Formulas for Success

Keep your business booming – even when client budgets are bruised, with advice from ELAINE WATSON, global education director at Light Elegance

NAIL BOSSING THROUGH TOUGH TIMES

Let’s face it, the days of indulging in a lavish mani while sipping a triple-shot oat milk latte may now be memories for some of our clients. Inflation has got everyone rethinking their spending, and a luxurious nail appointment might be on the financial chopping block. But fear not, fellow nail technicians! We’re a resourceful bunch, and by implementing ideas from my amazing industry colleagues and sprinkling some creativity, we can transform the challenges of a down economy to create businesses that thrive.

Imagine this: Jessica, who used to be a regular client for a gel manicure and intricate nail art, walks into your salon a little sheepish, as her budget isn’t stretching as far these days. With a bit of education, as sometimes, clients underestimate the brilliance of a quality gel mani, you can explain to Jessica how it will save her money in the long run. There will be no need to purchase extra products to use at home, plus she will rock flawless nails for weeks, saving precious time and that ‘did I just smudge my polish again?’ anxiety.

Time is money, so analyse the duration of your services and see if you could shave off a few minutes by optimising application and removal techniques, without sacrificing quality or sanitation. Every second counts, and those extra minutes mean you can see more clients and boost your income without compromising on results. Explore innovative products, such as full cover tips or dual forms. Along with Light Elegance JimmyGel builder gel or the Lexy Line of gels, these products can significantly reduce service times, keeping your clients looking fabulous and your appointment book full.

But wait, there’s more! Not everyone can afford the full spa treatment, so channel your inner budget-conscious client whisperer and create mini services, such as express manicures or gel colour changes. I cheat my fortnightly infill by prepping the new growth and applying Light Elegance P+ Gel Polish in three coats. Offering enticing package deals that combine popular services at a discount can incentivise clients to indulge without guilt.

Remember, loyal clients are the glitter of your nail colour collection: they keep your business sparkling! Reward them with a loyalty programme that shows your appreciation and keeps them coming back. Keep them happy and they will take care of you, too.

Here are some ideas from my friends on social media that can help keep your business booming:

• Membership programmes: Implement tiered memberships with treatment options to suit various budgets.

• Unique service menus: Offer extended hours to cater to clients that work irregular hours.

• Local business love: Partner with local businesses for cross-promotional discounts. This is a great way to expand your reach and support your community.

• Be the best you can be: Prioritise ongoing education, exceptional customer service and high-quality products and services to build a strong reputation and keep your waitlist full. With Light Elegance University, you can do this from the comfort of your home.

• Find your niche: Stand out by offering a unique service that few other businesses have.

• Retail therapy: Consider retailing a homecare product line that is unique to your business, giving clients exclusive access and boosting your income.

• Loyalty with a twist: Spice up your loyalty programme with special perks, like hot towel treatments or Light Elegance’s Q&Lu spa products.

• Press-on power: Expand your offerings with custom press-on nail kits, ready to be applied to your clients’ nails. It’s a great way to generate income during downtime.

• Express yourself: Offer an express enhancement service for last-minute emergencies.

The nail industry is resilient, and by adapting and innovating, we can weather economic storms and emerge stronger than ever. Keep your head high, unleash your creativity and keep those nails looking fabulous! Join the Light Elegance #NewToLE Facebook group, and let’s inspire each other.

I would like to thank Kate Bee, Julie Ann McCann, Caroline Morgan, Angela Zeleny, Lecah Maloney and Patricia Morgan for the ideas used in this article, as well as my Facebook friends who contributed to the conversation.

Until next time,

Elaine Watson

Global education director, Light Elegance

For more information on Light Elegance, visit www.lightelegance.com / www.lightelegance.co.uk