What makes you Special?
Developing a Beauty Salon and Spa concept can be seen as getting rid of labels. I’m a beauty therapist, can be interpreted as an array of labels. For example, she is a beautician, or a facialist, or a make-up artist, beauty consultant etc. People have preconceived ideas about what a beauty therapist is and does. Likewise if you say I do facials. The person you are speaking to may have had a freebie Avon facial many years ago, where someone rubbed on products and applied make-up. Now she assumes that this is what ALL facials are like. Do you see the danger in using general statements like beauty salon/beauty therapist/facialist etc? It is of no use to develop a brand new concept in facials, yet you are still calling it a Facial. Your potential clients will not understand that this is something Different!
The most successful Skin Care experts give there treatments brand new names. Their facial may not even be hugely different to another facial, but they create marketing concepts to differentiate themselves from other beauty businesses. Why? Without a concept, you ARE just another beauty therapist or just another beauty salon.
Exclusive Brands, Treatments, Techniques and Products
Jeanne Piaubert created her own exclusive treatment methods. She developed her own personalised three step approach comprising firstly of mechanical and manual techniques; secondly various electro aesthetic currents and thirdly high-tech products. Her exclusive take on customising her treatments and teaching specialised home care methods has given her much success and publicity.
Your focus may be acne treatments, in which case you would develop a marketing concept for corrective skin care, the solution for problem skin. The solution may encompass in-house specialist anti-acne treatments with prescribed home remedies for inner and outer skin care. An acne concept may encompass light therapy, to treat acne, reduce sebum production and kill bacteria. An acne concept would incorporate persuasive words such as clear skin, remove scars, and reduce beak-outs; before and after photos of actual clients including a description of the healing process including price.
Get in Touch with your Core Business
Therapists often run in circles trying to add new modalities to their business. The one day it is cellulite wraps, the next they are sold on sunless tanning and they are looking into a new massage technique. It is all very confusing. It will drive you crazy always thinking there is something better. What ends up happening, is multiple micro-businesses under one roof. Get in touch with your core business and stick to it. Create your concept around your core business. It is easier to define your business and build your concept when your heart is at the core of your business. When you become clear about your passion, and focus your effort in one direction, you become clear about who your client is and exactly how you can help them. With a single focus you can find clarity in your marketing concept. Once you are clear on your core focus, you can continue to tweak and build on your skills and add to the service you provide for your clients.
© Belinda Meyer www.salonprofit.net
