Psychology in the service of a beauty master

Beyond glossy nails and flawless finishes, the world of beauty services is intricately linked to an understanding of human emotions and behavior. Understanding psychology can be a useful tool for beauty masters. It transcends the technical abilities of painting nails or creating the ideal nail shape. It’s about making a deeper connection with your clients so they feel valued, heard, and understood.

In addition to receiving beauty treatments, clients frequently go to salons to feel taken care of and pampered. An expert in beauty who is able to pay attention to, understand, and address the emotional needs of their clients can have a big impact on the entire experience. The quality of the manicure or pedicure itself is not as important as the trusting and soothing environment that these sessions foster.

Beauty professionals can improve their ability to manage diverse personalities, communicate effectively, and create a welcoming environment by studying psychology. Building enduring relationships with clients is crucial for success in the beauty industry, and this knowledge aids in that process. In the end, psychology transforms a mundane scene into one of beauty.

General rules

• Be correct. Leave all personal difficulties outside the office and especially do not dump them on clients. No one wants to hear about divorces, lack of money or a pet"s illness at a manicure – at a manicure they want to take a break from the routine;
• Do not touch on taboo topics. Forbidden topics at the manicure table include religion, conflicts within the beauty salon team, salaries, discussing the work of other masters;
• Do not criticize. Even when during the conversation the client himself pushes you to do so. Stop commenting on his actions, appearance and manners;
• Don"t be pushy. There are people who just like to keep quiet – don"t force such a person to talk, pulling him out of his comfort zone;
• Don"t rush. All your notes have shifted and you have less time left for this client. Don"t show him that you"re in a hurry – it"s annoying and makes you feel useless.

Psychology of communication with clients

Psychology-related fields influence human behavior. Scientists have created a number of techniques that let you assess an individual’s personality, preferences, and character.

The most crucial thing for a manicurist to do is ascertain how each individual client processes information so that they can choose the presentation style and communication strategy accordingly.

A component of neurolinguistic programming, or NLP, is identifying susceptibility and the subsequent influence on it.

Conventionally, NLP categorizes individuals based on how they perceive information:

1. Visuals. Perceive the world through visual images. When the word "sea" is mentioned, a visual person will immediately imagine a water surface, multi-colored stones on the coast and a flying seagull. It is easy to identify a visual person in the work of a manicurist – he will be the first to notice the expansion of the palette, see that you have changed the color of the walls or bought new decorative plants;
2. Audials. Focus exclusively on sound. When the word "sea" is mentioned, they will imagine the sound of waves, the sound of the wind and the cry of flying birds. During the procedure, auditory people like to talk, learn something new and useful;
3. Kinesthetics. Based exclusively on sensations – smell and touch. Thinking about the sea, they imagine how the water hits their feet, and how warm the stones frame the shore. When they come to get a manicure, they are restless, constantly touching something;
4. Discretes. Think logically, mainly in numbers. Discretes are considered the most difficult type of people, as they are meticulous in calculations. Beauty professionals are constantly asked for a discount.

You can use successful communication strategies to win over and retain each client on your list of regulars by identifying the type of person each of your clients belongs to.

Let’s examine a few instances to comprehend the meaning of the term "form of communication":

1. A client stubbornly puts her hand in the lamp during drying, even though you ask her not to do this every procedure. Think about it, maybe the woman is a visual person and simply does not perceive words. Using one nail as an example, show her how the polish rolls off when the hand is not lying evenly;
2. You ask the girl to regularly moisturize the cuticle with oil, but persuasion does not help – she simply does not understand why this is necessary. Prepare for the next meeting and tell the client about the composition of the skin, the causes of hangnails and the consequences of lack of moisturizing. It is more likely that you are dealing with an auditory person who values ​​information and builds his life exclusively on the basis of the facts known to him;
3. A regular client is categorically against the rise in the cost of services. Calculations are a feature of discrete people. Tell such a client using an example that your 100 ruble price increase is the cost of a cup of coffee at Starbucks or 2 subway rides.

People typically combine two different ways of seeing things, which doubles the number of ways a given situation can be solved. You will surpass other masters and gain regular clients fast if you can identify the type of each client and captivate them with a strategy tailored to their needs.

Psychology of money

While it’s wonderful when a manicurist works for fun and truly enjoys what they do, there are instances when this leads to issues with rising costs and money relations in general.

Pricing

When they first start working, novice masters typically base their assessment of their work on the prices of nearby competitors; they either make their work average or, conversely, dump it, undervalue it.

When determining the price, follow these guidelines:

• Calculate the cost price. You spend 500 rubles on one procedure, and you do a manicure for 300 – it is not difficult to guess that the month of work will drive you into a minus;
• Don"t set the price too low. By setting a low price, you attract economy-class clients. It will be difficult to get out of this segment and this will hinder career growth and, accordingly, earnings. As soon as you raise the price, these clients will leave, and you will have to start all over again, and this is double work;
• Analyze the region. If you work in Nizhny Novgorod, do not start from the capital"s price for a manicure of 5,000 rubles. Determine the upper ceiling for a similar service in your city.

Five typical explanations for masters’ reluctance to increase service fees:

1. Imposed stereotypes. A common mistake is to think that filing nails is easy and demanding an increase in this case is shameful. Overcome this barrier in yourself – wanting to earn more is not just not shameful, it is right;
2. Childhood traumas. Revenues of the difficult end of the 20th century still responds in the heads of mature children. At that time, many were told – "you never know what you want". And now adults have grown up – they want little and get the same;
3. Underestimation. Look objectively at the quality of work. If you do a manicure with a coating no worse than your closest competitor, then why are you charging half as much. Be objective about the results of your work and raising prices will be less painful;
4. Fear of losing customers. Raising the price by 100, 300 or 500 rubles, in your opinion, will scare away regular customers who do not have extra money. Do not count other people"s money and do not stigmatize customers based on your own speculations;
5. Internal unpreparedness. Remember, if you yourself are not ready to pay 2000 rubles for a manicure – clients who are ready to pay this money for your work will not come to you. Fight this obstacle, and you will be surprised how much people can pay for a quality manicure.

When to raise the price

Another prevalent misperception is that one should increase the price after completing the upcoming advanced training courses, broadening the color scheme, or buying new design components in bulk. Indeed, it makes sense to increase the cost when:

• You started working faster. If you now do a manicure in 1.5 hours, and not in 2, as before – feel free to raise the price;
• The work has become cleaner. Small smudges have disappeared, and the end result has become truly impressive – think about revising the price list;
• If you work 24 hours a day and 7 days a week. If it so happens that you have a ton of clients, you work on a tight schedule and do not leave the office – analyze the client base and price list. By raising the price by 500 rubles, you will weed out clients who interfere with professional growth, compensate for their loss by raising the price for the remaining ones and carve out a few hours a week for rest.

Rules for raising the price of services

1. Don"t raise prices silently – warn clients 1-2 months in advance, stating the exact day from which the cost of your services will increase.
2. Clearly indicate how much you raise the price and do not ask how much customers are ready to pay you;
3. Do not talk about the price increase that has already happened after or during the procedure – you will put the client in an awkward position and demonstrate incompetence;
4. Raise prices no more than once every six months. October and April are considered ideal months;
5. Do not raise prices in December. This is another warning bell for the client that you are not thinking about them and are chasing money on the eve of the New Year. By raising the price in October, you will just prepare for the December increase in demand.

Additional income

Think about ways to make extra money in addition to your primary nail salon revenue. We only provide a few fundamental examples to get you started in the right direction.

• Upselling services. Do not impose additional services – this is annoying and wrong from a psychological point of view. Upselling should be unobtrusive. For example, when a new remedy for, say, a cold paraffin, offer it to regular customers as a bonus to a manicure and then include in the price – in this case they will clearly understand what the money is paid for;
• Upselling of goods. Tell women about the rules of hoopoe in between visits to a manicure – about how to properly moisturize the skin, what to lubricate the cuticle with and offer products from your assortment. Remember, customer focus is not only the ability to tell, but also the desire to help;
• Additional sales depending on the psychotype. Visuals will appreciate new design elements, auditory people will appreciate a story about the latest method of strengthening nails with its subsequent application, and discrete people will be happy to receive a new service at a discount in the wording "I will do this procedure today at a discount for you, as a beloved client";
• Teaching. This type of income is not suitable for everyone and requires a lot of work, but some masters are gradually moving away from the manicure table and spend more time training future masters. Think, maybe you are one of them.

Frequently asked questions

It is not advised to reduce the price from both a psychological and a benefit standpoint. Contrary to popular assumption, clients won’t be overly pleased with this move because they are used to paying two, not 1.5 thousand, rubles. Enroll in advanced training courses to keep the price at the same if you believe it is excessive and unjustified;

Do you require a system of discounts for consistent clients?

No. As previously stated, there’s no reason to deny someone the chance to get a manicure with coating if they’re willing to spend 2,000 rubles on one. You can implement an incentive scheme, such as offering a gift after every fifth procedure, to boost loyalty. Purchase small oils or creams as bonuses, as well as cheap sets of files with varying levels of abrasiveness. Furthermore, customers who receive discounts will become a "stream," meaning that once you stop offering them, they will continue to look for discounts.

Should you make the price list available to the public on social networks?

Without a doubt, yes. First of all, you quickly weed out those who are unable to regularly pay the listed price for a manicure. Second, a potential client is more likely to cooperate over the long term if they have to take fewer steps to do so. It’s very likely that someone won’t become a client if they have to go on a quest to find out how much a manicure costs.

Start with the level of work and the overall rise in service costs in the area when considering how to raise the cost of services. The increase step is typically set at 100, 300, or 500 rubles.

You will be able to attract happy customers by adhering to the guidelines and advice provided, which will undoubtedly increase your revenue. Why, in your opinion, is getting to know the client and concentrating on his character so crucial? Post your thoughts in the comments section!

A beauty master’s ability to understand psychology can greatly improve their work by enabling them to establish more positive client relationships, create more comfortable environments, and more skillfully attend to each client’s unique needs. Beauty professionals can provide a customized experience that extends beyond physical treatment by identifying and catering to clients’ emotions, preferences, and communication styles. This builds trust and loyalty and ensures that every visit is enjoyable and uplifted.

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Psychological Aspect	How It Helps in Beauty Services
Understanding Client Needs	Allows the beauty master to provide tailored services that meet the client"s expectations and preferences.
Building Trust	Creates a comfortable environment where clients feel safe and confident in the beauty master"s abilities.
Managing Client Emotions	Helps in handling clients who may be anxious or nervous, ensuring a positive experience.
Effective Communication	Facilitates clear discussions about desired outcomes and any concerns, leading to better service satisfaction.
Empathy	Allows the beauty master to connect with clients on a personal level, enhancing the overall service experience.

An awareness of the psychology underlying beauty services can significantly impact a client’s experience. Beauty professionals create a warm and soothing atmosphere when they attend to the emotional and psychological needs of their clients. This relationship is about more than just providing a service; it’s also about developing mutual respect and understanding, which can result in enduring bonds.

For any beauty master, empathy and attentive listening are essential abilities. Professionals can better customize their services to match each client’s preferences and needs by being genuinely engaged with them. This customized approach builds a strong reputation and a devoted clientele in addition to improving customer satisfaction.

In the end, psychology in beauty services is about appreciating the significance of small actions and considerate speech. Beauty masters can enhance their services and create enduring experiences that entice clients to return by incorporating these practices into their daily routines. Ensuring that each client feels appreciated and comprehended is more important than having the ideal manicure or pedicure.

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