Customer presentation
Our client is one of France's leading players in the field of high-end smoothing treatments for hair salons. Its products, based on nano-plastics, aim to smooth and repair hair without damaging it, offering exceptional results in terms of shine and resistance. In order to preserve the confidentiality of their prospecting strategy, we will not quote their name directly.
The Challenge
The customer wanted to reach hair salons already positioned in the smoothing segment, without sending the same generic message to the entire profession.
The main challenges were:
- To precisely identify the salons already offering a straightening service, and, if possible, find out the rates they charge.
- To personalize each contact in order to capture the attention of salon managers.
Solution provided
Prospect extraction and qualification
Search for all hair salons listed on Google Maps in France. Identify Instagram accounts with "salon de coiffure" in their biography. Gather and verify all contact details (emails, phone numbers) to have a complete and reliable database. Perform an automated reading (via AI) of salons' Instagram biographies and websites to determine if they already offer smoothing treatments, and identify the price charged when mentioned.
Ultra-personalized emails that look handwritten
For each salon, the email begins with a personalized statement: "Hello [First name], I saw that you offer smoothing treatments at [X] euros...".
A brief presentation of the new organic smoothing treatment follows, highlighting its advantages: chemical-free, easy to apply, etc. This approach arouses immediate interest, as the salon owner sees that the sender has inquired precisely about their existing offering.
Closing process in place
As soon as a prospect responds positively to one of our emails, the customer's sales team takes over and quickly contacts the hair salons by telephone to set up a sales meeting.
During this meeting, a full presentation of smoothing treatments is given, and all the salesperson has to do is secure as many opportunities as possible.
Results after just 10 days
Emails sent
Around 3,700 hair salons targeted, and only 1 email sent to each prospect.
Open rate
60% (the campaign will easily reach 70-80% after sending emails 2 and 3).
Response rate
2.8%, or just over 100 responses from hairdressers received in just 10 days.
Opportunities
32 hairdressers requested information on treatments, prices or a presentation appointment.
New customers
Our customer signs around 25% of incoming opportunities, i.e. 8 potential customers.
Financial impact
On average, each hairdresser orders $4,000 worth of treatments a year, representing $32,000 in potential sales.
