Marketing Plan For A Beauty Salon: How do YOU Compare with This Salon Owner??

History is a great teacher. In 1944, General Eisenhower assembled the greatest invasion force in history to storm the beaches at Normandy.

Eisenhower knew that anything less than MASSIVE, overwhelming force, and the Allied attempt to drive the Nazis out of Europe would fail.
It remains a source of mystery to me why so many business owners don’t get this lesson. Regularly, I get email from salon & spa owners who moan that ‘I sent one of your letters to 30 of my clients and only got one appointment…’
Or, ‘I ran one ad…on page 68, down in the bottom right hand corner…and I didn’t get any response…”
One letter? To just 30 people? Well, what do you expect? What else did you do?
It’s a well-known law that action and results are inextricably tied together. Yet it’s a never-ending source of bemusement to me that so many salon & spa owners have massive expectations from minimal action.
So it’s instructive to look below at what’s required to get BIG results. And it shows clearly that the 80/20 rule applies in all things… Clearly, only 20% of salon & spa owners are prepared to take this kind of action, but they make 80% of the money in the entire industry.
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Inner Circle member Lisa Conway of Marinelli hair only joined the IC program and received her Toolkit in mid-2008. At the members-only closed-door networking session after this week’s Road to Riches salon marketing seminar, Lisa told me how, until she joined the program, she had spent years in fear, afraid to make changes in her business, afraid to confront lazy staff, afraid to take any action.
All that changed when she ‘saw the light’. In this email Lisa sent the day before the seminar, she reveals a partial list of the action she’s taken, the marketing she’s implemented, in just a few months…
“I got thinking about what I have introduced or changed in our salon since I joined the program and got the Toolkit last July….
1.Send out SMS to a data base at a moments notice with deals to make the phone ring.
2.Collect and use Email to send special offers
3.Advertise with huge success in the local paper.
4.Letter drop our area
5.Put flyers on car windscreens
6.Stand in the street outside our salon handing our brochures
7.Give away $50 vouchers in coffee shops to faces I don’t know.
8.Queen of referrals program
9. Raise the dead letters
10. Birthday $10 vouchers
11. Made a fabulous brochure using an offer and great testimonials
12. Thank you for choosing us letters and $10 vouchers
13. Introduced another retail line so we have two now
14. Went from never doing any treatments in salon to doing 30 a week
15. From not one package to consistently doing packages
16. Weekly staff group meetings
17. Weekly staff training in salon
18. Weekly staff one on one
19. Introduced a fabulous system that puts all staff behaviour into 4 simple groups (Attitude, team, skill and Neglect) easy for us both to track and understand.
20. Display the salon’s weekly takings in lunch room showing both great and not so great work.
21. Know my average dollar sale and watched it go up
22. Know how to find so much more out of my computer
23. I have used movie tickets, holidays and chocolate as staff incentives, not just money.
24. Have staff that gets to work on time and has had their breakfast.
25. Have a staff birthday club that we go out for breakfast.
26. A manager who can now manage staff issues with out me.
27. Cleared out the staff I had with bad attitudes
28. Made our 100% money back guarantee common knowledge
29. Ring all colour work one week later to check if client is happy
30. We regularly back the computer up more than once every day.
31. Dialled up and joined a conference call
32. Listen to disks sent every month that motivate me.
33. Raised my price across the board twice
34. My on the floor time is now 4 hours twice a week.
35.I asked one client to find somewhere else to have her hair done.
36. Renovated the salon completely from 6 stations to 10 and 2 basins to 3
37. Know what % my staff cost me, know what it costs to open the doors
38. Sent my staff to another salon to get their hair done for the experience
“I have enjoyed this journey very much, I would never have believed this much could be done in such a small space of time not to mention watching my profit go up and my anxiety level go down. I am looking forward to the next chapter………….. Lisa.”

So, no fewer than thirty eight specific changes, actions and outcomes… and the biggest outcome of all, a massive $60,000 increase in sales in the 5 months August-December 08 compared with 07.
How do YOU compare with this list?