1

Copyright 2014

by Anthony Presotto

www.anthonypresotto.com

3

This e-book has been written to provide informa-

tion about self-improvement. Every effort has been

made to make this e book as complete and accu-

rate as possible. However, there may be mistakes

in typography or content. Also, this e-book pro-

vides information on self-improvement only up to

the publishing date. Therefore, this e book should

be used as a guide -not as the ultimate source busi-

ness information.

The purpose of this e book is to educate. The author

and the publisher does not warrant that the informa-

tion contained in this e-book is fully complete and

shall not be responsible for any errors or omissions.

DisclaimerThe author and publisher shall have neither liability

nor responsibility to any person or entity with re-

spect to any loss or damage caused or alleged to be

caused directly or indirectly by this e-book.

This ebook is licensed for your personal enjoyment

only. This ebook may not be re-sold or given away

to other people. If you would like to share this book

with another person, please purchase an additional

copy for each recipient. If you’re reading this book

and did not purchase it, or it was not purchased for

your use only, then please return to anthonypresot-

to.com and purchase your own copy. Thank you for

respecting the hard work of this author.

4

ContentsIntroduction ......................................................... 6

01 Create a beautiful website. ................................ 802 Come up with a creative tag-line. ...................... 903 Create a logo. ...................................................... 1004 Market outside the box. ..................................... 1105 Stay fresh............................................................. 1206 Viral videos can mean massive potential

clients. ................................................................. 1307 Social media works. ............................................ 1408 Blog, blog, blog. .................................................. 1509 Positive attitudes actually do work. ................... 1610 Make the benefits clear. ..................................... 1711 What’s so special about your salon? .................. 1812 Examine the competition. .................................. 1913 ............................................................................ 20

14 Surveys can work for you. .................................. 2115 Change when needed. ........................................ 2216 Don’t be afraid to stomp the competition. ........ 2317 Freebies entice buyers to make a purchase. ..... 2418 Figure out what people lack or what

they need. ........................................................... 2519 Guarantees offer customers security. ............... 2620 Pack a punch. ...................................................... 2721 It’s all about the why. ......................................... 2822 KISS. ..................................................................... 2923 Google is your frie nd. ........................................ 3024 Key words are important. ................................... 3125 Enthusiasm is contagious. .................................. 3226 Stay with the times. ............................................ 3327 Hit the streets. .................................................... 3428 Think about your target audience. .................... 3529 Entice your buyers. ............................................. 3630 Follow up. ............................................................ 3731 Check your stats. ................................................. 3832 Think big. ............................................................. 3933 Yes results in more yeses. .................................. 4034 Consider a joint venture. .................................... 4135 Revamp, regroup, and redo. .............................. 42

5

36 Never accept that business simply “slows down.” ...................................................... 43

37 Cut overhead costs. ............................................ 4438 Use every difficult event as a new opportunity. .. 4539 Make it easy for your customers to buy. ........... 4640 Reward your customers, and they will

reward you. ......................................................... 4741 Up-sell if possible................................................ 4842 Mission statements and philosophies guide

the way. ............................................................... 4943 There is no such thing as bad press. ................. 5044 Research and compile. ....................................... 5145 Nothing stays the same. ..................................... 5246 Define your benefits as clearly as possible. ...... 5347 Prepare for complaints and how to rectify them. ... 54

48 Mix it up. ............................................................. 5549 Be aware of advertising costs. ........................... 5650 Tell your story. .................................................... 5751 Reinvent yourself. ............................................... 5852 Never promise what you cannot deliver. .......... 5953 Stay consistent. ................................................... 6054 Be reliable. .......................................................... 6155 Create your own Niche. ...................................... 6256 Accounting counts. ............................................. 6357 Avoid spam. ......................................................... 6458 Aspire to grow. .................................................... 6559 Build some backlinks. ......................................... 6660 Create a great landing page. .............................. 67

Conclusion ............................................................ 68

6

As a salon owners, we all know it is important to

stay ahead of the marketplace. The salon industry

is more competitive today than maybe any other

time in history. The competition amongst salons

for clients is fierce. In this book we try to cover

what salon owners and staff can do to keep the cli-

ents they have and acquire new ones too - such as

diversification of advertising mediums, not only

in a traditional setting, by using social media plat-

forms and creating an online presence.

It is not hard for a salon to offer basics like a hair-

cut or sell shampoo, but what we want to do is take

our salons to a totally different level. It’s about cre-

ating an experience in the salon that is so unique

that no one will forget it and your competition will

be in awe of it. It’s about creating the wow factor

that sets you apart from all the other salons in your

town and brands you as the number one place to

go for hair.

Branding is what makes businesses stand out.

Names like Paul Mitchell, Vidal Sassoon, Super-

cuts...the list is really endless. These are house-

hold names when it comes to the hair industry. It

is through branding that these companies have

created their identity, people instantly recog-

nize the company and what they are about just

from their logos, store names or what their prod-

ucts look like.

Wouldn’t you love to have that sort of instant rec-

ognition in your town? That the mention of your

salon name conjures images of quality and out-

standing service? Wouldn’t you like to be the brand

in your town that is the benchmark for the other

salons?

Introduction

7

I know you’re thinking, “I don’t have the money that

these big guys have to develop a brand”. Well here is

a little secret. Creating an outstanding salon brand is

not about throwing money around to create an image.

The success of your salon brand is going to depend on

low cost or even no cost strategies you can use right

now. It’s about becoming a dynamic successful salon

business; going above and beyond the call of duty and

creating moments of magic for your customers. Incor-

porating marketing techniques, a strong USP, creating

a mission statement so your staff and customers know

what you stand for and what you’re about - and most

importantly: killer customer service.

With a little out-of-the-box thinking your salon and

staff can propel your business to heights you have

until now only dreamed possible. It’s not about

complex changes. It’s simple strategies that will

make a huge difference in the way you, your staff

and your customers look at your business.

We will also discuss how you communicate your

message to your clients and potential clients,

c overing topics such as email, newsletters, news-

paper advertising, and special offers. We will

touch on the importance of having a website and

what message that communicates to people. And

ultimately combining all of these elements to fine

tune your company’s identity and and change the

perception of your business not only through your

customers’ eyes but also those of you and your sa-

lon staff.

Read through this book at least once before you

decide to implement any strategies. Get an under-

standing of the suggestions and how they can help

improve your salon business. More importantly

DON’T try to implement ALL of them at once! That

would be a surefire recipe for disaster. Your staff

would rebel at all the changes, and the workload

will be far too much for you to handle. Also not

every strategy will suit your particular salon. Pick

and choose what you think you need now. You can

always come back later and add to your plan.

Anthony Presotto

8

01Create a beautiful website.There is nothing that can beat a well-crafted website that is welcoming and informative. If you are not sure how to how about it in a way that makes it look and seem professionally made, then it is a viable and essential investment to make. Be in control of the creative process – this is your opportunity to ‘set the scene’ with potential clients. This is the place that potential clients will go to in the first instance to research your business and as such, the ‘feel’ of your website should match the ‘feel’ of your salon. You want your web site to let your potential customers know a little about your business…and about you! Make sure it is professional looking and profession-ally functioning. A website that operates a bit sloppily or malfunctions at key moments is not going to reflect well on the business you are working

When your potential buyer enters your site, they should gain a full and smooth view of what your business is like, and what you are like as well. It should be easy to navigate. It definitely needs to looks great. Consider using the colours of your salon theme in the website, or include friendly photographs of you and the interior of you salon. Snapshots of your staff are always welcomed as well – it’s amazing how vitally important first impressions are for clients! This cre-ates a welcoming atmosphere, and subsequently means that clients will be attracted to it and then enter the salon itself, knowing a little about you and your services.

Try to make it stand out from the crowd – it is a worthwhile investment to try and avoid using a template-style, generic website for your salon. Seek advice and have people try it out and give you honest and constructive feedback. In today’s world, Internet savvy shoppers know exactly what a polished website looks like, and feels like. The flipside of this is that they also know what a generic, bland, unimpressive one looks like, so make sure yours is professionally done.

Your web page needs to answer questions that your potential client may want to know. It needs to set the scene for what the potential client may experience once they head through your doors. Invite them in!

8

9

02Come up with a creative tag-line.A creative, effective tag-line is an important factor in helping people remember your business name – it will give them something easy to recall whenever they are looking to attend a salon. Many well-known, large companies use catchy tag-lines as an important method for people to remember their name and the image they wish to present. For example, the infamous Vidal Sas-soon created “If you don’t look good, we don’t look good”. Is there something that you can use for your own tag-line that will be immediately recognisable to clients as ‘yours’?

By creating an outstanding tag-line, you have something unique, and something that will stand out in peoples’ minds. Ideally, it will something memorable and catchy. Brainstorm a few tag-lines of your own until you find one that really defines your brand or your company. Contem-plate using alliteration – the repeat of a singular sound, or rhyme. Run it by a couple of people and seek their affirmation and constructive feedback.

Create a line that will be easy for you to remember as well, and then add it underneath your logo and on as many different company products as possible. Ensure it is ideally positioned on your website, business cards, and all printed materials. Contemplate using it on staff uniforms, or stationary. Of course, ensure it is prominently displayed on your website as well.

It needs to be a phrase that your intended clientele will remember, enjoy and recall. In some cases this is even in the situation they are not able to recall the name of the business. The idea is that it sums up the image that you wish to convey about your salon. People like humor as well – is there a way you can incorporate something a little bit fun in the tag-line? Whatever you choose to go with, it should be effective, grammatically correct, and pack a memorable punch.

This is your chance to be truly creative and to integrate the other factors that work together to make up your ‘brand’, your salon.

10

Create a logo.An effective, well-designed logo really does have an immediate impact on the way people per-ceive a business. The name of the company is important in letting people know the name of your business, but your logo is a pictorial representation of the ‘style’ of your salon, and as such should be well considered and planned. Even when not able to recall the name of a business, many people will recognise a logo instead.

Most people are visual thinkers, obviously, an effective logo will also give them something easy to remember. Again, it’s one of the ways to fully integrate the many different aspects of your salon you want to ‘sell’. It works with the tag-line and your web site to create an overall image, the image of your salon that you want people to recall when they are in the process of choosing a salon.

It must be a symbol that represents your salon, instantly and easily recognizable as ‘yours’. It needs to be something relevant to your type of salon. It shouldn’t be overwhelming yet should demonstrate creativity.

Choices such as colour and size should be well thought out. Picture your logo adorning your stationary and products – consider how it integrates with your other products that hold your tag-line. Obviously, ensure it is displayed on your website and store frontage.

Brainstorm what your business stands for, what you’re selling, and what people are looking for. Then, work around those ideas to come up with a creative, edgy logo that really stands out among the crowd. There are many instantly recognizable logos around - Twitter is a good ex-ample of a new logo that is already highly recognized due to its creativity and simplicity. Think about having your logo done in a variety of formats so it can be used on your website, and printed materials and signage. Creative and simple – these are the key words when designing and choosing a logo.

If you’re really stuck for ideas, it’s a good idea to create a brief description of what your salon is about and go hunting for logo designers on fiverr.com. There are some incredibly talented people there that will do all of the work for you for $5. It would, in this case, be five dollars well spent!

03

11

Market outside the box.Think differently and originally when it comes to your marketing strategies. Don’t just offer a dis-count, it’s been done and most clients these days will simply take it for granted that a discount is being offered. Again, creativity comes into play. Imagine you were the client – what are some memorable ways you could be enticed to spend your money?

Think of some new, creative ways to send them and invite them with special offers. Think of some-thing where you intended market will be happy with the deal they are getting. Whether it’s through a value added package, or a very busy word of mouth campaign, there are many ways to get people to try your business without using traditional methods. Be colourful, considerate and consistent. You’ll soon be welcoming potential clients and thus, increased business into your doors!

Contests can do well, so think of something that relates to your business that will also get people interested in what you have to offer. The element of chance is very hard for clients to resist so perhaps a weekly draw of a lucky customer. Or a 100th customer prize pack. Make sure your con-test is well advertised and spread the word about its popularity – popularity breeds popularity…once people think there are many people after the prize, the competitive edge kicks in and they enter more times. Everyone loves the chance to be a winner, don’t they?

You really have to work to make everything look appealing to the customer, while still remaining focused on your own goals and getting the word out about who you are as a brand. If it doesn’t suit the image you are trying to project to have a two for one deal, don’t compromise. Ensure that your campaigns ‘match’ with everything else you are attempting to convey about your sa-lon. It can serve to be as much about the nature of your marketing as the prize itself.

Step outside your own role in your salon for a moment and imagine being the potential client. What would be most attractive to you? How are you best going to be invited in? What is it You respect about marketing campaigns you are witness to, what can you do to adapt them to suit your own purpose for your salon? Your goal is to market your brand, meet your goals, and to continue to build a positive reputation amongst your chosen client market. Objectivity is the key to ensuring that your marketing campaigns will work.

Remember: colourful, creative and consistent.

04

12

Stay fresh.Don’t ever let your website get dull. As mentioned, a wonderful website will entice people in and encourage them to keep up to date with what your salon offers. Keep refreshing it as much as possible. Updating with new content and a new look works wonders, since people are always looking for something fresh. Changes like this will keep people looking and checking up on what you’re up to. It will keep them engaged with your special offers and the events and processes of your salon.

Contemplate different ways you can do this – perhaps you could have a ‘Meet the Staff’ section, or a list of available products. A new décor means a special entry on the website. New services – new information on your web site. Keep adding to it. You’ll gather followers before you know it.

Your website needs to be up to date. Regularly check its functionality as well. Ensure that glitch-es and gremlins haven’t made their homes in your site. While it may have worked well when you first set it up, it may not work well now. Check it out, and seek regular feedback from followers.

This can be easily achieved by basing your site around a wordpress blog. Layout and colours and content are essential considerations, try to keep your design as contemporary and functional as possible in order to make the very best impression possible.

If the work on your web site is too tricky, again, consider outsourcing. Maintain the creative control however – this is Your brand so you need to be the one making the final decisions on all aspects of your site.

05

13

Viral videos can mean massive potential clients.In today’s technologically savvy world, so many brands and companies today have opted to use viral videos as a means to get new business. People love humour and they love being able to share on their own sites or on social media. If you were to come up with a cool new video, whether it’s funny or just plain outrageous, and then distribute it on the web. Ensure you have your salon logo, tag-line or business name shown in the video for maximum impact. Also, as funny or outrageous as you make it, also try to remember this is carrying your brand, and as such you don’t want any content that is likely to cause offense or to make people unsure about entering your salon. It’s your reputation.

The recent improvement in the quality of pocket digital video cameras means you can create fantastic videos for just a couple of hundred dollars. You’re the director and the manager of what is shown in the video so make the most of your chance to be creative and to get your brand out there on the web. Once it goes viral, your video will provide you with excellent exposure. Most salon owners, these days, don’t even need to spend that.

We do all our salon testimonial videos and the like on our iPhones and edit it with a $5 app right on the phone. This is not a difficult process to master, and is easily delegated should you need to. We are then able to upload it straight to YouTube. It can then be viewed, shared and used on our web site –just think of how many people could potentially be exposed to video content bearing your logo or tag-line!

If you appear in your video, ensure you present in the way you want your potential clients to recall you as. Eye contact with the camera, a clear voice, a pleasant smile – these all play a part in marketing your brand the way you would like it to be seen.

06

14

Social media works.Websites like Twitter, Facebook, and MySpace work wonders for salon businesses. In the same way that viral media provides you with exposure, your social media accounts are also indispens-able marketing tools.

Post regular light hearted, and informative updates, announce sales and bonuses and remem-ber to include video media where relevant. Keep your posts relevant to the salon and issues and topics relevant to your clients – again, now is not the time to post offensive or confrontational material. Your social media posts are an effective way of providing a short sharp insight into what your salon is offering and the image you are portraying. End each post with a ‘call to ac-tion’…something the reader of the post should do the moment they finish reading the post. For example, ‘Like and share’, ‘Come on in to the salon in the next 2 hours to receive a discount!’, ‘Let us know what you think’. These phrases invite interaction, improve your statistics and of course, enhance brand recognition….it’s a win – win situation!

Through social media the whole world can potentially become your market place. As a tool for enhancing knowledge and recognition of your brand it is indispensable. You will find yourself with ‘likers’ from all walks of life. Facebook even has an affordable ad campaign offered as a part of its paid services that will encourage your clientele to either ‘like’ your page, or gain exposure to particular posts – ie- announcing a competition or letting people know of new products or services. Ensure that any business cards or correspondence you produce include an invitation to like you on facebook, or to follow you on Twitter. You’ll be amazed how quickly it builds up. It’s an instant reference point for people and an informal ‘chinese whispers’ style of marketing.

Get your name out there by becoming ‘friends’ with customers on these sites. You can use the social media networking websites to help spread the positive word about your business, announce sales, and launch contests. Word of mouth is and will always be the best form of ad-vertising. Try to ensure the word of mouth advertising that comes about through social media reflects well on your salon and avoid confrontational issues.

Thanks to the many and varied new social networking sites, you can reach thousands of people in a matter of minutes, which translates into a much more personal experience for your poten-tial customers, and subsequently much more business for you.

07

15

Blog, blog, blog.Blogging is a super-effective way to get people involved in what is happening with your salon. Your blog should be personal, informal, fun – people should gain a wonderful impression of you from what is written under your name on your site.

Post an updated, engaging blog on your welcoming home page and watch how quickly people will respond. People look forward to well written blog content, they enjoy hearing about the ad-ventures and experiences of other people. Most readers enjoy the voyeuristic aspects of blogs, so use this to your advantage and write about upcoming events, daily happenings at your salon, new products, new staff members and upcoming promotions. Make the tone of the blog light hearted and fun, and try to keep it as updated as possible.

The main secret to writing a well written blog is to have an intriguing ongoing narrative that threads through each posting. People will want to check in again to find out what happens next. One salon runs a blog that threads a daily update on the adventures of the salon dog, but if ca-nines aren’t your thing, find something that will entertain and draw in your reader.

That’s not to say that’s all you post. Most people will appreciate an update on whatever it is you’ve chosen as your extended narrative, but then stay on line to read what else you have to say.

While daily may seem impossible, it really is best since it will keep your patrons interested in what is happening on a daily basis, and kind of “reel” them into the inner-workings of the salon. Don’t miss a day – you won’t want your audience to miss one, so you shouldn’t either. It will also, perhaps eventually, become enjoyable for you, as well, and provide a ‘history’ of your success in the salon. In times to come you will be able to look back on your blog postings and see the distance you have travelled and the progress you have made.

With permission from some of your clients, bring them into the blog as well, through mentioning them by name (positively, of course!) or using photographs. It will create a very inclusive feel for your loyal clients, and make them feel ‘special’, thus contributing to loyalty and positive reputation.

Blogging is a wonderful way to create a personality behind the salon. You’ll have the opportunity to let your clients see a ‘real’ person telling the story. Blog posts are also often shared with oth-ers, again, increasing your exposure and your recognisability.

08

16

Positive attitudes actually do work.While it might seem as though all of your commitments in running the salon can become over-whelming on some days, maintaining a positive attitude at all times is a must. When we portray a positive demeanour, even under pressure, we present ourselves as professionals. We instantly become someone who people want to be around and someone who can be relied upon in a crisis.

Creating positive interpersonal relationships is based on being positive within ourselves. Wheth-er it’s with employees, your business partner, or even with yourself, try to be as positive as you can. Your employee team will need someone they can count on to assist them and lead them, your clients will want someone who presents as being in control the whole time. On the surface you’ll need to be a picture of composure even if on the inside you’re quaking in your boots.

You certainly need to be positive with yourself – isn’t this what you are encouraging your clients to be, after all?

Sure, there are situations which will be terribly frustrating at times and there will be days when you’re totally overloaded, but negativity really does not reflect well on your business. Keep all conversations on the ‘up’, especially within ear shot of clientele. This applies equally to tele-phone conversations.

People know when the “tone” of things are not the way they should be in your salon. They feel as though your energies are being directed towards the negative, rather than the positive and this makes their visit with you uncomfortable. This sabotages your success, because even though they may not say it, they will question their choice of salon.

Try to be happy and make sure that a positive attitude is reflected in your salon, 100% of the time. Happiness is highly contagious and before you know it your employees and clientele will catch it. In turn, your workplace will continue to thrive, as a very happy and comfortable place to be. This will lead to people wanting to come back. It will lead to loyal employees. It will lead to you feeling happy to come to work. Win-win, all round.

09

17

Make the benefits clear.Don’t just say, “Hi, we’re Suzy’s Beauty Shoppe and we do haircuts and colours”.

Potential customers are able to get a haircut and colour anywhere they want to! What’s different about yours?

You need to loudly and proudly proclaim and define the actual benefits of getting their hair cut and coloured in your salon. By doing this people will be more able to feel confident in sticking with you. People will then be able to clearly understand what it is about your salon that is differ-ent. It will be easier for them to understand the benefits of coming to your salon, as compared to other salons in the same area.

When customers buy from you they are buying the whole package…not ‘just’ a cut and colour. They are purchasing the image you are presenting, they want to feel that you are giving them more than they would have received elsewhere in a better environment, with better products, delivered by better people. Remind them of this, when you can. Use adjectives in your talk with them, talk up your staff and your product. People attend salons for very many reasons, including a cut and a colour, but they also like to have that time feeling special.

You will need to clearly highlight the positive benefits of what you do, in comparison to the next salon on the road. It might be that you use organic colour, you were trained at Sassoon, or that all of your shampoos are SLS free. Whatever it is, you need to make sure that it is emphasized as much as possible, as often as possible.

It’s hard to do this alone. Talk about it with your staff, as well. Coach each other about the posi-tive aspects of your salon that people will love to come back for, and think of ways to describe it. It’s important that it doesn’t sound rehearsed, nor even like a sales pitch. It just needs to be proud and positive.

10

18

What’s so special about your salon?You’ll need to not only announce the benefits of your products but also point out regularly what it is that makes your salon different to all of the others. What singular aspect of your salon will people get that they simply cannot get somewhere else?

Think of several things that make your salon unique. This is what a Unique Selling Proposition is; it not only talks about the benefits of coming to your salon, but it also points out what makes your salon stand out in a crowd. Again, be objective – why would you choose your salon over all of the others?

Are their stylists who offer a technique not many of the competition offer? Do you stock certain products that aren’t stocked by many other salons? Are there special treatments or packages available in your salon that people won’t necessarily get the same value deal elsewhere? Maybe you have a customer loyalty programme or a ‘club’ membership with will allow your customers to feel ‘special’, and able to feel that they couldn’t possibly get the same level of service else-where.

Highlight the unique aspects of your salon by using loaded language in your descriptions. In-stead of saying ‘Sally’s a great stylist’, rephrase it to something along the lines of, ‘Sally com-pleted her training alongside so and so, and as such is one of the few stylists to be able to…..’

Adding little unique traits to your branding is what draws customers in and makes them in-trigued. It will also keep them coming back, and – in addition – will give them something to tell their friends and help you spread the word.

11

19

Examine the competition.While it’s obvious you’re focusing on the business and the tasks at hand, don’t lose sight of the competition. Keep an eye on what’s happening with them. Chances are, even though you’re do-ing a great job of keeping fresh and up to date – so are they! You want to be the salon that makes Them nervous, not the other way around, so you need to really stay on top of what’s going on with their salon.

See what they are offering, find out who their customer base is, and decide what tactics they are using effectively that you might be able to revamp and use. Put your own spin on it, make it your own styling, your own brand, but learn from them. Knowing who your competitors are as well as what makes them successful will give your business a whole lot of ammunition and a new perspective on how to do things.

If you choose to ‘lift’ any ideas from your competition, make it one step better. Put your own stamp and ideas on the ideas. Remember, try to make it ‘yours’. You want your clientele to respect what you do, to come back to you for your unique and individual style and branding. People actually Want to feel that they are spending money on something a bit different, on something that they can’t get anywhere else.

Remember, you’ve already created a unique company name, a unique web site, a unique tag-line and a unique logo – all of those things are based on something, right? Let people know what that ‘something’ is.

12

20

If your salon or services don’t seem unique now, find something that will make them unique. Value add, so that you can make your salon stand out from the crowd. As mentioned in Point 12, people desperately want to feel they are spending money on something they can’t get anywhere else.

If you feel as if you’re only offering the same old same old, then think of different angles to your salon business that you might not have thought about before. Ask your staff questions about what they have that’s different to the competition. Ask yourself the same question. If you Really can’t come up with anything, then add something to your salon that’s missing. Work out what you need to make your salon stand out. It needed be a huge amount of financial investment needed, but it might need some.

Get together with your staff to brainstorm and write down a list of descriptive adjectives that describe your salon. Then, take those words and play on them with tag-lines and features that make your salon business unique. Highlight the positive, obviously, but highlight the positive with a degree of exaggeration. Use this language to your business advantage to specify the best and most unique aspects of your business.

It might not initially seem as if you have something unusual to offer, but with a little of bit of out of the box thinking, a little more creativity you can put a “spin” on what you are offering so people will be interested.

Use language that emphasises the positive, the unique, the special about your salon and your staff – your services and products will soon stand out from the crowd once people get a grip on what it is you’re offering that’s so wonderful. Your goal should be to create a marketing cam-paign where people start their conversations about your salon with ‘Did you know that they….’. This way, they’re unwitting partners I your marketing campaign, enhancing your product recog-nition and understanding.

13

21

Surveys can work for you.Don’t be afraid to ask customers what they think of your website or your salon. Ask them specific as well as open ended questions. Most often you will receive positive feedback – you will then be able to utilise the feedback in advertising and marketing to promote what you do well.

Use online survey providers or email based surveys to get a feel for what the customers are interested in, what they like and dislike, and any suggestions they can make to improve the cus-tomer experience in your salon. You could also ask them to fill in an anonymous questionnaire in the shop and return it in a sealed envelope with no identifying details.

These surveys can be an invaluable resource to help you get a better hold of your marketing niche and style. Customer feedback is one of the most valuable tools in your arsenal. Before I make major changes to service aspects of my salon businesses I will survey as many clients as possible to see if they will use new services I plan to add, if changing business hours would make the salon more accessible even to what sort of beverages they would like us to offer!

You will be able to elicit responses that you hadn’t expected, you will end up learning many posi-tive aspects that your clientele see in your salon that they may not have thought to mention and which you may have not known they respected. This is another reason to add sections to your survey where people can add information about their thoughts and opinions instead of just writ-ing a straightforward yes/no answer.

Be prepared for criticism – nobody keeps everybody happy, after all. When you receive criticism look to the heart of it and decide if it’s something you are in control of. If you are, then take it on and take steps to rectify it. Let people know that you’ve taken it on board to rectify. Everybody makes mistakes, but it’s the mark of true integrity to be prepared to deal with those mistakes appropriately, openly and honestly.

14

22

Change when needed.Sometimes, even in the best run businesses, improvements are needed, and it is something ev-ery salon owner should just accept, and then change. You will need to be strong during change as your team will be looking to you for leadership and guidance. Be clear and honest for your reasons for change and explain yourself in a non-confrontational way. Change is terribly difficult for some people, so this is our opportunity to demonstrate your effective leadership.

If you’ve wracked your brain and simply cannot think of something that makes your salon or services stand out from the crowd, then you may need to sit down and come up with ways to improve it. Make something unique. Use your language to make what you do stand out from your competition.

Work hard to develop your salon to appeal to your target clients. Your challenge is to create a unique service menu that makes you stand out from the crowd. Sometimes just doing things or wording things differently can make your services have that wow factor or seem more advanced or value for money than your competitors.

Have your whole team on board for this. There is no room for half-hearted efforts in this arena. You need to be untied team, with you at the helm.15

23

Don’t be afraid to stomp the competition.You want to make your competition practically invisible to customers. You want to be the one to make them nervous. BE the best and people will see that you’re the best. Offer the best value and word will spread that you are the best deal. Really, really put the effort in.

If this means going all out to ensure that you’re the number one salon in your area, then by all means do it. While it’s nice to belong to a network of salons, in the long run and at the end of the day, everyone wants to be number one. This means your salon, too.

Maintain positive working relationships with your competition. You don’t want there to be any reason for whispers of mutiny amongst your network as this will soon spread into the commu-nity and into the knowledge of your clientele. Maintain a watchful wariness, an eye over your shoulder as you plough through new territory.

Your creative and ambitious leadership now comes to the fore. Find a way to be the best salon around such that nobody would consider going to another salon.16

24

Freebies entice buyers to make a purchase.Sometimes you cannot afford to give away free products, but sometimes this is the most effec-tive way of marketing a new product. If you can’t give away products, then consider giving away services. Perhaps a free wash with every colour, or something similar.

Often manufactures will supply you with free samples, of course you can give these away or even value added as a gift with purchase. Promotional material such as pens and note pads can be a good way to advertise, but studies show that giving away actual product for free really entices people to buy.

Everyone loves a bargain. Everyone loves to walk away from a transaction knowing that they’ve had a good deal. A personal touch in this sense is lovely as well, gearing your ‘offer’ towards individual needs or desires is also a good idea.

Try to tailer packages that target individuals – pensioners, for example. Or school age clients. A little bit of lateral thinking will go a very long way in this regards. If the purchaser feels as though they are going to come out ahead, they will buy more.

Make your offers easily understood, as well. Offers that are complicated or difficult to access to will only back fire on your campaign. Often, your offers don’t need to be extravagant, just some-thing that people can hang on to and feel that they know they got a bargain.

Your offers need to be easily accessible to your demographic, perhaps through a web site or competition forms in store. This would also be an appropriate way to gather information about your clientele.

Everyone likes a little bit extra, don’t they?

17

25

Figure out what people lack or what they need.As a new salon, or one that is already established, a great way to stay ahead of the game is to look for and pinpoint a gaps in service or products in your particular area. Maybe no salon in your area is carrying a particularly popular line of product. Or maybe no other salon is offering ammonia free colour. The best way to stay unique and be successful is to fulfil a want or need that has not been fulfilled yet. Potential clients will be prepared to travel if they feel that they are getting a good deal. They will also travel if they feel that they are getting service that is not going to matched anywhere else.

Carrying a product or a service that is not offered elsewhere is essential to being the top of the line in your area.

This will aid your marketing, will add to your unique branding, and will keep people coming back for more and more. If there are several salons in your area, then still try to work out what it is that’s missing. Take note of what customers come into the salon asking for and capitalise on that.

If you have potential clients coming and asking about the possibility of a piercing, the research if other salons offer it. If they don’t’, or if they don’t at a reasonable price, then start to offer the service.

It’s all about drawing people through the doors of your salon, ensuring they are happy while they are there, and keeping them coming back such that they don’t even consider going any-where else.

18

26

Guarantees offer customers security.If you can offer a money back guarantee on your services or products, you’re giving the custom-ers serious peace of mind. Especially for first time clients, or for clients who are trying a new process for the first time, this could well be the difference between choosing a salon or not.

When you consider it, it’s a huge leap of faith to be entrusting your appearance to someone you may barely know. The fact that you are willing to put your money where your sales pitch is, really does count for something with customers.

If somebody does take you up on the offer of a money back guarantee, it is important that you are gracious and concede to your word. As has been mentioned previously, everyone makes mistakes – every business makes mistakes – and it is how you deal with those mistakes that determines your integrity. People will be positive about your business, even if they do claim the money back guarantee, and as such it is still positive marketing.

While this is not something unique, it’s still a lot more than many salons can give people. It is something you could proclaim proudly on your web site. It may also be something that helps to make your salon unique, one of those aspects that mean that people won’t be able to let go of the service you offer.

This is a strategy that works extremely well for an assortment of retail products. By giving cli-ents peace of mind, with the added security of knowing they will be able to get a refund or ex-change if they aren’t satisfied with your recommendation can encourage them to buy products from you.

This is an extremely attractive draw card. It shows your clients that you’re serious and that you also have absolute faith in what you are offering in terms of products and services.

This will also give your clients something to tell their friends about – once more, it’s all about the effective power of the word of mouth campaign.

Reputation is vital!

19

27

Pack a punch.Don’t just say you guarantee your work, or you’re the best in town. Your Unique Selling Proposi-tion needs to leave a strong impact and should make sense while still sounding excellent. Your marketing campaign will need to be original and eye catching.

Think about those advertisements you really take note of on the television. Often they are a little different, they are the ones that don’t just re-jig the usual and come at the subject from a unique angle – this is your job in packing a punch.

You know your salon is worth remembering. Make sure the clientele remember it.

Come up with a way to spin your uniqueness and reach out to people looking for exactly what you are offering. Target groups in your campaign and see where it is you get the most results. Establish what it is about those groups and your campaign that worked or didn’t work and adjust your strategy accordingly.

When people come into your salon for the first time, ask them how they heard about you and if it was from one of your campaigns. This provides you with invaluable anecdotal information from which you can choose to modify your campaign.

Just like the design of your salon, you want your campaign to be something that doesn’t become tiresome or repetitive. You want your campaign to be recognizable and entertaining. It needs to pack a punch for the receiver of the campaign, not inadvertently turn them away from your salon due to an annoying aspect to the advertisement. Ensure that whatever campaign strategy you utilise, does pack a punch but doesn’t become inadvertently aggressive from the point of view of the potential client.

You want to create a situation where your campaign is remembered as much as the service.

You can do it!

20

28

It’s all about the why.You must remember that customers are asking, “Why should I try your salon and not someone else’s?” Everyone offers basic services, but it’s important to remember to consider that most people are wondering what makes your salon worth the prices you charge or changing from the salon they are already going to.

Your task for this aspect of your marketing is to provide a motivation for your client. All of your clients will have an internal motivation of wanting to feel good, look good. The services that you offer need to capitalise on this and provide them with an external motivation – a reward- for choosing you over your competition.

This is the ‘why’ of your strategy. If you are able to create a solid link between the internal and external motivation of your potential client, then you will be effectively meeting their needs and they will be much more likely to return.

They need to feel comfortable trusting you with their appearance, and their vulnerabilities. Once you have established that trust, then they need to trust your word, and that you are pro-viding them with a valuable, unique service.

Brainstorm the many reasons why clients may choose to enter your salon. Some like to come for a chat, a friendly face where for a few moments they can truly feel beautiful. Some come for the welcome. Some come for the value. Caught up in all of these reasons is the foundation of trust.

Caught up in all of these reasons is also a meeting of the internal and external motivators.

You have a unique situation as salon owner, to manufacture an environment that is positive and strategic. You want your clients to walk in curious and to walk out happy, having had all of their motivation in coming into your salon, met.

21

29

KISS.You remember the old adage, Keep it Simple, Stupid!

This is just as true for marketing. If you’re looking for an effective way to reach people, keep in mind that being as basic as possible is often the best way to do it. Too much going on can cause confusion and turn people off. It can create ‘white noise’ for people, whereby your marketing strategy blends with all of the other campaigns being shot out into the consumer ether.

Your campaign should be so effective that it doesn’t need to be ‘thrown down throats’ to the point that your potential clients are turned away from your service or product. It needs to be succinct and memorable.

This is especially true with creating complex discounts or offers with too many conditions or fac-tors involved. Your discounts and offers should be easy to:

� Understand � Access � Share

Anything more than this is excessive and will actually become counter-productive.

Come up with a logo, come up with a tag-line, pinpoint your USP, and then sell the heck out of it. Stick to your planned marketing strategies and don’t be waylaid on a whim – it’s ok to change things, of course, but make those changes based on data and feedback, not just on a spur of the moment idea.

Don’t overdo things to the point where you turn people away. Just get the message out there, and let your customer service do the rest.

Strategies, offers and processes that are difficult to access or comprehend don’t work in your favour despite your best intentions. Your total package needs to be straightforward and explicit, with the only surprises for your clientele positive ones.

Good service, trustworthy advice and reliable products will create their own reputation after all, but you need to put it out there to begin with, to hook them in. Once they are in, make it count. They’ll then come back for more, telling people along the way.

22

30

Google is your frie nd.Google can help you in devising your strategies in so any ways. You are able to research aspects of your competition without setting foot in their salon. You are also able to remember that your landing page is also what your competition will be checking out about you!

When it comes to on line search engines, many potential clients won’t click on the second or third page of the hundreds of thousands of search results in Google. Google yourself and work out where you land in the pecking order. The closer to the first page on the search results, obvi-ously the better this is for you and your salon. This is why it’s imperative that your salon website be the first ten of a search result on the page or in that magic 5 or 7 box.

Use keywords and SEO (Search Engine Optimization) to help boost your results. These are words that are planted in posts and in tags on blogs that effectively link to search engine terms, thus improving your google search ratings. Many blogging sites have the option of moving your site to the forefront of search engine results – another worthwhile investment. Like everything else we’ve discussed, though, remember to keep it fresh and check it regularly.

Remember it’s all about exposure, and coming up top in Google is about as good as it gets. It’s the hook in for people to land on your landing page. If you’re not on the list, you won’t get a look in. Remember, one of the keys to success in this case is to make the most of every single opportunity to market your salon.

23

31

Key words are important.Speaking of Google, sit down and comprise a list of keywords to describe your business. Try to think of as many as possible so they can be included in your web content. The words you choose are the same words people will be typing into the search engine when they’re looking for a salon or service in your area.

The choice of key words is important. You will, of course, want to maximise the chances that someone will head on over to your site by being visible in the first few pages of search results. As such, your keywords should be specific to the content, yet also broad enough to be fetch able in as many searches as possible.

It won’t take long and you’ll get the hang of it. Don’t hesitate to seek advice or to outsource – you shouldn’t need to pay much for assistance in this area, try to work with someone who is willing to work with you to show you the best way to optimize search engine success.24

32

Enthusiasm is contagious.Be as excited and enthusiastic about your salon as possible. People take notice of these things and know what you’re thinking when you project an air of happiness and enthusiasm about the services or products you have. From your body language and facial expressions to the way you speak to others and how your words are portrayed in emails and on the website, it is something that cannot be ignored.

From the moment you step foot in your salon, from the moment you start to discuss your work, with as broad a range of potential clients as possible, you need to project an aura of confidence, positivism and enthusiasm. As a leader your team will respond accordingly, as a salon owner your clientele will learn of your approachability and your happiness and seek you out again. Treat everyone you come in contact with as potential clients – again, it’s the powerful marketing strategy of word of mouth.

If You firmly believe in your salon, then others will too. You are setting the tone and the ‘feel’ of your salon so subsequently you need to be excited about what you’re offering. Be enthusiastic and eager to please. Staff will ‘catch’ this approach and your customer will exit the store feeling exceptionally positive and pleased with your work. Again, a win win situation all around.

Good news travels as well as bad news. Make sure that the news that travels about you and your salon and the atmosphere of your salon is bound to be good news. This fulfils one of those internal motivators mentioned earlier – potential clients will come to you in order to fulfil an in-ternal need to be ‘looked after’, or to be pampered. It’s hard to fulfil this need in an atmosphere of tension or negativity.

25

33

Stay with the times.Remember that technology is constantly changing, and so is the World Wide Web. It’s an age old adage, and a plaintive cry from parents of teenagers who spend all of their time on more mod-ern technology than the parents ever would have imagined.

As leader of your marketing campaign it’s your job to be tech savvy. Integrate technology into your daily salon practice and endeavour to stay on top of your game in this regard. To miss an opportunity due to not being up to date with technology would be to let your campaign down.

Many businesses have a fatal flaw of not keeping up with the latest and greatest. By staying abreast of what is happening in the technology world with marketing techniques and new and fresh websites you will be able to use to your advantage, you will most definitely have a leg up on the competition.

Schedule it in to your diary. Attend courses if should need to. Ask for help, seek advice. Browse the net and keep an eagle eye out for developments or techniques used by website owners that you may be able to integrate into your own salon website. If you like the look of something but don’t know how ti implement it, again – ask around.

Do your research, your salon is worth it.26

34

Hit the streets.Online advertising is a wonderful way to spread the word, but actually getting out there does wonders. Make flyers and other printed marketing material and pass them out at events in your area. Consider an old fashioned letterbox drop.

Consider offering discounts to workers in the street where you salon is situated – if they’re happy they’ll be happy to pass the information on in their own place of employment. Ensure your printed material is thoroughly proof read, and that it reflects the branding that you want your salon to carry. It needs to ‘fit’ the part.

Attend marketing functions such as business fairs and other networking events. This is a won-derful opportunity that should not be overlooked. Trade fairs offer you the opportunity to place yourself as the salon to be concerned about if you were the competition, but also gives you the chance to see what’s happening with them. It also enables you to be on top of your game in terms of the most recent developments.

It will assist you to stay enthusiastic and positive and will garner respect from your staff for the extra knowledge and skills you possess. Gathering credibility with staff and customers can only be a good move.

Spread the word to as many people in person as possible, and public recognition of your salon will spread like wildfire. Saturate the market with your logo and tag line, establish a presence in the field, even if you’re still working on the clientele side of things – it’s a chicken and egg sort of scenario. Once you establish one, the other will take hold, and help you to continue to establish the first.

Word of mouth, positive and negative, travels faster than any other marketing endeavour!27

35

Think about your target audience.Do some serious soul searching and try to figure out your salon customer demographics. A Demographic is the cross section of a community that your campaign is likely to or intended to have an impact on…who is it most likely to take advantages of the services you offer? Who is most likely to avail themselves of your products? Who is the intended market of your campaign?

Knowing your target customer base will really help you hone in on the products and services you are offering. For example, and yes, it may seem obvious, there is no point offering discounts in modern bright hair colours in shades of green and lilac, if your demographic is pensioner age! You’ll know what language to use in your campaign, what strategies and what methods.

It also gives you a better idea of where and how to advertise, so that you’re reaching a group of people who will truly be interesting in you. You’ll waste a ton of money, effort and time investing in a campaign that’s pitched to the wrong demographic – it will fall on deaf ears and blind eyes.

Your best bet is to thoroughly identify who is most likely to come through your doors, if enticed. Use data, anecdotal evidence, and your surveys to assist you in this.

Knowledge is power. By knowing who it is most likely to purchase your products and services you are subsequently more likely to pitch your campaign and prices at the most optimum level.28

36

Entice your buyers.Think of some ways you can “tease” customers into becoming loyal to your salon. Your goal in this aspect is to make them feel as though they’re missing out if they don’t turn up through your doors. You need to create a mindset for them that means they are confident that they need your services or your product.

Think up creative marketing plans like freebies with purchase, contests, monthly email news-letters, and customer testimonials that will get them thinking about you and your salon. Keep your salon in the forefront of their minds when it comes to thinking about or choosing a salon. Ensure that your campaign clearly brands your salon and makes a stand out impression on your potential clientele. You knw yours is the best value, best service and best brand out there, make sure you let as many people as possible know as well.

Always know that there are potentially thousands of new customers ready and willing to try your salon, they just haven’t discovered it yet! You need to create a campaign that lets them know what they’ve been missing out on so that they want to come and try you out, to be impressed, and subsequently to spread the word.

This doesn’t need to cost a fortune, but it does need to be effective. In terms of value for money invested, a campaign should yield a profit – if your campaign is counter intuitive it will cost two times as much to reverse the damage, so be as confident as possible that your campaign is ap-propriately pitched.

It’s a little like romance, you need to ‘woo’ your clientele so that they become besotted with you and your services. Make them feel good about themselves, present your salon as the perfect match for their needs and particular set of circumstances. Be true to your clients and they’ll be true to you.

Establish an atmosphere of trust and fidelity based on what you know about them, and soon they wouldn’t even consider heading elsewhere!

29

37

Follow up.When you have new customers, be sure to follow up with them by either sending an email and asking for their feedback, or even better by calling or sending them a personal email or letter. New clientele will appreciate the personal touch, and will be inclined to return. They will be val-ued, appreciated and as though you really are grateful for their patronage.

Following up with customers shows you care, and if you attach a small offer it gives them a rea-son to become a repeat customer. It allows them a reason to return – and again, it contributes to the all-powerful, never ending word of mouth campaign

It also, of course, encourages people to tell others about your salon since you’re going above and beyond what many regular salons do. You are giving the, something to chat about, to pass your details on for. If it is delivered electronically then you are also able to count on it being shared so that a wider audience will be aware of what it is you offer in terms of services and products.

This, in itself lends to more word of mouth advertising, for free.

Postcards are another good way to have follow-up contact with new customers. They are inex-pensive to purchase and send, quick to complete, and are easily kept by the receiver of the post-card by way of tacking it on the fridge or enclosing it in a diary. Ensure all of your contact details are mentioned on the card and ensure that your handwritten note is easily read and personal without being intrusive.

As mentioned, people will really appreciate the extra effort, and will feel valued and as though their trust is placed in the right place. It’s all about establishing the perfect foundation for a working relationship where mutual needs are met.

30

38

Check your stats.Be sure to make note of where your new customers are coming from, is it your website, fly-ers, or client recommendations? You are able to gather this data by a casual conversation as people book in for appointments or walk through the doors for an enquiry. You are able to ascertain their sourcing also by when your numbers of bookings increase – what campaign does the increase co-relate to, for example. Be assured that you best bet is to document this information – it is easily forgotten or waylaid in light of the day to day running of a busy salon.

These stats can be invaluable in honing in on your marketing strategies, as well as what is work-ing well and what is not. You will be able to track trends – you don’t need to be a data guru to be able to do this. You just need documentation so you can tell, in an objective manner, which campaigns were most successful. Which ones brought the most people in, which ones proved effective…and, conversely, which ones didn’t. You’ll learn valuable lessons about what to do next, and what not to do.

Statistics open your eyes to things you might not have thought about without that tid bit of information. You will be able to see aspects of your campaigns that you may not have realised without it being documented and tracked.

Be prepared for surprises, positive and negative. You won’t, of course, be able to please every-one, but your goal needs to be to please the majority of those clientele you Want to walk through your doors. Take on board those areas that you get a negative surprise and view the feedback on balance.

From a personal point of view – the data may well give you an affirmation of all of the very many things you are doing right. This will in turn feed your campaigns and your leadership with greater positivism. You will ascertain the extent to which you have already been successful and, indeed, the great distance you have travelled already on your marketing campaign.

31

39

Think big.While most salons focus their marketing towards the individual consumer, don’t be afraid to reach much larger buyers such as other businesses who might want to buy your services in bulk. You are the expert about your services and products and as such, you have information that some businesses may want. High profile businesses would be an amazing coup as you will be assured of a reciprocal agreement. You will create heightened exposure for their business, and you will benefit from the same in return.

Depending on what services you offer, you may be able to sell gift certificates to companies as employee incentives or Christmas gifts or bonuses. You could target a big business in your com-munity and offer this to them as a bulk deal. Gain, if they are local they will assist your marketing by sharing the pleasure of receiving the gift, as well as spreading the positive word once their visit went well.

Even creating gift baskets that they can give to their clients is another possible revenue stream. The gift baskets would need to showcase your select products. They wouldn’t need to have a range of everything you stock, but they may well have sample sizes of many. Enclose a business card, or – even better – a handwritten note, inviting the recipient to come to your salon for a special trial offer, at a discounted price. Again – a win win situation.

If you can get these bigger buyers to be ‘on side’, you’ve automatically just gained tons more exposure. It also gives you a certain amount of bragging rights. You’ll be able to publicise, with their permission of course, your new found partnership. This will add credibility to your salon, enhance your reputation and increase sales and exposure.

Value add your products and services in a special package for local businesses, for example, and you’ll be well on your way to developing a loyal, local clientele base who may well be happy to let others know how wonderful you are. An effective strategy in any language!

32

40

Yes results in more yeses.If customers respond to particular offers more than others, the odds are that they will continue to do so. Use set habits and historical data reviewing in order to feed the positive and to assist you salon reputation to grow. If a particular offer results in an upwards trend, then continue with it. Adapt it, add to it and go with it. Your customers, by their buying habits, are constantly letting you know what works for them. Keep in mind that even if you think something Should work for them, doesn’t mean it will and you may need to cop that on the chin and move with the message they are giving you. Listen. Ask. Watch. Continue to learn.

Stick with what works. Add enough variety to keep it fresh, but maintain consistency with the central concept. Make your customers feel that there is something a little bit ‘better’ or differ-ent each time they come through the door but it’s a fine line between doing that and creating a situation where they feel out of place.

Don’t be afraid to try new things, but remember that most people are creatures of habit and will come back and buy more if you continue to offer them the same sort of deals or similar promo-tions on a fairly regular basis.

Take what works, give it a fresh twist, and wait for your business to keep on growing.33

41

Consider a joint venture.Sometimes, partnering up can be extremely beneficial. Find other niche markets and business who do not sell the same things you do (obviously), but offer something to compliment what you do have. This will give you the opportunity to share information, to refer customers, and to possibly share expenses in advertising, hiring (ie – web content) and contractors.

Ask around and seek out businesses that could work well with you – not just the nature of the business, but also the key personalities involved with that business, work together and see if you can form some kind of partnership. Talk to other businesses and see if you can come up with a “you scratch our back and we’ll scratch yours” plan.

Creating networks of support provides avenues of opportunity for your salon. Target businesses that not only compliment yours, but which can also possibly provide assistance in the ‘big deal’ areas for your salon, such as web content design, accounting or advertising. What can you ex-change in return for assistance from them?

Partnering with make-up professionals, massage studios and the like can create instant oppor-tunities to expand your database. You will improve your reputation, increase your brand rec-ognisability and provide further fuel for the word of mouth fire already discussed in this book.

Rather than head out into the business community in an ad hoc manner, try to research your area and pinpoint specific businesses. This will work best in a couple of ways – the business own-ers will be ‘special’ in that you are creating a proposition tailored to them, you will know a little about what you’re discussing when discussing their business and own credibility.

Be armed with knowledge and enough research to be able to present a logical and coherent case as to why the other business should pair with you in a possible joint venture.

34

42

Revamp, regroup, and redo.If things are not panning out as you expect, it’s time to sit down and take a long hard look at what the business might be doing wrong. Be reflective, honest, ask your staff and your clientele. Take on board all answers – no response is inappropriate. You are seeking information to help your business.

Think about all of the places your salon is advertising, the things you’re using as marketing tools, the price of your services and products, and how they relate to your target audience. If it’s not working then attempt to pin point why that might be, and in which aspect of your campaign it is weakest.

In combination with your data gathering and anecdotal information gathering about what’s working, and what’s not, you’ll be able to strategize how to adapt your campaign.

Be honest, but not disheartened. The secret is to keep going, to keep working towards your ulti-mate goal. Often it takes several attempts before a marketing campaign or idea is truly success-ful. Maybe the basic concept is spot on and you just need a bit of a tweak. Maybe most areas of your campaign are delivering but one or two aspects need revamping.

Revamp, regroup, redo – spin your campaign and actively seek feedback and look for trends. This is market analysis – essential to get a grip on the key factors contributing to success or failure of your campaign. It means that the source of any frustrations arising from an ineffec-tive marketing campaign can be addressed and you will be able to move on in a more positive, functional and economically viable manner.

The cyclical nature of Revamp, Regroup and Redo means that your reflection is constant – don’t become complacent, keep looking for and taking opportunity where it is relevant and appropri-ate for your salon.

35

43

Never accept that business simply “slows down.”While the economy definitely ebbs and flows, as a salon business owner you cannot afford to have a lax attitude towards your overall sales. Don’t ever be complacent about the weekly, monthly or even annual changes you see in the sales records of your salon. This is your liveli-hood – you have everything invested in the success of the salon, you can’t afford to just sit back and hope that the situation will right itself.

If things are slowing down, find out why and then do something to change it. Analyse changes that have taken place in your salon, with your staff, with your product before you analyse and look outward at the economy. Pin point any aspect of what’s happening internally that may have contributed to the down turn and then act on it.

Do not just accept that sometimes business slows down and that things will pick back up even-tually. If you have this attitude, you run a very dangerous risk of losing out on new business, or folding completely. This is a little like waiting for a vegetable garden to be ready to harvest when the seeds haven’t been planted – you don’t get the rewards unless you put the work in. In the sense of the sales of your salon, it’s part of your leadership role that you have your finger on the pulse of the financial ins and outs of your salon.

People who just accept that sales are low for the month or even the year often fall into a pattern of not caring enough about their marketing to try harder, and thus they are losing out on money that could still be coming in. Downward turns in sales, means that something is going wrong somewhere.

It won’t fix itself, you will need to find out what it is and address it because the longer it is left, the longer it gathers more and more negative momentum, causing you more stress, less cash flow and less positive word of mouth. Keep your head out of the sand and you senses on alert in order to catch an issue before it gets off the ground.

36

44

Cut overhead costs.If at all possible, keep the overhead costs as low as you can. Obviously, the more expenditure the less profit there will be. However, to fully present your salon in the manner you want it pre-sented you may need to invest, the secret is to invest shrewdly and wisely.

Make educated, calculated financial decisions about expenditure. There are ways to reduce your overhead costs – it will require the whole staff to be on board to do so. An accountant’s advice is valuable, as would the network you’ve built up over time. Be strategic, creative and operate with common sense when it comes to this area.

Keep the details finely tuned. If you are attempted to operate to an exclusive niche, you won’t want to be serving generic brand coffee in plastic mugs. It would be counter-productive and instantly create an atmosphere of distrust even though your decision was based on attempting to reduce the overhead costs. In this sense, spending a bit extra on great coffee and good mugs would be appropriate.

Remember – good sense will be the key to success in this area.

Think about ways to save money while still being able to get the job done efficiently. You don’t need to or want to compromise on the quality of goods or services being granted in your salon as this would backfire. You will need to, however, ensure that overhead costs are necessary and controlled. If it isn’t turning over fast enough, or at enough of a profit, then it’s not right.

Learn to control your back bar effectively and don’t over capitalize on retail products that aren’t turning over fast enough. You want to search out and maintain a steady stream of products and services that result in a steady stream of cash flow for your business. This is, of course, related to the stocking of a consistent, working range that is known to the customers.

Educate and inform the staff about the costs of running the salon. If your staff have a sense of ownership of the salon, an acceptance that it a team effort to work together to reduce overhead costs, then they will have a vested interest in actually being proactive in doing so. A complacent leader = a complacent team. A proactive leader = a proactive team.

37

45

Use every difficult event as a new opportunity.When things start to get frustrating, instead of considering them a hurdle, think of them as a new opportunity. It’s very to say that, and to nod your head at it as you read it, but it’s quite a challenge to deal with issues with this much objectivity. You need to look after yourself, so that when issues in the salon arise you are mentally and professionally equipped to cope with them.

There is an adage in Permaculture gardening that ‘the solution is in the problem’ and we can apply this to salon ownership just as easily. Difficult events are an opportunity to address the functioning of your team and salon in general. Generally, you will – through challenges that arise – see opportunity in adversity, you will learn to put a positive spin on most issues that arise.

It’s easy to get suckered into a state of depression or frustration when things are not at their best, but try to use those times to learn so you can better the business as a whole. The spiral should continue to twist upwards, even during difficult times. Once you, as leader of the salon, allow yourself to be suckered into the negativity you will lose sight of the ability to see a solution.

Do not forget to thank your customers as well. Without customers there would be no salon, so demonstrating gratitude is obviously a basic courtesy, but a courtesy that nonetheless will only serve your business well.

Thanking customers shows you appreciate their business, and makes them want to stay loyal. It’s all a part of the personal touch, fulfilling the internal motivation felt by your clients to feel wanted.

38

46

Make it easy for your customers to buy.Make sure your salon retail area is easy to navigate, and that things are easy to find. If people can’t find what they’re looking for within the first couple of minutes, odds are they will give up. Lie most other points in this book – keep it simple. Your retail area will be the customer’s first impression of your salon, and the final impression. You will find it impossible to sell products to potential clients who perceive your salon as disorganized and messy.

Bright, open areas are best, with your services clearly displayed. Have a brochure of services on your bench top for walk in customers to take away with the. Have a set of your beautifully resented business cards also for the taking on the counter. Customers will be wary of hidden prices or if they need to enquire about a price – they will wonder why it’s not displayed and be-come immediately suspicious.

Have display of your products within arm’s reach of the register. Have your products dusted regularly and ensure they haven’t been sitting so long the label has faded! Clearly label the products name and purpose – again, your customer will generally like to browse and choose themselves, but ensure you offer assistance if needed.

Keep your retail are spotlessly clean and well lit and prices clearly marked. Shopping in your salon shouldn’t be a chore but an exciting experience. Walkways should be free from obstacles and try to enhance the natural light available in your salon.

You waiting area should be pleasant, with examples of your work. Consider how comfortable your seats actually are. Maybe have a large display board where you are able to display ex-amples of your finest work on your clientele. If you have participated in community sponsorship programmes display your appreciation certificates and any thank you letters you may have re-ceived. This will encourage an atmosphere of community ownership.

Is there a way you can display training certificates of your staff? If you have them all displayed you will find that you will create an atmosphere of knowledge and skills – again, assuring your customers that they are in skilled hands. Keep reading material in the waiting area in good con-dition, instead of the weekly magazines, consider trade magazines and specialised subject read-ing materials so that your potential clientele are able to get ideas while they wait.

Think of as much as possible that you can do to make the entire consuming experience com-fortable for your client. Leave brochures near the waiting chairs and placed strategically on the salon bench tops about other services you offer. While a customer is waiting for colour to ‘take’, they will also be able to browse and get ideas for their next booking with you.

39

47

Reward your customers, and they will reward you.Points programs, rewards cards, and other types of similar programs will entice people to be-come return customers. When consumers are offered something for their purchases, they will usually spend more. The key to this is to gently encourage them to spend a little more than they would have in the first place yet to be able to walk away from the transaction feeling as though they have scored a good deal.

Be strategic and research other loyalty programmes in place for a variety of different compa-nies. A loyalty card with your name and business contact details will also operate as advertis-ing for example. Perhaps your customers can be rewarded with a free sample product, or an increasing discount with every visit.

Think up some creative ways to offer your customers freebies with a purchase or some kind of rewards program that allows them to accumulate “bucks” or points for a free item. Consider of-fering free telephone advice, or a FAQ section on your website where you are able to fully outline the benefits of loyalty to your salon.

Try to double dip in terms of process. As mentioned, your loyalty card could be a business card and contact details for future contact. Perhaps you could give free brand merchandise for loyal patronage – printed pen, mugs, t shirts and bags that carry your logo and add to your branding may be an option. There are several on line sites that provide such merchandise at very reason-able prices.

Come up with some unusual and fun ways to promote it and watch your profits rise.

40

48

Up-sell if possible.When people come into your salon to make a purchase of products or services, it’s always good to try to up-sell them with either a larger size product or additional services. You want them to leave your salon with the confidence that you have treated them with skill and empathy, and that they have been advised well for the future and for the future use of products.

You need to present the up-selling in a tactful manner, without being over the top or adopting a manner that in anyway could be perceived as aggressive. Work with your staff to create ways to entice customers to want to buy a companion product, multiple products, or a larger size of whatever it is you’re offering. Obviously, if you have faith in the products you stock then the advice given to customers is earnest and credible and subsequently will be more effective in up-selling.41

49

Mission statements and philosophies guide the way.As a salon owner, it’s almost a must to have a mission statement written that everyone involved with your salon business should live by. A mission statement is a brief synopsis of the values and ethics that you want to define your salon. It is essential that your mission statement isn’t just written alone – you need to write in conjunction with your staff and in partnership with major stake holders. You need as much input as possible for this.

Think about what you want your salon to be, your goals, and your ethical stance. Then, develop a mission statement that identifies who you are. Keep this philosophy in mind, and apply it to everything you do. Ensure that a part of the induction package for new staff, you inform them of the mission statement and state an expectation that they will be appraised in accordance with the statement.

Post it in the lunch room so that it is in constant view. This helps to ensure that everyone is on the same page and that you’re staying true to your principles. Regularly discuss it in conversa-tions with your staff and in meetings. Have it written on your website so that customers, too, know what you’re goal is.

A mission statement defines your salon a common goal and a clear, explicit purpose. Unless all members of your team are working towards the same mission then it is going to be a slow, slow process to attain it.

42

50

There is no such thing as bad press.Use Public Relations to your advantage and try to get as much free advertising as possible. Com-pile a working list of PR opportunities and gradually tick them off as you use them. Watch which ones work most effectively and revisit them often.

Whether it’s local magazines, newspapers, or mailings, try to expose your business to as many people locally as possible. Take advantage of opportunities to join community events and have as many of your staff present wearing logo uniforms. This enhances public perception of both your salon and staff. Fun Runs, local sponsorships and charities are a wonderful way to deliver good into the community as well as enhance public relations. Photographs of staff in uniform during a community fun run is also a wonderful public relations experience.

Take work experience students and you can be assured that you will be thanked in the local school newsletter with exposure to several hundred families is not a wasted exercise either. Often local newspapers will run specialist spreads on trades and services in the area. Draft a well written piece that sums up everything you want your salon to be, complete with effective photographs. If you can afford colour advertising, then use it – stand out and be noticed!

Public relations advertising in any format is positive. It will take a dedicated effort to effectively place your product and services in the public eye – keep persevering with it and you will have success – don’t accept one article in the local paper as ‘job done’…it needs to a consistent and steady onslaught in order to be effective.

Keep a scrapbook or display folder in your retail area, of newspaper clippings and photographs. If your clientele perceive that you have popularity they will continue to spread that word!

43

51

Research and compile.Do as much research as possible on the following things:

� What is your ideal client base comprised of? � What do those ideal clients look for and want in a product or salon? � What do your competitors use to make them successful? � Any other aspects you encounter in your research.

Make notes on your findings, and compile data if possible. Then, use this research to your advan-tage to key in on the things you can improve upon or change.

These notes will, of course change, according to the changes your community experiences and your competition undertakes, but you will have something concrete to work with when develop-ing strategy.

Seek a second, and a third, opinion on your perceptions and include the opinions of others.44

52

Nothing stays the same.Remember, in business and in technology, nothing remains the same, and things are constantly updating. This goes for your website, your products, your contact methods, and the way you advertise. Your research and your awareness pays off for you in that you are able to predict and keep abreast of changes in the industry.

As things change, you should be changing with them so you’re not left behind. Maintain a flex-ible approach but don’t be impulsive. Ensure that you do adapt, but make that adaption based on an educated and researched decision.

Identify all trends and pay careful attention to what is working for other salons or companies in general. Adopt those strategies, with your own spin, that suit your goals for the salon. Be wary of throwing yourself completely into a new trend…if you do this too much your clientele and your staff may find it difficult to keep up, but ensure that you remain aware and educated about what’s happening around you.

You would be able to identify those businesses or individuals who have not evolved with the times. Outdated décor, products and techniques will do your salon no favours.45

53

Define your benefits as clearly as possible.Don’t just say your business is open 7 days a week; say that it is open 7 days a week, so that the customer can come when it suits them. By adding a little bit extra explanation, you’re more clearly defining the benefit of your products or services.

Present yourself as unique and capable of meeting the needs of your customers. As people en-quire, gain an idea about that which they are searching for and think about what you offer that could suit their needs as closely as possible.

Be explicit about that which you can do for the clientele. State your abilities clearly and articu-lately. Don’t hedge around the bush – if you are unable to provide a service or a product, be honest but offer an alternative. Once that client is dealt with investigate that which they have requested and decide if it’s appropriate for your salon.

If you happen to decide if it is appropriate, then contact the client again and inform them that you are now stocking that product or offering that service and offer it to them at a discounted rate. You would be able to ‘win’ customers from other salons this way, even if you don’t continue to stock the item the customer will certainly appreciate the fact that you have investigated what it is that they asked for.46

54

Prepare for complaints and how to rectify them.If a customer complains, it is very important to have a game plan in effect ahead of time for how to deal with them. Sometimes, full refunds are not feasible for every little complaint while in other cases they might be. What is important is the manner in which complaints are dealt with. Demonstrate exemplary listening behaviour when discussing the issue with the client and the staff member concerned. Everybody wants to be heard. Use reflective language when talking with clients, and do not engage in confrontation or emotional eruptions.

Work with your staff brainstorming possible complaint scenarios from running late on the client to totally ruining their hair. Discuss what you believe is the appropriate level of compensation for each scenario. Outline the appropriate phrasing to use and the importance of open and re-ceptive body language.

It’s essential that there is a protocol put in place in advance so you can protect both your cus-tomer and your bottom line. You want to create a win win situation where by your reputation is protected and the customer feels heard but your salon integrity is not compromised nor taken advantage of.47

55

Mix it up.This goes without saying, but don’t just stick to one form of advertising. Banners, viral videos, mailings, email newsletters, and many other methods should all be used in conjunction if pos-sible. Come at your potential client base from as many different angles as possible without being intrusive. Offer free advice, an extra consultation and enable your clientele to choose how and when thye come to you based on the positive campaign you have created.

If you choose only one method, you’re limiting your leads and the number of people you reach.

It is better to get 5 people from 4 different methods than to limit yourself to 5 people from only 1. This will broaden your demographic, strengthen your exposure and ensure that as many people as possible hear of and talk about your salon.48

56

Be aware of advertising costs.While marketing is important, don’t spend more money on advertising than you’re bringing in. Extremely careful record keeping is important in this case. It is easy to get caught up in the mar-keting process and lose track of what your actual goal is, which is to establish a salon that has an impeccable reputation and strong clientele base.

Do a very careful assessment of all advertising and make sure it’s fruitful. If it isn’t, you have only two choices. They are to discard the campaign, or to adapt it based on the research you would have completed.

You can do a wide variety of analysis on your advertising and how well you’re doing, so you can cut certain things or decide where to place more money and where to cut back.49

57

Tell your story.Write a thorough and entertaining “about us” section for the website. Give people a better in-sight into your customer, how it was formed, and what you are passionate about. Present a per-sonable, amiable, professional image that will give people the reassurance that they are placing their appearance in the hands of a team that know what they’re doing, that genuinely care about the customers and the success of the business.

Present your goals in an altruistic manner – use language that demonstrates your passion for helping people feel good about themselves and keep this part of the focus away from any men-tion of anything financial. People want to know you love what you and why you love what you do.

We’re a naturally curious lot, us humans, and as such we like to know what the back story is. How did you found your salon? Why? How humble were your beginnings? What have been some of your major success to date and what successes do you anticipate in the future.

This makes people feel emotionally connected to your business and gives them a sense of con-fidence so they have a background on what you do, and where you came from. You are then not so ‘stranger like’ and more like a friend, as such, some of the barrier that may prevent them from coming through your doors is dropped.

Point out some of the aspects that you may have in common with your potential clientele. If you are a local the emphasise this to create empathy between you. Be lateral in the way you think this through and you may find that what you’re looking for as ‘common ground’ maybe a little more obvious than it may seem.

This is quite an effective way to reach out to people, particularly new customers.

50

58

Reinvent yourself.Change things up, make sure the shopping experience is better than anything your customers have experienced before. Free coffee, a nice decor, and entertainment for people while they are in your salon all make it something that they will not forget. A welcoming greeting and a professional, well thought out salon will help with this aspect as well – your clientele should feel comfortable and welcomed and instantly have the impression they are in good hands.

People will remember the worst experiences much more than they will remember the positive, and will change their habits accordingly. As such, maintain a positive façade with all you and your salon come in contact with. Ensure that if your salon has been a bit ‘flat’ you are prepared to make the necessary changes to improve it. Keep things moving, keep on top of your game in terms of how your salon is placed in comparison with the competition.

When visiting your salon leaves a nice memory for clients, they will want to tell others they know about your business. When they have a positive experience you increase your reputation with so many more people than those you actually see in person.

Likewise, the opposite is true.51

59

Never promise what you cannot deliver.If you have the Unique Selling Proposition, and have created a terrific tag-line, you must also make sure that the service itself delivers. Never advertise yourself as something or someone who cannot give customers exactly what they expect or more.

The only outcome of this is that your customers will become dissatisfied extremely quickly and be unlikely to return. In addition, they will not hesitate to let others know of their dissatisfaction and it will take an enormous amount of work to rectify that that situation.

Maintaining a positive reputation is so much easier than outliving and disproving a negative one and there is no great consumer vitriol than a customer who feels as though they have been tricked or lied to, regardless of how wonderful your intentions were.

Ensure that any statement you make, whether in print, electronically, or verbally can be backed up with action. If you are not sure of the answer to a question – be honest and simply state that you don’t know and that you will find out. Take the telephone number or email address of the client and make sure that you DO find out and you DO get back to them.

Have a policy of not stocking well reputed or tested products. It is a recipe for a marketing disas-ter to recommend a product falsely, without having tried it. If you aren’t prepared to give it a go, then you cannot reasonably expect your customers to.

Stick to your appointment schedule. If somebody has booked in for a particular time then it is your responsibility to ensure that is the time they are seen by a staff member. Remember that your customers also lead busy lives and at the very least on this occasion they have chosen to invest time and money in your services. You need to feel appreciated for that. You want them to feel that their efforts are respected and that you will look after them by being true to your word.

52

60

Stay consistent.Be sure the tone of all of your correspondence, your website, your customer service and the people who work for you all maintain the same code of ethics and keep the same tone through-out any dealings with customers. Have an agreed upon policy of customer relations and endeav-our to ensure that your team all endorse it.

Attempt to create an atmosphere within the salon and amongst the salon team of camaraderie and support that will negate any temptation that might be felt to ‘play’ when the ‘cat’ is away…your salon should have the same efficient and welcoming vibe whether you are there or not. Your team shouldn’t suddenly leap to on their best behaviour when you’re there – obviously it should be like that all of the time.

People will shy away from companies who seem “unstable” because of the way they handle things. Consider a set process for dealing with customer complaints or issues that is easily ac-cessible for the customer – sometimes just knowing they can complain if they need to is enough to ensure that they don’t. Consider set process for dealing with staff issues as well. Even the best functioning team will occasionally have personality or work practice difference that will need addressing and fixing.

Consistency is key when it comes to interacting with others and with how your salon portrays itself. A consistent impression will mean that your salon is perceived as being professional, ap-proachable and transparent in its processes.53

61

Be reliable.While this tip shouldn’t have to be mentioned, unfortunately a lot of salons have a difficult time with it. Rather than jump onto the blame wagon, be honest and self-reflective in all of your deci-sions and dealings with the general public. Set goals, set appointments, don’t make promises you cannot deliver on. Ensure that all clients have a consistently positive experience every single time they walk through your doors. Make sure that the products you are endorsing actually are what you say they are.

Keep all staff on a common footing with the same clear cut goal – to build your salon. Be pre-pared to make the tough decisions to prioritise the ultimate success of your salon. Clients will judge the performance of an organization on the weakest link…if you have grumbly, dysfunc-tional staff member then you will need to address the issues candidly and implement a per-formance management plan. In this situation the priority needs to be the long term ultimate success of your salon and the perception of reliability amongst your market.

When things are slow there is always the temptation to leave work early or come in late. This is frustrating for the customer whose work hours allow them to only do a walk in appointment at 9am on the dot, or for the customer who tries to ring at 4.45 pm to make an appointment for the next day but he telephones are already switched off. You just never know what will happen. Whatever your opening hours are – be open during those hours.

This reliability extends to all aspects of your business. Your website needs to be reliable, your staff need to be reliable. Your products. Your manner. Your word.

Reliability builds branding and more importantly, your salon’s overall reputation. You want the good news to travel fast, to make sure that people hear very quickly about how good you are, how you operate your salon with integrity.

54

62

Create your own Niche.Niche marketing really is the way to go, and it’s what makes certain salons do much better than others. Isolate an aspect of your service or product or delivery and highlight it. Draw attention to it for the people who are most likely to take advantage of what you have to offer.

Do you specialize in hair colour or maybe hair extensions, do you cut hair differently to everyone else? Are you an organic salon, maybe chemical free? There are literally thousands of salons out there, most of them trying to be all things to everyone. Present what you offer in a way that people perceive it as different, as unique, or specialised.

Highlight the training that your staff have that give them particular skills that may be sought af-ter by potential clients. Potential clients will endeavour to feel as though they are in good hands – they Want to feel that they are getting service of a quality that they may not receive elsewhere.

You’ve established you ‘brand’ as unique,, now you need to let people know what is so unique about it. Highlight all benefits for your potential clients, whether those benefits be health, beau-ty or finance related.

By coming up with a niche, you’ve automatically become number one and you will have cornered the market in your town. It’s along the same lines as creating your own rules – it’s an easier task to be first across the line in a one person race, which is exactly what it would be in the situation of having forged your own niche.

55

63

Accounting counts.If you are not a CPA or are not familiar with accounting procedures, it is absolutely essential to get one or to invest in a programme that will allow you to track all financial details. Tax time is too late to be hastily trying to piece details together and to gather everything you’re meant to have been doing and keeping and tracking all financial year.

Ask around and go with a CPA who has a sound reputation. Trust your gut feeling on meeting them. Nothing can go past experience when it comes to financial book keeping, and it is one of those situations you may find you’ll need to pay for quality and integrity. You’ll need sound, knowledgeable, expert advice on aspects of the financial side of your business.

Having said this, you don’t have to pay a licensed CPA if you cannot afford one. You will need to research, research, research if you don’t. You will need to be pedantic about maintaining up to date record keeping. There are some great computer programmes available but even the best programme in the world isn’t going to do much good if it isn’t used. Track all of your expenses, no matter how minor or inconsequential it may seem to you. Track all of your income, regularly.

Maintain a log of bills that are issued to the salon. Seek advice on how to gain tax concessions on your expenses. Be sure you can account for it. Get some good software and use it to track all of your expenses and income.

Without this vital part of any business, you’re simply spending money without knowing where it’s going. It is also necessary for tax purposes so keep this in mind as well.

56

64

Avoid spam.While email lists are terrific, and newsletters can get the word out, do not overload your custom-ers with too many emails. You will not want to send too many, as this will become counter intui-tive and actually cause people to turn off, or to unsubscribe from your posts, leading to them not knowing of your deals, discounts and subsequently not able to spread the word.

People will soon consider this spam, which is an automatic turn off. Instead, try to make all of your email correspondence as thorough as you can and pack as much information into it as pos-sible. Consider a regular release day and time, rather than being sporadic with your releases. Also, a consistent format for the presentation for your newsletter and correspondence will cre-ate a professional, streamlined impression. Have consistent ‘segments’ that will be informative for your reader, and entertaining.

Provide all contact details, include tips and news of new products and services, and introduce new staff members. Provide links to your website and consider offering small discount incen-tives for those who subscribe. Humour sells, so keep your tone inoffensive, light and welcoming.

Photographs of new aspects of your salon will be welcomed – people are visual creatures, after all, so including photographs will create more interest in reading through your newsletter.

Then, limit this correspondence to one or two emails per month. Every week or especially every day emails make most people leery and they will usually unsubscribe anyway. Mark your release dates on your calendar – some email programmes allow you to schedule the automatic sending of your mail, so you will be able to be fully organised and regular in your missives.

Be reflective in your work – think about those emails you receive and establish which ones you are most likely to open and read and which ones you are likely to move straight through to the recycle bin. What is it about those ones that you open that make you want to do so?

Ensure that when you send any correspondence via email, that you place your own email ad-dress in the ‘To’ section, and add all other address to the ‘BCC’ section. There are many oppor-tunists out there who will seize upon the chance to spam your own email lists by ‘Send All’ to any list that comes in. The ‘BCC’ function allows only you to see the email address of the recipients.

57

65

Aspire to grow.Don’t limit yourself to one product or service. Once you establish yourself as a leader in your field you will need to work hard to ensure that you stay fresh. It’s a little like a long marriage – you need to work hard to keep things exciting. It’s the same with your client base – the same old, same old simply won’t keep cutting it for your clientele. You need to introduce and let them know about new techniques and new products that you are prepared to back. Nobody likes the same routine day in day out. You need to keep it fresh.

Limiting your range initially may be great for niche purposes, but as you expand and your cus-tomer base increases, it is time for the salon to also expand your product line or the level of services you provide so that your demographic can expand, and your profit margin continue to increase.

Keep abreast of changes in your community, amongst your clientele and amongst your staff. Keep everybody moving with you, learning with you. Keep internal growth, professional knowledge, at the forefront of your priorities. Your external growth – the growth in entre-preneurship – should also be maintained in order to keep your salon at the peak of success.58

66

Build some backlinks.Try to build up backlinks in your website, that way you’re staying at the top of the search results. Remember we discussed earlier in the book about how truly essential it is to come up in the first two pages of a Google search. By building backlinks you are more able to ensure this occurs – thus increasing your saleability and brand recognisability.

Learn about SEO and other Internet marketing techniques so you can make sure that your web-site is as effective as possible, resulting in more hits and more clients. You can do this simply by way of a Google search, or by asking around. Ask specific questions, don’t be afraid of sounding ignorant – the chances are very high that those you are asking also needed to ask at some point in the past.

It is possible to take on line courses – you may be eligible for a tax deduction if these courses are work related. You may also be able to attend a local TAFE or educational institution to enhance your knowledge. The investment of time and money will pay off for you in ensuring greater marketability and sales.

There are other, more pricy options. You can employ a company to do it for you and to manage your on line marketability. You may also consider employing a freelancer to do some of the tasks for you. Another measure is to employ someone on a half and half basis, whereby they are able to teach you the way to do it yourself.

Alternatively, keeping your focus n improving your techno savvy will mean that when employing salon staff you may also be on the lookout for someone who is able to take on a leadership re-sponsibility as well as salon responsibilities. This will create a win-win situation for you and add to the teamwork approach you are hoping to gain in the campaign for your salon.

59

67

Create a great landing page. A landing page is the page that your potential customers are sent to when they click on a link for your salon. It is the web site equivalent of a welcome page or a foyer. This is absolutely the first impression your clients will have when they research you on line (and they will!). Obviously, it needs to be professional. It needs to faultless. And it needs to sum up your business in a way that sells your brand. It needs to encompass the image you would like your salon to be judged on.

Make this the most impressive page on your website. If you are not sure that the spelling and grammar are correct, please outsource the proof reading of it. Ensure that it is the best first impression you are able to create. Seek feedback from staff and clients and ask questions that require them to describe what it is about the landing page that works or not…and why or why not. Build on what works and dismiss what doesn’t – make sure you run it by a few different people as you don’t want to base a whole change on the opinion of one person, or one particular demographic.

Make sure that you have a chance to grab the contact details of those who land on the page as soon as you can. Sometimes this may be the only page they look at make sure you have it work-ing for you! Enable a part of the page to collect their details – and regularly follow it up. At the very least they have been interested enough to click and have a look, try to ensure that you gain maximum effect from that one click. They’re already a bit interested after all, it’s your job after that click to keep them interested.

You will also want this page to be one that is shareable easily. You want people to be able to proudly post it onto their own social media pages. It needs to be the page that clients will go to when looking for a bit more information that you can share with them as a contact point for your business.

As mentioned earlier in this book, if it’s not something you feel you can do, then by all means it is a worthwhile investment to outsource it. Seek expert input, either by hiring a freelancer or by calling in favours from those in the know.

60

68

ConclusionThe world of salon businesses is extremely competitive. You want to make sure that

you create a wow factor is maintained throughout your salon for life.

If you can establish a brand, highlight what makes you unique, you can create curios-

ity from potential clients, who more often than not will want to try you out. Once this

happens, it is essential that your customer service stands up to the many claims you

have made.

If you can do these simple things, you can keep customers for the life of your business,

and continue to bring in new ones. This is how salons become successful and stay suc-

cessful. The lifetime value of a customer is the key to making money. Make sure your

salon offers moments of magic, excellent customer service and stands out from the

crowd of salons out there.