Power Book 2018

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SILVER SERVICE
Leading hair industry PR Alison Jameson is celebrating the 25th anniversary of her agency, AJC93.
We ask her to share with salons the key business lessons she’s learned…
HONESTY IS ALWAYS THE BEST POLICY
“I would never say anything to a client that wasn’t
either truthful or achievable. It’s important to keep
expectations realistic. Sometimes being honest isn’t
always what people want to hear, but if you can
back up what you are saying and offer an alternative
option, most people will listen to reason. The same
applies to clients – never say you can do something
you can’t or that you’ve done something when you
haven’t – you always get found out.”
BE A RELATIONSHIP BUILDER
“Good working and business relationships can take
time to build and in our industry having strong
relationships is integral. Little things make a big
impression, just as they do in the salon – remember
names, little details about them and you’ll make the
right impression.”
HAVE SOMETHING TO SAY
“We often ask people what have they been doing
and they answer: ‘nothing much’. That isn’t going to
help build your profile or get you seen in the press!
Whether you use a PR or not, it’s important to have
something to say. Be active in your community, put
on client events, enter awards and competitions,
create inspiring photographic images – there’s so
much that you can do and a lot of it doesn’t cost
much, it just takes a bit of time and effort.”
CURATE AN AREA OF EXPERTISE
“Knowledge is power and expertise is your
calling card. There’s no point in saying you are
a long-hair expert when you do a couple of long
hair looks and that’s it. If you are an expert, know
everything there is to know about it and continue to
develop your skills.”
KEEP AN EYE ON TRENDS
“With the world being so fast-paced, trends come
and go in an instant so it’s important to know what’s
going on in the world. Know what’s happening in
social media, what the latest online tools are – is
your business missing out by not keeping abreast of
trends? Are you missing out on being able to provide
a new, profit-increasing service you’ve dismissed as
a fad? Not everything’s right for you, but in order to
stay ahead of the game – look to trends.”
36 POWER BOOK creativeheadmag.com