Creative HEAD May 2017

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#BusinessEdit LIFE LESSONS KAREN BELL VINCENT BELL HAIRDRESSING Timing is crucial. We learnt that when we rushed the decision to open a second salon. It quickly became apparent that the property wasn’t right for us and it didn’t feel like a good fit. If we had taken time to do the proper research, we would have realised it was not the right move for us. People often say it’s all about location. Take it from us, that’s the truth, but it is not necessarily the right location for your brand. Neighbours are hugely important. Our current salon is near brands that align with ours. These are not only inspiring but when grouped together create a lifestyle destination that is mutually beneficial for all businesses on the street. Don’t be afraid to admit when something isn’t working. We cut our losses when we realised our salon was in the wrong location. However, it is the right location for other brands and we quickly rented the properly out, as we had the foresight to buy our units. THERE WAS QUITE an audible rumble across the Salon Smart audience when I stated: “I don’t believe that salons need to print out, or to place on their websites, a detailed salon price list.” I believe that if someone goes into every salon and builds up a collection of price lists, or visits a series of websites, then they will often purchase on price alone. However, when I suggest to salon owners that they should no longer give out price lists at reception, they always come up with the same statement: “But people coming in always ask for one”. I agree, but what else can a potential client ask when they walk into a new salon, when all they probably want to find out is what you are like? They certainly can’t ask: “Are you nice people?”, “Are you inspirational?” or “Can you treat me better than my existing salon?”. However, how you choose to deal with a price enquiry can tell a potential client that you are not just another “me too” salon… You need a price list for your team to refer BIN THAT PRICE LIST IT MIGHT SEEM SCARY, BUT KEN WEST IS SUGGESTING YOU RIP UP THAT PRICE LIST FOR YOUR BUSINESS TO BLOOM KEN WEST IS DIRECT0R OF BUSINESS EXPERTS 3•6•5 to, but let’s be frank here – most salon price lists only make sense to hairdressers. They are often full of factory language that only we understand and sometimes even terms that we have invented ourselves. What is a ‘half head of highlights’ in a customer’s mind? Half of their head; half of their hair or the half of the hair that is the only bit that needs recolouring? Oh no, we call that ‘roots’… or do we? There are two desired outcomes to any price enquiry. They want a price, you want a booking. So instead of handing out a price list, why don’t you encourage conversations? Explain that you want to create the perfect outcome for every client and invite them to have a coffee and tell you exactly what they want their hair to look like. Then you can give them a quote for the total service. Don’t break it down into colour, cut, treatments and so on. Give a total price for beautiful, fabulous hair and book them an appointment. After all, that’s what they really want. PLEASE GIVE KEN FEEDBACK Email him directly on KenW@365Hair.com 40 CREATIVE HEAD
Can you afford NOT to be a member? HELPING YOUR BUSINESS BE MORE SUCCESSFUL • Peace of mind with free 24/7 employment law advice • Save money with our free tax, VAT and payroll helpline • Protect your team with free health & safety advice • Cut through red tape with our NHF pension • Stay legal with free employment and chair rental contracts • Keep up to date on legislation changes GET YOUR VOICE HEARD • Fighting for you on the key issues affecting our industry SAVE YOUR TIME AND MONEY • Grow with our experienced business support • Safeguard your business with NHF discounts on insurance, music licences and many more To find out why it pays to join the NHF Call us on: 01234 831965 or email us: enquiries@nhf.info www.nhf.info/benefits Quote CHM25 to receive £25 off your new membership* *before 31 May 2017
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Creative HEAD May 2017

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