How to adapt to the "new normal" for beauty salons and therapists
The world, for our unprotected and somewhat ignored, industry has been turned upside down over the past few months and it's hard to fully comprehend what the "new normal" will be.
As therapists, we joined this industry because we shared one common interest, making people feel better, whether that’s by improving their skin, their wellbeing, or even giving someone a great manicure. All of this was taken away overnight and as it has gradually returned, businesses have had to adapt.
Now, more than ever, it’s time to develop and grow; to really understand your business. A good place to start is with your treatment menu. If it must be stripped back, then do it. But make sure the treatments you offer, are the best treatments possible - both for your clients’ results and your balance sheet.
Just because a brand requires a heavy financial commitment, it doesn’t mean it’s necessarily the best for you. This is a great time to re-evaluate brands. Look to invest in British businesses that will also invest in you. Make sure each treatment you offer is as profitable for your business as it is results-driven for your client.
While we are seeing fewer clients coming through our doors, it doesn’t mean we need to make less money. In fact, I really believe the opposite can be true. Many clients have spent the past months buying more accessible products and being seduced by ads on social media. This could have undone all your previous hard work.
Now you have an opportunity to start afresh, re-boot each client’s skincare journey from day one and help them understand you’re not just there for treatments. You are there every morning and every night to help with their skin. The results of their treatments can be built on, if they listen to your expert advice.
Take time to look for brands that can help you create your own bespoke "starter kits", tailored to each client’s specific needs. This means a relatively small investment for them, at their first appointment, with you offering the chance to try out an entire routine at home and therefore see a complete result. During future visits, they can purchase a new product in a larger, more cost-effective size, as and when their trial sizes run out.
These trial packs also mean you can treat someone, even if you can’t touch them or meet face to face. By using social media, or video calls, you can talk through the products and how your client can use them at home to provide their own interim treatments.
Now is your chance to bring your business into the 21st Century and ensure your chosen brand is offering you the support to do so. SBC: supporting therapists for 30 years.
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