Opening Safely

Minimizing the Risk of Infection for You, Your Staff & Your Clients.

A COLLECTION OF TIPS, BEST PRACTICES & GREAT ADVICE FROM INDUSTRY EXPERTS

It seems that with each passing day, we understand a little more about the novel coronavirus pandemic, receive new guidelines, advice and even conflicting news and reports about personal and public health and safety.

To add to the confusion, this issue – how to safely continue to serve our clients or even in many cases if we are even legally allowed to do so – continues to be politicized and a highly debatable topic.

At this writing, most AHLC members are back to work to some degree. Many are running at a reduced capacity while a few are still waiting, not yet allowed to reopen.

As the trade association for the hair restoration industry, we’ve prepared a collection of best prac tices from our members and recommendations and practical guidance from state and local agencies. While everyone’s situation will be unique, we urge you to comply with your local guidelines. After all, we are in the midst of an infectious-disease crisis that has wrought global devastation and taken countless lives with no end in sight. But, as other epidemics have shown, trying to shame people into 100 percent risk reduction is counterproductive. What salon owners need now is a manual on how to conduct business safely in a pandemic.

The focus here is on getting back to work while minimizing risk.

FIRST, DO NO HARM

We still have a lot to learn about COVID-19, the disease caused by the novel coronavirus, but we now know that not all activities or settings confer an equal risk for disease transmission. Enclosed and crowded settings, especially with prolonged and close contact, have the highest risk of transmission, while casual interaction in outdoor settings seems to be much lower risk. A sustainable anti-coronavirus strategy could involve redesigning spaces to reduce crowding, increase ventilation and promote physical distancing, thereby allowing clients to receive salon services while mitigating — but not eliminating — risk.

Sanitation stations, temperature checks and blow-drying bans are all playing a part in the new way salons operate. Your state's board of cosmetologists and barbers will provide a detailed set of safety guidelines that include temperature checks, suggested personal protective equipment and disinfecting best practices.

EDUCATE YOUR STAFF

Your team is likely as anxious as you are. Connect with your employees one-on-one. Let them know what new processes and cleaning standards you’re putting in place. Suggest any cleaning certifications like those offered by Barbicide or training to help your team come back stronger and more efficient than ever. Returning workers should be trained on the risks posed by germs if they are to confidently work with and service clients again. All employees and stylists should fully understand and be able to effectively communicate your salon’s safety policies before returning to work. Wearing shields and protective wear through salons is also highly encouraged. ACCOMMODATE SOCIAL DISTANCING

The elimination of waiting areas, reduced work stations and fewer appointments can help to minimize the risk of exposure to COVID-19. Many salons insist that clients must wait outside or in their vehicles until they receive a text that they can enter for their appointment. Only clients being serviced are allowed inside the salon and no walk-ins are accepted.

CLIENT SCREENING

In the new 2.0 salon, customers can expect rigorous screening at the door that could include temperature taking, a checklist for symptoms and required use of face masks while receiving service. In so doing, beauty professionals protect themselves, their clients and their businesses. Evaluate your front desk and check-in process to eliminate possible touchpoints, including paper forms. You may also want to communicate to your clients that you will not be accepting walk-ins, and that pre-booking of appointments and providing a credit card at the time of booking will be required to limit contact at your front desk. This will also allow for contact-free payment.

SANITATION STATIONS

Create sanitation stations and insist they are used by customers upon entry. Routinely sanitize exposed touchpoints between appointments.

STOCK UP ON • Toilet paper • Paper towels and tissues • Hand soap • Hand sanitizer • Disinfectant wipes • Cleaning supplies • Face masks & Gloves BLOW-DRYING

Some salons have chosen to discontinue blow-dry services as it is believed that germs can more rapidly spread with the presence of blow-drying tools. If you are going to continue using blow-dryers be sure to disinfect them before servicing each new client and aim dryers down at the ground rather than in an upward motion. Running the dryer on high heat for 30 seconds while pointed at the ground will clear any pathogens before using on a client.

CONSIDER YOUR PRICING

There’s a lot of work that goes into preparing your business for reopening and keeping your clients as safe as possible. Barbicide and other necessary cleaners aren’t free, and you’re just not going to be able to see as many clients as before. That said, demand for your services will be higher than usual when you reopen. While you don’t want to price gouge, it’s fair for you to raise prices here and there. Your revenue has already taken a hit from your temporary closure, and your clients know this. Consider having a “COVID-19 tax” of around 5% on all of your services. It’s important to communicate to customers that this tax helps to keep them safe at your business. They’ll be happy to pay a little bit extra for the reassurance and extra care.

DEEP CLEAN

While your clients are still away, use the time to deep clean and organize your space. If you have any magazines in your waiting area, toss them. Dirty baseboards? Wipe them. Dusty retail shelves? Dust them. Messy office? Organize it.

CONTINUED... EVEN MORE GREAT TIPS

OPTIMIZE YOUR AHLC MEMBER PROFILE

Before you reopen, update your business information, add high-quality photos, and include keyword-rich descriptions to your Business Profile at AHLC.org. Incentivize potential clients in your area with the reassurance that you take client health seriously and offer to address any concerns, pre-consultation over the phone, or via video chat.

REVIEW YOUR ANNUAL GOALS

You may have started the year off strong, with a plan in place and goals outlined. Now, things look a lot different. Take time to review performance indicators such as revenue, retention, and new clients. Reset expectations, revise your goals and outline how you plan to achieve them. Specifically, create goals for your team around add-on services and product sales. With fewer appointments each day after reopening, it’s important to increase the average ticket for each. Now’s your chance to make up for lost time.

UPDATE YOUR STAFF HANDBOOK

Use this opportunity to freshen up your employee policies and expectations — especially as it relates to new cleaning procedures. Work out a clear plan of action for staff to take if a fellow employee or a client exhibits symptoms. Share positive language your team can use to help remind clients who aren’t following social distancing guidelines.

REITERATE HOW IMPORTANT IT IS FOR EACH EMPLOYEE TO:

• Remember that their safety (and the safety of your clients) is of the utmost importance; • Monitor themselves for signs and symptoms of COVID-19; • Complete a COVID-19 risk-self assessment regularly; • Wear a face mask/covering and gloves, depending on federal and state mandates; • Wash their hands upon arrival and before and after each appointment; and • Disinfect every product and/or equipment used during an appointment, taking care to make sure that the proper time elapses to ensure efficacy.

RETHINK RETAIL

What’s the new normal for retail going to be? The fewer points of contact, the better. Rather than focusing your efforts on making sure your retail space is overflowing with products, offer direct shipping of products to your clients. Or better yet, add an online store to your existing website (read about adding retail to your website: The Link, Issue 33 ht tps://issuu.com/ahlc/doc s/thelink-33/20) For retail products you sell in-person, place them out-of-reach, or in a locked case to minimize how many hands touch them. Have your staff use disposable gloves to reach each product, upon request. Also, consider adding new inventory to your retail section. Clients will be excited to stock up on items to help you get back on your feet.

MAKE UPDATES TO YOUR SPACE

Get your clients excited about returning to your space with a little renovation, too. Nothing feels cleaner than fresh paint, and it’s an inexpensive way to change the feel of your space. Pick bright, fresh colors to further convey how clean your space is. Space feeling a bit dingy? Swap out light bulbs and clean any shades to make the lighting as bright and welcoming as possible. Update your signage, redo your front window, or even redecorate your restroom for an additional wow factor. If need be, rearrange your space to allow for proper social distance between clients. Bring in carts and trays to stay organized and keep everything clean (and minimize time required between clients). Each station or room can have a cart that is ready and sanitized. Make your space more welcoming than ever in anticipation of your reopening. Share each step of the transformation with your community on social media. Get them excited to see the new space in person.

BUILD OUT EMAIL AND TEXT CAMPAIGNS

Perhaps your sales process has changed a bit, or you’ve been putting off building email and text campaigns. Now’s the time to prioritize email and text marketing.

• Share what you’ve been up to during your closure • Share any upgrades you’ve made to your business and what cleaning processes you’ve put in place to keep everyone safe. • Share any updates to your service menu

UPDATE YOUR WEBSITE

Focus on getting your staff and marketing efforts back in action. Make sure your clients know when and how you’ll be reopening — and reiterate that you can’t wait to welcome them back. You’ve likely made changes to your website to highlight your closure, any COVID-19 specials you’re offering, or your virtual services. Don’t take these pages down. Instead, update them with new information.

FOR EXAMPLE:

• Homepage banner: Announce your reopening date at the top of the page • Pop-ups: Update them to include your reopening and welcome back promotions • Pricing: If you increase prices or opt for a

COVID-19 tax, make sure your clients know. • FAQs: Share what steps you’ll take to ensure the safety of your clients and staff PLAN (AND SCHEDULE) YOUR SOCIAL MEDIA POSTS

Take the time now to plan your social media strategy, and schedule out a few weeks of posts. Get creative!

FOR EXAMPLE:

• Record a welcome (or welcome back) video. • Tour your space on-camera. • Showcase any new and improved offerings you’ve added. • Share how you’re keeping the space as safe and healthy as possible. • Create or update any existing Facebook and/Instagram ads to promote your reopening.

WELCOME BACK!

Reopening is an opportunity to show how much you appreciate your clients and their ongoing support. Make it special for them, even if things are different than they used to be, with small gestures that mean a lot.

• Place “welcome back” signs around your facility. • Put up a collage of social media posts shared during your closure, such as a client tagging you in their haircut fail, wearing an at-home face mask, and others. • Put together “welcome back” gift bags with a note, branded stickers, and a coupon for a discount on retail.

Excerpts used with permission from the excellent resources available to salon owners at www.mindbodyonline.com UPDATE YOUR ONLINE PROFILES.

Just like on your website, you’ve probably made updates to other online profiles like Yelp and Google My Business related to your closure, revised hours, and online offerings. Before you open again, update each profile with the date of your reopening and any changes made to your schedule and services.

PREPARE FOR A SECOND WAVE

If you are unable to meet your local requirements for Essential Business Status (See page 5 We Are Essential), accept and prepare for another possible closure. The reality is, we don’t know how COVID-19 will play out over the coming months or years. That said, you now know what works and what doesn’t when temporarily closing and reopening your business. Just in case you must do it again, have a plan in place as it relates to finances, staffing and virtual services. You might not need it, but it’s always better to be safe than sorry.

Get on the forum

AHLC.ORG/FORUM

The AHLC Member Forum is a benefit of membership. It’s an active, online message board where Members help Members, 24/7, providing an invaluable support resource for Hair Restoration Specialists, Stylists and Business Owners. Contact us at 615.721.8085 and we’ll make sure you get the help you need.