£3.50 Jan/Feb 2015
The essential magazine for salon owners
BRITAIN'S
BEST The passion, the talent… the winners
0 SELL 101SOFT GETGET YOUR SALON IN IN YOUR SALON SHAPE FORFOR 2015 SHAPE 2015
PAGE SPECIAL PAGE SPECIAL
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Our Photographic Stylist of the Year winners
18
Your website may look great, but is it legal?
22
How to ‘soft sell’ your way to retail success
pensions Taking the headache out of auto-enrolment For more information on the NHF pension scheme visit the NHF pensions website www.nhfpensions.co.uk, call 0845 470 0103 or email NHFpension@towergate.co.uk
To download the NHF auto-enrolment pension guide visit www.nhf.info/guides To book onto a pension seminar or webinar visit www.nhf.info/events
Contents
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T S P6 NEWS Employers to benefit from apprenticeships tax break P10 SIMPLY THE BEST All the excitement from November’s ‘best ever’ Britain’s Best P13 IN THE CHAIR With Britain’s Best judge MK P14 PICTURE PERFECT The winners of the Photographic Stylist of the Year competition
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P16 UPGRADE YOUR 2015 Your chance to win a software package, and be featured in salonfocus P18 WEB WOES How to make sure your website is legal P20 THE PRICE IS RIGHT We revisit the strict rules around advertising that you need to know
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P22-31 2015 SPECIAL Including how to make retail work harder, extend into express services, protect yourself from ‘price happy’ clients and the NHF’s expanded programme of business events explained P32 YOUR QUESTIONS Your employment and legal headaches answered P34 EVENTS All the detail about the NHF’s new 2015 events
CONNECT WITH US AND HAVE YOUR COMMENTS AND TWEETS IN THE NEXT ISSUE OF SALONFOCUS Jan/Feb 2015 | salonfocus
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Welcome
PRESIDENT’S
L E T T E R SALONFOCUS IS PUBLISHED BY: National Hairdressers’ Federation, One Abbey Court, Fraser Road, Priory Business Park, Bedford MK44 3WH t: +44 (0) 1234 831965 f: +44 (0) 1234 838875 e: sfenquiries@salonfocus.co.uk w: www.nhf.info PUBLISHER Hilary Hall e: hilary.hall@nhf.info EDITOR Nic Paton e: sfeditor@salonfocus.co.uk EDITORIAL CONSULTANT Andrew Don e: sfeditor@salonfocus.co.uk EVENTS Tori Priestley t: +44 (0) 1234 834386 e: victoria.priestley@nhf.info AD SALES Media Shed Ltd, 22a Market Hill, Chatteris, Cambs PE16 6BA www.media-shed.co.uk ADVERTISING SALES MANAGER Gareth Macfarlane T: + 44 (0) 1354 818009 e: garethm@media-shed.co.uk DESIGN AND PRODUCTION Rick Fraterrigo Matrix Print Consultants Ltd t: +44 (0) 1536 527297 e: rick@matrixprint.com COVER IMAGE: MK AT BRITAIN’S BEST. BY DEREK COOKNELL PHOTOGRAPHY While every care is taken in compiling this issue of Salonfocus including manuscripts and photographs submitted, we accept no responsibility for any losses or damage, whatever the cause. All information and prices contained in advertisements are accepted by the publishers in good faith as being correct at the time of going to press. Neither the advertisers nor the publishers accept any responsibility for any variations affecting price variations or availability after the publication has gone to press. No part of this publication may be reproduced in any form without the permission of the publisher, to whom application must first be made. The views expressed by contributors to Salonfocus are not necessarily those of the NHF, the publisher or its editor. © 2015 The National Hairdressers’ Federation.
H
appy new year. I hope you all had a relaxing break after the traditional pre-Christmas rush.
January is often a time when we take stock, look back over the year that’s ended and think how we’re going to do things differently this year. When I look at our industry, 2015 is already shaping up to being a challenging year. The ABOUT PAUL economy is improving, but it’s very patchy. Paul Curry is president of That’s why we’ve highlighted some of the NHF and has owned Studio 12 in York for the the opportunities we see for salons this past 25 years. He is also a member of the NHF’s year, such as offering express services artistic committee, which is or really focusing hard on improving responsible for organising Britain’s Best and the NHF’s your retail sales. Photographic Stylist of the Year competition. We’ve also listened to the positive feedback you gave us about the business events we ran last year. As a result this year the Federation’s events programme is going to be even bigger and better. Finally, I must congratulate the competitors, judges, supporters and sponsors who all made November’s Britain’s Best the best yet. There was a real buzz, energy and excitement in the room all day. Do check out our coverage of it, which includes the winners of the Photographic Stylist of the Year competition and an interview with judge MK. It was definitely a day to remember.
Material for consideration in this section of the magazine should be submitted on CD-ROM as high resolution jpeg or tiff files to The Editor, Salonfocus. Submissions should be made on the understanding that the National Hairdressers’ Federation has the right to use the material in any part of the magazine and any of its other publications, promotions or website, free from any copyright restrictions, or appearance fees other than the issue of artistic and photographic credits where applicable. Please include salon name, photographer and stylist.
PAUL CURRY NHF president
CONTRIBUTORS MK is owner of MK Hair Studio & Academy, Tottenham, London and a 2014 Britain’s Best judge
salonfocus | Jan/Feb 2015
ANDREW BRENNAN is a partner at UK commercial law firm SGH Martineau
SYRAN JOHN is owner of Syran John Hairdressing in Pontypool
ALICE KIRBY is director of NHF affiliate Lockhart Meyer Salon Marketing
Premier Salon licence Premier Remote All in one touch screen computer Receipt Printer Till Drawer Barcode Scanner Two Days Training Premier Postcode Gift Voucher Tracking 100 Gift Cards 300 Loyalty Tags
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News
CHANCELLOR SCRAPS ‘JOBS TAX’
ON APPRENTICESHIPS alons that take on apprentices aged under 25 will from April next year no longer have to pay national insurance contributions (NICs) on their earnings, the government has said.
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The move was announced by chancellor George Osborne in his Autumn Statement in December. The chancellor estimated getting rid of what he called a “jobs tax on young apprentices” from April 2016 would mean employers of around half a million apprentices would be exempt from paying NICs on their earnings. He said: “When a business is giving a young person a chance in life we’re going to support them not tax them.” The move is in addition to the change coming in from this April whereby employers will no longer have to pay NICs for any employee aged under 21.
salonfocus | Jan/Feb 2015
Both changes are only for employees below what is called the upper earnings limit, in other words those earning less than £805 a week. The government will also be extending for another year 100% Small Business Rate Relief (in other words not having to pay any business rates) for firms with properties with a rateable value of less than £6,000. Businesses valued up to £12,000 can get relief on a sliding scale. The relief will now be available until the end of March 2016 rather than coming to an end in March this year. A business rate discount for shops valued at £50,000 or lower will also be increased, to £1,500 from £1,000, from April, the chancellor said. Finally, Mr Osborne announced the government is to carry out a review of the “future structure” of business rates, to report in this year’s Budget. The NHF has long argued the current system of business rates based on property values puts high street shops at an unfair disadvantage to out-of-town and online retailers.
Separately, HM Revenue & Customs is reminding salons about a number of important changes coming in this year. Under the government’s new “Real Time Information” PAYE regime, salons employing fewer than 50 people will face automated penalties for late submission of PAYE returns from 6 March, bringing them into line with bigger businesses. EMPLOYEE DATA The change in NICs for under-21s from 6 April means it will become even more important salons hold the correct date of birth of all employees, HMRC has emphasised, something also vital for ensuring a salon is paying the correct national minimum wage. More generally, HMRC is reminding salons about its Employment Allowance, introduced last April, under which employers can potentially reduce the NICs they pay for their employees by up to £2,000. More details on this can be found at gov.uk/employment-allowance
News
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BRITAIN’S BEST IS ‘BEST YET’… Members have praised November’s NHF Britain’s Best competition as the “best yet”. The competition, now in its third year, was held on 16 November at the Heritage Motor Centre in Gaydon, Warwickshire. The competition was fierce across the 11 categories, with a number of new and beauty-based categories being introduced this year. Barber Gary Pearce of Gary Pearce Men’s Hair in Huddersfield, whose trainee stylist Reef Healey won in the Male Fashion Look – On Trend (students and trainees) category, summed up the view among many salon owners. “It’s been very good. We’re delighted. It’s going to be a real buzz for the salon.” Reef added: “I’m over the moon. It’s going to mean a lot for the profile of the salon.” NHF president Paul Curry thanked all the winners, runners-up, competitors and supporters for making the day such a roaring success. “Britain’s Best has once again showcased the very best of British hairdressing, beauty and barbering talent.”
FRANCHISE GUIDE
The 2014 competition was sponsored by Sleek, Revlon Professional, SalonGenius, Nanokeratin System and Coversure Insurance Services.
The NHF has published a guide to help hairdressing, barbering and beauty entrepreneurs expand through franchising. In association with Franchise Finance, the Federation also ran a “Discover franchising” day in November for salons to find out all about franchising. Jason Liddiard, who runs Jason Liddiard Hairdressing in Rainham, Kent, attended the event and said: “The whole day was brilliant, very concise and clear, especially in explaining both the benefits and potential pitfalls.”
…AS PHOTOGRAPHIC WINNERS REVEALED Salons from Birmingham, Bristol, Cardiff, Letchworth, Northampton and Bedford have won 2014’s prestigious NHF Photographic Stylist of the Year competition, which was also announced at Britain’s Best. The competition received a record number of entries across its three categories of Ladies, Men’s and Afro-Caribbean. Emma Rae Holmes, art director at Daniel Granger Hairdressing in Northampton, who won the Ladies Category 1 – Fashion Look (students and trainees) category, told salonfocus: “I am really pleased; it’s a great way to get your name recognised.” Salon owner Daniel added: “To win in such a high profile, well-recognised competition as Photographic Stylist of the Year is a real boost for the salon. It’s great publicity, clients talk about it and it inspires other members of the team.” TURN TO PAGES 10-15 For a full list of winners, plus all the highlights from Britain’s Best
SCHOOL WIN
Congratulations to Michaeljohn Training School in Manchester, which has won a national award for its commitment to equal opportunities. It won the ESF Equal Opportunities Mainstreaming Leader (policy and plan) 2014 award in November.
Jan/Feb 2015 | salonfocus
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News
‘TRAILBLAZER’
STANDARDS
GET GO AHEAD
he government has finally agreed to the industry’s plans for new employer-led apprenticeship standards.
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The standards, covering hairdressing and beauty, were published in December, after the government initially told the industry to go back and take another look at plans it submitted last autumn. The standards have been hammered out between employers – led by the NHF and the sector skills body Habia – and the government
since the summer through the creation of industry “trailblazer” groups. The industry, again led by the NHF and Habia, will now work with awarding bodies and training providers to develop a new assessment framework. This will include a practical test, carried out by independent examiners, to check whether an apprentice is meeting the required standards. Because this next step is relatively complex, and because it will take time for training providers to adjust to the new standards, it is not expected they will go “live” for hair and beauty
apprentices before 2015/16. The full standards can be found on the NHF’s website, at nhf.info/nhfguides. NHF president Paul Curry said: “These new standards have the potential to revolutionise apprenticeships within our industry, benefiting not only salons but creative, talented young people who see their future as being within hair and beauty.” The March/April edition of salonfocus will look at what the standards mean for salon owners in more depth.
MAKE 2015 THE YEAR OF RETAIL Salons are being urged to make 2015 the year they really focus on pushing their retail sales. In a tough climate on the high street, retail sales can become an important secondary source of revenue for salons, according to Alice Kirby, director of new NHF affiliate member Lockhart Meyer Salon Marketing. Salon owners too often fall into the trap of assuming retail is simply about displaying a product and then encouraging stylists to sell it. “Introduce marketing and you’ll make it easier for your team to retail,” she said. Retail displays should be on the right of the salon. “Retail research reveals
salonfocus | Jan/Feb 2015
most people head to the right as they enter a shop. We do it unconsciously – it’s probably because most of us are right-handed,” she said. Salons should encourage clients to write online reviews. Creating online step-by-step “how to” guides, offering free gift wrapping or extra loyalty points could all also be valuable. “Promote across your social media channels, create an in-salon ‘productof-the-month’ display, blog about it on your website and link to it from your e-newsletter,” Alice added.
Check out our 10-page 2015 ‘special’, including: Soft sell – making retail really work for your salon, pages 22-31.
ALICE KIRBY: MARKETING
News
TWITTER FOLLOWERS 5,721 TOP TWEETER: Darren Jones @uksno1barber
WAGE DECISION DUE NEXT MONTH
Salon owners should find out next month whether the national minimum wage will rise again this year. The Low Pay Commission, the body that recommends to ministers what the wage should be set at each year, is expected to announce its decision in February. The government does not have to accept its recommendations, but normally does. Business secretary Vince Cable in October said he wanted to see the current apprentice minimum wage scrapped in favour of a single rate for 16-17 year-olds and apprentices in their first year of training (salonfocus, November/ December 2014). If the commission backs this idea, it would mean the apprentice wage could rise from £2.73 an hour to £3.79 an hour (the current rate for 16-17 year-olds), or even higher if the commission recommends a further rise for later in 2015. The NHF, meanwhile, has called on MPs to “take the politics out” of future decisions about the wage. Some 26 MPs in November called for the wage to be increased to £10 an hour, irrespective of the age of the worker. In a separate development, the government “named and shamed” a further 25 employers in November for failing to pay employees their correct minimum wage rate, including a number of hairdressing salons. Employers also risk a penalty of up to £20,000, with the government changing the law so by this summer this will be increased to £20,000 per underpaid worker. FIND OUT MORE Did your MP back a £10 wage? Find out at: parliament.uk/ edm/2014-15/451
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FACEBOOK LIKES 10,763 TOP LIKER: Mia Stokes, You Hair Design, Bournemouth
HOLIDAY PAY RULING Salon owners are being advised not to panic over a legal ruling that could change the way holiday pay is calculated. The UK Employment Appeal Tribunal ruled in November that if employees regularly worked overtime those extra hours should count within their holiday pay as well as their basic hours. However, Croner, operator of the NHF’s Legal Lifeline, has said that, as far as it is possible to tell so far, the ruling is unlikely to lead to a flood of claims against employers. This is because backdated claims will only be able to go back three months, will be limited to four weeks of a worker’s annual entitlement, will only apply to people required to do overtime as a regular part of their job (rather than occasional voluntary overtime) and the ruling could yet be referred to the Court of Appeal anyway.
WHAT’S TRENDING YOUR TWEETS FROM #BRITAINSBEST Mutiny Hair @mutiny_hair Well done to our @Chloeleanneham who scooped 2nd place in the @NHfederation #britainsbest 2014 comp on sunday. Gareth Clark srsb @garethclark Apologies to the person who got my clipper spray lid on them today, went flying. #thegarethclark #britishbarbers @NHfederation #britainsbest Hollie Burns @xholzbx Had a great day at @NHfederation best of Britain awards yesterday! Was great to see all the judges especially @AnneVeck
WHAT DO YOU THINK WILL BE THE HAIR TRENDS OF 2015?
POLITICAL MOVERS Two NHF members went to Parliament during the autumn to press the industry’s case for apprenticeship reform. Wendy Cummins, owner of Quiffys salon in Southampton and her apprentice Hayley Robertson went to Parliament to give evidence to a commission set up by think-tank Demos examining the future shape and structure of apprenticeships. And Kevin Huggins, owner of Fusion Hair & Beauty Consultants in Great Yarmouth, met MP Andrew Jones, Parliament’s “Apprenticeship Ambassador” at a reception in November. They followed Oxted salon owner Barbara McNaughton, who also gave evidence to the Demos commission in October (salonfocus, Nov/Dec 2014).
Guild Master Barbers @guildedbarbers Hair trends in men’s hair next year will be lower fading and curly quiffs Definitions Hair SRH @Angharden Would like to see more short styles or mid length rather than long layered cuts
JOIN IN THE CONVERSATION
@NHfederation
facebook.com/national hairdressersfederation
Jan/Feb 2015 | salonfocus
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Britain's Best
SIMPLY
THE BEST NOVEMBER’S BRITAIN’S BEST COMPETITION WAS, MEMBERS AGREED, THE BEST YET. SALONFOCUS PRESENTS A SELECTION OF IMAGES FROM A MEMORABLE DAY.
salonfocus | Jan/Feb 2015
11 DEREK COOKNELL PHOTOGRAPHY
Britain's Best
Jan/Feb 2015 | salonfocus
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Britain's Best
AND THE 2014
WINNERS WERE
WELL DONE TO ALL BRITAIN’S BEST 2014 COMPETITORS – JUST BY TAKING PART AND INSPIRING OTHERS YOU WERE WINNERS. BUT THESE WERE OUR JUDGES’ FAVOURITES.
BLOW-DRY – CONSUMER FASHION STYLE (STUDENTS AND TRAINEES) 1. Jonathan Albutt Lisa Hauck, Hair & Make-Up, London 2. Reece Robinson Halo Creative Hair, Petersfield 3. Ellie Mae Ford Robert John, Portishead, Bristol BLOW-DRY – CONSUMER FASHION STYLE (OPEN TO ALL) 1. Attiq Azam Park Lane Hair Studios, Burnley 2. Shannon Casey www.comb, Ruislip Manor, London 3. Tariq Mehmood Park Lane Hair Studios, Burnley AFRO-CARIBBEAN MALE – CONSUMER FASHION LOOK (OPEN TO ALL) 1. Kade Burgess Image Barber, Bedford 2. Jason Clayton Adore Hair, Derby 3. Michael Damiano Image Barber, Bedford HAIR-UP – GLAMOROUS NIGHT ON THE TOWN (STUDENTS AND TRAINEES) 1. Samantha Walker Eric Jon, Stourport-on-Severn, Worcestershire 2. Emily Morris Robert John, Portishead, Bristol 3. Marlena Luczak Stoke-on-Trent College, Stafford
salonfocus | Jan/Feb 2015
MALE FASHION LOOK – ON TREND (STUDENTS AND TRAINEES) 1. Reef Healy Gary Pearce Men’s Hair, Huddersfield 2. Syab Raza Park Lane Hair Studios, Burnley 3. Jamie Cochrane The Elite London Town Barbers, Barnstaple FANTASY TOTAL LOOK (OPEN TO ALL) 1. Giap Lee Toni&Guy, Islington 2. Natasha Sharp RMUK Hairdressing & Beauty, Leeds 3. Jade Urnshaw RMUK Hairdressing & Beauty, Leeds HAIR-UP – GLAMOROUS NIGHT ON THE TOWN (OPEN TO ALL) 1. Shannon Lloyd Robert John, Portishead, Bristol 2. Raphelle Saint Marshall Matthew Curtis, Stratfordupon-Avon 3. Kimberley Jefferson Cutting Room Creative, Gomersal, West Yorkshire MALE FASHION LOOK ON TREND (OPEN TO ALL) 1. Clark Butler Gareth Clark Hair for Men, Didcot 2. Elizabeth Mapp Elizabeth & Giovanni’s, Kidderminster 3. Attiq Azam Park Lane Hair Studios, Burnley
MORE ONLINE Go online to find more images from Britain’s Best. Go to nhf.info, click on “Events” and then click through to “Competitions”
FEMALE FASHION LOOK – ON TREND (OPEN TO ALL) 1. Ben Price Robert John, Portishead 2. Lee Peet Blaze, Leamington Spa 3. Steve Hall Heaven Hair, Salisbury THE BRIDE – (OPEN TO ALL) 1. Phillip Parkin Hair by Phillip, Bishop’s Stortford 2. Shannon Lloyd Robert John, Portishead, Bristol 3. Emma Phillips Robert John, Portishead, Bristol BRIDAL MAKE-UP (OPEN TO ALL) 1. Lisa Meyer Lisa Hauck Hair & Make-up, London 2. Lucy Cook Matthew Curtis Hair, Warwick 3. Stacey Borg Stacey Borg, Leeds COLOUR OF THE DAY 1. Andreea Dumitru Andreea Hair Design, Oxford 2. Chloe Hamilton Mutiny Hair, Wellingborough 3. Ben Price Robert John, Portishead, Bristol
TURN TO PAGE 14 For the Photographic Stylist of the Year Competition winners
In the chair: Britain's Best
Q&A
13
MK
CV in a minute › NAME: MK › CURRENT ROLE: Award-winning owner of MK Hair Studio & Academy, Tottenham, London and 2014 Britain’s Best judge › BACKGROUND: MK is one of the UK’s leading barbers, winning the Black Beauty Hair Awards Barber of the Year in 1998, 2008 and 2009. In 2010 he was voted on to the British Hairdressing Awards’ Hall of Fame.
SHOW SUCCESS
DEREK COOKNELL PHOTOGRAPHY
more and more W ith high streets awash with
barber shops, competitions can help up-and-coming barbers stand out from the crowd, argues MK. Salonfocus cuts to the chase.
Q A
What are you up to, businesswise, right now?
I’m mainly focusing on restructuring the business, just to be up with the times more and moving the technology forward. I’m also looking to be capitalising a lot more on social media. I’m really sitting down and thinking about my business and what it is we want to be known for.
Q
What’s the business climate like in Tottenham? Any specific challenges or opportunities?
A
It’s saturated! There are barbers everywhere. It’s a good thing but at the same time it can only be better for the industry if people practise correctly, because then they’re giving the right professional image to the public. But my fear is a lot don’t practise correctly.
Q A
What is the secret of a successful barbering business?
To be client-focused; as long as you’re client focused and always developing yourself, always advertising the next thing, always showcasing what you can do, then you can be a success.
It’s about letting people, your customers and potential customers, know about you and communicating wih them as much as possible.
Q
How important are competitions like Britain’s Best for teams and salons?
A
Competitions are one of the backbones of the industry; they allow people to know and identify themselves. Whether it’s the size of your business or the number of clientele you have or how many times you’ve made the local paper or how many awards you’ve won, everyone wants to feel they have their place in society. Competitions do that, they help you find and know your place.
Jan/Feb 2015 | salonfocus
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Britain's Best
PICTURE PERFECT
THE WINNERS OF THE PRESTIGIOUS NHF PHOTOGRAPHIC STYLIST OF THE YEAR COMPETITION WERE ALSO ANNOUNCED AT BRITAIN’S BEST.
1. Ladies Category 3 – Fashion Collection (all) Ben Price – Robert John, Portishead, Bristol
2. Men’s Category 3 – Fashion Collection (all) Barrie Lazarou – Lazarou Brothers, Cardiff
3. Ladies Category 2 – Fashion Look (all) Troy Boyd – Emma J Steven, Birmingham
4. Afro-Caribbean – Fashion Look Kade Burgess – Kade Cut, Bedford
5. Ladies Category 1 – Fashion Look (students & trainees) Emma Rae Holmes – Daniel Granger Hairdressing, Northampton
6. Men’s Category 2 – Fashion Look (all) James Cook – The Salon Group, Letchworth
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Competition
WIN A £2,895 SOFTWARE
UPGRADE YOUR 2015
MEMBERS ARE BEING OFFERED THE CHANCE TO WIN A SOFTWARE PACKAGE WORTH £2,895 IN 2015.
salon owner Mark W hen Dalley switched from a
paper to a computerised diary system from Premier Software he saw instant benefits. Now’s your chance to do the same. Mark, owner of Liaisons salon in Wythall, Birmingham, switched to the Premier Salon booking and e-diary system in November 2013, with his “journey” being profiled in this magazine (salonfocus, May/June 2014). He explained that he immediately found cashing-up and booking in clients became more efficient. Monitoring future appointments and client history was also made much simpler, as was simply keeping track of how the salon was performing.
salonfocus | Jan/Feb 2015
TRACKING SALES As he told salonfocus at the time: “Each day I get a text telling me what the sales have been; so I can track how the salon is doing from my phone. I can also text customers and use the system as a promotional tool.” Now salonfocus and Premier Software have combined to offer you a chance to make 2015 the year you, like Mark, take your salon to a new level – for free. We’re offering members the chance to win a software package worth nearly £3,000 (see right). The winning salon will also be profiled in salonfocus during 2015. Whether you’re a paper-based salon or simply thinking about upgrading your existing computer system, this is an opportunity not to be missed. So don’t delay!
PACKAGE Premier Salon, from Premier Software, is teaming up with salonfocus to offer NHF members an exclusive chance to win a software package worth £2,895. The lucky winner will receive: • Premier Salon licence • Premier Remote • All-in-one touchscreen computer • Receipt printer • Till drawer • Barcode scanner • Two days training • Premier postcode • Gift voucher tracking • 100 gift cards • 300 loyalty tags • Three months’ free software support To be in with a chance to win this fantastic prize all you have to do is visit premiersalon.co.uk/ NHFCompetition/ and fill in the registration form. You will need to have your NHF membership number to hand. The winner will be announced in the May/June issue of salonfocus, with a profile on their experience and how Premier Salon has transformed their business to be featured later in 2015.
hair
PROFESSIONAL 2 0 1 5
R U O Y R O F N O I T A R INSPI S S E N I S U B N O L SA 3 February 2015 London ExCeL : 22
&2
In association with;
EVERYTHING YOU NEED TO STAY ONE STEP AHEAD IN YOUR PROFESSION. ENHANCE YOUR COMMERCIAL SKILLS AND MEET THE LEADING SUPPLIERS OF THE INDUSTRY! Register now for your FREE ticket & save the £20 entry fee at: www.hairprolive.com/register Quote the promotional code HP1 for your chance to win an iPad Mini at the show! @HAIRPROLIVE
/HAIRPROLIVE
#HAIRPROLIVE
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Business
WEB WOES FOR MANY SALONS, THEIR WEBSITE IS ONE OF THE MOST POWERFUL MARKETING TOOLS THEY HAVE. BUT, WARNS LAWYER ANDREW BRENNAN, MANY ARE UNKNOWINGLY BREAKING THE LAW. Andrew Brennan
ANDREW IS A PARTNER AT COMMERCIAL LAW FIRM SGH MARTINEAU.
very salon owner knows the importance of having a good website. Your website can do everything from showcasing your services and directing people to your social media to, at the more sophisticated end, managing your bookings and even offering online retail.
E
What’s more, with plenty of free advice and online tools out there, even the smallest business can punch above its weight and build and launch its own site. But one area often overlooked is the fact any commercial website needs to meet minimum UK legal requirements. Many businesses, especially smaller businesses that do not have access to legal support on tap, are unaware of, or worse ignoring, the laws governing the websites of UK registered businesses.
salonfocus | Jan/Feb 2015
MINIMUM INFORMATION And these laws are important. Commercial websites (and emails in fact) must display the business name, place of registration, registered number, registered address, details of any regulator and VAT number if registered for VAT. For sole traders and partnerships, the address of the principal place of business must be shown. Failure to display this information could put you at risk of a fine of as much as £1,000. In 2011 the law governing “cookies”, or small pieces of data that collect information about how users are browsing a site, changed so visitors must now consent to their use. You’ll probably have seen pop-up “consent” boxes appearing when you have visited websites. So, if your website uses cookies it must explain this, what information is being gathered and what’s done with this information. You’ll also need to have your own pop-up consent box.
MANY BUSINESSES, ESPECIALLY SMALLER ONES, ARE UNAWARE OF, OR WORSE IGNORING, THE LAWS GOVERNING THE WEBSITES OF UK REGISTERED BUSINESSES.
This is something any web design company should be able to help with, and most free site-building packages also offer the necessary plug-ins. There are rules, too, if you use your website to obtain personal details, such as email addresses, for enquiries, marketing or transactions. This includes offering the choice to opt in or opt out of receiving additional marketing information
Business
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THE NHF’S SITE: WEBSITES LEGALLY NEED TO DISPLAY KEY INFORMATION
Facts and figures
180 million
Number of active websites in the UK in 2014
£1,000
Maximum fine for failing to display mandatory business information
£500,000
Maximum fine for data protection breaches
from either you or third-party affiliates (normally via a tick box) and giving users a means to unsubscribe. If you collect and use personal data your business technically becomes what is known as a “data controller” and so your website will need to have a privacy policy explaining what data is being collected and why, and how users can contact you if need be. Your web design company should again be able to help with this or plugins should be available through your site-builder package. ACCEPTABLE USE If you blog about your activities or engage with customers on social media and allow what is known as “user generated content” on the site (in other words comments, reviews and pictures from clients), your site must include an “acceptable use” policy. This is to protect you against any illegal or offensive material being posted. Without this in place you, as the site
owner, could face action for information posted, not the individual responsible for the post. It is also a good idea to include a “disclaimer of liability” on your site. This is a warning to visitors that the information provided is accurate to the best of your knowledge but should not be taken as fact. The key message for salon owners is that even the smallest business is not exempt from the need to comply with the law around websites. If in doubt, get someone – your web developer or even a legal expert – to check your site for you.
IF NOTHING ELSE READ THIS… • Your website must display key details about your business • It must offer consent around ‘cookies’ and opt-out options • It should include an ‘acceptable use’ policy
Jan/Feb 2015 | salonfocus
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Advice
THE PRICE IS RIGHT SALONS NEED TO BE VERY CAREFUL HOW THEY ADVERTISE THE PRICE OF ANY SERVICE, AS ONE MEMBER FOUND TO HIS COST. SALONFOCUS REPORTS.
on’t assume it’ll never happen to you. The NHF has recently been instrumental in helping a member who fell foul of the Advertising Standards Authority over the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing, or CAP Code as it is more commonly known.
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This governs what you need to include within an advert or promotion for a product, service or special deal. In the case of the NHF member, whose story we reported in the November/December 2013 edition, the salon had advertised online the price for a colour treatment but had not made it clear that anyone coming in for such a treatment would also need to have a cut or blow dry, or just a blow dry, at an additional cost. BREACH OF CODE Following a complaint being made to it, the ASA concluded this was potentially misleading and in breach of the code. Although the authority did not go so far as to launch a formal investigation, the owner – who complained of suffering “sleepless nights” as a result – was forced completely to change the salon’s company policy. This now allows clients to come for a colour treatment without also purchasing extra services,
salonfocus | Jan/Feb 2015
despite the fact this would rarely, if ever, happen in practice. To recap for members therefore, the CAP Code in relation to pricing requires the following: • Price statements should show clearly the manner in which that price will be calculated, as well as definite prices. • Price statements must not “mislead by omission, undue emphasis or distortion”. They must also relate to the product or service depicted in the advertisement. • Quoted prices should include any non-optional taxes, duties, fees and charges. • If a tax, duty, fee or charge cannot be calculated in advance (for example, because it depends on the consumer’s circumstances), the advertisement must make clear it is excluded from the advertised price and state how it is calculated. • If the price of one product or service depends on another, advertisements must make clear the extent of the commitment consumers must make to obtain the advertised price. • Price claims such as “up to” and “from” must not exaggerate the availability or amount of benefits likely to be obtained by consumers. ONLINE EXTRA Find out more at: cap.org.uk/ Advertising-Codes.aspx
2015 A YEAR OF QUALITY BESPOKE EDUCATION AT NO COST? IT COULD BE YOU! The Fellowship for British Hairdressing and The National Hairdressers’ Federation have teamed up to offer one lucky UK hairdresser each year an exciting bespoke education package in the name of industry legend Christofer Mann. Want to win £2,500 worth of bespoke education? Be assigned industry legend Debbie G as your mentor? Anyone interested in applying (or wishing to nominate a colleague or friend) is asked to record a 1 minute video on a smart phone or recording device explaining why they love hairdressing and why they would be a great candidate to receive a Step-Up & SHINE scholarship.
MEET LAST YEAR’S WINNERS
“Winning the Step Up & Shine Scholarship has given me a taste of what the future could hold. Getting through the video entry and interview stages has given me so much belief in myself that if you work hard you can achieve anything you want to.” Ollie Vines - Step Up & Shine Scholarship Winner 2014
“I would recommend anyone to try and win the Step Up and Shine Scholarship. It’s a massive achievement and an honour to be able to say you won this amazing opportunity!” Hannah Pettinger - Step Up & Shine Winner 2014
For more information on how to enter, visit www.nhf.info/events
Jan/Feb 2015 | salonfocus
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2015 SPECIAL
SOFT SELL SPECIAL 10 PAGE GET YOUR SALON IN SHAPE FOR 2015
SOFT SELL
RETAIL SALES CAN BE AN INVALUABLE EXTRA INCOME, ESPECIALLY ON A TOUGH HIGH STREET. FOR THE START OF A TEN-PAGE ‘SPECIAL’ ON OPPORTUNITIES FOR 2015, SALONFOCUS LOOKS AT HOW YOU CAN MAKE RETAIL WORK HARDER.
ver the past five years Syran John has doubled the retail sales going through her salon, and firmly believes it’s helped get her business through what has been a challenging time economically.
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“It is still tough here in Wales; we’re in a small village in the valleys,” says Syran (right), who has run Syran John Hairdressing in Pontypool for the past 16 years. “So we find we’re always having to think about new offers and new ways to bring in new clients and keep existing clients happy and interested. Retail is something we’ve increasingly found has been helping the business,” she explains. “Five years ago retail sales accounted for around 15% of our turnover; now it’s more like 30%. With the economic climate as it is, that makes retail even more important. “I make sure, right from the beginning of the consultation, the stylist is talking to the client about what they’re having done and getting them to think about the possibility of bringing product home with them. “We have a retail menu on a leaflet
salonfocus | Jan/Feb 2015
telling clients about each product, which they can read through while they are having their service. The stylist will talk to them about it while they’re having their blow dry done. We have a loyalty card that offers money off on a service or retail product, and we offer our stylists regular prizes for the most retail-based commission. “Education is important. Stylists can at first feel awkward about starting the retail conversation and what you don’t want is for it to feel pushy or forced. It is all about the way it’s brought up. “We definitely do not push, push, push; we just explain how using a certain product would benefit them. If they’re not interested, we very much leave it,” Syran adds. SUPPLIER TRAINING “We’re going to major on our retail sales in 2015,” agrees Tom Harris, owner of Eric Jon Group in Stourport-on-Severn in Worcestershire. Syran John works with supplier Unite and Eric Jon is a Wella salon, and both Tom and Syran recommend making full use of whatever retail training your supplier offers. “I don’t like ‘salesmen’, I like wellinformed staff. It’s about staff being able to talk as they find it; if they like a product and like to work with it then
they need to be portraying that to the client. I think one complements the other,” explains Tom. “The client doesn’t want to come into the salon and be ‘sold’ to. They’re coming in for an experience, they don’t want any pressure. But I think if you’re chatting about a product and explaining why you’re using it and how it’s going to enhance things then I think that’s the way forward,” he adds. ADVICE NOT SELLING “Remember years ago when you’d go to the shoe shop and get to the till and it’d all be ‘would you like suede cleaner or shoe whitener for an extra £5?’, I think that hard sell approach puts a lot of people off,” agrees Darren Jones, creative director at barber's Doc Barnet in Brierleyhill, Dudley. “We’ve always believed if a product is good, you don’t have to ‘sell’ it. All the ranges we stock we use, so you get a fiveminute consultation, pre-care after-care, and either use the product beforehand or after. People are often after advice.”
2015 SPECIAL
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IF NOTHING ELSE READ THIS…
• Make retail part of the consultation conversation • Consider things such as retail menus, loyalty cards and staff prizes • Make it about chatting and offering advice, not a hard sell • Training for stylists is vital, often suppliers will offer this
MY 2015
DEREK COOKNELL PHOTOGRAPHY
THERE’S TOO MANY PEOPLE COMING INTO BARBERING AND IT’S BEING FLOODED. THEY’RE NOT BARBERS; THEY’VE COME OUT OF COLLEGE AND SAY ‘I’M A BARBER’ BUT THEY’RE NOT. SO THERE'S A CHALLENGE TO MAKE PEOPLE REALISE BARBERING IS NOT QUICK AND EASY, NOT ANYONE CAN DO THIS. DAMIAN OWEN, THE ELITE LONDON TOWN BARBERS, BARNSTAPLE
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2015 SPECIAL
IF NOTHING ELSE READ THIS…
THE PENSION THING WILL KICK IN THIS YEAR, WHICH WILL BE A BIG DEAL. OTHER THAN THAT THE CHALLENGE, AS ALWAYS, WILL BE JUST ABOUT TRYING TO KEEP THE BUSINESS GROWING. WITH CLIENTS, IT’S BEGINNING TO GET BACK TO WHAT IT WAS; THEY DON’T MIND PAYING FOR SERVICES BUT THE SERVICE HAS TO BE RIGHT. STEPHEN CLEWLOW, THE COACH HOUSE, WOLVERHAMPTON
salonfocus | Jan/Feb Sept/Oct2015 2014
MY 2015
• Express services are an increasingly popular salon add-on • You can use them to build up the confidence and skill of your juniors • Think carefully how to position, price and market any express offer
2015 SPECIAL
EXPRESS
YOURSELF FROM BLOW DRY BARS TO POP-IN BEAUTY TREATMENTS, EXPRESS SERVICES ARE BECOMING AN INCREASINGLY VALUABLE SIDELINE FOR MANY SALONS. SALONFOCUS REPORTS.
up of tea, magazine, great conversation, phone off – the long, relaxing session in the chair is still a real draw for many clients. But, equally, more and more clients are looking for fast-in/fast-out express services that match their busy working lives.
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Whether it’s offering blow dry bars, express beauty and facial treatments or walk-in beard trimming, salons can capitalise on demand for fast, simple services that clients can come in and have before work or a night out or just to get a quick shot of confidence and wellbeing. What’s more, developing this side of your business in 2015 could be a valuable way to fast-track your juniors into making a greater contribution to the salon. CUSTOMER BASE “We’re offering express services with our juniors to get them motivated, to get them working the salon more. It’s around £10 a blow dry,” explains Giovanni Perri, partner at Elizabeth & Giovanni’s in Kidderminster, Worcestershire. “There’s definitely a lot of it about nowadays. If your junior is hanging around doing nothing, getting them doing express services can be a good use of their time, get them trained
IF YOUR JUNIOR IS HANGING AROUND DOING NOTHING, GETTING THEM DOING EXPRESS SERVICES CAN BE A GOOD USE OF THEIR TIME, GET THEM TRAINED QUICKER AND ALLOW THEM TO BUILD A CUSTOMER BASE.
quicker and allow them to build a customer base. It’s a really good idea.” “We do express blow drys, so if anyone wants to come in for just a blow dry we aim to get them in and out within 20-30 minutes,” agrees Gina Vincent, owner of The Cut Above in Coventry. “It all comes down to your appointments system. You just need to make sure that you can try and be efficient and work to your appointment times. “It has to fit in with the regular clients, too. We do get our apprentices to do a lot of the groundwork so that the stylist can just finish off whatever needs to be done,” she adds. INSTANT DEMAND The fact people are now so used to buying goods at the click of a mouse online means there is a greater
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expectation any service, even a haircut, can be available instantly – and express services tap into this, argues celebrity barber MK, a judge at the 2014 NHF’s Britain’s Best. “People just want to be in and out of shops more quickly generally. Because they’re getting that express experience elsewhere, you’ve got to find ways of how you can incorporate that same feel into your business,” he says. Nevertheless it is important to think quite carefully about how you’re going to price and market express services to ensure they don’t cut into demand for your more regular services, warns fellow Britain’s Best judge Maria Mason, owner of beauty salon Beauty Time in Bristol. Focusing on the younger, teen market can often be good way of positioning it as an alternative offer, she recommends. IMPORTANCE OF TRAINING “We do an express styling service for the guys,” says Gary Pearce, owner of Gary Pearce Men’s Hair in Huddersfield. “People can come in before they go out on a night out; they can have their hair shampooed and styled up. They can have the neckline and the edging put in so it looks crisp and fresh; they can have their beards done. “It comes back to training. Everything comes back to training. You’ve got to try and make sure you get enough time to do them, so the logistics of it are quite important. “But if you’ve got stylists who can go through and put in whatever time bracket you’ve got, whether five minutes or 15 minutes, it can work really well,” he adds. While express services can be a way of generating additional income, Gary argues that, for him, it’s often more powerful as a complimentary client loyalty tool. “If they’re regular weekly clients, we’ll quite often not charge them, we’ll comp them. It’s just an additional service to provide the guys with. Other times we just market it at about £10 for a sharpen up. “But if people come in regularly we have been known just to say ‘don’t worry about this one’,” he says.
Sept/Oct Jan/Feb 2014 2015 | salonfocus
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2015 SPECIAL
DEAL OR
NO DEAL? THE HIGH STREET MAY BE RECOVERING BUT, WITH CLIENTS STILL EXTREMELY PRICE-CONSCIOUS, SALONS ARE HAVING TO BE INVENTIVE TO SURVIVE. ANDREW DON REPORTS.
ritain’s economy is recovering but for many salons it’s still not translating into clients being willing to spend more, or more freely.
stylists, the majority – 70% – do “shop around like mad”, he concedes. “We do a lot of promotional marketing… I can honestly say in 10 years we have not increased our overall prices,” he says.
If anything, after six years of recession and austerity, clients are increasingly “deal savvy”, or constantly on the hunt for the best price, deal or promotion. So, where does this leave salons? How are NHF members responding to this challenging climate?
PRESSURE Robert Rix (right), a partner at The Master Barber’s Shop in Southport with his son Dan (standing), says an increasing number of people nowadays are asking for a retail product by its code number rather than its name. “They say they’ve seen it online for £25 and I explain they have to add the delivery charge to that. They are coming to us and if we don’t pricematch they buy it online,” he says. There is constant pressure on prices, he agrees. He points to a barbershop that has opened nearby where the lowest price for a child’s haircut is £3.50 and £5 for a gent’s haircut. For him, therefore, the best response is to hold firm on price and make a point. “I’m going to put my prices up to show the distinction between what we are trying to achieve and this ‘chase to the gutter’ that seems to be happening. There is a cultural seachange,” he says.
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‘BEST BUYS’ For some it is, indeed, a question of having a constantly rolling programme of deals, offers or “best buys”. But others, counter-intuitively, have decided the best answer is to hold firm on price and make your selling point your overall client experience. Kevin Huggins, owner of Fusion Hair and Beauty Consultants in Great Yarmouth, Norfolk, agrees price is currently “hugely important”. His salon offers a scheme whereby a client can set up a standing order of £5 a week, which helps clients to budget but also means he knows a client is committed to coming back. Kevin also has a tiered pricing system ranging from £17 to £65 for a cut and finish. While around 30% of his topend clients have stayed with the £65
salonfocus | Jan/Feb 2015
CORE VALUE Kai Wan, who owns two P.Kai Hair salons in Peterborough and Cambridgeshire, similarly refuses to
IF NOTHING ELSE READ THIS… • Clients are increasingly deal and price conscious • Nevertheless, clients will often remain loyal to a stylist, regardless of price • Vouchers and bringa-friend promotions can attract clients, but be wary of their long-term effect • People want value for money, but this may not be the same as offering the cheapest cut
“devalue” his brand by discounting. “Look at shops like John Lewis. They stick to their core values. They don’t have discounted sales, they don’t stock cheap brands and were successful even in the recession,” he says. “We spend more time upping our customer service levels and training in new services rather than adopting quick low-cost, low-value services.” Catherine Masters, hairdressing lecturer at Croydon College, says many salons are nowadays investing in promotional offers and advertising through voucher websites such as Groupon and Wowcher. But, while deals or promotions can increase footfall short term, it’s very hard to turn a deal-focused client into someone who is loyal in the long term. NHF immediate past president Mark Coray, who runs Coray & Co in Cardiff, allocates a separate section of the diary to Groupon clients. “That allows regular clients to still have their selected stylist; Groupon clients tend to get the stylists with fewer regulars.” He works hard to turn clients who have come on a deal into regulars. “For example, they get a discount card to use in the salon rather than having to go back to Groupon. “At the end of the day, good service is what it’s all about. I find if you can get a Groupon client to come back three times they’ll pay full price,” he adds.
MY 2015
2015 SPECIAL
IT’S NOT GETTING ANY CHEAPER TO RUN THE SALON. I’M SEEING MORE AND MORE MOBILE HAIRDRESSERS TRYING TO CHIP AWAY AT OUR BUSINESS. BUT FOR US IT’S ALL ABOUT THE EXPERIENCE; WE OFFER WINE, WE OFFER A FULL DRINKS PACKAGE; PEOPLE CAN COME IN AND HAVE TREATMENTS WITHOUT A STYLE AND CUT. IT’S ABOUT A GREAT ATMOSPHERE. TOM HARRIS, ERIC JON GROUP, STOURPORT-ON-SEVERN
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2015 SPECIAL
THE WHOLE MALE GROOMING MARKET IS THE BIGGEST OPPORTUNITY. IT’S GROWING AND GROWING, SO LET’S MAKE THE MOST OF IT. I SEE BEARDS BEING QUITE BIG AGAIN, BOTH PHYSICALLY BIG AND BIG IN BUSINESS TERMS, ESPECIALLY AROUND PRODUCTS. I ALSO WANT TO SEE STATE REGISTRATION FOR BARBERING; I’M ALL BEHIND THAT. GARETH CLARK, HAIR FOR MEN, DIDCOT
MY 2015
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2015 SPECIAL
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LOCAL HEROES WITH THE DECLINE OF THE PUB, POST OFFICE AND CHURCH, SALONS ARE BEING URGED TO RETHINK THEIR ROLE AS A COMMUNITY ‘HUB’. Facts and figures
53,000
Calls The Silver Line received in its first six months from people living alone who said they had no one else they could talk to
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Number of pubs shutting every week
50%
Decline in number of post offices in past 30 years
47,635
Number of churches in UK in 2005, a decline of 5%
14%
Increase in number of hairdressers since 2010 Sources: The Silver Line, British Beer & Pub Association, House of Commons Library, whychurch.org
ost hairdressers, quite rightly, see themselves as providing a vital service for their local community as well as running a business.
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Many, many salons and barber shops, too, throw themselves into their local community – raising money for charity, supporting schools and colleges. But as high streets change, it is predicted the role of the salon could change too, particularly within rural communities. Once the heart of many a town or village was its pub, post office or church. But with all three of these in decline, hairdressing salons and barber shops are being urged to rethink how they might be able to step in and act as community “hubs”, or places for people to meet, socialise and share information, and the potential business benefits of doing so. SOCIAL EVENTS At one end of the scale, the charity The Silver Line, which describes itself as “a ‘ChildLine’ for older people”, has highlighted how for many isolated older people the weekly trip to the salon is one of the few opportunities they get to speak to other people. It has suggested salons with an elderly client base could promote the existence of its helpline as well as provide information on support services and local social networks. Chief executive Sophie Andrews says: “We would love to work with salons to promote The Silver Line and we would encourage people to become ‘Silver Line Friends’, volunteers who make a weekly friendship call to a lonely older person.” Richard Hull, vice-president and managing director of wholesaler Salon Services UK & Ireland, adds: “Increasingly, salons are introducing
social events on their premises, which allow them to support the local area as well as marketing their businesses.” EXTRA SERVICES At the other end of the scale, many barbers and hairdressers with younger clientele are looking at how offering additional services, such as Wi-Fi, can help make the salon a high street destination in its own right rather than somewhere just to go for a haircut. “We’ve got quite a young client base and so we’ve got Wi-Fi and coffee on the go. People come in, base themselves with us and it is ‘barber banter’. I want people to come in and feel comfortable,” explains Gareth Clark, owner of Hair for Men in Didcot, Oxfordshire. “We have people who sometimes will sit for two hours waiting for a haircut. They’ll be sat talking to us, on the Wi-Fi, on social media. “I think it is becoming that if you build it, they will come. We offer a nice, happy, clean environment for people where people can feel comfortable from the moment they walk through the door,” he adds. Louise Howard-Long, owner of Architect salon in Headingley, Leeds, agrees salons can have a role above and beyond simply making money – as “a benevolent presence in the community”. Louise, for example, has been active in working with local groups to try and prevent a new traffic system that, she argues, will “rip” through her suburb. “This has put me in touch – and in favour – with many locals who would not have been in contact otherwise, many of whom pop into the salon… and many are now new clients,” she says.
FIND OUT MORE thesilverline.org.uk/getinvolved/volunteering
Jan/Feb 2015 | salonfocus
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2015 SPECIAL
LEARN SUCCESS THE NHF IS EXPANDING ITS HUGELY POPULAR PROGRAMME OF BUSINESS EVENTS. SALONFOCUS LOOKS AT HOW THEY CAN HELP TAKE YOUR SALON TO THE NEXT LEVEL IN 2015. ast year’s programme of business events proved a hit with salon owners, both NHF members and non-members alike.
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Similar to 2014’s event, these events show you how to tell if you’re making a profit and, as importantly, show you how to make more profit. They will cover topics such as understanding your numbers, how to set your prices, what to pay your staff and how much profit should you expect to make? Trainers: Richard Wallace and Chris Amos, Winning Ways Price: members £99 (early bird booking), non-members £200 How to get tickets: book online through nhf.info/events or email events@nhf.info
Trainers: Richard Wallace and Chris Amos, Winning Ways Price: members £99 (early bird booking), non-members £200 How to get tickets: book online through nhf.info/events or email events@nhf.info
USING REPORTS TO MANAGE YOUR TEAM
New for 2015, these events are a follow-on to the basic how to make your salon profitable programme and are aimed at salon owners who have already attended one of the first events or who have a deeper financial knowledge. These will look at topics including breaking even, wage structures, pricing analysis and tracking your performance.
New for 2015, these events will examine how you can make better use of your salon software reports. All salon software systems nowadays produce reports, but what are those reports telling you about your salon and your team, and how can you use them to manage your team better? These events will show you which reports you need to understand, and why; which are your key performance indicators; how to talk about team performance; how to increase productivity.
Trainers: Richard Wallace and Chris Amos, Winning Ways Price: members £99 (early bird booking), non-members £200 How to get tickets: book online through nhf.info/events or email events@nhf.info
Trainer: Penny Etheridge, Radiant Hair Consultancy Price: members £99 (early bird booking), non-members £200 How to get tickets: book online through nhf.info/events or email events@nhf.info
HOW TO MAKE YOUR SALON MORE PROFITABLE (FOLLOW ON)
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salonfocus | Jan/Feb 2015
This was a topic that proved popular in 2014, and so is being repeated in 2015. These events will examine “what do clients really want?”. They will cover topics such as what experience do clients have in your salon, on the phone, at reception, during the consultation and payment; what’s the right experience for your target market and the prices you charge; what does a “winning client journey” look like and how to be consistently great, even on a bad day.
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FIND OUT MORE: nhf.info/events/
HOW TO MAKE YOUR SALON MORE PROFITABLE
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So much so that this year the NHF is extending the number of events and expanding the topics they cover. Whether your new year’s resolution is to improve your finances and profits, focus on your client experience, get your head around the reports your salon software regularly sends you, prepare for the arrival of pensions auto-enrolment or find out more about allergy alert testing or trichology – the NHF now has an event for you. As one of our trainers, Richard Wallace of consultancy Winning Ways, puts it: “We’re aiming to create a blueprint for improving your business that you should be following every day.” Turn to Events on page 34 for a listing of times and dates, or go online at nhf.info/events for more information.
HOW TO DELIVER A GREAT CLIENT EXPERIENCE
2015 SPECIAL
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PENSIONS AND AUTO-ENROLMENT Pensions auto-enrolment is bringing new responsibilities for salon owners, and new costs, during the next year to 18 months. These events will look at as how pensions auto-enrolment will apply to your salon, staging dates, which of your staff you will have to enrol, what it will cost, what preparations you need to be making, what could happen if you don’t meet your responsibilities and pension scheme options. There is also a series of online webinars.
MY 2015
Trainer: Bryan Stott, Towergate Financial Price: members first ticket for free £25 for each additional ticket. Non-members £25 How to get tickets: book online through nhf.info/events or email events@nhf.info
ALLERGY ALERT CONSULTATION AND COLOUR RECORD CARDS EXPLAINED Following on from 2014’s successful programme of events, the NHF in 2015 will be running a new series of events explaining how to use its innovative Allergy Alert Consultation and Colour Record Cards. The events will explain how to use the cards when colouring hair and highlight the importance of allergy testing within colour application. Trainer: Mark Coray, NHF immediate past president and celebrity colourist Price: members £15, non-members £50 How to get tickets: book online through nhf.info/events or email events@nhf.info
TRICHOLOGY STARTER SESSION New for 2015, these events will help salon owners understand the difference between skin irritants and allergens and the causes of acute and chronic hair loss in women. They will help you understand what you can do to assist clients and provide a better quality of service, and encourage and inspire you to consider the study of hair science and trichology. Trainer: Brian Plunkett, Trichocare Price: members £15, non-members £50 How to get tickets: book online through nhf.info/events or email events@nhf.info
OUR CLIENTS ARE DEFINITELY FEELING MORE CONFIDENT; OUR SALON IS A LOT BUSIER THAN IT WAS AT THE END OF 2013. PEOPLE ARE SPENDING MORE, COMING BACK MORE. BUT THEY WANT A GOOD SERVICE, THEY WANT A BETTER SERVICE, THEY WANT EXCITEMENT, THEY WANT NEW TRENDS. WITH COLOURING, I THINK WE’RE GOING TO SEE A LOT MORE PASTEL COLOURS. GINA VINCENT, THE CUT ABOVE, COVENTRY
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Q&A
YOUR QUESTIONS SUNDAY WORKING, DISCIPLINARY HEARINGS AND A CLIENT DEMANDING A REFUND WERE PREYING ON MEMBERS’ MINDS DURING NOVEMBER. HERE’S WHAT THE NHF ADVISED.
Q
Our hairdressing salon is open every Sunday and always has been. We have now received a request from one employee to stop working on Sundays going forward. We feel if we agree to this we will open the floodgate and no one will want to work on Sundays. Can we refuse on the basis that we are not a shop or on the basis she has signed and been working under a contract that includes Sunday as one of her (but not her only) working days for some years?
A
Under the Sunday Trading Act 1994/Sunday Working (Scotland) Act 2003, employees have the right to “opt out” of Sunday working. This right applies to all “shop” employees except those who are specifically employed to work only on Sundays. The period of notice for an employee to become opted out is three months, reduced to one month where the employer fails to provide the employee with an explanatory statement explaining their right to opt out within two months of commencing employment. This is regardless of what days they are contracted to work or have been working in the past. A “shop” is a retail trade or business and under the Employment Rights Act 1996 the business of a barber or hairdresser falls within that definition. Therefore, to answer your question,
salonfocus | Jan/Feb 2015
LEGAL LIFELINE Members with a business, legal or employment question can call the Legal Lifeline on 01234 831965 or email enquiries@nhf.info. Employment-related support is available 24/7 and advice on commercial issues 9am-5pm Mon-Fri.
because you have not given your employees details of their right to opt out of Sunday working, your employee is only required to give you one month's notice in writing of her objection to working on Sundays and you would have to accept that situation.
Q
We are taking an employee through a disciplinary process for a gross misconduct offence and I have just received an email stating they are resigning with immediate effect. I think they are just doing this because they know they are likely to be dismissed and don’t want a dismissal to appear on their reference. Can I refuse this resignation and continue with the disciplinary process?
A
A resignation with immediate effect is a common response from employees when they are facing disciplinary action and where dismissal is a possible outcome. In this situation, employers often feel if they were to agree it would undermine the disciplinary process and allow the employee to grossly breach company rules without redress. However, legally, employers cannot refuse to accept a resignation from an employee, even if it is prior to a disciplinary hearing or while they are on suspension.
Having said that, it is good practice for an employer to ensure the employee doesn’t resign in the heat of the moment or because they think the outcome of the disciplinary hearing has been pre-judged. If the employee does confirm their resignation with immediate effect, the employer can outline in any future reference the circumstances in which the employee left, provided that this reference is fair, truthful and accurate.
Q
We recently cut and coloured a client’s hair. She is now complaining she does not like the style or colour. Is she entitled to a refund?
A
The hairdresser must cut and style the client’s hair in the manner requested by the client and achieve the colour agreed during the consultation. Furthermore, there is a legal duty on the hairdresser to exercise reasonable care and skill. Provided these requirements have been met, the client has no entitlement to a refund merely because, on reflection, she doesn’t like the colour or style.
Got a question you want answered? Call 01234 831965 or email enquiries@nhf.info
The LHAA offers: Hairdressing Apprenticeships at Level 2 & Level 3 for 16-23 year-olds, Government funded and FREE We can help you find your ideal Apprentice as we can recruit and select suitable juniors for you – contact us to discuss your specific salon needs We can train your existing salon staff or salon juniors All Apprentices study Employability Skills and Customer Service units as part of the Apprenticeship programme The London Hairdressing Apprenticeship Academy (LHAA) is a dynamic and innovative vocational training organisation that specialises in high quality hairdressing training. The LHAA offers NVQs and Apprenticeships at our state of the art hairdressing academies in Borehamwood (Hertfordshire), Camden (London) and Loughton (Essex).
Flexible start dates from January 2015 onwards
020 8953 9344 Or visit www.lhaa.co.uk for further details Please contact the LHAA on
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LHAA BOREHAMWOOD Paramount House 17-21 Shenley Road Borehamwood Herts WD6 1AD
LHAA CAMDEN 1A Hawley Road Hawley Lock Camden London NW1 8RP
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BOOKINGS Anyone interested in attending NHF events should contact the NHF team on 01234 831965 or events@nhf. info. Bookings can be made online at nhf.info/events
Events
EVENTS 24
JANUARY
Yorkshire Region Masquerade Ball, York Racecourse.
9
FEBRUARY
North East barbers demonstration, BL Hairdressing Training, 92 Bondgate, Darlington, 7pm-8.30pm.
24
FEBRUARY
Central England Junior Artistic Photoshoot. Contact Colin Gardner on 01213 783321
15/16
MARCH
Blackpool NHF Competition, Winter Gardens, Blackpool. Contact Eileen Clough on 01253 406834
BUSINESS EVENTS HOW TO MAKE YOUR SALON MORE PROFITABLE 02 February – Chelmsford 16 February – Birmingham 23 March – Newquay HOW TO MAKE YOUR SALON MORE PROFITABLE (FOLLOW-ON) 6 July – Wolverhampton HOW TO DELIVER A GREAT CLIENT EXPERIENCE 20 April – Sheffield USING REPORTS TO MANAGE YOUR TEAM 09 February – Bristol 20 April – Cambridge TRICHOLOGY STARTER SESSION 2 February – Nottingham 16 February – Cardiff 2 March – Newcastle 16 March – Stirling 13 April – Guildford ALLERGY ALERT CONSULTATION AND COLOUR RECORD CARDS EXPLAINED 16 February – London
salonfocus | Jan/Feb 2015
MAKE SENSE OF YOUR NUMBERS YOUR SOFTWARE IS QUIETLY COLLECTING INFORMATION THAT COULD HELP YOU RUN YOUR SALON BETTER, AS OUR EVENTS WILL SHOW. Most salons nowadays use a computer software programme in some shape or form. It sits there every day busily gathering in loads and loads of data about your business, what your stylists are doing and what your clients are buying. But do you ever look at these figures to see what they can tell you? That’s what the NHF’s new Using reports to manage your team course is all about. The course is being run by Penny Etheridge (pictured above), who owns Radiant Hair Consultancy and has more than 30 years’ experience in the
industry, including winning Creative Head’s Most Wanted salon award and being a national finalist in the British Hairdressing Business Awards. “It’s about showing salon owners how better to understand the data their software collects, how to dig beneath those figures,” explains Penny. Three courses, from 10am-4.30pm, are planned for 2015: 9 February in Bristol, 20 April in Cambridge and 21 September in Derby. Tickets for members are £99, with non-members £200. They can be booked online through nhf.info/events or by emailing events@nhf.info.
PENSION EVENTS UNDERSTANDING AUTO-ENROLMENT 02 February – Portsmouth 09 March – Peterborough 16 March – London 13 April – Cardiff
PENSION WEBINAR
The webinar will be able to be viewed online at nhf.info/events Anyone interested in attending any of these pensions events can either book online at nhf. info or through the NHF’s pensions website, nhfpensions.co.uk, or by calling 01234 831965.
23
MARCH available to view on nhf.info
IT’S TIME TO DREAM AGAIN ASTON & FINCHER OFFERS THE LARGEST RANGE OF SALON FURNITURE IN-STORE, IN PRINT, ONLINE We have local teams throughout the country and an award winning design team to create the perfect layout unique to you. There are a full range of finance packages available. Why not find out more about what we can offer you today? www.astonandfincher.co.uk • 0870 240 2176 • furniture@astonandfincher.co.uk
Salon Insurance Specifically designed for members from the only approved insurance broker to the NHF 20% discount for NHF members and our price match guarantee* Colouring Members can use the NHF colour record cards instead of allergy testing before every treatment. Cover includes as standard: • Tenants Improvements • Contents • Stock
Call today for a quote 0800 458 81 81 Mobile users:
01480 700 160 www.coversure.co.uk/nhf
* Like for like quotations only. Subject to minimum premiums, and underwriters acceptance. Terms and conditions apply.