Monday, January 05, 2009
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You hear a lot of talk in this uncertain economy about taking control of your own career. In a
Fast Company article, management guru Tom Peters labels the concept “Me Inc.” He explains, “Regardless of age, regardless of position, regardless of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You.” So what do you want your brand to stand for? I would argue that for hairdressers,
continuing education can contribute to making a brand very attractive.
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When you’re the one in the salon who’s always up on the latest techniques and trends, the one bugging the owner to send staff members to trade shows (photo at left) and advanced academies, the one chatting up clients about a great hair cut that’s hot off the runway—your brand is cutting-edge and buzz-inspiring. You don’t blend in with other hairdressers, and people clamor to sit in your chair.
The good thing about this new emphasis on branding, says Peters, is that “everyone has a chance to stand out. Everyone has a chance to learn, improve and build up their skills. Everyone has a chance to be a brand worthy of remark.” Learning, improving and building up skills are about the most important things you can do for your brand as a hair professional.
Thursday, January 01, 2009
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We at
ModernSalonLearning appreciate your patience; our new
online hair education catalog will be live very soon! Meanwhile, let’s talk business-building.
Many hairdressers think of January as their slow month. They feel that clients just came in for holiday styling, and now they’re paying credit card bills and not thinking a lot about their hair. That’s why a lot of salons hold January sales like hair color specials and retail promotions. But I hope you don’t overlook another January tradition: New Year’s resolutions. Taking a fresh look at our appearance is part of the resolution process, so some of your clients are likely making resolutions that concern their hair. It wouldn’t hurt to send a little email to them saying, “Did you make a New Year’s resolution to get a new look for 2009? How about one to take better care of your hair? Is this the year you’ll finally cover that gray? Come in and let’s talk about it!”
At
naturallycurly.com, consumer comments reveal resolutions to “find a better way to style/dry my hair” and “remember to do DT’s [deep treatments] more regularly.” Even if you don’t directly talk to clients about their resolutions, keep in mind as your guests sit in your chair this month that January marks a new start for many people. Don’t miss an opportunity to help someone make a change to higher style or greater beauty. It will increase the ticket as well as the client’s loyalty to you.
Monday, December 29, 2008
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At year’s end I like to look back and examine the footprints on the ground that landed us at our current threshold, crossing over into 2009. At
ModernSalonLearning, 2008 marked our first full year of operation. It turned out to be a baby step in our journey to
provide
online hair education; we’re growing up in 2009 by adding video instruction, expanding our course selection and polishing the professionalism of the entire program.
For you, two trends stand out. First, the economy. You probably had to work harder to get and keep clients in your chair. Maybe you barely reached—or fell short of—your earnings goal. The second trend is the hair itself. When we look back at 2008 photos, we’ll see a sea of Posh Spice bob varieties. When a look is so popular that it gets even your long-locks-loving clients begging for a hair cut, the year can’t be all bad.
As I look ahead to 2009, I rely on history for predicting what’s coming next. Every time the economy has tanked, it’s recovered. I believe that prosperity will return, although we have lessons to learn from this economy’s perfect, manmade storm. And, of course, every wildly popular hair fashion eventually fades. We aim to help you prepare for new looks and higher incomes by offering you a brand new catalog of
online hair education that speaks to your needs as well as you’ll speak to your clients’ needs. Optimistically, I shout out to you: Happy New Year!
Thursday, December 25, 2008
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It’s Christmas Day, and here I am posting this blog with the singular purpose of extending, from all of us at the
online hair education site
ModernSalonLearning to all of you hairdressers out there, a wish for the very happiest holiday an
d a most prosperous New Year. But I’m having issues that will probably jingle a bell with you. Even at the dawn of 2009, we do not have consensus about the proper greeting for this time of year. How should I express this wish to you, and how should you express it to clients?
I tend to be politically correct and wish people a generic “Happy Holidays.” I assume that “Merry Christmas” will, at best, not pertain to some people and, at worst, offend those who do not celebrate Christmas. But I’ve also read that “Happy Holidays” offends some people who feel that Christmas is very special to them. You know even better than I that you can’t please all the people all the time, but maybe you can try not to offend them.
With your long-time clients, you may not have this dilemma because you probably know which holiday they celebrate and can customize your greeting to “Happy Kwanzaa” or “Enjoy your Hanukah.” I suppose “Happy Holidays” is the safest alternative when you’re not sure. So that’s my message to you on this Christmas Day, whether you’re celebrating or not. I do believe it’s the thought that counts, and our thoughts are with you for bright days ahead.
Monday, December 22, 2008
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As we wait for ModernSalonLearning’s new site to debut January 1, you’re probably too busy to do any
online hair education anyway. While students and teachers have begun their extended winter break and office workers take off a few days on either
side of the holiday, you’re in the midst of your busiest month of the year. I’ve always meant to ask hairdressers whether they do their holiday shopping well ahead of time or just don’t get to it at all!
What stylists have told me is how lucky they feel to be part of their clients’ frenzy. Rushing around from store to store and entertaining out-of-town relatives, your clients still make time to sit in your chair so that they look their best for parties and photos. They may even bring in some of those visitors. It’s the one time of year that you’re scrambling to fit people in, and you don’t have to do a hard sell to throw in a few foils or recommend an eyebrow grooming.
If your clientele includes restaurant workers, postal employees or retail clerks, you can commiserate about working hard this time of year. But, seriously, I know you count on these weeks to add significantly to your year’s earnings. So if you’re behind in your shopping here on December 22, three days before you’ll leave your salon vacant for one day, I’ll bet your friends will appreciate any number of the items you have sitting right there on the salon retail shelves.
Photo is courtesy of Warren-Tricomi Salon in Los Angeles.
Thursday, December 18, 2008
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I’ve been letting you know that ModernSalonLearning is celebrating the new year with a brand new and expanded course catalog that will offer
video online hair education in addition to step-by-step still frames, diagrams and worksheets that you can print out. You may have discovered that our previous catalog is now “closed for remodeling,” and you are encouraged to
finish up on any courses you have purchased, because as of January 1 they will no longer be available.
I’m very excited to tell you that our new site will present the continuing educational program created by award-winning Australian hair designer and salon owner Jamie Carroll and his team. You’ll learn all of the secrets that earned Jamie L’Oreal’s Colour Award and identified him as Schwarzkopf’s 2002 “Rising Star.” Also a winner of several business awards, Jamie has developed “biz coach” courses that share his strategies to achieve high income and professional recognition. We believe that the combination of technical, trend and business education will drive your success. In the future, we will add content provided by similarly passionate and internationally accomplished artists.
If ever there was a year to upgrade your skills, that year is 2009. Competition for consumer dollars is tougher than ever! Set yourself apart through consistently excellent work and the confidence to take the risks that put a signature on the heads you send out the door. We want you to be the best professional you can be. After January 1, please check out the ModernSalonLearning makeover!
Monday, December 15, 2008
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As exciting as it is that our
online hair education repertoire will soon include video for you to watch as you follow along a hair cut, color or style, to me it’s just as cool that we’re adding business courses. You’ll be able to study marketing techniques, sharpen your consultation skills and truly grow as a professional cosmetologist.
From speaking to stylists and salon owners through the years, I know how valuable well-presented business training can be to you. As a creative person, you easily learn new hair techniques and love looking over the latest hair and fashion trends. It’s less fun to wrap your head around sales, promotion, pricing and tracking. Numbers, numbers! But I’m convinced that you will never reach your income potential until you’re comfortable wearing a bit of a business hat. Improving your customer service skills alone will make a difference in your paycheck. With our online classes, you’ll be able to go back anytime during a three-month period and review the steps that lead to making the money that top hairdressers earn.
And speaking of money, our new courses will be very affordable. Our current selections will no longer be available on
ModernSalonLearning, but if you’ve already purchased an
online hair class that has not yet expired, we will give you a free replacement course from our new catalog. Are you wondering who will be conducting our new classes? Next time, I’ll name names and reveal the amazing quality of artistry and expertise!
Thursday, December 11, 2008
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Ho, ho, ho—I get to play Santa Claus! Here at
ModernSalonLearning we’re really excited to announce that a
brand new version of our site will roll out this month and bring a sackful of
online hair education goodies for hair designers throughout the land. Where do I start? You’re visual people, so I’ll begin with the look. I’ve peeked at the new graphics, and they really pop and bring a new polish to the pages. The site is easy to navigate, too.
But the most important addition is video! You’ll be able to watch a hair stylist perform the cut, color or hair design with an accompanying audio narrative explaining what the stylist is doing. Next to the video, still photos, written instructions and pop-up special tips will help you follow the instructions. We also provide a worksheet with diagrams of the head that you can download, print out and make your own notes on.
Every purchase of a course is good for three months. So if you have to break away from a session, you can come back to it any time within those three months. There’s no limit to the number of times you can watch during that time period, either. View it over and over if that helps you master the technique! I have a lot more to tell you about what the site will offer in
online hair education because the course catalog will include style trends and business topics, so check back soon!
Monday, December 08, 2008
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Last time I promised I’d help you define in a “nutshell” statement what a
professional hair stylist does. When people ask what you do, what do you say? “I’m a hairdresser.” That’s accurate—but not exciting, unique or particularly interesting. It
doesn’t market you or your brand. People asking the question probably have a hairdresser. How can you make yourself stand out so that they’ll want to try you next time or refer friends? It might be uncomfortable to say, “I’m an awesome hairdresser,” or, “I’m the best hairdresser in town!” Instead of boasting about your talents, articulate your passion. Rather than describing yourself with “I am a...,” state what you do.
“I love to help people to experience new looks through design, color, texture and beautifully conditioned Redken hair” is how Redken educator Debbie Miller once told me she describes herself as a hairdresser. I also like anything along the lines of: “I change people’s lives by aligning their outer beauty with their inner beauty,” “I improve people’s self-image through hair and beauty makeovers,” or, “I give people a fabulous hair design and color experience.”
Check out
Pin-ups Hair Design, a California salon website that provides descriptions of the stylists’ passions in their own words. For example, owner Robert Rodriguez says: “My work is rooted in timeless and classic beauty. My clients' needs and concerns always come first. We always work together to create the best possible look for their lifestyle.” Now that’s a marketing description.
Thursday, December 04, 2008
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You’re probably starting to hit the holiday party circuit, but are you making the most of it? I don’t mean getting free drinks! I mean marketing yourself to recruit clients. As you meet new people, renew casual acquaintances and reco
nnect with old friends, they all ask what you’re doing these days, and how do you respond? Maybe you say, “Same old, same old, nothing new.” Or you look down and mumble, “Yeah, still doing hair.” No one else will be excited about your work if you’re not! Tell them about the latest
hair color class you attended or the new
hair cut your clients are loving you for. But most important, in one (perhaps long) sentence, you should be able to provide an upbeat, professional, passionate and intriguing description of what you do.
“Selling can be terrifying,” Michael Masterson said when interviewed about his book,
Ready, Fire, Aim: Zero to $100 Million in No Time Flat. “It can be tough, gritty, unglamorous work....It’s also exhilarating. And like it or not, you probably won’t become a successful entrepreneur until you can sell your product or service in your sleep.”
Since I’m a writer, I’d like to help you craft a unique definition that you can use whether you’re making cocktail conversation or attending a Chamber of Commerce networking event. While I do encourage you to inform people that you’re always taking
continuing education classes, there’s a lot more to this than that. Next time I’ll have some examples for you.