Archives for October 2012

3 Ways to Encourage Referrals to Your Spa or Salon

A solid referral campaign is the most powerful – and least expensive – marketing tool you have at your disposal. An analysis of 500 salons showed that less than 3% have a defined referral program yet 80% of salon owners say they get most of their clients by referral.

Join the minority! Use the power of word-of-mouth to bring new clients into your salon. These three tips will help you encourage your clients to spread the word.    Read more about 3 Ways to Encourage Referrals to Your Spa or Salon

How to Get Droves of Ideal Prospects to Sign Up for Your Teleseminars and Webinars

woman-megaphone-monitorThe last time I reviewed my numbers, I found that almost 30% of my business has come from FREE teleseminars and webinars that I’ve hosted (or participated in as a guest). That’s a pretty powerful statistic, don’t you think?

The reason why this has been such a successful marketing strategy for us, is because we teach on topics that are relevant to what our audience wants to learn and we promote the heck out of any event we do.

Here are some things you need to set up a great teleseminar or webinar (the who, what, where, why and how) that gets clients in the door:      Read more about How to Get Droves of Ideal Prospects to Sign Up for Your Teleseminars and Webinars

3 Simple Steps to Giving Clients Exactly What They Need

Top-notch salons and spas provide value by giving their clientele exactly what they need.  Follow these steps to create offers your clients can’t refuse.

1. Learn about your clients.

Giving your clients exactly what they need starts with understanding their needs. The easiest way to do that is with a survey. Surveys are the perfect way to find out what is most important to your clients and how you can best serve them.

These days everyone is busy. People are most inclined to participate in a survey if they get something in return. A free service is a great way to encourage participation. You can use an add-on service such as a blow-dry with a haircut. Or you can try a lower end service such a manicure or eyebrow shaping.

Another way to encourage participation is with a contest. Every person who responds will be entered into a drawing to win a spa day, a makeover, a basket of product or another high-end prize. Offer additional entries in exchange for sending the survey to friends and family.

In the survey, ask about their most recent visit. Find out if they plan to come back and book a new appointment. Don’t limit questions to feedback on their service. Ask about their daily activities and concerns in their life. The more you can find out about them (without being invasive) the better.

Give them the option of leaving comments. If you ask multiple choice questions, include “other” as an option with a box to leave details. Make your clients feel welcome to give you feedback in the survey.

2. Get Staff Input

After you collect the responses, set up a meeting with each member of you staff. Use this time to get insights into the clients who responded. If your staff has been listening during services, they should have a lot to say! Use your intake forms and records of client interactions to help your staff remember each customer who responded.

Go over any negative feedback and use this as a training opportunity with your staff. Be sure to get back to the client promptly and fix what was wrong.

3. Develop Your Special Offers

This is where you put it all together and wow your clients. Craft special offers based on your survey responses and your staff’s input. You can build offers for individual clients or for groups of clients. If your clientele is stressed-out, put together a pampering package. Offer express services to clients short on time. Offer discounts on two or more services booked together. If clients express concerns over pricing, offer a loyalty program or referral bonus. If a client has an anniversary coming up, offer a romance package, featuring his and hers massage or waxing before a romantic evening. Use your imagination; the possibilities are endless.

Every client wants to know that you understand her and appreciate her needs. The key is learning everything you can about her and use all the tools you have. Don’t underestimate the value of your staff’s input in learning about your clients. Staff input and client feedback will give you everything you need to know to build offers your clientele will love.

How to Price Your Services for Maximum Profits

It can be a challenge to determine how much to charge for your products and services. You need to charge enough to cover your costs and consistently generate a profit, but you don’t want to scare your prospects away. Pricing doesn’t have to be a struggle. Follow these tips to price your services for maximum profits.

Give a free sample. Some people will need to sample your products before they invest. So give them one! It could be a video (series), a free training course, an eBook or an introductory consultation. You choose, but make it REALLY good. Give them your best and really strive to be of service. Once they see how good your work is, they’ll be compelled to want more.    

Don’t lowball your products or services. Some people, like me, believe you get what you pay for and will immediately go for your high-end offering. Countless studies show that 20% of your audience will go straight to the top. Make sure you have something for us to buy! Another advantage to having a high-end offer: those who buying on price, will buy a mid-range option and feel like they got a good deal. The high-end offer often boosts sales on your mid-range items.

Read more about How to Price Your Services for Maximum Profits

Why Surveys Are a Great Tool to Help Your Spa Business Grow

Great salons and spas give their clients exactly what they need. To find out what your clients  need, you have to get the inside scoop on them.

How do great spas and salons get the insider info? They use surveys! Survey clientele to collect feedback on your staff, your services and what else you can do to wow the client. Follow these do’s and don’ts to make your surveys a success.

  • Don’t bombard your client list with surveys all of the time. Quarterly is enough. Try mixing up which clients are surveyed. Send to them your regulars one quarter and clients you rarely see the next. Clients who haven’t used your services in a while will give great feedback about why they haven’t come back.
  • Do keep your survey short and sweet. It should take less than 5 minutes to complete. If you want to do a longer survey, give something in return. A free service, product or a discount on a future service are appropriate if you want to do an in-depth survey.
  • Don’t ask for too much personal information. You’ll get more honest feedback if it’s anonymous. Give the survey respondent the option of giving her contact info so you can follow up on negative feedback. Follow up right away and do what you can to make it right.
  • Do try different formats. See what your response rate is if you use an online survey versus a comment card. Use a free online survey tools, such as surverymonkey and zoomerang and send the link to you email list. Another option is to have comment cards available at the reception desk. Train your reception staff to offer comment cards to all your clients.
  • Do use surveys targeted at different client segments. Ask clients about a specific service they received rather than general questions. Targeted feedback will be more helpful than general information.
  • Don’t ask too many open-ended questions. Instead, use multiple choice questions and give them the option to offer comments. Clients are more likely to respond if they have the option of answering multiple choice questions.

Clients like to give feedback and share their opinions. Invite them to tell you about their experiences. Openly accepting feedback assures them that you value their opinions and care about their experience with your spa or salon. You’ll learn from the negative feedback and the praise feels great.

Use surveys as a regular part of your marketing so you know how to grow. Use the feedback to make changes and add services. If you’re thinking about adding a service, survey you clients before you invest. You may find out you would do better investing elsewhere. If a service is lagging in sales, survey clients to find out why. The information you gather using client surveys will be critical to your growth.

The Top Two Reasons Bloggers Don’t Get More Subscribers

Do you ever have this nagging question: “What is the best way to increase subscribers to my blog?”

You probably already know that having great content with compelling headlines, published frequently, will help you increase the number of people who subscribe to your blog.

And there’s a lot more you can do.

You may also know using email in conjunction with your blog is one of the best ways to get people to come back to your blog over and over again. If they love what you’re writing about and it solves their problems, they’ll subscribe to get your updates and return to read your articles. The biggest challenge though, is moving readers to become subscribers.

There are typically two big mistakes bloggers make:      Read more about The Top Two Reasons Bloggers Don’t Get More Subscribers

How to Find Great Partners for Webinars and Teleseminars

Webinars are a great way to build your audience – they give you an opportunity to “show and tell”, which builds trust and credibility for your business. With webinars, you also have the opportunity to partner with another business offering complementary products and services, which can build your following even faster by getting exposure to their audience.

Whether you’re just starting out or have been in business for a number of years, additional profits for your business await you when you partner with another professional. Follow these simple tips to make it happen: Read more about How to Find Great Partners for Webinars and Teleseminars

3 Steps to Paying Special Attention to Each Client

Clients are the lifeblood of your business – without them you wouldn’t have a business! To keep them coming back, you need to cater to their needs. To effectively cater to those needs, learn everything you can about the client. Follow this three step formula to craft business-boosting offers:

1. Develop an intake process. Learning about your client starts with her first visit. Develop an intake process that will collect information about her. You could use an intake form or put a personal touch on the process and have one of your reception staff do a short intake interview. Find out what kind of work she does, whether she is single, if she has children, etc. Does she have hobbies that will affect her beauty regimen? For example, if she spends a lot of time outdoors, her skin and hair will need extra attention to prevent drying and sun damage. Ask for important dates such as birthdays and anniversaries.

2. Gather information during service. Train your service providers to listen to their clients. The consultation prior to a service is vital. Your staff should let the client speak and voice her concerns. Train your staff to guide the client to the best service but also to take the concerns seriously. If she has never been waxed, for example, she may be fearful of the pain involved. It’s important that the service provider not brush off those concerns. Staff should make sure the client is comfortable and understands what the process is. Your staff’s job is to make sure the client has all the information she needs and feels good about proceeding with the service.

After the initial consultation, service providers should continue gathering information. Train your staff to engage in conversations and really listen. For example, you can give your staff a list of questions to help draw the client out. The goal is to learn as much as possible about her.

3. Craft your special offer. The last step is crafting a special offer based on w hat you learned. Bridal services are obvious, but the possibilities are endless for clients in other situations.

For example:

  • Clients who received services for the first time are ideal candidates for a discount off their next appointment.
  • For clients who have children, you could do a mommy pampering package. Or create a first date package including hair and makeup to offer to single women.
  • For upcoming birthdays or anniversaries, offer a free service like eyebrow shaping, makeup or an express manicure.
  • For business women offer consultations on looking good while traveling or a massage when she returns.
  • Create a “power hour” package including blow-dry, makeup and an express manicure for a client who has a speaking engagement.

Whatever her situation, with a little creativity you can come up with the perfect offer. Pay special attention to every client, starting as soon as she comes through your door. Learning everything you can about your client is the key to crafting an offer based on her needs. Keep your clients coming back with targeted offers just for them and their needs.

Three Keys to a Successful Webinar That Gets You Clients

Webinars are a prime way to build your audience and establish trust, but there’s a right way and a wrong way to go about doing them.

By making sure your webinar provides value, and leaves participants wanting more of what you have to offer, you can get the most out of this form of marketing.

Selecting the Right Content Focus

Your participants will get the most value out of a webinar that is focused and on point. Avoid overwhelming your participants with everything that you know about a subject.

Pick one problem to solve. What is the one question your clients ask you over and over? That question is a perfect topic for the subject of your webinar.  Read more about Three Keys to a Successful Webinar That Gets You Clients

5 Problems You Solve For Your Clients When They Walk in the Door

As a spa or salon owner, it’s easy to fall into the trap of thinking your job is to provide services. It’s not! Your job is to SOLVE PROBLEMS. Your clients come to you looking for solutions, not services.

A lot of the problems your clients need you to solve are emotional. Your client comes to you because she wants to feel a certain way. Other problems are more practical; she doesn’t have enough time for herself or she puts her work and family ahead of her own needs.

Whatever the problems are, you’ll boost your sales when you position yourself as a problem solver. Your primary goal should be to show your client that you understand her needs and challenges and present your business as the solution.

Talk to your clients when they come in. Find out what they need. Are they preparing for a special event? Looking for a little pampering? Feeling stressed? Learning everything you can about the client will give you the clues you need to position yourself as a problem solver.

Don’t wait until you have all the answers. Start marketing yourself as the solution to your client’s challenges right away. Market yourself as the solution to these common problems:

  1. No Time We live in a fast-paced, high-energy world. Everyone struggles to get everything done in their go-go-go lifestyles. It’s hard for people to slow down and take the time for self-care. Let prospects and clients know how you’ll save them time. Show them ways to group services together, for example, they can get a manicure, facial waxing, express facial or 30 minute massage while their hair color processes.
  2. High Stress Lifestyle The experts all say it – we’re more stressed than ever before. Stress leads to health issues, heart problems, sleep loss and weight gain. Let potential and current clients know how your services will help. A massage is a great solution to a high stress lifestyle, but that isn’t the only service that can help. Research has shown that touch relieves stress. Any of your services can help your clients relax, unwind and be more productive in their day to day life.
  3. Need to Feel Special Give your clients a chance to add a little bit of glamour to their lives. Offer services at a variety of price points so anyone can have a “just for me” experience. Let clients know they don’t have to be celebrities to feel glamorous and special.
  4. Need to Feel Good About Her Appearance In your marketing materials make it clear that you can help your client make that all-important good first impression. Whether it’s for a job interview, special event or big night out, you can help her put her best foot forward. You help her feel good about the way she looks so she can wow her friends, family and colleagues.
  5. Need to Indulge Herself So many people (especially women!) put everyone else first. Your clients and prospects are likely to put themselves at the bottom of the list after work, kids, spouses, family and home. A spa day, a facial, a mani/pedi all make your client feel like number one. Position your services as a way for clients to take some time for themselves guilt-free.

When you plan your next marketing campaign, think about these common problems. Position your business as the solution. Show your prospects and clients how you meet their needs and solve their problems. You’ll boost your bottom line.