The Circles Way By Sharlene Lee

Well, this is it guys! My last column. It’s been so incredible connecting with everyone in these pages and I have loved hearing from so many salon owners and managers about how they can navigate these trying times and do the best things for their team, their business and themselves.

We have covered off many of the topics I think are most important and I genuinely hope that I have been able to assist people with a few little pearls of wisdom! I also wanted to give everyone the chance to ask me any other burning questions, either about me, Circles or anything hair related. Thank you so much for sending in your questions! I have chosen a few below and wanted to answer them to sign off my column.

Where do you get your work ethic from and how do you pass it onto your team?

My parents both have a European background and were middle class workers and they inspired me to work hard and always give it my all. I have always had strong personal and work goals from a young age and wanted to achieve my own success without depending on somebody else. When I set my mind toward a goal, I will always try to achieve it no matter what, irrespective of how big or small it may be-I won’t stop! I think the best way to pass this onto your team is to show them by doing not by saying. My team see me working hard literally every day and that pushes them to rise to the occasion. You can’t expect your team to work harder than you when you are the one reaping the biggest rewards.

What is the single best business decision you have ever made?

From a young age I had always wanted to buy my own property, but I ended up buying my commercial property before my first house which I never expected. After having had a few nightmare landlords I was keen to not have to deal with that anymore, so I was stoked in 2004 to buy my first commercial property and, in 2008, finally moved Circles into that property. Being my own landlord means I can make my own decisions based on what is best for the business plus it was also a great financial step as I no longer need to pay someone else’s rent and I was lucky to see the property value increase substantially. It may not be an option for everyone, but I strongly encourage every salon owner to thoroughly investigate it as an option as there can be plenty of pros.

What is your favourite part of the industry?

The people! I am most certainly a people person and I love that this is an industry full of the most creative people which give us all the chance to be our true crazy selves. Also, the opportunity for women to start their own business and grow it at their own pace with industry support is something which makes me so happy. Our industry is full of independent, strong, powerful and positive women and I love to mentor them throughout their journey wherever I can.

What is the best way to overhaul your social media and marketing strategy?

Learn it, know it and embrace it. Don’t be intimidated by it- you need to step up and give it a crack and start somewhere. We all allocate time to learn new hair and colour techniques, and this is just one more element you need as part of your education. There are so many free resources to learn and see what other people in the industry around the world and around the corner are doing online so jump on and get studying. You also need have a clear and consistent branding message and focus on quality over quantity. Don’t get too caught up in follower counts and the glitz and glamour of influencers if you aren’t ready yet- do you! Then, when you are ready and have the budget get some professional help to be consistent in your marketing and, most of all, be patient. Results don’t come overnight. It takes time and determination.

What salon software and tools do you recommend?

Honestly, I feel that software for our industry could be more advanced and have more capability for automation, but we use Shortcuts as it offers us the most integration of our in-salon database and booking system with our digital strategy and online marketing goals. We also use Google Analytics a lot to help us track the progress and direction of our strategy. Both of these just take a little time to learn so I recommend jumping online and doing some tutorials to make sure you are maximising them.

How do you deal with staff leaving to go to a competitor?

It doesn’t matter how long you have been in business for, it’s always hard losing a great team member to a competitor. My advice is to take the hurt out of it so you can leave the door open and always part ways on good terms because you never know what will happen. I have actually had 8 staff members come back after leaving and it turned out to be for the best as it allowed them to realise where they wanted to be. Of course, this all depends on how the team member leaves and if they leave with respect and with the right attitude. Personally, I would rather have someone leave than have them stay and be unhappy! Keep the emotion out of it and use it as a learning experience- was there an issue? Can I fix that issue, so it doesn’t affect other staff? Our industry is transient, and you never know when your paths will cross again so go with positivity. Everyone has their own personal goals, and we need to respect that as salon owners.

How do I get started in entering industry competitions?

Firstly, you need to have a good understanding about yourself and your business and understand why you want to enter and what you would like to achieve. But the best advice is to just start! There are great ones to ease into for you and the team where you can focus on just one image before trying collection shoots and larger salon focused entries which can take more time and commitment. Just don’t be too intimidated- every salon needs to start somewhere. Tell them in the submission you are just starting and reveal who you are by being authentic and telling them what winning would mean for you.

We are struggling keeping our salon afloat during COVID and it is incredibly stressful. Any advice?

Mentors can play a huge role when dealing with difficult and stressful times and could lead you to thinking differently about your business which can be really helpful, as can talking to other salon owners to see what is working for them. Things like taking tips to restructure your salon costs could be just what you need. The AHC has great industry specific resources that may help too, so be sure to look into what they can provide you. Personally, I am also often looking outside the industry for inspiration from other sources, so I am always listening and reading about business strategy and success to see what I could perhaps apply to my own.

How do you get your staff to attend all the training that I would like them to do?

This is crucial and about team culture and it should be clear from the moment they are hired that it is non-negotiable and essential for their own growth and the growth of the salon. If they don’t want to learn and are not enthusiastic about it, this isn’t the career for them. Make sure though you are setting clear KPIs and that there are not any barriers to learning which you might not be aware of. At Circles we keep the team training fun and use that as a point of difference. We love sharing and growing together as a team and we always love a few cheeky drinks and a catchup to finish up and help the team to bond.

So that’s it! I hope that this last Q&A has provided you with a little more insight into how I run Circles and please know that I am always here for advice or a chat. I love connecting with all of you and if there is any way I can help you keep your business on track, I’m here. Saying it is a difficult time to be running a salon is an understatement so look after one another and your communities and stay safe.

Sharlene X