This week I had the pleasure of representing two of my brands at an open house of a new client of mine. A full service Salon & Spa along with a Med Spa facility in the same building. Very beautifully done.
I was there to talk with their clients about the brands they just brought in, present a peak of new products they are considering and promote them as a safe salon based on their cleaning and disinfection practices and their use of top quality brand products, sharing comparisons between them and a sub-standard salon.
What I heard, what I witnessed was not only a stark reminder, but yet another confirmation that I have got to keep doing what i'm doing and you as Technicians have got to keep learning.
NOTHING HAS CHANGED
There were a variety of ages attending this event. I spoke with teenagers and I spoke with elders. The common denominator of the evening was they all agreed, they have always paid more attention to their hair (especially the young) then they have to their feet (especially the aging). Yet, they all understood "our feet carry us around for a lifetime"
It was standing room only, people couldn't even get through the door as I proceeded with my AntiAge demo's and talked passionately about being aware of what they were putting on their feet, where they were getting their services done and what they should or shouldn't do in their own showers.
I heard "I use a scraper", "I use olive oil", "I get a pedicure once a week", "I don't do anything", "I know-I know-I know". They were saying all the things that make the sound of nails scratching a black board. I was going crazy!
As usual, my mind was spinning with how I could use this experience in my Blog. I must admit, I do have a hard time living in the moment.
Anyhow, how this event impacted my Blog today is this. Our clients need education. They do what they do (or don't do) because they just don't know. Or, they do know....they just don't know where to go. In fact, several of the attendees that I spoke with, didn't even know the facility where they were at, offered Nail/Pedicure services.
It is up to us to educate our clients. If we are going to change the way people care for their feet, change the way our industry is viewed, change the idea that our pricing is too high.......we have to educate.
EDUCATE OURSELVES - EDUCATE OUR CLIENTS
Conversation #1: I receive pedicures 1X per week. Why do you go every week? My feet are so dry. Share with me what they do. She uses one of those "scrubbies" on my calluses. Do you do anything daily at home? No...I know I should, but I don't.
First of all, there is no way in hell (sorry) anyone needs to frequent a salon for a weekly pedicure. And, shame on you if you have weekly clients. If they receive a pedicure on the 1st week and just come in for a relaxing message on week 2, 3 and 4. That's something different. Otherwise, both you and the client are the epitome of INSANE! Doing the same thing over and over again and expecting different results.
Receiving or performing a pedicure weekly, using sub standard foot files, sub standard products...does not improve their problem. A scrubbie? Really? Either that's volcanic rock or it's a hard sponge. Ewwwwww! Forget what it's doing to the skin, just imagine the harbored bacteria.
We need to educate our clients on why the skin of their feet look the way they do. Improper tools, improper techniques, improper products, lack of home care.
Conversation #2: I get pedicures monthly. Mind if I look at your feet? When was your last pedicure? Sure, (shows feet), I had one about 3 days ago. Do you like the way they look? They always look like this after I have a Pedicure (they were rough and dry). It's probably because I go to the "cheap" places. But, do you like the way they look? No, not really....but I like to have my feet rubbed.
Okay, so where do I go with this? First of all, her idea of cheap was only a few $$$ less then what this beautiful salon charges. There is a mis-conception that if the Salon is big and beautiful, their prices are going to be high.
Here's the kicker. #1, she has had other services at this facility. Why is the staff not cross promoting? #2, she spends money (doesn't matter how much) but she STILL doesn't like the way her feet look.
Bare with me.
Are you Educating your clients?
Are you Educating your potential clients?
This Business has so much potential. Within our Salons alone, we have so much opportunity to inform and to educate the outside world. We see this daily through magazines, commercials, social media. The outside public is vulnerable to anything they really don't know anything about....IF....you are knowledgable, informed and educated.
The clients at this event were literally memorized by me. Not because i'm anything special, but because I pointed out the obvious, I related, I cared. And, because most people are needing other people to tell them what to do.
There are so many ways to inform.
- Host an event like I just participated in
- Brochures, rack cards with informative information
- Leave your brochures, your rack cards at various places
- Dr's office
- Gym clubs
- Write a monthly newsletter/a blog
- Inform on your website
- Cross promote
Bring yourself back to the days before you decided to enter this industry. The days before you went to Beauty school. What did you know? Surely a whole lot less than what you know now.
We have to take what we have learned and share it with the general public. We can Educate our clients but we have to reach out further than that. They are hungry for it and they need it.
By the time the evening was up, several people booked for Nail/Pedicure services, we sold retail, we sparked interest in new products
And for me.....I left with a renewed sense hope. Hope in where the future of our Industry is going. The general public are hungry for Educated, informed Technicians. The general public really do not like the sub-standard salons but they know no better. the general public need us.
In addition, I left with the realization that we forget to inform outside our bubble. It's time we pay attention to the needs beyond.