"Think of every aspect from how easy it is for them to get an appointment booked ...."
1. Map your client’s journey through your service – How do they get an appointment? What happens when they present for treatment? What happens during the treatment? This mapping helps you to identify what works well and what could be improved upon. Think of every aspect from how easy it is for them to get an appointment booked through to how comfortable are your seats if your client is having a long treatment. How old are the magazines you offer? Do they suit your clientele? Try to objectively see your service offering though your client’s eyes and try to make it as rewarding an experience as you can for them.
"Do you use paid advertising, if so do you know your rate of return on this ...."
2. Marketing – Do you have a marketing strategy? No matter how big or small you are, you need a means of letting people know you are there and what you do. Do you know how much it costs you to acquire a customer? Do you use paid advertising, if so do you know your rate of return on this investment? Take this time to review your client list, do you know how you got them? How did they find you and what did that ultimately cost you money? Now is the time to get effective marketing in place for your business. Lockdown will end and when it does there will be an unprecedented demand for appointments. You want to make sure people know you are there and what you offer.
"Could you drop them a text to ask how they are and let them know you are thinking of them? ...."
3. Strengthen those client relationships - This may seem an odd suggestion when we are in lock down but now is the time to really support your clients and grow your relationship with them. Keep communication open with them, let them know if your closed or have restricted open times etc. Give them ample notice of when you will re-open once we know this, remind them that they are a valued customer and will get priority booking. Check your customer list – do you have elderly clients who live alone? Could you drop them a text to ask how they are and let them know you are thinking of them? Remember your clients will also be worried about you and worried for your business so they will welcome contact from you. Maybe think of your likelihood of gaining new customers and walk-ins when you re open – would this increased business allow you to offer a treat to your loyal customers such as a free treatment to look forward to?
"Now more than ever you need to look at cutting your costs ...."
4. Interrogate your finances - Now is the time to really look at this as, daunting as it may seem. Nobody could have been prepared for closing their business for a prolonged period of time, so now more than ever you need to look at cutting your costs. Have you looked at your energy provider, are you on the best tariff? Can you take a payment holiday on your rent if you have one, do you need to carry as much stock? Do you sell any products used or bought on your business premises online? Do you pay for an appointment booking service? The Beauty App is a free booking service, could you switch to this type of service to remove your booking costs or start to use if you don’t currently have a system to help you save on admin time which obviously has a longer term cost to you
"You’re a walking billboard for your skills ...."
5. Be your own advert - Could you use this time to create your own fabulous nails or hair so that when you re open you’re a walking billboard for your skills. Let people see what you can do and how great you are at it as well as looking and feeling great in yourself.
"Produce simple videos that you can post online ...."
6. Get YouTube savvy - Could you produce simple videos that you can post online and let your customers know that they are there. Not only does this help your customers but also gets your skills in front of new customers who will see you for the expert that you are
"Get a feel for why your customers come to you and keep coming back ...."
7. Ask your customers for feedback - Could you create a survey to send out? Or could you ask customer’s to fill out a feedback form online. This will be great info for you to capture and to get a feel for why your customers come to you and keep coming back but also to establish any gaps and improve your current offerings. What do they want from you and how can you provide it?
"We will all re-open for business, lost revenue will be regained, you will come back bigger and stronger ...."
8. Stay positive. - it is too easy to feel down and filled with anxiety during this period. But the point of using this time to build your business is too look forward. We will all re-open for business, lost revenue will be regained, you will come back bigger and stronger than ever because you have had time to stop and think review your business and what you offer. Everything passes and this will too – you need to be ready to welcome your customers back and grow that businesses bigger and better than before.
"Could you offer a joint customer night to celebrate re opening ...."
9. Contact other beauty creatives - Could you collaborate, when lock down is over could they offer your customers a discount with them and you do the same for them. Could you offer a joint customer night to celebrate re opening (within any parameters set when we re-open for business). Could you write a blog post on your subject expertise area for them to use on their website? Sharing is something we don't tend to do well, but we should.
"....bookkeeping course to save on accountancy bills ...."
10. Are there any online courses that you could do during lock don that will support you in some way when you reopen?This could be a service offering or new treatment or even a bookkeeping course to save on accountancy bills. Could you use the time to do some business admin such as cleanse your customer database? Do you have old customers still on your database who should/could be removed (ensure your aware of your responsibility under GDPR) , if you choose a new booking system could you use this time to migrate your customers across to the new system? Any action you take now to streamline your business will help you during the hectic time ahead when you reopen.