Worldwide Salon Marketing

Three Examples of Why Motion Beats Meditation Every Time

by Greg Milner on Sunday, August 24th, 2008 at 11:09 pm

Interviewing a series of successful salon owners this week for a new book I’m writing, it was interesting to see how a common thread began to emerge during these discussions. And it will come as no surprise to anybody who’s been following our work with salon & spa owners over the past serveral years, that the central theme is 

 ACTION

Thanks to her prominence in the Inner Circle program, Tracey Orr gets a constant stream of phone calls and emails from salon owners all over the world, begging for help. Tracey told me this week that most of them – struggling for the ‘magic bullet’ that will somehow miraculously save them from bankruptcy and failure – complain that it’s all just

‘too hard!!!’

As I said in my post last week, the statistics show that in 12 months from now, 80% of salon & spa owners will either be out of business, or no further advanced than they are today – and only 20% will be on the way to success.

And that goes back to ACTION: the difference between those who choose to be in the 80% ‘also-ran’ category, and those who choose to be in the top 20% (and don’t be under any illusion through my use of words here. I wrote ‘choose’ deliberately, as it is certainly a choice that anybody can make. Unfortunately, 80% choose to be in the bottom group.)

Case #1: The Hair Salon That Doubled Sales in Just Two Months:

A hair salon owner in Sydney got hold of the microphone at our recent Road to Riches Salon Marketing Super Conference and told how, after 5 years of plodding along doing it the way she’d always done it – and getting miserable results – her life had changed overnight… simply because she

1) made a decision, and

2) took ACTION

Coralie Allen takes up the story:

Coralie Allen, hair salon owner, of Sydney: "I have so much more energy for my business, I am currently aiming and on track to triple my sales by September…"

"Hi there, I had my business for 5 years and thought I was doing ok. But I knew it wasn’t good enough to be able to stay in business, I never could stay on top of it all, just making enough to barely stay open, all because of the way I was running my business.

"I realised I never really knew anything about business until I tried the salon marketing with Inner Circle. When I first saw the free intro DVD I was amazed…. it was like an awakening to me.

"I could not believe what I was watching, it was like ‘wow’, a saviour to my problems, something and someone that can hold my hand and help me make money in my business, all I had to do was follow what they told me to do, and no-one had ever offered to do that with me before.

"I could not believe it. I felt I had nothing to lose and everything to gain. Instantly I enrolled in the program and as soon as I received it (the marketing Toolkit) I got started. I got results straight away, in the first two-and-a-half months my takings had jumped from $20,000 to $42,000… unbelievable, just simply following what I was told to do.
 
"This extra money made it possible for me to be able to

• renovate my old looking salon to a stylish new one.
• Hire my part time senior to full time,
• Get a $20,000 computer system,
• build a beauty room at the back and get a beautician in there, which she pays me rent, also getting her to work with the kit, so we do all the same marketing,
• hire a fantastic and more expensive bookeeper, who pays for herself because she helps me alot more than the other book keep ever did.

"Because once you start making money you need someone really good to be able to manage it, right? I have never ever had so many New Clients, using the marketing like the Queen of Referrals, in the first 2 months I got 62 new clients, now I get between 10-15 new clients every week.

"Got Hair Extensions in my salon, which I never could afford to get started up in previously. Got a part-time assistant, also now looking for a receptionist, and no more stress…YAY!

"I have so much more energy for my business, i am currently aiming and on track to triple my sales by september. Also have already planned 2 trips this year, one to NZ next month, also go to the Philippines in December for my brother’s wedding, which before i joined the Inner Circle program I had to tell him that I could not go, because I could not afford to go. So now I can.

"Also having money to purchase an Operations Manual through you guys, all these things I never would have been able to do before. Now I am also working on the membership for my clients to bring in even more cashflow. Thank you to Greg and your fantastic team. It feels like I have just started a whole new business. I really appreciate it. "

Case #2: The $500 ad That Brought In 26 New Clients

Now, Coralie’s story is hardly unique. All over the world, Inner Circle members are reporting similar breakthroughs. Like Lisa Conway of Marinelli’s Hair Design, down in Victoria. Recently I reported how Lisa had joined the program only in July, and had taken immediate ACTION, placing a direct response ad (my kind of ad, the kind the so-called ‘professionals’ hate) in her local newspaper.

Here’s how Lisa describes the results… (and Inner Circle members can log into the Members’ Only ‘sealed section’ to download the exact ad that Lisa used, under ‘Getting New Clients – Hair’):

Lisa Conway: $490 ad produced 26 new clients

"We have had 25 people come in and the last one is tomorrow. All were openly happy and 11 rebooked, 10 purchased a product on the day…We call them a week later to make sure they are still happy and 2 came in again for a slight adjustment.

"The ad cost $490.00 and I ran it twice, 2 weeks apart. The first ad made 15 bookings and the second 11 …26 x 99 = $2574 –  that’s the fact but for me it has created 26 new color clients and a new energy in our salon that is as they say, PRICELESS. "The rebooking and the products sold on the day was way down on the second group, maybe coincidence or maybe the energy slipped a little not sure. Lisa."

HOW TO JOIN THE INNER CIRCLE PROGRAM AND GET THE TOOLKIT ON 30-DAY TRIAL:

Each month we accept a handful of salons on a 30-day Test Drive of the whole system, including the full Toolkit, and one-on-one coaching in how to use it. To see if you qualify, you must first complete the survey and questionnaire.

Hazel McNamara Bodysense Solutions, NSW

Case 3: The Shop-A-Docket Campaign That Paid for Itself in Three Weeks. 

An email just in this week from long-time IC member Hazel McNamara of Bodysense Solutions in Gordon, NSW:

"Hi Greg, Just thought I would give you an update about a campaign I’m currently running in my local Woolworths supermarket.

I hadn’t done ‘Shop A Docket’ before but thought that I should give it a go. The campaign started at the end of July for 10 weeks at a total cost of $1,500.

I decided to run the attached campaign as I wanted to increase the number of new clients and give an option of a few treatments that we offer rather thanjust one type of treatment.

We’ve had one client who called asking if she could book herself and 4 family members in for a facial on the one docket.

As you can imagine, I had no problems with this at all. The more the merrier. And even better, this client came back the following week and booked a course of Microdermabrasion treatments for herself at $650 and a course of Infrared Wrap treatments at $1,000 for her daughter.

So from just one coupon we’ve had sales of just over $2,000. The campaign is paid for and all other sales are now profit.

We had another new client today who walked in with her coupon. She had our new Solitone treatment and spent a total of $260 and her daughter is coming in later in the week for the same treatment. She’s off to Paris for 3 weeks tomorrow but is booking a course of Solitone treatments together with a course of peels on her return at a cost of approx $1,700. Not bad!

This is the only marketing that I had booked for the month of August but because we are following other marketing ideas from our marketing kit, ie new client letters, birthdays, sms, emailing etc we are about to do one of
our biggest months ever!

The marketing kit has saved me thousands of dollars and although I’m spending less each month, our sales compared to last year have continued to increase each month.

Can’t wait till Summer comes to see how much we can increase sales duringour busiest time of the year.

Thanks,

Hazel
BodySense Solutions."

NOTE TO Inner Circle Members: log into the Members’ Only ‘sealed section’ and you can download the exact Shop-A-Docket voucher that worked so well for Hazel. You’ll find it under ‘Getting New Clients – Beauty.’

HOW TO JOIN THE INNER CIRCLE PROGRAM AND GET THE TOOLKIT ON 30-DAY TRIAL:

Each month we accept a handful of salons on a 30-day Test Drive of the whole system, including the full Toolkit, and one-on-one coaching in how to use it. To see if you qualify, you must first complete the survey and questionnaire.

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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