LOVE YOUR CLIENTS
14Want to make more
money? “Reconnect
with your existing client base,
which is your most underutilized
resource,” says SCOTT MISSAD,
who is convinced that salon
owners take their clients for
granted every day. Increase
loyalty and frequency and you’ll
come out of this recession
smelling like a rose.
17Pureology offers something
they call Concentrated
Benefits that can save your clients
money. Clients can protect their
haircolor and indulge in the ultimate
multisensory experience with highly
concentrated formulas bursting with
superior ingredients that deliver up to
80 shampoos per retail bottle. Based
on a quarter-size dosage, clients find
they purchase one bottle of Pureology
for every two bottles of competitive
brands. More shampoos per bottle
means less money out of pocket,
always a good
thing but
even more
critical in this
economy. It’s
an important
selling point
and one worth
mentioning
to clients
who might be
concerned
about
indulging in a
luxury brand.
Bright Ideas
13R
t
s
betail incentives are a great way to show your clients that you appreciate
heir loyalty, and that’s more important than ever right now. “Our clients
pend a lot of money to have their hair done, and we want them to
e able to use professional products,” says L’Oréal Professionnel
Haircolor Ambassador Joel Warren, co-owner of Warren-Tricomi, L’Oréal Professionnel’s
flagship salon at The Plaza Hotel in Manhattan, who is a big fan of promotions that offer
a free product if clients purchase other products. Recently, he collaborated with L’Oréal
Professionnel to offer haircolor services to a few clients who weren’t coming into the salon
because they’d lost their jobs. “We wanted to express our gratitude for their support when
times weren’t so hard,” he says.
15Want to get your client to
pre-book her next haircolor
appointment? Kristi Valenzuela suggests
giving her a compelling reason to do so.
Try, “Your hair will self-destruct if you
wait longer than six weeks
to see me.” Now that you’ve
got her attention, let the
front desk close the deal.
Sweeten the pot by telling
your clients that if they
pre-book today they’ll be
eligible for, say, a basket
of Redken products. Your
goal? Pre-book 60 percent
of your clients.
16
Strictly Business, an intensive, four-day interactive business
development program created by industry luminaries Frank Gambuzza and
Scott Missad, is sponsored by L’Oréal Professionnel. The event focuses
on a series of proven systems designed to guide salon owners and
managers in every aspect of their business through the use of case studies, customized
financials and a reality-based program curriculum. Available to L’Oréal Professionnel
salons, each four-day program brings salon owners and managers together to look
at their salon business through new eyes and create a customized, personal path to a
more successful future. Gambuzza, who owns Salon Visage in Knoxville, TN, shares
tips about culture and
Salon Visage in Knoxville, TN
branding, inventory
management, customer
service, compensation
planning and leadership
training that have
worked for him. “It
was worth every
minute of my life,” says
Kattia Solano, owner
of Butterfly Studio
in Manhattan. “It will
improve my business
and, most importantly,
my personal life.” >
