Salon owner and cutting expert Anna Craig offers tips on running your business.
Ron King, L'Oreal educator, writes about his "easy-wear" philosophy.
Globetrotter Antonio Gonzales got his start doing his sisters' hair in Trinidad.
Ivan Zoot addresses haircutting.
How to Find the Best Conditioner for Your Clients
by Ivan Zoot/The Clipper Guy on Monday, May 23, 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.
Last time we discussed how to help clients find the right shampoo product for home hair care. Today let’s talk about helping them find the best conditioner.
When I had my shop and my salon branded product line we offered several conditioners. We found that clients were very interested in their hair’s condition and the proper conditioner for it, yet they were often confused as well.
This confusion frequently led to decision paralysis: better to buy nothing than to buy and use the wrong thing. We needed to find a way to help our clients find the best conditioner for their hair quick and easy.
I developed the hair food vs. hair medicine conditioner idea. The basic concept was that “healthy” hair just needs to be fed good “food.” If you are not sick, there is no need for medicine. “Sick” hair will never get “better” with “food” alone. “Medicine” is needed.
We looked at all of our conditioners and decided whether each was a hair “food” or a hair “medicine,” and then began to discuss and describe them as such.
Light weight detangling rinses = hair food
Reconstructing, deep conditioner = hair medicine, and so on.
This was an easy concept for clients to grasp. Use of this description led to much better client understanding of the intended uses for our conditioner offerings. This in turn led to higher sales.
Take a good look at the labels of the conditioners you offer. Determine which is a hair food and which is truly a hair medicine. A simple printed chart is a good selling tool to help facilitate this discussion with clients.
The words we use, the images we create and the stories we tell form the basis of good customer service and long term, satisfying customer relationships.
Here’s to healthier hair!
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Business Building Techniques Begin having frequent staff meetings and collaborate on business building techniques used by others that you work with. Every salon has success right inside. Get the top booker to explain how they do it. Pair the weakest with the strongest and let them work next to each other. They can learn from what they hear and see. Do the same with retail sales. Share the ways that the top stay on top. Geno Stampora, Stampora Consulting Inc. |
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