Spa Tech Maine
7 Secrets of recession proofing your salon or spa – Part 3
Simple supply and demand shows high demand for something in the low supply lead to higher prices and a position of power. This position gives you the opportunity increase prices and the ability to create wealth.
So we need to create more demand for what you offer that is (or at least the perception of benefits).
What we can not happen is that you spend time doing your job physically machine demand generation.
We need to create something that always pumps new customers / clients come rain or shine, that Whether or not you around.
Here's how we're doing it.
- Getting prospects to raise their hands as interested that you have.
- Capture their details.
- Educating for why you are the perfect shock for them.
- Stay in touch them with timely, relevant offers until they become a client and beyond.
Nothing magical about it. But do you do now?
Look at an example based on a local beauty salon in search of new customers to see how it works.
My name is Jane Bloggs, I stayed at home, enough to live "(excuse the pun) with my poorly maintained," ugly "looking nails.
I am old 47, a professional (a doctor in this case), own my own house, I am married, 2 children to university and earning over £ 80K per year.
A letter arrives at my door. Hand addressed, real live stamp in the upper right.
Ummm, I wonder who it is from.
This is not my birthday, my Aunt Gertrude is back from OZ and she sent me yesterday so it can not be her. Mom is bottom of a cup of tea can not be her.
Dunno … I'll open it and see.
I opened the envelope and I am greeted by staff, well-written letter with the title "Who else wants perfect nails if you constantly asked" how do they look so good? "
What interesting title. Read on.
I then read the rest of the letter. A well written personal invitation to from a nail salon a few miles away to offer me a free consultation nail worth £ 35 and a free guide entitled "The Consumer Within the guide in choosing Perfect Nail Treatment For You. "
Funny, I thought my nails recently and I am a little tired of how they look.
Now, the letter says I can call the salon to book my free consultation nails, I make a call 0800 to obtain my consumer guide or leader of a website to do the same thing.
I do not know to call for an appointment for the moment – it This is an interesting letter, but who knows, it might be a jerk!
So … I'm heading to the office and press the web address.
I immediately submitted a single page website to give me a number of options.
I can ask my "consumer guide "Leaving my address and in fact there are a couple of other free reports on their too. One on "7 Secrets of a Nail catchy if you are friends believe you have been to Hollywood "and another called" How to stop biting your nails Forever '.
In addition, there are a lot videos on the site of Happy, smiling customers professing what a remarkable job of nail technicians had done for them.
There is even a 100% refund money back guarantee on all treatments.
Gosh, these people look really good.
I think I will ask my "Consumer Guide inside, have a read and then maybe go see them for free consultation – that the "devil" I have to lose?
I type my details in the site and click on submit.
Wallop, I am taken to another page with more videos of Happy customers smile of my region and a good I can print a free bracelet with treatment first paid if used within 2 weeks.
Geez, it gets even better.
What a professional, so interesting, different and exciting to present nail care.
Then I opened my e-mail and surprise, surprise there is an e-mail the show.
A really well written personal greeting by the owner told me all about where it comes from, his family, does she do on weekends, and a little story about his claim to fame to this famous actor a perfect nails.
In addition, a whole bunch of other Customer reviews really happy, my free report attached to email and even my right wrist for free!
You know what, I think I just stumbled on something special here. I really feel that these people know what they do and could actually help me.
Anyway, let's print the report and have a read.
"Consumers in Guide to Choosing the Perfect nail treatments for You. "Ok, what we got.
The 3 fatal errors of selection and salon 5 steps to selecting the perfect room for you.
You know, this makes sense.
I do expect a tremendous service to my nail salon. I'm waiting for a refund of 100% money back guarantee, and why would I go to a salon that can I agree today … Certainly, if they are any good they will be busy!
Two days passed.
Beep, beep, beep.
Oh … There is a voice message on my mobile. Have a listen.
"Hi, This is the owner (she said her name) of nail salon XYZ. I wanted just say hello and thank you for requesting our "Consumers Insider Guide" a few days ago. Just to remind you, we have a £ 35 free consultation available. We'd love to see if we can make you look and feel your best. But please be aware, we are very busy and I can take the free consultation open for another 2 weeks. We hope to hear from you soon. "
Wow, what a nice message. And you know what, I saw the end of consultation on the ballot. Maybe I'll call tonight.
Another day passes.
5 hours Thursday and I check my emails. Aha … An e-mail from the nail salon. A case study of a lady who had been embarrassed by his fingernails for years. Wow, she is superb.
Ok, and some answers to common questions about the show. How the consultation process of the works, take a treatment for how long etc.
Oh yes and my free consultation ends in just under two weeks.
Ok, I'll call today …
Another day passes …
Ooo … Post is here …
What that this postcard?
Ah … Another case study of nail salon. Geez, this lady went to a nail biting nails amazing fanatic for research. If they can not fix it, can you correct me!
Well, I should call today and book in this free consultation.
Another 4 days subscription.
Post arrives. A red envelope. Umm, what is here …?
Aha, another letter from the nail salon. Gosh, I'm happy that these guys do not give up.
A nice letter saying they were worried I will miss my free consultation. How Is it 100% free and without obligation. And two more case studies of clients who have had their lives changed by having fixed their nails …
Wow, that equipment professional. I need to call and book my appointment.
"Hi, this is XYZ nail salon. If you have not been to see us before he please press 1. If you have, please press 2. "
I press 1.
"Hello, Welcome to here and Claire nail salon XYZ. My name I ask you. "
Claire then asked me some questions and lets me know that the first consultation is available 14 days. And while the outside of the permitted date for my own free will be happy to give free consultations because they are so busy that they can not do it sooner.
Great I say. It will be beautiful. So I come off the phone and jump on the computer laptop for work.
Ooo, an e-mail. Ok, this is a confirmation of my appointment Claire confirmed in 14 days and the time for inviting me to participate a brief survey.
Why not?
The survey asks me to ask some questions about my feelings about the show this day, which was great and that my main reason to book a consultation was.
There is also an opportunity for me to refer a friend or family member and they book a free consultation I will receive £ 10 M & S good and so we proceed to treatment will I receive tickets Theatre for 2. It is clearly explained that the show relies heavily on word of mouth to help them reduce their costs and thus keep their costs as low as possible and maintain the highest level of service possible.
Frankly, I'm super impressed so far and they have to do some something monumentally stupid in the consultation to make mistakes, so why not! I know my sister hates her nails and my mother is constantly complaining of his, and how their current living through heavy-handed and treats as a "prisoner of war."
I bet these people care for them!
In view of my free consultation communication does not stop. I still receive emails interesting, educational and a couple of cards Postcards and the day before I get a little reminder message left on my voicemail.
If these guys are half as good polish because they are communication clientt so it will be great!
STOP!
Ok, we'll take a quick break here. I have just described the skeleton of a great value and very effective system to attract customers.
Have you noticed all the different things that happened?
All the different ways we've been having a value immediately and immediately positions us as something completely different business lounge as standard …
Now, what is really important in this example is not so much how we instigated the initial interest – direct mail is a means, but it could also be done by a magazine advertisement in newspaper ads, Yellow Pages, TV, Radio and the article, press release, etc. telephone, etc., but the overall value and benefit driven monitoring.
In the example we have followed with the "prospect of many times.
In reality, this person may have reacted much earlier or have taken still more time to respond. What is key is that we Continue followed until they do.
Now there is a point where it becomes cons-productive, but we'll leave that for another time.
You see one of the biggest mistakes companies make is not followed with the interest they generate in their marketing.
Most people will not respond to the first hit – the first time they are exposed to us.
It is therefore essential that we capture the details interested persons at the beginning and then focus on maximizing new customers of these people with their hands.
Use the "approach lead generation "I just show you overtime, then you set up a" tremendous job "of" persons outlook hot ", ie who have shown interest in what you have. And you can always send them an offer exciting prospects, and you instantly generate new customers.
The largest stack "of" hot prospects "the best customers / clients you will be generating.
Imagine the feeling of security and "power" that gives you. Pretty cool huh?
And do not think he needs to be all manual labor. Almost everything that happens can be automated!
Ok, I went into the details much more than I expected, but it is of importance vital. There are many secrets to success there. Be sure to read the circle that you do not apply to your business and strong Rapid …
Dedicated to your success,
Henry Baker.
Copyright Magnetic Salons Ltd 2009
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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