The ONLY Strategy That’ll Recession-Proof Your Salon or Spa


While their competitors quaked in fear at the looming recession, these two ladies increased their salon’s sales by more than $20,000 a month for the past three months. Read on to find out how they did it.

“When everyone else is greedy, it’s time to be fearful. When everyone else is fearful, it’s time to be greedy.” Warren Buffet, world’s greatest investor, as he spent billions buying General Electric shares at bargain-basement prices.

We live in fearful times. When General Motors admits it’s a month away from running out of cash and going broke, you know times are tough. But it’s also a time of great opportunity.

In the last few weeks we’ve inducted salon & spa owners into the Inner Circle marketing & mentoring program – and rushed their Toolkits to them by courier – from places as far afield as Goodyear, Arizona (Kelli Packwood, Eclipz the Salon), Marietta, Georgia (Robert Lilly, Sanda Gane Day Spa), Mooloolaba, Queensland (Michael Maidens, Mooloolaba Hair), Nelson, New Zealand (Tracey Power, Woman Beauty Day Spa), and Orange City, Florida (Bo Peary, Boco Salon Spa) – among nearly 40 new Members in the past month alone.

40 new Members in a month might seem like a heck of a lot of salons and spas scrambling, clawing, grasping at any straw they can find to help them survive – even prosper – in a time when the world is inexorably sinking into what appears to be the worst economic storm since the Great Depression of the 1930s.

And yet it’s such a tiny number, specially when you consider that in the United States alone, there are more than 350,000 beauty businesses, with over 80 of them closing their doors every single day. Folding their tents, accepting without resistance the common belief that discretionary spending (i.e., personal grooming) goes to the bottom of the list when money gets short.

(Oh, really? How come then that in many houses where money is perpetually short, there’s always a shiny new plasma TV?)

So I want to begin this week by giving you some hope, with just one of many, many examples I’ve recently seen of beauty businesses actually – and dramatically – increasing sales – despite and in defiance of a pervading sense of fear, of relentless downbeat news reports, of panicking governments, job layoffs, China imploding and Paris Hilton only going nightclubbing four nights a week instead of five.

Motion Beats Meditation

Jane Dowling and Niki Koutrakis of Talking Beauty in Hawthorn, Victoria have discovered that recession-proofing their business is about doing what’s been proven to work – and lots of it.

In July this year – just over three months ago – Niki Koutrakis and Jane Dowling of Talking Beauty in Hawthorn, a suburb of Melbourne, joined the Inner Circle program and started absorbing and implementing the strategies in the Essential Salon Owner’s Marketing Toolkit.

This at a time when the worst news of the global financial crisis was yet to come, when the stock market would fall another 20% over the following three months.

But Jane and Niki knew that there was only ONE strategy that would not only protect them from the worst of the recession, it might even cause them to actually prosper while others – their competitors – threw in the towell and gave in.

Confidence is taking action when you’re only 80% sure. If you have to be 100% sure before you do anything, that’s just procrastination.

The two ladies immediately began marketing like crazy. They relentlessly took the Toolkit apart, used the ad, flyer and sales letter templates and modified them to suit their own services and products….and sent them out.

A sales letter to 730 clients offering a special $127 ‘Hollywood Woman’ package produced no fewer than 68 sales in three weeks. To save you doing the sums, that’s $8,636 – not including add-ons like product sales and re-bookings.

A ‘Ravish Me Darling’ package produced 30 sales at $147. Another $4,410.

A cheap text message, straight out of the Toolkit, produced 14 sales.

They started enrolling their clients in the Queen of Referrals program – again, straight out of the Toolkit, with immediate results. One client brought in 5 of her friends.

All in all, Niki and Jane took MASSIVE ACTION, over a sustained period of time. Nothing got in their way. They kept their eyes firmly on the only thing that would make their ordinary business extraordinary. It did just that.

Total Sales 2007 2008
August $32,000 $52,000
September $33,000 $53,000
October $38,000 $56,000

As Jane reveals in this brief out-take from a phone conversation I had with her this week, the results have been nothing short of astounding.

MP3 File

Want to know exactly how they did it? (I figured you would!)

December 1 International Group Coaching call for IC Members: Niki and Jane are our special guests on this one-hour LIVE phone call, and Inner Circle members can eavesdrop, ask questions and find out exactly how these two marketing ‘hot shots’ rolled out their Recession-Busting, Profit-Boosting, Take-No-Prisoners campaigns – and how they’re going to tackle the BIG event of the year, Christmas. IC members will receive notification of call-in times by Members Only email in the next week.


This coaching call for IC members is just one of the HUGE benefits of the whole Inner Circle program. Another is the newly-introduced Members Only Advance Notice Marketing Triggers emails – complete with comprehensive done-for-you marketing templates, ideas, how-to strategies and advice in plenty of time to make the most of the big marketing ‘trigger’ events of the calendar.


FREE Done-For-You Christmas promotions, posters, ads, flyers for IC members

WSM General Manager Jemma Lole emailed our Advanced Marketing Trigger package of Christmas ads, flyers, vouchers and posters to Inner Circle members last week…and the response has been overwhelming.

For example, last Friday our General Manager Jemma Lole sent out to Members a multi-page, all-singing, all-dancing Christmas marketing campaign… and here’s just some of the feedback flooded our in-box over the weekend:


“Dear Jemma, oh my God…thanks so much for the wonderful Xmas Promotions, they are wonderfull!!!, I have downloaded everything.” Regards, Luba Voronov, 4U2C Body Utopia, Melbourne.


“Thanks Jemma, this worked – and it looks wonderful. Can’t wait to get it up on our window!” Regards, Lynette Farrelly, Secret Sanctum, Gold Coast


“I LOVE it. Thanks so much. I have written my December newsletter and I was thinking it looked dull. So this is perfect. Many thanks, Ruth Grant, Planet Beauty, Sydney


“Hi Jemma, thanks so much to you and your team for the great poster, ads etc for Christmas, they are absolutely wonderful. We will put them to use.” Regards, Wendy Marron, Queensland.

NOTE TO NON-MEMBERS: If you have NOT yet applied for membership of the Inner Circle marketing and mentoring program – and therefore do NOT have these crucial marketing tools, strategies and ‘sales thinking’ campaigns at your disposal… more and more of your competition does!

The longer you are without them, the more chance the recession will have to eat into your business, your client base, your profit (if in fact you have any profit) and your confidence. The longer you are without them, the longer your competition has to get the jump on you, to not only steal your existing clients but to vacuum up your prospective clients.

With the greatest marketing event of the calendar year just weeks away, you simply CANNOT afford to waste any more time….(and even if you’re traditionally packed to the rafters in the week or two before Christmas, what happens as soon as Santa disappears back up the chimney and you’re staring at a bleak and desolate January, where you can count the clients on one stumpy hand?)

Go HER NOW to apply for a Test Drive of the entire Inner Circle marketing & mentoring system….you never know, you could have your kit and be getting results like Niki and Jane within a few days.

Want LOST Clients Back in the Salon? Try THIS!

In the Toolkit, our Members will find a complete series of linked, sequential letters designed to entice ‘missing in action’ clients back into the salon. Our research indicates these bring a response rate of between 9% and 25%, which is pretty good in anybody’s language.

But extra kudos go to Inner Circle member Emily Maguire of Serene Hair & Beauty in Canberra. Emily took the so-called ‘Raise the Dead’ letters to a new level, using them to invite lost clients back – and set their own prices!

Yep, the offer was simple – come back, use any service in the salon, and “pay us what you think it’s worth!”

It’s a strategy that would terrify the timid. But for Emily, it worked brilliantly. In most cases, they paid MORE than the usual ticket price of the service. AND bought product.


For details on exactly how she did it, and an audio interview with Emily describing the results, IC members can log into the Members Only ‘sealed section’ and navigate to ‘Bet You Hadn’t Thought of THIS.’

The Phone Script That Sells Gift Vouchers – Like Crazy…

Michael Curtis sells vast numbers of Gift Vouchers with a simple but well-craft phone script

Most businesses have a Sales Prevention Department – that’s the department that has ‘don’t buy from me!’ stamped on its forehead. No matter how good your marketing, it will always be sabotaged at the back end by disinterested staff, lousy systems, hopeless follow-up and a dozen other gremlins that conspire to stop customers from giving your their money.

But the better your systems, the less you have to rely on the ‘let’s-invent-it-as-we-go-along’ brigade.

One of our more driven and accomplished Inner Circle members, Michael Curtis of Blush Day Spa, tells us his reception staff sell HUNDREDS of Gift Vouchers using a well-rehearsed, easily-learned phone script he insists his staff follow whenever anybody calls to ask about gift vouchers – and Christmas is of course the biggest Gift Voucher time of the year.

How to download this ‘midas touch’ phone script:

Inner Circle members can simply log into the Members Only ‘sealed section’ and navigate to ‘Christmas Campaigns’ – it’s the most recent post there.

Fill those empty appointment slots in MINUTES

Access the NEW Lite course, where you’ll learn:

– How to fill empty appointment slots
– How to stop no-shows dead in their tracks
– How to get money from your clients right now
– Exactly how to bring back your “lost” clients
– What you need to do to have new clients finding you online


Learn exactly what you need to do to turn your salon into a thriving success!

About The Author

Greg Milner

Greg Milner, CEO & Founder, Worldwide Salon Marketing. Greg is a writer, marketing consultant, direct response advertising expert and former TV producer. Since founding WSM in 2004, he's coached and guided more than 4,000 salons & spas all over the world in all aspects of marketing, both online and offline. The tools and templates he and his team have developed are used by salons & spas on every continent. He is the author of the industry-standard direct response marketing manual, Simple Salon Marketing, and the e-book Rich Salon Owner.