Salon Marketing Superstars – Inner Circle member of the week Marnie Kallmeyer
by Greg Milner on 22/09/09 at 3:07 pm
Inner Circle member Marnie Kallmeyer of Beauty Image in Wembley, WA; increased sales by $160,000 in a single year.
“How I came back from the brink of bankruptcy and turned my failing beauty business into a sales powerhouse – in less than a year.”
The very best part of my job is knowing – with more and more proof every day – that our salon marketing tools and systems are at least partly, and in many cases wholly, responsible for helping more salon owners make more money than any other single product or service in the entire industry.
This week’s story is typical of so many.
When Marnie Kallmeyer of Beauty Image in my own home town came to us two years ago, joined the Inner Circle coaching program and got her Essential Salon Owner’s Marketing Toolkit®, she was almost at the end of her tether. Failing business, too few customers, the stress causing cracks in her marriage. A story many reading this post would be familiar with. (And Marnie’s salon is in a wealthy suburb, the kind of place where if you’re going to get run over, at least it’ll be by a BMW or Merc)
She was almost at the end of the road…but not quite. Overwhelmed by the task, Marnie got her Toolkit, and then let it sit untouched on the shelf…. for more than a year! She’d taken Step #1 – making a Decision. But she’d then dropped the ball, and didn’t follow through with Step #2: Action.
Finally, in December 2008, Marnie was literally two weeks away from bankruptcy. The house had gone, and the business within a nano-second away from closing the doors.
“I remember you telling me once that the teacher will appear when the student is ready,” Marnie told me this week.
“By December, I’d had your material for nearly 18 months and I had barely touched it. I was so depressed, scared, overwhelmed – and yet somewhere inside me was a voice that kept telling me that I didn’t want failure to be my story. I so wanted a better story to tell people.
“So I took the Toolkit off the shelf, gritted my teeth, and said to myself ‘it’s either this or give up’.
There is nothing quite like the prospect if imminent death to send adrenaline through the veins. 18 months after making The Decision, Marnie finally Took Action, and threw herself into implementing the marketing tools in the kit. By January this year (2009) Marnie was seeing results. It fired her up, and she threw herself into the task of turning herself from being a technician, into where the real money is – being a marketer.
It worked, spectacularly.
“I compared our end-ofJune figures with the same 12-month period the previous year.
“I was astounded. In the 12 months to June our little salon did an EXTRA $160,000 in takings – and almost all of that increase was from January this year,” she said.
Example:
How to Sell $28,000 Worth of IPL Hair Removal Treatments in a Single Month
Marnie created a great OFFER to sell her IPL hair removal treatments, then did up flyers to paste all over the salon, and a big poster for the front window. (Zero cost, high impact). This campaign involved no newspaper advertising, no mailbox flyers, no direct mail. Just a single long-form email to her clients, and the promotions in the salon.
She created two packages, one at $1,369 (with leg area) and one at @ $1,149 (without leg area).
At $1149 (without leg area) we sold 9 packs worth $10,341
At $1369 (with leg area) we sold 13 packs worth $17,797
total = $28,138 and 22 packs.There are only a few not doing their faces, but most are and I absolutely insist they must purchase our Vitamin C serum and our SPF to assist their “new look’ we are working on. Most have also added cleansers, moisturisers along the way at some point.
That is another $184 from them and of course helps to give them better results. We also upsell Microdermabrasion and Peels along with the IPL tretments, $40 a peel and $100 a microderm.
We ran this for all of July and I allowed a couple extra to do this in August. Perhaps 7 weeks in total.
We have a couple who are taking the mickey out of this, but most are great and some talk about doing their faces but just run out of time and get too busy.Allowing only 4 months worth means it is enough to get them started… but as IPL usually needs 5-10 treatments it means tthey are seeing enough to have made a differnce but not quite enough to finish.. so I will of course recommend they keep going…. individual,expensive treatments or perhaps I’ll let them do another course at the same price.. but then they may only need to use 2-3 visits instead of 4 again… fingers crossed. Hopefully I should get a good 6 month plus flow on from this promo.
WANT THE EXACT EMAIL AND POSTER MARNIE USED? Log into the Members Only ‘sealed section’ and you’ll find it under ‘Marketing to Existing Clients’
Marnie also uses a machine called Formostar to provide body wrap treatments, and had more success with an advertising campaign she ran in two local newspapers. She combined a Formostar offer with another offer for eyelash extensions.
“Usually I sell HEAPS of lash appointments, and a few Formostar treatments - but this ad brought it the other way around.. I sold so many Formostar packs that we can no longer take any new clients for it, at least for the next 3-4 weeks while people finish their packages.
“I wanted to target NEW clients as with either treatment they are on the bed for at least an hour and that gives us the chance to ‘tell’ them about everything else we do, and mostly they do end up having other treatments done at some point with us.
With the lashes we upsell face waxing and tinting, another $50 odd depending on what and then usually they end up having other waxing etc. They need to come 2-3 wekly for their lash refills so it usually times well for other waxing and also see other clients regularly that are doing/talking about other treatments.
The Formostar is 2-3 times a week so they are always seeing other clients having had other treatments and lots of people leaving with lovely lashes!
I line up the walls with promo and reading material and it usually works. I have got in some slimming coffee and tea and great body/cellulite creams so up-selling those too.I have done 1 ad in the (daily paper) that I went halves with another salon – cost about $280.00.
Result?
Sold 23 packages for a total $10,350
(The ad I forwarded you cost $204.60)
I must say I haven’t counted the creams and coffee total… tsk tsk.
WANT THE EXACT AD THAT MARNIE USED? Log into the Members Only ‘sealed section’ and navigate to “Getting New Clients – Beauty”
That’s a total of $39,000 from just two promotions, only one of which involved attracting new clients. It’s these results and many more like them that have changed Marnie’s life dramatically.
“Thanks Greg for giving the great tools and for all of us happy enough to share what works.”
If YOU want the kind of results Marnie is getting, you need to be a Member of the Inner Circle program, complete with your own edition of the Essential Salon Owner’s Marketing Toolkit®. Go here to see if you qualify for a 30 Day Money Back Guaranteed Test Drive of the entire system – completely risk free.)
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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. He (sometimes) accepts private consulting clients. |
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Tracey Walton
Sep 23rd, 2009
Hello Greg
Love reading about your success stories. Have watched the couple of CDs you’ve mailed to me and get your general idea, though nothing tangible I can put into action. I would like to join your inner-circle members BUT very BIG BUT! Its way way out of my financial league and I have to say honestly I think I’ll get ripped off, you hear so much stuff about online businesses of promising everything to lets face it desperate business people. Can you let me have just a sample or template of something real and tangible that I can use and try out and see results for myself??? Maybe its cheeky to ask, i don’t know , but there is no way I will part with any cash without proof. And being honest the price would have to be much more within reach.
Greg Milner
Sep 23rd, 2009
Firstly Tracey, if you feel you’re going to be ‘ripped off’, then you’re hardly going to enter the program with a positive attitude, and we wouldn’t let you in on that basis alone.
Second, we are not an ‘online’ business. It is a business like any other business, with real offices (in Perth, Auckland and Arizona), real staff, and real, physical products we ship all over the world. Yes, we have a presence online, but only to make it easier for people to find us. As soon as we get an online application, we take them ‘offline’ and get on the phone to talk, one to one.
Third, we back ourselves and our products and services. We offer a 30-day money back guarantee, and honour it rigorously.
Fourth, you might not want to ‘part with cash’ without proof – similarly, we don’t tend to part with our products, services and time without being paid for them. (Strange, I know, but it seems to be a quaint old custom in business that just won’t go away.)
But on the subject of proof, there is overwhelming evidence that the system works – all you need to do is look around this website to see that. ‘It’ works. In cases where salon owners give up and send it back, it’s invariably because they’ve failed to follow the system, or they’ve tinkered with it. And it’s always easier to blame the system than it is to accept respoonsibility themselves.
Lastly, price. What is ‘expensive’? Frankly it makes so much money for so many salons, I suspect it’s far too cheap. Eg see above story; we have hundreds more like that. If you could invest $10,000 and get $160,000 back, would it be a good investment or an expensive investment?
Michael Curtis
Sep 23rd, 2009
WOW!!
Hi Tracey… You need to bite the bullet and give it a go!
How much proof do you want????
At the end of the day WSM just give you the proven tools (very cheaply) and it’s all up to you then.
To succeed in business you need to take calculated risks, but I can asure you it’ll be your most rewarding one, if you join the WSM team.
tegan
Sep 23rd, 2009
Hi Tracey,
If you feel you don’t have the $$ to do it, than all the more reason to do it. The tool kit will boost your sales and pay for itself a million times over.
My salon sales increased by $34,000 this August just gone. And all I do is follow the rules. Nothing flash, nothing out there, just followed what my coach tells me to do. By the way, I work on my business 2 days a week. The rest of the time im a mum, so it’s not hard to do.
Good luck.
Jenny coleman
Sep 23rd, 2009
Hi Tracey,
I feel your concerns are warranted. This thing scared the daylights out of me. I think i’ve been with wwsm for 2 years now and all I can say is just do it. I made back the cost of joining in 1 promotion which was memberships. Put all the strategies into place and you can’t lose. I have more than doubled my annual turnover without even trying.
Once again JUST DO IT!
You’ll be pleasantly surprised.
marnie kallmeyer
Sep 24th, 2009
Hi Tracey,
Read the story again.. I am a real person, with a real salon, and i’m not getting paid by WSM to tell it.
Do it and do it properly and you will be be so glad you did.
It is up to you what you get out of it – i know, as that is what i did.
“If you think you can or think you can’t – you are right.”
Brenda Pinder
Sep 24th, 2009
Hi Greg,
I see that there are alot of salons outside of the U.S. that are using your system, can you give me the number on salons in the U.S. that are using your marketing tool kit?
Thank you.
Brenda Pinder
jill groves
Sep 24th, 2009
Hey thanks WSM Inner Circle members for all you kind words and support, getting feedback like this makes everything we do worth it. we love helping salon owners make the money they deserve.
Jill Groves. author Selling like Crazy.
Hayleigh
Sep 24th, 2009
Hi Tracey
Please read my story if you need further proof.
The old story is you get what you pay for.
I thank my lucky stars for Greg and his team. He has made marketing my business easy…no other word for it.
There is no way in the world i could have or would have gotten this far without WWM.
And i agree with Greg , maybe this is not for you if you constantly need reassurance that if you fail, you can blame other reasons than yourself.
Greg Milner
Sep 24th, 2009
Several dozen across the US Brenda, we’ve hardly scratched the surface of north America yet
Joanne Hamley
Sep 27th, 2009
Hi there
Wow when I started there was no way Icould afford it, so I worked out how much per week it was going to cost,then by hook or by crook I said to myself the others have made money so can I. It make me laugh now, that really wasnt much at all for my return. I have had the salon now for 2 years it started as a hair salon now its a very professionally run Hair and Beauty Salon and this week was the best week we have had since we have opened thanks to World Wide Salon Marketing.(what resession) I just stepped out of my comfort zone.
Thanks a miilion Joanne
Domenica
Oct 2nd, 2009
Hi Everyone, Wanted to share this, from a very good client of mine.
Sent me this email this morning after her visit to the salon yesterday.
PS the way to sum up ‘selling’ – is -to enjoy nurturing others wholeheartedly – but charging for it.
that could be a product or a service.
“You could have offered to tan my legs today after waxing – and charged an extra $20 as a special offer with a leg wax.
It’s all about thinking about your client and being ‘of service’ – With the right heart – you can make a mozza without ripping anyone off because they will be so happy with what you can offer them –
People are so busy and unfulfilled these days – who else can they find to ‘spoil them’?
Seriously, Domenica – you have a good mind with business skills – a good business woman! You have a good heart – get your self centred and find your confidence and help all of us women who need to be nurtured and spoilt. You are good at what you do – recognise your worth – but keep humble and be happy to help others with your knowledge and skills.
Love and Peace my friend – love my legs – love my eyebrows – i feel great since you did your magic!”
Finding WSM, has opened my mind and the way I have been seeing things for a long time, it’s scary, though I am learning so much, pushing through barriers.
Thank you for all the comments ideas and support WSM offers.
Regards Domenica.