Article Published in Stylist Magazine, December 2013
It’s likely that you’ve already read many articles about having passion for the beauty industry. This won’t be one of those articles. No amount of desire or enthusiasm can compete with the reality of actually doing something. You may want to improve your business, but what does that really mean, and are you capable of making the appropriate changes?
As the holiday season approaches, many salon owners and nail professionals convince themselves that it’s too late in the year to make any changes to their business. No matter how frustrated or desperate they may be, they worry that any change would be too disruptive, especially to their clients. Instead, they’ll continue to struggle and wait for a better time to resolve their problems. That’s ridiculous; there truly is no better time than the present. Stop worrying about everyone else and consider yourself first, not your business, but you as a person. If you’re abusing your body, that’s a problem. If you can’t pay your bills, that’s a problem. If you’re neglecting your family, that’s a problem. If you dread being at work, that’s a problem. More important, they are your problems to solve, sooner rather than later. Why wait until the new year to make resolutions when you can change now?
Change in itself won’t solve your problems unless you understand your contribution to them. Taking responsibility and owning your mistakes can very difficult when it’s so easy and very tempting to blame others. If someone were truly a victim, I could sympathize, but would still expect some decisive action. Failing to act only reinforces a sense of powerlessness. It’s in those moments that you may become a victim of your own learned helplessness. Being passive is not the way to do your best work or operate a successful business.
It’s not possible to control everything, but positive changes/improvements/progress can result if you act according to your priorities. Some specific examples come to mind when I reflect on what’s happened in my life during the last year. I entered this year planning for the possibility of one major professional change (moving my salon), but was quickly faced with the reality of an even greater change: my sister’s decision to move her family back to Clovis, three hours away. This impacted me both personally and professionally, but not in a negative way. We no longer share a household (I’ve since moved to a new residence) and she’s reverted to her “every other week” schedule at the salon. This was a big change, especially for the clients whose standing appointments had to be rearranged starting in August. To their credit, her clients were very flexible, understanding that family was her priority.
In the meanwhile, I had to consider the future of my salon business and my own priorities. Professionally speaking, working directly with clients remains my greatest source of satisfaction and income, but changes were necessary to make it more convenient and enjoyable. Confident that I’d want to provide nail services for years to come, I was willing to commit to a long-term lease (7 to 10 years). While I employed 2 other manicurists who work hard, I was no longer willing to staff a salon 6 days a week, or work more hours myself to meet the terms of a retail lease. That was neither reasonable nor necessary given the “by appointment only” nature of my business. When it became apparent that modifying my lease and the interior of my existing space wasn’t viable, the search for the ideal space intensified.
Having viewed more than a dozen options, many of which could have worked had I compromised, I discovered my current space and negotiated a ten-year lease. Needless to say, I won’t have to change salon locations for a while. Moving the salon to this larger, more accessible space required an investment of money and labor, but I purposefully avoided many of the costs associated with my previous space, such as installing flooring and painting walls. The new space already had beautiful hardwood flooring and walls painted in my color scheme. For the most part, the electrical work involved changing light bulbs to eco-friendly and cost-effective LED lighting. I did invest in new power leather recliners and the latest version of the Mitsubishi Jet Towel hand dryer, which have made the salon seem even more luxurious.
Other then a few minor hiccups, the transition to the new location has been relatively smooth. For example, a few clients have arrived late having first visited the old location. Overall, the reaction has been incredibly positive. Clients tend to be very amenable to change when it’s viewed as progress. Even the change in salon hours (from Monday thru Saturday, to Tuesday thru Friday) hasn’t been a problem because it doesn’t affect standing appointments, the core of my business. My salon business has evolved as I have, and how it currently functions has eliminated the problems I once perceived. Instead of making new year’s resolutions, I can set goals for the future based on what’s working and enjoy the benefits of changes already made.
By Jaime Schrabeck, Ph.D.
Wednesday, January 1, 2014
Sunday, December 1, 2013
Protecting Your Salon Business
Article Published in Stylist Magazine, November 2013
If you’ve never considered how your salon would function without you, it’s about time. Could it function while you take a vacation or attend a beauty show (voluntary absence), or if you were to become ill or be assigned to jury duty (involuntary absence)? As a salon owner and service provider, I’ve considered these possibilities, not just for myself, but for my employees also. While life can be unpredictable, it’s worthwhile to think through how you can protect yourself from possible threats to your business, even something as simple being absent, planned or not. Managing the risk associated with salon ownership may not be as exciting as developing a new service or creating a client loyalty program, but ultimately, it’s more strategic and advantageous.
Risk cannot be eliminated entirely, but it amazes me how salons operate as if either there wasn’t any, or it was beyond their control. How many salons fail to satisfy the most basic requirements, such as valid professional licensing? What about providing services beyond the scope of practice? Ignoring the state’s health and safety regulations? Working on clients with serious medical concerns? Falsely advertising services? Underreporting income and avoiding taxes? Inadequately compensating service providers? Both salon owners and beauty professionals have legal and financial obligations and every effort should be made to understand and comply.
Even when you’re not obligated by law, there are precautions that can be taken, the most obvious being insurance. Anything worth having is worth protecting, so you may already have multiple insurance policies. Currently, I have insurance policies for my home, health, auto, life, business liability and property, worker’s compensation . . . and even earthquakes. I could have even more (dental, vision, disability insurance, etc.), but haven’t deemed them necessary to justify the additional expense. An independent insurance professional can give you specific guidance on which policies would best protect your interests given your circumstances.
Product safety has become a bigger concern lately, as some speculate about the health risks presented by certain nail products and equipment, while others present scientific facts and offer useful suggestions (e.g. avoiding overexposure, wearing eye protection and having an adequate ventilation system). While I don’t welcome more government regulations, I would appreciate greater accessibility to regulatory information pertaining to our industry, starting with our respective state boards. Federal agencies, like the FDA (Food and Drug Administration) and OSHA (Occupational Safety and Health Administration), also have jurisdiction over our industry. For example, did you know that according to the FDA, “There are no color additives approved by FDA for permanent dyeing or tinting of eyelashes and eyebrows?” In effect, this renders these services illegal, no matter what your state board regulations might state.
Speaking of health, why not take better care of yourself? Get enough sleep, stop smoking, improve your eating habits, develop an exercise routine, work more ergonomically, take frequent breaks (including the bathroom!), know your family health history, have regular exams, ask your doctor/nurse practitioner about your concerns, etc. Your physical health may be your greatest asset, not only for your personal well-being but for the medical costs and complications you could avoid later in life.
Personal safety is something we don’t often discuss within our industry, but it’s something I take seriously. Every news report of a violent incident within a beauty salon reminds me of how vulnerable we can be. “Good customer service” shouldn’t make you a target; protecting yourself and your staff is more important than being friendly and making money.
While most salons welcome interaction with the general public by keeping their doors unlocked, I’m doing just the opposite. This may contradict everyone’s expectations of a nail salon, but that’s not my concern. After 8 years of interacting with the public, I grew tired of the disruptions (“Would the owner be interested in buying . . . ?“), the ridiculous questions (“Is this a nail salon?”) and the casual browsers (“I’ve never seen so many different polish colors. What’s a good red?”). One of the latest interactions went like this:
Lady 1: “We need two pedicures and two manicures and . . . “
Me (slowly shaking my head): “We don’t have time for those services today; our next availability would be Friday morning.”
Lady 2: “It’s now or never!”
Me: “Then it’s never.”
Did I risk offending them? Perhaps, but that’s a risk I was willing to take; their lack of planning was not my problem.
As the end of my lease approached, I considered what I liked most and least about my salon business, and what changes I could make to minimize my risk. Changing salon locations gives me the opportunity to reinforce the best, and eliminate the worst, aspects. In the new salon, we're not required to keep particular hours; we work when we have appointments scheduled. And only those who have appointment reservations are allowed to enter the salon. Signage on the door emphasizing “By Appointment Only” directs visitors to the website and provides the salon phone number, while our new brochure is displayed in the adjacent window. A magnetic door lock with remote control makes “walk-ins” impossible, allowing us to give clients our undivided attention in a more private and secure setting.
By Jaime Schrabeck, Ph.D.
If you’ve never considered how your salon would function without you, it’s about time. Could it function while you take a vacation or attend a beauty show (voluntary absence), or if you were to become ill or be assigned to jury duty (involuntary absence)? As a salon owner and service provider, I’ve considered these possibilities, not just for myself, but for my employees also. While life can be unpredictable, it’s worthwhile to think through how you can protect yourself from possible threats to your business, even something as simple being absent, planned or not. Managing the risk associated with salon ownership may not be as exciting as developing a new service or creating a client loyalty program, but ultimately, it’s more strategic and advantageous.
Risk cannot be eliminated entirely, but it amazes me how salons operate as if either there wasn’t any, or it was beyond their control. How many salons fail to satisfy the most basic requirements, such as valid professional licensing? What about providing services beyond the scope of practice? Ignoring the state’s health and safety regulations? Working on clients with serious medical concerns? Falsely advertising services? Underreporting income and avoiding taxes? Inadequately compensating service providers? Both salon owners and beauty professionals have legal and financial obligations and every effort should be made to understand and comply.
Even when you’re not obligated by law, there are precautions that can be taken, the most obvious being insurance. Anything worth having is worth protecting, so you may already have multiple insurance policies. Currently, I have insurance policies for my home, health, auto, life, business liability and property, worker’s compensation . . . and even earthquakes. I could have even more (dental, vision, disability insurance, etc.), but haven’t deemed them necessary to justify the additional expense. An independent insurance professional can give you specific guidance on which policies would best protect your interests given your circumstances.
Product safety has become a bigger concern lately, as some speculate about the health risks presented by certain nail products and equipment, while others present scientific facts and offer useful suggestions (e.g. avoiding overexposure, wearing eye protection and having an adequate ventilation system). While I don’t welcome more government regulations, I would appreciate greater accessibility to regulatory information pertaining to our industry, starting with our respective state boards. Federal agencies, like the FDA (Food and Drug Administration) and OSHA (Occupational Safety and Health Administration), also have jurisdiction over our industry. For example, did you know that according to the FDA, “There are no color additives approved by FDA for permanent dyeing or tinting of eyelashes and eyebrows?” In effect, this renders these services illegal, no matter what your state board regulations might state.
Speaking of health, why not take better care of yourself? Get enough sleep, stop smoking, improve your eating habits, develop an exercise routine, work more ergonomically, take frequent breaks (including the bathroom!), know your family health history, have regular exams, ask your doctor/nurse practitioner about your concerns, etc. Your physical health may be your greatest asset, not only for your personal well-being but for the medical costs and complications you could avoid later in life.
Personal safety is something we don’t often discuss within our industry, but it’s something I take seriously. Every news report of a violent incident within a beauty salon reminds me of how vulnerable we can be. “Good customer service” shouldn’t make you a target; protecting yourself and your staff is more important than being friendly and making money.
While most salons welcome interaction with the general public by keeping their doors unlocked, I’m doing just the opposite. This may contradict everyone’s expectations of a nail salon, but that’s not my concern. After 8 years of interacting with the public, I grew tired of the disruptions (“Would the owner be interested in buying . . . ?“), the ridiculous questions (“Is this a nail salon?”) and the casual browsers (“I’ve never seen so many different polish colors. What’s a good red?”). One of the latest interactions went like this:
Lady 1: “We need two pedicures and two manicures and . . . “
Me (slowly shaking my head): “We don’t have time for those services today; our next availability would be Friday morning.”
Lady 2: “It’s now or never!”
Me: “Then it’s never.”
Did I risk offending them? Perhaps, but that’s a risk I was willing to take; their lack of planning was not my problem.
As the end of my lease approached, I considered what I liked most and least about my salon business, and what changes I could make to minimize my risk. Changing salon locations gives me the opportunity to reinforce the best, and eliminate the worst, aspects. In the new salon, we're not required to keep particular hours; we work when we have appointments scheduled. And only those who have appointment reservations are allowed to enter the salon. Signage on the door emphasizing “By Appointment Only” directs visitors to the website and provides the salon phone number, while our new brochure is displayed in the adjacent window. A magnetic door lock with remote control makes “walk-ins” impossible, allowing us to give clients our undivided attention in a more private and secure setting.
By Jaime Schrabeck, Ph.D.
Friday, November 1, 2013
Social Media? Not for Me
Article Published in Stylist Magazine, October 2013
Most salon owners, nail professionals and consultants may believe otherwise, but social media is just not that important to the success of my business. Perhaps I am old-fashioned, protective of my privacy and too busy to bother; I don’t invest much time or other resources promoting my salon online. Please don’t get me wrong. I love technology and how it simplifies running my business, especially the work that’s not obvious to clients: managing the schedule, handling finances, paying employees, tracking inventory, ordering products, etc. My responsibilities as a business owner would be difficult to meet without technology. It’s an incredible resource that I value for its reliability, cost-effectiveness and convenience.
Using technology for marketing, however, is an entirely different proposition; while it plays a large role in providing information, the social/interactive aspect means very little to me. Anyone with access to the internet could easily find my salon and learn about the nail services we offer, upcoming events and more. I update my website every month, write an article for the Stylist and post occasionally on Facebook, Twitter and BeautyTech. However, these activities represent less than 5% of the time I devote to my business. Could I do more online? Spend more time and money? I suppose, but why should I? As long as most clients reserve their appointments a year in advance, and potential clients continue to contact us, I’m very comfortable with my current level of online involvement. To do more (advertise, tweet, post, request reviews, etc.) without the capacity to accept more clients would be foolish.
Before it’s suggested, let me address the concept of expanding my business. One of the most critical features of a successful salon is maintaining the proper balance between supply (services offered and time available) and demand (services desired and time required). I understand my limits and don’t want to be stretched beyond what’s reasonable. It’s not my intent to make my salon available to everyone; that’s not my business model. Above all else, I want to serve my clients well. That means welcoming them at every appointment, doing quality work and showing appreciation for their loyalty. Besides, it’s not possible to meet the needs of everyone at the exact moment they want them met. That’s why walk-in salons exist, and their manicurists can stay busy churning through new clients.
A salon that needs new clients would likely have more reason to market online. Social media might seem worthwhile; after all, if you aren’t busy doing nails, you have more time to talk about nails, or your clients or things completely unrelated to nails. There’s no privacy in these interactions and some opinions are not meant to be shared. Giving your clients and potential clients/complete strangers more information with which they cannot help but judge you is not productive. Even if I had an opening in my schedule or a negative client experience, I certainly wouldn’t post about it. But that’s my choice.
Any time spent/wasted online serves as a reminder that the most important interactions I have are with my clients in person. Most of my work time (approximately 75%) is spent providing nail services and getting paid. I can share anything they need to know about me or the salon during their appointments. If immediate communication is necessary, I can send emails or make phone calls. To reduce the need for excess communication, I encourage standing appointments, if possible, for convenience and my peace of mind. (If I were to commit to more clients than I could serve, that would make me anxious!) I don’t expect them to follow me on Twitter, post to Facebook, write reviews or anything else beyond remaining satisfied clients. That’s enough for me.
No amount of stars, likes, views, comments, replies, or any other measure of “popularity” can capture the quality of the salon experience. Comments, testimonials and recommendations, though more qualitative and seemingly informative, can only be trusted to a certain extent. The anonymity of most online interactions allows for some dubious, unethical and sometimes nasty behavior. I’ve encountered one too many salon owners posting positive reviews of their own salons, and more than a handful of “clients” expressing their disappointment in salon services when their complaints have no merit and only serve to disparage. If all this information hasn’t been verified, why believe any of it?
Ultimately, every business owner has to consider how best to use time and resources. That’s a personal decision based on priorities. My priority is my existing clientele; the individuals who month after month, year after year, support my business financially. Potential clients are everywhere, but I don’t feel the need to pursue them online. I don’t even market to existing clients online; they know where to find me and how to contact the salon. And if they want my opinion abut something, all they have to do is ask.
By Jaime Schrabeck, Ph.D.
Most salon owners, nail professionals and consultants may believe otherwise, but social media is just not that important to the success of my business. Perhaps I am old-fashioned, protective of my privacy and too busy to bother; I don’t invest much time or other resources promoting my salon online. Please don’t get me wrong. I love technology and how it simplifies running my business, especially the work that’s not obvious to clients: managing the schedule, handling finances, paying employees, tracking inventory, ordering products, etc. My responsibilities as a business owner would be difficult to meet without technology. It’s an incredible resource that I value for its reliability, cost-effectiveness and convenience.
Using technology for marketing, however, is an entirely different proposition; while it plays a large role in providing information, the social/interactive aspect means very little to me. Anyone with access to the internet could easily find my salon and learn about the nail services we offer, upcoming events and more. I update my website every month, write an article for the Stylist and post occasionally on Facebook, Twitter and BeautyTech. However, these activities represent less than 5% of the time I devote to my business. Could I do more online? Spend more time and money? I suppose, but why should I? As long as most clients reserve their appointments a year in advance, and potential clients continue to contact us, I’m very comfortable with my current level of online involvement. To do more (advertise, tweet, post, request reviews, etc.) without the capacity to accept more clients would be foolish.
Before it’s suggested, let me address the concept of expanding my business. One of the most critical features of a successful salon is maintaining the proper balance between supply (services offered and time available) and demand (services desired and time required). I understand my limits and don’t want to be stretched beyond what’s reasonable. It’s not my intent to make my salon available to everyone; that’s not my business model. Above all else, I want to serve my clients well. That means welcoming them at every appointment, doing quality work and showing appreciation for their loyalty. Besides, it’s not possible to meet the needs of everyone at the exact moment they want them met. That’s why walk-in salons exist, and their manicurists can stay busy churning through new clients.
A salon that needs new clients would likely have more reason to market online. Social media might seem worthwhile; after all, if you aren’t busy doing nails, you have more time to talk about nails, or your clients or things completely unrelated to nails. There’s no privacy in these interactions and some opinions are not meant to be shared. Giving your clients and potential clients/complete strangers more information with which they cannot help but judge you is not productive. Even if I had an opening in my schedule or a negative client experience, I certainly wouldn’t post about it. But that’s my choice.
Any time spent/wasted online serves as a reminder that the most important interactions I have are with my clients in person. Most of my work time (approximately 75%) is spent providing nail services and getting paid. I can share anything they need to know about me or the salon during their appointments. If immediate communication is necessary, I can send emails or make phone calls. To reduce the need for excess communication, I encourage standing appointments, if possible, for convenience and my peace of mind. (If I were to commit to more clients than I could serve, that would make me anxious!) I don’t expect them to follow me on Twitter, post to Facebook, write reviews or anything else beyond remaining satisfied clients. That’s enough for me.
No amount of stars, likes, views, comments, replies, or any other measure of “popularity” can capture the quality of the salon experience. Comments, testimonials and recommendations, though more qualitative and seemingly informative, can only be trusted to a certain extent. The anonymity of most online interactions allows for some dubious, unethical and sometimes nasty behavior. I’ve encountered one too many salon owners posting positive reviews of their own salons, and more than a handful of “clients” expressing their disappointment in salon services when their complaints have no merit and only serve to disparage. If all this information hasn’t been verified, why believe any of it?
Ultimately, every business owner has to consider how best to use time and resources. That’s a personal decision based on priorities. My priority is my existing clientele; the individuals who month after month, year after year, support my business financially. Potential clients are everywhere, but I don’t feel the need to pursue them online. I don’t even market to existing clients online; they know where to find me and how to contact the salon. And if they want my opinion abut something, all they have to do is ask.
By Jaime Schrabeck, Ph.D.
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