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Male Clients in the Beauty Service Industry

Male Clients in the Beauty Service Industry

A growing number of male clients seeking beauty services are bringing money and business to the whole of the beauty industry. The beauty industry is a female-dominant and women-oriented business, and most men feel like foreigners when they step into a salon.

If you want to cultivate a portion of this growing market, you must customize your salon design, services, and customer service.

 

Is Offering Men’s Services Worth It?

More and more salons have opened their doors to male clients. Male clients tend to be more loyal, pay more, and demand less in the beauty service business. Male clients also tend to add less drama and be less of a headache compared to some female clients. LGBTQ clients are also growing in number—another source of income to salon businesses.

Other than beauty services, the fastest growing segment of beauty businesses is male beauty products. Men prefer to use products that are specifically branded for them and are willing to pay extra for the same products, provided that the design of the products is tailored towards their masculinity.  

Having services and products specific to men will definitely add extra income to your salon; however, you ought to make a few changes to your salon’s design and your menu so that clients choose your salon over your competition.

 

Female-Dominant Salons

Beauty businesses have been historically predominantly female. The majority of specialists who work in this business are female, and the whole culture and design of most beauty businesses are set to satisfy female clients. Almost all spas and beauty businesses are run and managed by women for women.

In most cases, the female environment of a salon and spa is not welcoming to male clients. Men feel like foreigners and strangers in most spas and salons. If you want to invite male clients into your salon, you should make some changes both in design and in the way you treat your male clients. Instead of a feminine, pink-saturated environment, you can add neutral colors and patterns. It’s important to show them respect and consideration by catering the design of your business towards being more gender-neutral.

 

Pricing and menu

The pricing and menu are always a controversial subject when it comes to male and female clients. Men are less price sensitive than women when it comes to beauty services. A few dollars more doesn’t usually bother them. Men will likely not compare the costs of their services with the costs of the same services for female clients. They may compare themselves with other men, but probably not with women.

Most men prefer to pay more for the same service because they like to differentiate themselves from female clients. You may need to charge them more because it takes more time, different products, or because they are starting to create a higher demand. The best practice is to have two separate menus, one for men and another for women. Having a specific menu for men sends a signal to your male clients that your business is male-client friendly. It is wise to always charge a little more for men’s services.

 

Shyness

Some services like waxing and massage therapy that require a client to be naked or semi-naked put more pressure on male clients. There is plenty of potential males, as well as female, clients who reject a beauty service because they are shy. You may never meet those people in your salon, as their shyness prevents them from making an appointment.

When you have a male client, always consider the fact that he may be shy even if he looks otherwise. Be calm, sit for a minute or two and talk to him, and more importantly, listen to him. Ask open-ended questions and encourage him to talk. This is a great method to overcome the shyness of your clients, male or female.

 

Client Loyalty

Psychologically, men tend to be more loyal clients than women. Provide them with a good service and quality customer service, and they will continue to come. Men may challenge you less than women overall; they are low maintenance because they are less aware of competing salons and the wide variety of services. Unlike women, most men are less likely to seek discounts or question the pricing.

In general, male brains are unitask and work simpler than women’s brains. The brain of your female client scans everything in your salon the moment she steps into your business. She detects all changes, and even your clothing and hairstyle. Your female clients’ brains can even detect emotions and the relationships among your salon’s employees. On the other hand, your male client detects much fewer changes, if any, in your salon and in you, the beauty specialist.

Male clients pay less attention to details than your female clients and are less picky, too. A little variation or some changes in services don’t really bother them as much as it may bother your female clients. As long as they receive the same service every time they are in your salon, they will be happy and continue to come. Men overall are more forgiving than women. If you make a mistake and admit it, your male client will likely forgive you and will continue to come.

 

Male clients’ Motivation

The motivation of a man to get beauty services is not usually the same as the motivation of a female client. Women take care of their skin, beauty, and health as part of their daily routine. They are likely to spend more time and money on their beauty and well-being than men.

On the other hand, men are not the main initiator of getting a beauty service. In most cases, men are encouraged or forced by someone else to get a beauty service. Often, there is another person involved other than the man himself. The main motivator for a woman to get skin care and beauty services is herself, but for a man, it is someone else. A woman receives beauty services to satisfy herself, but a man is trying to satisfy another person, most likely his partner.

 

Male Friendly Spa Design

If you want to open your beauty salon to male clients, you need to make changes so your salon environment is welcoming to those kinds of customers, too. As mentioned earlier, a fully pink and feminine environment doesn’t attract most male clients. You can have a couple of male models’ images on the wall, a separate male bathroom with a bold sign, or whatever shows your salon is not dedicated only to women. A man is a foreigner or stranger in a salon or spa packed with women. If you want to receive more male clients, modify the design of your salon to a more neutral form.

 

Loitering and Jerks

Jerks are everywhere, and occasionally one of them may land in your salon. They are not necessarily clients; however, they may pretend to be clients. In most cases, jerks are harmless, but you as a beauty specialist or salon owner should consider any jerk or loiterer as a threat to your business.

If any jerk or loiterer shows up in your facility, you should act fast and precise without any hesitation. Warn once; if it doesn’t work, immediately call 911. Never argue, raise your voice, try to push them out of the door, or touch them; simply call the police without any hesitation.

Having cameras in the reception area and areas that do not invade the privacy of your clients is a must. These cameras must not be hidden but clearly visible with a sign that says, “This area is under surveillance,” or something similar. You can find surveillance signs at Walmart, Home Depot, Lowes, and many other stores.

 

Male Beauty Products

In previous years, women have used many more beauty products than men. On average, women used 12 beauty products per day, while a man used one or two. However, the fastest-growing aspect of male beauty today is grooming products. More and more men are looking for skin care, shampoos, moisturizers, sunscreens, and other beauty-related products made just for them. A growing number of companies formulate and manufacture these kinds of products all around the world.

Men are more likely to use products that specifically mention “for men” than generic products, similar to how women tend to prefer products that are specific to females, too. Male skin and hair care products can be a great add-on to your service business. Male unitask brains are not as likely to deconstruct the wide variety of beauty products. If you recommend a product, they will often rely on you and buy the product.

Having a section for male products and using verbiage that is tailored to male clients can lead to a good source of extra revenue. As men’s brains are more logical and unitask, they might get confused with too much information. Explain everything in a simple tone and straight to the point, and they will buy it.

 

Immediate Satisfaction

The female body is wired to be more tolerant and less sensitive to time-consuming tasks and even pain. On the other hand, men’s brains are wired to be focused on the end goal and the final result. They want to see the final result as soon as possible—they want immediate satisfaction.

For instance, if you are doing a rejuvenation treatment for a woman, you can tell her to wait 6 to 8 weeks to see the final result, and she won’t complain, but if you are doing the same service for a man, it is not easy for him to wait for a month or two to see the result. If you are treating male clients, use techniques that allow them to see an immediate result, even if it is just temporary.

 

Pheromones

Like animals, the human body secretes pheromones—scents released to attract the opposite sex. If you are a woman and happen to smell the inner side of a man’s arm, you may notice there is a relaxing scent. Women’s bodies also secrete a specific scent that almost all men can detect and is not comparable to any perfume in the world.   

No perfume in the world can beat the natural smell of a human body in terms of attraction and seduction. As a female beauty professional, when you are working on the skin or body of a male client, your body’s scent diffuses in the treatment room. These scents are relaxing and calming for some men and, at the same time, may make others uncomfortable.

As a female beauty professional, it’s best not to exacerbate the situation by wearing another sexually appealing perfume or outfit. Female specialists exposing too much skin and cleavage can intrigue any man’s gaze. It makes both female beauty specialists and male clients uncomfortable. It is human nature. Thus, you should avoid this stylistic expression with your specialists. You may send the wrong signal and message. From my point of view, being professional and having a neutral outfit/uniform and refraining from wearing provocative perfumes is a must in all beauty service businesses.

 

Erections

There are a few touchy/sensitive beauty services and massage therapies that could trigger an erection in men. The two main services that can and most probably will induce erection are manzilian (the male version of Brazilian—removing hair from the genitalia) and body massage.

It may not be the best experience for a female esthetician to touch and do treatment on a naked or semi-naked erected penis. That situation could be an embarrassment for most male clients.  

Male client and erectionAfter all, an erection is an involuntary reaction of the male body to any kind of sexual stimuli and even thought. The curve of a body, perfume, a voice, clothing, touch—almost anything can start an erection. A man doesn’t have any control over his erection and cannot do much about it when it happens. An erection is definitely a sign of sexual arousal, but it doesn’t mean that a man with an erection is a monster or a sexual assault machine. It is more often than not an embarrassment and shame to a man.

As a female or even male beauty professional, if you notice that your male client has an erection, simply ignore it and continue your service. Do not mention it, smile, make fun of it, or talk about it at all. If your client mentions it and excuses or apologizes for it, simply, with the least possible words, say “it is okay’ and “never mind” and preferably change the subject. In rare cases, ejaculation can happen right after an erection or with a miniscule stimulus to an erected penis. In those cases, give a wet towel to the client and let him clean himself. Ask him if he is okay to continue; otherwise, schedule him for another time.

 

Conclusion

Male beauty services are creating a good source of income for most salons and spas. Male clients are more loyal and are likely to pay more. For a bigger piece of this emerging market, make a few changes to your salon design and be aware of how to customize your customer service.

Make the Skin Taut

Making the skin taught, or stretching the skin, while you are waxing makes for an easier and less painful process, and also helps reduce post-wax complications, like bruising.

In most cases, the wax sticks to the skin, especially soft wax. Removing the wax while it is stuck to the skin will detach the skin layers from their underlying support tissues and very tiny blood vessels associated with it. Blood moves out of broken blood vessels in between the cells and turns into bruising.

Older clients have thinner skin and more fragile blood vessels, making them more prone to bruising and other complications of waxing. For those groups of clients, stretching the skin is even more important.

With any waxing treatment, some small vessels break microscopically anyway and are not noticeable in most cases, but if there is a blood disorder, like hemophilia, or the client is taking blood thinners, like aspirin or heparin, the blood may not easily clot, leading to a higher chance of bruising and complications.

If your client has any medical condition or is taking medication, you must have written permission from a doctor to do the service. But even with a written doctor’s permission, you should not treat this client in the same way as other customers. You need to use your best judgment and treat the client accordingly. For instance, for someone who is on blood thinners, you may need to consider the following precaution: use smaller patches of wax so you can hold the skin, make the skin taut in all areas of the body, use the type of wax that doesn’t stick to the skin, like hard wax, or suggest sugaring instead of waxing.

The areas of the skin that have less or looser underlying supports and cushion, like eyebrows, testes, and labia, over tendons and joints are more prone to pain and complications.

Stretching the skin on loose skin areas like the labia, tastes, penis, and eyebrows not only prevents bruising and other complications, but also distracts the client from the waxing treatment, especially if it is done by the clients. It is always a good idea to involve your client in the treatment process.

Groupon

Groupon

What is Groupon?

Groupon is a daily deal or deal-of-the-day website that replaces a regular, paper-based coupon with a digital coupon. It was one of the most successful companies from its inception in 2008 but has gradually lost its value over the time.

Groupon is not the only company that sells digital coupons, however. There are more than 500 companies with the same concept, and the number keeps growing.

 

How does it work?

Groupon offers deeply discounted services and products on its website. People buy the coupons and redeem them at businesses. For example, a product or service that is $100 retail price sells on Groupon for $50 to users. Groupon collects 50% of the sales price—in our case, 50% of $50 or $25—and gives the rest, that is $25, to the business.

Overall, a business can losses 75% of its sales value just to sell its products on Groupon.

Over time, Groupon added services that are beneficial to businesses and customers. In the “Gateway” section, you can buy a discounted vacation deal, which is really good for people. In the “Coupons” section, you can buy real coupons from major businesses, like Best Buy, the same discount coupon that you may have missed if there had been no Groupon.

Beauty setup Groupon website

Who buys from Groupon?

Many people buy Groupon coupons, but overall, most of Groupon’s customers are highly price-sensitive. Many of them are old or very young people from low income families. They may not have enough income to afford services at full price. For example, the cost of a Swedish massage may be $100 at full price. There is no way for a low income family to afford to pay such a fee on a regular basis. Groupon gives those groups of customers the opportunity to buy the services or products they may not be able to afford normally.

 

What do businesses use Groupon for?

For returning clients

The main reason you may want to run a Groupon campaign is to get returning clients, the most difficult benefit to reap from Groupon. It is not easy to earn returning and loyal clients from Groupon, the reason being that those people who buy from Groupon cannot afford your service, even if they love it or want it. They just don’t have money to pay for your services.

Beauty setup Groupon users

But if you decide to run a Groupon campaign, you should offer the same great service as you offer to your loyal customers, even if you know the people who are buying a coupon from Groupon are one-time buyers and will never come back unless you run another Groupon campaign. When you run a Groupon campaign, you expose your business to a big group of people who have the potential to leave negative feedback if they don’t receive the service they expect.

In the best situation, you may get 10 to 12% returning clients off of Groupon; in other words, 1 of 10 Groupon clients may come back to pay your full price for the service they received.

 

For branding

Groupon is essentially not a good route to brand your business because you are spending your money on the wrong client base. Due to the income and personality of a Groupon buyer, most are not loyal simply because they cannot be. The best you may get from a Groupon buyer could be their positive feedback on Yelp, a Google review, or  similar websites. For those reviews, you need to provide a very deeply discounted, exceptional service and convince them to leave positive feedback on social media.

Beauty setup brandingBrand is the image of a business to its customers. Groupon users are hardly your customers. They are also not anyone else’s customers. At the beginning of a business, it may be worth trying Groupon in return for positive feedback; however, you need to consider the price of that positive feedback, if there is any positive feedback at all.

Most Groupon buyers work very hard for their money and want to get the best and most for their dollar. Those groups of clients are sensitive to the service they receive and are ready to leave negative feedback if they think the service is not worth their money.

 

For selling products

Making money selling tangible products on Groupon is not easy if you want to play it right. For everything you sell on Groupon, you have to give at least 75% of your retail price, meaning you have to sell really cheap or, like some businesses, just cheat.

Beauty Setup Groupon price

Price on Groupon, supposedly 72% discount!

Beauty setup groupon ebay price

The same product on e-bay

For example, for a product that you can easily buy for $10, the sellers will list a retail price of $50. Then they advertise it on Groupon with a 75% discount at $12.50. Half of this $12.50 goes to Groupon, $6.25, and the business collects $6.25. This is cheating, but people just see the 75% discount, and so they buy the product. Groupon’s policy is to prevent these kinds of unethical actions, but still it is widely used in Groupon; those businesses probably found a loophole.

Beauty setup Groupon price

Price on Groupon after supposedly 62% discount!

Beauty setup Groupon ebay price

The same product

The other reason a business might sell their tangible products on Groupon is that their products are out of season, over stocked, and simply, they want to get rid of them.

Some businesses sell their products on Groupon just to get feedback and test the market.

For selling services

Beauty setup Groupon servicesEssentially, there are two kinds of services that sell on Groupon: First, the services that don’t cost the businesses extra money, like a yoga class or selling extra seats that haven’t been sold on an airplane, and second, the services that take time, products, and extra expense, like a haircut, massage, wax, or other beauty service. There is a cost involved in almost all beauty businesses, even if it is just time. Time is money.

There are two ways you can make money off of Groupon: Selling a discount on your service or selling a discount on the amount spent. It is not a good idea to sell your most popular service on Groupon if you already have enough requests for it. For example, if your most popular service is Brazilian waxing, and you have enough regular clients, there is no good reason to sell the same service on Groupon. But if you have a service that is rare or brand new, you can sell that service on Groupon, as the clients of the rare service are also rare, and the chance of getting them as returning clients is higher.

How do you make money off of Groupon?

The simple answer is this: You cannot make good money off of Groupon. Nevertheless, there are some techniques that can help you get more return clients off of Groupon:

Instead of selling a service, give a discount on a purchase. For example, instead of selling a 50% discount on a Swedish massage, give a 50% discount if they spend $100 in your salon. There is a chance that, when clients start to shop, they will go over $100, and the difference would be in retail price, making you some profit.
Instead of selling a one-time service, sell packages of a service or an incomplete service so clients have to come back to get the service finished. For example, sell a package of 3 laser hair removal sessions with a Groupon discount. Laser hair removal needs at least 6 sessions to be completed, so there is a chance that clients will come back to get the rest of the service at full price.
Some businesses and clients have learned to cheat Groupon by making their own deal with a client who calls the business regarding the Groupon, and, therefore, they don’t pay Groupon. I personally don’t like or advise this kind of action, as it is unethical.   
There is a small group of people who buy Groupon coupons but fail to redeem them. It may add a little money to your pocket to collect for the services you haven’t done, but it wouldn’t be much and so isn’t really worth it.
 

What’s the effect of Groupon on your current clients?

There is a good chance that your current clients will buy your Groupon coupon. Unfortunately, it happens all the time, and businesses lose tons of money. It also sends a bad message to current clients that they are paying a high price. Certainly no one is happy to pay $100 for a service when the person next to them is paying only $50 for the same service.

 

What else should I know about Groupon for my business?

Be ready for a heavy load of clients

Beauty setup extra load

1597 Groupon clients

For those who want to run their first ad on Groupon, the first thing they need to put into consideration is if their business is ready to handle a large load of clients and still maintain the same quality of service. For instance, you may have only three chairs in your salon, and with a Groupon ad, you get 700 clients. Such a load will exhaust you and your employees, and it Beauty setup extra loadis not practical to add more seats or employees to the business in a short time for temporary clients. Unfortunately, there are tons of sad stories about businesses that lost everything and eventually had to declare bankruptcy just because of the significant number of cheap clients who didn’t cover the cost of the business.

Include disclaimers in your Groupon coupon

The main reason to run a Groupon campaign is to put your name and brand out there, but if one person can buy many of your coupons, then you have lost all the benefits. Make sure to put these in the fine print of your Groupon ad:

  • Only one coupon per person or family.
  • Only for the first-time buyer.
  • A cap on the number of people who can buy coupons. (Otherwise, you may end up selling your service at the Groupon price for a very long time. For example, if you do a massage without putting a cap on your Groupon ad, and hundreds or thousands of people buy the coupon, then you have to work months or even a year just to cover those Groupon buyers.)
  • By appointment only. (Put them in time slots that are very slow. You should not sacrifice your regular, loyal clients for temporary, discounted Groupon clients.)

 

Know that Groupon clients don’t tip

Beauty Setup Groupon tipMost businesses that run Groupon ads know that Groupon buyers are not good tippers.

Financial strain and having no intention of coming back are most likely the reasons. Tips in the beauty business are not the main line of income, but it is free money that always makes a beauty technician happy. Tips matter; they are a sign of respect and appreciation, and also help businesses buy equipment or other things they wouldn’t be able to afford otherwise.

 

Don’t run a Groupon campaign all the time

It is definitely not a good idea to run Groupon ads all the time, especially for service-based businesses, unless there is a good reason for it. Some business owners claim that they can make money off of Groupon, but the reality is that they are not making money off of it. Their friendly and attractive personality brings in people from Groupon. Yet the same people can get a much better deal if they advertise their services to families, friends, and other neighborhood communities.

Do you really need to use Groupon?

Beauty setup Groupon saleIf you can afford to sell your service with a 50% discount, people will buy it anyway. You may not even have to pay an extra 50% of the remainder to Groupon. Look for another selling channel, like Facebook marketplace, Craigslist, and the like, to attract low-end bargain shoppers.

The Magic of the Front Desk Employee

The Magic of the Front Desk Employee

The front desk employee in any business, even beauty businesses, can make or break its success. It’s the first tier of the contract with clients, or potential clients. The way this employee talks to or deals with clients can either bring back clients or repel them forever. A beauty specialist in a salon represents herself, but the front desk employee represents the whole business. It’s so vital to have a professional, qualified front desk employee that it can be a costly mistake to hire someone with no relevant background, at minimum wage, and with no proper training on how to take care of the front desk responsibilities.

 

Do You Have to Have a Front Desk Employee?

A front desk employee is not there just to answer the phone or register clients. If she has been trained well enough, she can be your best marketing agent. She knows the business, clients, employees, and services, and that is why she is the best to represent your business. Your front desk employee can be in charge of your social media, maintaining the website, talking to potential clients and vendors, and in many cases, even resolving clients’ complaints.

Beauty setup no front deskFor some businesses like Medspas and Clinic, having a front desk employee is practically mandatory, but for smaller businesses like spas and other beauty salons, the value that a designated front desk employee can bring definitely outweighs its cost.

 

Front Desk Employees Should. . .

. . .Have Extensive Knowledge of the Business

As a business owner or manager, you should know that your front desk holds a critical position in your business, and thus, your front desk employee needs to know a lot about the business. You need to involve her in all non-confidential meetings, though she may need to be in some of the confidential meetings as well.

Some of the capabilities of your front desk employee go back to the time you were hiring her. If you want her to take care of your social media, maintain the website, work with a computer, and so on, those should be part of your hiring description.

The vast majority of your front desk employee’s information and knowledge about your business is accumulated over time and is considered as coming with experience more than just previous knowledge. If you lose your front desk employee, a new one has to spend a great amount of time and many trials and errors to become familiar with your business. If you find a good front desk employee, you should take care of her in terms of salary, insurance, and other benefits so she is motivated to stay with the business.

 

. . .Represent Employees

The front desk employee represents other specialists in the salon and gives the first impression. When clients call or walk in to the salon, they ask about the specialists and their qualifications. The front desk employee should have and memorize a short intro, less than two minutes, about each specialist in the salon, and about the salon as well. These intros should be short, precise, exciting, and just a little detailed. For instance, you may say, “Kylee is one of our best hair stylists. Her clients love her especially for her talent in cutting men’s hair.” These intros are best when prepared with the help of the specialist.

 

. . .Know Clients

A front desk employee that can remember the name of each client and a little bit about them is one of the most valuable assets to any business. People are impressed when they hear a front desk employee call them by name and ask questions that indicate she is familiar with them and is interested in the client’s life. We have all experienced the welcoming nature of a front desk employee or manager calling us by name and asking us about something that interests us.

People tend to talk about their personal lives when getting a service in a beauty business. Sometimes when they are emotional, they may reveal very personal aspects of their life. The front desk employee and all specialists in the salon should be aware that under no circumstances are they allowed to gossip about or share the private information clients disclose.

 

. . .Never Be Condescending to Ignorance

As a front desk employee or a beauty professional, you definitely know much more than your clients. Clients may ask very basic or even seemingly-stupid questions, and it happens quite frequently that the front desk or specialist replies in a condescending way, implying the client should have already known this, thus offending or hurting the feelings of clients.  

Beauty setup front desk ignoranceThe main reason people ask questions is they don’t really know the answer. Some people may ask a question over and over, not because they don’t know the answer, but because they are anxious and looking for reassurance. A front desk employee will have many of these kinds of clients who keep asking questions, and they may have to respond to the same question numerous times per day, so they should learn to do it in a kind, gracious way.

  

. . .Never Talk Negatively About Anyone

People will always compare specialists or businesses to each other; it is a normal part of our culture. This culture plays out badly in some salons. Often when you ask about another salon or specialist, the front desk employee or specialist does not stop themselves from saying bad things about them. It has never helped any business to trash-talk others and does not lead to a more positive outlook on their own business. Gossip can destroy the work culture in a salon, and it’s even worse when the front desk employee is involved in this unhealthy habit. Make strict rules about gossip to stop it from infecting your business.

 

. . .Wear an Appropriate Uniform

As I mentioned earlier, the front desk employee is the first tier of your business. She has to wear her uniform, and it must be clean. If you are a business owner, you should not compromise your business with the laziness of your employees. In my own businesses, I sometimes have had to send an employee home just because she didn’t wear her proper uniform. If you are serious about your business and your rules, everyone else would be serious and follow the policies.

 

. . .Effectively Represent the Business

The front desk employee is like the logo of your business. She is a living representation of it. Your front desk is a sample of your business, and she has to represent it well. For instance, if you are providing a weight loss service and your front desk employee is inactive and eats unhealthily, it is counteractive. The front desk employee in your beauty business should be a perfect sample and model of your field. If you are doing massage therapy, your front desk employee should be notably calm, relaxed, and happy—and the same for estheticians and other beauty service specialists.

 

. . .Be Treated as Your Most Important Client

As a business owner or manager, your front desk employee should experience all the services offered in your salon for free. She needs to believe in you and your business to be able to talk about it positively and accurately. As a matter of fact, receiving regular services should be part of the front desk employee’s job duties.

 

. . .Maintain a Positive Attitude

Unfortunately, this is one of the problems not only with the front desk employee, but with everyone else in the salon. If we’re dealing with a personal problem or are just having a bad day, we may not be in a good mood and may transfer our bad mood to everybody around us. In the case of the front desk and its high-demand job, it is even worse. This employee has to deal with many people, and her negative mood can adversely affect the business.

You can use the 30-days challenge to make it a habit to dissociate your personal life from your professional life. In any of my businesses, when someone is not in a good mood, I send him to the gym or to go for a walk or whatever to change his mood. In the worst case scenario, I’d rather my grumpy employee be at home than in the salon.

 

. . .Know How to Say “No”

beauty setup say noA front desk employee has to say “no” many times throughout a day. For example, if people ask for a service that you don’t offer or for a discount, instead of just saying “no,” she can sandwich the “no” in between nice words. Make it a habit and culture of your business that everybody, including the front desk employee, be super polite to people even if they are not potential clients.

 

. . .Be Well-Trained for the Position

Don’t expect your newly hired front desk employee to know everything about your business or even how to treat your clients. You need to have or prepare a policy or, as it’s called, an operation manual that details everything in everyone in the salon’s job descriptions, including the front desk. You can also write a mission statement and post it as a sign that reminds everybody about your goals and the way you treat your clients.

If you are hiring a front desk employee, try to hire people who already have worked in a highly-respected business like Nordstrom; they bring a culture from those businesses that may benefit your business.

 

. . .Be Empowered to Make Decisions

The front desk employee of a beauty service business is the first and last person clients meet. There are many complaints and questions that the front desk employee must resolve without the need to consult the manager or owner. Over time, train and trust your front desk employee to make decisions and resolve issues.

  

. . .Deal Effectively with Troublesome Clients

A single troublesome client can ruin anybody’s whole day. The front desk employee is the first one to face such angry clients. You and your front desk employee should understand not to personalize the issues in the salon. If somebody is rude or mad because a service she paid for didn’t work out the way she expected, it is about the service, not about you. Rude and impatient people are everywhere. There is no way to avoid them all together, so your front desk employee should be mentally prepared to deal with these situations.

 

. . .Keep Their Work Area Neat, Clean, and Organized

The front desk is a window to the whole salon, so it has to be clean and organized. There is a Japanese system called “5S” about how to achieve this level of order in your work area. You can adopt this system for your front desk employee to follow.

5S is composed of five words that all start with the letter “S.”

1.    Sort: Keep only what is necessary and discard everything else.

Beauty setup 5s2.    Set in Order: Organize your desk and work area in the order in which you use the items. You can use labels to indicate what should be where.

3.    Shine: Everything should be clean and shiny.

4.    Standardize: For every procedure and task in your business, there should be a standard. For example, you can have a bulleted list of how to clean the salon or how to register a client step by step.

5.    Sustain: The process of 5S should be a part of your business culture and habits. You may try the 30-days challenge to incorporate 5S into your mind as a long-term habit.

. . .Respect Clients’ Concerns

When somebody is coming to your salon, let’s say for a wax, for the front desk it is just a 20-minute wax, but for the client it is 20 minutes of pain, discomfort, and stress. The front desk employee should respect clients and help them release their anxiety. For women specifically, they may relax and be calmed when they talk. So, let them talk and don’t interrupt them.

The 30-Days Challenge

The 30-Days Challenge

What is the secret to a successful business? It seems like everyone is seeking the one and only secret to success, whether in business, life, or happiness. The secret to being successful in almost anything is repetition. You don’t have to make a major or extraordinary management decision every single day. As a matter of fact, if you have to make such decisions over and over, it is an indication that your business is not heading in the right direction.

 

How the Brain Works in Relation to Success?

Beauty setup brain works

The brain consists of billions of neurons, or brain cells. All of our thoughts and actions are the result of connections among brain cells. Some of those connections happened before our birth; these are called “instinct.” “Personality” is those connections that happen in our early childhood. The most important connections among our brain cells happen in our adulthood and are called “habits.” Habits are strong connections between a specific number of our brain cells. The brain makes a map or blueprint for each action by connecting a group of specific brain cells.

 

When you do a specific task for the first time, you are most likely slow, having to think twice and consciously do it step-by-step with possible mistakes. Over time, the connections among brain cells build up and become stronger and stronger. Eventually, you may not even need to think about the action while you are doing it, for instance, when you are driving a car, riding a bicycle, playing a musical instrument, or completing a task as a beauty professional. You don’t even think about the movement of your hands or how to use your tools because everything is done by a map in your brain. This automation is the habit we spoke about earlier. Our habits are the secret to our success or failure in business and in life.

 

Forming Habits

Habits are the cornerstone of our success or failure in our personal and professional lives. More than 90% of our actions, activities, and thoughts are controlled by our subconscious mind. Your brain makes maps for everything that is in it. For instance, when you are drinking your morning coffee, your brain coordinates the movement of your hands with your mouth and everything else so you can drink your coffee. Everything else in our brains follows the same rules. Our brains coordinate lots of steps to accomplish an activity or thought. We call these “automation” habits. It takes 30 days for the brain to make those automations. During those 30 days, brain cells make necessary connections, and by using them over and over, the connection becomes stronger and more permanent.

 

If you like learning any new technique as a beauty professional, you have to do it in the right way for at least 30 days. Additionally, if you’d like to change the way you and your team care for your clients, it has to be done in the right way for at least 30 days.

 

The 30-Days Challenge

Thirty-days changes are not just for business. It applies to almost all aspects of our lives. For instance, if you like to eat healthy, you need to eat healthy no matter what for at least 30 days; then your brain can do it automatically, and it becomes your habit.

 

To be successful in your business, the first step is to find out your weak and strong points or the things that you need to incorporate into your business. As mentioned before, to move your business towards success, you don’t need to overhaul everything and start from scratch. A few good habits, or eliminating some bad habits, is all that you need.

 

Let’s explain with an example: Suppose you are doing a Botox injection, and you want to be the best and most reputable in your area. First, you need to spend some time researching the best way of injection, the best candidates for injection, how to inject with less pain, the best care after the injection, and so on. You may need to get an appointment with the most reputable Botox injection specialist in your city and look carefully to see what he or she is doing differently. You can add some extra services to your Botox injection. For instance, spend time before each injection explaining exactly what is going to happen and what the client should expect after the injection. Prepare a luxury, informative pamphlet that explains everything in detail so clients can take it home. You can also have your secretary call your clients once or twice after the injection to follow up. You may also have the clients come back for a free, short follow-up visit one or two weeks after the injection.

 

After establishing all these practices in your Botox injection business, and repeating them over and over for at least 30 days, they become yours and your team’s habits. At the beginning, it may seem like too much or too weird, but in the time your brain adapts to it, you will become the best and most respected specialist in your area. If you are persistent enough to update and upgrade your injection techniques, and you and your team approach business in a more professional way, it becomes a new habit for you and your team, developing into the culture of your salon.  

 

Developing a Business Culture

When the automation is for one person, we call it a habit, but when a group of people do the same, we call it “culture.” For instance, if everybody in your salon treats the clients the same way, it would be the culture of your team, the culture developed from a group’s habit. The culture of a business is like the personality of a person—It is hard to form and harder to change, but it is the main engine and personality of a business.  

 

Eliminating Bad Habits

Beauty setup change bad habitsLeaving behind a bad habit can be even more important than adopting a new one. We all learn to detect flaws much faster and easier than points of strength. For instance, if you are the best in everything in your business, but have the habit of being condescending to people, people will detect it much faster and get irritated, and that habit alone can downgrade your business.

 

To eliminate a bad habit, you need to detect it and consciously remove it from your behavior for at least 30 days. You may ask one of your family members or colleagues to charge you $20 whenever you commit that bad habit. If you can control yourself for 30 days, there is a good chance you’ll get rid of that bad habit for forever.  

 

The only problem is when we have a bad habit that we are not aware of. Just ask your family member or colleague an honest question about your bad habits; you may be amazed at what they say, having never realized the need for change.

 

Building New Good Habits

To start building your new good habits, you can look at your business through the eyes of your clients, or, even better, you may consult with a specialist in the field of marketing and customer care. Identify the bottleneck and what needs to be done to fix it. Don’t try to change everything at once. It will be too much, and tackling it all at once can make you destined for failure.  

 

In a business, you are not the only one that needs to embrace change. There are other people in your business that need to adopt a new habit or eliminate a bad one. Make a timely plan for each habit to adopt or eliminate, and address them one by one. Simply realizing that you need to adopt some good habits and leave behind some bad ones is a big step forward.

 

You definitely have to look at your team’s habits if you want to have a more successful business. To change the habits or culture of your team, you can explain the 30-days challenge and enforce it by asking your team to observe each other. In case of not following the new habit, encourage them to pay a dollar or two to a charity. The point is to commit to the new habit for at least 30 days so the new habit becomes engraved in your minds.     

 

Keeping New Habits

Everything can be forgotten, including good habits. The brain tries to go back to the old, familiar habit that it has been using for years, even after establishing new good habits. This is especially true when someone on your team is not loyal to the new habits or culture. In this case, you might consider letting that person go. It is best for her as she can find another job that she is more comfortable with, and you can hire someone that is willing to adopt your culture. A group meeting once every couple of weeks or per month is a good remedy for the whole team to review the culture and new habits.

 

Keep It Simple (KIS)

Beauty setup keep it simpleThe changes and new habits should be simple so they are doable. It is extremely hard to change the whole of a person. She will give up eventually sooner or later. For instance, if you want to change the customer service of your business, break it into smaller, simpler parts and, over time, tackle each one separately. Don’t expect yourself or anyone else to be another person overnight.

 

Matching the Habit with Your Personality

If you are the owner or manager of the business, the changes should be in line with your own personality. All of a business is an extension of its owner or manager. We run our businesses based on our beliefs and values. If the changes are not in line with your personality, no matter how good or brilliant the change, it won’t go anywhere. For example, if you are not disciplined, and you want your business to become more disciplined, it is almost impossible to accomplish unless you hire a disciplined manager or work hard on yourself to become a disciplined person. Remember, making a new habit takes at least 30 days.

 

Measuring the Result of Your Challenge

The best way to measure the result of your 30-days challenge is to request feedback from your clients or the other people around you. Ask honest questions about the new changes in you or your business. If you find any mismatch between your goals and the current reality, don’t be disappointed. Keep doing what is right until it becomes your habits and culture. For some people, it may take some extra time for their brain cells to make necessary connections to form new habits, but it will eventually happen. Asking for help from professionals is always a good habit. If you have the habit of asking questions, that alone will put you ahead of many people.