What is a new client REALLY worth to your salon?

What is a new client REALLY worth to your salon?

It always surprises me how little so many salon owners know about their own businesses.

Particularly, some absolutely crucial numbers. I almost always get a bemused silence when I ask a salon owner for one vital piece of information.
“How much is an average customer worth to you in say, a year?”
It’s a question that goes back to an old saying in marketing:
“Most business owners see the purpose of getting a customer is to make a sale. Smart business owners realize the purpose of making a sale is to get a customer.”
Most salon owners fall into the former category. We can, with reasonable accuracy, figure out the size of a per-visit spend by an average client, but few seem to have made the connection between the one-off sale, and the concept of “Lifetime Client Value.”
Do you know what an average customer is worth to you in a year?
Really??? Because if you don’t, you’re fighting a losing battle wearing a blindfold, with both arms tied behind your back.
My question about ‘lifetime value’ versus one-off sale value is usually met with a blank silence because most seem to look no further than next week’s appointments, let alone next year.
Yet, when you know such a crucial business ‘key performance indicator’, you can see your database of client records in a completely different light.
Looking at your list of ‘missing in action’ clients suddenly becomes an exercise lit by flashing dollar signs.
Imagine this: of your entire database of say 1,000 client records, you discover that only 300 of them are so-called ‘active’ customers.
That is, with a reasonable degree of accuracy, you can be pretty confident that in any two month period you’ll see all of them.
Here’s where many owners of service businesses tie themselves up in an ever-tightening knot. Instead of ‘mining’ that database for gold nuggets, they ignore it, and focus frantically on finding ‘new’ clients – an expensive, time-consuming and often frustrating exercise.
So let’s do some numbers. Say you have 500 clients you haven’t seen for three months or more.
In all honesty, if you haven’t seen someone in three months or more, they’re either dead – there’s not much you can do about that – or they’re so ‘cold’ as to be barely registering a pulse.
But…and here’s the major difference between these people and all the brand new clients you spend every waking hour trying to attract – you have their contact details. (Well, you do, don’t you…don’t you???)
Even the most haphazardly-organised salon collects mobile numbers.
Some might even have email addresses.
And the really serious business owners, those who treat their salon as a proper business, rather than a mere job – or worse, a hobby – have meticulously built a comprehensive database containing not only phone numbers and emails, but real, actual, old-fashioned physical mailing addresses.
Back to the numbers.
Let’s say you’ve done your numbers – if you’ve read this far, your fingers should have been dancing over your calculator well before now – and you’ve worked out that a regular, long-term client is worth at least $1,000 to you in a year.
If you were to send a compelling offer to those 500 former or one-time-only clients, using a combination of media (phone, email, hard-copy letter), and that offer resulted in say, 30 of those 500 re-visiting the salon to redeem that offer…
…and you were able to turn 20 of those 30 into regular, long-term clients, guess what? By that single, well-executed marketing campaign, you’ve just given your business an annual income injection of…
And what if you were to repeat this exercise say, three times a year?
(And here’s a thought: next time a new customer walks through your front door, are you going to see $150 stamped on her forehead…or $1,000 stamped on her forehead? Makes a big difference in how you view and treat each new visitor, doesn’t it!)
There is overwhelming evidence that this process produces results.
For years, I and our Member salons have been using a famous sequence of client letters now known as the “Rupert the Dog” series, in combination with SMS and email follow-up, to ‘Raise the Dead’ from among their lost-client database.
In the UK, Hannah McEnteggart is a typical example:
The letters Hannah is talking about are exactly the same ones I’ve used for years….they’re not the ONLY client-retrieval tools you could be using, but they are incredibly effective!

If you want that kind of marketing power, it’s all in the Client Attraction System – click on the image below and I’ll see you on the other side:-) 

5 (FREE) Ways to Instantly Boost Salon Sales

5 (FREE) Ways to Instantly Boost Salon Sales

Marnie here,

Sometimes it seems that no matter how hard you work, your sales figures have flatlined, right?

Yep, I know the feeling!

But I discovered that by just ‘tweaking’ a handful of processes, my sales literally jumped overnight…and kept going up.

So here are my FIVE tested, proven strategies I used, and still use today, to wring every last potential dollar from my business. I call them my Sales Power Strategies.

(And they don’t cost a cent either!)

Power Strategy #1.) Your Phone Message

Not many salons have a dedicated, full-time receptionist. (Although the value of somebody like that can’t be denied…take a look at this video:-)

And when you’re busy, you often just can’t get to the phone, so calls will often go through to voicemail. In my salon, I realised that was costing me a LOT of business. My voicemail message was something bland and boring, like “…sorry we can’t get to the phone, but please leave a message and we’ll call you right back…”

And of course, I’d get a lot of hangups. So I simply changed the message:

“Hi there, it’s Marnie here at (Name) salon, we can’t get to the phone right now, but don’t hang up because I’ve got something for you – a free $10 gift voucher as my way of saying we’re sorry we missed your call (smile!) Please leave your name and number and I’ll call you back as soon as we get a break!”

…and you know what happened? My rate of hangups dropped like a stone…and my intake of new clients went through the roof, just with that one simple trick!

2) Re-booking script.

If your rate of re-bookings is low, try this. I’ve found that using this script, religiously every time, increased my rate of re-booking enormously.

So, your client is about to pay for their service at the reception desk. Do you usually say something like “Would you like to re-book?”

The trouble with that is, you’re making the client think…most people have a lot going on in their heads, so the default answer to this question is “Um, no, I’ll call you…”

So I changed my approach. Instead of giving the client a “Yes” or “No” question (and they almost always say no) I changed the question to make it easier for them.

“Now, looking ahead a few weeks, I can fit you in on Tuesday the (date) at 10am, or Thursday the (date) at 3pm, which of those two times would suit you best?”

See the difference? It saves the client from having to think ahead, you’re already giving them a choice of only two answers, instead of a Yes or a No.

Just implementing this simple but powerful change dramatically increases my re-booking figures.

Power Strategy #3: The Product Offer

When my retail product sales dropped off, here’s what I would do…

Most salons stock a range of associated or complementary products – a shampoo, a conditioner and a treatment, for example. Or a range of skin care products.

I would look at my product range, do my sums, and set up a “buy two, get one free” offer. Individually, the three products might sell for say $30 each, with a 100% gross margin.
So, selling three of them for only $60, you’re giving away $15 of gross profit on the third bottle.

But I’ve never looked at it in terms of ‘losing’ $15. I look at it like this: I’m giving away $15 in profit I don’t currently have, to get a profit (on the other two bottles) I never would otherwise have got!

That one strategy alone would instantly increase my weekly product sales.

Power Strategy #4: Packaging Services.

There’s an entire day-long seminar in how to do this, but essentially it’s the practice of packaging up a suite of services, by adding value with services or treatments (or products) that cost you little or nothing to provide.

I learned how to do this in quite a sophisticated way by studying the detail in my marketing ‘bible’, the Simple Salon Marketing toolkit.

It works like this: let’s say you want to sell more of your ‘core’ services, like facials, or color ‘n cut services, or laser hair removal.

So instead of just selling “45 minute Facial – $100”, you add-on ‘extras’ that might cost you little or nothing to provide. Then, instead of merely calling it a facial, you “re-invent” the service with a new name, eg “The Scarlet Johansson Glamor Makeover” or similar.

Facial = boring.

Scarlet Johansson? Now that’s sexy!

There’s an entire detailed chapter on how to do this in Simple Salon Marketing, I thoroughly recommend you get this toolkit…by far the best selling salon marketing how-to available anywhere.


Power Strategy #5: The Queen of Referrals.
Yep, word of mouth is the best form of marketing you can do. But most salons take referrals passively – they don’t put much or any effort into generating referrals actively. (No system.)
In my salon, I took this straight out of Simple Salon Marketing. It’s called the Queen of Referrals program (fine detail in the Toolkit) but it works like this…
You pick say 20 of your very best (most valuable) clients. Each of them gets a book of 10 Gift Vouchers to give away to friends and family. The gift vouchers can be any value you like, but my advice is to make them as generous as possible.
Each time one of these vouchers is redeemed by one of their friends, they – your client – gets a credit to the same value.
I promote this by saying to my client, “Mary, I want to give you $500 worth of beauty treatments for free!” I find that certainly gets their attention:-)
Now, I know it takes confidence to implement some of these.

And sometimes, to gain that confidence, you need a little help.

So, here’s what you can do (If you’re quick!)

For a limited time, we’re offering a full thirty-minute one-on-one Fast Start Salon Marketing Stratety Session with either me, Worldwide founder Greg Milner or our Social Media specialist Samantha Buckley.

It’s only ONE DOLLAR, and you get to book your time and day live on our calendar.

Click the button below to book your session in….and be prepared to take a) Notes, and b) ACTION!

As soon as you book, you’ll get to choose a day and time with either me or one of my specialist advisers, Rich Salon Owner author Greg Milner or Social Media strategist Samantha Buckley

Talk soon:-) 

[VIDEO] Instagram – how to use it to grow your salon

[VIDEO] Instagram – how to use it to grow your salon

It’s Marnie here,

Does technology do your head in?

Yep, mine too, in particular, social media – goodness me, it’s just such a minefield, and so much information to absorb, it’s just hard to know what you really need to know, and what you can safely ignore.

I got my head around Facebook pretty easily. But Instagram is a whole different kettle of fish, so I had to learn that too!

And I know -‘cos I talk to a LOT of people in the salon & spa industry, just like me, that there’s a lot of confusion about Instagram and what it’s good for.

Turns out, quite a lot!

So, as part of my new Client Attraction System 2.0 online training course, we’ve produced an entirely new, 6-part video module:
“Instagram Success Secrets for Salons & Spas”
It’s just the first of TEN complete “how-to” modules in the Client Attraction System course, but it’s a crucial one…
…because more than half a billion people use Instagram every day, you can’t really afford NOT to be in front of as many of them as you can.

Here’s just one of the six how to videos, featuring a salon that’s built its business on Instagram, with nearly a quarter of a million followers!

Now, there’s a lot more to getting Instagram right that just what you’ve seen in that video.

The new Instagram module in CAS 2.0 takes you through exactly how to

* Set up your Instagram account correctly (and there a traps for the unwary!)

* Hashtags and how to use them.

* What are Instagram Stories

* How to use Stories

* Stories for Business, and how to Re-Use Them (a great time-saver!)

PLUS a whole bunch of free resources you can download.

To find out more about the Client Attraction System, click on the image below…and I’ll see you on the next page:-)

[VIDEO] Simple Salon Website Hacks that Get Your More Clients

Marnie here,

What if you could attract more clients to your salon while you sleep…

…or while you’re enjoying time with friends and family…

…or even while you’re away on an overseas holiday?

It’s the dream of many a salon owner, isn’t it? Yet, for many of our Members at Worldwide Salon Marketing, it happens all the time.

And it’s all thanks to an incredibly simple, but very powerful tool that my technical specialists install on almost every website we build for salons & spas, all over the world.

It’s called a Lead Magnet…

…it’s just a little form called an ‘opt-in’, offering the website visitor a reason to hand over their name, email address and phone number.

Many of the websites we’ve built and maintain for salons & spas have literally hundreds of people fill in their lead magnet form, and in some cases, turned more than 300 people into regular clients in a single year.

It’s kind of like having an unpaid salesperson!

Watch this short video as WSM’s founder Greg Milner describes how it works:

(and below the video, find out how you can get this done for you, so you too can start getting a steady stream of new leads and clients!)

That’s an incredibly powerful strategy, don’t you think?

And it works brilliantly.

In April 2019 alone, forty four prospective new clients filled in that little form on Allura’s website!

That’s 44 people who, for the sake of a little $25 giveaway, can be turned into regular clients.

Let’s do some numbers here:

Let’s say that only 20% of those people book a second service. That’s ten people. And that’s happening at Allura every month!

It’s such a simple little tweak, but hugely effective in generating new business.

It’s like having an unpaid salesperson, working 24 hours a day for you. Kinda cool, don’t you think?

Is YOUR website working like an unpaid salesperson?

Click the image below to find out more.

Is YOUR website set up to give you the best chance of capturing leads?

Enter your website address into our free analyser tool and get a comprehensive Website Health Check Report valued at $245 – Yes, it’s FREE.

[VIDEO] How Narelle’s Salon Made an Extra $2,000 a Week

[VIDEO] How Narelle’s Salon Made an Extra $2,000 a Week

Marnie here, I’ve heard this a million times:

“If I put my prices up, I’m terrified I’ll lose clients!”

Does that ring a bell with you?

I guessed as much. It’s one of the big fears of any salon or spa owner.

But guess what?

There are ONLY three ways to increase your revenue. In ANY business, doesn’t matter if you’re a big business, or a small business.

1) Get more customers
2) Get your customers buying more often.
3) Raise Your Prices!

That’s it. Whether you’re Apple, General Motors or a corner store, there are no other ways.

At Worldwide Salon Marketing, we’ve been coaching our Member salons on this for years. And for those who take action, the results can be pretty amazing.

Take Narelle McKenzie for example. When Rich Salon Owner author and WSM founder Greg Milner advised her to simply raise her prices by 10% without announcing it beforehand, she was a little taken-aback.

“But surely you can’t just raise your prices without telling your clients in advance?” she asked.

Well, yes, you can. Does your local supermarket put up posters telling customers that prices are going up in 3 weeks? Does your doctor write you a letter giving advance notice of fee increases? Nope.

They just do it. And people just pay!

In this interview, Narelle tells Greg how she instantly increased her weekly revenue by a not-inconsiderable $2,000 – by doing nothing more than changing her salon’s prices in the computer.

And nobody even mentioned it!

Does that make sense?

It sure does to me. It was one of the very first lessons I learned when I joined Worldwide Salon Marketing as a very stressed-out, desperate salon owner many years ago.

Strategies like the one you’ve just heard Narelle describing helped me take my little suburban salon from a lowly $2,000 a month in sales to a very healthy $17K a week…(and that was a pretty ordinary week, we’d often top $20K!)

To find out more about the Client Attraction System, click on the image below…and I’ll see you on the next page:-)