Cathy Valentine, owner of HAIR BY CATHY Salon in Waldorf, MD celebrates 11 years with Salon Plaza in May…
Her TWO Most Powerful ACTIONS That Changed Everything!
The Big Shift
Eleven years ago, almost to the day, I went out on my own and became my own salon business owner. Going from a commissioned manager at a traditional salon in Oxon Hill to being my own boss at Salon Plaza was a HUGE SHIFT.
I had a lot more responsibility… and OPPORTUNITY to succeed.
You know the biggest downfall of being on commission – even managers are going nowhere. Your revenue will always be based on the revenue of the salon – and limited by it.
When they closed down the shop in Oxon Hill, I had to find a new place to work – that’s when I first thought about Salon Plaza. Just down the road, I was sure my clients would follow me to my new shop.
Even so, at first I hesitated to take the plunge into salon ownership.
My Biggest Fears About Salon Ownership?
The higher rent and the cost of products I’d have to buy for myself.
But when I figured out the numbers, I saw that if I kept everything I made, I’d be doing much better. My income would go up.
But what I didn’t realize was HOW MUCH MORE I’d be making – 3X MORE! And yes, 100% of my clients came with me to my private salon space.
In 2010 I moved again, this time to the Salon Plaza in Waldorf. Because it was a bit of a drive, this time not all of my clients could make the switch.
The Radical Thing I Did To Get New Customers
That’s why I did something really radical to attract new clients. Get this – I gave away a free service, weaving a story around my offer like this:
“Since I’ve made money off cutting hair all these years, I wanted to give back to my community…”
New customers got a cut and a choice of 5 hairstyles. I offered 5 different services – FREE – any style they wanted, including the cut.
- Curl
- Shampoo, blowdry and curl
- Shampoo and set
- Wrap and curl
- Roll it up for a smooth look
Extras – just $10 for a specialty set. If they wanted a touch-up relaxer, that was only $25, instead of $75. That got a lot of people in my door.
I ran an ad 5 times in the Penny Saver and passed out cards for a “Free Service”. It caught a lot of attention. They wanted to know…
“What’s the catch – This can’t be real!”
What was neat about it was that I met some grateful people who truly appreciated the free service. In the future, if I ever need to pick up some new clients, I won’t hesitate to do this again. With all the clutter of ads out there, a “discount” isn’t effective.
Absolutely FREE! Everyone thought I was crazy
This offer worked because no one else does this. When new customers came in, they liked the atmosphere of my private studio. And of course, my services really WOWed them.
“You are fast. You get me in and get me out!”
Customers appreciate my fast, high quality, pleasing service. A lot of stylists overbook. It’s much better to work one customer at a time. They often ask me, “How did you do that so fast?”
From a mess to looking good – Sheer satisfaction!
I like seeing the transformation from before and after. It’s satisfying for me to get them all relaxed, looking good and out the door.
The Cost of This Marketing Campaign?
I planned it right and got a good deal on the ads – I only spent $450 total on all 5 campaigns. 40 people came in for services valued between $30 and $50 dollars each, for a total value of $1600.
But remember – I wasn’t as busy back then. All it cost me was a little shampoo and my time… Time well spent building my business!
It Worked Out Well… Here’s What Happened:
10 new clients became regulars, plus 2 referrals who on average spend $50 on services twice a month:
- 12 clients x $100 x 12 months = $14,400 the first year
Looking down the road, my clients generally stay with me at least 5 years or more – 12 new clients really means:
- $14,400 x 5 = $72,000 over 5 years
$72,000 of income I don’t have to share like when I worked on commission.
That’s how I tripled my income – by choosing Salon Plaza and using marketing that works.
What I Love Best About Salon Plaza?
I value having flexible hours. As the Waldorf Plaza Coordinator, I choose to be here every day and come in just when my customers need me.
Also, I enjoy doing hair and I don’t want any employees under me, or booth renters to manage.
Stress Free Atmosphere
This new salon has a beautiful atmosphere. All the women who lease at Waldorf are very professional and super nice. We all get along really well. I set up my salon the way I want with all my things around me. It’s like being home – not like being at work at all!
My Advice – Go For It!
If you have the clientele to support your rent, running your own salon out of a Salon Plaza Studio is THE BEST WAY to earn a living as a hairstylist.
A word of caution:
If you don’t have enough clientele who will follow you to your new salon yet, a traditional, commission-based salon is the perfect place to start. You’ll get a lot of experience and guidance.
But once you establish your clientele, don’t stay on commission. You’ll never make money. And you will never get ahead.
One more thing – Be careful of your prices. The competition is too stiff – don’t get too cocky. You can already make double, even triple the money, when you open your own salon in a Salon Plaza Studio. So keep your prices inline.
Salon Plaza is the best setup ever! It’s a stress free environment. All is fair, all is good here – I’m grateful for the Salon Plaza opportunity!
(Disclaimer: Each Salon Plaza Member's results are unique to their efforts and talents. Past performance is no guarantee of future results.)
