7 Proven Steps to Opening, Promoting and Profiting From a Successful Lash Business. Learn the Market
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- Hubert Dickerson
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2 7 Proven Steps to Opening, Promoting and Profiting From a Successful Lash Business After you re certified and licensed to operate as a lash stylist, it s time to get your business up and running! As with going down any career path, mastering the skills of your trade is only a part of reaching true success; you also need to develop a sharp business instinct to stand out from competitors and make clients aware of what you re offering so that the profits can start rolling in. We know what it s like starting from the ground up, and because we want all of our fellow lash stylists to succeed and flourish, we re here to give you a roundup of the seven proven secrets that will get your lash business booming! 1 Learn the Market In order to promote your lash business, you need to do some research about what s currently going on in the industry. Learning the latest trends and marketing techniques will help you know how to get clients attention, and that being said, here are a few ways to quickly brush up on today s world of eyelash extensions: Check out your competitors. The best way to get ideas of how to market your services is to find out what your biggest competitors are doing. Check out their websites, visit their Facebook pages, pay attention to their promotions, etc. Knowing the competition is the only way you re going to get ahead of it, and while you don t want to steal any ideas, it s important to find methods that appear to work and put your own creative spin on them. Collect potential clients information. Gathering prospective customers information is an excellent way to promote your services and create awareness of any discounts or specials you re offering. So, how do you do this? Create a call to action on your website and/or Facebook page so that visitors can sign up for your newsletters or mailing list. On the signup page, ask for their birthdays and addresses so that you can send them special promotions and company news. Learn what clients in your area are looking for. One way you can figure out what eyelash extension clients want is by checking out your competitors Yelp (or other review sites) pages. What are customers griping about? What are they raving about? Are there any general comments? You can also ask clients to take a survey or fill out a feedback card to further clarify what they expect. Take this insight to help mold your business into an eyelash haven!
3 2 Be Thoughtful About the Business Name You Choose The name of your business really does matter, so be very intentional about how you choose to brand yourself. Clients come to recognize you by that title, so it s very hard to change a business name after you re already established. Sound intimidating? Don t worry; our expert tips will help you pick a powerful name the first time around. Be obvious. When you re working with the public and trying to get your business off of the ground, your business name should clarify what it is you re offering. As soon as someone hears it, they should be able to make a good guess at what you re all about, so in your case, think of something clever that has to do with eyelashes. Make it official. Register your name with your local secretary of state. This will help you claim your business name before someone else thinks of it, and it will keep you in a good legal standing. Requirements vary by state, so always reach out to the proper authorities to find the information you need. Find a.com. A website is absolutely essential to running a successful business in today s world, and it s much easier for marketing purposes if your domain name matches your business name. Before you register your name with your local secretary of state, the first thing you should always do is make sure the domain title you want is available. If it is, buy it before someone else can!
4 3 Price Your Services Correctly Setting up your pricing structure correctly from the beginning will help to both assure you re making the profits you need as well as establish your identity to the public. Let s elaborate! Your pricing should be in the top 10% of your market. It s normal to think that when you re starting out, you ll get more clients in your door if you drop prices lower than competitors, and while you might plan to charge higher costs later on, clients don t respond well when businesses dramatically raise their prices. If you offer high-end prices from the beginning, that s what clients will expect to pay. It takes just as much effort to promote high-end pricing as it does low-end pricing. As we said, it s important to establish who you are from the start, and you certainly don t want to be known as the cheap eyelash extensions artist. Wouldn t you rather market your services to clients who can afford to pay higher prices? These are the type of clients who are more likely to pay for consistent refill visits too, meaning your profits will most likely be greater. Basically, if you charge premium prices, you ll attract the customers who can afford to pay them. Send the right message. If you set your prices higher, it sends the message that you offer superior eyelash extensions, and likewise, if your prices are outrageously low, clients may begin to question the quality of your work. 4 Don t Overlook the Location Location, location, location! When you run an in-office business, never underestimate the impact an ideal location can have. As you re scouting areas to host your eyelash services, keep these tips in mind: Select an easy and accessible space. Clients are always looking for the most convenient option, so try to pick a spot that s easy to find and accessible to park at. Ideally, your office should be close to main roads, highways, or high-traffic shopping centers; if you re way out in the middle of nowhere, customers may choose to go with a competitor whose office is a bit more practical to travel to. Invest in an easy-to-read sign. Bedazzle your office with a sign that s eyecatching and that s big enough to read far away. This will make it easier for clients who are trying to find your office, and it also will grab the attention of people who are walking/driving by. Make sure it has your business name, phone number, and website address on it so that interested parties know how they can contact you.
5 5 Get the Word Out Before You Open It s very important to start marketing your services before you re even ready to launch. Ideally, you want to have clients booking appointments for your first day on the job, so you need to get them as excited as possible for your grand opening. You don t want to lose money your first week of being open because you failed to properly promote yourself, so use the following advice to let the world know all about your marvelous extensions: Create a promotion for opening week. Get people enthused about your business by creating a fun event or offering a special discount for clients who come in during your first week. The more inspired your efforts are, the more potential clients will take notice. Spread the message. Announce the opening of your new business by sending an to everyone on your mailing list, alerting all of your social media followers, etc. Also, place ads in local/independent newspapers, hang up fliers around town, and ask friends and family to pass around the message. The bottom line is if you think it can help get the news out, do it! 6 Host a VIP Grand Opening That s Worth Remembering For the promotional event mentioned above, consider hosting a fun, entertaining VIP party for your opening day or week; this will be a great opportunity for you to introduce a crowd to your services, and it will immediately help future clients have a positive experience at your business. To make sure your event is the hot place to be, here are some ideas to get you started: Send invitations. Send out invitations to your event with adequate notice for clients to fit it into their schedules (maybe a week or so), and make sure you request that they RSVP first, as this will allow you to know how many supplies to pick up. Make it fun. Create an engaging, lighthearted atmosphere where clients can truly relax and enjoy being pampered, and remember, offering small gifts, good food, and refreshing drinks can win over even the choosiest of clients. Keep in mind during the planning stages that the grand opening can help set the tone of your business, so work hard to make this event express what you want your business to represent. Create a pre-purchase bundle. Think about selling an exclusive pre-purchase bundle to all of your VIP attendees. For example, offering a discounted refill visit to all clients who book an appointment for a full set of eyelash extensions can be a smart way to guarantee a few returning clients.
6 7 Over-Deliver on Your Services The surest way to draw in more clients to your lash business is to offer the best service around, and reaching that goal begins with perfecting your skills and turning each eyelash application into a masterpiece. After you commit to giving 110% to each set of extensions, your success really depends on creating a warm, welcoming environment where a client of any background can feel comfortable and at ease. A unique personal touch will set you apart from your biggest competitors, and if you re wondering how to accomplish that, here are a few techniques that have worked for us: Offer excellent customer service. This tip should be a no-brainer, but not everyone who works with the public has the right attitude for it. Remember that your clients are the ones keeping you in business, and to keep them on board with you, be sure to treat each one with friendliness and appreciation. Create a comfortable, clean setup for your clients. Eyelash applications can take a lengthy amount of time (sometimes hours), so creating an environment that s cozy and comfortable is a must if you re trying to show a client an enjoyable experience. Invest in high-end salon beds and chairs, and always keep up a clean, pristine workplace. Reducing clutter and background noise will help provide a peaceful ambiance, and keep in mind that the more accommodating you are, the better impression you ll leave. Offer a client referral program to keep clients walking through your doors. Referrals are a great technique to utilize when trying to gain more business. Letting a client know that they can get a certain discount off of their next appointment if they refer a new customer your way is an excellent way to gain both a repeat and a new client. Pleasantly surprise your clients with a personalized thank you note. After a client visits you for the first time, send them a personalized thank you note. This will demonstrate your gratitude for their business, and it s a simple, inexpensive way to add a special and personal flair to your service. We hope our seven secrets to lash success leave you ready to conquer the industry and make your dreams happen! Take this advice, get out there, and show the world how to be a lash pro, and always, always, always remember, we believe in you every step of the way!
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