Press - Irish Beauty

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.

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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.

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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.

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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:

1. Have a strong heading to catch the reader’s attention.
2. Design unusually sized advertisements
3. Keep words to a minimum.
4. Leave space in the advertisement.
5. Use a border.
6. Give the client a reason to call you immediately.
7. Only use pictures if they have a lot of contrast
8. 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?

1. They smile and have a sense of humour.
2. They are naturally friendly.
3. They are always polite.
4. They always follow-up.
5. They wear their uniform with pride and perfection.
6. They ask their clients what they want.
7. They take the client’s budget into consideration.
8. They offer an opinion and give a recommendation.
9. If they can’t help, they tell the client who can, and
10. 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:

1. Treat the complaint seriously, keep calm and polite.
2. Ask for all the details and write them down.
3. Ask the client how they would like the problem resolved.
4. Tell the client you will investigate the matter fully.
5. Find out all the facts.
6. Decide on a fair and reasonable way to resolve the complaint.
7. Contact the client.
8. Advise them on what you are doing to rectify the problem
9. Confirm they are happy with your suggestion, if they aren’t continue the negotiations until an outcome is achieved.
10. 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

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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!

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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

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