May/June 2011 TIS Magazine

May/June 2011

Are you making the best use of your time?

TAKE THE

QUIZ

p. 12

the importance of effective

time management

p. 20

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features

May/June 2011

12 Time Management Quiz

Do you create a “to do” list for yourself on a daily basis? How are you at delegating tasks at home and at work? Ever wonder why there just doesn’t seem to be enough hours in the day to accomplish everything you’ve set out to do? Take this 10-question Time Management Quiz to see if you are effectively managing your time.

20

The Importance of Effective Time Management

Managing your time between work and your personal life can seem like a chore in this busy 24/7 world we live in. However, poor time management can wreak havoc on your health and wellness. Chronic stress can lead to long-term physical ailments including muscle pain, cardiovascular disease, as well as stomach and intestinal problems. Learn how to effectively manage your time and maintain a healthier you.

NaYo

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Angela Andriola, Editor editor@theindustrysourcemag.com

Glamazon Salon owner Jere Clausen

Design Staff: Shelly Schroeder, Senior Designer Amy Bowen, Designer Adriana Lagrou, Designer Susan Stevens, Designer Lauren Walton, Designer Jen Boley, Advertising

says he knew it was time for his color-savvy salon to offer world-class

Editorial & Sales Office: 23202 Haggerty Road Farmington Hills, MI 48335 248.374.0388 phone 248.347.3351 fax theindustrysourcemag.com Cover Photo: Kemon Italian Touch S/S 2011 Collection Contributors: James S. Bain, Henry Baker, C. Robert Dillon, Jeremy Gislason, Don Hutson, Jean Kelley, Heather Lutze, Dr. Marvin Marshall, TJ Philpott, Dr. Rhonda Savage, Marty Stanley, Dr. Marjorie Wolter © 2011 tng worldwide. All rights reserved.

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color service that was ammoniaand PPD-free, but he wanted a permanent color line he could trust, from a company with integrity that understood the professional beauty industry. Lucky for him, he discovered Kemon and NaYo.

26

page May/June 2011

44 Feeling Hot! Hot! Hot!

This summer fashion and polish colors ignite in dazzling bright oranges, pinks and reds. But don’t let these colors inspired by the sun and sand fool you – there are still plenty of soft muted shades with far-reaching appeal.

From soft purples, blues and greens to brighter than bright oranges and pinks – this season’s polish color trends are sure to appeal to everyone’s tastes.

48

Designing a Salon From the Ground Up

58

Keys to Building Trust Between Managers & Employees

When Salon Evo co-owers Brandon Phillips and Michelle Fair decided to start their own salon, they never could have imagined the time and money it takes to start a business. But, with the help of the talented design team at The Pavilion, their dreams of owning their own salon have come true and they have a few tips for others planning to strike out on their own.

Trust in the workplace – believe it or not it is essential to productivity.

As a manager, your No. 1 objective should be to build trust and loyalty among your staff – from staff member to staff member and between employees and managers. Here are some tried and true tips on how to gain employee trust and develop an environment of productivity and positivity in the workplace

Become a fan of tng worldwide

Follow us: tng worldwide

The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from The Industry Source. Prices subject to change without notice. Not responsible for typographical or misrepresented items in catalog.

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contents keep your focus 12 14 16 18 20 22

Time Management Quiz Forget Time Management … Are You Managing Your Energy?

Five Keys to Sustained Achievement The Power of Perseverance The Importance of Effective Time Management Don’t Let Misuse of Time Management Techniques Ruin Productivity

innovate

22 More Than Just Shellac Delegation: From D’Oh! to Oh! Professional is Spelled with 5 Ps

special section: KEMON 24 26

Italian Touch Spring/Summer 2011 Collection NaYo Transforms Stylists into Artists

win 30 34 36

just in

New Products

38

image

be PRO Bridal Best Bets Feeling Hot! Hot! Hot! Three Salon Advertising Mistakes …

And How Not to Make Them Designing a Salon From the Ground Up: Salon Evo Five Strategies for Implementing Social Media Tips on Adding Retail Sales to Your Salon Service

42 44

46 48 50 52

48 connect 54 56 58 60 62 64

Transaction vs. Interaction It’s Not Personal, Just Business Keys to Building Trust Between Managers & Employees The Secret to Successful Twitter Marketing Book Review: Make Over Your Marketing Ask the Industry

results 65 65 66 67 74

54 8

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Ad Index Share the Success The Pavilion Liquidation Sale thebeautybook May/June Sales Buzzworthy

May/June 2011

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4/11/11 11:47 AM

LARRY GAYNOR, PRESIDENT & CEO

KEEP YOUR FOCUS | Message from the CEO Where does the time go? It’s Monday then it’s Friday. It’s Friday then it’s Monday. Does anything go by faster than the weekend? It’s already May and the first summer holiday weekend is around the corner.

But watch toast in the toaster or wait a minute for the microwave to pop popcorn and you wonder if there is anything slower than a minute. An hour in a dentist chair seems like a week.

Waiting for a phone call from a doctor or other important contact seems like eternity.

Fact is, time management is all in our head. We must focus our attention on this and deal with it consistently and swiftly. After all, aren’t we the ones who plan a one-week vacation, go on the vacation, and wonder why we don’t have 10 minutes to spare when at home?

This issue is packed with articles on time management and how you can get stuff done on a timely basis. We have an excellent saying at TNG, “A day’s work in a day.” That means we need to get all the work in that we receive in a day done in the same day. Why put off until tomorrow when you can do it today?

Speaking of timely, OPI seems to be perfectly timed for what consumers are craving. Adding to the excitement of the Katy Perry Collection, now available is the new Pirates of the Caribbean Collection featuring Silver Shatter. Add to this the new Summer Collection and new Shatter Collection, and you have an all-star line-up for the very important prom and graduation season.

See pages 38-40 for more info.

It’s also that time of year that waxing kicks into high gear. Nufree continues to be the leader in this category and their liquid hair remover can’t be beat. Now is the time to alert your clients that you offer these services and get them booked before time runs out for them.

Social media is all about timing. Please be sure to visit tng worldwide daily on Facebook.

We update our page constantly and the content is quite good. We appreciate your comments and feedback.

Spring is here; take a few timeouts to enjoy. I know I will.

Become a fan of tng worldwide

LARRY GAYNOR, PRESIDENT & CEO, tng worldwide

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keep your focus

TIME MANAGEMENT

QUIZ

Are you making the best use of your time at home and work? Find out with this quick and useful time management quiz from Penn State University.

Circle the answer that most closely describes your situation.

1. How often do you take work home? (a) Every day (b) Three or more days per week (c) Twice a week (d) Once a week or less 2. How many people constantly interrupt you in the course of a day? (a) Six or more (b) Four to five (c) Two to three (d) One or less 3. How much time do you spend each week in other activities outside your job? (a) Three hours or less (b) Four to five hours (c) Six to nine hours (d) Ten or more hours 4. How much time do you spend each day “socializing” on the job? (a) Two hours or more (b) Sixty to ninety minutes (c) Fifteen to thirty minutes (d) Less than fifteen minutes

5. How often do you set, communicate, and review department and individual goals with your subordinates? (a) Twice a year (b) Quarterly (c) Monthly (d) Weekly

8. How much time do you spend with your people in training and developing during the course of a week? (a) None (b) Less than an hour (c) One to two hours (d) Three hours or more

6. How much of your work do you delegate? (a) Very little (b) About twenty-five percent (c) Forty to fifty percent (d) More than fifty percent

9. How often do you procrastinate—put off making decisions in the course of a day? (a) Fairly often (b) Occasionally (c) Seldom (d) I don’t

7. How often do you approach and discuss things with people on a oneon-one basis in the course of a day? (a) None (b) At least once (c) Twice (d) More than two

Scoring Instructions and Your “Time Management Effectiveness Quotient” To score this quiz give yourself one point for each “a” answer, two points for each “b” answer, three points for each “c” answer and four points for each “d” answer.

Your Time Management Quiz Point Total:

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THE INDUSTRY SOURCE

TISmag_MJ11_12 Time Manage Quiz2.indd 1

10. How often do you prepare a “to do” list and set priorities? (a) Monthly (b) Bi-weekly (c) Weekly (d) Daily

Excellent: 35-40 Good: 25-34 Mediocre: 15-24 Examine your time management to see how you can improve it.

Poor: 14 or below Watch out! You are running out of time.

May/June 2011

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keep your focus

Forget time management…

energy?

Are you managing your

Phrases like “manage your time” and “do more with less” have become the buzzwords for this decade. The idea is that if you can manage your time well, you’ll be more productive in all areas of life. The only flaw in this thinking is that time is finite. In other words, you can manage time all you want and continually push yourself to get more done. But all this managing and pushing tires your brain, drains your spirit and disengages your soul. That’s when mistakes occur and burnout ensues. The key, then, is not to simply manage your time, but also to manage your energy.

Unlike time, energy is restorable. And when you manage your energy well, you’ll have more energy for your priorities, whether they are personal or professional in nature.

If you don’t manage your energy, you can’t manage your time. Sure, you can think about all the things you need to do and you can schedule them, but if you don’t have the energy to do the tasks, you won’t be able to accomplish them appropriately.

Realize, too, that managing your energy goes beyond work/life balance. While many people talk about work/life balance (devoting ample time to all areas of your life), few address those things that make life rich and fun. With so many things competing for your attention daily, you need to give attention to energy replenishment so you can devote the time your life’s priorities demand. This is why it’s important to manage your energy before you manage your time.

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The Three Pillars of Energy Management Keeping your energy in check means giving attention to your brain, your spirit and your soul. Think of it like a threelegged stool. For the stool to be useful, you need all three legs. Remove one leg from the equation, and the stool topples over and is useless. The same is true for your energy. Therefore, to keep your energy replenished, implement the following suggestions into your daily life.

1. Stimulate Your Brain The human brain likes control and certainty, and it’s very good at predicting the next thing that is likely to happen based on the information it has. That’s why you often feel better when you perceive you have control over a situation and feel stressed if you think you have no control over events.

Additionally, the brain is programmed to fear. This is a good thing, though, because the inborn fear is what has allowed our species to evolve. The only drawback to this natural fear is that the brain will take three pieces of information and make a story out of it – usually a negative one. This negative story becomes your reality until you get another piece of data. Talk about an energy drain on your brain!

In order to replenish your brain’s energy, do the following: • Since your brain is part of your body, it needs to be fed the right food for optimum health. Eat three nutritious meals a day, exercise to increase the

oxygen flow to your brain and drink plenty of water to keep hydrated.

• Reconstruct your stories. You have to purposefully stop the story and seek out the missing pieces of information.

For example, if you get an e-mail from your boss telling you not to take part in a task you volunteered for, with no explanation why, you would likely think your boss doesn’t believe you’re capable of the task. In reality, your boss may need you for another task, he or she may think the task is not challenging enough for you, or your boss may simply not need any assistance on the task any longer. But you’ll never know (and never stop the negative story) until you ask.

• Analyze what helps and hurts your thinking ability. For instance, do 200 e-mails staring at you first thing in the morning make you exhausted before you even start the day? If so, then don’t do that task first thing. Do the most important things when you’re alert and at your best, as those tasks will actually energize you so you can handle the stressful tasks later.

• Give yourself two hours a day for focused attention on a key project— the earlier in the day the better.

No multi-tasking during this time!

Whether you are a night or a morning person, the fact is that your brain is rested after you sleep, so this is the key time for focused attention and productivity.

May/June 2011

4/11/11 1:22 PM

CAPES FOR ALL SALON PURPOSES 2. Awaken Your Spirit The human spirit yearns to soar. The spirit enjoys lofty goals and challenging tasks to accomplish. How spirited someone is often relates to how purposeful he or she is. In fact, it’s common that when people lose their purpose in life, they feel deflated and even depressed. Hence the phrase: “Her spirit was broken.”

An energized spirit is what catapults you out of the mundane and into a new and exciting endeavor. In order to replenish your spirit’s energy, do the following: • Do one thing every day that makes your spirit soar. Whether it’s reading poetry or listening to music, if you feel your spirit is fed by that, do it.

• Think about what you want to do in your life. Dream big! Give planned time to your future in order to nurture your spirit.

• Read things that stretch your mind. Your spirit wants to reach for the next best thing. Unleash the power of your spirit by exposing your mind to new things – even things that you feel are impossible to accomplish right now.

• Take time each day to think and concentrate. Many people are in knowledge-oriented jobs and need some degree of quiet time. So even though a particular task must get done, that task often requires planning and thinking.

Your spirit can’t gain energy to tackle big goals unless it has some quiet time to prepare. So let people know that you require quiet thinking time, and actually put this time in your schedule. If others know your needs and intentions, they will respect them.

3. Feed Your Soul The human soul likes the familiar, the deep and the poignant. The soul likes ritual, doing the same thing at the same time every day. It also enjoys the simple things

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• Clarify your intentions and plan what you want your tomorrow to be like before you go to bed. This allows your subconscious to work on your challenges and big decisions while you sleep.

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By focusing on these three areas of your life – your brain, your spirit and your soul – you’ll gain the much-needed energy to tackle life with enthusiasm and zest.

With your energy fully replenished, time will no longer be an issue. You’ll feel ready to handle anything that comes your way with ease…and you’ll do it much faster.

So make it a habit to stimulate your brain, awaken your spirit, and feed your soul. It’s one investment in yourself you can’t afford not to make. ▲

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WRITTEN BY JEAN KELLEY

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THE INDUSTRY SOURCE

15

4/11/11 1:22 PM

keep your focus

Five Keys to

Sustained Achievement Anna couldn’t take any more pressure from work. Another deadline had been plopped onto her calendar. She had no idea how it was going to get done, or where to start.

There were many reasons to stay put in her current job. But, the gears in her brain ground to a halt. Why was it that Anna found herself in this situation every time it seemed success was at her fingertips? She would get momentum going, only to be jerked to a halt by an unforeseen complication. Thank goodness the office door was closed because all she could do was put her head down on the desk to take a break. Instinctively she took a deep

16

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breath and noticed a copy of the book “Secretariat” was wedged between her nose, forehead and the desktop.

To Anna’s surprise, she began to bond with the great champion’s character. “That horse loved to run. Nothing took away his need for speed.” Funny, “whatever it takes” was one of the catch phrases Anna put to routine use. Within seconds, her brain unlocked, and she filled an entire page with action steps to expedite the project’s completion.

For the first time, she felt a sense of mastering a situation without getting sidetracked for hours by frustration. While writing, she came up with five keys to making the process repeatable.

May/June 2011

4/11/11 1:31 PM

The Five Keys to Sustained Achievement: 1. Metaphors are powerful medicine.

In word and in form, they are symbols that show up in our lives to teach us.

Secretariat represented the passionate adventurer in Anna she had been ignoring.

The athletic thoroughbred was Anna’s guide to reclaiming her own spirit that was shut down thinking drudgery was the only way to perform at work. Anna loved what she did, and it took a champion acting as a metaphor to assist her in seeing that fact.

2. There’s always another option, generally infinite solutions we never entertain. Frustrated, Anna couldn’t see a whole world of solutions that lay before her. How many times had Anna let herself be stymied seeing only a roadblock instead of multitudes of possibilities? People tend to find one or two solutions and stop there rather than inviting droves of worthwhile outcomes. Anna vowed to take just five minutes when she felt frenzied to breath deep, calm herself and let alternative solutions surface. Five minutes was a small price to pay for having a life and level of accomplishment she really wanted.

3. There’s an opportunity in every perceived problem. Anna was looking at her position as a plight, an attitude not limited to dealing with a single project deadline. Anna’s habit was to fret over events that didn’t play out as she originally anticipated instead of unveiling the promise of living an accomplished life.

Secretariat showed up to expand Anna’s perspective. Thankfully, Anna got the message finding herself more capable than she ever dreamed of being.

4. Bonding with others being positive is a truly alternative lifestyle in our current culture, but it leads to a remarkable existence. Anna knew she was in the right work environment to support her shift to possibility thinking.

She admired that her company welcomed self-starter personalities. They didn’t want to baby sit complainers as many of her previous employers had. All she had to do was embody the beliefs she had only claimed to rely upon, until today.

5. Serendipity is always on your side.

Logic and seriousness without the balance of humor make the road to success a struggle.

Openness to serendipity’s intervention coming to your aid bearing gift-wrapped short cuts is a must to enjoy the journey.

Anna had only to recognize the present placed literally beneath her nose dissolve her frustration.

“If it takes a horse tail to set me straight, then so be it. That’s actually more fun than reading another business journal.

Whatever it takes.”

Quickly shooting off an e-mail to her boss regarding project completion, his reply came faster than a lap at the Kentucky Derby. “Anna, you never cease to amaze me. Just when I think you have reached the pinnacle of your abilities, you take your skills to the next level. Our owners set out to put a group of expansive thinkers and doers together, and you certainly fit that description. By the way, I’m not sure if you wanted to include your 5 keys to sustained achievement in this correspondence, but I’d like to print them in our weekly office update.

Would that be suitable?”

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keep your focus

the power of

PERSEVERANCE Identify and obliterate the six obstacles to success!

Patrick House, a winner of the national “The Biggest Loser” television show, lost 200 pounds in the midst of intense competition for the annual award. He is a young man with enormous resolve. When asked, “What is the single most important factor in reaching our goals?,” without hesitation he said, “Number one is perseverance.

Too many people give up too quickly. Gym membership sales in the month of January go through the roof, and the ‘show-up factor’ falls like a rock in February!”

Why do people give up so easily?

Let’s start with your New Year’s Resolutions. It is easy to get excited about resolutions and the promises they afford on Jan. 1. Here’s the question; “Are you excited enough to get really serious about the process and ultimately follow through to completion?” Studies prove that goals and resolutions barely exist until you get them in writing. When they go to document it begins to be real and viable!

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May/June 2011

4/11/11 1:46 PM

You can see it, show it to others, or display it on your refrigerator as a reminder. When you don’t write goals down they are much like the wind – here for the moment then gone forever. Here are six barriers that keep our goals from becoming a reality. Let’s consider them along with some solutions:

1. Lack of CLARITY. The more detail you attach to a goal, the more likely you are to follow through on it. Describe it with why’s (for the purpose of … ); when’s (completion points and interim progress dates), what’s (including mention of your current situation, and what the end game will look like). Don’t worry; you can’t overdo the detail!

2. Lack of COMMITMENT. When you are serious enough to write goals down and share them with others, it is your way of making a commitment to the process.

Simultaneously you’re putting the universe on notice that this is your intent. Goethe said, “The moment one definitely commits oneself, then Providence moves, too.”

3. Lack of BELIEF. Human behavior is the result of the human belief system. If you believe your goal is doable, believe you have the right strategy and believe in yourself, you can’t miss. It is the person filled with doubt who fails to take the next step. This is no time to be timid. BE BOLD!

4. Lack of PASSION. Vision without action is hallucination. Fire in the belly propels you toward action and results. Step #1 is having the courage to get started on your clarified goals. Get fired up about getting started and go for it! Seeing even a marginal amount of progress is all it takes to inspire you to take the next step.

5. Lack of CONGRUENCE. Your goals need to be in sync not only with your belief system, but also with your other goals and your capabilities. If it is too outlandish or unrealistic, the incongruence of it will shortcircuit your belief in your ability to get it done.

6. Lack of FOCUS. Writing down clarified goals is the beginning of an exciting process, if you can keep your focus. Cavett Robert defined character as “the ability to carry out a worthwhile plan long after the mood in which it was made has left you.”

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The Importance of Effective

TIME

Management Managing your time, finding balance and living a complete and joyous life in this day and age almost feels like an oxymoron. Today, more than ever before, we run from one task to another, often times combining tasks just to keep up.

If you are running your own business, then the day-to-day tasks are difficult to manage and even more difficult to escape. You’re likely thinking about and managing your business 24/7. Coupled with the standard everyday tasks, it may seem like an impossible task to manage your time effectively.

The Effects of Poor Time Management One of the biggest effects of poor time management is stress. Not the kind of stress that is easily recognizable, but a more pervasive and insidious type of stress. It sneaks in under the radar and causes long-term damage to your health and your overall happiness. Chronic stress, stress that is the result of long-term and pervasive triggers, causes significant health problems.

According to WebMD, chronic stress can be the result of a host of irritating hassles or a long-term life condition, such as a difficult job situation. In people who have higher levels of chronic stress, the stress response lasts longer. Over time, chronic stress can have an effect on: • • • • • • • •

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The immune system Cardiovascular disease Muscle pain Stomach and intestinal problems Reproductive organs The lungs Skin problems Mental coping

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Each of these health issues add up and cause other issues like diabetes, obesity, heart attacks, chronic fatigue, insomnia and so on.

To put it mildly, chronic stress caused by poor time management can shorten your life and significantly detract from your overall quality of life. It’s been estimated that as many as 90 percent of doctor’s visits are for symptoms that are at least partially stress-related.

Time Management, Your Business, Your Life With too many tasks on your plate, it’s difficult to focus on any one and prioritizing often seems impossible when everything needs to get done. The result is a tremendous amount of wasted time, not achieving goals and losing money.

Loss of control. Poor time management means things will slip through the cracks.

When this happens, unfortunately your customers often pay the price. This causes almost a vicious circle of you trying to appease dissatisfied customers, which then sets you back and adds even more tasks to your list, which again causes more things to slip through the cracks.

Burnout. Presumably you started your business, or are starting a business, not only to make money but also to gain personal satisfaction and to spend your days doing something you are interested in and maybe even passionate about.

However, even the most desirable activities can become tiresome when you’re doing them 80+ hours a week.

When you manage your time effectively, it gives you the power to set your business aside, for a day, for a week, or even for months, to live the life you want to live and to stay fresh. It’s a great way to live and a great way to do business.

Imagine your productivity, ingenuity and enthusiasm if you wake up each and every day excited about the day and what you’re going to accomplish.

No joy. When you spend your days struggling to get it all done, you don’t save time for yourself. You don’t save time for hobbies, friends, family and fun. These are the most important things in life and to do without them is to do a great disservice to yourself. With a little organization and a few time management practices and tools, you can own and operate a successful business and have time to enjoy life.

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When Entrepreneurs Don’t Effectively Manage Time To be successful, it is important to be able to manage your time effectively.

Time management means not allowing distractions. When you don’t manage your time effectively: Work suffers. Hours and hours can be spent on tasks that are not important, leaving only a little bit of time for the projects that really do affect your bottom line. E-mail or social networking is a prime example. It’s too easy to spend an entire morning Twittering, updating your Facebook or Linked In page.

Lack of effective time management results also means trying to handle too many tasks at once. Multitasking may seem like a good idea, however tasks are accomplished much faster when they’re dealt with one at a time.

Juggle too much at once and a ball is bound to drop. Unfortunately, the ball you drop may be the most important one.

Personal life suffers. What do you do if something doesn’t get accomplished during normal work hours? Do you work on it in the evenings or on weekends when you could be spending time with your friends and family?

Does stress from your business overlap into your daily life making you easy to anger, too tired to socialize and generally unhappy?

Time Management Benefits Beyond the basic benefits that include getting more accomplished, satisfied customers and more profits, not to mention more free time, there are a few benefits you may not have considered.

Peace of mind. Imagine being able to wrap up your day at 5 p.m., or whenever you determine the end of your business day is, and feel a sense of calm. Not to have to worry about all that you didn’t get done and

what is waiting for you the next morning.

Being able to effectively manage your time will result in an amazing peace of mind.

Ros

A sense of achievement and satisfaction. There’s tremendous joy in accomplishing goals and checking those important tasks off of your list. When you manage your time effectively, you’ll be able to give yourself a pat on the back almost daily.

More energy. Stress and multitasking are tremendous energy drains. When you manage your time effectively you’ll get twice as much accomplished in half the time.

You’ll sleep better and you’ll feel better in your work and personal life.

More fun. Time management frees up time in your day for the important things in life. Not that owning your own business isn’t important, it is, however so are hobbies, vacations, time with friends and family, laughter, exercise and the simple things that make life good.

A feeling of being in control over your life. When you know what you’re doing each day, you accomplish it, and when you have a plan where action is being taken every day, it gives you a tremendous sense of control. This control can and will expand into other areas of your life, too.

So how do you learn and implement better time management skills? Take a course, buy a book from an author you respect and admire, learn the skills and follow through – meaning don’t just read the book or take the course and nod but actually put the steps into practice. Incorporate them into your life. ▲ WRITTEN BY JEREMY GISLASON

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keep your focus

Don’t Let Misuse of Time Management Techniques

Ruin Productivity This is not an argument against the use of time management techniques but rather a point to be made about the common misuse of otherwise sound and strategic tactics. Many interpret effective time management as a way to unknowingly introduce complacency into their scheduling habits. Whether it is trying to make the best use of time when working online or even managing a household, the objective is to increase productivity.

There are some, however, who mismanage their attempts to better coordinate their busy schedules by simply putting off or eliminating certain tasks altogether. What starts out as an attempt to increase productivity sometimes becomes more a series of self-justifications as to why certain tasks cannot be completed. In effect, both complacency and procrastination begin to set in.

Here are three examples of how some people may misinterpret the intentions of better managing their schedules by simply eliminating certain tasks altogether.

Allowing Too Much Time It is common for people to unreasonably lengthen their timetable for the completion of a task or project since this reduces the pressure on them. When this occurs their workload obviously gets backed up to the point where it becomes completely unmanageable. Effective time management focuses on increasing your efficiency when completing certain tasks or projects. Some

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people interpret it as making their schedule more convenient or stress-free by eliminating or postponing certain objectives.

Disabling Your Motivation When tasks or projects are intentionally postponed to make a work schedule more manageable, challenges are removed and therefore motivation diminishes.

Remember you want to get more done and increase productivity and this will require your being motivated. It stands to reason the less you do the more accustom you become to not being challenged and this can easily turn into complacency.

Setting Unrealistic Goals A common misconception/belief is that anything you postpone can be done tomorrow and this frequently results in it never getting done. What happens is these postponements then turn into procrastination, which eventually results in a schedule that has completely gotten out of your control. Tomorrow never

comes, uncompleted tasks stay that way and many things begin to fall between the cracks and chaos takes over. Now your schedule is managing you instead of the other way around.

The intention of time management techniques is to help people increase productivity while making the best use of the time available. The problem is that some people interpret effective time management tactics as an approach to make their schedules more leisurely and convenient. This leads to some obvious difficulties as the three examples above demonstrate. The point is making the best use of time means more effectively coordinating your own efforts and not simply shortening your to do list to something more manageable. â–˛ WRITTEN BY TJ PHILPOTT ABOUT THE AUTHOR: TJ Philpott is an author and Internet entrepreneur based out of North Carolina. To learn more about using time management techniques more effectively, visit blogbrawn.com.

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THE

ITALIAN TOUCH Spring/Summer 2011 The leader in Italian Hair Fashion, Kemon, introduces hair styles and trends inspired by the transformative nature of the seasons. The Italian Touch Spring/ Summer 2011 Collection conveys an air of radicalism and creativity intensely expressed by those that dare to dream in extraordinary ways.

The Collection centers on three “moods” that reflect the beauty, simplicity and complexity of nature and our environment. Charm, Euphoria and Odyssey express the infinite ways in which we transform ourselves and the world around us through the creative process and our ability to dream big.

CHARM In this increasingly complex world there’s a return to a desire for simplicity, where we learn how to recognize beauty in our everyday lives once again.

This mood goes against excess by concentrating on that desire for simplicity.

The hairstyles of this mood rise and set with the sun in extremely delicate shades, playing off highlights that, from ultra-light blonde, blend with golden tones.

The volumes of the hairstyles, created with soft movement, give an appearance of freedom emphasizing a simple, yet elegant beauty.

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EUPHORIA Optimism about the future is reflected in the creativity of this mood and is translated into a cheerful and responsible attitude.

Faced with an increasingly standardized offering and environmental issues, creativity offers numerous possibilities with carefully formulated products that are simple, positive and lively at the same time.

Hair color goes from dark to medium blonde through natural tones, like hair lightened by the sun, to convey freshness and fun. The lines, characterized by simplicity, create surprising effects through the use of braids, crimping and asymmetrical styles.

ODYSSEY The Odyssey delves into substance, creating tactile and sensual sensations with materials that are both technical and natural, pleasant to the touch.

This mood is a reflection of the age we live in – one in which our image of the future inspires us to adopt more humane attitudes, emotions that are necessary for a positive outlook.

The colors in this mood are cold, yet reminiscent of gold created with metallic blonde hues and two-tone contrast variations.

On short as well as long and flowing styles, curls create a natural and feminine look, adding richness to the hairstyle putting the spotlight on the color and highlights through a play of lights and shadows.

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innovate

NaYo Transforms Stylists into

ARTISTS

In this industry there are leaders and there are followers. There are stylists who just go with the flow and then there are artists who make waves. For those who refuse to be like the rest, who judge themselves not against others but against what they can do better, there are few products that really grab their attention. But

when a product so revolutionary comes along, it’s professionals like Glamazon salon owner Jere Clausen that make sure they are ahead of the curve and not behind it.

Clausen says his clients weren’t necessarily requesting a PPD- and ammonia-free permanent hair color, “but we were looking down the road and I could see it would become a need in much demand. As a leader in hair color in this area, I had to lead with a great product – not follow!”

And so, when researching professional hair color lines that offered amazing results with no PPDs or ammonia, Clausen says he was introduced to NaYo. “I had worked with Kemon and really liked that it was familyowned,” he says, “and showed integrity for

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this industry and hairdressers. That was really important to me. I also wanted a product designed for professionals.”

NaYo is the first of its kind to come to market in the United States. It’s 100 percent ammonia-, PPD- and fragrancefree permanent hair color. It contains certified organic ingredients including flax and calendula and is non-sensitizing so it won’t irritate the scalp or eyes. The velvety cream base moisturizes hair during the color process with 100% gray coverage that lifts and lightens up to five levels.

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“The shine you get is pretty incredible,” Clausen says. “Even more incredible is the color match you get with new growth.”

Clausen, who has owned Glamazon in Muskegon, MI for eight years, says his business is centrally focused on hair color.

“In our area we are recognized as the place to go for great color,” he says. Glamazon had been working with Kemon’s Yo.Coloring with significant success, but something was still missing Clausen says.

“The lift and deposit wasn’t enough for us as a ‘color’ salon. But once I saw NaYo in action, I was really impressed.”

While the driving force behind bringing NaYo into his salon was that it was PPDand ammonia-free, since they began using it in October 2010 the results have outpaced even his expectations.

“The shine you get is pretty incredible,” Clausen says. “Even more incredible is the color match you get with new growth to what was done previously.”

Add to that the multi-tonal results you get with NaYo’s red shades, and Clausen says there isn’t another PPD- and ammoniafree permanent hair color on the market today that even comes close to NaYo. “Reds are one of the most difficult colors to recreate,” he says. “But with NaYo, on a guest’s return visit we have to do very little – if anything – to their ends [when touching up the roots.] Having to put less color on the hair means the condition of the hair remains much better.”

Photography by Dave Mataczeski at Riversedge Photography.

Clausen says it’s obvious that ammoniaand PPD-free permanent hair color is the wave of the future, and something every salon in the United States will carry one day. “We’ve brought the importance of ammonia- and PPD-free hair color

to the forefront,” he says, “and are now educating our clients on what this means for the environment as well as the overall health of their hair.”

As a stylist and an artist, Clausen says he is also impressed with the European hair color formula, which uses numbers instead of letters (as American color lines do). “As an artist, these formulas allow you to raise your abilities to a whole new level. They’re more useful when talking with other designers and the language is more impressive to our guests.

“When a guest says they want medium gold copper, you don’t need to look at a swatch book when dealing with the European number system. You know you need something like a 6.34. I think the whole understanding of the number system is more universal across the industry.”

And what do Glamazon guests have to say about NaYo? “So many of our guests comment how there is no aroma,” Clausen remarks.

“That’s just something our guests notice right away. As a busy artist, we might forget about the guest’s sensory experience.”

NaYo’s fragrance-free formula, which is also non-sensitizing to the scalp, certainly offers an experience every salon client will enjoy – along with long-lasting color that leaves hair soft and moisturized.

To find out more about PPD-, ammoniaand fragrance-free NaYo permanent hair color, visit kemonacademyusa.com. s WRITTEN BY ANGELA ANDRIOLA

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More Than Just

SHELLAC Founded in 1979 and based in Vista, CA, CND is the global leader in professional nail, hand and foot beauty. Deeply committed to advancing the nail care industry, CND devotes significant time and resources to product research and development, state-of-the-art marketing, education and customer support, as seen in the recent success of Shellac – a nail industry innovation five years in the making. With the success of Shellac, CND’s name has remained at the forefront of the professional nail care community.

So what’s next on the horizon for CND, Shellac and the company’s other popular nail care lines? We asked CND Director of Marketing Elyce DeBrown to give us the inside scoop.

CND recently released 12 new Shellac colors that sold out in a matter of hours. How is CND handling the enormous popularity of this line and addressing stocking concerns?

CND is handling the popularity of Shellac by planning with larger forecasts and production plans, more efficient operations plans, and working hand in hand with our sales partners to make sure their orders will meet the demand for the 12 new shades.

CND is known for a lot more than just Shellac. Briefly describe the other CND lines and their benefits.

CND manufactures professional products and coatings for every different type of salon client. Our goal is to offer nail professionals the best quality products to suit the various needs of their clients.

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Colour & Effects is for the brush-n’-go girl who loves to change her polish with her outfits and prefers her natural nails: 50 gorgeous crème Colours and 15 dazzling Effects can be layered for customized personalization.

Brisa Gel fills a need for a glamorous nail enhancement that is softer, tougher and more forgiving – great for people who have nails that need extra length and shape and prefer a more natural-looking nail enhancement. Brisa provides the ability to sculpt, enhance and extend, or just correct the tiniest to toughest flaws.

Retention+ Liquid & Powder forms covalent bonds with the natural nail for superior adhesion. Liquid & Powder is the strongest possible service for clients

with high activity levels. Retention+ is the original game changer for long, sleek, natural-looking nails for those who never thought they could.

Tell us about the Shellac Meet Your Match campaign. How can nail salons and techs use this to their advantage.

“Shellac Meet Your Match” is a new positioning of Colour & Effects to boost salon retail sales for this category by leveraging the popularity of Shellac with a take-home color option. Nail salons and technicians can use this to their advantage by displaying magazines with Shellac media placements and highlighting Colour & Effects shades that match these Shellac shades in their stores. They can position to clients that, “If you love this, you’ll love this too.”

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CND from page 30

What’s on the horizon for Shellac and CND? What can we expect to see throughout the rest of the year?

There are lots of exciting product launches on the horizon for CND! We are launching more colors to the CND Shellac lineup throughout 2011 and 2012, continuing to round out our overall color offering. We will add six colors in September and six more in January 2012 for a total of 36 colors by the first of the year.

In June/July, CND will introduce three brand new Retention+ Powers in Clear, Bright White and Intense Pink. These powders provide superior clarity and brightness, and have an ultra smooth finish and creamy, dense workability.

In November, CND will be launching a brand new Callus Smoother. This pedicure tool will have removable grits for effective cleaning and will effortlessly smooth tough calluses and hardened skin on the soles of the feet. Also in November, CND will launch an artistic line of pigments and effects that can be mixed into any CND enhancement product. These pigments and effects will allow for endless creativity for the nail professional.

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Shellac Attack classes have been hugely popular. What else can we expect to see from CND in the way of education for the professional?

Three new master classes (8 hours each) offering skill-mastering education for the seasoned nail professional.

Master Painter • Featuring Colour & Effects and Shellac • Bring out your creative side & help build your natural nail care business • Advanced application techniques including: meticulous manicuring, color layering & artistic techniques Master Sculptor • Featuring Brisa Gel Enhancements • Learn to create flawless Forever French enhancements to enhance the appearance or nails & discover unlimited nail art options with Brisa when used with CND’s new artistic line of pigments & effects Master Architect • Featuring Retention+ Enhancements • Learn to create amazing Forever French enhancements that transform the look of nails - then go “extreme” with CND’s new artistic line of pigments & effects to create the most unique & artistic enhancements.

While Shellac was the first UV lightcured polish line to hit the market, there are a number of other lines now being introduced. What are some of the ways Shellac is more than just the first, but also the leader in UV light-cured polish technology?

As the original “power polish,” CND Shellac combines the ease of polish with the incomparable high-gloss shine and extended wear. What differentiates CND Shellac from the other “me-too” products on the market is the easy, non-damaging removal. It comes off quickly and easily without harming the natural nail – as no filing is necessary for application or removal. We hear stories continually about women who have tried soft gels and ruined their nails trying to get it off. Our chemists spent five years perfecting the CND Shellac formula. They hit the trifecta of inventing a polish that goes on thinly and beautifully like polish, wears like new for weeks like a gel, yet comes off easily in minutes. Patentpending UV3 technology locks in the luster – for a fresh-from-the-salon look that lasts 14 days. UV gel-polishes can’t make the same claims, as their performance and removal is not equal. Nail professionals can charge 50-100 percent more than a basic polish manicure and embrace a faster service time for greater income potential.

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DELEGATION: from D’oh! to OH! “D’oh!” It’s what Homer Simpson says when something goes wrong. Why is delegation one big “D’oh!” for a lot of people?

Here are some tips on how to turn “D’oh!

I’ll never do that again!” to “OH! – That’s how to do it!”

There can be some fear about delegating tasks or projects because without proper planning, a lot of things can go wrong.

How often have you said something like this:

Failing to Plan is Planning to Fail

• I can do it faster.

• I can do it better.

• It will take too long to tell someone else how to do it.

What often happens is you feel swamped or overwhelmed with too much to do, and at the last minute you might delegate a task to someone just so you can meet a deadline. If things go wrong you think, “I’ll never do that again!” But remember, a key to a person’s success is the ability to develop other people’s skills. Delegation is one way to do that.

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Plan the delegation process well in advance of the due date. Unless you’re very skilled at delegation, it’s not a good idea to shoot from the hip. Use these questions to guide you in this process: • What are the outcomes you want to achieve?

• What potential problems can arise?

• What skills does the person who will do the project need?

• What are appropriate checkpoints to see how things are going?

Looking for Mr. or Ms. Right Pick a person who has the essential skills to do the task. For example, if the project

or task is detailed and requires accuracy, choose a person who excels at attention to detail. If a project needs creative thinking, match the project to the person who shows the ability to think outside the box or has creative problem-solving skills.

Delegating projects or tasks can be a good way to develop people in their careers. A lot depends on the experience of the person and the level of trust and communication that you’ve established, as well. One way to look at delegation in terms of development is to think about delegating for skill development or for professional development. Generally speaking, a person who has just started their career will benefit from delegated tasks related to their immediate work performed. People who are looking to climb the corporate ladder will benefit from tasks or projects that are outside their immediate scope of responsibility and will help them go to the next level.

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If you have confidence in the person, and they have an established track record of successful performance, it may be easier to delegate more complex projects that are outside of a person’s skill set.

These types of situations are good for delegating projects to expand a person’s depth or range of skills. However, if the other person is relatively new to the job, avoid making assumptions that they’re able to take on a complex project or task.

Closer supervision may be required.

Communication is Key Once you’ve selected the right person to do the work, set expectations. For example, what’s the expected level of quality or quantity? What is expected regarding the completion times that are needed to be successful? Discuss how you will monitor the new process or task. It’s important to be available for questions and guidance.

Another way to insure success is to make sure the person has the appropriate tools, information and resources. Are the resources available and, if not, how do they find them?

For example, if you have asked someone to do an important presentation, do a thorough walk-through with him or her a couple days in advance. Make sure the room is set up correctly, audio visual aids and handouts are ready and practice the content and flow of the material to be presented. Performing a dry run of the presentation can prevent a lot of problems and provides a great coaching opportunity.

Remember to keep the lines of communication open, so any glitches can be detected early.

Debrief Depending on the scope of the project or task being delegated, it can be a good idea to do a post-task debriefing with the person to whom you delegated the task.

Good questions to ask are: • What part of the process went well?

• What could have been done differently?

• What can be done in the future to improve the process?

It’s important to start with the things that went well. Ask the person to describe all the things that went well first. Most people have a tendency to gloss over this and start on what didn’t work, so take the time to acknowledge and give praise for work well done. Even in the most disappointing of circumstances, finding the good points and discussing them first will help the person’s morale.

When discussing things that could have been done differently, again, ask the person for their input before providing your own. This will provide additional coaching opportunities, particularly if the person is overly self-critical or if they tend to blame others for their mistakes.

Finally, if the person will be doing similar tasks or projects in the future, make a list of ways to improve the process. Are there additional resources needed? Is all the material or information available to make it smoother next time? Is more time needed? The debriefing process will help build skills for everyone involved as well as build relationships if done well.

Empowerment, Not Abdication increase LENGTH

Effective delegation empowers people.

It empowers the person to take on more responsibility and it empowers the manager to a higher level of management finesse. Unfortunately, some managers walk away after delegating, and for the other person it’s sink or swim. Abdication of responsibility is a quick ticket to failure: D’oh! However, you’ll find that the more you coach and train others, the easier it becomes to delegate and the more successful everyone is in the long run. ▲

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THE INDUSTRY SOURCE

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win

PROFESSIONAL is spelled with 5 Ps The difference between successful business

people,

entrepreneurs,

athletes, authors, anyone and those who are not successful is not talent.

The difference is the guts to move forward, to take intelligent risks, to try, to work harder than anyone else to become a true professional.

It is a fact that every industry has its share of immensely successful people, its share of abject failures, and a whole lot of people in between. The individual success of the people in most industries can be plotted on a classic bell curve, where the great percentages fall directly in the middle. Exactly how, then, does someone move from the majority in the middle of the pack to that select group who have reached the top of their profession?

Professional athletes will tell you that the difference between first place and second place or success and failure is incredibly small. At the Daytona 500, the premier NASCAR stock car race, between 1995 and 2004, the average margin of victory was only 0.241 seconds. The difference between first place money and second place money – a whopping $452,116. In the 2002 Winter Olympics the difference between a gold medal and NO medal in the men’s downhill skiing event was 0.65 seconds. Small improvements can make a huge difference.

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So, how can you become a successful professional in your job and your life? It starts with small improvements. You simply need to focus on the 5 fundamental Ps.

1. PURPOSE Seeking and recognizing opportunities to serve others is your starting point. Start by figuring out who you work for. Is it your company? No. Is it your manager? No. Is it your boss? No. It’s your spouse, your family, your customer, or your co-workers. Human beings are social animals and have a fundamental need to contribute to something greater than themselves. Your job, whatever it is, is about providing a product or service to other people for their benefit. Your joy and success will come when you know that you have helped someone else out.

2. PREPARATION Be the best you can be! Read everything you can. Learn from others. Learn something new every day. Keep an open mind. The time to prepare is before your opportunity comes.

Once that opportunity has presented itself, it’s too late to prepare.

3. PEOPLE Surround yourself with good people. Your performance and your reputation are most often determined by the people with whom you have aligned your life. Your bosses, co-workers, subordinates, mentors, coaches, teammates and friends all have a huge impact on your ultimate success. Choose those people wisely and be fiercely loyal to them. They will be the foundation to your ultimate success.

4. PRIORITIES Focus on the fundamentals and the results will take care of themselves. Start each day with a simple written list of what you plan to accomplish. Make time to do the things that contribute to your purpose and your goals. If you don’t have time to do it right, what makes you think that you have time to do it over? Being prompt, being reliable and contributing to your team will go a long way to ensure your success.

5. PERSISTENCE Maintain a positive mental attitude. Your attitude is a choice you make each day.

Choose to be positive. Don’t get bogged down in negative thinking. The past is just that – passed. The future is always a question mark.

How many people do you know that wake up in the morning and ask themselves, “How can I fail today?” Probably none. People fail because they haven’t focused on their 5 Ps. So, “professional,” in any endeavor, is spelled with 5 Ps – Purpose, Preparation, People, Priorities and Persistence. Focus on these and you will find the success you seek. s WRITTEN BY JAMES S. BAIN ABOUT THE AUTHOR: James S. Bain, MBA, is an author, speaker, consultant, coach and founder of the Falcon Performance Institute. Look for his soon-to-be published book, “Never Pass on a Chance to P – A Roadmap to Success.” For more information, visit fpiteam.com or call 352-854-4015.

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Salon Advertising Mistakes…

And How NOT to Make Them

The old saying “build a better mousetrap and they’ll beat a path to your door” isn’t actually true.

You can have the best salon, the best treatments, the best location, and still go broke. Similarly, there are a lot of salons and spas in poor locations with few experienced staff absolutely overflowing with clients. The difference between the two is the use of effective salon advertising.

That’s not to say having a great salon isn’t an advantage. But for those salon owners wanting dramatic increases in profits, marketing is the key.

If you want to increase your clientele, your revenue and insure your salon business continues to grow, stop these advertising mistakes and your results will dramatically improve.

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Mistake #1 Not Knowing WHO You Want to Attract This is the biggest mistake I see with salon advertising and the main reason so many people get poor results. Here’s an example: Say I decide to do a 1,000 flyer drop in my local area looking for new clients. Out of the following 2 options, which would likely give me the best response: 1. 1,000 flyers delivered to 1,000 random homes in my area.

2. 1,000 flyers delivered to homes with two female occupants, in affluent areas.

You got it... The second option.

Now, what if we were to get even more specific and drop the 1,000 flyers to neighbors of our existing clients with two female occupants in affluent areas and we mention that their neighbors rely on you for their beauty treatments? Our response would be much higher.

Your advertising messages should target people who are predisposed to being interested in what you offer. Blanket, one-size-fits-all advertising is a great way to lose money. And it doesn’t just apply to flyers.

Mistake #2 No Offer This quite frankly infuriates me. I mean what do people expect to happen when their salon advertisement just lists their treatments and shows their name?

If there is no reason for someone reading your ad, flyer, letter, postcard, website or whatever to pick up the phone and call you or come into your salon/spa then guess what? They won’t!

However, if you give them a compelling, irresistible OFFER inviting them to come see you or call you, then guess what? They will!

So, from now on never, ever, ever advertise without a direct, compelling offer.

Mistake #3 No Deadline Whenever I write an ad, sales letter, postcard, website etc., I sit down in a quiet place and imagine the prospect or client I want to attract as a giant, couch-bound sloth. Yep, a giant, couch-bound, lazy sloth. They aren’t of course but I do that for a reason.

By imaging this giant, couch-bound, lazy sloth it reminds me I need to create something so compelling that even this couch-bound sloth will jump up off the sofa, leap to the phone and make an immediate call to me.

And to make that happen you need that compelling offer we spoke about in the last mistake and you must have an urgency creator.

You must have a reason for them to do what you’re asking them to do now, not later.

What can you use? The most common and effective are either a deadline or quantity.

Offering 20 percent off a service? Give the deal an expiration date (usually no longer than a month from when the advertisement appears).

It may sound simple, but salon owners unfamiliar with the marketing landscape too often fall into the trap of committing these fatal advertising mistakes and their businesses suffer. Address these three mistakes with the tips provided and you are sure to see an increase on your advertising investment, as well as your appointment book start to fill up. s WRITTEN BY HENRY BAKER ABOUT THE AUTHOR: Henry Baker helps salon and spa owners attract more clients. For a free report “How to Double Your Salon or Spa Profits in 117 Days or Less, Even in a Recession” visit magneticsalons.com/blog.

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designing a salon from the ground up Salon Evo • 6515 Commerce Rd. • West Bloomfield, MI 48324 When Michigan hairdressers Michelle Fair and Brandon Phillips decided to strike out on their own and start a business as co-owners of a West Bloomfield salon, they both thought their combined 37+ years of working in the industry was ample experience to prepare them for the task of designing and opening a brand new salon.

“We were so naïve,” Fair remembers. “We thought we could decorate fairly inexpensively picking up things here and there. But [Phillips] and I quickly learned there were so many things we hadn’t thought about.”

While Fair and Phillips originally thought they could “do it all themselves,” a chance encounter with The Pavilion design team at the Farmington Hills, MI Design Center changed everything – for the better.

“We heard about The Pavilion’s big one-day clearance event so [Phillips] went to check it out. A friend had mentioned we might want to contact Leslie McGwire for design help, but I didn’t think we could afford interior design services.”

The Pavilion’s Vice President of Sales, McGwire is a member of ASID-Allied (American Society of Interior Designers), has 25 years design experience and has won eight Salon of the Year awards in her career.

While at The Pavilion’s Showroom Sale in November 2010, Phillips ended up meeting with McGwire and the die was cast.

Salon Evo co-owners Michelle Fair (above) and Brandon Phillips (below).

“[Phillips] likes more contemporary styles,” Fair points out, “and I lean towards more European or Victorian décor. [McGwire] brought it all together – from the style stations to the modern mirrors with more warm, ornate frames. It all ties together.”

The name Salon Evo is short for evolution, Phillips points out. “And that’s what this, is an evolution of our careers, along with the process of evolving into salon owners.”

Both Phillips and Fair had been working together as stylists for a large salon in the area. Fair had been managing salons for nearly 20 years and says she always dreamed of owning her own salon. “I thought it would be great to be the one making the decisions for myself.”

Add to that a nice-looking retail space that sat vacant on a busy street corner in West Bloomfield that both Phillips and Fair had remarked to each other would make a great location for a salon and things just started to fall into place for the pair.

“She met with me that day,” he recalls.

“We discussed our vision for the salon and [McGwire] was able to make it happen.”

Aside from pointing Phillips and Fair in the right direction with furniture and equipment purchases, they both agree it was McGwire’s ability to listen to their ideas, understand that they had two very different tastes and, yet, still be able to bring the design elements of the salon together to match their personalities perfectly.

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Customer seating at Salon Evo.

May/June 2011

4/11/11 2:54 PM

area rug of brown and a swirling blue pattern throughout.

The front desk is also a dark brown offset by a beautiful chandelier that incorporates all the colors found throughout the salon.

The shade is a deep brown with colored “tear-drops” in blue, yellow and amber.

Heavy drapes in a dark brown accented with blue hang on the wall directly behind the front desk, as well as separate the main salon from the shampoo area.

The style stations feature a dark brown cabinet, brown chairs with chrome accents and beautiful oversized mirrors with an ornate patterned frame. Here it is most apparent where Phillips’ contemporary style – in the form of the sleek cabinets – meshes with Fairs’ preference for Victorian design elements as seen in the framed mirrors.

“It was almost a fluke how everything worked out,” Fair says. “But once the process got going we met a lot of great people that wanted to see us succeed in this. McGwire was one of them. She took us under her wing.”

A true labor of love, Fair says she and Phillips expected the whole process to take no more than four weeks. Five months later and they were putting the finishing touches on the salon in March, opening later that same month.

McGwire and The Pavilion design team helped Salon Evo owners choose a color scheme, furniture and equipment, plan the layout and flow of the space, as well as secure financing. Phillips and Fair agree they were both in a bit of sticker shock throughout the process, but “we quickly learned areas we wanted to try to scrimp and save on were not smart,” Fair says. “McGwire helped us understand what areas were worth investing in and made us feel confident we were making the right decision.”

“My advice to anyone starting this process,” she says, “is plan to spend three times more money and expect it to take three times as long.

The result is a professional-looking, functional salon space that incorporates deep browns with soft muted blues. The guest seating area includes dark brown leather chairs mixed with chairs in a blue and brown zebra pattern, set off by an

For design consulting services, please contact The Pavilion at 877.550.4407.

“But in the end, it’s all worth it,” she adds.

“Once it’s done you’ll realize you worked your whole life building up to this point.

I look around and I can see myself in this space. I can envision myself growing and improving my skills in this space.” s WRITTEN BY ANGELA ANDRIOLA The Pavilion Vice President of Sales Leslie McGwire (right) with Salon Evo co-owner Michelle Fair.

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5 Strategies for Implementing

Social Media

One of the main questions businesses ask when implementing their social media strategy is, “Do we open this up to the company?”

Some argue that allowing employees to access social media sites during the day will result in a productivity drain, and they encourage businesses to put web site filters in place and to ban social media sites from the workplace.

However, Australian scientists at the University of Melbourne recently published an interesting study that found when employees take time to visit websites of personal interest, such as social media sites, it provides them a mental break and actually increases their ability to concentrate. The scientists documented a nine percent increase in productivity among their subjects. As they explained, “The activity helps keep the mind fresh and helps put you in a better place when you come back to working on topic.”

Additionally, realize that people don’t work 100 percent of the time on what they’re assigned to. They do other things, such as get a snack, go to the restroom, talk to co-workers, surf the web, etc. So they’re giving themselves some distractions already. The question is, do you want to offer a suitable distraction, or let your employees choose their own distractions? Clearly, giving your employees an acceptable distraction is the way to go, especially if doing so helps the company’s bottom line.

With that said, you can’t simply allow everyone to post to the company’s social media sites arbitrarily. You can’t rev the engine and then let go of the steering wheel. Rather, you need to establish rules of engagement. The following suggestions will help you do precisely that.

1 | Put everything in writing.

Detail what is and what is not allowed to happen on your social media sites. For example, you may want to specify such things as not sharing proprietary information, keeping all posts positive, not sharing client information, not divulging salary or benefit information and not revealing any corporate intelligence. What you allow or disallow is up to you and your specific company culture.

As many companies have already found out, having a business presence in the social media communities – namely Facebook, Twitter and YouTube – can have a positive impact on the company’s bottom line. Being able to connect with customers and prospects to build loyalty and community goes a long way in today’s world, and social media marketing is changing the way customer relations take place.

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For example, some companies decide that they will talk about their clients and customers (with the customer’s permission), while others feel talking about customers invites competitors to try to steal them. The main point for everyone to remember is that if you wouldn’t post the information on your website, then don’t post it on a social media site.

Make it clear in the document that if they break any of the rules outlined, their job is in jeopardy. Additionally, reveal whether HR is monitoring the e-mails, posts and tweets. Have each employee sign off on the social media rules and place a copy in their employee file.

2 | Start by giving social media access

to certain people to test the waters.

Rather than let everyone jump in feet first, start by forming a social media committee. Send out an invitation to your staff for people to join the committee (make sure they know it’s optional). Those who

May/June 2011

4/11/11 2:50 PM

come to that meeting will be the best people to represent you on the Internet. Work with them to help clarify the rules of engagement and to help define your company’s purpose for being on the social media sites. Then, allow these people to become social media advocates for your company. After a few weeks, have them report back to you on what’s going well, what they’ve learned, and what’s not working.

After you make policy or implementation adjustments based on their feedback, open social media up to another group of people, and then another, until you have everyone on the sites who wants to be there. Don’t force it on anyone. If someone doesn’t want to tweet, blog, or do Facebook posts, that’s okay.

Forcing people to be your social media voice will backfire and cause more harm than good.

3 | Make it fun.

To get people excited about social media, have an internal contest. Give everyone (or every department) a promo code for something happening in the company, such as a special sale or event. Then, let people market to their family, friends, customers and social networks. Whichever person or department has the most promo codes redeemed gets a gift or prize. It could be a catered lunch or even a day off. The point is to engage the company meaningfully so you can see some bottom line results.

One major retailer did this and had a $3 million bottom line improvement during an economic recession. This company never opened social media sites to its employees before. Now they’re a believer in the power of social media marketing. So don’t be closed minded in terms of who can be on the social media sites. Let everyone be a promoter of your company’s products and services.

4 | Consider IT and

other staffing needs.

When implementing social media access company-wide, your IT considerations are critical. You’re opening your company outside your corporate firewall.

Therefore, make sure you’re protecting

your company’s assets and work with your IT team to make sure you’re protected before opening those portals.

Additionally, while doing social media posts can be a rewarding part of people’s day, eventually you will need a full-time staff member to oversee your social media activities. In fact, within the next two years, every company over $2 million in revenue should plan to have that full-time position as part of their company structure. Big companies already have such dedicated positions in place; take your cue from them and start planning now.

LONG-LASTING M I C R O F I B E R TOW E L S

5 | Implement social media

policy from the top down.

Your company’s top-level executives need to be willing to dive into the company’s social media activities as well. If your employees see that the company owner, president or CEO is on Facebook and posting tweets on Twitter and blogging regularly, and that he or she is having fun doing it, your employees will embrace social media as well. No matter what the company size, structure, or culture, the use of social media needs to work its way down.

The way of the future Contrary to what some people may think, social media – especially for business – is not a fad. It may morph and change over time, but it’s certainly not going away.

Those companies that embrace it now and get its employees involved will be the one to reap the most rewards. So set up your social media guidelines and gradually phase it into your operations. Not only will your employees’ productivity increase, but so will your company’s bottom line. ▲ WRITTEN BY HEATHER LUTZE ABOUT THE AUTHOR: Heather Lutze has spent the past 10 years as CEO of The Findability Group, formerly Lutze Consulting. A nationally recognized speaker, she is the author of, “The FindAbility Formula: The Easy, Non-Technical Approach to Search Engine Marketing.” For more information, visit FindabilityGroup.com.

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image

Stephani Lochhead, owner of Studio 3 in Dallas, TX.

Tips on

ADDING RETAIL SALES to Your Salon Service

Stephani Lochhead runs her own salon in the northern Dallas, TX area. The space she rents isn’t glamorous – it’s located in a business complex – but it’s functional and efficient with two chairs, a shampoo bowl and a small retail display area. She employs two assistants and the money she earns comes solely from the appointment book she’s worked hard to gain in her 18-year career.

But she takes full advantage of the cabinet with glass shelves full of product she uses as her retail area, and in doing so, sells an average of $600 a week in retail products.

“I pretty much tell my clients they have to use these products,” she explains. “I can’t guarantee my work – that their color will last – if they use drug store shampoo.”

Seems simple enough, right? Simple, but not always what salon professionals – especially booth renters – find themselves doing. Which is unfortunate because educating clients on best practices for maintaining color and style are keys to a full appointment book and added money in your pocket from increased retail sales.

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“Our clients go to a salon for a professional’s expertise,” Lochhead explains. “Why go to a salon at all if you aren’t going to be told about the right products to use and proper styling techniques?”

Another way Lochhead says she builds loyalty among her clients through the products she uses is she puts it in their hands, explains what it’s doing to improve the hair while she is using it and she NEVER discounts her services.

“I will discount my retail products,” she says, “by offering all products to my clients at 15 percent off. If they schedule standing appointments with me for the year, I’ll give them 20 percent off all retail.”

Lochhead says she also listens to her clients.

“If there is a product or brand they want to try and I don’t have it in stock, I’ll order it for them if it is something they are really interested in and I know it’s a good product.

“That’s my loyalty program,” she adds. “I stand behind the products I carry and my products build loyalty.”

On the other hand, Lochhead says whether or not a product works is only half the battle. It’s important that you have a good

relationship with your sales representative and that you can trust your shipments will arrive on time.

“I stopped carrying a line because I wasn’t getting the shipments on time and my clients were left waiting and waiting for the products they requested,” Lochhead says.

“While my clients liked that line, when it came time for me to find another one to replace it I assured them the new line I started carrying would be just as good, if not better. And it was.”

Lochhead also stresses the best way to build your retail sales and client loyalty is to start them off slow with the products in a line.

“Don’t try to sell them everything at once,” she says. “If you do, they’ll know you are just trying to sell them something and be turned off. Start them off with what they need and build their products gradually.

This is how you build their trust.”

And when it comes to salon services and salon-quality product sales, the key to whether or not you will get a return client or additional retail sales lies in your ability to educate and build trust among your clients. s WRITTEN BY ANGELA ANDRIOLA

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transaction vs.

interaction When you talk to people, are you focused on the transaction or your interaction? A transactional encounter is one where you’re going through the motions to get the task or the discourse done. Maybe you are texting, talking on the phone to someone else or just dazed and confused, but the bottom line is that you’re not engaged with the other person or the process.

Interaction occurs when two people are engaged in a dialogue or actively participating in the process.

As a consumer, it is so refreshing to be engaged in this kind interaction and on the receiving end of good service. Businesses that have employees focused on the interaction also seem to have owners who clearly have a different strategy for hiring and training people than their competitors, who are focused on the transaction.

Effective Interaction Affects Outcomes Ask yourself: What are you talking about, and are your conversations focused on the transaction or interaction? When you are talking to people, are you clear about the purpose of the conversation? Are your thoughts, words and actions aligned with that purpose and the outcomes that you hope to achieve?

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If you are focused on the transaction, there can be a tendency to treat the conversation in a matter-of-fact, Sergeant Friday approach: “Just the facts Ma’am.” The conversation is like a flowchart; cover all the bases and move on to the next topic, person or activity. The implied message behind the message can be interpreted as “I don’t have time for you or what is important to you.”

During this challenging economic time, when organizations are doing more with less, common after-effects include employee fatigue, increased absenteeism, low morale and diminished productivity or quality of work. All of these impact the end user or consumer of your products or services.

There is a lot of talk about employee engagement. But are you really walking the walk? If you want to utilize real employee engagement, take a look at the quality of conversations you’re having. Are they “transactional” or are you really interacting?

Turning the Tide A recent study indicated that 63 percent of the workforce under age 45 plans to leave their current employer when the economy improves. The bottom line is that most people start looking and choose to leave an organization based on perceived negative interactions with management.

So how does one turn the tide from transaction to interaction?

It’s all about the level of participation in that conversation. How are you participating in

the conversation? How are you listening?

Are you an active participant as a listener?

Or are you thinking about what to say next? “How many times have we heard this before?” “Here she goes again…”

Good managers and leaders understand that conversations require participation. It’s more than “just the facts.” They understand that when they speak to colleagues, employees, customers or suppliers, they are conveying multiple messages including the content, the delivery and the quality of interaction.

One Conversation at a Time Authentic interaction is heartfelt and comes from a place of caring and wanting to be of service or making a difference. It’s about leaving the other person feeling glad they had the interaction with you. Even difficult conversations can be authentic, caring and leave a person feeling respected.

Start by really listening to the conversations that you’re having with people. Are you approaching it like a transaction or an opportunity for authentic interaction? Do you care enough about yourself, your organization and the people with whom you converse to choose to have authentic interactions?

It’s just a choice. And you can choose to change it with your next conversation. ▲ WRITTEN BY MARTY STANLEY ABOUT THE AUTHOR: Marty Stanley, President of Dynamic Dialog, Inc. is an author, national speaker and facilitator who helps organizations create their New Normal. For more information, visit alteringoutcomes.com, call 816-822-4047 or write to martystanley@alteringoutcomes.com.

May/June 2011

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Working With Family Members: It’s Not Personal, It’s Business

If you’ve ever been in business with a family member, you know there are several advantages. But, even the most dedicated, hard-working family member can experience or create tension, stress and conflict in the company. Can you really separate your family history, emotions and knowledge you have of a person at a deeper level and also have a great working relationship?

Families have successfully worked together, but there are reasons why it’s worked. What are the qualities that facilitate successful family working relationships? What are the common issues in practices that exist within companies that employ family?

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If you are in business with or thinking about working with family members, being aware of the following issues can prevent them from becoming problems in your business.

Loyalty Leads to Micromanagement Often, family members are more dedicated to the success of their business than other staff members. The old saying, “family is thicker than blood” is true, and yet too much caring can cause conflict.

One business owner employed his mother.

The owner had established his vision and goals, but he had trouble developing a consistent, fair style of leadership. He found the staff management was much harder than actually doing the work. His mother, in her eagerness to help him succeed, was openly voicing her concerns and opinions during business hours and outside the office.

She felt the office staff wasn’t diligent enough in collecting money at the time of service and inconsistent in their processing methods. She felt they weren’t doing a good job and needed to pay greater attention to detail. The boss had difficulty enforcing his policies because of the conflicting views between his mother and the other team members. His mother became a micromanager, telling everyone how they should be doing their jobs. She meant well and only wanted to help the business succeed, but her micromanaging drove the morale of the business down.

Taking Work Home One business owner enjoyed working with his wife. His wife, however, was concerned that the team members weren’t held accountable for their work.

Because the owner is sensitive to conflict, he avoided team meetings, coaching and

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performance reviews. His wife is quite verbal during the off hours about her feelings, which causes him discomfort as he’s sensitive to criticism and creates tension in their personal relationship. It’s important, especially for couples to separate their work life and personal life. Bringing personal issues into the workplace and visa versa can create tension and an uncomfortable environment for all employees.

Hiring Someone You Can’t Fire Business owners can be hesitant to talk to a family member about a problem within the office because of how it might impact them on the personal/home front. They may walk on eggshells at work, worried about how the family member might respond if they were treated the same as other employees.

To be successful as a team member, family members need to know their role in the business. Being a family member and an employee can put anyone in a difficult position. Other employees, no matter how hard the family member works, may look at them differently. Because of this, your family member employee will always need to hold him or herself at the same or even higher level of accountability than other employees.

Unfair Pay Some business owners try to help their family out by paying more than the average wage for that employment category, which can impact the total payroll overhead. It is unfair to neglect the rest of the team’s income because you want to give special treatment to a family member. You’ll see resentment and unhappiness build if this is the case. Remember, when morale goes down, productivity goes down.

In addition to pay, gender difference or age differences that impact your relationship with your team may feel intensified with your family employees. Recognize that some conflict develops due to these differences and work at learning about better communication and leadership.

Traits of a Great Family Team Member If you happen to be an employee in your family member’s business, there are several things you can do to avoid the above issues.

1. Be early.

2. Be dependable.

3. Pay attention to your work responsibilities; be accountable.

4. Follow through.

5. Be friendly and have fun.

6. Be encouraging. Use the words “Absolutely!” and “Certainly!”

7. Be a mentor.

8. Take an active role in learning about the business; be excited about your industry.

9. Always speak positively about the owner and the business, both in and out of the office.

10. Offer advice when asked or ask first before discussing a concern.

If family employees and your employees just can’t seem to get along, you must resolve the issue. If you don’t, tension will build, morale will go down and the business will suffer.

Most don’t like to deal with these issues. It’s easier to brush them under the carpet. Yet talking about these issues is exactly what you’ll need to do in order for your business to have the harmonious atmosphere that clients seek.

If you find your employees don’t get along, you’ll need to facilitate the discussion. There are two questions that you can ask yourself that will help take the emotional side of the problem out of the equation: • Is whatever is happening in the best interest of the customer?

• Is whatever is happening in the best interest of the business as a healthy business?

A Successful Family Business The key to a successful employee/family relationship is that everyone in the office is treated the same. You need the same level (or higher) of accountability, timeliness and dedication to customer service from all of your employees, especially family members to be successful. Specifically outlining each employee’s role and keeping personal issues out of the workplace will ensure a positive work environment for you and your family member. s WRITTEN BY DR. RHONDA SAVAGE ABOUT THE AUTHOR: Dr. Rhonda Savage is an internationally acclaimed speaker and • Available at: T HE INDUST RY SOURCE CEO for a well-known practice management and consulting business. For more information, or e-mail Available at: Tvisit HEMilesGlobal.net INDUST RY SOURCE • Rhonda@MilesandAssociates.net.

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Keys to Building

TRUST

Between Managers & Employees

Any positive working relationship is based on trust. An environment of trust assumes that both parties will be safe, and it carries with it an implicit

message that you have each other’s best interests in mind. That is why employees can accept criticism and even anger from a boss they trust.

The employees know deep down that the boss really means to help.

Trust is an interesting quality because, once it is lost, it is hard to recapture. Many professional relationships gasped their last breath with the words “I just do not trust you anymore.” Therefore, to have optimum working relationships, all parties must feel a sense of trust.

The question then is, “How do you develop trust between people in the workplace?”

After all, when you have people from various backgrounds coming to work together, they usually don’t have a history with each other, and there’s no base of trust to begin with and grow upon. That is the reason managers need to be proactive and create an environment of trust apparent to all. Following are ways to do that.

Limit Lecturing To ensure that employees will make good decisions, managers often begin to lecture.

If you reflect on this, you will soon realize that lecturing and telling your employees what to do implies that you do not have faith in their decision-making abilities. This can result in their becoming defensive. In addition, the employees can lose faith in their own confidence to make decisions. If people do not have faith in themselves, then the manager’s faith in them decreases even more, and the lecturing begins again.

Even well-intentioned lectures convey the subtle, negative message that what the employee has done is wrong or not good enough. This often results in defensiveness and resistance.

All people are sensitive about being told what to do, and they often want to prove themselves in the workplace. Telling robs workers of the satisfaction of their using initiative. So rather than lecture employees, consider using reflective questions, such as, “What do you think about . . . ?” “Have you thought of . . . ?” and “Would you consider . . . ?”

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Listen to Learn Epictetus is credited with the statement: “Man has one tongue but two ears that we may hear from others twice as much as we speak.”

Listening to learn and valuing people’s feelings and ideas is what promotes the ability of managers to effectively communicate with and influence their staff. Listen to learn means not inserting your opinion and not judging what the person says while he or she is speaking.

For most managers, their first reaction is to evaluate the employee from their own point of view and then approve or disapprove of what the person says. This is listening autobiographically. It shuts down the employee’s self-confidence, initiative, and open communication. An easy strategy for replacing this tendency of listening autobiographically is to cultivate the habit of listening to learn.

Listening is a skill that can be improved.

It starts by taking the position of a good listener. It’s getting ready to hear what is about to be said. It is refraining from the alltoo-common practice of hearing a few words and then jumping in with a response.

You may have experienced the feeling that arose when someone finished your sentence before you had finished it yourself.

The feeling is not a positive one! When a manager interrupts an employee who is attempting to communicate, it prompts a negative emotion. No one enjoys being interrupted when trying to make a point.

Listening in anticipation of what an employee will say is another habit to break. Listening in anticipation encourages interruptions. All people want to be acknowledged and don’t wish to feel that you know what is about to be said. Interrupting is an indication that you don’t care about hearing the other person’s viewpoint as much as your own.

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The simple belief that something can be done is the spark that ignites the brain to act.

A manager who listens well acknowledges their employees’ feelings and opinions. Yes, “zipping the lip” is extremely difficult for most managers, but it is the surest way to improve communication and build trust.

Remember, no great insight ever enters the mind through an open mouth.

It is important to let people know that you are willing to listen, even though it may not result in agreement. A simple “Talk to me about it” is an effective start to dialogue. Just use the most effective sales principle: Inquiry precedes advocacy. In other words, listen before you talk. When you feel a temptation to interrupt, redirect that impulse by thinking of the following question: “Will I be more effective if I listen first?”

Work Smarter Many people often say, “If I want something done right I have to do it myself.” Yet effective managers know that delegation of tasks is essential for building trust in the workplace. When you hold onto tasks and don’t delegate, you deprive your employees of an opportunity to advance their skills.

Accept the fact that growth comes through struggle. Babying your employees hinders their professional development and implies that you don’t have faith in them. Focus on treating your staff as if they are who, how, and what you would like them to be. Treating people as if they are responsible and empowered increases their chances of becoming so.

Once the employee completes a task, the objective should be to focus on progress rather than on perfection. If the person’s result does not meet your expectations, you can still find something positive to comment on while helping the employee understand what the initial expectations are.

This is far more effective than comments

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that foster guilt or a sense of failure. A positive approach prompts an incentive for the task—in contrast to criticizing, which provides a disincentive.

Remember, there isn’t any empowerment more effective than self-empowerment.

Because being positive is so enabling, it is best to displace thoughts and communications that are destructive.

Continually ask yourself how what you want to communicate can be put in a positive way. For example, saying, “You are bad tempered,” has the same meaning as, “You need to work on controlling your temper.” The first labels the person, whereas the second enables the person.

People change more by building on their strengths and aptitudes than by working on their weaknesses. This does not mean that an area of weakness should not be worked on, but it does mean that a manager’s emphasis should be on what the employee can do, rather than on what the employee cannot do. The simple belief that something can be done is the spark that ignites the brain to act.

Create a Trusting Environment Without trust in the workplace, communication and teamwork will erode.

Additionally, morale will decrease while turnover will rise. However, by using these three strategies you can build your employees’ trust in management, thereby making their workplace an environment filled with innovation, creativity, and ultimately higher profits for all. ▲ WRITTEN BY DR. MARVIN MARSHALL

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The Secret to Successful

Twitter Marketing The world is all abuzz about Twitter.

Everybody from the mainstream media to celebrities to your Great Aunt Millie has at least heard of Twitter. It’s been used for everything from a critical communications link to the outside world during the Iranian Elections to Ashton Kutcher sharing a picture of Demi Moore in her underwear.

Twitter Shorthand 101

@

is used as a public reply to, or mention of, another person on Twitter. For example: It was nice meeting @JaneSmith today. or @JaneSmith, that was hilarious!

#

(the hashtag) is used to designate a topic. Anyone can create a topic. So if I was Tweeting on The Secret to Successful Twitter Marketing, my Tweet might be: Do you know The Secret to Successful #Twitter Marketing?

This hashtag would allow other users to search for the topic “Twitter Marketing”.

RT stands for Re-Tweet. When you Re-Tweet someone else’s Tweet, you give credit to them. For example, if you take the Tweet above about Twitter Marketing, and wanted to Re-Tweet it, you would Tweet: RT @JaneSmith Do you know The Secret to Successful #Twitter Marketing?

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Thousands of would-be Twitter marketers are trying to grab their share of the gold rush before the claim pinches out. Most will fail. The average Twitter user is becoming jaded when it comes to Internet marketing and thus even choosier on who they follow.

Let’s ensure your next Twitter campaign is a successful campaign.

Twitter’s enormous popularity, like all social media, is built on implicit trust. As an example of that implicit trust mechanism, Twitter only allows you to DM (Twitter shorthand for direct message) those that follow you. The (truly) brilliant minds at Twitter assumed that if a person trusts you enough to follow you, that they trust you enough to accept a direct message.

The trust mechanism built into Twitter ensures that the only successful method of marketing on Twitter requires followers.

Surely you’ve heard from the Twitter gurus who recommend that you go out and buy an expensive tool, usually from their affiliate link, and mass follow complete strangers, hoping they follow you back and Twitter doesn’t ban your account?

So how does my method differ? Notice that I said marketing on Twitter requires followers.

Those followers don’t necessarily need to be your followers. Don’t get me wrong, having your own legion of loyal followers is definitely an asset, but many Twitter marketers do not have that luxury when they are first beginning to utilize the Twitter system for marketing.

The true secret to utilizing Twitter as a marketing tool is to embrace the viral nature of the Twitter itself. You might only have 100 followers, but if each of those followers has 100 followers, now you have the basis of a campaign. One problem remains however,

those followers still don’t have any reason to trust you. You need to find a way of reaching the followers of your followers (or website and/or blog visitors). You need a bridge to get over the trust chasm that divides you from the hordes of faithful minions that follow your followers.

The best Twitter strategy to build that bridge and complete the chain of trust is to get your website visitors to retweet (RT in Twitter shorthand) your message to their followers.

For example, provide a form on your website or blog that encourages your visitors to tweet your message. This is where your creativity needs to come into play. Craft a compelling Tweet with a subtle, but effective, call to action and then promise your visitor (and deliver) a free report or discount coupon after they complete the act of retweeting your message.

A very popular method currently is to conduct Twitter contests. In exchange for an entry into your contest, your website visitor agrees to retweet your message. One company just completed a contest in which they gave away one Macbook a day for 10 days. During the span of the contest, this company’s retweets trended higher than the passing of Michael Jackson.

Even the most experienced Internet marketers forget this one simple concept – viral marketing is successful marketing. Your website or blog visitors trust you. The Twitter followers of your visitors trust them. By encouraging your visitors to retweet your message to their followers, there is now an implied trust in you and your message; the trust chasm has been bridged! s WRITTEN BY C. ROBERT DILLON ABOUT THE AUTHOR: C. Robert Dillon is a social media marketing consultant and maintains a personal blog on the subject. He is also an accomplished software developer whose latest project, Tweetricity, allows people to easily integrate viral twitter marketing into their website or blog.

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It’s rare a business book gets published that is specific to the salon and spa industry.

“Make Over Your Marketing” is the second book by author Elizabeth Kraus aimed at identifying specific things you can do to jump start, improve upon or add to your salon and spa marketing initiatives.

Marketing is not a once-a-year endeavor, it’s something any service-based business needs to stay focused on all year long.

With that in mind, the book is laid out by month, offering marketing ideas and tips you can use throughout the year. By doing so, business owners can clearly see how you can use the time of year, seasons and holidays to create innovative marketing campaigns. While it may sound like a lot of work, not all of the ideas are all that time consuming. Sure, some require more planning than others, so it’s up to you to read closely and decide which ones would work best for your salon or spa.

For instance, Kraus recommends starting the year off right by offering your clients a salon or spa branded calendar. This keeps them thinking about you all year long.

You can use the calendar to reinforce the need to set recurring appointments, offer educational advice about hair, nail and skin care, or advertise your own retail line (if your salon or spa carries one). The possibilities are endless.

Awareness Month? Kraus offers fun ideas for turning some not-so-well-known and more common monthly observances into real-life marketing strategies you can employ. In July, host a cookout for your best clients in which the staff grill up the menu items. Raffle off a service or retail products. Use it as a “Refer a Friend” campaign – every current client that brings a friend to the cookout that sets up an appointment gets a discount on a future service or retail purchase.

Breast Cancer Awareness Month? Team up with your local American Cancer Society chapter to take part in events like Making Strides Against Breast Cancer walks, or host a fundraiser at your salon or spa in October for this worthy cause. Not only are you marketing yourself – you are helping others in your community.

There are so many ideas for marketing your salon or spa in this book, I definitely would not suggest reading it from front to back in one sitting. Instead, use it as an encyclopedia of ideas. It’s a great reference book for both the novice salon owner and the seasoned professional. Start out by identifying your weakest sales month in a year, then flip to that month in the book for a myriad of ideas to boost your bottom line!

“Make Over Your Marketing” is available or at

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Month? Or that October is Breast Cancer

WRITTEN BY ANGELA ANDRIOLA

May/June 2011

4/11/11 1:51 PM

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connect

Ask the Industry Salon and Spa owners and managers have the answers to help you become more profitable and successful.

It’s all about education and communication! We, as salon owners, have a responsibility to research, learn and listen to our Sales and Beauty Experts about new products, the potential impact on our clients and ultimately the environment. It is also our responsibility to take that information and, together with our teams, use it during the client consultation process. When we keep an open mind and ‘accept change’ – that there truly may be better products waiting for us to discover – we are actively taking steps to grow within. And to also make a difference each and every day.

Do your homework would my advice. While none of us want to be the last kid on the block with the new toy, we also don’t want to be the first kid on the block with the new toy that doesn’t work properly or as claimed. Belonging to professional trade associations gives you a forum for discovering what other industry professionals have already tried and liked or did not like. Reading magazines and material online can also help. Gather as much information as possible before jumping in with both feet.

Ask your sales representative for testimonials. Ask for money-back guarantees. Ask for demonstrations and trial periods. Try it out on yourself and your staff members.

Make sure you have the proper information/training to be able to perform the service or to sell that new product. Half knowing something often will lead to disappointment for the salon owner, service providers and the clients.

Pat Holmandollar, President Savvy Salon and Day Spa, North Carolina

With more innovative products flooding the market every day, how can salons and spas insure they are offering customers the best possible services and products?

Bonnie Moore, President/Owner Avantgarde de Salon & Spa, Michigan

You need to be open to what your Sales Representative suggests. You need to trust that they have your best interest in mind and go with what they say.

Nicole Robinson, Purchaser Design 1, Michigan

Here at Top Designers Salon and Spa we continually are keeping up on the new things in our industry. I research every product that catches my staff’s interest. Then we become educated on the new service or on the products we retail. I also rely on our sales consultants from suppliers. A great consultant will work with you to get the proper tools, information and education for what we do. My salon and spa is in a small town, but small town does not mean small-minded services. We offer the newest and latest services and products to our customers. In our industry styles and trends change on a daily basis, and with the help of many professionals in the business we continue to grow as professionals. And with that growth and knowledge brings happy guests.

Julie Stahlecker, Owner Top Designers Salon and Spa, North Dakota

Do you have a question you’d like answered by an industry expert?

Send an e-mail to editor@theindustrysourcemag.com.

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T HE INDUST RY SOURCE • 800.362 • theindustrysource.com • at: T HEhave INDUST 800.362.6245 Share your success stories! Tell us what inventive ideasAvailable or promotions helpedRY youSOURCE Available at: T HE INDUST RY SOURCE 800.362 Available at:

— Karissa J. Severe, Owner, Salon K, Provo, UT

•

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THE INDUSTRY SOURCE

65

4/11/11 10:40 AM

results

buzz worthy

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|

trends

|

information

Shellac Tips & Tricks Contest Winner Congratulations Danielle Bisoni Gudobba of Shelby Township, MI, our Shellac Tips & Tricks Facebook contest winner! She won a Shellac Prep & Finish Pack, valued at $59.94.

The four-day Facebook-only contest asked our Fans to give us their tips and tricks to flawless Shellac applications. The contest garnered 57 responses and the winner was selected randomly. Thank you to all who participated. Log on to tng worldwide’s Facebook page at facebook.com/tngworldwide to take part in daily discussions on the latest trends in the professional beauty industry, as well online-only contests.

What Clients Need to Know About Sun Damage The Esthetic industry will continue to thrive in any economy because people’s skin will always age. The No. 1 cause of visible aging is the effect UV rays have on the skin – otherwise known as sun damage. This summer, remind your clients of these easy steps at preventing, and reversing skin damage caused by the harmful effects of the sun: • Always where sunscreen – The higher the SPF the better.

• Moisturize – Sun damaged skin lacks natural moisture. Keep skin hydrated with a moisturizer free of alcohol.

• Hyperpigmentation – Otherwise known as sun spots. There are many skin lighteners on the market•that help decrease the appearance Available at: T HE INDUST RY SOURCE • 800.362.6245 theindustrysource.com of sun and age spots.

• • RY SOURCE Available 800.362.6245 at: T HEtheindustrysource.com INDUST RY SOURCE • 800.362.6245 • theindustrysource.com

Choose You Join the American Cancer Society (ACS) in promoting healthy lifestyles by encouraging your employees to wear sneakers to work on May 12, 2011 – ACS’s Annual Choose You Day. Demonstrate your company’s commitment to employee health and wellness by supporting this worthy cause.

By making healthy lifestyle changes, we can help in the fight to prevent cancer. Get involved by logging on to ChooseYou. com/ChooseYouDay.

RY SOURCE • 800.362.6245 • theindustrysource.com

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THE INDUSTRY SOURCE

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May/June 2011

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From Hairdresser of the Year to

“Dream Team” Member Nikki Jackson’s 2010 Tiffany win earns her a place backstage at Miami Fashion Week.

Chaotic. Energetic. Electric.

That’s how most would describe the vibe backstage at a Fashion Show. With a team of stylists frantically working to create just the right look to complement the designer’s wardrobe creations, it can be a stressful – yet rewarding – experience. It’s an unforgettable experience that 2010 Tiffany Hairdresser of the Year Nikki Jackson says she is grateful to have taken part in.

Antonio Corral working his magic backstage at Miami Fashion Week.

Jackson’s onstage presentation at the 2010 Tiffany Hairdresser of the Year Awards show in October garnered praise from all three judges – Moroccanoil Artistic Director Antonio Corral, Michael O’Rourke and Italy’s premiere hairdresser, Carlo Bay. But it was Corral’s comments that landed her in Miami back in March.

“I am directing Fashion Week in Miami,” he told Jackson, “and I want you on board with me.”

Jackson, who has been a stylist for 12 years and opened a salon with two other partners (Salon Lux) in Shelby Township, MI over four years ago, says she’s taken part in bridal shows and photo shoots locally, but nothing of the size and magnitude of Miami’s International Fashion Week.

“It was amazing to work with Antonio and such a diverse group of stylists,” she says. “We worked on 15 to 20 models per designer, each day the energy was high and the designers were really impressed with the results.”

Moroccanoil Styling Team celebrating after the show.

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Moroccanoil was a lead sponsor of this year’s Miami International Fashion Week, which features Latin designers and fashions. The company brought a team of 10 stylists from both the United States and Canada to create show-stopping hair fashion for all of the show’s models.

“By the end of the event they were calling us the Dream Team,” Jackson recalls.

“Everyone was so pleased with our work and how we executed everything.”

Jackson says she’s always known she wanted to be a stylist and hair artist – even as a little girl. It’s that drive and determination that pushed her to open a salon at the age of 26, a fairly young age for anyone to start their own business. But the work she does has been rewarding, and the opportunities she’s been presented with – like working at Miami Fashion Week – are invaluable.

When Corral invited her to the event last year, Jackson says “I got chills and tears and a little choked up. I didn’t expect that at all and was thinking my dreams of going beyond the chair were finally coming true.

I was kind of speechless and very humbled.”

Jackson’s advice to other stylists looking to expand their talents and abilities is to constantly push yourself. “You’ve got to go outside your comfort zone,” she says.

Want to learn more on how you can elevate yourself to Hairdresser of the Year status?

Visit thetiffanyawards.com for official rules, entry form and more information. ▲ WRITTEN BY ANGELA ANDRIOLA

May/June 2011

4/11/11 3:29 PM

Do you have what it takes?

Take your creativity to the next level and compete with top industry talent for the 2011 Tiffany Hairdresser of the Year award.

Submissions now being accepted for Hairdresser of the Year and Salon Team of the Year.

To enter, visit thetiffanyawards.com for an official entry form.

Presented by:

Contestants must submit looks in three categories: Color, Editorial and Formal.

Winners will be named at FRINGE October 2, 2011 Andiamo Celebrity Showroom Warren, MI

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50 COLOURS. 15 EFFECTS. ENDLESS POSSIBILITIES. Think of Colour as the clothes and Effects the accessories. A layer of Effects over your favorite rich crème Colour changes your look a little or a lot.

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