Full Version: Those Who Work In A Salon
First, let me just say I'm super excited to be here!!!!
Those estheticians who work either in or next to a busy, well established hair salon, how much business do you actually get from them?
Pacific Skin,
I leased space in a salon with 7 stylists and 2 nail techs. I got a lot of referrals from the salon. The first thing I did was to give everyone a facial. They needed to know what I did, how it felt, the ambiance etc.
My first few weeks after opening I spent as much time as I could introducing myself to the patrons. I bought an inexpensice paraffin bath and offered a free hand dip. It got them into my room and then they sat on my bed for 5 minutes while I explained my equipment and products. Even though I am no longer with the salon I still get referrals from them.
LynnH
I leased space in a salon with 7 stylists and 2 nail techs. I got a lot of referrals from the salon. The first thing I did was to give everyone a facial. They needed to know what I did, how it felt, the ambiance etc.
My first few weeks after opening I spent as much time as I could introducing myself to the patrons. I bought an inexpensice paraffin bath and offered a free hand dip. It got them into my room and then they sat on my bed for 5 minutes while I explained my equipment and products. Even though I am no longer with the salon I still get referrals from them.
LynnH
Hi Laura,
Welcome to the new Forum! Great question, by the way. I think Lynn H.'s experience was positive because of how she approached the opportunity. Very smart. Unfortunately, many estheticians report disappointment with the missing support they thought they'd get from the hairdressers and nail techs that work in the salon they're employed by or rent at. Seems that there's some initial enthusiasm for referrals and then, soon after, nothing. Here's the best strategy I know of to inspire co-workers to keep your services at the forefront of their conversation with clients:
1. Like Lynn H. you'll certainly want to sample your services to prospective referral partners. The mistake that many estheticians make when doing this is in not effectively educating your partner in the benefits of the treatment or teaching them how to promote it to customers. Often times the two techs just chat in the treatment room about the salon, customers and all sorts of personal stuff while the facial is being performed. Your partner will be grateful for the nice feeling experience but quickly forget about it. You esthetician then becomes resentful for having given a treatment away for nothing. Not good news. Treat your referring partner exactly as you would a new client with all of the courtesies and customer service they deserve. This is what customers experience so demonstrate the real thing. Far more productive than discussing the mean front desk lady they hired.
2. Make yourself known! Yes, I know we're all a little shy but unknown and unseen people remain, well, just that! The shy, regretably, are often mistaken for being aloof or snobbish when thay are, in fact, just the opposite. In my first esthetics job which happened to be at a hair salon, I'd hang around the cutting area and (having asked permission to do so) would introduce myself to customers being served at the hair stations. I'd offer every client a free skin analysis or makeup session. Not every client took the offer but many did. Much better than waiting for that phone to bring them in!
3. Be hard to dislike (also known as kissing some butt...) by doing small favors for key people in the salon. It's hard to forget or dislike someone that's really nice to you.
Does the front desk employee like a midday cappucino? Get her one as a special surprise now and then while telling her how hard you know that she works. Praise her (try to be authentic, don't grovel) for her great work. Want to be the one she assigns the new facial clients to even though you're the last one hired? This will do it!
4. I used to do a skin analysis right at the makeup bar of one salon I worked for. Had a special scope/camera that worked off of a portable television so I could show customers what was happening with their skin without having to take back into the treatment room. Then, I'd recommend products or treatments to improve the massively magnified flaws. You can even do this while a client is waiting for their always-late hairdresser to come for them. Why, you may have an hour or more available to do it in!
Well, this worked for me and I think it will for all of you, too.
My best,
Douglas Preston
Welcome to the new Forum! Great question, by the way. I think Lynn H.'s experience was positive because of how she approached the opportunity. Very smart. Unfortunately, many estheticians report disappointment with the missing support they thought they'd get from the hairdressers and nail techs that work in the salon they're employed by or rent at. Seems that there's some initial enthusiasm for referrals and then, soon after, nothing. Here's the best strategy I know of to inspire co-workers to keep your services at the forefront of their conversation with clients:
1. Like Lynn H. you'll certainly want to sample your services to prospective referral partners. The mistake that many estheticians make when doing this is in not effectively educating your partner in the benefits of the treatment or teaching them how to promote it to customers. Often times the two techs just chat in the treatment room about the salon, customers and all sorts of personal stuff while the facial is being performed. Your partner will be grateful for the nice feeling experience but quickly forget about it. You esthetician then becomes resentful for having given a treatment away for nothing. Not good news. Treat your referring partner exactly as you would a new client with all of the courtesies and customer service they deserve. This is what customers experience so demonstrate the real thing. Far more productive than discussing the mean front desk lady they hired.
2. Make yourself known! Yes, I know we're all a little shy but unknown and unseen people remain, well, just that! The shy, regretably, are often mistaken for being aloof or snobbish when thay are, in fact, just the opposite. In my first esthetics job which happened to be at a hair salon, I'd hang around the cutting area and (having asked permission to do so) would introduce myself to customers being served at the hair stations. I'd offer every client a free skin analysis or makeup session. Not every client took the offer but many did. Much better than waiting for that phone to bring them in!
3. Be hard to dislike (also known as kissing some butt...) by doing small favors for key people in the salon. It's hard to forget or dislike someone that's really nice to you.
Does the front desk employee like a midday cappucino? Get her one as a special surprise now and then while telling her how hard you know that she works. Praise her (try to be authentic, don't grovel) for her great work. Want to be the one she assigns the new facial clients to even though you're the last one hired? This will do it!4. I used to do a skin analysis right at the makeup bar of one salon I worked for. Had a special scope/camera that worked off of a portable television so I could show customers what was happening with their skin without having to take back into the treatment room. Then, I'd recommend products or treatments to improve the massively magnified flaws. You can even do this while a client is waiting for their always-late hairdresser to come for them. Why, you may have an hour or more available to do it in!
Well, this worked for me and I think it will for all of you, too.
My best,
Douglas Preston
QUOTE(pacific skin @ Sep 6 2006, 05:19 PM) 
First, let me just say I'm super excited to be here!!!!
Those estheticians who work either in or next to a busy, well established hair salon, how much business do you actually get from them?
My esthetic career has been in hair salons (although that may soon change since my salon was sold) Douglas gave you some wonderful advice. I truly took an interest in each of the stylists and got to know them. (I wanted to refer them too) And as Douglas said, when they are on your table give them the most incredible service you can. Not only will they love you for it (which makes for good roomies) they will want to see you grow and succeed.
I've been extremely fortunate to have been in a 'no drama" salon. I'd like to think some part of that is my decision to not "do drama"...especially since I'm not an employee. Wishing you the best!
kva
I have never worked in a salon, I've always had my own space but I consistently network with various salons. I collect cards from stylists and nail techs and refer to them when I can. In return, they provide return referrals.
During the first year of my career my stylist made me a deal, I'd refer all my clients to her, giving each one a card and she would refer her clients to me for waxing, meaning she wouldn't even do the facial waxing so common in salons. She moved about 18 months later to another state but had a completely full book when she did. This also worked like a charm for me! I built quite rapidly for this small Idaho town and it has been a good ride.
Now, almost five years later, most of the salons in town refer to me for waxing. Since I have based my practice on this very lucrative skill, it means I no longer market any other way. I market exclusively by word of mouth.
If you have a service that is unique to your area, like waxing was to mine, or you provide that unique experience that is so coveted (relaxation and personality) I believe you can use stylists as a marketing tool that can work well for you.
Good luck!
AnnaMarie
During the first year of my career my stylist made me a deal, I'd refer all my clients to her, giving each one a card and she would refer her clients to me for waxing, meaning she wouldn't even do the facial waxing so common in salons. She moved about 18 months later to another state but had a completely full book when she did. This also worked like a charm for me! I built quite rapidly for this small Idaho town and it has been a good ride.
Now, almost five years later, most of the salons in town refer to me for waxing. Since I have based my practice on this very lucrative skill, it means I no longer market any other way. I market exclusively by word of mouth.
If you have a service that is unique to your area, like waxing was to mine, or you provide that unique experience that is so coveted (relaxation and personality) I believe you can use stylists as a marketing tool that can work well for you.
Good luck!
AnnaMarie
I opened a salon & spa and I get lots of referrals from my stylists (they booth rent from me).
I do a referral program for them though... if they can get one of their clients to book an appointment (brand new skin client) with me, I give them a $5 spiff when that person comes in for their appointment. Of course, its for first time clients on their first visit. Five dollars doesn't seem like much when you consider what that client spends with me, and potentially what they could spend with me as a loyal client. Once I have the client in my room, I figure its my job to make them fall in love with me and my services!
It's nice, every time I walk through the hair area, I hear my stylists just chatting away with their clients saying, "ohhh you've gotta try this and that, I just love getting them!" Its like a fun little game for them, plus if they refer 5 new clients a week to me... they get an extra $25 at the end of the week!
I do a referral program for them though... if they can get one of their clients to book an appointment (brand new skin client) with me, I give them a $5 spiff when that person comes in for their appointment. Of course, its for first time clients on their first visit. Five dollars doesn't seem like much when you consider what that client spends with me, and potentially what they could spend with me as a loyal client. Once I have the client in my room, I figure its my job to make them fall in love with me and my services!
It's nice, every time I walk through the hair area, I hear my stylists just chatting away with their clients saying, "ohhh you've gotta try this and that, I just love getting them!" Its like a fun little game for them, plus if they refer 5 new clients a week to me... they get an extra $25 at the end of the week!
QUOTE(smalltowngrl @ Jun 28 2009, 06:51 PM)
I opened a salon & spa and I get lots of referrals from my stylists (they booth rent from me).
I do a referral program for them though... if they can get one of their clients to book an appointment (brand new skin client) with me, I give them a $5 spiff when that person comes in for their appointment. Of course, its for first time clients on their first visit. Five dollars doesn't seem like much when you consider what that client spends with me, and potentially what they could spend with me as a loyal client. Once I have the client in my room, I figure its my job to make them fall in love with me and my services!
It's nice, every time I walk through the hair area, I hear my stylists just chatting away with their clients saying, "ohhh you've gotta try this and that, I just love getting them!" Its like a fun little game for them, plus if they refer 5 new clients a week to me... they get an extra $25 at the end of the week!
That you have the confidence to do this is so commendable! So many of our colleagues are too shy to promote themselves like this and they miss a LOT of opportunity because of it. Kudos to you!
This is truly the way to build business 
I rent from a salon with about 15 employees, including support staff. I provide everyone of them a free facial, whenever my book is available. The only restriction is that if a client wants the appointment, they have to give it up to the client and rebook theirs.
It has been the number 1 reason (next to my magic hands
) that has built my business.
They have to pay full retail price for products, but I am very generous with samples and with quick interventions when they have skin problems.
"Be generous with your backbar" - I cannot stress enough (I should write an article about it).
The 'pay-it-forward' approach has worked beautifully. I am booked (2 1/2 days week) up to 6 weeks in advance, even during difficult times. The stylists and support staff buy gift certificates for their family members, and that helps, too.
One other additional step for success that I've found, is supplying my own retail - and paying the salon a portion of the proceeds for 'shelf-rent.' It works, because I can sell products even when I am not there. This salon is not computerized (can you imagine?) - so I have a 4 x 6 card for each person I've ever seen with skin care product recommendations, so there is never a question about what they should use. I also make sure - no matter what, I never run out of retail.
My clients know they can email me 24/7 with questions about any skin care issue, and I reply promptly. This helps my clients stay in touch and keep my name in the forefront.
I also use Constant Contact and keep my client database up to speed every day.
I rent from a salon with about 15 employees, including support staff. I provide everyone of them a free facial, whenever my book is available. The only restriction is that if a client wants the appointment, they have to give it up to the client and rebook theirs.
It has been the number 1 reason (next to my magic hands
) that has built my business. They have to pay full retail price for products, but I am very generous with samples and with quick interventions when they have skin problems.
"Be generous with your backbar" - I cannot stress enough (I should write an article about it).
The 'pay-it-forward' approach has worked beautifully. I am booked (2 1/2 days week) up to 6 weeks in advance, even during difficult times. The stylists and support staff buy gift certificates for their family members, and that helps, too.
One other additional step for success that I've found, is supplying my own retail - and paying the salon a portion of the proceeds for 'shelf-rent.' It works, because I can sell products even when I am not there. This salon is not computerized (can you imagine?) - so I have a 4 x 6 card for each person I've ever seen with skin care product recommendations, so there is never a question about what they should use. I also make sure - no matter what, I never run out of retail.
My clients know they can email me 24/7 with questions about any skin care issue, and I reply promptly. This helps my clients stay in touch and keep my name in the forefront.
I also use Constant Contact and keep my client database up to speed every day.
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