Every salon owner loves the thought of getting more new clients through their business. It means an increase in turnover, profit, more product sales and so on. But what it also means for a lot of salon owners is more time ‘on the tools’. And that’s scary when you are already working 50 hours a week trying to run a business, make appointments, do the GST, pay the wages, do the marketing and everything else on top of that!
But for WSM member Hana Snowden of Ataahua Day Spa in Lower Hutt near Wellington, getting 10 new clients a week means FREEDOM.
Hana has been in our marketing and mentoring program now for 8 months and in that time she has seen her business grow and grow. Hana was a Beauty Therapist at the time of joining and has worked incredibly hard and taken lots of action to build her business. She soon realised the value of working ‘on’ her business instead of ‘in it’ servicing just one client at a time.
For those of you who have read ‘the E-myth’ you will be familiar with the concept of working more on your business as opposed to in it. For those who haven’t read it, it’s a MUST read so go out and get your hands on a copy asap!
Hana could spend an hour or 2 putting together her marketing campaigns that would bring her in lots of customers as well as thousands of dollars, instead of being in a treatment room making 50 bucks for a waxing appointment.
And this growth in turnover and customers allowed her the freedom to make the decision to pull herself ‘off the tools’ once and for all. She set a date (15th March) and told all her customers that as of that date she was a business owner, not a beauty therapist and would be handing her clients over to an employee.
Now I am not saying that being a beauty therapist or stylist is a bad thing. Rather being the owner of your business is a better thing, instead of being an employee/slave to it!
And Hana knows that should a staff member be sick, or someone leaves and has to be replaced then she can step back in, albeit temporarily, and cover for them – she has that option available to her.
And if Hana has been getting 10 new clients a week up to now, imagine what it will be like now that she can focus even more on the marketing.
10 new clients on average a week is 520 new clients per year. If each of those clients has a value to Hana of $1,000 each then she is looking at an increase in turnover of half a million this year alone. Heck, even if she kept just 50% of them that’s still a quarter of a million!
Too many business owners (not just salon owners) make the mistake of creating a job for themselves and becoming chained to their businesses. For many, the only way they feel they can make more money is to work more in the business so they can cover the bills. But the business will just continue to suffer if no time is being spent on the important stuff, the marketing and getting systems in place. And so the vicious cycle continues.
And I am talking from personal experience. Just over 4 years ago my wife Rachael was working as a Beauty Therapist in our salon D’Aguiar: hair.skin.nails in Auckland. She’d spend about 70 hours a week in there doing treatments, I would hardly ever see her, her hair was falling out due to stress and she was suffering severe RSI.
Just like Hana, we made the call (with the help at that time of Greg Milner) to pull Rachael off the tools, as nervous as we were that the clients would leave and the business would fail. Well, of course the clients didn’t leave, the salon flourished and today we own 4 massively successful businesses (including the salon which is run by a manager and we pop in maybe once a week).
If someone had told me 4 years ago that I’d be running 4 businesses then I would have thought they were mad and laughed in their face. But today, I understand the concept of working on the business, not in it. So I still have plenty of time to spend with Rachael and our new 2 week old baby. It’s all because of the world-famous Essential Salon Owner’s Marketing Toolkit®
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AND SO MUCH MORE!