Take a look at next week's diary. Still seeing gaps? That's hope as a business model. You're hoping clients will rebook, hoping they'll spend enough, hoping March will be better. Today: The opposite of hope. Memberships for predictable income, loyal clients, and better cashflow.
In this episode, Phil Jackson (the "Queen of Memberships") walks you through how to start salon memberships without overwhelming yourself. After 10 years teaching memberships, Phil knows what works.
What You'll Learn:
- Why hope is killing your February
- Memberships vs. subscriptions (and when to use each)
- How memberships create predictable income
- Why membership clients have 95-100% retention
- How to start with ONE service
- Who to target (your 7s and 8s, not your 10s)
The Two Types:
Memberships (Unlimited)
- Pay monthly, unlimited use
- Works for: Hair services, waxing
- Not for: Services with no natural limit
Subscriptions (Defined)
- Pay monthly, specific allocation
- Works for: Beauty, holistic, aesthetics
- Example: £90/month = 1 luxury facial
The Three Benefits:
1. Predictable Income
- 20 members × £50 = £1,000 guaranteed
- Phil's business: Memberships cover ALL fixed costs
- Plan, breathe, sleep easier
2. Loyal Clients
- Retention: 95-100% (vs. 60-70% regular)
- Don't ghost in February
- Committed, organized, not shopping around
3. Stand Out
- Still relatively unusual
- Value, consistency, convenience (not discounting)
How to Start:
Step 1: ONE Service
- Most popular, already profitable, ongoing
- 12-month ideal (6 months works, avoid 3)
Step 2: Target Right Clients
- Your 7s and 8s (not best, not worst)
- Good clients who could be amazing
Step 3: Make Easy
- Direct debits/recurring cards
- Gift options (Black Friday, Mother's Day)
Step 4: Deliver
- Treat as best clients
- Extras, bonuses, special
What NOT to Do:
- Discount club
- Too many tiers
- Services people don't want
- Launch unlimited (sell 10 first)
