{"id":69953,"date":"2020-03-12T09:00:00","date_gmt":"2020-03-12T09:00:00","guid":{"rendered":"https:\/\/www.phorest.com\/?p=69953"},"modified":"2020-03-20T22:10:35","modified_gmt":"2020-03-20T22:10:35","slug":"coronavirus-cancellations-dont-panic","status":"publish","type":"post","link":"https:\/\/www.phorest.com\/gb\/blog\/coronavirus-cancellations-dont-panic\/","title":{"rendered":"Coronavirus Cancellations: Don\u2019t Panic, Just Do This Instead"},"content":{"rendered":"\n<p>There has been much panic throughout the salon industry over the recent weeks surrounding <a href=\"https:\/\/www.who.int\/emergencies\/diseases\/novel-coronavirus-2019\/events-as-they-happen\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"COVID-19 (opens in a new tab)\">COVID-19<\/a>, otherwise known as coronavirus.<\/p>\n\n\n\n<p>Panic over how some small businesses will cope with clients cancelling their appointments at the last minute, talks of possible &#8220;lockdowns&#8221; or quarantining and even speculation over what happens if staff are all sent home.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Well, I want to pull a couple of positives from the whole situation.<\/p>\n\n\n\n<p>Seriously.<\/p>\n\n\n\n<p><strong>I am doing this because<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>There\u2019s already more than enough negative spin from the various media outlets to last us a lifetime.<\/li><li>There\u2019s always a positive in every negative situation if you just look closely enough.<\/li><li>Frankly, I\u2019m sick to death of seeing post after post about how the world is going to end next Thursday.<\/li><\/ul>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>So specifically, I want to look at the opportunities which open up to every business owner when a client cancels. I mean, cancellations happen all the time, right?<\/p>\n\n\n\n<p>Now, I hope you already have a suitably robust cancellation policy and take a fee at the time of booking. However, even in spite of this, you may well get more people cancel with you than normal.<\/p>\n\n\n\n<p>Maybe they are staying at home as they are fearful of their lives. Maybe they\u2019re counting their toilet rolls. Who knows? Regardless of the reason, you now have an hour of previously allocated time which is now free.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The question is: how are you going to use this time?<\/h2>\n\n\n\n<p>As I see it, you have a couple of routes you could take\u2026<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Route A<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Seize the opportunity to put Sky News on to ensure you\u2019re up to date with every coronavirus case suspected globally (apart from the ones which actually subsequently test negative; we\u2019re not concerned by those as they mess up the statistics).<\/li><li>Tell everyone you see how terrible the situation is, how you\u2019re worried about what might happen and actively go out of your way to conjure up scenarios in your head which will never happen.<\/li><li>Take to social media to check what \u201ceveryone else thinks\u201d.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Or, route B<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Accept it for what it is; you\u2019ve now got some spare time in your diary to move your business forward.<\/li><li>Appreciate that in every market downturn, there are huge opportunities for those who have their eyes open.<\/li><li>Understand that your competition is almost certainly being drawn into the coronavirus hysteria, giving you an opportunity to capitalise.<\/li><\/ul>\n\n\n\n<p>So, by way of some \u2018cut-out-and-keep\u2019 ideas, let\u2019s discuss some specifics, shall we? <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Ways to use the extra hour of time that&#8217;s miraculously appeared in your diary (like a gift from above)<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">1. Send out thank you cards to your best clients<\/h3>\n\n\n\n<p>Because who doesn\u2019t love a card through the post, telling them how appreciated they are? We all do!<\/p>\n\n\n\n<p>So here\u2019s a really simple thing you can do, which will have a massively positive impact on the lives of some of your best customers (hopefully you know who they are, and if you don\u2019t, then any decent software will run a report to tell you).<\/p>\n\n\n\n<p>Now, some people like to pop a little gift in with the card too. Perhaps a gift voucher, encouraging them to return.<\/p>\n\n\n\n<p>Personally, I don\u2019t like to do this. I feel that it somehow undermines the thoughtfulness and makes it look like it\u2019s a marketing campaign. Which, of course, it isn\u2019t. It\u2019s just you being nice and showing your clients you care about them.<\/p>\n\n\n\n<p>You don\u2019t need to do anything to invite them back in\u2026 they\u2019ll gladly come of their own accord.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Map out your marketing calendar for the next two months (or more)<\/h3>\n\n\n\n<p>Are you guilty of knee jerk reaction marketing?<\/p>\n\n\n\n<p>Quickly hurrying out promotions when you see that a competitor is doing a Black Friday deal and you forgot it was looming? Do you anxiously fire out social media posts as and when you have two minutes in between clients (whilst simultaneously trying to cram a pre-packed sandwich in your mouth with the other hand, of course)?<\/p>\n\n\n\n<p>Time to put a stop to all of that.<\/p>\n\n\n\n<p>Use the time to properly plan out your marketing campaign for at least the next month. Map out when you\u2019re going to post to social media (actually schedule them in advance using the native Facebook scheduler or a tool such as&nbsp;<a target=\"_blank\" href=\"https:\/\/hootsuite.com\/\" rel=\"noreferrer noopener\">Hootsuite<\/a>). Write and schedule your emails for the next month.<\/p>\n\n\n\n<p>Make sure that all of your messaging is integrated with each other. Do you have a common theme for the month? The most interesting and engaging you make it for your clients, the more likely they are to come and visit you.<\/p>\n\n\n\n<p>Use a tool such as the&nbsp;<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/nationaldaycalendar.com\/march\/\">National Calendar Days<\/a>&nbsp;to inject some fun. Did you know that March is host to National Old Stuff Day, National Flapjack Day and even National Common Courtesy Day? I\u2019m not even making this stuff up. Remember, <a href=\"https:\/\/www.phorest.com\/blog\/set-your-salons-2020-vision\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\">the cardinal sin of all marketing is being boring<\/a>.<\/p>\n\n\n\n<p>Nobody is interested in your 5% or 10% discount offers.<\/p>\n\n\n\n<p>They are dull.<\/p>\n\n\n\n<p>Stop doing them.<\/p>\n\n\n\n<p>Sorry I had to be the one to break that to you.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Work on increasing your average client spend<\/h3>\n\n\n\n<p>Weekly takings down? Well, there\u2019s every chance of that if you\u2019re attracting less people through the doors. But good news! The number of clients you serve is not the only factor to consider when calculating your takings for the week. Because if you served half the number of clients \u2013&nbsp;<em>but they spent twice as much money with you<\/em>&nbsp;\u2013 then your turnover would be the same.<\/p>\n\n\n\n<p>So, what can be done then?<\/p>\n\n\n\n<p>Do you currently have VIP versions of all of your services? If not, now would be a great time to brainstorm some ideas. Your clients are already there with you. How can you serve them at a higher level?<\/p>\n\n\n\n<p>There will always be people who are happy and willing to spend more with you\u2026 if only you give them a chance to.<\/p>\n\n\n\n<p>Longer treatments? Added extras? Posh coffees and biscuits? Free coronavirus mask? Complimentary loo roll to take home?<\/p>\n\n\n\n<p>Think outside the box and concentrate on how you can make the experience even better. Remember that many of us are selling experiences. One of the very best ways to increase client spend is to offer additional treatments to your clients right there and then.<\/p>\n\n\n\n<p>Have a space available right after they are in with you?<\/p>\n\n\n\n<p>Often referred to as&nbsp;<a target=\"_blank\" href=\"https:\/\/salonology.uk\/news\/when-is-a-client-most-likely-to-purchase-from-you\/\" rel=\"noreferrer noopener\">bounce-back offers<\/a>, why not incentivise your clients to have another treatment \u2014 right there and then. They are at their most likely to purchase again from you\u2026 when they\u2019ve just bought something else.<\/p>\n\n\n\n<p>You might also want to use the time to brush up on your retail skills. Perhaps if you\u2019re not so busy, then you can concentrate on digging deeper on what your client\u2019s goals really are and how you can help them with those. Maybe you could use the time with your team to do some additional sales training and role-playing.<\/p>\n\n\n\n<p>Just think what a difference that could have on your business\u2026 even after everything returns to normal again.<\/p>\n\n\n\n<p>Just think what a difference that could have on your business\u2026 even after everything returns to normal again.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Go live on Facebook (or Instagram, or YouTube, or wherever your clients hang out)<\/h3>\n\n\n\n<p>Whilst just reading that last heading will bring some readers out in cold sweats, the simple truth of the matter is that there are few marketing strategies which pack quite the punch as going live on your channels with regularity. It\u2019s free; the channels will love you for it and \u2014 most importantly \u2014 your clients will love you for it.<\/p>\n\n\n\n<p>It\u2019s a win-win-win (if that\u2019s even a thing).<\/p>\n\n\n\n<p>I know, I know.<\/p>\n\n\n\n<p>You\u2019re scared. You don\u2019t know what to say. What happens if you mess up? Let\u2019s address those three huge objections right upfront.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><strong>You\u2019re scared:<\/strong>&nbsp;Of course you are; you\u2019ve never done it before. Most things are scary the first time. Driving a car. First day at school. Kissing someone you like\u2026 But you soon realise that once you\u2019ve done it, then there was really nothing to be scared of at all. So the way to crush this; is simply by doing it.<\/li><li><strong>You don\u2019t know what to say:&nbsp;<\/strong>This always makes me chuckle as many in our industry have basically forged themselves a career as a result of talking non-stop all day to clients. This is no different. Talk about anything that you feel clients would find interesting. Talk about what\u2019s going on (yes, even coronavirus if you like), talk about your personal life, talk about the results you\u2019ve been getting for clients with that new treatment, talk about how you\u2019re going to celebrate the upcoming salon birthday, talk about your expertise, explain the best way to do something related to your craft\u2026 Seriously, there are so many things you could say. It only needs to be a couple of minutes long until you get used to it.<\/li><li><strong>What happens if you mess up<\/strong>: Well, who cares if you do? The people watching you will mostly be your clients and your fans. They want you to succeed, not fail. People won\u2019t be cheering and laughing if you stumble on your words \u2014 they\u2019ll be proud of you for putting yourself out there. And, by way of a side note, a spectacular fail would actually be great for your interaction so if it happens, embrace it and laugh about it. We\u2019ve all been there.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. Brush up on your marketing skills<\/h3>\n\n\n\n<p>When the odds are stacked against them, often business owners cut sales and marketing budgets first. Which of course, is bonkers. Without them, then where are your clients going to come from? This is a time to invest more effort and resources, not less. Not least as your competition are likely to be pulling back at the same time \u2014 creating a wonderful opportunity for you.<\/p>\n\n\n\n<p>Maybe you\u2019re not sure where to start.<\/p>\n\n\n\n<p>Maybe you\u2019ve been winging it all along.<\/p>\n\n\n\n<p>Maybe this current situation is making you realise that you need some fresh ideas to get you through.<\/p>\n\n\n\n<p>As luck would have it, I\u2019ve just made a one-hour training session covering how to increase your profits and enjoy more freedom (even during times of national meltdown!) \u2014 and it\u2019s now available to watch on-demand. You can watch it now if you like.&nbsp;<a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/powerpower.clickfunnels.com\/webinar-registration-page\">Just click here to register<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">One final word&#8230;<\/h2>\n\n\n\n<p>I don\u2019t want you to think I\u2019m belittling the situation. Likewise, I understand completely that many families have legitimately been affected and lost loved ones. Of course, that\u2019s sad. Some businesses might not survive either. That too is awful.<\/p>\n\n\n\n<p>But by the same token, it doesn\u2019t do you, your business or the clients you serve any favours whatsoever to add fuel to the fire of propaganda. Do your own research, follow the precautions suggested by verifiable sources and don\u2019t believe&nbsp;<em>everything<\/em>&nbsp;you read from media outlets.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><a rel=\"noreferrer noopener\" aria-label=\"Here is a link to Government website (opens in a new tab)\" href=\"https:\/\/www.gov.uk\/government\/topical-events\/coronavirus-covid-19-uk-government-response\" target=\"_blank\">Here is a link to Government website<\/a>&nbsp;with the official guidelines as and when they are updated.<\/li><li><a rel=\"noreferrer noopener\" aria-label=\"Here is the NHF advice (opens in a new tab)\" href=\"https:\/\/www.nhs.uk\/conditions\/coronavirus-covid-19\/\" target=\"_blank\">Here is the NH<\/a><a href=\"https:\/\/www.nhs.uk\/conditions\/coronavirus-covid-19\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Here is the NHF advice (opens in a new tab)\">S<\/a><a rel=\"noreferrer noopener\" aria-label=\"Here is the NHF advice (opens in a new tab)\" href=\"https:\/\/www.nhs.uk\/conditions\/coronavirus-covid-19\/\" target=\"_blank\"> advice<\/a>&nbsp;on protecting you and those around you.<\/li><\/ul>\n\n\n\n<p><strong>At the time of writing, this isn\u2019t the end of the world.<\/strong><\/p>\n\n\n\n<p><strong>And it needn\u2019t be the end of your business either.<\/strong><\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Got feedback? Let us know either in the comments below or tweet us\u00a0<a href=\"https:\/\/www.twitter.com\/thephorestword\">@ThePhorestWord<\/a>!<em>\u00a0(Pssst! We\u2019re on\u00a0<a href=\"https:\/\/www.instagram.com\/phorestsalonsoftware\">Instagram<\/a>\u00a0too!)<\/em><\/p>\n\n\n\n<p>Thanks for reading! #LetsGrow<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">This article was originally published on&nbsp;<a rel=\"noreferrer noopener\" aria-label=\"Salonology.uk (opens in a new tab)\" href=\"https:\/\/salonology.uk\/news\/coronavirus-dont-panic\/\" target=\"_blank\">Salonology.uk<\/a>. Phorest Salon Software was granted permission to repost.<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>There has been much panic throughout the salon industry over the recent weeks surrounding COVID-19, otherwise known as coronavirus. Panic over how some small businesses will cope with clients cancelling their appointments at the last minute, talks of possible &#8220;lockdowns&#8221; or quarantining and even speculation over what happens if staff are all sent home.<\/p>\n","protected":false},"author":40040,"featured_media":69928,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1266,1276],"tags":[9410,9411,9409,9408,9413,182,526,8460,563],"class_list":["post-69953","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sales-marketing","category-social-media-online-social","tag-appointment-cancellation","tag-booking-cancellation","tag-cancellations","tag-coronavirus","tag-covid-19","tag-email-marketing","tag-marketing-advice","tag-ryan-power","tag-social-media-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Coronavirus Cancellations: Don\u2019t Panic, Just Do This Instead | Phorest<\/title>\n<meta name=\"description\" content=\"In this post, salon coach &amp; author Ryan Power lists 5 ways to use the extra time that can appear in your calendar if you face any appointment cancellations.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.phorest.com\/gb\/blog\/coronavirus-cancellations-dont-panic\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coronavirus Cancellations: Don\u2019t Panic, Just Do This Instead | Phorest\" \/>\n<meta property=\"og:description\" content=\"In this post, salon coach &amp; author Ryan Power lists 5 ways to use the extra time that can appear in your calendar if you face any appointment cancellations.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.phorest.com\/gb\/blog\/coronavirus-cancellations-dont-panic\/\" \/>\n<meta property=\"og:site_name\" content=\"Phorest\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/phorestsalonsoftware\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/SalonologyUK\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-03-12T09:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-03-20T22:10:35+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2020\/03\/12193816\/Covid-19-Cancellations-Ryan-Power_2000px-150x150.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2000\" \/>\n\t<meta property=\"og:image:height\" content=\"808\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ryan Power\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2020\/03\/12193816\/Covid-19-Cancellations-Ryan-Power_2000px-150x150.jpg\" \/>\n<meta name=\"twitter:creator\" content=\"@thephorestword\" \/>\n<meta name=\"twitter:site\" content=\"@thephorestword\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ryan Power\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.phorest.com\/gb\/blog\/coronavirus-cancellations-dont-panic\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.phorest.com\/gb\/blog\/coronavirus-cancellations-dont-panic\/\"},\"author\":{\"name\":\"Ryan Power\",\"@id\":\"https:\/\/www.phorest.com\/gb\/#\/schema\/person\/8ac2e4ee42ad035bc4b76456f4d018d3\"},\"headline\":\"Coronavirus Cancellations: Don\u2019t Panic, Just Do This Instead\",\"datePublished\":\"2020-03-12T09:00:00+00:00\",\"dateModified\":\"2020-03-20T22:10:35+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.phorest.com\/gb\/blog\/coronavirus-cancellations-dont-panic\/\"},\"wordCount\":1969,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.phorest.com\/gb\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.phorest.com\/gb\/blog\/coronavirus-cancellations-dont-panic\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/d2dfxqxblmblx4.cloudfront.net\/wp-content\/uploads\/2020\/03\/12193816\/Covid-19-Cancellations-Ryan-Power_2000px.jpg\",\"keywords\":[\"appointment cancellation\",\"booking cancellation\",\"cancellations\",\"coronavirus\",\"covid-19\",\"Email Marketing\",\"marketing advice\",\"ryan power\",\"social media marketing.\"],\"articleSection\":[\"Sales &amp; 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