Full Article Below:
Why Salon Emails Get Ignored–and what to do about it.
In the old days before Match.com made approaching people easy, social dances were a way for young men and women to meet one another.
How would they meet at a social dance?
They’d line up at opposite ends of a room and then the host would ask the men (or occasionally the women) to grab their partners for the next dance.
And those who made the “right” first impression danced the night away – while the other – the “wallflowers” – were left in their seats.
Why were the “wallflowers” left behind? It’s not that they weren’t interesting or smart, or even beautiful…they simply didn’t make a good first impression…and thus they were all but ignored.
And the same holds true for your salon email. If it isn’t making the “right” impression sitting in your client’s mailbox it’ll be ignored too – as will those beautiful offers which your clients will never take advantage off.
So precisely how do you get your salon’s emails opened?
By writing headlines that have impact.
And what does a headline have to look like to have impact? Make yours:
1) Specifically detailed rather than too vague – for example:
–Why a Busy Salon Haircut is the Key
–Why a Busy Salon Haircut is the Key to Your Look
–Why a Busy Salon Haircut is the Key to Looking Great 24/7
2) Clear and clean – with one thought not a jumble of two or three thoughts…
Does your hair color enhance your best features or is your hair stylist making these basic mistakes?
As opposed to…
Headline 1: Does your hair color enhancing your best features?
Headline 2: Is your hairstylist making these basic mistakes?
There are two separate thoughts here – either one can be a headline with the other a “sub-headline”
Example: Does you hair color enhance your best features (expert stylists will show you how).
3) Curiosity provoking – attract by mixing the familiar with the unfamiliar
Example: The Dry Bar – For HairDrunks Only!
The bottom line? Salon owners who don’t want their emails to be like wallflowers who get ignored will write headlines that are specific, clear and of course curiosity provoking.
You can do that too, that way your salon stands out in the “in-box”
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As the economic headwinds are howling – bringing higher taxes, unemployment and mountains of red tape – too many salon owners feel shaky about their business.
With retailers having their weakest holiday season since 2008 (sales up 0.7%) it’s no wonder they feel this way. And this feeling, stemming from a combination of being bombarded by bad news leads to uncertainty, and that uncertainty, over time, weighs down on you, and from that weight and accompanying worry you can develop a case of “Salonstoriss”.
So what is Salonstoriss? It’s a mental condition where flat sales and shrinking profits leads owners to throw up their hands in frustration – exclaiming “what should I do now because nothing that we’re trying seems to be working anymore?”
And what they end up doing is very little – if anything at all. They simply wait for things to happen rather than make things happen. The worst part about Salonstoriss, is that it spreads like a virus, infiltrating your mindset – resulting in slowed down business decisions and action taking.
Unfortunately in today’s world where speed is a key component to business success – Salontsoriss will gradually and painfully put a salon out of business. And next to the loss of a loved one, or the breakup of a committed relationship, the loss of a business is the most painful experiences an owner can have.
Fortunately there is an antidote and it’s available – free of charge.
Why free of charge? Because all it takes is a shift in your thinking and then some elbow grease (the actions you take as a result of your new mindset).
So what do I mean by “shift in your thinking”? It’s all about taking a clear look and the actions you take as a result of that thinking pertaining to:
1. Yourself as a salon owner
2. Your salon
3. Your employees
4. Your clients
Now you may be asking yourself questions like “how do I take a clear look?” and “what type of actions should I be moving towards that will bring me and my salon to the next level?”
Those answers are contained in my free download Busy Salon’s ‘Point of View in Action”. So click here to grab it right now. Then book some time (a half an hour should do it) and fill out the form.
If you’d like some extra help in Getting Your Salon’s Year In Gear – 2013© I’ve set aside a limited number of complimentary sessions to go over your “Point of View in Action”. To grab yours today simply click on big “BOOK NOW” button.
Don’t forget to sign up for my bi-monthly ezine “The Finkelstein Report”
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.
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
prospect may be a better way to move them into your chair more quickly than simply putting them into a prospective client email
- 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
Have you ever tried to communicate a new idea or project to people who don’t necessarily think or operate the same way you do?
When you’ve held a meeting with your people have you ever heard dead silence or seen a bunch of vacant looks?As a salon owner/manager you know that even your simplest request can get lost in translation if you don’t communicate effectively. So if your salon/day spa is having a hiccup or two around getting the results you’re looking for then adapt these ten tips for improved communication.
- Have conversations—not monologues Many entrepreneurs want to get results so badly; they issue directives rather than clarifying or discussing what they want. Take your time, choose the setting, ask questions, listen, and then respond appropriately. Develop the habit of having a conversation.
- Share the vision—the big picture. The Cheshire cat in Alice in Wonderland said, “If you don’t know where you are going, then it doesn’t matter which road you take, does it?” Provide direction where you see the company going and the strategies you see for getting there. Be open for others ideas. You’ll find that after your team understands where the salon/day spa is going, they’ll be much more confident in you as well as their own ability to contribute.
- Speak—simply and clearly. Think things through so you can best articulate an opportunity you want to capitalize on or a problem that you want to solve. Remember you don’t have to figure everything out. You just have to create a framework so your team gets a clear idea of the results you want.
- Listen—be prepared to handle objections Start with the mindset that problems are opportunities. Why? Because when the team questions your idea and gives you reasons it might not fly, you won’t be frustrated. Instead, analyze the situation and identify the obstacles that must be overcome for success. This is the beginning of your execution plan. The great thing is you’re entrepreneurial environment – a place where people feel free to express themselves. Also, remember you’re attached to the idea and they aren’t. Their objections may be valid.
- Create realistic expectations Remember the R in S.M.A.R.T. stands for realistic. It takes time for your vision to become a reality. If you are a true entrepreneur, you may not be excited about working out all the details…this is where your team comes in. Share you wisdom and experience, and let them get on with it. Let them know they can bring you in if they get stuck. Be supportive rather than critical when they bring you problems.
- Identify your “first mates” Some people want to jump on board more quickly than others do. Know your crew and work with those who are willing to test new ideas. They’re flexible and can quickly overcome setbacks. Once they’re working with you, the others will surely follow.
- Acknowledge small wins Look for small wins as signs of success and acknowledge them in public. This helps you build momentum for the idea or project. You’re also communicating it’s worth the time and energy.
- Look at things from another perspective In The Seven Habits of Highly Effective People, Dr. Stephen Covey writes, “seek to understand to be understood.”
- Understand your team looks at and responds to things differently than you do. Look at situations from their prospective. You’ll gain insight into how to best communicate with them. Remember, they’re there to support you and your business goals. They welcome clarity because it makes their job so much easier.
- Be aware of the impact of your position By definition, the role of the owner/manager is different from any other position. Likewise, your people respond to you very differently than they would to anyone else in the salon/day spa. Make sure you are aware of the impact of all your communications: verbal, written, and physical. Use your position wisely: as a positive role model for innovation and courage.
P.S. Don’t forget to sign up for my FREE ezine, for the newest trends and tips for Busy Salons. Click here to subscribe https://busysalons.com