Another feature in LASH-ED Magazine!

I love being asked to write for such specialist lash and business publications, this article is directed at business owners trying to grow their business. we talk about setting boundaries, pricing, and policies to protect their businesses ensures it grows. its a great read for anyone new to setting up a beauty business or struggling with client no shows, late payments and chasing clients . Look out for my next article in LASH-ED in the start of 2020

Read the full article here:

How to Set yourself apart as the best lash artist in your area

Who are you aiming at?

Are you proud to be the cheapest in your area? or do you want to be at the higher end and earn well?
Not everyone is your client and you’re not aiming your business at everyone. You will always have clients who shop at the bottom, mid and top end of the market. Aiming your business at the cheaper end means you will always be slashing your prices, doing deals and chasing clients who will leave you for someone cheaper.
Higher end clients don’t want cheap prices and certainly don’t want cheap lashes, they want to pay more and have quality, they are a lot more loyal and respect you and your time. Think about which end of the market your business fits in. Are you happy with where your business is? or do you want to change it? Do you want to make good money in less hours?
If you want the best clients who are happy to pay what your worth, become very loyal allow you to be booked up for weeks if not months then read on.

Clients are clients not friends
We get so close to clients we learn about their personal lives, divorces, baby news and everything else. But don’t blur the line. If you want the best high paying clients, you need to keep things ultra-professional. When talking to a client even if you’ve known her years use her name not babe or Hun. Keep your work space professional, if you work from home keep the kids out, the dog or cats completely out. Don’t become friends and socialise with clients.

Once you blur that line clients feels its ok to say things like” oh I can’t pay you now can I bank transfer you on pay day” …. Err no! does she go into Morrisons and say this at the till? Of course not, but you have allowed this to happen, you have taken away the professional barriers by the way you have spoken to her and the impression you give off.

How do you greet a client?
Set your standards from day one, with all new clients it’s a firm hand shake and introduction and lead them into the treatment area, welcome them, take their coat and seat them ready for the consultation. No waving at them from the treatment room door and beckoning them over. Everything you say and do is giving off a vibe to your clients and on their first visit they are deciding if you’re the lash artist for them. First impressions are vital.

Your client decides if they like you in the first 10 seconds
Look smart! Set your uniform whatever you want it to be, just remember it’s giving off the brand and feel of your business so it should reflect this. Avoid wearing your own clothes and opt for a tunic or smart clothing, hair up, and perhaps a fob watch to keep things super professional.
What does your appearance say to your clients? How professional do you want to go? be consistent if you’re going to have a professional uniform ensure you wear it every day.

Straight talking
Make sure your policies are very clear from the start to avoid any awkward situations, everything from your booking fee, cancellation policies, lateness and children, this is a big one, are you going to allow children into your salon or work space? and have you checked with your insurance ? because you might be fine with it, but once that child has knocked your wax pot over themselves and the mum is blaming you will your insurance cover you?
We have a no children policy in my salon, this is because I don’t want babies or children breathing in any fumes from adhesives, nor do I want them running around disturbing the peaceful atmosphere. Plus, who will be watching them if your client’s eyes are closed, you’re a lash artist not a babysitter. Ensure your clients are aware of all salon policies.

Don’t ask you don’t get!
Reviews! Ask your clients to leave an honest review on Google and Facebook, don’t be afraid to ask! New clients will always check reviews before they book you and its great for bringing in more work.
Handling bad reviews, dealing with it correctly can turn a bad review into a good one. Firstly, always reply to that review starting with the client’s name, “Hi …. So sorry you were unhappy with your visit” then state some of your knowledge and why you did that on her lashes, this allows the client to understand although she was unhappy you have a lot of knowledge and have explained how you do things and why.
Explain she is a valued client and very important to you, invite her back in, so you can investigate this further and rectify the situation for her.

This shows you value a client even if she’s unhappy and left you a 1 star review, you have shown your professional knowledge and you have invited her back in to ensure she’s happy.

Professional development
Learn learn learn! Our industry is full of incredible talented lash and business experts, find people who inspire you the most and appreciate what they have done, do a course or mentoring session with them because you might just learn that one thing that takes your business to the next level. Never stop learning, you should try to take a lash or business course a few times a year to stay on top of this constant changing industry

Will all your client’s leave you if you increase prices?
No is the answer, I’m a big believer in charging what your worth, if you’re someone who consistently develops your lash skills by going on courses, researches the industry, takes time and care over every client, invests into good products, your decor and branding all that takes a lot of investment in both money and your time. We do this to ensure our clients receive the best lashes in luxury surroundings and enjoy their visit to our lash salon or studio, luxury does come at a price.
If someone wants a Rolls Royce, they can’t expect it to cost the same as a KA. This is all down to who your target audience is? Who your aiming your business at and the type of clientele you want to attract? Look at your competition, a lash artist whose work is similar and compare prices but only as a guide, if you feel you invest a lot on lash development courses and mentoring the cost of this will need to be passed on to client in their lash services.

Don’t be afraid of the shed
You will lose some client’s during a price rise and that’s okay, these clients are no longer your target client, you’ve moved into a higher price range and that client doesn’t want to follow. You need to shed clients who no longer want to pay your prices in order to fit new clients in who can, if you don’t you won’t grow your business, just ensure they know you understand perfectly and wish them well.

Kristina Shepherd Founder & CEO of 27 two 6 Beauty

www.2726beauty.co.uk
insta @2726beauty
insta @ksla_london
0208 301 2726

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