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332 Pages, Downloadable Templates, How-To Videos and More
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Revised, updated with new sections, Simple Salon Marketing Third Edition delivers up-to-date guides on all manner of marketing strategies for salon & spa owners all over the world.
New sections include:
- Are you ‘visible’ online – how to check your Google positioning
- What to do to boost your visibility
- Facebook advertising – the must haves to make sure your advertising dollar works
- The ‘Big Three’ of salon websites
- How to turn your website into a lead generating machine
- Chatbots – what they do, and do you need one?
Used, tested and proven by more than 4,400 salon and spa owners worldwide, Simple Salon Marketing is the Industry-Standard ‘how-to’ for direct response marketing for hair & beauty professionals who want marketing that WORKS – not just marketing that looks pretty!
“I used this very same toolkit to take my business from a struggling $2,000 a month to more than $17,000 a WEEK,” says Marnie Kallmeyer. “If you implement these strategies, you’ll be absolutely amazed at the results.”
Here’s how Marnie describes what happened when “the light went on…”
Having a salon business plan can be useful – for loans, the government, immigration, but more importantly, as a roadmap for you, and your vision for the future. But at the end of the day, a business plan is only a marketing plan. It doesn’t matter how you run your business, what matters is how you grow it, and how you get your customers to become repeat buyers.
A complete, thoughtful business plan is one of the most valuable tools in helping you reach your long- term goals. It gives your business direction, defines your objectives, maps out strategies to achieve your goals and helps you to manage possible bumps in the road for the future ahead.
Preparing a business plan will help you establish the goals you want to achieve, and the strategies to achieve them. This means you can focus your resources and energy on what you need to do.
Writing and researching for your business plan can give you control over your business and the chance to:
- learn more about your industry, market, competitors and clients
- establish exactly where you are in the market
- identify challenges you may come across and work out strategies to avoid or overcome them
- establish strategy and allocate resources according to strategic priority
- understand your business finances, including managing cash-flow and determining your break-even point
- set target specific goals, timeframes for achieving them and how you’ll measure performance
When starting a new business or re-modelling an existing on, it is important to set priorities, establish goals, and measure performance. You also need to identify some key questions, such as “What do our clients really want?,” “Will our clients buy our product and how much will they pay?,” and “How can we attract clients in a way that’s cost effective and scalable?”To write an effective business plan you’ll need patience, time and focus. Although the process can seem challenging, it’s very rewarding and gives you a sense of control over your business.
A business plan shouldn’t be a document which you write up and throw to the bottom of the filling cabinet. It’s a living guide that you should develop as your business grows and changes. Successful businesses update and review their business plan when circumstances in their business change. This provides a good indication to investigate how these changes effect the business and the strategies you may need to amend for the future ahead.
You don’t need to start a business plan from scratch! Download our FREE Business Plan template and guide today!
And you can get it right here. Download the free 2017 Salon Marketing Calendar!
Download Your Free Salon Marketing Calendar >>
For reasons that will become obvious, we’re in no way identifying the victim in this report. I’ll call her Jenny. It’s a false name, but everything else you read here about her salon business happened exactly as described, in the latter half of 2016.
Jenny’s otherwise-successful beauty business has been brought to its knees – in real danger of going under – through theft, deception and outright lies by a ‘star’ staff member.
This employee was hired because of her reputation as a ‘gun’ saleswoman. And she was. Her retail sales and re-booking rates were through the roof. Products were flying off the shelves. New clients were coming through the door in rapidly-increasing numbers. It all looked good, on paper.
But Jenny was mystified. Where was the money?
To her absolute horror, Jenny discovered the awful truth. It was ALL a sham. The so-called star employee was ripping her off blind. Taking cash from clients and putting it straight into her purse. Stealing products.. Secretly contacting Jenny’s clients and offering them cheaper services from her home. Then came the last straw. The employee suddenly left after several months of covert larceny, walking out of the salon with Jenny’s entire database under her arm.
And Jenny can’t prove a thing. It’s her salon business, but it’s as though it had been hijacked.
A highly-developed sense of PARANOIA might have avoided much of the heartache.
There are risks in business at every turn. Competition. Changes in the market. Credit restrictions. Innovation and new technology. (Kodak? Ruined by digital photography. Video stores? The victim of Netflix and iTunes. The taxi industry? Crippled by Uber. It’s a long list.)
But it’s a much harder pill to swallow when the enemy comes from within.
So what can you do to protect yourself?
- Security cameras. They are cheap. And they can record everything. You can even view them from your tablet or phone remotely.
2. Database control. Any salon appointment software package worth its salt should be capable of producing logs showing who logged in, when they logged in, and what they did when they logged in. Your list of clients is THE most valuable asset you own. Protect it with every weapon you have at your disposal.
Inventory control. If you don’t rigorously reconcile – every day – product in with product out and money collected, then you’re allowing massive cracks to open up. Things will mysteriously fall through them, unnoticed.
3. Social media control. It’s all very well and lovely to have your clients interact with you via your social media channels. But who else has admin access to your Facebook and Instagram platforms? It’s all too easy to put trust in your staff to ‘run’ your social media for you. And it’s even easier for them to run amok inside those platforms, secretly contacting clients and ‘poaching’ them.
(Did you know that if somebody has NO admin rights to your FB business page, and you haven’t verified that page with Facebook, they can steal the page from you?)
4. Email & Website. Who has access to the business email account? It’s very easy, using email, to get access to your website logins, change the password, and suddenly, the website goes dark.
And they’re just the essentials. You can make a long list of your own.
Many owners in the ‘warm and fuzzy’ hair & beauty industry might find the above a little confronting, not wanting to appear to be Big Brother to their staff. But there is wisdom in that oft-quoted saying, “keep your friends close, and your enemies closer.”