Tanning Salon Marketing: A Salon Owner’s Story – One Decision CAN Make All the Difference
Lisa Gray of Beauty Naturally in Sandgate, Qld, shares the strategies that saved her business from extinction – and put money in her purse for the first time in years.
(Play the interview recording below and listen in as Lisa describes how her business has taken off.)
By the beginning of 2008, Lisa Gray was at the end of her tether. Years of running herself ragged had left her with little energy, even less money, and the ‘ideas cupboard’ was bare.
Lisa says you ‘could have fired a cannon’ through her little beauty salon on the northern fringes of Brisbane. But as is so often the case, the teacher appears when the student is ready, and Lisa was ready.
In the next 12 months, her sales rose from $170,000 to $230,000, including a 25% increase in product sales. Her return bookings rate rose from a meagre 40% to 68%. She took on between 9 and 15 new clients every month. But the biggest change is her new attitude to her business.
“I get excited about actually having a business,” says Lisa. “I’m not so stressed, and when you’re not so stressed you’re more creative, you’re more at ease with yourself, you enjoy what you do. I actually look forward to staff trainings and staff meetings!”
“It’s exciting, it’s not a drain, and I don’t feel negative, I feel very very positive.”
Here’s just a partial list of the ACTION Lisa took to turn her business around:
1)Distributes a flyer offering a Toolkit-inspired $99 special offer to 500 local homes every month. “This has been brilliant, we get a regular flow of new clients from this.”
2)Sends out the series of New Client Letters in the Toolkit to each new client every week. “They work very well…largely responsible for our higher re-booking rate.”
3)Has implemented the Queen of Referrals program in the kit. “Our clients are loving this…”
4)Sends out a monthly newsletter. Not every quarter or every couple of months, every month, using the Newsletter Templates in the kit. “I get a fantastic response from these newsletters…”
5)Started running a regular, small, lead-generating ad in the local newspaper. “A great response…”
6) Hired a full-time receptionist. “Amazing what a difference that’s made to sales…”
And that’s just the start. As Lisa says, “All this and I haven’t even scratched the surface of the whole Inner Circle program and the Toolkit!”