Hair Salons
Josh was a well-known hairstylist in Las Vegas before he and his family moved back to his home state of Oregon, and he believed he’d have to slowly build up his practice all over again. (Typically, a new stylist in town needs 2-3 years to build up a clientele.)
Then his wife discovered she was pregnant, and this meant he had to move much faster than that, and he called us. “Can you help me?” he asked.
“Yes, we can,” we told him.
We updated his facebook page and then started his advertising. Here’s a graph of his first three months results ..
First 3 Months of New Clients
By month five, he was frequently booked, with a waiting list!
And Then He Moved to a New Studio
The new place was larger and better appointed, and they had an existing flow of clients, so this gave him a second source of clients, and even though his new clients were now paying his advertising costs for him every month, he decided to drop his advertising with us. Why not save some money?
Two weeks later, he called us.
“You know, I was thinking,” he said. “The new place has some clients, but I’m not always booked any more, so I realized it didn’t make any sense to be standing there without a client. I like booked up a lot better. Can we turn it back on?”
Well, of course we can!
Where To Go From Here?
I interviewed Josh a few weeks later for a video we were making, and I asked him if he was raising his prices, now that he was booked solid again. He said that he would, in a while, but that first he planned to hire an assistant, and then he was going to begin something called “Booking on the 45.”
This is a method where you book clients in alternating time slots, so for example, you’re doing a color, and then while that client’s color is setting up, you can be doing a cut for the alternate client. In this way, you can recover all the time spent simply waiting, and increase the clients handled by 40% to 60% each day!
Although many styling operations can be time-consuming, I was surprised to discover just how profitable a single client can be. For example …
DYNAMIC CLIENT-ACQUISITION ARITHMETIC
Although many hair stylists and even salon owners have never been introduced to the arithmetic that makes growth possible, it’s very simple. The basic calculation is comparing the TRUE VALUE of One New Client to the ONBOARDING-COST of One New Client.
As a small business, a stylist has a powerful advantage, because clients repeat. Typical example for Josh —
$140 per average session (cuts are less, extensions are more, for example, but the average is high)
x 8.7 visits per year (his average client returns about every six weeks)
x 3 years (typical lifespan of an average client)
= $3654 (Average Value of a New Client)
This arithmetic often comes as a surprise to a stylist or salon-owner, but it shouldn’t.
The fact is that in general, you will discover that salons which are expanding and doing very well have some sort of outreach advertising, so that they’re always introducing themselves to new clients. Although the advertising is an expense, any advertising which is working well is very small in comparison to the revenue to be gained from ONE new client!
And any advertising which is worth doing should be bringing in MULTIPLE clients!
A Shocking Fact …
Go to any salon which is struggling. Ask a few questions.
You will discover that they are doing no systematic outreach advertising, so they never grow. Month after month, they struggle. And the majority of small salons go on struggling, month after month. They don’t know how to do the arithmetic.
The key to growth is a system for regular outreach advertising.
WHAT WOULD YOU INVEST TO GET PAID?
And with this arithmetic, it becomes clear that, if you can expect to receive (on average) more than $3000, then it would be very profitable for you to invest $5, $50, $150 or even more to get Each New Client.
You will discover it’s a better and quicker return on your investment, compared to stocks, savings accounts, buying gold, or flipping houses.
Think of it as a black box. You feed $100 into the box, and then it pays out this month, and then again six weeks later, and then six weeks later, and on and on for the next three years. And when you see it doing that, then how many $100 bills would you shove into that box?
Yep, you’d do it as much as you could. And that’s exactly how effective marketing works. It’s like turning on a faucet. The salons and stylists who have a reliable system and invest in the black box each month … these are the salons and stylists who grow and grow, and do very well for themselves and their families.
WANT TO HEAR HOW WE GROW SALON AND STYLIST CLIENTELE?
Would YOU like unrestrained growth? Actually getting MORE new clients asking for appointments than you need?
What’s holding you back? Nothing. Nothing prevents you from growing starting today. You can afford to invest in your own growth, and it takes little time, because we do all the work.
Contact us Now.
Your Potential is Greater than You Imagined!
and discover how you can have a better life for you and your family.
