Formulas for Success

ELAINE WATSON, global education director at Light Elegance, shares top tips to help your nail business thrive

HOW TO CREATE A LOYAL CLIENT BASE

Do you ever feel like you’re constantly hustling to find new clients, only to see them disappear faster than a rogue rhinestone after a wild night out? Don’t worry, you’re not alone. Building a loyal clientele takes strategy, but fear not, because I’m about to spill the tea on how to create a bustling nail haven.

The power of personalised connections

Capturing a client’s loyalty goes beyond carrying out their gel polish mani. You need to build a genuine connection with them. Imagine your nail chair as a comfy therapy couch: a safe space where clients can unwind, chat and feel like they’re getting VIP treatment. You should:

• Become a listening ninja: Actively listen to your clients’ desires, nail goals and their not-so-secret obsessions with the latest nail art trends on Instagram.

• Embrace the power of small talk: Remember that client who always talks about their upcoming holiday? Ask them about it! Small talk shows you care and makes the experience more personal.

• Be a master of comfort: Create a welcoming environment to ensure that your clients feel comfortable. Offer them a beverage, play some relaxing music and keep the conversation light and friendly.

Prioritise safety: healthy nails mean happy clients

Nobody wants chipped nails or an allergic reaction. Let your clients know you prioritise their wellbeing by using high-quality, safe products, such as those from Light Elegance, which are all made in the company’s lab in the USA. Ensure you keep updated with the latest safety concerns and advancements in nailcare products. I recommend watching Jim McConnell’s ‘Chemist Corner’ series on YouTube, and explaining the benefits of using safe products to clients during their consultations. This builds trust and shows you truly care about their nail health.

Loyalty programmes: rewarding your most valuable customers

Let’s face it: everyone loves a reward! Implementing a loyalty programme is a fantastic way to show your clients you appreciate their continued business and encourage them to keep coming back for more. Here are some ideas to get your creative juices flowing:

• Points for pampering: Award points for every service a client receives. These points can be redeemed for discounts, free nail art designs or exclusive product bundles.

• Referral rewards: Incentivise existing clients to recommend your services by offering them a discount or reward when a new client books an appointment through their referral.

• Birthday bonanza: Celebrate your client’s special day by offering a birthday discount or complimentary add-on service during their birthday month.

Social media savvy: building your online nail empire

Utilise Instagram, Facebook and YouTube to showcase your nail artistry, share nailcare tips and connect with potential clients. Here are some social media secrets to supercharge your presence:

• High-quality content is key: Invest in good lighting and take stunning photos of your nail creations. People are drawn to beautiful visuals, so make sure your feed is a feast for the eyes!

• Be a social butterfly: Don’t just post and disappear! Respond to comments, answer questions and run engaging polls or contests to keep your audience interacting with you.

• Embrace the power of hashtags: Think of hashtags like keywords. Use relevant hashtags to help people discover your work when they’re searching for nail art inspiration.

• Make your passion your clients: Encourage your clients to further their love for nails by following you and the brands you trust. Responsible brands like Light Elegance believe in sharing knowledge: from product safety to trending chemistry, and are a wealth of information for you, the professional, and your clients in the pursuit of healthy nails.

The magic of feedback

Feedback is a gift, so encourage clients to share their honest opinions. Here’s how to leverage it effectively:

• Embrace positivity: Share positive reviews to build trust, and thank clients for their kind words.

• Learn from criticism: Don’t shy away from negative feedback. Use it to improve your services or communication.

It all comes down to relationships: that’s the secret to building a rock-solid clientele. When you prioritise genuine connections and client safety and infuse a touch of creativity into your work, you’ll cultivate a loyal following who rave about your services. The result? A full appointment calendar and a nail haven buzzing with happy clients. But remember: success is a journey, not a destination.