- The beauty business is a multi-billion dollar industry. From hair and fashion to makeup and spa treatments, there are numerous avenues to carve out a lane for oneself. That’s something both <strong>Cathleen Trigg-Jones</strong> and <strong>Chioma Valcourt</strong> have done. An Emmy Award-winning journalist with a successful career in media, Trigg-Jones followed her passion and opened <strong><a href="http://www.spacatchi.com/index.php" target="_blank">Spa Catchi</a></strong>, a Midtown Manhattan day spa/cosmetic surgery center with her husband, celebrity plastic surgeon <strong>Dr. Michael E. Jones</strong>. Similarly, Valcourt, who’s made her mark in the industry as a celebrity hair designer, runs <strong><a href="http://www.nextvanity.com/index.php" target="_blank">Next Vanity</a></strong>, a full service salon in Manhattan. <strong>BlackEnterprise.com</strong> caught up with the entrepreneurs, who shared their personal commandments for finding success in the beauty business. <em>—Anslem Samuel</em>
Spa Cathci owner Cathleen Trigg-Jones and hair stylist Chioma Valcourt of Next Vanity
- <ul> <li><strong>Make Customer Satisfaction Your Top Priority</strong></li> </ul> The success of your spa and salon will be directly linked to your ability to satisfy your customers. There’s no better way to keep existing customers than to have them leave satisfied from every visit. Work to create a "Wow Moment" each and every time clients come in for an appointment by always making sure your customer leaves with more than they expected. Word-of-mouth can be an extremely effective form of organic marketing for your salon or spa.
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- <ul> <li><strong>Effectively Market Your Business</strong></li> </ul> Good marketing is critical to the success of your business. It’s important that you map out a strong marketing plan that includes a variety of tactics such as market research, customer service, advertising, targeting, packaging, pricing, e-marketing, and a whole host of other essential tactics. Marketing can be fun, so take advantage of the tons of opportunities available for communicating your worth to customers. Remember, there are a ton of competitors in the market so you need to distinguish yourself and effectively communicate your offerings and value in the market.
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- <ul> <li><strong>Select the Right Product</strong></li> </ul> Do your homework first and select your product carefully. Remember the product your salon and spa carries is a reflection of your taste and expertise. Take the time to try a series of lines that are not only in line with your personal preferences, but that will appeal to your entire customer base.
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- <ul> <li><strong>Create the Perfect Atmosphere</strong></li> </ul> Don’t forget aesthetics. From the point that customers enter your salon or spa to the moment they exit they should be presented with an environment that is clean, relaxing, comfortable and appealing. Make sure all your equipment is clean and presented well (i.e. towels, hair products, etc.). Create a memorable and comfortable waiting area by offering up-to-date magazines, coffee table books for reading—essentially, anything you can do to make your salon or spa more pleasing helps to retain customers and gain new ones.
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- <ul> <li><strong>Hire A Stellar Staff</strong></li> </ul> Hiring and training your team members is the most important task of any successful salon and spa. Your employees are the most valuable assets to your company. Hire passionate, motivated people that match your salon and spa's cultures. Give clear job descriptions and follow up with team huddles and monthly reviews. To keep your employees motivated and happy, set future growth goals and exciting incentives. Create a supportive atmosphere and make sure every employee feels like a critical part of the growth of your salon and spa. Remember, impeccable customer service starts with a polished and professionally trained staff.
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