The Ultimate Guide to Service Menu Creation

The Ultimate Guide to Service Menu Creation

Module Lead-in:

You’ve decided it’s time to revamp your Service Menu. Fantastic! However, before you quickly throw something together to get by, consider how the act of creating a new Service Menu will give you many opportunities to review and improve your business also.

Don’t be lured into thinking that just anything will do for the moment because it won’t! Too often, once you’ve done this, it will be way too long before you revisit your Service Menu again, and this will result in many lost opportunities to increase your revenue and grow your business.

Your Service Menu, whether it be physical or online, is often the first point of contact for prospective clients. With that being the case, it’s essential that you clearly and concisely deliver the information about your services in a way that makes your readers want to experience them…

Overview:

This comprehensive business information module covers all you need to know to produce an outstanding service menu for your salon and spa.

Your service menu is a sales tool for your salon, both for prospective clients and current clients.  It must be clear, focused and concise while still guiding readers to choose the most beneficial and profitable services you offer.

This module includes a PDF document outlining:

  • The Role of Your Service Menu
  • Quality and Presentation of Your Menu
  • Research First
  • Pinpoint and Promote Your Unique Point of Difference
  • Information Essentials
  • Service Categories
  • What Services You Should Include
  • What Service You Should Exclude
  • Service Descriptions
  • Service Placement
  • Menu Readability
  • Images
  • Menu Dimensions
  • Menu Inserts
  • Quantity Required
  • Summary

Included Resources in editable Word format are:

  1. What Makes My Salon Unique Template
  2. Service Menu Checklist
  3. Services and Categories Template
  4. High Profit/Popular & Low Profit/Less Popular Worksheet
  5. Service Addition, Deletion and Alteration Template
  6. Descriptive Words and Phrases List
  7. Phrases That Describe Benefits List
  8. Service Name Conversion Template
  9. Service Listing by Category Template

Information Pages: 37

Templates, Worksheets and Lists: 9

Price: $65.00

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Mystery Shoppers

Discover how to create a mystery shopper program for your salon or spa.

Module Lead-in:

What is a mystery shopper?
Many different types of businesses use the services of a Mystery Shopper (sometimes called a Secret Shopper). The goal of using a Mystery Shopper is to give you, the salon owner, a non-biased snapshot of what is really going on in your salon in situations where you may not be able to see what’s really happening.

Why do you need to use one?
In the beauty industry, salon clients are routinely taken into a private room for their treatments. This provides privacy for the client; however, as the salon owner, you’re pretty much unaware of what’s happening behind those closed doors…

Overview:

Mystery shoppers have been used in businesses of all sizes for decades.  Their role is to go into the business as a regular customer and purchase services and product.

They are particularly useful in salons and spas where treatments are provided in a separate and private room, providing management with an in-depth understanding of the quality levels of both treatment delivery and customer service.

This module includes a PDF document outlining:

  • What is a Mystery Shopper?
  • Why you need to use Mystery Shoppers.
  • What does a Mystery Shopper do?
  • How is it done?
  • How often should you use a Mystery Shopper?
  • Should your tell your team about the Mystery Shopper?
  • What to do with the information you get?

Included Resources in editable Word format are:

  1. Mystery Shopper Questionnaire – Comprehensive.

Pages: 17

🙂 This module is also available as part of the value Package – Client Retention

Price: $45.00

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Packaging Your Services

Discover how to effectively package your salon and spa services.

Module Lead-in:

In another information module within the Accelerate Program, I discussed Membership Programs, and how one of the main benefits was that they tie the client into your salon for a period of time.

When you offer treatment courses and programs to salon clients, you’re doing a similar thing in a more condensed way.

Courses and programs come about when you bundle a group of services together and sell them as a single entity. They generally involve rewarding the client in some way in exchange for the advance payment she makes for her course or program…

Overview:

One of the best ways to keep your clients returning is to have them pre-pay for a series of treatments.

Not only does this generally provide an improved outcome, but it ensures they will return to your salon and spa throughout the course/program.

This module steps you through creating courses and programs to entice your clients to pre-pay and stay.

This module includes a PDF document outlining:

  • What constitutes a Course and Program.
  • Pre-payment incentives.
  • How to create profitable Courses and Programs.

Included Resources in editable Word format are:

  1. Course Template
  2. Programs Template – Examples
  3. Program Template
  4. Special Menu Template

Pages: 12

🙂 This module is also available as part of the value Package – Increasing Sales

Price: $30.00

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Making Money from Membership Programs

Make money from your salon or spa membership program.

Module Lead-in:

The idea of having a membership program for your salon or spa can be very appealing. They certainly seem very attractive at first glance and a great way to bind clients to your business.

However, before you rush headlong into introducing any type of membership program, there are some very important elements you must consider first.

What may bring you short-term gain (money), may also bring you long-term pain (additional workload and expenses), and this can be true of many of these programs if meticulous planning and analysis is not done before you get underway…

Overview:

This module outlines the pros and cons of various types of Membership Programs for your salon or spa.

It also includes a sample Membership Program that will ensure not only client retention but profitability also.

This module includes a PDF document outlining:

  • The pros and cons of  4 different membership program styles.
  • Sample membership program.
  • 9 key points to consider before you get started.

Included Resources in editable Word format are:

  1. Membership Program Template

Pages: 19

🙂 This module is also available as part of the value Package – Increasing Sales

Price: $37.00

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Revenue & Profit

Revenue & Profit.  

How they’re different and why it’s important!

Module Lead-in:

This Revenue & Profit business module is not lengthy, but it is important.

The fact is that many salon and spa owners constantly chase high revenue (also often referred to as turnover or earnings) in their salons in the mistaken belief that high revenue will automatically also mean high profits.

Let me be 100% clear about this – it doesn’t!

When you realise that increasing your revenue is not a guarantee that you’ll increase your profits, you’ll better understand the real risks involved in:
1. pricing your services too low to attract volume sales, and
2. running salon promotions based on heavy discounting of services.

Overview:

Many business owners confuse revenue with profit but they are NOT the same thing.  This confusion negatively affects the way they market their services and in turn, leads to loss-producing promotions and treatments.

If you’re not clear on the difference between the two, then this short module is a must-have for you.

This module includes a PDF document outlining:

  • What is Revenue?
  • What is Profit?
  • How to Maximise the Profit on a Service Sale
  • Being Busy vs Being Profitable

Included resources are:

  1. Profit vs Revenue Wall Chart

Information Pages: 10

 

Price: $10.00

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Retaining New Clients

Discover how to retain more new salon and spa clients.

Module Lead-in:

I’m often asked by salon owners to help them attract more new clients for their struggling and unprofitable salons.

They believe that more new clients are the answer to their business woes, and so the majority of their marketing efforts (and dollars) are continuously focused on gaining more new clients.

However, if you review your figures for the past year, you’re almost guaranteed to find that your salon has actually had bucket-loads of new clients coming through. Unfortunately, a fairly big percentage of them didn’t stick around and become regular, loyal clients…and this is something that requires your attention.

Overview:

This comprehensive module explains why it’s important to have specific strategies in place to increase the retention rate of new clients.  It also outlines the 9 major action steps required to implement these strategies.

This module includes a PDF document outlining:

  • Why retaining new clients is vital to your salon growth.
  • The 9 major action steps required to retain a new client.

Included resources in editable Word format are:

  1. Salon Audit Checklist
  2. Client Information Card Template
  3. Client Consultation Form Template
  4. New Client Welcome Letter Template
  5. Follow-up Phone Call Script Template

Pages: 29

🙂 This module is also available as part of the value Package – Client Retention

Price: $45.00

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Branding for Better Business Recognition

Business branding for salons and spas.

Module Lead-in:

What is Business Branding?

Branding is a set of thoughts, visions, and emotions consumers make when they hear the name of your business.

For instance, what comes to mind when you think about Mercedes Benz cars (luxury, prestige, classy, comfort etc.)?  Now, what thoughts, feelings, and visions do you have when you picture a Hyundai (economical, compact, zippy)?  These two companies have branding that immediately tells you a great deal about their product, quality and service standards…

Overview:

Many salon and spa owners fail to recognise the important of their brand and the impact it has on their businesses – from the clients they attract to the profits they make.  It all starts with establishing the right brand.  This module walks you through the different aspects of branding your business and highlights the impact it can have on your ability to generate sales.

This module includes a PDF document outlining:

  • What business branding is all about.
  • Brand Strategy.
  • What branding means to your business.
  • Defining your brand.

Included Resources in editable Word format are:

  1. Defining Your Brand Template
  2. Action Steps to Align your Salon with Your Desired Branding Template

Pages: 13

🙂 This module is also available as part of the value Package – Business Essentials

Price: $22.00

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Upgrades and Add-on Sales

Upgrades and Add-on Sales

Writing to Attract New Clients for Salons and Spas

Have you ever stopped and really considered what impact a small additional service sale to each client would have on your profit margin? It’s much greater than you probably realise, which is why it’s totally worthwhile implementing in your salon.

Even a small salon with only 3 operators could generate an additional $46,000+ each year by increasing the average client spend by as little as $10.

Don’t believe me? Take a look at these calculations…

Overview:

You know as well as I do the value to your business when you can increase the client spend consistently. The difficult part is the ‘consistently’ part of the formula.

This module shows you how to introduce this highly profitable strategy into your salon in a consistent manner and add thousand of additional dollars to your revenue each month.

This module includes a PDF document outlining:

  • Easy upgrades and add-on sales.
  • Planning your offer.
  • Making your offer.
  • Problems and solutions.
  • Team training.

Included Resources in editable Word format are:

  1. Weekly Goal Setting Template for Upgrades and Add-on Sales
  2. Extra Services List
  3. Brainstorming Template for Upgrades and Add-on Sales

Pages: 18

🙂 This module is also available as part of the value Package – Increasing Sales

Price: $30.00

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Salon Marketing Plan

Salon Marketing Plan

Module Lead-in:

Every business needs to market itself. As the saying goes “You can’t sell a secret”. You have to tell your prospective clients and your current clients what you have to offer in order to entice them to buy from you. And to do this, you have to get your message out to the right people, using the right marketing strategies.

When you market your salon, your goal should be to achieve one of the following:
• Client attraction.
• Client retention.
• Client re-activation.
• Increase client spend.

Overview:

Marketing is a must for every business and this module not only provides you with loads of different marketing ideas, it also provides a 12-month marketing guide from which you can customise your own marketing plan.

This module includes a PDF document outlining:

  • Planning your marketing.
  • Marketing strategies.

Included Resources in editable Word format are:

  • Marketing Strategies – pros and cons
  • Monthly Salon Promotions
  • 28 Additional Promotional Ideas
  • 12 Month Salon Marketing Plan

Pages: 16

🙂 This module is also available as part of the value Package – Salon Marketing

Price: $45.00

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Selecting the Right Services for Your Salon

Selecting the Right Services for Your Salon

Module Lead-in:

The right services for your salon or spa. What are they, and why do you even need to know? Surely you should just offer everything that you can, and let the clients choose what they want? Right?

Wrong!

When you are average in everything, you’re a specialist in nothing, and therefore prospects have no reason at all to choose you over your competitors. You’re just one salon in the crowded marketplace.

Overview:

Many salon owners open up shop without giving too much thought as to the services they intend to offer.  This can lead to having services that simply don’t sell either due to the wrong price-point or the wrong match to their target markets needs.  The right services should not only sell well but return a worthwhile profit to your business.

This module includes a PDF document outlining:

  • Who your real competitors are.
  • How most salons choose which services to offer.
  • The 5 Service Selection Criteria.
  • Mini and express services.

Included Resources in Editable Word format are:

  1. New Service Client Survey
  2. Current Service Assessment Template
  3. Potential Service Assessment Template
  4. Your Salon vs Competitor Service Prices Template

Pages: 18

🙂 This module is also available as part of the value Package – Business Essentials

Price: $30.00

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Attracting Premium Clients to Your Salon or Spa

Attracting Premium Clients to Your Salon or Spa

Module Lead-in:

Do you ever wonder why you seem to constantly attract the wrong kind of clients into your salon or spa? Perhaps you’d like to specialise in anti-aging facials, or maybe your passion lies in providing body treatments but you never seem to get enough clients who want these services.

And there’s also the salons and spas that seem to constantly attract clients who want discounted or cheap services which can be a problem for the long-term financial health of any business.
It’s incredibly frustrating when you’re in this situation but how much of the problem is really self-inflicted, and more importantly, can you do something about it?

The good news is that often you can change the type of clients that you attract, but you might need to reconsider your whole business and marketing strategy; including the services you offer and promote, the prices you charge, and the people you market to…

Overview:

This module will help you, as a salon or spa owner, to understand how to attract more of the right people into your salon and less of the people who will not benefit your business.

This module includes a PDF document outlining:

  • Why You’re Attracting the Wrong Clients
  • Branding to Attract the Right Clients
  • Understanding Your Target Market
  • Who are Your Best Prospective Clients
  • Discount Seeking Clients and the Damage They Do
  • Marketing to the Right People
  • How Your Location Affects Your Business
  • Key Points for Premium Client Attraction

Included Resources in PDF and editable Word format are:

  1. Business Branding Template
  2. Target Market Template

Information Pages: 17

 

Would you prefer to do the e-course?  Click here for more information.

Price: $30.00

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Determining the True Cost of Your Services

Determining the True Cost of Your Services

Module Lead-in:

Why spend the time to work out the cost of delivering your services?

Why not simply use the calculations and recommended selling price that your suppliers provide, or even just hazard a guess based on what other salons in your area are charging?

The reason is simple – until you absolutely know what your services are actually costing you to deliver, you can’t accurately determine a profit-generating selling price.

Every salon is unique in the way it creates and delivers its services, and because of this, no two salons can offer their services for the same selling price and still make the same profit…

Overview:

This in-depth module covers everything you need to know to calculate the cost of the services you provide in your salon and spa.  Once you know what each service costs to provide, you can be certain you’ll never sell any service without the desired profit margin again.

This module includes a PDF document outlining:

  • Why you need to know the cost price of your services.
  • How to determine the cost of your services accurately.

Included Resources in editable Word format are:

  1. Master Costing Template – Products
  2. Master Costing Template – Consumables
  3. Master Costing Template – Individual Service Cost
  4. Service Profitability Summary Template – By Category

Pages: 20

🙂 This module is also available as part of the value Package – Business Essentials

Price: $37.00

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Client Retention Customer Service

Client-retention customer service for salons and spas.

Module Lead-in:

Good customer service happens regularly, but great customer service happens when you take that extra step to make your client’s experience exceptional – without being asked.  That doesn’t mean giving away free services; it means doing what you can to make the client’s experience in your salon as enjoyable and memorable as you possibly can.

It all comes down to these 3 things:

  • Your attitude and that of your team members.
  • Great communication with your clients.
  • First class technical skills…

Overview:

You never get a second chance to create a great first impression so it’s vital that your team wow your clients with outstanding customer service from the first minute they arrive in your salon or spa.

This module includes a PDF document outlining:

  • Must-know customer service facts.
  • Why clients leave and don’t return.
  • The no-compromise client expectations.
  • Creating your best first impression.
  • Avoiding a bad impression at any time.
  • Other important things that impact on your clients’ happiness.
  • The 3 components of outstanding customer service.
  • The communication equation.
  • How to improve your communication skills.
  • Improving your telephone communication skills.
  • Establishing fast rapport with your clients.

Included Resources in editable Word format are:

  1. Attitude and Skills Checklist
  2. Customer Satisfaction Questionnaire
  3. Motivational Customer Service Poster – A4
  4. Customer Service Facts Poster – A4

Pages: 25

🙂 This module is also available as part of the value Package – Client Retention

Price: $30.00

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Coupons and Discounts

Coupons and Discounts

Module Lead-in:

Too often, the first and only strategy many inexperienced salon owners turn to when they want to generate more revenue or attract new clients, is to discount their services.

This is the “lazy person’s marketing tool” because it requires no imagination at all to implement. What it does do is create the false illusion that you’re generating more profit, when in fact, you’re actually working harder for less money and in some cases, no profit…

Overview:

Many salon owners make the mistake of believing that any business is good business, without taking into consideration the financial and emotional impact it may bring with it.

There is no doubt that coupons generate more clients, however, are these clients an asset or liability to your business? This module looks at the pros and cons of coupon and discount marketing.

This module includes a PDF document outlining:

  • How coupons and discounts can generate losses for your business.
  • What you can do instead of discounting.
  • A truthful look at the financial impact of coupon promotions.
  • The impact of discount coupons on your existing clients.
  • The impact of discount coupons on your team.

Included Resources in editable Word format are:

  1. Profit and Loss Calculation Sheet for Coupon Promotions Template

Pages: 12

🙂 This module is also available as part of the value Package – Increasing Profits

Price: $15.00

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Create Website Content That Wins Clients

Create Website Content That Wins Clients 

Module Lead-in:

This information module will help you to create an interesting, concise, and easy-to-navigate website that will help to keep your visitors reading and hopefully taking action (because that’s the job of a website).

Even though some of the information you’ll find in this module is useful to help you improve your Search Engine Optimisation (SEO), its primary purpose is to help you write better content for your website…

Overview:

The first place consumers head to when looking for products or services is generally the internet.

Your website is often the first contact these people have with your business and therefore possibly your only opportunity to turn a looker into a buyer.

This means that you need to be found by search engines, but once found your content has to persuade your reader that you’re the business they’ve been searching for.

This module covers the basics of setting up a winning website for your salon or spa.

This module includes a PDF document outlining:

  • Why your website contents matters.
  • 19 general tips for website content writing.
  • Must-have pages on your website.
  • 5 tips to improve your contact page.
  • Other pages to include.

Included Resources in editable Word format are:

  1. Checklist for Must-have and Other Pages

Pages: 22

🙂 This module is also available as part of the value Package – Client Attraction

Price: $30.00

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Increase Service Prices Without Losing Clients

Increase Service Prices Without Losing Clients

Module Lead-in:

Being in the beauty business is financially demanding. New treatments, technologies, products & training all require a hefty and ongoing financial investment.  As well as these specialised expenses, your general expenses such as rent, overheads, insurances, professional products, and wages, to name just a few, also continue to increase in cost at least once per year.

So, what happens to your business if you avoid increasing your prices and decide instead to absorb these increasing expenses?  Well, you run the real risk of eventually running your salon either at a loss or not generating enough profit to continue to move forward; and neither of those is a great business growth strategy.

Nothing is more soul-destroying than working incredibly hard doing what you believe are ‘all the right things’, only to find out that you’ve made no profit at the end.

Overview:

To stay in business, healthy and profitable, you need to have regular price increases to offset ever-increasing expenses. Some salons hold off increasing their prices for too long and then make the mistake of having to have a massive increase in one hit to try and stay financially afloat.

There is a simple technique you can use to increase your prices without negative customer feedback and this module covers what you need to know to accomplish this.

This module includes a PDF document outlining:

  • Making More Profit
  • What To Do Before You Increase Your Service Prices
  • When to Tell Your Clients
  • How to Handle a Client Complaint
  • An Acceptable Price Increase
  • How to Spread Your Price Increases
  • What to Do When You Need to make More Revenue Urgently
  • The Impact of Your Service Menu
  • Key Point Summary

Information Pages: 33

Included Worksheets, Charts & Scripts in editable Word format are:

  1. Team Brainstorming Worksheet
  2. Voucher Promotion Script
  3. Client Complaint Scripts
  4. % Increase Chart
  5. Service List Breakdown Worksheet
  6. Service Price Increase Worksheets
  7. Top 25% of Services Worksheet

Pages: 10

You may also be interested in the e-course Increase Service Prices Without Losing Clients

Price: $40.00

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Choosing the Right Retail Range

Choosing the right retail range for salons and spas.

Module Lead-in:

If you want to make retail sales a big part of your revenue, then there are several things to consider before investing a large sum of money on a product range for your salon. Let’s take a step by step look at the things you should reflect on before taking the plunge.

Your Target Market
I’ve worked with many salon owners who’ve struggled to sell retail. No matter what they do, they simply can’t entice their clients to purchase retail from them. What I’ve found to be the biggest issue for these salons is a mismatch between their product range and their target market…

Overview:

Choosing the right product range for your salon or spa is essential.  If you choose the wrong range you may not be able to meet the needs of your clients and this, in turn, can reduce sales of both services and retail products.

Having the right supplier is also necessary to ensure ongoing support for your business.

This module discusses all these issues and gives you important insight into which product range is going to tick all the ‘must-have’ boxes if it’s going to be a great fit for your business.

This module includes a PDF document outlining:

  • How to identify the needs of your target market.
  • What to expect from your supplier.

Included Resources in editable Word format are:

  1. Checklist for Choosing the Right Retail Range
  2. Checklist for Product Supplier

Pages: 11

🙂 This module is also available as part of the value Package – Increasing Sales

Price: $22.00

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Conquering Difficult Clients with Ease

Conquering Difficult Clients with Ease 

Module Lead-in:

Every business, at some time or another, is going to experience the dreaded ‘Difficult Client’.
No matter how fantastic your products and treatments may be, nothing can always be perfect, and sometimes clients are just having a bad day and will take it out on you, or one of your team.
This makes it inevitable that eventually, you’re going to have to handle a difficult or complaining client. How you handle it will mean the difference between a happy loyal client and a client lost to you forever…

Overview:

Difficult clients can be the bane of any therapists life, especially if there just seems no way to make them happy.  The good news is that it can just in some people’s DNA and they’ll happily keep returning and complaining, but if that’s not the case, this module helps you to deal with them by first identifying their difficult personality type, and then implementing useful strategies to help cope with them.

This module includes a PDF document outlining:

  • Triggers for Difficult Behaviour
  • Identifying the 10 Difficult Behaviour Types
  • Understanding Why Clients Complain
  • Turning Complaints into Opportunities
  • Your Client Complaint Policy
  • What To Do with Serial Complainers
  • Handling Fraudulent Clients
  • Training Your Team to Handle Complaints
  • 9 Steps for Dealing with a Client Complaint
  • Keeping a Record of Complaints

Included Resources in editable Word Format:

  1. Cheat Sheet for Dealing with a Difficult Client
  2. Client Complaint Log Template

Pages: 21

🙂 This module is also available as part of the value Package – Client Retention

Price: $23.00

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Retail Mastery for Salons and Spas

Retail Mastery for Salons and Spas.

***Companion Module –  Choosing the Right Retail Range

Module Lead-in:

No longer can a salon or spa rely solely on their service revenue to pay their bills and generate a profit. Today, the profits derived from services alone are simply not sufficient to furnish, equip, or run a salon that delivers cutting edge treatments.

It’s now more important than ever for every salon and spa to have substantial retail sales to boost their profits, and salons and spas that have a strong focus on selling retail will invariably be more profitable than those whose focus is primarily on providing services.

Improving your retail sales requires a multi-pronged approach. You need:.

Overview:

This module explains the impact that increased retail sales can have on your profits. It offers easy-to-implement strategies to show you how to increase your retail sales and keep your team motivated to sell take home products to their clients.

This module includes a PDF document outlining:

  • Choosing the Right Retail Product Range
  • Retail Product Pricing, Placement and Display
  • How to Motivate Your Team Members to Retail
  • Setting S.M.A.R.T. Retail Targets 
  • Team Rewards and Bonuses
  • How to Gently Encourage Your Clients to Buy Retail
  • How to Secure a Sale
  • How to Close a Sale
  • Key Points for Successful Retailing

Included resources in editable word format and PDF are:

  1. Profit Comparison Template
  2. Retail Product Sales Checklist
  3. Team and Client Motivator Checklist
  4. Mark-up and Margin Chart

Information Pages: 33

 

Price: $40.00

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Client Attraction Using Joint Ventures

Client Attraction Using Joint Ventures 

Module Lead-in:

Every business needs a steady stream of new clients. Existing clients move away, leave to go to other salons or spas, or just simply die. This leaves a void in your business that needs to be constantly filled.

Joint ventures can help you to fill that void in a way that’s quick and very cost-effective. By tapping into the database of other businesses through joint ventures, you can have a steady stream of new prospects trickling into your salon on an ongoing basis…

Overview:

Joint Ventures with other local businesses can be the fastest and most economical way to get new clients into your salons and should be the go-to strategy for all salons and spas who need a quick influx of new clients.  This is especially important for new salons trying to build a profitable business quickly.

This module includes a PDF document outlining:

  • An outline of what joint ventures are and how they work.
  • What to look for in a good Joint Venture Partner.
  • Who to partner with for Joint Ventures.
  • Key points for successful Joint Ventures.

Included Resources in editable Word format are:

  1. Selecting Prospective Joint Venture Partners Template
  2. Choosing the Right Joint Venture Partner Template
  3. Letter of Introduction Template
  4. Joint Venture Proposal Template
  5. Joint Venture Checklist
  6. Joint Venture Tracking Sheet

Pages: 17

🙂 This module is also available as part of the value Package – Client Attraction

Price: $45.00

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Markups and Margins

Markups and margins for salons and spas.

Module Lead-in:

In any business, profit is king. It’s what keeps you in business with a smile on your face. But to ensure you make a profit on the sale of your products, you must understand the difference between the markup and the margin on your retail items.

They are not the same.

Over the years, I’ve heard suppliers tell salon owners, “Your margin is 100% on our range of skincare” when in fact they meant that the markup was 100%, and the margin was 50%. Confusion around these two terms can have a seriously negative impact on your profits, so let’s clear things up…

Overview:

This module explains in simple terms the difference between a markup and margin and why it’s so important for you to understand the difference.  It also includes an easy-to-understand Markup & Margin Chart for you to reference when pricing or discounting your products and services.

This module includes a PDF document outlining:

  • The difference between a markup and a margin.
  • Why you need to know the difference between the two.

Included Resources in editable Word format are:

  1. Markup and Margin Chart
  2. Product Range Comparison Chart

Pages: 8

🙂 This module is also available as part of the value Package – Business Essentials

Price: $15.00

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Client Attraction Using Referrals

Client Attraction Using Referrals – Introduction

If you’d like to have a salon full of clients who love what you do and trust in what you tell them, then an Active Referral Program is essential to your salon.

Your Active Referral Program involves much more than doing a great job for your clients, and then waiting (and hoping) for them to tell all of their friends.  This, of course, would be wonderful; but in the real world, it doesn’t happen often enough for us to use it as a business building tool.

Overview:

This module outlines how even though referral marketing isn’t the quickest way to grow your database, it’s one of the most solid marketing strategies for getting more of the right people into your salon or spa.

Gaining word-of-mouth referrals from your existing clients is a very powerful and extremely cost-effective marketing tool but needs to be implemented the right way to maximise your results.

This module includes a PDF document outlining:

What benefits you can expect to get from your Referral Program.

  • How the program works.
  • What you need to implement your program.
  • How to get started.
  • Tips on how to ensure your success.
  • Key summary points for your program.

Included Resources in editable Word format are:

  1. The Referral Program Introduction Letter Template
  2. The Referral Program Thank You Letter Template
  3. The Referral Program Oops Letter Template
  4. The Referral Program Checklist

Pages:  17

🙂 This module is also available as part of the value Package – Client Attraction

Price: $45.00

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More Profitable Promotions

Create more profitable promotions for your salon or spa.

Module Lead-in:

Many salon owners run promotions almost non-stop, with the mistaken belief that quantity, rather than quality, is what will make them more profit. Not so!

You can achieve busy-ness by simply lowering your prices enough, but being constantly busy is no guarantee that you will make a profit. Busy-ness does not necessarily equal profitability.

Promotions should NOT be about getting clients into your salon at ANY cost…

Overview:

This comprehensive module shows you how to produce a great promotion that both you and your clients will love.

It aims to help you plan your promotions for greater profitability while still providing excellent value for your clients. A true win-win scenario.

This module includes a PDF document outlining:

  • Becoming clear about what your promotion is trying to achieve.
  • Good promotions should focus on profit not just revenue.
  • Stop discounting and start value-adding.
  • Focus on promoting the right services.
  • Using your most popular services for your promotions.
  • Target the clients most likely to respond.
  • Measuring your results.

Included Resources in editable Word format are:

  1. Primary and Secondary Services Template
  2. How to Complete your Promotion and Packages Template
  3. Your Promotions and Packages Template
  4. How to Complete the Profitable Promotion Planner
  5. Profitable Promotion Planner
  6. Monthly Promotion Tracker

Pages: 21

🙂 This module is also available as part of the value Package – Increasing Profits

Price: $45.00

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Client Loyalty Program

Client Loyalty Program 

Module Lead-in:

Gone are the days when you had a client for life.  Today, a client’s loyalty to your salon is fragile, and sometimes it’s the very smallest thing that will break it.

There are many contributing factors to client loyalty.  These include:

  • The quality of the treatments your team delivers.
  • The standard of customer service your salon provides, and of course
  • Value for money…

Overview:

The cornerstone of every business is client loyalty.  Without that, you are constantly in search of new clients and that’s an expensive way to do business.  This module outlines how to create and implement a Client Loyalty Program that helps to keep clients returning to your business so that they can earn rewards.

This module includes a PDF document outlining:

  • What a client loyalty program is and why your salon or spa should have one.
  • What a client is really worth to your salon.
  • What the reward should be for your clients.
  • How to implement your Loyalty Program.
  • Outline of how to use a software based Loyalty Program.
  • Outline of how to use a manual Loyalty Program.

Included Resources in editable Word format are:

  1. Client Value Template
  2. Sample Loyalty Card Template

Pages: 14

🙂 This module is also available as part of the value Package – Client Retention

Price: $30.00

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Discretionary Services and Treatment Protocols

Discretionary Service and Treatment Protocols 

Module Lead-in:

First, let’s take a look at what discretionary services actually are, and then we’ll explore the right way and the wrong way to provide them to your salon clients.

One example of a discretionary service is when you decide to give your client a hand massage with her regular facial when that hand massage is not normally provided free of charge.

Another example is if you provide a free eyebrow tint for your client when she has a paid lash tint when normally the brow tint is an extra paid service.

Overview:

This module shows you how to use discretionary services and consistency in your service delivery to ensure client satisfaction and retention.

It also demonstrates how to create a Treatment Protocol for each of your services to ensure consistency in delivery by all team members.

This module includes a PDF document outlining:

  • What are discretionary services?
  • How discretionary services can hurt your business.
  • How to deliver once-only discretionary services without disappointing your clients.
  • Special occasion pampering.
  • The importance of consistency when delivering treatments.
  • Treatment protocols.
  • Creating a treatment protocol.

Included Resources in editable Word format are:

  1. Treatment Protocol Template

Pages: 13

🙂 This module is also available as part of the value Package – Business Essentials

Price: $30.00

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Writing to Attract New Salon Clients

Writing to Attract New Salon Clients

Module Lead-in:

There are countless ways to attract new clients into your salon. Ideas are limited only by your imagination. However, you’ll find that some strategies work very well and are less costly than others.

Writing is one of those strategies.

Publishers of local magazines, newspapers, and neighbourhood flyers are often on the look-out for informative and interesting articles to publish. This presents salon owners with an excellent opportunity to establish themselves as an industry expert within their trading zone.

Overview:

There’s a world of difference between communication and quality communication that achieves results.

Learning how to communicate with your existing clients is important to keep them interested in what you want to tell them, but it’s much harder when you have to convince someone who is not yet a client that you are trustworthy, professional and reliable. After all, they don’t know you or your salon from a bar of soap.

Creating the right message and using the right words and writing strategies is key to building that much-required trust and interest in your salon.

This module shows you how to do just that.

This module includes a PDF document outlining:

  • 15 helpful strategies to produce quality client attraction articles.
  • 5 ways to write catchy headlines by Jeff Goins.

Included Resources in editable Word format are:

  1. Common Contractions for Friendlier Content List
  2. Descriptive Words and Phrases List
  3. Article Writing Checklist

Pages: 24

🙂 This module is also available as part of the value Package – Salon Marketing

Price: $30.00

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The Salon Newsletter

The Salon Newsletter 

Module Lead-in:

With other salons in your trading zone always looking for ways to lure your clients away with better, brighter offers, and social media providing greater exposure for them to do so, it’s essential that you find a way to stay ‘front of mind’.

An informative newsletter is a great way to do just that.

It can be a very powerful marketing tool for your salon or spa – if you get it right. It’s important though to remember that the purpose of your newsletter is not to simply try to sell something to your clients. Doing this inevitably leads to loads of un-subscribes, and you’ll end up with no-one left on your email list.

Overview:

This module helps you to understand why you need to create and send salon newsletters and includes practical strategies you can use to create the right newsletter for your salon or spa.

This module includes a PDF document outlining:

  • Why a salon newsletter is an important tool for client retention and increased sales.
  • How often you should send your newsletter.
  • Dealing with un-subscribes.
  • Creating a theme.
  • What to include in your newsletter.
  • Using salon software.
  • Using external software.
  • The best time to send your newsletter.
  • 2 bonus tips.

Included Resources in editable Word format are:

  1. Newsletter Planning Template
  2. Newsletter Creation Checklist

Pages: 18

🙂 This module is also available as part of the value Package – Salon Marketing

Price: $30.00

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The Employment Application

The Employment Application

Module Lead-in:

It appears to have become common practice when recruiting new team members to accept resumes in place of Employment Applications completed by the prospective employee.

This is a mistake for many reasons which we’ll cover in this module.

Deceptive Resumes
Unfortunately, resumes may appear to provide all the necessary information you require before making a hiring decision, but in fact, they can be (read that as usually are) very creative as well as extremely deceptive…

Overview:

Hiring new staff members is not only time-consuming but an extremely costly exercise.  Therefore hiring without sufficient information about your potential new employee is something that needs to be avoided.

A well-constructed Employment Application allows you to gather all the necessary information to make an informed decision about your next new team member thus avoiding a major headache.

This module includes a PDF document outlining:

  • Deceptive Resumes
  • The Employment Application – Required information and how to use it.

Included resources in editable Word format are:

  1. The Employment Application Template

Pages: 21

Price: $37.00

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The 10 Minute Phone Interview

The 10 Minute Phone Interview 

Module Lead-in:

You might wonder why you should bother doing a quick 10-minute phone interview with job applicants. Isn’t it just easier to get the person to come to the salon with their resume, and go from there?

The get ‘em in and get ‘em hired approach may get you a new employee quick-smart, but will it get you a great employee who will stay long-term in your salon, and be a real asset to your business?

Most likely not!..

Overview:

Recruiting new staff is a very important part of your business, and getting the right team member can even make or break your salon.

This essential phone interview strategy will ensure only the right job prospects make it through to the interview stage, ensuring your valuable time is not wasted and you don’t hire from an emotional position.

This module includes a PDF document outlining:

  • A complete list of questions for job applicants with an explanation as to why you need to ask them, before bringing them in for an interview.

Included resources in editable Word format are:

  1. 10 Minute Phone Interview Template
  2. Self Evaluation Template

Pages: 22

Price: $22.00

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Successful Re-booking

Successful Re-booking

Module Lead-in:

Re-booking and *pre-booking your clients is without a doubt the fastest, easiest, and cheapest way to fill your appointment book. It helps to ensure the return of your clients because they’ve made a commitment to your salon before they leave your premises.
* Pre-booking is securing multiple bookings in advance

Here’s the truth, client loyalty can (and often does) vanish in an instant. A great offer from another salon can steal away your ‘loyal’ client from right under your nose…

Overview:

Implementing successful re-booking strategies into your salon will not only increase your client retention but will also strongly impact on your revenue due to ensuring clients return regularly for their services.

This module outlines what you need to do to successfully implement this powerful business strategy in your salon.

This module includes a PDF Document outlining:

  • Overcoming the ‘grubby’ salesperson phobia.
  • The key benefits to re-booking .
  • 4 re-booking benefits for your clients.
  • 5 re-booking benefits for your salon.
  • 6 re-booking benefits for your team members.
  • Getting your team on-board with re-booking.
  • 3 key strategies to help your team re-book their clients more easily.
  • Training your team.
  • Develop your re-booking script.
  • Re-booking steps 1, 2, 3 & 4.

Included resources in editable Word format are:

  1. Team Training – Script Writing
  2. Team Training – Client Compliments
  3. Team Training – Re-booking Time-frames
  4. Team Training – Re-booking Role-play

Pages: 28

🙂 This module is also available as part of the value Package – Client Retention

Price: $30.00

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Re-activating Lost Clients

Discover how to regain lost salon and spa clients.

Module Lead-in:

In other modules, I’ve talked about the importance of client retention and how I believe it’s even more important to your salon than new client attraction.

Many salon owners are not aware of just how many clients leave and don’t return. This is because they don’t track the attrition rate of their clients.

When it comes to losing valuable clients, ignorance is not bliss, it’s expensive.

Overview:

As a business owner, gaining new clients is terrific…but not if you’re losing them faster than you gain them.

This module explains the importance of a timely communication with clients when they go missing from your salon and outlines what you need to do to re-activate those lost clients.

This module includes a PDF document outlining:

  • The value to your business of client retention.
  • Where to start to get back lost clients.
  • Handling recently gone missing clients.
  • Handling clients missing over 3 months.
  • Deciding how long you should persist.
  • What you should say to get them to return.
  • 5 tips to increase your chance of success.
  • Special notes.

Included Resources in editable Word format are:

  1. Client Re-activation Letter Template – Under 3 Months
  2. Client Re-activation Letter Template – Over 3 Months

Pages: 14

🙂 This module is also available as part of the value Package – Client Retention

Price: $45.00

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Productive Time Management

Productive time management for your salon or spa.

Module Lead-in:

We all have the same amount of time – 24 hours in every day. However, it’s not how much time we have available to us that matters, as much as what we choose to do with it.

Some people are able to manage multi-million dollar empires, or even run countries with the same 24 hours a day as you have, and yet many others are barely able to find enough time to run a small business successfully.

If you struggle with managing your time and find that looking after the business side of things is suffering as a consequence, then you must become a better time-manager. If you don’t, you’ll most certainly end up feeling stressed and burnt-out, and your business and personal life will both suffer…

Overview:

If you can manage your time successfully, you can manage your business the same way.  This module will help you to pinpoint the things that are eating up your valuable time and show you how to make more time for the important actions every day.

This module includes a PDF document outlining:

  • The 4 key points to time management.
  • Planning.
  • How and what to delegate.
  • How to avoid time-wasting activities.
  • Becoming proactive.

Included Resources in editable Word format are:

  1. Job Delegation Template
  2. Client Allocation Template

Pages: 18

🙂 This module is also available as part of the value Package – Business Essentials

Price: $22.00

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