Salon Superstars – Inner Circle Member of the Week: Davina Salter

by Greg Milner on Wednesday, August 5th, 2009 at 9:10 am

Inner Circle member Davina Salter of Natural Beauty Salon in Gloucester, UK - thanks to the Toolkit her salon is 'going strong while all around my competitors are closing down'

Long-term Inner Circle member Davina Salter of Natural Beauty Salon in Gloucester, UK, reports on outstanding results from a recent promotion sent out to her clients via her regular monthly newsletter.

Click here to see Davina’s salon on a map.

“I’m not normally one to send you results really, to be honest the Toolkit has made things so busy here, it’s finding the time. However on this occasion I’m really surprised by the results that I just had to let you and perhaps the skeptics out there know about it.

“So far we have had bookings for 27 of this offer* and at £40 each that amounts to £1080, then so far we have sold £285 of product, out of the 27 we still have 12 in the diary to do, so the product sales haven’t finished there.

“This offer went out with our newsletter, it went on the web site, and in salon via posters, and to be honest I know I could have done more, as in sent sms etc but you know what I didn’t need to. I’m so chuffed with this, and to be honest a good few salons are closing their doors around me at the moment, yet we are still going strong.

“Thanks for the Toolkit, I wish I had the time for the coaching calls, it’s my mission to get off the tools this year so hopefully that will come soon. Kind regards, Davina.”

NOTE TO INNER CIRCLE MEMBERS: You can download the actual marketing piece Davina used in her newsletter to clients, by logging into the Members Only ‘sealed section’ and navigating to Marketing to Existing Clients

I’m always harping on about taking massive, rapid action, and it doesn’t get much more rapid than brand new Inner Circle member Wendy Wills. Wendy only joined the program and received her Essential Salon Owner’s Marketing Toolkit™ at the Road to Riches seminar in Perth last week – and was already redesigning her marketing on the plane home to Geraldton that afternoon.

New IC member Wendy Wills of Wendy Lee's Body Revival in Geraldton, Western Australia - re-wrote her newspaper ad on the flight home, with excellent results

“First of all I’d like to say that making the decision to attend the seminar was probably the best business decision I’ve made so far. I learned so much from the Road to Riches seminar that It motivated me to come back to my salon and start work on promoting it straight away.

Click here to see where Wendy’s salon is.

“I had 6 weeks of Advertisements pre-booked to run in our local newspaper here in Geraldton and had already run 4 of these ads before I came to the seminar with no great response…I’d had just 5 responses from 4 ads with no repeat clients so far.

“The deadline for my fifth ad was the Thursday after the seminar so I decided to change the ad completely and use the steps I had learned for creating a direct response ad. The ad was only a two column or just slightly bigger than a business card so I wasn’t sure how it was going to go but I thought I couldn’t lose anything at this point. I used the time I had on my 1 hour flight home from Perth to re-write the ad.

“The advertisement was in Friday’s newspaper and by Friday lunch time we had two calls and all together we got 4 calls in the first 24 hours. So we got about the same response out of that one ad as we did from a whole month worth of ads previous to this.”

Here is the lesson in this: rapid, decisive, persistent action beats almost anything else, including over-analysis, procrastination, intelligence, training, education and all manner of other excuses for not doing anything. And it works across all businesses- hair salon, day spa, tanning salon, right down to the corner store nail bar. But it helps to have the right tools, rather than having to re-invent the wheel, so…

If YOU want instant results like that, you need to get the Essential Salon Owner’s Marketing Toolkit™ – go here to find out more about the Inner Circle marketing & mentoring program, and the Toolkit that comes with it.

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.