[VIDEO] Why Hair & Beauty Prescriptions Work

[VIDEO] Why Hair & Beauty Prescriptions Work

Marnie here,

While I was delving through our archives, I found a fascinating interview he recorded with super-successful salon owner and long-term Worldwide Salon Marketing member Tracey Smyth.

Tracey saw a big increase in re-booking rates and retail sales by implementing a brilliant ‘diagnosis & prescription strategy’, using a simple but incredibly powerful document she developed.

And, generously, she’s made that detailed Diagnosis and Prescription document available as an instant download for members of the new Client Attraction System 2.0.

Members can log in here to get it.

If you want to know the step-by-step process Tracey uses to boost her re-bookings and sales, listen in as she explains how really simple it is…

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

But why go through the time-consuming chore of having to re-create such a terrific sales document when you can simply download modify to suit your own salon or spa? 
That document, and hundreds more ‘done-for-you’ salon marketing and sales templates are available as push-button downloads for Members of my Client Attraction System 2.0. 
Click the image below to find out more. 

How to Sell Your Salon – By Uncovering the Hidden Value

Your comments welcome – see below. 
Marnie here, 
When I sold my first salon business, I got a fat six figures for it. 
Now, for most owners of a typical hair or beauty salon, that seems like an awful lot of money to ask. And it is, but I was able to get it because I’d uncovered some hidden value that your garden-variety business broker or accountant wouldn’t even think to look for. 
Let alone your well-meaning friends and family. 
I was reminded of this when I took a phone call from one of our Members the other day. 
“I’m going to put my salon on the market,” she said. “I’ve worked hard for five years, it’s time to start a family.” 
 
So, I asked, is the business ready for sale? 
 
“I think so. I take a good salary, we have great products, lots of regular clients, and the salon looks wonderful and it’s in a great location…” 
 
But when I started asking questions, I could tell from the tone of her replies that this was going to be a disappointing conversation for her. 
And that’s because there’s a gaping difference between what the owner of a business thinks has value, and what an astute prospective buyer thinks is valuable. 
 
(And I use the word ‘astute’ with caution. With stars in their eyes, many a beauty therapist or stylist on the hunt for their own business will fall in love with the ‘pretty’ surface and fail to look at what really matters.)
First, the ‘standard’ way to value a business.
Financials (obviously). 
 
An accountant will look at a business the way accountants do, with a calculator, analysing past performance, profit and loss, assets and liabilities, and come up with a ‘valuation’ for you based on those bare essentials. 
Valid, certainly, but extremely limited, and limiting. Past performance is only half of the story. 
 
Stock, fixtures and fittings and shop lease (again, obviously) 
 
Yes, they may have some value. But have you ever tried to sell second-hand furniture? It’s worth next to nothing. Retail products? 
You’ll need to be a very good salesperson to get anything like what you paid for it. And an astute buyer will screw you down on the remaining term of the shop lease, knowing you’re legally obliged unless they’re prepared to have the lease assigned to them. 
 
Then there’s that hoary old chestnut, 
 
Goodwill. 
 
It’s just air. Business vendors will, usually on the advice of their accountant/broker/business coach, attempt to ascribe a dollar value to that most intangible of intangibles, the ‘goodwill’ or loyalty of the customers to the business. 
These days, there is little or no loyalty. And buyers know it. Don’t even think about trying to pull that one over them. 
 
Now to the stuff you haven’t thought about, and certainly your accountant hasn’t….
Your database. 
 
By far the most valuable, most measurable part of your business is your list
Your list of clients, customers and prospective customers held in an orderly, well-maintained electronic database containing not only their full contact details (name, email address, phone number, and most importantly, physical mailing address) but their spending habits and booking frequency. 
 
This is the gold. This is the thing that a buyer can look at and determine with reasonable accuracy the current health of the business, and its potential, given a more robust and refined marketing program. 
If you software program is set up correctly, a prospective buyer will also be able to determine what marketing information you’ve been sending out to that database, and its responsiveness. 
 
Your list has a strategic value in and of itself. If I were buying a salon, it’s the first thing I’d look at, not the financials of the business. I’d then put that list alongside the financials, and try to find cause and effect. 
 
Then I’d take a very close look at the thing that really matters…
Your marketing infrastructure, both online and offline. 
 
The second most important, most valuable, and easily the most measurable asset of any local business like a hair or beauty salon is…drum roll please…your online presence. 
 
Thanks to technology, an astute buyer will demand your Google logins. 
Why? Give me your Google account logins and within one minute I’ll be able to tell exactly how many phone calls and website visits you’ve had in the last 30 days or 90 days from people searching for a hair salon or a beauty salon in your area. 
Here’s an example; the Google Insights figures for one of our Member salons, in the little South Australian town of Port Pirie.
It shows that this salon received 74 phone calls in the last 30 days from people who had Googled a beauty salon in Port Pirie and called the business using the ‘click to call’ function provided by Google. 
 
In addition, the salon received 67 clicks through to its website from the Google Plus listing in search results, which would have produced another raft of phone calls. 
 
Here’s what Amber Clayton, the owner of that salon, says about the value of her local search ranking:
What Amber is talking about is important, value-adding stuff. 
For a prospective buyer, it is proof that the investment put into online marketing by this salon owner is paying off in easily-measured numbers. 
 
It means I, the buyer, can count on getting a steady stream of appointment-producing phone calls. And that means sales, and profits
And that means you can put a defined value on that online presence, quite apart and separate from any valuation your accountant might put on past revenue and profit. 
(You should also know – and Google provides the tools to find this out – how many people are searching online for a hair stylist or beauty therapist in your area in any one month period.) 
 
Your presence in social media also matters, though not to the extent that Google ranking does. How many Facebook fans you have, how many Instagram followers you have, matters in that it gives a buyer a sense of how active and productive you are on social media. 
 
But don’t be fooled, or try to fool – Facebook and Instagram followers are not customers. They’re just fans. People who actually call your business are customers (or potential customers).
So yes, financials and balance sheets matter. 
But smart buyers know they’re only part of the story. And they are past history. The only figures that can give me a picture of the future are those produced by the marketing metrics above. 
 
If you don’t know what your marketing metrics are, then you – and the buyer – are floundering in the dark.
Those crucial figures – proven phone calls, your Google ranking, the size and quality of your database of clients, and yes, to some extent your social media engagement and activity, can all be presented as adding extra value to your salon when it comes time to sell. 
Okay, so what to do now? 
First, take a look at your website using our FREE website analyser. Just type in your website address and our analyser will tell you how many errors there are…and you’ll get a FREE report on what they are and how to fix them. 

Get your free copy of the Salon Business Plan Template here.

Discover all the essential elements of marketing your business so it can reach its full potential with the Client Attraction System 2.0

6 Simple Facebook Competitions to Boost Salon Engagement

6 Simple Facebook Competitions to Boost Salon Engagement

Marnie here, 
I know many salon owners who rely almost entirely on Facebook for their bookings and sales.
 
It’s where you post special offers,  announce new products and services, introduce your team members and much more. 
But sometimes, no matter how loud you shout, it seems nobody is listening, right? Hardly anybody seems to notice, and it can be SO frustrating. 
So here are half a dozen simple easy-to-do contests that can serioously boost engagement and activity among your Facebook followers. 
First thing is, a Facebook contest has to be SIMPLE. 
Forget messing about with third-party applications – just run a simple contest through a status update on your Facebook timeline. 
The goal is to increase the engagement and reach of your business on Facebook by encouraging activity.  When people LIKE, Share and Comment on your Facebook updates, you’ll get exposure to their Facebook network and increase the likelihood of showing up in their timeline in the future. 
 
You can also use a simple Facebook contest to grow your email list.  I’ll talk about this strategy last. 
 
If you find yourself wanting to hold a more complex contest than the below, consider using one of the third party apps I mention at the end of this article. 
 
Facebook does have Terms of Service around contests and you can review the official Facebook promotion guidelines here.
 
You can have any of the six contests below running in minutes.
1 – Like to Win
It doesn’t get simpler than this.  Find an incentive to give away and ask people to LIKE your page to enter. 
 
The goal here is simply to increase the number of people that LIKE your page so that you can continue to engage with them. 
 
If possible, use an image of the prize in the post.
This is really simple. 
 
Ask your fans to comment on your post. The comment is their entry into the competition. Here’s a typical fill-in-the-blank example that encourages comments: 
“My fav travel destination is_________________________ because __________________ Post your top travel destination to enter to win (Prize)! We’ll pick a winner from the comments at 5pm on Thursday!”
Here’s how Gummy Bear did it: 
2 – Comment to Win 
3 – Solve to Win
It’s just a twist on Comment to Win. 
 
Contest entries will still be registered through comments but, in this case, you’re asking them to solve a puzzle or answer a trivia question. 
 
Here’s a classic example: 
 
“Guess how many jelly beans are in this jar. The closest guess will win [PRIZE]. Winner will be announced at 6 pm on Easter Sunday on our Facebook page.
The LoansbyChris Facebook page posted a series of trivia questions over several days that ultimately culminated in a single winner. 
 
Notice that the trivia questions are relevant to his mortgage lending business…
4 – Selfie Contest
People LOVE taking selfies. 
 
Why not take advantage of it, with an “upload your fav selfie and Win!” contest…
Such as:
“Did you go to the Beauty Expo? Share a photo you took of your weekend activities, put the pic in the comments below – if your photo gets the most ‘likes’ you win (Prize) – contest winner announced Monday at 11am.”
Here’s another one:
5 – Caption Contest
Here’s another twist on the Comment to Win contest – and this can get a LOT of activity on your page. 
Be careful with the image you choose though, if you use the wrong image, it can fall flat. But a good image that’s relevant to your fan base will generate a lot of comments, likes and shares. 
Here’s a winner: 
6- Join Our Email List to Win
But the contest you should be concentrating on is one which gets all those fans and followers into your email list!
Having fans on Facebook is all well and good. But they are Facebook’s customers, not yours – until you can get them away from Facebook and into your mailing list. 
Which is why, for example, whenever my team of specialists builds a new website for a salon, somewhere in the world, we always encourage them to instal some kind of email ‘lead capture’ device on the website. 
Then you can run a competition on Facebook to drive people to your website, where they can pick up a free Gift Voucher for first-time visitors, like this one: 

Discover all the essential elements of marketing your business so it can reach its full potential with the Client Attraction System 2.0

Has all this been useful for you? Don’t be afraid to comment below…oh, and we have TONS of marketing ideas, courses, templates, video how-to material, social media graphics – all instantly downloadable in the Client Attraction System…go take a look here: https://worldwidesalonmarketing.com/client-attraction-system-2-0/
Talk soon:-) 
xxoo
Is Your Salon ‘Congruent’?

Is Your Salon ‘Congruent’?

Marnie here, 
“Is your salon business CONGRUENT”? 
Online forums are wonderful things to browse around picking up useful bits of information here and there. But no matter what information you discover, it’s completely worthless unless you implement it, or put it to use in some way. 
 
On one forum today I noticed a salon owner asking opinions on whether staff ‘should be allowed to wear facial piercings‘… and that led me to wonder about the whole issue of something called ‘congruency‘…. 
…the ‘quality or state of agreeing or corresponding’ – in relation to business, marketing & sales.
In my home town there’s a famous old-fashioned car dealer, one of the biggest and most successful in Australia.
John Hughes is well into his eighties, absolutely loves his job, and has some policies that younger people might find more appropriate to the nineteen fifties.
For example, John refuses to allow his salesmen to wear their sunglasses perched on top of their heads.
He believes such habits only confirm public opinion about car salesmen being hucksters.
It’s not congruent with his decades-long drive to establish his brand as trustworthy.
When you go to visit your accountant, you’d find it incongruent to see him and his staff wandering around the office in board shorts and T-shirts – yet completely correct for the staff of a theme park to be dressed that way.
Would staff with facial piercings be appropriate for a high-end day spa in a 5-star hotel? Probably not. In a tattoo parlour? Absolutely.
Would hair stylists dressed as though they’re about to go nightclubbing be congruent with a salon that brands itself as a rock ‘n roll ‘destination’? Naturally.
(And there’s a major difference between hiring an employee who is merely competent, and one who is congruent with the business.)
You have to be aware of what ‘fits’, and what doesn’t. 
Do you market yourself as super-sophisticated venue yet your location, fixtures and fittings let you down? 
Or you have a brothel on one side and a lumber yard on the other? 
 
At the other end of the scale, there seems little to recommend being ‘cheap and cheerful’ – no appointments necessary, bare-bones prices, second-hand furniture – and at the same time insisting on a website that screams Million Dollar Salon. 
 
Here’s a checklist: 
 
1. What’s the essential message you want to convey to clients and prospects – Calmness? Efficiency? Glitz and Glam? Fun? 
2. If it’s ‘Efficiency’ for example, are you always on time? Is your welcome procedure always the same? Do your staff process payments and book appointments quickly and smoothly? 
3. If you project an image of professionalism, is this reflected in your staff uniforms? 
4. If cleanliness is God, are you a Nazi about the toilets, the floors, cobwebs in the corners?
5. If you’re aiming for affluent clients, do you provide such clients with an experience your ‘average’ clients don’t get? 
6. What does your phone manner say about you and your business…for example, do you have a set phone answering procedure, or is it ad hoc? 
7. As always, the Message has to fit the Method, in all things.

Discover all the essential elements of marketing your business so it can reach its full potential with the Client Attraction System 2.0

Now, don’t assume that I knew all this stuff when I started my first salon business. 
Far from it. 
I was so overwhelmed by the whole process of setting up a new business – finding clients, advertising, training staff, buying products, paying the rent, getting my head around technology…
….there was just so much to do, I didn’t have the head space to worry about such intangible concepts as ‘congruency.’ 
…and it’s MUCH more difficult now to keep across ALL ‘public image’ aspects of your business, thanks to so many ways people can “see” you, particularly online. 
They can see you via your website…
They can see you in your Facebook and other social media accounts, like Instagram. 
They can see you – and what people are saying about you – whenever they find your Google Business Listing in a search…
Fortunately, most of these issues can be fixed up – with a bit of technical knowledge, or the experts to help you – by sitting in front of a computer screen. 
I know, most of us HATE doing that.
Which is why my technical team and I have provided a “Quick and Easy” solution for you below – a completely FREE, detailed audit of your online ‘look and feel’ as well as a free health check of your website and Google Business Listing…
Talk soon:-) 
Salon Membership Selling

Salon Membership Selling

How to Sell Salon Memberships – and Bring in Cash Up Front!
Marnie here,
Almost every day, one of our Client Attraction System members from somewhere in the world writes to me with a question starting with something like “What do you do in such-and-such a situation…”
But sometimes, I can almost hear the excitement in their voice as they reveal their joy at a promotion that went ‘above and beyond’.
One such Member is Deirdre Cruell of DCStudio in Killeen, a couple of hours south of Dallas, Texas.
Deirdre had originally come to us for help to re-build her existing website, so while my team of designers and technical specialists were doing that, she joined the Client Attraction System marketing & training program…
….and took ‘Massive Imperfect Action‘ right away.
Deirdre wanted a sudden injection of cash. So she studied the Membership Sales module and ‘how-to’ videos in the Client Attraction System and got to work. Here’s how she describes what happened…
Isn’t that amazing?
Power to you Deirdre!
Of course, Deirdre’s far from being a ‘loner’ in successfully selling memberships.
All over the world, our Members are doing exactly the same, following exactly the same system and using exactly the same tools and marketing templates in the Client Attraction System 2.0, and often getting even bigger results.
What would an instant cash injection of $10,000 or $20,000 (or even more!) mean to you and your business?
* Pay an overdue tax bill and get that weight off your shoulders?
* Buy that piece of machinery you’ve been lusting after?
* Allow you to finally get that long-awaited salon renovation underway?
This is how Vivienne Bartle in Tasmania describes what happened when she implemented the Membership sales program in the Client Attraction System…
Selling memberships and bringing in all that cash up-front isn’t difficult
It’s just a process, one that if carefully followed, always results in success.
All it takes is
* Allowing yourself time to promote
* Not simply running an ad on Facebook and Instagram and hoping that’s all you need to do
* Setting up a waiting list and allowing clients to put their name down for when you release the memberships
* Having the right promotional material (material that’s already been proven to work. Why re-invent the wheel?)
It’s why the Membership Module in the Client Attraction System is so important. It takes you through exactly the process, step-by-step, so you don’t have to just guess.
If you’re worried about not being able to do what Deirdre and Vivienne and so many others did, fear not!
As a Member of the Client Attraction System, you get as much hand-holding and actual one-on-one support as you need. Yep, guidance all the way, right from the very beginning.
49 of the 75 available spots in the course are already taken, so if you’re thinking “It’s about time!”, you’re absolutely right.
I’d hate to hear in a year’s time “Oh, I wish I’d done that….this year’s looking no better than last year!”
Take care.
xxoo