ADVERTISING TIP! Did you know it takes 21 times for an adult to remember new information? This is why it is GOOD to sound like a broken record! Friends, choose ONE message you want your market to know and repeat this over and over and over. Not only will you have a greater ROI (return on investment) with this strategy, but you’ll be able to track your ROI much easier because the message is consistent.

Example:

If you specialize in red hair color, and if doing red hair coloring services is enjoyable, profitable and key to providing a solution for your clientele...then this can be your message: "We are the very best in red hair color". Now focus all of your efforts in exploiting this fact!

Social

Have a Facebook album featuring your sizzling reds. You could have an album for each type of red, such as “Annie” reds, Burgundy reds, Auburn reds, Animated reds, Strawberry blondes, etc…

You pin your best red hair color clients, you Instagram these pictures as well. You ask your audience, “Have you always wanted to try red but scared to know if it will work for you? Let our experts provide a complimentary color analysis to unlock your red hair potential!” Then show different shades of red that would be applicable to any client.

TIME

You get the point…choose ONE service that you want to be known for and hone in on that message again and again. Depending on the area you live, and the platforms you choose to share your message, it may take up to one year for the market to know this about your brand. So give it time.

What do you want to be known for?

Men’s haircuts?

Bridal Hair?

Makeup?

Treatments for thinning hair?

Curly hair?

Balayage?

If you’re a part of a team, your entire team should be on board with one to three categories that your location specializes in and would like to be known for. If you’re an individual, we recommend just choosing one.

MESSAGE

We want to discuss this in more detail as this topic should stand on its own. However, a quick reminder that once you hone in on what you want to be known for. You now need to effectively get this message across to the right audience. An example of what not to do would be sending the message that you’re known for bridal hair and advertising this in a magazine that reaches women ages 35+. This seems like common sense but start with this first: thing about WHERE your ideal audience obtains the information you’d like to put in front of them. More to come on this topic :)

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Industry friends and those alike. If gaining referrals from your current clients is a key component to your success, then consider offering a referral REWARD! 

THANK YOU

Your Referral Reward is your “thank you for sending me/us a new client!” And wouldn’t you feel more encouraged to spread word of mouth referrals to your favorite businesses if you knew you’d receive a special thanks?!  Of course!

GIFT

Make sure this is a gift instead of a discount. When you give a discount it shows clients that your service or product is worth less than the price it is. When you give a gift, you're adding VALUE for your client's experience. A simple gift would be giving them a gift card!

Here’s an easy way to track referrals!

Client Name

Phone

Service(s)

Stylist(s)

Referred By:

Gift Card Amount

Gift Card Sent

GET CREATIVE

Friends, you could also partner with a related industry provider. An example is if you do not provide nail services, you could partner with a nail spa! They could donate or you could purchase $5 or $10 gift cards from them to give as rewards and vice-versa! This is a win win for both parties :)

Remember, the key to substantial success lies Beyond the TechniqueTM.  The little things we do make the biggest difference to our clients. Clients will be loyal to us unless they receive better service elsewhere. Be generous with your rewards and reap the benefits of a growing clientele!

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Here’s another awesome way to add value for your clientele versus offering discounts which ultimately devalue your products and/or services.

Offer a VIP Program

A great way to earn loyalty is offering guests an annual VIP program. They actually pay for an entire year of perks that are only available to them. NOW you may use the discount in a positive way since they’ve paid to receive this discount. An example would be to sell clients a $100 annual VIP membership to your business. By purchasing this for one year, they’ll automatically receive 10% off all products, and so on…You have the power to decide what areas you’d want there to be a perk. Remember, the bigger the perk, the higher the annual price. Do some easy math to discover if it will be valuable for them. Also, keep in mind they’ll be more likely to spend more, more often when they have their “perks” with you :)

We’ll leave you with this thought. If you do what you’ve always done, you’ll get what you’ve always gotten. Try something new and commit to investing in that idea for a minimum of six months. You will reap the benefits of your commitment!

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Here’s another cool way to offer value to your clientele without offering a discount!

Give POINTS for Purchases

Have you thought about offering a reward for clients who spend consistently with you?  You can do this many creative ways but the easiest is simply offering one point per one dollar spent.  You can apply this point system to products, services or both!  Yes, you will have to keep track of the client’s points.  Many salon software programs will offer this as a built in feature or you may have a spot in the client’s notes you could manually keep track of this for them.  An easy example is offering your clients a $10 gift card per 300 points they’ve earned.  If you don’t have gift cards, you could offer a spending credit!  Either way, you are ADDING VALUE versus devaluing your reward.

Exploit Your Perks!

Once you implement new perks for your clients such as points for purchases, encourage your team to get on board with promoting this.  If you are gung ho about your perks and super fired up for your clients to be receiving a new reward, the result will be that they will match your positive energy and be excited to earn (spend) too!

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Here is an EASY idea on how to ADD VALUE to your offers that will excite your current clients as well as give an amazing offer to new clients.

Why Discounts Don’t Work –Give a Gift!

Industry friends, offering a discount psychologically trains the brain that what you have to offer isn't worth the price you sell it. Also, you're attracting clients who are doing business with businesses that offer discounts. Think about that...would your ideal client believe, respect and be glad to pay full price for your products and services? If the answer is "yes" than we need to rethink our strategy on building a better clientele.  Here is an easy way to ADD VALUE to your offers that will excite new clients.

GIFTS!

Instead of offering 50% off a facial waxing service (devalues), offer a complimentary facial waxing with your first haircut appointment!  This offer is gaining you full value (as it should) for your quality haircut service and has cost you very little in overhead!

Another strategy would be to offer a $5 gift card towards color protection shampoo and conditioner when you book your next hair color appointment!  What an exciting gift!   This is far more effective than giving 20% off your recommended products.

Remember, they’re either sold on using these products or they’re not. A 20% off discount is not an attractive push.  Consumers tend to buy what they want, not necessarily what they need.  The good news is most clients use shampoo and conditioner so they are going to buy them…it’s just a matter of when, where and from whom.

Insanity

Insanity is doing the same thing and expecting different results.  If you want a loyal clientele that values what you have to offer, implement new ways to provoke sales that don’t devalue your profession.  You deserve the very best!

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Friends, we are day makers. We want to make others happy and be a positive resource for them. But we could all agree that there have been times when you should've listened to your gut and refused to proceed with an appointment. We must be careful that our desire to make a sale or perform a service does not trump the time when it's necessary to say "no".

For my hair industry friends in particular, the rule of thumb is this: if you and your client aren’t able to agree on a plan within fifteen minutes, then today is not the day. It may not be their day or it may not be your day. If their expectations aren’t in line with yours, then you must be confident and you must encourage your colleagues to be confident in saying, no. “No, you cannot go from brunette to platinum today”…

Have you ever sensed your client's apprehensiveness and proceeded anyway? You felt like you performed that service perfectly and yet the client's reaction was not the excitement and validation you were hoping for. Doesn’t that hurt the most? When YOU KNOW you were flawless in your execution?! We get it...

Friends, be honest with yourselves because if you get that gut feeling you might be setting yourself up for failure if you choose to proceed. Instead, be confident and communicate why today isn’t the day to proceed in that direction.

SOLUTION

Give your client options for the future! Get them fired up about ideas you're going to send them so they can offer you feedback on those ideas. Send them your top three picks to choose from. This results in them choosing from what YOU have pre-qualified. Therefore, you are in control!  Yes, this is going to take after-hours time.  But, who does that?  Not very many professionals are committed to going above and beyond, so when you do it's going to make you the rock star!

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Once you’ve created your perfect consultation questions for new clients and existing clients, let’s implement these lists for all staff members. It’s about giving the professionals all the tools they need to be successful. By implementing a consistent consultation system, you’re creating a phenomenal experience for your clients regardless of who they visit at your business. We all have times of unplanned sick days, vacation days or maternity/paternity time off. If some of the staff is awesome at communication and some are not, this becomes a disservice to your clients. So let’s do this together to ensure everyone’s success!

Here’s an example of one salon’s consultation plan for brides-to-be (download it here):

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Existing Clients! Friends, as a reminder this should take less than 10 minutes. Here are simple question recommendations to ask your existing clients at each visit.

• What are you struggling with your style? What are you loving about your style?
• Are the products you’ve purchased (name them) working for you as expected?

Are you able to make recommendations on prior use or new recommendations based on their feedback?

•  Goal for today?

Again, this is your opportunity to share your vision, plan for today and plan for the future. When looking at pictures, please remember that what YOU see may not be how they see it. Ask them, “This is what I see, is this what you see”?

BODY POSITIONING-when executing these questions that you create, please consider making eye contact with your client face to face instead of face to mirror. You are deemed more confident and more trustworthy if you look at someone in their eyes.

KEY: make sure that all staff members are consistently asking the same questions.

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What are questions you’d want to ask every new client? Keep in mind this will need to take less than fifteen minutes. Here are examples of questions we’d recommend you ask new clients.

• What are your struggles with your style? What are you loving about your style?
• Tell me about your daily routine? What products and tools are you using? Have you done this routine today?
• Are you coloring your hair?

We know you know…we want to discover what the client has been doing.

• What is your goal today?

What inspires them? Do they have pictures? Is their idea of red the same as yours?

• Do I have any restrictions today?

You want to find out if cutting more than 1/8” is going to send them through the roof!

• What are your maintenance expectations?

This is your opportunity to advise them on their upkeep to enforce your ability to rebook their next appointment.

Interjection point: Propose your vision or plan of action to the guest along with your future plan!

• Do you have any questions for me before we begin?

BODY POSITIONING - when executing these questions that you create, please consider making eye contact with your client face to face instead of face to mirror. You are deemed more confident and more trustworthy if you look at someone in their eyes.

KEY: make sure that all staff members are consistently asking the same questions.

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Industry friends, this topic is so very important. We can probably agree that the majority of services gone wrong are due to a failure in the consultation. We want to share with you what the very best are doing so you are successful. First, if you can create a consistent system to your consultation that everyone at your salon or barbershop participates in, you will build amazing confidence with your clients!

Start by brainstorming what you’d want to discuss with each client depending on the service they’re receiving. Remember that what they’ve reserved may not be in their best interest or yours. To discover what the best route for today is…you’ll want to ask the right questions!

Here’s an easy starting point. Create lists naming all service categories your business provides. This may include Haircutting, Hair Coloring, Waxing, Bridal Hair, Bridal Makeup, Treatments, etc… Now, create a category for new clients and existing clients. Once you have you lists created, the creative brainstorming fun can begin.

Example:

Questions to ask New Clients for ________________service?

*

*

*

*

Questions to ask Existing Clients for _______________service?

*

*

*

*

And so on! Stay tuned for more steps to the perfect consultation!

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Take 5 minutes and write down or type up how you’d expect to be greeted, checked-in, accommodated upon arrival.

• How are you going to WOW your clients every visit? Smiling is simple and often forgotten.
• How could you differentiate from your competitors in this one area?
• Are they receiving a beverage option?  Do they know their options or do you simply ask if they want something to drink? Verbiage is huge and we’ll cover this soon!
• Are they receiving a tour of your fabulous environment?
• Do they know where the bathrooms are?  Are you pointing to these areas or are you walking them through your business?  Little things mean everything!

Now list WHO is responsible for greeting clients every day and hour you’re open.

• Are you holding someone accountable for this responsibility?
• What are the rewards for a performance well done?  What are the consequences otherwise?
• Expectations should be clear with all staff; we’ll talk more about this soon too!

Put your plan into Action!

• Give your golden rule plan time to become a habit for all staff members.
• Make sure all new staff members are trained accordingly.

Commit, Reflect & Revise

• After one month of working this plan, talk with staff to find out if there’s any struggles, if there are ways to improve efficiency, or if the plan could evolve for the better.  Do this on a regular basis.

Your staff are on the front line and they can become your most brilliant innovators if given the opportunity.

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Industry friends, are you as sensitive to the impression you’re making with existing/returning clients as you are with brand new clients? It’s easy to forget the importance of how our clients perceive our hospitality with EACH and EVERY visit. 

Do you know the number one reason clients move on to new professionals? It’s because they believe you probably wouldn’t notice!

Friends, it’s the golden rule at its finest.  We must treat each client as we’d like to be treated. AWARENESS is the first step! Wouldn't you agree we want to have the red carpet pulled out for our clients regardless of it being their first visit or their twentieth?

If we treat every client at every visit with this consistency we will build a loyal following. Friends, it’s what you do Beyond The TechniqueTM that will bring you substantial success!

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Our industry is a people industry. And because of this it’s so important for us to understand people. Start today by implementing these three ways you can make a fabulous first impression.

1. Make Eye Contact & Smile

Goodness, how easy right?!   Well, have you ever been ignored when you’ve walked into a business? Point made. Make this a MUST for every client who walks through the door.   Also, the smiling aspect may seem like common sense…but remember, common sense is NOT common. Make THIS a must for every client who walks in the door as well. Have you ever been acknowledged but sensed that by walking through a business’s door, you were actually inconveniencing them? Point made. The smile matters :)

2. “WELCOME”

By simply saying “welcome” to each client when they arrive, regardless if they’re new or existing, will be very uplifting. It’s that feel good moment for them. Make this a MUST for every client when they walk through your doors and notice an immediate positive reaction!

3. Mirroring

This gets a little on the deep side but body positioning is so very important for fabulous first impressions. If your client likes to get really close to you when they talk to you, get really close back. Yes, we’ve all had those people that get right up to your face…it’s awkward for us all but we do it because we care. If they like to cross their arms when they talk, you do the same. Or they’re the type that talk with their hands…well, now so are you ;) If they’re tilting their head to the left, you tilt your head to the right (it will be the same direction to them). If they speak quietly, you come down to their tone or tempo. If they’re super excited, you better exude that same energy level as well!

By mirroring your clients you’re placing yourselves in physical agreement and harmony with them. It’s a subconscious thing…but long story short, people want to be around people they have similar agreements with. In other words, they want to feel they have a connection with you and that the two of you have common, beliefs, values, style preferences, etc..

Focus on the Client!

If you’re now thinking, “well, this isn’t the real me…I wouldn’t feel comfortable implementing these things…It’s just not who I am”. Let us remind you that this isn’t about you. It’s about your clients. If you focus on yourself less and others more, we promise you’ll not only feel great, but you’ll become very successful. It’s what you do Beyond The TechniqueTM that will build you substantial success.

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The saying goes, “you don’t get a second chance to make a first impression”.  Before we give you a few tips on how you can make a great first impression, please think about the traits of others you’ve recently met for the first time that you really liked! Were they interested in you as a person? Were they engaged in getting to know you? Did they ask you questions? Did they complement you? Did they look good, smell nice, dress cool? How about someone you recently met that you didn’t really click with. What was it about that person that didn’t work for you? Maybe they avoided eye contact with you? Did they talk about themselves the entire time without regarding to ask you questions? Did they seem insecure or stuck up?

The first step to making a fabulous first impression is simply recognizing what does it for you? Now that you’ve thought about this. Write your personal top 5 traits of people you genuinely like.

Your homework is simple. Start portraying these characteristics with new clients! You’ll notice a positive impact simply by focusing on it. They say you can manage what you acknowledge and what you don’t manages you. That’s a whole other topic friends…

Our goal is to encourage and educate you on how to really understand people. After all, we’re in the people business. Our industry is all about people!

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To be successful Beyond The TechniqueTM, we must be aware that each client at every visit is expecting an experience from us. At some point you’ve been a first time client, right? Of course! And we’re positive you can relate to being a loyal client at some point also? Do you pride yourself on being loyal to your favorite massage therapist, chiropractor or aesthetician?! This is because we typically do unto others as we’d want done unto ourselves. Meaning, we want our clients to stay loyal to us, so we are typically loyal too. Friends, it’s up to us to deliver consistent results with each client at every visit. And those results should simply be congruent with our own expectations. What if we were the client? What would we expect?

The FIRST Visit

Do you remember a time that you went to a new business where you were going to be serviced?  Did you have this excitement because maybe you heard how awesome the place was? Do you expect they’ll sweep you off your feet? Are you pumped to be blown away by the awesome experience too?

Or, maybe you tend to be on the nervous side because for you, the unknowns are uncomfortable.  You’re expecting the business to put you at ease and graciously walk you through each step in order for you to feel like you belong. Friends, we must be conscientious that new clients we’re match with may feel the same!

The Loyal Client  

Think of a time recently, that you’ve gone to a place you regularly visit. Maybe it’s your neighborhood coffee shop, your yoga studio or your favorite bar.  You know the staff by name and you look forward to showing up to all that custom attention.  They’ll call you by your name or nickname. They’ll treat you as if you’re a part of their staff.  You love them, they love you, and this is why you’re loyal to them!  This is how it should go, right?

Well, have you ever been disappointed?  Have you ever been to a new business and been completely ignored?  Have you ever felt that by calling a business or walking through their doors, you were actually inconveniencing them?  Or how about going to your frequents and because they DO know you so well, they give you the head nod and expect you to find your seat or go to your designated area and no real attention is delivered.  We’ve all experienced this at one time or another. How did you react? How many times in a row could you go with this disappointed feeling before you give up on that place?

Prevention

In upcoming topics we are going to share with you how important first impressions are. What you can do to make a fabulous first impression. And what your business can implement to ensure consistency to the experiences of your loyal existing clients. We’ve said it before and we’ll say it a million times to come. It’s what you do Beyond The TechniqueTM that will build substantial success for both you and your business! So stay tuned and get ready for a positive and fulfilling career!

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