The Secret To Your Success.

By Will Fennell

Attracting clients to your salon is a rewarding challenge; keeping them returning is an art. While many salons boast beautiful designs and modern equipment, the essence of a memorable experience lies in the therapist’s passion and skill rather than the salon’s aesthetics.

When my business partner and I opened our first clinic, we started with second-hand equipment and DIY renovations. Our initial customers were drawn in by a half-price offer in a local gay newspaper, but their genuine connection with us made them return.

In a competitive landscape with other salons, the focus should always be on the customer experience. Make clients feel valued and share your enthusiasm for your craft—your skill will always shine brighter than the latest equipment. One of our original clients once shared, “You made me laugh, you were professional, and you loved what you did.” People are naturally attracted to those who enjoy their work, and about 60% of our current clients trace their roots back to those early days when our focus was on creating unforgettable experiences.

However, competency in an ever-changing industry remains paramount. Essential factors for success outside your passion include offering exciting treatments and equipment to stay competitive. Think beyond the familiar; just as diners appreciate restaurant specials, let your salon offerings feel fresh and exciting. Seasonal specials like “After Sun Treatments” in summer or “Warming Body Treatments” in winter can spark interest. Ensure you and your staff thoroughly experience these treatments—clients are likelier to try something new when it’s passionately recommended.

Investing in new equipment is essential but presents challenges due to associated costs. It is crucial to resist the urge to pursue every emerging trend and remain focused on your clinic’s objectives. Whether your establishment is a spa specialising in relaxation, a skin therapy clinic concentrating on anti-aging, or a hair removal clinic requiring the latest technological advancements, it is imperative to identify which equipment aligns with your strategic vision. Remember that returning equipment is often not feasible after entering into a lease agreement or making a purchase.

Incorporating updated technology is vital for maintaining your clinic’s relevance and vibrancy; thus, it is advisable to introduce new machinery deliberately—consider implementing one piece at a time or conducting surveys to gauge client preferences. The results may reveal unexpected insights regarding their choices.

I want to share valuable advice from someone who has learned through experience: when selecting equipment, it’s essential to do your research. We made the mistake of purchasing one of those “oxygen” machines that Madonna supposedly used on her private plane. The consumables turned out to be quite expensive, and the trend faded quickly, forcing us to sell the machine at a fraction of the original cost on Gumtree. On the other hand, we still have the very first microdermabrasion machine we ever bought, which is used daily.

Fortunately, I have a colleague and best friend who is an expert in skin therapy machinery and serves as my business coach. Daniela Boerma from Total Coaching Academy consistently provides me with the best advice on what will work well for our salon. I wholeheartedly recommend her expertise. What may feel like an expense when hiring a business coach can save you a fortune in wrong decisions.

The moral of this story is that a successful business has many moving parts. When they all come together, true success follows.

Good luck, Will x Will

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