Blog Spot with Gary Latham

CH CH CHANGES…

We are going through “the change”. Well, not that change but a change. After almost 30 years we have never changed colour companies. Now to many, this is not a big deal; people change all the time. They will tell you “It keeps the companies on their toes”. For us, it is a big deal. A very big deal. Almost 30 years is a long time, especially in hair years, we are “pick and stick” people.

I thought it may be worth letting you know how we got to this point. I once had a cutter leaving to be salesperson with a colour company and he asked me for advice. I told him that there are many reasons why a salon chooses a colour brand.

• Pricing

• Product Performance 

• Education and Support

•  Business Development                                                                                                                                         

Every salon will have the above in their own order of preference, nail that and you are halfway home. It’s what makes a perfect fit for each salon.

Price

The bottom line is often where it starts and stops for salons. “Just give me your lowest price and I’ll work the rest out.” Value across the whole package is more important to others. Payment can be bundled up in many different ways and applications can vary so be sure to know what the end cost is. I know of one buying group that would do half and half on a model's head to check application costs and product performance.

Product Performance

Jayne’s number one. After all is said and done, we are in the business of making our clients look and feel better, if the product doesn’t suit your business and helps you get the result you are after it’s not going to float.

Education and Support

This goes hand in hand with product performance. If you believe some players all the colours are the same in the tube, then the education of your staff is paramount.

Opportunities and add ons

Be careful with this one. If you need things handed to you rather than earnt, you may not be ready for them. A day out to fashion week may excite your staff but can also kerb their enthusiasm. Make sure that T-shirt fits properly first.

Business Development

This is one reason post covid that I am hearing more and more from salons, and I don’t mean a junket with a few rah-rah and ha-ha speakers. I mean real advice and support in helping your bottom line, it’s tough out there at the moment. After all your biggest supplier in many ways your biggest partner. It’s shared success.

All these points come at a cost so weigh up the total package before you go jumping ship. Loyalty worked very well for us for a very long time. Unfortunately, in the same way, we can get complacent with our clients so too can our suppliers with theirs. While attracting new clients is great for the ego, maintaining existing clients is more likely to pay the bills. When I managed a restaurant and gave a table of new clients a complimentary drink, I also made sure to make a similar fuss of the regulars on the next table. However, the order of the above list falls the best way to attract new or retain existing clientele is to demonstrate that you value and appreciate them. In short, you want their business.

Change can scare a lot of people and this experience has reminded me of the advice I received many years ago. Keep changing things, big and small, so staff get used to change. The process was pretty much as expected and bedded down within a week. We were given fantastic support from our new supplier, and we are lucky to have a talented group of colourists. This decision took a long time to make and was not taken lightly. It is one we are committed to and excited about, Wild Life is feeling young again, 30 years on.