Increasing Profits

by Pam Stellema

Develop a Winning Service Menu

Develop a winning service menu for your salon or spa.

Module Lead-in:

You’ve decided it’s time to revamp your service menu. Great!

However, before you throw something together quickly, consider how the act of creating a new menu will give you many positive opportunities to review and improve your business as well.

Your menu represents the quality of your salon or spa to current and prospective clients. Don’t be lured into thinking that just anything will do for the moment! Too often, once you’ve done this, it will be too long before you revisit your service menu again, and this will result in lost opportunities to increase your revenue.

Your service menu is often the very first contact that a prospective client may have with your business. Providing that the outside of your salon is clean and inviting, the next thing that a prospective client will look for is your service menu.

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.
  • Research required.
  • Discover your Point of Difference.
  • Information to include in your service menu.
  • Service categories.
  • Included services.
  • Services to remove from your menu.
  • Service descriptions.
  • Service durations.
  • Male menu.
  • Service placement.
  • Tri-fold menu layout.
  • The order of your services.
  • Fonts.
  • Colours.
  • Images.
  • Menu dimensions.
  • Menu inserts.
  • Quantity.

Included Resources in editable Word format are:

  1. Service Menu Checklist
  2. What Makes My Salon Unique Template
  3. Service Addition, Deletion and Alteration Template
  4. Services and Categories Template
  5. Descriptive Words and Phrases Template
  6. Phrases That Describe Benefits Template
  7. Service Name Conversion for Male Clients
  8. Service Listing by Category Template

Pages: 47

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

Price: $67.00

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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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Profit vs Revenue

Learn how to differentiate between profit vs revenue in your salon or spa.

Module Lead-in:

This Profit vs Revenue information module is not a long one, but it is an important one.

Many salon owners chase high revenue (also referred to as turnover or earnings) in their salons in the mistaken belief that high revenue will automatically also mean high profits. It doesn’t.

This belief can lead them to make decisions that will certainly make their salons very busy but may end up resulting in a loss situation…

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:

  • Let’s clear up the confusion.
  • What is revenue vs profit?
  • Why does knowing the difference matter?

Included resources are:

  1. Profit vs Revenue Wall Chart

Pages: 7

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

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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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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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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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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Higher Service Prices with Minimum Fuss

Higher Service Prices with Minimum Fuss 

Module Lead-in:

Prices constantly go up! Your rent, overheads, professional products, and wage costs go up regularly. If you avoid increasing your prices and decide to absorb these costs, you run the real risk of eventually running your salon at a loss, and that’s not a great business strategy.

It’s common to hear salon owners say that they haven’t had a price increase in over three years. It’s no wonder they’re not making enough money to draw a wage from their businesses, let alone invest some money back into new equipment, training etc…

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:

  • Increasing your prices without resistance.
  • When to tell your clients.
  • What to do if a client complains.
  • The price increase formula.

Included Resources in editable Word format are:

  1. Price Increase Template

Pages: 11

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

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

Price: $25.00

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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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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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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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Boosting Retail Sales

Boosting retail sales in salons and spas.

***Best used in conjunction with the module Choosing the Right Retail Range

Module Lead-in:

The days when a salon could rely solely on their service revenue to pay their bills and leave a profit are over.  The profits derived from services alone are simply not sufficient to furnish, equip, or run a salon that delivers cutting edge treatments.

Today, more than ever, it’s vital for every salon to have substantial retail sales to boost their bottom line.

Improving your retail sales requires a multi-pronged approach…

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:

  • The basics of retail placement and display.
  • Key factors to keep your team motivated to sell.
  • Key factors to keep your clients purchasing.
  • Technique for making a sale.

Included resources in editable word format are:

  1. Retails Sales Checklist
  2. Team and Client Motivator Checklist

Pages: 18

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

Price: $37.00

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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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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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