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Hmm…Improve Salon Sales by 10-15% Overnight?

If I could show you how to increase your sales by 10-15% almost overnight…would you be interested? Of course you would, what salon owner wouldn’t be interested? Well, by the time you finish this article…you’ll have figured out how to do just that.

Take a few minutes and think about all of the inactive clients that you have in your computer…or dare I say it…card file box. Are you one of those salon owners that make the costly mistake of servicing a client once and then assuming “they’ll stay” as a client without ever maintaining and growing that relationship?

Fast forward six months later…and you’ll probably be wondering what happened to that client. Maybe even asking questions like “Where did they go?” or maybe wondering why you haven’t heard from them. Did they leave? If so, why?

Look, there are many reasons why clients choose to leave a salon, but the ones you will hear most are:

  • They felt your pricing was too high or unfair.
  • They had an unresolved complaint.
  • They took a competitors offer.
  • They left because they felt you didn’t care.

When you consider that the last two make up the majority of why a client will no longer use your service or buy your products – it can be a hard pill to swallow. After all it means they’re an inactive client because they felt that YOU didn’t care about them and your competitor did.

This makes sense when you stop to consider that clients often purchase your service or product because:

a) they have developed a relationship with you
b) they owned another product of yours
c) they were referred to you by a friend or associate.

When faced with the above facts…why is it that salon owners spend 80% of their marketing dollars going after new clients rather than nurturing, retaining, and maintaining the client relationships they already have? Before you spend your time and money going after new clients you don’t have a relationship with…consider the following statistics:

  • Repeat clients spend 33% more than new clients
  • Referrals among repeat clients are 107% greater than non-clients.
  • It costs six times more to sell something to a prospect than to sell that same thing to an existing client.

As you can see…your marketing dollars will go much further if you use them to develop your existing client relationships. And this isn’t as difficult as you might think. Client VIP programs are excellent for developing client relationships and your HairMax salon software has a great program built right into it. But even if you don’t have a program like HairMax as of yet…you can still develop and nurture relationships.

It’s important to try and satisfy them with the right products and services, supported by the right promotion and making it available at the right time. Clients can easily detect indifference and insincerity and they simply will not tolerate it.

Trying to “resurrect” old lost clients should be a mainstay in any salon owner’s marketing plan. Just don’t wait too long before trying to get a client back. No more than six months should be a good baseline. Make sure your “offer” is great and your words are compelling and sincere.

Also, don’t take the easy route and just send them a quick email. Remember, what a long-term client is worth to you and make an effort to really attract them back. It costs almost three times as much to attract a new client than it would to bring back an old client.

Remember…your salon growth will be severely limited if you can’t hold onto and satisfy your existing clients.

P.S. If you want to know EXACTLY how to do this (in detail) including the exact letters or emails you need to send out…check out my latest product the “Salon Growth Blueprint”.   You can see a FREE 15 minute video at www.salongrowthexpert.com as well as get some other great ideas on how to grow your salon sales.   Check it out!

As always, aim high…and dream even higher…

Steve Sampson

HairMax Salon Software is a product designed to be the best investment your salon has ever made. It is not only the easiest and most powerful salon software on the market. It is from a company dedicated to becoming the ultimate VALUE source to the industry.

Comments

One Response to “Hmm…Improve Salon Sales by 10-15% Overnight?”

  1. Regina Larzalere on November 7th, 2011 12:29 am

    Hello Steve, I would love to view your 15 min
    Video. I have used your hairmax system in
    All my salons over the past 15yrs. I love it!
    And I am always excited to see what new
    Ideas you have. We are all very luck to have
    You. You continue to keep me inspired!

    Best wishes
    Regina

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