Help your business rise to all occasions this summer

Sharon Sandhu, category manager for nails at Salon Services UK & Ireland, serves up top tips to help clients prepare for summer events – while you boost your bottom line…

Summer has finally arrived, and with it, so has occasion season. With so many weddings, parties and other notable events taking place over the next few months, not only is it the perfect time to showcase the latest and greatest nail trends and techniques you can offer, but it’s also an excellent opportunity to attract and retain new customers.

Here are some of my top tips for giving your clients the best service to help them prepare for their summer occasions, while boosting your bottom line:

Listen to the bride

When it comes to planning the perfect wedding, even the smallest details count. So, when advising the bride-to-be on a manicure fit for a marriage, it’s key to find out more about the look, theme and colour scheme of the wedding – and the personality of the bride.

From the shade and style of the dress to the colour and size of the bouquet and engagement ring, do your due diligence before recommending a nail colour that will complement the whole ensemble.

For example, if the blushing bride is into her bling, why not suggest some dazzling jewelled nails on a discreet nude base – to add some sparkle but avoid distracting from the gorgeous gown. Team up Gelish Soak off Gel in Primrose & Proper (£19.99 + VAT) with Amy G Unicorn Collection Teardop Jewels (£5.95 + VAT) to create a subtle, stunning look.

With wedding season extending well into September, there’s still plenty of time to sell your bridal services. One great way to bring in new clients is to host a bridal event at your salon, inviting the whole bridal party to get their nails done together at a reduced rate, and create a special experience for all involved.

Turn one-timers to returners

Throughout the summer months, you’ll likely welcome new customers who are looking to get ready for a particular special occasion, but who don’t usually indulge in nail treatments at any other time of year.

This is a fantastic opportunity to advertise your services and retain clients, turning one-off visitors into regulars. Have your staff show off your techniques and treatments, teach customers about maintenance and advise them to book in follow up appointments, so you can start filling your appointment books. 

Encourage retail sales

To help clients get the most out of their treatments, they need to continue their nail care at home, so it’s your responsibility to educate them on the best products – and have these in stock.

Make sure retail items are clearly displayed on counters and till points, so you can point clients towards them during their treatment. Skintruth’s Cuticle Oil 15ml (£2.09 + VAT) is a great at-home treatment for hydrating nails and cuticles, and I like ASP Naturals Manicure Pomegranate and Acai Cuticle Conditioning Butter Stick 1.6g (£2.99 + VAT) for on-the-go care, as it fits neatly into a handbag.

Discover more products for the summer season at www.salon-services.com