THE SUPERSTAR HAIRSTYLIST
Author’s Note:Young or old, experienced or a newbie in the business, I guarantee if you use the information here you will make more money than you are right now! Once again, inspired by countless salons and stylists, who want to make the most of their career, yet lack the knowledge and skills to make the money and be the successful professional they have always wanted to be.
READ – PRACTICE - ENJOY 1
Here’s what you will learn from this great little book:
How to find new clients.
How to keep those clients.
How to rebook at least 75% of those clients.
How to get people sending you referrals.
How to turn a $50 appointment into a $150 appointment.
How to move that retail product off the salon shelf and into your clients’ bathrooms.
And Much More 2
Contents
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.
What business are we in? Finding New Clients. Client Retention. The Consultations. Add On Sales. The Client – Your Student. Referrals. Retailing. The Exit Consultation. The Male Client. The Follow-Up. Planning and Execution.
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Chapter 1 What Business Are We In? Well, that seems like a really dumb question. We are in the business of beauty – right? Only in part. Our mission is to make people look good and feel good. In short we are in one of the largest and most lucrative service industries in the world. Men and women everywhere spend billions of dollars every year on their vanity. Our industry can survive recessions because no one’s hair wakes up in the morning and says:“OMG, it’s a recession, I’d better stop growing!” That’s not to say that every salon will survive a downturn in the 4
economy. Many will close their doors, however, the truly great salons, those who price fairly while still making a profit, those who develop and look after their team, those who have the ability to make each guest experience truly memorable and special will thrive and survive in any economy. It’s the survival of the fittest – but that’s how it always is in any business. Here are some scary facts about our industry. Approximately 80% of new salons close their doors within the first 2 years of operation. Why? Not because they do not know how to cut hair or do a great facial or produce a fabulous set of nails. It’s because they do not pay attention, 5
nor take the time to learn the “business” of beauty. They don’t know how to hire the right person, mentor and maintain a great team and they don’t know how to create and deliver a consistent guest experience. (Notice the word “consistent”.) Only 5% of beauty salons are profitable. Why does anyone decide to be a salon owner in the first place? Many do it because they figured out that the other part of the price their clients pay, the part that the actual service provider doesn’t get, goes straight into the owner’s pocket and sends them to Hawaii or buys them a new Mercedes. Wow – that’s a huge wakeup call waiting to happen. 6
Or they figure out that they can do a much better job of being an owner than their current boss. Or their stylist friends in and out of the salon tell them that they will come and work for them and support their efforts and everyone will have a great time and make lots of money. Another wake-up call waiting to happen! Why are salons not profitable? As a business coach/consultant, one of the first questions I ask is “Are You Profitable?” Very often, the answer is “I don’t know”. Rule #1 – Learn how to read your financial statements and know what they mean. Rule #2 – Get a profit and loss statement from your bookkeeper or accountant monthly. This is your 7
scoreboard and in the game of business ownership, as in any sport, you don’t wait until the end of the game to find out how you did. You monitor it constantly. You cannot afford to wait until the end of the year to find out you have been losing money. Rule #3 – Have a business plan. It’s a tough one to do, but if you don’t have a plan, how will you know how to achieve your goals. Creating a business plan – before you open your salon – will give you clarity in your business and force you to look at aspects of it that you never thought about. Rule #4 – Create a “Policy and Procedures” manual. Everyone needs to know the rules of the game. Don’t expect people to read 8
your mind. Remember, you are developing a team and everyone needs to play by the same set of rules. As the owner, it’s your name above the door and on the paycheques and you need to know how you want things done around your salon, from opening the door in the morning, to handling complaints, answering the telephone, greeting clients, how people get raises or move up a level, who to call in an emergency and how to close up at night. And remember, rules are for everyone and that includes you – the owner. And another thing – there is no place on the team for a Prima Donna!
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So that’s our business. We are artistic and creative but first and foremost we are service providers. We have clients who brighten our day and then we have clients who brighten our day when they leave!! Sometimes it’s fun and sometimes it’s tough, but would we want to be in any other profession? I’m guessing that if we can make enough money to provide a good living, definitely not. We’re in it for the long haul.
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Chapter 2 Finding New Clients No matter how long you have been in the business you should never stop marketing yourself and finding new clients. The average length of time that a client will stay with you is approximately 5 years. Clients get bored, they move, they die or are approached by an enterprising new stylist and asked to try a new experience and a new look. For the new stylist in a salon, do not expect to be fed every new client who arrives at your salon unless everyone else is booked. Remember, the salon owner spends their time and money bringing attention to the salon and 11
attracting new clients. This can cost hundreds and often thousands of dollars, so why would they want to risk placing that new client with a new stylist until they have proved that they can keep them? So how do you prove that? How do you bring in new clients? If your salon has a website, Instagram and a Facebook business page ask to be included, which means you have to build a portfolio of your work. Great makeovers, before and after pictures, competition work or anything that shows your true talent needs to be shown. If you are a chair renter or an in home salon, a “must have� is an Instagram account where you can show your work. Also set up a 12
Facebook business page. Generally your older clients will connect more with Facebook, while the younger generation is an Instagram generation. Create a great name for your business and invite people to follow you on your social sites. Ask your clients if they are also on Facebook or Instagram and always ask permission to post pictures of them. Tag the photos so their friends will also have access to your work. BTW if you actually read the “Terms and Conditions� that you agreed to when you signed up for your Facebook account you will know that you should not promote your business on your personal page. Keep them separate, and 13
remember, because you have your business on there, don’t post pictures or comments on your personal page that are unprofessional or that you would not want potential clients to see. (Did you really read it? Don’t feel bad, no one does.) As a salon, you have to be connected. Your website, Instagram, Facebook business page, Yelp, (very important,) Twitter, Pinterest and You Tube should all be connected. Think about a mobile app and definitely get on Google places. Check Yelp and Google places daily. These are the most popular sites that your potential clients will go to before they pick up the phone and call you. If you find a negative comment on any of the sites, do 14
not ignore it or get defensive. Do what you have to do to correct the mistake or the situation that caused the comment. There are some great companies who work with all of the sites and can link everything together for you . Keeping up with your social networking takes time and you can make one post and it will go everywhere. (Hootsuite in Vancouver is a company who specializes in this.) When it comes to personal marketing face to face contact always works well. Be prepared to talk to everyone, everywhere. Carry your business cards and make a rule to hand out at least 5 cards every day to potential clients. 15
That means you will be handing out at least 30 cards per week and out of that you should get 4 people who will decide to give try your service. 4 new clients per week adds up to 200 in a year. 200 clients, if they have a $50 haircut only, equals $10,000 and that’s if they only come in once. If they come in 10 times a year, that’s $100,000 and just imagine if you sell colour and retail. And what about the referrals they will send you? That’s how you build a clientele. Think about your appearance when you are out looking for new clients. Remember that people buy what they see and if they see you with bad hair, that’s what they will think they are going to get. Always look and dress like a professional. We 16
are in the beauty and fashion business and we need to look like it. Always wear great hair, create a look that is suitable for you and something that your ideal clients will want to wear. Start any conversation with a potential client with a compliment and offer a service that does not require a huge commitment. For a client to try a new stylist, a cut and colour is something they may not want to risk. But if you offer a complimentary consultation, shampoo and style with a deep conditioning treatment thrown in, that’s an easy one for someone to commit to. Let’s face it, if they don’t like what you do, they don’t have to wait for it to grow out. 17
When I ask salon owners – “Who do you want in your chairs?” they always answer “everyone.” Wrong answer! Even though you will never turn anyone away because they are not your specific target market, you cannot be everything to everyone. What is your business philosophy? What is your salon culture? Develop a profile of your ideal client. What are her likes and dislikes? What does she expect from a salon? What type of products would suit her? Where does she live or work? How often does she come into the salon? How important is looking great to her? How much does she want to spend? 18
Get to know the demographics of the area you are in. Your town or city will have a website with lots of this information on it. Don’t forget your friendly local realtors. If they have been in the business for a long time they will have all of this information at their fingertips. It’s part of their job. They are also a great source of referrals once they know how good your salon is. Be prepared to give them some “Freebies” to get them in the door so you can truly impress them. Give them gift certificates to hand out to new home owners in the area. Once you know who your client is, make sure your salon, your team and your service are in line with what she wants. 19
Think of ways you can promote to that client. Where does she shop? What does she do in her leisure time? Where does she work? Now go out and find her. Network with the businesses that also cater to that demographic. Offer them gift certificates to give away to their best clients. (Make them look like they are worth something, and set the amount at $35 or $40 which is a worthwhile amount off any service for someone to try you out.) Never miss an opportunity to talk to people and hand out cards. When you take the kids to school, dress up and talk to the other parents. At the gym, the supermarket, the coffee shop, your favourite restaurants. Any time you 20
are at a gathering of people, carry those cards. A word of warning. If you are at a social gathering, don’t immediately start promoting yourself and your business. Guests are there to meet people and be social. If it is appropriate, ease it into the conversation and see where that goes. Usually, once people know you are a beauty professional, they will want ideas and information. Let’s face it people love talking about themselves, and they love to get ideas on how they can look great. Constantly bringing clients into the salon from your own marketing and having them repeat the experience will prove to any salon owner that you can keep clients. 21
Once they know that, be prepared to service and impress the new clients who want to try the salon.
Chapter 3 Client Retention This could be the longest chapter in the book. Attention salon owners:This is the most important statistic in your salon. You should make it your business on a monthly basis to know exactly what each of your team members’ percentage of new clients come back to you. 22
Once again, when I start consulting with salon owners, one of the first things on their wish list is for new clients – lots of them. Yes, they probably do need new clients, however, if their stylists are not retaining a high percentage of those new clients, why are you spending money on bringing them in? If your stylists’ retention is under 60%, you need to find out why – and fast! How do you do that? Hopefully you have a record of all of those clients. If not, shame on you and we’ll talk about that later, but you need to have someone, definitely not you or an employee of the salon, who has a great 23
telephone manner, get phone and ask questions.
on
the
Once you have compiled a list of reasons why those clients did not return, take action. Discuss it with your team and fix the problems. BTW make sure that the clients who gave you feedback are thanked for their honest input and send them a gift certificate, along with a letter telling them that you value their opinion and have taken steps to rectify the problems. Why do people leave? Here are the most usual reasons:1. Bad service. 2. Salon cleanliness. 3. Stylists who don’t listen. 4. A bad technical service. 24
Conversely, the reasons why clients choose a salon are based on the level of service the salon gives and the professionalism. We are in the service industry and everyone who provides services in this industry needs to do whatever it takes to ensure that each and every visit to the salon is a great experience for the client. The client, (or guest as they should be called,) should leave the salon looking and feeling great and looking forward to their next visit. As an owner you are constantly marketing your salon to attract new clients. It is your stylists’ job to keep them. Never expect your stylists to read your mind when it comes to service. You need to decide how 25
you want your clients looked after and make sure you communicate and demonstrate that to your team. Very often new team members, particularly young team members have never really experienced truly outstanding service. A very smart salon/spa owner friend shared her ideas on service with me. Every new employee starts by being given services by the best service providers in the salon. By doing that they will experience truly great service and also know exactly how they are expected to look after their clients. Also, make sure that every detail is explored and explained. Once again, this very smart owner told me that they have created a private 26
YouTube channel with access only to the employees. Every aspect of their service is videoed and put on the channel. Not that this eliminates initial hands on mentoring and teaching, but it does save time in re-training as we all know how, in time, people forget details, change things or try and reinvent the wheel. As a salon owner, when you see that happening, you must immediately take control and remind that service provider how you want things to be done. However, as a salon owner, you must always allow input from your team if they think something may be done a different or better way. Your door should always be open and never, even if the idea is totally unworkable, let any employee know 27
that you think their idea is stupid! If you do that you will find that no one is confident in bringing new ideas to the table. Do you have Manual?”
a
“Salon
Policy
This is one of the most important documents you need in the salon after your business plan. This takes the guesswork out of how you want things done in your business and should include the following:1. 2.
Your mission statement. Owner’s/manager’s contact information 3. Hours of operation 4. Pay scales. (You should have a tiered system depending on the stylist’s performance and income.) 28
5.
Promotion – how does a team member move up a level. 6. Dress code. 7. Holidays. 8. Service protocols. 9. Expectations. 10. Late policy. 11. Sickness policy. 12. Education. 13. Staff Meetings. 14. Performance evaluations. 15. Telephone procedures. 16. Opening and closing procedures. 17. Handling of complaints. 18. Emergency procedures. 19. Sexual Harassment. 20. Dispute resolution. And anything else you can think of to give your team direction and full knowledge of your salon’s operations. 29
Every team member should have a copy of this document. As every new employee comes on board, they must read and sign off on it. Remember that this document will always be a work in progress. Things change, things happen and in order to keep current and keep your team in the loop, amend the policy book to reflect that. Loose leaf binders work well as pages can be added as needed. As an industry, we tend not to have rules. Many salon owners are afraid to place rules and regulations on their team in case they leave. However, the opposite tends to happen. If your staff do not know the rules, they break them and get into trouble, then they leave
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because they don’t understand what is expected of them. As an owner it is your job to clearly communicate to your team exactly how you want things done in your business. By having everything in writing it solves the problem of the employee saying “I didn’t know that.” As a stylist, it is your job to understand the policies and adhere to them. Having boundaries and guidelines will actually make your job easier. Do you have a receptionist? Or as he or she should rightly be called, a salon coordinator. This is an extremely important job. It is the first impression and the last impression for a client, and those who believe this person is a drain 31
on the salon’s resources need to seriously think again. Your front end person should reflect the image of the salon and your ideal client. What type of person does that client want to encounter when she enters your salon? A great personality is essential, good communication skills, great telephone manners, organization and sales, as well as record keeping, being able to handle difficult clients or, for that matter, difficult stylists. Ordering product, working out budgets, dealing with sales consultants and other visitors to the salon is also part of the job, as well as handling cash, doing follow ups, confirming appointments and 32
a myriad of other important functions that take place in the front of the house. Do not expect to find a great salon coordinator and pay them minimum wage. The old saying – “If you pay peanuts, you will get monkeys” is very true. A decent hourly wage or salary is essential for your front end person. You may also want to pay an override on all retail product sold. Possibly 3%. This stops stylists losing out on commission because the salon coordinator completed the sale. Choose this person very carefully, she can make or break your salon. Your telephone greeting is also of the greatest importance. Never let anyone answer the phone who does not know your script and how 33
to handle calls. Number one in importance is to get the caller’s name and use it. Every visitor to the salon, whether a client, salesperson or potential staff member should be greeted in the same courteous manner. All clients should be asked to fill in a short questionnaire for your database. Name, address, phone numbers, e-mail address all need to be on there and go into your computer. Set up a profile on each client. Remember the time when every stylist had a recipe card box on their station with their clients perm and color information on there? The time for those is gone. You need a record of every single person who comes into your salon for any type of service. 34
All clients should be greeted with a handshake and, if possible, particularly for new clients, come out from behind the desk and greet them personally. Escort them to a seat and offer them a beverage while they fill in the questionnaire. The stylist should also greet their clients with a handshake. (Or often, once a relationship has been established, hugs are appropriate, depending on the client.) The client should be escorted to the station, seated comfortably and ready for a brilliant consultation. Let me give you an example of outstanding service. Recently I had my normal cut and colour appointment with my stylist but was caught up in traffic on my 35
journey to the salon. I expected to be around 15 minutes late so I called the salon and let them know. I was told not to worry, they would see me when I could get there. The traffic got worse and I ended up by being almost 45 minutes late and I was the last appointment of the day. I quite expected to be told that they could do the cut but could they rebook me for my colour. However, when I arrived, I was treated as if I was the first appointment of the day. My stylist sat me down and asked her assistant to make me my usual cup of tea. While this was happening she massaged my shoulders, then did the consultation. After that, her 36
assistant gave me an extra special shampoo with hot towels and a great relaxing massage. In short, they did everything possible to relax and unwind me after a particularly harrowing drive. That’s why I am still a client after 10 years!
Chapter 4. The Consultations 37
Now it’s time for the most important part of your client’s visit to you. The consultation. Many times I visit salons and see stylists standing behind their clients, asking them what they would like done with their hair. Wrong! Wrong! Wrong! This is your time, as a service provider, to establish trust and like with your client, as well as starting to build a relationship. Remember, people buy stuff from people they like and trust. You do not build a relationship by talking to your client from behind, looking through the mirror. Always sit with your client, slightly to one side, at eye level, and really talk to her, or, more importantly, get her to talk to you. The side on 38
which you sit is very important. If your client is right handed, sit slightly to the right. If she is left handed, sit slightly to her left. Communication experts figured out that information that is delivered from the most dominant side has more strength, is more believable and is more readily received. You are about to find out how your client feels about her hair, her image and what you may or may not be able to do for her. The only way you can find out is by asking questions. The only questions that will get her talking are open ended questions – those that cannot be answered by a yes or a no. Ideally those questions should start with the words – How, what, where, when or why. 39
Think of the questions that will lead you to the information you need:“How are you feeling about your hair”? “What do you like about it”? “What don’t you like about it”? “How often do you shampoo”? “What is your daily routine”? “What products are you using now”? “How often do you change the style/color”? These are just a few examples. One very important point from the consultation. If your client tells you that she uses a drug store product, particularly one that is highly advertised, no not react or put that product down. Your client has 40
chosen that product based on information she has seen, often on TV or in magazines. Let’s face it, we are constantly bombarded with ads showing glowing hair in perfect condition, perfectly styled. Do you really see the average person walking around the streets looking like that? BIG FAT NO! However, if you put the product down, you are telling your client that she is an idiot for believing all that hype. Simply write the information she has given you on the consultation sheet and go back to it when you are styling her. Always have your consultation questions written down and have them on a clipboard so that you can write down the answers as you work your way through it. This will show your client that you are really 41
listening and taking notice. (Remember that one of the reasons why clients may leave is because their service provider did not listen.) One question that you always need to ask is:“How did you find out about our salon”? “What made you decide to change your stylist”? Think of the questions you need to ask and compile them into your consultation sheet. Then get very comfortable with it. Your client does not want to feel that you are reading from your sheet. The questions should come naturally. Also remember, you should always ask permission to ask the 42
questions, however, I have never ever known a client not want to really talk about her hair needs and wants and actually have someone listen to her. This is your new client consultation and should be done with every single new client. If your client is only booked in for a hair cut and style, always ask her about her colour and how she feels about it. If she has virgin hair, ask if she has ever had colour and see where that leads you. Your first time client consultation should take about 15- 20 minutes, so make sure you book the time for that. Another reason why clients may leave is that they get bored. As a 43
beauty professional it is your job to suggest changes to your clients. Often I see the returning client consultation done behind the chair, with the hair already washed and the usual question is:“Same as last time�? That is the easiest way to lose a client. The average time that a client stays with a stylist is approximately 5 years. However, you can extend that by always listening and suggesting and remembering the little things your client may tell you. With your returning clients always start by mentioning something that she told you last time and ask about that particular event. After that ask those open ended questions, such as:44
”How was your haircut last time? Were you able to manage it”? “Were there any areas that didn’t work for you”? “Do you have anything in mind for today”? If the answer is “No” suggest something. You may want to tell her that you saw a really cute style and thought of her. Do the same with the colour. Again, if your client is not thinking of a change, suggest something. Even the most subtle of changes can prove to be exciting for your client and will keep her interested. I have been visiting my stylist now for almost 10 years. Why do I keep going back? Because she listens to me. I get a great consultation 45
every time and some great suggestions, and I am always treated as if I am the most special person in the world for the time I am in the salon. The rule for consultations is:Every client, every service, every time. The consultation for your returning clients should only take about 5 minutes, however, that 5 minutes is what will keep her coming back to you.
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Chapter 5 Add On Sales
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If you are a stylist who only does what is in the book, then you will not make the money you deserve, nor will you be highly successful in your career. We all have those days when we come in to the salon and there are only a couple of clients in the book. That looks like a pretty poor day, in fact, it’s a “minimum wage day.” Learning to sell those add ons will definitely boost your income and improve client satisfaction and ultimately client retention. Once again, the phrase “I’m an artist, not a salesperson” does not belong in your vocabulary. As hairstylists and service providers we are problem solvers and most people have problems with their hair. The trick is to have 48
them tell you so that you can offer solutions. During your consultation you are asking open ended questions. Your client should be overflowing with information that you can use to solve those problems. Think of all of the add on services that your salon offers.
Deep conditioning treatments Scalp treatments Glossing treatments Colour refreshing Face framing foils Demi or semi colour to enhance, richen or deepen existing colour. If your salon has an esthetician you may offer a mini manicure while a colour is processing. 49
Ear and nose piercing Brow shaping Brow and/or lash tinting Lash extensions.
The list is endless. In order to find out what the client needs you will refer to your consultation sheet and mark the areas that show you an opportunity to increase the service cost. If your client tells you that she feels that her hair is dry – recommend a deep conditioning treatment. If you do this professionally, (at the station, applying with a brush,) you can charge $30 for it. If she tells you that her hair is dull and lifeless, talk about that glossing treatment at $40.
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If she feels that her colour is faded, suggest a colour refreshing conditioner for $30. Or you can talk about a semi or demi permanent colour application – probably $35 - $45. If she feels the colour needs some sparkle, suggest a few face framing foils. Another $30 $45 depending on the number of foils. If that blonde hair has lost it’s tone, suggest a toner at $40. Are you getting the picture? The possibilities are endless. As you move through the consultation with the client, put an asterisk or check mark at the side of the information on the sheet that indicates where to go back to. That way the process is easy. 51
Now think about this – if your client tells you what is wrong with her hair isn’t it easier to talk to her about a solution rather than if you tell her what the problem is? The easiest way to sell add on services it to start the conversation with:- “Earlier in the consultation, I heard you say ……….. Then you tell her what will solve the problem. By telling her “This is what you need” notice the word “need” which is much stronger than the word “recommend” it will have more impact on the client. After that, explain what the service is, and include the cost and the time factor involved. Once again, always ask permission to go ahead with the service. 52
The other great add on, of course, are the right products to use at home. That’s a whole other chapter which we will come to later. So that client who was in the book for a $50 haircut and style may end up with a deep conditioner, a colour refresher and a few foils around the face. Now that service ticket is suddenly $165. That’s a great boost to your commission, just for asking the right questions and picking up on the answers. How easy is that? Your front end person can also have an impact on add on sales. Recently I booked a service with a potential client. Over the phone, I was asked if I would like a mini 53
manicure service which could be done while my colour was processing. I said yes. After I put the phone down I said – “Wow she was great – every salon needs a coordinator like that. “ How can your salon benefit from a front end person who can sell add on services over the phone?
Chapter 6 The Client – Your Student What the heck does that mean?
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It’s all about the real reason why your client is sitting in your chair. Yes, she wants to look great when she leaves, however, she also wants to look great tomorrow, next week and pretty well up until the time she comes back to the salon. Remember the question in the consultation? “After your salon visit can you duplicate the style at home?” Most of your clients will say no. That tells you that they need to be taught how to maintain the style so that they can truly look great each and every day. Very often, once we have finished the cut, we pick up the blow dryer and go onto automatic pilot. 55
While we are busy styling, we think about what we are having for dinner, what we have to pick up on the way home, what we did last weekend and what we will be doing next weekend. In fact, anything but what we are doing and what we should be doing during the styling phase. For the client this is a very important part of the visit. This is what they get to do on a daily basis, but since they have never really been taught, they do not do it well and end up not looking the way they really want to look. Every client out there is a walking advertisement for your work and for your salon. You do not ever want to bump into a client out shopping or at the coffee shop, 56
look at her hair, and hope she never tells anyone who her stylist is. I speak to many salon clients at social events and always ask questions about their visits to the salon. I have never yet had someone tell me that their stylist shows them how to work with their hair. (I also have not had anyone tell me that their stylist sits down with them for a consultation and tells them about the products they need and how to use them correctly.) Listen up stylists, your clients did not come in for a conversation, or to hear about your life. When the client is in your chair, it is all about them, and you need to teach them everything they need to know in
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order to look after their hair and make it look great every day. The minute you pick up your blow dryer, they become your student and the lesson begins. In the consultation many clients tell you that they would like to spend less time working on their hair daily. As you work through the consultation, tell them that you are going to teach them how to style their hair correctly. Tell them that you will share some tips with them that will save some time in the morning. Very often our clients will towel dry their hair, then immediately pick up the brush and begin to style.
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Explain to your client that the style will not form until the hair is almost dry, then show her how much moisture to rough dry out before she picks up the brush. Let her get her hands in her hair and feel how dry it needs to be. Every time you pick up a product to use, tell her what it is, put the container in her hands and show her how much to use and where to put it. Does she use it when her hair is wet or dry or damp? Does it go at the roots or through the lengths of the hair. Once again, let her put her hands in the hair to get the feel of the product. A great phrase to say when you use the product is:“When you use this at home”……. 59
Talk to your client about brushes, blow dryers, curling or flat irons, in fact anything that you use on her hair. Show her the direction to use – put the dryer in her hands and let her practice. Show her how to use her curling or flat iron, including the heat protector that you use. Whatever you have to do to make her hair look fabulous, that’s what you show her. You may also show her some variations to dress it up for an evening out or special occasion. For those of you who are saying, “If I show her how to work with her hair, why will she need me?” Forget it. She will always need you for her cuts and colours, and if you work with the information in this 60
book, you will be too busy working your way through your packed appointment book to worry about it. You want your clients to be able to maintain their hair always and not to rely on you to do it for her, because, let’s face it, are you going to visit her bathroom every morning? I think not! By the time you have finished the styling phase of her visit, she should be confidant that she can make herself look great every day. Make sure you ask her if she is comfortable with her styling lesson or if there is anything else she would like to know. Chapter 7 Referrals
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What better way to build your clientele without spending money or putting in a great deal of effort! Client referrals are an extremely important factor in business building and salon owners need to track how many referrals each stylist has. Every salon should have a solid referral program which they should make each stylist and their clients understand. In fact, it should be a salon policy to have every stylist explain the referral program to all of their clients. How do you get referrals? You ASK for them! How you ask will determine how successful you will be.
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Obviously your clients have to have great hair. Something that their friends and family will notice and that they maintain on a daily basis to ensure that wherever they go they look their best. (Remember the previous chapter about teaching your client her daily routine?) Women love to see great hair. I have actually had someone who was sitting in her car beside me at a stop light, roll her window down and ask me who cut my hair! There are several ways to structure a referral program in the salon. My belief is that you reward every client who sends someone to you every time. Think of the value of a new client. If that client comes in just for a 63
shampoo, cut and style and they come in 10 times per year. If you are charging $50 for that service, that’s $500. What if she sends you 6 new clients during the year – that’s $3,000, (and on and on – you know how that works.) That’s if they just have a basic cut and style. What if they are a colour client? Maybe $100 per visit. Do the math! Having said that and if you really start to think of how much money you would make, is it worth it to give each client a $10 or even $15 gift for their referrals? Of course it is. This can be in the form of a credit from their next service, or off a retail product. Some salons will bank the amount if the client does not want to use it 64
piecemeal and they would get a free service once the amount has accumulated. Some salons still use the old method of giving out 4 or 5 cards with the client’s name on, telling them that when they send those 4 or 5 referrals to you, they get a free service. I feel that is a little cumbersome. Sometimes the new client forgets to take the business card in. The salon has to keep track of the cards, and the client has to wait until all of the cards come in before she gets anything. I believe in instant gratification – reward the client immediately for each new referral. How you ask for those referrals is important. How does asking for 65
help in building your business sound? People are much more likely to respond to a request for help rather than a request for referrals. A great sentence to use would be:“I am currently building my business in this salon and would really appreciate if you could help me with this. If I give you some of my business cards, would you be so kind as to give them to your friends and have them visit me. I promise to look after them. For each new client you send to me you will get a $10 credit towards your hair services. How many cards will you need to get you through to your next appointment?� Your clients will respond to that request. Also, if you only give them 66
5 cards, you are restricting them. By asking how many cards they will need, (note the word need, not like,) they may say “Give me 20.� Having them tell you how many cards to give them will make them more likely to actually give them out, (they may be thinking about the $200 in services they will get just for doing that!) Make sure that the stylist gets paid their normal rate when that amount is redeemed, that way they are more likely to get behind the program. Or you can give a bonus when a certain number of referrals are reached. What about those clients who send you a constant stream of new business? I think they deserve some special treatment. If you 67
have a client who you know loves to go to the movies, get some movie passes for her and give them as an extra bonus. What about the favourite restaurant? A gift certificate from them would be a lovely add on. Or you may want to offer a luxury service – a facial or spa pedicure or a premium hair and scalp treatment with an extensive scalp and neck massage. You never know, she may get hooked on this service and it could become part of her beauty routine. Or what about those few foils you have been talking to her about and she has never taken you up on it. If you give them for free, she will love them and will be more likely to have them again.
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Maybe you have wanted her to try a particular product – a special gift will get her hooked. Think of all those little extra services and treats you can give those clients who, by sending you a constant stream of referrals, are making you into a high earning superstar stylist. Don’t they deserve to be treated well?
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Chapter 8. Retailing. Believe it or not, all that product in your salon is not there to look pretty or fill the shelves! One of the most common questions I see on various forums and hear from salon owners everywhere is:“How can I get my stylists to retail?” Firstly, it should be in your policy manual. It is a requirement of the job of a stylist to retail product. From teaching the business section of cosmetology school manuals, I know that it is a “recommended practice” that 10% of the service sale in retail product sales is normal.
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From my point of view, 10% is a bare minimum. Under that, I would not even pay commission. It should be a requirement that within 3 months of employment, the stylist should be selling 15% of their service dollars, moving up to 20%. If they can make it to 25% they are a star. As an owner, you should be prepared to pay commission on retail sales. 10% is the norm, however, if you choose your lines so that you get long margins, then as the percentage of sales goes up, so should your commission on those sales. For example, if your stylists move up to 15%, pay them 12% commission. Once they get to 20%, than add in another 2%. Provided 71
you are making at least a 50% margin, you will still make money. Your retail area in the salon is a higher profit centre than your services. If a salon owner is extremely careful, they will make 6% to 10% profit on the services. However, the retail centre profit is around 22%. Resolve now to make retailing a high priority in your salon and a requirement of every team member in your business. So how do you do this? It’s called a “SYSTEM�. In order to have a high impact retail business you must look like a retailer and give those messages as soon as the client enters the salon. 72
I walk into hundreds of salons who have retail shelves, all stocked with product, all looking the same, in fact, really boring! Think and act like a retailer. Go to a retail merchandising and display course and truly learn the value of displaying and promoting your retail area with great features and beautiful, eye catching displays. Think of the stores you shop at and start noticing how they display their promotional merchandise. What do they use, what props do they have, where do they put the displays, how much product do they have? A few products on a shelf will not generate retail business. Learn from the pros, act like the pros. 73
How many lines should the average salon have? That really depends on the size of your salon. For a smaller salon of 5 or less stations, 2 full lines is enough. 5 - 10, you may add an extra line. Having choices is a good thing, however, having too much choice is not always good. Sometimes clients and stylists may get confused. Which lines you choose will be up to you and your team. Remember, your team has to LOVE the product. No one will sell something that they do not use, love or believe in. Make sure that you get at least a 50% margin on the product in order to be able to give higher commissions to your stylists. (Understand the difference 74
between margin and mark up.) Check with your distributor on availability, education, back orders, return policies and promotions from the manufacturer. Also, check on the flexibility of promotions. If you want to do a promotion on a specific product, will the distributor support you with pricing, station and/or backbar product? Once you have the right mix of product, the right amount of product and displays that are attractive with some great promotions you will be on your way. Always make sure that your front end staff are well educated on product. Have some “try me� product samples in your retail area. Clients like to smell and feel. 75
Now it’s time to teach. Most salons will just tell their stylists that they must sell a certain amount of product without a thought that maybe that person has no idea of how to do that. Let’s face it – no one came into this business because they wanted to sell a bottle of shampoo! Most stylists feel uncomfortable with the sales aspect of their job. I still hear the excuse “I’m an artist, not a salesperson!” My answer to that is – “Get over it, it’s your job.” Artists starve. Yes, there is an artistic part of what you do, but every time you get excited about a different look, or you can convince a client to spend $150 on a new colour you are selling. How hard can it be to sell the client what she needs to look good every day? 76
In order to convince a stylist how important product is, a salon owner took away every product from his station, replacing it with a water bottle. Brilliant. That stylist became the best retailer in the salon. Every salon owner should be prepared to sit down with staff members and show them how to work with the clients throughout the service and get that product into their hair and their hands at home. As a salon, sell what you use – use what you sell. Never have a product on a station, or allow a stylist to use a product on a client that you do not have in your retail area. In order for your stylists to sell effectively, they must have a 77
system. Selling does not start at the end of the service. Mentioning the products you used at the check out will not sell them. Your client is mentally already out the door and onto her next task. The sales process is something that starts, for the stylist, at the consultation , carries through the shampoo, styling and finishing process and ends up with an easy close. In the consultation, you will learn which products your client is already using and how effective she feels they are. You will also know what her daily styling routine is and how long she spends on her hair each day. When you know what shampoo and conditioner she is using at home, along with how she feels about the 78
condition of her hair, you can educate her on the best choice of shampoo. (Don’t bombard her with technical education – the shampoo is an area for her to relax and enjoy and put her in a great mood to enjoy the service.) Styling products are so important, remember chapter 6? The client, your student. When you get your client involved in the daily styling and finishing of her hair, this is when you educate on product. Again, remember the phrase, “When you use this at home” it’s very powerful when it comes to sales. Don’t forget the accessories you use. Brushes (really important,) combs, blow dryers, curling and flat irons, hair ornaments, 79
(particularly in the party season,) and anything else your client will need to maintain her hair at home, should be available to her at your salon. Be open to new opportunities to add in “niche” products when appropriate. Certain times of the year, great promotions, special occasions. Never overlook an opportunity to maximize your retail centre. Now we come to the most important part of any sale – the close. It’s really scary asking someone to buy, but it has to be done. If you don’t ask, you don’t get, but it’s how you will ask that is important. As in the consultation, use the open ended question. 80
Statistics show that if you present 3 products to your client, she will buy at least 1. However many products you have used on your client’s hair while she is in the salon, that’s what she will need at home, show them to her. The best question to ask a client when you are closing the sale is:“What would you like to take with you today?” That question will, when delivered at the right time and in the right place, make you a retail star. The next chapter will address the where and when. Always give a guarantee to your client on the product. Drug and grocery stores do not do that. Have a policy for client returns to the salon and make sure you tell 81
your client about it. A general rule is that they can return it within 14 days as long as there is no more than 25% of the product used. (unless the packaging is defective or leaking within 2 weeks.) Some salons will offer an in store credit, or will refund the money. Manufacturers stand behind their product. Product returns (which include dissatisfied client returns,) will be taken back by the manufacturer for a credit to the distributor. Why don’t clients buy? According to a survey done by Allied Beauty Association some years ago the answer is – NO ONE ASKS! A huge percentage of clients leave the salon and go to a drug or grocery store to buy some 82
kind of hair care product, which proves that clients realize they need product. Hairstylists do a great job of that. However they do not do a great job of closing the sale. How often does a client tell you during the service that she would like to pick up that hairspray? Then you get talking and she walks out the door without buying. All too often! What is diversion? Something that drives salon owners and stylists nuts and has them jumping up and down and getting really angry. It’s when your favourite professional product finds it’s way into a non professional retailer. 83
Many stylists think that the products are counterfeit or damaged. Not so – they are the real thing. There are many sources of diversion, however it’s not necessary to know them. But one thing is certain. If a professional hair care company had to survive, thrive and grow being totally dependant on the sales of product through the professional stylist, they would be out of business. As an industry we do a horrible job of selling product, particularly knowing how important it is to the stylist and the client. We need to smarten up. START ASKING – START SELLING!
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Chapter 9. The Exit Consultation. What?!!! Another consultation. Absolutely, but this will be the most productive last few minutes of your client’s visit to you today – and every day – and with every client. 85
Most stylists finish with the hairstyle, show the client the back of the head, take off the cape and get ready to race off up to the front desk to have the client cash out. If they’re lucky, they may ask the client if she needs anything. Or they may hand the client over to the front desk person to complete the sale and the service. If you sit back down with your client, once again, in the same position that you had during the initial consultation and check in with her, not only will you impress her, but you will get the retail, the rebooking, the referrals and you will retain the client. It’s the 4 “R”s of success that we have been going through. 86
Throughout the service the client should have been giving you feedback on their hair, particularly if you have been teaching her how to work with the style. So you pretty well know how she is feeling about the style and colour. But asking these few questions will make sure that she is fully satisfied. Here are the questions:1. How are you feeling about your hair now. Do you love it? 2. Are you comfortable with the daily styling routine. Do you feel you can make it look great every day? 3. These are the products we used on you today. (Quickly review them and their use.) What would you like to take with you today? 87
4. In order to keep your style looking great I will need to see you again in 5 weeks. (Or however long you feel in order to maintain the look.) Let’s get you in the book for your next appointment. Is this day of the week and time convenient for you, or would another day work better for you. (Write this information down so you can take it to your front end person to make the appointment.) 5. I have really enjoyed working with you today and would appreciate if you could help me. I am building my business in the salon. If I give you some business cards, would you be so kind as to hand them out to your friends and have them come in to me for their hair 88
needs. I promise to look after them. How many cards would you like to get you through to your next appointment? 6. And lastly – Is there anything else I can do for you today? That’s it. You have now done your best job as a stylist and it’s time for your client to be escorted up to the front desk. Depending on what products she indicated she would like to take with her, help her find them and take them up to the desk. Finally, help the client on with her coat if she has one, shake her hand and thank her sincerely for coming in to you today. These last few minutes should have made a tremendous impact on your client and will leave a lasting 89
impression that she will tell her friends about. Few stylists do this. Set yourself apart. Start working with this today.
Chapter 10 The Male Client You may have realized that most of this book has been referring to the clients as being female. Do not ignore, nor underestimate, the importance of developing your male clientele. 90
Hairstyles for men have, once again, become “groomed”. Gone are the days when many men wore long hair which was cut a couple of times a year. There will always be a clientele who will go to a traditional barber shop, for an “in and out in 15 minutes” haircut. Those will not be your clients. The male client you want in your chair is looking for service, efficiency and a great sculptured modern look. As a hairstylist who spends most of your time dealing with women, you must realize that men’s hair cuts are different and you will need to hone your skills in order to deliver the goods. 91
Take a barbering course. Learn to clipper cut and tattoo with clippers. Learn to wet shave and use a straight razor. Lines are sharper, more sculptured, more square than with women’s cuts. Men like to be pampered just as much as women do, and it is important to deliver the service in a way that they will enjoy. A client of mine once told me that her husband was having treatments at a massage therapist – a very clinical, no frills service. The cost – approximately $40 for a half hour massage. Then he was given a gift certificate to a luxury spa whose massage therapists were qualified and accredited, but knew how to deliver the service in a much more luxurious way. The 92
outcome? He will no longer go to his “no frills” massage therapist. He would prefer to pay twice as much for the same service and results and go to the spa! Men, as do women, appreciate service and are never averse to paying for a better service. It’s all about value. Why should you cultivate your male clientele? They are more loyal to their stylist. Unlike women, most men do not hop from salon to salon. They will stick with the person that they trust and they know gives them a great hair cut and service. They are more frequent visitors to the salon. With today’s styles, every 3 weeks is the norm to keep that style looking great. 93
They are also more loyal to product. Most women I know, including myself, have a bathroom cabinet full of haircare products and a shower full of various different shampoos, treatments and conditioners. Men don’t do that. They find a product that they like and works for them and they stick to it. When you talk to your male clients don’t talk to them in terms of volume, texture, softness. They understand hard, sticky, square and easy. Generally your men will want less product than your average female client. A good shampoo and a styling product is what most men will go for. Don’t overload them with 4 or 5 products or you will lose 94
them. However, you can add in the shaving products and maybe a skin moisturizer if you feel that they need it and will use them. Don’t overlook your colour services. Many men have some dimensional colour, gray blending or highlighting. Your retail area should be clearly signed with “Product for Him”. Generally men hate to shop so make it as easy for him to find his favourite product as you can. Also, because they hate to shop and often carry their products around they may buy in multiples. How many of your male clients go to the gym, spend time at the cabin, go sailing or spend time at their girlfriend’s or boyfriend’s home? A great question to ask when you 95
have closed the sale would be:- “Is one enough for you?� They may surprise you and buy 3 or 4 of the same items. You should have specific lines for your male clients. Fragrances in products should be very subtle, very masculine or look for something that may be unfragranced. Some clients can be sensitive to fragrances, always ask and be aware of that. With many men spending a considerable amount of money on a cologne, they will not want a styling product to compete with that. . Once you have attracted a good male clientele you can expect a steady income with great rebooking and loyalty. Market to them, promote to them and create 96
an experience for them which is every bit as luxurious and pampering as you treat your female clients to.
Chapter 11 The Follow Up. I remember the days when new clients left the salon after their service and you hoped they would come back. (If they had not rebooked before they left.) 97
Those days are gone! It is essential to follow up with every new client to let them know that you are grateful for their business and that they are important to you. It’s all about keeping your name in front of the client. Not letting them forget about you and impressing them with your service, both in and out of the salon. Within 24 hours of that first time client leaving the salon they should be sent a thank you and welcome card – in the mail, preferably hand written and personalized. There are several services now who, if you sign on with them, will do all of this for you by e-mail. They send out the reminders, send out the thank you e-mails and will 98
ask you to post about experience at the salon.
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Although this is an easy way to do it, I personally do not like it. I get far too many e-mails and find it annoying that a business cannot take the time to personally send that stuff out. Many of your clients will have the same opinion. We are bombarded with online surveys, emails and requests and that delete button gets hit before we actually read the message. How often nowadays do you get a personalized letter that is not a bill? In fact, having the mailman deliver something personal, particularly thank you cards, is getting to be quite an event, so make this special. Let your new clients know that they are so important and 99
special enough that you will take a few moments and actually write a card and mail it. There is no delete button on a postcard! Whether that client has rebooked her next appointment or not, you need to do this. Also, send a gift certificate with the card, offering them a special price for their next appointment. That’s the first part of the follow up with any new client. The second part is equally important and should never be done by the stylist. What you are looking for here is feedback. Always have either the salon owner, front end person or someone who is outside of the business call the client and ask some questions. 100
Make sure that that person has a script to work to and takes notes on the responses to the questions. When you make the call, immediately identify yourself and your relationship to the salon. Tell the client that all new clients are a very important part of the business and so you just want to make sure that the experience was the best it could be for the client. Here are some questions:1. How are you enjoying your new haircut? 2. Have you had compliments on it? 3. Are you able to manage it easily? 4. Are you enjoying the products you purchased? (Obviously
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only if the client purchased products.) 5. Did you enjoy the actual experience with the salon and stylist? 6. Was there anything you did not enjoy about your visit? 7. Is there anything we could have done to make your service more enjoyable? That’s it. Short and sweet and to the point. When you call, always ask if it is a convenient time for the client and ask permission to ask your questions. By having someone other than the stylist make the follow up call, you will get more honest feedback. If a client did not like the haircut or did not make a connection with the stylist she absolutely will not tell the stylist. However, she would be 102
more likely to tell the owner and definitely someone who is not an employee of the salon. As a salon owner or stylist, you need to know if your clients are completely satisfied with their experience. If they are not, ask questions and find out why. Always thank them for their feedback and assure them that the remarks will remain anonymous to the person involved, but that you will make sure that the situation is corrected. When else would you follow up? Those long term clients who have not been open to change and suddenly made the decision to do something completely different. Remember when you did that or had that done to you? For the first few days, every time you pass a 103
mirror you look and do a “double take�. Your clients will do the same thing. Take a few moments to call them, (this time it should be the stylist who does it,) and ask if she is enjoying the new look. Ask if she has had compliments, if she is able to manage it and if there is any thing else you can do for her. Always reassure a client, before she leaves, that if she has any challenges with the daily maintenance she can call you and you will take care of her. When a client has rebooked her appointment, you may send an email or text message of the date. Same before they come in. 24 hours before their appointment you should confirm with them. Ask the client when she books how she 104
would like to be reminded. Phone, e-mail or text. It’s their choice, but when you are booking ahead, it is essential to remind your clients to avoid no shows. Sometimes clients lose the card you give them, sometimes they forget to put it in their calendar or they put it in on the wrong day. That can cost you money! Remind them twice. Right after they book and again right before they are due to come in. Client feedback is always important, never underestimate the power of asking your clients how you are doing. If you wish to make a change to your service or wish to add a service, survey your client to ask how they will feel about it. Sometimes we make a change 105
without thinking about how the client may react. Here’s a great example I was given. A large high end salon and spa decided that they would get rid of their “trashy” movie and gossip magazines and only purchase the more high end, fashion and home oriented ones for their clients to enjoy in the salon. Because they do a great job of asking clients for feedback, after 3 months of the new magazine mix they asked their clients how they felt about it. They were amazed when their clients told them that they hated it. They would never dream of buying those magazines for themselves, however, they loved to catch up on all the dirt and Hollywood gossip in the salon. They were brought back immediately. 106
Important point:It doesn’t matter what we think is appropriate for the client. It’s what the client wants. That’s why we are in business!
Chapter 12 Planning and Execution Are you truly getting what you want from your career? Are you earning what you would like to earn?
Definition of Insanity:
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Doing the same thing over and over again and expecting a different result. If you carry on doing what you have always done, you will get what you always got. It’s time for a change!!! Success is not a matter of luck. It takes work and, above all, it takes planning. Firstly, you need to know how much you absolutely have to earn in order to live and actually have money left over at the end of the month. That’s called budgeting. Something that many creative and artistic people are not great at. Make a list each month of everything you spend, from your 108
Latte in the morning and the magazine you pick up or that chocolate bar mid afternoon. Be honest and write down everything. Once you have all of your monthly expenses laid out and totalled, add 25% to that number, to take tax, and other government deductions into account and that is the amount you need to earn just to live the way you are right now. But what if you want more? What are your dreams? Maybe you want to buy a new car next year, maybe you want to take a great holiday, or just move to a new home. You have to plan for it. Work out what that dream is going to cost you and really visualize the exact thing you want. 109
If it’s a car, what make, what color, what features? New or used? When do you want to buy it? What is the cost, how much deposit do you need, how much per month, how much insurance and gas? If you need a $5,000 deposit in 1 year’s time and right now you only have $1,000 in your savings account, (or maybe nothing in your savings account,) how much do you need to put away each month? That would work out to $333.33 per month. If you are working on 50% commission you need to generate almost another $700 in client services in order to get that. How much is that per day? How many haircuts is that, how many colors? How many clients and how much each client? 110
Working in this way is the only way you can expect to reach your goals. This really is not playtime. If you came into this industry thinking that it would be easy and you would make lots of money you are in for a big surprise. It’s not easy. It’s hard on the body, learn to stand straight, use a cutting stool when you can and hope that the salon you work in or eventually own will have a backwash shampoo station. Get exercise and eat well. You can’t party all night and arrive looking great and ready to wow your clients the next day.
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No, it’s not easy, but anything that is worth having is worth the hard work. It’s also about consistency. If your daily goal is $400 per day, then it has to be every day. Another bonus at the end of this is a stylist tracker. You need to keep track of your results. If you miss the mark one day, then you need to make it up the next day. When you want to make that extra money, if you charge $50 per haircut why not put in an extra hour per day and do 1 extra client? At $50 per day, every day, 5 days per week, 50 weeks per year, you will bring in an extra $12,500. Will that give you enough for that new car or that holiday you have been planning? 112
Set your goals. Write them down. Put an achievement date on it. Figure out exactly what you have to do in order to reach that goal. Diarize those tasks. And, in the words of Nike – JUST DO IT! Nothing will happen if you do nothing. So take action. Decide today to set your goals and take action.
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Final Thoughts Believe it or not, you will not become a highly successful, well paid beauty professional sitting in the staff room, texting your friends and catching up on Facebook!!! This is your career 114
It’s not playtime. Successful beauty professionals take their work seriously. They act like professionals and do what they need to do to build their client base, constantly improve their skills and strive to be the best that they can be in every aspect of their career. About the author, Marion Shaw
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Yes, I am a hairstylist and have also been a salon owner. I have worked in many aspects of this industry, as an educator for a major manufacturer, as a manager of sales teams in the industry, and as a sales consultant and a distributor. My time is now spent on the “Business of Beauty�, teaching students, stylists and salon owners, helping them to be the best that they can be in their career.
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