Is What You Want Always What You Need?

Hi,

Every salon owner wants to increase their revenues. Many think of revenue only in terms of new clients; and most of those have tried too many promotional ideas to count as they've tried to attract new clients. Why is it that some promotions didn’t work? Why did some do better than others? Are you constantly searching for the elusive Killer Idea that is guaranteed to bring in new clients?

We certainly agree that salon owners want and need new clients; and we’re here to help you drive sales. But, our approach is different. We believe what you really need to sustain your business, and to create a Thriving Salon, isn’t the next Big Thing—it’s a different way of looking at what really matters. It’s about building an integrated brand story that increases your upside potential and protects you when times are tough. It’s about applying all your resources ($, time, ideas, and staff) in ways that create momentum and growth.

The next time you find yourself wondering about your next promotion, ask yourself these questions:
What behavior do I want from consumers?
How does this communicate my brand promise?
How does this build on earlier promotions and set up those to follow?
Is my organization prepared to deliver on the promotion?

If you would like to explore these kinds of questions, and the thinking behind them, please contact me. I’d love to hear your story and share ours.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com


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