Nail product sales in the United States in 2019 were highest within the nail polish segment, with nail treatments at a sales share of 11.04 percent of the estimated $8 billion revenue.
Whether you’re just starting a nail salon, or you’ve been in the business for a while, being an entrepreneur in the nail salon industry can be daunting at times. You may feel like you’re not financially or mentally prepared, but sometimes you just have to take the leap and trust the market.
Here are some essential tips on how to build your salon into a thriving business:
Know Where You’re Going
Where do you see your nail salon in a year? How about the next five years? Are you planning on expanding, or will your focus be on improving the quality of your current salon? These are some of the most important questions to ask yourself when venturing into the nail salon business.
Having a plan for your nail salon and what you want to offer will go a long way in organizing your business and building confidence in your pursuits as an entrepreneur.
Importance of Clear Brand Vision and Maintaining Your Brand Image
Genuinely knowing your audience is essential when it comes to providing them a service. Work to understand what makes them unique and pay particular attention to what they expect. It’s essential to communicate effectively with clients to better understand how well you are meeting their needs; earn repeat customers by captivating them with the aspects of your business that you are most proud of. Striving to meet these standards will ultimately be key in bringing customers through the door.
A strong business often needs a unique selling proposition that few competitors offer, effectively communicated not only at your physical salon location but also throughout its online presence. If you aim to be active on Instagram, provide aesthetic backdrops so that clients can take photos of their nails. You might even develop exclusive camera filters for your salon location to help solidify your social media branding.
Your Team Determines your Worth
When your business is dependent on customer satisfaction, your staff have to be expert nail technicians, and they have to provide an atmosphere where the customer is happy and relaxed.
A good team can go a long way in promoting your business. They start by believing in your vision and share your passion. You have to provide competitive pay, consistent hours, training and certifications, and work benefits to retain a fantastic team.
Recruitment is a long-term strategy, and it needs to be thought out properly. Consistently advertise the benefits of working at your nail salon and watch the right recruits walk in through your salon.
Google My Business and Yelp
Immediately set up your Google My Business page and Yelp page. Fill them out completely with all business details and loads of pictures. Customers type searches directly into Google Maps and your business needs to show up. Apple Maps uses Yelp and other factors to populate their maps. Be sure you ask customers to leave you reviews on both. Also, continue to update your Google page with new pictures to encourage Google to show your salon in results more often.
Customer Service is Key
In a customer-orientated business, clients can make or break your business. Customers need to feel valued and respected, so you must provide an atmosphere that makes them want to return. Remembering your clients’ names and their favorite polish color will go a long way in making them like to pre-book their next appointment.
Consistency is important, and you have to make sure that you never sacrifice quality to maintain something else. You could also use a Service Wheel to measure your client’s satisfaction from the point they book their appointment to when they get their nails done.
Promotions and Coupons
Nail salons are competitive, and you’ll be competing against a large quantity within your 5-mile radius. Coupons in local magazines, flyers, and even on your website are crucial for the first 6 months at least. Leaving coupons in nearby large office complexes and apartment building is a quick and very inexpensive form of advertising. ValPak and similar mailout coupons are effective too.
Even a small $5-10 off for new customers only is enough to get them in the door. Ongoing promotions keep your salon in the front of their mind. Special promotions like ‘Mother’s Day Offer’ are always a sure way to get an increase in bookings as well. Networking and outreach are critical as well, so engage with the local community and gain exposure for your business.
Becoming a Certified Nail Artist Adds to Your Business
Sure, getting a certification can single you out to be on a higher pedestal as a professional with a high level of expertise, but it can also make you adapt to the dynamic beauty industry. Trends come and go faster than you can remove your nail polish, so it’s important to have a constant learning source and keep at it.
High-quality nail polish manufacturers, such as SNS Nails, who have been in the industry for decades, offer product application training and certifications for nail technicians that help you deliver great service to your customers. Whether it’s through apps or offline, you can brush up on your knowledge and add new services for your clients.
You Need TLC Too
Make some quality time for yourself, and take that time to recharge. Having that ‘off’ time is vital so you can come back with a fresh mind and renewed energy.
Take Time to Reflect
It’s always important to look back and see what’s worked and what’s not. It’s even more crucial to have this noted down, so you don’t end up repeating the same mistakes over and over. You could also take the help of professional Marketing Support offered by nail supply distributors. Their sales increase when your sales increase, so they often have marketing tools to share with you.
The top nail brands like OPI and SNS also offer marketing support in the form of collateral, posters, and even classes and certifications. Participating in the nail care community through social media and other outlets allows you to can interact with other salon owners and learn from their experiences too.
A successful business venture always seems like a piece of cake, but it takes hard work to get it off the ground. Take some of this advice and watch it work wonders for your nail salon!
