I opened! Tips for a budding beauty business owner

 

According to statistics, 80% of new salons and clinics close after a year. What should a beginner beauty business owner do to keep their offspring afloat and make it competitive and successful in the beauty industry? In the article presented on estet-portal.com, TOTIS expert Irina Shrainer talks about typical mistakes that cosmetologists make after starting their own business, and also gives recommendations on what to do and what skills to develop in order to save a salon or clinic .

• What happens after opening beauty business
• What should a beautician do to save his business
 

Irina Shrainer

– Certified ICU&IGTA Coach; expert in business training for BEAUTY segment specialists in customer service, sales, personnel management; specialist in the field of non-verbal communication; Director of the Qualification and Knowledge Audit Department at the company TOTIS. What happens after opening a beauty business

When a successful cosmetologist opens a salon or clinic, he organizes everything like this: he continues to receive clients himself, and on his only day off without an appointment, he deals with business issues: runs around suppliers for consumables, buys an oven, leads Instagram.

Upgrade for Cosmetologists: When contouring training reaches a new level His new beauty business survives on its own for the first time. The salary of other specialists is calculated and issued by the administrator every day. Clients are recorded in a handwritten notebook. Specialists go out on record, and sometimes, except for the administrator, there is no one in the salon at all. Orders to suppliers are formed based on the wishes of each and every one. The ad consists of a beautiful stock photo of lips with "discount" written in large letters.

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In this state of affairs, after a fairly short time, the newly minted businessman realizes that he has problems. There comes a point when he can no longer allocate to himself even the money that he used to receive when he worked for himself. In Google and 2GIS, his salon, in which he has invested his soul, receives

exceptionally bad reviews. What should a beautician do to keep his business 

For starters, partly, or better, completely, give up your own reception. There is another option of hiring a manager, but usually at the stage of establishing a business and the owner does not have an accurate understanding of the tasks and qualification profile of the manager, it is quite difficult to do this.

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So what does a business owner have to do and learn?

The first and most important thing he has to do for himself – it is

to create a documentary base of the salon

. It includes:

job descriptions for all employees
• , which specifies what each employee is responsible for. The presence of this document will help the owner of the beauty business conduct targeted selection for each position with an understanding of the necessary competencies and qualifications of applicants;
instructions for all typical situations for each position
• (frequency of cleaning for a technical employee, removal of leftover products and consumables for specialists, reminding a client about an appointment for an administrator, etc.). This document helps to avoid many conflicts and misunderstandings in the team, both during employment and for those who are already working;
customer service (service) standard
• in the salon/clinic. This includes: descriptions of customer interactions; scripts (dialogs) of incoming and outgoing calls; a description of the prohibited situation (for example, talking on the phone during customer service);
sales standards
• . Everything is simple here: until you oblige all employees to offer the client to sign up for the next procedure, know all the related products of your salon, offer products to each client – you will earn less than you could.

It is important to immediately create a "fish", that is, the basis of all these documents, and then make it a rule to review and refine them once a month.

Statistics is inexorable – 80% of salons or clinics that open annually close after one year. Another 10% go to "rent", that is, in fact, they are a platform for random specialists who absolutely do not care about reviews about your brainchild.

I'll make a reservation right away, "old" employees will not be happy at all and, perhaps, you will even lose some of them, but only after passing this first step, you can move on.

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And then the owner of the

beauty business will have to develop the following skills:

Human Resources
1. : Interviewing Skills, Motivation, Qualification Assessment, Onboarding, Personal Interviewing, Conflict Management and more.
Control of finances
2. . This includes not only control over the receipt and expenditure of funds, but also an in-depth analysis of the following items:

marginality of each procedure;

• analysis of the portfolio of services by sales frequency;
• average check;
• lost profit on promotional offers;
• client return rate for each specialist;
• sales of additional goods/services.

Control consumables
3. . When buying drugs, consumables and cosmetics, a cosmetologist often does not know the period of spending the funds and, moreover, does not take into account depreciation on large purchases that he has to make, although not so often, but with the same result. Buying, for example, a sterilizer can knock a small business out of the usual scheme for a long time: today – spent today.
 

    4. 

Manage your client base and control downloads

. When the owner does not just keep track of the number of customers, but & nbsp;         owns the following information:

number of new clients for the period;

• number of repeat customer visits;
• the most popular time and control of lost revenue due to congestion during popular hours;
• number of clients who did not return within 6 months;
• collecting customer feedback;
• seasonal trends (yes, I know you already know them, but if you analyze the true state of things, you will be a little surprised to find how your conclusions are not accurate);
• leads and conversions per sales channel (i.e. how many hits and how many real customers did you get based on the analysis of each customer journey)
Advertising Control and SSM

. Most cosmetologists today have learned how to set up targeted advertising (wrong, true, but still something), but keep track of how many clients came for each activity and analyze why – have not learned. What advertising sources are the most effective in attracting customers, not by feeling, but by fact?

5. Document control. Cards of clients collected in a box, – this is probably good. Worse, these cards get dusty and you can't get any useful information out of them. Calculating the cost of the procedure is also not an easy task. Especially if you don’t remember how many syringes you bought at the promotional price and, accordingly, you can’t figure out how to form your “New Year sponges” promotion already. so as not to lose margin.
6. Benchmarking Skill – those. keep an eye on competitors, significant market players. Serve prices, promotions, trends.
7. If you've read this article to the end, and it wasn't easy, you've already taken the first step towards making your business management more conscious and efficient than 80% of your peers.

TOTIS

regularly holds training seminars, master classes and lectures for beauty business owners with the participation of the best experts. You can get acquainted with the schedule of events and register for any of them on the company's website. More useful information on our YouTube channel

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