While your clients’ feet may be out of sight this season, they shouldn’t be out of mind. Here’s how to pitch pedicures to your clients during the winter months.
We may have said “so long” to sunny days and sandals, but that’s no reason for feet to be ignored. Help your clients put their best foot forward this season by revamping your pedicure services for the colder months ahead.
Why Push Pedicures Now?
It’s a common misconception that clients are only interested in pedicures during the warmer months. While you’re likely to see a significant spike in pedicure sales in the summertime, maintaining proper foot care becomes even more of a priority in fall and winter.
“Pedicures aren’t just about painting your toenails; they are about the health of your feet and the beauty of your nails,” says Liliya Leheta, education ambassador for CND.
“Depending on the climate you’re in, toenails can become more brittle because of the dry weather. If someone already has dry skin, their skin is only going to get drier in fall and winter,” explains Meredith Thompson, LCN educator and owner of Wellspring Private Spa in Calgary. “Areas that experience pressure, such as the heels, may be prone to more cracking. And, because feet are in footwear more, people with clammy feet may be more prone to fungal infections. The cold weather may also exacerbate circulation issues.”
With the busyness of the holiday season that’s soon to follow, it’s a good idea to get clients into a foot-care routine during the fall months. It’s helpful for clients so that they can easily maintain their foot-care regimen throughout the winter. For salons, it’s important to get into the pedicure mindset for clients who, in addition to the numerous parties and events they have lined up for the holidays, are likely counting down the days until their holiday vacations.
“More than 50 per cent of my business is pedicures,” says Leheta. “As nail techs, it’s our responsibility to educate clients about the importance of pedicures and why they aren’t just needed in the summer. It helps keep them coming back.” Leheta suggests promoting pedicures and foot care by hosting in-salon special events and education classes.
How to Increase Pedicure Appointments During the Winter Season
To increase your pedicure numbers this season, it’s important to invest as much effort in presenting your salon’s pedicure and foot-care products and services as you do in your polishes.
“Most pedicure menus and price lists look the same—they’re boring,” explains Leheta. “To attract more clients, it’s important to make the menu special and more interesting to read. I list all the services I have, and the key is to name them something special but not too complicated. For example, for someone who just wants a simple polish without much else, I would call it something like Aromatic Pedicure, which includes a soak and lotion. Or for tired feet, a Radiance Pedicure includes a revitalizing soak. It’s important to always try to customize the service.”
Expanding your menu by offering additional pedicure and foot-care services, such as relaxing foot massages and exfoliating paraffin treatments, can also be a great way to boost pedicure revenue during the colder months.
“Paraffin treatments are extra-popular in the colder months because they are warm,” says Thompson. “With the dry weather, the treatments are so emollient, they dilate the blood vessels and make the feet feel really good.”
Thompson adds that it’s important for technicians to refine their pedicure skills for a wide range of clientele. LCN offers a range of education classes for advanced pedicures as well as Pedique, a light cured toenail resin for reconstructing damaged nails.
The Trick to Selling Pedicure Services to Male Clients
Not all clients are interested in pedicures for their cosmetic benefits. For Thompson’s male clients, she says it’s about putting health before beauty. “They are coming to me for specific reasons,” she explains. “It’s not because they want their feet to look attractive; they want their feet to be healthy. It’s a bit of a different focus, but when you approach it that way, your customers will be very loyal because now it becomes a need, not a want.”
Leheta recommends creating a separate menu for men that customizes pedicure services according to their needs. “You have to demonstrate knowledge of the product and be able to customize the service for the client,” she says. “A regular menu can be confusing for men, and it makes it more special if they have their own menu. One of the pedicure services I offer includes a purifying soak and conditioning scrub. It’s for men who tend to have drier skin—they really appreciate it.”
After a long day’s work, achy feet can use some pampering no matter what time of year. Since feet can also be an indicator of other health problems, it’s important to give clients’ feet the attention and priority they deserve.
Foot-Care Product Picks to Get Your Clients Pedi-Ready
Recommending foot-care products as add-ons to your clients’ services is another easy way to maximize your pedicure revenue while allowing clients to maintain their foot-care routines at home.
Leheta suggests CND Spa, a botanical collection of foot-care products, and CND RescueRXx nail treatment, which contains keratin protein and jojoba oil to strengthen and moisturize damaged nails. For very dry feet, Thompson suggests LCN’s foot-care product line, which takes a therapeutic approach to foot care. Scroll through the following slideshow to see some of Leheta and Thompson’s top product picks and why they love them.