Can a salon or spa really prosper in a near-bankrupt economy – like Ireland?

Kerri Ryan’s Water Lily Day Spa in Clonmel, Co Tipperary has TRIPLED sales – including 717 new clients in the past three months alone

If you’re all too ready to blame  ‘the economy’ for your salon or spa’s miserable sales, empty chairs, unused treatment rooms, this report with either

1) make you want to punch someone, or

2) inspire you and light a beacon of hope.

Ireland was once the ‘Tiger of Europe”. But, like Portugal, Spain, Italy and Greece, the Irish economy is now on the ropes, saddled with debt they can’t repay, on the edge of bankruptcy.

Naturally, the Irish aren’t spending any money, largely because they don’t have any. Really??

That’s a surprise to Kerri Ann Ryan, owner of Water Lily Day Spa in Clonmel, Co Tipperary. Kerri joined the Inner Circle marketing & mentoring program in October, 2010. As she reports in this long email received this week, her sales and new client figures have gone through the roof.

“January until now, turnover has tripled already compared to last year’s figures.

  • Water Lily Day Spa – thriving in the heart of economically-ravaged Ireland

    717 new clients in the last 3 months due to the ‘Queen of Referrals program and loyalty card system. (Tried Queen of Referrals last year and it didn’t work. I offered vouchers worth 75 euro to my regulars and I couldn’t understand why clients weren’t interested. I was so frustrated as I believed this was such an amazing offer. Anyway, changed the idea around – now I offer 100 points on their Loyalty Cards and business is booming with referrals. I know you said if it doesn’t work one way try it from another angle.)

  •  Super Summer Offer (Hollywood Woman) Package: took in over 3000 euro in 1 week. Offer is available Mon, Tue & Wed only so it has filled up slack times, clients have upgraded their packages so my early week takings are sometimes better than the weekend now.
  • Printed 5000 flyers with same offer last week. (Luckily I got your CD set in the post and on it you reminded a guy that if something works, do it again until it stops working. He seemed shocked at the idea and it made me realise what a bloody idiot I was for thinking the same way) Believe it or not, I wasn’t actually going to do this offer again for another while as I wanted to keep it “special” and “limited”. As soon as the huge tax bill came in the door I got the finger out fairly lively!! I intend to do a weekly drop to different housing estates in the area. (So far 10 new bookings and 4 bought the package also.)
  • Off the tools finally. Still in Salon a lot, but now I finally have a chance to look around me and see what steps I need to be making for the future of the business. Also it is great to be able to give my clients my full attention and sort out any issues quickly.
  • I am expanding the salon as I mentioned, to keep up with demand. I have hired a Manager now to deal with the staff and running of salon while I focus on Marketing. I am in the processes of implementing Julies Toolkit.

(Julie Piantadosi’s Total Salon Solutions polices, procedures and staff management system. Not yet available to non-Inner Circle member salons)

  • To be honest I have done very little with the Essential Salon Owner’s Marketing Toolkit® so far. I haven’t even scratched the surface and I am thrilled with the results. The potential is HUGE! Half the battle is changing my mindset. When we first spoke last year you said to me that I should be aiming for March this year to be off the tools. Honestly, I thought ” I wish” but had at least a 100 reasons why it wouldn’t be possible. Originally I didn’t imagine myself being off the tools for another few years. Of course business is very hard in Ireland right now but if the customer service is right and you are implementing different ideas and offers at the same time, there is no reason for it not to work.

My goal is to get over to Australia next year to one of your Bootcamps. The facebook forums have been a godsend as they keep you motivated and add new ideas to the mix. I am delighted I joined WSM. I have come across a lot of other members and yourself also, who I now aspire to be like. Can’t wait to get all the Toolkit into motion and start planning a prosperous future.

Kind Regards,

Kerri Ann

Congratulations Kerri Ann. You’re an inspiration to all salon owners, and particularly your fellow Irish business owners.


Profitable Salon Templates: Lynette Rogers, LA Hair & Beauty, Tanilba Bay, New South Wales

IC member Lynette Rogers of LA Hair & Beauty in NSW – 100% growth in her salon in 6 months since getting her Toolkit

“When I joined the Inner Circle program and got my Toolkit I only had 4 staff, now have 6 staff, soon to have 8 or 9 staff…..what does this say 🙂  Super-excited Lynnie! Since I started sending out the newsletter 4 months ago, income has increase $2000 – $3000 just from newsletters. Staff are doing 20% retail and 50% re-booking, getting there!!

Thank u thank u thank u!!! And there is still more and more and more to do!

(Oh I put on another full time senior hairdresser today, she starts tomorrow! OMG! That’s 7 staff and in a few more weeks another apprentice!! Thank you again for everything.)

I recently spoke to another salon owner at a Delorenzo conference, who had your program and she said she had not seen any results! I basically told her she was crazy and lazy and to open the damn thing up and get to work!! With my salon with over 100% increase since March, what a goose! I later heard her husband telling her off and she came later for more advise! Just wanted to let you know of that experience I had and how dumbfounded by the conversation I was…lol

All the best and keep up the great work.


Lynette Rogers

PS: I’m going to get myself a nice new shiny car and go over to South Africa in the new year!! with all my success why not 🙂

LA Hair and Beauty
Shop 10 Tanilba Bay
Shopping Centre
Tanilba Bay NSW 2319″ntire system, including the Toolkit.

Beauty Salon Marketing: Success breeds Success – see how UK member Clare Cockell is taking Massive Action

IC member Clare Cockell of The Reef in Kent, UK. Excitement breeds excitement…

Yet more evidence – if any were needed – that losers whine about the economy, while winners create their own economy.

Almost every UK salon owner who applies for Membership of the Inner Circle Premium program complains bitterly about how they ‘can’t afford it because the UK economy is so bad…’

Well, don’t tell Inner Circle Premium member (4 years) Clare Cockell that. Clare, who owns The Reef in Maidstone, Kent, is living proof that there really is truth in the old saying about ‘shaking the tree and seeing what falls out…’

Read Clare’s email from last week, and watch the video below…

Hi Greg,

I hope you’re well?

Just thought I’d let you know about my recent marketing responses. We’ve just had the ‘Winter Warmer’ and a BOGOF (Buy One Get One Free) early bird Christmas gift voucher day…
The Winter Warmer was sent out in an email to our database of 2500 clients (approximately 500 people opened the email), sent by post to our top 200 clients and put on our website – so far we have had 56 bookings and I’m sure there will be more as it’s available until the end of November. So far that is £2,184 that we wouldn’t have taken!

Quite a few of the bookings were also from new people, or current clients bringing friends who hadn’t visited before, and a couple even rebooked to have it again a week later! All in all very good and we will definitely repeat it next year! the team is also buzzing as it’s keeping them busy and giving them something new to do and focus on.

We advertised our buy one get one free Xmas voucher day in the local paper, again sent it to out top 200 clients, put a poster and balloons in the window, gave out approx 500 leaflets in town and sent out 2 emails to our database of clients (with approximately 500 people opening the first email, 394 opening the second with 170 people clicking through to our website to see what vouchers would be available).

On the day there was a great atmosphere! We sold approximately £9,000 worth of BOGOF vouchers online and in salon (I don’t know exact numbers as it only ended 17 hours ago and I haven’t added it all up to the exact amount yet).

We had some new customers bought vouchers, lots bought for people who have never been to us, a couple of people popped in for treatments from us being out leafleting, the salon was busy so more people stopped to look while passing or came in, and word of mouth was great (one guy came in and said I hear you’ve got buy on get one free vouchers today, I want to get some for my mums birthday in December, when he found out they weren’t valid until after Christmas he paid for 2 at full price!). Again the team loved helping organize and it kept everyone motivated and excited!

We’ve also noticed because of these two promotions that our general normal priced bookings have increased, obviously because we got people talking and our name out there again. If you want to look at the emails sent, let me know.

Thank you for the regular emails, for keeping me motivated and my mind ticking!

Have a great weekend (I know I will!)


Clare Cockell
Spa Manager

The Reef
22 Gabriels Hill
Kent ME15 6JG


Salon Marketing Strategies: Inner Circle member (5 years) Lesley Morgan-Wesson, ‘Lady at Bay’, Sydney

Lesley Morgan-Wesson’s salon has become an award-winning, substantial business in the 5 years she’s been a Member of the Inner Circle program

“Hi Greg,

I don’t think I have ever worked as hard in any business I have either owned or worked for, as I have done in this one… so I’m certainly pleased to share with you some of our recent successes, which are the result of tireless endeavour…

Having succeeded in being the salon that everyone in the area copies, over the last year-and-a-half I have been approached by 4 local spa and salon owners who wanted me to buy their businesses, which if they had been any good I would have… But I’m sure you’re over the stereotypical salon, so I won’t bore you with details.

At the beginning of the year, quite unexpectedly, I received notification that our Lady At Bay therapists had been judged Sydney’s best for 2010 and last week we won the Mosman Daily Small Business Awards again as North Shore’s BEST Anti-Ageing & Beauty Centre… I must say, it’s very gratifying, when you’ve worked hard to achieve excellence in everything you do, to get recognition from customers, shadow shoppers and independent business analysts from the NSW Department of Industry & Investment.

Lesley’s four-page monthly newsletter – Members can download a full copy in the Members Only ‘sealed section’

Attached you’ll find a copy of our November newsletter – one of these is mailed to every client each month at the beginning of the month and they are loved by staff and clients alike, one of whom told me she files them because of the interesting articles. These take hours of research and, because I’m pedantic, hours of proof-reading and jiggling with layout. This is in addition to the systemized direct and email marketing, SMS campaigns, new client letters, referral letters, newspaper advertising, window marketing, in-salon posters, leaflets… and on and on it goes.

It has taken 7 years of dogged determination and relentless focus to implement everything that you have preached and to systemize everything in the Toolkit and an infinite amount of patience to cut through the crap that I’ve had to deal with in terms of staff… same things you and all your members experience… no different.

BUT…. it’s the commitment to learn from mentors, to learn from experience and to learn from failure that determines success! One day you pull your head up, settle your bum down and realise… crikey… I’ve built a really substantial and successful business… one that’s absolutely bursting at the seams to multiply and grow.

So that’s the beginning…

I’m now looking forward to the next part of the journey… with you and the Team at Worldwide Salon Marketing there by my side.

Kindest regards and deepest respect,

Lesley Morgan-Wesson

PS: In this industry, you’d be better off working hard to be the best employee you can be, rather than being a lousy worker who has subsequent problems with the boss and then with stars in your eyes you go and get into a business that you don’t have the ability, focus, endurance or cash for.

Beauty Salon Marketing: Canadian salon owner: “…such immediate, massive results in such a short time! I wish I’d joined earlier…”

Galen & Kristy Gower of Kristy’s Salon in Halifax, Nova Scotia. Even a hurricane hasn’t stopped her marketing her salon

Kristy Gower of  Bayers Lake, Nova Scotia , was so excited to join WSM and the Inner Circle premium program, that even Hurricane Earl couldn’t dampen her enthusiasm!

Kristy was accepted in to the program only three weeks ago and by the time her coach called her to welcome her on board,  she had already…..wait for it…sent out 790 newsletters, had a change of season ad ready to go to print and the birthday letters sent out….How’s that for Massive Action!

Oh, and did I mention that they were bracing to be hit by hurricane Earl by Saturday? Small inconvenience. All this and she hadn’t even received her toolkit yet.

As luck would have it UPS came through and delivered her kit before EARL roared through Nova Scotia on Saturday, allowing her to hunker down and devour the toolkit by Monday.
Fortunately for Kristy and husband Galen their house and salon survived with no damage (last hurricane a tree fell through their house)

By Monday, her first coaching call, she had 2 Hollywood flyers, one for new guests and one for existing, along with a new stylist sales letter ready for print!
By Wednesday, only one week after joining, she had with the help of her mum hand delivered over 200 flyers around her neighborhood, and was starting to see results!
In Kristy’s words “ full steam ahead….it appears to be working”.

One week, one hurricane, one determined woman, willing to take MASSIVE ACTION that not even the force of nature could stop!
Here’s how Kristy tells it:

“I decided to take a leap and join the ‘Inner Circle’,  not really ‘getting’ what it was all about, but I had watched the videos and listened to the testimonials and thought ‘what did I have to lose?’

Nothing…so I signed up, and immediately after being selected as a member I checked out the Members Only section and right away I ‘got it’!

The concept, the templates the philosophy behind this model of marketing, it just makes complete sense, so I downloaded the templates from the web and got started. That first night, I had a flyer, birthday vouchers and a newsletter done and sent all before I received my Toolkit (3 days later) and my first coaching call!

And all this in the middle of being hit with a hurricane!..skipping ahead to day 19..feels like we’ve been at this like pros forever, it’s so easy and fun! We’ve developed a schedule that fits our needs and constantly send out new client letters every week, hundreds of flyers, birthday vouchers and we’re getting our second news letter ready to send out.

I’m not an expert on the computer, that’s the great part, you are walked through every step of the way and the follow up coaching calls round out the whole package…in 19 calendar days (of course some of these we are closed) we’ve had 39 new clients, 9 booked the flyer offer but most upgraded to higher revenue services, many have pe-booked already.

Our birthday vouchers have been such a hit, one guest had tears in her eyes as she spent her voucher because she had never received anything like that in the mail before and it touched her heart that we cared about her birthday!

Catherine, my coach, has reminded me that it’s about making a connection and keeping that constant connection with our clients.

I have been in this industry for 22 years and have been apart of many mentoring and business building bootcamps but never have we executed anything so easily with such immediate, massive results in such a short time! I wish I’d joined sooner…

Kristy Gower Master Stylist (Instructor)
Master Aesthetician (Instructor)

Makeup Artist (Instructor)

Salon Owner
Cosmetology Board Director

Here’s where Kristy’s salon is located – see where ALL our members are located here.


Danielle turns her salon into a marketing MACHINE….

Inner Circle Premium member Danielle Tripodi of Tonic Beauty Retreat in Swan Hill, Victoria – until a few months ago Danielle was a sole operator on ‘Struggle Street’. Business is now booming.

There’s an old quote of Dan Kennedy’s that keeps ringing in my ears.

“Do something. Be somebody. Be somewhere.”

It’s very reminiscent of that very Woody Allen statement that ‘eighty percent of success is just showing up‘.

Danielle Tripodi of Tonic Beauty Retreat in Swan Hill, Victoria is no different from hundreds of other Inner Circle member salons all over the world.

One minute she was doing what she had always done, doing it the way she’d always done it – the hard way, slugging away at the beauty business one day at a time, never really getting ahead, wondering if there really was a ‘magic pill’.

Then in July this year – just two months ago – she joined the Inner Circle program, got her Toolkit, immediately starting taking ACTION…and suddenly, as if a miracle, Things Began to Happen.

Which brings me to an admission:

There is no magic pill. The salon marketing & mentoring Inner Circle program, the Toolkit, the Members Only ‘sealed section’…. none of it is a ‘magic pill’.

But…what Danielle and so many others have discovered is that it does trigger great things. Great things happen in the hair and beauty business when these tools are combined with enthusiasm, an open mind, and a resolve to…think BIG, not small.

Danielle was tripping over her words with the excitement of it all when I spoke with her this morning. Click the play button and listen in.

But a warning: enthusiasm can be contagious!



If you do NOT yet have the tools, the guidance and the on-going support that Danielle and so many other salons and spas around the world are enjoying, here’s your chance:

Click here to find out more about the program, how you can get your very own copy of the world-famous Essential Salon Owner’s Marketing Toolkit®, and start paying yourself what you are worth!

NOTE: Salon & spa owners in Australia, the USA, New Zealand and Canada are coached one-on-one by our own Direct Response Marketing experts in those countries. Salon & spa owners in the UK, Ireland and Europe are coached and supported by our head office in Australia, while we seek appropriate representation in that part of the world.

Here’s where Danielle’s salon is located: