R you Ready for 2011?
by Ivan Zoot/The Clipper Guy on Thursday, February 3, 2011
Ivan Zoot is the director of education and customer engagement for the Andis Company and the founder of Zoot! Hair professional hair care products. Ivan identifies, recruits, trains and manages Andis’s team of professional beauty industry educators. Ivan continues to be a featured presenter at industry shows and events, sharing his unique blend of information, education and enthusiasm for clipper cutting and the entire professional beauty industry. Ivan’s background includes experiences ranging from salon ownership to achieving 3 Guinness World Haircutting records. Here, he shares his cutting and business-building expertise.
2011 is here. R you ready for a great salon year? R you ready to provide your clients with the amazing curls they crave and will pay handsomely to enjoy?
Here R my top five Rs for a successful 2011 behind the chair.
R is for Repeat. There are a lot of curly heads out there. Even still we cannot afford to cut them all at once. The foundation of our business still rests on positive client experiences that result in repeat customers. Listen, serve and take good care of people. The modern golden rule: Treat others as THEY would wish to be treated. Stick to it and watch profits soar.
R is for Referral. Happy customers send their friends. It is an industry basic. It is FREE. The big piece of the puzzle is the asking. Do not just expect them to send their friends. You must ask, beg, plead and cajole your clients to send their friends. A little compensation can go a long way, too. A referral bounty, free product samples, bucks off on a cut—there are lots of ways to play it.
R is for Retailing. Use and recommend take-home hair care product. That is the best way to move it from your salon shelf to their bathroom cabinet. Notice: I did not say “sell” product. No one wants to be sold. Everyone loves to buy. Make it easy and fun to buy and clients will clear you out. R is also for reorder!
R is for Rebooking. Ring them up (another R) and then rebook them. Getting the client’s next appointment on the book before they leave the salon is the number one non-technical skill you can develop to ensure salon success. You pick the visit interval. Offer the appointment. Most satisfied clients will jump at the rebook offer. If you get a lot of decliners it is time to look closer at client satisfaction levels. R they really happy? Really, really happy? How do you know? Have you asked recently?
R is for Reading. Reading is the foundation of education. Read books. Read blogs (you R). Look at the pictures and use reading as the launching point of your efforts to educate yourself in 2011. Education is the key to raising the bar on your skills, your service and your success in hair and beauty. This year I will be sharing books I am reading that I think you might enjoy. Start with “What Women Want” by Paco Underhill. Women make up a huge part of our industry. Understand what they seek and deliver it. They will deliver loyalty and profits.
I hope you have a great 2011. I know I R going to ☺.