Essential Salon Owner’s Marketing Toolkit
New Client Letters, ‘Raise the Dead’
Letters, ‘Happy Form’
You get a new client, either from a walk-in, out of the Yellow Pages, or referred by an existing
client. She comes in for one treatment or cut. You try to re-book her there and then, but she
declines.
What now?
You need a system in place to get these first-time clients back again and again.
So you need to write to them. But write what? And how often?
We’ve discovered that multiple, linked mailings work brilliantly at bringing clients back to
your salon. In fact, the following letters have been proven by Toolkit owners to result in a re-
booking rate of better than 50%!
So here’s what to do.
In the following pages – and on the CD – you’ll find three carefully worded letters to send to
clients who have not re-booked with you immediately on completing their first visit.
Along with the letters is a planner. You’ll need it, because keeping track of who has received
what letter is important.
Let’s say you have 5 new clients visit your salon this week. Next Monday, mail letter #1 to each
of those clients who has failed to re-book another appointment.
The following Monday, send letter #2 to those who have not responded to letter #1. The
Monday after that, send letter #3 to those who still haven’t responded to the first two letters.
NOTE: the first letter goes out with not one but two $10 Gift Vouchers. One for her, one for a
friend. (This has been proven by Toolkit owners to lift sales.)
Of course, while you’re sending out one series of letters to new clients from Week #1, you’re
also beginning the whole series again for new clients from Week #2. That’s why you need the
planner.
Okay, by now you might be thinking ‘that seems to be an awful lot of work!’ Look at it this way:
one new client who becomes a regular is worth how much to you in a
year…$1,000…$2,000…even $3,000??? So you do the numbers for yourself.
And besides, you might have spent an awful lot of money advertising to get this new client in
one way or another. Wouldn’t it be a shame not to capitalize on that good marketing?
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New Client Re-Booking Planner
Week Beginning Monday, July 11
The following are clients who visited our salon last week for the first time. Print out and complete ONE
of these sheets PER WEEK.
Follow this procedure:
Today, Monday July 11, all first-time clients from LAST week get New Client Letter #1.
Those who respond to Letter #1 are marked with a Y or N in the first column headed ‘Responded Y/N’.
Those who don’t respond to Letter #1 receive Letter #2 NEXT Monday, July 18. Those who respond to
Letter #2 are marked accordingly in the next colum.
Those who don’t respond to Letters #1 or #2 are sent Letter #3 the following Monday, July 25.
Here is an example of how it might look after the third letter has been sent. (Of course, you would keep
this sheet at reception and complete it by hand as each phones to re-book or returns with their
voucher.)
Under the first table is another one where you can record the names of clients referred by the new
clients, using the second of the two $10 Gift Voucher’s you’ve sent out with the first letter.
Following this page is an uncompleted form which you can use as your Template.
Letter #1 Responded ? Letter #2 Responded ? Letter #3 Responded ?
New Client Name Sent Mon, Y/N Sent Mon, Y/N Sent Mon, Y/N
July 11 July 18 July 25
Gwynyth Paltrow Y
Lindsay Lohan N Y
Cindy Crawford N Y
Kylie Minogue Y
Elle MacPherson N N N
Dannii Minogue N N Y
Germaine Greer N Y
Holly Valance Y
Madonna Y
Delta Goodrem Y
Referred Client Name Referred by…
Copyright ‘Worldwide Salon Marketing’ 2005
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Make sure that the Gift Certificates you send out are dated, e.g., July 11 in the example above.
This is how you and your staff will be able to identify the correct loggin sheet when the Gift
Vouchers are brought in. Also, when you get a referred friend, don’t forget to reward the
referrer!
New Client Re-Booking Planner
Week Beginning Monday, July 11
The following are clients who visited our salon last week (date) for the first time. Print out and
complete ONE of these sheets PER WEEK.
Letter #1 Responded ? Letter #2 Responded ? Letter #3 Responded ?
New Client Name Sent Mon, Y/N Sent Mon, Y/N Sent Mon, Y/N
(Date) (Date) (Date)
Referred Client Name Referred by…
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New Client Letter #1
Thank You! Please Accept these $10 Gift Vouchers
for You and a Friend as a Token of Our
Appreciation from
ABC Beauty & Suntan Studio
Your photo here
Client Name
Address
Dear Name
It was lovely to see you here at ABC.
We love meeting new people, and we certainly appreciate the
trouble you took to come in and see us.
So, as a small token of our appreciation, we’ve enclosed a Gift Voucher for you, to the value of
$10, and another one for you to give to a friend, family member or work colleague.
These vouchers are valid for the next 21 days – for any treatment here at ABC, and we’d love to
see you again in the near future.
When you want to redeem the voucher, please just call ABC on 000 000 000 and speak to
Renae or Moira.
All the best, and we look forward to seeing you again.
Warmly,
Your name here.
PS: Our Guarantee – If you’re not completely delighted with our service or your treatment,
just say so and your entire fee will be refunded, no questions asked!
Phone 000 000 000
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New Client Letter #2: For clients who have not responded to Letter #1
Your Gift Voucher is Only Valid for
Another Two Weeks...
Your photo here
Client Name
Address
Dear Name,
I was going through our files today and came across your
name... I called out to one of the girls
“Hey Barb, have we heard from (Name) since we put her gift
voucher in the mail and one for a friend a couple of weeks ago?”
It seems we haven’t, and I’m worried they’ll go past their use-by date before you get a chance
to take advantage of it.
The vouchers are worth $10 and you and a friend can use them for any treatment here at ABC
Beauty – so won’t you give us a call and make an appointment before it’s too late?
So please come in with your voucher, we’d love to see you. We have a sumptuous range of
beauty treatments here that I’d like to see you try.
All the best,
Your name here
Owner, ABC Beauty
PS: Remember my guarantee....if you’re not completely delighted with your treatment, please
let me know and it’s your choice, your money back or a free treatment next time.
Phone 000 000 000
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New Client Letter #3: For clients who have not responded to Letters #1 or #2
Good Grief! Only a Week left to
Use Your Gift Vouchers
Your photo here
Client Name
Address
Hi Name,
You might have missed my earlier letters, so I thought I would write one last time to see if we
can coax you into ABC Beauty to use those $10 Gift Vouchers I sent you a few weeks ago....one
for you and one for a friend.
It expires on __________________________ , only a few days left to use it on any of our
wonderful treatments, such as
Deep cleansing facials
exfoliation
microdermabrasion
Clarins Personal Blend Body Treatment
Full body massage
Waxing
Pedicures
Tinting
Special occasion makeup
So quick...get on the phone now and book in – as they say, if you don’t use it, you lose it!
See you soon,
Your name here
PS: One more thing – we have a special offer going on right at the moment, it means you can
get (details in here)
Phone 000 000 000
Copyright ‘Worldwide Salon Marketing’ 2005
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Essential Salon Owner’s Marketing Toolkit
‘Raise the Dead’ Letters
You haven’t seen Mrs Smithington-Splonge for months. In fact, when you look through your
files, there are lots of Mrs Smithington-Splonges. And you haven’t seen any of them for
months.
Phone them all? Well, you could. But it’d be exhausting, all those answering machines, busy
signals and wrong numbers.
Here’s a way we’ve found of both getting old clients back in, and cleaning up your client
mailing list at the same time.
Following are Letters #1 & #2 in our ‘Raise the Dead’ series. (Also on the CD)
Here’s what to do:
Go through your records, and find all clients you haven’t seen for at least three months, and no
more than 12 months. (Why 12 months? Because this is just a tester. If you suddenly find that
by sending out these letters, you get a flood of old clients back again, by all means go further
back, and send them to clients who haven’t been in for say, between 12 months and two years.)
Send these clients Letter #1.
Wait for a response.
After ten days (NO MORE!) send those who don’t respond to letter #1 Letter #2.
(NOTE: make sure you include your return address on the back of the envelope. For no other
reason that if you get mail returned, you can either contact them on their mobile phone to
check their address, or delete them from the mailing list.)
Copyright ‘Worldwide Salon Marketing’ 2005
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Raise the Dead Letter #1
“Thank Goodness...! We were just about to
destroy your records, and then...”
Your photo here
Dear Name,
I was going through our files this week, doing a bit of a clean
out, and found your card.
It’s been months since we’ve seen you here at ABC Beauty
and I was just about to
throw out your file!
When I thought No, I’ll just write a quick note to see if you’re still in the area.
Here’s something I think you would enjoy:
(Insert special offer for clients you haven’t seen for three months)
And just so you can take advantage of our special offer sooner rather than later,
I’ve enclosed a special Gift Voucher for you.
It’s valid until the date stamped on the voucher, so please, won’t you come and see us again?
We’d love to see you!
Warmly,
Your Name here
ABC Beauty
PS: Oh, almost forgot, our guarantee:
“If you’re not completely delighted, it’s FREE!”
Copyright ‘Worldwide Salon Marketing’ 2005
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Raise the Dead Letter #2
“Hey there – I’ve MISSED You!”
Your photo here
Dear Name,
It’s (Your Name) again, from (Your salon name).
I wrote to you a couple of weeks ago because it’s been so long
since we’ve seen you here at (Your Salon Name) and I was
wondering….
Didn’t You Like It Here…..(sniff…)?
I hope that’s not why you haven’t been in for a while….that’s
why – in my last letter – I included a special offer for you – oh, and here’s the thing, I only
write to people I liked right from the start, so I’m certainly not offering this to just anybody.
Here’s the offer again:
(Re-state initial offer from first letter)
Also, remember I put in that Gift Voucher for you to use on your next visit?
Well, there was a date stamped on it, and that date is nearly here, so I’d love to see you before
it expires.
Still hoping to see you!
Best regards,
Your Name Here
Owner
PS: Remember my 100% cast-iron Guarantee:
“If you’re not completely, absolutely DELIGHTED with your treatment here at (Your Salon
Name Here) then I actually WANT you to tell me so I can refund your entire fee, right there
and then on the spot!”
Please Call NOW and book an appointment for your special offer!
000 000 000
Copyright ‘Worldwide Salon Marketing’ 2005
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Essential Salon Owner’s Marketing Toolkit
Happy Form
Thank you for choosing our salon for all your beauty needs.
Please take a moment to help us to provide you with the best possible service and the loveliest
staff by filling out our Happy form.
Your Name: ……………………………………………………………………….
Address: …………………………………………………………………….
Phone Number: …………………………………………………………………….
Todays Date: ……………………………………..
The service you are here for today is: …………………………………………….
Please Rate the following:
Customer Service
Excellent Average Poor
Appointment Booking. (phone)
Front desk greeting.
Knowledged shared by therapist during your
treatment.
Front desk departure.
Our sincere thanks.
ABC Beauty Salon.
* This can be sent to your customers or filled in when they have finished paying for their
treatment.
Copyright ‘Worldwide Salon Marketing’ 2005