Coaching Business im Beauty Bereich auf sieben Stellen bringen

0:00Unternehmer/Gast I'm the CEO and founder of uh Salon Cadence. It's a teaching and training company that focus on mothers with children that wants to scale their business in the beauty industry. So, six figures to seven figures is my sweet spot. Actually, it's the high six to the high seven is our sweet spot. Um what I found is that um the toughest thing for any business owners to learn is how to understand their numbers. That's where it all starts. And so, uh when I um I I searched for a long time for what's something that I can teach them really quick so they get it and they can actually change their behavior on the pricing increase. So, I teamed up with Mike Michalowicz Profit First and I wrote [clears throat] the book Profit First for Salons derivative.

0:49And the book has channeled so much interest of clients that came over. You didn't tell me this yesterday. This is great. What? didn't tell me this yesterday. That's great. >> like 5 [clears throat] minutes with you with five other people around me and I'm like, "What should I ask? I don't know." Um >> That's important. That's a big one. >> [laughter] >> So, I practiced it all night, you know, because at 3:00 in the morning I listened to the two of you.

1:15>> [laughter] >> Um so, okay. So, so that brought a lot of clients and then um and then I started and so we got really um a lot of influx of clients with that. So, I speak in stages, [snorts] but in the beauty industry, there's only so many stages. And I've pretty much almost tapped up to all of them. They're probably getting sick of me.

1:39Um so, my question is um and and this year we went from onboarding last year um 20 new clients which each client is average is 30k um to only 10 clients this year and lost 10 clients. So, we're like But what I focused on is the internal structure so I could have scale next year.

2:04So, from listening to the two of you, maybe my model is not scalable. I think your model is totally scalable. You just have no acquisition. Oh, I have one acquisition at one point. >> Well, I didn't know you had the Profit First branded book that you wrote for Salons. This just screams book funnel. Okay. You did like the issue that you had before is that you tried to do a call funnel which is the toughest type of funnel to get going because if you don't have a brand, it's very you have to be very good at every part of it.

2:32Alex Like you need to really understand media buying, really understand creative, really understand call conversion, scaling teams, all of that kind of have third-party find it. Like you got to be dialed. Book funnels because of kind of the brand halo effect that goes with it, you will be able like selling books is not that difficult. And so then the only thing that happens, basically it's much easier to find somebody to be able to sell a book especially if you can show, you know, I'm sure you have Amazon five-star reviews, things like that. >> best seller. Right. Exactly. And so you're like, "Cool. This this book clearly has value." Yes.

3:01Alex >> Number one. >> I sold I sold organically 3,000 No, 4,000 copies in less than 2 years. That's awesome. So, that means they like it. Yeah. And so now we just need to like force people to find out about it. And so I would just point them at to the book. The thank you page on the purchase of the book is book call and we'll walk you through which chapters apply to you. Okay.

3:25Alex And should my message always be about profit first? Yeah. >> That's my question. Because we do get Well, if it works, if it works. Like if that's the messaging that salon owners uh resonate with, then that's that's what works. But I'll I'll bet you right now what you could do. So, you have you have 20 active customers right now? Uh 40. You have 40. Okay. So, what I would do is I would ask those 40 for what it was like when they met you and then what it's like now 1 year or 2 years later. How much their life has changed. And so I'd want that to be internal like how's my life changed and then external give me the stats. And you want the hook. So, I'm getting really tactical here, but here we go.

4:03I want the hook of the ad to be the moment that was the highest pain. And so the question that you'd ask is what was the worst moment before you started working with me that made you want to do this? Yeah. Right. And so like I couldn't pay payroll or I could you know, whatever that moment is, right? That becomes the hook of the ad. And so then the the book and you are positioned as the bridge that got them from where they are what sucks to where they want to go which is in happy land with you.

4:28And so ad is structured that way. Landing pages just they buy the book. You can also just make it free plus shipping so it's even lower. So, sell the book for $4.95 and or rather make it free and give the shipping for $4.95, whatever. And then the thank you page is basically a a small video from you that says, "Hey, I'm the author of this and I've been working in the salon industry for however many years. There's seven principles to making salons work and if you want we can help you apply you know, like reading a book can be intimidating.

4:55We'll just pull out the chapters that apply to you right now cuz you don't want to do the stuff in the wrong order at the wrong time. And so I just want to help you out. The first call, leave your credit card at home. I'm not going to try and sell you anything. At the end of the call if it makes sense, we'll set another call. Very low pressure. And then that way I think you'll be able to book plenty of calls that you'll be able to close. And I think the book is the front end with the testimonials about the book and you basically this is a nice brand play, too.

5:19Alex Like the the big reason that I think in general books are very hard and not worth the return. But the one big benefit of books is that they are very brand building. It's no there's zero ick to you selling a book. And so I think that long-term is a good play. Yeah. Okay. I would use that. Like I don't think your business model isn't scalable. Selling $30,000 advice is very scalable. And we are um LTV at 3 years. >> Yeah, you have 90k LTV. You should be able to spend whatever the hell you want to get salon owners. Like the I've I've talked to you about somebody who's in the salon space every month. Really?

5:49>> And yes, there there's tons. And it's just like the gym space. There's a gazillion people who try to sell to it cuz it's like, "Oh, there's gyms, there's salons, like there's dentists." Like they have like six people six types of businesses they can name that are brick and mortar. Salon is always one of them. So, there's plenty plenty of competitors in the space. Like you just have to run ads to the book, put a thank you page up, call it. Okay. That's it. >> [laughter] >> Thank you. That's the play. If you're a business owner and you are not growing as fast as you like, I'd like to give you a free gift. So, my team and I put together the $100 million scaling road map which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly where they got stuck and how they got past it.

6:31And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisitions.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page you can just book a call with my team and we will look at your business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.