by Greg Milner | Jan 14, 2011 | Salon Goalsetting
Just before Christmas, I took a call from a young salon owner who was clearly in some distress. It soon became clear why.
“I’m due to have my first baby in 6 weeks,” she said. I congratulated her and said she must be excited, wow, wonderful and other such supportive small talk.
“More terrifying than exciting,” she said. “I’m still working 5 days a week behind the chair, I’m the main money-earner in my salon, and I don’t know how I’m going to survive when the baby comes. I just don’t know what to do….”
Crikey. Six weeks to go, and no back-up plan? Without wishing to state the bleeding obvious, childbirth isn’t something that kind of sneaks up on you without warning. Like, about 9 months warning.
But this young lady’s story of woe is hardly unique. Thousands of salon owners – who are, by nature, mostly women – face this (very) common problem. Yet so few seem prepared for it.
So this week I interviewed three prominent Members of ourInner Circle Marketing & Mentoring program who are, or have recently, faced and solved that precise problem.
Rachael D’Aguiar is not only a very successful salon owner, she and husband Chris Sanders own the WSM business in New Zealand. As of the time of writing, Rachael is 10 weeks away from the birth of their first child (a girl) and is passionate about ‘being organized…’
Amy Mitchell already has two-year-old Macy. As she picked up the phone to join in on this interview, she was literally a few days – even hours – away from the birth of her second child. As she reveals here, a year ago Amy’s business was on the brink of failure. But suddenly, there was a light at the end of the tunnel – and it wasn’t an oncoming train.
Tegan Messineo gave birth to twin boys two years ago. She still under the age of 25, yet now owns two successful salons, and like Amy, decided to open the second business after the birth of her boys. Here she describes how the arrival of babies can actually be a spur to working smarter, and more productively…
Below is the first 7 minutes of an exclusive CD of the Month all members of the Inner Circle Premium program receive in the mail – just one of the many benefits of Inner Circle membership….
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by Greg Milner | Nov 19, 2010 | Canada, The Smell of Success
New Inner Circle member Shola Olorunleke of Quinn’s World Salon in Canada – inspired and lifted by the instant results of her first ‘WSM-style’ marketing campaigns.
I’ve often pondered what the ‘real’ value of the Toolkit and the Inner Circle program is to struggling salons. And it’s clear, going by feedback like this from salon owners like Shola Olorunleke of Quinn’s World Salon in Saskatoon, Saskatchewan (Canada) that the real value is not so much the proven tools, templates and strategies the system provides, but the sense of motivation, direction and sheer inspiration that lifts the spirits of so many.
Here’s what she writes:
“Since our last coaching call some amazing things have been happening. I got the glamour package flyers printed (10,000 copies). I was lucky due to a promo at the printers, I got them printed for 2c each instead of 4c this cost $200.
I put everybody at the salon to work folding the flyers when they weren’t busy. We finished folding and bundling the 10,000 on Sunday. I dropped them off at Canada post distribution center for delivery on Tuesday morning before 11am. Wednesday morning our letter courier mentioned he had our flyers for delivery and before 12noon we had started getting calls and booking new clients.
It has been a week and we are still getting calls. So far we have 20 new clients booked from the flyer. The cost for getting the flers out was canada post 12c each = $1200 and printing 2c each= $200, this totaled $1400. From the bookings we have so far this cost is already paid for.
I just signed up with an online marketing firm that offers coupons to their subscribers as daily deals, before I wouldn’t have done this as I would think that I will be losing money. I jumped at this opportunity because I now underdstand the life-time value of the guest.
We are offering a winter hydrating package (haircut and hydrating treatment) a $65 value for $32. There is no out of pocket cost because the company designs the offer, sends out the emails to subscribers in Saskatoon, and sells the coupons.
I am also sending the poster to be printed for the Christmas gift certificate offer.
We have also started the Queen of referral program and I plan on doing a contest in the new year for our guests. The newsletter has been a hit with our guests.
But here’s the clincher. There’s no doubt that success breeds confidence. It’s amazing how so many members of the Inner Circle program suddenly develop backbone and resolve – to run their businesses with their heads for a change.
The morale in the salon is better, my 2 stylists are excited as they are busier.
I have also taken a firmer stand as I have one stylist who comes to work late and 2 Saturdays in a row didn’t show up for work. We were scrambling to take care of some of his clients and call the others to reschedule their appointment. I had a meeting with him and let him know that his behaviour will not be tolorated any longer (this is after 2 warning letters) and that if it happens again, he should just come in and get his stuff as I would assume he had quit.
I have already put an ad out for a hairstylist and will be interviewing 2 potential stylists in the next few days.
Before I joined WSM I was frustrated, stressed out and constantly worried but now I know what to do to get the results I want to take Quinn’s World to where it should be. It is a lot of work and a lot to take in and do but with the amazing materials in the Toolkit and online, the work is a piece of cake. I am more focussed and I cant wait for what the new year has in store as I know that this will be my best year yet.
THANKS TEAM WSM, Greg and my coach Alberto.
Shola Olorunleke
Quinn’s World Salon
Saskatoon
by Greg Milner | Nov 16, 2010 | New Zealand
Fresh back from a week in the sunny Gold Coast in Australia, there was no better way to return than to find the email below from Inner Circle Member, Bedelia Shepherd of Nelson Beauty Therapy.
Bedelia joined the program and got her copy of the Essential Salon Owner’s Marketing Toolkit® in November 2009 and has seen her relatively small Nelson salon grow over 60% in turnover into a large purpose built Medispa.
And Bedelia’s email shows that even when you are getting fantastic results from the program, things still can and will go pear shaped from time to time. But armed with knowledge and support, it’s a heck of a lot easier to get through!
And Bedelia even offers some advice to fellow salon owners who look to blame others when things arn’t quite going right…
Here’s what Bedelia had to say….
Hi Chris
Its 6.30am and I’m up bright and early today as we are moving into our new salon!
I’m over the moon and can’t believe it, that in exactly 12 months of joining WSM we have gone from a small beauty therapy business that was doing just ok, upstairs above a bar to our new purpose built medispa !
When I received my little pink box last November I knew it was going to change my life and it truly has!!
We have grown our sales by over 60%, we have a good profit margin, we have an 83% client retention rate, and all our new salon has been funded out of turnover not the bank!
At 2.30 this morning when I climbed into bed after a full day on the floor and then packing up my salon, I read Greg’s email and saw some of the negative comments from people about how it doesn’t work for everyone bla bla… I really laughed out loud!!
This does work, but salon owners need to understand it’s not the system that doesn’t work it’s how they use the system!
Now to the salon owners who find blame in others or situations, I’ll share a little something.
……… Being the new careful planer I am, I had all my new staff arranged early for the new salon, as we have gone from 2 ½ to 5 ½. 10 days ago my new therapist started, within 2 days the poor lady had to fly to the UK as her husband had very suddenly passed away while on holiday, so of course she had to go, my other new therapist then decided that gosh, do we really work past 5pm!.. and she didn’t even start, but that was ok I thought I’ll manage this week with the 2 therapists I have and my new receptionist.
Ha … at 5.30 on Tuesday of this week one of my long term therapist said to me ” I’m quitting today”, I had about 10 mins of thinking Oh S..t what am I going to do now, but hey I’ve survived the week, looked after my own clients as well as the ones that she left high and dry, run 3 marketing campaigns, signed off 3 of our big Christmas adds, dealt with builders, painters, songwriters and website designers and I’m still in one piece, so you can see why at 2.00 a.m. this morning I was laughing my head off!
WSM gives you all the tools you need to run a successful salon, from the marketing to planning to how to overcome obstacles like I’ve had this week, it teaches you long term life skills to use within your business, I always feel like there is a gentle hand guiding me in the right direction.
Chris and Greg, I can’t thank you enough, if I’ve done this in a year imagine what the next 12 months will bring!
Kind wishes
Bedelia
by Greg Milner | Nov 8, 2010 | Marketing Superstars
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
LADY AT BAY
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.
by Greg Milner | Oct 28, 2010 | Australia, Canada, New Zealand, The Right Mindset, UK, US
If you’ve ever felt down about your salon business, if you’ve reached the end of your tether, on the brink of failure, the bailiff knocking at the door, the bills piling up so high you can’t see over them….
You need to read this.
If you’re in up to your ears, like this WSM member, you’ll probably find it uncomfortable. I make no apology for that. Sometimes, I’m regarded as a bit of an ogre. I make no apology for that either.
“Woe is me…”
Last week, the following pathetic email arrived in my in-box, from a long-term Inner Circle member. I won’t identify her (I’m not that cruel) but she’ll recognize this story. In fact, she gave me permission to publish it. I’ve edited the letter for clarity.
“Hi Greg,
I am in dire straits. I owe the taxman money, suppliers, super, rent and many more.
I have even picked up a 2nd job to start helping me pay back debt.
I now work all day in the salon, get home at around 6pm or later make dinner for my little girl and then leave the house to get to my second job at 8.30pm to start at 9pm and finish at 2am, then get home sleep for about 2hours and then up again to start all over again, just going through the motion as a zombie.
I no longer see my 4 year old, have no zest for life due to being so exhausted day in day out. So I guess this email is a cry for help.
I want to have a successful business. I want to be a successful woman so I can have my daughter look up to me and say, ‘wow my mummy is such a successful person.’ Not to say ‘my mother lives day by day or even worse, has become ill from exhaustion.
I am even considering selling the business to try and cut the debt, but I have two young girls who work for me and depend on me, and I love my salon (even though its in need of a face-lift). I love being a member of the community. I love my work; it’s the only thing I can do well.
I even bought tickets to come to the (Salon Profit Secrets) seminar in Sydney, but my mother got ill and I was then unable to attend.
So I guess I am asking, what steps I should take in my marketing to become the business/role model woman I want to be.
Please, I am so dedicated to change my life. I just need you to be my light.
I have been a member of your (Inner Circle) program for around 2 years. The tool kit has sat on the shelf collecting dust, and I have forgotten about it.
Kind regards, Mary…”
After I regained my breath, and retrieved my dropped jaw from the floor, I wrote back to her. I could have written some molly-coddling crap, soothed her troubled brow and told her everything would be okay. But frankly, I was too bloody annoyed.
“Good grief.
You admit ‘the tool kit has sat on the shelf collecting dust, and I have forgotten about it‘….
What??? If all you did was get off your backside, take the thing off the shelf and USE IT, you wouldn’t be in the situation you are now in.
If you won’t take action to help yourself, with the tools you ALREADY HAVE, then what on earth do you expect us to do? Drag you kicking and screaming to the success trough? Show me you are prepared to do something, then do it, and then I’ll help.
Take the Toolkit down, start using it. Get onto the members site, start using what’s in there. But don’t just expect somebody to wave a magic wand and ‘fix everything’ for you, without you lifting a finger!”
Now, I fully expected this member to immediately collapse in a flood of tears, instantly resign her membership of the Inner Circle program and flounce off into a self-righteous cloud of failure, forever more blaming everyone and everything but herself.
But no. She thought about it for a couple of days, and wrote back thus:
“Hi Greg,
I want to thank you for your quick response back to my email, I know you are a very busy man.
All I can say is that you hit the nail on the head with your comments about me.
I have spent the last couple of days reading the emails WSM has sent and using the members site and taking marketing ideas from the site and other salon owners.
Your email back has made me think of my past actions and also I took a step back and thought ‘what can I lose if I work the program, seeing you have made many people successful (they have also wanted it too).
So I have turned a new leaf so to speak. I have designed up a newsletter to send out to my guests with my ideas, and also ideas I got from the Members Only site.
Your response was truthful, which made the tears flow. I am now taking control of my life, business and family, and so want very hard to succeed to be a role model in the industry and for my daughter.
And I have not only taken the Toolkit off the shelf and dusted it down, I’ve opened it and used templates for future marketing.
Fingers crossed for me, and hopefully I will be one of your guest speakers one day, that came out of financial despair to running a chain of salons. I thank you again….”
It could have gone either way. Mary could have just as easily rolled over and curled up in a corner, hoping the world would go away. It took bravery to do what she did.
Too many business owners go under because they fail to take control, and therefore responsibility. The two are inextricably linked.
To quote Dan Kennedy, ‘being broke is just a temporary circumstance. Being poor is a state of mind’.
Are you a poor salon owner, or merely broke? If you’re poor, there’s not much I or anybody else can do for you. If you’re merely broke – like Mary – then you know what to do. Get off your butt, and take action.
And one day, soon, I expect we’ll hear more from Mary. She’ll be on this website, proudly telling the story of how she dragged herself from the depths of depression, resignation, despair….to success. I’ll be the first to applaud.
Amy Mitchell already has two-year-old Macy. As she picked up the phone to join in on this interview, she was literally a few days – even hours – away from the birth of her second child. As she reveals here, a year ago Amy’s business was on the brink of failure. But suddenly, there was a light at the end of the tunnel – and it wasn’t an oncoming train.
Tegan Messineo gave birth to twin boys two years ago. She still under the age of 25, yet now owns two successful salons, and like Amy, decided to open the second business after the birth of her boys. Here she describes how the arrival of babies can actually be a spur to working smarter, and more productively…
