Mela & Kera · Inside sales

Inside Sales Daily Attack Plan

How the inside sales rep and Marc work every list, every day, to land 18 new salon clients a month: who gets called first, what each day looks like, what to say, and how we keep score.

Prepared October 9, 2026 from the live dashboard. The inside sales rep runs this plan every weekday at 7:21 am.

The math

Eighteen new clients a month is about one a working day. At a starting close rate of roughly 36% on founder calls, that takes about 50 founder calls a month, or 12 a week. The daily outreach below is sized to create those calls. These are starting assumptions. After three or four weeks the Friday scorecard replaces them with your real rates.

18new clients a month

~50founder calls a month

25email drafts a day

15phone calls a day (Tue–Fri)

8Instagram DMs a day

The arithmetic: about 300 calls a month × 35% reaching someone × 25% saying yes to samples or a call ≈ 26. Plus about 525 emails × 6% ≈ 31 and about 170 DMs × 5% ≈ 8. That's about 65 real conversations, which turn into roughly 50 founder calls. The biggest lever is calling time. Every extra hour on the phone is another 12 to 15 dials.

Who gets called first

This is the order of the dashboard's Call Queue. The warmest people come first because they already know us. Counts are as of today.

#	Group	Salons	Lead with	Why they're here
1	Asked for something	74	Reply same day	Pricing, wholesale or an open question. The email manager drafts these replies every morning.
2	Purchased once	49	Call + email	They already bought. A second order makes them a client.
3	Venus	57	Call	They carried the brand through Venus. Tell them they can now order direct.
4	Sampled, no call yet	477	Email then call	They have product in hand. Ask how it did on their clients.
5	BTC hot list	5	Call / text	They bought at the BTC show.
6	BTC bag samples	1,629	Email	US stylists who got our sample in their goody bag.
7	Interested, not sampled	101	DM / email	Instagram and email leads who showed interest. Offer samples and a call.
8	Top Modern Beauty salons	1,624	Phone first	Healthy Canadian salons that buy a lot of professional product (details below).
9	Cold	27,291	Later	Everyone else. Sample drops and nurture once the groups above are worked.

The warm groups (1 to 7) add up to about 2,400 salons, so they'll take a few months to work through. About a third of each day's call sheet goes to Modern Beauty salons from the start, and that share grows as the warm groups thin out.

Using the Modern Beauty sales data

The file is dated October 3, 2025. Its "this year" column covers January to early October 2025, and "last year" is 2024. A salon that kept buying in 2025 is open, busy and buying professional product, which makes it a healthy target. We kept hair salons only and left out nails, lash, esthetics, spas, schools and barbers.

Grade	2025 buying (Jan–early Oct)	Salons	Where	Use
A	$5,000 or more	609	AB 292 · ON 164 · BC 125 · MB 14 · SK 9	On the call sheet now, biggest buyers first. Suggest Le Grand.
B	$2,500 to $5,000	973	AB 422 · ON 295 · BC 171	Called after A. Le Petit or Le Grand depending on size.
C	$1,000 to $2,500	2,235	Mostly AB, ON, BC	Later, or sample drops when you're in their city.

Another 9,929 salons bought in 2024 but nothing in 2025. Many have closed or switched suppliers, so they sit at the bottom. In the dashboard, every Modern Beauty salon card shows its 2025 and 2024 spend, and the "Sort: Modern Beauty 2025 spend" option ranks any list by it.

Phone first, never cold email. Canada's anti-spam law (CASL) restricts commercial email and texts without consent. These addresses came from a supplier list, not from the salons. Call first. Email once they've said yes on the phone or written to us. I'm not a lawyer, so check this with yours if you want to email this list at scale.
The data is internal. Never mention Modern Beauty, a distributor, or what a salon spends. Open with their salon and their clients.
Time zones matter. Alberta is 2 hours behind Toronto and BC is 3. The call sheet is split so you reach every salon during its open hours.

The day

The assistants do the prep before you start. Your job is to send, call, close and log.

6:27

Morning plan arrives

Sales yesterday, founder calls with prep notes, follow-ups due, anything that needs you.

7:21

Inside sales rep posts the day

Call sheet in two time blocks, up to 25 drafts in Outlook, DM scripts, and client check-ins on Monday, Wednesday and Friday. It's all in My team.

7:56

Email manager works the inbox

Logs replies, records booked calls, drafts answers. When someone in the rep's sequence replies, the email manager takes over that conversation.

8:30–9:30

Send block

Read, tweak and send the drafts. Paste the DM scripts on Instagram. Aim for 30 minutes.

10:00–12:00

Call block · Ontario & East

Salons are open and the lunch rush hasn't started. Ask for the owner or whoever runs retail and backbar.

12:00–1:00

Founder calls

The assistants never offer 10 to 12, Tuesday to Friday, so this time stays free for booked calls.

1:00–4:00

Call block · West + founder calls

That's 11 to 2 in Alberta and 10 to 1 in BC.

4:00–4:30

Log every call

On each salon, add a Call log with the outcome: interested · send info · samples · call back (when) · voicemail · not interested. The rep reads these overnight and writes tomorrow's follow-ups from them. A call that isn't logged gets no follow-up.

The week

Monday

Email day. Many salons are closed, so the sheet is short (6 calls). Client check-ins go out. Emails land in inboxes for Tuesday.

Tuesday

Heavy call day: Purchased once, Venus, and Grade A Modern Beauty salons.

Wednesday

Calls plus client check-ins. Sampled follow-ups and Instagram leads.

Thursday

Heavy call day. Second and third tries on Modern Beauty salons that didn't answer.

Friday

Client check-ins and reorders. 10 sample-drop picks for you to approve. The weekly scorecard.

The plays

Every salon the rep works follows a short sequence (a track). Days are business days. When a salon replies, the sequence stops and the conversation moves to the email manager. When the last step gets no answer, the salon goes to Nurture for 60 days.

Track	Day 0	Then	Angle
Purchased once	Call + email	Day 4 call · day 10 email	Thanks for the first order, how clients are loving it, the 975 ml backbar size, one product they don't carry yet.
Venus	Call or text	Day 3 email · day 8 call · day 15 last note	We now work directly with salons. Ask what sold best for them. Intro package, 1 per salon.
Sampled	Email	Day 3 call · day 7 email · day 14 call times · day 24 last note	How did the samples perform on your clients? A stylist tip for what they got.
BTC hot list	Call or text	Day 2 email · day 7 call · day 14 last note	Picking up from the show.
Interested leads	DM or email	Day 4 follow-up · day 10 last note	Samples plus a 15-minute founder call.
BTC bag samples	Email	Day 5 email · day 12 last note	Did you get to try our product from your BTC bag?
Modern Beauty	Call	Day 2 call (other time block) · day 7 call · then sample drop	A yes on the phone gets a same-day recap email with the intro package and call times.

The cold call

A starting script for Modern Beauty salons and anyone who hasn't heard of us. Keep it under two minutes. The goal is a founder call or samples, not an order.

Front deskHi, this is Marc from Mela & Kera. We're a salon-exclusive haircare line made here in Canada. Who looks after your retail and backbar, is that the owner? When's a good time to catch them?
OwnerI'll be quick, I know you're between clients. We're a salon-exclusive professional line, created by stylists for stylists, and fully vegan. I'd love to send you a few samples for your team to try. What do your clients ask you for most, colour care, smoothing, blond?
MatchColour and balayage → Balayage Exceptionnel. Extensions, keratin or every hair type → Touche Velours. Blond specialists → Je Suis Blond.
AskCan I send samples this week and book 15 minutes to walk you through it after your team has tried them? What's the best email for you? Getting the email on the call is what lets us follow up by email.
VoicemailHi, it's Marc from Mela & Kera, a salon-exclusive Canadian haircare line. I'd love to send your team some samples. You can reach me at 416 917 7791. Thanks so much!

When they push back

They say	You say
We already carry a brand.	Most salons run us alongside what they have. Start with one collection for one type of client, like Balayage Exceptionnel for colour guests.
It's too expensive.	Every retail product sells at twice the salon price. The intro package also includes free retail and backbar.
No room on the shelf.	Start at the backbar with the 975 ml sizes. Clients ask about what you use on them, and that's when retail follows.
I need to try it first.	Perfect. Let's send samples and book 15 minutes for after your team has tried them.
Just send me info.	Happy to. Get the best email and book a 15-minute call so the info gets read.
Is it clean? Safe on extensions?	Vegan and cruelty-free, sulfate-clean and silicone-free, safe on keratin-treated hair and every type of extension.

The close

The founder call ends with an intro package. Each salon can only buy one, which is a good reason to start now.

Package	Best for	CAD	USD	Retail value (CAD / USD)
Le Petit Intro	Suites, chair renters, home and smaller salons	$481.50	$378	$1,332 / $964
Le Grand Intro	Full salons with a backbar	$963	$756	$2,398 / $1,960

Terms: prepaid, free shipping on orders over $300, and orders ship in 2 to 3 business days. Build the order in the dashboard's Orders tab and send it to Shopify as a draft or a paid order.

How we keep score

Measure	Daily	Weekly	Where you see it
Emails sent	25	125	Inside sales rep card, My team
Calls made and logged	15	66	Call log on each salon
Founder calls booked	2–3	12	Call Queue · "Calls booked · 7 days"
Intro packages sold	1	4–5	Bell counter (goal 18 a month)

Every Friday the rep reports the week by track: first touches, calls logged, calls booked, offers sent, new clients, what worked best, and one change for next week.

House rules for the assistants

Nothing goes out without you. Every email is a draft in your Outlook, and DMs are scripts for you to paste. The assistants never send anything, and never touch Shopify or your calendar.
Your voice, the playbook's facts. Drafts follow your writing style. Prices, offers and product claims come only from the Playbook.
Easy to say no. First emails include a friendly line letting them opt out. Anyone marked "do not contact" is never contacted again.
No double-ups. The rep skips anyone you emailed in the last 3 days and anyone with an unanswered message in your inbox.

Four things that would raise every number

Let the assistants save drafts in Outlook. Your Microsoft 365 connection can only read mail right now. Until it's reconnected with permission to write drafts (Mail.ReadWrite), drafts wait in the dashboard’s Email Drafts tab instead of your Outlook Drafts folder.
Add your booking link (Calendly or similar) with the Booking link button. Right now every invite has to offer times by hand.
Add your price-list and intro-offer links in the Playbook so emails can link to them instead of offering to send them.
Log every call outcome. It's the only way the rep knows who said yes on the phone, and the only way Modern Beauty salons can get an email.

Good day