Salons

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7 secrets to recession proofing your salon or spa - Part 3

Simple supply and demand shows that demand for something in low supply lead to higher prices and a position of power. Such a position gives you the opportunity to raise prices, and the ability to riches . Create

So we have more demand for what you to create as it is (or at least perceived supply).

What we do not make , you happen to spend every waking moment of your physical work demand generation machine.

We need something that consistently pumps new customers / Clients come rain or shine, whether you are around or not to create.

Here is what we will do it.

Get perspectives are to get their hands than to raise interest in what you have.
Capture their details.
Educate why you are the perfect choc for them.
Stay in touch with them timely, meaningful offers, until they become a customer and beyond.

Nothing about magic. BUT, you do this now?

Consider an example based on a local nail studio looking for new clients, to see how it works.

My name is Jane Bloggs, I'm sat at home until the 'fast Fed "(excuse the pun) with my poorly maintained," ugly " looking nails.

I am 47 years old, a professional (in this case, a doctor), my own house, am married, have two children at the University of and earn more than £ 80k per year.

If a letter on my door. Hand directed, real live stamp in the upper right corner.

Um, I wonder that this is over.

It is not my birthday, Aunt Gerturde back from Oz and she is to me yesterday by email so it can not be her. My Mum is down drinking a cup of Tee it can not be it.

No idea ... I will open it and see.

I open the envelope and greeted me with a personal, well-written letter entitled "Who wants so perfect, you will be constantly asked," How come they look so good? Nails "

What for an interesting headline. Let's read on.

I then read the rest of the letter. A load well away from personal nail studio a few miles offers me a free consultation Nagel wrote in value of € 35 and a free guide called "The Inside Guide to Consumers selecting the Perfect Nail Treatments For You."

Funnily enough, I had thought my nails fed recently and am a bit with the way they look.

Well, says the letter I the To book call my salon nail free consultation; I call an 0800 number to obtain my consumer guide or director of a website to do the same.

I am not sure about the demand for a date yet to be - this is an interesting letter, but who knows, it could be a con!

So ... I walk into the office, and tap into the web address.

I am now going with a single page, I imagined a number of options.

I can my application "Consumer Guide 'by my data and in fact there are a few other free reports on her. One of "the seven secrets to such a striking nails you friends will think you've been to Hollywood, "and one called" How to Stop Biting Your Nails Forever. "

Plus, there are a whole series of videos on the Website of happy, smiling clients confess what had done an amazing job the nail Techs for them.

There is even a 100% money-back guarantee to all treatments.

Blimey, these people look really good.

I think I'll have my "Consumers Inside Guide 'desire seeing to read, and then perhaps go as for the free consultation - what the "cuckoo have" I had to lose?

I type my data into the Website and click on Submit.

Wallop, am I to another page with more videos of happy smiling customers from my area and hit a voucher I for one free "bracelet" print with every first-paid treatment, if used within 2 weeks.

Geez, this is still better.

What to present a professional, interesting, different, exciting way nail care.

I then open my e-mail and surprise, there's an e-mail from the salon.

A really good personal greeting by the owner told me all about writing where they are from, their family, what she likes it there on the weekends, and a little story about her claim to fame, the famous actor a perfect nails.

Plus, a lot more comments from customers really happy, my free report to the e-mail attached and even my coupon for a free bracelet!

You know what, I think I have just stumbled upon something special here. I really feel like these people know what they do and could actually help Me.

have Anyway, Let's print the report and read.

"Consumers Inside Guide to Selecting the Perfect Nail Treatments for You. "Ok, what we got.

The three deadly salon selection errors and 5 steps to the perfect choice for your salon.

Do you know what, this makes sense.

I would expect amazing service from my manicure. I should again be expected to guarantee a 100% money, and why would I want to Go to a salon that fit today's in me ... Sure, if they any good, they are busy!

Two Days pass.

Beep, beep, beep.

Oh ... There is a voicemail on my cell phone. Let's have a listen.

'Hi, This is the owner of (She would say her name) from XYZ Nail Studio. I just wanted to say hello and thank you for your interest in our "Consumer Insider Guide" a few days old. Just to remind you to do that we have available a £ 35 free advice for you. We would like to see if we can afford to see and feel your best. But please note, we are very busy and I only have the free consultation is open to a further 2 weeks. Hope to hear from you soon. "

Wow, what a pleasant for a message. And you know what, I had seen the end of the consultation voucher. Maybe I will today evening.

Another day passes.

5 clock on Thursday and I check my e-mails. Aha ... An e-mail from the nail salon. A case study of a lady who had been embarrassed by their nails for years. Wow, she looks great.

Ok, and some answers to commonly asked questions about the salon. As the consultation process works, how long the treatment lasts, etc.

Oh yes, and my free advice runs in less than two weeks.

OK, I'll call today ...

Another day goes by ...

Ooo ... Post is here ...

What is this postcard?

Ah ... Another case study from the nail bar. Geez, has this woman away from a nail biting fanatics to have amazing-looking fingernails. If they can fix them, they can certainly fix me!

Right, I book today and you must call the free advice.

Another four days to happen.

Post arrives. A red envelope. Umm, what's inside here ...? "

Aha, a further letter from the nail bar. Blimey I'm glad these guys do not give up

A lovely letter saying they are worried I will miss my free advice. As it is 100% free and without obligation. And two case studies from customers who have had their lives changed by their Nails ...

Wow, this is a professional outfit. Now I need to call and book my appointment.

"Hi, this is XYZ Nail Studio. If you were not to see us before you press 1. If you have, you press 2nd "

I press 1.

"Good morning, Claire here and welcome to XYZ Nail Studio. I ask my name. "

Claire then asks me a few questions and let me know that the consultation is available is the earliest in 14 days. And while the outside is of the days allowed for my free voucher they happy to consult for free like they just so busy they can not give earlier.

Great, I say. This is all good. I then get off the phone and jump on your laptop for work.

Oooh, an e-mail. OK, it is a confirmation of Claire confirm my appointment in 14 days time and invited me to participate in a short survey.

Why not?

The study asks me a few questions about my feelings toward the salon as much, which was great and what my main reason for booking a Consultation was.

There is also an opportunity for me, a friend or family member and refer when they book in for a free consultation to become a £ 10 for M-and S-voucher and if they go with the treatment I will get theater tickets for second It is clearly stated that relies largely on the Salon Word of mouth to help them keep their costs low and to keep their fees as low as possible and should provide an excellent service.

Frankly, I'm extremely impressed so far, and they must be doing something monumentally stupid in the consultation, the things wrong so why not! I know my sister hates her nails and my Mum is constantly complaining about her and how clumsy way to their current facilities and treated her like a "war prisoner".

I bet these people would take care of them!

In advance of my free advice in the communication does not stop. I will still interesting, educational e-mails and a few postcards and the day before I left a little reminder message on my answering machine.

If these guys are only half as good on nails as used in clientt communication then these are gonna be great!

Stop!

Ok, we take a quick break here. I just had the bare bones of a high quality and very effective client attraction system described.

Have you noticed, all the different things that happened?

All the various possibilities, we were immediately presented value and immediately position us as something quite different Salon Business than the norm ...

Well, what is really important in this example, not as much as we plotted the initial interest - is a direct way, but it could also be on a magazine ad, newspaper ad, yellow pages, driven TV, Radio, Press releases, telephone etc, etc, but the overall value and benefits Follow-up.

In the example we with the "View" followed many times.

In reality, this person may have reacted much earlier, or perhaps have taken even longer to react. What's key is that we follow up they do.

Now there's a point where the counter but can we, until another time.

You see one of the largest companies make mistakes, not following up with the interest of the public from their marketing.

Most people will not respond to the first touch - the first time they are exposed to us.

It is therefore essential we understand the Details of interested people early and then focus on maximizing new customers of the people with their hands raised.

With the "Lead Generation" approach I have just shown, then overtime will build a huge "piles" of "Hot Prospects", ie people who showed an interest have what you have. And you can at any point to send these prospects offer an exciting and you will instantly generate new customers.

The larger the "clusters" of "Hot Prospects" The more customers / clients, you will generate.

Imagine the feeling of security and 'power' that will give you. Pretty cool eh?

And do not think it has everything by hand. Almost everything that happens can be automated!

Ok, I went into a much closer than I expected, but it is of crucial importance. There are a lot of secrets are to success. Be sure to read again, circle what you do not apply to your business quickly and sharp ...

Dedicated to your success

Henry Baker.

About the Author

Henry Baker helps beauty salon, nail salon and spa owners all over the world attract more clients, get them spending more, returning more often and referring more people. For a FREE report "How to Double Your Salon or Spa Profits in 117 Days or Less -- Even In Recession" head to Magnetic Salons.

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