Want to know why nine out of ten Nail Business fail? I’ve got some news for you and this may or may not come as a surprise, but Nail Businesses fail not because the Nail Tech can’t do a good set of Nails.
Nail Businesses fail because the Nail Tech is not good at sales and marketing.
Seldom do I see a Nail Business fail because the Nail Technician is a poor craftsmen. Instead the majority of times business’ fail today is because they don’t have a sales and marketing plan that brings feet in through the door.
The Good Old Days
Back in the “old days” (i.e the 60’s, 70’s and even as recent as the 1980’s) if you opened a Salon you had everyone’s business. Simply providing a nail or beauty service was enough. But that ship has sailed and those days are gone.
We no longer live in a world where you can just hang a sign out front of your Nail Business or Beauty Salon and everyone in town will start shopping with you. Those days are over.
The Hard Reality
As you read this, just think about how many Nail Tech’s and Nail Businesses you compete against in your trading area. Now, you may be thinking, "I'm much better than the Nail tech's around me and I use a better product - so I don't even consider them as competition!" You may not consider them, but your customers do.
Customers are spoiled for choice and they know it. If they want a set of Nails, they probably have 20 – 30 Nail Tech’s in your area that they can choose from.
Customers don’t need you, you need customers!
Making Business easy
Today it takes more than a Nail Certificate and a Sign outside to succeed. It takes knowledge, expertise, effort and action.
At our recent International Trainer Workshop here in Johannesburg, Natalia Gritsenko drove this fact home to everyone at the workshop when she said that, “doing a set of nails is only 10% of your Nail Business”
There’s a lot of other stuff that needs to be done to run a successful Nail Business, but did you know that out of all the “stuff” that needs to be done, only two things bring money into your bank account? Those two things are sales and marketing.
Almost every Nail Tech I speak to struggles with marketing themselves and their business. They just find it overwhelming and they don’t know where to start.
To make your life easier, I want you to understand that there are really just three things you need to do to create a successful business. Here they are - your business has to;
a. Find customers
b. Satisfy them
c. Keep customers coming back again and again
Lets think through those three points very quickly. If you don't how to find and acquire new customers for your Nail Business you are in big trouble. In fact, customer acquisition is the biggest problem new and existing Nail Businesses face.Most Nail Tech's have no idea how to get a stream of new clients into their business and they resort to very bad marketing tactics like discounting just to get fee through the door. (I will talk more about discounting in a blog post in October)
Secondly, your business must be able to satisfy customers. I am assuming that if you are reading this article that you are a good Nail Tech and you can do a good set of Nails. Unfortunately, this is still not enough. There are a lot of good Nail Tech's out there, most are just as good as you. Good is no longer good enough. You have to be "damn good" - you have to be an expert. So my question to you is are you dedicated to constant improvement? How many workshops have you attended this year to boost not only your Nail Technology skills but also your business skills?
Lastly, your business must keep customers coming back again and again and again. What's the point of acquiring new customers if they never return? Think about it - if in the month of September you can convince customers to come back in October and again in November, then you have repeat business and peace of mind. If you don't have a full diary for next month you have stress and worry.
Your Spring Nail Technology Marketing Strategy
To help you find, satisfy and keep customers coming back, the team at Magnetic has created a complimentary 10 page marketing strategy for your business. CLICK HERE to get the link to download the eBook. It is practical and extremely easy to implement.
over the next few weeks we are going to follow-up this article with a very practical series that will help you create your marketing messa,e avoid marketing mistakes and create irresistible special offers for your Nail products and services