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.
Worldwide Salon Marketing member (ten years) Tracey Orr (left) of Absolute Beauty in Launceston, Tasmania, runs a VERY tight ship. 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…
Read the latest newsletter and thought I would share my thoughts with you. In relation to the section on the salon owner who does not think newspaper ads work…..
Neither did we until we started working with you guys all those years ago!!! Using what you have taught us we have gradually fine tuned our ads, promos etc until now when we have it down to a fine art!!
A bit of a 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. Basic black and white ad to run on a Wednesday and Saturday 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. The offer began the second week in July and ends on August 31 – so is still going. We increased our other nail techs’ hours and one returned from maternity leave to pick up the extra clients and still keep our regulars.
(HOW TO GET THIS AD: Members log into the Members Only ‘sealed section’ here.
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 Toolkit) 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 of 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 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!
So I say newspaper ads do work! And don’t panic when staff leave, instead plan, and you will reap the benefits!
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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….
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!
Worldwide Salon Marketing: Hard to find Staff? Here’s how to get a flood of applications…
Peter Drucker is widely recognised as the world’s most famous business consultant, who declared that “Because its purpose is to create a customer, a business has two and only two functions: marketing and innovation. Marketing and innovation produce results. All the rest are costs.”
Which is perfectly true, and in the beauty business, one of those costs is unavoidable; staff to deliver the innovation (or service) to the customers your marketing is bringing in.
Aside from marketing issues, finding the right staff is by far the biggest challenge facing 99% of salon owners. Which is why we developed a unique way to at least partly solve that challenge, and it’s brilliantly successful.
The Worldwide Salon Marketing Staff Finder Service
“We’ve used this method twice… both times, we had inquiries from prospective staff members within minutes of placing the ad. In fact the first time we used it, we had no fewer than 47 applications within two weeks, and hired two fantastic new team members right off the bat!” says Rachael D’Aguiar of D’Aguiar’s Hair.Skin.Nails in Auckland, NZ
And this works no matter where you are in the world. (And it’s FREE for Inner Circle members.) Here’s how it happens…
Step #1: you download a Free Report in Word format. The report is titled
“The Crucial Questions You MUST Ask – and the Answers You Need – Before You Sign Up for Any New Job.”
Step #2: You modify the report to suit your salon, and email it back to us.
Step #3: We upload the report to a special web page we create for you.
Step #4: You run a classified ad in the employment section of your local paper, and/or online. This ad (we give you the wording) directs prospective staff to the website where they can enter their name and contact number, and only then download your Free Report.
Step #5: You get an instant email with that person’s contact details.
Bingo! You’ve instantly captured the names and contact details of anybody who is obviously wanting a change of job!
We provide this service free for Inner Circle members. Non-members pay $329 and they can run the ad for as long as a month.
IF YOU WANT NEW STAFF NOW:
Inner Circle members: email Karan in our office karan @ worldwidesalonmarketing.com and he’ll organise it all for you, free.
Non-Members: call our office to inquire about pricing. Australia: 08 9381 6621, USA 602.490.0637.