Top Navigation

Growing Your Business TOC

Growing Your Business

Contents

Preface

Introduction

Chapter One: Increasing Salon Traffic

  • Increasing Salon Traffic
  • Steps in the Marketing Research Process
  • Determining Client Needs
    • Monitoring results
  • Conducting a Demographic study
    • Who are Your Potential Customers?
    • Define Your Market
    • Develop a Customer Profile

Defining Your Salon Strengths and Weaknesses

Advertising

  • The Cost of Advertising Is Rising Sharply
  • Positive Word of Mouth Advertising
  • Small Business Advertising Advantages
  • The Power of The Written word
  • Who will Design Your Ad?
  • Effective Advertising
  • You’re Advertising Appeal
  • Monitoring the Results

Using Client Information Card

  • Sample: Client Information Card

Understanding the Consumer

How to Reach Your Target Market

A Full Range of Prospects

  • Present Clients
  • Past Clients
  • New Customers

Develop a Marketing and Salesmanship Mentality

Analyzing a Sales Decline

Publicity

  • Publicity as a Tool
  • Getting Free Publicity
  • Media Sources for Free Publicity
  • Making the Right Contacts
  • Planning Publicity Events

Press Releases

  • How to Prepare a Press Release
  • Sample: Press Release
  • Using Photos

Promotional Ideas

A Quick Review of the Chapter

1. Your marketing Plan

2. Identify, Clarify, and Satisfy Your Customers’ Needs

3. Your Advertising Message

Summary

Chapter Two: Keeping Customers

Why Clients Don’t Come Back

  • The Problem
  • Uncomfortable Statistics
  • One Bad Player Kills the Team
  • The Rest of the Story
  • You’re Guide to Client Retention

Steps One, Start with a Winning Team

  • The Challenge
  • Hiring Guidelines
  • Observing Artistic Skills, Quality Control
  • Artistic Development

Step Two – Train Your Staff

  • Employee Training Must Be Systemized
  • The Employee Handbook
  • Sample: Table of contents
  • The Training Process

Step Three –Improve Staff Performance and Productivity

Through Good Management

  • Dangers of Poor Management
  • Avoiding the pitfalls of Poor Management
  • Encourage Staff Impute
  • Motivation and Continuing Education Combats Burnout
  • Instilling People and Communication Skills
  • Mastering the Most Difficult Skills

Step Four –Accommodate Your Clients Needs

  • Be Available for Clients
  • Customer Service — Know Its Power
  • Sample: Welcome Letter to Client
  • Sample: Appreciation Discount Card – Keeping in Touch
  • Sample: Thanksgiving Letter
  • eek Out customer Feedback
  • -What is a client worth?

In Conclusion

Chapter Three: The Importance of the Salon Coordinator

Introduction

Salon Owners Wear Many Hats

The Salon Owner Coordinator’s Role in Maintaining

  • Customer Service
  • Selection of Your Salon Coordinator
  • The Salon Coordinator Job Duties
  • Sample: Job Description

The Telephone – A Direct Line to More Profits

Booking Appointments

  • Late and No shows
  • Fairness Policy in Booking Staff
  • First Time Customers
  • Booking and Under Booking

First Impressions

Monitoring Client satisfaction

Selling Retail and Other Services

In Conclusion

About the Author

About Hairdresser Career Development Systems

Educational Products and Services

 

Top of Page

Pin It on Pinterest

Share This