George Alderete, one of the salon’s senior colorists, is a great example of how the program works. A 30-year veteran of the beauty business, Alderete was an accomplished colorist, but he moved he from Los Angeles and found himself needing to build a clientele from the ground up. When we started the VIP program, Alderete had been with the salon about a year, and was seeing four-five guests per day. In about six months, his client count grew by around 50 percent.
"It is by far the best way I've seen to grow your business," says Alderete. "I wish I'd had something like this when I was starting out. I had all the tools - experience, enthusiasm and a great salon - I just needed clients to experience what I had to offer and this program did that."
Alderete suggested to his clients they give the cards as a gift to someone special in their life. Whether it was a close friend or relative, a client in their business or just someone who needed it. "One client was so excited to give one to her sister because she had been having a rough time and thought this would be a great pick me up."
Out of all first-time guests who came to Salon Visage because of its VIP card, 60 percent returned for repeat services—well above the industry average for new client retention. In addition, about half of those clients, as well as the clients who only came once, bought other services or products during their visit.
Frank Gambuzza and Scott Missad. Frank Gambuzza is the owner of The Visage Group with four salon and spa locations in Knoxville, Tennessee. Scott Missad is the CEO of Gene Juarez, with 10 salons and two academies in Seattle, Washington. For more information about Strictly Business, the live education seminars founded by Gambuzza and Missad, contact Julie Oeffling at 800-718-5949.