Case Studies
A selection of case studies where Liz McKeon has helped businesses to succeed.
Case Study: Seeking new challenge
OVERVIEW:
Experienced therapist with over 10 years work experience in destination spa, salon and product training looking to stay in the beauty industry, but seeking new challenge to incorporate experience and salary to reflect quality of CV.
ACTION TAKEN:
One half day coaching session exploring options available in preferred location. Updated CV. Carried out practice interview. Worked out required package. Narrowed options down to five businesses and sent new CV, requesting meeting/interview.
OUTCOME:
Three companies responded. Within four weeks, client secured preferred position with most desired company and secured the required payment package.
Case Study: Increase clientele
OVERVIEW:
New 6 room salon in busy town. Management having difficulty generating new clients.
BRIEF:
To increase clientele and have salon operating at 70% capacity.
ACTION TAKEN:
*Investigated the ‘sales process’ and ‘client service journey’, ensuring that every client had the best experience possible.
*Made sure the salon pricing was competitive and the service exceptional.
*Made the most of the website, not just in design terms, but impletmented an effective on-line, low-cost internet marketing campaign, with newsletter sign-up, call to action banners, google pay per click campaign and search engine optimisation.
*Set up a referral system for clients – trained staff to ask for referrals, tracked and systemised the process and have a reward scheme in place for clients recommending salon.
*Enrolled salon manager in local networking group.
OUTCOME:
1. Satisfied clients who are happy to both return to the salon and to recommend therapists
2. Appointment colums filled to 80% on a weekly basis
3. Salon in profit
Case Study: Doubling the turnover.
OVERVIEW:
Upmarket urban city centre salon/day spa employing 5 therapists and one receptionist.
BRIEF:
To double the turnover
ACTION TAKEN:
*Trialed services as a client to establish shortfalls in service.
*Established that all staff were relying on clients to call in, carrying out effective once off treatments, without recommending other services or selling homecare.
*Changed spa culture, ensuring that clients were introduced to all services, programmes/courses of services introduced and sold.
*Rebooking policy implemented.
*On-going cost effective marketing campaign introduced.
*All downtime used to promote spa.
*Introduced retail targets and ran competition for highest number of courses sold per month.
*Reception training.
OUTCOME:
1. Greater client satisfaction as courses of services are generating better results.
2. Improved staff morale and increased productivity.
3. Increased turnover – sales didn’t just double – sales TREBLED!
Case Study: Improve your retail.
OVERVIEW:
Urban salon in a busy large town, open over 5 years, employing owner and 3 therapists. Busy with services, however, despite having retail stock in excess of £30,000, retail sales amounted to under £500 per week.
BRIEF:
To significantly increase retail sales.
ACTION TAKEN:
*Remerchandised reception area to communicate to clients that this is a retail outlet and salon.
* Improved shop displays, priced all stock, cleaned and tidied entire reception area.
*Trained all staff members in retail sales and customer service, educated clients about the importance of investing in the correct skincare products for home use.
*Set weekly retail and services targets for each therapist, combined with new commission structure.
*Set up weekly staff meetings.
OUTCOME:
1. Better cashflow, increase in turnover and profitability
2. More motivated staff
3. Improved relations with salon owner and suppliers
4. Due to increase in sales, salon owner has secured product exclusivity in her area
5. Over a six week period sales increased to £2,000 per week and six months later weekly retail sales have grown to a steady £4,000 per week
