Training & Education Archives - Salons by JC

Training & Education

Financial Wellness & Independence

Financial awareness can help you create financial independence.  The basic foundation of financial awareness is financial literacy, which is the possession of the set of skills and knowledge that allows an individual to make informed and effective decisions with all their financial resources.  Financial literacy equips us with the knowledge needed to manage money effectively. Without it, our financial decisions and actions we take—or don’t take—lack a solid foundation for success.

Reaching Financial Freedom 

Did you know that nearly half of Americans don’t expect to have enough money to retire comfortably?  One of the biggest attributes to this is because there was no game plan in place early enough to reach that goal.  This is very important as a Salons by JC Salon Suite Owner, is your plan in place?   Unlike larger companies and corporations who might offer 401k plans to begin saving for retirement, suite owners have to establish investment products like IRAs and annuities on their own to reach specific goals.  Gaining an understanding of how money works and getting help from a financial coach will help you succeed financially.

The Game Plan

A good place to start when creating a solid game plan to begin your amazing journey to financial independence is with Savings.  You may feel as if you are living paycheck to paycheck as most do.  Saving money begins with mindset and making an agreement with yourself to be disciplined enough to save anything.  Start out small $5, $10, $20 a month, whatever your budget will allow you to ‘sacrifice’.

Sacrifice, when it comes to saving your money  is the beginning of the best habit known to man.  Whatever the amount is – Don’t Touch It!  Before long you will be a saving fanatic.  Take my word for it. Starting early is important, but starting NOW is even more important.  It’s not how your money story begins, but how it ends.

An Example of the High Cost of Waiting

Let’s say you want to save $1 million by age 67?  You’d better get started soon. The longer you wait, the more you will have to put away each month to reach your retirement goals.

  • 27 years old? You would have to put away $214 a month to reach $1 million.
  • Start at age 37, put away $541 a month to reach your goal.
  • Begin at age 47, and you would have to put away $1,491 a month.
  • Wait until age 57, and you’re putting away a hefty $5,168 a month.
  • Wait until the last minute (age 62) and you’d have to stash $13,258 a month to reach $1 million by age 67.

Whatever your goal is, the sooner you start saving, the fewer dollars you’ll have to put away each month to reach your retirement goals. Don’t pay the high cost of waiting.

For more information on Financial Wellness & Independence, contact  [email protected]

Blog written by Mona Echard | Salons by JC Business Coach


Beauty & Wellness Franchise News Training & Education

Salons by JC hosts First Salon Professional Virtual Mini Conference

On October 1st and 2nd, Salons by JC hosted its first virtual conference especially crafted for our salon professionals. Through our partnership with SalonCentric, we were able to secure our host for the event, Michael Cole.  Michael has over 30 years in the beauty industry as a stylist, manager, multiple salon owner, and executive chain director.  Michael wrote a book entitled, “A Little Off the Top” which has helped over a million salon professionals breakthrough to a more prosperous and purposeful career.

Michael Cole

Tap Into Your Potential

The conference spanned over 2 days and roughly 6 hours in total and had over 280 franchise owners, concierges, and salon professionals register for this free event.  It also featured Salons by JC Salon Business Coach Mona Echard as a guest host.  The conference also had special guests, Christina Payton, owner of The House of Blondes located inside of Salons by JC Naples.  Christina is also our 2019 Suite Owner of the Year.  Salons by JC Baybrook Mall Concierge, Brenda Olivarez, who worked with Michael at one point in her career.  

Christina Payton – Owner The House of Blondes

Bettering Your Best

During the conference the main topic centered around igniting the passion of each person who participated.  Topics of discussion ranged from knowing your place in the industry, the importance of a mentor, the six dimensions of wellness, and exploding your pay to name a few.  As each topic was discussed, we saw the engagement and energy rise within the participants.  “It was great to see so much interest from our Salons by JC community and also having those people stay with us from start to finish for both days”, stated Mona Echard, Salons by JC Salon Business Coach.

Brenda Olivarez

Ignite the Passion

As Salons by JC enters its 22nd year of operations, we look forward to bringing our Salons by JC salon suite community the workshops, events, and conferences needed to ensure the enhancement of their business and growth of the brand.  We received rave reviews from our conference and are preparing to bring you much more in 2021.    

Blog written by:

Marlene Romo Flores – Salons by JC Franchise Marketing Manager


Business & Marketing Training & Education

Salon Suite Opportunities: Incentivizing Client Purchase Frequency

Before you get your clients comfortable with spending more, you first have to get them comfortable with spending more often. The more your clients open their wallets and “show you the money” the better off you and your business will be. Sure, the amount of money they spend during each transaction is important too, but increasing their purchase frequency should be one of your main business goals. When you do that you’ll end up creating even more opportunities to sell – and sell more often – to your repeat clients. There are a number of ways to get your clients to buy from you more often. Let’s focus on three of the most effective and efficient ways you can accomplish that goal.

Stay in constant contact with you clientele
This includes: when you’lll reach out to them, how you’ll reach out to them, and what you’ll offer them when you reach out to them.
For example, if you are a hair stylist after completing a new highlight service for your client you might choose a specific time in between that service to offer a gloss treatment to freshen up the clients color. You might also offer them 20 – 40% off the service (being sure to stress that the offer is time sensitive to create a sense of urgency on the client’s part). Your goal is to get a yes, book the service which will lead you to the next step.

Provide additional value to their purchase
In that same example you can sweeten the deal with an additional value, such as a complimentary after gloss sealer or pre-conditioning treatment. The key is to communicate these two services separately which raises the client value perception of receiving more than what they are paying for. Which leads to our next strategy.

Create a consistent buying pattern from your client 
You may want to consider incentivizing frequent purchases through the implementation of a loyalty program. Loyalty programs can keep your current clients engaged and coming back to you on a consistent basis. If done well, loyalty programs can also get your clients to come back even more frequently than they already do. Consider a simple punch card method and utilizing the promotions and specials features on your booking app to help you keep track of purchase frequency data to improve upon what works and what doesn’t.

“Buy 5 and get the 6th one is free”

This reward system is a key trigger!  Fun fact, neuroscientists find that incentives are predictable because people usually pursue their self-interests and will change their behavior to accommodate those interests. In short, incentives like the buy 5 get one free equals predictable behavior to reach the reward.

The goal is to determine the most effective way to get your individual clients to nudge their own spending boundaries a little more with your strategic efforts. This should be done subtly and with such finesse, they don’t even notice. As long as the value you provide outweighs their increased spending from their perspective, they’ll be more than happy to pay a little more, a little more often.  Keeping all the profits and generating more cash flow income are some of the salon suite owner opportunities you receive at Salons by JC.  Contact one of locations to find out more on how you can become a salon suite owner.

Check out the Incentivizing Purchase Frequency Webinar, presented by Mona Echard, Salon Business Coach. For more information and to receive the recorded webinar, email [email protected]

Training & Education

Creating a “Why” Mindset to Grow your Business

If you are a critical thinker, you may have a habit of asking “Why?” As it pertains to your life and your salon business. You may ask yourself why every day, every hour, or every minute if you are having a rough day.

Questions like, “Why did I decide to go out on my own in the first place?”,  “Why do I accept negative business outcomes?”, “Is it my brand or Is it me?”,  “Why am I not getting ahead?”,  “It seems like I take one step forward to be pushed two steps back”.  These are all valid “why” questions.  Let’s revisit them later.  

Have you ever heard the statement that, your “Why” should make you cry?  Well maybe not literally, but it does create an image in your mind.  Your journey to whatever you want in life and in business, should have so much purpose in it, that it evokes the kind of passion, that could bring you to tears.  Like the passion you felt when you signed your lease with Salons by JC.

When your “Why” makes you cry, you will be successful in the ventures you align with, and it will influence the way you solve problems and set goals.  So, first and foremost – Establish your Why.

Your Mindset consists of the attitudes you hold. Be aware of whether yours is fixed or static, which can be a challenge, if the goal is to think critically and grow your business. A critical thinker not only has the ability to engage in reflective and independent thinking, but they are able to identify, analyze and solve problems systematically rather than by intuition or instinct, (which often involves emotion), and can interfere with the systematic approach. As a salon owner, when problems arise, you may think you can work your way out of it by shear intuition because you “know what you are doing, and this too will pass”. That mindset will only keep you doing the exact same thing over and over again with you expecting new results; and of course, those results will never come.

Remember those Why questions, I said we would revisit?  Critical thinkers with a growth mindset will most likely answer those questions in a positive way.  For example: 

……. Why did I decide to go out on my own in the first place?  The answer might be- because my Why drives me to remember, not to forget, why I am striving for success in my salon business.

…….Why do I accept negative business outcomes?  Is it my brand?  Is it me?  The answer might be- it reminds me to think critically and systematically, so that I can be better today, at how I run my business, than I was yesterday.

……. Why am I not getting ahead?  The answer might be- because it has been too long since I last evaluated my progress; therefore, I am holding myself accountable and revisiting my goals with intention. 

Goal setting keeps you focused and moving forward without procrastination.  It is a surefire way to produce a path to success in business. Using this well- known, and practical model to set goals might be just what you need to refocus.

Let’s Think SMART-ER!

S – Be Specific (Start with one main goal and be super clear about what it is.)

M – Make it Measurable (Can I track progress while I work on this specific goal?)

A – Actionable (Be clear about how to achieve the goal, get guidance if needed.)

R – Be Realistic (Can you accomplish this in your current stage in life?)

T – Timely (Time frames hold you accountable to stay engaged in the journey.)

E – Evaluate (Evaluate your progress often and be intentional.)

R – Reward (Every goal milestone deserves a reward.) 

When we feel passionately about the goals we are working to achieve, it helps us push through adversity and it reminds us of our “Why”

If you want to take a deeper dive into Creating a “Why” mindset to grow your salon business, join our first webinar in the series, “5 Ways to Grow Your Business” hosted by Salons By JC Salon Business Coach, Mona Echard  on Monday June 15, 2020 @ 11am CST.  To register email [email protected].

About Salons by JC

Salons by JC opened its doors in 1998 in Dallas, Texas. The company now boasts over 100 locations nationwide and in Canada. For more information about franchising opportunities please visit

Blog Written by: Mona Echard, Salon Business Coach

Guides & How-To Training & Education

COVID-19 Financial Resources for Suite Owners

This page is designed to be a quick reference guide to resources

At Salons by JC, our suite owners are the very core of everything we do. We know that with the recent outbreak of COVID-19 many of our suite owners may be facing difficult financial challenges. This is why we have compiled this page of resources as a companion for the large number of educational blog posts we’ve created to help you through this difficult time. Those posts, located in our blog, are designed to be a more active and depth guide to help you through this time.


 For even more resources, visit our new dedicated

Salons by JC COVID-19 resources website.



1A. CARES Act- Economic Stimulus Program  

The Coronavirus Aid, Relief and Economic Securities Act (CARES Act) provide eligible individuals with a one-time direct deposit of funds to provide immediate financial relief, based on your 2018 or 2019 tax filings. For those who filed taxes in 2018/2019, deposits will be automatically made to your bank account, if it was used when filing.

The following guidelines outline the program in more detail.

  • Single filers earning up to $75,000 or joint filers earning up to $150,000 will receive around $1200 per person or $2400 per couple in a one-time payment.
  • Single filers earning up to $99,000 or joint filers earning up to $198,000 will receive around $500 per person or $1000 per couple in a one-time payment.

If you have used direct deposit for payment or refunds with the IRS in the past year, funds will be deposited directly in your account. If not, you can expect a physical check in several weeks.


1B. Extra Unemployment Benefits for Self-Employed Individuals

Another benefit of the CARES Act is the expansion of unemployment insurance and payments to self-employed workers and/or independent contractors. This includes independent salon owners who are registered as an LLC, Sole Proprietor, etc.. The changes the CARES Act implements include up to an additional $600 a week in addition to the individual state unemployment benefits. Currently, this change is set to last for up to four months, ending on July 31st, unless further updated. Pay for unemployment will vary state by state, but the CARES act amount is universal across all states.

To apply for unemployment benefits, visit your individual state’s unemployment website:


2. Taxes Filing Deadlines Have Been Extended

The deadline has been extended from April 15 to July 15, 2020. No additional forms or information is required to file your taxes.

For more information visit the IRS website.


3A. State and Local Changes to Private Residence Evictions

Many state and local governments have made changes to the process of evictions. This may include extended deadlines or actual pauses to any eviction processes. For the most up to date information, speak to your landlord or local government officials and let them know you are unable to pay rent due to the Coronavirus.


3B. Deferred Mortgage Payments

Much like the changes for renters made by state and local governments, your financial institution may have programs in place to pause or defer your mortgage payments. Contact your mortgage lender to learn more about specific steps they may be taking.

4. Deferred Auto Loan Payments

Similar to the previously mentioned changes for mortgages and rent, many financial institutions are implementing similar procedures for auto loan payments. These may be automatically deferred payments or options deferments upon request. Contact your lender to learn more.

5. Families First Coronavirus Response

The Families First Coronavirus Response Act (FFCRA or Act) requires certain employers to provide employees with paid sick leave or expanded family and medical leave for specified reasons related to COVID-19. The Department of Labor’s (Department) Wage and Hour Division (WHD) administers and enforces the new law’s paid leave requirements. These provisions will apply from the effective date through December 31, 2020.

Generally, the Act provides that employees of covered employers are eligible for:

  • Two weeks (up to 80 hours) of paid sick leave at the employee’s regular rate of pay where the employee is unable to work because the employee is quarantined (pursuant to Federal, State, or local government order or advice of a health care provider), and/or experiencing COVID-19 symptoms and seeking a medical diagnosis; or
  • Two weeks (up to 80 hours) of paid sick leave at two-thirds the employee’s regular rate of pay because the employee is unable to work because of a bona fide need to care for an individual subject to quarantine (pursuant to Federal, State, or local government order or advice of a health care provider), or to care for a child (under 18 years of age) whose school or child care provider is closed or unavailable for reasons related to COVID-19, and/or the employee is experiencing a substantially similar condition as specified by the Secretary of Health and Human Services, in consultation with the Secretaries of the Treasury and Labor; and
  • Up to an additional 10 weeks of paid expanded family and medical leave at two-thirds the employee’s regular rate of pay where an employee, who has been employed for at least 30 calendar days, is unable to work due to a bona fide need for leave to care for a child whose school or child care provider is closed or unavailable for reasons related to COVID-19.

To learn more, visit the U.S. Department of Labor website


6. Professional Beauty Association COVID-19 Relief Fund

The PBA COVID-19 Relief Fund is designed to help support the licensed beauty professionals who have not been able to work or are experiencing financial hardships due to the COVID-19 outbreak. The Relief Fund will provide $500 to licensed beauty professionals who are unable to work due to COVID-19. The funding is intended to be an emergency aid for short-term immediate needs.

For more information, visit their site here.


7. Horst M. Rechelbacher Foundation – COVID-19 Relief Fund

These $1,000 grants will provide financial assistance to beauty professionals or students of beauty programs, whose lives have been drastically changed by the mandated closures in response to COVID-19. Available to beauty professionals and students who are unemployed and cannot maintain their regular income during this time, these one-time $1,000 grants will be distributed directly to the applicant to provide temporary financial relief. Applications are open starting April 1, 2020.

To Qualify Applicants Must:

  • Be a resident of the U.S.
  • Be a licensed beauty professional and have been employed for 12 months on or before March 16, 2020. OR They must have been attending a program to become a licensed beauty professional on or before March 16, 2020.
  • Live in a State or County that has mandated the closure of non-essential business.
  • Must currently not be earning an income.

Visit their website to learn more and to apply.


8. United Way 2-1-1

United Way 2-1-1 provides resources for those seeking assistance finding food, paying hosing bills, and other essential services. Call 211 or text your zip code to 898-211 for information.


9. CND x BCL Nail Professional Relief Grant

These grants will provide financial assistance to nail professionals, whose lives have been drastically changed by the mandated closures in response to COVID-19. Available to licensed nail professionals who cannot maintain their regular income during this time, these one-time $1,000 grants will be distributed directly to provide temporary financial relief. Applications are open starting April 1, 2020.

To Qualify Applicants Must:

  • Be a resident of the U.S.
  • Be a licensed nail professional and have been employed for 12 months on or before March 16, 2020.
  • Live in a State or County that has mandated the closure of non-essential business.
  • Must be currently not earning an income

For more information and to apply, visit their website.


We strongly suggest you speak with a certified financial advisor for professional financial advice and guidance.

Business & Marketing Training & Education

Why Now Could Be A Good Time To Own Your Own Salon Suite

Across the country and throughout the world, many people are facing difficult challenges due to the outbreak of COVID-19. While we’re all working hard to take steps to keep ourselves and others safe and healthy, now may also be the opportunity in disguise you’ve been waiting for to start your own business as an independent salon suite owner.

During a recession, many people may tell you it’s a bad time to switch careers, start a new business, or make any other work-related changes. Don’t listen to the naysayers.  Many of the most successful companies in the world were started just after, or during a recession. The list includes hugely successful companies like Uber, WhatsApp, Walt Disney, and Costco. While these are certainly different than an independent salon, it goes to show what can be accomplished, even in difficult economic times. If you have the dream to be your own salon owner, the will to create your vision for the future, and the skills and experience to put to the test, then now could be the best time to become your own boss at Salons by JC. Here are three tips that we think can help you on your way.


1. Get feedback from your professional network and community about your business plan


While family and close friends can be excellent sources of support and feedback, especially when you’re taking on the challenge of starting a successful business, oftentimes they don’t have the direct business experience or more impartial feedback that you may need. Presenting your business plans and ideas to a fellow professional, ideally, someone who has successfully made the transition from renting a salon chair to their own salon suite already can be exactly what you need. This person can point out mistakes they already made, shortening the learning curve and increasing the effectiveness of your plan. Don’t stop with just one person though! There’s always more than one way to accomplish a goal, learn from as many people who have already been down the path your starting, as possible.


2.  Be prepared to bring more than passion to the table


Passion opens the door. Passion for what you do may have been a leading factor to where you are today, but it won’t be enough to start, and more importantly, keep a successful salon business going for the long haul. You’ll need your current skills and expertise and a willingness to never stop learning, always mastering the newest and most in-demand skills too. You’ll also need determination. Determination to make it through the slow periods where you have fewer clients, determination to work extra hours, determination to identify the roadblocks in your way and persevere around or through them. The flip side of determination and resilience will also be one of your greatest assets. You may not be able to control what happens in the economy, the industry, or how major events like those currently impacting so many people affect your business, but you can control your responses. Staying positive, resilient, determined, and yes, passionate, will all aid you as you build a successful salon suite business.


3. Become comfortable with being accountable to your new boss – yourself


Self-accountability is the name of the game when starting your own business. That goes as much for a salon suite as it does for a new tech company in Silicon Valley.  While the benefits of being your own boss are great, no company politics, no worries about fighting for the next promotion or the awkward requests for a raise or more time on the clock, you also have to take on the responsibility of being fully accountable for everything about the business. Sometimes, you will have to be a boss who’s a jerk and makes you stay late or come in early, work on extra projects around your salon, or spending extra time answering emails and social media messages when all you really want to do is go home and sleep. This means you’ll have to hone your personal level of discipline. You’re ultimately successful for your own level of success.


Bonus tip: You may be on your own, but you’re never alone


One of the hardest things about starting a new business is that you’re on your own. You set the hours, the prices, the services, and so much more. But, that’s a little different at Salons by JC. One of the greatest aspects of owning your own salon suite at one of our 100+ locations is that while you’re on your own, you’re never alone. We’re incredibly proud of our passionate and dedicated community of over 3,000 professional beauty, health, and wellness professionals. Each and everyone is part of a network that you can reach out to for support, ideas, and more. In fact, many of our salon suite owners become close friends with their salon suite neighbors as well as salon suite owners throughout the salon.

Another benefit is the opportunities for continuing education Salons by JC provides through our Empowering You program. Throughout the year Salons by JC hosts events with our partner network to bring you professional speakers, educators, and other opportunities for development. Even more, we regularly share content like training videos, blogs, tips, and more to help you be as successful as possible. individual franchise owners also have the opportunity to provide even more local events for networking, community, and more.

Right now, times may be difficult, but don’t let that slow down your dreams and goals. Adversity reveals character and hard-work builds it. You can do this. We encourage you to reach out to your nearest Salons by JC and inquire about the opportunities available to own your own salon suite. Even in areas where salons may be temporarily closed, being proactive and taking the first steps will help to ensure your success in the near future when we all persevere through the current challenges facing us.

It’s time to take your future in your own hands. You may be on your own, but you’re never alone.



Check out our other recent articles, 5 Ways Suite Owners Can Self-Promote During COVID-19, and 5 Tips To Manage Your Business Online During Challenging Times.


Written by Nicholas D. Dunlap

Director of Marketing
Nicholas D. Dunlap
Director of Marketing

Business & Marketing Training & Education

The Complete Guide to Salon Suite Leads

Leads are the lifeblood of the salon suite concept. Without them, suites don’t get filled. However, there’s no Kevin Costner and it’s not as simple as “build it, and they will come”.  Lead management in the salon suite industry takes an effective marketing strategy paired with an equally effective sales strategy and the ability to close leads as they come. Additionally, recognizing your leads, nurturing them, and providing everything a high-funnel lead needs to convert, are all part of the process.

Let’s take a look at the process from start to finish.


What is a lead?

In terms of digital marketing, and regarding salon suites, a lead is anyone who shows an interest in renting a salon suite. This means the following all qualify as examples of leads:

  • Anyone who clicks on an ad (Google, Facebook, Instagram, etc.)
  • Anyone who organically visits your site or social media pages after using keywords or phrases related to salon suites
  • Anyone who direct messages you on any platform in regard to salon suites
  • Anyone who completes a lead form (Facebook, Contact, Profit Calculator, etc.)
  • Anyone who calls directly for information about suite rental
  • Anyone who visits your microsite with the intent to learn about suite rental

This means that regardless of whether or not you

A: Contact them successfully, or

B: Never hear from them,

they are a lead.

Marketing Qualified Leads (MQLs) VS. Sales Qualified Leads (SQLs)

Now that we’ve identified what a lead is, we can get a bit more specific. There are two primary types of leads in the salon suite business, a marketing qualified lead (MQL), and a Sales Qualified Lead (SQL). A Marketing Qualified Lead (MQL) is a lead who has indicated an interest in leasing a salon suite based on marketing efforts or is otherwise a lead who is more likely to convert and become a customer than others. For the marketing team, an MQL is a lead who has directly engaged with Salons by JC by completing actions, sometimes referred to as “events” or “goals”, like submitting a contact form, completing the Profit Calculator form, opting into our newsletter, calling or texting a location, downloading content or repeatedly visiting our website or a specific microsite.

These are leads that marketing sees as promising because they appear to be considering becoming a salon suite owner but they just haven’t quite moved into a sales conversation with a specific owner or concierge yet. However, marketing qualified leads are significantly more likely to be open to scheduling a tour or completing a phone call for more information than a normal lead. If you think about your own buyer’s journey, consider how unlikely you would be to submit a contact form with your real information in it unless you’re open to hearing more about the company or product. In summary, when marketing reviews a lead, they will define it as an MQL if they judge to likely be interested in your location and becoming a salon suite owner.

MQLs have taken the first steps to become a salon suite owner and are highly likely to be interested in additional contact from you as an owner or concierge. Simply put: Marketing Qualified Leads are ready for you to turn into Sales Qualified Leads (SQLs), which then turn into suite owners.

Keep one thing in mind. An MQL is not just a lead nor are they a guaranteed suite owner. Don’t overvalue or undervalue your MQLs. Marketing Qualified Leads are simply those who have indicated interest and may be open to further communication.

A Sales Qualified Lead (SQL) is a lead who has been thoroughly vetted by both the marketing team and the “sales” team, in our case a concierge or a franchise owner, and is ready to seriously consider becoming a suite owner. What truly separates an SQL from an MQL is that they have been educated and have ultimately decided they are ready to have a conversation. This means that the bridge between marketing and sales is crucial. Once a lead has been provided to you to move into the sales funnel, there are a few things to accomplish to ensure the lead is an SQL.

  • Schedule contact and/or Complete initial contact
  • Identify if a lead is ready to tour
  • Determine if the lead needs more nurturing
  • Identify the lead as a false lead and remove them

If you confirm that a lead is ready to tour, then immediately schedule the tour! This means you have moved an MQL to SQL status and that you have a lead who may be ready to convert.

Now that you understand the differences between lead types, let’s look at how to generate leads in the first place.

Lead Generation

Generally speaking, lead generation describes the marketing process of creating awareness and interest in a product or service for the purpose of generating leads for the sales pipeline. Hubspot defines lead generation as “…the process of attracting and converting strangers and prospects into someone who has indicated interest in your company’s product or service.”

For Salons by JC, lead generation focuses primarily on inbound marketing including digital channels, social media, websites (content and SEO), and outbound marketing such as digital ads, email, traditional marketing such as mailers and banners, as well as on-site events.

Basically, lead generation is simply the practice of creating unique ways to attract people who may be interested in what your business has to offer.


Leads and the Marketing Funnel

Not all leads are equal. As mentioned above, there are many types of leads from many different sources. Knowing the true number of leads is important. It is an indicator of the success of marketing and promotional efforts, among other things. It is equally important to understand your lead funnel and where different types of leads fall in that funnel. Someone who clicks an ad, visits your page, and leaves after 1-3 minutes, is still a lead, but they are most likely in the “awareness” also known as the discovery phase, or the top of the funnel. They may still convert, even though they failed to do so initially, but it may require remarketing, additional visits to your social media pages or website, or comparison shopping on their part. Likewise, someone who organically searches for your branded keywords, “Salons by JC San Antonio”, as an example, and then completes a lead form, upon which you are able to contact them and schedule a tour in a short amount of time, is also a lead. This lead is most likely at the bottom of the funnel, somewhere in the “action” area.



What’s critical to understand about the marketing funnel, regardless of the model you choose to look at, is that with digital marketing, there is no truly linear path. Your leads can enter and leave the funnel at any point and return at other completely different points. This is one reason why it is so important to have an active marketing plan which includes ads, content generation, lead nurturing, etc.


Lead Nurturing


Lead nurturing is critical when it comes to transitioning leads from the top of the funnel to the bottom of the funnel and eventually to a conversion. In fact, according to MarketingSherpa’s Lead Generation benchmark report, companies who leverage lead nurturing see a 45% lift in lead generation over those companies who do not use lead nurturing.

Lead nurturing can take many forms. It may be passive, as is the case with blogs, videos, pictures, and other content that provides education, proof, and other information that someone in the funnel may need in order to convert. It can also be much more active. This may include regular communication in the form of emails, text (SMS), or phone calls.

The worst thing you can do for your lead conversion rate is to make a singular attempt at contact, i.e. nurturing, and then stop. If you do this, your conversion rate will suffer greatly.

To help with your lead nurturing we have implemented multiple processes as part of our marketing automation plan. Upon first contact, completing a contact form, leads are automatically added to an automation which sends them both emails over a select time period, as well as an instant text message. Throughout this process, leads are encouraged to call your location and schedule a tour with you. Once they come to tour, the sales process takes over and the marketing process ends.

The Transition to Sales

There’s always a lot of confusion between the responsibilities of a salesperson and a marketer. It’s no surprise since both teams of people have to work, or should work, so closely with one another. In fact, many aspects that sales and the salesperson were once was responsible for, such as educating the lead, are now done via marketing. So where does the line exist between marketing and sales? To put it plainly, Hubspot’s Meredith Hart says, “Marketing informs and attracts leads and prospects to your company and product or service. Sales, on the other hand, works directly with prospects to reinforce the value of the company’s solution to convert prospects into customers.” In other words, it’s time to close the deal and end the marketing loop by converting your lead into a customer.

To put it simply, if not enough leads actually convert into paid bookings, your business will struggle – no matter how many opportunities you generate. This is why we have developed our 10-5-2 system. If you’re closing your leads, you should see an ideal ratio of 10 leads, to 5 tours, to two leases signed, every month. That’s a 20% conversion rate.

So what challenges are concierges/owners facing to increase their conversion rates?

There are a variety of issues we see in terms of converting leads to tours. These can range from timing to understanding platforms, to interacting with leads properly and customizing the approach for each lead. Let’s look at a few of the biggest issues we see.

Time and Medium

One issue you may have is that you are responding to inquiries the wrong way or at the wrong time, losing potential suite owners. You must capitalize on the work that’s already been put in to generate leads by reaching out to your leads when they want to be reached and how they want to be reached. This means not forcing your leads to speak with you in one medium or another. For example, you may prefer to contact your leads only by phone. This may be a mistake, as seen in this study by vital, where their lead form conversions decreased by nearly 50% by requiring a phone number.

Likewise, you must take timing into consideration. If you have 20 leads and you reach out to all of them by phone at 8 am, you may get zero answers. This doesn’t indicate you have zero leads, or “poor quality” leads, but that you may have made a mistake in your contact strategy. In this scenario, you’ll definitely want to try multiple touchpoints in contacting these leads if you want to increase the probability of scheduling tours and leases.

Utilizing Platforms

Another issue we frequently see is the incorrect use of platforms. For example, many locations utilize Facebook forms for lead generation. However, far too often a concierge or owner may not know how to access their leads on the platform. If you have a great lead flow on Facebook but you’re failing to regularly check your leads, you could be losing potential suite owners at a significant pace. If you need help with this, check out our latest Ops notes email for a detailed walkthrough.

Similarly, while you should regularly receive your leads automatically, it’s wise to check your leads directly on WordPress in order to ensure you don’t have any leads you may have missed due to emails going to spam folders, accidentally deleted, or system issues.

Post Tour – Ensuring The Sale

Once you’ve toured a potential suite owner, you may still not have sealed the deal. If you’ve given a tour and not signed a lease yet, there are a few things you can do to take that final step. It’s all about the follow-up. While touring, you should ensure that you’ve identified how your lead would like to be contacted. If you have, you already know how you’ll be reaching out to your lead. So, reach out to your lead by their preferred method and at their ideal time (something else that should have been asked on the tour). Make sure that if they needed any additional information that at this time you are providing it. Additionally, you can encourage them to review the website, check out videos, etc. so they can become even more educated on their decision to become a suite owner.

You can follow-up for as long and as many times as is needed, but don’t overdo it. One MIT study found that it takes as many as ten follow-ups to maximize your chances of getting a response, with six being the ideal number. So don’t give up too soon! While this sounds repetitive, this is another point you should bring up while touring a lead who may not convert during the tour. Ask them where they are in their process, when they think they’ll be ready to lease, and how often they would like you to check back in with them. These types of leads should be maintained internally on a list that you manage and reach out to over time. Remember, follow-ups are a powerful sales tool and when done right can lead to significantly higher tour to lease rates.

Summing up: a system for generating more leads and converting opportunities into tours and leases

  • Generate as much quality content as possible to educate, inform, and engage new leads and drive new lead generation
  • Begin a lead qualification process as soon as possible and understand what types of leads you have
  • Don’t treat every new lead the same way – deliver useful, relevant information to leads to improve conversion rates
  • Establish a clear process for moving leads through different stages of their decision process
  • Create repeatable, optimized processes for dealing with leads in each deal stage- identify effective ways of handling objections and follow-ups
  • Implement automation and smart marketing/sales throughout the lead process
  • Maximize efforts where they’ll have the most impact
  • Understand the technology – a tool is only as effective as the person wielding it
  • Work with your leads how they want to be worked with – not how you prefer
  • Follow-up quickly and correctly – keep your leads from going cold



Check out our other recent articles, What is the Recommended Google Ads Budget for 2020? and Women: The New Driving Force in Franchising.

Written by Nicholas D. Dunlap

Director of Marketing
Nicholas D. Dunlap
Director of Marketing


Training & Education

Empowering You Takes the Lone Star State

You could hear the beat of the music and cheers of the attendees as Shawn and Doug kicked off the Empowering You workshop this past Monday in the Lone Star State.  The energy was electrifying and could be felt throughout The Salon Professional Academy San Antonio as you walked down the hallway and entered the classroom. 

Redken Artists and Educators Shawn Stearns and Doug Treadway led the class through an engaging educational workshop that discussed social media best practices, retailing, and business building skills.  

Shawn Stearns – Redken Artist

Doug Treadway- Redken Artist

Stacey Avery, owner of Hair by Stacey Avery located within the Salons by JC Westwood location encouraged all suite owners to attend this workshop.  “This class will assist them in looking at social media and business in a new way. I was pleased to learn a few new options when presenting retail to my clients.”  The basis of the Empowering You workshops are to bring new ideas on how to brand your business, grow your clientele, and expand your business entrepreneurial knowledge as a small business owner.

Salons by JC worked closely with State RDA to create the perfect intimate setting for this workshop.  This creates a unique synergy between the suite owners and the presenters creating an interactive atmosphere where all questions are welcomed.  Salons Business Coach, Jo-Lynn Greenman loved the engagement at this workshop.  “It was awesome to see all of the attendees so actively participating. There were so many great questions that were asked and some really insightful answers that were given by the Redken educators.  I truly believe all of our suite owners can benefit from these classes”.  

The San Antonio workshop was the first Texas stop for the Empowering You workshop.  We are currently looking at bringing the event to the Austin, Dallas, and Houston area by end of 2019 and early 2020 in collaboration with State RDAThe Salon Professional Academy San Antonio was extremely excited to host this event for Salons by JC.  We look forward to future events where we will be able to collaborate with them.  Be on the lookout for our Empowering You educational workshop to stop in your market.  Our next events will be in Atlanta on July 1st and San Francisco on July 15th.  For more information contact the Salons by JC corporate office.  



ABOUT Salons by JC

In 1997, Jack Griffey and Cecil Miller began their journey to transform the beauty industry one salon suite at a time. Like most young entrepreneurs, they started out with a big idea but had to learn how to start and run a business from scratch. After much perseverance and hard work, one year later, they opened Salons by JC in Dallas, Texas in 1998, welcoming beauty and wellness specialists who were ready to break free from the traditional salon model. The company has since moved its headquarters from Dallas to San Antonio, where it continues to grow through franchising. Today, Salons by JC has nearly 100 locations in 26 states and Canada and are looking to develop of 200 over the next several years. For more information, visit or




Blog written by:
Marlene Romo Flores
Franchise Marketing
Salons by JC 
Training & Education

Empowering You at Premiere Orlando

L’Oreal Professional put on an eye opening and interactive class at Premiere Orlando for Salons by JC this year.  We were one of the first to pilot their new Suite Emotions Experience and it was everything we hoped it would be and more!

By focusing on the seven touch points in your client’s experience, they dug into how to approach everything from consultations and add-on services to when and how to retail and pre-book, as well as booking enough time for yourself with each client so they don’t feel rushed or undervalued.


  1. Digital “Window” (social media, website) – ATTRACT ME
  2. Reception – WELCOME ME
  3. Consultation – WOW ME
  4. Treatment – RELAX ME
  5. Salon or Spa Service – REVEAL ME
  6. Retail – EMPOWER ME
  7. Checkout – CARE FOR ME

Did you know that 87% of guests say that having their hair shampooed is their favorite part of the visit and 70% of guests say that if they didn’t enjoy it they wouldn’t return?!  Statistics are similar with nail techs when it comes to the foot or hand massage. Makes you rethink the whole experience you give to your clients doesn’t it?

The class was full of valuable information like this and really made us as the service provider be honest with ourselves about how consistent we really are with offering the highest level service to our clients from beginning to end.  Being your own boss, it’s so easy to get complacent when you don’t have accountability, but it is more important than ever to be excellent and consistent in everything we do in order to retain and build our clientele.

This is why Salons by JC is excited to continue bringing you more innovative and inspiring classes to empower you on your journey to live the dream. Be on the lookout for emails and social media on our upcoming events. We hope to see you at one soon!

ABOUT Salons by JC

In 1997, Jack Griffey and Cecil Miller began their journey to transform the beauty industry one salon suite at a time. Like most young entrepreneurs, they started out with a big idea but had to learn how to start and run a business from scratch. After much perseverance and hard work, one year later, they opened Salons by JC in Dallas, Texas in 1998, welcoming beauty and wellness specialists who were ready to break free from the traditional salon model. The company has since moved its headquarters from Dallas to San Antonio, where it continues to grow through franchising. Today, Salons by JC has nearly 100 locations in 26 states and Canada and are looking to develop of 200 over the next several years. For more information, visit or





Blog written by:
Jo-Lynn Greenman
Salon Business Coach
Salons by JC 
Training & Education

A Week at the Salons by JC Corporate Office

“Passionate about you.” These words are on the window in front of the cubicle where I worked last week at the Salons by JC corporate office. And it’s true: whether you are a beauty specialist looking to lease a room, a concierge looking for social media help, or a customer looking for a new hairstylist, these people are passionate about serving you.

Last week, I shadowed Marketing Account Specialist Analissa Severn and Franchise Marketing Coordinator Marlene Romo Flores. All day, these two women lead social media training sessions over the phone, write blog posts featuring exceptional suite owners, check-up on each salon’s concierge, create captivating graphics and content, and manage the Salons by JC website.

When I asked Marlene what her favorite part of the job is, she told me, “I love working with small businesses. These franchises are individually owned, and it’s exciting for me to walk through the process with each of our salon locations and see them grow individually and find success.”

Analissa shares that same kind of excitement. She especially loves when she’s able to attend events hosted by Salons by JC like the Empowering You workshops and the annual owners’ conference: “That’s where I finally get to meet a lot of our fabulous franchisees that I talk with over the phone.” For her, the people are what make her job worth it.

This summer, the Salons by JC website is getting a makeover. Typical of the company, the motive behind this revamp is a desire to better serve its concierges, clients, and suite owners. Salons by JC president Steve Griffey says, “We want to make it more accessible, more informative, and more hospitable for everyone.” They are rolling out the new website in the next several weeks, and everyone around the office is excited about it.

During my week at the office, I got to conduct a social media audit, rewrite some website content, visit with some of the suite owners at Salons by JC Legacy, take over the Salons by JC Instagram for a day, and learn from the people at the corporate office, who executive assistant Crystal Vorheier calls “the people behind the curtain.” It was a week full of learning about the small things that make the big picture vision of Salons by JC possible.

More than just proficient at their jobs, these people are passionate, and this passion is the impulse behind everything that Salons by JC does–every over-the-phone social media training, every non-profit partnership, every entrepreneur workshop, and every office meeting. They are in the business of empowering and supporting entrepreneurs, and their passion for it–for empowering and supporting each of you–has become the framework for the franchise’s success.

Delaney Young is an English Major at Wheaton College.  She joined the Salons by JC corporate team for one week and worked alongside the marketing team in creating new content that will be used on Craigslist and on the website.  Delaney will be attending a writing camp this summer to enhance her songwriting skills.  It was a pleasure to have this young lady join our team and we wish her the best of luck as she finishes her studies.

ABOUT Salons by JC

In 1997, Jack Griffey and Cecil Miller began their journey to transform the beauty industry one salon suite at a time. Like most young entrepreneurs, they started out with a big idea but had to learn how to start and run a business from scratch. After much perseverance and hard work, one year later, they opened Salons by JC in Dallas, Texas in 1998, welcoming beauty and wellness specialists who were ready to break free from the traditional salon model. The company has since moved its headquarters from Dallas to San Antonio, where it continues to grow through franchising. Today, Salons by JC has nearly 100 locations in 26 states and Canada and are looking to develop of 200 over the next several years. For more information, visit or





Blog written by:
Delaney Young
Spring Intern 
Salons by JC 




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