find and plan entertainment, purchase e-commerce goods and serve as gateway to 3000 e-commerce service APIs on the Web.
Beyond that, Siri can learn your preferences and transactional information, so that she can automate any of these transactions without user involvement
So what impact could Siri (or Iris on the Android) have on your business?
Think of it like this. Now instead of having to use your smart phone to access Google or Yahoo (search engines) when you want to find a place to get a manicure, message, haircut, facial or more – millions of people will simply ask their “do-engine”Siri “where can I get a manicure”?
And Siri will say “I’ve found a number of salons near you and give them a list of salons complete with star reviews, distance,and the ability to get map and directions.
Now wouldn’t you want your salon/spa to be at the tip of Sari’s tongue? Of course you would.
increase your average point of purchase retail transaction by 20-30%.
It’s simply using The Power of Up-Sell and Cross-Sell.
Have you ever gone to a McDonalds and been asked the question, “Would you like fries and a coke with that?” or, “Would you like to super size your order today?”
Have you ever purchased a computer or digital camera and been asked if you’d like to buy the extended warranty?
Have you ever gone to purchase the basic model appliance, let’s say a washer/dryer, and planned on spending $500, but instead left with a better model to meet your needs, which cost $650?
Have you ever found yourself saying, “sure, why not,“ even though you didn’t order or intend to order that additional item when you arrived in the store or at the website?
Here’s the scoop. The statistics say 30% of people say yes to these questions. The companies effectively employing this simple strategy earn as much as 30-50% of their profits from such time-tested tactics.
But what’s ironic is that surveys show 88% of the companies don’t use
To show you the impact of a 30% increase, I’ll break the numbers down for you.
If you have retail sales that are as little as $200 per week or $10,000 per year, 30% equates to $3,000.
Take a couple of steps up from there and 30% equates to $15,000 per year if your salon now sells $50,000 in retail.
$30,000 if it’s $100,000.
$60,000 if your retail sales are $200,000.
Now that’s talking extra money and most salons/day spas are leaving it on the table.
We call this concept up-sell or cross-sell.
Up-selling is when your client purchases a greater quantity of what they are ordering.
Cross-sellingis when your client purchases an additional item or service, in addition to the original order.
Is this basic enough?
Sure it is; however, remember the statistics, get out of the crowd of 88% of those companies that don’t have an up-sell/cross-sell strategy in place.
Don’t believe me about the impact?
Let me give you a test step to put into place, then decide for yourself if you want to take it further.
Offer 10 of your clients an additional retail item at point of purchase (do it at the station).
See how many say yes.
Note: If you already use this strategy, add another item or look for ways to improve your current results (perhaps you’ll want to make sure those 10 clients are asked the question again when they’re paying their bill).
The question you’ll want to ask yourself is this – does my salon have a formalized/systematized up-sell/cross-sell system in place?
If you don’t, I encourage you to put one in place and work it to death!
So let me ask you a direct question: Do you really want to be successful?
Now it you do raise your hand. Come on now, don’t be shy, no one is looking, or if they are pretend you’re stretching.
So just put your hand up and at the same time say “I am successful”.
Believe me if you were at a session with legendary sales and motivational guru Zig Ziglar http://tinyurl.com/6a74pa you’d already have done it.
That feels better doesn’t it?
Let’s face it – the first step of setting yourself up for success is having the desire to do just that. Without the desire, that real sense of “wanting to” that “fire in the belly” type of energy, that success, or at least the type that I am envisioning for you will never occur.
And that is really a shame because I’m sure that you wouldn’t want you to spend your precious time, and in my book time is your life, doing something that you weren’t passionate about! So exactly how do you get the necessary clarity to be successful?
First you have to define what success looks like. And this takes a bit of work. But that’s ok, because it is guaranteed to pay off. And I’m not making this up.
In 1970, sociologist Dr. Edward Banfield of Harvard University wrote a book entitled, The Unheavenly City. He described one of the most profound studies on success and priority setting ever conducted.
Banfield’s goal was to find out how and why some people became financially independent during the course of their working lifetimes.
He started off convinced that the answer to this question would be found in factors such as family background, education, intelligence, influential contacts, or some other concrete factor.
What he finally discovered was that the major reason for success in life was a particular attitude of mind.
Banfield called this attitude “long time perspective.” He said that men and women who were the most successful in life and the most likely to move up economically were those who took the future into consideration with every decision they made in the present.
He found that the longer the period of time a person took into consideration while planning and acting, the more likely it was that he would achieve greatly during his career.
Here’s how to do it
Take the time to look at your life and get to the core of what makes you tick. One of my mentors, Michael Gerber,www.michaelegerbercompanies.com/ author of The E-Myth Revisited: Why Most Small Business Don’t Work and What to Do About It, calls that your “primary aim”. It’s the source of your vitality, your passion and your energy. It’s how you love to be and being your best. And write it down!
Create a set of annual goals, both personal and professional. The more the merrier. Then ask yourself what you want to accomplish in the
next 90 days and write those down. Attach them to your calendar for review in 90 days.
Take a clear look at your business (your salon/day spa) and create a strategic objective for it. In other words what will it look, like, feel like and perform like in say three to five years. How many people will be working in the business, serving how many clients, selling how much retail product producing what level of sales and profits. Make sure that your strategic objective is written down. It only has to be one page, two at the most.
If take the time to plan. It’ll pay off for you big-time. I promise.
Does your salon website is generate more bills from internet service providers than names of potential clients?
If it does you’ve probably committed one or more of these 5 deadly salon website sins.
Your salon website is a marketing tool and marketing the science of finding prospects and turning them into profitable clients for your business.
So it goes without saying that your website must help build your business.
But if your salon website is, like most salon websites, just another pretty billboard sitting on the side of a lightly trafficked road, it simply won’t put a dime in your pocket.
So what are the 5 deadly salon website sins?
No headline to attract a visitor’s attention. Instead most salon websites just use the name of the salon and some sort of tag line. This is hardly of interest to the prospect, but a strong headline, directly aimed at the website visitor, will get their attention. Headlines that enter the conversation going on in your prospects mind will encourage her to want to learn more about your salon.
No compelling offer or presentation of information they’d be interested in. Having a benefit- rich compelling offer increases your chance of obtaining their name/address in exchange for your offer.
No testimonials or endorsements. You alone talking about your salon’s professionalism and the wonderful customer service, holds far less weight with website visitors than clients or third party endorsers such as the press talking about you.
No multiple ways to respond. Many salon websites do not invite the prospect wanting more information to call, fax or email. A call from a
No understanding that you’re not going to make a sale on the first visit. The sale comes in time, after the relationship is built and after a continual stream of information and offers (delivered by auto responders) are designed with your particular prospect’s needs in mind.
So if you’re interested in turning your website from a line item expense to a money maker, review your site today, see if it’s making any or all of these 5 deadly sins and amend your ways.
P.S. Don’t forget to sign up for my FREE ezine, for the newest trends and tips for Busy Salons. Click http://wwwbusysalons.com
That is unless management understands and does something about the nine reasons listed below.
Reason nine:Absence of a standardized quality program. Whether you are a one-man band or a multi-unit salon/ spa, you have to know customer number 101 will be as delighted with your service or product as customer number 1. Having a system that evaluates your salon/spa’s quality will give you, your team, and your clients the assurance of the quality of products/services delivered.
Reason eight:Lack of knowledge about the market and competition. Who are your competitors and what do you know about them? What do you know about your target market that you want to attract? If you don’t know, then you can’t differentiate your salon/ spa from the competition. If you can’t, then your prospective clients won’t be able to either. Without differentiating your salon/spa, you’ve left your new clients coming to you by chance.
Reason seven:Failure to communicate your objectives. You will never reach your objectives if you do not communicate them. (Answer the question, “What are we aiming for?”) Failure to communicate the objectives to your team members will result in anarchy, where everyone does their own thing instead of everyone working for one thing.
Reason six:Poor market segmentation and strategy. Who is your ideal client? Can you describe her? What do you know about her needs for your service or product? The less you know, the faster your cash will disappear and, the quicker you’ll go out of business.
Reason five:Over-dependence on specific people in your salon. The specific person could be you or it could be someone else. No matter whom it is, the question you must ask yourself is, “What would happen to my business without that person?” Documentation on how to get specific, stunning results becomes critical. Let the systems do the work and the people run the systems!
Reason four:Lack of financial planning and review. How much does it really cost to open your salon/spa’s doors in the morning? How much does it cost to bring in a new client? What profit margin must you make to make it worth your while? The lack of financial planning and review has cost many owners their salons/spas. How are your books looking these days?
Reason three:Lack of management systems. Your salon/day spa must require consistent guidelines for producing exceptional results through your employees. If this isn’t true, then you have no management systems working for you. Your management systems allow you to move one-step closer to your salon/day spa being system dependent, not people dependent.
Reason Two:Lack of vision by owners. It’s always fun to dream about how things should be…but what if…? What if you knew exactly what you were building? What if your employees knew exactly the same thing? Without a vision, how will you know that you’ve gotten there? Without a vision, it doesn’t matter where you end up, does it?
Reason One:Owners concentrating on the wrong work. This is a big one. Ask yourself, do you work ON your salon/ spa or IN it? Are you BUILDING a business or just DOING business? Are you really moving towards your personal goals? If your business depends on your being there, then all you really did was buy yourself a job. You must spend more time and concentrate on the strategic (see reasons two through nine) rather than the technical work of the salon/day spa. If you don’t, who will?
P.S. Don’t forget to sign up for my FREE ezine, for the newest trends and tips for Busy Salons. Click http://wwwbusysalons.com
You know your work is going to be great; she’s excited and can’t wait to love what you’ve done.
Yet at that very moment when your client is saying to herself “I finally found someone who understands me,” you’re thinking, “Do I or don’t I?” “Do I or don’t I what?”
Come on now, you know what I’m talking about.
It’s ”Do I or don’t I do that retail thing?”
You see, at that very moment when everything seems to be good, when you’re so much “in the flow” you hear that little voice in your head. You know the one. The one whispering in your ear, “I know this is
the time to introduce retail products to her BUT…”
And bang just like that, in a flash, the magic moment is gone. You are out of the flow and what could have been a great service turns out to be only a good one. And good today is simply not good enough.
Why have you turned great to good? It is because you’ve come up against your retail resistance.
What is retail resistance? It is how you think about selling or taking it to another level, it is how you feel about selling when you think those thoughts about it.
As a human being your natural tendency is to rationalize or justify your behavior. That happens when your little voice takes over. Just like a skilled martial artist uses her opponent’s strength to her advantage; your little voice uses your natural tendency to defeat you.
So let’s be clear about one thing. Poor retail sales are not about the client’s resistance to buying. Oh no, they are about the professional’s resistance to selling.
Look at this list about professional salon retailing and see what comes up for you. Do any of them sound familiar to you? Do you operate from any of these as if they were the gospel truth?
Presenting retail products leads to rejection.
It probably won’t work anyway, so why bother.
If I ask for the sale, it will sound like I’m begging.
People won’t be interested in the products that I offer.
Retail selling doesn’t work for this kind of service.
Retailing just puts people off.
I don’t have the time to retail and my business retailing is a complete waste of time and resources.
Retailing is hard and expensive.
Only salons and day spas with sub-standard services need to retail.
People who retail are just charlatans or snake oil salesmen.
People who retail are just the manufacturers’ drones.
I cannot start retailing until I know exactly what to do.
I’m not qualified (educated or experienced) enough yet.
Retailing is a bother and an interruption to people.
I can’t sell—it’s too embarrassing.
I’m not good at talking and my clients won’t believe me.
The next time you hear that little voice whispering those “sweet nothings” in your ear, remember that it is a rapport breaker.
Just ignore it and do your own voodoo. That voodoo that you know how to do so well.
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