January 2010

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


Strategies for the New Year

Has it felt like a rough year? Feel like you’ve been beaten up a little in 2009?

It’s time for a completely fresh start and a totally new perspective. It’s time to shake things up. Let’s make 2010 a fun challenge for our business.

If we feel like nothing around us is moving – let’s move it. Even the number – 2010 – is unique and can most definitely present new opportunities. It’s up to you to seize the new prospects.

We have to look at things in a different way. We must apply this concept to each and every client – especially the ones who have been around a while – not just the new ones. Take time in 2010 to express gratitude to the clients who have helped you build your business; these are the individuals who have put ‘food on the table’ every day of your life. What can we do to expand our business within our current client base? Here are the three recommendations you might consider in 2010:

#1. Perform some form of color service on every single client.

Carve out a chunk of time to painstakingly look through your client files to assess which clients are only haircuts and develop a specific plan to do more color with these folks in the new year.

Frankly, it’s difficult to make more money only with haircutting and your wrist will tire out over time. Color services are where it’s at and where the most client loyalty lies, which in turn, result in more profits for you. Each client should receive a color service – even if it’s a gloss or a glaze application. Expand your appointments beyond just a cut. If you plant the seed in a convincing manner, your clients will adopt color services and never look back.

#2: Perform smoothing/straightening treatments.

Do the research required and get educated. Enroll your salon staff into a class for a new smoothing system. Long gone are the days of the permanent wave; smooth and silky hair has officially arrived and clients are demanding it. Promote 2010 to your clients as the year of fresh, new, smooth hair.

Offer a discount for the first service, and/or offer haircare products to support the new treatment as a ‘gift with purchase.’ Just one of these smoothing treatments can be quite lucrative. It’s important to stay on the cutting edge.

If you’re the salon owner, and/or you simply don’t have the time to learn the new systems, identify a hairdresser within your salon who specializes in smoothing, and refer all this business to him/her (for a referral fee or percentage of the profits).

#3: Deliver top-notch customer service.

Be extra good to your clients – especially the ones who have been around a long while. Sharpen your customer service skills. Get savvy. Don’t take anything or anyone for granted. Carefully follow these steps:

We must build bigger tickets with each of our current client visits. Tie in the newness of 2010 with a new color or smoothing service – this should clearly give you enough work in the new year. Look to expand within and always, always, always focus on customer service. It doesn’t have to be a chore – make it fun.

Marco Pelusi is globally recognized as a haircolor trainer and platform artist. Marco Pelusi Hair Studio, Inc. was named Best Hair Color in Los Angeles 2007 by KTTV Fox11’s “myfoxla Hot List” competition. Pelusi created the Marco Collagen Color Guard HairCare System, the collagen system developed for color and chemically treated hair. For more information, visit www.marcopelusi.com.



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