Loyal customers are the life line of your business. It is more important than ever to take time out to thank your clients for their continued patronage. Here are some small ways to celebrate your customer.
Birthday Cards
Many of us collect new client data via new customer cards. These can be small paper index cards that customers fill out when they first visit. These typically include birthday information (shh.. they don't have to give the year). This data is then entered into your salon database system or a spreadsheet. You can do a monthly pull of all your clients with a birthday that month. Mail them a card wishing them happy birthday. Include a message saying you can help them look their best with a special b-day discount! This makes your client feel appreciated and gets that back in the door bring you additional business.
Their Anniversary
When a client card is filled out also capture the date they become a new client. You can now send them a Happy Anniversary promotion for doing business with you. This message can say you value their loyalty and look forward helping them look their best. Offer a free product with their next retail purchase or a discount off a service. Clients will be delighted by the offer and happy you thought of them.
Your Anniversary
Another way to create buzz and thank your customers is by celebrating your business anniversary. Make it a week event! Decorate the salon with balloons and anniversary signage. You can send out postcards or emails offering a special discount for your anniversary week. Or you can even host a special VIP event for your best clients offering trials of new services and goodie bags of sample products.
Little things can have a big impact. It comes down to making your customers feel special and appreciated. It will lead to long term clients and bring in more sales. There is power in gratitude so share some today!
Wednesday, February 23, 2011
Monday, January 31, 2011
Boost your Marketing Mojo!
We can all become complacent. We settle into the day to day events and processes are on automatic pilot. But where is the excitement for you, your customers, and your brand? Now is the time to shake things up and become a bit more creative. Passionate leaders drive better staff and infect their customers with their drive to please and inspire. Let's re-energize your business image and boost your marketing mojo!
5 Easy Tips to Rev up your Marketing Mojo
1.) Wear your client's glasses.
Each of us have a variety of client types that have different needs and desires. Pay attention to the individual needs of each customer and create a system that personalizes the services to them. Cookie-cutter customer service and sales approaches rarely work. A warm greeting and 10 minute consultation on may work for some clients, but the busy professional may want in and out. Hard sell production techniques could work for some, but others prefer a softer try before you buy approach. Put yourself in your clients shoes and focus on how best you can market and meet their needs.
2.) Use Consistent Messaging
Rise - Lather - Repeat. Repetition is a tried and true marketing techniques. It works because people remember what they continually see over and over again. Use the same logo and colors on all items that touch your customers. From your business cards, your personalize retail packaging, gift cards, salon menus and beyond should all have a consistent look and feel. This increases brand awareness and enhances your professional image.
3.) Devil is in the Details.
Pay attention to the details such as an organized reception area, clean retail and sitting areas, and professional friendly staff. Stacks of magazines taking over sitting areas, gossiping staff who are always on their cell phones, and salon stations cluttered with products can have your clients running for the hills. Welcome your guests with a clean and inviting atmosphere.
4.) Create your 30 second elevator speech.
Why should a customer use your business? Create your unique selling proposition. This is the quick statement that defines what makes your business stand out from the competition. Once define this incorporate it in all your marketing messages such as your business cards and your ads. You and your staff should have it memorized and always being touting the "why us" in elevators, the coffee shop, and even to your loyal customers.
5.) Testimonials tell your tale.
When your best friend recommends something, you usually try it right? Third party perspectives are power marketing statements that build trust with potential clients. Don't be afraid to ask for testimonials and use them on our marketing materials. Your fans can drive more fans and create buzz about your biz.
Brainstorm some ideas with your team on this quick five pointers. See how your business stacks up. Come up with a few action plans and in no time your marketing mojo will be rocking!
5 Easy Tips to Rev up your Marketing Mojo
1.) Wear your client's glasses.
Each of us have a variety of client types that have different needs and desires. Pay attention to the individual needs of each customer and create a system that personalizes the services to them. Cookie-cutter customer service and sales approaches rarely work. A warm greeting and 10 minute consultation on may work for some clients, but the busy professional may want in and out. Hard sell production techniques could work for some, but others prefer a softer try before you buy approach. Put yourself in your clients shoes and focus on how best you can market and meet their needs.
2.) Use Consistent Messaging
Rise - Lather - Repeat. Repetition is a tried and true marketing techniques. It works because people remember what they continually see over and over again. Use the same logo and colors on all items that touch your customers. From your business cards, your personalize retail packaging, gift cards, salon menus and beyond should all have a consistent look and feel. This increases brand awareness and enhances your professional image.
3.) Devil is in the Details.
Pay attention to the details such as an organized reception area, clean retail and sitting areas, and professional friendly staff. Stacks of magazines taking over sitting areas, gossiping staff who are always on their cell phones, and salon stations cluttered with products can have your clients running for the hills. Welcome your guests with a clean and inviting atmosphere.
4.) Create your 30 second elevator speech.
Why should a customer use your business? Create your unique selling proposition. This is the quick statement that defines what makes your business stand out from the competition. Once define this incorporate it in all your marketing messages such as your business cards and your ads. You and your staff should have it memorized and always being touting the "why us" in elevators, the coffee shop, and even to your loyal customers.
5.) Testimonials tell your tale.
When your best friend recommends something, you usually try it right? Third party perspectives are power marketing statements that build trust with potential clients. Don't be afraid to ask for testimonials and use them on our marketing materials. Your fans can drive more fans and create buzz about your biz.
Brainstorm some ideas with your team on this quick five pointers. See how your business stacks up. Come up with a few action plans and in no time your marketing mojo will be rocking!
Wednesday, December 29, 2010
Beauty Biz Resolutions for 2011
As the year comes to a close, many of us reflect and start planning for the future. Many personal resolutions are made, such as losing weight or spending more time with the family. But what about making some resolutions for your business? Now is the time to take stock of what was successful this year and what efforts didn't live up to expectations. From there you can create new goals for 2011 to help drive a successful new year.
Promotions
Did one of your special offers work like a charm? Was it that "Buy One Product Get One Half Off", was it a free gift with purchase, or a customer loyalty discount? If something worked well, plan to use it again this year or use it more robustly in a slower period of time. If a promotion fell flat, determine what went wrong. Did the offer not resonate with your clients, was the timing off, did your staff not promote it enough? Compose your thoughts and then review collectively with your staff. Ask for their insights for what worked, what didn't, and why. Then the team can brainstorm promotions for the entire year.
Partnerships
Today more than ever businesses are pooling resources and working together. Talk to your neighboring businesses and see what their plans are for 2011. Try co-hosting an event to tie in both your services and drive businesses both locations. A few ideas are to have a sidewalk sale or VIP event. If the business next door is a coffee shop or cafe, have them carter the event and give out discount cards. You reciprocate with a free service or discount on retail products. Promote the event with postcards and emails to both your customer bases and use local advertisement methods to get the word out. There is power (and profit) in teamwork.
Proactive Planning
Many businesses take a haphazard approach to business planning. Owners and directors can get caught up in the day-to-day and forget the benefits of pre-planning. All it takes is a bit of forethought. Being proactive in plotting out a course for the year makes the year less stressful, empowers your team, and gives you goals to strive for. The biggest benefit is keeping everyone on the same page. When you are all working from the same script, things come together. Need some help? Click here to see our yearly promotional planner.
These are just a few ideas to get you started. You will be amazed at what taking some time to reflect and plot out future goals can do. Setting a focused agenda for the year will keep you and your team on track to make a successful and profitable new year. Cheers!
Promotions
Did one of your special offers work like a charm? Was it that "Buy One Product Get One Half Off", was it a free gift with purchase, or a customer loyalty discount? If something worked well, plan to use it again this year or use it more robustly in a slower period of time. If a promotion fell flat, determine what went wrong. Did the offer not resonate with your clients, was the timing off, did your staff not promote it enough? Compose your thoughts and then review collectively with your staff. Ask for their insights for what worked, what didn't, and why. Then the team can brainstorm promotions for the entire year.
Partnerships
Today more than ever businesses are pooling resources and working together. Talk to your neighboring businesses and see what their plans are for 2011. Try co-hosting an event to tie in both your services and drive businesses both locations. A few ideas are to have a sidewalk sale or VIP event. If the business next door is a coffee shop or cafe, have them carter the event and give out discount cards. You reciprocate with a free service or discount on retail products. Promote the event with postcards and emails to both your customer bases and use local advertisement methods to get the word out. There is power (and profit) in teamwork.
Proactive Planning
Many businesses take a haphazard approach to business planning. Owners and directors can get caught up in the day-to-day and forget the benefits of pre-planning. All it takes is a bit of forethought. Being proactive in plotting out a course for the year makes the year less stressful, empowers your team, and gives you goals to strive for. The biggest benefit is keeping everyone on the same page. When you are all working from the same script, things come together. Need some help? Click here to see our yearly promotional planner.
These are just a few ideas to get you started. You will be amazed at what taking some time to reflect and plot out future goals can do. Setting a focused agenda for the year will keep you and your team on track to make a successful and profitable new year. Cheers!
Monday, November 22, 2010
Looking ahead – Beauty Biz Trends for 2011
Time keeps ticking towards 2011. Here is a sneak peek at some of the trends to position your business a head of the curve!
Organic
Natural, organic products and services continue to gain popularity. The sustainability and green movements are driving innovative lines of hair, skin, and various beauty products. Try offering a new organic retail product line or introduce a new organic-based service.
Wellness
A broader sense of beauty is showing up in spas, beauty treatments and beauty products. Beauty is taking on a much broader meaning that just the latest hairstyle or nail color. Anti-aging and wellness are tied into being healthy and beautiful. Adding in some wellness aspects of your services and retail lines can keep you on top of this trend. Partner with a yoga studio to offer discount classes for clients or host a VIP event with your local fitness center. Add a line of wellness teas, essential oils, or relaxation cds.
Niche boutique brands or private label
Many salons and spas will see stronger retail success in carrying niche boutique brands or private label retail products. The big brand professional products are getting easier for clients to find through mass merchandisers or through diversion. Carrying a small brand or a private label brand that can only be found at your location will make your retail products exclusive and avoid clients going elsewhere.
Make-up Products & Services
A key item being added to the salon and spas retail lineup are make-up products. Trends in bold bright and dark, earthy colors can be seen in make-up such as nail polish and eyes or lip colors. Align to one line to test the waters. Promote a free make-over like they do in department stores. Tie in organic or niche brands and you could have a retail rock star!
Personalized and Value Added
Look for ways you can personalize your clients’ experiences by having a la cart services or product options available. For retail items such as skin care lines, allow clients to pick and choose the products they would like for in a value priced set. Offer free personalized consultation, makeovers, or samples so customers can try before they buy.
There you have it – some 2011 trends seen in my crystal ball. Don’t be overwhelmed. Pick one or two that most relate to your business and develop a plan to incorporate the trend in the coming year. What are some trends you are seeing? Share your thoughts below!
Organic
Natural, organic products and services continue to gain popularity. The sustainability and green movements are driving innovative lines of hair, skin, and various beauty products. Try offering a new organic retail product line or introduce a new organic-based service.
Wellness
A broader sense of beauty is showing up in spas, beauty treatments and beauty products. Beauty is taking on a much broader meaning that just the latest hairstyle or nail color. Anti-aging and wellness are tied into being healthy and beautiful. Adding in some wellness aspects of your services and retail lines can keep you on top of this trend. Partner with a yoga studio to offer discount classes for clients or host a VIP event with your local fitness center. Add a line of wellness teas, essential oils, or relaxation cds.
Niche boutique brands or private label
Many salons and spas will see stronger retail success in carrying niche boutique brands or private label retail products. The big brand professional products are getting easier for clients to find through mass merchandisers or through diversion. Carrying a small brand or a private label brand that can only be found at your location will make your retail products exclusive and avoid clients going elsewhere.
Make-up Products & Services
A key item being added to the salon and spas retail lineup are make-up products. Trends in bold bright and dark, earthy colors can be seen in make-up such as nail polish and eyes or lip colors. Align to one line to test the waters. Promote a free make-over like they do in department stores. Tie in organic or niche brands and you could have a retail rock star!
Personalized and Value Added
Look for ways you can personalize your clients’ experiences by having a la cart services or product options available. For retail items such as skin care lines, allow clients to pick and choose the products they would like for in a value priced set. Offer free personalized consultation, makeovers, or samples so customers can try before they buy.
There you have it – some 2011 trends seen in my crystal ball. Don’t be overwhelmed. Pick one or two that most relate to your business and develop a plan to incorporate the trend in the coming year. What are some trends you are seeing? Share your thoughts below!
Wednesday, October 27, 2010
Provide Added Value to Increase Sales
In these economic times, clients are looking for more for less. Many have cut back on their beloved beauty treatments and products, but they still love to indulge in little moments of luxury. Here are some easy ways you can provide added value to increase your sales.
Super Size
Many manufacturers are running specials for bottles with 25% more free or increased sizes. Add these to your retail product mix. You can also add in trial samples with each purchase. Clients love free samples! It will encourage more retail sales and they just might love that sample they tried. Another way to increase the perceived value is by creating gift sets. Take a travel bag or elegant packaging and group products sets such as salon systems, skin care collections, or make-up kits into one price. Clients feel they are getting more for their money. You can also create a variety of price points to meet any budget.
Showcase
Your retail areas should be easy to navigate with organized shelves, signage directing clients to their areas of interest, and styled for the current season or promotion. Take a tip from department stores and add a magic table. These are draped round tables that highlight a product or promotion. Allow customers to try samples and experience your products before the buy. Clients will be more inclined to purchase if they know what they are getting.
Goodwill
Tie your services and products to a charity or other socially responsible effort Align with a cause that reflects your business and customers, such as breast cancer awareness or going green. Choose to donate a portion of service and product sales. Clients will feel better on splurging if they are helping others. Your business benefits for tax purposes and creating goodwill.
Details Matter
Don’t forget the devil is in the details. If clients are investing in a bit of luxury, you want them to feel the luxury in the experience. Make sure your location is clean, warm, and inviting. Call clients by name and offer hot tea or cool beverages when clients receive services. Include details such as fresh flowers, bows tying up gift cards, and elegant packaging for retail purchases.
Adding more value in your offering will make clients feel they are getting more bang for their buck. Clients will enjoy their experience and moment of luxury - and will want to indulge again soon!
Share your tip or idea that has helped your business add more value and increase sales!
Super Size
Many manufacturers are running specials for bottles with 25% more free or increased sizes. Add these to your retail product mix. You can also add in trial samples with each purchase. Clients love free samples! It will encourage more retail sales and they just might love that sample they tried. Another way to increase the perceived value is by creating gift sets. Take a travel bag or elegant packaging and group products sets such as salon systems, skin care collections, or make-up kits into one price. Clients feel they are getting more for their money. You can also create a variety of price points to meet any budget.
Showcase
Your retail areas should be easy to navigate with organized shelves, signage directing clients to their areas of interest, and styled for the current season or promotion. Take a tip from department stores and add a magic table. These are draped round tables that highlight a product or promotion. Allow customers to try samples and experience your products before the buy. Clients will be more inclined to purchase if they know what they are getting.
Goodwill
Tie your services and products to a charity or other socially responsible effort Align with a cause that reflects your business and customers, such as breast cancer awareness or going green. Choose to donate a portion of service and product sales. Clients will feel better on splurging if they are helping others. Your business benefits for tax purposes and creating goodwill.
Details Matter
Don’t forget the devil is in the details. If clients are investing in a bit of luxury, you want them to feel the luxury in the experience. Make sure your location is clean, warm, and inviting. Call clients by name and offer hot tea or cool beverages when clients receive services. Include details such as fresh flowers, bows tying up gift cards, and elegant packaging for retail purchases.
Adding more value in your offering will make clients feel they are getting more bang for their buck. Clients will enjoy their experience and moment of luxury - and will want to indulge again soon!
Share your tip or idea that has helped your business add more value and increase sales!
Wednesday, September 22, 2010
Grow your Business with Referrals…without even asking!
One of the best ways you can grow your business is with a recommendation from a client you have already served. Many of us shy away from obtaining referrals. We believe it will be an uncomfortable interaction and could lead to rejection. Here are a couple of easy – and fun – ways to create a referral program without having to truly ask for a referral!
Transaction Based
Completion of a service is the perfect time to reach out for a referral. One option is to educate your guest that you have a new referral savings program. Staff member says, “If you loved the service you received today, we would love to share the news with your friends and family! As a thank you for your referral you will save 20% of your next visit and so will your friend”. Hand them a referral postcard card. They can simply fill it out and drop off in your salon or mail it back. There is no pressure on your staff or your client. You collect the referrals and contact them with their special offer. Another option is send postcard mailing directly to your client list with this same offer. Basing your referral request on a transaction by providing a percentage off or a free product with service will drive new customers and gives your loyal clients a bonus for helping you grow.
Sweepstakes
Host a Referral Sweepstakes contest in your business. You can tie it into your holiday promotions. From Oct 1st to Dec 20th hold a referral sweepstake giving away a free vacation to a sunny locale or a weekend at the spa. Have signage through out your business showcasing the contest. Each referral a client passes your way allows them another entry in the contest. Follow up with the referral name right away. They should receive a gift or discount for trying your services. Then draw the winner at the end of Dec. Feature the winner in your salon newsletter and promote it in the salon.
These are just two ideas to get you started. Although there are marketing and margin costs involved, not only will it drive new clients to your chairs, but it can also spur buzz about your business if you promote it correctly. Modify these ideas and make them your own. Please share your referral program idea or comments below. Create excitement and make referrals fun for all parties and watch your business grow!
Transaction Based
Completion of a service is the perfect time to reach out for a referral. One option is to educate your guest that you have a new referral savings program. Staff member says, “If you loved the service you received today, we would love to share the news with your friends and family! As a thank you for your referral you will save 20% of your next visit and so will your friend”. Hand them a referral postcard card. They can simply fill it out and drop off in your salon or mail it back. There is no pressure on your staff or your client. You collect the referrals and contact them with their special offer. Another option is send postcard mailing directly to your client list with this same offer. Basing your referral request on a transaction by providing a percentage off or a free product with service will drive new customers and gives your loyal clients a bonus for helping you grow.
Sweepstakes
Host a Referral Sweepstakes contest in your business. You can tie it into your holiday promotions. From Oct 1st to Dec 20th hold a referral sweepstake giving away a free vacation to a sunny locale or a weekend at the spa. Have signage through out your business showcasing the contest. Each referral a client passes your way allows them another entry in the contest. Follow up with the referral name right away. They should receive a gift or discount for trying your services. Then draw the winner at the end of Dec. Feature the winner in your salon newsletter and promote it in the salon.
These are just two ideas to get you started. Although there are marketing and margin costs involved, not only will it drive new clients to your chairs, but it can also spur buzz about your business if you promote it correctly. Modify these ideas and make them your own. Please share your referral program idea or comments below. Create excitement and make referrals fun for all parties and watch your business grow!
Wednesday, August 4, 2010
Want to sell more retail products?
In the professional beauty industry, we are the experts on the service side of the business. Many of us have loyal clients with busy chairs. Selling retail products is one area where many of us get stuc. Here are some easy ways to beef up your retail sales and increase your bottom line.
Retail Display
You need a special location to feature your retail products. Typically this area is located close to the check in/out areas. This allows customers to browse if they are waiting for their appoitment and is also easy to upsell at client check out. Your retail display area needs to eye catching. Feature bags with tissue, shelf talkers to highlight specials, and use product risers to add depth and interest. Rotate your display every 4 weeks to keep it fresh and new. Each time a client visits they should see a new display.
Magic Table
Take a tip from the cosmetic departments. Use round tables draped with a cloth and add your product of the month or special offer. This makes the product feel special and draws customers to see what the buzz is about.
Try me - Samples
Customers usually buy more when they can try the product first. Feature try me samples on your magic table. This allow customers to smell and experience your products to be sure they will enjoy it. Provide samples to customers after their service. They will see the difference when they use the products at home and much more likely to buy the product on their next visit.
Staff Education
Many stylists feel they aren’t sales people. They don't want to be “pushy” by halking shampoo. This is far from reality. Educate your staff that selling the right retail products ensures their work will last longer and allows the client to replicate their look at home. It is not being pushy when you are offering to help the client look as good as they are!
What gets Measures Gets Done
The best advice of them all is to measure your retail sales. Have weekly staff meetings reporting on what products are selling the best and who is making the most sales. Brainstorm as a team on ways to improve such as new promotions, retail display ideas, or even new product lines. Additionally,a little friendly competition doesn’t hurt. Offer gift cards or additional time off for the staff members who sell the most.
You don’t always have to offer sales or discounts to increase your retail product movement. Use the power of product promotion to create awareness of your lines, drive interest, and ultimately close the sale!
Retail Display
You need a special location to feature your retail products. Typically this area is located close to the check in/out areas. This allows customers to browse if they are waiting for their appoitment and is also easy to upsell at client check out. Your retail display area needs to eye catching. Feature bags with tissue, shelf talkers to highlight specials, and use product risers to add depth and interest. Rotate your display every 4 weeks to keep it fresh and new. Each time a client visits they should see a new display.
Magic Table
Take a tip from the cosmetic departments. Use round tables draped with a cloth and add your product of the month or special offer. This makes the product feel special and draws customers to see what the buzz is about.
Try me - Samples
Customers usually buy more when they can try the product first. Feature try me samples on your magic table. This allow customers to smell and experience your products to be sure they will enjoy it. Provide samples to customers after their service. They will see the difference when they use the products at home and much more likely to buy the product on their next visit.
Staff Education
Many stylists feel they aren’t sales people. They don't want to be “pushy” by halking shampoo. This is far from reality. Educate your staff that selling the right retail products ensures their work will last longer and allows the client to replicate their look at home. It is not being pushy when you are offering to help the client look as good as they are!
What gets Measures Gets Done
The best advice of them all is to measure your retail sales. Have weekly staff meetings reporting on what products are selling the best and who is making the most sales. Brainstorm as a team on ways to improve such as new promotions, retail display ideas, or even new product lines. Additionally,a little friendly competition doesn’t hurt. Offer gift cards or additional time off for the staff members who sell the most.
You don’t always have to offer sales or discounts to increase your retail product movement. Use the power of product promotion to create awareness of your lines, drive interest, and ultimately close the sale!
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