January 2011

Come watch Marco present 'Red Carpet Reds' at PBA's Long Beach ISSE in the Technical Theater on Monday, January 31, 2011 at 4:00 p.m.  Click on http://www.probeauty.org/isselb/education.php, click on Technical Theater, and scroll down. 

Lisa Kind - Editor

The Mane Objective | by Marco Pelusi


Turning Holiday Momentum into New Year Dollars

Have you been experiencing a bit of New Year burnout from all the "holiday hair?"

Yep, I get it. I have as well.

It is the same big push every year, and it takes a lot out of us hairdressers.

We put 100 percent of our energy into meeting our clients' needs. We thoroughly commit ourselves to showing them our goodwill by supporting and celebrating them. This makes them happy, and happy clients translate into a profitable holiday season for us.

I hope this worked for you in 2010. I hope you had a smashingly prosperous holiday season, even during this recuperating economic time.

Now, here is the kicker. You need to sustain that holiday momentum, bringing new and exciting energy to your existing clients, and attracting new clients in this new year. Every one of your clients will probably tell you some version of the same thing. They ate too much over the holidays, or it was a stressful and possibly a sad or depressing time for them.

They needed your help to get through the season by keeping them looking and feeling good. Now, they need your help and revival in the new year. Let's do it - let's "refresh and renew" each client in your chair this year. Any way you slice it, you really have to muster up the energy to rejuvenate your clients by re-beautifying them in 2011, and, you can do it.

The key is to capitalize on successful, on-going momentum from the recent holidays, so that you can remain profitable this critical first quarter of 2011. Start by talking to your staff or coworkers about sustaining the holiday buzz and maintaining the jubilation. Don't let the energy fade. What you do in the first several days of January can set the tone for the bottom line of your business, lingering through what is considered "the blahs" in the industry, January and February.

Coordinated with building up a rejuvenation theme is offering fresh, new services to your clients. It is a very good time of year to do so. To start, every single client who sits in your chair should receive some form of hair color service, even if it is just a few highlights accented around the face. This one revival strategy has really worked for me this time of year.

In addition, stop and think about it; you have been working with some of your clients for years now. The real question is, are you worth making more money this year? If you do not feel confident that you are, what is the problem? Is there a lack of self-esteem? Perhaps you have settled a bit too much. Whatever is holding you back, remember that being a part of the beauty business does steadily become more expensive to maintain. We have to offer new and different hair services that are worth more in order for us to keep up.

Revitalize yourself and improve your color skills by enrolling in a hair color class in the start of the new year. Do not hesitate. Chances are if you are not doing it, someone else is, and they will reap the rewards. I would be glad to have you in one of my color courses. Maybe that something extra you learn means you are offering more services in your salon, such as add-on services like makeup or brow waxing.

Whatever you have to do in order to revive and renew your clients in this new ayear is worth the investment of both your time and your money. Moreover, it will come back to you if you put in the effort.

Another idea is to offer one late booking-night each week to your clients. Thursdays seem to be the trend. An honest late night, in which you take your last color appointment as late as seven p.m. You will have to get the word out in order for this to be effective. Do not be afraid to call or email your clients to wish them a happy new year and inform them of your new late work night, and the convenience it offers. A great suggestion is to guide your Saturday clients away from Saturdays and get them into your salon on a weekday. This strategy begins to open up you and your stylists' schedules on Saturdays, which can be an opportune day for you to take new client walk-ins or call-ins, even at the last minute.

I hope your New Year's Resolution is to renew and revive your clients and yourself, however you see fit. I have given you some suggestions that have been successful for me and can assist you in turning holiday momentum into new year dollars. You will find what works best for you. When you do, share your success revival stories with me on my Facebook wall; search – Marco Pelusi Hair Studio. We want to hear what worked. Allow me to personally invite you to attend my IBS and ISSE shows; I would love to see you there.

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 2009 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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