes a custom plastic gift card in a metallic gift card box (labeled with the salon logo) placed in a metallic kraft paper bag (also labeled with the salon logo) with a brochure and tissue paper. (Instead of paying to have the salon logo hot-stamped on boxes and bags, I save money by buying custom-made labels that can be put on almost anything.)
In exchange for making a donation, my salon is listed in the event program, linked on the organizer’s website and later printed in newspaper/magazine ads thanking sponsors. I may not be able to afford $500-a-plate dinners, but my business can be represented to people who can. And that’s the point.
For tax purposes, I organize all my donation information in a binder filled with sheet protectors. Each event is contained in its own sheet protector, including the donation form and the confirmation/thank you letter confirming receipt. I also keep a spreadsheet updated with the gift card number, the amount, the name of the event, the name of the organization, its tax identification number, etc. Once a donation is made, the organizers know to contact me so I can donate again in the future.
To promote these organizations and their events, I share information with my clients. This encourages them to participate, either by attending, volunteering and/or making donations of their own. Likewise, I encourage clients to suggest organizations/events that I may not be familiar with. Given my work schedule, I don’t have much time to volunteer, but I do make an exception for the Sunset Center (www.sunsetcenter.org), a unique performing arts venue with a rich history in my town. In addition to my time, I also donate money to sponsor the program that’s distributed at all performances. This year, the Precision Nails advertisement will be double its previous size, and still will not include any special offers or discounts. The primary purpose of the ad is to demonstrate support for the Sunset Center, not attract new clients. The ad lets people know that money spent at my salon gets reinvested in our local community.
During past holiday seasons, I’ve shown appreciation to my best clients with gifts. Last year, after losing two clients to ALS (amyotrophic lateral sclerosis, also known as Lou Gehrig’s disease), I didn’t feel giving gifts to certain clients was appropriate. Instead, I donated that money to the ALS Association (www.alsa.org) on behalf of the salon to honor those two wonderful women. The client response to this decision was so affirming that I never plan to buy client gifts again. Each year, I’ll donate to an organization whose cause holds special significance.
You can give in many ways: your expertise, time, money, products, hosting and more. Whatever your interests (education, the arts, sports, health care, disaster relief, the environment, animal welfare, military/veterans, etc.), there are organizations in your local community that need and will appreciate your support. Which organizations you choose and how you support them, if at all, are very personal decisions. If I could make one suggestion, I urge you to consider organ donation. There’s no tax deduction or other financial benefit, but sometimes giving is its own reward. To become a donor in your state, register online at www.organdonor.gov.
By Jaime Schrabeck, Ph.D.
Nearly every week at my salon, some “great opportunity” presents itself in the form of an advertising solicitation. The companies soliciting my business would have me believe that I need to spend money on advertising to be successful. From print to internet, from AdWords (Google) to Yelp, the options for gaining exposure seem limitless. However, having realized the limitations of traditional advertising (especially print) many years ago, I haven’t wasted my money. For example, when a local weekly paper contacted me to advertise in a special beauty section, I offered to write an article instead. That article, which advised consumers about selecting a reputable salon, proved much more useful to the paper, its readers and my business than any ad would have been. Sharing my expertise costs me nothing and has greater impact.
Instead of spending to advertise my salon, I prefer to give to promote my salon. One of the most rewarding ways to give is to contribute to worthy causes within the local community. Very few non-profit organizations have adequate resources to solicit donations from small businesses like mine. I make it easy for them by regularly scanning local papers and magazines for their announcements/advertisements. The words “auction” or “door prizes” usually catch my attention. I then contact the organizers to donate a $100 gift card, good for either products and/or services with no expiration date. Even if the upcoming event doesn’t include an auction or door prizes, I’ll donate anyway; organizations can always use gift cards to reward hard-working volunteers and staff members. If I have the time, I’ll drop off a gift card to the organizers for greater convenience; otherwise, I’ll arrange for it to be picked up. Either way, the presentation of a gift card must be attractive. My presentation, which costs less than $3.00, includes a custom plastic gift card in a metallic gift card box (labeled with the salon logo) placed in a metallic kraft paper bag (also labeled with the salon logo) with a brochure and tissue paper. (Instead of paying to have the salon logo hot-stamped on boxes and bags, I save money by buying custom-made labels that can be put on almost anything.)
In exchange for making a donation, my salon is listed in the event program, linked on the organizer’s website and later printed in newspaper/magazine ads thanking sponsors. I may not be able to afford $500-a-plate dinners, but my business can be represented to people who can. And that’s the point.
For tax purposes, I organize all my donation information in a binder filled with sheet protectors. Each event is contained in its own sheet protector, including the donation form and the confirmation/thank you letter confirming receipt. I also keep a spreadsheet updated with the gift card number, the amount, the name of the event, the name of the organization, its tax identification number, etc. Once a donation is made, the organizers know to contact me so I can donate again in the future.
To promote these organizations and their events, I share information with my clients. This encourages them to participate, either by attending, volunteering and/or making donations of their own. Likewise, I encourage clients to suggest organizations/events that I may not be familiar with. Given my work schedule, I don’t have much time to volunteer, but I do make an exception for the Sunset Center (www.sunsetcenter.org), a unique performing arts venue with a rich history in my town. In addition to my time, I also donate money to sponsor the program that’s distributed at all performances. This year, the Precision Nails advertisement will be double its previous size, and still will not include any special offers or discounts. The primary purpose of the ad is to demonstrate support for the Sunset Center, not attract new clients. The ad lets people know that money spent at my salon gets reinvested in our local community.
During past holiday seasons, I’ve shown appreciation to my best clients with gifts. Last year, after losing two clients to ALS (amyotrophic lateral sclerosis, also known as Lou Gehrig’s disease), I didn’t feel giving gifts to certain clients was appropriate. Instead, I donated that money to the ALS Association (www.alsa.org) on behalf of the salon to honor those two wonderful women. The client response to this decision was so affirming that I never plan to buy client gifts again. Each year, I’ll donate to an organization whose cause holds special significance.
You can give in many ways: your expertise, time, money, products, hosting and more. Whatever your interests (education, the arts, sports, health care, disaster relief, the environment, animal welfare, military/veterans, etc.), there are organizations in your local community that need and will appreciate your support. Which organizations you choose and how you support them, if at all, are very personal decisions. If I could make one suggestion, I urge you to consider organ donation. There’s no tax deduction or other financial benefit, but sometimes giving is its own reward. To become a donor in your state, register online at www.organdonor.gov.
By Jaime Schrabeck, Ph.D.
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