Hair Salon Marketing Ideas: A Salon Owner’s Story – and How You Can Copy It…
In 1937, Napoleon Hill wrote one of the earliest ‘success formula’ best-sellers, Think and Grow Rich. I would have titled it ‘Think, ACT and Grow Rich’.
Thinking doesn’t achieve anything by itself. The world is full of educated derelicts. Only action makes a difference. Ghandi, Mandela, Martin Luther King didn’t achieve anything by thinking, they took action and got things done.
Which is why you should read on, because here is a story of action from one of our own Members.
Lisa has been featured here before. She attended one of our Road to Riches marketing and business education seminars, and her life and business was revolutionized overnight.
Here is Lisa’s story, as emailed to me this week.
“Thank you for the wonderful support that you and the team so generously give to me.
When I look back at the way I used to let my business set my mood and how, if the staff were bickering, I would lie awake worrying that some one might leave”.
“I can’t believe the personal growth I have had in just six months alone. I would never have believed you if you told me that the way I am feeling now would happen back in July when I signed that credit card slip, joined the Inner Circle program and drove home with the Toolkit.
“Truth is I felt trapped by my own career, knowing full well that I certainly did not want to go back to working for a boss who was drowning like I was.
Thinking what I could do instead, when I love this industry (give or take a few peacocks), hair dressers are my kind of people. This industry needs help in so many ways.
“For my part I wanted to grow my business so that I stopped feeling physically sick when things went wrong at work. In just six months I have become a great boss. I have the Christmas cards from my team to prove it.
“I am learning about what my staff want and need in order to thrive in a working environment and thus return me good money on my investment. (Those I employ)
Since I attended that conference and joined your program 3 staff members in a team of 5 no longer work here, they have been replaced by passionate people and everything has improved for the better.
“Together my sales have improved consistently, over $60,000 in the same 6 month time frame and I now know where it is I want to be and what is I need to be working on. I have the best team of hairstylists (4 of them a mere 18 years of age) and now I have the knowledge and direction that will see me continue on this successful journey.
“I have things on the go now that keep me awake with excitement. That is how I felt 8 years ago when I opened my own business, however I lost my way somewhere along the way.
“I am on the floor cutting only for two 4 hour sessions a week, to keep the loyal clients happy and I love it. And that sick feeling that comes along when something hits that’s GONE!”
Every salon & spa owner fears the day when a long-serving staff member suddenly announces she’s leaving. Whether she makes it obvious or not, the instant fear is that she’ll take valuable clients with her!
If this has ever happened to you – or you fear it might – then you need to study this campaign closely. Because it just might not only save you a fortune, but actually make you money as well.
Tracey Orr (that’s Trace below) has been a Member of Worldwide Salon Marketing for more than 14 years and runs a very tight ship at her Absolute Beauty salon in Tasmania.
And, as the Commanding Officer, she takes absolutely no prisoners when it comes to protecting the only real asset her business owns – her clients.
A while back, two of Tracey’s nail technicians left to start their ‘own business’. Tracey wished them well – and then swung into action a well-planned, two-pronged attack designed not only to sabotage her former employees’ ambitions, but to actually profit from it.
It was breathtaking in its military precision.
Here’s how Tracey takes up the story…
“Two of our nail techs left to start their own “nail business”.
“I wished them well, gave them some advice but…all is fair in love and business!
“So I put a plan in place to absolutely crush them in a nice way – after all they are now competition.
“We designed up an ad to target full sets of acrylics (new clients) as we knew this is the market they would initially be targeting.
“It was a basic ad to run over three weeks. Not expensive, not large, but well designed.
“We also put the ad on our website. We knew that the two techs that left would also be advertising. We got a great response from the ads!
“So far we have got 50 new clients that have already been in and another 25 future bookings.
“That’s 75 bookings so far. We increased our other nail techs’ hours and one returned from maternity leave to pick up the extra clients and still keep our regulars.”
Discover all the essential elements of marketing your business so it can reach its full potential with the Client Attraction System 2.0
That was fantastic work by Tracey. But it gets better!
“Secondly, we did not want to lose regulars that had been going to these two nail techs here for the last two years.
“So we sent out a letter (using the tips from the Simple Salon Marketing manual) to all their clients informing them that Katee & Jess were leaving and what we were doing to make sure all of them, our lovely clients, were looked after.
“This took away the “fear” for clients about who was going to look after them. This letter also contained a great offer if the clients pre-paid for their next 3 nail appointments.
“By us getting them to pre-pay we ensured that they would not follow the other two, even if they did nails for $5!
“It also ensured that the clients (who come once per month for nails) would still be here in at least 3 months… and then their past nail techs would be but a distant memory….
“We had 26 of their clients take us up on this offer (the letter was sent to their 68 best clients).
“Of the 26 clients to purchase their initial offer, 7 of them then went on to buy a Solitone Package worth $1330 so this was a huge added bonus.
“11 clients are yet to use their free stuff so we will get more ad on sales when they do. We run Beautyware here and so have been able to track the….wait for it…..loss of clients since Katee and Jess left – and it is a total of just 5!
“The rest our clients have just kept coming, I suspect because they know what and who is going to continue to look after them, the extras we offer like monthly specials, newsletters, all treatments, extended hours, our guarantee, our child free zone, general atmosphere, free parking etc etc….. and the fact that a week after Katee and Jess left we launched heaps of new and exciting nail goodies for them!”
Isn’t that a great success story!
I love it when I hear from members who have had success simply with a combination of Massive Imperfect Action and the right resources, tools and guidance:-)
Like this story from another Tasmanian member, Vivienne Bartle from Cinergee in Launceston, who followed precisely the exact system outlined in the Client Attraction System 2.0 for selling memberships to her clients…and brought in more than $21,000 in a few days!
What would it mean to you and your business if you could pull an instant cash injection of $20,000?
Vivienne and Tracey’s stories are hardly unique. They’re among many salon & spa owners who ‘get it’, who simply follow a system and reap the rewards.
If you need help and have questions about any of this, please just hit the phone number below, and I or one of my team will be happy to talk you through it.
When hiring staff, most salon owners do so ONLY when they are
Someone just quit, gave a week’s notice, theft, had to fire someone on the spot, someone didn’t turn up, we have all heard the reasons many times.
Too many salon owners Hire fast, but Fire slow..
it needs to be the opposite!
Hire SLOW, fire fast!
I’ve been there often and man, did I learn the hard way how hiring in desperation costs far more than not having that one staff member there.
Desperately, we sit at the computer, on our phones, we get the ad out there everywhere we can possibly think of.
“Staff required, Immediate start’, regularly checking to see if any magical email inquiry delivers us the miracle staff member we so urgently need.
The whole process that lead to putting out this urgent ad is mentally draining and exhausting.
We get applicants, we make interview times, a couple don’t show, some dash our hopes as on paper they seemed great, a couple show up and freak us out (how do I get out of this interview stat!).
Finally we have someone – ‘she will do’.
By this stage we are so frazzled, drained, worked extra hours, long nights and bloody over it all.
So, we go through our checklist :
Can you do X treatment? tick
Oh and that’s wonderful timing… tick
Can you do this? tick
Can you do that? tick
Can you start tomorrow? tick
No, you can’t have Christmas off. tick
Great, fabulous, awesome, wear this, see you at 830am tomorrow.
Ummm.. phew! Thank god I found her.
But herein lies a massive problem so many of us are guilty of.
PROBLEM: We do not plan out our hiring process.
It can be confusing to some, wondering how you would plan it out when you don’t know when you will next need to hire.
If you hire staff you must know these 3 things.
1) How to attract interest: try to make it friendly, if not fun, no stiff upper lip. They want to know they can enjoy their new workplace. Even have some fun. (They do not need to know how stressed or desperate you are. They too are looking for their perfect work place, just as you are looking for the perfect new team member.
2) Meet them more than once before hiring!
When they do apply, I ask a few casual questions in email, to get interacting with them, see if I can get a feel for them.
Then I get them in for the first visit to chat.
Then the ones I short list, I get them in a second time to ask them to do X treatment on a model, from start to finish including how they recommend aftercare / home care.
Then I get them in a third time.
By this 3rd visit, you more than likely get to see the REAL them.
You will never see that person who interviewed the first day again!
After all, we are all on our best behaviour for that very first meeting, when they are more familiar with you and the salon, their true self will start to poke though.
Do you still like what you see?
3) Full training must be given!
It is SO important to ensure full training before they are put into client work. NO MATTER HOW DESPERATE YOU ARE.
At the very least a full day training them up, if not a few days. (Even if they can shadow a trusted staff member to learn the ropes and you cover the important steps)
Going through your salon policy & procedures manual, going through hands on treatment training with models and HOW to keep it consistent each and every treatment visit, every day.
Most salon owners hire so desperately and quickly, they do not train specifically
“HOW we do it HERE”
how we answer the phone
how we explain treatment A, B, C
how we up-sell
how we retail
these are OUR RULES here
… and then they wonder WHY they lose control of their staff, their business.
TIP: I used to randomly advertise for staff – especially if my staff were getting complacent and lazy – this would make current staff curious if someone was getting fired soon, so they would step up & stop being lazy.
IF I found someone worth hiring, but no one was leaving, I would do my best to actually create a job for them!
I would market my backside off to create work for them.
Be sure you learn how to HIRE and don’t just wait till you are desperate!
Did you know you can have 1 on 1 coaching to help you through your stressful times?
Just $295 and you can have 2 coaching sessions and 2 scripts for you to use in your salon. Call me on 08 9443 9327
Tearing your hair out over whether to rent chairs or treatment rooms?
There are traps aplenty, so before you go down the path of either employing staff or renting out space/chairs, or a combination of both, do some study.
It might save you much heartache, legal wrangles and costly mistakes down the track.
In most of the English speaking world, there are laws that govern what you can and can’t do, whether you’re taking on employees, or renting out your shop space to contractors.
The law is different for each situation, so it’s best to
Rent OR Employ. But not both.
If you try to do both, things start to get complicated. Based on our research, it’s clear that attempting to work on a mix of employed staff and contractors creates all sorts of problems.
Who gets the walk-ins? Who takes to the money? How is it accounted for? And a host of other complications that can be avoided by making a decision; do you want to be an employer, or a landlord?
There are advantages and disadvantages to both.
As an employer, you get complete control over everything. You decide
How the business is marketed
What the staff wear to work
What hours are worked
Your opening hours
The branding of the business – colours, websites, logos, the works.
Equally, you’re responsible for everything too. Control = Responsibility, and Responsibility = Control.
But there are downsides. You pay the staff whether you have customers in the shop or not. You’re responsible for all the marketing. If there are no clients, it’s your fault. If staff are sick, it’s you who has to fill the gaps.
Renting out chairs or rooms eliminates a whole bunch of advantages and disadvantages. Essentially, you’re a landlord. You charge an agreed amount for the room or the chair, and that’s it.
Unfortunately, many salon owners find themselves compromising here and giving a little there, until the arrangement becomes so muddy, you’re drowning in what ifs.
So, here are some guidelines to make your decision a little clearer.
If you’re renting space or chairs, you cannot tell the contractors what to wear or when to work, apart from when your doors are open.
Forget your salon branding. It’s meaningless, because the clients are coming in to see their preferred contractor, not the salon.
Your only marketing should be to attract contractors. It’s not up to you to find clients for them.
You don’t one phone number, unless it’s something like “Hi and Welcome to Hairdressers on Haynes, press 1 for Sharon, 2 for Jayne, 3 for Donna” etc.
On your website, list the contractors with individual mobile numbers or extensions.
Each renter has their own booking system and payment processing – ideally, an iPhone with a Paypal dongle. (Collecting payments used to the main stumbling block until this technology became available.)
The owner of the salon should not pay the renter for anything.
If possible, have no reception.
Use written contracts that make it clear the renter is renting a chair or room with associated services of toilets, bowls, coffee machines etc.
Determine who gets walk-ins. Whoever’s there, grabs them.
This one is important – each renter must have their own Google My Business listing, their own Facebook page, Instagram account. No renter gets access to the salon’s social media platforms.
Contracts should be 4 weeks notice either side.
Don’t let the renter’s work creep. No letting them open and close and paying them for it, leading up to helping run the salon etc. That’s when the become an employee by stealth.
Best if they have their own ABN. They don’t need to be a company to have an ABN.
Here are some test questions and answers from Fair Work Australia:
Q: Does the renter have the right to exercise detailed control over the way work is performed, so far as there is scope for such control?
A: If the renters can set their own times and turn up when they want within say a 9.00am to 6.30 time frame Monday to Saturday then that is a renter
Q: Is the worker ‘integrated’ into the hirer’s organisation?
A: If the chair hirer has their own booking system then no. Also if they take money themselves then no.
Q: Is the worker required to wear a uniform or display material that associates them with the hirer’s business?
A: They can be required to wear appropriate salon wear. But no uniforms.
Q: Must the worker supply and maintain any tools or equipment (especially if expensive)?
A: They need to supply tools but not sinks and basins.
Q: Is the worker paid according to task completion, rather than receiving wages based on time worked?
A: They are not paid and therefore not an employee they use their own PayPal etc
Q: Does the worker bear any risk of loss, or conversely have any chance of making a profit from the job?
A: Yes, if they get no clients they make no money, if they get loads then they make good money.
Q: Is the worker free to work for others at the same time?
A: There should be nothing in contract to say you cannot rent anywhere else.
Q: Can the worker subcontract the work or delegate performance to others?
A: They rent the chair and can put anybody in to do the work there (ad in contract about they have to be insured)
Q: Is taxation deducted by the hirer from the worker’s pay?
A: Nothing is paid to the chair renter from the Salon Owner
Q: Is the worker responsible for insuring against work-related injury they might suffer?
A: Yes they should have their own insurance.
Q: Does the worker receive paid holidays or sick leave?
A: Nope. Therefore they are not employed
Q: Does the contract of hiring describe the worker as a contractor?
A: The contract does not hire anybody but rents chairs. The renter pays for chair or room.
There are some serious benefits to all of this.
You let go of all staff issues.
Let go of all marketing issues.
No payroll issues or payroll tax to pay.
You charge in advance and never let them get behind. Take a deposit too. If the payments stop, they’re out.
No training issues or costs.
No need for software of your own.
No stock to keep. The renters look after their own stock. (You might provide racks or shelves on which they can keep their retail products.)
You don’t need a phone system or internet. The renters use their own phones and data plans.
Organise nothing. No marketing, no Christmas parties, no industry functions.
Some must-haves in any renting contracts:
The renter is responsible for cleaning their own room/area, and removing debris and rubbish to the salon’s garbage bin.
All work areas must be left hygienic to meet environmental and health regulations.
No tricky clauses about money and commissions. One fee for the room or the chair. That’s it.