increased sales

by Pam Stellema

Full Day Strategy Session

Discover just how fast you can grow your business with a full day, one on one, strategy session with an experienced and proven business coach who specialises in your industry.

9am to 5pm  – 8 full hours with a working lunch provided.
* Available on the Gold Coast or Brisbane only. Other locations will have additional travel costs.

Program details click here.

Price: $1,197.00

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99 Reasons Why Your Clients Leave and What You Can Do About It.

This simple, but very truthful e-book came about because I wanted to give salon and spa owners a genuine insight into why their VIP (and profit-producing) clients often simply disappear one day.

To do this, I surveyed (in 2015 and again in 2017) a substantial group of Australian business women from all backgrounds, asking why they had left their favourite salons and never gone back.

Some of the answers I expected to hear (which were repeated many times over in the comments that were made), but some of them were unexpected and interesting.

Apart from clients leaving the area or dying (it happens), all of the reasons listed in this e-book can be addressed and overcome – and that really is good news.

All it really takes to slow down the rate of your client loss is to:
1. Have an awareness of what the issues are that make your clients happy and unhappy.

2. Be willing to realise that maybe you or your team members may be guilty of engaging in some unwanted behaviours.

3. Take the required action to make sure these negative experiences for your clients are minimised as much and as often as possible.

4. Continuously maintain and enforce the positive changes you’ve made.

5. Remember every minute of every day, that without clients, you don’t have a business.

Price: $15.00

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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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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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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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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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Salon Marketing Plan

Market Your Beauty Biz Like a Pro

Module Lead-in:

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.

Included Resources in editable Word format are:

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

Pages: 88

Price: $65.00

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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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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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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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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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33 Proven Strategies to Make More Money in Your Salon…Right Now

33 Proven Strategies to Make More Money in Your Salon…Right Now

If you want to see real change in your salon or spa then only you can take the necessary actions to do so.

33 Proven Strategies to Make More Money in Your Salon…Right Now is the perfect starting place to begin such a change.

The recipe to true success isn’t about improving one or two areas in any business. It comes from the ability to improve all areas of your business continuously.

But it’s not as hard as you might think. A simple and very achievable 5% improvement in all areas of your business will result in a massive improvement.

By just implementing one new proven strategy each week, you will transform your business within 1 year. Better yet, you will have the knowledge to continuously improve and grow your salon or spa.

Author: Pam Stellema, SalonSavy

Price: $15.00

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Effectove Salon Newsletters

Effective Salon Newsletters 

Module Introduction.

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.
  • Creating a theme.
  • What to include in your newsletter.
  • Using salon software to send your newsletter.
  • Using external software to send your newsletter.
  • The best time to send your newsletter.
  • Dealing with un-subscribes from your newsletter.
  • Getting your emails opened.

Information pages:16

Included Resources in editable Word format are:

  1. Newsletter Planning Template
  2. 3 Bonus Tips
  3. Newsletter Creation Checklist

Price: $30.00

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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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425 Commonsense Business Tips for Salons, Spas & Clinics

A comprehensive overview of commonsense business tips and strategies to inspire, motivate and educate all salon, spa and clinic owners.

Author Pam Stellema, SalonSavy

Price: $10.00

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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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