The Salon People Recommend

Who this book is for

Chủ tiệm và quản lý salon tóc, nail, spa, chăm sóc da ở Việt Nam; quy mô từ hai ghế tới ba cơ sở; phần lớn chủ tiệm vẫn đứng ghế làm nghề mỗi ngày.

Sound familiar?

• Runs ads every month without tracing them to a countable new client.
• Can't say in one sentence how this salon differs from the one next door.
• Posts photos shot under different lights, so the real skill never shows.
• Bad reviews cost sleep but have never been read as data.

Each chapter answers one question

1. Chapter 1: Do clients describe my salon in one sentence, or ten?

   If a client had to describe my salon in one sentence, what would it be?

   If every client describes the salon differently, it has not yet earned a place in anyone's mind.

2. Chapter 2: Are my photos showing off the craft, or hiding it?

   Do the photos on my page show real craftsmanship?

   Clients choose a salon by its photos before they walk in, so bad photos hide good work.

3. Chapter 3: Is a bad review an insult, or an operations report?

   What are the last thirty reviews saying about my salon?

   Reviews are an operations report written by clients; nobody has read them that way yet.

4. Chapter 4: Is my best marketing channel already sitting in the chair?

   How many of my new clients came because an existing client referred them?

   A salon's cheapest source of clients is the person sitting in the chair.

5. Chapter 5: Is my ad budget bringing clients, or just a habit?

   How much did I spend on ads last month, and how many clients did it bring?

   Every advertising dollar must trace back to a countable number of new clients; otherwise it is just a habit.