March/April 2011 TIS Magazine by TNG Worldwide

THE INDUST RY

March/April 2011

LEADERSHIP LESSONS from a

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p. 18

YOUR

heal workplace p. 20

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features

March/April 2011

Leadership Lessons from a Water Park

It may sound silly, but it’s true – you can learn leadership skills from almost anyone, anywhere, anytime. Who knew a trip to Michigan Adventure, an amusement and water park, could provoke helpful tips on how to improve your leadership skills and success in business?

20 Heal Your Workplace

Fact: Unhappy, unengaged employees cost you money. A recent study found the per-person cost of lost productivity due to sick days averages $28,000. Happy, engaged employees will only cost you $840 in lost time due to sick days. Find out how to boost employee morale and performance, which, in turn, improves your bottom line.

FRINGE a celebration of hair fashion

Angela Andriola, Editor editor@theindustrysourcemag.com

Texas welcomed hair artistry

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

talent from all over the United States

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: Jim Bain, Roberto Burko, Kevin Eikenberry, Connie Ragen Green, Danita Johnson Hughes, Jean Kelley, Billy Mahon, Marvin Marshall, Judiffier Pearson, Rhonda Savage, Dr. Linda Seger, Jack Singer, Catherine Trebble

for an evening of fashion, food and fun. Artistic Team members from Kemon, Michael O’Rourke, Davines, Eufora and black 15in1 demonstrated their passion for the industry with mesmerizing stage performances at the

THE INDUSTRY SOURCE

TISmag_MA11_08 Features.indd 1

What do Cramer, Yo.Coloring, NaYo, Hair Manya and Actyva Care all have in common? They’re salon hair color and styling product lines now available in Texas. TNG’s Texas Beauty Experts took part in a full-day of Kemon product education and hands-on learning and are ready to hit the streets with some of the most innovative hair care products on the market.

black 15in1… What’s all the buzz about?

The beauty industry’s only 15-in-1 hair care product, black 15in1 Miracle Hair Treatment has garnered over 70 million media impressions since beauty editors first discovered this miracle in a bottle only six months ago. Celebrities are raving about how one bottle can simplify the hair care experience. Salon owners love it too. So what’s stopping you from trying black 15in1?

34 On the Cutting Edge of Style

It’s not often you come across a hair salon that requires a full two years of apprenticeship training for their stylists before they ever get close to their first client. The Osgood-O’Neil group of salons in Texas says their focus is solely on their customers hair, and it’s of the utmost importance their stylists are well prepared for what customers need and want when it comes to professional hair care services.

Granada Theater in Dallas.

page

26 Kemon Launches in Texas

March/April 2011

Become a fan of 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 look sharp 14 16 18 20 22 24

Get Your Employees and Co-Workers to do What You Want A Return to Civility Leadership Lessons From a Water Park Heal Your Workplace Overcome Personality Collisions in the Workplace I Made it to the Top! Now What?

innovate

special section: KEMON

24 black 15in1…What’s all the Buzz About? Osgood-O’Neil: On the Cutting Edge of Style Improve Your Leadership Skills Ginger Lily Farms: Customizable Spa-Quality Products

26 28 28 30

Kemon Launches in Texas What Salon Professionals are Saying about NaYo Coaches’ Corner Spotlight on Chrysanthy’s Salon & Spa

win 32 34 36 38

just in

New Products

image

Fringe is a Hit in Texas be PRO Spring Best Bets Rizzieri Salon & Spa Spring Trends to Help Boost Your Tanning Services The Secret to a Full Appointment Book Disinfecting Should be the Cornerstone of Your Pedicure Business

44 46 48 50 52 54

34 connect 56 58 60 62 64 66 68 70

How Booth Renters Can Stay Connected Web Thinking: The Better Way to Win Jump Start Your Business with Word-of-Mouth Marketing Boost Business With an E-mail Marketing Program Don’t Hit Send! Avoid These Common E-mail Pet Peeves Facebook – Fired Up or Just Fired? Ask the Industry Book Review: “…And the Clients Went Wild”

results 72 72 73 80

56 10

THE INDUSTRY SOURCE

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Ad Index Share the Success thebeautybook March/April Sales Buzzworthy

March/April 2011

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LARRY GAYNOR, PRESIDENT & CEO

LOOK SHARP | Message from the CEO This issue of The Industry Source magazine focuses on leadership and team-building, two hot buttons that are so important in virtually every arena: business, sports, politics and religion. Quick question for you: What do you think the single most important function of a leader is? (See answer at the end.) As we move deeper into 2011 further escaping the harrowing years of 2008-09, anything you can do to develop leadership and team-building skills will guide you into more positive territory. Not only read the articles inside, but visit the author’s website to learn even more. And if you are really engaged, visit Amazon.com and pick up a couple books such as “Outliers” by Malcolm Gladwell and “A Sense of Urgency” by John Kotter. Here is a simple exercise you can do to get your mind on the right path. Get some blank 3" x 5" cards. On one of the cards, write your answer to the question, “What gets you up in the morning?” Now, on the other side of the card, write your answer to another question: “What keeps me up at night?” Each response should be a single sentence. If you don’t like an answer, toss the card and answer again. If you don’t like any answer, ask another question, “What are you going to do about it?” Switching the conversation to Texas, we are busy at work in the Dallas-Ft. Worth area. Our Dallas Academy is now open with the capacity to seat 60 and hands-on education space for 18. Our two newest stores located in Arlington and Plano are scheduled to open in April. We are relocating our Austin store and have plans for two new Ft. Worth stores this summer. A worldwide shortage of cotton due to the demand in China has caused prices to surge upwards by 25 percent. While we have done our best to contain costs, we have now been forced to raise prices. Demand for black 15in1 Miracle Hair Treatment is unprecedented and we are doing our best to fill orders. Ginger Lily Farms demand is also very strong and we thank you as we continue to innovate and introduce new products. One hot new product launching is our For Pro Anti-UV Gloves for gel treatments. Make sure to stock up while supplies last (see page 43). As always, thank you for your business and continued support. Happy reading and learning!

Become a fan of tng worldwide

LARRY GAYNOR, PRESIDENT & CEO, tng worldwide

800.362.6245

P.S. The answer to the question is: provide a positive future.

the industry source

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look sharp

Get Your Employees and Co-Workers

TO DO WHAT

YOU WANT

Leadership would be easy if it weren’t for those we lead. As any leader or manager knows, getting people to actually want to do the tasks you need them to do can be a challenge. Without their motivation to want the same goals and objectives as you have, people will not fully commit to a task. Unfortunately, many managers and leaders rely on external motivators to get people to do things. For example, using rewards as enticements and threats of punishment are approaches aimed at obtaining obedience and compliance. They overpower, rather than empower. Telling people what to do and then rewarding them if they do as expected, or threatening them if they do not, increases stress while diminishing professional relationships. Since these management approaches are manipulative, the results are never as effective as cultivating in the employee the thought process of internal motivation. Manipulative approaches are something you do to another person and have little long-lasting effects. This is in contrast to working with a person to empower them. Whenever you impose something on someone, it only produces short-term results because the person doesn’t have any ownership in it. Think about it: If these external motivational approaches were effective, getting employees motivated to carry out the company’s needed objectives would be easy, not something managers read countless books about. The irony of manipulating behavior is that the more you use it in an attempt to control people, the less real influence you have. Although managers want to remain in control, the paradox is that the more you empower others, the more effective you become. In addition, if people only do things because they are forced to, not because they want to, then you haven’t really succeeded as a leader. Truly effective leaders know how to trigger internal motivation for commitment that has people wanting to carry out objectives without the lure of a reward or the fear of threat.

THE INDUSTRY SOURCE

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Following are three powerful, enduring, and universal practices that will make your management much easier. By implementing these practices on a regular basis, your staff will be more eager to accomplish mutually beneficial goals.

1 | Positivity So often, when we want our employees or co-workers to change, we attempt to influence them by using negative communications rather than positive ones that would actually prompt them to want to do what we would like. Even the worst salesperson knows enough not to make the customer angry. Yet, because we allow our emotions to direct us, we often ignore this commonsense approach when dealing with staff members and send negative messages. You can easily tell if your communications are sending negative messages if what you say blames, complains, criticizes, nags, or threatens. Positive communications elevate the spirit; they offer encouragement and support. They send the message that the other person is capable of handling challenges. Positivity creates hope and prompts feelings of being valued, supported and respected. Communicating in positive terms triggers enthusiasm, capability, pride, dependability and responsibility – none of which are triggered by negativity. Because being positive is so enabling, it makes sense to stop all thoughts and communications that are negative. Therefore, become conscious of phrasing your communications with your team so they will be in positive terms. Continually ask yourself: “How can I communicate this message in a positive way?” For example, saying, “Don’t be late again tomorrow,” is disabling, and prompts being late

March/April 2011

2/9/11 10:59 AM

because the word “don’t” is not visualized; what comes after the “don’t” is what the brain visualizes. “I look forward to your being on time tomorrow,” prompts the picture you want, is enabling and is much more effective.

2 | Choice When people resist doing something you ask of them or do something contrary to your instructions, rather than force your request on them, offer them choices; then watch how quickly their resistance weakens. Offering choices paves the way to changing behavior and is much more effective than barking orders. By giving staff members some degree of control, you will get more cooperation. There is a simple reason for this: People do not argue with their own decisions. Even when there are no choices about whether or not to do something, you can build in some element of choice. Just a small one qualifies because any choice allows the person to retain dignity and power. For example, suppose you need one of your employees to do a webinar to educate current clients about some new product features. The choice is not whether to do the webinar. The choice is in the how. “Would you like to do a live WebEx meeting or a recorded demo of the new features?” By giving a choice of how to do the presentation, you can avoid a confrontation. Offering choices is a simple approach you can use to immediately reduce resistance.

3 | Reflection The most effective approach for influencing another person is to ask reflective questions. When specific reflective questions are asked, people are prompted to think, reconsider, change their minds and grow. By asking this type of question, you will accomplish what you want more effectively, with less resistance and with less stress. By having the employee reflect, you instantly avoid the person’s natural resistance to being controlled.

Reflective questions are noncoercive. They guide, rather than force. Reflective questions elicit a thinking response and are framed to fit the situation and clarify Specifically, they: • Focus on the present or future—as opposed to the past • Often start with “What?” or “How?” • Are usually open-ended in that they require more than a “yes” or “no” answer As soon as you start asking reflective questions, you will immediately realize the effectiveness and power of this strategy. Questions such as the following promote deep and reflective thinking: • “What would be the best approach to… [reach the sales target, reduce errors, increase production, etc.]?” • “How can we correct this mistake?” • “What would you recommend we do differently next time?” • “What can you do to accomplish that objective?” • “How can we do that without disrupting… [R&D, the sales cycle, manufacturing, etc.]?”

A More Productive and Profitable Future When you regularly use these three practices of positivity, choice, and reflection, you will become a more effective manager. Additionally, your team members will naturally put more effort into their work and will achieve greater results. By switching from coercive management behavioral approaches to collaborative and empowering thinking approaches, you can influence your staff to perform at peak performance levels, which will positively impact your company’s bottom line. ▲ WRITTEN BY MARVIN MARSHALL, ED.D. ABOUT THE AUTHOR: Dr. Marvin Marshall – an American educator, writer, and lecturer – is widely known at: for his programs on discipline and • Available T HE INDUST RY SOURCE learning. For more information, visit www.marvinmarshall.com.

Available at:

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THE INDUSTRY SOURCE

2/9/11 11:00 AM

look sharp

a return to

CIVILITY It seems that rude and discourteous behavior is on the rise. The modern

Some signs of an organization infected with incivility include:

workplace can be an incubator for such incivility if left unchecked.

• Higher than normal employee turnover;

Sometimes you might wonder if we truly live in a civilized society.

Both inside and outside the workplace, we see a rash of disrespectful, discourteous and rude behavior. Angry commuters use their vehicles to take out their aggressions and deliberately cut others off in traffic. Customer service has diminished to the point where most would prefer to use the impersonal ATM machine than face an unhappy bank teller. Malicious political campaigns and tactics draw out the worst in even the most respected individuals. Children face tremendous fear and stress from bullies at school. The examples of an uncivilized society are too numerous to count and the workplace is a microcosm of society. The impact of such destructive behavior can be more psychologically damaging than open forms of abuse, such as harassment and violence. From a business and leadership perspective, the negative behavior happening outside of the workplace is trickling in – affecting employee loyalty, organizational commitment and overall productivity. The pressures of everyday life can take their toll on employees who are already working under a great deal

THE INDUSTRY SOURCE

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of stress. Consequently tempers get frayed and patience and tolerance are thrown out the window.

• A large number of employee grievances and complaints; • Lost work time by employees calling in sick;

It’s time for a change.

• Increased consumer complaints;

But, understanding precedes change. What typically leads to uncivil behavior is a disagreement. Someone wants to be right, better or stronger. Someone wants to be heard. Sadly, that attitude often leads to a win-lose outcome.

• Diminished productivity in terms of quality and quantity of work;

As a leader, the best first step is to realize that conflict is a vital and necessary part of organizational success. Properly facilitated, disagreements lead to healthy, constructive conversations that translate into creativity, innovation and a shared sense of accomplishment. Encouraging civility in the workplace promotes a low-stress work environment and improved employee morale. It also helps to mitigate employee dissatisfaction that often results in such things as civil rights complaints and lawsuits. The economic impact related to litigation, turnover, productivity and customer dissatisfaction can be devastating to an organization.

• Cultural and communications barriers; • Lack of confidence in leadership; • Inability to adapt effectively to change; and • Lack of individual accountability. Civility is essential to defining the culture and establishing a foundation of proper business behavior. It is a value that successful organizations strive to achieve. To build and maintain itself as a viable entity capable of reaching its full potential an organization must be able to manage its interpersonal relationships in a manner that promotes positive interactions that are civil and respectful. This is not an easy task considering the myriad personalities and individual circumstance that impact workplace interactions.

March/April 2011

2/9/11 11:38 AM

But it can be accomplished with leadership commitment to fostering positive and meaningful interactions among employees. Creating a civil workplace boils down to three basic principles: respect, restraint and refinement.

Respect Although another person’s beliefs may be different than yours, you should still honor their viewpoint and accord the other person due consideration. Taking someone’s feelings, ideas and preferences into consideration indicates that you take them seriously and that their position has worth and value, even if contrary to your own. In so doing, you validate the other person’s individuality and right to a differing opinion. Respect is the most important step in building a relationship and reducing the potential for conflict. In an atmosphere of mutual respect, goals and concessions become easier to attain.

Restraint This is simply a matter of exercising personal self control at all times. Therefore, you should know your triggers. Be aware of how your words and actions affect other people. Being aware of the things that make you angry or upset helps you to monitor and manage your reaction. Think before you act. Remember, you may not be able to control the things others say or do. But, you can control your response.

Refinement Otherwise know as the quest for continual cultivation and improvement of relationships in the workplace. Just as the process of Continual Quality Improvement (CQI) has come to be known as a means to improve performance and increase efficiency in an organization, refinement of thought, ways of expressing those thoughts and the practice of continuously exercising appropriate decorum when relating to others can go a long way towards enhancing workplace civility. Improving and strengthening relationships requires effort and commitment.

Achieving civility in the workplace requires the involvement of every employee from the top down. Going to work in an environment free from the back-biting, rude employee behavior and the constant complaining that many are subjected to everyday is certainly not ideal. However, making the commitment to achieving and sustaining civility can be the key to a successful and thriving organization with high employee morale. As a leader, you can and should make workplace civility a priority in your business by insisting that all employees exercise these practical ideas: • Pursue understanding first. • Listen and respect other opinions. • Seek common ground, even if it’s to agree to disagree. • Tune into what’s happening around you; observe the climate • Accept responsibility for your actions and the consequences of those actions. • Offer and willingly accept constructive feedback. Leaders are called to promote a safe and respectful workplace. That means insisting on the practice of civility and common courtesy. And it starts with you. Take time to assess your own behaviors. Do you gossip or spread rumors? Have you ever raised your voice to make a point? Are you communicating important information to your team, or withholding information they need? Set an expectation of workplace civility by “walking the talk” and being the change you want to see. s WRITTEN BY DANITA JOHNSON HUGHES, PH.D ABOUT THE AUTHOR: Danita Johnson Hughes, Ph.D. is a healthcare industry executive, public speaker and author of the forthcoming “Turnaround.” In her first book, “Power from Within,” Danita shares her “Power Principles for Success” that helped her overcome meager beginnings and achieve professional, community and personal success. For more information, danitajohnsonhughes.com, Available at:visit T HE INDUST RY SOURCE • or write her at danitahughes@edgewatersystems.org.

Available at:

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the industry source

2/9/11 11:33 AM

look sharp

I recently spent a day with my family at Michigan Adventure, an amusement and water park. As I sat in a tube on rides, laid in a chair in the sun or shade, let the waves crash over me in the wave pool, and drifted down the lazy river, I was watching what was going on around me. And – as you might expect – I found plenty of lessons for all of us as leaders. I thought I would share some of them with you:

LEADERSHIP (and life)

LESSONS from a Water Park

People will work hard for the right reward.

If your goal at an amusement park is to maximize number of rides, you must minimize your wait time. We entered the grounds and went straight to the water park. Others joined lengthening lines for the coasters opting to “wait until it was hotter to hit the water park.” We had to wait about 10 minutes for the water park to open, but could ride immediately with no waits. Was it as hot as it was in the middle of the day? No. But, it was still plenty warm to enjoy the water. Later in the day, when everyone was standing in lines for water rides, the coaster lines were very short.

Lesson: If you want to influence people, think first about how they will benefit from the effort. If the personal benefit is big enough, you will have great success!

I was amazed at the number of people who seemed to be ill prepared for a day in the water and around lots of people. Why would a woman carry an expensive purse around on the lazy river working hard to keep it dry? Granted I don’t carry a purse, but it seems to me with a little planning there were many other options there. A locker? A smaller waterproof bag? Leave it in the car? That’s maybe not a perfect example, but I could also mention all the people who clearly needed sunscreen. Didn’t they bring any?

THE INDUSTRY SOURCE

March/April 2011

Lesson: Perception does matter. Think a little bit more carefully about what you wear in any situation. You don’t need to be a fashionista, but how you dress does make a difference and contributes to your success.

Contrarian thinking pays.

The picture I see above me shows people carrying large tubes. Each holds two to three people and probably weighs about 60 pounds. People carry those tubes up a long grade and several sets of stairs, so they can wait in line for a short (but very fun) ride back down. I willingly did this several times myself. It made me think about the number of people carrying them who would normally never work that hard physically, yet with the right end result they do so willingly.

Planning ahead is (very) important.

whole other topic), the point still matters. I know you are thinking, “There’s a dress code for the water park?” Not really, other than shoes are required in certain areas, but wearing both black shorts and shirts in 90+ degree heat doesn’t seem very successful to me.

Lesson: In most areas of life, planning will aid you. Whether you are a planner by nature or not, spend some time (even if just a few minutes) planning to be most successful, especially for events and situations that matter to you.

Dressing for success is under-rated. As a young professional my boss made me read “Dress for Success.” While some of the specifics of that book may now be outdated and dress codes haven’t gotten much more relaxed in general (that is a

Lesson: Sometimes it pays to go against the flow of common thinking. Think about your goals and work from there, rather than simply going with popular opinion and action. Ultimately, our goals were met – fun, sun, lots of rides and great family time. Regardless if you’re at the water park or walking into the executive boardroom – if you follow these suggestions you’ll have greater success. ▲ WRITTEN BY KEVIN EIKENBERRY ABOUT THE AUTHOR: Kevin is a bestselling author, speaker, trainer, consultant and the Chief Potential Officer of the Kevin Eikenberry Group. For more information, visit KevinEikenberry.com.

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YOUR

HEAL WORKPLACE We live in a stressful society filled with uncertainty in the job market, the economy, competition, etc. A large percentage of employees admit to being unhappy with, and psychologically disengaged from, their jobs. Recent research shows that among the least happy and least engaged employees, the annual per-person cost of lost productivity due to sick days is more than $28,000, versus only $840 among the happiest and most engaged employees! Furthermore, job stress alone is estimated to cost U.S. industry at least $300 billion a year in absenteeism, diminished productivity, employee turnover and direct medical, legal and insurance fees. Matt has been a manager for 16 years. Although his employees seem satisfied with their compensation, surveys conducted with them consistently show that their job satisfaction and morale are low and their stress levels are high. Matt has been well trained, but seems at a loss regarding helping his employees to feel more engaged or happy with their jobs. Because he feels helpless to change the job situation for his employees, Matt, himself, is stressed at work and is unhappy in his supervisor role. Can Matt regain his passion for his profession? Are there techniques he can use which will immediately enhance his employees’ satisfaction and morale? Absolutely!

THE INDUSTRY SOURCE

TISmag_MA11_20-21 Heal Your Workplace3.indd 1

Here are five powerful prescriptions for enhancing employee morale and performance and minimizing job stress.

Rx #1: Provide your

employees with empowering goal setting strategies. People are 11 times more likely to reach a goal when they write it down, as opposed to simply thinking about the goal. Have regular meetings with your work team where, in addition to encouraging them to discuss their areas of discontentment, join with them in writing down short- and long-term goals that are specific and action-oriented. Next, ask your staff to visualize themselves feeling wonderful once they have accomplished that goal. Ask them to imagine it as if they have already accomplished the goal. Finally, perhaps most importantly, have them write down ways in which they can sabotage themselves so that they will not accomplish those goals. Encourage them to be honest with themselves about the kind of self-talk or self-defeating behaviors they have engaged in before, which prevent them from reaching their goals.

Rx #2: Provide your

employees with a sense of control over their jobs.

Psychological studies of jobs are filled with examples of how important it is to give employees a genuine say in how to conduct their jobs. Not only does the perception that management truly cares about their feelings have a powerful impact on their morale and degree of job engagement, but giving workers some control over their own work-hour schedule (such as flex time) and how to approach their work tasks, dramatically reduces job burnout, absenteeism and turnover. Have frequent meetings with your employees directed at genuinely listening to their issues and allow them to suggest resolutions. Encourage workers to determine their own specific strengths and put them to use on their jobs. When this is done, employees are six times as likely to be engaged in their jobs and more than three times as likely to report excellent quality of life at their workplace. Other examples of providing employees involvement in their work include: • Self-managed work teams; • Employee committees or task forces; • Continuous improvement teams; • Team-centered hiring process, where employees select their peers; and • Participative decision making projects.

March/April 2011

2/9/11 10:41 AM

Rx #3: Provide growth

and development programs for your employees, such as learning programs. Most employees desire the opportunity to gain new skills and knowledge, so they don’t feel stagnant in their jobs. Information provided by outside experts, which will help them on their jobs and in their lives, can serve these needs. Providing lunchtime seminars and workshops on such topics as stress and anger management, enhanced wellness, communications skills, as well as cross-training them with other job skills, enhances organizational effectiveness and improves work quality.

Rx #4:

Provide a variety of planned and spontaneous recognition events for your employees. It’s a no-brainer for companies to provide world-class service for their customers and clients, but they often forget that their most important assets – their employees – need the same. Why not make your employees feel as valued as your customers? By acknowledging their efforts, and not just their productivity, you can increase employee satisfaction, morale and self-esteem.

• Provide free, healthy lunch options for employees (this also benefits by having them stay in the building to discuss workrelated issues during lunchtime). • List the births, birthdays and other news of interest about employees in the monthly newsletter. Have the CEO or President send out personalized cards to the families listed in the newsletter each month. • Encourage work team friendly competition off the job, such as bowling leagues, etc. and post pictures and results around the work sites.

Rx #5:

Provide a warm, accepting and fun workplace atmosphere. If you want your employees to look forward to Monday mornings, provide an atmosphere that includes fun, teamwork and camaraderie. Acknowledging employee needs and allowing talent and creativity to flourish will keep employees motivated and happy. If you begin to employ these five potent strategies into your workplace today, you will see amazing results quickly! WRITTEN BY JACK SINGER, PH.D

Examples of providing recognition: • Give unpredictable rewards, such as movie tickets or gift certificates for a job well done. • Create a volunteer committee from across different departments to plan special events to show appreciation for your employees.

ABOUT THE AUTHOR: Dr. Jack Singer is a licensed Industrial/Organizational and Clinical/Sport Psychologist, professional speaker, management coach and trainer. He is a frequent guest on CNN, MSNBC, Fox Sports. He is the author of “The Teacher’s Ultimate Stress Mastery Guide”Available and several at: series programs.RY To SOURCE learn • T ofHEaudio INDUST more about, please visit www.drjacksinger.com.

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Overcome

PERSONALITY in the COLLISIONS Workplace

Managing interpersonal conflict in

Step 1: Evaluating Conflict Management Style

Positive behaviors such as active listening, empathizing, disarming, inquiring, using “I feel” statements and recognizing how your internal dialogue impacts your emotional reactions.

Job insecurity, fueled by the economy, fears of downsizing, mergers and an unknown organizational future, produces fertile ground for the development of low frustration tolerance and conflict. Moreover, personal fears, such as needing to keep up with advances in technology, are often viewed as threatening, magnify the potential for anger and frustration in the workplace. Unresolved or insensitively managed conflict negatively impacts productivity and morale. Ultimately, the bottom line is affected. On the other hand, allowing a conflict to surface and skillfully resolving it can be a platform for enhancing employee trust, team building and creativity. The good news is that managers, trainers and human resources professionals can easily learn conflict resolution strategies, put them into practice, and teach them to their employees. The following is a three-step program for assessing and implementing a conflict resolution. This is a proven, successful plan of attack:

the industry source

March/April 2011

Several self-assessment questionnaires have been developed over the years giving people insight into how they react in typical conflict situations. The insight derived from scoring these questionnaires provides an understanding of what “buttons” get pushed when a person is provoked.

Step 2: Identifying Conflict Management Behaviors People resort to behavioral habits when experiencing conflict with others. These reactions include: Non-productive behaviors such as confronting, dominating, defending, using sarcasm, hostile humor, repressing emotions, insisting on being right, stonewalling and blaming. Neutral behaviors such as avoiding, cooling off, apologizing, and giving in or backing off to avoid confrontation.

organizations is among the most critical and important skills that employees on all levels of the organization can possess.

The goal is to eliminate negative and neutral behaviors and practice positive confrontation reduction skills until they become new habits. On average, these skills actually can be learned in only 21 days of concentrated practice.

Step 3: Learning Powerful Confrontation Reduction Skills Active Listening. The key to all interpersonal communications is genuine listening, as opposed to defensive listening, where you plan your retort while the other person is talking to you. In order to begin to really listen, paraphrase what the other person says in your own words, without judging, agreeing or disagreeing. Listen to and

reflect the content, needs and feelings of the other person. Next, ask for feedback to determine whether you interpreted correctly. If you have not, ask for clarification. Continue this process until you are sure that you have heard what the other person is saying and how he or she really feels emotionally. Once you are certain that you understand the message and feelings expressed by the other person, respond. The other person then listens and paraphrases for you. This process continues until you have both clarified your positions and are certain that the other person really heard you and understands. Empathizing. This involves putting yourself in the other person’s shoes and trying to see the world through his or her eyes, taking into account cultural, racial, gender and experiential differences. Disarming. The fastest way to defuse an argument is to find some truth in what the other person is saying, even if you do not agree with the basic criticism or complaint. For example, saying “I can understand why you feel angry with me since you believe that I started the rumor” acknowledges and validates the angry person’s feelings without actually agreeing with what was said. This opens the door to clarification, feedback and reconciliation. Inquiring. By asking for clarification of ideas, needs and feelings you signal a feeling of respect and can then work toward mutual understanding and compromise. “I Feel” Statements. This is a primary skill in interpersonal communications. Expressing yourself with such statements as, “I feel angry because you seem to be avoiding me” is much more productive than the accusatory, “you made me angry and it’s your fault that I’ve had a bad day at work today.” In the first scenario, you take responsibility for your own feelings and share them; in the second, you escalate the confrontation by blaming and putting the person on the defensive. In addition, you tell the other person specifically what you need that

will make you feel good or what can be done to improve the relationship and avoid further misunderstandings and confrontations. Internal Dialogue. The key to analyzing your vulnerability to being provoked into confrontations is to understand how your automatic thoughts, including your assumptions and conclusions, cause every emotional reaction. Examples of these distortions are: “I should have gone to work despite being ill” (using should, must, and have to in judging your actions); “My boss doesn’t care about me...only about my productivity” (reading your boss’ mind about what he must be thinking and feeling); “They’ll probably eliminate my job soon” (fortune telling about what negative things will happen to you in the future); and “I’m stupid for allowing this to happen to me” (negatively labeling yourself instead of describing your behavior as unfortunate or unproductive). Once you learn about the distortions that are part of your automatic thinking, you can learn how to challenge them and develop more rational, alternative thoughts. The end result is actually dissolving negative emotions and a healthy, more reasonable outlook on every situation in which you find yourself. Interpersonal conflict is healthy when it brings a rich sharing of ideas, mutual respect and an understanding and appreciation of diverse opinions, needs, and values. Teaching your employees to understand how they traditionally react in conflict situations and how to use confrontation reduction skills leads to greater trust, less stress, more creativity, and can ignite the team. The ultimate benefits are enhanced quantity and quality of products and services! ▲

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I Made It To The Top!

NOW WHAT? It’s been said that it’s lonely at the top. But it doesn’t have to be. Why is it that so many business owners today feel so alone and disengaged?

According to a recent Gallup Management Journal (GMJ) survey of U.S. workers, there are three types of employees: engaged, not-engaged and actively disengaged. The survey reported that 29 percent of the respondents were engaged, working with a passion and feeling a profound connection to their company. The not-engaged group, those who have mentally “checked out” of their jobs, made up 56 percent of the respondents. The remaining 15 percent are actively disengaged, not only unhappy at work but acting out their unhappiness and undermining what their more engaged co-workers are trying to accomplish. The study found that the actively disengaged group includes as much as 10 percent of management-level employees. The Gallup study showed further that engaged employees are both more productive and more profitable. It follows then, that actively disengaged employees are the “one bad apple” effectively spoiling the whole bunch. And, the effects are even more devastating if that bad apple is the business owner. What has happened here? Very often one’s unhappiness is a result of feeling as if something in their life is out of control. Finding the part of your life that is not in control, will help you to become more comfortable with your entire life.

the industry source

TISmag_MA11_24 Lonely at the Top.indd 1

Recognize that no one works “for” you They may work for themselves, they may work for their family, or they may work for your customers, but they don’t work “for” you. They work “with” you. Developing a sense of team, shared responsibility for success, and shared accountability for nonsuccess, will go a long way to make you a trusted part of the team again.

Develop a culture of caring Make friends at work. The Gallup survey showed that fully 76 percent of engaged employees strongly agreed with the statement “I have a friend at work who I share new ideas with.” It doesn’t matter what your position is in your company. People don’t care how much you know until they know how much you care.

Persist In his book, “Half Time – Changing Your Game Plan from Success to Significance,” Bob Buford says that there is nothing in life less important than the score at half time. No matter what your age, your position, your success, or lack thereof, you have the opportunity to do new and exciting things with your life in the second half. Re-evaluate, re-invent, re-position, and go for it.

Have fun Join the Compliment of the Day Club. Find somebody doing something right, every day, and celebrate it, publicly. It’s easy to find people doing things wrong. Look for the good, not the bad. Change your perspective – and celebrate! For anyone who has been there, the top spot in a company can be a lonely place. You’ve worked hard, made sacrifices and dedicated yourself to the job. Now what? Both personally and professionally, business owners need to repeatedly take stock of where they are. You must recognize and remember that you didn’t get there alone. You must re-engage yourself in your life, both at work and at home. You must remember that your purpose lies in your service to others, to your families, to your employees, and to your customers. You must care. Do that, and it won’t be so lonely at the top. s WRITTEN BY JIM BAIN ABOUT THE AUTHOR: Jim S. Bain, MBA, is an author, speaker, consultant and coach. He is the founder of Focus on the 5, a division of Falcon Performance Institute, a consulting and corporate training firm focused on productive performance. Look for Bain’s soon-to-be-published book, “Never Pass on a Chance to P – A Roadmap to Peace in Your Life.” For more information, please visit falconadv.com or call 352-854-4015.

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TEXAS

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Randy Riggle

Andy Bernard

In the three short years Kemon – an Italian-based manufacturer of professional hair care products – and tng worldwide (TNG) partnered to distribute the brand throughout the United States. The company, the salons that carry the products and the products themselves have grown by leaps and bounds. And in January, the Italian-based manufacturer of some of the most innovative hair care and color products set another milestone, by becoming available in the great state of Texas. Product lines including Cramer, Yo.Coloring, NaYo, Hair Manya and Actyva Care were introduced to the TNG Texas Beauty Experts at a full day of in-depth education at the launch of Kemon Academy USA – Texas on Jan. 24. Kemon National Coaching Team members Aaron Michael and Andy Bernard introduced the Kemon color and styling product lines with hands-on training. Beauty Experts were able to work with the color lines themselves, testing the benefits of each product on themselves and others. TNG Exclusives Director of Sales Randy Riggle was also on-hand for the muchanticipated Kemon Texas launch.

the industry source

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Aaron Michael

“The training was extremely eye opening,” says TNG Beauty Expert Rian Katter. “I enjoyed working with Andy, Aaron and Randy. All three of them are full of passion and excitement. When they talk about color you can’t help but fall in love with the color with them.” In the short time Kemon has been available in Texas, Katter says the line is quickly garnering excitement among salon owners too. “People are very pleased and excited about it,” she says. “The price point is great, too.” After spending an entire day immersed in Kemon color and styling education, TNG Texas Beauty experts hit the streets, passing on their excitement to salon owners and professionals with a passion for the industry. And the response has been phenomenal. “One of my accounts is ready to purchase Kemon color,” says Beauty Expert Kacey Wells, “and another account was in awe of the styling. They’re looking forward to some updo/styling classes.” Kemon education for interested salon professionals begins in Texas in March, with four in-depth product knowledge courses scheduled in Dallas and Houston. For more information on Kemon educational opportunities, visit tngworldwide.com/education. s WRITTEN BY ANGELA ANDRIOLA

March/April 2011

2/9/11 10:59 AM

innovate

HAve You HeArd? What salon professionals and their customers are saying about NaYo, the world’s first ammonia-, PPD- and fragrance-free, non-sensitizing permanent hair color? “It’s the most innovative thing I’ve seen in the industry since I got started in this business 16 years ago: The hair is in better condition than before coloring, gray coverage is effortless, there’s little to no fading and I’m amazed at the lack of color staining to skin. The most common feedback I get from customers? Their hair feels like it’s had a conditioning treatment, not a color process.”

“As a salon owner, it is important to meet the needs of my staff and guests. With NaYo , I can do just that! Its odorless, ammonia- and PPDfree, yogurt-based formula allows my clients and staff to be comfortable, and rest assured that their hair will remain in great condition with superb color longevity. Along with that, our clients have had no scalp irritation, maximum gray coverage and stunning rich tones that makes NaYo a salon favorite!”

– Jaime Bambarger, Co-Owner Ricadonna Salon, Murrieta, CA

– Luca Crescia, Owner Storm Hair Group, Ontario, Canada

CoaCHeS’

corner

Kemon Coach Tracey Kotch has educated both her staff and other salon owners on how Kemon products enhance the service experience for salon professionals and their customers. How did you first become involved with Kemon? I was not happy with the color line we were using . I had been playing with Kemon a little with great success, then I attended a demo in Mount Pleasant and I met Aaron Michael. Aaron presented the lines and I knew it was exactly what I had been looking for from the standpoint of a manufacturer and a distributor. They both had such integrity. It was so important to me that they were both family-owned companies and that it would not become a diverted product. What made you decide to become a Kemon Coach? How long have you been a coach? I became a coach because I believe in this product so much and it is so technical unlike any other line I have used. I wanted to make sure that my staff had all the support they needed through the transition and to provide the best possible service to our guests. And to continue the growth of our education in the salon. I have participated in the coach mentoring program for about two-and-a-half years.

the industry source

March/April 2011

“The ends are not fading. Even the deep levels, those ends are still as fresh as they were on day one. I have a lot of red heads, they expect their color to fade and it’s just not happening. I have not seen that in 20 years in the business with any other line. And it’s very easy to match up color with what I was using before.” – Kendra Hubbarth, Head Stylist Spa Renaissance, Troy, MI

Tracey Kotch owner, Belladonna Salon and Spa Grand Rapids, MI

How has educating and coaching your staff on Kemon improved the quality of service your customer receive? I believe it has helped create a very consistent level of service and continuity to our guests. And I know our guests notice the difference in the quality hair color services and products they receive. Belladonna is a Kemon owners circle Salon. What does that mean? It means a mutual support and commitment between the manufacturer, distributor and our salon to maintain the integrity of Kemon and to continually raise the bar in our industry. You’ve traveled extensively throughout the country as a Kemon Coach. What is it about Kemon that makes you want to work with salons throughout the United States to educate them on this brand? I have gone to a few salons on my own and helped educate about Kemon because I believe so much in the product. I believe so much in the product because it performs so well. The gray coverage is amazing and the integrity of the hair is always consistent and you cannot buy it off the internet or in stores. Integrity is huge to me. It raises the bar for our industry. s

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KEMON COLOR

impresses Chicago area salon clients

Images from the Kemon Italian Touch Spring/Summer 2011 Collection

Patty Ruscetti, owner of Chyrsanthy’s Salon and Spa in Hillsdale, IL, says she has spent the past year building and branding her salon and spa to provide guests with the very best skilled technicians in their fields that view each client like a work of art, not a number. The salon and spa places much emphasis on offering professionals a platform to improve their craft, while allowing clients the opportunity to let their imaginations run wild when it comes to beauty services. So, it’s no surprise that when Patty discovered

Chrysanthy’s Salon and Spa 2207 S. Wolf Rd. • Hillside, IL 60162

Kemon, she knew it would be a perfect fit for her team, and her clients.

Top left to right: Enida, Karla, Ginger, Simi, Wayne, Katie, Donna, Janeen Bottom left to right: Gina, Patty, Lisa, Nina

the industry source

March/April 2011

How did you learn about Kemon? I was introduced to Kemon color by my TNG Beauty Expert, who educated me on the company, the product lines, the technology that goes into the creation of the products and the results you can achieve. What convinced you to try it? Why did you decide to convert to Kemon color? What first caught my attention was the incentive program offered by TNG, but once the color representative came in to demonstrate the product I was hooked on the quality. Kemon has a really amazing color offering and it’s obvious in the results you see after a color service. How have you educated your customers on offering a new color service line? What has their reaction been? My colorists tell their clients the benefits of the color, including where it’s made and what kind of ingredients are used. They also explain how the color won’t fade like the competitor’s color will and reassure all clients that we trust the product and will stand behind it. Our clients have loved the change, and they have definitely noticed that the color lasts longer and that their hair is in better condition. What else can you ask for? Why should other salons consider switching to Kemon color? The Kemon color line is superior to other color lines because the color lasts so much longer. Also, the support you get from both Kemon and TNG for education and tech support is a huge bonus. s

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WHAT’S ALL THE BUZZ ABOUT? black 15in1 Miracle Hair Treatment burst on the scene first in October 2010 in New York City to amazing reviews from the industry’s leading beauty editors. And from there the buzz grew, went viral and landed in West Hollywood, CA for a star-studded West Coast premiere that attracted a number of Hollywood celebrities in December. The event had celebs like Ashlee Simpson, Vanessa Minnillo and Mena Suvari talking about the 15 miraculous ways black 15in1 transforms and simplifies the hair care experience.

But the real test for black 15in1 is how customers react. And what better testament than several published YouTube video reviews created solely by our customers because they were so impressed with the 15 ways black 15in1 improves their hair.

“It’s great because it’s all in one,” Minnillo says. “You don’t have to put 15 different products in your hair. I also love that it’s TSA-approved. Because you know how much of a bummer it is to get all the way to the airport and they take your favorite product.”

Since its debut in October, black 15in1 has received over 70 million media impressions, including write-ups and reviews in The New York Post, Los Angeles Times, style.com, People, Modern Salon, American Salon and many more.

“This stuff is amazing, I love it so much,” YouTube user franticfoxx says in her online video review of black 15in1. “My main reason for using it is the heat protectant. It seriously made my hair so smooth and so shiny. Now it looks so healthy.”

Ashlee Simpson, Vanessa Minnillo, Odette Yustman and Jessica Stroup attend the black 15in1 Launch Party, held at the Andy Lecompte Salon in West Hollywood.

Want to carry black 15in1 in your salon? Contact these distributors directly.

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Teen Vogue blogger Allie Vasilaski tested black 15in1 on a number of conditions and it passed with flying colors. “It passed the ultimate test when my hair retained its smoothness and shine even after walking through the New York humidity this morning. Definite plus!” Both customers and salon professionals alike say they are impressed with how black 15in1 seals and protects hair color, while also protecting hair from UV damage and heat styling. “People really love it,” says black 15in1 Signature Salon Palazzolo at the Fifth owner Jimi Palazzolo. “They all want to know what’s in it and say it’s all they really need for their hair.” Beth Jessee, owner of two salons in Adrian, MI agrees, and says it’s just what her customers need. “I am excited to offer our clients black 15in1 to seal and protect their newly ‘springified’ hair color. After a long winter in the north, the fact that it offers UV protection is just what our sun lovers will need to boost the longevity of our hard work. The price point ensures an easy sell, and the fact that it works means they will clamor for more. Thanks for a great product I can stand behind!”s WRITTEN BY AngelA AndriolA

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the industry source

March/April 2011

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In 1998 Osgood-O’Neil opened with one location in Dallas, Texas and six employees. Thirteen years later, the salon group now operates three locations throughout the Dallas area with over 80 employees. Co-owner Allane O’Neil says the salon owes its success to focusing on what they do best: staying on the cutting edge of style with specialized cut and color services. Unlike many salons today, Osgood-O’Neil has chosen to keep their service offerings strictly hair related and does not offer nail or spa services. And staying true to their focus hasn’t hurt business either. The salon was developed by the three owners: Bruce Osgood, J.T. Osgood and Allane O’Neil who have built a foundation of team work and high levels of customer service that have created a successful business from the ground up. “It’s our duty to give the client the utmost respect, through integrity and professionalism,” O’Neil says.

the industry source

March/April 2011

“Our service to the customer is our number one priority. It is our goal to achieve excellence in every moment of their visit with us by creating a positive, successful and creative environment that is enjoyed by both clients and employees. It is our common objective to set the standard in the salon industry through advanced training, quality service and our passion and enthusiasm for the beauty industry.” Each of your employees must complete a two-year apprenticeship before they are on their own on the salon floor. Describe this program and how it benefits your company and your customers. The apprenticeship begins with three weekly classes to prepare the apprentice to keep up with the busy schedules of the stylist or colorist they will be assisting. This lasts for two months and includes customer service, product knowledge, the basic steps to assisting along with blow dry and coloring 101.

For a year or more each assistant attends weekly classes after salon hours that are taught by our color and cut education team. The strict curriculum includes basic and advanced hair cutting and coloring on live models and each phase must be passed before moving on to the next level. Once an assistant is at the level that they are preparing to go on the floor they take models three times a week, in addition to regularly scheduled classes, and they are assessed by the educators and are assigned specific color/cuts to work on. What type of sales strategies do you employ? Our policy is not to “sell” but to educate the client. The better they understand how to recreate a look at home, the more satisfied they are with the services they receive in the salon. We encourage clients to use what they have at home before purchasing unless it is a product that is damaging to the hair. This creates a bond between

“Our service to

the customer is our number one priority. It is our goal to achieve excellence in every moment of their visit with us by creating a positive, successful and creative environment that is enjoyed by both clients and

”

employees.

stylist and client. We prefer to build trusted relationships rather than a “hard sell” atmosphere. What promotions do you have in place to drive appointment booking and retail sales? What has been your most successful marketing promotion? We do not use paid advertising to promote the salon; instead we focus on our in-house customer service and color/ cut quality to promote client referrals. We also suggest clients pre-book services to ensure there are appointment times available for them when they are ready to return to the salon. Our stylists and colorists tend to book out weeks in advance and pre-booking can eliminate any frustration on the client’s end.

Since we do not rely on paid advertising to get the Osgood-O’Neil name out, we do our best to get the attention of local media for editorial mentions. Some of our best attention came from winning the NAHA Salon Design Award in 2008 (the first year of the category). This led to several

layouts in local magazines and brought our name out to new clientele. We also have participated in local charity fashion shows and our staff does an in-house charity fashion show yearly. This is a great way to not only get our name out in the community but a way to give back as well.

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You never know, what you start writing today may become the basis of a book in the future. Community involvement by volunteering for service organizations helps many people to develop habits and skills that bring out the leader in them. Groups such as Rotary, an international service organization, have ongoing projects you can become involved in. The day will come when you have an idea for a project that you can lead, or someone else will need to step down and you will be ready to take their place. Giving your time freely in order to help others is a noble cause, and great leaders are sometimes recognized easily as they reach out to help others in need. You have the choice to become a leader during your life. Opportunities are all around us if we simply take the time to investigate what is available. By purposely seeking out and offering to speak to others, writing every day, and volunteering your time to help others in your community and beyond, you will be able to develop effective leadership skills. ▲

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CUSTOMIZABLE In 2009 Ginger Lily Farms started as a hair care line of shampoos and conditioners. The concept? Professional products that offered salon-quality results at a cost that appealed to price-conscious customers.

In 2010 Ginger Lily Farms (GLF) took sales and offerings to the next level, with the creation of an entire line of premium spa-quality products for use in spas, locker rooms, hotels, back bar and retail. At the same time, the TNG Hospitality division was developed to properly market the GLF brand, which came to include 10 signature fragrances in all four of the GLF anchor products – Moisturizing Shampoo, Moisturizing Conditioner, Nourishing Body Wash and Hand & Body Lotion. This expanded product offering soon paved the way for further innovation of the line in 2011…

With the addition of bottle screen printing and custom label making to its roster of services, there’s no limit to what GLF can do for a customer. The company’s chemists can even create a custom color and scent beyond the 10 signature fragrances they currently offer. “We’ve already added three new scents,” DiMarco says, “because we created custom blends for customers that were well received. If those new scents become popular, we make them available to everyone.”

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Customers are also excited by the quality of the products GLF offers for private labeling. The products themselves contain the highest level of ingredients, including nourishing botanicals and vitamins. And expect to see even more products become available throughout the year. “The thing about Ginger Lily Farms,” DiMarco says, “is it’s something we will be continually adding new products to. In 2010 we added Soy Candles and Reed Diffusers. In 2011 we just added the Blending Bars.”

Ginger Lily Farms Hand & Body Lotion Blending Bar

Customization. “Private labeling is where the industry is moving to,” says Hospitality Regional Manager Jim DiMarco. “It’s not just for franchise establishments anymore. We’re allowing smaller properties to be involved in this. Let’s face it. People love to see their name on products.” In two years, GLF products have grown from retail shampoos and conditioners to a full line of bulk products used in hotels, salons, spas and locker rooms. The company now offers a complete line of gallon-sized spa-quality products. By also selling the dispensers and bottles in which the products are filled, GLF continuously updates and improves its product offering to meet the ever-changing needs of its customers.

Samples of customized screen-printed bottles for hotel and spa clients.

THE INDUSTRY SOURCE

With the addition of an in-house bulk filling line, GLF can fulfill any order size, big or small. The company is now a truly one-stop shop for all things hospitality related, and it’s managed to keep costs down, making custom ordering more readily available. “Our customers are relieved they can now consolidate the number of suppliers they work with,” says Vice President of Hospitality Sales Edmond Verbeke. “You cannot underestimate the power of being a one-stop shop, especially these days when so many Spa Directors have lost support staff due to the economic downturn and just don’t have the time to work with three, four, or five companies for operational supplies.”

March/April 2011

GLF’s most recent product offering includes one of two “Blending Bars,” for retail sales. Guests can mix and match their favorite signature scents or blend them together to create their own customized fragrance. The Blending Bar is available with either 10 signature scents of lotion or the four most popular fragrances of the Bath & Shower Collection. For more information about the entire GLF line, or private-label custom products for your salon, spa, hotel or locker room, visit theindustrysource.com or call Jim DiMarco at 248-347-7700, ext. 1315. ▲ WRITTEN BY ANGELA ANDRIOLA

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IS A HIT

IN TEXAS

More than 400 salon professionals gathered at the Granada

Theater in Dallas, TX in January to celebrate hair artistry and their passion for the beauty industry at Fringe – an evening of fashion, food and fun. TNG hosted the event, which brought some of the biggest names in the industry on stage to perform live hairstyling demonstrations from Kemon, Michael O’Rourke, Eufora, Davines and black 15in1. The 2010 Tiffany Hairdresser of the Year Nikki Jackson, of Salon Lux in Shelby Township, MI, joined other Kemon Artistic Team members for the evening’s “opening act.” The team presented seven models showcasing NaYo hair color – the world’s first ammonia-, PPD- and fragrance-free non-sensitizing permanent hair color. But the hair color wasn’t the only innovation on stage. Jackson and Kemon team members Aaron Michael, Andy Bernard and Eric Lindsay spent two days preparing the 25-minute segment that got the crowd excited for the night ahead.

Above, TNG Houston Beauty Experts Oscar Hernandez, Casey Wells, Julie Hocker, Rich Dowhitt with TNG General Manager of Exclusives Kym Riffel; TNG CEO & President Larry Gaynor gets the crowd excited at Fringe; at the Granada Theater in Dallas, TX.

THE INDUSTRY SOURCE

March/April 2011

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

Clockwise from top left: Touch of Heaven Salon with their TNG Beauty Expert Lucinda Gonzalez (far right); Kemon educators Eric Lindsay and Tiffany Hairdresser of the Year Nikki Jackson; Gracie Guzman of Touch of Heaven and TNG Beauty Expert Lucinda Gonzalez; models strut their stuff at Fringe.

“The team of Kym Riffel, Kelly Vincler, Eric Lindsay, Aaron Michael, Randy Riggle and Nikki Jackson were a delight to work with,” Kemon Coach Andy Bernard noted. “Their work was elegant and seamless and the color was outstanding.” Event attendees were also treated to on-stage demonstrations by Michael O’Rourke himself, black 15in1 Artistic Director Luden Henriquez, two of Davines top New York stylists and some of Eufora’s most promising artistic team members. After seeing what these industry leaders can do with hair, Texas salon professionals told The Industry Source magazine it re-ignited in them a passion for the industry:

The excitement and anticipation of the night swept through the crowd and was clearly contagious. This being the first event TNG hosted in Dallas, expectations were high for a successful evening and Fringe delivered. “Dallas saw some of the best and brightest that night,” added Bernard. “Because of TNG and Kemon, the Dallas star will shine much brighter.” Plans are already underway for Fringe 2012 and other beauty industry related events. “Fringe is just the beginning of

“I just realized once again how much I love what I do.” — Jeffrey Jordan of Salon Madrid

“I just realized once again how much I love what I do,” said Jeffrey Jordan of Salon Madrid. TNG Texas Beauty Expert Rian Katter added: “People loved Fringe! They were really touched by Michael O’Rourke and said that he really got to them and made them proud to be hairdressers again.”

several signature events TNG will bring to Texas,” says Kym Riffel, TNG Exclusives General Manager. “TNG has aligned with manufacturers who share our same philosophies to continue investing in the independent salon and hairdresser.” ▲

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Rizzieri has two salon locations: one in Marlton and another in Washington Township, NJ.

A Leader in Education and Service In southern New Jersey, the name Rizzieri is synonymous with beauty. Founded in 1924, the Rizzieri Beauty School (now Rizzieri Institute) was the first one in all of New Jersey. Today, this family-owned business is run by third generation Frank Rizzieri and includes three salons, one day spa, the original beauty school and a massage school. So what’s the family secret to more than 80 years of success in the industry? “We are in the ‘make-people-feel-good’ business. It is our goal to provide the best possible service and it is important that each guest have a pleasurable experience at Rizzieri,” says Frank.

What makes your business unique? The best way to describe who we are in the industry is to say that if you ask other salons/spas about Rizzieri they will say that we are well respected, trend setters and mentors for local salons/spas who recruit from our schools. How did Rizzieri get involved in offering education through the Rizzieri Institute and School of Massage? The Rizzieri entities are all owned and operated by the Rizzieri family. Today the company is run by myself, a third generation Rizzieri and grandson to Franco Cipriotti who started the state’s first beauty school in 1924. Educations continues to be the cornerstone of our business. Describe your décor. Our salons are contemporary, infused with natural and overhead lighting and generous retail areas. Our spa, massage school clinic and skin care clinic are finished with warm and natural colors that have a very soothing affect for clients.

The Rizzieri Institute, now an Aveda School, was founded in 1924.

the industry source

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The Rizzieri Day Spa is located in Marlton, NJ

March/April 2011

2/9/11 2:18 PM

Frank Rizzieri says their goal is to provide the best possible service and experience.

If someone were to come to your salon/spa for the first time, what would leave the most lasting impression? Our staff is highly trained in the art of excelling in “Customer Relations.” In addition to the professionalism and skill/ talent of our staff, mostly our clients feel the warmth from our staff from the moment they enter our locations until the time they leave. What advantages do you find your locations provide you? Since each of our locations offer different levels of services it provides the public affordable services at any level. We range from student clinic to high-end salons/spa, so there are many choices for our clients.

TV and movie sets such as Twilight (Breaking Dawn Series), Boardwalk Empire, The Gates and Ugly Betty to name a few. What challenges do you face and how do you overcome them? Staying on top of ever-changing business trends and developments. However, we don’t look at them as challenges but rather as opportunities for growth. Being on the cutting end of technology and business development are very important to the continuing success of our company. ▲ Responses provided by Frank Rizzieri

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How do you keep up with industry trends? Our roots are steeped in education since 1924 and in each of our locations we offer excellent educational programs for each level of our staff. Plus I do photo shoots around the world as well as Fashion Week so I am able to take the runway looks and trends back to our staff. In addition, I started my own hair tool company called Rsession Tools. The tools are highly acclaimed and used by many editorial hairstylists, as well as on

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Tips to Help Boost Your

SPRING TANNING SERVICES Say good bye to the long, cold winter and welcome in spring! With warm weather and sunshine in the forecast, tanning salons are gearing up for what will hopefully be a successful – and profitable – start to the tanning season.

So how can you increase foot traffic in your tanning salon this year? Well, if you’re like many salons near a college campus, you know timing is everything. With spring breaks falling throughout the month of March, college students start flocking to the tanning salon weeks before for that highly sought-after base tan they hope will insure a pleasant tanning experience when they head off to warmer climates for a week of fun in the sun. “The biggest trend we’re seeing in our salons near the University of Toledo,” says Electrik Beach Tanning owner Adrienne Aaron, “is the whole GTL movement.” GTL you ask? Gym, Tan, Laundry – a line made famous by the cast of MTV’s hit reality show Jersey Shore. Aaron says she wanted to tap into the GTL market, so when she learned Jenni “Jwoww” Farley launched her own line of indoor tanning lotion, Aaron made sure her salons were fully stocked with it. She pre-ordered nearly 1,000 units straight from the manufacturer so she would have it in time for the February pre-spring break rush of tanners.

THE INDUSTRY SOURCE

But Aaron didn’t stop there. After doing a little research, she found Jwoww was booking special appearances to promote her indoor tanning lotion. And so Aaron worked with Detroit’s MGM Grand Hotel & Casino to bring Jwoww to Detroit and Toledo for guest appearances in three of Aaron’s five tanning salons in February. “We even created our own GTL commercials to promote Jwoww’s appearance and Electrik Beach Tanning,” Aaron notes. Like Aaron, Bronze Bay owner Sarah Munkacsy owns tanning salons in two very different markets – a college town and a more mature suburb. Munkacsy says you need to be aware of your clients, their demographic, and make sure your marketing efforts target their specific needs. “We will run specials around spray tans, air brush for weddings and graduation in one area,” she says, “and at another location, where our clients are more mature, our presentation is a little different. We provide a folded towel with premium chocolate for each customer. The music we play at the salons near Michigan State University is different than the lighter ‘coffee house’ music we play at our Ada, MI salon.”

March/April 2011

Munkacsy says the products Bronze Bay carries differ from location as well. “In today’s economy we want to insure we don’t price ourselves out of the market. You have to be conscious of that and offer something everyone can afford.” No matter where your tanning salon is located, Munkacsy says she believes you get the best results from word-of-mouth marketing. At Bronze Bay, she started a referral program that gave customers a free month of tanning for every three new clients they referred that bought a tanning package. “It was hugely successful,” she says. “In 2010 I gave away a total of 63 free months of tanning.” From referral programs to home-grown TV commercials, there are plenty of ways to successfully market your tanning salon this spring. The key to it all is to remember who your clients are, get your name in front of them, and provide them the service, at the price, they’re looking for. ▲ WRITTEN BY ANGELA ANDRIOLA

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The Secret to a

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Have you ever wondered why some salons and spas seem to enjoy an endless flood of customers pouring into their business, while others seem to struggle to fill their appointment books? What is the secret of these successful salon and spa owners? Answer: They make the time to market their business. The bottom line is that if you are truly serious about growing your business, then you have to put real time aside each week to market it – not just run a few token advertisements here and there. It doesn’t take a lot of time, money or resources to market your business effectively. And the good news is, it doesn’t have to be difficult. You need to spend four to eight hours on your marketing per week. Some people tell me this is too much time away from their clients (or their business), but if you’re not working out where next week’s clients are coming from who is? What you need to look at are the nonessential things that are eating up your time. I call these the “leaks” in your day. Here’s what I mean: if you’re spending your valuable time working on the usual issues that come up in the salon every day and making them your priority, that’s just firefighting. You know what I mean, that sort of day where you were busy all day, but you feel you actually got very little done.

me to where I want to go?” By that I’m referring to the goals I’ve set for myself and my business. 2. “Can someone else look after this task for me?” Both of these questions help me to get my priorities right. When you have allotted time to your marketing, use this time to set a marketing plan for your business. Once you’ve taken the time to set up your marketing plan, you can use this as your business road map. By developing your own marketing plan, you ensure that the marketing part of your business will run smoothly and will not be subject to the “spur of the moment” type decision making. This helps you to keep control of your marketing and advertising budget. Marketing your business will then be organized and effective. Make time to market your business every week, your business depends on it. ▲ WRITTEN BY CATHERINE TREBBLE

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March/April 2011

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Disinfecting Should be the Cornerstone of Your Pedicure Business Negative publicity for nail spas has brought the germ issue to light recently, making it necessary to keep innovative ways to resolve the problem at the forefront of discussions. Businesses can see a decline with increased concern about nail and infections and the possible transmission of disease. The amount of harmful bacteria that can be found on pedicure chairs and pedicure spas is alarming. Shared use of equipment increases the exposure to germs exponentially. If your company becomes more renown for the spread of germs than the beautification of nails, you can be effectively put out of business by the cooties. Finding simple, effective ways to reduce the spread of germs can allow your business to remain fully functional without having to compromise on health and can be as easy as involving your customers in a much appreciated effort to keep safety first. This can mean instituting new customer rules along with new employee rules that are designed to prevent the spread of germs from area to area. While this may seem unpopular, more people than not are eager to help when it comes to preventing their own illness. Foremost is maintaining the legal sanitation standards that are required of your business. This means that proper sterilization techniques should already be in place. Tools should be sterilized in between customers as should your spas. Taking time between customers to flush out and sterilize the drains can take as little as ten minutes, and save a multitude of time in future problems.

the industry source

Nail technicians should always wash hands and re-glove in between clients. Just because a technician’s hands are protected doesn’t mean that the next customer doesn’t mind sharing toe bacteria with the last. Customers notice when a salon fails to adhere to these important rules. In this issue, customer trust relies heavily upon the details. A 15 minute lag time should be the official rule for every chair even on the busiest of days. This enables technicians to sterilize and flush the spa. This should also allow for time to disinfect the pedicure chair. Cold and flu germs, especially during cold and flu season, can be easily transported by these. Spraying these with an antibacterial, anti-fungal solution and allowing this to air dry should limit the amount of germs that pass from client to client. Make it a point to train technicians to go the extra mile when cleaning after customers with suspicious looking sores or rashes. Also make it known that customers having such should be cleared by a physician before receiving pedicure treatments. By posting this notice in a well-lit visible place you can make certain that all your customers know that this is a house rule. By making health and safety a daily goal you can develop the reputation for having an immaculate business. This can mean a lot in terms of longevity and word of mouth referrals. Properly cleaning your pedicure chairs and pedicure spas between each client will show your customers how much you care about their well-being. s CoNTeNT ProvIded By worldpedispa.com

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Single, But Not Alone: How Booth Renters Can

Stay ConneCted

When you chose to go solo, loneliness was probably not part of your vision. Yet many booth renters and booth rental salon owners feel very alone and stranded by their business decisions and practices. The salon industry is already highly fragmented, and within the industry are even more fragmented sectors, particularly the booth rental market. Success for booth renters comes when they stay connected and supported. Here are a few tips to make sure you get the support and direction you need throughout your career.

Independence Does Not Have to Equal Isolation Beyond tradeshows, think about joining professional salon associations or online beauty industry communities. Make the effort and the investment to attend at least four educational seminars or manufacturersponsored events every year. One every three months can be like a booster shot for you. Network with other salon professionals and salon owners. Find peers who share like experiences and discuss best practices.

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Also, go outside of your box and network with colleagues who work in other salon business models (i.e. employee-based, salon suites, or open-floor plan booth rentals). This will help you compare notes and expand your thinking on how to (or how not to) run your operation as well as give you ideas for what the future may hold for your business. You may not be able to incorporate everything that you learn right away, but as you grow and progress, you may have the opportunity to implement your ideas in the future. Going a step further, network with other small business owners and self-employed individuals, regardless of their industry. You may find that you have several things in common and perhaps you may be able to form your own support system amongst one another. No man is an island and no one becomes successful on their own. Being in business for yourself is difficult enough. Being in business by yourself can be absolutely suffocating. It’s important to come up for fresh air and to get a new perspective professionally and artistically. You will find that your energy, creativity, expectations and aspirations will wane if you remain isolated and disconnected from innovation and inspiration for too long.

March/April 2011

Set Goals and Leverage Relationships Make short-term and long-term goals, then seek out the resources to help you materialize these goals. Resource acquisition often requires you to leverage relationships. If you haven’t taken the time to build relationships, you will find it difficult to get the help and support that you need when you need it. It is important to be a part of a professional family of ‘believers.’ You can endure the challenges of pursuing your goals with much more ease when you know people are in your corner and resources are available to you. Here is an example of the connection between your goals, professional relationships and resources: Let’s say that you have been booth renting for two or three years and your clientele has grown tremendously. You have more clients than you can personally serve in a day and you find that your clients’ appointment durations are exceeding acceptable timeframes. You don’t want to turn away customers for loss of revenue; but you also don’t want to lose customers due to overbooking. To improve customer satisfaction, your short-term goal is to

serve all of your customers within a twohour or less timeframe for any service, regardless of the day of the week or time of day. Your long-term goal is to duplicate yourself into a team of people and one day open your own salon. What do you do? Short term, you decide to hire an assistant for another pair of hands. A great assistant could help you to better serve and accommodate your customers within the standards of promptness they want and expect. Long term, the assistant could be the first member of your salon dream team. The only problem is, where do you find this assistant? A cosmetology student or recent graduate could be an ideal choice. If you have a relationship with a local school your search may be just a phone call, visit, or job posting away. Even as a booth renter, you can and should make time to give back to your local vocational/ technical schools in some capacity. You never know when you may need to mine for employee gold there. Having a relationship with faculty or staff who can make quality recommendations and/or send good people your way is quite valuable. Now, let’s say that you’ve hired an ideal candidate for the position as your new assistant. Within just a few short months, weeks or sometimes days, you may find you have other challenges: systematically training, motivating, compensating and retaining your employee. You may have failed to realize that the moment you hired an assistant, you became an employer with a microcosm of a full-fledged salon operation. You’re no longer just a booth renter. Your thoughts, actions and plans must now include the development and responsibility for another person. This requires time, skill and patience. It helps to have a ready-made system in place, but sometimes, you may have to create one from scratch and document your own business processes and policies. If you’re like most salon professionals, this type of organizational management was not exactly the focus of your cosmetology or barbering curriculum. Maybe you spent two or three months studying one or two

chapters on salon management before you got your license—but that seems to be only a fraction of what you need to know now. Here is where being a member of a professional salon industry association or having a network of colleagues with whom you can share ‘best practices’ can really come in handy. You could leverage your member relationship to access business building programs, workshops, tools, etc. to build your miniature Human Resources department. Also, having an experienced peer or colleague share what has and has not worked for them in the past could save you months and even years of mistakes. It cannot be stressed enough how valuable professional relationships can be.

Widen Your Network Today A well-known cell phone company has used the angle of an ever-expanding network as part of their marketing strategy. “Can you hear me now?” instantly evokes images of hundreds of people on call to test and insure the reliability of your wireless network. Wouldn’t it be great to have that kind of posse for your business and career aspirations? You can have your very own reliable network if you make the decision to come out of isolation and get involved in your professional community. Volunteer at a school; befriend other booth renters and salon owners; join one of the cosmetology or salon associations; continue your education with at least one class quarterly; and get online to see what’s going on around the country and around the world of beauty. These are your life sources to which you need to stay connected. Plant yourself in them and nurture yourself professionally. s

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WRITTEN BY JUDIFFIER PEARSON ABOUT THE AUTHOR: Judiffier Pearson is a leading educator in the beauty industry who has been dressing tresses, painting faces and building businesses for over 13 years. She is the CEO and co-founder of two salons in metro Atlanta, GA. She has a bachelor’s degree from the University of Georgia, an MBA from Georgia State University and holds licenses in Cosmetology and Barbering. Her training and consulting company, Image Artisan Solutions, produces the Available at: T HE INDUST RY SOURCE • “Minding Your Own Business” library — a collection of powerpacked referenceAvailable tools for self-employed professionals. Visit • at: T HEsalon INDUST RY SOURCE imageartisansolutions.com for more information.

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WEB THINKING:

The Better Way to Win Competition. We grew up with it. We were told this is the way things were, are and will be. But in the last 30 years, a new business model has emerged that some call “web thinking.” Like the World Wide Web and the spider web, it’s an image of connection rather than competition. And, like the Internet, many believe it has a better possibility of bringing us success in our business.

Collaboration The web thinking model is being used, in one way or another, in virtually every discipline from biology to theology, to music to psychology. Many began to believe that our world was not ruled by survival of the fittest, but survival of the co-operators. Game theorists discovered that those who co-operated won more often than those who competed. Why would the connectors win more often? Because collaborators help each other, send clients to each other, share information and resources. They are constantly nurturing each other’s businesses. It’s said that if you step on everyone’s fingers and toes on the way up the ladder, there’s no one to catch you when you fall. Web thinking is based on teamwork. Yes, there’s still a goal, but no one is sabotaging it, everyone is heading in the same direction and contributing their skills and talents to the final product.

Exchange of Information In web thinking, there’s an exchange of information between the team. Web thinkers focus on uniqueness rather than imitation. Web thinkers see their contributions within

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a larger picture, recognizing nothing is ever accomplished by one person alone. They connect for success.

of the first nucleated cells, evolution has proceeded through ever more intricate arrangements of cooperation.”

Flexibility

Tim Berners-Lee, the creator of the World Wide Web, said “The vision I have for the Web is about anything being potentially connected with anything…[I had] a growing realization that there was a power in arranging ideas in an unconstrained weblike way…I liked the idea that a piece of information is really defined only by what it’s related to, and how it’s related. There really is little else to meaning. What matters is the connections.” The same is true of web thinkers; connections are what matter.

Web thinkers are flexible thinkers. They recognize that the way our business world works is not stable and non-dynamic, but always in flux. The world around us is constantly changing, and the flexible thinker is able to move with the change. Like a spider web responding to the pressure of the wind, we move within the dynamic give-and-take of progress.

“The vision I have for the Web is about anything being potentially connected with anything…” At this time in our history, some say that linear thinking may be considered to be the better way, but this will not last. Scientist Lynn Margulis says, “In the end, life is much less a competitive struggle for survival than a triumph of cooperation and creativity. Indeed, since the creation

March/April 2011

Web thinking recognizes that both the spider web and the World Wide Web is a metaphor for the thinking of the future: we don’t compete; we connect. ▲ WRITTEN BY DR. LINDA SEGER ABOUT THE AUTHOR: Dr. Linda Seger is an internationally known script consultant, keynote speaker and seminar leader. She has had her own business since 1981, and credits her success to Web Thinking. She’s the author of 12 books including “Web-Thinking: Connecting not Competing for Success” (which was re-released in February as “The Better Way to Win: Connecting not Competing for Success.”). For more information, see lindaseger.com.

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Jump Start Your Business with WORD-OF-MOUTH

MARKETING With all the talk about cut backs and recession you might be fooled into believing that spending money has come to a complete halt and that people have put their wallets and purses under lock and key and will remain there for the foreseeable future. Nothing could be further from the truth, people are still spending. They are more critical of where they spend but have no doubt the spending goes on. The main difference I see in those salons that are struggling and those that are not is that those salons that are maintaining and sustaining businesses are taking action, trying new things and keeping optimistic. Not wringing their hands and moaning how the down turn in the economy is affecting business. Okay, so you’ve decided to join the ranks of the successful salon owners, shake off the negativity and take positive action. Where do you start? The fastest way to dramatic salon or spa growth, even in recession, is to do as many things as possible to increase your success.

the industry source

However, if I were to focus on just one area to start with it would be generating referrals. Referrals or the lack there of, stem directly from word-of-mouth, what your customers are saying about your business. Word-of-mouth marketing is the most powerful form of getting new business. As business owners we all know this but surprisingly hardly any business really gives any thought on how they might encourage and maximize the benefits of this age-old marketing strategy. It’s assumed that if you do a good job, wordof-mouth will just naturally happen. This is not the case, if you really want to build referrals and word-of-mouth business you need to encourage it. To encourage it you must be offering critical non-essentials, also known as CNEs. These are the little things in business that are so important in determining how clients judge your product or service, even though they have very little to do with the product or service itself. When someone walks into your salon or spa they expect a great, cut, style, color, massage. These are the essentials. This is doing what you do properly. So while focusing on delivering this is important, often times it’s not what will really stimulate word-ofmouth marketing for your business. Providing unexpected services is terrific customer service. Doing what everyone else does is simply expected and therefore does not have any real impact on your customers.

March/April 2011

Customers respond to so much more than just the product/service you provide. It may be the offer of a cup of tea, clean, wellpresented and smiling staff, regular thank you cards, acknowledging a customer’s birthday or something bigger such as an annual fashion show hosted by you where all of your regulars are invited. It is important to implement a system to train front-line people to give expert service, but it is even more important that the system encourages and allows warmth and bonding with customers. Customers need to believe they are cared for, even if only a little and customers will return to places where they feel cared for. CNEs will give that feeling to your customers and get them talking about you and your business. So you want a business that survives and thrives even in lean times, then here is the prescription for profitability and security: Focus on your existing clients and how you can be of “better” or “greater” service to them. So just invest 30 minutes a day, every day, thinking about how you might be of better and greater service to your clients. If you do, the word-of-mouth leads will flow and your business will grow. s WRITTEN BY BILLY MAHON ABOUT THE AUTHOR: Billy Mahon is a highly regarded business coach, business growth expert, marketing strategist, profit generator and performance enhancer. He works with businesses to find overlooked assets and hidden opportunities helping to expand markets, improve productivity, strengthen their competitiveness,and achieve increased sales.

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Boost E-MAIL business with an

MARKETING Program

There probably wasnâ&#x20AC;&#x2122;t a course in Beauty School about how an e-mail marketing program will help you boost sales and attain repeat business. If youâ&#x20AC;&#x2122;re a start-up salon owner, repeat business means survival. First of all, repeat-customers establish consistent income. Secondly, retaining customers costs much less than getting new ones.

An e-mail marketing program is the most effective tool in driving repeat business, and it is by far the least expensive method of keeping your initial clients. By building your contact list through your grand-opening promotions, you can set yourself up with life-long clients. Gathering your e-mail marketing program contact list is best done as soon as you open the doors to your new salon. Offering promotions for your very first customers in exchange for their contact information will develop your life-long and repeat clients. A successful promotion to increase repeat business might include incentives. By giving the first 100 clients a discount the next time they come in, a preferred price on products or a free product or service in return for referring your salon to a friend, you have created a strong connection to a client and started to get the word out about your salon. Another way to continue getting sign-ups is to add a receptacle for business cards including a sign that indicates the future

the industry source

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promotions they will receive by e-mail for leaving their card. Or, you can ask them when they are paying if they would like to sign-up to receive promotions via e-mail. Also, the top-rated e-mail marketing program agencies will give you, free of charge, a web sign-up box. This is something you can place on your website so that your site visitors can sign-up for your e-mail newsletter and promotions. Once they have signed up, you will send them reminders about your store, promotions on new products coming in, or specials on cuts, highlights, manicures, or whatever seasonal promotion you decide to offer. The best e-mail marketing program packages for small businesses tend to be those that offer you a credit option instead of a monthly charge. The way a credit system works is similar to a bank account. First, you load up your account with as many credits as you want. Then, each time you send out an e-mail, your account gets credited for the amount of e-mail addresses you are sending out to.

For example, if you send out one e-mail to 150 clients, you will be using 150 credits. This is a benefit because you have control over your marketing scheme, as well as the cost. When you are not tied into a monthly cost, you decide when you need to purchase more credits and do not have to incur a monthly charge for sending. Also a credit package may offer a free trial. Credits do not expire, whereas monthly trials do. As a small business, it might take you more than two months to develop a list. So, slowly using up your free trial credits without having to incur any charge is more beneficial to a small business in terms of finance. Often times e-mail marketing programs can make your start-up salon a success at a faster rate and at a cheaper cost than other forms of promotion. They are also one of the more cost-effective methods of retaining your current clients and driving repeat business. s WRITTEN BY ROBERT BURKO ABOUT THE AUTHOR: Robert Burko is President of Elite E-mail, an e-mail marketing company for business owners. Learn more at eliteemail.com.

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Don’t Hit Send! Avoid these common

E-mail PEt PEEvEs Spam, e-mail chain letters, obnoxious or off-color jokes…these are just a few things that annoy business professionals when it comes to daily e-mail. While you’re likely not sending any of these things, what if your e-mails to people are just as annoying? Unfortunately, many people are unknowingly irritating co-workers and clients with bad e-mail etiquette and habits. Even worse, the offenders are tarnishing their reputations in the process, unaware that their e-mails reflect their personal and company brand, their image and their credibility. If you’ve ever wondered why people don’t take action on your e-mails or why this productivity tool seems to waste more of your time than it saves, you may be guilty of exhibiting a few e-mail pet peeves.

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Following are the top five e-mail pet peeves in the workplace. Avoid them so your e-mail messages are most effective.

Having sensitive conversations via e-mail Sensitive and emotionally charged conversations have no place in an e-mail. If you need to fire someone, express disappointment, or apologize, do it face-to-face (most preferred) or via phone. When a topic has emotion behind it, the recipient naturally escalates that emotion when reading the e-mail. Why? Because it’s virtually impossible to display emotion in an e-mail (aside from some carefully placed emoticons, which not everyone appreciates), and humans by nature look for the worst in a message rather than the best. So your innocent question of “Why did you call Mr. Smith?” gets read as an accusatory question, as if you had asked, “Why on earth did you of all people call Mr. Smith and bother him?”

March/April 2011

Adding fuel to the fire is the fact that many people write things in an e-mail that they would never say in person. They view e-mail as a way to have “safe” conflict without being face-to-face. So they may snap back at someone in a sarcastic way or slam someone professionally or personally. Some people even enjoy this type of conflict, as it gives them a charge. The bottom line is that if your message has any type of intense emotion behind it, don’t send the e-mail. The matter is best addressed in a face-to-face meeting or phone call.

Using “reply all” versus “reply” Just because you were one of many recipients on a message does not mean everyone needs to hear your reply. For example, a supervisor may send a group message out to the entire department asking who will be present at the quarterly meeting. The only person who needs to see your response is the person who initiated the message, not the entire group.

If the group contains 100 people and each one does a “reply all” saying, “I’ll be there,” you’ll have a very cluttered inbox and 100 annoyed people. Think about who needs to see the message before you reply. Obviously, if your company requires that you do a “reply all” for business e-mails, then by all means do so. Otherwise, use the “reply all” button judiciously. And remember that with a “reply all,” everyone, even someone who was in the BCC line, will see your comments. So you never really know who is getting your message.

Using poor grammar and spelling A typo every now and then is not a big deal. However, consistent bad grammar and spelling is obnoxious. E-mail is a form of written communication, so respect the written word. Additionally, this is business, and everything you do, say, and write is a reflection of your professionalism. When people read your messages, they naturally and automatically make a judgment about you based on your writing. If your writing is poor, everything else about you is in question. After all, if you don’t care enough about your writing, what else don’t you care about? Your product? Your service? The reader? Remember that the written word stays out there forever, and no e-mail message is ever really deleted permanently. Make sure your lasting impressions are good ones – even when you e-mail.

E-mailing complicated information If you have to give someone technical, detailed, or complicated information, do it with a phone call and an e-mail as a backup rather than relying solely on the e-mail communication. E-mail is best suited for short messages that don’t require a lengthy response. If your e-mail is more than a couple of paragraphs, pick up the phone and talk to the recipient. Use the follow up e-mail to send needed documentation or a recap of your verbal instructions, but don’t expect people to read and act upon a lengthy or complicated message.

Additionally, if you are the recipient of a detailed message and need time to work on the reply, send back a short acknowledgment message that states, “I received your message and am working on the needed items.” And if the reply requires real discussion, then pick up the phone and talk about it. Don’t rely on e-mail for every topic.

Writing bad subject lines or not using subject lines Unless you’re doing e-mail marketing and relying on your messages to sell people, use straightforward subject lines that reflect the true theme of the message. Leave the cute and clever wording to the marketers. For dayto-day business purposes, plain and direct works best. So rather than have a subject line that reads, “Want to pick your brain,” write, “Need your input on the Jones project.” Realize, too, that many people use their e-mail as a filing system, and they rely on the subject lines to find key information later. So if all your subject lines are vague (as in “A message from Tom Smith” or “Info you requested”), or if you don’t use subject lines, people won’t know what the message was about when they search their files later. So always write detailed subject lines, as in “Dates for Singapore conference” or “Files for Smith project.” And should the e-mail’s subject change as the conversation ensues, then change the subject line to reflect the new theme.

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E-mail has certainly come a long way in the past couple decades. What was initially viewed as a novel way to share key information in the 1990s is now the preferred method of business communication. But remember, just because something is commonplace and expected doesn’t mean you can become lazy with it. Always use e-mail properly and for the purposes and subjects it was intended. By doing so, not only will you avoid these pet peeves, but you’ll also gain productivity rewards as you enhance your professional reputation. s WRITTEN BY JEAN KELLEY ABOUT THE AUTHOR: Jean Kelley, president and founder of Jean Kelley Leadership Available at: T HE INDUST RY SOURCE • Consulting is the author of two books: “Get A Job; Keep A Job” and “Dear Jean:Available What They You at the at:Don’t T HETeach INDUST RYWater SOURCE • Cooler.” For more information, please visit jeankelley.com.

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facebook:

FIRED UP OR JUST FIRED? The Good, the Bad and the Ugly of Social Media in the Workplace

Thereâ&#x20AC;&#x2122;s no doubt that Facebook participation can be an asset to any business. The question is, how can you use it to promote your products and company, yet be sure your team members are cautious in the way they use it? What should the owner and office manager post? Where is the line between personal and professional? Knowing the good, the bad and the ugly of Facebook for business, your company can take full advantage of this tool and watch your business grow.

The Good:

The Bad:

One benefit Facebook offers for business is it lets the customers and potential clients know your company on a personal level. Clients come to you for a relationship. They assume you know how to take care of their needs. Being accessible on social media sites helps your clients and customers feel connected to your company.

A recent study of companies with 1,000 employees found that 8% of their employees have actually been dismissed for their behavior on sites like Facebook and LinkedIn. Thatâ&#x20AC;&#x2122;s double from the previous year! Companies have also fired employees for sharing sensitive details about the business and their clients. In addition, team members have been sanctioned and fired for making unprofessional remarks about their boss via social networking sites.

A Facebook page can also help bring people to your website. Customers will look for your presence on the Internet and a Facebook profile is just another way they can find you, leading them to your website to find out more information and possibly contact you. Facebook can be a tremendous networking tool. Business pages on Facebook can elevate your website status through Search Engine Optimization. In addition, if you have a Facebook business page link on the opening page of your website, potential clients can feel that they know you and your office before coming in for their new customer experience. Several companies have gained new clients simply because of their Facebook page.

the industry source

March/April 2011

The Ugly: Realize that even if you use Facebook privacy settings, you may still be in danger. Remember going to high school and doing things you thought your parents would never know about and yet somehow they always found out? The same is true of social media. Avoid bad-mouthing your boss, co-worker or anyone in your professional life in such a public way on a public forum.

Every business should have specific guidelines that apply to social media use. There are two factors at work here: employers need to be closely monitoring social media sites and employees need to use common sense when posting about work life. Employees need to be careful about sharing sensitive information as well as making foolish remarks about their employer. The owner needs to set the vision and goals for the office regarding social media with the help of the team with the development of a mission-driven ethical use policy. Following are some basic guidelines for using social media in business. The guidelines listed below must apply to every member of the team member, including the owner:

• With your customers’ permission, involve them in your efforts. You can do this by connecting with them and posting information about their business. • If you have a personal page and a business page, consider your policy regarding clients who want to become your personal friend. One business owner lost a family of customers who requested to be his personal friend and he said “no.” • Create a page in your office policy manual regarding Facebook and social media posting so each employee understands what to do and what not to do.

• Never post anything that directly or indirectly insults customers, clients or the business itself.

• Designate one or more specific employees to be responsible for posting on and updating your sites. Business page content will need to be updated frequently and consistently to ensure the Wall tab stays fresh. Carve out one to two hours a week for this responsibility dedicated to marketing on the web.

• When posting on personal and social media sites, be nice and keep it clean. Develop verbal cue cards on “what to say and not to say” on social media. Have clearly developed expectations that apply to all team members.

With a clearly established policy and understanding of the good, bad and the ugly, Facebook and social media can be a great asset to your business. By enforcing social media policies and following these guidelines, you’ll see great results from your efforts! ▲

• Consider leveraging your office’s Facebook profile to start positive conversations about your employees and your services. You can do this by regularly posting testimonials from current or past clients.

WRITTEN BY RHONDA R. SAVAGE, DDS ABOUT THE AUTHOR: Dr. Rhonda Savage is an internationally acclaimed speaker and CEO for a well-known practice management and consulting business. Dr. Savage is a noted motivational speaker on Available HE INDUST For RY more SOURCE • leadership, women’s issuesat: andT communication. information, visit DentalManagementU.com or e-mail Available at: T HE INDUST RY SOURCE • Rhonda@MilesandAssociates.net.

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

On Twitter we send out updates during the day and tweet to clients that have visited us. We also re-tweet feedback from other spa goers and share information about services and staff. We also use Twitter to search the nearby area for new clients. By searching keywords such as “bad haircut” or “need massage” we can directly find new clients in our own neighborhood and offer them a special discount. Facebook has been most popular among our clients. We send out event invitations, fill last minute openings, offer discounts, and ask for feedback in exchange for client rewards points. Guests post feedback about their experiences at spa ni’joli. We’ve been able to personalize our page with pictures and even network with local businesses by using the Facebook tag feature in status updates. Kristen McVey, spa ni’joli and salon, Massachusetts

At Brown and DeLine Salon our focus is to continuously build our community of loyal clients. We connect with clients through our monthly ezine. The ezine is full of information on our salon talent, motivation, beauty tips and community events, as well as our monthly features. Soon to come is online booking, text confirmations and a Brown and DeLine app to make it even more convenient to book appointments and purchase gift certificates online anytime! Cathy Issel Brown & Deline Salon, Michigan ECHO COMES WITH AUTOMATIC RECHARGE STAND; 4 CUTTING GUIDES (1/8” - 1/2”); ACCESSORY STORAGE WELL THAT ATTACHES TO EITHER SIDE OF STAND; RECHARGING TRANSFORMER; OIL; CLEANING BRUSH; OPERATING INSTRUCTIONS; RED BLADE GUARD (GUARANTEES PROFESSIONAL QUALITY)

How do you use new, innovative marketing tools (i.e. social media & networking) to engage your customers?

It’s 2011…and time to jump on the social media bandwagon! We’ve discovered that now – more than ever – consumers are looking online for answers, ideas and simply for entertainment! Online platforms such as Facebook, Twitter and YouTube have allowed our company to be at the forefront of the beauty industry in our area. We’ve found social media to be an extremely economical solution for marketing and PR, reaching an endless online audience! From how-to videos on YouTube to quick beauty tips on Twitter and styling trends on Facebook, social media is a sure way to engage a captive audience… and keep them coming back for more! Blair Badge, Design 1 Salon Spa, Michigan

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THE INDUSTRY SOURCE

March/April 2011

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BOOKREVIEW

…AND THE CLIENTS

WENT WILD! How would you describe the perfect client? Maribeth Kuzmeski, in her new book “…And the Clients Went Wild,” describes the perfect client as someone who will pay for the full value of your product or service, rave about what you do and go wild for anything you offer. Sounds pretty perfect to me. But, how do you get your clients to become perfect clients? According to Kuzmeski, clients become raving fans when you engage them emotionally. This book discusses the seven emotional convention factors necessary in dealing with your clients to achieve an emotional bond with them. Tapping into your clients’ desires for quality, experience, benefits, service, trust, credibility and

uniqueness, all at the same time, is a recipe for a successful emotional bond. And it’s that emotional connection that will have your clients cheering for and about you, just as they would their favorite sports team. Consider this book your blueprint for cultivating loyal clients and generating growing sales through useful, usable principles that were successful for others. Principles like building client delight through your differentiation, impact messaging your clients will want to pass along, and marketing benefits and results that clearly state what’s in it for the client are the foundation of emotional marketing. Follow these guidelines and you’ll discover

a powerful way to insure you impress your clients so much that they will want to tell everyone they know how great your services or products are. In a time of economic uncertainty, even as business seems to slowly be rebounding, building a loyal customer base is the most solid way of keeping your business afloat. Kuzmeski also spends the second half of this book detailing how you can use both online and traditional marketing techniques to achieve these results. She even provides a template and structure for you to use when creating your own marketing action plan. ▲ REVIEWED BY ANGELA ANDRIOLA

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THE INDUSTRY SOURCE

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the industry source

March/April 2011

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THE INDUSTRY SOURCE

March/April 2011

Have You Seen This? TNG is adding new product videos to theindustrysource.com, as well as posting them on the TNG Facebook page. These videos offer our customers a better look at the latest products being offered, and our Facebook page allows you the opportunity to share your product experiences with other beauty professionals. We are constantly adding more videos and look forward to hearing from you about them. Join the discussion by becoming a TNG Facebook Fan.

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