Taking the Fear out of Retailing

The importance of healthy retail sales is obvious to salon and spa owners who are constantly looking to up revenues and grow business. Unfortunately, many have a difficult time getting their staff to support a retail push. I believe this is because many beauty professionals mistakenly construe retailing professional products as “sales”, which has a negative connotation. “Sales” makes many estheticians uncomfortable because they don’t want to seem pushy or aggressive. Your staff is most likely simply afraid to sell.

To take the fear out of retailing, estheticians must accept that it is our professional duty to recommend products to our client. Clients seek you out to improve their skin. Why would you be afraid to provide for what they are asking you?

When you take a professional approach from the beginning you will feel more secure in recommending products than if you wait until the client has money in hand at the cash register. The first step is to begin with a consultation for every client. Use a Skin Analysis Chart. Record a client’s current skin care regime, their habits, past treatments, their sun habits, and most importantly their expectations. The more you know about a client, the better you are able to treat those clients and consequently achieve better results. You should keep these charts on file so that you can review and update your client’s progress every time they return.

Next, is the Diagnosis step. Analyze your client’s skin under a magnifying glass to help you see the formation of lines and blackheads. I recommend using a woods lamp in your salon also. It will enable you to analyze the skin more comprehensively. You are able to clearly see solar and chemical damage as well as hyper or hypopigmentation. It also encourages your client to treat their skin more seriously when they are able to see the damage.

One mistake estheticians make when analyzing the skin is diagnosing what we know is the problem area from years of study and experience. I always give my client a mirror and ask them to point out what it is they are concerned about. You may see congestion and a need for extraction while the client is worried about the formation of lines. Let him or her point out what they perceive as problem areas and then you point out what your trained eye also sees as problem areas. The only way to send a client home satisfied is to correct the problem that brought them to you in the first place.



On a side note, the diagnosis process is a fabulous procedure that can be pulled out of the facial room to a more visible area in the salon. When you offer free skin analysis to hair clients or to potential consumers in a high traffic area, you get to establish yourself as a trained expert and create awareness for what you can do for your clients.

Finally, after the treatment comes the recommendation period. Again, pull out the mirror and show your clients the visible improvements in the problem areas that were identified during the diagnosis step. Then recommend the products that will further aid your client’s improvement. Put the product in their hand. Use a tester to show the client how to use the product and tell them how often. When you prescribe with confidence your client will trust your expertise.

Always make a note of what you recommended and what they purchased on the skin analysis chart. On their next visit you can ask how the product worked for them and tweak their regime if need be. You can also remind your client, for example, that the reason they need another extraction so soon is because they opted not to use the exfoliant you prescribed.

As a business owner, I also recommend you take a look at the retailing atmosphere. Visit other shops and salons for ideas on how to create a boutique atmosphere that is inviting. Look for displays that entice clients to pick up products and tester units that say, “Touch me!” Create shelf-talkers with editorial recommendations from magazines or quotes from celebrities. Any way you make the products more able to sell themselves, the less fear your staff will have in closing the sale. I also recommend that someone is always available in the retail area to help clients choose a product. Educate every one on the staff, including the receptionist.




Do not be afraid to invest in retail. The rewards are not only for your bottom line, but for the quality care of your clients.

Become a Small Business Owner

Small businesses are the backbone of the American economy. They employ the bulk of America’s workforce. The success of small businesses is essential to the growth of the economy, a fact the government recognizes. Every year, the government gives resources and money to tens of thousands of men and women to open shop. Do you have what it takes to be one of these new business owners?

Estheticians and stylists choose to go into business for themselves for a variety of reasons. If you are considering starting your own business, carefully explore what is motivating you. As a business owner, you will be able to gain financial independence. You will reap the rewards of all the work you invest in your company. It is liberating to be your own boss. It is a challenging but rewarding position where you will learn and grow as a person, a beauty therapist, and as a businessperson. You will have total creative freedom to make your vision a reality. You will be able to fully use all your skills, training, and knowledge. However, I do not suggest opening a business if these rewards will not meet your expectations.

What does it take to be a successful business owner? You must be a self-starter. When you’re the boss you have no one making you go to work or try a new marketing campaign. You have to be able to make decisions and stick to your guns. Indecision will keep you on the sidelines missing out on winning business opportunities.

You must have passion that will drive you. It is your passion that keeps you going when you are too tired to go any farther. It is what will get you in the shop at 6am to mop the floors and keep you awake when you are washing towels at midnight. Your passion for the superlative services you deliver must sustain you physically and emotionally and will maintain your motivation over time so your business will thrive and not peter out.

You must be detail oriented whether it is meticulous accounting or meticulous linens. You will exhaust every lead no matter how insignificant. You will cross every t and dot every i. You will read every document you sign. In fact, I suggest you sign every check yourself. Do not give your power over to your accountant. Know where every penny is going.

Finally, you must have your family’s support. Be realistic about how your business will affect your family and the compromises that will have to be made. When I first started my business, I doubt I would have been successful without the unwavering support from my husband David, and my daughters Ires and Shiri. In fact, it is their support, which often inspires me even today.

To succeed you need sound management skills, practical industry experience, technical support, as well as planning ability. If you feel you are lacking in these areas, it does not mean you can’t succeed. It only means you must seek out a partner and/or employees to compensate. Surround yourself with an experienced team.

If you believe you meet these criteria, it is time to begin the most critical step in the formula for success. Research will help you determine if you are setting up your business to succeed or fail. Your business must fill a need that is not being met by the competition. You must explore the advantage your business has over its direct and indirect competition. Delivering a better quality spa experience will set you apart. You must be able to create a demand for your business.

Conducting a market research survey to your target customers is ideal. What are the age, sex, race, education level, and profession of the potential clients in the area you are proposing to open shop? Go one step further. Explore what services they currently have done. What services they are interested in trying? Why do they attend their current salon? What do they like? What do they wish was different? Why would they choose to go to a new salon? Interview as many people as possible about their current practices and attitudes about spa services. If you know what your client wants, then you will be able to fill those needs.

Surveys can be sent out by direct mail or email to be filled out in return for membership in a Salon Rewards Club. Offer a discount on their first service, a program that offers a free Day of Beauty after they refer 5 customers. Invite the VIPs to Open Houses and in-salon events. Invite them to come in for a free skin consultation and make-up application. You will be able to e-mail VIPs about new promotions and sales. You possess a myriad of incentives you can offer to get the public to participate in your service.

If Direct Mail is not your thing, conduct surveys in person at the local mall or somewhere you can reach a lot of walk-through traffic. Hand out free cookies and a coupon to those who out the survey. Approach a local boutique, gym, or business where your clients shop. Offer a gift certificate for a free service if they have their customers fill out a set number of surveys. Remember, the survey’s purpose is to find out what your target client wants. If your target client is a 20-something professional who lives in an urban setting, it doesn’t matter how many suburban housewives at the mall fill out the survey.

Contact the Small Business Administration. There is a local office in almost every major city. The SBA is funded by the government to assist aspiring business owners. They will guide you in writing a business plan as well as point you in the right direction in obtaining loans and grants. They will even guaranty your loan with one of their lending partners if you meet certain criteria.

Being your own boss is an empowering and liberating experience. Starting my own business over 30 years ago is one of the best things I ever did. If you are contemplating opening a salon, have faith in your ability. Many told me I was insane for opening a luxury business during the recession in the late 1970’s. Had I listened to what cynics said, I would never be where I am today. If you want to succeed and are willing to work hard, then I know you will. For more advice on opening your own business, read my book Success At Your Fingertips. I wish you great success!

Innovative Seasonal Promotions For Every Season

“For Every Season There’s a Time”

Now is the time for creating innovative seasonal promotions. Now is the time for salons and spas to reach out and attract new business.

When creating seasonal marketing campaigns, it is important to consider your location. For example, the changing of the leaves in New England brings an influx of tourists and potential clients to resorts and Bed and Breakfasts. Ski Season is just around the corner for many mountain resorts. Northerners and America’s retired flock to Florida to hibernate during cold weather. Network with hotel owners and concierges to receive referrals. Think about what is going on in your town this season and tailor promotional events to them. Even the smallest towns in America host festivals, tournaments, conventions, and the like.

Incorporating geographic specific flavor in your business makes your salon inviting and original. In the South, why not serve iced tea and mint juleps? Let Southern Hospitality infuse the environment. If you live near Indian Reservations, incorporate the magical lore of Native Americans. Create events and services that play up your town’s history and culture: Carolina Cooling Sea Breeze Facial, Boston Tea Facial, Hollywood Star Treatment, New York Minute Manicures. Be creative!
Creating promotional events that tie in with holidays can be very lucrative this time of year. Have an American Beauty Election Day with lots of red rose petals and specials for clients who show their Voter Registration Card. Upcoming holidays such as Thanksgiving and Christmas are prime for fun and quirky promotional events that attract clients and boost morale, which is always attractive. Festivity makes people feel good and connected to others, which is how we want our clients to feel when they are in our salon.

The multitude of gift giving holidays creates a huge opportunity for selling gift certificates. Market your self to business owners, husbands, sons, and fathers. One salon owner in New York ran a brief radio ad during the Howard Stern Show and sold so many gift certificates he had to hire several more employees just to answer the phones and install a second phone line. Advertise where the boys are; the Sports page, the Golf Course Club House, and Men Only organizations contain many clueless gents looking for a simple gift that will delight the women in their lives and earn them beau coup brownie points.

The holiday season is also the time for major retailing. Not only are your clients wanting to look good for a myriad of parties and get togethers, they are on the prowl for creative gift ideas for friends, family, and coworkers. Don’t only recommend their at-home regime; suggest a gift certificate for a deep pore cleansing treatment for their teenage goddaughter or a massage for their racquetball partner.
The end of the year is also a popular time for highlights, makeovers and slimming body treatments. Create promotions that include these services.
Spotlight treatments and services that are popular in the winter because they are self heating or use thermal mittens, or blankets. Offer hot cider, cocoa, gourmet coffees, and eggnog that create a cozy ambiance and leave your clients feeling warm and fuzzy.

Also, think of how the changing weather affects the skin differently. Your inventory should contain more intensive moisturizers and gentle cleansers. Stock popular seasonal products such as lip balm and hand cream. And don’t forget Sunscreen at ski resorts!



Creating exciting and original promotions is not enough for a successful season if no one knows about them. Use direct mail to notify VIP clients of upcoming promotions via a holiday card. Advertise with local media, cross promote with area businesses, send e-mail announcements and update your website.

As a business owner, it is important to plan out and prepare for seasonal promotions ahead of time. Your inventory should be stocked, your staff trained, decorations bought, and marketing tools printed. Professionally and personally, this is a stressful and busy time of year. So just like Santa, make your list and check it twice. You won’t want to be left out in the cold this lucrative holiday season.
If you have any questions or suggestions regarding seasonal marketing or any other topic of concern, please e-mail me at lydia@repechage.com. I wish you much health and joy this upcoming holiday season. ‘Tis the season to ring in the holidays!