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.