Previous lesson - Course Index
Still with me? Great let’s move on ….
What we’re going to cover today.
- The different types of clients and customers in your salon
- THE BIGGEST direct mail mistake people make
- How to TRIPLE your takings from your existing clients
- How YOU can get your hands on copies of the letters that have been PROVEN to work in salons and spas throughout the UK
- How you may be ignoring the thousands of pounds you’re actually sitting on, but didn’t know it
OUTSTANDING statement coming up. Just read on ……
OK so what are the types of people important to your salon?
There are:
- Clients - these are the people you see on a regular basis. If you’re particularly clever you’ll know their names, addresses, what their last treatment was (and possibly what they had for breakfast!) I’m sure you can visualise who these people are.
- Customers - these are the people who you see occasionally. You know they pop in for the odd treatment here and there. Again you can probably visualise these people.
- Lost or lapsed clients or customers. These are people who used to come and see you but don’t anymore - for whatever reason.
- Prospects - these are the people who might come and see you but haven’t yet.
- And last (AND least!) there is the Rest of The World. These people ain’t NEVER gonna come and see you. So who cares about them anyway!
Why are these classifications just sooo important? Because they should drive the majority of your marketing forward that’s why!
Let’s look a little closer at each group. We’ll start at the top and work our way down ….
CLIENTS - Remember in Lesson 1 we worked out just how much a client is worth? Well, let me ask you a question: Other than providing the best possible treatments in the world for your clients, what else do you do to keep them? Or put it another way, if they spend £xxx with you, how much do you spend on them?
Perhaps a birthday card and/or Christmas card? Pretty pathetic really. And don’t forget that all the other salons in your area and trying to gain their custom. If you don’t do it right, they just might!
Also, did you know this - Your clients deliver 80% of your salon’s TOTAL takings! That’s right, a massive 80%! Don’t you think you should have plans in place to actively manage these clients?
(Of course you can devise these plans and strategies yourself, OR you could simply copy what others have done in ‘The Essential Salon Owners Marketing Toolkit’.)
CUSTOMERS - the ones that ‘pop’ in to see you. Your task with this group? Turn them into clients as soon as possible! “But how?”, I hear you ask!
Tell me - what do you know about these people? Well you’ve got their names and addresses, right? Soooo you can…
Send them direct mail letters!
Why would you want to do this?
FACT: “It is 6 to 8 times cheaper to sell something to someone who has already bought something from you than it is to sell something to someone you’ve never met.”
These people are ‘low hanging fruit’
Yeah right, I hear you say. We’ve done direct mail and it just didn’t work. That’s because:
- 99% of business owners never, ever, work out the secrets of direct mail
- 99% of business owners never, ever, gain the benefit from it
- This secret strategy will put you ahead of the game
FACT: Salons up and down the UK are using this method and generating OUTSTANDING results.
I’m sure you’ve sent out small (or large) numbers of mailings and sat by the phone willing it to ring and …. Nothing. So you assume no-one wants your offering and you pack up and go home.
You’ve wasted your money and you’re left crying yourself to sleep. (I know, I’ve been there, wondering where I’ve gone wrong.) But here’s the truth:
One shot mailings are a complete waste of time and money
“What?” I hear you cry! Yup. If you mail just once, you’re on average leaving a massive two thirds of the potential revenue uncollected! So ….
Mail more than once!
Why would you want to do this?
Let’s think … you get your electricity bill and ignore it. What happens next? Oh, you get another one! You ignore that one. What happens next? You get another one! You ignore that one and you get cut off!!! But the principle is there. The electricity company know that sending 3 letters works. So you should do the same!
So you have a series of three letters. Beautifully crafted and sent out no more than 10 days apart. That’s exactly what salons and spas are doing up and down the country, right now, to DEVASTATING EFFECT.
But hey, think about this. What I’m now saying is that for EVERY marketing event you should have a series of three letters, all written and ready to go!
BUT do you like writing sales letters? Do you sit down with a blank sheet of paper in front of you and think “Great! A wonderful opportunity for me to display my great copywriting skills” or do you slump into depression and anything, and I mean anything, suddenly looks more attractive - the car could do with cleaning out, the floor could do with a sweep, do you know I haven’t re-arranged the cutlery drawer in ages …
And when you do get around to writing the letters how long does it actually take you? Half an hour - they won’t be effective!! 3 hours - that’s more like it! Sooo that’s 9 hours of hard graft - pulling teeth would be easier!!!
Well here’s the great news. YOU DON’T HAVE TO WRITE ALL THOSE LETTERS. Wayhay whoop whoop!!!!! Why?
Because ALL these letters have already been written for you. They’ve all been proven to work, right here in the UK. To see if you can unlock the true potential of your salon click here.
“After 20 years in the beauty trade I applied just one of the ideas in the Toolkit and have just had my best January EVER! A slump in the economy? PAH! Using the Toolkit January generated £20K + in sales which is £6K better than we have ever done before.”
Joanna Philpot, Mayflower Beauty Clinic
Coming up in the next course lesson:
PROSPECTS - remember these guys? These are the people who might come and see you. How you can get these people fighting to come into your salon?
Lost or lapsed clients or customers - why you lose them, and, more importantly how to get them back!
Until the next issue! (Click the “Next Lesson” link below)
Enjoy great marketing!
Dedicated to filling your salon with clients!
Martin Smith
UK World Wide Salon Marketing
P.S. Want to increase your booking rates in your salon easily? Simply ASK for the booking! All the time, every time! This one, very simple technique can improve your booking rates. Try it today - with a smile!
