Going Beyond Ordinary

Pure Pearl Wellness Spa Marketing Strategies

To Build a Clientele and Increase your Spa Profits

By Micai Easley
© 2011 by the author of this book Micai Easley The book author retains
sole copyright to her contributions to this book.

The author and publisher performs a duty of care to any person in connection with the content of this
publication. The author nor publisher will be liable for any loss or damage however caused (including by
the negligence of the author or the publisher) suffered by any person in connection with this publication or
as a result of the use of any information or advice contained herein.

The purpose of this publication is to educate and inform. Any indication that a profit may be generated,
either express or implied must not be relied upon and based strictly on the experience or opinion of the
authors. It is up to the individual owner of the salon business to ensure the success of the business. The
information contained in this publication is not intended to convey or to be taken as business advice only

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 suggestions. Many factors unknown to the author and publisher may affect the applicability of any
statement or comment made and will therefore not necessarily relate to your particular circumstance.

Appropriate advice from a qualified professional such as a lawyer, or accountant, should be sought
before making any decision. The author and the publisher do not warrant the reliability, quality, accuracy or
completeness of any information contained within this publication. The author and the publisher do not
accept responsibility or liability for any errors or omissions.

Table of Content

Acknowledgments ........................................................................ 2

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Disclosure ..................................................................................... 2

Go Beyond Ordinary ..................................................................... 4

Section 1: Get ‘em, Keep ‘em Communication ............................ 5

My
Section 2: “Five Star” Appreciation ............................................ 7

Section 3: Maverick Marketing………………………………… 8

Yearly Recommendation Plan………………………………… 9

Reason Clients Don’t Return…………………………………… 12

Section 4: Dynamic Digital Media………………………………. 13

Section 5: Keys to “Cash Is King” ............................................... 13

Quick Business Promotions……………………………………. 15

Profitable Website……………………………………………… 16

Example Marketing Tools……………………………………….. 17

The Ultimate Spa Blueprint

“The Ultimate Spa Blueprint ” will show you practical ways to fulfill your client’s needs,
communicate your value proposition and show your appreciation which will in turn build your
clientele base and increase your profits. By applying these simple spa marketing strategies you
will be well on your way to running a more successful business with the competitive advantage of
being an extraordinary salon business owner.

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 This publication outlines my first hand experiences using communication, marketing and
promotion methods which generated a continued cash flow in my salon. These are tools and
examples which you can customize to meet the needs of your salon. Also, this will be a valuable
resource to you for many years.

This publication assumes your core business of salon services is not shaky. Remember,
you still must perform in an outstanding way to stand out from your competitors. These tools can
empower you to be more business savvy. So, are you ready to be the ultimate spa owner ?

I wish much wealth and prosperity for you and your spa business.

Section 1: Get ‘em and Keep 'em Communication

You cannot assume because a client visits your salon once that they will automatically continue to
return. Although your unparalleled services and skills may get ‘em, your skills alone will not keep ‘em
coming back. My thirty + years in the beauty industry have taught me, clients come to you for a perceived
value and return to you when they feel cherished. Successful companies and service providers around the
globe maintain a loyal clientele base by showing and communicating “we value your business”.

Having a more successful business means a deeper understanding of who your clients are, what they
cherish and how to show your appreciation. This two part section covers how to communicate effectively
with our clients during their pre-visit and visit to “get ‘em” and during their post-visit to “keep
‘em”.

“Get ‘em” Communication:. Ask friendly non-personal questions which allow you to
uncover behaviors, patterns and likes/dislikes. You will sound professional while feeling
confident enough to sell products and promotions. Always maintain a professional demeanor and
express your vision for your spa business. Casual untailored conversations can make new
friendships, but the ultimate goal of becoming the choice trusted beauty advisor requires going
beyond ordinary spa chats.
• How far does your client travel to visit the spa?
• In what age range does your client fall?

“Keep ‘em” Communication: Are the simple methods which allow you to illustrate your creativity,
express your attentiveness, and communicate your business's beneficial proposition, which gives you a
competitive edge (step 3 – “Keep ‘em” Letters). One main task of “keep ‘em” communication is data collection.
Always collect information from potential clients. Potential clients are individuals who contact you or
inquire of your holistic services, attire, etc…

Step 1. Collecting Client Data

VIP Sheet | Consultation Sheet | Website Forms allow you to collect your client’s general contact
information and more information beyond the ordinary. This client data will become your secret weapon to
begin to know it all. You will know your clients interests, what services and products to market to your
clients. Be sure clients complete your chosen sheets and/or website forms. Remember to practice
transferring data gathered from different methods or events into your database.

This form creates a powerful database to market to clients. Clients should complete this card with their
general contact information. Make sure this card is completed by all your clients, especially new clients.

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 Entry Forms- For walk-in inquiries, create an entry form for a monthly drawing with Name, Address,
City, State, Zip Code, Birthday, and Email to send mail correspondents.

Step 2. Maintain a Client Database –a systematized collection of your client’s data.

Spa Software Systems can make communicating helpful information to your clients easy as a, b, c.
When choosing a spa database management system be sure it allows you to enter client data, track client
visits/services, give date notices (i.e. birth date, anniversary) and generate mailing labels. Prior to
acquiring your spa software system be sure to manage your client data proficiently.

Some other examples are digital contacts (e-mail, cell phone, facebook), spreadsheet, word documents. If
you are still attached to the old school address book, consider the benefits of embracing technology and the
risk of not choosing upon what is happening now.

No matter what your system of choice, your client database is a powerful tool full of valuable information
that will show how you advertise, what specials to offer. My preference of software system is Vagaro
Software, visit www.vagaro.com for more information on this system.

Step 3 Pre-visit and Post-Visit Communication Letters – this is my list of ways to communicate
with potential clients, new clients and returning clients. Note: If you like using postcards instead of letters
make sure you insert them in an envelope; this gives your message a more personal feel.

Inquiring Letter/ Cards

Send this out the same day a client calls to inquire about services, products and/or costs. Be sure to obtain
all their general information prior to ending the call or providing all pertinent information. Your
explanation for obtaining information benefits the client “…we would like to keep you informed of our
special promotions, etc.”

This card should be sent out the next day, when a client is calling just inquiring about services. Make sure
you get their mailing information and send them an invitation to your spa.

Pre-Appointment Card
Issue this card out to new clients after they make a phone call appointment. This will help ease any
anxieties a new client may have when experiencing a new spa. This card should give detailed information
about the services you offer in the spa. This is also a great way to promote one of your complimentary
services.

Thank You Letter/Card

This letter should be sent out the same day a new client comes in for their appointment. This letter should
come from the owner of the spa. Thanking the client for their patronage and the letter should include a
great offer or gift to get them to return to the spa.

Miss You Letter

This letter will bring back those lost clients. Send this letter out every four months to six months to clients
you haven’t seen. Make sure your offer is worth coming back for. (Ex. 30% 40% or 50% savings off a
service) Remember a percentage of something is better than 100 % of nothing. (Don’t be stingy) you can
always upgrade services. Once you get a lost client back in the door. Also, remember to pre-book.

Thank You Referral Letter

This letter should be sent out to the client that sent a referral to you. This card should include a great offer.
(Ex. dollar amount savings on services or products)

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Section 2: Five Star Appreciation

The endeavor of making sure your clients feel like a Very Important Person (V.I.P). How do you feel when
you visit a place of business regularly? You love when the staff greets you by your name or readily
illustrates familiarities with your preferred services or products … like a V.I.P, I know I enjoy it.

In my experience to attract and retain upscale clientele, your spa must have its ‘something special’. When
done correctly, showing your appreciation details can separate your services from other professionals. It’s
those value added perks which clients do not want to leave. Here is my list of ways you can go beyond
ordinary to show your clients Five Star Appreciation.

Gift Bags
All new clients should receive a gift bag upon leaving the spa. Here is an example of what this bag may
contain: Note: An exclusive touch includes a personal tag attached to the bag with the client’s name on it.

✔ Menu of Services

✔ Thank Letter from owner

✔ How Did We Do Survey

✔ Be My Guest Cards

✔ Newsletter

✔ Sample Promotional Product

Birthday Cards
Every client should be remembered for their birthday. This card should be sent out at the end of every
month for the next month with a thirty 30day expiration date, with a special birthday offer.

Rewards Program | Punch Cards Create a punch card; offer a free service for so many visits and
services or retail purchases.

Pre-Book Cards
These cards should be given before your client leaves the spa. Appointment Cards help fill your books for
the future. Here is how it is done: Ask your client “Does this day work for you?” Your client will usually
respond with a day and time that works for them. Be sure to book that time and date if it is available before
the client exits the spa.

Care Cards or Letters

These cards (or letters) are sent during the appropriate times to show that you are sincerely concerned.
Care cards and letters include Get Well Soon, Sympathy, Congratulations, Missed Appointment Concerns,
and Miss You Statements.

Promotions for New Clients

We always lean to giving new clients discounts to bring them in, not knowing if they will ever return. The
existing clients should be your main focus for promotions. However, you may attract new clients and
current clients with what I call Full price or Free promotions.

Example: Receive a Free Foot Detox, Yoni Wash or Ear Candling. The free service doesn’t cost you
anything but time. Two for One, Buy one get one Free.

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Section 3: Maverick Marketing

Radical Promotions

I have wasted thousands of dollars on useless advertisements that brought little or no clients through the
door. All I received was a large invoice in the mail. I’m sure you know what I mean.

Be My Guest Cards
These are business card sized promotions given to clients to pass on to other clients they’d refer to. These
cards are referral invitations. Encourage your clients to give these cards to referrals.

Referral Request List

Of course you want new clients; ask current clients for referrals while in the spa, clients will only refer
when asked. So give clients in the spa a referral request list form to list referrals before they leave. Get the
name, phone number and email of at least six to ten names. Offer a gift card incentive just for them listing
their referrals. (Note: You can ask them to take a look through their phone.)

Referral Contest
Create a postcard mailing to all clients announcing the contest. But what should you use for prizes? I have
found that if you pick a neat electronic item that is popular and display it in the front area with signed
clients, you get to see/try out the item and it creates interest.

Some of our clients have gotten trips, all in one TV/DVD system and handbag. Just think of the price you
would pay for an advertisement. The prize goes to the client that brings in the most referrals in 60 to 90
days. You can tie this promotion into a raffle to make more money.

Newsletters
Newsletters are great ways to keep clients informed about new products, services, and promotions in the
salon. This is a good medium to give healthy holistic care tips and suggestions.

Promotional Events
Events always bring new clients. Here are examples of some events. Choose a Friday Night between 6-
8pm.
▪ Sipping N Shopping

▪ Girls Night Out

▪ Happy Hour

▪ Christmas Parties

▪ Client Appreciation

Gather vendors that sell great and unusual items invite some boutiques too. Charge vendors $75 to $100 for
booth space to display their merchandise. Serve light finger foods and wine. Send out an invite through
email, text, and postal mail. Always offer an incentive to clients that bring a friend.

Surveys
A spa survey should be offered yearly. This tells your clients you are concerned about quality services in
your spa. Surveys are a great way to keep and get old clients back in the door. Ask clients to complete a
survey about your past year's services. Encourage it with a great incentive.

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Business Cards Boxes
These business card boxes can be purchased at any retail supply store. Place these boxes in boutiques,
coffee shops, cleaners, day cares, fitness centers or any other businesses. Offer a free service or gift card in
exchange for their business card. Everyone's a winner. You are gathering a database and inviting new
clients.

Special Occasion Promotions This promotion should be sent out during holidays with offers (Ex. A
Christmas or Easter gift offer). These cards are great opportunities to offer savings to the clients, as well as
having them to revisit the salon.

▪ Valentine Day Cards,

▪ Mother's Day Cards

▪ Father's Day Cards,

▪ Christmas Promotions

▪ Customer Appreciation Events

Yearly Recommendation Plan

January
Now is the time to get your Valentine’s Day Promotion in place. Offer a special Gift Card promotion.
Either bundle a group of services together for a special price or sell a $100 gift card for $80. The bundle of
services should include popular and less booked services. Bundle in services that you want to promote.
Ideas: offer a manicure, pedicure, paraffin treatment with an intro facial and intro massage for a special
price. The offer cannot be modified and must be booked as one group of services. One of our spas offers
this special package as a Spa Sampler for $99 – They sell like hotcakes!

No price increase in any service categories this month. People have HUGE credit card bills and will
be sensitive to an increase.

February
It’s Time To Evaluate
Get inventory running like a retail store.
Install a barcode gun and receipt printer at the front desk. All customers get a receipt!
Start doing email marketing, I recommend www.constantcontact.com.
Set up a Business Facebook, Instagram, Twitter Page.
Do weekly lists of invalid addresses to mount the front desk.
Start tracking referrals at the front desk and plan for a referral contest this summer.
Get the staff set up on the goal setting program and give them weekly evaluation reports.

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 Change the products in the retail displays based on the percentage of each line sold.
Add upsells to all appointments booked. Get the upsells going!

Start using a software system for retention and sales tracking. We recommend Vagaro Software
www.vagaro.com. This system will improve client retention and systemized staff reports, sales reports, and
inventory and much more.
Implement the New Customer Welcome Package to double new customer retention.

March
Start Your Spring Marketing Now! Get your spring marketing going with Bridal, Easter, and Prom
Promotions now. Offer bridal consultations and bridal packages. Create a brochure on the up dos, styling
skin care and make-up services offered to brides and prom groups. Do makeovers at the local high school
during junior and senior lunch period one day. Contact the prom committee to set it up!

Offer free taping of customer makeovers. Provide a hot steamed towel during the shampoo services for a
relaxing facial treatment this will also get the make-up off their face). Now is the time to take stock of your
product inventory. Set up a Sale Table and mark down the slow moving items. Be sure to put the items on
reorder hold so that you don’t restock the slow moving products. It’s time to raise prices on up dos and
styling services. Always raise prices just before the services become popular and in the season. Raising
your prices is a sound business practice, and it’s important to raise prices regularly.

It’s Time To Look Back And Look Forward Take a look at your first quarter last year. Run reports
and make sure your average ticket is increasing. Look at company customer retention and
employee retention and see where you need to work on getting the customers back in. Look at the
gift card redemptions and gift certificate redemptions. Are the cards being used and more
importantly are they being recharged? Take a look at your inventory cost report. Has your cost of
goods risen in the last quarter, and if they have, are your sales and turns increasing as well?

Are you sending your thank you, reminder, and referral thank you cards every week? Be sure you have
a person in charge of this important marketing project. Small, regular mailings will build your business.
The owner’s signature or name should be on every marketing piece.

Note: We don’t want to raise the price this month on April 15 th Tax Day.

May
It’s Time To get Into The Swing With Our Customers Marketing . Make the big push early this
month for Mother’s Day Gift cards. Send reminder letters or emails to all customers to remind them
of the date. Tell them about your current specials and suggest a gift card as a perfect Mother’s Day
gift. Promotions are a great way to keep employees busy during the slower summer months. Make
sure promotions are only valid on your slow days of the week. No promotions on Saturdays.

May is also the time to concentrate on your pedicure services. Make sure your customers book now to
get their toes ready for summer shoes and sandals! Offer a free foot paraffin treatment with every
pedicure.

Work your retail sales through the summer to help the money coming in. Feature a product line or
product of the month. Offer shrink wrapped products (bundle shampoo and conditioner, give a free
sample of a styling product). Give your staff an extra 5% commission on retail sales of skin care
products in May and June. Stock up on products with sun protection qualities and age reducing
features. More skin will be showing soon and our customers need to get their skin in shape!

June
Summer Is the Time to Concentrate On the Incremental Business Lots of sun means to damage hair
and skin. Offer a special on deep conditioning treatments to all hair services. Offer skin rejuvenating
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(age defying) facial services this summer. Help your customers combat the damage the sun does.
Keep working on your product line of the month.

Mail or email the product specials to all customers. Implement Inquiring Price Marketing. When a
customer calls asking for the price of a service (like how much is a massage or style?) instead of
going right into your pricing script offer first to send the customer a complete price menu and a
complimentary service with a regular service good for their first visit Write their name and address
on the envelope and the service to them that day. Of course after you get their information answer
all of their questions and try to get them to book their appointment. Don’t forget to put their name
and address into the system for future mailing and follow ups.

July
The Year Is Half Over- How Is Your Business Doing? Let’s do a quick check to see how we are
doing this year: Are you doing the weekly mailings religiously? (new customer thank you/
reminder/referrals). Is your front desk recommending add on services? Are you giving the staff
evaluation reports weekly so they can see their progress?

Has your average ticket gone up 2-3 percent so far this year in each department? Are you sending
out service menus and complimentary services to all price check callers? Are you eliminating slow
turning (moving) items and stocking up on the fast moving items? The average salon/spa only keeps
30% of their new customers for a second visit within 90 days.

How is your new customer retention rate? If you are at 50% new customer retention, it’s time to
implement a new customer welcome package. It's time to increase haircut prices. Back to school is
next month and we want to take advantage of the increase in haircut business with a price increase.

August
It’s Time for Back to School Offer a complimentary service with a regular service, have travel kits
students with all their hair and skincare needs. Don’t forget the teachers! Send out mailers and
emails for Students and Teachers promotion. It's time to get your fall referral contest organized. You
will want to run the contest for at least 60days. Pick an exciting grand prize (electronic gadgets are
very popular) that you can display in the waiting area.

Send mailers and emails to all your customers telling them about the contest. Are you doing online
booking yet? You are missing out on an opportunity for great customer service. Give your
customers the ability to book 24/7 /365 going into the busy season. Now is the time to get on-line
booking. We recommend www.vagaro.com. It’s easy to use and will give the front desk the
opportunity to better service customers that are in the salon/ spa.

September
Can you believe it? It’s time to order your holiday favors, shrink wrap products baskets, and have
new gift cards designed and printed. I recommend www.vagaro.com. Do it now so you aren’t in a
BIG rush next month. Turn the front desk into a highly productive, income generating position with
appointments up –sell scripts, add on sales, gifts cards goals and package sales goals.

October
It’s Time to Crank It Up! Only three months left in the year and this is the last quarter of the year.
Now is the time to kick in with all your best marketing and fine tune your management. If you have
not done so yet, start your referral contest RIGHT NOW! Get prizes lined up, mailers and emails to
all customers. Start contest on October 14th. Run the contest till December 16th so the winner
receives a great holiday present!

You need to be up-selling services with every appointment. Half of our customers will see us in the
next 90 days. We need to offer them services that they have not experienced before and up-sell

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packages of services. Bundle new or less popular services with your most popular services. This is
the month to raise spa services prices to take advantage of November and December sale activity.

November
It’s Data Collection Time! Now is the time to make sure all of your customer information is correct.
You will see more of your customers in the next 60 days than in the next six months. Activate the
incomplete address warning at point of sale so the front desk always captures all of the customer
address information. Implement a strategy to move customers booking appointments to less busy
days and times.

Every customer will want to come in on Saturday. Always offer early week appointments first and
give customers reason to book early in the week (less hectic, more time to work on the customer,
better quality time with the customer). The more customers you can move to early week and morning
appointments the more opportunity you will have to service new customers during prime walk in
times! Book smarter for more profits.

December
Sell Your Heart Out This Month with Gift Cards and So This Christmas, And What Have You Done
Let’s run our reports and look at our progress: Has your average ticket increased at least 4% in every
department? Did you raise your prices throughout the year? Have you created a retail store for front desk
personnel? Are your regular mailings happening on a regular base?

Is inventory down to the bare bones for tax purposes? Have you sent the price check customers a
little package? Are you using the New Customer Welcome Package (and new customer retention is
over 50%)? Is your customer information in the computer all cleaned up? Are your employees using
the evaluation and goal setting systems? Are you happier with your business than this time last
year? Have your holiday Party in January when you and your staff have the time to enjoy it!

Reason Clients Don’t Return

• Spa Cleanliness

• Had to WAIT for their appointment

• Price Shock

• Not satisfied with service

• Not using quality products

• Not appropriate music or conversation

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 • Not professional, quality

• Not feeling valued

• Needs wasn’t met

• Operator didn’t care about their needs

Section 4: Dynamic Digital Media

Incorporate any one of these proven Spa Marketing Strategies and you will be on your way to
building your client foundation and immense profits for your salon. I’m sure of it.

E-Newsletter
E-Newsletters are a great way to keep clients informed about new products, services, and
promotions on the internet through emails. This is also a good media to give healthy holistic tips
and suggestions to your clients.
Note: www.ConstantContacts.com

Open Appointments Emails and Text Messaging

Open Appointments are a great way to fill those empty appointment books.
Here is how it is done:
Email or text your clients daily at 6:00a.m. with all of the open appointments available for that
specific day. Most clients’ open emails when they are at work or it goes directly to their phone. This
will have your phone ringing.

(Example of Email Open Appointments )

Email Open Appointments to Clients daily, this will fill those empty slots. www.ConstantContacts.com
is a great email marketing company.

Subject Line: Save on Today’s Open Appointments

Receive $10.00 savings off today’s open appointments listed below on any service. Call
636-368-6894 or view openings online at our Booking site Today!

Lauren >>>>>>>>>>2:00pm 3:00pm 4:00pm

Susan>>>>>>>>>>>11:00am 4:00pm 5:00pm

(Note: Offer is not valid with any other offer and not valid with
any pre- booked appointments.)

Text Message Weekly www.Trumpia.com is a great mass

text message marketing company.
This week only, receive a complimentary eyebrow shaping with any hair care service. Book your
appointment today.

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Weekly Text Promotions Send out a text promoting a simple service or available
appointments
Note: try this website www.trumpia.com

Also, Post Open Appointments on Facebook , Twitter and Instagram

Section 5: Cash Is Key

I don’t know about you, however, in some instances I needed some quick cash flow to help pay spa
expenses. Here are some quick and easy strategies on how to generate Quick Cash.

Creating Instant Working Capital

Let me first warn you about credit card loan advance companies; this option should be well thought
out and not out of desperation. Companies as such, prey on business owners who will not qualify
for a low interest business loan or any loan at all. If you decide to take this route, make sure you
double your sales. You don’t want to miss the cash flow that is going back for repayment. Make
sure you calculate the cost.

Promotional Gift Certificates

There are alternative ways you can create your own instant working capital. I thought of a Quick Cash
solution and sold gift certificates at a great offer for a limited time. (Ex. $125 worth of gift certificates
for $49.99!!) I know right! What a deal! This is a strategy that I tried and then received a great
returning outcome.
Here is how it is
done: \\ Step One:
• Email all your clients
• Post Flyers all over the salon (make sure to put them in the restrooms)
• Alert all your clients about the great offer
• Mail Flyers to your lost clients

Step Two:
Design and Print Gift Certificates

Step Three:
Special Note: Gift Certificate should be in twenty-five dollars increments and only one certificate
redeemed one per month at a time. Each certificate should have a thirty-day expiration date for each
month. This increases visits.

This strategy will create an instant cash flow!! Remember this offer is time sensitive. It must be offered
for only two days to create an instant cash flow, depending on how soon you are in need of some
instant cash.

Multiple Visit Package

This is a great package for marketing to new clients to try your services. Create a multiple visit
package. Offer your Multi Visit Package to every customer inquiring about your services. You can
also sell Multi -Visit Packages on your website. This package does very well during Christmas,
Valentine’s Day, and Mother’s Day

Be Your Own Groupon

You can send out your own group deal every three to four months to your email list. Offer a service
that is not selling or a new service you want to promote. This deal must be at least 50% or more
savings. Set up through www.constantcontacts.com

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 Quick Business Promotions to Build your business with little or No Money

Research your market before committing to any promotion. What may be good for someone else may
not work for you.

Plan your promotions. Don’t just throw together advertising and hope for the best. Develop
promotions which take advantage of seasonal and economic changes. What worked last year may not
work today, and what works today may not work tomorrow.

Evaluate your promotional program periodically. Get rid of some of the less successful promotions
and replace them with other programs you feel will produce better results.

Follow the lead of major corporations and distribute your promotional dollars between several different
promotions. In small business this usually means 5-10 different promotions.

Develop promotions which communicate to the prospect what you can do to help them with their
needs or wants. Entice prospects by offering a free consultation, special trial period, money back
guarantees, buy 1 get 1 free etc.

Budget a specific percent (%) of your projected gross income to promotion. In most businesses this
averages to about 10% in new businesses i.e. businesses less than 3 years old) this averages to about
15%.

Have a realistic ideal of what a successful promotion is. Many businesses expect a 10,000 return off a $500
investment or a new customer who will spend $50 per month for the next year.

Compare promotions like any other investment, by the percent (%) of return. Don’t expect $500 of print
advertising to bring in the same amount of new business as $5000 of radio or television advertising.

Change ad copy periodically. Different messages appeal to different customers.

Develop a habit of determining where new business is coming from. A good tracking system would
allow the employees to distinguish what promotion the customer is redeeming.

Go the EXTRA MILE: Provide added touches to your customer’s project, known as” value added
services”. Enhancing your services does not always involve money. Your time is valuable and
offering more of it and exceeding the client’s expectations and therefore leading to another project.

Make it Easy for Clients to Do Business with You. You may provide a necessary service, but how
easy is it for people to do business with you? Do you have consistent business hours? Do you miss
several phone calls during the day? If you are not available when prospects call, you may lose
valuable business.

Promise Your Clients Business: When you work with clients for a long time, you become very
familiar with their business. If You believe they are good at what they do, share it with others. Tell
people about your clients, and how they may help others.

Make a Commitment to Customer Loyalty: If you assume that your clients are satisfied and that they
will automatically call you if they need anything, you could be wrong. As your client base continues
to grow, it is first important that you maintain the same level of service you provided when you first
earned your client’s business. Then look for ways to improve.

Send a Client Appreciation Card: Just don’t send holiday cards. Remember the first meeting you
had with each client and take the time to send a card to celebrate the date. The client will be

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flattered that you remembered. Write a note letting the client know that you are looking forward to
working together for many more years.

Here are just a few suggestions for a profitable website for your business.

I would start training your team to make sure they get email addresses from clients or
customers. It is very easy to do and just explain to them that they will be receiving
newsletters, upcoming events and specials.

Another idea is to have a section of your site that showcases your staff. You can set up “Bio”
on each of them. This gives them some credibility to your customers and also lets them know
their background and expertise.

You can also post any upcoming events in the area your customers may want to know about.
If your salon is ever involved with any type of event or promotion…. Always let your
clients know about that and it just helps promote the salon even more.

After you establish a good database of clients in your email log, you can send them
e-newsletters, announcements or promotions

Always try to record what customer bought what product. Keep a log of this along with
their email and you can send them a reminder in a month that they are probably running
low on that particular product. In that email, you are thanking them again for their business
and letting them know of any additional products that they may want to try.

Possibly start a referral type promotion where each time that a customer refers a new customer
to you…. You will give them a $10.00 gift card? This is just another incentive to get them to
keep coming back to you.

Ask some of your current suppliers/Reps of some other ideas that their clients have used to
promote their website and salon. They are out in the field everyday and know what
promotions are working and which ones aren’t.

Marketing Tools

• Website Local Organizations

• Email Marketing Vendors
• News papers Sponsored Events
• Trade Magazines Trade Shows
• Radio and Television Direct Mail
• Focus Groups Seminars
• Blog (salon tips)

Page | 15
 Examples of Marketing Tools

These tried and true marketing tools can be customized to

meet the needs of your salon.
Use them and enjoy the profits!

Welcome to (Salon’s Name Here)

First Name: Last Name: Date of Birth:
/ _ /____
mo day year
Street Address: City: State: Zip Code:

Home Phone: ( ) Work Phone: ( ) Cell Phone / Pager :( )

Email:
____________________________________________________________________
____ To Better Serve You:
• We ask that you please set cell phones, pagers, and all other electronic devices
to silent mode; all calls are to be taken in the front reception area.
• We ask that no outside foods be brought into the salon.
• We ask that no children be brought into the salon unless they have a scheduled
appointment.
• There is a no waiting policy in effect unless you have a scheduled appointment.

What brings you in the salon today? Natural Hair Care Style Color Haircut Treatment
Maintenance

How were you referred? _________________________________________________________________

What products are you currently using?

______________________________________________________________________________________

Are you allergic to any chemicals or products that you know of? Yes No

If so, what? ___________________________________________________________________________

Are you currently on any medications (including contraceptives)? Yes No

If so, what? ___________________________________________________________________________

Page | 16
Have you discontinued any medications recently? Yes No

If so, what? ___________________________________________________________________________

Are you pregnant? Yes No How many weeks? __________________________

Have you noticed anything unusual about your Yoni lately? Yes No

If so, why do you think this has happened? _________________________________________________

Have you ever visited a salon before? Yes No

If so, when was your last visit?

CONSENT
I understand and agree that the information on this form is accurate, current, and
will be kept confidential. I will inform the Hair Designer of any changes in my status. I have
discussed with the Hair Designer the nature and purpose of my Appointment and other
related procedures. I understand that results will vary depending on my personal
preference and present condition of my hair. I also, understand that with any hair products
used there is always a risk of irritations. I wish to rely on the Hair Designer to exercise their
professional judgment during the course of the Appointment based upon facts that are
known or may occur during the Appointment. I have read the above and have had an
opportunity to ask questions about its content.

Signature (Client must be 18 years or older) If Not Representative of Client Date

(Example of
inquiring letter)

Dear__________________,

Thank You for inquiring about our services, our salon is downtown’s most
premier salon. We offer a wide range of services to fit your salon needs. Hair
Care, Skincare, Nail Care, Massages, and Waxing Services. For more detailed
information you may visit our website at www.salon xyz.com.

We would like to offer you one of our ‘Getting Acquainted Packages’.

You have a choice between our Multi Visit Package and our Celebrity Package

• Lower Leg Wax ($65 value)

• Express Facial ($55 value)
Page | 17
 • Eyebrow Wax or Lip & Chin ($20 value)
• Make-up Application ($45 value)
• ½ Hour Upper Body Massage ( $45 value)
• Spa Manicure ($35 value)
• Paraffin Treatment ($10 value)
• Shampoo, Deep Conditioning Treatment and Blow Dry ($57 value)
• And Other Additional Discounts and Bonuses

Valued at $332
You PAY Only $99

Or
• Shampoo, Conditioning, Soothing Scalp Massage,
Precision Cut, and Simple Blow Dry ($65 value)

• Paraffin Treatment ($10 value)

• Eyebrow Arch($20 value)
• Make up Touch ($15 value)
•
Value at $150 PAY Only $75

(Example Miss You Letter)

Pure Pearl Wellness Spa

2544 Woodson Road
St. Louis, MO 63114

Dear Valued Client,

I want to sincerely thank you for all the times you have visited Pure Pearl
Wellness Spa and for all the business we've done together in the past. However,
I recently noticed that we haven't seen you in quite a while.

Because you're important to us, I would like to extend to you a 25%

savings off any one service of your choice. Just bring this letter in at the time of
your appointment.

Page | 18
 Sincerely,

Mrs. Micai Easley

Founder/CEO

P.S. Please give me a call anytime at 636-368--6894 and I hope to see you soon.

Referral Request List

Please list the name, phone number, and email of six to ten referrals. Just for listing
your referrals you will receive a $25 gift card that you may use towards your next
visit. (Hint:) Look through your cell phone for referrals.

Your Name: ____________________________________________

Name lol Cell Phone Email

Page | 19
 Thank you for taking the time out to complete your list, please return the
completed form to front desk personnel to retrieve your special gift.

(Example of Thank You letter)

Pure Pearl Wellness Spa

2544 Woodson Road
St. Louis , MO 63114

Dear Valued Client,

Page | 20
Thank You! Thank You!

Thank you for the opportunity to serve you.

Our Team of Professionals at Pure Pearl Wellness Spa strive

to exceed your expectations. If for any reason we did not meet your
expectations, please let us know. Our Spa owner, Mrs. Micai Easley,
will be happy to do whatever it takes to ensure your satisfaction.
Please feel free to call Mrs. Micai Easley at 636-368-6894.

To express our appreciation for your patronage, receive an

_____________________savings off your next service. Continue to
enjoy your savings experience by referring others.

Please feel free to experience any of our Service Providers

without any hard feelings. Our goal is for you to have the finest Pure
Pearl Wellness Spa experience possible with a blend of technical
expertise and warmth every time you visit.

Pure Pearl Wellness Spa

(Example of How Did We Do Survey) □When you made your appointment was the Service
Provider informative of our services?
How Did We Do?
□ Were you greeted with a smile?

We want to be able to continue to give our guests the □ Was our staff friendly and courteous?
service they deserve, so please complete the
following questionnaire and return it in the provided
□ Did our Front Desk Personnel take your coat or
envelope. Please check the boxes that applied to your
jacket?
experience. Thank You.
□Did you wait longer than 30 minutes?
Customer Service/Checking In (checked
boxes indicate service was completed) □ Were you taken on a tour of the facility?

□Was your call answered professionally? □ Were you offered something to read?
Beverage? Snack?

Page | 21
□ Did your service provider greet you pleasantly and always welcome at any time Contact us at any time,
professionally? your satisfaction is our ultimate goal.

□ Did your service provider have a consultation with

you?
Comments________________________________
____________________________________________
____________________________________________
□ Did you feel relaxed and comfortable before your
____________________________________________
service began?
____________________________________________
Service
How was your Yoni Steam? If you would like to be contacted please provide your
□ Excellent**** name and phone number below. If not, you are able
□ Fair*** □ to leave the space provided blank and anonymous.
Okay** Our ultimate goal is to provide our clients with
□ Needs Improvement* exceptional service. We are more than happy to
resolve any of your needs.
Spa Service Thank you again.
□ How was your Massage or Body Treatment?
□ Excellent**** Name_______________________________________
□ Fair*** □
Okay**
Phone ______________________________________
□ Needs improvement*

Did you feel uncomfortable at any time?

(Example of Missed Appointment Letter)
Explain_________________________________
_______________________________________
_______ B
e
Checking out (checked boxes indicate service
was completed) a
u
□ Were you honestly satisfied with the results of your
service? t
□ Did Your Service Provider recommend home
y
maintenance products? S
□ Did your Service Provider demonstrate techniques t
to help recreate your style at home? a
□ Did your Service Provider encourage you to come t
back if you had any problems or were dissatisfied?
e
□ When you checked out were the recommended C
products available for you to purchase?
A
□ Did you schedule your next appointment before
leaving?
,
1
We want to offer a professional and relaxing
experience each time you visit. Suggestions are 2

Page | 22
 3 at XXX-XXX-XXXX if you have any
questions or concerns about our
4
policy.
5

Dear Valued Client, Your Team at Salon XYZ

Unfortunately, you have missed

your last scheduled appointment here
at Salon XYZ. We understand
situations may occur or that it may
have simply slipped your mind. We
truly desire to provide you and other
clients with professional quality
services, however, this becomes
difficult when you fail to call or cancel
within reasonable timing of your
appointment. In addition, this
unfortunate event delays other clients
the opportunity to use your scheduled
appointment time.

Please be advised that you may

be subjected to a charged 100% of (Example Prize Letter for Business Boxes)

your scheduled service on your credit

card, or there will be a balance left on
S
your account that will have to be paid a
before your next scheduled service l
can be rendered. Consider this notice o
as friendly reminder of our
cancellation policy here at Salon
n
XYX. We would love for you to X
schedule appointments that are X
convenient for you to keep. If you are X
unable to keep your scheduled
appointment, we ask that you please
1
notify us within 48 hours of your 2
appointment time. This will allow us to 3
accommodate you and other valued 4
clients. Please don’t hesitate to call us

Page | 23
B 2
e 3
a 4
u 5
t
y
W Congratulations!!!
i
t You have been selected to
receive our Multi Visit Promotional
h Certificate at Salon XYZ. This
i certificate entitles you receive over
n $250.00 worth services and discounts.
We look forward to seeing you.
S
t
r
Your enclosed certificate entitles you to:
e
e • Lower Leg Wax ($65)
t • Express Facial ($55 value)
• Eyebrow Wax or Lip & Chin
B ($20 value)
e • Make-up Application ($45 value)
a • ½ Hour Upper Body Massage (
$45 value)
u
• Spa Manicure ($35 value)
t • Paraffin Treatment ($10 value)
y • Shampoo, Deep Conditioning
S Treatment and Blow Dry ($57
value)
t • And Other Additional Discounts
a and Bonuses
t
e
C
A
,
1

Page | 24

(Example of Call Referral Script)
Hello may I speak with
_____________________. I’m calling
from______________________________
Ms/Mr. XYZ was in our salon today and left
a $25 gift certificate toward any service of
your choice. We offer a wide range of
services to choose from. (At this time state
the services offered.) Once services are
stated, offer an open appointment. What day
works for you _______________________to
redeem your gift certificate?
Note: If referral does not make appointment at
the time of the call. Ask client when would be a
good time to call and put name on the call back
list.
(Example of Follow-Up Call Script)
Hello Mr/Mrs. XYZ, I am calling on the behalf
of __________________, (name service
provider) and she/he wanted me to see how you
were doing with your new haircut? Are the
products he/she recommended working for
you? Did _________ (name service provider)
give you instructions on how to recreate your
style. If not, I can schedule a complimentary
lesson for you. While I have you on the phone,
I’ve noticed you didn’t schedule your
appointment before leaving. I have time to do
that for you today. What day works for you?
(Get the client to pre-book an appointment)
(Example of Confirmation Call Script)
Hi, May I speak with
________________________________Hello,
___________________________this is
___________________________________calli
ng from
___________________________________and
this is a courtesy reminder call of your
appointment on
______________________________________
at _________ with ________________does this
time still work for you? We look forward to
seeing you. Thank you and have a good
evening.
(Example of Missed Appointment)
Hello, May I speak with Ms|Mr.
_________________________ hello my name is
________I am calling from_____________ I
was calling because I noticed you missed your
last appointment. I wanted to see if you would
like to reschedule your appointment? If so, I
would be happy to for a time that is convenient
for you.
(Example of Gift Card Call Script)
Hello, May I speak to Ms|Mr.
__________________________ Hello my
name is _________I am calling from
_____________and I’ve noticed that you have
a gift card valued at $______________in our
salon that has not been redeemed. I would be
happy to make an appointment for you today so
that you’re able to use your gift card to
experience any of our services. What day
works for you?
Page | 25
 ✍ Free $25 Gift Cards|
With a $100 Gift Card

✍ Free Make
-Application | With
( any Hair Service
E
x
a
m
p
l
e All FREE Incentives are
o
f available with the
H
o
purchase of services Call
l and set up your
i
d appointment with us
a
y
today!
F
l
y
e
r
)

Holiday Wish List

✍ Free Hair Cut | With

any Color Service

✍ Free Half Hour

Massage | With Hour
Massage

✍ Free Manicure | With

a Pedicure

Page | 26
 ✔Relieve Tension

✔Loosen Tight Muscles

(Example of Multi Visit Package)

✔Energize and Detoxify your

Head-To-Toe Pampering Body

✔Receive $15 Credit towards
Visit 1 - Sexy Skin Your Next Massage
Total Value $65
✔ Lower Leg Wax

✔ Leg Massage with Soothing

Moisturizer Visit 4 - Unwind and Relax

✔ $10 Credit Towards your ✔Spa Manicure

Next Waxing Session Total ✔Enjoy a Natural Salt

Value $65 Exfoliation Scrub
✔Soothing Hand Massage
Visit 2 - Radiant Face
with your Choice of
✔Professional Skin Analysis Aromatherapy Oils.

and Consultation ✔Receive $10 credit towards

✔Facial Cleanse, Tone, your Next Pedicure

Total Value $65
Moisturizing
✔Maximum Hydration Serum Visit 5 – Healthy Hair
✔Heavenly Décolletage ✔Professional
Massage Total Value: $ Analysis and
85 Hair
Consultation
Visit 3 - Ultimate Bliss ✔Professional Custom
✔Introduction to the Coloring Recommendation
Important Health Benefits ✔Enjoy a Soothing Scalp
of Massage Therapy ✔ ½ Massage with a Warm Towel
Hour Upper Back Massage ✔Experience one of
to: many Customized Hair

Page | 27
 Treatments to bring e
softness and strength B
r
back to your hair like o
never before. Total w
Value $85 W
YES, you get all this for just a
$99! x
-
$
Total Bliss for 1
0
your Whole
Body . . Upgrade Visit 2- Upgrade your
‘Radiant Face’ treatment to an
amazing

Bonus Time!
You can upgrade any or ALL of your
5 blissful treatments with extra
bonuses that we know you will D
LOVE! Request upgrades now or at e
the time of booking, to enjoy the e
following bonuses… p
………………………………………………. C
l
Upgrade Visit 1 – Upgrade your e
‘Sexy Skin’ treatment to a a
A n
d i
d n
B g
r S
a p
z a
i f
l a
i c
a i
n a
W l
a -
x $
– 4
$ 0
4 A
0 d
E d
y P

Page | 28
 u t
m m
p e
k n
i t
n H
P o
e u
e r
l F
- U
$ L
4 L
0 B
O
Upgrade D
V Y
M
i
a
s s
it s
3 a
– g
U e
p T
g r
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a a
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r $
‘ 4
U 0
lt H
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m r
a b
t a
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B B
li o
s d
s’ y
tr W
e r
a a
p

Page | 29
 - r
$ e
5 -
5 $
Upgrade 5
V 0
i
s Upgrade Visit 5 – Upgrade your
i ‘Healthy Hair’ treatment with a

t P
4 r
– e
U c
p i
g s
r i
a o
d n
e C
y u
o t
u -
r $
‘ 3
R 5
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a t
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c -
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Page | 30
2
5
S
m
o
o
t
h (Example of Year End Letter attached with Yearly Survey)
F
l Greetings Valued Client,
a
t
I
r First, we would like to thank you
o for your continued business with us this
n year. We are aware you have choices and
s we appreciate you choosing to be a part
t of our salon and doing business with us.
y
l
e You are important to us, your
- regular visits and referrals to our salon
$ are what make it possible for us to
2 continue to do business. We really
5 couldn’t do it without you. We have
been so fortunate this year, and we do
not take it for granted, our goal is to
increase our level of service beyond your
expectations.

Every year we evaluate our

services so your experience at our salon
will continue to be relaxing,
professional, and at highest level of
quality service. In order to do this we
need to hear from you. Please complete
the enclosed survey questionnaire and
return it to the salon on your next visit.

Don’t worry we have a box for

all questionnaires to go in so you can be
truthful and anonymous. Also, You will
receive a special gift for your survey
prior to being deposited in the
questionnaire box.

Page | 31
 Again, thank you so much for
your continuous business at Salon XYZ
this past year. We love and appreciate
you and look forward to servicing you
with high expectations this upcoming
year.
Thank You
Owner
And Your Team
Email Address
_________________________________
_________________________
Do you like to be reminded of your appointm
What would be a good time to make reminde
Which of the following did you NOT receive
Last year did any of the following happen? W
m
w
m
y
Would you like a reminder calls for
events & promotions? Yes or No
What is your most convenient contact
number?
Home or Cell
How do you like to be contacted for
events? Email, Direct Mail,
Text Messaging or All
Do hair products matter to you?
What time of the day works well for your hair appointments
What improvements would you like to
see in our salon?
_________________________________
_________________________________
______
_________________________________
_________________________________
______
_________________________________
_________________________________
______
_________________________________
______
Why have you continued to do business
with our
salon?____________________________
_________________________________
_____
_________________________________
_________________________________
______
Page | 32
_________________________________
_________________________________
______
Bring your completed survey in
on your next visit and receive a
special gift. Thank You For your
time
(Example of happy hour fyler)
Beauty Happy Hour
At
Salon XYZ
1234 Salon Ave
Salon CA, 12345
Thursday March 25,
2011 5pm-8pm
There will be d’oeuvres and
cocktails at Salon XYZ, come on out and
make this a special event. Learn about
the exquisite services we have to
offer………
Salon XYZ will have special
demonstrational services and
information on the following: Healthy,
Beautiful, Shiny Hair. Our Professional
Hair Designers will assist you on the
best selections for a haircut, color, or
style for you. We can help repair
damaged hair from harsh chemical
processing and styling tools.
If you are not completely
satisfied with the results, we will redo
your service at no additional charge. If
you are still not completely satisfied, we
will give you a full refund of your
services received. What do you have to
lose with our Salon Professionals?
How can you get rid of unwanted
hair and have smooth silky skin? Salon
XYZ offers a unique liquid hair removal
system. Nufree is the gold standard in hair
removal and is carried by thousands of
professional salons throughout the world. It
was developed over 25 years ago to help
plastic surgeons remove hair from patients
before surgery. Below are just a few of the
reasons why Nufree is the most effective
hair removal treatment in the world.
Nufree is NOT A WAX and never
sticks to the skin. Nufree is completely
BOTANICAL and safe for the entire body.
Nufree is an antimicrobial so it is safe,
clean, and germ free. Nufree does NOT dry
and can be erased at any time! Nufree is
clinically tested and it is NOT tested on any
animals.. Nufree Guarantees instant results.
Accept no substitutions… There is
only one Nufree, Nudesse, non-wax hair
removal process.
Special Natural Nail Care Services –
Diabetic Pedicures, removal of artificial
nails and the care of damaged, dry brittle
nails.
over>>>>>>>>>
Page | 33
 (and a friend))are able to be a part of this
spectacular offer, you must call and register
XXXXXX-XXXX. Space is limited and
many have already called and secured their
place, so call now!

We look forward to seeing you and

Early Registration of $55 will include
special two for the price of one services
and the following complimentary offers
with registration. XXX-XXX-XXXX
reservation spaces are limited, so call
now! Receive additional 10 % savings
with full payment by cash or credit card.
Complimentary Voucher for a Hair
Service
your friend at our Beauty Happy Hour.
Come enjoy demonstrational services, fun,
and plenty of information.
Oh –don’t forget you will also have
the opportunity to book any service at a
significant savings at the event. However,
only on this day, this amazing opportunity is
too good to pass up.

P.S. Remember this event is for three hours

($75.00 value) on Thursday March 25, 2011 5pm-8pm
Complimentary Voucher for a Nail
Service Plus the key in this letter entitles you to a
chance to win a FREE Salon Package that
includes:
($35.00 value)
Complimentary Voucher for a Unwanted • A Hair Removal Service
Hair Removal Service • Intro Facial
($30.00 value) • Spa Manicure
• ½ Massage
Receive a total of • Deep Conditioning Hair Treatment
($170 value)
$140.00 worth
certificates FREE
Don’t forget you will also receive a special
with registration gift just for coming in!

Receive a 10% Call Now! To Register XXX-XXX-XXXX

savings on Retail
hair care products See you there,
at the event. This
is an event you Your Team
don’t what to
miss!

This invitation is for you and a friend! We

expect a large turnout—so to ensure that you

Page | 34
(Example of Be My Guest Card)

T Good Time CA, XXXXX

in

Be My Guest
to You may contact Lawanda Brooks for Salon
T Coaching Services at Brooks Salon Biz

at
Blueprints at selahre@aol.com or 314.473.0148
R
Salon XYZ
1234 Salon Ave T

Good Time CA, XXXXX

(Example of pre-appointment card)
I recommend these inexpensive
resources to build better salon
D business.

T
X
We Look Forward y Spa Resources
h
To _ For building
a an easy high
Meeting You a quality website
a www.Shopify.
d com
s
Salon XYZ
For high
1234 Salon Ave
Y quality
business cards,
Good Time CA, XXXXX
flyers,
(Example of Punch Card) R postcards and
y etc.
www.gotprint.com

You Are Important For easy email

marketing with
To Us templates.
www.Klavyio.com
Salon XYZ
1234 Salon Ave

Page | 35
For easy text • To determine what each station
messages or treatment needs to produce
for your salon business.
promotions
www.Klavyio.com • How much you can afford to pay
a support team?
For a simple
easy salon • Determine an average ticket that
software is right for your salon business
tracking
system and .
For easy The two most important things to look at to
online booking “WORK SMARTER AND MAKE MORE
MONEY”
Vagrao.com
1. Average Ticket – The average ticket
category tells you how smart you are
working. The higher the average ticket,
Spa Formula Blueprint the smarter you are working. You can
raise your average ticket without
getting anymore new clients.

You don’t have to operate in the RED?
The following Formulas will allow you
to know how YOUR salon and how to
operate profitably.
Design your own salon blueprint. (Not
the Salon down the street)
Salon Formula will:
• Help to create an easy salon
price list.
2. Total Services and Retail- The total
services and retail category tells you
how well you are servicing the client
each day. If you want to “make more
money “you should increase the
number of services you provide to each
client (Note: It is not how many
clients you have, it is how much
you make off each client).
Alacarting your services are
recommended. Offering salon products
for retail are necessary to your salon
business’s success. (Note: It is the
salon’s professional duty to recommend
products and tools to maintain your
client’s style between salon visits.

• Create pricing strategy that is

right for your salon business

• Create base price for marketing.

• Allow you to make better

financial business decisions.

Page | 36
 Base Price
This worksheet is designed to help you
calculate a “Base Price.” “The Base
Price” is the price you charge for the
most commonly purchased service in
your salon business. If you are a spa, it’s
what you charge for your basic facial or
massage. The” Base Price” calculation
tells you what you need to charge each
client, in order to stay in business. Great
marketing tool.
Follow the steps below to find out your
Base Price:
Line 1 Total Monthly Expenses
$__________________
Line 2 Projected Monthly Profit
(Monthly expenses multiplied by 2)
$__________________
Line 3 Number of Monthly Clients Visits
(Take the number of
days per week,
multiply by the
number of clients each
service provider can
service in a day,
multiply by 4 weeks
put your answer on
this line.
$__________________
Line 4 Total Projected Gross Sales
(Take the total monthly expenses and
add to the projected monthly
profit (line 2) and put answer on this
line.)
$__________________
Line 5 Recommended Base Price
(Take the total projected gross
sales (line 4) and divide by the
number of monthly clients
visits (line 3) and put your
answer on the line. This is your
“Base Price”)
$__________________
Understanding The Information:
If your current prices are below your
recommended “Base Price” shown
above, you should consider an
immediate price increase. Remember to
prepare an entire strategy before raising
your prices (I e: how will you let the
clients know? How will you let the staff
know, etc?) Raising your prices is a
sound business practice, and it’s
important to raise prices regularly.
Page | 37
 Base Average Ticket
The Base Average Ticket is the price
you charge to pay your bills each month
and profit.
How much does each client needs to
spend so you have a life you love! The
Base Average Ticket calculation tells
you what you need to charge each client,
in order to make your paycheck!
Follow the steps below to find out your
Base Average Ticket:
Line 1 Total of days available (24)
(Take the number of days you work per
week and multiply by 4 weeks)
$__________________
Line 2 Number of monthly clients’ visits
(Take the number of days you work,
multiply by number of clients
you want to see each day, and multiply
by four weeks.)
$__________________
Line 3 Desired Income per month
(This amount will pay your bills and
enable you to live financially free
$__________________
Line 4 Total Projected gross sales
(Take total monthly expenses and
multiply by two it this gives
your projected gross sales)
$__________________
Line 5 Recommended average ticket
(Take total projected gross sales and
divide by the number of monthly
client visits.)
$__________________
Line 6 Base Price
(This number is your base haircut, hair
style, manicure, facial,
hair removal service, or massage)
$__________________
Line 7 Difference
(Subtract line 5 from line 6
this gives you what you need
to up sell every client, if you
are under you need to see
more clients.
$__________________
Understanding The information:
This number is the number you sell to
each client in order to operate and profit!
Great calculation for booth
renters/owner operators.
The Support Team Budget
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The Support Team Budget is how
much you can afford to pay the support
team (Front Desk) in your business. The
support team calculation tells you what $__________________
you can afford to pay in order to stay in
business. You can only hire another (If the difference is under you need to
person when the budget allows. increase with performance or hire help)

Follow the steps below to find your

Support Team Budget:

Line 1 Total Monthly sales

(Enter all monthly retail and service Understanding The Information
sales) If your currently below your
“Recommended Budget” shown above,
you should consider hiring help. If you
are over budget salaries, you have too
many people that are not producing
enough.

$__________________

Line 2 Total Monthly desk salary

(Enter the amount you currently pay to
your Support Team, on this line)

Station Treatment Room Analysis

$__________________
Line 3 Projected Support Team Salary
(Take the total monthly sales and
multiply by .08% this is what your
support team salary should be.)
The Station/Treatment Analysis is a
dollar amount each station needs to meet
to break even in your business. The
Station /Treatment Analysis calculation
tell you what each Station or treatment
needs to produce, in order to stay in
business.

$__________________
Follow the step below to find out your
Station/ Treatment room analysis:
Line 4 Difference
(If the difference is negative you are over
your budget)

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Line 1 Total Monthly Expenses
$__________________
Line 2 Projected Monthly Profit
+Monthly Expenses)
$__________________
Line 3 numbers of station or treatment
room
(Add all stations and treatments rooms in
the spa |salon)
$__________________
Line 4 Total Projected Gross Sales
(Take total monthly expenses+ projected
monthly profit)
$__________________
Line 5 Total Projected Gross sales
(Take projected gross sales and divide by
station or treatment rooms)
$__________________
Line 6 Weekly Gross Sales
(Divide the stations & treatment rooms
by four to give you weekly
gross total. This number is absolute the
number we have to gross to
breakeven)
$__________________
Understanding The Information:
The formula above allows you to
determine what each station or treatment
needs to produce for your salon
business. If your current station or
treatment room sales are below your
“Recommended Station/ Treatment
Analysis” shown above, you need to
share with your team members! People
will support what they help create!
The Ultimate Spa Formula
This work sheet will give your team
accountability for the salon expenses and
projections in the salon. The Ultimate
Salon Formula calculation tells you what
your salon needs to make daily in order
for you to stay in business.
List All Monthly Expenses
Rent (20% of Projected sales)
Utilities
Phone
Alarm
Bank Fees
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Insurance salon totals for each team
Support Salaries member in order for the salon to
Office Supplies pay the bills and profit.
Back bar Products (6% of monthly sales)
Marketing (10% of monthly sales)
Professional Fees
Professionals Services
Repairs and Maintenance $__________________
Training
Internet Understanding The Information:
Miscellaneous The formula above allows you to
Savings (5% of monthly sales) determine what each Team member need
Retail (50% of retail sales) to produce daily for your salon business,
Debts Open Book Management is what it is
called. Encouraging your team to attain
Line 1 Total Monthly Expenses ownership will make them accountable
for the success of the salon.

$__________________

Line 2 Projected Monthly Profit

(Monthly expenses multiplied by 2)

$__________________

Line 3 List Total of days available (24)

on this line

$__________________

Line 4 Take number of days

(24) available, divide by
projected monthly profit, divide
daily gross, by number of team
members. This is your daily

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