Creative HEAD October 2017

#BusinessEdit
LIFE
LESSONS
CHARLOTTE
MENSAH
HAIR LOUNGE
Do it with passion or not
at all. It’s a great way to be
true to yourself, you develop
motivation that will keep you
going whenever you start to
doubt yourself.
Hairdressing isn’t a job;
it’s a craft. It describes
those who are focused on the
quality and progression of
their work both technically
and visually. They’re not in it
for the fame or attention, but
because of their work.
Stay humble, work hard
and be kind. Humility is
not thinking less of yourself,
it’s thinking of yourself
less. You can hold a door for
someone, say please and
thank you and don't expect a
free ride from anyone.
Style is personal, it
has nothing to do with
fashion. Fashion is over
quickly; style is forever.
Go to every course,
show and seminar you
can. Every hairdresser is
different and will have an
array of techniques you can
adapt. Go and see these
people; you’ll pick up at least
one technique.
*3•6•5 research, March 2017
IN OUR INDUSTRY we absolutely need to
raise prices. With the average income per
client in the industry at less than £40 (net of
VAT) and the average stylist serving fewer
than 25 clients per week,* the maths simply
does not stack up to provide an aspirational
environment paying high enough salaries to
tempt young people into our industry.
The first challenge is to reduce the culture
of discounting in our industry. I have already
worked with some salon owners this year who
have stopped virtually all of their discounts
and seen their businesses grow. One of them
saw the average bill of each of their team rise
by about 20 per cent.
The main purpose of reducing discounts is
that you change the perception of your brand
from that of a discount brand to that of a
luxury brand, one that is worth paying for. Let
me give you an example. Most of you reading
this article will own an Apple product, yet
Apple never offers discounts.
The second challenge is if you want people
to pay more for your product, you have to raise
the value of it. When most people hear the
word ‘value’, they assume it means ‘cheap’.
This is incorrect; how often have you bought
a cheap product which subsequently broke or
disappointed you, only to wish you had bought
the quality product in the first place?
I worked with a hairdresser recently who
charges more than £200 for a cut and finish.
DITCH DISCOUNTS
AND RAISE THE
‘LUXE FACTOR’
EMBRACE LUXURY, SAYS KEN WEST
KEN WEST IS DIRECT0R OF BUSINESS EXPERTS 3•6•5
He appreciated a haircut is probably worth
that amount of money, but then clients don’t
go to him just for the haircut. If you don’t
understand what he means, then you’re
probably not ready to raise your prices. Clients
can get a haircut anywhere. What sets him
apart is his knowledge, expertise, creativity,
advice, inspiration… all the things that clients
are really prepared to pay higher prices for.
The next thing that people are prepared
to pay for is luxury and pampering. When
I visited one salon recently, the luxury was
apparent as soon as I sat in reception. In front
of me was a beautiful carafe of iced water
with spirals of shaved cucumber in it, with
glistening glasses on a tray alongside. Each
member of the team was impeccably dressed
with fabulous hair and the whole air was one
of quality and luxury. I sat and watched a
client pay £85 for her blow-dry and £85 for a
missed appointment. She then booked her
next visit. I can’t think of many salons that
have impressed me as much and clients are
obviously happy to pay for the experience.
One of the challenges we have is that many
of our team members have never experienced
true luxury; this is when investing in giving
them a Tea at the Ritz-type experience is
so worthwhile. It is only when you have
experienced service that exceeds expectations
that you can truly understand that price can
become secondary.
PLEASE GIVE KEN FEEDBACK
Email him directly on KenW@365Hair.com
36 CREATIVE HEAD