Eye Lash

SEP-OCT 2017

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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| MARKETING | SALES | SUCCESS | BUSINESS plan e 22 eye | la | SEPTEMBER/OCTOBER 2017 | eyelashmag.com BE AN OPEN BOOK (WITH YOUR SERVICES) Walk clients through the service, answer any questions they have and never talk down to them. "Some clients may be nervous or tense if this is their fi rst time receiving the service," explains Jaynes. "Remember: There are no dumb questions!" 3 8 6 8 WAYS TO BUILD POSITIVE WORD OF MOUTH It goes without saying: Word of mouth can make or break your business. When clients love you, they sing your praises, and when they don't, they tell anyone who will listen to run for the hills. "Your clients are your walking billboard, so you should create an experience they'll want to talk about and share," says Borboleta Beauty founder Kimber Jaynes. "From the moment they walk in [the door], it's your job to cater to them." Follow these eight tips that will have your clients extoling your mastery from the rooftops. 1 2 SET THE ATMOSPHERE Use soft, fresh sheets; play relaxing music; and keep service areas organized and sanitized. "Clients love [familiar environments] and will refer everyone they know because they'll know you'll take care of their referrals as you do them," says Jaynes, who notes that loud music, chomping on gum, dirty spaces and contamination will ultimately lead to negative reviews. BE PROFESSIONAL Make eye contact, greet clients by name, offer a genuine compliment, dress to impress and practice good hygiene. These small details "show your clients you care about them," she says. READ YOUR CLIENTS Engage clients in polite conversation and ask about them—but don't dig too personally. "Your clients will tell you personal things if they want to," says Jaynes. "Conversations should be uplifting and never geared toward gossip or your clients will lose trust in you." Nix chatting if it seems like they want to relax or sleep. "Honor what they want … even if it means a little less convenience for you," says Jaynes. "The more you do for them, the more they'll refer you to others." CONSULT POSITIVELY When consulting with clients on lash or brow styles, never tell them they're wrong, even if you disagree. Instead, "let them know what your education and experience has taught you regarding what will complement their features," suggests Jaynes. RESPECT THE CLOCK Your clients' time is precious, and disrespecting it can net negative word of mouth. Don't be tardy, go overtime, or call or text clients off-hours, says Jaynes. CREATE A REFERRAL SYSTEM Reward your clients for spreading the word with a referral system that garners them perks at your shop. Think: point systems toward discounted services or retail. "The 'If you scratch my back, then I'll scratch yours' mentality is always healthy in the artist/client relationship," she says. SEND THEM HOME WITH A SMILE Never rush clients and always allow them to examine your work post- service. "When your clients leave feeling confi dent and happy, they'll keep coming back—and they'll bring their friends," Jaynes says. —Molly Church 4

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