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7 Secrets to Recession Proofing Your Salon or Spa – Part 2
Posted by: | CommentsRecession Busting Secret Number 1
Get VERY CLEAR About Who You Want as a Customer/Client
I suspect one of the main reasons you’re here is to learn how to attract more new clients.
But as you’ll soon see, doing so is rarely the fastest way to stability.
So, what are we going to do?
Well, we want to attract new clients. BUT, not just any old clients. We want to attract the type of clients you want. We want the highest value, easiest to sell to, least price resistant, most loyal customers we can find.
It pays to be discerning.
The last thing we need is to be overrun by ‘bottom of the barrel’, low price customers who buy once every 2 years and ‘moan like hell’. Why?
Well, let’s look at a simple example. This is not a beauty example. That is NOT important. The principle is the same and the goal is to get you thinking.
Say you’re a dentist wanting to add a £1million to your practice in the next 12 months, which of these two scenarios would you prefer.
1. £1million in case revenue from single fillings. At an average cost of say £50 that’s 20,000 fillings. In a typical working year of 235 days (360 minus weekends and a few weeks holiday) you’ll need to see about 85 of these ‘bad boys’ a day… If it takes an average of an hour per filling from patient greeting to leaving you’ll need about 14 dentists working full time in your practice.
A completely ridiculous scenario but you get the idea. Pretty tough eh?
2. Now, contrast that to this. You deliberately go looking for high value, affluent clients looking for big smile changes. A smile makeover could cost between £500 and £40,000 plus. Even at just £1,000 you’ll only need 1000 of these patients to hit the £1mill and over a year that’s about 4 a day. Sounds a bit easier right.
So here’s my point.
NOT all clients are made equal and YOU have a choice as to which you attract.
YOU decide. YOU go get them.
And YOU need to decide who you want, why you want them, how you can help them and then go get them.
So what do we need to do?
We need to ascertain WHO your ideal client is. And often the best place to start is WHO you do NOT want as a client…
A myth to dispel.
In 99% of cases it is not ten times as hard to sell a service for £1000 as it is to sell one for £100. In fact it’s not twice as hard.
Rather than being more difficult it usually just requires a different approach – we’ll have a look at that in a bit.
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7 Secrets to Recession Proofing Your Salon or Spa – Part 1
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Is Your Salon/Spa Built on Solid Ground or Crumbling Like a Biscuit?
Before we move onto my recession busting secrets it is important for us to have a look at your business and take a quick score card as to your current standing.
How are you doing, how solid is your business, how resistant are you to economic downturn and how ready are you for new opportunities?
Please take time to answer these questions:
- Do you have systems in place for attracting new clients (or are things a little ‘haphazard’)?
- Do have systems in place for getting existing clients to return to your business (or is it more ‘let’s wait and see’?)
- Do you have systems in place to get your clients spending more each time they come to your business (or do you just give them what they ask for)?
- Do you have systems in place for generating referrals (or are they just ‘nice to have’s')?
- Do you have systems in place to measure and reward your staff’s performance (or is it a case of a smile when things are good)?
- If YOU left your business tomorrow, would your clients want to follow you to your new destination (or would they be pleased to see you go?)?
- Do you know your average cost of client acquisition (or haven’t you got a flippin’ clue)?
- Do you know your average lifetime client value (or are you just happy to be making a profit)?
- What is your unique selling proposition (or perhaps you just know you’re good at what you do)?
- If you could not attract one more new client for the next 12 months, would you survive (or would your business come crumbling down)?
If you answered NO to one or more of those questions then you have some seriously gaping holes in your salon or spa.
Holes that need to be plugged FAST if you want to survive, let alone prosper over the months and years to come.
The good news is I want to help you plug up them ‘old holes’ and shed a whole new light on why the things I just mentioned are so important!
But, the truth is that these few pages I have here are really only going to scratch the surface. To get ahead fast you’ll need a tad more. So keep an eye out for the additional report I send in the post. THAT can double your profits FAST!
This is a Theory Free, ‘Hocus-Pocus’ Free Zone
Ok, nearly there, sorry, in a moment we ARE going to move onto the ‘good stuff’.
Before we do so, I just want to make something very clear.
There are a lot of reports which base their recommendations on theory and un-tested, un-proven ideas. Ideas born out of universities, business and management schools.
Ideas from people with little or no experience of their own in the cold, hard world of real business and little or no experience actually in the trenches helping real salon/spa owners fight and find success.
This is NOT one of those.
The strategies I’m about to reveal are not ‘fluffed up’ ‘hocus-pocus’, they are not theory and they are all proven.
As you’re about to discover they are also NOT difficult. They do not require you be a master salesman, master marketer, business genius, management wizard or require you have a bottomless pit of funds to invest in them.
They are simple, to the point, easy to implement, fast and very effective.
BUT, they ‘aint gonna’ jump up off these pages, haul themselves over
to your business and put themselves to work…
You do have to do something. Unfortunately here are NO shortcuts to success.
You do have to implement the ideas and strategies. And you do have to be persistent in their application.
So…grab a pen, a piece of paper, a cup of coffee, tea, orange, a biscuit, lock the door and let’s get to work. This will be fun…
Well…At least when the next part of this series arrives…
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How to Use the News to Send Your Salon or Spas Profits to the Moon
Posted by: | CommentsWHEN WILL NEXT GIANT METEORITE STRIKE EARTH AND CAUSE
MASS EXTINCTION?
There are actually people worrying about this sort of thing.
According to a recent article in the Times, the last bash was about 250 million years ago.
Apparently this is cyclical, so, according to this article, in another 50 or 100 million years, you may not want to be standing in the middle of Australia. Make a note of that on the calendar in your Palm Pilot. You’ll thank me later.
Well, why have I put this odd news item in this week?
Years ago, Sinatra recorded the “once there was a little old ant who thought he’d move a rubber tree plant”, High Hopes song on a bet, that he could take any piece they handed him, record it, and put it on the charts.
One of the “dares” I like taking is: hand me any newspaper and I’ll find something I can use to advertise or promote something of mine or my clients’.
This particular day’s Times had slim pickings, so I got stuck with this meteorite story. So, if used as grabber, then “As you can see, I’ve sent you an article about a giant meteorite wiping out life on earth. Why have I sent you this?”
To show you how to use the news…
- You don’t have to wait until another giant meteorite strikes for a reason to spend 3 days pampering your skin at out spa.
- Free With Every Set of Nail Exensions – 100-Million Year Warranty Against Meteorite Damage.
- How to Protect Your Skin from the Sun, Acid Rain, Wind, Pollution and even giant meteorites — without wearing a mask.
Yes, it is possible that, this month, I had a little too much time on my hands.
But the demonstration has a legitimate point: there’s no shortage of “jumping off point” fodder for ads, sales letters, promotions, thus no excuse whatsoever for boring your customers or prospects, for turning out mundane stuff.
The daily news is ripe with opportunity and ideas. But you need to condition yourself to “read FOR what you can use”. Most people do not read for purpose, watch TV for purpose, even listen to the random conversations around them for purpose.
Great fiction writers listen to the conversations around them for purpose – to capture dialogue to use. I do the same thing, to capture “copy” for ads and sales letters.
You can program your subconscious to do this automatically, without conscious work on your part. You’ll have to do it very consciously and deliberately for 21 to 30 days, then your subconscious’ll get the idea and take over.
So, get a notebook to carry around, and set a goal to capture “out of the blue” at least one hot, possibly useable idea — ad theme, piece of copy, title, etc. — everyday. Every day, read your newspaper with the goal and purpose of tearing out one item you can somehow use in your marketing.
Have a great day.
==============
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Give Your Salon or Spa the ‘Wow’ Factor
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Have you ever been somewhere and been so impressed that you literally said ‘WOW’?
A restaurant, a hotel, a theme park, a holiday, a wedding?
I can count on one hand the times that’s happened to me.
Sad, but true.
However, the people, places that DID make that happen have received hundreds, thousands, even times of thousands of pounds of FREE promotion from me.
I’ve told friends, family, colleagues and even used these places as examples in my newsletters, tele-seminars, marketing materials, books, courses in interviews, on the radio and more.
And don’t for a minute think it’s ONLY me they’ve received that free promotion from.
By creating the ‘WOW’ factor they’ve literally created an army of fired up sales people trotting around around the world spreading news of their amazing service…
Would you like a piece of that?
Any sane salon, spa, business owner of course would.
So how do you create the ‘WOW’ factor.
Is it so rare because it’s just fluke? Nope…
Is it so rare because it’s so expensive? Nope…
Is it so rare because it’s so difficult? Nope…
Is it so rare because most business owners NEVER think about how to create it? Yep…Probably…
It’s the LITTLE things that can ACTIVATE the ‘WOW’ factor for you.
Think of it in a different way.
Think of it as making yourself ‘WORHTY OF BRAGGING ABOUT’…
What can you do to make your salon/spa stick in your clients minds as something truly:
- UNIQUE
- OUTSTANDING
- SHOW OFF ABOUTABLE (I know that’s not a word)
You could:
- Pick up your clients in a limousine (charging a LOT for it of course).
- Have a different themed celebrity chef every month providing ‘nibble’.
- Have a world class MAGICIAN performing tricks for waiting clients.
- Have a monthly FREE dinner for your top clients at an exclusive restaurant.
- Provide a once a year trip to the most exclusive spa in the world for your top clients (and charge them but you arrange it all).
- Link your salon/spa to a celebrity so your clients can say… “I have my beauty treatments at the same salon/spa as XYZ…”
- Just give each client a fresh flower at the end of each treatment.
Look, there are endless things you can do.
And don’t think the small investment in each of them won’t pay you back…Do it right an it will…Multiple times over…
And if fact there’re are a whole bunch of things to do which I show you in my ‘Client Attraction System’ which cost very little and yet I can pretty much guarantee NONE of your competition will be using them…
Give yourself the advantage you need to prosper in these unprosperous times.
Don’t sit on the sidelines and worry, stress, ponder what to do.
Let me make is really simple, fun and profitable.
Grab your pile of salon and spa FREE marketing tools here:
FREE SALON AND SPA MARKETING TOOLS
And get looking for ways to create the ‘WOW’ factor in your salon TODAY.
Oh, and have a great day…
Henry.
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How Many of these Salon and Spa Profit Boosters are You Using?
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There ARE signs consumer confidence is UP!!!
High Street sales are up 1.5% on last year.
Woopeee sh*t (excuse me)!
That is UNIMPORTANT.
What is IMPORTANT is what YOU are doing in YOUR world to go get a BIG slice of the spend in YOUR area, industry, specialisation.
What it does confirm is what I’ve said all along (I hate being right) – people ARE spending.
And they are spending a LOT.
All ya gotta do is find where the money is changing hands and sit in the middle with something of value and open hands.
To do that you MUST employ as MANY customer/client gathering strategies as you can get your hot little hands on.
NOTE: The fastest way to dramatic business growth even in recession is to do as many things as possible to increase your success. You SHOULD look to improve your performance in ALL these areas:
- How many new customer/clients you generate.
- How many times your existing customers/client return.
- How much they spend on each visit.
- How many people they refer.
When I talk my new clients and member through this the reaction is often:
“Derrr…Yeah…Of course…tell me something I didn’t know.”
And that’s not a slight – it is seemingly obvious.
What’s not obvious is when you break each are down and look at what’s actually being done – really being done in each area to make it as effective as possible.
Let’s just look at number 1.
What tools, strategies and techniques do you use to generate new clients?
Here’s a partial list of the ones you should be using, have tested or if not, get using/testing…
- Direct mail
- Joint Ventures
- Telesales
- Yellow Pages
- Magazines
- Newspapers
- Directories
- Pay per click internet advertising
- Search engine marketing
- Blogs
- Press releases
- Articles
- Offline networking
- Online networking
- Speaking
- Books
- Hot lines
- Reports and white papers
- Fax broadcasting
- Voice broadcasting
- Affiliate programs (if your product/service lends itself to such)
- Video marketing
- Viral marketing
- And tons more
Look down that list and tick the ones you use.
I bet it’s not more than a few to a handful?
That’s OK, just realise that by not using the rest you are leaving lots of money on the table.
Sure, some take more time than others and sure some will cost you more to acquire a customer/client than others BUT, IF you do numbers 2, 3 and 4 from the first list well then beating recession, destroying your competition and dominating your market becomes light years easier…
Oh, and it’ll make you a bunch of money in the process.
Happy recession slaying.
Henry Baker.
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