
Welcome to the Salon Ownerโs Podcast, Phorest FM Episode 20. Co-hosted by Killian Vigna and Zoรฉ Bรฉlisle-Springer, this show is a mix of interviews with industry thought-leaders, roundups of our most recent salon owners marketing tips & tricks, all the latest in and around Phorest and what upcoming webinars you can join. Phorest FM is produced every Monday morning for your enjoyment with a cup of coffee on your day off.
Phorest FM Episode 20
An unfortunate situation salon owners can face is their employees stealing client details. They could use that information to harm your business, possibly by opening a competing salon. There are ways to prevent this from happening, and here we give you three major tips for that. We then continue on the topic of salon employees by discussing why itโs important to hold regular one-on-one meetings, and the best ways to go about that. Topics for this episodeโs listener questions include how to promote bookings and retail sales, and different ways to get new clients in.
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Transcript
Killian Vigna: Welcome to the Phorest FM Podcast, episode 20. Iโm your host Killian Vigna and today Iโm joined by co-host:
Zoe Belisle-Springer: Zoe Belisle-Springer.
Killian Vigna: This weekโs episode, Zoeโs gonna go through three surefire ways to prevent staff from stealing salon client details. Weโll talk about how to conduct amazing one-to-one staff meetings. Weโll also have a call in from the Phorest Salon Ownerโs bootcamp over in Edinburgh. And as always, we top off the show with our upcoming Phorest Academy webinars. Weโve decided to add a little spin to it and start answering some subscriber mail.
This podcast is produced every Monday morning for your enjoyment with a cup of coffee on your day off. Now, letโs get into the show.
Zoe Belisle-Springer: Welcome back.
Killian Vigna: Cheers. I just was listening to last weekโs episode and you were mentioning about me in Brussels.
Zoe Belisle-Springer: Yes. Exactly.
Killian Vigna: That was a great trip. Highly recommended.
Zoe Belisle-Springer: Yeah, it is good vibes in paradise, yeah. I was there about a year ago now soโฆ it was nice.
Killian Vigna: Itโs a nice small city as well. You kind of get around it quick enough toโฆ I donโt like big cities. Iโm scared of them. Iโm going to London in two weeks and Iโm gonna get lost.
Zoe Belisle-Springer: Oh yeah. For sure.
So if we kick this off. Three surefire ways to prevent staff from stealing client details. So this was basically a blog written by Connor and we refreshed it a little this year. Basically, what he goes through is explaining that itโs something that happens and it happens more than you would expect.
Killian Vigna: So what are we talking about here?
Zoe Belisle-Springer: Basically, Iโll give you an example. If, for instance, youโre the salon owner. Iโm a stylist. Youโve hired me. Iโve been working a while now for you and some day I decide to leave the salon and steal all your client database info. So Iโm stealing your clients and Iโm going elsewhere. That, unfortunately, is a situation that tends to happen more than we would expect. Or would like to.
Killian Vigna: Thatโs funny because I was actually just talking about this to my mom yesterday. It was Motherโs Day in Ireland so we had conversations.
Zoe Belisle-Springer: Exactly, yeah. So what he explains in this is that thereโs obviously things that you can do to prevent it.
Killian Vigna: Can be overwhelming for some salons, because thatโs why we were talking about it because my cousin is a salon owner. This was an issue.
Zoe Belisle-Springer: Yeah; exactly. So what heโd suggest is, you know, first of all, build relationships. And itโs not just building relationships with your staff but mainly with your clients. By this, he means after customers visit, send them an SMS saying something the lines of, โHey, thanks for coming in today. Iโm the salon owner. I just wanted to make sure that you had a good time. Is there anything we can improve on?โ Basically setting the tone for this is your business and your name.
Killian Vigna: I suppose we talk about kinda if you follow up treatments with, or say Iโm the stylist and I want to send you a message to say to my clients or whatever to say that oh, I have a spare booking. But this is you from the very start setting the tone that itโs your salon. And from there, then the staff can say hey, do you want a booking or anything like that.
Zoe Belisle-Springer: Yeah, exactly. And he also suggests getting feedback from every appointment. This is something you could do with Phorest actually quite easily. By getting feedback, you know how well your staff is doing as well. So itโs easier to then have kind of like an overview of whatโs going on in your salon, whatโs going on with your staff, and how your relationship with your clients is going as well.
Killian Vigna: So I suppose in this sort of situation, because you can run reports to see, I suppose, what staff member is getting what bookings each week. So you could run a report and you see, all right well if Iโve got one stylist thatโs doing 10 appointments, Iโm being hypothetical here, 10 appointments in one day and another stylist that is doing two appointments? Itโs up to you to balance that.
Zoe Belisle-Springer: Yeah, exactly. If that superstar stylist or therapist has that many appointments a dayโฆ
Killian Vigna: It will fuel their ego.
Zoe Belisle-Springer: Yeah, but then you can actually use that and turn it into a positive thing and maybe ask them to share their tips and tricks with the rest of your team, and try and build something together.
Killian Vigna: So youโre not building a group of people that work together, youโre actually building a team.
Zoe Belisle-Springer: Yeah. Exactly.
Killian Vigna: And itโs everyone upskilling each other. You might have information I donโt know, but youโre going to share with me. Thereโs actually the guys on the Grow team, theyโre telling me they have a โbarter hourโ where, basically, theyโll take one hour a week where they share a skill they know with another team member.
Zoe Belisle-Springer: Oh, really? I didnโt even know about that.
Killian Vigna: This only kicked off last week, yeah. Ops and SMS were telling me. So, again, itโs not people competing against each other. Itโs people working together to help the overall business grow.
Zoe Belisle-Springer: Yeah, because overallโฆ like you said, overall, thatโs your main thing. You want the business to grow. If youโre just trying to pull on your side ofโฆ If youโre trying to tug on your side of the rope, I mean, everybodyโs justโฆ your goalโs not gonna be reached.
Killian Vigna: Exactly. So if there is somebody stealing from this blog, steal the barter hour.
Zoe Belisle-Springer: Exactly. And the second tip he suggests to hire carefully and check references. I know for myself, I had six rounds of interviews or something like that. I am supposing you had probably about the same amount.
Killian Vigna: Oh, I had about 15.
Zoe Belisle-Springer: In Phorest, there is a strong recruitment process and, yes, it is important that you hire talented people but it also is important to check what other former employers have to say about these candidates. Iโm from Canada and they still got my references from Canada to call into Ireland.
Killian Vigna: It is a really good way looking back on it now, but I remember at the time going, โWhat? You want me to get my references to call you?โ But, looking back on it, the fact that my referencesโฆ My references were willing to call into Phorest and recommend me, as opposed to โoh yeah, Iโll take a callโ. Because anyone would say โoh yeah Iโll take the callโ, but the fact youโve gone out of your way to call their future employer, that shows, I supposeโฆ backs you up.
Zoe Belisle-Springer: Definitely. And like you said, if you have to just take a call you might just feel obliged to say yeah, that was a good employee, hire him. In the end, by getting people to call you in terms of references, youโll get the real gist of what went on in their former jobs.
Killian Vigna: You canโt give a bad reference, but you can refuse to give a reference. If theyโre gonna call in, itโs not going to be a bad reference. Unless youโve really, like, pissed someone off and theyโre just out to get you. Then in that case, maybe itโs your fault.
Zoe Belisle-Springer: Then the third tip, he says lock down on salon client details. So, basically, your client details, theyโre your salonโs property. Theyโre your property in the end. Youโre the salon owner. Thatโs what it should be at least. If youโre using a book, not a software, theyโre kind of everybodyโs details โcause everybody has to go into it. But, when youโre using a software, you can put different permissions of access and pin codes and stuff so people donโt have access to all of your database, basically.
Killian Vigna: Yeah. Thatโs not you being strict going โoh I donโt want them to see this or see thatโ. This happens in every company. Thereโs administer levels in every company. Like I was saying, if youโre using a book whatโs stopping someone from pulling out their phone and taking a picture? โCause youโve got like these pdf scanners on your phone now, where you could take a quick picture that will come out crystal clear. Where, at least with the software, lock it down. Itโs for the better good. Itโs not-
Zoe Belisle-Springer: And, like, I mean you can still give themโฆ if youโre worried of like oh, if I do this then they wonโt have access to their appointments on their phone or anything, thatโs not actually true. You can totally give access to them seeing their appointments, seeing their bookings and stuff, but theyโre not getting access to whatโs most valuable to you, basically.
Killian Vigna: So thatโs, I suppose, called the read-only. Theyโre able to see it and theyโre able to view it, but they canโt make those changes in the background. Thatโs up to you.
Zoe Belisle-Springer: And thereโs a bonus tip. Thereโs always a bonus tip.
Killian Vigna: Surprise.
Zoe Belisle-Springer: Build your personal brand. As much as you want to attract new clients or even just retain old ones, youโll have to put yourself out there basically. You need to create something around your name.
Killian Vigna: And it can be uncomfortable, but itโs something that needs to be done. Like, over time habits. Youโll get used to it.
Zoe Belisle-Springer: Itโs reputation, so if youโre quite shy to begin with, maybe try and build your online reputation. Word-of-mouth will just happen naturally because people are coming into your salon anyways.
Killian Vigna: So, something like Twitter maybe. Set up a Twitter account and get involved in salon expert industry groups. We have loads of them on Facebook, LinkedIn, Twitter. Just get involved. Start off small. You donโt have to be the big, massive person jumping in with your opinions. No. Listen, answer a few questions, and then over time when you get more confident on these topics, give your opinion. I suppose that will grow out, if youโre using Snapchat and things like those. Your followers, your clients will start following, and all of a sudden you become so knowledgeable.
Zoe Belisle-Springer: You become kind of an expert, but an expert online as well. Present on social media.
Killian Vigna: If you are nervous, become a keyboard warrior at first and then move onto [crosstalk 00:09:55]. Basically what I mean is, hide behind the screen and then start branching out to more visual [crosstalk 00:10:03]
Zoe Belisle-Springer: When youโre more comfortable with it, I suppose.
Killian Vigna: Which is why we start off on podcasts and not Facebook Live.
Zoe Belisle-Springer: There you go. So, listen. Thereโs no absolute 100% way to prevent people from taking and stealing details from you. But, if you do take all the measures possible before it happens, then youโre still ensuring it wonโt happen to the best of your capacities.
Killian Vigna: This blog here is another one to add into your SOP manual, for your salon owner procedures. Again, itโs not harsh. Itโs nothing like that. Itโs just it is a procedure.
Zoe Belisle-Springer: Now the second blog that we had on this week wasโฆ had to do with staff as well, actually. But itโs how to conduct one-to-one staff meetings. Weโve chatted a little bit with Valerie Delforg how meetings could be a really, really, powerful thing and empowering thing for your staff. When it comes to one-to-one meetings sometimes itโs just like okay well, what are we supposed to talk to you about, like what are we supposed to do now?
Killian Vigna: Just sitting there with a cup of tea in your hand, chatting about your weekend. Throw a business structure around it; make it productive.
Zoe Belisle-Springer: First of all, one-to-one meetings allow for you to give your employee their targets and you can talk about their journey within your business. Are they happy? Howโs it going? Are they overwhelmed with work? Are they underwhelmed? Are they looking for more things to do? You can discuss training, possibly interests if they want to upscale their services and stuff. Maybe talking about a training that it can go onto and possibly give that service in your salon. It just helps you build a relationship, like a one-to-one relationship where you donโt have the pressure of having the entire team around you.
Killian Vigna: I actually like these โcause I was in a job where I was the only marketer at the time and, I suppose that, surrounded by sales people and engineers, there was no one you could really go to. But I didnโt have these weekly meetings. Or, if I did have a meeting, it was more a case of what are you doing. So you did feel lost, and your staff will eventually feel lost if youโre not doing these meetings. Now we have meetings every week and youโre actually looking forward to going in, because if you are overwhelmed with work, or if you do feel lost on where youโre supposed to go, you have someone to kind of go to, say it to. Be honest in these meetings. The whole idea is not to criticize your work. Itโs to support it. Itโs okay, where can we help you?
Zoe Belisle-Springer: And how can we hold each other accountable for what weโre saying in here?
Killian Vigna: Exactly. Which also breaks down any frictions or barriers or stuff like that.
Zoe Belisle-Springer: Before they even happen.
Killian Vigna: Yeah, so people will become more honest with each other because youโre having these meetings. Also donโt, as a salon owner, donโt just go and set out targets yourself. Encourage your staff to create their own. I donโt know if yours is the same but I have like five questions on mine every week. Iโm actually looking to add stuff onto that myself every week.
Zoe Belisle-Springer: Yeah. I have a few as well.
Killian Vigna: But you feel more motivated of your work because of this.
Zoe Belisle-Springer: You have an idea of where youโre going at least.
Killian Vigna: Yes, exactly. Because everyone needs a bit of guideline. We donโt need direction or told where weโre going, but guidelines are nice.
Zoe Belisle-Springer: So the only thing though is that not everyoneโs gonna react the same. See, me and Killian get along real well.
Killian Vigna: Yeah, yeah, we do. I just forgot to say anything there, I realize that probably sounded kind of awkward.
Zoe Belisle-Springer: Sometimes, you know, Iโll get what he means when he has like a project, unless heโs struggling to put it into a short sentence. But sometimes what will happen is that youโll sayโฆ okay, you come up with a great idea and you pitch it to your team and everybodyโs on board initially, but then a week later you check in and then no oneโs actually continued-
Killian Vigna: Or even remembered sometimes.
Zoe Belisle-Springer: And youโre like well, why did that happen? Wasnโt it a good idea? Everybody agreed to it last week.
Killian Vigna: Everyone was so excited leaving the room, and then it just slips their head.
Zoe Belisle-Springer: See, the thing is that not everybody interprets things the same. Not everyone will see the same thing as a priority. For instance, if I donโt understand why youโre thinking this is a priority, I might not consider it myself as a priority unless you set it to be it. Thatโs your role and your responsibility. If you want something to change, you have to put that effort into making people understand why itโs important that it changes. But that also comes back to behaviours, and how people understand different things, and how they react to different types ofโฆ help me out here.
Killian Vigna: Basically, whatโs going on is if you have a project and youโve gotโฆ Iโm gonna break this down into really simple terms here. Youโve got four types of people in your salon. Youโve got the creative person. Now, everyone might come across as real creative because thatโs the industry youโre in, but one person might be more creative than another. The second one could be more analytical, results driven. The third person could be an overall supportive team player. And then the fourth one is conscientious. Someone thatโsโฆ theyโre afraid of being wrong and they will work until the tiny, tiny detail is figured out.
Zoe Belisle-Springer: Theyโre often gonna be called perfectionists.
Killian Vigna: Yeah, perfectionists. The whole point of this is it gives you a guideline of, instead of approaching everyone with the same question or idea itโs knowing who the better person to approach for the question you have. Weโre gonna have to give an example here.
Zoe Belisle-Springer: For instance, if I pitch an idea, and Iโm someone whoโs been called a perfectionist many, many times, and Iโm okay with that. If you pitch me an idea, then I am going to have to have the entire picture before I actually get onto it. I need to understand every single little bit of it to put it into motion. Whereas, I donโt know, for instance, youโฆ
Killian Vigna: Weโve already done this test so weโve a good idea who we are. Someone like me will take that little bit longer but make sure everyoneโs on board and kind of everythingโs going plain sailing. Iโm not having to pick up the extra slack from someone else whoโs coming in real enthusiastic, flying, โyeah letโs get this done, this is a great ideaโ, and then leaves the room and youโre kinda going โam I doing their work now? What?โ
Zoe Belisle-Springer: Sometimes itโs just a way of phrasing things so thatโฆ you know, Killian would understand it, okay, this is a priority so Iโm gonna try and get everyone on board. And on my side, Iโm like okay Iโm gonna try and see if thereโs any roadblocks further down the line because thatโs kind of my, I suppose, default reasoning.
Killian Vigna: There is a test you can do. Weโve all done it here in Phorest, for us, it was a day-long training.
Zoe Belisle-Springer: Yeah, it was actually the professional one.
Killian Vigna: But there is an online version and I highly recommended it, because weโre going to go through the four profiles here. Weโre just going to go over the overview. You will probably be able to identify your staff member, and even your clients, just by us calling this out. So what have we got here, Zoe? Weโve got four of them, isnโt it?
Zoe Belisle-Springer: Yeah. Just before we get into that, I just want to mention that free online one, it wonโt necessarily be as accurate as the professional one, obviously, but it will give you a good idea, at least, of where you could stand.
Killian Vigna: Itโs an absolute top, skimming the surface. An overview.
Zoe Belisle-Springer: At least it gives you kind of an idea where youโre going and what kind of personalities you have on your team. DISC basically lists four profiles.
Dominant is a person who places emphasis on accomplishing results. You know, getting to the bottom line. Is very confident, usually.
Influence. A person who places emphasis on creating, influencing people, persuading others. Theyโre people persons usually.
Support. Thatโs your profile.
Killian Vigna: Thatโs me, yeah.
Zoe Belisle-Springer: And so someone who places-
Killian Vigna: Itโs actually steadiness here. Sorry.
Zoe Belisle-Springer: Yeahโฆ Steadiness, sorry. And then contentiousness. So, someone like me, who places emphasis on high standards, quality, perfectionism, and stuff like that.
Once you have an idea of whatโs going on and how people work together in your salon, you can get a concrete action plan to conduct those one-to-one meetings. The first bit would definitely be to just catch up informally. Nothing like too long; five minutes is grand. You want your one-to-one meetings to last no longer than an hour. Then it just drags on and itโs too much.
Killian Vigna: Yeah, and then people zone out.
Zoe Belisle-Springer: Most times, I donโt know for you, but my meetings are like 15-30 minutes and then itโs done.
Killian Vigna: Yeah, you cap it at that. Because, otherwise, anything said after 20 minutes is just going straight over their head. Like you just see glazed eyes everywhere.
Zoe Belisle-Springer: Then you can allowโฆ the thing you can do is to allow your staff to express how they feel, what are their concerns, how everythingโs going in the workplace, so that should usually take between 10 and 15 minutes, I suppose. You can have a chat about that. Then you on your side, give constructive feedback on their work. So, again, 10, 15, minutes. Chat, discuss targets and stuff like that. You can find something, once you have those targets established, you can find something that you can both be held accountable for and then you can review on the next one-to-one. It doesnโt have to be every week. Like we have it every week but we have like specific targets to achieve. But if in your business itโs more suitable to have it every two weeks, then have it two weeks.
Killian Vigna: Itโs just understanding you and your staff. What works best for you. Like, we can give you these tips and advice but you have to make it more bespoke to your salon.
Zoe Belisle-Springer: Thatโs pretty much all it is to the one-to-one. In that blog, however, there is a sheet that you can download and itโs basically for you to remember, okay I have to chat about this, I have to chat about that. Then you can keep those as a reference for the next meetings and take notes on that sheet. Thatโs a free download up on the blog.
Killian Vigna: Download it. Add it into your SOP manual.
Zoe Belisle-Springer: Are we doing subscriber mail now?
Killian Vigna: Yeah. Subscriber mail. This is a new one here after throwing into the mix last week.
Zoe Belisle-Springer: Our first subscriber mail comes in this week comes in from Jordan. Jordan says, โHi. Iโm the ownerโs son and my main role is marketing and reception work. Our main issue is lack of retail sales. We created good material for Facebook advertising and Instagram posts, which received decent engagement. However, we donโt receive actual bookings from this, or make retail sales in the salon. Weโre currently not using a salon software or SMS/email reminders. Your help and advice would be much appreciated. Thanks.โ
Killian Vigna: So, Jordan. I saw this question come in this morning and basically, I havenโt worked in a salonโฆ well, not yet. About to work in a salon in London in two weeks, thank you. Iโve worked in loads of shops through college and stuff like that. The main thing eas you always had these KPIโs and theyโre always about upselling and stuff like that. We did, I suppose, the most basic one. At the booking, offer deluxe options. So basically this is like when you walk into a store and you see the shelves. You always have your middle range stuff bang-on eye-level. Then you have your expensive products where you have to look up to see the expensive ones and then the real cheap budget ones at the bottom.
So what weโre saying here is if youโve got several different treatments for, weโll say massage or something like that, always start off with the top one. Always start off with the top one and give choice. The paradox of choice itโs called. Basically, youโre limiting it down to three options. Youโve got your top, middle, bottom. People arenโt gonna always want to go for the top one unless itโs for a present or something like that, because itโs expensive. But, people are very rarely going to want to go for the very bottom one. Thatโs the cheap option. Itโs seen as cheap and stuff like that.
Zoe Belisle-Springer: And if you promote it as being beneficial to you on the long run, theyโre probably going to opt for the middle one.
Killian Vigna: Never start off with the most popular one. Start off with one that you want to sell and then move down.
Zoe Belisle-Springer: This works at checking as well. If a client comes into your salon on their appointment, try and rebook them. You were mentioning you were having a harder time booking people in. When your clients come in for their on-day treatment, offer them to be rebooked for the next time. Some wonโt say yes. Some will preferโฆ busy schedules, sometimes it happens. But most people will actually be like โoh yeah, sure, yeah book me in for like a month, in four weeks, thatโs fineโ. When you get into the habit of doing that then you can also start talking about products within your entire treatment. It doesnโt have to be at the end.
Killian Vigna: To subconsciously upsell, in your waiting area people are sitting around. They could be waiting for a couple of minutes anyway. A popular thing that a lot of salons do is to tend to leave beauty mags, hair mags, stuff like those. If youโre selling products, why not leave the leaflets to those products on the table? People are gonna read anyway so why not read about it? Ooh, this is a really interesting product. Then they look up and they see it on your shelf.
Zoe Belisle-Springer: Even like a try me-
Killian Vigna: Like a sample.
Zoe Belisle-Springer: Yeah, like a sample thing or a little stand where you can actually try some products there and ask for advice with stylists, therapists, and then have a better idea of where youโre going with all this.
Killian Vigna: Itโs just a nice way, without having to stock products absolutely everywhere. We could always say the point-of-sale is the best spot, the waiting area is the best spot, but then everywhere they go theyโre seeing products. That is harsh, itโs too extreme. But information booklets, because like I said, people are gonna read. And gift cards. This is a great place for gift cards, especially if youโre selling your own salon branded ones. If someone buys it, they donโt have to redeem it. Youโve already got the cash. Just kindaโฆ a handful of them here and there. Litter them around. Totally presentable, not too in-your-face.
Zoe Belisle-Springer: The best thing to sell retailโฆ Well, I do actually run a webinar on this. In this webinar actually, thereโs this one part where I talk about the act of listening and how thatโs so, so, important. You can have a client walking in your salon and just chatting away to another client. If you catch on to, โOh, they have holiday plans.โ Or โTheyโre going for this kind of vibe.โ Even at your consultation stage, basically. Make sure that whoeverโs in that room with your client is very attentive to what that client is saying. If you understand their concerns and their problems, then itโs easy for you toโฆ Itโs not even about selling it, basically. Itโs just providing them with an answer to their concerns. Once you do that, obviously, thereโs not likeโฆ it doesnโt feel pushy.
Killian Vigna: Itโs not ear-wiggin or nosing into the conversation. Itโs just being aware of what your clients are talking about. Say myself and Zoe are two clients and weโre sitting in and Zoe tells me sheโs going off to Spain, instantly youโre thinking dry, humid country. That hair. Yeah, SPF. Sun cream for me, definitely. Iโm so pale.
But hair. If you know their hairโs gonna frizz up, you gotta jump in with โhereโs a nice aftercare productโ or something like that. Again, tailor toโฆ Once you upskill your staff about the products you sell, theyโll know how to do it themselves. You guys are great at kinda getting the conversation going and making things seem seamless. It doesnโt feel like selling to your clients because theyโve gone to you for specialist service. They wanna make sure theyโre getting the value long after. So think of your afters here. Youโre not just doing their hair or beauty or their makeup or the massage there. Youโre getting that after care as well.
Zoe Belisle-Springer: So hope that answers your question, Jordan.
Now our second subscriber mail comes in from Drago. And Drago says: โHi Zoe. The number one salon marketing problem weโre trying to solve is that weโre trying to figure out where our future customers can come from.โ Facebook, newspapers, TV, etcetera.
Killian Vigna: So weโre talking getting new clients here.
Zoe Belisle-Springer: Exactly. If people canโt find you on Google, that is a problem. If youโre trying to attract new people it means that, in their minds, they donโt know you. Theyโre gonna go and look up on Google salon and whichever city youโre in. If you donโt pop up then they-
Killian Vigna: Youโre invisible. How are they gonna know about you?
Zoe Belisle-Springer: And the same for like, if they donโt know about you at all then they donโt follow you on Facebook, so how could they come into your salon? The first thing Iโd say to check out is your online reputation. Make sure that youโre visible on Google and, ideally, on the first page. If youโre on the second page-
Killian Vigna: Goodbye.
Zoe Belisle-Springer: Thereโs barely no chanceโฆ
Killian Vigna: Even if youโre kinda like that last two, three nearโฆ youโre justโฆ
Zoe Belisle-Springer: Thereโs a few things you can do for that. First of all, you can claim your business on Google.
Killian Vigna: Google My Business.
Zoe Belisle-Springer: If youโre a Phorest client, we can actually help you with that. Weโve got a team dedicated to online reputation. You can also try and get more reviews, because the more reviews you get, the more youโll bump up into the Google rankings. So youโll be higher on the page. Thatโs just something that Google does because youโre seen as being like an expert in your field, or in your area at least.
Killian Vigna: This is like your easiest way of bumping up your SEO. For anyone thatโs aware of SEO, search engine optimization where you have to doโฆ itโs a big long chore but basically itโs keywords, blogs, direct traffic. But what Zoeโs talking about here, this is your simplest form of getting your business found on Google.
Zoe Belisle-Springer: Another thing you can do is possibly try and increase referrals. You have clients already. Youโre trying to get new ones. If you reward your current clients for bringing in new people, then hopefully you can get them in and keep them as a loyal customer eventually. Word-of-mouth is still one of the most powerful things.
Killian Vigna: They say it costs like 10 times more to get a client than it is to retain it. I was just helping a client there with an email this morning about setting up a referral program. For anyone using TreatCards, or any sort of loyalty scheme, you just reward clients that have referred another client with a couple of points or maybeโฆ we donโt say discounts, but like extra value to that client.
Zoe Belisle-Springer: Iโll feel like I should do it because, you know what, youโve given me a great care. I love doing business with you. Why not just refer it to someone whoโs looking for it, you know?
Killian Vigna: Think about it like this. At lunchtime, I turn around to Zoe, or anyone on the marketing team going, โIโm hungry. I wanna try something new.โ Or โWhere do you recommend?โ Iโm getting five people recommending. So Iโm not gonna just go to one. Iโm going to go to all five and see which one works for me. People talk.
Zoe Belisle-Springer: Now with social media, for instance, I have over 1000 friends on Facebook. If I just post something on Facebook-
Killian Vigna: La-dee-dah.
Zoe Belisle-Springer: People have way more than that. Itโs justโฆ think about it. If you have me as a Facebook friend, but no one else in my network, and I talk about it, then youโve got another 1000 potential customers right there. So multiply that by the amount of customers you have and youโve got a massive database right there.
Killian Vigna: So already we have: ask your clients to refer a friend and, if they do, you can give them the TreatCard points. Secondly, ask your loyal clients for a nice review on Facebook. Or even Google. Or Yelp as well.
Zoe Belisle-Springer: Theyโll all feed into Google anyways on the Google page. That all works and helps you increase your SEO.
Killian Vigna: Itโs SEO without effort.
Zoe Belisle-Springer: Exactly, and without cost. Dive into those two options for sure. Then go from there.
Killian Vigna: That wraps up our subscriber mail. Just before finishing off the show, we have a guest caller all the way from Scotland. Just so people know, weโre based in Dublin here. Who do we have on the phone? We have Chris Brennan.
Zoe Belisle-Springer: Hello. Good morning.
Chris Brennan: Hi there guys.
Zoe Belisle-Springer: Good afternoon, I suppose.
Killian Vigna: Good afternoon. For anyone that doesnโt know who Chris is-
Zoe Belisle-Springer: Chris is a content manager here in Phorest on the marketing team. Basically, my boss.
Killian Vigna: Zoeโs boss and full of marketing knowledge, which is why heโs over the Phorest Salon Ownersโ Boot Camp. So, Chris, howโd it go? You just finished up, arenโt ya? Just off the stage?
Chris Brennan: [inaudible]
Killian Vigna: Yeah, weโre just wrapping it up right now. It went pretty well. Itโs a nice selection of topics and presenters to talk to Phorest clients all about how they get not only the most out of the system, but some inspirational talks from salon owners as well. Tips and tricks on how they can really maximize the use of, not just the system, but also their management and marketing skills as well. It went really nice. Weโre in the Waldorf-Astoria, which I even felt fancy saying that. I was just thinking that, it does sound fancy.
Zoe Belisle-Springer: So, basically there was a few talks. You gave one. What was your talk about?
Chris Brennan: It started off with Declan from our training team, and he focused on reports. Then we moved on to Barbara of the training team and talked about marketing. I guess, umm, theories and practicalities of marketing but also to use with our system, so it shows you knowing why you should do this and also how you can do this in simple terms, using Phorest salon software. That moved into online reputation, presented by moi.
And then finally, we had a speaker from Zest Skin Spa, Louise Capwell, which she just finished and sheโs remarkable. Really inspiring stuff, dedicated to how sheโs managed to maintain the business model so kind of conduct her family goals and her personal goals and things like that. Even I think Phorest, Iโve been meaning to connect more of that on the concept we talked about, because itโs such an important factor when it comes to salon owners. We kind of manage to jump more to the business side of things. Weโre doing this business to promote a healthy, happy, personal life so I loved what she said and I could actually listen to her talk for more. I think that this is definitely a person who, wink wink, could be interviewed on Phorest FM.
Killian Vigna: Why didnโt we think of that?
Zoe Belisle-Springer: Got the memo there.
Killian Vigna: Thanks for that tip there, Chris.
Chris Brennan: I think the next trajectory of the day is, well, ummโฆ We started on reporting so itโs kind of like whatโs the most important aspects of your business, but from where you should be at, where youโre currently at now. Then we moved it into marketing, primarily with your client list so thatโs current clients, the whole client retention. Then to online reputation, which is about brand awareness creates new clients. Then bring them back to why salon owners do the things we do, that kind of thing. So quite well rounded day, full of treats, tea and coffee, things like that. I think it was fun. I could easily be up for more, anyway. I think the audience felt the same.
Killian Vigna: So this is the first of a few upcoming ones? Because I know when we sent out this email, it was originally intended for Edinburgh but we got so much feedback on whenโs it coming in Manchester, whenโs it coming to London. I guess this could be the start of a few of them.
Chris Brennan: Yeah. I think they just kept things run like basically how we would unveil features. Usually, we do a sample, we do a tester, to make sure what weโre actually putting together is useful and interesting to our clients, our audience. We decided to do Scotland, got a great response. Absolutely, weโve been requested at other locations, which we will definitely be looking into. I donโt know where the next one is gonna be based but itโll be coming soon enough and Iโll have to talk to Alex and Sinead of the PR event team and theyโll let me know, let you guys know, where the next location is. I think definitely, off the bat, thereโs plans to do more and soon.
Killian Vigna: For anyone that does want to get involvedโฆ Youโre used to talking to trainers on the phone. Youโre used to talking to support. This is that more personal, hands-on approach, so if you do ever feel overwhelmed or anything like that, look out for these events. Itโs more nurturing I suppose.
Chris Brennan: These events came off the back of requests like-
Killian Vigna: Off requests?
Chris Brennan: Definitely working in a people-based industry. We want to be as people-based as we can, so we set up the Salon Ownersโ Summit. But why make that an annual event? So theyโre looking into making more and more, because itโs so great to be in the same room with people. Thatโs what we get such great feedback and ideas based on what people talk about. Itโs kind of a goal of ours this year, to get in the room with as many of our clients and get the conversation going on a different level as well.
Killian Vigna: That sounds great, Chris. Weโre gonna leave it at that because I suppose thatโs the best way to end it, isnโt it? Safe trip back to Ireland and all the best.
Zoe Belisle-Springer: Cheers.
Chris Brennan: Thank you very much.
Zoe Belisle-Springer: Thank you so much. All right, chat soon. Bye bye.
Chris Brennan: Bye bye.
Killian Vigna: So thatโs the Phorest Salon Ownersโ Boot Camp. He sounds tired. I think he just flew out this morning. A few of them went out last night. He should have followed through to them. Sounds good overall. Very hands-on and stuff like that.
Speaking of boot camps, we move on to webinars.
Zoe Belisle-Springer: This weekโs webinarsโฆ thereโs actually none. The next one is set for April 10, thatโs Monday. Itโs the salon retailing masterclass. Thatโs the one I was mentioning just earlier on. So, Monday, April 10, salon retailing master class from 10am-11am Eastern time in the US, so thatโs like the New York coast region. Thatโs 3pm-4pm UK and Irish time.
Killian Vigna: Just following up on Jordanโs query earlier about how to upsell, that would be the webinar to jump on if you want to find out how to upsell your products, but also get your staff involved in selling the products.
Zoe Belisle-Springer: We have over 150 registrants at the moment.
Killian Vigna: 174 so far. Best of luck with that one, Zoe.
Zoe Belisle-Springer: Definitely do jump in on it and Iโll be able to answer some of your questions as well on the day or at least within the next 24 hours. If you have any questions, prepare them. Write them down. Come on and tune in on April 10, the salon retailing masterclass.
Killian Vigna: Thatโs what weโre there for, to get your answers. Brilliant. Overall, great show. Hope you learned a lot.
Zoe Belisle-Springer: Hope you enjoyed it.
Please let us know, you can leave us a little review on iTunes.
Killian Vigna: And weโre gonna do what we tell you to do. Refer a friend! Pass the link onto a friend. Get everyone listening to the show.
Zoe Belisle-Springer: Have a beautiful Monday and weโll catch you next week.
Killian Vigna: Cheers.
Thanks for reading!
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