by Greg Milner | Aug 27, 2009 | Increasing Retail Sales
Salon Business Plan Template: Salon Marketing Increases Sales by 25% in One Month
Here at WSM, we love celebrating YOUR success – which is why I always look forward to our monthly group coaching call. Not only do we get to talk to members who have gotten it spectacularly right, but these inspirational stories also help other members to grow their own businesses. As the old adage goes, success breeds success, and I hope Rachel Howe’s terrific achievements motivates you on your own journey.
All the way up north from gorgeous and sunny Brisbane, QLD (yes, we’re jealous!), Rachel is a young sole operator who has had some amazing results since joining us a mere 6 weeks ago. Implementing just a handful of powerful strategies contained in the Essential Salon Owner’s Marketing Toolkit®, her sales has jumped from around $8,000 –$ 9,000 per month to $12,400 – a massive 25% increase! Product sales have been even more impressive, almost doubling from $2,500 to $4,600.
But Rachel proves that not only is it possible to grow your business substantially using the Toolkit®, she also tells us how easy it was, and spills the secret on her phenomenal retail sales:
However, the most amazing part is that she managed to do all of this simply by mailing 200 existing clients on her database a seasonal offer, directly from the Toolkit®, booking in 19 clients. These sales added up to over $2,000, proving that you don’t always need to go trawling the streets for new business when you’ve got a gold mine filed away in your salon computer hard drive. And even better than that – there’s no need to re-invent the wheel. If a template directly from the Toolkit™ can help Rachel achieve these results, they can do the same for you and your salon.
Being a sole operator, the road to success can seem especially daunting – no moral support from a co-owner, no staff in the salon to help out when things get hectic. Being a member of the Worldwide Salon Marketing Inner Circle not only offers you support through coaching and meeting up with other salon owners, but also takes the stress of marketing your business off your shoulders. Everything is literally done for you – just add your salon details, and watch the money roll in…
by Greg Milner | Jan 28, 2009 | Ask the Experts, Beating the Competition, Getting Salon Clients Quickly, Increasing Retail Sales, Salon SMS Marketing
Salon And Spa Marketing: Dumb And Dumber-Why The Big Beauty Businesses Are Struggling, And How Small Independent Salons Can Laugh All The Way To The Bank
Despite what you read in the newspapers, it’s not ALL bad news.
From the Big End of town to the tiny end, there are plenty of reports indicating that the “recession” is patchy, uneven at best, certainly NOT a uniform slide into economic oblivion.
McDonald’s is reporting a massive 80% increase in net profit in 2008 over 2007. Spooked by the relentless reports of Armageddon on the TV news, it seems folks are hitting the fast food joints to save money on meals (and no doubt pile on some fat to carry them through the economic winter!)
Maccas made $4.3 billion in ’08, compared with $2.3 billion in ’07.
In our little world of entrepreneurial salon & spa owners, it’s a similar story, all over the world.
In Scottsdale, Arizona, Body Solutions Laser & Skin owners Dr Tim & Kanna Reilly report a staggering 500% increase in sales in 2008 over 2007, using a simple system of done-for-you direct response marketing tools and ‘sales thinking’ strategies they bought from Worldwide Salon Marketing in August 2007.
“It was a revelation,” says Dr Reilly, whose chiropractic clinic morphed into a skin care clinic over several years but had always bled them white. They were on the verge of giving up and closing their doors, until they ‘got it’ just in time and joined the WSM Inner Circle marketing & mentoring program.
IC member Rechelle Watt with her business award…a 40% increase in salon sales in 2008
Then there’s Inner Circle member Rechelle Watt, of Lamonde Hair Face & Body in New South Wales, Australia. While the majority of salon owners whine about how tough things are, Rechelle and hundreds of other Inner Circle members is going from strength to strength.
In ’08, a 40% increase in sales over ’07, according to an email from Rechelle this week.
“WOW!!!….. it’s AMAZING how my business has changed,” says Rechelle, echoing the sentiments of her fellow IC Members. Click here to read Rechelle’s full story.
(Members Only: want to copy what Rechelle’s done? Log into the Members Only section and navigate to ‘Getting New Clients – Hair’ and you’ll find the newspaper ads and the text messages Rechelle used to generate an extra $109,509 in sales in 2008)
And they do it using simple, hard-nosed, “ugly” copy-intensive emotional direct-response marketing, contained in the Essential Salon Owner’s Marketing Toolkit and the coaching they get as Inner Circle members – not the unaccountable, ‘imagey’ expensive branding-style-lets-hope-some-of-it-sticks marketing typically rolled out by big dumb companies using other people’s (eg shareholders’) money.
Big companies in the beauty business are as guilty of pouring useless advertising dollars down the ‘branding’ toilet as anybody else at the top end of town.
Take the giant Regis Corporation, owner of such brands as Cost Cutters, Super Cuts and Hair Club for Men and Women, Regis spend gazillions last year in an up-market makeover of its newly-purchased 635-store Trade Secret chain of salons, attempting to ‘European-ize’ them as a means of selling more bottles of beauty glop.
It was clearly money down the drain. This week Regis folded its Trade Secrets tent, announcing it was ‘selling’ the brand to Premier Salons Beauty Inc.
The word ‘selling’ is a euphemism for actually giving it away. Regis will get precisely zero, nada, zilch for the ‘sale’, instead picking up some tax credits on all the money it’s flushed down the drain on its worthless branding exercise.
All of which just goes to show, dear salon owner, that the ‘geniuses’ running these billion dollar product suppliers and salon chain owners are certainly no brighter, and in many cases a lot dumber, than you the small independent salon owner.
So take heart. If hundreds of our small-time independent salon Inner Circle members can actually increase sales in this deep recession, so can you.
If, of course, you’re equipped with the same marketing & sales tools and coaching.
Which is why you need to apply right now, before you suffer any more hardship, for Inner Circle membership and get that Toolkit in your hands.
Note to US and Canadian salon owners: successful IC members Dr Tim & Kanna Reilly of Body Solutions in Scottsdale, AZ are Worldwide Salon Marketing’s first USA franchise, and are handling all coaching for new North American members as of January 2009.
by Greg Milner | Jan 28, 2009 | Ads that Have Worked, Beating the Competition, Increasing Retail Sales, Salon Advertising Tips, The Smell of Success
Salon Spa Marketing: “Wow…it’s AMAZING how my business has changed!” says small salon owner
90 new clients every month, and $109,509 in extra sales for ’08
(IC Members: Log into the Members Only section, navigate to Getting New Clients – Hair, and you’ll be able to download the exact ads and text messages Rechelle describes here)
“I have been in business for 11 years and never had the success that I am having now….I have been a Worldwide Salon Marketing member for about 5 years, but didn’t change much about how I marketed my business so obviously I didn’t get the results.
“The salon was not doing so well in 2007. Things were really bad. I then made a decision to do something about the business. So I took action; I went off the tools working only three days in the salon and two full days on the business at home in my office.
“The first thing I knew I needed to get sorted was the marketing and be consistent with it.
Every month we did two big promotions via text message. Each SMS was to 2000 clients. We had a massive response from this particular SMS.”
(Members: Log into the Members Only section and navigate to “Getting New Clients – Hair” to copy the exact text Rechelle used)
“This SMS I started to send out in June 2008 and we are still sending it every fortnight.
“Sales increased in 2008 by 40% compared to 2007! That’s $109,509 extra (Real Big Green Ones) in 2008 sales.
“I also did this exact promotion in a newspaper advertisement which also was a huge success.
“It was a half page ad costing around $350 each time and was placed each month from July 2008. We are still placing the ad every month and it’s still working.(Members: Log into the Members Only section and navigate to “Getting New Clients – Hair” to copy the exact ads Rechelle used)
“We also did all the normal marketing such as newsletters, new clients letters, birthdays and referrals all from the Toolkit. We are getting an average per month 90 new clients. Retail sales have gone through the roof, up $6000 per month.
“The Toolkit gave me the tools, the ideas, the ingredients to make my marketing fantastic and I was persistent with it and it gave me real results. I have attached a copy of the newspaper ad and a picture of myself receiving the best customer service business award for 2008.
All the best, Rechelle Watt, Lamonde Hair Face Body, Toukley, NSW.”
by Greg Milner | Jan 14, 2009 | Getting Salon Clients Quickly, Increasing Retail Sales, Motivating Salon Staff, Salon Advertising Tips
Hair Salon Marketing Plan: How This Salon Got 165 New Clients in ONE Month-Special Group Coaching Call For Inner Circle Members
Motion Beats Meditation, Every Time – Hit ‘Play’ on audio below.
First, some interesting news that belies all the gloom and doom. International research and survey firm Synovate reports that a poll of 11,500 people in over a dozen countries found 41% of people plan to spend the same amount on beauty products and services as they did before the downturn, while only 27% said they would cut down. (source: www.synovate.com)
And there are other signs (hard to find in the mainstream press) that the outlook is not ALL thunder and lightning for 2009. China? The most recent figures I can find indicate China’s growth will ‘only’ be around 7% this year. ONLY 7%?? In any other country, 7% growth would produce dancing in the streets and joyful public fornication.
There are other indicators that the world hasn’t actually stopped turning. Principally from our own Inner Circle members. I love it when I hear from members who are truly kicking some serious butt… despite the ‘recession’, without regard to any and all obstacles put before them, regardless of nay-saying friends, family and/or staff, while ignoring the self-fulfilling talk of gloom and doom.
Like Chicken Little, for some people the sky is always falling in. For a few (certainly most of our Members) what falls out of the sky is money.
Nadia Valerio of Valerio Hair in Doncaster, Victoria. A real ‘action woman’.
Among them, Nadia Valerio of Valerio Hair in Doncaster, Victoria.
Most salons struggle to fill chairs/treatment rooms at this time of the year. Nadia and her staff of 11 are struggling to keep up with the sheer volume of clients, all brought in using simple ads, flyers and sales strategies from the Essential Salon Owner’s Marketing Toolkit™
Get this: In November last year Nadia took an ad from the Toolkit and ran it in the local paper. The salon was run off its feet, in just five weeks they took in no fewer than
165 NEW clients.
(MEMBERS: Log into the Members Only ‘Sealed Section’ and you’ll find the ad that Nadia used under “Getting New Clients – Hair”)
That result was achieved despite what many would see as a massive handicap – located in a huge shopping mall with no fewer than EIGHT directly competing salons.
“Every client that came in the week after then received a $10 welcome letter/gift voucher to come back to the store and so far in 8 weeks of the first ad going to print 45 of those clients have come back, it has been the most amazing response, I could not have asked for anything more and this is just a start. We have put together a plan for the next 6 months and can’t wait to put it all in to play. Once again thank you WORLDWIDE SALON MARKETING you have taken my business to the next level,” writes Nadia.
by Greg Milner | Sep 17, 2008 | Beating the Competition, Getting Salon Clients Quickly, Increasing Retail Sales, Motivating Salon Staff
Worldwide Salon Marketing members: see below for the exact ad and marketing idea for a salon that brought one Member 87 new clients and $12,000 extra sales in a month.
You might be wondering ‘how can a little salon like mine ever be a successful business….when I know nothing about business!?’
Well, take heart. About the only thing you can hear on Wall Street this week is the sound of wrists being slashed and breasts being beaten, as yet more of America’s ‘institutions’ collapse in a very untidy heap, and the rest of the country shakes in fear of the economic ‘disaster’ ahead. Lehmann Brothers…dead and buried. Merrill Lynch sold for a pittance. Now the country’s biggest insurance company, AIG, bailed out by the taxpayer for $80-odd BILLION.
So you think YOU don’t know anything about business? The guys running these huge corporations are supposed to be Titans of Industry, the so-called Masters of the Universe. Yet it seems they’re not so smart after all.
How dumb was it to lend money to people who never had a hope of paying it back?
The emperors really don’t have any clothes.
If only these fools had half the smarts of some of our Inner Circle members, who clearly know more about how to make a profit than most of the Wall St wizards who’ve got America and much of the rest of the world into so much trouble.
Below are reports just in this week, from salons and spas in America and Australia…from salon owners who have thumbed their noses at the ‘recession’, are making more money than they’ve ever made in their lives, at a time when most salon & spa owners are shutting their eyes, slamming the door, hiding under the table and hoping that when they eventually do come out into the light again, things will have miraculously got better, all by themselves.
For here is the Great Recession Lesson: the more people do just that – bunker down, stop marketing…the greater is the opportunity for those few of us remaining to capture their market, make more money, not less, and come out the other side in better shape than we’ve ever been.
EXAMPLE #1: First to one of our more prominent Inner Circle members, Body Solutions Laser & Skin Care in Scottsdale, Arizona. From owners Dr Tim & Kanna Reilly, an email just in today, complete with the ad they used to achieve some spectacular results this past month:
Tim & Kanna Reilly
Hi Greg,
I know you like to share some ideas with other Inner Circle Members so I thought I’d open up this one. The attached ad (sse below) ran in our local paper (black and white, quarter page ad) from August 11to September 13. The results:
87 New Clients @ $99 per facial = $8613
53 bought products totaling approx $4000
60 already rebooked for another next month. Total from one monthly promotion was over $12,000, money spent on ad was $1040 for the month ( the ad ran 3x per week for 4 weeks)
Thanks as always for all your help, ideas and encouragement! If we keep this up well be looking for even more space. Take care, Kanna Reilly, Body Solutions LASER & SKIN, Scottsdale, AZ, USA.
WSM members: log into the Members only ‘sealed section’ www.worldwidesalonmarketing.com/members and navigate to the “Getting New Clients – Beauty” category to download the exact ad that Tim & Kanna used to get these results.
The In-Spa promotions that brought this Member retail sales of $25,000 a month.
EXAMPLE #2: Sydney salon owner Lesley Morgan-Wesson took two years to decide to join the Inner Circle program and get her marketing & sales Toolkit. By the sound of Lesley’s latest email to us, sounds like it’s been a worthwhile investment!
“We shall achieve our $1,000,000 goal by the end of this year…”
Lesley Morgan-Wesson Marketing Ideas For A Salon
I was working on reception in the salon yesterday… (because we’re 2 staff down at the moment: 1 on holiday and 1 I let go) and I was staggered at how busy we are!! I don’t work in the salon and rarely go in so I mean… it was really a surprise!
Let me explain…
Some of our staff are booked up til January of next year! We’re generally booked up until the end of September.
We’re doubling our turnover each month over the same period last year. We’re getting 15-20 enquiries from our website per day and most are converting… and they’re good quality clients as well.
Client feedback is very positive… one of our long term clients popped in yesterday because she saw me in the salon and we were generally updating each other. She praised the business, the staff, the marketing, the atmosphere, the decor, in fact the whole business… and me. This is a lady whose professional life revolves around the big end of town and has worked closely with all the big fashion houses in Paris. So you can imagine I was thrilled by her praise.
And perhaps the biggest coup for me was a few weeks ago I was approached by a local up-market shopping centre to open a spa there (on the basis of our website, our look and our reputation). I had a meeting last week with centre management and I’m working on a feasibility study and financial projection for them and for me… it’s looking very positive.
We shall achieve our $1,000,000 goal by the end of this year… no mean feat when you think a few months ago a Thai massage centre opened right next door to us and another massage centre opened across the road PLUS we already had 28 competitors in the area! Well, I’m happy to announce about 7 businesses have already closed and we rarely see anyone in the massage centre.
Why am I sharing this with you? Well, our salon has always done well… but this year it’s growing exponentially and really taking off!
I believe the reason is several-fold… I’m implementing all the Inner Circle theory (not just slavishly copying the templates) you speak and write about and yes, it requires tweaking at times… but when you get it right… BOOM!! I also have formulae, templates, notes, mentors and coaches to guide and support me and I feel so confident about the path I’m on… it’s great.
(Last year I was seriously considering giving up… too hard for the little return… I was so close to over it!)
So thank you very much… I enjoy being part of the Inner Circle because you and Jill have an impeccable work ethic and it is also evident in the staff you employ.
Kind regards (and raving fan),
Lesley Morgan-Wesson, Owner, LADY AT BAY, Sydney.
Marketing Ideas For A Salon Lesley
Recession? Nuts to that!
by Greg Milner | Apr 30, 2008 | Increasing Retail Sales
A Salon Marketing Plan: How Galleria Hairdressing Tripled Their Retail Sales
WSM member Ann Stone of Galleria Hairdressing in Port Macquarie, New South Wales, tells me their sales of retail product have tripled over the past 12 months with a salon marketing plan.
In the year to April 2007, the salon sold only $9,667 worth of product. In August 2007, Galleria joined the Worldwide Salon Marketing marketing & mentoring program. Ann began making some radical changes, including getting rid of their old product line and installing a completely new range.
Then they began implementing the simple in-salon sales strategies detailed in the Inner Circle toolkit (specifically, ‘Selling Like Crazy’ instruction manual.)
In the 12 months to April 2008, sales more than tripled over the previous 12 months, to $31,847.
