Creative HEAD May 2017
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#BusinessEdit<br />
LIFE<br />
LESSONS<br />
KAREN BELL<br />
VINCENT BELL<br />
HAIRDRESSING<br />
Timing is crucial. We<br />
learnt that when we rushed<br />
the decision to open a<br />
second salon. It quickly<br />
became apparent that the<br />
property wasn’t right for us<br />
and it didn’t feel like a good<br />
fit. If we had taken time to<br />
do the proper research, we<br />
would have realised it was<br />
not the right move for us.<br />
People often say it’s all<br />
about location. Take it<br />
from us, that’s the truth,<br />
but it is not necessarily<br />
the right location for<br />
your brand. Neighbours<br />
are hugely important.<br />
Our current salon is<br />
near brands that align<br />
with ours. These are not<br />
only inspiring but when<br />
grouped together create a<br />
lifestyle destination that is<br />
mutually beneficial for all<br />
businesses on the street.<br />
Don’t be afraid to admit<br />
when something isn’t<br />
working. We cut our losses<br />
when we realised our salon<br />
was in the wrong location.<br />
However, it is the right<br />
location for other brands<br />
and we quickly rented the<br />
properly out, as we had the<br />
foresight to buy our units.<br />
THERE WAS QUITE an audible rumble<br />
across the Salon Smart audience when<br />
I stated: “I don’t believe that salons need<br />
to print out, or to place on their websites,<br />
a detailed salon price list.”<br />
I believe that if someone goes into every<br />
salon and builds up a collection of price lists,<br />
or visits a series of websites, then they will<br />
often purchase on price alone.<br />
However, when I suggest to salon owners<br />
that they should no longer give out price lists<br />
at reception, they always come up with the<br />
same statement: “But people coming in always<br />
ask for one”.<br />
I agree, but what else can a potential client<br />
ask when they walk into a new salon, when<br />
all they probably want to find out is what you<br />
are like?<br />
They certainly can’t ask: “Are you nice<br />
people?”, “Are you inspirational?” or “Can<br />
you treat me better than my existing salon?”.<br />
However, how you choose to deal with a price<br />
enquiry can tell a potential client that you are<br />
not just another “me too” salon…<br />
You need a price list for your team to refer<br />
BIN THAT<br />
PRICE LIST<br />
IT MIGHT SEEM SCARY, BUT KEN WEST IS<br />
SUGGESTING YOU RIP UP THAT PRICE LIST<br />
FOR YOUR BUSINESS TO BLOOM<br />
KEN WEST IS DIRECT0R OF BUSINESS<br />
EXPERTS 3•6•5<br />
to, but let’s be frank here – most salon price<br />
lists only make sense to hairdressers.<br />
They are often full of factory language that<br />
only we understand and sometimes even<br />
terms that we have invented ourselves.<br />
What is a ‘half head of highlights’ in a<br />
customer’s mind? Half of their head; half of<br />
their hair or the half of the hair that is the only<br />
bit that needs recolouring? Oh no, we call that<br />
‘roots’… or do we?<br />
There are two desired outcomes to any<br />
price enquiry. They want a price, you want<br />
a booking.<br />
So instead of handing out a price list, why<br />
don’t you encourage conversations? Explain<br />
that you want to create the perfect outcome for<br />
every client and invite them to have a coffee<br />
and tell you exactly what they want their hair<br />
to look like. Then you can give them a quote<br />
for the total service.<br />
Don’t break it down into colour, cut,<br />
treatments and so on. Give a total price<br />
for beautiful, fabulous hair and book them<br />
an appointment.<br />
After all, that’s what they really want.<br />
PLEASE GIVE KEN FEEDBACK<br />
Email him directly on KenW@365Hair.com<br />
40 CREATIVE <strong>HEAD</strong>
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