I don’t know where I heard it first but its a phrase that I have made a rule to live by. Always go for the best of the best! When it comes to your salon marketing, the rule remains the same, offer your BEST clients the opportunity to GO BIG with your business.
Today, I want to share a great article from one of the industries best salon and spa experts…Greg Milner.
Despite what the media might want you to believe about consumers hiding their hard-earned under the mattress, there IS still a great deal of folding stuff moving from one hand to another.
And it’s all ‘discretionary’ spending. In English, that means spare folding stuff.
According to Reuters, Italian luxury goods maker Salvatore Ferragamo announced its move into jewelry last week, after enjoying double-digit sales growth for the first half of this year.
Hermes reported increased global sales of 22% – between May and June! – including a 50% increase in China.
Apple’s iPad 2 is being snapped up as fast as the company can produce them, by people who bought their iPad 1 only a year ago. Nobody needs a new iPad that badly.
In Australia, a new Range Rover found its way into my garage, but I was hardly in elite company; luxury SUV sales shot up by no less than 19% this year. I take mine off road and get it dirty, but the other 99% of buyers are willing to spend upwards of $100K to trundle the kids to school in what amounts to an urban assault vehicle.
All this as the same economic geniuses who failed to predict the GFC now want us to believe their forecasts of a new armageddon are solid gold.
The point is…spare moolah is changing hands, fast. As the owner of a small salon or spa, it’s your job to figure out how to get in the way of that movement.
One way is to appeal to the inner snob that lies at the heart of the would-be, the wanna-be and even the has-been. Just as Hermes and Salvatore Ferragamo and all the other luxury goods makers are doing.
I have long advocated the full or partial reinvention of even the most ordinary suburban salon to cater for that relatively small but affluent slice of any salon’s database that will spend more if given sufficient incentive to do so.
As many of our Inner Circle member salons will admit, they have been surprised, when selling salon memberships to their clients by using the marketing letters, flyers and posters at their disposal in the salon marketing Toolkit, at the number who, when offered say, three levels of membership at escalating price levels, will choose the higher-priced level almost by default.
In the members’ training webinar we recorded on this very subject (members can see it here) salons reported the relative ease with which they were able to collect as much as $5,000 each up front from their clients, simply by making an offer to them without pre-judging “my clients wouldn’t be able to afford this.”
And I’ve lost count of the number of times I’ve nagged Members to create a ‘business class’ enviroment in a prominent corner of the salon – better chairs, plasma screens (cheap), personal fav coffee & magazines – for exactly the same reason airlines make cattle-class passengers walk through business so they can soak up the luxury and feel the envy as they make their way backwards to the skinny seats. And aspire to spend more and get the luxury treatment next time.
The folding stuff is there for the asking. In fact, buyers are looking for ways to get rid of it, to make themselves feel special, elite, upper class…different from the masses.
YOU need to put less effort into whining and moaning about why people won’t spend, and more into giving ‘em a good reason to spend.
Greg Milner is the co-founder and CEO of Worldwide Salon Marketing. More salons & spas make more money, faster than ever before, thanks to the tools, strategies and coaching from WSM, in the USA, Canada, Australia, New Zealand, the UK and Europe.
The company’s flagship product is the Essential Salon Owner’s Marketing Toolkit, and the Inner Circle Marketing & Mentoring Program. For more information, visit www.worldwidesalonmarketing.com