Increasing Sales

by Pam Stellema

The Ultimate Guide to Service Menu Creation

The Ultimate Guide to Service Menu Creation

Module Introduction

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
  • Salon Policies and Etiquette
  • Menu Readability
  • Images
  • Menu Dimensions
  • Menu Inserts
  • Quantity Required
  • Summary

Information Pages: 45

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
  10. Salon Etiquette and Policies Samples

Templates, Worksheets and Lists: 10

Also available HERE

Price: $67.00

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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

Price: $45.00

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Packaging Your Services

Learn How to Effectively Package Your Salon or 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

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

Price: $37.00

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Upgrades and Add-on Sales

Simple Secrets to Successfully Up-Selling Salon Spa Services

Module Introduction

Have you ever stopped to consider what impact a small additional service sale to each client would have on your profit margin?  It’s much greater than you probably realise.

When additional services, that cost you very little in extra product and time, are regularly provided to clients, it can result in lots of healthy profit for your business.   And who doesn’t want that?

Even a small salon or spa, with as few as 3 operators, could generate an additional $45,000+ in revenue each year simply by increasing the average client-spend by as little as $10.

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 thousands of additional dollars to your revenue each month.

This module includes a PDF document outlining:

  • Why your salon or spa must up-sell services
  • 5 Secrets to Up-selling Success
  • Overcoming Employee Resistance to Selling
  • Overcoming the Major Obstacles to Sales
  • How to Conduct Effective Team Training for Up-Selling
  • Goal Setting
  • Your Leadership Role

Information Pages: 30

Included Resources in editable Word format are:

  1. Weekly Goal Setting Template by Day
  2. Master Template – Complementary Services List
  3. Team Members – Brainstorming Template
  4. Sample In-salon Sales Script
  5. Sample Booking Sales Script

Price: $30.00

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Market Your Beauty Biz Like a Pro

Market Your Beauty Biz Like a Pro

Module Introduction

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

What is Marketing?

Many people confuse the concepts of marketing and advertising. They are different. For me, marketing is what you do to get your service or products into the hands of your clients. Advertising is therefore a part of marketing – but not the whole package!

Planning Your Marketing

A good marketing plan is not solely about gaining new clients. It has many other important duties.

When you market your salon or spa, your goal should be to achieve one or a combination of the following:

  • Attract new clients
  • Keep the clients you already have
  • Reclaim missing clients
  • Increase the clients spend amount
  • Increase the frequency of client visits
  • And of course, all of the above should also have the end goal of making more revenue and more profit for your business.

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 Planner Template that will make planning your monthly and yearly marketing a breeze.

This module includes a PDF document outlining:

  • What is Marketing?
  • Planning For Marketing Success.
  • 31 Proven Marketing Strategies for Spas and Salons.
  • How to Create a Profitable Promotion.
  • 42 Special Occasion Promotion Ideas
  • Create Your Marketing Plan.
  • How to Use Your Marketing Plan Template.

Information Pages: 88

Included Resources in editable Word format are:

  1. 12-Month Marketing Planner
  2. Primary and Secondary Services Worksheet
  3. Promotion Goal Worksheet

Worksheets & Planners: 3

Also available HERE

Price: $67.00

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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

Price: $30.00

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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

Price: $30.00

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Choosing the Right Retail Range

Choosing the Right Retail Range for Your Salon or Spa

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

Price: $22.00

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Retail Mastery for Salons and Spas

Retail Mastery for Salons and Spas.

***Companion Module –  Choosing the Right Retail Range

Module Introduction

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

Information Pages: 33

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

Templates, Checklists and Charts: 4

Also available HERE

Price: $47.00

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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

Price: $45.00

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The Simple & Effective Client Rewards Program

The Simple & Effective Client Rewards Program 

Module Introduction

Gone are the days when you had a client for life.  Today, a client’s loyalty to your salon is incredibly 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. It doesn’t matter how good your rewards program is if your team is delivering substandard treatments.

The effectiveness of your competitors marketing strategies. Whether your competitors are as good as, better than or much worse than your salon or spa, if their marketing is good enough, it may well lure some of your clients away.

The quality of customer service your salon or spa provides. Even great treatments are not enough if the rest of your customer service standards are poor.

Value for money. Your services don’t have to be cheap to offer value but they have to be worth what you charge.

How you make your clients feel.  A client who leaves your salon or spa feeling happy about her experience will be much harder to lure away.

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

Information Pages: 19

Included Resources in editable Word format are:

  1. Sample Loyalty Card Template
  2. Client Value Template
  3. Client Letter

Templates & Letters: 3

Also available HERE

Price: $27.00

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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

Price: $30.00

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