Friday, August 29, 2008

Are You Full Service?

Some drastic changes are happening in the USA Nail Industry. Back when I first started doing nails, acrylic nails was very popular. Back then I could get $65 for a full set and $35- 40 for a fill. Acrylic nails were something that only middle to upper class customers could afford.

We opened ourselves up to the Discount Nail Salon. By creating such a high priced market, we just opened the door and said, "come on in and take over". We gave discount salons plenty of room to come down on their prices and under cut us. Of all the countries I have traveled I can say, England is on it's way to having our same problems. Cost of service is still high there and their door is wide open!!

But, the positive side of this... it quadrupled the industry as a whole. Now, people that could not afford to have their nails done ARE having their nails done.

This has brought on a very important social change. If a woman had on a beautiful set of pink and whites (say 14 years ago) she could easily be looked upon as 'having money'. Now, just anyone can have beautiful pink and whites at a discounted price.

So how has this affected the Industry? More and more clients are asking for Spa Manicure (and Pedicure) services as well as Gel services. To have long beautiful natural nails has become the upper and middle class service. It takes time, commitment and caution to maintain a long natural nail.

My question (in the title), "Are you a full service tech?". Do you do Acrylics, Gels, Fabrics (Fiberglass, Silk and Linen) and several levels of Manicure / Pedicure? If you said no to any of these services you really need to rethink your actions. More and more clients are going to walk through the door of your Salon or Spa and request Gel. Will you be prepared to service them? Or will you turn them away only to feed your competitions business? Seek out continuing education and learn these services. Practice and promote them. Use, "I'm a full service tech" or "full service Spa" on your marketing literature. Keep the products on hand. And be prepared to provide the service.

It's all about getting them in the door. Once you have them, you can start to educate them on the services you prefer. By then they will trust your skill and knowledge and consider your suggestions.

In a time when the economy is painful and the dollar is so weak, every customer counts towards keeping your business alive.

(writing from Valencia, CA today)

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