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When prospects (new clients or customers) are looking at your advertisements or promotions and consider coming to your salon they are taking a risk.
Will they like you? Will the treatments be right for them? Will it hurt? Etc, etc.
We live all our lives trying to avoid making mistakes and (largely) avoiding risky situations.
So… Why not remove any element of risk in the client’s mind, whilst increasing response rates by as much as 30%!
How can you achieve this? How can you remove that very last barrier to the sale? With a strong, gang-busting, deal-sealing…
GUARANTEE
Something like:
“Love us, or you pay nothing”
or
“You’ll be delighted, or it’s free”
Now, most salon owners are now running for the hills here. Screaming that clients will come in and simply take them for a ride. But wait … hang on in there
Let me ask you this: how many times over the last 2 years have you had someone complain? Two, maybe three times perhaps? And what did you actually do about it? Gave them another treatment or, perhaps - just maybe, gave them their money back? Sooooo you do have a guarantee … you just don’t like telling people about it? HUH?
Let’s look at this another way - someone is just not happy (Say its one of your clients that’s worth £xxx per year) they walk out of your salon. What do you want them to do -
A. Go home and tell all their friends how poor you and your salon is and that they AND their friends should never go and see you again?
Or
B. Walk straight back into your salon, walk up to your face and say why they’re unhappy?
I’d want ‘B‘ every time! Why? Because it’s not the problem that’s the problem - it’s the way you deal with the problem that’s the problem. Think how much damage to your business situation ‘A‘ can have!
Also, if something is going sadly wrong in your salon, shouldn’t YOU be the first to know about it?
And think how a great guarantee can reflect on the therapists that work with you. If they know that folk are encouraged to complain, do you think they’d lift their game a little? You bet!
So to recap. A strong guarantee helps you to make sure everyone is on top form, helps you to manage your salon better by encouraging negative feedback and…
WILL INCREASE THE RESPONSE OF YOUR ADVERTS BY 30%
And here’s the best bit. Statistics say that only 1 or 2% of people will actually cash in on a guarantee. So, for example, what do you actually want? 100 responses without a guarantee or 130 responses with a guarantee, where 2 or 3 people actually cash in?
I hope I’ve convinced you! Guarantees are nothing to be afraid of. In fact they should be embraced!
Case study: Cailee Byron, of Cailee’s Hair & Beauty Professionals in Long Eaton is a long time toolkit owner and great marketer of her services. She knows the great value of a guarantee. So much so that she used this one simple technique to pay for her £25,000 Endermology machine in just TWO months.
Look at the Salon Owners Marketing Toolkit. It comes with a cast iron guarantee that if you’re not entirely satisfied with your purchase you can return the product within the first 31 days of ownership and PAY NOTHING (excluding shipping & handling costs)
Now that’s a guarantee.
Click the “Next Lesson” link below, to continue to Lesson 7.
Until next time…
Dedicated to filling your salon with clients
Martin Smith
