Your comments welcome below:-)
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.”
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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.
Until next time, xxoo