EDITORIAL

At the time of writing this column, we are once again seeing lockdowns around the world, with barbershops closed in many countries. I’m relieved that barbershops have been allowed to remain open in the Netherlands during our current partial lockdown. But that doesn’t mean it is business as usual. Our barbershop is in the heart of Amsterdam and the absence of tourists and office workers has caused our revenue to fall. While I’m grateful that I can serve a group of loyal regular clients, I’ve also noticed that some of our regulars are reluctant to visit the barbershop due to the high numbers of coronavirus infections in Amsterdam.

This became particularly clear when I recently sent an emailing to clients about the installation of a revolutionary air purification system in our barbershop. It uses ionisation, which enables us to provide both our clients and staff with a healthy and virusfree environment. I received numerous positive reactions and was even able to welcome back some clients. This emailing made me realise how important it is during these tough times to reassure our clients by introducing innovations and staying in contact with them via online channels. This also happens to be the focus of Chris Foster’s new column in which he looks at the different ways you can leverage innovation to get through the coronavirus pandemic. It won’t come as a surprise that having an effective online strategy is vitally important in this context!

Boosting revenue In this edition of BarberSociety Magazine, we’re sharing tips and advice for effectively boosting product sales in your barbershop. While product sales take a back

seat at many barbershops, selling and recommending products can give you the needed extra boost in revenue. It’s a particularly relevant theme in the run-up to the Christmas and New Year holidays. We’re delighted that Sales Inspirer Rob Snoeijen has written an article for this edition. In the article he explains how crossselling serves as an exceptionally effective sales technique for achieving better sales results in no time. This article motivated me to also start applying crossselling. Check it out on page 11.

This edition features several interviews with barbers in which they share how they approach product sales. UK top barber and BarberSociety Live icon Alan Findlay is convinced you should never sell a product you don’t believe in 100%. They must be relevant products that his clients can use at home to create the same look as in the barbershop. Dutch barber Joost Mulleman and German Barber Babe Jessy Hartsoe agree with him and see product sales as an extension of their service. They also

emphasise how important it is to build lasting relationships with clients, especially during the coronavirus pandemic.

Milestone We interviewed Dutch barbers Martin Leusink and Wim Broekhuis for our ‘all in the family’ column. They know from many years of experience how crucially important it is as a barber to give clients the attention they deserve and to be a genuinely good listener. Their barbershop - Kapper Martin Herenkappers – is celebrating its 50th anniversary and Wim’s nephew Martin asked us if we could set up an interview as a surprise for his uncle. This resulted in an excellent article that tells the moving story of this barbering family!

Mr. Sam Wall We are presenting a special tribute to Sam Wall in this edition. It was with great sadness that we learned that this extraordinarily talented barber and our dear friend passed away in November. We are honouring his memory with a piece that has been beautifully written by his friend and mentor Chris Foster. During this difficult period, I’d like to appeal to everyone to look after each other. If you would like to actively raise awareness of mental health and help prevent suicide, I invite you to take the free ‘BarberTalk Lite’ training provided by ‘The Lions Barber Collective’: www. lionsbarbercollective.com/ barbertalk-lite

Creativity With a view to the December gift-giving month and barbers’ love of beautiful, handcrafted products, this edition shares the story of leathersmith José Mollura who creates fantastic high-quality leather bags at his studio and boutique in the Amsterdam city centre. The crisis has stimulated his creativity, which has resulted in the development of a new waterproof line. So something positive can come out of this crisis. Alan Findlay is likewise convinced that a massive wave of creativity will be unleashed in the barbering industry once the pandemic is over.

The huge pent-up creative energy has to get out and create cool stuff

Let’s hold onto that positive thought and ring in 2021 with confidence and courage. I wish you all a creative, inspiring and successful New Year buzzing with new challenges and opportunities! I’m naturally looking forward to hopefully getting to see each other again ‘live’ next year at BarberSociety Live 2021. Because even though we’ve got a world of online possibilities, nothing beats meeting each other for real and face to face to share our stories and experiences!

Marc van de Hare BarberSociety Founder owner of Van de Hare Amsterdam Barbers

P.S. I had the privilege of meeting top Spanish barber Paco López last August. A photo of his amazing new INOX collection is showcased on the cover of this edition. Also be sure to check out the trend pages and the ‘Barbers & the City Sevilla’ section!