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


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...

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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.

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Editorial Reviews

From the Publisher
“As a hair styling coach and hairstylist for 35 years, I read Dan Lok’s book “Lies Salon Owners Believe” with excitement & curiosity. I couldn’t put the book down. The pages flow from start to finish with proven business principles and marketing strategies. Every page bursts with practical guidelines and strategies.  Though seemingly obvious, they are neglected and overlooked by salon owners when they market their services. If I owned a salon, I would immediately apply all Dan’s lessons and join the client loyalty program right away. I would definitely become a member and use his system to beat my competition and become a wealthy salon business owner. Dan you’re a life saver, where have you been all these years? It is about time for a hero to step forward and help our industry.”
- Jannie Lam, International Hairstylist & Salon Team Building coach

“For the past 21 years, I’ve been helping small businesses discover how to attract more customers and make more money. In those 21 years I have never read a book that’s so simple, yet so profound. Lies Salon Owners Believe is the answer to any salon business owner who wants to get more business right away. If you’ve ever wondered how to beat the competition, pull in more customers and dramatically grow your business, Dan shows you the key steps to take. Let’s be honest. Most salons could be making a lot more money, just by making a few changes. Finally you can discover what’s been holding you back from the success you know your business is capable of. Get this book and read every word!”
- Charlie Cook, President, MarketingForSuccess,  Consultant to Fortune 500 companies that includes Forbes, AETNA, & AT&T

“This book is a masterpiece! This is the single most mesmerizing and effective book on growing a salon business I’ve ever read. I run one of the largest full service salon and spas in BC, I found myself re-reading chapters and fiercely taking notes on how I’ll leverage Dan’s ideas. I’m glad I got it before my competitors did.”
- George McCaulley, Owner of Axiom Salon and Spa

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Product Details

  • ISBN-13: 9781599322704
  • Publisher: Advantage Media Group
  • Publication date: 7/22/2011
  • Pages: 192
  • Product dimensions: 6.26 (w) x 9.29 (h) x 0.83 (d)

Meet the Author

Dan Lok was a college dropout working as a grocery bagger in a local supermarket for minimum wage when he set out to make something of himself. A true immigrant success story - Dan came to North America as a teenager with little knowledge of English and no contacts. Through hard work, relentless determination and guidance from his mentors he became a self-made millionaire by the age of twenty-seven. As a salon owner himself, Dan “gets” what you are going through. He has survived staff walkouts, a sudden tax increase, and even a flood to his salon!  His salon, Sweet Nail, is one of the most popular salons in Vancouver, BC. Widely celebrated as the “Salon Business Expert,” his new purpose in life is to help thousands of salon and spa owners all over the world increase their income while working less.

DJ Richoux
is an entrepreneur and marketing coach who has over 19 years of practical hands on “street-smart” marketing and customer service experience. He has won international excellence in service award from Porsche and national excellence in service award from Jaguar. He accelerated annual sales of a company from $327,000 to 1.81 million in just 12 months as well as increasing quarterly gross sales of a another company from $222,000 to $497,280 within three months. For the last decade he has specialized in developing step-by-step systems that enable business owners to realize the true potential of their businesses. Now as a salon marketing expert, DJ is revolutionizing the way salon owners do business delivering them more freedom, more profit and more fun.

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Table of Contents

Introduction 19

How I Raise Myself from Failure to Success 23

Now Meet DJ Richoux, The Book's CoAuthor 26

What Makes This Book Different 28

What's Holding You Back? 29

Lie #1 "I Just Need To Be Good At What I Do, And My Business Will Be Successful." 33

You Are Not Alone! 36

Being the Best Salon Is Not Good Enough 37

It's NOT Your Fault 37

How I Accidentally Became A Salon Owner 38

The Biggest Reason Why Salon Owners Fail 44

How To Make All Your Dreams A Reality 48

How I Discovered My New Life Direction 51

Are You Working So Hard, But Still Aren't Getting What You Want From Your Salon/Spa Business? 55

Lie #2 The Salon Business Can Only Be A Good "Hobby Business" Or A "Labor Of Love." 59

Why Anyone - Including You - Can Be Wealthy 63

Do You Own A Job Instead Of A Business 65

Are You Guilty Of Committing This Deadly Sin? 66

The Most Common Mistakes Struggling Salon Owners Make 67

Why You Deserve To Be Fulfilled And Wealthy At The Same Time 70

The Only Reason To Be In Any Business 70

Become Financially Free And Live Your Dreams 71

Lie #3 "It's A Business, It's Supposed To Be Hard Work And Long Hours - It'll Get Better." 75

A Valuable Lesson I Learned About Building Businesses 78

Why Most Salon Businesses Are Hard Work - If they Don't Miserably Fail 78

Are You Trapped In Your Business? 81

What To Do If You Want To Turn Your Salon/Spa Business Around Immediately 81

No Decent Beauty or Hair Professional Would Say That Being "Self Taught" Is a Good Idea 83

Work On Your Business - Not Just In Your Business 84

Why Repetitive, Time-Consuming Tasks Might Be Your Downfall 86

My Super-Simple Productivity Secret 88

Lie #4 "We Just Need To Get Our Name Out There." 93

What Advertising Sales Reps Don't Want You To Know 94

An Easy Way To Adopt The Mindset Of Successful And Wealthy Salon Ownets 97

How To Double Or Triple Your Salon Profits 98

Brand-Image Advertising VS. Promotional Advertising 99

4 Important Rules Of Promotional Advertising 102

What Real Marketing Is Not 103

What Real Marketing Really Is 104

Look Over Dan's Shoulder 106

A New Way Of Getting Clients That Really Works 108

The Quickest, Easiest And Best Way To Get A Never-Ending Supply Of Clients 110

Feeling Frustrated and Overwhelmed? Need My Help? 111

Lie #5 "If Only I Could Get More Clients In The Door, My Business Will Be Successful..."

The Single Most Important Asset in Your Business 117

Uncover the Hidden Profits in Your Business Today 118

How to Keep Your Current Clients Coming Back Again and Again 119

The Two Essential Ingredients of a Thriving Salon Business 121

6 Powerful Reasons Why You Should Launch a Loyalty Program 126

Plug the Hole in the Bottom of Your Income Bucket 128

More Profit-More Time Off- Fewer Hassles 130

Lie #6 "I Have To Lower My Prices To Beat Our My Competition." 135

The Most Important Lesson I Have Learned About Pricing 139

How to Go From the Bottom of the Ladder Straight to the Top 140

We Can Make It Up In Volume 142

How I Position My Salon to Charge Above -Average Prices 143

Eliminate and Repel Bargain Pricing Customers 144

What Really Matters to Your Clients 146

You are Not Your Client 147

High Prices = Better Clients 148

How to Identify Your Ideal Client 149

Creating the Right Experience for Your Clients 151

There are More Reasons to Go Higher! 153

Low is Not the Way to Go 156

Lie #7 "I Could Do This On My Own" 161

The Unvarnished Truth About What It Really Takes to Succeed 167

4 Exit Strategies for Your Salon Business 168

I Became a Better Leader When I Learned This 169

Set a High Standard for Your Salon 170

Establish a Working System for Your Salon 172

Getting Your Staff to Support Your New System 173

The Most Important Person to Make All Your Dreams a Reality 174

How I found My Mentors (and How You Can, Too) 176

The Shortcut to Creating the Salon Business You've Always Imagined (but Soil Have a Life) 178

How Do You Find The Right Mentor for You? 181

Conclusion 183

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