Fast Forward Salon and Spa Business Resource

Fast Forward
Salon and Spa Business Resource
by Neil Ducoff & Nancy Flinn

Bargain Bin Prices!

Fast Forwardis THE guide to operating and building your spa business. Very readable with practical, relevant business information, Fast Forward can help you get organized, customer-centered, and profitable. Some chapters of the book can also be applied to managing a multi-specialty clinic. Here are some sample chapter titles:

Understanding your leadership style
Mentoring is a part of leadership
The front desk acid test
Why does client retention matter?
Attracting new clients — Strategies that work
Public relations action plans

485 pages
bk/ffss

(regular price $66.95)
New $40.17 ea
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"If your business needs organizing, this book is the answer. It was the start of growth for my business, and we have not looked back." —Irene Schreiber, Blues Hair Studio, Marshfield WI, Salon Today top 200 for 4 years

“Owning a copy of Fast Forward is like having a PDR (Physician's Desk Reference) for your salon. If you need any answer, it's in there." —Dennis M. Gullo, President, Hair One, Inc., Mount Laurel NJ

EXCERPT:

The Client Database: Mining for Gold
Every client who has visited the salon or spa in the past did so for one of two reasons: She made a conscious, considered decision to do so because something about it appealed to her, or she was influenced to come by someone to whom it had previously appealed. Either way, you have “appeal” working for you. Use it.

When asked, clients will offer any number of reasons why they have not returned. Most can easily be corrected or counteracted. But there’s no way to know what to fix until someone asks. Contacting dormant clients is a relatively inexpensive way to stir up the client base. It is an effective marketing method because everyone contacted has prior knowledge of the salon.

Many customers can be regained through simple postcard mailers or e-mail messages. Let them know they are not forgotten. Offer special one-time discounts on services if they return within a specified time or spend a certain amount on their next visit. The few dollars sacrificed on the recovery service will be made up many times over when the customer’s loyalty is regained.