May 2012

Jerry Tyler

Blue Highways | by Jerry Tyler


We Are a Feeling Business

"Seeing is believing, but sometimes the most real things in the world are the things we can't see." 

That's what the conductor explained to the boy in The Polar Express and that is what we need to remember so we don't get caught up in today's high tech world.

With the advent of business and social media and networking we can reach thousands with our message with the tap of a finger to a keyboard. We can post immediately any type of content globally from anywhere we are.

Yet it isn't until we are face to face with our future loyal guest that we realize people in the beauty industry have something high tech will never have…. we are a feeling business.

It seems the faster we advance technologically the further removed we become from the people we want to reach with our offerings of service and products.

Spanning the divide between reaching our future guests and actually encountering and engaging them doesn't require "high tech" as much as "high touch." These are the skills that long cemented the solid relationship between the service provider and their future and returning guests.

Besides being a seeing and doing business we are still mainly a feeling business. A great post on Facebook may generate interest, but without the good feeling that bringing out someone's inner beauty through our caring expertise can manifest, we simply haven't made the connection that assures a long term bond. Some say seeing is believing, but feeling is really believing. It comes from the inside and radiates outward.

One of our greatest overlooked assets is our unique ability to transform people. It can be simply how a genuine heartfelt smile can change a stranger with the invitation of getting a smile in return. Or the warm handshake that translates into care of really wanting to put the guests best interests to heart. Sometimes it is simply being willing to listen to what they have to say and obviously wanting to gain a clear understanding of their desires and concerns.

Then as you provide assurance you will do your utmost to see their desired outcome fulfilled, which you do, not only meeting their expected outcome, but exceeding it.

Our investment of time researching the most innovative and forward thinking techniques, tools and products goes far towards us becoming transformational leaders. If we are truly providing the best and most cutting edge of these services, then we set ourselves apart and ahead of our potential competitors.

Strong and forward thinking leaders create an abundance of loyal followers and likewise continue to attract new followers assuring constant and continual growth individually and collectively.

While the concept of transformation indicates change for our guests, we might also look inwardly to see if we are constantly in a state of our own transformation. If we aren't continually evolving and growing how can we meet the needs and desires of others for positive change and then provide it? Or expect them to move forward while we may be standing still. It may be our continual transformation that continues to attract those desiring positive and welcomed change.

As we remain constantly aware of our magic of being able to perceive and conceive a guest's needs and then acting accordingly. By touching and creating positive results in people's lives we can be truly called caring and creative transformers.

Jerry Tyler's column Blue Highways is his "Road Less Traveled" perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sassoon Academy and currently as Director of Industry Relations for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology.