Case Study – how to profit from another salon’s database.

Case Study – how to profit from another salon’s database.

It’s all very well having a Salon Business Plan. But if that plan doesn’t include specific details about how you’re actually going to find clients, then it isn’t worth much as a plan. 

Here’s a great example of how to ‘put a salon business plan into action’.

George and Kim Astropalitis were in a quandary. Their Chroma Hair Studio business in Highgate Hill, Brisbane was faced with a huge opportunity, but they just weren’t sure how to capitalize on it.

A salon in the next suburb had gone out of business. George had a hunch the failed salon might possess a very large database of past and present clients, since it had been operating for many years. But how to get hold of that database? And what to do with it if he did?

The answer to the first question was simple. He just called the owner, and asked if she’d like to sell her client list. Clearly unaware that the real value of any business is ‘in the list’, she agreed to sell the client roll…for basically lunch money, a few hundred dollars.

But what now? George signed up as a Client Attraction System member, and with the guidance of our Facebook Group, got to work on a carefully-planned strategy to wring as much value from the new database as possible.

First, creating a special ‘hidden’ page on the website and then, developing a series of email and SMS messages directing the target market to that page.

Within two weeks, Chroma Hair Studio had nearly ONE HUNDRED new clients. And that’s just the start. Here’s George on video, describing what happened, and how they did it.


To learn ideas and use proven, ready to download marketing templates like George, learn more about the Client Attraction System

Read the interview:

George: So a salon in our area, regrettably, you know, these things happen and they close down. We were able to contact the previous owner. And we were able to buy her database, her computer and database list of clients on.

We’ve taken that and we’ve imported that into our, our Point Of Sale software system and we’ve started a series of campaign with, with Greg’s guidance in terms of offers and how we should structure things.

And we’ve got a series of email and SMS happening and that’s going out to the previous clients of that salon that closed down.

Greg: And what results have you had so far from that, George?

George: Yeah, pretty good, um, what we’re going out by email and SMS at the same time. We did our first round of all sending out about 10 days or so ago. And in that first round we booked around 80 clients looking for appointments with us. And of course, we’re trying to do all the right things internally and you know, get the re-bookings right and get them returning again. And we’ve just, today, done our second round of marketing and again that’s via email and SMS and the phones are running hot again this morning. I can see that in terms of people filling in online forms, and in the first couple of hours this morning, we’ve got 15 or 18 forms (filled in) for us to call people back and book them in. And the girls informed me that the, the phone has been running off the hook again at the actual salon where people ringing to take up the offer and book appointments in.

Greg: And so what are the numbers you bought a database, you paid a few hundred dollars for a database of how many clients?

George: Ah, so look, they had 10,000 – about 10,000 people in the database, not sure how up to date the database was. I suspect some of that was quite old, may be irrelevant, but nonetheless, it still gives us another name or number that you can reach out, that you can, you can, you reach and make contact.

Greg: And how many do you think you’ve reached out and actually made contact with?

George: In terms of the people who’ve rung and made appointments, I’d say that we’re approaching 100 or past the hundred mark. So you know, that’s a hundred new people coming into our salon from a couple of marketing campaigns.

Greg: And a hundred people at say, $1,000 a year each if they stay on?

George: Yeah it’d be nice to keep them as a regular. You know what we’ve got to get ourselves a benchmark of what we’d like to retain of those people are but yes, certainly if we retained a hundred of these people as a regular client, yeah, it would have to be worth $100,000 or $150,000 a year to the turnover of the business.

Greg: So, the process you went through was you set up the offers on your website and then you emailed the client base you SMSd them with links to that page on your website?

George: Yeah, we created like a hidden page on our website. We had the offers on there, we had a video that you recommended we do, and that actually has gone really well. So we did an invitation, a welcome video and then of course, we just used the link to that secret page on our website and that went into the SMS’s and the email. So they were clicking through essentially going through our website and then from there they could either fill out a form or they could just give us a call. Salons and spas close down every day, every week, all over the place.

Greg: So what would you recommend people try to contact those former owners and, and perhaps look at buying their databases?

George: Oh yeah, look, uh huh yeah, buying this database with kind of an off the cuff thought for us, it’s not something that we really considered as a strategic marketing ploy, but based on what we’ve seen already yeah if your thing. Yeah, if you’re seeing a hair salon or beauty salon in your vicinity closing down, it is definitely worth contacting that, that previous owner and seeing whether they’re willing to sell you their client database. It’s definitely been a positive outcome for us.

7 Reasons Your Salon’s Online Marketing Could be Putting Your Business in Danger (PLUS Free Gift Below)

7 Reasons Your Salon’s Online Marketing Could be Putting Your Business in Danger (PLUS Free Gift Below)

Enter your website’s address here to get your FREE, comprehensive (30+ pages) Functionality Report – a $245 value – and find out the key changes that’ll turn your website into a sales and lead-generating machine.


It seems to have become fashionable – particularly in the hair & beauty business – for many owners of these businesses to put all their marketing eggs in one basket.

More and more, we’re hearing from salon owners who declare “I just use Facebook,” or “It’s all about Instagram these days.”

And worse, many are either letting their own websites go, or not even bothering to get one built in the first place. This is really, really short-sighted, damaging thinking.

Here’s why: 

  1. Of all the digital media platforms you can use – and the list is a long one, including but not limited to Facebook, Instagram, Twitter, Yelp, Google and a dozen others – your website is the only one you can completely control.
  2. Facebook, Instagram, Google etc – they are all controlled by the companies that own them. They can and do change the rules, often. And they can drop you like a stone, without notice. Your account can be cancelled, your access to it blocked, or the whole platform can go down. If that’s the only media option you have to reach out to your market, you’re toast.
  3. Think all those people who ‘like’ you on Facebook and Instagram are your prospects and customers? No, they’re Facebook’s customers. Only Facebook as direct access to them, only Facebook has their direct contact details.
  4. Your website, on the other hand, is the only digital asset over which you have complete technical and creative control. You alone decide what it looks like, what messages it carries, what functions it performs, when and how it is updated, how many pages it has, how many images it contains, what experience your visitor has, and whether or not you want to link it to other parts of the internet.
  5. Your website is the only digital asset under your control that you can use to generate leads and sales the way you want to, rather than the way Facebook or Instagram or Google wants you to.
  6. Unlike Facebook, Instagram and all the others, your website gets people away from all your competition, to focus on only you and your business. Once they’re looking at your website, they’re not distracted by the next salon’s post on Facebook, or another salon’s tweet or Instagram photo.
  7. On social media platforms and search engines, all businesses look pretty much the same. Thanks to the platforms themselves, it’s very, very difficult to make a stand-out statement when you’re restricted by the necessary guidelines of Facebook or Instagram. (You can’t change Facebook’s layout, or background colors. It’s blue, and always will be.)

People might find your business using a Google search. But they won’t understand what you’re about unless and until they can click through to your website, and see your business the way you want them to see it, not the way Google or Facebook wants them to see it. The very first thing people will do when wanting to find out about your business is look for, and at, your website. Quite simply, if you don’t have one to visit, you are very unlikely to get their business. It’s that simple.

Having your own website is security for your business. Imagine the unthinkable – that one day, through market changes, technical disaster, or legislative changes, suddenly Facebook and Instagram were wiped out, simply disappeared from our screens. Where would that leave you if you had no website, or it wasn’t functioning properly? Dead in the water. 

So yes, it is madness for any small business to be without its own website.

But even if you have a website, is it set up to do its job properly? 

  1. Is it visible – on the first page of Google – when your prospective clients are searching for a hair salon, beauty salon, a massage, a facial, a haircut, in your local area?
  2. Is it easy for people to find your phone number and call you, on their cell phone?
  3. Is your site set up properly to send you free leads? 


Enter your website’s address here to get your FREE, comprehensive (30+ pages) Functionality Report – a $245 value – and find out the key changes that’ll turn your website into a sales and lead-generating machine.


9 Top Tips for Your Salon’s Facebook Business Page

9 Top Tips for Your Salon’s Facebook Business Page

One of the many benefits of being a Member of the new Client Attraction System is all the bonuses you get – including a comprehensive Audit of your Facebook business page by our resident social media specialist, Sam Buckley.
Having optimized Facebook pages for years, and run Facebook ad campaigns for businesses all over the world, she’s become an absolute jet at seeing what works on Facebook, and what doesn’t.
As part of the Salon Marketing & Business Training course inside the Client Attraction System, each member gets the opportunity to send their business page logins to Sam, and she then goes over the page with a fine-tooth comb, forensically analysing and assessing what’s working, and what can be improved.
I’m no Facebook expert, but I can appreciate what it takes to look at a current setup with fresh eyes and uncover some of the more obvious areas needing improvement.

Here’s a report Sam sent to one of our Members only last week after their Facebook page review:

Things you’re doing right:

• You’ve done a great job to complete a lot of the About Page information.

Things that could be improved:

  1. Profile image for local business is good to be a graphic of the logo. Preferably a high-quality logo that fits nicely inside the circle that the picture gets cropped to.
  2. Need to remove irrelevant menu items down the left for example – Jobs, Events, Welcome, Shop, Notes and Email Signup (unless you want to set it up)
  3. Take full advantage of services. Do this by adding a good enticing description and an image to each of the services you have listed.
  4. Redo “Our Story” to make it more “direct-response” to connect with the emotions of potential customers. This is what gets people to buy. Lead them on a journey so they can imagine being completely relaxed and pampered at your salon. Then add a call to action at the end. It reminds them to do something like ‘call now’ to enjoy some relaxing you time on <insert phone number>. Include a photo at the top.
  5. Verify your page so you come up higher in search results. Go to your FB Business Page. Click on Settings / General / Page Verification / Verify This Page. Enter your salon phone details and follow the simple instructions.
  6. You have your button underneath your cover image setup to send a message
  7. Setup messaging so when people visit your page, messenger pops up and asks them some questions, to encourage them to take action with your business.
  8. Fix the Map in the Address Settings so it shows in the right country.
  9. Add your opening hours to the Hours Settings”

Now, take a look over your own salon’s Facebook business page.

Are any of the above 9 Top Tips applicable to you?

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

Free Salon Appointment Book Template

Hi, Marnie here, as a salon owner myself, I know that running a successful salon requires a lot of things. One of them is organisation, and strict procedures. Not every salon has a booking system on a computer, and if you don’t, look into one now.

Before you download your free salon appointment book template, remember: this template is in 15-minute time slots from 7am to 8pm, Monday to Friday.

It’s designed to be an easy, temporary replacement to your booking system on your computer or iPad. One spill of a coffee, and your appointments are lost!

How to Stop No-Shows

One thing, before you download your free salon appointment book template, is to stop your no-shows. Studies have shown that people value and cherish products they spend money on, versus products they get for free. In other words, when you put your credit card towards an appointment, you’re going to show up. So the next time you’re booking in a client, respectfully ask for either a deposit to secure the appointment (which you take over the phone), or ask for their credit card information in-case they don’t show.

Use this script:

“Now, Jolie, for me to secure this appointment on Friday at 11am, I do need a deposit of $50. This secures your time and appointment, and guarantees you’ll be getting the best service we can offer you.” 

If they’re uncomfortable, or against a deposit, you can try one of two things:

  1. Insist you can’t book the appointment, as it’s salon procedure:

“I’m sorry, Jolie, but it is salon policy. I do need this deposit for me to secure your appointment. How would you like to pay for the deposit today?”

2. Ask for their credit card information, but insist you’ll only charge if they don’t arrive

“I’m sorry, Jolie, but it is salon policy. I do need this deposit for me to secure your appointment. What I can do, instead, is take your credit card information on file, and only charge you if you don’t show up for the appointment. How does this sound?”

Get instant access to your copy of the salon appointment book template here.

Free Salon Website Checklist – is your salon’s website bringing you a ton of new clients every month?

In the Melbourne suburb of Berwick, Leiza Cester’s Allura Hair Boutique gets more than 120 calls every month from prospective clients finding her in a Google search. In Hobart, Tasmania, Effie Tsopoulos’ Escape Beauty Lounge gets more than 150 calls every month from prospective new clients.

If YOU aren’t getting that kind of response from your website, watch this video…

Download the Salon Website Checklist here. 

Test Your Own Website for Errors here (it’s free.) 

Most salon websites have a series of crucial errors that make it hard for your prospective clients to interact with you. Take a look at your own website, both in a computer browser, and on your phone.

Imagine you’re looking at it from a customer’s point of view. (In other words, forget about the pretty stuff at the moment, and concentrate on function, not form.)

Let’s imagine your prospective new client is sitting on a bus, or on the couch, and they’re browsing the web, looking for a hair salon nearby. Typically, they’ll Google ‘Hair salon’ and the name of the suburb or locality they’re in.

If you’re Search Engine Optimization is working properly, they’ll find your website on the first page of search results.

If your Google My Business Listing is prominent – in the ‘Big Three’ at the top of the search results – she might do one of two things; click on the ‘click to call’ button if she’s on her phone, or click on the website link if she’s on a tablet or laptop.

Let’s say she goes through to your website on her phone or tablet. Is your phone number prominent at the top of the website? Is it ‘hot’ so she can simply touch it and it calls your salon?

If not, that’s a problem. Rule #1 – don’t make it hard for people to find your phone number!

Is your site ‘mobile responsive’?

In other words, when you look at it on your phone, do you get the mobile version of the site, or the full desktop version? If it’s the full desktop version, that’s a problem. Remember, 60% or more people do their initial searching on their phones.

If your salon’s website is almost impossible to read on a tiny phone screen, that’s a FAIL!

Google will eventually punish you for that, dropping your site down in the search rankings. So, Rule #2 – your site MUST be mobile responsive.

What about all the visitors to your site who almost call you…but don’t quite? Somehow, you need to capture their contact details so you can market to them later. One of the best ways to do this is to offer some kind of free gift – say, a $20 Gift Voucher – that they can download in exchange for their name and contact details.

Here’s an example on the home page of a site we manage, 

This salon get up to 15 new clients a week filling in that form.

See, they then phone their leads, and book them in. Easy, almost guaranteed way to get new clients.

So, if your website isn’t mobile responsive, and if you don’t have an easy way for people to find you – how on Earth are you meant to book in the new clients?

We discovered most websites have the same 7 – 13 crucial errors. After building hundreds – probably thousands – of websites, we found the consistent them as to why websites for salons aren’t work.

Heck, we even created a new tool for salons to see if their website is stopping them from finding new clients. So, you can run your website test here.

Test Your Own Website for Errors here (it’s free.)