BASIC NAIL SERVICES ARE A DIME A DOZEN, AND WITH COMPETITION SO HIGH, YOU MIGHT BE WONDERING HOW YOU CAN KEEP UP. BUT BY MAKING A FEW STRATEGIC MOVES, YOU CAN EASILY SET YOURSELF APART WITH HIGHER-PRICED, QUALITY SERVICES THAT MAKE A BIG IMPRESSION WITH LITTLE EFFORT.
When it comes to nail services, the average customer already has an idea instilled in her head about how much they should cost, which can make it tricky to raise your prices. However, if you can show that same customer that her simple nail service is essential, then you can start raising the ticket price. How? By customizing your services to cater to each client’s individual needs. The best way to do that is by staying up to date on that latest nail, hand and foot treatments so you have the breadth of knowledge of products and services that it requires to create those specialized services. Then you can start implementing the four practices below, and before you know it you’ll start seeing the results.
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The Art of the Upsell
The biggest mistake a nail professional can make is skipping the upsell. It’s not uncommon for nail pros to say: “I don’t like to upsell because I don’t want to be pushy.” That’s why it’s called the art of the upsell, because it’s all in the way it’s done. First, read your client. Does she seem like she’s in a hurry and just wants to get through the appointment? Or is she looking for a little more relaxation? Feel out the situation, and if it seems like she’s in a rush or doesn’t want to be bothered, then perhaps skip it this time. But if you can tell that she wants a little something extra, don’t be afraid to suggest a simple upgrade. -
Add Retail
Another common missed opportunity is not offering retail products for sale. You don’t need to have a large space in order to offer a few essentials, but you definitely can’t make additional income if you don’t sell anything. Bottles and pens of cuticle oil are a no-brainer. They’re small, typically inexpensive, and every client should use them between services to keep their nails looking better for longer. Cater your retail offerings to the space you have. If you’re limited, stick to small items like nail files and treatments. If you have more space, look for specialty lotions, delicious scrubs, and beautiful candles. You could even partner with a local retailer to sell their items, like jewellery or small accessories, on consignment. -
Create Special Packages
Clients have come to expect basic and upgraded manicure and pedicure services on a menu, but have you considered expanding beyond that to more specific services? For example, for brides-to-be you could create a package that includes a series of nail appointments to get nails in tip-top shape before the big day. Or for clients who have been wearing enhancements for a while and want to transition back to natural nails, offer a package of strengthening services that will return their nails to health. The idea is to create a custom service option for clients that goes beyond the basics, and all that takes is a little creativity. -
Expand Your Reach
Let’s be honest: The bulk of your clients are likely to be women between the ages of 18 and 50. However, there are more people out there who could really benefit from nail services — they may just not realize it. Think: men, kids, and seniors. Just like retail, if you don’t offer it, you can’t make money on it. For instance, create a simple menu geared towards men, like a lunchtime mani and a more pampering callus- smoothing pedicure using neutral or fragrance-free products. Also, consider sending your staff (or yourself) for some extra training so they can safely care for elderly skin and nails; that demographic certainly needs some special TLC (tender loving care).
Instant Upgrades
When clients are booked back to back, there’s not always a lot of time to extend a manicure or pedicure service into a complex upgrade, but that doesn’t mean you don’t have options. The easiest and quickest way to upgrade a service is with the addition of a nail treatment. Mia Secret offers a couple of great Gel Nail Treatments that can easily be swapped out for a regular gel base. Encourage gel clients to opt for a healthy nail boost with a vitamin E and calcium- or keratin-infused treatment for a small upcharge. It takes no additional time, but with tonnes of added benefits.
It’s in the Detail
One thing most people will immediately pay more for is luxury, no matter what it is. The key is knowing who your clients are and what they deem as luxurious. For some, adding a hot stone massage, speciality foot masks and paraffin to pedicures takes the service over the top. For others, it’s literally luxury brands they want to pay for, so you might consider splurging on a few bottles of YSL nail polish and a jar of Chanel hand cream and charging extra for using these lavish products. Ultimately, clients are looking for a specialized service that’s catered to their desires — because in this day and age of mass-produced products, customization is a luxury.
Upselling Essentials
It’s always a good idea to keep products on hand that you can use to quickly elevate your services if and when the occasion arises. Use this list to get started:
- For Nail Health: Keratin or calcium-infused treatment gel or base coat
- For Added Strength: One-step builder- in-a-bottle gel, like Mia Secret BioBuilder Gel
- For Added Luxury: Top-of-the-line brand of hand/foot lotion and nail lacquer
- For Nail Art: Decals, stamps or crystals
- For a Quick Service: Tinted base and colour gel in one
Originally published in SalonEVO, issue 10, July 2022