On the Press
Liz writes regularly for magazines like ‘Irish Beauty’, and has appeared in RTE’s ‘Off The Rails’. Its all here.
STRAIGHT TALKING June 2008 – Irish Beauty
Don’t just be a good boss, be a great boss!
What’s your company policy about ‘fun at work’?
Do you believe in it?
Do you make it happen, or do you discourage it?
Research shows that a workplace that is seen as fun-loving generates enthusiasm. Enthusiasm leads to increased productivity, better customer service, a positive attitude and significantly higher odds that your talented therapists will stay. Most people want to have some light moments at work. A boring, humourless, too serious work environment could send your star players searching for a better salon/spa to spend the majority of their waking hours!
So, as you think about the pleasant and enjoyable workplace that you have the power to shape, ask your staff what would make work more fun. While employees seem to greatly appreciate being treated to elaborate outings, most report that it is the day-to-day work environment that matters most to them – it simply has to be enjoyable.
Funny makes money!
Having a happy staff will improve individual creativity, productivity increases, clients are more likely to give you repeat business if they can sense great atmosphere, so more money comes in……
How do you create a bond among therapists in your salon and increase the chances of deepening their loyalty? There are lots of ways, for example:
Have open meetings on a regular basis
If employees feel they are being heard, they will feel a stronger connection to you and the group. Don’t be afraid of grievances – even if you can’t do anything to fix the problem, people feel better just having the opportunity to talk it out.
Encourage group outings
See it as a team activity
Give employees time to talk
Managers are often so worried about work not getting done that they discourage personal conversations among therapists – what they don’t seem to understand that these conversations help employees feel connected to each other.
Strong relationships at work are key to retaining your people. Most of us want and need colleagues to work with. Connections are a major reason therapists stay in a salon – their link will strengthen yours, and they are more likely to stay
I know you don’t want to hear this, but therapists will leave if they don’t like their boss, even when they are well paid, receive recognition and have a chance to learn and grow. In fact, disliking the boss is one of the top causes of talent loss!
Have you ever worked for someone you didn’t like, who treated you badly? Learn to assess whether or not you exhibit those behaviours and how often. Then it’s about trying to change for the better. Why? To keep your talented therapists.
Think about your behaviour.
Do you withhold praise?
Do you behave badly and give negative feedback?
Do you belittle staff in front of others?
Do you show favouritism and criticise constantly
Or,
Do you nurture ideas and nurture relationships?
And, what effect is your behaviour having on the therapists and staff who report to you?
We all have off days. For some, it happens when we feel backed into a corner, too stressed or when someone just pushes our buttons. For others, ineffective behaviours have simply become habit. Do you know how your employees view you and how does if affect their job satisfaction? How many therapists have left you for a better boss?
You need a clear picture of how you look to others, so get honest feedback somehow.
Don’t just be a good manager and boss – be an outstanding boss, and your outstanding therapists will stay.
Are you happy with your management skills, or would you like to be a better boss?
Liz McKeon is a Business Coach specialising in the Beauty Salon Market.
Call us now on 086 386 1243 or check out www.lizmckeon.com
STRAIGHT TALKING May 2008 – Irish Beauty
Retaining Therapists
You know who they are – they’re your talented committed employees. You love them because they are critical to your salon’s success. They make your salon the best one for your clients. They are the heart and soul of your business.
They’re the ones you simply cannot afford to lose, and they are the ones your competitors are trying to steal from you. So, how will you keep them? How will you get them to stay while others may try to entice them away?
I quit
I’m giving you my notice
I’ve found another job
Can we talk?
If any of the above strike fear in your heart or make your stomach sink, you are not alone. Anyone managing or supervising others reacts with dismay to statements like these, especially when the people saying them are critical to your salon/spa. These therapists are the people who are necessary for the success of your business and your peace of mind. They are the good, talented therapists that you simply cannot afford to lose.
So, how do you hold on to your star players?
Firstly, always remember that thoughtful planning, honest and continuous communication and basic human respect go a long way with your employees.
Have you ever asked your therapists what keeps them in your salon? Have you ever asked what might lure them away? If not, why not? Just asking the question is a retention strategy. Many salon managers say that their time is totally consumed by the business at hand. There is always an urgency to take care of clients, leaving very little time to listen, let alone ask. If you have fallen into this category, you are missing a secret of how to succeed: just ask!
Ask each therapist what keeps her working in your salon. Make a note for each person’s answer. Every month, review the notes and ask yourself what you’ve done for that employee that relates to her needs.
Here are the most common reasons people stay, listed in order of popularity:
- Career growth, learning and development
- Exciting work and challenge
- Meaningful work
- Great people
- Being part of a team
- Great boss
- Recognition for work well done
- Fun at the job
- Autonomy – having a sense of control over my work
- Flexibility
- Fair pay and benefits
- Inspiring manager
- Pride in the organisation
- Great work environment
- Location
- Job security
- Friendly
- Technology
A good boss who cares about employees will help talented people find these aspects in their work. Outstanding therapists give you and your salon a competitive advantage. Talented therapists are scarce and will continue to be scarce. If you have them working on your team, create a workplace environment that is so productive and fulfilling talented therapists will want to stay.
Do you want to know more about retaining your star therapists?
Liz McKeon is a Business Coach specialising in the Beauty Salon Market.
Call us now on 086 386 1243 or check out www.lizmckeon.com
STRAIGHT TALKING Apr. 2008 – Irish Beauty
Promotions to: Increase Retail Sales
Once you have established your business as a treatment and retail outlet, created a well-stocked salon/spa shop, next think about how to boost your level of retail sales. With so much competition from department stores, pharmacies, on-line shopping, duty frees and shopping channels, salons/spas still have to be very pro-active and diligent – continually reinforcing the message that, the best person to purchase skincare from is your therapist.
Run at least 4 quarterly retail promotions per year. All retail promotions must focus on developing and growing retail sales. The aim is to keep building a retail culture within the salon/spa environment.
The promotions must benefit:
The salon/spa – choose a good marketing idea, that will benefit the salon/spa financially, even if it is a money-off promotion.
The client – the promotion should appeal to clients and be tempting to try.
The therapist – choose a promotion the therapists will enjoy being part of .
Vary your promotions, for example:
January – Gift with Purchase
April – Skin Consultation
July – Product Focus
October – Skincare Demonstration
Gift with Purchase:
Within the department store arena, gift with purchase is the most popular promotion. Clients love getting a free gift. It will help increase sales because it provides a positive way to introduce retail, you are giving people more than they expect to get and it encourages clients to buy all the items you recommend.
Skin Consultation:
This is the simplest way to up-sell skincare services and retail, to your waxing and tinting clients. Clients who normally buy their skincare from stores or chemists will be impressed with your level of knowledge and expertise, and want to purchase from you in future. The focus of this promotion is your client’s home care regime, and should take about 20 minutes per client – the client is invited to experience an in-depth skin analysis followed with a home care programme. Invite each client to bring a friend, thus introducing your salon and services to potentially new clients
Product Focus:
Choose a product of the month and promote it to as many clients as possible. Select a product that can be used by most people, for example, hand cream, body exfoliant or body lotion. Offer a small amount of money off or buy one, get one half price. Inform all therapists about the promotion, produce relevant literature and eye-catching displays. Not only will clients buy the product being promoted, most will buy at least one other item.
Skincare Demonstration:
The purpose of this promotion is to educate your client, helping them to achieve the best results from their products. Invite your clients to an evening demonstration where you can discuss the importance of an effective home-care regime and demonstrate how to correctly use all their products. The evening could also include demonstrations about nail care or body care – you can choose a different topic each time you run this promotion. Create a desire and clients will begin to purchase products and book appointments.
For successful promotions, advertising is essential. Market them in your salon by word of mouth, leaflets, posters, email or post invitations, telephone clients you haven’t seen for a while. Advertise or send press releases to local newspapers, invite journalists to attend. Send invitations to local ladies clubs and businesses. Take photos at events, get testimonials from satisfied and happy clients and have an events folder at reception. Use your website to advertise and take bookings for up-coming promotions.
Use regular promotions to increase retail sales with your regular clients, to attract new business and as an opportunity to promote your salon/spa.
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Mar. 2008 – Irish Beauty
Maximise Your Merchandising & Increase Your Retail Sales
The sales process begins the moment your clients enter the salon or spa, not when you place the products in front of them. As beauty therapists, it is your professional duty to give clients the best possible recommendations on home-care products.
If you require a little push to start selling, think about the following: one of your clients has just enjoyed a facial treatment in your salon, she then leaves the salon and goes directly to a store to purchase her skin care. Why? Simply because she views you as a treatment-only provider and all the advertising done by the large skin-care houses has led her to believe they will provide the products. Start educating your clients to buy from you – as a therapist, you have the training, the professional knowledge and the experience: start using it!
People really enjoy spending – that’s why it’s called ‘retail therapy’! Clients have a desire to purchase new products. If you don’t seize the opportunity to sell to your clients someone else will. Next time you visit a large store, go and observe the staff at the skin-care counters at work. Just watch how many products they sell. This experience will be motivating enough for you to start selling to your clients.
In your salon, create the space to sell, then maximise that space. A well-stocked salon shop will strengthen your identity. It creates awareness of your products and begins to help plant a seed that can develop a desire to buy.
Observe your retail displays. Make sure that retail units are well positioned in your retail area, so your clients feel comfortable to browse. Fully-stocked retail units sends the correct message to potential shoppers, that is, we are passionate and firm believers in what we are selling and we have invested in good quality products to reinforce your treatment.
Products should be accessible, clearly priced and well-positioned. Display your products soldier style so clients feel comfortable removing them. Soldier lines march out the door, pretty displays stay pretty on the shelf! Make sure your clients are able to browse, touch and pick up products. Utilise key areas such as reception desk and coffee table for impulse buys. For example, as much as a vase of flowers looks great on reception desk you are not a florist: devote this valuable space to retail sales.
The quality and standard of your displays should reflect the quality and standard of your salon, and the goods and services that you offer. Displays, both in the window and in-salon can be used to convey various messages, such as promotions, a change of season, a new product or service or even a desired lifestyle. Try to create warm, positive feelings in your clients through your displays by highlighting the features and benefits of the products and services.
Stock skilfully arranged on display should attract passers by, and trigger impulse purchases by creating a desire within your clients to own the goods. Develop a positive sales environment, think like a retailer and start to gain the sales that are rightfully yours!
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Feb. 2008 – Irish Beauty
Effective Merchandising -
Create a Salon/Spa Shop!
Regardless of space a well-stocked salon shop will strengthen your identity. It creates awareness of your products and begins to help plant a seed that can develop a desire to buy. There is unlimited potential to increase turnover and improve cash-flow within the salon/spa by focusing on and increasing retail sales. This sales process will have a positive impact on figures, increasing turnover for the salon and commission for the staff.
However, the approach to the display and merchandising of retail products can be quite poor and sometimes even overlooked within salons and spas. Once you decide to include retail in your salon, you must start to think like a retailer as well as a therapist. As a therapist, you know more about the skin than the counter staff in any retail outlet, so why lose sales to local retail outlets, such as department stores, pharmacies and even supermarkets, just because you haven’t given enough thought and attention to effective merchandising.
Merchandising - is how products are categorised and grouped together in a way that will enhance them and encourage clients to buy. It involves the location of products in retail area and how they are arranged for purchase.
Effective merchandising views selling from the client’s point of view, and since a huge percentage of purchases are made on impulse, merchandising strives to make purchasing products as easy as possible for clients, while increasing profits for the salon.
Stock Levels:
Revise and re-examine all your stock levels.
Make sure you have all your best sellers in stock.
If you are out of stock of an item, communicate this to all staff, so they don’t recommend a product you don’t have.
Place regular small orders until you have your stock levels correct,
Make sure you have enough, but don’t tie money up in stock that isn’t selling.
The Merchandising Process must contain these 3 elements:
Products: according to your market, are the right product types and brands present in the point of purchase display?
Position: location – are the products placed in the ideal location in the client traffic flow? Are products in the right section, in order with market leaders, and in order of package size? Are the products rotated to keep stock fresh?
Presentation: pricing – are the products clearly prices? If not, an alternative product might be purchased elsewhere. Do you use point of sale materials strategically? For example, use of advertising, shelf edgers, show materials, special prices etc. Are all the products and units/shelving/counters clean and attractively displayed?
You may even need to take some photos of your retail displays from different perspectives to see your salon as your clients do!
And finally, check out your competition – visit other retail outlets, pose as a customer looking for a new skincare programme and compare their merchandising to yours. Check out how they use all the ‘tools of the trade’, eg. samples, testers, product information to enhance their sales. Learn new and effective silent selling skills which can be taken back to your salon and implemented, allowing you to grow your business.
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
LIZ on SOURCE DIRECTORY 08 – Salon Ireland
Liz McKeon ‘A Journet to Excellence’ published on SOURCE DIRECTORY 2008.
‘A Journet to Excellence’
Are you selling an experience or are you just selling a service? Are you offering a pampering experience or a production me service?
Think like your client — it’s amazing how different your salon can seem when you are looking at it through the client’s eyes. This changes your perception offering a fresh look on your business and is worthwhile to do on a regular oasis as it will help to increase the appeal of your salon to potential clients. Customer loyalty is key in this industry and our businesses should revolve around the customer and their needs therefore we should conduct a business planning from the customer’s point of view. Ask yourself – “How professional would my salon appear to my client base, and would It appeal to me as a visitor?”. Pay great attention to detail — it’s the little things that can make a big difference. Make the most out of promotions and special offers, but most of all make it a memorable experience for everyone who visits. All of this will help to encourage repeat business and create a positive word of mouth surrounding your salon.
Examine every element of the customer experience from start to finish -
• Is the phone answered quickly, politely and professionally?
• How are the dents met and greeted?
• Is there a friendly atmosphere n the reception area?
• Is the consultation process carried out correctly or are client details recorded at all?
• Are services running on tine and efficiently?
• Is the therapist well-presented, wearing make-up, hair neatly tied back, smiling and friendly?
• Is the treatment room perfectly presentable and well laid out?
• Does the therapist give 100% attention to the treatment and to the client?
• Is the client provided with useful and relevant homecare advice?
• Is the client happy with the result of the treatment?
Clients are spoilt for choice when it comes to salons and this is a competitive industry. To make your salon stand out, design the entire client experience around them, not just the treatment. By designing the ‘client service journey’ you can offer the same service but provide a unique and special experience for every client, every time… Make sure that your clients leave feeling absolutely pampered and satisfied, looking forward to returning and happy to recommend your business to their friends.
STRAIGHT TALKING Dec. 2007 – Irish Beauty
The Client Journey
Only the client, and the client alone, will pay our costs and provide our profits, so we have to conduct all business planning from the client’s point of view. It is amazing how different your salon looks when you are seeing it through the client’s eyes. Think about: “how professional my salon appears to my client, and would I like to come to it”?
Plan the entire process, design the client journey, not just the treatment.
Examine every element of the client experience, from start to end. Remember, there is no such thing as a minor detail – all details are major!!
For example:
Is the phone answered quickly, accurately and professionally? Are enquiries answered satisfactorily and converted to bookings?
When the client shows up, what is your meet and greet procedure? Is there a friendly atmosphere in reception?
Is the consultation process carried out correctly, does the therapist collect enough information to enable her to do a highly effective treatment?
Are treatments running on time?
Is the therapist well presented, wearing your uniform with pride and perfection? Is she wearing make-up, smiling, friendly, polite and mannerly? Does she call the client by her name, can she offer an opinion and give recommendations, and is she attentive?
Is the treatment room perfectly ready and well laid out? Does the therapist explain the procedure thoroughly to the client? Is there a chair, hangers for clothes, container for jewellery? Does the therapist give 100% attention to the treatment and to the client?
Does the client get homecare advice and is the timing of the treatment perfect?
When the treatment is completed, is the client encouraged to relax, have a drink, helped to sit up? Is she asked if she is happy with the result of the treatment?
Is she escorted back to reception, encouraged to re-book, are her products stylishly wrapped and is she shown to the door, when payment is completed?
As it is still the most effective form of advertising, make the most of, and create better word of mouth opportunities, by making a visit to your salon/spa, ‘a memorable experience’.
Show your appreciation to your clients:
Every time they do business with you.
When they compliment your business.
When they offer comments, suggestions and even complaints.
When they try new products or services.
When they recommend you to a friend.
When they make your day!
By designing your client’s journey, you ensure that your clients leave feeling happy and satisfied, looking forward to returning and happy to recommend your business to their friends.
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Nov. 2007 – Irish Beauty
Assuring the quality of your services
‘Quality is remembered long after price is forgotten’
Gucci Family Slogan!
What is Quality?
Quality is the minimum level of service that a business chooses to provide in order to satisfy its target clientele. At the same time, it is the degree of consistency the business can maintain in providing the predetermined level of service. Everybody in the business has to believe their livelihood is based on the quality of the product or service they provide. The manager or owner must be absolutely intolerant of any short cuts, or staff at every level will think and say ‘well, if the boss doesn’t give a damn, why should I?”
Ask Yourself:
Do you know what’s happening behind your treatment room doors?
Are you continually upgrading your client experiences?
Are you getting a high yield of return business?
Are your clients sending you hot referrals?
Is your average client spend increasing?
Do your clients feel they are getting value for money?
Can you be assured that you are meeting the ever increasing demands of your clients?
If your answers are all yes, well done – you have a very high standard of quality control in your business.
If you have answered no, or not sure, to some of the questions, then it is time to investigate the quality of your services.
Client satisfaction is the end result of good customer service. So, how do you know if your clients are happy? The simple answer is: you ask them.
Have you ever asked your clients for feedback about their experience in your salon/spa?
In my work as a consultant, I recently worked with a client who was getting very little repeat business. So, I introduced a ‘client feedback report’, for a month, which highlighted several gaps in the service. This, in turn, resulted in lots of in-house training and improvements in the presentation of the salon. The end result was better customer satisfaction, leading to higher figures.
Client surveys are an excellent way to define how satisfied your clients are with the quality of your services. By finding out useable information from your clients, you will be able to recognise shortfalls in the way clients are being served, allowing you to foresee problems. The survey is given to clients and asks questions relating to the service they received. It should ask for a rating of the service so you know how dissatisfied/satisfied they were. The rating should also denote what section of the service may have let them down. This is a fantastic way to sort our areas of your quality control and customer service that needs revising, training and upgrading.
Remember, only the customer and the customer alone, will pay your costs and provide your profits; without customers there is no business, so make it your business to keep them happy.
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Oct. 2007 – Irish Beauty
Increase Profitability by Delivering Excellent Customer Service
What is Customer Service?
Customer service involves putting systems in place to maximise your client’s satisfaction with your salon. It should be a prime consideration for every salon – your sales and profitability depends on keeping your clients happy.
Manage your Customer Care
Your existing clients are among the most important assets of your salon – they have already chosen you instead of your competitors. Keeping their custom costs far less than attracting new business, so it’s worth making sure they’re satisfied with the service they receive.
Existing client relationships are opportunities to increase sales because your clients will already have a degree of trust in your recommendations. To retain your clients’ trust, however, never try to sell them a product or service that clearly doesn’t meet their needs. Remember, your aim is to build a solid long-term relationship with your clients rather than make quick one-off profits.
A huge range of factors can contribute to client satisfaction, but your clients are likely to take into account:
*How well your services/products match client needs
*The value for money you offer
*Your efficiency and reliability
*The professionalism, friendliness and expertise of your therapists
*How well you keep your clients informed
*The after-sales service your provide
When recruiting therapists and reception staff, customer care must be a core element of their job description. On-going staff- training may then be useful for ensuring the highest levels of customer care.
Know your Customers’ Needs
10 things you need to know about your customers
1. Who they are: for example their interests, age, status.
2. What they do: you are selling directly to individuals, so it is worth knowing their occupations and interests – have an understanding of your client.
3. Why they buy: it’s easier to match their needs if you know why clients buy a product of service.
4. Whey they buy: if you approach a client just at the time they want to buy, you will increase your chances of success.
5. How they buy: from reception, in the treatment room, before or after the treatment.
6. How much money they have: select your product and service mix to match your clientele.
7. What makes them feel good about buying: if you know what makes them tick, you can serve them in the way they prefer.
8. What they expect from you: don’t disappoint your client – you stand to gain repeat business.
9. What they think about you: if your client enjoys dealing with you, they’re likely to buy more.
10. What they think about your competition: if you know how your clients view your competition, you stand a much better change of staying ahead of your rivals.
Remember, satisfied clients will contribute to your business for years, through their purchases, recommendations and referrals for your salon.
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Aug. 2007 – Irish Beauty
Time Management – Put first things first!
Learning to manage your time more effectively can have a very profound effect on your life and on your salon. Most salon owners and managers find themselves stretched for time, yet having to do more in order to stay competitive. It makes sense for managers to develop good time management habits, so that everything that needs to be done, gets done. Here are 10 time management tips to help you work smarter and use your time wisely:
1. Buy a week-at-a-glance diary and use it – write absolutely everything you need to accomplish in this diary.
2. Learn to differentiate between what is urgent and what is vital. The urgent may look and sound like it needs immediate attention, but it is rarely vital that it be done right now or at all.
3. The key is not to prioritize what is on your schedule, but to schedule your priorities.
4. Use a time sheet. Keep track of your time by 15 minute blocks for two weeks and see how you actually spend your time. Compare this to what you should be or want to be spending your time on. It will give you the motivation to make the changes you need to.
5. You cannot do everything everyone asks you to do. Learn to say “NO”, to the project, not the person. Learn to say “NO” to interruptions.
6. Learn how to effectively delegate. This means picking the right person, giving clear directions, setting benchmark and deadlines, and then letting them do it.
7. Stop procrastinating. If you are inclined to, identify the reason behind your procrastination, (fear, boredom, unclear goals…) so you are solving the right problem when dealing with it.
8. Know your worth! Work out what your hourly rate is; in fact know what each minute of your time is worth. Use these thoughts and figures to help you prioritise your activities and determine what and to whom you should be delegating. Any time you are doing work that someone at a lower wage could be doing, you are losing money.
9. Set goals, personal and for the salon, – they help you prioritize your activities and let you know that you have succeeded.
10. Take control of your time. There are 1,440 minutes in a day and 29,020 days in an 80 year lifetime. Decide now not to waste any of this precious time, and make this the month to start doing what you want with your time. Take time to notice the results.
If you require any further information on health and safety issues, contact Liz on 086 386 1243
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Jul. 2007 – Irish Beauty
Health and Safety in your salon?
Did you know it is a legal requirement, under the Health & Welfare at Work Act 2005, to have a Health & Safety Statement? Your Health & Safety Statement needs to be reviewed annually, more frequently if there have been changes in the process of new equipment purchased. All Health and Safety training needs to be recorded, training cards need to be signed off by trainer and trainee. Training records need to be maintained as long as the therapist is employed with the company and at least 10 years after that. Accident records causing immediate injury should be maintained for at least 10 years.
Employers have a general duty to ensure, so far as is reasonably practicable, the health, safety and welfare of their employees, clients, visitors and others who may be affected by salon activities. Accident preventative measures are within the control of management.
Before writing your Health and Safety Statement, if is necessary to carry out a risk assessment in all areas of your salon. (A risk assessment is a careful examination of what could cause harm or loss, so that you can weigh up whether you have taken enough precautions or should do more.) Areas to pay particular attention to are:
Ventilation, windows or other openings may provide sufficient ventilation, but where necessary mechanical ventilation systems should be provided and regularly maintained.
Temperatures, should be between 13’C and 16’C.
Lighting, should be sufficient to enable therapists to work and move about safely. If necessary, local lighting should be provided at individual work stations and at places of particular risk. Light fittings should not create any hazard.
Cleanliness and waste material, every salon and the furniture, fittings, equipment should be kept spotless, and it must be possible to also keep the surfaces of floors, walls and ceilings clean. Cleaning and removal of waste should be carried out as necessary by an effective method. Waste should be stored in suitable receptacles.
Treatment room dimensions and space, treatment rooms should have enough free space to move about with ease. 6ft x 9 ft is a guideline, but may be insufficient depending on the layout, contents and nature of the work.
Workstations and seating, workstations should be suitable for the therapists using them. Therapists must be able to leave work stations swiftly in an emergency. If work is done sitting, seats which are suitable must be provided. Seating should give adequate support for the lower back.
Maintenance, the salon, machinery, certain equipment should be maintained in efficient working order: equipment which would cause a risk to health, safety or welfare if a fault occurred must be checked at very regular intervals. Electricity is the main cause of accidental fire. Most are caused by neglect and misuse of wiring and electrical appliances.
Floors and access routes, there should be sufficient width and headroom to allow people to circulate safely with ease. The surfaces should not have holes or be uneven or slippery, and should be kept free of obstructions and from any article/substance which may cause a person to slip, trip or fall. Access between floors should not be by ladders or steep stairs. A handrail should be provided on at least one side of every staircase. Make sure exit signs are always visible and that everyone knows where the nearest exit from their work location is.
Windows, skylights and ventilators should be capable of being opened, closed or adjusted safely and, when open should not pose any undue risk to anyone. Windows and skylights should be designed so that they may be cleaned safely.
Sanitary conveniences and washing facilities, should be provided at readily accessible places. They and the rooms containing them should be kept clean and be adequately ventilated and lit. Washing facilities should have running hot and cold water, soap and clean towels.
Drinking water, an adequate supply of high-quality drinking water should be provided.
Fire safety measures, should be put in place in your workplace, including pre-planning for emergencies. You must have a fire evacuation plan and it should be practised regularly in the form of fire drills. Fire protection equipment are essential aids – keep fire extinguishers and fire blankets well-placed. You may think Fire will not happen in your workplace but it can. What are the potential fire hazards in your salon? What simple day-to-day actions can you take to minimise the risk of fire breaking out?
When you have your risk assessment complete, compile your health and safety statement, contact a Health and Safety professional to advise you on best practice to implement safety training on a regular basis.
Then health and safety in your salon is one less thing to worry about…
If you require any further information on health and safety issues, contact Liz on 086 386 1243
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Jun. 2007 – Irish Beauty
MIND YOUR MONEY!
Running a successful salon really boils down to one critical point: making money.
Your money will work for you and your business will have enough, more than enough when you give it energy, time and understanding. You need to know about your business financially, it is your responsibility.
Have enough money from the start.
Owning and operating your own salon can be incredibly rewarding. It’s certainly a lot more enjoyable if you can reduce your stress levels by having good financial planning and a realistic approach to how much money it will take to get you to where you want to be. Ensuring that you have enough money to start or buy a business is essential. While you are getting established and building your client base, you will still need to pay for all your fixed expenses, so adequate start-up capital is vital to the survival of your salon.
Welcome to reality – Budgets and Planning!
A common mistake in business is poor planning and unrealistic expectations in terms of income and expenses. From my experience the three most common errors are:
*underestimating costs,
*overestimating how much money will come in, and
*failing to recognise that money will be slower coming in than expected.
Obviously the end result of these errors is a serious lack of cash, (or a cash flow problem). Take a realistic approach to budgeting. Don’t plan for the best possible scenario, plan for the worst. If everything turns out better than expected, you will just end up with more money in the bank!
Cashflow
Income isn’t guaranteed until it is in the bank. Cashflow problems can destroy a business quicker than anything else. When planning for cashflow, always be conservative, allow for slow days and the odd bad debt and have a back-up plan just in case cash flow becomes tight.
Setting tight, conservative budgets is a trademark of successful salons and it will certainly make running your business easier. If you find it hard to manage your finances, get advice from someone impartial, such as an accountant.
Your business needs to be able to afford to grow and you need to manage that growth. Give value for money and charge what you are worth. Determine what to charge based on your costs, your desired profits, the competition and your unique salon features.
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her consultancy service. The process begins with a FREE, no obligation, initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING May. 2007 – Irish Beauty
Does your salon stand out from the crowd?
Standing out from the crowd is important and it really is one of the main fundamentals of any marketing and branding strategy. Clients have a lot of choice and you have a lot of competition. It is important to send out a very clear message that your salon is here and you are great at what you do! Clever branding reinforces these messages.
Promote your business from the outside in. Be proud to promote your business by putting a sign outside – outdoor signage works seven days a week, 24 hours a day, whether you are open or closed, so use it to its full advantage. (Make signs as big as you can with just a few words outlining what you do, when you are open and make the colours stand out).
Make your sign-writing match your corporate image and company colours, ie brochures, price-lists, stationery, web-design, business cards, staff uniforms, all advertising, interior design and indoor signage etc. Remember less is more and keep all signage simple and easy to read.
A good uniform impresses everyone. The better presented you and your staff appears the more professional your salon will appear. This will instil confidence and security in your clients, encouraging them to use your services more regularly.
Make the most of packaging. Packaging provides the perfect opportunity for a salon message to be passed on to potential clients, so why not use it to increase your sales? Print you salon logo on your bags, maybe your trading hours, gift suggestions, new products or treatments or any other message you can think of. Slip in a promotional flyer when packaging up an item – if a client has made a purchase in your salon there is a very good chance they will recommend your salon to their friends.
Does your business have a memorable name? Having a good business name is a very important factor in standing out from the crowd. If you have a limited marketing budget you name becomes another marketing tool. Choose a name that tells people what you do. There is probably no right or wrong, but theses are a few points that can increase the effectiveness of your name:
Try to include what your business does in your name,
(The Beauty Salon)
Include your name to give the salon more personal feel,
(Mary’s Beauty Salon)
Include you location if you plan to focus on one area,
(Mary’s Beauty Salon at Naas)
If you specialise, try to put that in your name as well.
(Mary’s Skincare Salon at Naas)
Decide on the type of message you want to give your clients and then decide on a name to suit that image. Business names evolve, so don’t be afraid of changing your salon name if you feel you have a poor business name that is confusing.
Having a strong corporate image is very important. Make sure that you are giving your customers the right message, and remember, be unique!
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her personalised consultancy service. The process begins with a FREE, no obligation initial telephone chat.
For more information, check out www.lizmckeon.com or call 086 386 1243.
STRAIGHT TALKING Mar. 2007 – Irish Beauty
Trouble Shooting!
1. Getting Started
People generally start a salon, or buy a salon for different reasons: sometimes it is because they are excellent at their chosen profession and feel they can make a better living working for themselves, sometimes it is a lifestyle change and sometimes it is simply a lifelong dream.
10 important tips for running a successful salon:
1. Surround yourself with positive people and keep negativity out of your life – it is amazing how much money you can earn when you love what you do!
2. If you promise to do something, then make sure that you do it.
3. Be organised.
4. Take pride in your appearance and in the appearance of your salon.
5. Compliment people, staff and clients sincerely.
6. Treat everyone who walks in your door as a potential client.
7. Don’t worry about lack of money – instead work on making money!
8. Be open to new and innovative ideas.
9. Be completely honest and ethical in every dealing that you have.
10. Take time out to relax and recharge your batteries.
2. Do you want to find new clients or keep existing ones?
Both, but to put it bluntly, it costs a lot more, (as much as nine times more) to find new clients as keeping existing clients. So, have a good honest look at your business and ask yourself the following questions:
Do you offer excellent service and value for money?
Do your clients keep coming back or do you see them once and never again?
Do you stay in touch with your clients after they have made a purchase?
Do you reward clients for being loyal to your salon/spa/treatment centre?
In other words, clients need to feel very special. When you focus on customer service and make it a priority, that extra revenue you are seeking may be closer than you think.
3. Unsure about marketing your business?
Then look outside the industry for marketing ideas. If you focus on what you do, and on what your competitors do, businesses within the sector start to look the same to the potential client. However, if you look outside the industry you may discover a world of marketing tools and ideas that would work wonderfully for your business. Develop the ability to look from the outside in at your business, instead of from the inside out (like a goldfish!).
Start a ‘marketing ideas box’ today. Collect advertisements out of newspapers and magazines, collect junk mail, brochures, and sample promotions that catch your eye. If you buy something based on an advertisement or direct mail you received keep it, because if it worked on you, perhaps it can also work for you.
Whenever you are stuck for an idea, look in the box and you will find an advertisement that will suit perfectly.
4. How to write that advertisement
Newspaper/magazine advertisements can be very effective, and expensive. Stick to your budget. Newspapers tend to bring instant results, prompting the client to take immediate action and call you today. So, you must make the most of this opportunity by remembering to use the following guidelines:
- Have a strong heading to catch the reader’s attention.
- Design unusually sized advertisements
- Keep words to a minimum.
- Leave space in the advertisement.
- Use a border.
- Give the client a reason to call you immediately.
- Only use pictures if they have a lot of contrast
- Make sure to include all the facts – who, what, where, why, when.
Positioning your ad is also important. The more often you place an ad the more likely you are to get results.
5. How to encourage your staff to build your business:
Good therapists are the backbone of any successful salon. Staff are as good as the training and encouragement they receive. Very few salons have well trained sales therapists. However, if you want to spend thousands of euros setting up your salon, purchasing stock, advertising, marketing etc only to have a client leave without rebooking or purchasing some products because the therapist was unable to close the sale, then why bother?
Therapists should be able to recommend a product to any client based on their individual needs. They should also be able to link sell and to up-sell. It is up to each therapist to help the client make the purchase and leave your salon feeling happy and satisfied, looking forward to returning and happy to recommend your business to their friends.
Invest in your staff, give them the skills and expertise to sell your services and products to the best of their ability. If your therapists are not good sales people, don’t blame them until you have given them the necessary tools to be able to sell. Consider how much it would improve your bottom line if your therapists were trained to make that extra sale every time.
6. What are the key qualities that make a good sales therapist?
- They smile and have a sense of humour.
- They are naturally friendly.
- They are always polite.
- They always follow-up.
- They wear their uniform with pride and perfection.
- They ask their clients what they want.
- They take the client’s budget into consideration.
- They offer an opinion and give a recommendation.
- If they can’t help, they tell the client who can, and
- they ask for the sale!
7. How to deal with client complaints
At some stage in your salon you will have to deal with complaints from clients. Very few of us are good at handling complaints. The best outcome that can be achieved is that the client leaves on good terms and continues to use your business. The worst is that the client leaves the salon, never to return, telling all and sundry how bad your business is. Obviously the first option is preferable.
The best way to handle a difficult complaint is to follow this procedure:
- Treat the complaint seriously, keep calm and polite.
- Ask for all the details and write them down.
- Ask the client how they would like the problem resolved.
- Tell the client you will investigate the matter fully.
- Find out all the facts.
- Decide on a fair and reasonable way to resolve the complaint.
- Contact the client.
- Advise them on what you are doing to rectify the problem
- Confirm they are happy with your suggestion, if they aren’t continue the negotiations until an outcome is achieved.
- Thank the client for bringing the complaint to your attention.
8. Think like a client
Do you think like a client? It is amazing how different you salon looks when you are seeing it through the client’s eye. This changes your perception and is a handy exercise to do on a regular basis, as it will help you to increase the appeal of your salon to potential clients. For example, think about:
Using your reception/waiting room to sell your services and products,
Always having a top quality window display to attract interest,
Asking your clients how they heard about your business and what they like about it,
The power of free samples, gift with purchase, promotions etc.
How professional your salon appears to your client
And most importantly, BE UNIQUE!
Know why a client should avail of your services and buy your products
Liz McKeon is a beauty/holistic therapist, business graduate and coach who has helped many beauty businesses reach their true potential through her consultancy service. The process begins with a FREE, no obligation, initial telephone chat. For further information, check out www.lizmckeon.com
STRAIGHT TALKING Feb. 2007 – Irish Beauty
We constantly hear and read about the importance of setting goals and making plans for the future. I am a firm believer in setting goals on both personal and business levels. It’s important to know where you are going and whether or not you are getting there.
It is vital to:
Know exactly where you are going
By knowing what you are working towards, you constantly have goals. Some businesses just seem to be running on autopilot: everything just happens of its own accord, and there is no real enthusiasm being injected into the business. There is a very good reason to have written goals: because it works. Have small goals and large goals, know where you want to be financially at the end of each year, know what type of work you want to be doing, know where you want to be in 3 years, in 5 years etc. The goals themselves aren’t so important as just having them – they give you the drive that is necessary to succeed in business.
Know exactly how you are going to get there
Take time to write down a plan for you to follow and to give you direction. It can fall into 3 categories:
Personal
Your personal plan outlines what you want to achieve in the coming year on a personal level, and should cover the areas that you would like to focus more attention on.
Financial
Your financial plan outlines what you want your business to achieve in the coming year in financial terms. It is basically an overview of how much business you expect to attract and how much you expect your costs to be, and the overall end result.
Business
What direction would you like to take the business in during the coming year? What type of clients do you want to attract? What type of work do you want? Would you like to purchase new equipment this year?
Write it all down, refer to it throughout the year to check you are on track.
Stay up to date
To survive in business, you need to stay aware, up to date and current any way you can. For example, use the internet, read industry publications, attend trade shows, training seminars, conferences and industry networking functions.
Competition
Competition is the lifeblood of business. However, there is always room for improvement and it is good to realise that your business can be improved. The best businesses tend to survive because they are committed to being the best.
Be aware of your business’s peaks and troughs
Identify when your business makes most of its income, identify when you need extra staff, target business to fill your quiet times, plan major purchases around busy times, plan holidays around quiet times.
The more you know about your business and your clients, the more successful you will be.
Look at the big picture
Are you proud of what you do, and do you give 100% towards being the best you can be?
Have you established strong relationships with clients, staff, suppliers and others you deal with regularly?
Have you managed to balance work and home?
Do you live a healthy lifestyle?
Do you give praise and show sincere appreciation where it’s due?
Do you love what you do?
Don’t just look at your business in terms of facts and figures – look at those areas where you have so much to be proud of. Surviving and prospering is as much in your head as it is in you cash register!
STRAIGHT TALKING Jan. 2007 – Irish Beauty
Personal Survival Tips!
Apart from the day to day business activities that we have to deal with, there are many personal pitfalls that we can encounter, many of which can affect the overall success of our treatment centre, for example stress, burnout, managing your home life as well as your salon. So, if you want a successful, thriving business you must take care of yourself first, not last, as so many salon owners and managers are inclined to do.
- Being a brilliant therapist and an excellent manager is important when it comes to setting up a successful business, but having a clear mind, stamina and a body with enough energy to do what you ask of it is equally as important.
- Don’t give up your hobbies. Running a salon is one of life’s greatest challenges, but maintaining a balance in your life and doing the other things you love will allow you to go back to work feeling bright and fresh.
- Try to separate your work life from your home life.
- Being the boss can sometimes be a tough station. Never be too hard on yourself – maintain your enthusiasm by maintaining your health.
- Learn to handle your stress. It affects us all in different ways and we should not underestimate the effect it can have on us, both physically and mentally.
- Learn to listen to your instincts – they are normally right. If you find yourself in a situation that you have reservations about, ask for time to consider the proposition.
- Take regular holidays, even though there is never a good time. If you want to give your best to your clients and your staff, you must recharge your batteries, regularly. (Aim for one week off every three months)
- Don’t be afraid to make changes and know when to call it a day.
For further information check out www.lizmckeon.com
LIZ GOES ONLINE Oct. 2006 – Salon Ireland
Top beauty consultant, Liz McKeon has launched a new service for the industry, available through her website www.lizmckeon.com. Liz’s new consultancy practice offers advice and consultancy services for beauty/weIlness/treatment companies who want to make the most of their business, as well as consultancy to business start-ups in the treatment arena.
Liz has a proven track record of growing businesses ‘from scratch’ and taking them to quick profitability. A beauty/holistic therapist, business graduate and coach, Liz can offer practical help and guidance on dealing with the many challenges associated with running a treatment business in Ireland. Liz, who has been involved in the business for over a decade, was delighted to kick-start her new services on RTE’s flagship fashion programme ‘Off the Rails’ last month.
With a natural instinct for business development and a growing passion for new skin-care and product lines, Liz has incorporated the Facial works on-line shop within her new website www.lizmckeon.com. “The Internet has transformed business globally and by providing an on line shopping service, it keeps me up to date with market trends and in touch with clients.”
Over the years Liz has acquire extensive knowledge of running her own business, as a sole trader, in a partnership, and as a limited company. She has also managed other businesses in the sector and has worked in conjunction with a wide range of professionals in the therapy business. She has earned the reputation of having a ‘phenomenal knowledge of the industry’ and her hands-on specialised consultancy service is quickly becoming as asset to the business of providing excellent treatments.
Contact Liz on 086 386 1243 or email: info@lizmckeon.com
LIZ again in RTE’s ‘Off The Rails’ – Sep. 2006
Sandra visited skin consultant Liz McKeon to find out the extent of her skin damage. She’s worried about sun-induced lines and wrinkles, and wants to know how her daily routine can help – she has only recently started wearing sunscreen. Liz found that Sandra also had a high level of UV spots. For an older skin Liz advised a rich moisturising cream with a vitamin content. Skincare products with a higher vitamin content nourish the skin from the outside as well as improving its elasticity. The thickness of moisturiser you use should increase as your skin ages.
Liz also found that Sandra’s skin was quite dehydrated – not only lacking water, but also oils. She says that many diets advise reducing or cutting out fats, but they are vital for keeping skin in good condition and suggests cod liver oil and starflower oil as good ways to include oils in your diet. Liz also suggested Sandra apply a nourishing face mask once or twice a week.
Some of the products Liz recommends are Dermalogica Multi-vitamin Mask @ €38, Dermalogica Eye Cream @ €43 and Dermalogica Intensive Capsules @ €51. All are available in beauty salons as well as online at www.lizmckeon.com
Top Tips
- Use sunscreen everyday.
- Use a thicker consistency moisturiser as you get older.
- Lots of water and oils in your diet to avoid dehydration.
Contributors
Liz McKeon, Skin Consultant
Ph: 086 386 1243
Full article availeable in RTE’s web site.
LIZ in RTE’s ‘Off The Rails’ – Feb. 2005
Liz McKeon from facial works is on board to treat Joanne to a facial. She analyses Joanne’s skin with a cold UV light and determines that Joanne has some light damage from the sun’s UV rays from working outdoors all of the time. She decides an environ facial is the best solution. This involves enriching the skin with vitamins using a face mask with electrodes connected…
Full article available in RTE’s web site.
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