Rising To The Challenge By Deb Farnworth-Wood

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RISING TO THE CHALLENGE By Deb Farnworth-Wood

I’ve been in business for over thirty years, with 13 of these heavily involved in the beauty, medi-aesthetics field. A hallmark of my approach to business has been to have goals that really stretched me and to view problems as challenges, just waiting for a solution. COVID-19 is a very unique challenge. It’s not just an economic downturn; it has, depending on where you are located, wrapped tight restraints around many aspects of doing busines – especially in the beauty and aesthetics environment.

When COVID-19 reached our shores, I was a long way down the track of buying a new business – in fact, I had the pre-handover stocktake scheduled for the 27th of March with a view to taking over that week. A State of Emergency and subsequent lockdown threw my plans into chaos.

The company I was buying, Issada, is a cosmetics company specialising in high quality makeup and accessories using natural, ethically sourced ingredients. The owner was my long-term friend, Fiona Neale. So, even though I was legally able to walk away, it never occurred to me to do so. I was verbally and emotionally committed. Importantly, I was confident that if we suffered a severe downturn, I had the cash reserves to wait it out. the original Australian Skin Clinics, a business I franchised and, in just five years, grew to 60 clinics. When I sold that business in 2019, I retained the original clinic and gave it a new name. It was important to keep the expertise of my therapists, so I kept them employed and busy writing blogs and content for social media platforms and the website.

My other business, Valor Organics, which makes and distributes organic beard and shaving products, needed to continue manufacturing to generate cash flow.

I was no stranger to economic shocks. I had bought Ultimate Skin and Body Clinic three months before the GFC hit, but by pivoting to new services and with good cash reserves, I traded 45% up on the previous year.

It became evident there was going to be an unknown period of time in “hibernation”. But, however, hibernation didn’t need to mean “inertia”. I needed to minimise the impact on all three businesses; to rapidly introduce efficiencies (contrary to my normal practice of observing over a period of time before enacting change); to be creative around services we could offer; and to use any downtime to plan for a quick start out of the blocks, once circumstances allowed.

My friendship with previous owner of Issada, Fiona Neale, meant that, even though I didn’t yet own Issada, together we could work to future-proof the business. We accelerated our plans for a new Issada website and, for the first time, included the ability for customers to order online. To protect our stockists – who we truly value – we devised a plan to allow purchasers to select their usual stockist when they ordered, so we could financially reward that salon/spa/clinic. We also spent time revisiting the branding and marketing materials and we will be launching these in the near future, together with a post-COVID promotional package for our stockists. Lockdown time was also spent finalising new products to launch in September.

At my Ultimate Skin and Body Clinic I introduced PDO threading. The research, pricing exploration and theory learning occurred during lockdown, and as soon as we were able, training occurred. I re-skinned the website, adding an online booking system using the Timely platform and an online shop. The Valor Organics factory remained open but with a skeleton staff – which was a challenge because we were overwhelmed with orders for soap and body wash! We focused excess capacity on developing new Valor skincare products.

There are many lessons for businesses to learn from this pandemic. I am a realist. I hope for the best but plan for the worst, hence my great belief in having good cash reserves. I believe we are in for a tough couple of years, so my plan is to run lean, ensure that every single staff member fully contributes to the bottom line and to innovate: developing those unique products and services that will give us an edge over our competitors.

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DON’T BE AN IDIOT! By Lisa Conway

Before you post something negative on your socials, I want you to ask yourself why?

Why are you posting?... and then pause and ask yourself these two questions … 1. Will this add value to another? 2. Should I hold off?

The reason I want you to think about this is to think about whether it adds value or not. We are living in incredible times and for most it’s tough navigating some kind of normal, and if you are in the large percentage of people, like me, who live with mental health, then now is tougher than normal.

I saw a post just yesterday bagging the Victorian premier Daniel Andrews. The post went like this….

I wonder if Daniel Andrews is going to go on Job Keeper like we have to or is he going to stay on his 400K salary?

I don’t have a political bias, so I’m not for or against Mr Andrews, but what I will say is I bet if he had his time again, he would handle things differently, we all would. Job keeper has kept us all from slipping even further behind than what was possible when Covid hit and what I do see is a man who shows up every day and gives it his all. Sometimes he gets it right, sometimes he doesn’t, it happens to the best of us.

I think we all forget being a politician is a job, it’s a career path just like a beauty therapist, only he is doing it under a microscope, and I believe he is giving it his best shot.

When peeps post things like this you have to ask yourself Why? I think its unsettling for most and it is capable of pulling down morale; it starts a negative vibe that in my opinion adds not an ounce of value. My mother would have said “if you haven’t got anything nice to say than don’t say anything at all”. I’d say shut the f*#k up!

I decided weeks ago to turn free to air TV off because it was one negative story after another. Stories of hardship, of people being wronged and not one ounce of kindness. That’s actually not how I see the world; I make a conscious decision to highlight the good and skim past the bad. It’s how I manage my world. The Media seem to have things the wrong way around.

If you feel ruffled and want to vent, I suggest you hold off for at least 12 hours, so if its 10am and you want to do a negative post wait till 10 pm. If its 7 pm wait till 7 am. This will give you time to phone a friend, think about what value another negative posts will do to those reading it when they are already at their limit.

Look around you, find the joy, in fact seek it out. Things like the innocent and curious face of a child and those busy tails on dogs, the thank you smile you receive when you compliment a complete stranger’s hair, all of these one percenters will add up for you, in the right direction. My experience is that if you shine a light on enough of these little one percenters, the things that bring you joy can turn an ordinary day into a wonderful one. In today’s climate some of us are living one day at a time and that’s a reminder to everyone, that a pause might help another.

We are all hard wired to flap our wings with the flock, remember that what you post should be adding value and being kind is a skill we all need to develop. If we are to get through this ever-challenging time, we need to support each other.

The beauty therapist is a special kind of person who I believe needs protecting in these tough times. We can start by looking out for each other and for yourself too. Don’t be scared to vote with your click, unfollowing is often the best way to say ‘Nope, that’s not my view of the word.’

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LOVE IN THE TIME OF CORONA: REDISCOVERING YOUR PASSION DURING THE PANDEMIC By Elle Wilson

Are you feeling overwhelmed, calm, at peace, frazzled, confused? This is the current state of billions of humans around the world right now. It is completely understandable. We haven’t faced times like these for over a hundred years.

Every woman entrepreneur must ask herself during these times, who am I going to be first?

During the good times, we don’t often think about how we are being. We go straight into doing, but with all of the mind chatter that comes from feeling destabilized and anxious, doing more will only leave us feeling depleted and damage our mental health, ultimately possibly our finances.

How do you stay in the fast lane during this time? Here is the good news... you go back to the beginning.

You might be thinking, but what about my finances? My team members? I am so scared about my loved ones. None of the above can be solved by mind chatter and overthinking, so as challenging as it may be to stop and breathe right now, to go back to the beginning is the only way to move forward fast and with clarity. The opportunity right before us is to believe once and for all that we choose what to tune into. Think about a radio and all the stations you can tune into. We too can tune into all of the different frequencies around us. That’s right, thought streams and emotions and it becomes obvious very fast what we have said yes to.

The news broadcasters love to catastrophize. We all know this; drama sells papers. So, be selective, choose your media channel wisely and tune into only what is needed. It’s the same with your mind chatter, you don’t need to change it, fix it, stop it, resist it, judge it; just observe it and relax. It’s time to change your relationship with your thoughts and feelings, not tomorrow or the next day. This is possible right now. have one thing in common; their actions, conversations and behaviors are not controlled by their thinking and feeling. They don’t feel entitled to their emotions. They know how precious their energy is.

So, sorry for the rant, but we need this to give ourselves a moment, in the midst of the crazy, to go back to the beginning. Lay down the gauntlet. Let’s stop fighting and resisting. When we tune into this frequency, we shut down our inspirational thinking, our creativity and most importantly, we think less about “us” and more about me, me, me. We become fearful and unproductive.

Do you remember when you first had a desire to create your own business? When all you could think of was a purpose that was greater than yourself? It was about reaching out, extending and helping others look and feel beautiful. Go back to that purpose right now in the midst of all that is occurring in the world outside of you. Remember what it feels like when you help your clients solve some of their most challenging beauty problems and how grateful they are, how much they value you. Tune into that frequency and do what you do best.

You have a community in your clients, a tribe and right now they are most probably afraid, uncertain and missing their time with you. This isn’t a time to shut down your business, it’s time to see it differently.

Yes, we do need to give up talking incessantly about COVID, thinking incessantly about COVID, letting our mind wonder about the future. We can decide to focus on what we do best in our lives and what made us want to build our business in the first place. Our purpose. Take a moment to think about your purpose and write it down. I know you. You love to contribute, add value, share, care for others and also create a better life for yourself. Your clients may be unable to book appointments, but they still need to feel connected; that you are thinking of them and you are staying in touch. So, how are you going to stay forefront in their minds?

First, come back into your heart space because inspiration doesn’t come from lack and fear. It comes when your heart is open to it. Noone can take this ability away from you. You choose what you tune into.

In your openness, you will remember your purpose and what you love the most. You will be inspired to continue to contribute, to add value, and to help your clients look and feel beautiful.

Second, stay connected to your clients. Go back to what you can extend and ask yourself: “how can I stay connected?” Then again, open yourself to this connection. Because when we’re open, we are thinking of ways to help and to continue supporting our clients in any way we can.

We have to start thinking about “us” and less of “me” because if you see your clients as part of your community, they will feel that they are included, they’ll feel that they are a part of a family, and they’ll be comfortable in reaching out to you for support. They will trust you.

Your clients need you right now. There are so many ways to connect with them; you can share beauty tips in your private group, or you can send them little texts asking, “how are you?”. Give a couple of hours in your day to reach out to them, and let them know that you’re willing to support them if they need you. The internet has given us so many opportunities for us to remain connected; maximize it! You have to remember your love for contributing, and your love for adding value to the lives of your clients.

Let’s show up in the world right now. Find a way to make a difference in your life, in your business, in your family, and community.

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LEADERSHIP AND THE POWER OF PRAISE!

By Julie Cross

Sometimes we just need to go back the basics and what works… leadership is connection, praise connects and inspires on a deep level. Let us remember what we already know.

It seems that as we increase in age we decrease in the praise we both give and are comfortable receiving.

I was walking into my sons school one morning just before the start of the day and this young lady, about 6 years old, wandered up the street and started walking in beside me... out of the corner of my eye I could see her very purposefully looking me up and down and then I glanced down at her, a tad amused at her very direct and obvious scrutiny.

She then very directly looked at me and very confidently gave me the gift of some praise, she said, “You dress is gorgeous, you look so beautiful!” Now I didn’t throw the compliment back at her, I took it gracefully and gratefully and thanked her for saying so. And of course, it made me smile and feel good. And then I started thinking about the bigger gift in that compliment which is this...

When we are five or six we still say exactly what we feel... we feel it in our heart and it just comes straight out of our mouths and we share it with the world and the people in it. However, as adults what often happens is we feel the praise/ compliment in our hearts and then it goes straight up to our heads and we analyse it first, that may go something like this... well she looks nice but I am not going to say anything, I mean I don’t even know her and if I say something she might think I am kind of weird or maybe she will think I am coming on to her or something... or... well she looks nice and I wish I had a nice dress like that, in fact I wish I looked half as good as her and I am sure I don’t, and she makes me feel insecure about myself so I am not saying anything to her, she will get enough compliments.

Or well they did do good job with that, but last week they messed up that sale and I don’t want them getting to big for their boots, so instead I don’t give them the praise.

Yes, so we say nothing! There is a great gift for others and also for ourselves when we share what is in our heart before we run it through our heads and through the lens of our own insecurities. And we will notice that as we give the gift of praise freely we will invite more of the same into our world and that is how we all can make a difference.

I feel so grateful to receive the most beautiful soul filling messages of praise, gratitude and affirmation of my ‘making a difference’ in the world, in my small circle of influence... never underestimate the power of praise.

We even see a ‘holding back on it’ on social media like Facebook... Na, I am not ‘liking’ he post, she gets enough likes. I mean we don’t want him to get a big head...really? I had a conversation with my 17 year old son and he expressed that attitude, that they hold back on giving ‘likes’ to people that already had a lot, and instead gave it to the ones that didn’t, it is like we only have a certain amount of ‘likes’, smiles and compliments to give out in a certain day and that the ‘Tall Poppy’ syndrome demands that we give it to the underdog and not the one achieving success, weird huh? When we go deeper we will realise that the only reason we hold back on praise it is saying something about us and our own insecurities so that should be a flag for us to say to ourselves, “What does this say about me?”

Life will keep us grounded all on its own with, grief, challenges and struggles, our job is to lift each other up, now not just for the sake of it, I do see a movement towards setting up processes and systems to dish out positive affirmation or ribbons and winning medals, just because, and that is not real, genuine praise. So, I am not talking about giving out praise just for the sake of it and or when it is not deserved or not how you truly feel, often we in fact, do more harm, because the person receiving it will know that it is either not deserved or not true and fair.

So especially in your workplaces and within your teams, when somebody has made a difference, or you notice something nice about somebody, please let them know, it just may be the most important message they get that day and sometimes you will never know the difference you made in that person’s life, and don’t underestimate the ripple effect, the power of praise doesn’t just affect the person you have directly given it too but that person will also go on and make a positive impact on the people they affect that day too.

I hear people saying all the time that they want to make a difference; well making a difference every day is so much easier than we think and the world needs it right now more than ever!

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THE FOURTH ‘P’ By Paul Frasca

As I write this, in a matter of hours Victoria will enter the toughest pandemic restrictions Oz has seen yet. And since a huge part of our mission at Sustainable Salons (one third, in fact) is about building healthy businesses and economic ecosystems, it seems trivial not to acknowledge this moment in time for our industry.

I think we’re all painfully aware of the potential impact this will have for small businesses and livelihoods, so I’m not here to rub salt in the wound. Truth is, I don’t have any magical, sustainability answers for that (yet!), but I have been reading a lot of opinions about sustainability and the pandemic to find out how the triple bottom line (people, planet, and profit) can hold up under this kind of pressure when so much of our direction is consumed by survival. And… when is it okay to talk about the future if the present is a mess?

The answer is, right now (well, for those of you who know me, the answer is actually “yesterday!”).

COVID-19 triggered an unexpected landscape for everyone, and although the Sustainable Salons model was built specifically to withstand all kinds of different scenarios that occur in small salon businesses such as peak periods like Christmas, quiet times, losing a staff member, gaining a staff member, downsizing, renovating or moving premises, we still came face-to-face with uncertainty.

But after the shock wore off, we came to see potential in the space it had opened up. For the last few months now, we’ve been on a journey of discovery to uncover where to from here. And while we were in the middle of this, the one question that kept coming up was - why do we do what we do?

And then, one of the articles I came across introduced me to the concept of ‘the fourth P’ in sustainability - purpose. Lightbulb moment! This ‘P’ is such a great addition to the mix when we’re thinking about how to incorporate the sustainability pillars into actual business practices. Now, I know this kind of thinking isn’t going to put dollars in your bank account tomorrow, but perhaps it will give you a springboard to refresh, redirect and innovate! The ‘Purpose’ pillar of sustainability in action is all about looking at your business from your community’s perspective. It’s a necessary part because to build a truly robust model for success, a business must realise that it impacts many more stakeholders than simply the end customer who walks out with your product. And this impact is jam-packed full of opportunities to thrive!

“Defining a sense of purpose inevitably will lead all companies to realize that business belongs to society and not the other way around. Now is the time to strengthen our social fabric.” (CB Bhattacharya, Sustaining sustainability: Lessons from the coronavirus pandemic)

It’s true - and important - that your business exists to perform services with obvious outcomes that your clients request, but have you ever revisited your business’s purpose from this larger social perspective? How do your employees, their families, consumers and the wider community benefit from your operations, services and initiatives? Who else can you serve, collaborate with or redesign a role for in a way that you’ve not considered before?

In our renewed mission here at Sustainable Salons, we started to see that we do what we do to not only reduce the salon industry’s negative impact on the planet, but because one day we want to make this improved quality-of-life a reality for everyone. We want sustainability to become normal! Our pathway to date has shown that the salon industry can be the shining example of what’s possible… and now we’re on a mission to share this with everyone. Suddenly we’ve entered a whole new realm of opportunity!

Our operations have always included the people, planet and profit benchmarks, and now they incorporate this purpose - it’s another pillar that we measure all of our decisions and actions by.

The recent crisis has created the need for some unusual, innovative and stressful changes. No doubt you’ve needed to make difficult decisions at some point. And perhaps you’ve found bandaid solutions just to help get you out the other side.

But I truly believe that when you take the time to identify the ‘fourth P’ in your business, the changes and decisions you make with that as your benchmark will help you do what you do and flourish, not just survive. Even in the toughest of global pandemic restrictions.

THRIVE IN STYLE By Faye Murray

Our lives have changed in many ways and we have all been challenged with these changes. Many we have been forced to do and have realised that some are in fact are good changes and these will now become part of what we do. Change can be a positive if we embrace it!

Something that has not changed is that to be successful in your beauty salon business you need to WORK it by investing quality time on the things that do make a difference.

I am going to share with you four points that I am currently working on with my clients. My experience has taught me that these will make a difference now and for the remainder of 2020 and beyond.

#1 - KNOW YOUR POSITION

Managing your business does take time and this has not changed. You might say “I don’t have enough time in the week to get everything done.” You are not alone. You need to look at what you are doing and be strong and decide what is important and what is not essential to spend time doing. You must find quality uninterrupted time to focus on the management of your businesses. I call this BUSINESS DEVELOPMENT TIME. This will vary, for most 2-3 hours a week is needed or a good place to start. This is not the time where you pay your accounts or do the wages. This must be thinking and planning time that results in positive action. Everyone’s list will be different, each week it will change. Often, I am asked “what do I do?” Here are some suggestions that you could begin with:- DO A SWOT ANALYSIS (Mine is a little different) I use two SWOT analysis to review a salon business. The first is for the overall salon. The salon owner works through this themselves or for larger salons it is great to include key management people such as your receptionist, trainer or salon co-ordinator. You may have done one of these in the past but I guarantee the results from this one, at this time will be very different. Your four headings are: STRENGTHS WEAKNESSES OPPORTUNITIES THREATS I HAVE CHANGED TO TRAINING The second SWOT is for each team member to complete about themselves. (This is what I do that is different). The salon owner will then do a one-on-one session with each person. This will allow for: Recognition and praise for strengths. You will find in most cases the team member does not see all their strengths and value they bring to the salon. Identifying and improvement of weaknesses New opportunities to be discussed and actioned Discussion on any opportunities for them to be involved in delivering training or training that is needed for individual development.

#2 - SHOULD YOU HAVE A PRICE INCREASE?

A great question and one everyone must consider even in the middle of COVID challenges. July is for me one of the preferred times of the year to do an annual price increase. Except for 2020, it falls in line with the national wage increase. We are all thankful that there is no wage increase for beauty and hair until February 2021 and it will be a 1.75% increase. There has always been a period where I have discouraged a price increase and that is January and February because everyone has Christmas credit card bills and back to school expenses. I don’t believe this will be a good time for your annual increase, especially in 2021. You must still do an annual price increase to stay ahead. Your costs will still increase over the next 12 months. My suggestion is a 2-3% increase in early November this year.

#3 - REVIEW YOUR COSTS

It is the end of the financial year: time to review your 12-month profit and loss. No matter how large or small your salon business is, this is a must. Your business coach or accountant can assist you with this. You should have in place a goal for all key expenses. This will vary from salon to salon. Remember there are only 100 cents in every dollar and you need a healthy profit, so you can’t spend more than your income or spend too much so you, as the salon owner don’t make enough to justify your time, effort and

investment. Many salons avoid doing this as they are fearful of what they might see and have no idea on how to reverse a negative financial situation. It can be done with good advice and focus but you must know what and how to do this. I find that my clients have three types of accounts. If yours is not good the beginning of a new financial year is time to change.

“You must find quality uninterrupted time to focus on the management of your businesses. I call this BUSINESS DEVELOPMENT TIME.”

1. Good accountant. This is essential. During covid they have been so strong in helping and offering current advice, as changes have happened. 2. Bad accountant. I see so many that have no understanding of the beauty and hair industry and really are just good with tax advice. They need to be engaged in giving you advice on a regular basis. 3. Lazy accountant. In the last few months every salon business has needed the support of their accountant. Some have not been proactive. They wait for you to call them.

#4 - REVIEW YOUR STOCK HOLDING

Review your stock. Stock = money. It is either on your shelf or in your bank. However, it is essential that you carry sufficient stock, both professional and retail to operate your salon business. A review at the end of the financial year is important to undertake. Look at all the levels of your professional stock and make changes based on your current needs. Do a 6-month report from your computer of each product sales and compare this to how many clients you did in the same 6-month period. Ask yourself some hard questions. For slow sellers, do I keep this product or delete. Do I need to do education my team on certain products to increase sales? No point having “dead stock” that does not sell. I hope my four tips are helpful to you. My end of year check list that I work through with my clients covers much more than this but I chose to share what I thought were the most critical things that you can action and that will guarantee you results.

Faye is a business coach, business and motivational speaker, and her proudest achievement was being inducted into the 2019 ABIA Hall of Fame. Visit www.yourcoach.net. au for more info on working with Faye.

> BUSINESS STYLE GUIDES 101

WHAT ARE THEY & WHY YOUR BUSINESS NEEDS ONE By Sarah Garner

Does your brand currently have a style guide? Sure, you can name your go-to fonts off the top of your head and share your logo with us, but do you have an official document that showcases all the essentials? If not, then it’s time to read on.

WHAT’S A STYLE GUIDE?

A style guide encompasses your brand’s DNA – the colours, fonts, inspiration, textures, logos and even voice you want your brand to be known for. Having an official brand style guide means that regardless of who is working with your business, your brand always blooms with consistency. Think of it as the rules of your brand.

Whether you’re a multi-location enterprise or a one woman show, we believe every brand should have its identity documented in an official guide - you’d be surprised by how many businesses we work with that don’t!

WHY DO I NEED ONE?

You’ve heard about the importance of brand consistency before, right? Those magic words are the key to taking your customer’s brand journey from good to game changing.

Having a style guide gives you the peace of mind that whenever you hand your brand over to a graphic designer, illustrator, social media manager or even your own internal marketing teams, your brand experience will be consistent.

It also ensures that us creatives are delivering you the one, sooner! Providing a solid understanding of your brand from the get-go means we can nail your brief quicker and save you the hassle of back-and-forth adjustments. Winning!

This easy to establish but oh so powerful document means that wherever and whenever a customer interacts with your brand, they’re experiencing the same #goodvibes at every touch point. It’s these traits that build the kind of brand awareness that can transform into serious brand loyalty - and with a billion or so users on the web, these things matter!

WHAT GOES INTO MY STYLE GUIDE?

A style guide should include all the must-know guidelines for your brand’s identity. Kick things off with your brand’s mission, values and story. Defining the things your brand values most, supports creative decisions more than you may realise! If the content isn’t aligned with your brand’s story, then brand message and consistency can get lost.

Next, let’s share your logos and all the variations that are permitted. For example, you may have a logo for print and signage but a more refined version for social media profile pictures and watermarks. Be sure to include all variations and where they belong.

If you’re part of our Digital Bloom Brand Hub (and if you’re not, we’d love to have you!) you know we love our fonts… and the proper use of them! Font and typography are ultra-powerful tools for identifying your brand, representing your brand’s tone and creating memorable touchpoints.

Your style guide should feature all your gofonts, must-know typography such as spacing and casing, where they should be used and what size they should be read at (because let’s face it, there’s nothing worse than seeing small calligraphy font online that can’t even be read on mobile).

Next, we’re moving onto colours. Think about some of the world’s most well-known brands. Their colours allow them to be recognised from a mile away (anyone else thinking of spotting a big M on a family road trip right now?). Beyond your logo, if there are signature colours that breathe life into your brand, they’re a must feature in your style guide. Don’t forget the exact colour codes for our designer pals!

Finally, include imagery that inspires your brand, supports your story and ignites your voice. If you stick to strictly in-house photography, incorporate stock imagery or even experiment with textures, these are images to include in your style guide .

HOW DO I CREATE A STYLE GUIDE?

We’ve made this part oh so simple for you! Head over to our Freebies Page to discover our Social Media Brand Board to kick things off for you.

Created in everyone’s favourite platform, Canva, you can easily upload your brand resources and create your very own style guide. If your brand gets a revamp at any time, you’ve got your goto resource to update your rules and share with your teams.

We get it. Sometimes diving deep into your brand can make you realise the vibes are all off. If this is you right now then it may be time for a Brand Revamp! Working with the Bloom Fam, discover confidence in your brand and a brand identity that speaks to your dream audience.

Create your FREE style guide via our website or get in contact with us to discuss your brand goals.

Sarah Garner is the Founder and Creative Director at Digital Bloom, an industry-specific branding boutique dedicated to making your hair, beauty or wellness brand turn heads for all the right reasons. Contact Sarah at hello@digitalbloom.com.au or on 0425 795 636.

> BUSINESS THE POST COVID-19

THERAPIST By Brigitte Benge

I don’t have to tell you that this pandemic has shaken all businesses worldwide. And I don’t have to say that changes, BIG changes need to happen in YOUR business moving forward. Yes, there truly is going to be a ‘new normal’ when it comes to buyer behaviour, consumer spending patterns, consumer ‘new’ needs.

The salon owner is going to have to develop new and better ways to provide their clients with what they want. What I don’t think many have grasped (salon owners and beauty therapists alike) is that there is equally going be a need for significant changes in the role of the beauty therapist of the future.

My observation of the beauty therapist of recent years is that regardless of productivity expectations not being met, the employee didn’t feel the threat of anything negative happening…like losing their job. And it’s not just the impression the therapists assumed, in fact, often it’s the impression directly given to them by their employers. We all know that regardless of productivity, many employers put up with underperformance. Why? Here are only a few reasons that have been shared with me when asked.

• “If I pressure her to perform, she’ll leave.” • “I struggle to find staff at all. I’ve posted ads and am getting no applications.” • “I’ve invested so much time and money in her, that I cannot terminate her.” • “There are no ‘good’ therapists out there.” • “Hard to terminate, fearing the possible backlash of unfair dismissal.” • “Better the devil you know, than the devil you don’t know.” • “It’s my fault; I don’t have time to train them.” • “It takes way too long to replace them.”

So, it seems that the thinking was flawed to begin with, and salon owners need to move away from this dispiritedness now more than ever before. Here’s what’s important now. Attitudes from both parties (employers and employees) need to change. Salon owners need to expect more from their therapists (but first providing them with the support and training such expectations require) and therapists will need to step up. Considerably. Let me share with you why I believe this.

Sadly, and tragically, many salons are going to close down their doors permanently as a result of COVID-19. We haven’t even felt the actual numbers yet because so far, the government has supported salons by keeping their staff employed. Right now, one of an employer’s most significant expense is subsidised, if not altogether covered by JobKeeper; temporary relief for the lockdown loss and drop in business. But we all know that the residual effects of COVID-19 will live on for months if not years to come, and once the JobKeeper allowance comes to an end, keeping the doors open will be that much harder. Impossible for some.

So what does that mean? Well, like the rest of our economy, many jobs will be lost. To date, one million Australians have lost their jobs, and sadly, many among them will beauty therapists. Here’s the thing, losing your job during a pandemic is not like losing your job any other time in your life. Losing your job now will mean that the chances of getting another job are going to be that much harder, in any industry, let alone the one you’re currently employed at. Before the pandemic, there were more jobs than there were therapists to fill them. Today, and even more so after JobKeeper ends, there will be more therapists than there will be jobs.

I implore therapists to step up their game and do what it is that they need to do. Not only to secure their jobs and livelihoods, but to play an essential role in ensuring THEIR salon continues to operate. Whilst many businesses will be shut down permanently as a result of this pandemic, the ones that stay open….well they have the potential to not only get through it but they have the potential to thrive over it. There is a huge opportunity for those that remain standing. This, I know for sure.

Have you heard of the ‘Lipstick Effect’? It’s a theory that states that during periods of recession or economic downturn, consumers will give up big-ticket luxury items such as holidays, new homes, new cars etc. and seek solace in smaller indulgences such as the humble lipstick. The ‘lipstick effect’ can be traced back to the Great Depression of the 1930s when industrial production in the US halved, but sales of cosmetics rose substantially. Since then, through recessions and major economic downturns, the beauty industry has continued to grow and thrive, being labelled as a recession-proof industry.

So who will remain still standing? Well, I believe that it will take a combined effort from the salon owners and the beauty therapists. Salon owners won’t be able to do it alone. Despite a possible recession, consumers will continue to want to look younger, for longer, sooner. They’ll continue to be conscious of how they look, if not for when they go out but for the selfies social media is demanding from them. None of these needs is going away. They are just going to take new form. The requirement of wanting more from the therapists, even more than what they’ve received in the past, is going to be very real - better service, better results, better care, greater connection, more knowledge and greater expertise. Regardless of how many salons close down, there are so many options a consumer can turn to thanks to the internet, social media, online shopping, the insatiable demands of the new generations and the persistent needs of the older generation.

Now some may think that this is going to make it harder on businesses and therapists, but I believe quite the contrary. If a salon owner concentrates on providing clients with exactly what they want, then your focus and direction will become a lot clearer to you, and when you gain true clarity, you’ll intuitively know what to do and what not to do. client with what she/he wants. It’s not just about the business owner bringing in more business through marketing and crazy offers. No. it’s about the therapist taking very seriously that it’s their job to retain the clients. It’s their job to provide an extraordinary client experience. Extraordinary is not just about the experience at the appointment. It’s about the ongoing care of the client. The ongoing results. It’s going to be about treating the pigmentation immediately with a course of treatments and then getting the client to come back over and over again to keep it at bay. Client loyalty is the responsibility of the therapist. Here’s my definition of client loyalty… “A loyal client has two courses of treatments a year (at the major changes of seasons), monthly maintenance and invests in ongoing homecare all year long”. The post COVID-19 therapist needs to truly embrace this and use this to guide them moving forward.

So what does the post COVID-19 therapist need to do? Here are some suggestions:

1. How’s your skin anatomy knowledge? Not as strong as you’d like? No problem. Go back to the books. Skin anatomy is what you learnt at beauty school and if you’ve forgotten what you’ve learned, then take responsibility to brush up or re-learn

2. How about your ingredients knowledge?

Your product knowledge? Could do with a review? Go do it. What are you waiting for?

Everything you need to do is at the end of your fingertips – Dr. Google, your product manuals or online learning

3. How’s your skin consultations and skin prescription writing? Non-existent? Weak?

Again, seek the training and assistance you need. Extraordinary service and results are borne from a sound skin consultation followed by long-term recommendation of treatments and homecare. Without them, you’ll always be struggling.

4. How’s your treatment skill levels? Not as good as they could be? What stops you from doing a facial on every family member or friend that comes into your home to practice those movements until your confidence is gained? What stops you from waxing every leg in sight?

Sure, your employer will train you, but what will you take responsibility for that you should already know but if you’re honest with yourself, you don’t? How about the training that has already been provided to you? The product schools? Do you know your products inside out and upside down? It is fair to say that if you’ve been sent once or twice, it’s expected that you are a pro and can prescribe effectively? The time and money has already been invested in you. What and when will you invest in yourself?

As I said, I urge you to pull out all stops. Do what you need to do. Ask the right people, the right questions and do the right work. On your time. Yes, your time. Don’t expect your employer to keep investing in you if you don’t take full responsibility for what you learn and if you don’t invest in yourself.

As I said, there will be fewer jobs than there will be therapists very soon. Be THAT therapist that not only keeps their job but does her part in helping the salon to thrive.

And as for you, the salon owner? Well, you need to change your headspace around expectations. Your business depends on it, and your livelihood depends on it. If and when you retire from this industry, let it be on your terms. Let it be that it’s in exchange for that last big fat pay cheque – the one for the sale of your business!

Brigitte Benge is one of the most respected business coaches in the beauty industry. Founder of the Leadership and Management Academy (LAMA) and the High Performance Academy (HPTA), Brigitte predominantly specialises in skin focused salons (or working towards becoming skin focused). For more information on how to take your salon’s productivity to the next level, visit www.creamsolutions.co or email Brigitte at bbenge@creamsolutions.co.

> BUSINESS HOW TO ADD A TOP-NOTCH TEAM LEADER TO YOUR SALON MIX By Estelle Carroll

Salon owners, are you ready to go next level and add a top-notch team leader to your salon mix? Hankering for a salon manager to share the load and free you up some quality time beyond your business? Great thinking! But where do you start? These top tips will see you through the process and set you up for success.

WHAT’S IN A NAME?

First up, are you really looking for a salon manager? For me that name suggests someone who’s managing people, watching every move and waiting to pounce on mistakes. What you really want is someone to lead your team. Someone to lead by example and be confident enough to inspire your team. Someone with the grace to embrace and celebrate the growth of everyone on your team, and the skill to sell the vision of your business to everyone around them.

So let’s give them the right name and call them Team Leader from the get-go.

DO YOU HIRE YOUR TEAM LEADER FROM WITHIN OR GO BEYOND?

The answer depends on your team’s current makeup. Do you have team members keen and willing to step up? If so, choose one of them first. They already know your vision, do like you do, and sometimes even speak like you do. They’re likely to slot into the position with ease. In contrast, you’ll need to train-up an outsider from scratch, teaching them all the little things that are very often the BIG things in your business. Things like culture, language, vibe, styling, little intricacies – the things that make your salon unique. Think carefully if advertising beyond your team. If you already have team members who think they’d be a perfect fit (but you don’t) you’ve got some explaining to do. If you avoid explaining you’re heading for even more trouble. Either way, begin by framing an avatar of who your ideal Team Leader might be and preparing a job description defining exactly what you want

them to do. These resources will help you keep the traits and skills you need front of mind, use the right language in your ad, and make good decisions about who’s the right person for the role.

HIRING FROM WITHIN YOUR TEAM

Call a team meeting and discuss your vision for the salon, including how you need a Team Leader to help you with this vision. Make it exciting, tell them about the role, why you need it filled, and what it will do for the salon, you, the team and the clients – it’s a win for everyone. Invite anyone who’s interested to apply via a onepage letter stating why they believe they’re right for the role.

WHO IS RIGHT FOR THE ROLE?

I’m confident your instincts will also kick in on this one, but keep the following in mind. Your ideal Team Leader: · is respected by the team · is respectful of others · is coachable · won’t let their ego get in the way · embodies your salon’s look/language/style · is already a great role model in terms of presentation, reliability, punctuality, attitude, mindset, skills.

INTRODUCTION AND INDUCTION

Introduce your new Team Leader with a warm welcome in a team meeting. Explain who they are and what they’ll be doing. Pre-frame the team that this role means changes for everyone, but also an opportunity to learn and grow from the challenge. Ask for everyone’s patience as the Team Leader settles into the role. Induction should include: · a clear role description · an example of the day-to-day role mapped out in a checklist · a how-to guide for conducting meetings (when, where, how)

TESTING THE WATER

It’s time to test the water (and your Team leader) by leaving the salon. Start with a few hours, then half a day, a day and so on. If you keep running on in, or commenting that you have to be there all the time, everyone will feel unsettled and unsure. Instead, believe in the decision you’ve made. Giving your Team Leader a chance to shine while you’re not there communicates trust and confidence in their ability – to everyone on your team.

FIRE OR BLOOD RULE

Explain to your team the FIRE or BLOOD rule that applies when you’re not in the salon. The rule goes like this: they are NOT to call or message you UNLESS there’s a fire or someone is bleeding. Whenever they feel the urge to call you, they must ask themselves: fire or blood? If it’s neither, they’re to write down whatever it is in the salon diary. That entry (or list) in the diary tells you what you need to develop a system, policy or procedure for, so next time they’ll have the answer at their fingertips. An example: your Team Leader calls to say the printer isn’t working. Your solution could be keeping a folder at the front desk with a section on common printer faults, FAQs and simple tips and tricks for changing toner/cartridges, and so on. It’s about empowering your Team Leader to resolve issues without referring to you.

TEAM LEADER MEETINGS

My favourite part! Have a meeting with your Team Leader EVERY WEEK. Yes, EVERY single week.

Cover things like: · new products coming in · annual leave requests from the team · challenges · wins for the week · promotions · client complaints · procedure creation · training plans · new ideas · equipment breakdowns · planning Set your Team Leader up to win by sharing all the goings on in your salon. Trust them to know the inner workings and involve them in planning. Let them share the load of explaining new promotions and procedures to the team.

Let go a little. Give your Team Leader your trust and the space to grow and put their own mark on the role.

A top-notch Team Leader will step up to the responsibility and shine for you and your salon. What does that mean for you? More of the things you want and deserve – more freedom of time in your business, an incredible team and increased sales growth.

Estelle is a salon coach at The ZING Project. To get in contact with Estelle reach out at estelle@zingcoach.com.au or join our private Facebook group: ‘ZING inspired salon collective’.

Benchmark Salon Sales are the only salon dedicated business brokers in Australia with outstanding brokers in each state delivering over 500+ sales for clients around the country. We continue our series of articles from some of the specialised business brokers to get you salon sale ready!

STEPS YOU CAN TAKE TO INCREASE THE VALUE OF YOUR SALON By Lachlon Silver – Benchmark

THIS MONTH LACHLON SILVER LOOKS AT HOW YOU CAN UP THE VALUE OF YOUR SALON BEFORE YOU SELL!

First and foremost you must increase your net profit. Net profit is the money that is left after all operational expenses e.g. – product purchases, rent, wages including yours if you work in the business, marketing etc. You can often leave out things like Depreciation, Personal Expenses and odd purchases. This figure is called the EBITDA. (Earnings Before Income Tax Depreciation Amortization) The way you increase your net profit is to control the expenses above. Keep on a few casual staff that you can send them home if work is not busy, don’t order too much stock and control wastage. These are the best places to start. The other thing you can do to increase your net profit is to increase revenue.i.e. money coming into the salon. Have a training session with staff, get a business coach (this can be added back into your net profit) or invest in results driven marketing.

The final action we recommend to do is get yourself out of the business over the next few months without affecting your net profit. We are inundated with enquiries from people who what to buy a managed profitable salon. The best way to get you out of the business is to develop good policy and procedures and hire a quality manager.

Now that your business is highly valued, it is time to sell

We always have the motto of “When things are going well that’s the time to sell!”

• Most importantly, make sure your financials look good, go and see your accountant. • Read your lease again and make sure there are not going to be any hiccups with the

transfer. • Decide on what sale price you want to put on the salon. Be realistic and leave room for negotiation. • Take a few pictures while the salon is busy and also when it is closed so this can be used in an information pack for the potential buyer. • Contact a salon specialist broker and introduce them to your business, ask for an appraisal. • Let the broker advertise the business and negotiate the deal for you as this is more likely to get the desired result. Leave your emotions out it! • Most importantly keep the whole thing confidential (including your clients and team) until the deal is done and unconditional - meaning the money is in the bank!

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