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Better Business
May 1, 2007 By: American Salon Staff American Salon
Digital Revolution
Wouldn't it be nice to have your own assistant, someone who could organize your schedule and keep track of appointments? Personal Salon Assistant (PSA) software from SalonTechnologies is the next best thing. Besides getting you organized, it actually formulates haircolor for you; when prompted for specific information, including the product line, percentage of gray and natural and target haircolor, it will calculate the color formula, application and timing. You can purchase a Dell Axim X51 hand-held with the PSA software pre-loaded or download the software from the company's Web site to your own hand-held device that supports Windows Mobile Operating System. salontechnologies.com —C.W.
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IT'S IN THE CARDS
The mission of SPACE salon in New York City is to deliver expert service without pretension in a clean, airy atmosphere, which is also the message their business card conveys. "It makes a statement, yet it's simple, pure and modern," says co-owner John Kovacs. The front of the card is spare, with only the logo, in the Skia font, and a swooping silver arc. Contact information is on the back. —L.A.
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SPREAD THE WORD
COUNTER INTELLIGENCE
Bombarded with anywhere from 250 to 3,000 commercial communications every day, consumers are being exposed to massive sensory overload. So how do you cut through the clutter and offer clients a message they can trust? One simple, cost-effective and time-trusted method: word-of-mouth advertising. You just can't buy the authenticity, passion and loyalty your customers project when they tell their friends and family about your business. Here are some ideas for generating buzz:
Host forums and consumer clinics that promote a try-to-buy experience, where customers can connect, try out products and sell to one another.
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Create referral programs that motivate clients to tell their network about your services. Offer rewards such as thank-you gifts or complimentary add-on services at their next visit.
Encourage clients to become evangelists by offering extraordinary face-to-face experiences that inspire them to talk about you.
Foster authentic, direct dialog with clients that focuses on your salon's unique points of difference, allowing clients to communicate those points to their friends.
Send e-mails with trials and offers, and encourage people to forward them to their friends. Set up a MySpace.com page and add all of your clients who have their own page as friends.
Sue Remes is an internationally known keynote speaker and consultant. For retail sales, management or education solutions, contact her at sue@sueremes.com or call 612/378-9398.
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