Q&A

HOMEGROWN BEAUTY

With over a decade of experience, at-home beauty therapist Laura John-Baptiste shares her insights on how home salons should attract and retain loyal clients

How can you attract more clients to your home salon?

“For a home salon, the client journey starts before you even meet. The marketing can’t just be online. As much as people think posting on Instagram builds a business, it isn’t the same as being out there.

"People still need and crave human connection. We can use social media, but it is not the only tool. Leafletting in the local area still works, and building those community connections help boost business.

“Your social media can’t be a faceless account; put yourself out there. It’s daunting going to a home salon for the first time if they don’t know who they’re about to meet or what the room looks like, so put your face and premises out there.”

How can home salon owners market their USPs?

“The service we can provide is very different to the high street, and there’s something quite magical about a home-based salon, but it is harder because we haven’t got that high-street presence, so it’s down to me to make sure the community knows I’m there.

“That’s why our marketing needs to focus on why people should come to us. We can give personalised attention and one-to-one service, which you can’t always get in high-street salons. People come to us for that dedicated time, and clients will pay a premium for the services, if we promote them well.

“At-home salons are a welcoming and homely environment, and compared to the high street, our appointments are much more discreet and private. Clients also have the same therapist every time, so we build connections. Loyalty and trust come from reliability and give-and-take. I’ve got good friendships with most of my clients now.”

How can home salons ensure client loyalty?

“Once you have a client, it’s time to build trust in real time, with a welcoming smile, time, experience, and expertise. People need to know they’ve booked with someone who cares. Show the real you, and the right clients will find you.

“Treat everyone with the same care. I offer refreshments, and little touches like an ice-lolly in summer; it’s the small things that add luxury. I also offer loyalty rewards. After clients spend a certain amount, they get £10 off.

“Share your professional expertise, clients like to know I’m still learning. You can never learn enough. Don’t be scared to show that. Be honest about your values; this is a business, not a hobby, and I’m not constantly giving discounts to friends or family because that devalues my services.”

What are the benefits of building a local community?

“A lot of people are scared to collaborate with other local beauty businesses because they see them as competition, but we need to collaborate. I know many local beauty therapists, and if I can’t fit someone in, I’ll recommend them, and they’ll do the same back to me.

"People may go there and then decide that’s where they prefer, and that’s fine, the next client will find me!

“I hold competitions and charity events, give prizes to local raffles, and attend networking events in the local community. These things welcome people into your space, spread the word about what you’re doing, and capture the interest of your local magazines and papers.

“I’ve built relationships with other local female-owned businesses outside the industry too, and we all refer each other. I genuinely want to support them, and they support me.”