beauty in motion - Art of Business

Table f
Contents
whip
& roll
AMIR........................................................ 17
C.A.M.P............................................. 21-24
whip the hairs
back and fourth.
Cezanne.................................................14
Davines.....................................................3
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whip it good 250ml
Equipment............................................ 13
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liquid rollers 200ml
Eufora....................................................6-7
Framar.................................................... 18
Hair Forensics...................................... 17
Intrinsics................................................. 17
Mar-V-Cide.......................................20
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price
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rollers
Reuzel.......................................................8
Salon Search Party................... 19, 20
Theorie................................................... 15
Unite................................................... 10-11
Yunsey.................................................... 12
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41607AOB © 2016 Williams Publications Inc., Mpls., MN.
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855.721.5250 www.artofbusiness.com [email protected]
Deals Valid 07/01/16-08/31/16. Art of Business reserves the right to limit quantities and correct printing and illustration
errors. Not all items are available in all territories. Prices advertised are limited to in-stock merchandise.
3
Partnering
with a Supplier
can be the
single most
important
decision
“
Choose wisely
who and what you
invest in; it’s not just
about a tube of
color or a bottle
of shampoo…
any Salon Owner
can make.
“
By Patti Meade Tekniques Salon
S
adly, most salon owners enter
into a partnership with a supplier
by convenience not by choice.
There is usually a product that
you or your stylists look to use or sell
in your salon, thus you are compelled/
required to do business with the supplier
that has rights to sell it in the city your
salon resides. Thus most salon + supplier
partnerships are not consciously formed
on merit but rather by default.
As a salon owner for 19 years I have
changed greatly from my early days of
how I chose a supplier. In the beginning
I was convinced I needed to sell wellknown brands to attract and retain the
guests my salon needed to survive. I
was convinced if I had the product they
recognized and trusted that I would
build my own brand and reputation with
its presence. I partnered with several
suppliers making sure I could access a
variety of well-known hair care products.
I have to admit it worked but to a limited
degree.
I soon ended up being broadsided by
big business competing with my salon
through diversion. The salon products
we sold were also being sold at many
drugstores and supermarkets, not to
mention online! Clients were often
buying from them after we gave them the
recommendation and education on how
to use it. Very frustrating.
By this point I had developed a strong
relationship with a major supplier
and was starting to design a different
portfolio of what we used and sold in our
salon. My team was skilled and educated
and we realized the guests trusted us and
respected what we recommended. This
was a major turning point for my salon
and I.
This supplier had always set the standard
for offering the best education in salon
business practice and providing welltrained Sales consultants to support my
business. Raylon (now Art of Business)
was genuinely invested in creating a
relationship and partnering with me
to help grow my salon. This was a key
component in my salon success because,
when it comes down to it: You could buy
all the products in the world and use
the best color line available, but if your
business is not managed well, none of
this matters. With their help, I went on to
more heavily invest in my salon business
education, which put my salon on the fast
track to success.
I came to realize that I had a choice whom
I chose to purchase from and it should not
always be based on what product I buy,
but instead what benefits were attached
to that product.
I also realized a good business model
with a skilled team can sell any product
they believe in, even if it is not nationally
known.
My decisions have changed greatly in
19 years. I now choose to partner with a
supplier first and a brand second.
I also greatly value a motivated sales
consultant that is accessible, educated,
and listens and responds promptly. The
consultant should contribute to salon
and staff support through assistance
in
marketing,
promotions,
staff
development and participates in salon
events (which is only possible if the sales
consultant is enabled and empowered by
their employer).
On a personal level, I want to be valued as
a consumer. I want to be recognized as an
individual with a face and a name, not a
number and a $$ sign. I want a relationship
that is built on trust and respect that feels
like a family or a friendship. Maybe it’s
unconventional but in an industry of high
touch and personal service it seems only
fitting!
Fortunately, I am blessed to have found
this relationship with the Art of Business
family, from my business consultant
Sophia, Josh, Howard and the whole
Hafetz family, and every employee from
top to bottom. My team and I have
benefited greatly from this relationship
and continue to grow and prosper as a
result.
Choose wisely who and what you invest
in; it’s not just about a tube of color or a
bottle of shampoo…
I am looking for many things from my suppliers:
•
•
•
•
•
•
•
accessibility to quality products
product knowledge training
technical education
loyalty rewards and deals on quantity purchasing
orders processed quickly
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855.721.5250 www.artofbusiness.com [email protected]
Deals Valid 07/01/16-08/31/16. Art of Business reserves the right to limit quantities and correct printing and illustration
errors. Not all items are available in all territories. Prices advertised are limited to in-stock merchandise.
5
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How are you
calculating retail sales?
There are a handful of ways to
effectively measure retail sales in a
salon. The leading 3 methods are:
1 Retail to Service %
2 Dollars per client average
3 Pieces per client average
While none of these are wrong,
our preferred method to use when
working with your team is the Piece
per Client (PPC) method. There are
several reasons for this, but the most
notable one is that it’s easier for your
stylists to understand. For example, if
a stylist’s goal is .5 PPC, they know that
one out of two clients need to buy a
product. Or, if they see that they have
8 clients on a given day, they know
8
July/August 2016
that they must sell at least 4 products
that day. This simplifies things vs
having to do calculations related to
the other methods. Other benefits of
PPC include that it accounts for the
fact that you may have products at
different price points and stylists at
different service prices. It nullifies that
argument that having a high ticket
and upselling a service hurts a stylist’s
retail stats, which does occur when
using the Retail to Service calculation
method.
For goals using the PPC method,
we suggest a range .25ppc-1ppc
depending on the level of the stylist.
As an average for a salon, if you can
get over .5 ppc, you are in pretty good
shape. Like any goal, it’s important
to track this consistently and make it
part of the rhythm of your business.
As I mentioned before, stylists should
look at their book at the beginning of
the day, and based on their number
of clients that day, set a goal for
themselves for number of products
they need to sell.
Good selling,
Josh Hafetz
President
Art of Business
Happy 50th anniversary Howard Hafetz, Art of Business CEO! 50 years of passion,
innovation, leadership, laughter and determination! We love you Howard! Cheers!
Years of Passion
and innovation
Howard Hafetz
Launching
JULY
2016
PARAMOUNT
BUSINESS1
2016 CALENDAR
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Ideas to Grow Your
Business & Not Spend Money
Although there are many ways to grow a business,
listed are some that don’t require spending additional money.
1
2
Design a business plan that is
realistic and time manageable.
If you have a written business
plan, revisit it regularly to
make adjustments. Consider
incorporating new ideas gleaned
from attending a seminar or from
working with an advisor.
3
Get serious about the value of
your time; after all, you are in the
business of selling time! Block out a
few hours weekly to work ON your
business, not IN your business.
4
Keep your salon’s system
procedures in writing to maintain
consistency. Systems could include:
hiring/firing, front desk, customer
service, back bar, etc. Refine them
as needed.
12
July/August 2016
5
6
7
8
Learn to delegate. Figure out what
you do that turns dollars, then
delegate and involve your team to
develop systems and strategies that
will produce results.
Maximize all social media
opportunities.
Incorporate your salon’s “critical
growth factors” into the design of
your marketing plan. A well thought
out promotion can increase your
average salon ticket price.
Your employees are your most
valuable assets. Spend time
individually with each one of them
to develop their financial growth
plan. Monitor their critical growth
factors and together design a
realistic and achievable plan that
will increase their average ticket,
rebooking skills, etc.
9
10
Maximize distributor resources. Ask
your Art of Business Salon Business
Specialist to recommend expert
help in any area of your business
where you’re underperforming.
Implementation is the key to
the success of any plan. It takes
discipline or a behavior change
to make this happen, but you
will reap the rewards financially
and emotionally when properly
executed.
Victoria Hafetz
Co-Founder & Former Publisher
of Salon Today Magazine
[email protected]
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Our Newly Remodeled Headquarters!
Please visit our new Store and Furniture Showroom on
your next visit to The Gallery or just stop by to say “Hello!”
We look forward to a wonderful summer ahead of us!
Store & Furniture Showroom
345 Morgantown Road, Reading, PA 19611
toll free 1.855.721.5250
[email protected]
Store Hours
14
July/August 2016
Monday through Friday – 8:30am to 5:00pm
Saturday & Sunday – Closed
Theorie is passionately dedicated to defying expectations by crafting
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855.721.5250 www.artofbusiness.com [email protected]
Deals Valid 07/01/16-08/31/16. Art of Business reserves the right to limit quantities and correct printing and illustration
errors. Not all items are available in all territories. Prices advertised are limited to in-stock merchandise.
15
Merging Talent and Trust
to Create Psy-Cosmetology
“
Article courtesy of salon today
When I ask stylists, ‘What business
are you in?’ most answer the hair business. But they are really in the people business,”
Jay Williams says. “And once you understand
what business you are in, everything
else becomes crystal clear.
W
“
illiams recently worked with Dr. Lewis Losoncy
(“Dr. Lew”) to develop Dr. Lew’s book, On Becoming
a Psy-Cosmetologist, into a powerful educational
seminar for stylists and owners. As the global
education director for Psy-Cosmetology, Williams, runs four-hour
training sessions for individual salons to multi-location chains all over
the country. After three decades with Matrix, Dr. Lew is currently the
motivational psychologist with DevaCurl.
Written more than 30 years ago, the book was born out of an “ah-ha”
moment that Dr. Lew, at the time a practicing psychologist, had with
a patient who didn’t follow his advice. “It turns out her hairdresser
didn’t agree with me, and she trusted her hairdresser more!” And so,
knowing very little about the beauty industry, Dr. Lew set out to find
out what was so special about the client/cosmetologist relationship. What he discovered still holds true today.
“The cosmetologist sees the client on a regular, ongoing basis, and
before every major life event,” says Dr. Lew. Furthermore, he says,
the very basis of the relationship revolves around the most personal
of actions: physical touch. Only a few professions include this
“license to touch,” and most are not seen as often nor have such
high emotional stakes.
Williams is fond of asking Psy-Cosmetology participants the following
question: “Would you rather have a loyal client or a satisfied one?”
“The most common response is ‘satisfied,’ stylists believe if a client
is satisfied, they will be loyal,” explains Williams, who follows up
that question with another one: “Would you rather have a loyal or
satisfied boyfriend/husband?”
Inevitably, the second question gets a laugh and a response of,
‘Loyal, of course!’ “Then I explain that a satisfied client is satisfied
only until someone else satisfies them more,” Williams says. “A loyal
client offers ‘unconditional love’ and will stay with you even if she
isn’t satisfied.”
“Relationships are built on both character and competence,” says
Williams. ”But when we look at client retention, it turns out that
most clients who leave a stylist do so for non-technical reasons.” So giving a good haircut, a perfect blow-out or shimmering color
is great, but clients want so much more than technical skills from a
stylist.
According to both Williams and Dr. Lew, most cosmetology schools
are in a precarious position, as curriculum is really designed to
help budding stylists pass exams. “But where is the people-skills
training?” asks Williams. This lack of focus on the psychological
component can lead to emotional burnout. And that “fatigue” is
always going to negatively impact the client relationship.
16
July/August 2016
In a Psy-Cosmetology training session, Jay Williams shows stylists and owners
how to build client relationships based on both character and competence.
“The first step is always to develop self-awareness of your own
character,” says Williams. “Do you trust yourself? Your own selfawareness can be the biggest disconnect in the client’s experience.” In his book, Dr. Lew outlines the
Psy-Cosmetologist’s Seven Sources
of Personal Motivation:
1.Love Life
2.Be Driven From Within
3. Change People’s Lives
4.Be Open to Grow
5. Highlight Your Strengths
6.Get Over Stuff Quickly
7.Find a Way
In the workshops, Williams leads participants through these steps to
create new thinking and new behavior. “Our participants go through
a personal transformation, which changes the whole way they look
at the profession.”
That’s certainly been the case for stylist Christy Nelson of Alejandro’s
Salon and Spa in Kearny, Nebraska. Nelson has been a devotee of
Psy-Cosmetology since the early days of her 32-year career. “It just totally changed my life. I am more empathetic towards
stylists and my clients,” she says. “We’re not just hairdressers—that’s
such a small part of our jobs. It’s about really loving your clients. And the people you have trouble loving—they’re the ones who need
it the most.”
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855.721.5250 www.artofbusiness.com [email protected]
Deals Valid 07/01/16-08/31/16. Art of Business reserves the right to limit quantities and correct printing and illustration
errors. Not all items are available in all territories. Prices advertised are limited to in-stock merchandise.
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17
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phone:
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salonsearchparty.com
phone:
(484)709-1771
709-1771 | web:
web: salonsearchparty.com
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Nothing Beats a Great First Impression
BY E llen T hompson
Not so long ago, the first opportunity you had to
make a first impression on customers was when
they walked in the door. Now, customers go online
and search for salons in their towns, browse reviews
and rating sites, like Yelp, and visit salon websites
before deciding who to call. Simply put, if they don’t
like what they see, the phone doesn’t ring. If you
haven’t updated your website in 3 years, chances
are you aren’t putting your best foot forward.
With limited time ad so many ways to market
your salon, it’s often hard to know where to start.
However, if your website is outdated or not mobile
friendly, don’t invest in any other marketing until
you fix it. Your website is the hub of your online
presence and the digital gateway to your business.
If it’s the weakest link, it will negatively impact the
effectiveness of other marketing initiatives.
Want a free evaluation of your salon website? Visit
salonsearchparty.com
Ellen Thompson
We carry
Mar-V-Cide
Perfect for use by professional salons, barbers, and spas.
Mar-V-Cide Disinfectant also kills “Athlete’s Foot” fungi, and is
effective against Herpes Simplex Type 1 and 2, and the AIDS Virus
(HIV-1). Contains rust inhibitor. EPA approved MAR-V-CIDE is four
times the concentration of the leading hospital disinfectant.
Using MAR-V-CIDE will cut your disinfectant costs by up to 75%.
Two ounces of MAR-V-CIDE makes one gallon of hospital
strength shop solution. Septic safe.
All MAR-V-CIDE Disinfectant Products are produced
under our careful supervision and are all EPA registered
and approved for sale in all 50 states.
20
July/August 2016
PRSRT. STD.
US POSTAGE
PAID
New Richmond, WI
54017
Permit No. 16
345 Morgantown Road
Reading, PA 19611
www.artofbusiness.com
[email protected]
610.898.8164
Toll Free 1.855.721.5250
Find us!