Business tips

ASK THE EXPERTS

Our beauty experts answer your questions about every aspect of running a salon or spa business

How should I be pricing my treatments?

Many salon owners feel they’re working flat out but still not seeing strong profits. I see this all the time. Fully booked diaries, loyal clients, incredible skill… but the numbers don’t match the level of expertise being delivered. More often than not, it comes down to pricing of treatments, over-giving and low or lack of repeat retail.

Pricing is often set from a place of fear, what others around are charging, and retail is treated as an afterthought. This ends up with a business that looks successful on the outside, but isn’t performing as it should be. For me, this comes back to one very important thing; understanding the true value of what you do.

The biggest mistake I see is pricing based on what feels “safe” rather than what is actually aligned. There’s this underlying fear of being too expensive, of losing clients, of stepping up to a different level. But the reality is, the right clients aren’t looking for the cheapest option, they’re looking for the right experience, the right result and the connection with a person they feel comfortable with.

For me, the shift in my business was from “What will people pay?” to “What is this experience truly worth?” In my clinic, it’s a 360° experience and that experience doesn’t have to cost more, but it does require more thought. The details and the feeling you create for someone… that’s what people remember. And when something feels exceptional, the price becomes part of the story, not the barrier.

Personally, increasing average spend starts with removing the idea of “selling” altogether. I don’t sell, I guide, educate and personalise.

Increasing client spend comes down to what happens before, during and at the end of the treatment. I’m constantly educating and gently planting the seed for what’s next. Whether that’s their next appointment, a course of treatments or their next skin product or supplement.

By the time we reach the end, it’s not a hard conversation, it’s a natural continuation. When a client feels understood and expertly supported, they want to invest.

The most successful businesses don’t treat retail as a separate income stream; they integrate it into the experience. Salons and clinics that sell well know the products inside out, engage in regular refresher training and have a good relationship with the business development mangers. They also love and are fully invested in the brands they work with.

If you’ve created change in the skin, you have a duty to support that result beyond the treatment room with great homecare. It’s not “Would you like this?” It’s “This is how we maintain what we’ve achieved today.” That shift alone changes everything.

If a salon owner wanted to make one meaningful change this month to improve profitability, I would say look at your business through the eyes of your client. Not just what you do, but how it feels. Are you creating an experience that they remember; one that feels considered, calm, personal and elevated, even in the smallest of details? Because those details cost very little, but they create something far more powerful: emotional connection. And that’s what keeps people coming back.

Alongside that, protect your time. Scarcity is incredibly powerful. When your diary is not endlessly available, it naturally creates demand. Clients value the appointment more, they plan ahead, avoid cancelling and loyalty strengthens. When something feels special and slightly out of reach, they don’t want to miss it.

Get more tips from Andrea Simpson at the Charge Smarter, Sell Better panel at the Birmingham Regional Growth Summit at 2.45pm on Monday, May 11. Register for free at professionalbeauty.co.uk/birmingham-summit

ANDREA SIMPSON

Andrea Simpson is an award-winning facialist, entrepreneur, educator, author and founder of The Facial Mentor. She is also the owner of Andrea Simpson Facialist in Melbourne, Derby.

Which key performance indicators should I be looking at to grow my business?

When you’re a new salon or clinic owner, it’s easy to believe that a full diary equals success. I used to think the same. But “busy” can hide a lot: underpriced treatments, long days, inconsistent results, and very little profit left at the end of the month. Only when I learned this did I turn my business, The KS Clinic, around and build a profitable six-figure healthy business that I actively enjoy running. I am now applying the same method to my second business, SOCTA – Skin of Colour Aesthetics Training Academy.

The shift happens when you stop measuring how full you are and start measuring how healthy the business is.

Why “busy” is misleading

Being booked out can still mean:

• You’re spending too much time on low-margin services

• You’re attracting one-off clients who don’t return

• You’re discounting to stay full

• You’re overworking (and risking burnout) to hit revenue targets

A profitable clinic is built on repeatable systems, predictable income, and client outcomes that create loyalty.

The KPIs I’d focus on first

1. Rebooking rate This tells you whether clients trust you enough to continue their journey. It reveals client experience, results, and how confident your consultation process is.

2. Client retention New clients are great, but retention is what stabilises cashflow. That’s why I created and integrated my own clinic app with memberships. This metric shows whether your treatment plans and follow-up are strong enough to keep people coming back.

3. Average spend per client (or per visit) If your average spend is low, you’ll need a packed diary to survive. This KPI indicates pricing confidence, treatment planning, and whether you’re offering the right packages.

4. Treatment mix and margin Not all services are equal. Some look “busy” but drain time and resources. Tracking treatment mix and margin shows what’s actually driving profit versus what’s just filling gaps.

5. Utilisation (booked hours vs available hours) This is more useful than “how many clients did I see?” because it shows capacity. It reveals whether you need better marketing, better scheduling, or if you’re ready to raise prices.

How often should you review KPIs?

Keep it simple:

• Weekly (15 minutes): rebooking rate, utilisation, average spend

• Monthly (60 minutes): retention, treatment mix, margins, expenses

The goal is consistency, not perfection. Short weekly check-ins prevent end-of-month panic. A common mistake is reading numbers without context. One of the biggest mistakes I see is reacting to a single metric in isolation. For example, a low utilisation rate doesn’t always mean you need more clients. It might mean your pricing is too low, your appointment lengths are inefficient, or you’re not converting consultations into plans.

How KPIs build confidence

When you know your numbers, decisions become calmer and clearer:

• You can raise prices based on demand and utilisation (not fear)

• You can plan staffing based on capacity and retention (not guesswork)

• You can scale by strengthening what’s already working

Stop chasing busy. Build a clinic that’s sustainable, profitable and respected – and let your KPIs guide you there.

Hear more of Kyomi Sayce’s business strategy tips at the Stop Chasing Busy: The KPIs That Make Salons Truly Profitable panel at the Birmingham Regional Growth Summit – don’t miss the session at 10.30am on Monday, May 11. Find out more at professionalbeauty.co.uk/birmingham-summit

KYOMI SAYCE

Kyomi Sayce is the founder of The KS Clinic in Oldbury and a specialist in skin-of-colour aesthetics, with over 15 years’ experience. She also runs the Skin of Colour Aesthetics Training Academy to share her expertise with other UK practitioners.

How can I build loyalty within my salon team?

Your team is the backbone of your business and, as a business owner, I believe that strong leadership and a clear pathway are essential for team equilibrium and retention.

Making your team feel valued is key; ensuring that as well as meeting the needs of the business, an employer should try to consider the needs of the individual and make every effort to try to accommodate the personal needs of the employee while considering and matching them with the needs of the business.

I always try to lead by example and would never ask a member of my team to do anything I wouldn’t be prepared to do myself. I also make a point of being available, even when I am not in the salon. My team know that I am always at the end of the telephone. If I can’t answer straight away, they know I will get back to them as soon as I can and deal with any questions they have at the earliest opportunity.

Create a clear pathway; a hierarchy that identifies the structure of the business and where each member of the team sits within that structure. This will ensure the team understands what their individual role is, who they are responsible to and who and what they are responsible for. It provides a clear strategy on personal progression. Along with detailed job descriptions and pre-requisites for progression, the team will be able to identify the requirements and skills needed to progress to the next level.

Strong leadership and clear delegation are vital for smooth operational systems. Providing clear strategies that identify roles, duties, responsibilities and expectations will ensure operational success.

Delegation plays a vital role in ensuring the job gets done when it should, and the team needs a clear strategy on what to do, how to do it and when to do it. This ensures everyone develops autonomy and everything is done correctly and on time.

A strong progression route ensures the team knows what they need to do to succeed and be rewarded for their efforts with either promotion or other staff rewards.

Team building is essential; days out, treats for the team and positive engagement with all team members will create a culture of trust and help therapists know they are highly valued and trusted to be able to carry out their role successfully. My golden rules for staff retention:

• Encouragement and motivation: These are the keys to a driven team and staff retention.

• One-to-ones, to check in on their progression, personal feelings and wellbeing, will identify areas where improvement or further training may be necessary.

• Reinforcement: Repeatedly acknowledging good work builds long-term loyalty.

• Constant CPD and mentoring help keep motivation levels high.

• Take time out for team development days; this allows more experienced therapists to guide and help build the skills of younger or less experienced therapists.

• Provide clear pathways with clear strategies – lists, lists and more lists if necessary to help team members become competent, confident and autonomous, and to be happy in their role. Ultimately, a happy and confident team makes for a happy and confident salon owner, and a well-organised and well-run beauty salon.

Get more tips on working with a team from Lesley Caster at the Empower Your Team to Deliver: Building Structure, Progression & Loyalty panel at the Leeds Regional Growth Summit – at 11.15am on Monday, June 8. Secure your place at professionalbeauty.co.uk/leeds-summit

LESLEY CASTER

Lesley Caster is the owner of City Retreat salons in Newcastle, which have won multiple Professional Beauty Awards. Caster has over 30 years’ experience as a beauty therapist, educator and employer, with 22 years of that as a salon owner.

How can I excel at spray tanning?

A great spray tan artist isn’t just someone who sprays tan – it’s someone who can create a really beautiful result. It's an artist who understands skin, colour matching, and how to get a flawless, natural finish every time.

It’s about tailoring each tan, blending properly, and knowing how to work with the body so everything looks sculpted and smooth. And of course, making the client feel good while doing it.

For me, it's about confidence, attention to detail and skill – knowing how to create a tan that looks effortless, not obvious. When people can't quite tell if a tan has been done, that's when you know it's been done properly.

The consultation is such a big part of the process; it's where the magic begins.

I always ask a client how their skin usually tans, what kind of look they’re going for, and what the occasion is. A wedding tan is very different to a girls’ holiday tan, a holiday tan is different to a TV/red carpet tan, and they all need a different approach.

It's also about how the client wants to feel. Some clients want to be really bronzed, while others want a natural sun-kissed glow. Everyone has a different version of that but once I understand that, I can tailor everything so the end result is realistic and is right for them.

Key techniques for a flawless result

For me, it’s all about control and application. I always build the colour slowly rather than applying too much at once. That’s what keeps the finish even and natural-looking. You don't want to saturate the skin.

Once you've perfected your application and you have control over your gun you can subtly sculpt, contour and define rather than just tan and cover the skin. And then it’s the details: hands, feet and face need a much softer approach. These areas need to be blended. That’s what keeps them looking clean and natural.

The biggest mistake I see is too much product or using the wrong product. It’s easy to think more will give a better result, but it usually does the opposite. It can end up looking too heavy and over-processing the natural skin tone. The best tans are the ones that look like your skin, just better.

Another common mistake is not paying attention to the areas that need it most. Hands especially need lots of barrier cream, and a good blending brush to blend the wrists and fingers. Not taking your time to perfect the application is when things go wrong and it's also where the difference between a good tan and a great one really shows.

Advice for new tan artists

For new tan artists, it's important to focus on your technique, be comfortable with it and be confident. Take your time to understand skin tones, how different solutions develop and how to control your application.

Less is more, so don't feel like you need to go darker or saturate the skin. Softer, more natural tans are the most flattering and most requested. Orange is not on the spray tan colour wheel; natural is in fashion and it's here to stay.

And, most importantly, take pride in your work. The little details, the client experience, the way you make someone feel – that’s what people remember, and that’s what builds a strong reputation.

FAYE FRANCESCA

Faye Francesca is a professional spray tan artist specialising in bespoke, natural-looking results. Known for her attention to detail and signature refined finish, she works with bridal, high-end and celebrity clients across the UK.