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Introduction
Our industry needs to embrace sales as part of its profession, equally as important as mastering the
skills of the services provided. Every time money goes into the till at the front desk, reception it’s a
result of a sale. The industry sells what The Salon Money Maker refer to as the 4 R’s of Revenue.
Achieving any form of revenue (income of money) is completely reliant on a sales process.
Money in the till is the result of selling
Some in the industry may “feel” “I’m are not sales person” and some shun that very word, but it is
key to understand, there is no hair and beauty industry without selling. If a salon or spa business is
not making profit, growth is slow or low, it will be because of mistakes being made in HOW the 4
R’s of Revenue are being sold.
The 4 R’s of Revenue
Retention – Selling time for the service appointment and keep clients long term
Retail – Selling something for the client to use at home between appointments that will benefit
them
Recommendations – Selling additional services either with upgrades to the currant service or
additional services for future appointments or cross promote departments (hair to beauty or vice
versa)
Referrals – Sell skills and experience, building a relationship with the client asking them to sell the
stylist or therapist to their work colleagues, friends and family.
Each of the 4 R’s requires a sales process, without being sold, they do not happen.
When a team has mastered the skill of selling and grown in confidence team members will no
longer struggle financially either personally or as a business.
If each and every team member has the skill to sell without being
pushy and has the right mind-set to selling with confidence and
has practised the 4 R’s then Revenue Rockets.
Clients love to buy, and they really would like to spend more
money.
So it’s key that teams know how to sell in a way that’s professional and easy. Understanding sales,
seeing selling as a positive opportunity to SERVRE clients is key.
Hair and beauty professionals are trained in the skill of advising professionally with
the highest ethical standards.
More sales means more revenue = team members earning a
decent wage = a business and owner that’s financially sound
and profitable
All of the above happens because of happy clients
Because clients ONLY spend more when they LOVE what you do and trust you!
Careers and businesses start with a dream not a
nightmare, but without sales it can soon turn into one.
The problem is that many salons and spas make
massive mistakes in their sales process, see selling as
aggressive, sleazy, or just don’t have a sales plan or
any specific training. There’s no link between the
marketing and team plan into sales conversions.
The book aims to cover the key mistakes that far too many salons and spa’s make and why business
owners should review and fix any of the sales mistakes that are occurring in their business.
If growth is slow and low then something has to change. Understanding the key mistakes in sales that
are being made is a good place to start improving revenue.
Nothing changes, without change!
Killer Sales Mistake #1
Responsibility for sales and
change in the business
"Ninety-nine percent of all failures come from people
who have a habit of making excuses."
— George Washington Carver
Responsibility and Change
It is the owner’s responsibility to make changes if growth is slow and low, but taking responsibility
and managing change is hard work.
The goal of a salon or spa business is to achieve 70-90% client retention (not requests) and have
business growth month on month heading towards being fully booked for weeks in advance. With a
waiting list and clients that rarely cancel or not showing up because the client knows it will be
weeks before they another appointment is available.
With this kind of demand a business can expect a minimum of 20-50%+ retail sales as the clients
love the place, trust the team, and so sales in all area’s will be high.
That is the goal of every salon or spa owner or team, to
achieve consistent growth, high service demand and
profit, the question is who IS responsible for sales and
change if the salon or spa isn’t achieving the goal?
Its key that owners and managers clearly understand
how important their attitude, plans, systems and action
are to the growth of the business.
Research shows that many businesses stall in growth,
over a 10 year period more than half of companies in any industry and of any size will stall, even in
normal economic times. Understanding a stalled business is key to taking responsibility and then
taking action, change.
Stalled Growth
Imagine that the salon or spa is like a car, when the business starts it’s like driving onto the
‘financial’ freeway / motorway. To be safe the car (business) must keep moving forward, change
gear, the performance of the engine (the team) must be maintained, finely tuned and repaired for
the car to function at its potential top performance.
But imagine driving on that freeway /
motorway and not looking after key parts of
that “car”, not changing warn out parts or
ignoring the warning lights right under the nose
of the driver until the engines stalls.
If that driver can’t restart that engine and get
the “car” moving again the driver (salon owner)
will be in serious danger.
Businesses stall for a number of key reasons
and it is the responsibility of owners and
managers to prevent stagnation of growth or to
get the business running again.
Reasons Business Stalls
Fixed in long standing habits, comfort zone.
Fear of the unknown
Failure to see how the business environment is shifting
Convinced past methods will reappear / continue to work as they did in the past and will
save them again
Staff talent unable to perform as the business requires (sales) and not developed
Core basic business abandoned, neglected or overlooked as key to financial success
Management breakdown (poor systems, failing to update services and or products)
Premium position backfire, inability to respond to new and or lower cost competitive
challenges OR to shift customer valuation of service.
There are many stories from global giants to small businesses were growth has stalled, but it is not
something that happens overnight. Sadly, many salons and spa’s fail to take action or make
CHANGE happen and that can be led to financial destruction.
Nothing Changes without Change
Driving a business forward will always require change, but change is hard work. There’s a lot of
research into the science of behaviour and the brain itself that shows humans find change difficult.
Our brain likes to work on autopilot whenever possible as forming new habits takes a lot of energy.
Established habits in the brain can be an advantage, give a highly experienced stylist or therapist
the tools to perform a service they are highly experienced in and autopilot can kick in, they can
perform a service without much thought.
But teach a new method, use a different supplier, new service or product and suddenly the brain
has to work hard and a team member can go from working with ease to frustrated and stressed,
simply because its change, and the human brain doesn’t like to change.
When kick starting a business,
especially a stalled business,
increasing revenue, developing new
skills or changing old established
habits will be hard work.
There must be change, and change
can be very hard excepting the
challenge and being committed to
change is key.
Team Responsibility and Change
When working with teams in training and part of the Client-Team Links course teams also cover and
understand responsibility and dealing with change in the salon or spa, its key.
It’s about confronting all the reasons a team thinks the business is not growing, a “empty the cup”
because everyone need to understand, it’s not the client, it’s what the team is doing with the
client or not doing that is stalling growth.
Before moving forward, everyone, both owner and team must get
over any mind barrier that stops growth, we are accountable for our actions and must get rid of any negative focus and the
blame game, and that means;
Taking responsibility for what is done or not done in the
salon or spa
We are ALL accountable for our actions as adults
Team common beliefs include;
“it’s too expensive” “people round here can’t afford what we charge” “they never have their diaries
on them so say they’ll call” “people nowadays buy it online” “at my last salon we stocked X that was
way better than Y” “I’m not a sales person” “clients tell me they’ve already got something like it”
“people aren’t loyal anymore” “we get the wrong clients from the offers”
In training, teams are then asked, are these
statements true comments, hard facts that can be
proved?
Or a personal opinion?
Are clients just fobbing them off, being nice?
Because the client is in the Nice Client Zone, not
The Buying Client Zone?
Yes, sometimes these types of statements are true. Mrs Jones does have a shampoo at the moment
but far too many, an alarming 80% of clients will just not be in The Buying Client Zone.
And that IMPACTS all of the 4 R’s of revenue.
The Fact
80% of clients just don’t make it into The Buying Client Zone
It’s what salons and spas are doing or not doing with clients that effects
growth
It’s easy for any person to find excuses, not having to be
responsible and therefore confront change. It’s the banks fault,
the local competition, clients just don’t spend, the team, young
people these days, people just aren’t loyal anymore, the dog it ate
my homework syndrome!
Taking responsibility and then excepting change is needed is
important but challenging for many businesses no matter how big
or small.
For business owners the questions are;
Who’s responsible for sales and change, improving sales in the business?
Is there a specific sales process for reception, client journey, pre and post visit
follow up?
Does the business have a team plan that links to the marketing plan for sales
conversions? Does the business have a sales training program for the team?
Is there the 3 key plans and are they link together, team, marketing and
financial?
The MUST have is the team plan, get the team right to maximise the marketing to achieve the
financial needs. Does the business have a team plan?
Every salon or spa owner IS responsible for sales
and change, whilst for some owners this can be a
hard pill to swallow, it can also be very freeing and
the best medicine.
Change starts by removing negative thinking and
the blame game. Taking responsibility and taking
action to change.
If a business is not generating the results (sales) it
needs or wants then something has to CHANGE.
The owner is ultimately the person responsible for
making change happen.
Responsibility for sales and change in the business
The Main Points
Business results will not change without change
Change can be very difficult for people, its hard work and old habits are so
much easier
The business must have a team plan and a sales focus
If business growth is low or slow then the business is has or is at risk of stalling,
just like a car.
Like a car the business will need constant work, maintenance and parts
changed, it’s either a high performance machine or a clapped out old banger
Killer Sales Mistake #2
No Business and Sales Training
for the TEAM
The goal of education is understanding
The goal of training is performance
- Frank Bell
Team Development
If the team doesn’t know how to sell, has little or no training
how can they be expected to sell?
If a salon employs a team of people with little or no
knowledge of how to sell the business is doomed unless
there’s an investment in training from a professional or the
owner trains the team.
Training the 4 R’s is the answer to improving revenue
Every salon or spa must have a training plan that teaches a sales process and that training should
also marry with the marketing plan.
If a business doesn’t train revenue skills, revenue doesn’t grow, it’s that simple.
The “mistakes” team members will be making in a slow or low revenue growth
salon or spa;
Not understanding The Buying Zone or how to move a client this zone
Little or no confidence in selling
Not knowing how to sell or why they need too
Not knowing the 8 steps to selling in a salon or spa
Missing one or more of the 8 steps
Not understanding body language and buying signals
Using sales techniques that are high pressure or hard selling, which will damage the
business long term
Poor communication skills and or monopolising the “chat”
Making assumptions about what a client can afford or what the client wants
To personal with clients
Not closing the sale
Closing at the wrong time or location
Given up or forgetting to tell clients of the 4 R’s
Not understanding that clients love to buy and want to buy from them
If there’s one key reason globally that salons and spas struggle, grow slowly or go bust it’s the lack
of knowledge and training on how to sell the 4 R’s in a way that’s professional for the industry and
that clients love.
It’s not enough just to train the latest techniques, trends for the services sold or having product
knowledge.
If sells skills aren’t developed then revenue won’t develop
Imagine a professional salon or spa owner allowing
someone with NO training or experience in cutting
hair or waxing eye brows loose in a business with
paying clients and the end result.
But team members are allowed to have clients that
have a potential value per person of just under
*£/$10,000 with little or no revenue skills.
*The figure is based on average spend and
referrals to a business over a 3 year period.
The facts of training are well documented across
every industry, team members make fewer
mistakes, are better motivated, and stay longer
with greater results.
It’s not enough to JUST train the craft of hair and beauty, teams need business skills and that must
include sales.
No Business and Sales Training for the TEAM
The Main Points
Selling is a skill no different to cutting hair or performing a massage. It’s trained,
practised and monitored until it’s on autopilot
Well trained teams make few mistakes are better motivated, stay longer and generate
greater results
If a business doesn’t train revenue it doesn’t make revenue
Training business and selling skills is the answer, its key
The Salon Money Maker - Team Business Courses
Specific business courses for salon and spa teams
Killer Sales Mistake #3
Money Focused Key
Performance Indicators –
Targets
The Salon / Spa Paradox
When you focus on the money and not the client, you
don’t make money. But when you focus on the client
and forget the money, it rolls in with ease
- Caroline Turner
Targets
Targets are essential but they must be the right targets. The wrong targets, badly set targets are as
useless as not having a target.
Targets should move team members forward quickly and with a sense of
confidence and a feeling of being easy, and fun.
Targets are both team focused and individual depending on where a team is in
making money, and the culture that an owner is aiming to achieve in the
business.
But here’s the BIG issue;
Financial targets DON’T WORK for MOST team members
The old style of financial and or request targets just damage businesses and the industry needs
to give teams a different focus.
The Power of the Mind
When a person is highly experienced with financial targets the size isn’t an issue and targets in
certain job roles in the industry can run into tens even hundreds of millions, but to work effectively
the person must be highly experienced with achieving financial
focused targets.
But if a person is new or inexperienced to hitting financial targets,
any large figure would seem daunting and over whelming.
With experience and habits formed it creates the, I CAN mind-set
to hitting big targets.
But if a team member has a target with little or no experience and
no training it’s hard work for the brain and very easy to focus on “I
CAN’T”, and the target is dead in the water even if it’s as little as
£/$100!
It’s about understanding the psychology of human behaviour and how to get the best out of the
people in the team.
The 4 key reasons financial targets don’t work for many team members
1- Some team members crumble with the pressure AND then see selling as a
negative
“It’s not why I become a stylist or therapist”
Yes, team members must hit the figures for the salon or spa
to be in a positive financial position, fact.
Everyone new to a salon or spa from the moment of signing
their contract has the minimum revenue expected of them,
and of course that figure includes a minimum profit of 20%
written into the contract.
But how to take that BIG figure and not let the person
crumble under the pressure? After all if the team member
doesn’t hit the figure with support and training, they won’t
have a job!
For business owners it’s like giving team members a piggy back,
how many of the team can a business owner carry financially and
for how long? No growth is not an option
If a team member doesn’t grow. They go!
But that’s pressure and the person could be a rough diamond, how
does a business polish the diamond, the person, and prevent them from crumbling?
Setting financial targets; Average bills – MONEY Weekly total take – MONEY Retail – MONEY
Is often too much for;
• New professionals, just starting their career
• Struggling professionals, currently not hitting financial targets with slow
growth
• Professionals who have a closed mind to selling, view selling as a negative,
“it’s not why I became…”
Large money focused targets CAN FEEL for many team members like climbing a mountain, and the
bigger the mountain (figure) the quicker they’ll give up. I CAN’T, and progress, growth, STOPS dead!
Business growth will be slow or flat line, stall.
A stalled business can in part be caused by the team and how an owner works with the team and
the target.
A Personal Story, Caroline crumbles on the bike!
(Stick with it, this will make sense).
Confidence is key in sales, our crumble team members lack confidence.
Team members will quit trying to hit targets very quickly if it feels hard, and hitting
large targets is hard work.
It’s too much, and too easy to quit.
“I can’t do that” “no way will I hit that figure” “clients don’t buy” “it’s too expensive”
Always an excuse. A way to justify why the task is impossible, shifting responsibility and building
a barrier to even try. If team members over a period of time continue to build a mind map
(neuropath way in the brain) of failure then the financial target is impossible.
The crumble team member needs a different focus to support their growth, they very often can’t
cope with large money targets.
2- Money targets are the wrong focus. Being successful with sales needs a
complete focus on the client, not the money.
The Salon / Spa Paradox
When you focus on the money and not the client, you don’t make money.
But when you focus on the client and forget the money, it rolls in with
ease
Another Little Story
Targets need to be client focused to make money, money focused targets just don’t work unless a
team member is highly experienced in sales, and understands the salon / spa paradox.
Client focused targets allow team
members to climb the money
mountain without them realising, it
makes it feel easy.
The focus is doing what’s right for
the client, not about the money. As
the climb is easier, team members
can keep going. As individuals
achieve more and feels positive about what they’re doing with clients their
confidence grows. With every success comes the feel good factor, the brain
releases chemicals, the pleasure centre, and starts to form neuropathways, every
success starts to program the autopilot, until advising clients becomes automatic.
It’s as if the brain communicates “When I advise clients and they listen and trust
me, it feels good, lets do that again” and so the team member climbs the financial
mountain enjoying the success and moves forward, reaching the top of the
mountain quicker.
3- For a salon or spa to fly it can only be as a team and individual
financial targets are all about
ME – MINE – I – MY
Ever had that fuming red faced team
member wanting a quick word?” X in
the salon has taken MY client” “I told
Mrs Y about products, she’s came back
to get them and X has put them under
her name” “New clients should be
booked with ME” “Why is Mrs X
booked in with Y? She’s MINE.”
When teams know they have to hit
individual financial targets because of
the wage structure used, it can start internal wars on the floor to make the figures and IF a team
member is a money monster, greedy to get what they want without a care about anyone else,
that’s when individual financial targets and individual commission wage structures can really hurt
and damage the business.
Businesses can have specific individual targets, but the right ones, however, if a salon or spa is
struggling with growth a team focus is a more powerful target, as is team pay and or additional
team incentives or bonuses.
There’s a psychology shift in behaviour when
teams no longer compete against each other and
are focused as a unit to the end goal as one. Team
members often start helping each other, offering
encouragement, ideas to help those struggling,
mentor each other, it’s a different focus
WE – US – OURS
The culture of the business is together as one, and working as a unit not a group of individuals who
happen to be in the same location. In the science of human behaviour most humans want to feel
part of a movement, a team, we find safety in numbers and enjoyment in being part of something.
Teams are complex as is human behaviour, cultivating a team target, structure, group involvement,
additional responsibilities can bring individuals together with combined effort.
Salons and Spas are just like team sports, to win the team must support, encourage and work
together as one towards the end goal.
4- What’s actually going on with the client?
The reports that can be accessed can tell business owners very specific data from client numbers,
retention levels, new or returning, average spend, specific services and retail amount plus % and
total revenue.
There is a lot of good information that is needed, and must be reviewed by owners to prevent the
business stalling. Business owners and managers MUST have the financial targets, and a very clear
understanding of the finances.
However, many of the reports only give the owner or manager half of the story, and that’s a danger
in having a clear picture of financial security.
Half the story example - Retail
A team member saw 100 clients and 20 clients purchased retail.
What happened to the other 80 clients?
Did the 80 clients who didn't buy receive home-care advice and choose not to purchase? or did the
team member not offer advice?
Did the 20 clients who brought get advice or did the client ask for the products? Or are the 20
people walk-in purchases recorded as the team members sales, because the team member
happened to be at reception? Or are they another team members sale?
Without monitoring an owner just doesn't
know, and that's a major problem. The owner
or manager doesn't know what a team member
is doing, are they advising clients on any of the
4 R’s that make revenue?
No owner can afford to just say “yes, my team
always…” as that would be an assumption
unless it’s monitored and recorded, only then
can an owner say “Yes” be based on fact.
What Salon and Spa businesses need is 2 reports, reports
that give the COMPLETE business picture.
Giving team’s client focused targets, reducing lost clients
and increasing the 4 R’s of Revenue by moving more clients
into the Client Buying Zone.
They are
The Complete Professional Service and the Client Score
Card
The Complete Professional Service
Simply, The Complete Professional Service is;
Staff documenting the 4 R’s of Revenue, what advice was given to every client, checked by the
front of house coordinator (reception), added to the clients bill as a service (zero cost and zero
time allocated) and then monitored, aiming as a TEAM and individually as a target to achieve
90%+
THE FACT ABOUT CPS AND REVENUE
If clients are given professional advice, revenue grows
Clients are more likely to re-book, purchase home care, and take other services. But only if they are
told, given the advice. If team members have struggled and crumbled they will have given up and or
be forgetting to give professional advice.
What an owner or manager needs is the total and % of how many clients received professional
advice?
In the article, Stop giving your team a retail target it
covers how to use the CPS system, it explain how
each client must have a prescription card which will
state the 4 R’s;
• Retention - When the person needs to be re-booked
• Recommendations - Any additional services advised and / or cross promoted
• Retail – Homecare advise
• Referral – Tell your friends
Yes, it is documented, the advice discussed with the client
during the service or in relaxing services such as facials,
prior to the client getting off the couch.
Some reading this may think “but that won’t work for my
team or my team will hate that”. But teams should always
have a client card printed out for each client and be
documenting already information on the card, all that will
be added is that advised has been given
When a salon or spa monitors that professional advice is being given to every client it gives a
much clearer picture about performance. The focus of the target is the client, and that can
change the mind set for team members - It's Client Centric.
It's no longer about the money or the sale it's about giving the Complete Professional Service to
the client.
Think about it...
Remember that team member with 100 clients and the 20 clients who purchased retail, lets add to
that information and say the CPS report showed 40 clients received advice. It’s now clearer to see
in closing retail "sales" the success rate is 50% and also that 60 clients didn't get any advice.
Let’s expand that to a team of 10 (simple maths), and for simplicity they had the same figures.
So 1000 clients visited the business, 200 clients purchased retail and 400 clients received the
Complete Professional Service. But importantly, 600 clients received no professional advice
regarding the 4 R’s of Revenue.
What if with training (Client-Team Links and Salon
Rainbow Yales) and targets, the team achieved the 90%+
Complete Professional Service?
1000 Clients x 90% CPS offered = 900 clients x 50% retail
conversion = 450 Clients purchase
An increase of 250 clients purchasing retail, if the average
retail was £/$30
Without CPS = £/$6,000
With CPS = £/$13,500
An increase of £/$7,500 in revenue
The focus for the new target... increase the number of
clients receiving advice, increase the CPS.
All an owner or manager is looking to achieve, put to the
team;
"I just want you to be the complete professional, wow the client with your knowledge and advice clients on what would make a difference, really
care for them. That's all."
By documenting, checking at reception and then adding CPS to the clients’ bill owners and
managers have a system to monitor advice and set a client focused target.
More details can be found at Stop giving your team a retail target
Any form of change, building a new habit will be hard work and can met with resistance, because
developing new neuropathways in the brain, changing behaviour requires energy, effort and
commitment.
Resistance is a normal reaction, if team members have been GIVING advice the only change is to
tick a box or 2, write in the number of weeks till the next appointment, additional service advised
and the retail name. If a team member hasn’t been offering advice then the change will require
support, training and time.
The Complete Professional Service is no longer asking team members to sell with a money focus,
the focus is on the client. The focus is to get team members to speak with confidence as a true
professional in the industry, offering advice.
This method of targeting can makes a massive difference very quickly, for crumble team members
and “it’s not why I became a stylist / therapist”
With a shift in focus and advice being given with lower stress / pressure to hit money targets more
clients start to rebook and purchase, and that builds more confidence which in turns pushes up the
figures.
It’s the positive money “cycle” of growth
How many clients should receive The Complete Professional Service?
Getting to 90%+ should be the team and individual target, however, if team members have given
up or been forgetting to offer advice it will take time, training and monitoring to achieve this
target.
An owner and manager will need to be consistent for a minimum of 66 days, the average time it
takes to build a new habit.
Why not 100%? Sometimes there will be a valid reason, if Mrs X comes in every week, uses
homecare and doesn’t need any additional services or is already having them, what can be advised?
BUT Mrs X should never be taken for
granted. Seasons, trends and over time
needs change, and we should never
compromise a professional service.
But a team should hit the 90%+ mark.
The point of aiming to reach the 90%+ mark
is simple, the more advice is offered the
more likely the person using the business will
follow the advice.
It’s a firm starting point to having a sales process in the salon or spa that is not money focused but
drives up revenue.
But only if the clients reaches The Client Buying Zone and that’s why the 2nd
system is also critical;
The Client Score Card
The research into consumer behaviour shows a number of serious factors about how, when and
why people buy. It is this research that forms the online training course Client-Team Links designed
to develop teams business skills, C-T Links covers the invisible chain that binds a person to a salon
or spa creating long term loyalty, Cultivating Followers, and how to move clients into The
Client Buying Zone.
When a salon or spa lacks revenue or grows slowly the key
factor is very often the team.
The invisible chain that keeps clients returning is being
broken by The Oblivious Virus.
No one has a clue they’re spreading virus and unless
monitored the owner or manager has no idea they’re
infected, and this has a massive impact on client
loyalty, retention, revenue and can stall a business.
Consumers, people ARE still loyal if the expectations, emotions, and value meets their needs and
desires. That’s why the likes of Apple can release a new product and people camp out on the street
to get it first, the list is endless of different services, products, companies, restaurants, authors,
actors, singers who have cultivated a following. They build a strong chain, linking their clients to
the brand.
Cultivating Followers… brands worked hard to achieve it and even harder
to keep it.
But if clients are not being loyal to a salon or spa it will be the links in
the Client-Team Chain that ARE being broken during the clients
service by one or more of the team, the business has the Oblivious
Virus and that
KILLS BUSINESSES SLOWLY!
WHY?
80% of clients will be in the Nice Client Zone and this
is very dangerous
Worst Case Scenario
IF a business saw 100 clients in a week and had the Oblivious Virus, 80 clients will be in
the Nice Zone and may walk away and never come back
The Nice Client Zone©
Are uninspired clients who are vulnerable to
competitor’s offerings and could leave at
any time!
They’re satisfied, the salon or spa was
alright, it’s was NICE!
To add to this there’s also a No Fit Zone. The business just doesn’t fit with what the person wants.
They didn’t like something, it may be the person, the team or the service and or products.
That’s OK, better the No Fit Client move
on as they are the ones who make life
hell, often late, repeatedly no show, or
slander a business on social media. So
the quicker they leave the better.
The No Fit Client have no respect for the
owner or the team. The No Fit Zone will
be approximately 1.5 in every 10 people,
so see 100 clients, hope 15 don’t return!
But that potentially mean a business could bleed out 80 clients a week! That’s potentially 3,840 in a
working year that MAY NEVER RETURN.
WHAT IF they didn’t come back? If each spent just £/$500 in the year that would be revenue
potential loss of OVER
£/$1.9 MILLION!
You could be losing tens, hundreds of thousands even millions
Monitoring retention rates is critical to the industry, how many clients return AND how many
HAVE NOT RETURNED
Approximately 80% of those non-returning clients
will be caused by the Oblivious Virus, the team
breaking the chain in the Clint-Team Links that
creates followers, long term clients.
Do you know how many clients are in the
The BUYING ZONE, The NICE ZONE
The NO FIT ZONE?
Because there is a way to find out, and it is KEY to
SURVIVE and making a profit.
The Client Score Card is easy BUT it must be done in a specific way. More details can be found in
a Revenue Newsletter, Marketing a salon or spa is a complete waste of time and money!
The Client Score Card
The Client Score Card, is a rating system that gives businesses a financial health check, NPS (Net
Promoter Score®) is a globally recognized measure of consumer engagement in a business.
The system first appeared in 2004 in the Harvard Business Review article by Fred Reichheld, based
on research that proved a link between Net Promoter Score® and business growth. The system
inspired change, getting companies to move away from market research and to developing
customer experience.
The information for NPS, the Client Score Card can be gathered by using an app on the salon or spa
tablet. A simple program that will do all the work. The app will calculate the teams daily score rate,
and gives owners vital information about the client zones helping to reduce the risk of stalling and
improve performance.
The Salon Money Maker nor Caroline Turner has ever
had any links to the App Company or gains financially. It
was selected because it is a simple, effect and the most
cost effective ($1.49 / 79p) way for salons and spa to
monitor performance and potentially save thousands in
lost revenue.
The app asks clients 3 simple questions, the first 2 are
important to monitor as they focus to clients emotions,
about the service and experience, the aim is to score the
“very” happy face (5). However, it is the last question
that gives the vital insight into the health of the
business.
https://itunes.apple.com/au/app/snaprating/id669433539?mt=8
If the client scores between;
1-6 The No Fit Zone - They are unhappy clients who can damage your salon or spa
and effect growth.
7-8 The Nice Zone - They are satisfied but uninspired clients who are vulnerable to
the local competition, they may never return
9-10 The Buying Zone - They are loyal enthusiast clients who will keep booking and
will trust advice offered, happy to spend more in the business and will make referrals.
At the end of each shift or day a report can be sent via email and the information uploaded to a
Google Drive Spread sheet. The spreadsheet can be set up into a chart giving the owner and the
team instant feedback from clients, giving clear data on how clients FEEL about the business and IF
they will continue to use it and be happy to spend more in it. And looks like this.
The whole system is simple and quick, for
clients and the business.
Now an owner can see any patterns in specific
days relating to client service and the how
clients felt about their experience in the
business.
The team has a client based target to achieve
that will move more clients into the buying
zone, assisting in driving up revenue, without a
money target.
Specific measurable client feedback. Consider 5
as outstanding, 3 nothing special and 1 hated
the experience.
The critical information, do the clients make it
into the buying zone or is the business at risk of
stalling, losing clients and potentially thousands,
hundreds of thousands.
1-6 No fit (hated the experience)
7-8 Nice (vulnerable and may never come back
9-10 The Buying Zone (loyal followers)
The owner can see “actual” performance, not
figures, the result OF performance.
Example of the Email Report sent at the end of each day or shift
SnapRating Shift Report
Results for: 13/04/2015 10:59
Results are an average of the combined ratings. Detailed CSV attached.
Questions 1
3.38
Questions 2
3.08
Questions 3
6.21
This message was generated by SnapRating for
iPad and emailed as a shift report. If you are not the
intended recipient please delete.
The Client Score Card creates a team target with a team benefit
Whether the business uses Team Based Pay or Commission, wages grow when
clients spend and return. For that to happen Clients must be in the Buying Zone and
that’s a 9-10 score
To achieve a 9-10 score daily
TEAMS MUST be completely client focused AS A TEAM.
If a business scores a HIGH 1-6 rating, it’s either attracting the wrong people or there is a serious
issue with the team or a specific team member. The business has a REALLY SERIOUS case of the
Oblivious Virus, think of it like life threating Flu, recovery would require urgently action and
potentially external support including staff training.
If a business scores a 7-8 rating it still has the Oblivious Virus but it’s more like a cold, the business
will be losing money with staff training such as Client-Team Links and a team focused target a salon
or spa owner could see a MASSIVE increase in revenue. Action is also urgently required to
prevent the business from stalling or recover from a stall and stimulate growth.
Again, external support maybe required.
If a business scores a 9-10 rating it should have a very high level of client retention, 70-90% and
be booked weeks in advanced or be heading in that direction if new (0-48 months), this should
reflect in all of the 4 R’s of Revenue.
HOWEVER, if the business has any weak areas
such as recommending (cross promotion) or
for example, retail is not achieving between
20%-50%+ the team needs additional training
on how to sell professional, such as the
Rainbow Yales course, a specific sales course
for the salon and spa industry. The clients
want more, and will be happy to spend more,
the team just needs a little help with
technique and confidence.
Targets are key, but they must be the right focus, the Complete Professional Service
and Client Score Card take the attention for the TEAM away from money and focus
purely on the client.
The Salon / Spa Paradox
When you focus on the money and not the client, you don’t make money. But when
you focus on the client and forget the money, it rolls in with ease
Money Focused Key Performance Indicators - Targets
The Main Points
Targets are key to moving performance forward, but they must be the right
target
Money focused targets don’t work for many team members Targets that are team focused can support a culture of working together
The Complete Professional Service, documents advise IS being offered to
clients and is added to the clients bill to monitor performance
The Client Score Card – A globally recognised system to monitor client
retention and focus teams to improving Client-Team Links and curing the
Oblivious Virus
Killer Sales Mistake #4
Poor Planning,
Prioritizing and Time
Management
Every year we say that we’re going to get ourselves
organised sooner…
- Jill Williams
Fail to Plan – Plan to Fail!
Managing time, prioritising and being organised as a professional business man or women is key.
Having systems in place so the owner/manager can be completely up to date with accounts,
marketing, and team development as well as potentially see clients is essential.
But if the system isn’t right and the owner or manager is poorly organised, they will be poor!
Both financially and personally, putting
pressure on the business income and on
personal and family relationships.
Business is like spinning plates, attention is
split between each plate (team, marketing,
finance, clients and a personal life).
Keeping them going requires organisation
and systems or they will start to wobble
and potential smash to the ground.
Another Little Story
Managing time and implementing plans is CRITICAL. An owner MUST set the bar of how the
business works, having high standards, systems and organisation. It’s the “ON-time ON-target
Manager”. Teams will lose respect for wishy washy, unorganised leaders very quickly.
4 Common Time Management Mistakes
1. Failing to Keep a TO-DO List
Failing to keep a written or app form To-Do list is a big mistake in time management, without a list
it’s easy for important tasks to be missed or forgotten until they become urgent. Without listing
what needs to be done in a timely manner it can be easy to become a FIRE fighter manager, racing
around putting out fires because jobs have been missed or put off and have become urgent.
The To-Do List starts from the business goal and then broken down
The Quarter Master
Monthly list
Weekly list
Daily list
Whether owners or managers use a paper system or an app, establishing the habit of using a To-Do
list improves effective use of time. Certain tasks and key responsibilities can easily be scheduled in
advance, such as performance reviews, accounts, and wages for example.
Specific tasks, critical jobs such as a marketing plan are then broken down into smaller tasks, jobs to
be achieved with time allocated. Each task needs to have a value to the overall goal of the business,
so will need to be prioritized.
2. Not Prioritizing
With a list of jobs that needs to be actioned it’s key to prioritise what must be done, what can wait
and the nice stuff. There are many “systems” that can be used from Big Rocks First or Eat that Frog
principles to the Eisenhower Matrix but all come down to the same principle, prioritising work.
A – Most important must be done
B – Important and should be done
C – Not important but “Nice” to do
Time is money and every task an owner is focused to must have a value to the overall business goal.
Prioritizing a task based on its return and importance helps to make time productive.
To achieve any task however a plan and a schedule will be needed.
3. Plan and Schedule the Task
Without a plan and the time scheduled it’s easy to fall behind on critical jobs such as the team,
marketing and financial plans.
With simple plans drawn up in pencil (meaning it’s flexible, things can change) it’s then key to break
each task down into small achievable units, as large tasks can be overwhelming.
Whether an owner has set blocked out time every day or certain days for business work, time
needs to be scheduled to achieve the plan. For example, 12 week marketing plan;
1 2 3 4 5 6 7 8 9 10 11 12
Rebooking program
New Client follow up
6 week promotion
6 week promotion
Special events
Raise the Dead
Top Spender rewards
This is a VERY simple plan for the benefit of the book for a quarters marketing, with the plan
outlined each task will then need to be broken down into specific jobs, prioritised and scheduled on
the To do list to make sure it is completed in advance.
For example, The 6 week promotion may need some or all of the following; budget, targets,
marketing material, team training, promotional emails or mail shot, personal invites for top
spenders, a window design, demonstration, evening event, online promotional video, update to
website, personal phone calls to previous clients of the service, social media.
And that’s just one promotion! Knowing the importance of prioritising time to generate the largest
return to the business means an owner can break down what needs to happen into smaller tasks
but then make such they don’t take on too much.
4. Taking on Too Much
Taking on to many projects or not having systems in place to manage day to day operations and
long term planning can lead to poor performance, stress, and lower morale.
Falling into the trap of micromanagement, controlling everything because it feels like others can’t
be trusted or the job won’t be done in a specific way, can lead to a poor use of time and cause a
feeling in the team of “what’s the point, s/he’ll only moan if I don’t do it right”.
When owners or managers take on too much it can often lead to missed deadlines, missed
opportunities, rushed work and a lot of stress.
Putting systems in place and delegating are key management tools that will take time to set up but
long term develop revenue and the team.
Delegating is a method of training and empowers members of the team, when done right.
When delegating using specific language is key if a job needs to be completed in a specific way, but
remembering if the person completes the job using a different method it’s also OK.
If the owner or manager wants the job done in an exact way this will only happen with specific
communication.
Another Little Story
“I was teaching a management course to a group of salon owners a while ago, explaining the
difference in notice and specific communication. I explained how many owners or managers can feel
frustrated with team members when jobs aren’t done the way THEY would do them, and the
importance of not jumping in with “give it here, I’ll do it myself” and how this can paralyse team
growth.
As we went on one of the owners started laughing and banging his head on the table (literally!). He
explained how the previous week he’d asked one of the team to bleach the white cups used for
clients’ drinks.
When he’d walked into the staff room he’d found the team member had got every cup out, put a
small amount of bleach in every cup, and covered the whole room. The owner laughed, “I couldn’t
believe the staff member had been so dumb!”
The owner had wanted the cups in a bowl of water with a little bleach, surely that would be
common sense? But he’d told the person to bleach the cups, he hadn’t been specific HOW to do it
and so the person had thought for themselves and done as he was asked.
As the owner put it, “it wasn’t the team
member who’d been dumb, it was me!” He
went in the room with what the hell are you
doing? But it wasn’t the team member at
fault, the owner hadn’t been specific and the
person had never done the job before and so
had been left to decide how best to bleach
the cups.”
Delegation is key to prevent micromanagement and not taking on tasks that others can do, but will
need specific communication.
To prevent taking on too much and falling behind with key, CORE jobs or projects it’s important to
consider;
What tasks can be trained and delegated
What parts of the project are AB or C
Will the investment of time have financial value to the business goal
Time management is a skill that anyone can develop regardless of how disorganised a person may
say they are, by putting simple, repeatable systems in place a business owner can be successful at
being “On time and On target”.
The key is to recognise that the business plan need managing to achieve the overall goal in a way
that is easy and not stressful.
Poor Planning, Prioritizing and Time Management
The Main Points
Having systems in place so the owner or manager can be completely up to date with
accounts, marketing, and team development as well as potentially see clients is essential An owner MUST set the bar of how the business works, having high standards, systems and
be organisation Teams will lose respect for wishy washy, unorganised leaders very quickly Keep a TO-DO List Prioritize tasks based on its return and importance helps to make time productive Create a simple plan and schedule time to be an “On-time, On-Target Manager” Put systems in place, be mindful of work load and delegate with specific communication
Killer Sales Mistake #5
Not Understanding the Financial
Hub, Reception
Front of House is often undervalued, however I believe it is the
heart of any business. It is where information can be fed to every
part of the salon, just like the heart feeds the arteries.
- Julie Eldrett
Reception - The Finance Centre
The salon or spa reception, front of house is the business hub to financial success. If there’s a place
in the business that makes or breaks a spa or salon financially, it’s reception.
From how it’s laid out, presented, the people allowed at the desk, sales systems, CPS and CSC check
out, walk-in sales, verbal marketing, upgrading, new client follow up systems, data collection, the
list goes on and on and nearly every job at reception links to the 4 R’s and sales.
Employing the right person is also
CRITICAL, but often the position can
be allowed to be more like a glorified
checkout person who greets those
arriving, answers the phone, books
appointments and takes the bill.
The position of a Front of House
coordinator, the receptionist is a
serious job, and should be either with
training or via head hunting, someone
with sales experience.
But there are same simple rules and techniques that can help improve the front of house results
very quickly, these 2 fundamental rules are key, more reception techniques that increase takings
can be found in the Revenue Newsletter, and an online reception sales course will be released
soon.
1 - Staff hanging out at reception
NO one is permitted at the reception desk unless working or with a client. One of the key issues
with getting new clients to walk into a salon is “it feels intimidating” and the moment a reception
gang clusters at the front of the business the salon becomes a no go zone to new clients, its human
behaviour, no one WANTS to confront a gang, unless they have too.
The reception GANG will damage revenue.
There is nothing friendly about having 3, 4, 5 people standing at the desk, the group at reception
may be friendly, but new clients don’t know that, it’s a gang. It makes consumers, potential clients
feel uncomfortable and that does nothing for increasing sales. It can and does put people off and
damages growth. With the front of the business set correctly and no gang allowed at reception
requests for price lists increase.
It’s important to view every enquiry “Do you have a price list?” as a sales opportunity.
After all if the person asking for a price list was in The Buying Zone of another salon they wouldn’t
need or want a price list.
This type of request is more likely to be from potential clients who are sitting in the Nice Client or
No fit Zone, and with an effective sales process the price list request should result in a new client
booking.
It’s also important to monitor how many people requested a price list and how many booked.
Sometimes people do need to be at reception, someone needs to print out a report or a team
member needs client information, but the moment someone walks into the business any additional
staff not working at reception should vanish.
The desk is not the local hang out, for leaning on or sharing personal news, it’s a
sales desk.
Reception Presentation
How the front desk is presented and organisation is key to gaining new clients, and increasing
income from current clients. The personnel on reception must be clean, neat and tidy, and appear
friendly, now that’s not rocket science. But the person on the desk and the area around it must
represent the quality of service provided, it’s the salon or spas calling card.
The reception is the first impression of standards
of the business, so it is obvious to say it’s 100%
clean, neat and tidy.
The standards of the salon or spas service skills IS going to be judged based on the presentation of
the front of house area, shop front (including the
window) and staff member on reception.
But that core basic is missed countless times in the reception area. It is essential that owners
regularly inspect the whole business for presentation and cleanliness and any maintenance and
salon standards are kept but this is especially important at the front of the business.
Caroline’s Personal Experience
“I frequently visit salons and spas as a secret shopper, I believe to design training I have to be a
client, to clearly understand the industry from our clients view point. Over the years in hundreds of
salons and spa’s I’ve seen everything from badly chipped paint work, food, drinks, staff shopping
bags, clients confidential paperwork, piles of junk, post, dust, dead flowers, and just unnecessary
clutter.
Team members with “bad hair” or make up, sitting on a chair with no smile or personality, no
connection with those waiting, personal conversations about their relationships, and even a gang of
8 team members sharing their holiday / vacation photo’s like IT’S THEIR space and not the clients.
Even in award winning salons.
When it comes to how a business presents its first impression it is key to understand, to gain new
clients, increase spend of current clients we have to “tick boxes” that tells a new client, “I can trust
this business” and move people into the buying zone.
Research into consumers’ behaviour has shown this first impression is mainly judged on how clean,
neat and tidy the business is, in fact 95% of consumers in a research project rated cleanliness as
MORE important than customer service.”
The reception area and staff must represent the whole teams’
standards of work.
If there’s one area that’s all about money,
then it’s the reception!
Immaculate Personal Presentation
It’s extremely important that everyone is immaculately presented every day. But at reception, front
of house it’s even more important.
Another Little Story
If the business sells hair, nail, skin, body
services and retail the person representing
everyone’s work standing at reception
must look the part, every day.
People cannot help how their brain works, the consumer will judge the quality of the salon or spas
work by the image of the person they speak with, as well as the presentation of reception area, and
the window. As the consumer enters the business a potential client’s brain kicks into action to make
a decision “Can I trust you?”
Whilst a team member can say all the right things “The team is highly experienced, highly trained…”
The only way to judge if this is true is visually if the person has no past experience of this business.
From the presentation of the shop front, spa entrance, to how the area is laid out, to the
receptionists appearances will effect the potentials clients overall first impression guiding the
person to fit into one of the 3 zones in a matter of seconds;
The No Fit Zone
The Nice Zone
The Buying Zone
Not Understanding the Financial Hub, Reception
Main Points
Front of house, reception is the business hub to financial success
Nearly EVERY sale involves directly or indirectly the reception area The reception GANG will damage revenue
How the front desk is presented and organised is key to gaining new clients and increasing
income from current clients
If the business sells hair, nail, skin, body services and retail the person representing
everyone’s work standing at reception must look the part, every day
People cannot help how their brain works, they will judge the quality of the salon or spas
work by the image of the person they speak with, as well as the presentation of the area
Killer Sales Mistake #6
Not using the Sales Treasure
Map in the Business
Maximising key positions in the business is like planting seeds
that grow into sales
- Caroline Turner
Revenue Hotspots
There are key hotspots that generate revenue, they are positions that can grab the attention of
potential and current clients and hold their focus. They are revenue, sales positions, a money hot
spot.
Big business brands have been using this knowledge in their
marketing plans to get consumers spending more for many
years. With promotions on the ends of aisles, right hand
positioning, eye line marketing, eye facing or hand guiding
photography for a few examples.
But how businesses market to consumers is changing, and salons and spas can benefit from a few
simple techniques to market the business using Neurological marketing and understanding the
psychological behaviour of consumers. Many of the techniques in this book, in the Revenue
Newsletter and in the online training stem from scientific research, years of experience and
continuous development.
The Treasure Hunt
The key is to tour the business from the clients view point looking for these key positions. Then
drawing up a physical map to use in planning and designing a way too present information about
services or retail product in a specific way that gains interest and can increase revenue.
Another Little Story
Hotspots focus the client and IF the service
or homecare is something the person needs
or wants it will spark an enquiry. “Does that
really work?” “Do you sell X here” giving the
team the opportunity to inform the client
and close the deal, if they know how.
Very few people will ever ask about something they have NO interest in, if the client asks and
doesn’t buy or book, it will be more likely the “sales” presentation and close, rather than the client.
Whether a spa is in a hotel or health club that has display units outside the spa or a standalone spa
or salon there are key hotspots that can increase sales.
Finding the key points in a business is very easy. However, to maximise the impact marketing
material, presentation, the colours use, wording of offers, photography, displays and any other
methods must be well thought though from a sales perceptive, the brand image and the emotion
being presented to clients, is key.
In a series of articles in the Revenue Newsletter starting with The Salons Biggest Marketing Tool,
more in-depth detail on how to create displays, use graphics, posters, and key colour formats is
available. Whilst the articles start from the point of designing a window to gain more clients the
principles to maximise hotspots also applies.
The method to go on a treasure hunt is simple, very simple. But how the areas are used to
maximise the impact will need to consider visual perception laws, neurological marketing and
cognitive psychology. This is clever marketing, kept simple.
The key hotspots will either be a right side or centre
position to where a client will naturally walk too, stand or
sit in the business and at eye level.
By touring the business and setting
out a physical map an owner or
manager can start a plan to market for
these key revenue areas.
Which can be very financially
beneficial, if used effectively and not
wasted with distractions and clutter.
Clutter and Distraction
The salon or spa must be clutter free, the key to hotspots is not to distract the client with stuff and
allow the brain to focus on relevant information to the business. If the eyes has too much to view,
something is spread over a larger area (not compact) or unnecessary stuff is in view the brain will
scan an area and not focus.
Unnecessary STUFF is everything that does not benefit
the business financially or does not have a function to
the performance of the service.
So, a cutting stool has a function, a vase filled with
sticks and fairy lights, distraction. A menu in a leather
case explaining top services in the waiting area,
function. A beautiful statue of a Buddha, distraction.
Whilst these little touches maybe NICE, they do nothing to move clients into the Client Buying Zone
and they can distract the eye of the client and impact the brains attention.
It is also very common to find distractions such as crystals, sticks, wicker love hearts, pieces of art
work, plastic flowers in the money hotspots.
That’s why a vase of sticks looks right in that position, it’s a key eye spot that owners will often use
because instinct, the brain knows “I need to put something there”.
What is needed in these key spots is a visual of a
service, retail, and or a way to stimulate the
client’s senses.
This can be everything from a film showing key
services, client testimonials, poster, menu of top
services, a salon / spa book, a flyer, a well
presented bowl of a body scrub or mask with a
sign saying “Smell me”, an origami flower scented
with oils or just a retail display as a few examples.
The purpose is to stimulate the senses, visually as well as with touch, smell and taste during the
journey through the salon or spa.
There must be however, a balance when designing a treasure map not to over sell, as clients would
like to spend more but don’t like being sold too. It is important to consider what tools can be used
to enhance the clients experience, stimulate their senses whilst focusing their attention during their
journey time to stimulate interest in other services, promotions, referral programs and retail.
Not using the Sales Treasure Map in the Business
Main Points
There are key hotspots that generate revenue, they are positions that can grab the
attention of potential and current clients and hold their focus
The key is to tour the business from the clients view point
Hotspots focus the client and IF the service or homecare is something the person needs or
wants it will spark an enquiry
The salon or spa must be clutter free, the key to hotspots is not to distract the client with
stuff
Killer Sales Mistake #7
Waffle Confusions People
Stop confusing people and start convincing
- Caroline Turner
If it’s confusing its Loosing Clients
Written and verbal ‘waffle’ can be costly, it can confuse potential or current clients. Waffle is
written or spoken words that are; Unnecessary, longwinded, professional terminology (jargon), not
clients focused and complex systems, in short, too much information!
If potential or current clients can’t find what they want in seconds,
they’ll give up and move on!
The key places that written waffle can be found in the salon and spa industry is in key sales
tools, such as the Website and Written Material. These key sales material needs to be written in a
specific manner to generate revenue.
They include; Price lists / Posters / Promotions / A Salon Newsletter / Email marketing / Social
media posts / Competitions / loyalty schemes / referral programs. Any form of written material.
For the purpose of the book, let’s focus on the pricelist, as this essential tool will be on the
website and in the salon or spa.
The price list is such an important tool for selling in the industry, but waffle on the
pricelist or overly complex systems can seriously confuse and frustrate current and potential
clients.
And if it is too much “waffle” information, potential clients will click and leave very quickly from
websites or scan written material trying to find what they want and soon give up if it’s confusing
and time consuming.
This is especially true with beauty
services were salons and spas may
offer more then 3-4 different brands
services and end up with 100’s of
options.
So how the information is layout and
how much is written is key.
Facials are a good example of waffle and confusion.
As an industry it has been general practise to list each facial often with often a long description and
by the supplier, that’s just how the industry has done it.
But that’s not sales focused.
That type of price list is supplier focused, and makes it difficult for clients. If a salon or spa has 10-
20-even 30 facials, the client is being forced to find what they want, in a sea of information they
don’t want or need AND they will often give up.
Its complex, confusing and time consuming for the client.
That’s why from a sales point, it IS a Sales Mistake, as it’s the wrong way round.
The focus has to be how to best inform clients in
the quickest time possible.
Services from a sells point are best listed by what
the CLIENT WANTS not by which brand a salon or
spa has selected.
The point is to get the client to where they want
quickly, just like the hot spots, the price list is to
attract attention to what the client wants, hold the
clients interest and gain an enquiry.
But a person will leave a website after just 10 – 20
seconds, if they can’t find what they want, and
printed material such as pricelists are not much
different in the time frame to catch the sale.
But when the client gets to the right information it
must be in a KISS (Keep It Simple Short) approach to avoid waffle.
Here’s 2 examples;
10 – 20 Ready, GO!
“A firm favourite with customers, this treatment blends pure luxurious pampering with technical
expertise. The ultimate bespoke facial, our intensive, deep-cleansing treatment ensures exceptional
results whatever your age or skin type.
Tailored to meet your specific skincare needs, your skin will benefit from traditional hands-on
techniques and non-invasive skincare technology, such as steaming, manual extraction, anti-
bacterial high frequency, vacuum suction and intensive sequenced massage from our therapists'
expert hands.
Lasting a luxurious hour and a half, whilst the powerful naturally active ingredients work their
magic, enjoy a divinely pampering neck and shoulder massage and your choice of either foot, scalp
or shoulder massage.
An exceptional experience, which delivers outstanding, long-lasting results. Healthy, beautiful skin is
revealed and your mind and body left revitalised.”
Very descriptive.
But what if this business had another 15
facials?
Remember, the time limit of 10-20
seconds before the potential client loses
interest if they can’t find what they
want.
Compered too this website;
“Super-lifting facial to help firm and tighten cheeks, neck and jawline.
1 treatment every 3 weeks”
That’s all it says.
Now on this website a client can choose IF interested to click for more details and then gets this;
TREATMENT BENEFITS
• Dramatically improves muscle tone to help lift facial contours
• Visibly plumps and firms jowls, cheeks, chin and the jawline
• Smoothes out the deepest wrinkles
• Deeply hydrates the skin for maximum skin health
• Protects against urban and environmental skin damage, preventing
ageing
TARGETS
Skin is infused and stimulated by the contouring benefits of the Lift Effect Activator, rich in revolutionary plant stem cells and Lupin.
Microcurrent pulses with
Arjuna extract and Amber
dramatically help lift and firm
the sagging jowl area, whilst
galvanic current propels bio-
active formulas deeper into the
skin.
• Firms facial contours
• Smoothes wrinkles
• Hydrates the skin
Easy to read or scan and to the point, benefits focused and specific. The website has kept the
description of every service to between 3 and 15 words, allowing the potential clients time to scan
every service very quickly and then see more information IF they want too.
A business has seconds to get those potential clients, whether in person or online. Unnecessary,
complex offers or just plain waffle, will lose money.
Bad content structure (written marketing material) can dramatically impact on sales.
It is estimated that as much as 50% of sales are lost because POTENTIAL
clients can’t find what they’re looking for.
From the website, price lists, posters, window graphics, promotions any form of written
information for clients must be;
A Final Little Story
Less really is more
Waffle Confusions People
Main points
Waffle is simply too much information
If potential or current clients can’t find what they want in seconds, they’ll give up and move on
Overly complex systems can seriously confuse and frustrate current and potential clients
The focus of marketing tools is how to best inform clients in the quickest time possible
It is estimated that as much as 50% of sales are lost because POTENTIAL clients can’t find what
they’re looking for
The 7 Killer Sales Mistakes in Salons and Spas
Industry
1. Responsibility for sales and change in the business
2. No Business and Sales Training for the TEAM
3. Money Focused Key Performance Indicators - Targets
4. Poor Planning, Prioritizing and Time Management
5. Not Understanding the Financial Hub, Reception
6. Not using the Sales Treasure Map in the Business
7. Waffle Confusions People There are other mistakes out there but these for are the most serious. They often start a cycle of
negative results, to break that cycle and start the journey of growth and success, then something
will have to change. Nothing Changes, without change.
The reality no matter what stage a business is in, getting by, struggling or making profit. Learning to
sell is key, it’s an urgent need, throughout the industry, globally.
When everyone in a team masters the skill of selling professionally, without being pushing, being
focused always to serving clients, sales results improve. It’s the confidence buzz, suddenly there’s
an energy in the team, and clients sense it and love it.
Clients would like to spend more money, teams just have to understand how to recommend
professionally and enjoy doing it as much as they love their craft.
A stylist wrote…
“I’m working hard for little reward, my skills as a professional in the
salon are good BUT I don’t know the secret to success on the floor”
It’s not a secret, its sales. As an industry we need to master how
to sell professionally.
When a business increases the 4 R’s of Revenue it creates a WIN WIN WIN WIN;
Clients win with 9 / 10 service experience whilst receiving professional advice
Team members win generating revenue with training and confidence, earning a
decent wage
The salon and spa owners wins being financial profitable
I WIN when you let me develop your team
With 28 years of selling experience in the industry and over 20 years of training
experience I developed 2 specific courses focused to the 4 R’s of Revenue.
Salon Rainbow Yales© and Client-Team Links©
Specific courses that trains the secret to success
on the floor
The courses open at set times during the year so everyone starts together, they
aren’t open to register at the moment, but more on that later.
For now, what I’d love for you to do is pass this eBook on to other professionals in
the industry who you think can benefit from it.
Just send them the link, http://www.thesalonmoneymaker.com/revenue-newsletter
Tell them to enter their name and email and have them sign up for the book
You know my story…
