How to Attract the Best Clients.

How to attract the best clients https://www.youtube.com/watch?v=qQaVeN3Fong A lifestyle salon coach, and welcome to how to attract the best clients training. I don’t know about you, but for me, when I started my salon, getting clients was really easy to start with. And then it dried up. So we’re talking about like, now, if you’re growing your business, you obviously need to get more people in the door to fill the staff members as you grow. And I presume if you’re being successful, and you’re having more staff members, you are going to need clients pretty fast. And this is one of the strategies that will show you. But let’s dive in and talk about how to attract the best clients. I remember, it wasn’t that long ago, where we were sitting somewhere. And they were saying to me that they didn’t care about what clients they’ve got. They just wanted plants with a heartbeat. That’s all. What we’re going to cover today is for you to not have that attitude for not have the attitude of, well, I don’t care what client walks through the door. I mean, that’s how it was many years ago, well, now we’ve moved forward, and we can sort of pinpoint what type of clients we’ve got, what type of clients we work best with, who loves us who we love doing. And then we can target them. Now we have the capability. And we’ll go through that right now. So we’re going to cover right now is, who is your ideal client? What are you really good at? What can you do? Well, why should they choose you. And these are the most important things right now that you can get down on a piece of paper, because that’s where you’re going to start as you move yourself forward. But let’s start right back at the beginning and talk about this guy here. I was sitting in a room and he says to me, it was a marketing conference that I was holding in Australia. And I said to him, hey, what type of clients do you want, and he said, okay, as long as we got a heartbeat, then that’s all I’m after. Now we’re going to target these people. Because, for example, if that’s you, by the way, then take this advice, he’s since closed down his business six months later from that conversation, he didn’t last, maybe because he was not being able to target the ideal client. So here’s an example. That if you’re going to put some posts out there to attract clients, and your clients, you’re gonna say, are anywhere between one years old and 99. And we’re gonna write mixture in between, which is what you first say, without thinking about marketing. Now, I’m not gonna pop it, you’re here, when I’m trying to get through really more than anything else is that you got to have your core clients. For me, my core clients between the age of 40 and 60, that were laid the did lunch, husbands had their own businesses. That was the majority, I did outside that, of course, I did the older lady and the young people and the newborns and everyone else in between. But the majority of what we did well, was that type of client. Now, one of the beginning, when you opened your salon, you might have found that you got busy really quickly, you see if you’re good at what you do, people will tell people will tell people tell people and referrals will grow and grow and grow. But then eventually, they run out because they only have a network of people that they can tell. And once they’ve told everyone about you, there’s no one else for them to tell. So that dies, then you don’t know someone else’s hair and they tell a few people. So you’ve got to be able to get fresh blood that people that don’t know you as yet people that weren’t referred to you into your salon to start that referral process again. So it’s one of the things that when you start really well there, you flatline after using three, four or five years, it’s because you ran out of people in your town that know you exist. So your marketing, it has to be really important to make sure you get it right. So who is your ideal client, you hear we get knocked about all the time using niche and all that sort of thing. But what we want to do is just figure out something really, really simple. It’s like, Who, who do you do? Well, you know, like, are you think about all the clients you do your long hair specialists or curly hair specialist have blonde hair specialist, or dark hair specialist? Do you like covering gray hair? Do you like coloring? Do you like cutting? What is it that you do? Who’s your dream client. And if you don’t know, one of the best advice I can give you is go into your database right now and pull out your top 30 spending clients. And that will give you an insight of what you actually do well, and then your next job after that is you’re going to find them. Sometimes they walk past you’re going to spend some of your time energy and effort and money on window displays. Or maybe sometimes you’re going to have to go to them and do old school leaflets. Maybe you find they’re going to be on Google and they search for you. Maybe you think they’re going to be on LinkedIn and you know all the social media places there is going to be out there are the people that you want. Where are they? So where are you spending all your time? And what are your results? You see to me if all my clients are on Instagram and Facebook, why

How to set targets in your salon

How to set targets in your salon What would your team say if you offered them a round the world ticket and they can take their partner with them? How excited would they be? That is what I offered my staff to get my best years profit ever. Every year the team and I meet to set the next years goals and targets for the salon. On this occasion we set the target at a 33% increase. The carrot at the end of the year was the around the world flight. As you know, I set my annual target growth ( I still do this with my coaching clients) at 30% because that is big enough to make a difference to the team and get excited about it. Once the salon year target was set, it was broken down into biteable sizes so the team knew what they needed to take each week to help us hit the salon year goal. The teams’ target was broken down to a weekly amount and if they hit the target as well as getting rewarded with cash, they would be given a coloured marble. You see, we had a huge bowl in the back room and if any staff member hit their target they could place their marble in the bowl. They all had 48 weeks to hit their weekly targets and a possible 48 marbles to go into the bowl. At the end of the year, we would pull out 2 coloured marbles and send those team members around the world. Can you imagine the excitement and buzz that was going on in my salon that year? Do you think that would motivate your team? This worked because: The prize of an around the world trip was so BIG it was worth them pushing for it The weekly marbles kept the team focused on a weekly level. Everyone had a chance as it was a level playing field. You could have an off week and still be excited. That year we made the best profit ever as staff productivity was the best it could be and takings went through the roof. To be honest- The around the world trip would have only cost me around $10,000 but the value to the team was worth 10x that. What can you do to motivate your team? CASE STUDY I just read your mail before shutting down for the jubilee weekend. I may have ‘dropped out’ of your regular coaching session but I thought you might like to know what a massive huge impact those few weeks with you had on me and my business. I’ve gone from a negative £20+k loss per year and all the pain you describe in your email, to last year a £60k net profit – coming out of the pandemic still being closed for 3 months of the tax year!!! – and this year I’ve already beaten my Q1 target by over £20k, so it’s looking good. I keep aside 20% VAT, never go over 12% for cost of sales/purchase of stock, my wages are no more than 33% of takings and I’m finally paying myself a decent wage. I’ve upskilled my Managers, who also now truly understand their numbers and are incentivised on reducing stock spend as well as exceeding sales targets. We’ve been able to make salon improvements like a new brow bar, air con installed and repainting. I have a brand new Merc, new hair, theatre trips, shopping trips with the kids. But even more… I’m relaxed. I already know there is MORE than enough money to pay the next VAT bill, I’ve half cleared my BBL using extra takings after deductions, and am tax planning with my accountant to avoid paying loads of tax… not a conversation I’ve had to have in the past. And your rigorous financial planning is the root of this loveliness.

How to make more profit in your salon.

How to make more profit in your salon. How simple maths can increase your profit Take a salon that is doing 300k a year. Salon turnover 300k Average bill 70 Divide 70 into 300k = 4285 clients a year Divide 4285 by 52 weeks = 82 clients a week Now you can focus on increasing your salons taking and almost 100% will go to profit. Option 1 – Increase your salons’ average bill by 10% and work with your team to perfect your client journey and the clients’ experience. 82 clients a week x 77 = 6314 in salon takings a week x 52 weeks = 328k Option 2 – Increase clients by 10% and work on making your marketing better. 82 clients a week + 10% = 89 clients x average bill of 70 = 6230 a week x 52 weeks = 323k By knowing what to focus on, you can make an extra 20,000 a year and almost 100% will go to your profit. Need help? Lets chat CASE STUDY Shout out to this gun who is dedicated to growing his salon to give him the lifestyle. He joined me 2 years ago as a small salon owner who thought having a coach may be a waste of money, but would give it a month to see how things went. Fast forward 2 years and he has doubled his salon’s takings not once but twice and has now earned enough profit to buy a house in the heart of London. You cannot buy houses with turnover, only profit. Stay focused and figure out what it takes to get your takings up and your profits down. If you want to chat about how we can help your salon, You can access my diary here https://calendly.com/isaloncoac…/salon-business-chat-p-y-s Rich

How to fill white spaces in your salon?

How to fill white spaces in your salon? To fill them fast use this simple email below. The secret to this email is…… It only goes to overdue clients. NOT TO RANDOMS out in the social media world. Adapt as you please, you can make it a text message but keep it short. The secret to this working is two things. FOMO by only offering 5 spaces and fear of missing out. You select the staff members that are excepting the offer. “Beat the clock Hi Kate If you have not been to [your salons name] recently, you wouldn’t have noticed how busy we are getting, As a result, we are sending out fewer specials. So this offer is really special. We are offering a beat the clock. The first clients to respond get the best deals, Colour and cut specials are as follows, Today 50% off Friday 30% off Saturday 15% off There are only approximately 5 appointments available so be quick and save, This offer will expire when all appointments are filled. We will not honour this special when all appointments are gone. Call now 123456 Richard Excludes full head foils, colour correction, “ Please let me know how you got on with this post CASE STUDY How we helped this salon owner make over £50k more. This client of mine has a really busy salon. She spends her time filling the white spaces in the diary and getting her team to hit 3x wage. Owning a salon is all-out getting clients to return, but you might have noticed that clients are less loyal and are definitely dragging out their appointments. It’s your job to fill the white spaces and if you want to take control and get clients to book the gaps you have, then you’ll need to offer a bribe to do so. Some salon owners say that they’ll never discount as they are worth more than that. But if you want to fill appointment times fast or fill the times people don’t really want, you should copy what big businesses do. Take airlines, cocktail bars, pubs, spas etc. They all offer some form of discount to book out times that are their quietest, like a happy hour or 2-for-1 early bird special. This salon owners works on our ‘Keep in Touch’™ strategy to fill white spaces every week and as a result has managed to bank over £50,000 in a ‘rainy day’ account. There is a strategy behind doing discounts and it’s NOT about being a discount salon. My go-to, to fill white spaces fast is my ‘Beat The Clock’ and if you would like the template to use it for yourself, comment ‘Beat the Clock’ below and I’ll get you a copy.

The Ultimate Stagnant-Salon Fix.

If you are struggling to grow your salon and it feels a million miles away from your salon dream, there is a good chance something is missing. When I opened my salon all those years ago, I had a dream. It seemed so clear what I needed to do to make money from my salon –  attract clients, employ staff, get clients to return and make it a success.  I’m sure your salon dream is similar.  But the reality was nothing like that. I did get busy, I employed staff, I got them full, but around the 5 year mark, the takings started to even out and I found it harder to keep growing and to sustain the growth. I’m not sure if it was me, slowing down as we were busy so I didn’t need to do much marketing any more or was it that I had used up all the clients in my area and I wasn’t the new kid in town anymore? All I know is that things started to get tough. Paying the bills was more juggling money around than ‘I have this,’ so I did what most salon owners do.I started to work longer and harder. I soon became the busiest person in the salon. I had the best re-books, I sold most of the retail and that made me take on more and more clients because I needed to make sure that every client was spending the most in the salon and booking back in. This was going to have a massive effect on the salon, I just hadn’t realised it yet. A pattern was emerging…. I got busier, the staff got quieter. I became resentful of them and they became resentful of me. I thought I was doing the right thing.  It all came to a head one day when I was tired and feeling like giving it all in and my number one stylist said “I want to leave”.  I’m sure you’ve been there. You feel angry and  betrayed but deep down you’re a little envious that they can just up and leave the salon when they want to but you don’t have that luxury. It’s your salon and you have no choice and now you have the added pressure to employ another staff member or you take their workload on too. I didn’t realise at the time, but this was the wake up call I needed. I realised that staying small was always going to hurt me. I needed to hit a certain turnover so I could ease off the floor and work on the business. I knew I needed to have the perfect number of staff to make it all happen, so if one left, the impact on the salon takings wouldn’t be so damaging until you could replace them. If I wanted to remain small, then I needed to stay small, but for those of you that know, it’s pretty hard to stop your salon from growing. I knew that if I wanted to be free I’d need staff to grow the salon to more profit. I knew then that I needed to learn some new skills. My mindset changed from then on. I wasn’t  just a worker anymore. I had a new role and that was to train my staff to be the best and to supply my team with good clients. I needed to coach them to be better than me and make more profit.. I knew I had a journey ahead of me to learn, and learn fast….. In my day, it was so much harder to learn the business skills that were needed to take my salon to the next level.  In my day there was no internet or Youtube to help me, but then again it did make me find the right way to invest in my future. You may have Youtube and the internet to find strategies to help you grow, but is that a real source of proven strategies to grow your salon? It took me close to 15 years to master everything that needed to be done to grow my salon big enough to free me once and for all.  LOTS OF REAL LIFE TRIAL AND ERROR THAT COULD HAVE ONLY BEEN DONE IN A SALON ENVIRONMENT. I created what I call the ‘9 Salon Strategies To A  Lifestyle Salon’. I have a recording of my last workshop where I share these proven strategies and I invite you to see all 9 in action here…. https://isaloncoaching.lpages.co/lifestyle-salon-system/ Heres to your dream Richard