Solo Artist Biz Builder: Don Eddy on Relating to Client Needs
At the Body Spa Salon & Wellness, renters have several options, including semi-open spaces, shared rooms and private rooms.Photo 1 of 2
Don Eddy oversees “the nuts and bolts” of running the Body Spa Salon & Wellness’ eight locations, as well as operating his own chair.Photo 2 of 2
At the eight Body Spa Salon & Wellness locations in Las Vegas, Don Eddy assists the owner with marketing and operations, and works his own rental chair about 30 percent of the time. The 800+ renters include stylists, nail technicians, dermatologists and even a plastic surgeon—the goal is to be a 1-stop shop that covers all beauty needs, so clients stay in-house to get it all.
“Through social media and online PR efforts, we bring in clients, to create more renters,” says Eddy of the expanding chain.
One business builder he is overseeing is the creation of a phone app with hot links to the chain’s website, and renter’s listings with all their personal information and social media links. A former salon owner and professional salon brand educator, Eddy is in a unique position to know what rental salon owners can do to help renters succeed, and what individual renters need to do build business. His ideas:
- The best way to get new clients is through relationships and referrals. When renters in one location have different specialties, they can refer one another to build business. Once you have a client in your chair, relate to and care for the client—remember that’s where the magic happens. Eddy says, “There is no benefit in a commission salon to enhancing the employee/client relationship, because when the client relates to the stylist, fear of losing that stylist goes big.”
- Promote stylist/client relationships with social events. Any owner, or group of like-minded renters, can get together and throw a party. Body Spa Salon & Wellness had one renter, who was into surfing, retool a 1963 Corvette with surfboards on the sides to act as bars. Not everyone has outdoor space for that, but even a small rental salon can hold a party and bring in a Tiki bar.
- Share education. While Body Spa Salon & Wellness has an education room and brings in educators like those from All-Nutrient, a brand that underscores the salons’ wellness stance, Eddy says much of the education happens at the front counter, where stylists share ideas and swap techniques.
- “Cell phones are marvelous marketing tools,” Eddy says. “Many of our renters ask clients to post photos of their new looks on social media and tag the stylist and the salon—you can offer clients a perk to do so.” Don’t forget to thank everyone who shares and tags you.
- Youth sells. Younger renters at Body Spa Salon & Wellness market themselves with sub-specialties that are more trendy, such as balayage specialist or ombrè specialist, says Eddy. More established stylists, who tend to do more gray-coverage work, post photos that show a “flavor” of the trends. It’s all about relating to the client.
- Provide support. If you own a rental salon, there are ways to help your renters that don’t conflict with a “landlord/tenant” relationship. Include all renters on your website. Keep all common areas spotless. Set them up to succeed.