How about a Big Pay Rise for 2019?
What if I told you consistently carrying out a few simple changes to your routine would make this a happen?
I have worked with thousands of salons over two decades. Less than a handful are fully occupied, max out every retail and upsell opportunity, re-book routinely and consistently apply a marketing plan. Unless you’re one of these you have the capacity to apply my 10% Rule.
Let’s look at the facts, based on aggregated Salon Advantage data.
Number of clients per team member: 200
Annual number of visits per client: 6
Bill per client: £35
Annual sales per team member (Clients X visits X bill): £42,000
Add 10% to each metric and you get £55,902 annual sales by team, an extra £13,902 per team member.
The average salon has 4 team members.
Achieve the 10% rule and you’ll have a £69,500 pay rise.
1. Average Bill up 10%
Increase the prices – many owners are nervous for fear of losing clients. The fact is, assuming service quality and expertise are maintained, most clients associate more discomfort with finding someone new.
Recommend aftercare – Explain to every seated client the tools and products you use. When you are applying the product stop the conversation, get your clients attention, then clearly show how to apply and how much to use.
Crucially, at the till, ask the client if they would like to use the product you have used to achieve the same result. Use the Onscreen prompt that appears in Salon Advantage (see below).
Recommend – Always, suggest an additional service, style, treatment or alternative during consultations with clients
2.Improved frequency by 10%
How Long will it last? – Explain to your client how long you expect a style, colour, treatment etc will last. This is a powerful way to encourage rebooking.
On-screen Prompt – when the client pays a Salon Advantage on-screen prompt will show your client’s last booking. If it was seven weeks ago suggest six.
Next Booking Due Smart Campaign – Use Salon Advantage’s automated Smart Marketing campaign ‘Next Booking Due’ which sends text to your regular (not new) clients, seven weeks after they have visited. On average 24% will book and visit a salon within two weeks.
3.Increased Clientele by 10%
Ask for referrals – Explain to every client that word of mouth is essential to your salon’s success and ask if they would be happy to recommend you. This seed germinates when someone compliments them on how they look, but you must sow it.
Recommend A Friend – Set up and promote a scheme to reward recommendations. Accompany this with Salon Advantage’s ‘Recommend a Friend’ Smart Campaign which automatically prompts clients via text. The feature records recommendations and sends a thank you message.
Non Returner Campaigns It costs much less to regain or retain a client than it does to win new ones. Two incredibly successful Salon Advantage Smart Campaigns focus on this.
Non-returner Stage 1 sends an incentive after 15 weeks and our Non-returner Stage 2 campaign sends after 26 weeks with an improved offer.
Approximately 30% of recipients will book and visit within 30 days of receiving this.
Online Booking – Add Online Booking to your Website and Facebook page. Over 30% of all online bookings are made by brand new clients.
New Client Follow Up – 40% of new clients will only visit only once. There are three powerful new client automated Smart Campaigns in Salon Advantage to reduce this. New Client Courtesy, New Client Stage 1 and New Client Stage, all of which are aimed at bringing the customer back in and keeping them!
10% isn’t just achievable, it’s within grasp. Start today.