Top Ten Business Tools

Article Published in Stylist Magazine, June 2013

As a salon owner and manicurist, I use no fewer than 10 different “business tools” on any given day. They’ve become such an integral part of my business that it’s difficult (read: frightening) to imagine functioning without them. Granted, some of the functions could be outsourced, but I choose to do most of it on my own with my most trusted tools:

1. A computer/laptop, wireless internet access and a smart phone. For most people, computer technology has integrated with our daily lives, regardless of the work we do. We’ve adapted quickly to interacting electronically, both professionally and socially. Increased dependence on technology may be resisted by some, but it’s a powerful trend that’s not likely to be reversed. Twenty years ago, these devices and capabilities may not have been necessary for salon ownership, but there’s no denying that without them, the following would not be feasible.
2. Accounting software. I’ve been using Quicken by Intuit to track my business and personal finances for more than 20 years. As a Mac user, that hasn’t always been easy or convenient, like the time I upgraded to Lion OS X without first checking that my software was compatible. It wasn’t, and a workaround was necessary until Intuit fixed the problem. The usefulness of Quicken is most apparent at year’s end when I can immediately produce the information my certified financial planner (CFP) needs to prepare my taxes. To ensure that I don’t lose any data, I save and backup a copy every day. If you’ve ever used accounting software and lost your data, you’ll understand why.
3. Online access to business and personal checking account(s). This may seem obvious, but it was not that long ago that bank customers would rely on printed monthly statements to reconcile their accounts. I need to know account details on a daily basis to manage my finances. In just a few minutes each day, I can confirm and plan the flow of deposits and payments from my accounts.
4. Online bill payments. I hardly ever write checks anymore; it takes almost a year to use 25 of them. Instead, I prefer the immediacy and reliability of paying bills online. It doesn’t cost anything (no envelopes/postage) and can be scheduled in advance to avoid any late payments. For recurring bills like utilities, automatic payments make the most sense as I don’t have the time or patience to review and process monthly statements. Moreover, opting to receive electronic billing statements reduces the amount of paper I have to handle and store.
5. Salon management software. This is the first tool in my list designed specifically for salon owners, but that doesn’t make it any less important. If it didn’t exist, I’d be limping along with a paper schedule and index cards, or patching a calendar program and address database together with some random point-of-sale (POS) software. Why bother when I could use a single, targeted software that combines these functions and more? In my salon, STX handless scheduling, client records, inventory control, employee time clock, credit card processing, gift card tracking, email appointment reminders and other functions I don’t even use.
6. Email and voicemail. Email is my preferred means of communicating, particularly when I need to attach photos/documents or archive an exchange. Voicemail, a simple and often underutilized technology, remains important also. My employees and I don’t answer the phone while providing services; the ringer is off anyways. Instead, we discretely retrieve and respond to email and voicemail between clients. We don’t text message with clients because it’s too informal in my opinion.
7. A professional website. I’ve written extensively about the advantages of maintaining a professional salon website; it’s the most cost-effective way to reach potential clients. Through my website, I can also promote my industry activities beyond the salon, like my monthly articles published by the Stylist, upcoming classes/beauty shows and product recommendations.
8. Social media. Lumping different platforms together may be unfair because I find some more useful than others. For example, I frequent Facebook and NailTech, browse certain blogs and dabble with Twitter. Other platforms, like YouTube, Instagram, LinkedIn, Yelp and Pinterest, don’t play any role in my business at this time.
9. Online payroll services. After eight years of faxing payroll every other Monday and not knowing the details until two days later, I’ve changed service providers to Intuit and could not be happier. Not only is the service more technologically advanced, it’s more affordable, about half the price. Moreover, I was able to transfer my existing workers’ compensation insurance policy without disruption.
10. Manufacturer websites. Printed product catalogs and mailings have become less important as manufacturers make it convenient to research their products and shop online. I don’t have time during “normal” business hours to place orders by phone, so I much prefer the 24/7 availability of these sites.

By Jaime Schrabeck, Ph.D.

Older is Better

Article Published in Stylist Magazine, May 2013

My nail salon doesn’t market to any particular age group, nor do I track clients by age. Some clients proudly announce theirs (especially if they look much younger), and I can roughly estimate the ages of others. So who are we calling “old?” Everyone older than I am? And why does that word have such a negative connotation? Far from being “over the hill” and “past their prime,” my “older” clients lead vibrant, fulfilling lives that many younger people would envy. Marketing to them is essentially marketing to myself, and who I want be 50 years from now, should I live so long and well. Yes, I have clients that old. There’s something both endearing and inspiring about nonagenerians who schedule a year in advance to care for their nails. If everyone could be that mindful, fastidious, optimistic and committed...

Regardless of their age or gender, most of my clients view professional nail care as routine maintenance rather than a frivolous activity or selfish extravagance. Having their nails done isn’t about wearing polish. (Just ask my male clients.) Not every one wears polish; that’s a personal preference, more a beauty “want” than a health “need.” What clients should understand are the potential consequences of neglecting/abusing their natural nails, especially when combined with the aging process and other serious health concerns like diabetes.

I’ve found that the more maintenance clients require, the less capable and/or willing they are to do it themselves. Many come to that realization when they can no longer trim their own toenails. In fact, attempting to trim them could be dangerous without the proper training and tool(s). That’s assuming that clients have the flexibility to reach their feet, and the manual dexterity, hand strength and visual acuity to trim their nails safely. Even if capable, some people will always prefer to have a professional do the work on a regular basis.

Making your services convenient, pleasant and affordable for older clients does take some planning, including the pricing structure. I’ve designed my services to focus on the basics (nail shaping and cuticle conditioning) at a reasonable price, and clients can always choose to expand their service(s) with callus reduction, paraffin, massage, polish/buffing, etc. For example, clients who want only their toenails trimmed choose the Foot Express service ($20/15 minutes). Moreover, during our services, the nails are not just shortened, but smoothed with a single-use, disposable file to avoid a snagging/scratching hazard. This may or may not compare favorably with what a podiatrist would do or charge, but that’s not my concern as long as we work within our scope of practice as licensed manicurists.

As I’ve written previously, accessibility is of particular interest to older clients because mobility decreases with age. By minimizing physical barriers, or eliminating them altogether, the salon can accommodate clients who use canes/walkers/wheelchairs. For clients physically incapable of visiting the salon, whether their limitations may be temporary, like recovering from surgery, or permanent, like being unable to drive or having a terminal illness, I provide services in their homes. Let me emphasize that these appointments are not “home spa parties;” these clients have legitimate reasons why they cannot visit the salon, otherwise I wouldn’t be able to work on them legally. (Before offering services outside your licensed salon, check with your state board and insurance provider to make sure you’re compliant.)

If you fear that your creativity or style will somehow be constrained by older clients, don’t worry. In my experience, older clients rely on me even more than younger ones do to keep them informed of product innovations and color trends. Many of my older clients are more adventurous than I am, and want to be the first to try the trendiest colors.

As a beauty professional who regularly works with older clients, I can assure you it’s very rewarding, both personally and financially. Granted, finding older people where I live isn’t difficult; in fact, they’re hard to avoid. My small town (Carmel, California) has approximately 3700 residents with a median age of 59.2 years. In comparison, the median age statewide is only 35.2 years, according to the 2010 U.S. Census. That age differential represents an entire generation of potential clients, both men and women who could benefit from professional nail care. That’s not to say that all these people would consider having their nails done professionally, but enough of them do to keep my salon very busy.

One of the easiest ways to reach these potential clients in your own community is to volunteer, which is something that many older people do themselves. You may also want to support organizations and causes in which you share mutual interest, like education, health care, animal welfare and the arts. Older clients want to feel valued and relevant. Who doesn’t? Through your expertise, kindness, reliability and personal interaction, you’ll achieve that and much more.

By Jaime Schrabeck, Ph.D.

My (Twenty) First Year

Article Published in Stylist Magazine, April 2013

Last year, I celebrated my first 20 years as a licensed manicurist. I use the term ”celebrated” deliberately because it signifies my attitude toward the nail industry. Though it seems unlikely after so many years, I’m more passionate and positive about our profession than ever before. There’s much to be excited about: the development of new products, the next generation of nail professionals, renewed interest from media and consumers, changes in licensure/governance, and so on. If I didn’t feel as strongly, it would be time to consider a career change. I have options, certainly, but what other career better suits my disposition and would challenge and reward me as much as being a manicurist and salon owner?

That being said, it’s ultimately wiser to position yourself for more rewards than challenges. I believe that doing what you love should bring joy and prosperity, not problems and hardship. If that sounds unrealistic or selfish, I remind myself that I deserve to enjoy my success. And that’s why, in my (twenty) first year, I’ve chosen to reinvest in my nail career for the next 20 years. In terms of planning and decision-making, it’s like starting over, but with the incredible advantages of loyal clients, respected colleagues, favorite products and the knowledge gained from 20 years worth of experiences.

During my first year in business, I had none of those advantages, except the desire to learn. To expedite learning about nails (choosing products, developing skills, marketing services, managing resources, etc.), I naturally sought advice from others with more experience. I wish the majority of advice was useful, but in practice, it was not. To my disappointment, the technical advice was serviceable at best, but not innovative, efficient or exceptional. And the most common business advice (base your prices on the competition, never turn clients away, give discounts to new clients, schedule according to client demand, etc.) turned out to be the most ridiculous. If I’d followed that, my career wouldn’t have lasted as long because I would’ve failed miserably.

No doubt, some of the harsher lessons of business (tax audits, lawsuits, bad investments, etc.) can be avoided with proper guidance. However, when seeking advice from consultants, educators and mentors, consider the source and be more selective. Don’t assume that someone in a position of authority can provide relevant and accurate information; be informed by researching qualifications and asking valid questions. Not all advice is good, and hearing the same bad advice from multiple sources doesn’t make it any better. The “common” way of doing something may be popular, but not necessarily the best way. As as advice seeker, be willing to pay for information/training/coaching; there should not be any expectation to receive anything for free, any more than someone should be obligated to give it away.

Over the years, I’ve shared my experiences with hundreds of other salon owners, manicurists and students. Some have paid a considerable amount to visit my salon for individualized training, but most have stumbled upon me online, or teaching free technical or business classes at a beauty show. Regardless of the investment, what they do with my suggestions, or anyone else’s, is their business. I don’t have any control over them, and what works for me may not work for everyone. In fact, that’s the excuse I often hear for not trying what I suggest. I couldn’t agree more, but why continue doing what’s not working? That doesn’t make any sense.

Growth and progress make sense to me. “Nothing succeeds like success” (Alexandre Dumas), so I’ll continue to focus on what works. In my case, it’s direct interaction with clients. That’s right; I own and manage a salon, have employees AND provide services. Could it work better? Of course, and that’s what I aspire to - improving my business for the future. Is greatness too much to expect? Perhaps. The next 20 years will not be perfect, but I can’t make any excuses given the tremendous advantages I already have.

Far from being complacent or cautious in my twenty-first year, I’m determined to act more strategically. That’s why everything about my business is subject to consideration. What do I enjoy doing most? What would I like to eliminate? Some changes have already been made. For example, I’ve traveled extensively in years past, attending so many beauty shows and networking events that it actually became tiresome. I never expected to reach that point, but I’m there. Supporting the nail industry is still a priority, but how I participate will be different. Traveling less often gives me time to participate in my immediate community, not to promote my business as much as to satisfy other interests, like volunteering and supporting education and the arts. Relocating my salon is an even bigger change I’m considering. The possibility of moving to a more ideal space is invigorating, and I’ll share more about that process in the future. But for now, I’m content to know that it’s never too late to reinvent yourself and improve your life.

By Jaime Schrabeck, Ph.D.