Hi everyone!
Saw this blog this morning and thought yes! So i'm passing it on. Thanks to Chris Draper for sharing...
One of the hardest things to do when setting your target market is to ignore all that potential business from areas outside your chosen target in your marketing efforts.
With each week’s marketing – little extras can appear – the old “We specialize in …. but we have a wide range of ……. too!
It’s DEATH for your marketing strategy – we all know it, but choose to ignore it, let it slide.
So here’s the challenge ....If you are not upsetting one or two people who are NOT in your target audience – then you are not sufficiently focussed on your target.
Think of the stereotypical 70′s rock band that upsets whole generations outside their target.
Middle aged people upset you don’t carry their clothing styles in your teen-focussed fashion shop.
Mothers upset that you don’t do discount childrens ‘hair cuts’ in your carefully crafted salon service offering.
See how Apple upsets credible techno-journalists who think they should do this or that.
I am sure you can imagine how New Zealand company Hell Pizza has a whole tribe of upset people.
Now I am not saying you should deliberately go out of your way to upset people. But if you are true to your target – some of the potential market will fall outside your net, and if some of these people aren’t clamoring for your attention – wanting you to change – then you are not focussed as much as you think you are.
So – when was the last time you had a complaint – from someone outside the narrow cone of focus you work so hard to maintain?
Chris Draper
For more of Chris's Blogs go to
http://chrisdraper.wordpress.com/2010/08/09/go-ahead-upset-potential-customers/
Monday, August 9, 2010
Friday, August 6, 2010
Sell the Solution
People do not buy products or services, they buy solutions. So ensure you focus not on the products and services when you promote them, but the problems they can solve.
The solution is your offer.
For example - How much better will they feel when they have the solution?
How easy will it be for them to get the solution?
So many people will pick up a pamphlet or leaflet simply to have a look. This is often their first contact with your business. Very few people will buy on first contact.
First we must understand that each offer is simply part of the process of the ‘Know you, Like You, Trust You.’
Every relationship operates like that – yes even our relationship with our clients.
Expecting a client to buy from you on their first contact (leaflet) is like expecting a stranger in the street to accept your marriage proposal! In order to get the other person to want to marry you, you first have to introduce yourself right? Then you need to take them out for a cup of coffee so they get to know you better, and so on. Know you, like you, trust you.
Next thing to consider is this. The people you’re putting your offer in front of needs to actually want what you are offering.
Let me explain. Imagine you were selling squash rackets. You obviously wouldn’t want clients who were looking for hockey sticks. Likewise if you were selling jazz dance lessons, you wouldn’t want clients who were looking for ballet lessons. Make sense? There are niche markets within markets. You must identify who will most want your offer then focus on them. Sadly many salon owners simply focus on anyone with 'hair' or 'skin'. Which is true but far too broad.
Where is your niche market within that market?
That is why targeting your clients in your salon (they already know you, like you and trust you) will have a far greater effect on increasing your sales than anything else you do. Other forms of marketing (eg leaflets) are simply starting a relationship for getting future clients. Does that make sense?
Make your promotion part of each stylists/therapists offer when they talk to each client. So they would first make their recommendation for their colour or skin treatment (that they’re not booked in for) and say something like “We could break up that fringe with some foils/plump up those fines lines... give you a real classy look/make your skin look fresh and glowing ... you'll feel 10 years younger! How does that sound? Great! Now the salons doing a promo we can take advantage of here... where you can get your colour/skin treatment and get given xxxx free! How does that sound?”
Lastly don't put up a promo on the wall and expect the clients to read it – they often don’t like to ask, and anyway it’s our job to ensure our clients get our best deals.
So when you do any promo - have the words for the team, the info sheets within reach, what to say on the phone and above all - sell the solution.
The solution is your offer.
For example - How much better will they feel when they have the solution?
How easy will it be for them to get the solution?
So many people will pick up a pamphlet or leaflet simply to have a look. This is often their first contact with your business. Very few people will buy on first contact.
First we must understand that each offer is simply part of the process of the ‘Know you, Like You, Trust You.’
Every relationship operates like that – yes even our relationship with our clients.
Expecting a client to buy from you on their first contact (leaflet) is like expecting a stranger in the street to accept your marriage proposal! In order to get the other person to want to marry you, you first have to introduce yourself right? Then you need to take them out for a cup of coffee so they get to know you better, and so on. Know you, like you, trust you.
Next thing to consider is this. The people you’re putting your offer in front of needs to actually want what you are offering.
Let me explain. Imagine you were selling squash rackets. You obviously wouldn’t want clients who were looking for hockey sticks. Likewise if you were selling jazz dance lessons, you wouldn’t want clients who were looking for ballet lessons. Make sense? There are niche markets within markets. You must identify who will most want your offer then focus on them. Sadly many salon owners simply focus on anyone with 'hair' or 'skin'. Which is true but far too broad.
Where is your niche market within that market?
That is why targeting your clients in your salon (they already know you, like you and trust you) will have a far greater effect on increasing your sales than anything else you do. Other forms of marketing (eg leaflets) are simply starting a relationship for getting future clients. Does that make sense?
Make your promotion part of each stylists/therapists offer when they talk to each client. So they would first make their recommendation for their colour or skin treatment (that they’re not booked in for) and say something like “We could break up that fringe with some foils/plump up those fines lines... give you a real classy look/make your skin look fresh and glowing ... you'll feel 10 years younger! How does that sound? Great! Now the salons doing a promo we can take advantage of here... where you can get your colour/skin treatment and get given xxxx free! How does that sound?”
Lastly don't put up a promo on the wall and expect the clients to read it – they often don’t like to ask, and anyway it’s our job to ensure our clients get our best deals.
So when you do any promo - have the words for the team, the info sheets within reach, what to say on the phone and above all - sell the solution.
Thursday, July 22, 2010
Does The F Word Hold You Back?
I'm here to tell you, you have everything you need to build something remarkable. Something bigger than yourself. Believe me, there are people around you who want to follow. They are looking and searching for a leader. Our industry needs leaders! We need YOU.
Most owners and managers are out there doing the same thing in their business and expecting a different result. But to get a better result we have to make changes - and the only constant thing in our world these days is change! Nothing remains the same - yes, its time to adapt.
So what stops many of us from embracing change? Why is it we can know what to do, but we don’t necessarily do it? You see here’s the thing. Knowledge is the easy part. Never before has it been so easy to get knowledge. All we have to do is whip out our laptop and google – and there we might find 900 million possible answers! Not to mention the loads of books, DVD’s and CD’s there at our beck and call.
Why is it many people never achieve the success they so deserve? What is it that immobilises them from taking action?
Well it’s that word that no-one likes to use, or admit to for that matter. Yep its’ that four letter word that begins with F.
Fear.
That’s it. Hardly rocket science huh. But once people let themselves go down this track they become immobilised. No-one is exempt from this. It happens to us all at times. Let me explain.
As soon as we question ourselves whether we’d ‘get it right’ or be ‘good enough’ we begin the fear of failure process. And believe me it is a step by step process we go through without even realising. We descend on our downward spiral through these steps:
1. Fear not good enough (I’m not sure I have the skills to achieve that...)
2. Fear of Failure (And if I don't do a good job I might FAIL ... Gasp!)
3. Fear Losing or not making money (I have to make x amount every week, I can’t jeopardise that by trying a new idea I'm not sure will work)
4. Fear Loss of respect of others important in our lives – family, team etc (If I try it and fail everyone will think I’m hopeless)
5. Fear Rejection (Then my team won’t want to work for me/love me/ like me, I'll lose clients)
6. Immobilisation. This is where we come up with fabulous excuses (I know I have to do that but I am a procrastinator/ the times not right/I'm too busy/that idea doesn’t work...)
It is precisely after step 5 we become immobilised. We do nothing. We ponder and find logical reasons for not doing it. Lack of time is the most common reason we come up with - Yes, we all use that one! ‘But sometimes I truly don’t have time Karen! ‘I hear you say. OK, then consider this; If I offered you $100,000 to turn up at my place tomorrow morning at 9am would you make it happen? My inclination is that you would find a way, no matter what other urgent things you had to do. So time isn’t always a valid reason is it? It’s simply a great logic that we even believe ourselves. Hey we all do this. So what’s my point?
My point is when you understand this process - you can then recognise it so you can stop it in its tracks the minute it starts with those 'not enough' thoughts in your head.
Keep your eye on the goal. The goal that excites you so much that you push through your fear before you get to the immobilisation stage.
The good news is you can talk yourself out of fear. Simply drown out your fear story with a better story! The aftermath of ‘feeling the fear and doing it anyway’ is nothing short of exhilarating. It’s an adrenalin rush. The feeling of accomplishment is awesome wouldn't you agree?!
Successful people are not aliens from outer space nor do they have a special ingredient no-one else has. They simply drown out their 'fear story' with one of strength and purpose. They still feel the fear - but do it anyway.
So what’s yours? What makes you want to jump out of bed in the morning? What makes you feel the fear and do it anyway? Focus on that. And know that you are good enough.
Most owners and managers are out there doing the same thing in their business and expecting a different result. But to get a better result we have to make changes - and the only constant thing in our world these days is change! Nothing remains the same - yes, its time to adapt.
So what stops many of us from embracing change? Why is it we can know what to do, but we don’t necessarily do it? You see here’s the thing. Knowledge is the easy part. Never before has it been so easy to get knowledge. All we have to do is whip out our laptop and google – and there we might find 900 million possible answers! Not to mention the loads of books, DVD’s and CD’s there at our beck and call.
Why is it many people never achieve the success they so deserve? What is it that immobilises them from taking action?
Well it’s that word that no-one likes to use, or admit to for that matter. Yep its’ that four letter word that begins with F.
Fear.
That’s it. Hardly rocket science huh. But once people let themselves go down this track they become immobilised. No-one is exempt from this. It happens to us all at times. Let me explain.
As soon as we question ourselves whether we’d ‘get it right’ or be ‘good enough’ we begin the fear of failure process. And believe me it is a step by step process we go through without even realising. We descend on our downward spiral through these steps:
1. Fear not good enough (I’m not sure I have the skills to achieve that...)
2. Fear of Failure (And if I don't do a good job I might FAIL ... Gasp!)
3. Fear Losing or not making money (I have to make x amount every week, I can’t jeopardise that by trying a new idea I'm not sure will work)
4. Fear Loss of respect of others important in our lives – family, team etc (If I try it and fail everyone will think I’m hopeless)
5. Fear Rejection (Then my team won’t want to work for me/love me/ like me, I'll lose clients)
6. Immobilisation. This is where we come up with fabulous excuses (I know I have to do that but I am a procrastinator/ the times not right/I'm too busy/that idea doesn’t work...)
It is precisely after step 5 we become immobilised. We do nothing. We ponder and find logical reasons for not doing it. Lack of time is the most common reason we come up with - Yes, we all use that one! ‘But sometimes I truly don’t have time Karen! ‘I hear you say. OK, then consider this; If I offered you $100,000 to turn up at my place tomorrow morning at 9am would you make it happen? My inclination is that you would find a way, no matter what other urgent things you had to do. So time isn’t always a valid reason is it? It’s simply a great logic that we even believe ourselves. Hey we all do this. So what’s my point?
My point is when you understand this process - you can then recognise it so you can stop it in its tracks the minute it starts with those 'not enough' thoughts in your head.
Keep your eye on the goal. The goal that excites you so much that you push through your fear before you get to the immobilisation stage.
The good news is you can talk yourself out of fear. Simply drown out your fear story with a better story! The aftermath of ‘feeling the fear and doing it anyway’ is nothing short of exhilarating. It’s an adrenalin rush. The feeling of accomplishment is awesome wouldn't you agree?!
Successful people are not aliens from outer space nor do they have a special ingredient no-one else has. They simply drown out their 'fear story' with one of strength and purpose. They still feel the fear - but do it anyway.
So what’s yours? What makes you want to jump out of bed in the morning? What makes you feel the fear and do it anyway? Focus on that. And know that you are good enough.
Friday, June 11, 2010
It just makes me want to cry when I see some salons paying ridiculously high percentages to their staff - thinking they have to do that to keep them. Having been a salon owner for years as well as coaching many owners, I know that most salon owners wage % is far too high. To run a profitable business you don't want your total wage % to be any higher than 45%. There are so many things to factor into this to ensure it is a win/win for both the owner and the staff. Pricing, timing of appointments, client management, rostered hours... the list goes on. However if you bear that in mind you won't go wrong. Many staff are commanding a high % because they've got away with it (or they need a high percentage to get a good wage due to their low sales) - but why pay someone a high percentage and run at a loss? Don't get me wrong. A hairstylist or beauty therapist can earn great money on a lower percentage - as long as everything (as above) is set up properly. We've had staff stay with us for many years due to the fact they couldn't earn the same money anywhere else. That’s why I'm on a huge drive to help hairstylists and therapists grow their sales. Its not as hard as it seems!
Sunday, February 28, 2010
Hi everyone!
Well its a Sunday afternoon and here I am working. Why??? Because I'm on a mission! And when you're truly dedicated to achieving something it's always easy to do. In fact it can be downright enjoyable! Do you agree?
So how much are you enjoying what you're doing in your salon? Sure we all have days we have to push ourselves - but most of the time how much are you enjoying your business or career?
And if youre in business -do you know why? Do you have a strong outcome of what you truly want to achieve? Please don't say 'Well I want a salon that's considered the best and gives top quality service in a friendly and fun atmostphere'
Believe me, that's what most salon owners say. If you want to stand out from the crowd you've got to know exactly what it is you want from your business. Your why needs to be so strong that it bounces you out of bed in the morning and keeps you going no matter what obstacles stand in your way!
Because there are always obstacles aren't there? Ooh yes! But it's the obstacles that make us strong. Its the obstacles that we learn the most from. And its how we deal with those obstacles that truly make us successful. I promise you will push through any obstacle as long as you are driven by a strong 'why'.
If you know exactly what your strong 'why' is - that's great! So may I ask you a question ... Does your 'why' make you jump out of bed every morning ready to make things happen? If not, then now is a good time to adjust or re-think your 'why'.
Go and sit on the beach or somewhere you can truly think. Give yourself that space to ask yourself what is the outcome you truly want? What is your purpose? Why are you doing what you do?
When you feel excited - you'll know you've found your true why.
Let me know how you get on - or if you have any questions.
Wishing you the salon and career of your dreams,
Karen :-)
Well its a Sunday afternoon and here I am working. Why??? Because I'm on a mission! And when you're truly dedicated to achieving something it's always easy to do. In fact it can be downright enjoyable! Do you agree?
So how much are you enjoying what you're doing in your salon? Sure we all have days we have to push ourselves - but most of the time how much are you enjoying your business or career?
And if youre in business -do you know why? Do you have a strong outcome of what you truly want to achieve? Please don't say 'Well I want a salon that's considered the best and gives top quality service in a friendly and fun atmostphere'
Believe me, that's what most salon owners say. If you want to stand out from the crowd you've got to know exactly what it is you want from your business. Your why needs to be so strong that it bounces you out of bed in the morning and keeps you going no matter what obstacles stand in your way!
Because there are always obstacles aren't there? Ooh yes! But it's the obstacles that make us strong. Its the obstacles that we learn the most from. And its how we deal with those obstacles that truly make us successful. I promise you will push through any obstacle as long as you are driven by a strong 'why'.
If you know exactly what your strong 'why' is - that's great! So may I ask you a question ... Does your 'why' make you jump out of bed every morning ready to make things happen? If not, then now is a good time to adjust or re-think your 'why'.
Go and sit on the beach or somewhere you can truly think. Give yourself that space to ask yourself what is the outcome you truly want? What is your purpose? Why are you doing what you do?
When you feel excited - you'll know you've found your true why.
Let me know how you get on - or if you have any questions.
Wishing you the salon and career of your dreams,
Karen :-)
Saturday, February 27, 2010
From one Hairdresser and Beauty Therapist to another ...
Hi anyone out there who is connected with a hair or beauty salon!
I'm passionate about our industry. So I have stepped out of my comfort zone and I'm learning how to blog!!
You see, I've been in the hair and beauty industry now for about 100 years ...(Seriously there comes a time you stop counting!) I've had my own success and now I want to help others - so I guess that's you if you're reading this.
I'm going to write about anything I know that can help you in you salon business (yes thats still you even if youre a not an owner) - simply because I would have loved this sort of support and inspiration over the years while growing my clientele, my portfolio, my business and myself!
I look forward to helping you on your journey to greater success.
Wishing you the salon and career of your dreams,
Karen :-)
I'm passionate about our industry. So I have stepped out of my comfort zone and I'm learning how to blog!!
You see, I've been in the hair and beauty industry now for about 100 years ...(Seriously there comes a time you stop counting!) I've had my own success and now I want to help others - so I guess that's you if you're reading this.
I'm going to write about anything I know that can help you in you salon business (yes thats still you even if youre a not an owner) - simply because I would have loved this sort of support and inspiration over the years while growing my clientele, my portfolio, my business and myself!
I look forward to helping you on your journey to greater success.
Wishing you the salon and career of your dreams,
Karen :-)
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