Finally, 2021 has begun! I wanted to avoid the cliché of new year’s resolutions and take a more practical approach. Many of us have had a dramatic shift in our businesses. Everyone in our industry has gone into what I call “hustle mode.” Here are #10things you can do to design your 2021 experience.
1. Vendors
Are you carrying the right product line? Did they continue to provide education during any closures and offer support? Make sure your vendor partnership is an actual partnership and not just you purchasing product.
2. Re-invent employee relationships
Many salons and spas are considering “booth” rentals or creating schedules that are flexible for both your payroll and their lifestyle.
3. Share space
If you are not in your room seven days a week, there may be a like-minded skin therapist to take on the open days. Sharing costs will be benefit both of you.
4. “Old school customer contact”
Handwritten thank you notes, personalized texts and phone calls will go a long way. People are OVER the digital experience. Find a more personalized way to connect and encourage them to return to you.
5. Inventory update
Always keep top selling items in stock. Never let them drop below three units. If items are not selling (even if you love it), remove it from your mix. It’s money that isn’t moving.
6. Bundle services and retail
A few ideas that will increase your service ticket and provide better results for your client include creating packages that come with a home-care kit, bundling facials together at a promotional price and/or offering free shipping on purchases over $100.
7. Additional services
What add-ons can you add to your menu? Eye treatments for tired ZOOM eyes, spot treatments for maskne, lash extensions and facial waxing can all be done within one visit. Suggest these services to your clients when they reserve their appointment.
8. Enforcing the obvious
As estheticians, we have always been sanitary and conscious about health and safety. Instead of advertising for services and retail, advertise the hundreds of hours you have in disinfection and sanitation practices.
9. Customer service
Now is the time to turn it on. Personalized consultations, custom treatments and remembering their birthday/anniversaries will go a long way. Take notes to keep your conversations unique to the guests. We have to give our clients a reason to stay engaged with us.
10. Personal life remains personal
Clients want to know that we are OK. They want to relax and support your local business. Avoid sharing (face to face or via social media) your personal challenges and gripes. No one wants a moody or depressed esthetician. If you need to talk and vent, have a glass of wine with a friend or see a therapist. Your clients deserve to have time that is curated for them.
We are all #InThisTogether. Write your goals and positive affirmations for 2021. This year will be amazing, and we can all make sure of it! Share these #10Things with a colleague and design your 2021. I look forward to another year with you. Feliz Año Nuevo.
Founder and owner of the San Francisco Institute of Esthetics and Cosmetology since 2002, Deedee Crossett is an industry pioneer for raising the bar of undergraduate education for cosmetologists and estheticians. She can be reached at www.facebook.com/deedee.crossett and Twitter @DeedeeCrossett #10things.
