FEEL THE LOVE!

By Will Fennell

Maintaining motivation and enthusiasm in our work can be challenging, particularly in today’s competitive and intricate economic landscape. Regularly assessing our strengths and weaknesses, remaining open to change, and seeking feedback from our team, customers, and suppliers are all vital for progress. However, this process can be draining and may intermittently obscure our enthusiasm.

But keeping our passion alive should be a personal goal and a smart business move. It helps us stand out from competitors and attracts clients who want to be part of our energy. Our enthusiasm is infectious and plays a significant role in getting and keeping clients.

Three key things will keep clients coming back for more:

1. The Experience

2. Staying The Expert

3. Feeling The Love

The Experience:

It’s important to note that the salon experience is not solely determined by the design or technology used but by the passion and skill of the therapists. In 1995, when my business partner and I established our first clinic with less than $1000, we prioritised providing an excellent customer experience. This approach proved successful, highlighting the significance of being customer-centric and demonstrating a genuine passion for building a loyal client base.

Despite the current trend of relying on high-tech gadgets for the “electrical experience”, incorporating personal touches such as massages is essential. Ultimately, clients remember and value the personal connection and care the most.

Staying The Expert:

Continuous learning and improvement are essential in any successful business. Staying abreast of the latest trends and techniques is critical for beauty industry professionals. Attending relevant courses, reading industry publications, and participating in seminars can help professionals maintain their motivation and passion for their work.

Additionally, visiting other salons to experience their treatments can provide valuable insights into competitors’ offerings. Observing how they interact with clients, the quality of their products, and their staff’s knowledge can offer improvement ideas without directly imitating their practices. It’s crucial to incorporate valuable elements into one’s business, particularly the genuine passion and dedication visible in their operations. Ask yourself, does their love for what they do shine through?

Feeling The Love:

Salons must be strongly connected to the skincare line(s) they use. Salon staff should be knowledgeable about the products, including their history and usage, able to explain what sets them apart and help clients understand why they should choose them.

Once, I visited a salon where a therapist tried to sell me an expensive new skincare cream the clinic was promoting. When I asked if she had used it, she admitted it was “out of her price range.” There are better ways to handle this situation. The salon owner should have allowed her to try the product to see how it worked on her skin and made her feel. How can employees get excited about a new product if they’ve never used it?

In my clinic, we try out all the products to always know what they’re like and share this authentic knowledge with our clients. My therapists LOVE our brand.

The product company I import, BIODROGA, was the first skincare brand I fell in love with at Beauty College. Even 30 years later, it’s still the love of my life (Don’t tell my husband that one) and the brand on which I built my career. I have made BIODROGA a part of my salon’s story; this love and loyalty are essential for your business brand and will be necessary for your success.

You can’t pretend to like a product line – your clients will know if you’re not being genuine. You must genuinely believe in and love the skincare you use and recommend.

So, think about this and change companies if you do not feel the love. Also, don’t just go with a product company because everyone else does or they are the biggest stand at a trade show. Do your research. Be a skincare tramp before you fall in love; that is the secret.

My business partner, Peta Friend, and I are celebrating 30 years of our salon together this year. I have been asked what the secret to our success is. It’s simple.

We feel the love, and that radiates through everything we do. You can’t fake that sort of passion.

Will is an international trainer for Biodroga www.biodroga.com.au @biodroga.truebeauty @willandpeta