Eye Lash covers the latest makeup, eyelash extension and eyebrow trends for makeup artists, lash and brow stylists, and other beauty industry professionals who provide eyelash extension, eyebrow shaping and makeup application services.
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24 eye | la | JULY/AUGUST 2016 | eyelashmag.com ILLUSTRATION: VISUAL GENERATION INC. { client attraction 101 } As a lash spa and salon owner in Orange County, California, I have learned a lot about the challenges new technicians face. Reaching out to potential clients can be confusing and overwhelming. As lashes become more mainstream, we're seeing a surge in the number of professionals becoming trained and an increase in lash spas in our area and across the country. Now with so many choices for consumers, competition is fi erce and prices are decreasing. Here are a few tips on building your client base without cheapening your brand. Embrace Yelp Deals. Yelp Deals are a far cry from Groupon. They are discounted rates you can offer on your Yelp page. Yelp takes a percentage of the deals sold, and you collect the rest. Because Yelp reviews can make or break your business, it pays to bring in active Yelpers at a reduced price. Offering a lash deal will get them in the door, and a good discounted service is likely to yield a more positive review. I suggest offering deals on a full set of lashes—rather than a half set— because you want reviewers to experience the wow factor of a full set. Excel in customer service. We see many established technicians forget who got them there, acting as if they are doing someone a favor by doing her lashes. I can't tell you how many clients we've picked up just on the philosophy of appreciating their business. Go overboard with your customer service. It's a dying art, and many are willing to pay full price for it. Always answer the phone unless you are in the middle of an appointment. On your voicemail greeting, tell customers how they can reach you immediately. For example: "Hi, you've reached Lashes by Barbara. If you are getting this message it is because I'm with a client. If you need to get in immediately, please text me and I will message back a.s.a.p. ..." Welcome walk-ins. Busier technicians (your competition) don't always have time for new clients, and sometimes lashes are a spur-of- the-moment idea. Welcome walk-ins to capture that business. —BARBARA RATTIGAN, owner, Shavasana Lash Extensions, Costa Mesa, California now sign this Looking for a quick way to streamline your waiver game? Amy Young, master lash artist and owner of The Blink Boutique in Liberty Township, Ohio, recommends Waiver Forever. For as little as $12 a month, the online service lets you quickly create custom digital waivers to be signed, collected and archived in the cloud. (You can also print them as PDFs.) Manage waivers from your computer, or download the Waiver Forever app to do it from a mobile phone or tablet. You can even add a waiver link to your website or email it to clients so they can read and sign before coming in for their fi rst appointment . ➳ waiver forever.com business plan WHAT WORKS FY eye The percentage of marketers planning to increase their use of Instagram in 2016. It's estimated that by 2019, one-third of Americans will be active on the platform. SOURCE: womensmarketing.com