How to make it as a… NEWsalon owner

1. Develop your own identity

“You have to know who you are, the type of client that you would like to attract and what you can offer them. It helps them to make a choice as to why they come to you. If a client doesn’t know your identity, they won’t know what you can offer them. It also helps you to talk about what you do with more focus.

“Throughout my career, I’ve worked in beauty salons and clinics, as well on ships for about six years. Working in different areas of the industry contributed so much to the knowledge that I have now - it allowed me to hone my skills and gave me exposure to how other businesses operate. It helped me establish my identity and figure out what I wanted to offer when I was ready to open my own business.”

2. Network locally

“It’s really important to get yourself known, not just in the treatment room but outside as well. Go up and down your street in your local area and get to know your neighbours - because once they know you, they’ll talk about you.

“I offered treatments to a few key people in different local businesses when I opened. When they had a treatment, we built a rapport and they were able to vouch for me. Facebook groups are another way to connect with clients as well. It’s no good having a business if no one in your local area knows about you.”

3. Encourage recommendations

“In today’s society, we rely on recommendations so much. Whenever I go somewhere new, I’m going to look at reviews, so I expect the same of my customers. Many of my new clients have come to me after reading my current clients’ reviews.

“People also love product rewards and treatment loyalty schemes as it makes them feel appreciated. Refer-a-friend cards have helped me a lot too - people will talk about you with their friends, colleagues and families, so incentivise them to do that.”

4. Put yourself out there

“If I could give my past self one piece of advice, it would be to get out there more. Looking back, I hid away a lot at the beginning. I’ve had to learn to get better at the marketing aspect, considering I work alone.

“These days, people want to see the face behind the business; it helps them to connect to you. So, getting yourself known on social media or through other local businesses can really help. Encourage clients to review you. Don’t be shy - people want to know who you are.”

5. Evolve continually

“During lockdown, it was tricky for my clients who were midway through their treatment journey. So, I started offering virtual consultations as a way for us to meet in the middle to provide assessment and guidance, while propping up my finances while my clinic was closed.

“Offering these has also led me to connect with clients who I previously wouldn’t have and grow my business during lockdown. I’ve conducted virtual consultations with clients from Europe and Africa - I can’t believe I didn’t do this before.

“We’re able to deliver results outside of the treatment room now and it’s wonderful. It will definitely become a permanent feature in my business going forward.”