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The first in a series of posts about writing to reach out and nurture a more diverse client base, this short post encourages you to share your online story with HerProBlog.com.

Over the next few weeks, I’ll be guest authoring and am on the look out for men and women who write online in blog format for a female audience. Drop me a line in the comments section and let me know about your blog.

Don’t have a blog? Don’t write online? Not sure what a published book could do for your business?

Oh my! Keep an eye out on this series of posts so that you can let your intended diverse client base know that you’re ready to serve.

When Michelle Singletary, Washington Post’s personal financial columnist, starts siding with Ben Bernanke about today’s economic outlook, take notice.

This is one influential African-American journalist you want to keep an eye on. Here’s what she said, to both you and your clients, in a recent column:

“[Y]ou have to do more then fret. The key to beat inflation is to do what Bernanke says. You have to be flexible with your finances. You have to act. Stop talking about cutting costs and do it — now.”

But it’s not just Bernanke. Newspapers are reporting statistics like…

• couples with two cars need an extra $1,500 this year for gas
• credit card minimum payment thresholds have been increased
• saving account interest rates have decreased

…and your clients are in the spa less. Your clients are getting their hair done less.

Wanting a quick poll in one of the online networking sites I visit, I asked:

“Is cost cutting affecting your personal care? For example, are you in the spa or salon less? Skimping on care goodies?”

That immediately got a response from a blogger, along with this one from an attorney, and then a hard hitting follow up from ShannonRenee.

These ladies are representative and while they are reducing their visits to salons and spas, less can be more.

For example, check the foot traffic at the downscale, one-stop nail shop. Has it increased? If so, the owners of these locations have attracted the frugal beauties that you may be interested in seeing. You may see offers of upgraded options, with several levels of choices that accommodate wallets from big to small. Try the same approach in your shop.

Not your style? There’s another way to differentiate your business. For example, I was surprised when my spa esthetician recently said, as she did my American French manicure gel nails (yes, fabulous), “We haven’t seen a drop in clientele since spa is a lifestyle and they have the incomes to support it.”

Did you catch the difference between the fate of the spas my online network mentioned and the one I visited?

The spa I frequent has trained its staff and branded itself as an essential part of life!

Good economy. Bad economy. Looking and feeling good is paramount to the clients of that spa.

So what is it going to take to spare your salon or spa from the economic downturn? More staff training? Branding? Often mentioned by salon and spa consultants, my spin on this approach for multicultural marketing and selling requires that you start by being different, relevant and providing “affordable affluence.”

How can you be different? What about the spa concept in Toronto, Canada that requires membership?

How can you become more relevant? Take the example of a spa in East Dulwich, United Kingdom that offers daycare services at certain times during the week.

What about “affordable affluence?” Boost sales quickly by focusing on simple products that aren’t expensive, much like television reality show hair stylist, Karen Wallington. She sells American Apparel clothing branded with her logo and slogans catering to dreadlock wearers.

Each are easy to try examples that have attracted more clients for each of the businesses involved.

So, whether you’re trying the “Less Is More Approach” or the “Lifestyle Approach” how is your spa or salon faring in this economy?

In an effort to get to know about you and your need for multicultural marketing insights, I’ll be hobnobbing both online and offline up until the end of the year. When we meet, you won’t be sold anything except for hearing me sell you on the importance of sharing your burning desires as a unique business professional!

I truly want to help you with your spa and salon goals in the years to come.

July: Profiling innovative spas, salons and related industry professionals as co-author at HerProBlog.com (launching July 15)
August: Appearing with lots of camera make-up on CJNT Montreal’s “Soul Call” television show where the F.I.R.S.T system for multicultural marketing and selling is unveiled
September: Celebrating enthusiastically about five years of MyDreadlocks.com with an announcement for salons and stylists that is not to be missed
October: Sharing ideas that work during an Orlando, Florida seminar from the 16th-19th at the Hawthorn Orlando Suites. Come away with easy to implement tactics for monetizing your web site so that you don’t feel like you’re wasting your time online. (When not presenting, I’m sure to be found either in front of an air conditioner or in a local salon or spa near you.)
November: Bouncing excitedly around a trade show booth at The National Women’s Show in Toronto, Ontario. More web site revenue generating tips can be had at the Metro Toronto Convention Centre from November 7th-9th.
December: Launching Leesa Barnes’ new book on social media marketing for the masses. Co-written with her production guidance, the title will be revealed in the Fall and the book released in the New Year. A few chapters will have been co-authored by me, a few others by some online colleagues and it features Leesa herself.

But wait, there’s more…

Keep an eye out on Tynisha Thomspon of Book Savvy Media. She has a seminar in the works for female business owners that should not be missed. Even if you have no intentions of writing a book (despite an upcoming post that will encourage you to seriously consider it), you need to be up to date with Tynisha. Sporadic updates are available here: http://www.booksavvymedia.com

In 2009, there will be a much anticipated visit to the first annual BSPA Conference (http://www.blackspaprofessionals.com/) somewhere in the state of California. While more air conditioners are sure to be involved, this is one conference I don’t want to miss.

Whether you’re a stylist, esthetician, distributor or any other related professional, be sure to grab one of my business cards whenever we meet. Why? There is a business-building surprise with each one!

I’m really looking forward to meeting and getting to know all of you over time.

Sales - whether salon sales or spa sales - was previously defined as any activity that makes your cash register ring once you have provided a service or made a product offer.

With a focus on spas from two consumer standpoints and one from the vantage point of a spa owner, what follows are three tips to easily make more sales. Salon owners and stylists can take part here, too since there are sales tips for everyone on how not to make selling complicated:

1. Offer bundled services
Women are great at word of mouth, which means they will talk up a storm to their friends and family about the products and services that they love or love to hate. In fact eMarketer has found information that pegs women as eager to share positive product information. So eager, in fact, that 87% of female Internet users mention products they like in conversation and 64% forward e-mail links.  Help them spread the love about your spa by offering bundled services that allow them to share their relaxation time with a friend or family member.

Take, for example, a his and her pedicure session. A doubly brilliant idea since there’s a possibility of expanding your customer base beyond women! This simple sales approach can lose all hopes of an easy return visit - or even the promise of one - due to a slip of the tongue.

2. Keep records of your cash clients
As a personal care addict, I tend to frequent several different spas and salons in any given year to keep up with trends. Since the Canadian city of Montreal is my current home base, however, there’s one spa that I visit more than any other. Despite being a client for more than four years, there’s no sign of me on their books unless I call in to make an appointment. Why? It’s likely because there has never been a credit card transaction associated with any of my visits.

Tracking your cash-only clients, especially when the economy tightens its use of credit, is a good move for any spa interested in maintaining or growing its sales levels.

3. Follow up after making the sale…to get more sales
Speaking of good moves, there are salon and spa owners that have plenty of them. In a few weeks, you’ll have the opportunity to hear the first industry interview with upscale esthetician, Lisa Anella, who has a simple call back system to keep in touch with clients after they have been in to see her. Stay tuned to this blog to get an update of this audio release since you won’t want to miss it.

If you know of any other salon or spa owners that would like to be profiled for their marketing or sales successes, please let me know. I look forward to getting to know many of you and your colleagues over time as you build your businesses and generate profits based on your service to multicultural communities.

In the last post, the idea of moving beyond traditional types of marketing was suggested. Now, let’s talk about advertising your spa or salon on the Internet.

While there are some personal care and aesthetics businesses that have moved into the online space using broad targeting with…

• banner placement
• pay-per-click promotions
• social media marketing
• newsletter advertising

…there are established web sites online that will help you reach multicultural clients effectively with less time investment. More client leads and faster?

It’s true. One such site is called BlackRefer.com. Touted as the biggest black web site directory, it is owned and operated by Woodi Holmes who started the site back in 2002. Here some insights on both the ‘Why’ and ‘How’ of spas and salons making the best use of niche online directories like his.

Question: Woodi, why did you decide to build a cultural community space online?

Woodi Holmes, BlackRefer.com: We believe in not only referring folks to the most popular black web sites, but also to the ones that major search engines may have omitted. We feel that BlackRefer.com fills a VOID for those seeking information about African American culture.

Many popular web sites on the Internet (perhaps not intentional) have omitted much valuable information about African American figures. But that does not mean BlackRefer.com is exclusive to African Americans, but it means we are the people’s web site and welcome all to share in the black experience.

In addition to cultural community news articles and an extensive directory, you offer several advertising  packages. What is your philosophy on balancing content with ads?

Woodi Holmes: Our main focus is to refer surfers to the web sites of their interest. There are two ways to advertise on BlackRefer.com: Google Adwords program or directly through [our] site. With both, we strive to blend the ads within the body of content so as not to confuse or annoy the surfer.

Do you see more consumers coming online in search of businesses that cater to their community? Why do you think that is?

Woodi Holmes: We strive to be the foremost destination for users seeking African American information, sort of like a black Google. We receive emails from folks seeking advice on different African American businesses.

— SIDEBAR —
Woodi mentioned that the beauty pages on BlackRefer.com have always been popular. In fact, the pages offering extensive lists on all things beauty…

• body and skincare
• cosmetics
• hair care
• nail care
• oils and lotions

…are visited more than any other. He chalks it up to the fact that almost two-thirds of his visitors are female.

High traffic beauty pages and a largely female audience? I had to ask Woodi about how this affects the salons and spa advertisers he has come across over the years.
— SIDEBAR —

Do you notice spas and salons advertising for branding or for selling specific products and services?

Woodi Holmes: Each advertiser has their own agenda for choosing to advertise, whether for branding or selling. What we provide to our potential advertising clients are stats on our monthly page views, demographics etc. If they decide that BlackRefer.com might suit their personal objectives, they purchase ad space.

What would you say to professionals who are unsure about spending money to advertise their local businesses on the Internet?

Woodi Holmes: You worked hard to accomplish your dream of starting your business, now you have to have faith in this wonderful dream of yours by advertising. Otherwise, how will the world know that your product even exists?

Couldn’t have said it better myself. Getting started with marketing your personal care business in a niche online directory that caters to multicultural visitors is easier than you think. Woodi even had some tips to share about how to quickly get started with online advertising…

1. Advertise on BlackRefer.com
2. Advertise with Google Adwords
3. Start linking with other quality web sites
4. Start an email campaign
5. Believe in your product

Still not convinced that online advertising can help you promote your service or move your products off the shelf? Stay tuned to hear about my own experience with BlackRefer.com directory advertising. You’ll be surprised at the traffic and the results!

Why not have both?

Whether you believe marketing includes a mix of “The Four Ps” (product, price, promotion and place) or that marketing and selling are two different areas, let’s talk about which aspects you may be incorporating in your business right now and considering options.

Getting a balance between promotion and sales frees up your time to focus on what you love to do, which is critical to your salon’s success and your spa’s long-term viability.

For this discussion, let’s say that marketing is any activity that helps you advertise and promote your business.

To do this effectively, consider going beyond:

• placing ads in the local newspaper
• handing out snazzy business cards
• adding a copy of your brochure to a web page

Any of these steps will not harm your marketing but it will make it harder for you to stand out from other spas and salons.

Why not consider putting a system in place to collect the names and contact information of potential clients as you meet them not only at work but outside, too? The idea is to build one-on-one relationships while creating a community. Once you do that, it is important to follow up with specialized information.

With advertising and promotion done well, you will see more interest and foot traffic in your salon or spa and this is the perfect opportunity for sales. Selling is any activity that adds money to your cash register after you’ve completed a quality service or offered a product.

Selling is not just for salespeople so have a great time going beyond:

• discounts
• displays
• pushing product at the end of a session

Not sure how? Building a relationship will help lead the way so that you’re able to better customize your approach to each client’s needs while maintaining your mission.

To get more clients coming through your door, you will need to get the right people to notice the unique services that you offer. Once there, it gets easier since salon and spa professionals are natural relationship builders! More sales opportunities present themselves here as you learn more about your clients and are able to offer them the products that they want as well as the ones you suggest.

As the door to my new home online opens with this first post, I realize that places for salons and spas to get together on the Internet already exist.

You see, there is a high demand for help in running your type of business. And there’s no end to the supply of solutions. I know because I’ve spoken to industry experts. I’ve read the statistics and reports on the state of the salon and spa niche. I’ve even reviewed what other consultants have on offer, ranging in price from hundreds to thousands of dollars.

Over time, that research will continue but nothing beats what I’ve heard on the ground from clients like yours and professionals like you. That information is from the tens of thousands of visitors to my health and beauty web site network over the last 5 years along with personal visits and phone calls to salons and spas across North America and Europe.

This blog is an extension of what I do best: listen.

This blog is also about taking it to the streets to get a true and objective understanding of your burning desires as a unique business professional.

Hearing your feedback after each post will be helpful to everyone who passes by to read. That includes fellow salon and spa experts, distributors, suppliers along with other health and beauty industry players, all of whom are invited to take part in the conversation.

In addition to marketing and selling tips, there will be the occasional quick survey, surprise guest interview and an always open invitation for you to share the special wants, needs, hopes and dreams you have for your business. Sometimes called “channel checking” by industry stock market analysts, common sense is a much better term.

The goal is to help you get more interested clients and keep the cash register ringing for your spa, salon or related web site. As I listen and get an even deeper understanding of your unique needs, you will be offered a custom blend of products and services that are specifically designed for your further business success.

In short, there’s no other resource for salons and spas who serve multicultural clients like you’ll find right here.

Since I’m flexible, it’s fine if my related passion for multicultural health promotion doesn’t directly match up with your business. Just know that every time we cross paths, I’ll be grinning in the knowledge that we’re making an indirect but marked impact.

Let’s get this party started…See? I’m grinning already!