Introducing nail services to men requires lots of back-and-forth and listening to the client—here, two experts share three secrets to promoting hand and foot services for male clients.
1. Provide the Prompt
“Foot care is the hardest service to get a guy in for,” states Daniel Francoeur, keynote speaker at the 2012 Esthétique Spa International and owner of Bodé Spa Medi-Wellness for Men in Toronto and Ottawa. At Bodé Spa, grooming is the top service that keeps his staff busy. “But sometimes they’re actually looking for other things, whether it’s skin or foot care. [Coming in for regular services] is their way to test the waters to see if it’s a place where they’re comfortable,“ he says. Alyson Ertell, education and events coordinator for LCN and former owner of Hypnotic Salon and Spa, Sherwood Park, Alta., suggests making men’s services known. “Put up a shelf-talker by the hair stations. Guys typically won’t ask for hand and foot care, but if they see a sign for it, then they know what can be done.”
2. Make the Most of Down Time
As long as stylists or barbers are aware, Francoeur and Ertell both suggest having technicians approach hair clients with a miniature service or consultation. “If you emphasize how quickly you can get it done, it’s kind of a discreet service they can receive without having to book a separate appointment for nails and eyebrows,” Ertell says. In the same vein, Francoeur recalls a success story: “One of my clients takes care of his body and gets his hair cut every three weeks, but never took care of his feet. So I gave him a free gift certificate. That was three years ago. Every month and a half now, he comes in a for a pedicure.”
3. Health Benefits
The reality is, men’s feet are closed up and crammed in shoes more often than women’s, who sport open-toed sandals half the year. Issues like fungus and ingrown toenails are not uncommon, says Ertell, who suggests in-salon treatments like LCN Pedique Mykotic Toenail Reconstruction for foot fungus, which helps build the part of the infected nail that’s been removed. “I see a lot of guys for this service and the toes look nice as they’re growing out. The gel also protects the end of the toe.” In severe nail health cases, it’s best to recommend clients to see a physician. “But regular maintenance like pedicures can help keep a lot of feet issues at bay,” says Ertell.
Photo courtesy of Mensdept