Please Don’t Forget…

In this ever-changing world, please don’t forget, we are human!

We all spend time surfing interesting nail forums and websites to do with our industry, sometimes being pulled into the odd conversation or two.

It’s incredible how our industry keeps changing and how it adapts to the new media available today, who would have thought it 20 years ago? Facebook, Twitter, WhatsApp, and viral marketing are all forming part of our everyday lives, not just in the nail industry.  Of course, the ability to share information and opinions on products and services have never been greater, so it’s a fabulous tool for us all to use and become part of. We can speak to technicians all over the world, ask their opinions, share views and experiences, which is an amazingly powerful tool.  

We must embrace this change, move with the times, the days of having a printed catalogue and sending it out to be delivered by trusty post man, are ending.  The cost to of producing this kind of printed material is becoming so prohibited when you compare it to being able to reach people globally via the web.

It all sounds very exciting and very interesting but with every new advance in technology, unfortunately there is always a negative to go with the positive.  Whilst we can now communicate with people all over the world who we don’t even know and have never even met, we are slowly but surely, losing the ability to interact on a human level.  

It’s evident every day where people are now cocooned inside their ‘constant communication bubble’.  Whether it’s sat in a coffee shop opposite a friend, both parties glued to their phones, immersed in whatever else is going, seemingly more important than actual time with that friend/family member.  We are so quick to want to catch up with those not in the room with us, we are forgetting the power of speech and thoughtful conversation, giving that all important attention to those we love and/or care about.

I can hear you saying now, as you read this page “How does this social media and new trend have a negative effect on the nail industry?”  Well take a minute to think about it . . . . whilst spending time on the internet I have read through hundreds of threads and forums about our industry and there is a very scary phenomenon developing.  This phenomenon is that you, the customer, are starting to buy products from companies whom you don’t actually know anything about.  Worse than that, your customers are buying products from the internet and they haven’t got a clue how to use the products or how to get the best from the products that they have just spent their hard-earned money on.  I am not saying that all the companies selling on the internet aren’t credible, some of the products you can get out there are great products, but wouldn’t you prefer to buy from a reputable company who cares about you and what you do with the products; someone who wants to help you step by step in building your business?  How can you do this without actually sitting down with someone who knows the product inside out, who is passionate about the products and the company and who can share their expertise with you.  There are companies out there who do spend a lot of money on marketing their products and ensuring that their customers are supported from their very first purchase, don’t be fooled by cheap tat on the internet that comes without instructions.  I have seen the threads where the products are being blamed, but you have only got yourself to blame if you by cheap rubbish, remember a good tradesman never blames his tools!!

Finally, take a moment to go back to the beginning, the fundamentals, the training, getting to know your customers, taking the time to listen and understand what they need from their service.  Let’s not lose sight of the personal touch in this industry.  You all spend most of your day, holding the hand of your clients, they expect the personal touch from you – why wouldn’t you expect this from your supplier?  We are all human after all, call your supplier, talk to them, ask questions, visit a store.  Do yourself a favour and find out where you are buying your products from, make sure the company is reputable and that they can support you in the future – do your homework folks!