Whether you’re an iPhone lover or not you’ve got to be impressed with Apple’s having sold over FOUR MILLION 4s’s in the first weekend of its launch.
So what does this new iPhone have to do with your salon/spa business?
A lot – condensed into one word one – Siri.
Siri is Apple’s voice recognition program -technically speaking.
But it’s more than that. Siri is for the four million+ iPhone
4s’s owners an intelligent personal assistant – efficient,knowledgeable, professional, compliant, uncomplaining, and witty with a slight attitude.
She’s a “do-engine”. A “do-engine” who on command dials your office, schedules a meeting, or reminds you of an appointment. She can manage travels plans and reservations,coordinate local services,
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.
How do you do that? Stephanie Hobbs has a great article on Search Engine Land called: 3 Simple StepsTo Get Siri & Her Friends To Talk Up Your Local Business.
In her article,she recommends three steps to help you rank better with Siri recommendations:
1. Makesure your Google Places Page is accurate and complete
2. Generate positive reviews and content like photos and videos
3. Make sure your Yelp profile is accurate and complete (Yelp is one of the data sources Siri uses).
The bottom line for any salon/spa owner is to make sure you have a solid local presence – it’ll help you with your mobile efforts – which by the way is growing by leaps and bounds.
And as impressive as Siri is– it’s only the beginning.
Don’t be bamboozled by some slick social site sales rep who’ll push you on price – they’re skilled at crafting “deals” that’ll fill your salon’s chairs but, if you’re not careful, will empty your salon’s bank account – see http://www.hairmaxsalonsoftware.com/is-groupon-a-good-deal-for-salons/
So follow these seven keys to “Deal Design” for Groupon or other Deal Sites and create special offers . They’ will serve your salon/spa financially both short and long term.
From a marketing perspective a well designed Groupon deal will help you stand
out from the “get them in at any price” salons.
1. Treat the clients coming to you for the deal, like you do your regular clients – the name of the game is to bring them back.
2. Keep those pure bargain shoppers out of your chairs/rooms by increasing the price of the package. For example if your “deal” is a $75 value for $35, and your everyday average service costs $75, you are wooing the wrong prospects. Offer a $150 value package for $74 – that sets up a strong barrier to entry.
3. Build a higher margin package to bring down your direct costs for the “deal”.
4. Don’t discount your regular priced services. If your best seller is a shampoo/ haircut/style for $60, offer a great package with a reasonable value of $110 for $54, so that your regular clients don’t feel like suckers for paying regular prices.
5. Use social media (Facebook, Twitter etc.) and make your deal go viral. Remember, your existing clients are your best way to spread the word. Give them a compelling offer that they will want to try and share with their friends.
6. Keep the number of “deals” sold limited to something your salon can benefit from – don’t inconvenience your regular customers or downgrade your service.
7. Track the results of your deal – total sales, profit/loss, average ticket, new clients, retention rate, increase in your list size or social media contacts and your website traffic.
Also remember in today’s marketplace you don’t have to pay Groupon or the other Deal Site 50% of the sales generated by the deal. While that may have been true when Groupon was
first launched it is no longer so. Today everything is negotiable.
Is your retail business where you would like it to be?
If the answer is “YES,” then either one of two things has happened:
- You’ve been building your business by making it a focus of attention and allocating the necessary resources (including time and energy) towards it.
- You’ve lowered your expectations and standards so now you’re meeting them. click here
If you’ve answered “no,” in other words, you want retail to contribute in a big way to your salon/day spa’s sales and profits; then hang on, because help is on the way.
I’m going to share with you how-to
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!
don’t know how to, it’s ok, as long as you learn how.
Why? Because it works.
Every day salon owners have a big opportunity sitting right under their nose – and it’s Free!
But, for whatever the reason, most owners don’t take advantage of this opportunity to improve their salon’s sales and profits.
So the question becomes – will you take advantage of this opportunity?
Will you be a mover and shaker – or someone who just goes on complaining about shrinking sales and tiny profits?
Where is this opportunity? It lies in the fact that you already have clients in your salon’s chairs and rooms.
And just like most, your clients are silently begging to be led – in areas where they do not have expertise, clients want to be told what to do, how to do it, and why to do it.
Don’t you feel the same way?
It’s important that we don’t confuse leadership with manipulation. Why? Because people resist manipulation at all costs.
However, it doesn’t mean people don’t welcome and embrace information, advice, education and direction. People will follow you if you’re from the right place—from the heart—and you put the client’s best interest ahead of yours.Y
You know the reasons clients want what you have to give. You know people want to enhance their physical appearance for many reasons, including but not limited to:
- Feeling more self-confident
- Giving an “image of success”
- Feeling more accepted
- Attracting a member of the opposite or same sex
Once you’ve personally embraced the “client leadership philosophy, and your clients feel comfortable and authoritatively led, you’ll want to put the power of leadership into action.
How? By telling your clients how they can attain greater advantages, greater results, and greater performance from your salon/day spa’s services and products.
Advocate action every time you communicate with your clients, whether it’s a letter that includes a gift certificate, a cross promotion with another business, include a specific call to action.
If you want your clients to redeem a coupon, tell them to do so. Below are possible actions you may want to persuade your clients to take.
Briefly describe your offer, the service, and information you want to communicate to your clients.
Use short sentences to spur action like the following:
- Call now!
- Come in now!
- Act now!
- While supplies last!
- For a short time only!
- Be the first!
- Supply limited!
After you’ve shown, explained, and educated your clients about what’s in their best interest…motivate them. Tell them exactly how they can obtain the results they want to achieve through the products and services you offer
Building a business is no easy task, but a salon owner who sticks to tried and true marketing principles will get and keep more high quality, long-term clients.
Marketing principles are based on a foundation of human behavior.
As humans we either move
towards something that triggers a want or aspiration for us and away from those things triggering fear and frustration. (For more details I recommend Joe Sugarman’s book Triggers:30 Sales Tools You Can Use To Control the Mind of Your Prospect to Influence, Motivate and Persuade
Whether you’re marketing to lure first time guests into your salon or targeting people who have visited you before, your job is to get them to take action and do business with you.
To get people to take action, communicate with them using these five simple psychological triggers.
Trigger #1: People are naturally curious. They’ll go to great lengths to know information that other people don’t know.
Trigger #2: People are natural consumers. They like to buy. So if you take the risk away from their taking action, they’ll be much more apt to respond to your offer.
Trigger #3: People are turned off by traditional sales-based ads. They don’t want another sales pitch coming their way. They want information that is useful and will benefit them as consumers (in their quest to get a great deal). The facts are
that people are 7 times more likely to read a traditional news oriented editorial than they are an ad.
Trigger #4: People will pay attention to things that directly affect them. If they’re tuned into the WIIFM (What’s In It For Me) channel, make sure you broadcast on their frequency. For example, if someone is concerned about thinning hair, they’ll read everything they can get their hands on about it. If they’re not, they won’t read it at all.
Trigger #5: People can’t resist a free offer. It’s the oldest thing in the books – they have no risk in responding to something for free. The highest response rates are from free offers and it doesn’t look as if it’s about to change.
Each of these five triggers compels an average person to take action. Try using them to create an “advertorial” (this is a cross between editorial and advertising) that will bring in the
type of potential long-term clients you are looking for.