Lies Salon Owners Believe : And the Truth That Sets them Free

by Lok, Dan; Richoux, D. J.; Levinson, Jay Conrad

• ISBN13: 9781599322704
• ISBN10: 1599322706
• Format: Hardcover
• Copyright: 2011-07-22
• Publisher: Ingram Pub Services

Summary

Foreword by Jay Conrad Levinson,The Father Of Guerilla Marketing, 21 million copies sold worldwide " Have you lost the passion, the drive and the fire you once had for your business? " Are you tired of riding the financial roller coaster, where sometimes your appointment book is overflowing with a waiting list and sometimes it's empty as a desert? " Are you hitting the ;glass ceiling ; of success that virtually every salon or spa owner hits - where income peaks, plateaus, and eventually goes down? " Is your salon/spa business sucking the life out of you? Physically draining and preventing you from having a normal life, such as family get-togethers, time with your friends, your children's sports day, dance performances, and so on. " Are you sick and tired of wasting money on advertising that doesn't get you new clients? " Are you looking to expand to a bigger space or add another location but you are afraid to make the move? " Are you sick of struggling, taking all the risks and putting in ;sweat equity ; that you're about ready to throw in the towel and get a ;regular job ; with regular work schedule and regular pay? " Do you want to continue running your salon/spa and have a great ;lifestyle ; with plenty of money to pay your bills, your mortgage, your car loan and to build a nest egg of cash while having the freedom to work less and when you want? If you answered ;YES! ; to one or more (maybe all) of these questions, then Lies Salon Owners Believe is the book for you. In this book, Dan Lok and DJ Richoux shatter the seven lies that are holding your business back. Next, they reveal the truth behind why most salon businesses don't work - and what to do about it. They also share with you strategies and techniques you can utilize to increase your odds of success. Now is the time to take control of your destiny and to take action. Use the strategies in this book to achieve the life you've always wanted. Now is the first time that you have a chance to stop hoping for a better life and start creating it.

Table of Contents

Introduction	p. 19
How I Raise Myself from Failure to Success	p. 23
Now Meet DJ Richoux, The Book's CoAuthor	p. 26
What Makes This Book Different	p. 28
What's Holding You Back?	p. 29
"I Just Need To Be Good At What I Do, And My Business Will Be Successful."	p. 33
You Are Not Alone!	p. 36
Being the Best Salon Is Not Good Enough	p. 37
It's NOT Your Fault	p. 37
How I Accidentally Became A Salon Owner	p. 38
The Biggest Reason Why Salon Owners Fail	p. 44
How To Make All Your Dreams A Reality	p. 48
How I Discovered My New Life Direction	p. 51
Are You Working So Hard, But Still Aren't Getting What You Want From Your Salon/Spa Business?	p. 55
The Salon Business Can Only Be A Good "Hobby Business" Or A "Labor Of Love."	p. 59
Why Anyone - Including You - Can Be Wealthy	p. 63
Do You Own A Job Instead Of A Business	p. 65
Are You Guilty Of Committing This Deadly Sin?	p. 66
The Most Common Mistakes Struggling Salon Owners Make	p. 67
Why You Deserve To Be Fulfilled And Wealthy At The Same Time	p. 70
The Only Reason To Be In Any Business	p. 70
Become Financially Free And Live Your Dreams	p. 71
"It's A Business, It's Supposed To Be Hard Work And Long Hours - It'll Get Better."	p. 75
A Valuable Lesson I Learned About Building Businesses	p. 78
Why Most Salon Businesses Are Hard Work - If they Don't Miserably Fail	p. 78
Are You Trapped In Your Business?	p. 81
What To Do If You Want To Turn Your Salon/Spa Business Around Immediately	p. 81
No Decent Beauty or Hair Professional Would Say That Being "Self Taught" Is a Good Idea	p. 83
Work On Your Business - Not Just In Your Business	p. 84
Why Repetitive, Time-Consuming Tasks Might Be Your Downfall	p. 86
My Super-Simple Productivity Secret	p. 88
"We Just Need To Get Our Name Out There."	p. 93
What Advertising Sales Reps Don't Want You To Know	p. 94
An Easy Way To Adopt The Mindset Of Successful And Wealthy Salon Ownets	p. 97
How To Double Or Triple Your Salon Profits	p. 98
Brand-Image Advertising VS. Promotional Advertising	p. 99
Important Rules Of Promotional Advertising	p. 102
What Real Marketing Is Not	p. 103
What Real Marketing Really Is	p. 104
Look Over Dan's Shoulder	p. 106
A New Way Of Getting Clients That Really Works	p. 108
The Quickest, Easiest And Best Way To Get A Never-Ending Supply Of Clients	p. 110
Feeling Frustrated and Overwhelmed? Need My Help?	p. 111
"If Only I Could Get More Clients In The Door, My Business Will Be Successful..."
The Single Most Important Asset in Your Business	p. 117
Uncover the Hidden Profits in Your Business Today	p. 118
How to Keep Your Current Clients Coming Back Again and Again	p. 119
The Two Essential Ingredients of a Thriving Salon Business	p. 121
Powerful Reasons Why You Should Launch a Loyalty Program	p. 126
Plug the Hole in the Bottom of Your Income Bucket	p. 128
More Profit-More Time Off- Fewer Hassles	p. 130
"I Have To Lower My Prices To Beat Our My Competition."	p. 135
The Most Important Lesson I Have Learned About Pricing	p. 139
How to Go From the Bottom of the Ladder Straight to the Top	p. 140
We Can Make It Up In Volume	p. 142
How I Position My Salon to Charge Above -Average Prices	p. 143
Eliminate and Repel Bargain Pricing Customers	p. 144
What Really Matters to Your Clients	p. 146
You are Not Your Client	p. 147
High Prices = Better Clients	p. 148
How to Identify Your Ideal Client	p. 149
Creating the Right Experience for Your Clients	p. 151
There are More Reasons to Go Higher!	p. 153
Low is Not the Way to Go	p. 156
"I Could Do This On My Own"	p. 161
The Unvarnished Truth About What It Really Takes to Succeed	p. 167
Exit Strategies for Your Salon Business	p. 168
I Became a Better Leader When I Learned This	p. 169
Set a High Standard for Your Salon	p. 170
Establish a Working System for Your Salon	p. 172
Getting Your Staff to Support Your New System	p. 173
The Most Important Person to Make All Your Dreams a Reality	p. 174
How I found My Mentors (and How You Can, Too)	p. 176
The Shortcut to Creating the Salon Business You've Always Imagined (but Soil Have a Life)	p. 178
How Do You Find The Right Mentor for You?	p. 181
Conclusion	p. 183
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