The Real Difference Between Success and Failure in the Salon Industry is….

by Greg Milner on Wednesday, July 8th, 2009 at 5:08 pm

The ability to make a decision – and act on it.

Master presenter David Price reveals the little known secrets of effective direct response marketing for salons & spas to an audience of 180 salon professionals at the Brisbane ‘Road to Riches’ event on Monday, July 6. Below, WSM director Jill Groves teaches simple sales skills to boost takings without spending a cent on marketing.

Success coach Perry Mardon works with a salon owner on stage. Perry specializes in coaching salon owners in the psychology of managing staff.

Ellysia & Michael Maidens of Mooloolaba Hair in Queensland. “Amazing success using the Inner Circle advertising examples and strategies”.

Tessia Little of Rainbow Hair & Beauty Studio in Rainbow Beach, Queensland – one of 20 salons to join the Inner Circle marketing & mentoring program at the Brisbane seminar.

New IC members Katherine McCosker of Headstart Salon in Rockhampton, QLD, and Robyn Robertson of Studio Hair in Palmwoods, QLD

New IC member Susan Anderson of Lillian Mac Skin Clinic in Moranbah, QLD

No fewer than 20 beauty and hair salons committed nearly $200,000 between them in a single morning this week to join the Inner Circle marketing & mentoring program – despite the absence of our poor General Manager, Jemma Lole, who was stricken with acute apendicitis an hour before the start of the Brisbane Road to Riches seminar!

While Jemma was being ambulanced to Royal Brisbane Hospital for an emergency apendectomy, about 180 beauty industry professionals crowded into the conference room at the 5-star Sofitel Hotel.

For them, it was a ground-breaking event. Apart from the 30 or so current Inner Circle members, it was the first time they’d discovered what actually makes good small-business marketing.

For me, it was a little strange. For the first time in five years of presenting at these events, I had fired myself in favour of professional presenter and speaking coach David Price. So I watched from the sidelines, and I’m pleased to say, David showed me up.

But I was only doing what we’ve been preaching to our Members for years: that the number ’1′ is the most dangerous in business. For too long, our business had been reliant on me getting up and speaking in front of people. In the interests of practising what I preach, I took another step towards making myself redundant, at the same time ensuring that the business would run without me.

One thing that was not a surprise to me was the relatively small number of attendees that ‘see the light’ and invest in their own future by joining the Inner Circle program at these Road to Riches events.

In all things, the 80/20 rule holds true. No matter how many salons are represented at these events (in Brisbane, 78 of them, not counting existing members) it is always only about 20% – 25% tops who actually make a decision to join. They do so because they are committed to their own success, where the remainder are frozen to inaction by fear, lack of confidence, or downright refusal to accept overwhelming proof that systems (like the Inner Circle program) do work.

But as some sage once said, confidence is being able to make a decision when you’re only 80% sure. If you have to be 100% sure, that’s just procrastination.

And by overwhelming proof, I’m talking about testimony after testimony from our Inner Circle members that ‘it’ does work. Despite their misgivings, fears about not being able to afford it, worry about ‘will I be able to do this’…. despite any and all obstacles put in front of them, hundreds and hundreds of our Member salons the world over are

leaping with joy

that their lives, their businesses and their entire attitude to success have been changed because of what they discovered in the program, and the tools that come with it.

Take Gail Smith for example. Gail joined the Inner Circle program only in October last year. In less than 12 months, her sales and profits have been literally transformed.

Gail’s story is hardly an isolated one. People all over the world respond to emotional direct response marketing in much the same way. So it’s hardly a surprise that, for example, Inner Circle salons in New Zealand are seeing similar successes…salon owners like Carl & Melanie Smith of Saving Face Health & Beauty:

If YOU want results like that, all you have to do is apply for membership of the Inner Circle program.

One of the big benefits of Membership is being involved in our post-seminar, Members-only ‘closed door’ mastermind brainstorming sessions. Even more than the seminars themselves, it’s in these sessions that members share their most successful money-making ideas and systems. Here’s how it looked at the Brisbane event…

FOOTNOTE: as for Jemma (left), 24 hours after her operation I found the last two Business Class seats on a Qantas jet out of Brisbane on Tuesday afternoon, and got her home five hours later, somewhat sore, and annoyed she’d missed out on a great seminar!

A post by Greg Milner The odd idea, a bit of prodding, a nudge here and there, a little fun, and the occasional dose of brutal reality. Greg is co-founder and CEO of Worldwide Salon Marketing, a writer, direct response marketing consultant, specialist marketing systems adviser and coach.

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