Creative HEAD June 2017

#BusinessEdit
LIFE
LESSONS
IN ALL THE CONSUMER research that I see
from various sources, one element that always
strikes me is a clear disconnect between stylist
and client perception. Stylists perceive they
have given clients a high level of information
and advice, but this is not necessarily what a
client perceives they have received. There are
multiple issues here.
The first is education. To become experts
in our field we need to embrace continuous
education. Techniques, products and
equipment are constantly evolving. An
openness to change and a thirst for knowledge
are vital to be able to provide the up-to-date
advice that customers are crying out for.
Surely if you want to run a profitable
business, then everything hair-related your
clients need to maintain beautiful hair should
be available to them without going elsewhere?
Selling electrical and styling tools has
always been a challenge for salons who lose
valuable sales and profits on a regular basis.
I believe that if you need something to achieve
a fabulous result on your client, then they
need the same tools and products to achieve
this at home. Whether that be wet products,
brushes or electrical tools, surely buying from
an expert makes sense to a client.
IT’S PLAYTIME!
WE COULD ALL LEARN FROM MAJOR
RETAILERS: LET PEOPLE PLAY WHEN
IT COMES TO SELLING ELECTRICALS
KEN WEST IS DIRECT0R OF BUSINESS EXPERTS 3•6•5
So, here is some radical thinking. If a salon
owner believes in a range of wet goods, then
that should be what is used and recommended
throughout the salon. If a salon owner believes
in a range of professional brushes, then they
should be used and recommended throughout
the salon. If a salon owner believes in a range
of electrical tools, then they should be used
and recommended throughout the salon.
Now, here is where I may upset some people.
I also believe that to ensure consistency of
use in these areas, the salon owner should
provide these items for their team. Only then
can you insist that they be used. Imagine how
professional your salon could look if everyone
was using the same products, brushes and
electrical goods. How easy would it then be use
and recommend and, heaven forbid, increase
your retail sales?
One last tip we could all learn from major
retailers: let people play. Always have testers
for your wet products. Create a tool bar where
clients can try electrical goods themselves and
you can give them hands on, practical advice
on how to achieve great results.
Imagine having a salon that was rent free
because the profits from your retail sales paid
your rent. Happy days!
PLEASE GIVE KEN FEEDBACK
Email him directly on KenW@365Hair.com
CAROLYN SWEENEY
CREATIONS, CHICHESTER
Micro-manage your cash
fl o w. “Cash is king” and
I have always kept a very
close eye on the money,
analysing the businesses
with forward focus. Being
able to plan investments
in people and education,
always knowing where
we are, and where we are
going. It also helps me to
sleep at night!
Team, team, team! Our
salons are only as good
as our teams. Train,
nurture and empower to
create a tribe with strong
brand values, and create
environments where
people want to be.
Educate. Train your
team to be the best they
can, delivering beautiful
hair with a consistent
exemplary experience.
If everybody got this right
none of us would ever need
a marketing budget!
Love what you do and who
you’re doing it with. Your
work fills a large part of
your life. The only way to
be truly satisfied is to do
what you believe is great
work. And the only way
to do great work is to love
what you do.
CREATIVE HEAD
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