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Paul Carbis talks about the best point of difference your Salon could ever haveAs I travel around the world speaking about beauty salons, I get to visit hundreds of different salons every year. One of the most common questions asked of me is, “how can I establish a point of difference over my opposition?” Owners discuss new equipment with me, they talk about different product brands, varying their services, changing their price menus and even redecorating the salon. Now all of these things may help you to achieve a point of difference in the short term, but sooner or later your opposition will follow and you will be searching again. That doesn’t mean that you shouldn’t do all of these things regularly, it’s just that I have discovered a cheaper, easier and longer lasting way of being significantly different to everyone around you.
You see, nearly all of the salons that I visit perform a “good” service. On average I am satisfied that they served me well. But the point of difference I am talking about is when a salon is anything but average and they serve me with extraordinary excellence and expertise. I believe that the greatest point of difference we can establish in this industry is being recognised as an expert. That’s right an expert – Someone who is perceived to have greater knowledge, experience or skill. The best part is that it doesn’t take a lot of effort to walk and talk, act and sound like an expert. The primary difference between a salon of excellence and an average salon is their attitude. I firmly believe that the vast majority of our customers want to be directed in their skin care. They want their therapist to sound confident and be up to date with the latest treatments, technology and information. It’s our role as professionals to inform, educate, direct and nurture our clients, assisting them to improve the look and feel of their skin. So here’s how it can be done:
Your name says it all.
You are no longer a beauty therapist you will now be called a professional skin therapist. It’s true that you will probably still do waxing and some nails throughout your week, but the real money in salons is in treating skin. So start really concentrating on your skin treatments. Professional skin therapists provide specific facials for anti-aging, pigmentation, sun damaged, cuperose, dehydrated, acne and sensitive skin types. You will know how to correctly diagnose these problems and you will have a range of solutions for each of these skin problems. You are well trained in skin analysis and well versed in your product knowledge. Your services menu will reflect your expertise in dealing with these skin conditions as will the way you handle enquiries over the telephone or reception counter.
You know more about the skin than your customer does.
What is the point of letting customers choose their own treatments such as facials, when we all know that very few of them have any real idea about the condition of their skin. Yes we must listen to their concerns and try to address them, but the average woman that enters your salon has never had her skin properly diagnosed, knows very little about how the skin works, doesn’t know what caused her problem and has no idea about how to fix it. So an expert doesn’t simply take her word that her skin is dry, you check for yourself, examine the skin closely, prescribe a treatment plan and recommend home care products. Then because you do this with confidence, assuredness and authority, your client feels reassured in the knowledge that they are in the hands of an expert.
Learn to diagnose skin like an expert.
Nothing will give you and your salon a greater edge over your opposition than becoming proficient in skin diagnosis techniques. Being able to confidently diagnose problem areas correctly places you in a position of authority with your client. Once your customer allows you to look at her skin she expects you to give your opinion. Providing accurate advice confidently will not only force your client to listen to you but also to believe you. The chances that they will then follow your advice are significantly increased meaning extra treatments in your salon, home care product sales and results for your client. Attending post graduate advanced skin analysis courses are a fantastic investment for you and your staff to make and will give you a legitimate mantle of “expertise’ that can be felt by your clients.
Know your products.
Attend as many product knowledge days as you can, read your product manuals so as you understand what the different ingredients do on the skin and how they interact together. Cosmetic chemistry is another area where you can show your expertise. But it’s not all about ingredients. You also need to know how much to use, how long it should last, what products it works best with, what order you use these products in and how much it costs. All without having to run off to get a manual or reach for a brochure. Again, direct your customers to what they should be using rather than simply letting them choose. Your job is not to presume what people can afford, it is to show them what they need and then it is up to them to decide what they will take. The more expertise you show in your product knowledge the more your client will feel confident that you can help them.
Three things skin experts always do.
Firstly, you always recommend a programme of in-salon treatments for your clients. This means prescribing a series of treatments over several weeks or months depending on the client’s individual needs. This might include treatments a week apart, fortnightly or a mix of treatments together then a break before resuming with more treatments. Whoever decided that we should book our facial clients in once a month was not an expert. We need to tell our clients when and how often we need to see them to get the best results possible. This programme can also include a range of different treatments to achieve the desired result. The rule is – DON”T THINK SINGLE TREATMENT. A single treatment is not going to have long-term positive effects on your client’s skin. Secondly always prescribe home care products. Simply coming in for a treatment in-salon is not enough. All salon treatments need to be supported with home care. If you believe they require five products, it is your responsibility to show them those five products. The rule is – DON’T PRESUME HOW MUCH THEY ARE WILLING TO SPEND. Your role is to tell them what they need. They will decide what they can afford. Thirdly write it all down. Tell them what to use in which order, how to use it, morning and night, for every day of the week. Tell them how often to exfoliate, what nights to use a masque, why they need to use eye creams… Write down for them the recipe to maximise the desired result. If you don’t they will forget, they will get lazy and they will give up. The rule is – IT’S REAL WHEN IT’S WRITTEN DOWN, SO WRITE OUT A PRESCRIPTION EVERY TIME.
I could go on about looking the part with uniforms, make-up, hair and accessories and how language is important in your guise as an expert. Or how the salon environment needs to look and feel professional and your customer service commitment must be outstanding. But none of these things will ever happen until you take on the crown of a professional skin expert. If you start thinking of yourself as an expert, speaking with the authority of an expert and aim for excellence in your treatments, it is amazing how quickly people start to refer to you as an expert! Paul Carbis is considered one of Australia’s foremost experts in the management of beauty salons. Paul’s extensive industry knowledge makes him a highly popular trainer and sought after speaker both in salons and at industry expos and trade shows. Paul can be contacted for advice on (Australia) 0418983145 or by email on paulcarbis@bigpond.com
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Paul Carbis is Australia’s foremost expert in the management of beauty salons. He is a sought after trainer and speaker and appears at many expos and shows.
