Michael personally
chooses several letters
to feature every month. Have a question you'd
like to ask? Click
here!
ARCHIVES
OWNERS
SERVICE
PROVIDERS
|
|
|
Dear Michael Cole,
I've been working at a salon for about 5 years as a receptionist, I
loved the industry and am currently fresh out of cosmetology school.
I found one of your books A Little More Off the Top in the
back hallway along with tapes and other books and such. I've begun reading
it. I love the industry! I've decided to work at the same salon and
really want to start out on the right track. I want to build my clientele
fast and big. Who doesn't? I'm worried that being fresh out of school
and I am young (19) may make it hard, but I want to do anything that
I can to advertise myself and better my skills.What is your advice?
- Worried Stylist
Dear
Worried Stylist
Please read the response below from Greg who asked almost the same
question. But first here are a couple of other ideas. You need to
be able to relate to people of all ages. So is there someone in the
salon who you would say can relate to anyone? If yes, take them to
lunch and ask them if you can watch what they do. Next always have
your business card with you. And never hesitate to hand it out.
Next, always give more value to the guest than the price of the service
your charging. Now I don't mean give services away. What I mean is
if your are charging $25 for a shampoo, cut and style the guest should
go away feeling like they got a awesome deal. That the service they
received felt more like a $45 cut.
When
stylists are doing services where the client has a coupon or discount
they often take the stance of, "Well, she has a coupon for a
discount that's all she's going to get." That person unknowingly
has shot themselves in their own foot! Always give your best.
Keep open and best of luck
Michael
Dear Michael,
First, let me say how much I appreciate the knowledge you share. I read
through A Little More Off The Top in cosmetology school and
it changed my perspective on everything. My Question is, now that I
am a new stylist entering the salon for the first time, what is the
most important Building Bock to focus on to build my clientele?
-Greg
Dear
Greg
What would I focus on? As a new stylist building for the first time
I would focus more on The Power Wheel as a whole. Getting better at
customer handling will always serve you. Your ability to communicate
with your clients is what will grow each of the building blocks. Look
at the parts of The Power Wheel and ask yourself these questions.
1. The Greeting: What can I do to get better at Greeting
my clients and build credibility, easing their tension quickly?
2. The Consultation: What can I do to get better
at my Consultation? Discovering what I can do FOR them, instead of
what I can get FROM them.
Here's the question to ask yourself. What do I want for my clients?
An
example would be. I want my guests to feel great about their look
and be able to make it look great at home.
3. The Workshop: If one of your intentions for your
clients is for them to be able to put their look together at home,
then the purpose of The Workshop is to teach your client how to do
that.
So here are some questions to ask yourself. What can I do to get better
at finishing hair? Most stylist pay close attention when watching
a hair cut but don't stay focused when it comes to the presenter finishing
hair. For a client the finish is the most exciting. They are always
wondering, "How does he get it to do that?"
4.The Close: The intention of The Close is to see
how the client feels about what you have done and to ask them if they
want to get started on any of the products you use on there look today.
Also to let them know that your intention is to grow as a hairdresser
and if they know anyone that they think would enjoy your service you
would love to see them. The more you have had their best interest
at heart the more they will do with you.
5. The Follow-Up: I have had some new thoughts about
the Follow Up. I believe it is about evolving. Meaning continuing
to evolve your clients look, evolving as a hairdresser and as an individual.
Yes you need to send thank you notes and reminders. But this section
is a chance for you to look again at yourself not with what have I
done wrong, but rather what do I want to improve. The hairdressers
that I admire are the ones that are never to proud to say I don't
know yet how to do that but I am willing to learn.
Which brings me to closing with you and any words of wisdom I could
give you would be. Always be willing to look within with no shame
or blame or guilt and ask yourself what can I learn today?
Best of luck with this wonderful career you have chosen.
Michael
Dear Michael,
I've been in the business for 30 years. And I still love it. I've
gone from being very busy - full time - in a fairly large city to part
time ( I've even taken some time off ) in a small town. To be a Mom
and raise my son.
Now I'm a single Mom trying to build a business. I hear from my
clients that live in the city that it's to far to drive - but they can't
find anyone to cut their hair like I did. And the clients in town are
watching every penny.
I'm not sure how or what I can do to promote myself - business
cards (what they need to say) - maybe a letter to clients I haven't
seen (what do I need to say?). I always used your postcards and I know
it helped me grow my business. I've just been out of the business for
a while and I don't know where to start!
HELP,
Sandy
Dear
Sandy,
It sounds like you were able to build a great clientele, and are open
to the challenge of doing it again. Now some of your clients may still
make the drive to see you.
You
didn't say if you are currently doing any advertising or flyers. But
here it goes... Whenever you are thinking about trying to promote
yourself and your work you want to think of it like fishing. Not just
any kind of fishing but fishing with a big net.
One
of the things you could do would be to do a flyer with and offer.
For example a shampoo, cut, blow dry, a base color and a few accent
foils for a reduced price. Don't do a percentage off make
it a set price. That's your net. Now as these people come
in you need to WOW them with your customer service taking the time
to listen to their likes and dislikes. Asking questions that get them
talking about their look and what they want. Giving them the best
you have to give. Finishing their hair like you have never finished
hair before. Teach them how to make there look great at home.
At the end of the appointment present them with a bounce back coupon
to try you again. (This one is not for as much off as the initial
offer.) And 2 referral cards that you write their name on. Every time
you get one of their cards back there is a gift you give them. Could
be product or a service they are not currently getting.
Back to fishing with a big net. Some of these clients that come in
are only looking for a good price. But here's the catch you don't
know which one's, even when you think you do. So you need to treat
each and everyone of them like GOLD. Allow them to experience the
wonderful talent and creativity you have to offer. Some will stay
with you some will go.
My new word for 2008 is BOLD. Here is what bold means: not hesitating
or fearful in the face of actual or possible danger, courageous and
daring. It does not mean to be a bully. So here
is another BOLD idea. Always have your flyer or business card with
you. You could write an offer on your business card and sign it so
you know it is yours. When you are out in the community boldly approach
people and say. "My name is Sandy, and I would love the opportunity
to do your hair. Please accept one of my cards there is a first time
offer on the back.'
Sandy when you are out in the community you will want to look your
best. May you be filled with courage and boldly promote yourself.
Michael
p.s.
Check out the letter below too!
Dear Mr. Cole,
I have currently moved to a new salon and I am still trying to follow The Path on
my own and I am in need of some advice. I have been doing hair for almost
4 years and am not quite sure how to pass out business cards when I
am out and about. My friends who are stylists I look up to are single
and get to go out to clubs regularly and they pass their cards out then.
I am a married mother of 2 and don't really have that chance. My new
boss tells me to walk up to someone and pick something about their hair
and strike up a conversation about it and then invite them into the
Salon, but that is not in my personality. What is your best advice on
this subject?
Sincerely,
Extremely Confused
Dear
Extremely Confused,
I want to start with your statement "But that is not in my personality."
Most
people believe that their personality is set, it makes up who they
are and can't be changed or altered. In fact we human beings are tremendous,
possessing much more potential that we realize. In other words you
have the power within you to promote yourself more than you know.
So if I have this great potential what is getting in my way of
handing out my cards? It's what we all have and that's FEAR.
What you need to know is that this fear of the unknown, fear of looking
stupid, fear of being rejected is the first thing we need to deal
with. Because no matter what idea I give you this fear will tell you
it won't work.
One
of the things I learned that continues to be of help to me is understanding
how we learn something new. That anytime you go to try something you
have not tried before you are going to slam up against what I call
B.S. Which stands for Bad Stuff. You know that I am talking about
it's that uncomfortable, awkward feeling that comes with trying something
new for the first time. You experienced it a whole bunch of it in
beauty school.
FOR
EXAMPLE : Doing color on a real person for the first time.
You have one of two choices you can either get comfortable being uncomfortable
and break through your fear and learn a new skill or you can continue
to look for a way that comes with no B.S.
And
believe me I have look really hard to find new ideas that are safe,
easy and work 100% of the time they don't exist. But what does exist
are great ideas worth trying.
The
time is now for you to be courageous and find your own voice and your
own way of handing out your cards. Here are a couple of great
ideas that... oh yeah... come with there own set of B.S.
- Identify the places you go to now that you could hand out
cards.
(grocery story, school, daycare…)
- Look put together when you are out in the world. That's right go to the grocery store with makeup on and your hair
looking great. Now not nightclub clothes, but something that is fashionable.
- Write what you want to say. It could be something as simple as "Hi, my name is ___ and
I work in a great salon and would love the opportunity to do your
hair. Here's one of my cards, if fact there is an offer on the back.
Thanks, have a great day."
- Practice your script until you feel less uncomfortable.
- Make a commitment. What day are you going to go out? How many people are you going to
approach? Who are you going to tell you are doing this and what can
they do to support you?
- Instead of calling yourself extremely confused I want you to start
calling yourself extremely courageous.
I have faith in you and your potential,
Michael
Dear Michael,
I am currently in a salon as a level three stylist and we have been
following the Summit program for the past year. I was wondering what
happens when the owners, who are also stylists at level 4A, aren't able
to follow the program due to lack of associates. Neither owner has been
able to keep their associates for longer than six weeks, but their bookings
are the same as if they had associates, so both are extremely exhausted
at the end of the day. Their solution to this was to hire an assistant
for the both of them; someone who is not interested in the program,
someone who does their shampooing and fills out their jump journals
for them. It was my understanding that this program was designed to
help stylists work smarter, not harder, and that you were either in
all the way or you just don't do it at all. Myself and the other stylists,
all under level 3, are doing just fine managing our numbers and clients
and I feel that we are dedicated to our salon and to this standard.
And while this program has worked for us, it seems like its not working
for the owners, and their attempt to help themselves has backfired.
Honestly, it's hard to follow their example when it seems like they
are copping out of the whole scenario, yet I continue to feel bad about
it because I see them struggling with it. On the upside, they do try
to recruit new associates through wanted ads and cosmetology schools,
but its been almost three months like this with no new hires. Is this
what happens in this program? Is this normal for salons to experience,
and if so, how do they cope? Any suggestions for bringing these issues
to light to the owners?
Sincerely, Frustrated in Florida
P.S. I have on several occasions tried to ascertain from the owners
their reasoning for hiring an assistant, when the main point of this
program is to hire associates. Their response was that they were doing
the best they could with the limited available interested students in
the area. This program is a good idea, but with them, it's in the wrong
hands.
Emily
There were a number of things in your email that I can speak to. The
first is around feedback. When we are in situation where we feel we
have an insight or perspective around what someone else is doing or
not doing there are a couple of questions to ask yourself.
-
What's the difference between judging them and sharing an observation?
In your email you referred to things like "It's in the wrong
hands." or I feel we are dedicated and they are not. The flavor
of your comments has a tone of judgment in them. And whenever we attempt
to share feedback that has judgment in it that feedback will not be
received with open arms.
-
Have you ask them permission to ask them questions around their working
with associates?
For example "Could I ask you a couple of questions about
you and working with associates?"
To often we are to quick to give feedback where we are not welcomed
in to give feedback. Even when we believe the feedback we want to
give will be of benefit to the person.
-
If you do get permission to ask questions the questions then need
to be out of genuine curiosity, not a leading question. In other words
you really care about these 2 people and want to know what is happening
with them and there struggle with associates. Not that you want a
change to show them how wrong they are.
Example of a good question of curiosity. "What
part of teaching an associate do you think is the hardest for you?"
Example of a judgmental question. "Don't
you think that you show be a better example to us by taking on an
associate and teaching them the program?"
Look at the difference in one question you want to know, in the other
question you want to let them know the judgment of there leadership
and the bad job you think they are doing.
This is a wonderful opportunity for you to step up and become a leader.
We all have opportunities to lead everyday of our life even if we
do not own. I believe you are up to the challenge to express the highest
for of courage and want to help without judgment.
Thank
you for the email.
Michael
Dear Michael,
I have been to many of your seminars in the past and have been inspired
by your teachings and guidance. I have been a stylist in the industry
for 22 years, working at the same salon. A lot of our staff have been
together for as many years if not longer. Our business owners are great
people and try very hard to compromise our needs. I am a part time employee
and feel I have a solid book. (About 90% of my clientele prebook their
appointments.)
My problem is I am feeling very stagnant. After this many years
I feel I have nothing to show for my future. Unfortunately our owner
doesn't offer much in the way of the future. He offers a partial benefit
package to those who may need it. (I am not one since my husband carries
ours.) I generate income for them and receive two paid vacations per
year. I am paid an extra 3% bonus if my numbers exceed my goal.
I am a top seller of retail in the salon and I only receive l0%
of my sales. I need to grow more and when I weigh out the pros and cons
of my job, deep in my heart I truly have the best of both worlds. Balancing
my family life and career and husband I feel that all is good so why
rock my boat. My schedule allows me home for my family, the paycheck
is good and the hours are great. I want more for myself and I am not
sure what to ask for.
So I guess my question to you is what can I do to become more motivated
at becoming the best I can be. To grow when I feel I cannot accommodate
more people in the schedule I choose to work. I am willing to compromise
my schedule to meet my needs, I'm not sure what they are. ( maybe midlife
crisis) Help! Sorry if I am babbling but I would love an opinion.
Thanks,
Liz
Liz
Your email came at just the right time. I have been working with veteran
stylists that are feeling the same way you are. There were two parts
to your question: You and your business and then the salon owners
part. First off I loved the word you used to describe your situation.
STAGNANT. I went ahead and looked it up. Are you ready for the
definition? Stagnant: showing little
or no sign of activity or advancement, not developing or advancing.
The word that I have using is complacent which means self-satisfaction
accompanied by unawareness of actual dangers or deficiencies.
So
with regard to your first issue, "Are you ready to reinvent yourself
by reinvesting in yourself?" Because here is what I know about
you from your email. You have a good clientele that prebook with you
buy retail and you are probably in your 40s. That means you have some
good years of working in the salon left in you. And it's time to step
it up to look at yourself and what you do and take it up.
Where
do you start? Let's look at some areas you could choose. Image
- when was the last time you changed your look? Station
- something as simple as moving to a different work station in the
salon has a way of changing our perspective. Technical skills
- taking a class without the thought of I have learned this already,
instead going in with fresh eyes looking for a new way to express
your creativity. Have you been to the Redken Learning Exchange in
New York? Preparation - how you go about getting
ready for your day, your work station. Mental - reading
listening to inspiration, motivational words that lift you up. Peers
- having a person, or people in your life that are also interested
in improving themselves and support one another in this intention.
Now to your next part about the salon and money. Most salons are not
in a financial position to offer more benefits. But it sounds like
you are at a point where a price increase is called for. Are you ready
for that? And if so what could be some things you could do with that
extra money to invest in your future? I believe that your future is
filled with great opportunities, and you are one decision away. And
that is are you ready to take it up and reinvent yourself by reinvesting
in yourself.
Stay Well
Michael
Dear Michael,
I had been to one of your seminars about eight years ago. I took a break
from the salon business and would like to know if you are doing any
seminars in the Nashville area anytime soon. As you know I am now starting
over in building a client base. One question I have is what is the best
way to begin rebuilding my client base and how do you suggest services
to all of the clients that walk in the door? I work with about 20 hair
stylists and I am a nail tech and an esthetician.
Thanks,
Gwen
Hello
Gwen,
Thanks for your letter and welcome back to the salon world. Gwen the
best piece of advice that I can give you is to make the investment
in my new book, A Little More off
the Top. The large majority of the book deals exclusively
with building and maintaining an awesome clientele. Also start hanging
out in the U-MATTER section of my website.
I think you will find that it is full of useful tips. You want to
start to put your focus on what I call “The Big 4.”
The
Big 4 are:
1. Additional Services
2. Retail
3. Prebook
4. Referral
Begin by working on your Additional Services. Making additional service
offerings to your guests will allow you to raise your dollar per minute
with each guest, as well as set the tone for turning those new guests
into repeat guests. Guests that get an additional service, specifically
a chemical service are more likely to accept a retail offering. Guests
that get retail are more likely to prebook their next appointment
and send in friends and family as referrals. Do you see how that
domino effect works? Now you had asked what to say to these guests.
Again Gwen, the U-MATTER section of
my website is full of useful vocab.
There is also one more avenue that I would recommend for you Gwen.
You had mentioned that you work around a large number of stylists.
What I would do if I were you is try and team up with a couple of
these people. Offer a couple stylists a nail service and then tell
them that if they have any guests in their book that they think would
benefit from your work you would be very grateful if they would refer
them to you. They should say yes because it will increase guest loyalty
for both you and those stylists. Gwen I hope I have been somewhat
helpful to today. Good Luck and remember, as you re-grow your business,
EVERY guest counts. Your level of growth will change as your level
of willingness changes.
Sincerely,
Michael Cole
Hi Michael,
My name is Erin. I am a hair colorist and I am currently seeking a new
location in NYC. I am having a little trouble with my resume and wanted
to know if you could direct me to a helpful resume site for hairstylists.
Thank you.
Sincerely,
Erin
Erin,
Thanks for the question. There are so many resources. Check out Modern
Salon, American Salon web sites. You can just google them. Also check
in with one of the beauty schools in your area to see if they could
help you. The library is always a great resource, and librarians are
some of the nicest helpful people I know. Check the local paper they
have workshops on writing resumes.
Best of luck,
Michael
Hi there Michael!
My name is Amber and a am a stylist who has recently transitioned into
mangement at my salon. We are a small salon, and although we are not
a summit salon, I have been inspired by A Little More Off The Top to
grow and succeed. My co-workers, however, are feeling stagnant. We have
a stylist who is an educator for REDKEN, and works one day at another
salon where he makes a consireable amount of money. Another stylist
we have has a steady clientele base, but very few new request and referral
clients. Both of them are feeling like they are getting nowhere in the
salon because after 1 1/2 years with us my salon owner is not offering
any advancement. meaning, no commission raise. I'm caught in the crossfire!
On one hand I understand that to recieve a raise, the numbers must be
right, there has to be growth, and honestly, there isn't much. On the
other hand I feel that they should be rewarded for the growth that they
HAVE had and the time that they have spent with us. How can I help resolve
this issue? How do I help inspire them? How do I suggest n advancement
plan? And most of all, how can we help them become successful? I believe
that no matter where you are located and no matter what the clientele,
success is possible...the problem is helping find the path. Any insight
or advice you could give would be helpful and appreciated.
Thank You For Your Time,
Amber
Amber,
First off I believe you and the owner of the salon should seriously
consider attending a Summit. I have found that things start with one
issue but as soon as you deal with that one another pops up.
With
regard to you other question. When there is no set criteria for a
pay increase people are confused and frustrated because they believe
they deserve a raise. There are a number of ways that staff can experience
an increase. One would be a raise in commission but as I said depending
on the debt and expenses of the salon that may or may not be possible.
The other is in an individual price increase when a stylist has reach
certain benchmarks that are written down, agreed upon, and tracked.
If
coming to a Summit is not possible I would encourage you to get the
Summit Library. All of the tapes and information would be valuable
for you to listen to and learn. Until you have more facts about where
the salon is at financially suggesting anything is dangerous.
How do you inspire them? Through example. Get on a track of specific
goals for growth, track your own progress and raise your prices. You
would then be able to pass on authentic experience and that has more
impact than your thoughts or opinions.
Stay Well,
Michael
Dear Michael,
I am in level 1 at a salon in the skin care dept. and I am hitting all
my numbers except packages. Can you please help me with the best way
to get my clients to see the importance of packages? I find that 15
goal is very difficult but I do know that this is very important. I
could use some direction. Please help.
Stuck in Level One
Dear
Stuck in Level One Skin Care,
There is no one magic answer to getting your clients to buy your packages.
So what I would like to do is talk about a couple of things. For starters
the very first thing you must look at is the credibility you are establishing
with your clients. Now I know you have been to education and know
what you are doing. That isn't what this is about. Most clients especially
first time clients you have little to know credibility with them.
That's because they don't know you, don't know if they can trust you
they don't even know if they like you. I define credibility as like,
trust, and respect and all of those you must earn with each and every
client you see, it's not something that is just given to you. So how
do you start to build credibility? It starts with how self confident
you feel I am going to refer you to some pages in my book A
Little More Off The Top now I know I talk to hairdresser
in it but you need to look beyond that. Read chapter 7 and 8. These
two speak to you and how you feel about yourself. Your client can
feel what you are feeling. If you feel bad, insecure, depressed, mad
they will pick up those same feelings and feed them right back.
Next, during the consultation you need a statement to get started.
I will give you an example.You may hate it, if so you need to write
one you can get behind. This statement is a way to let the client
know how you work. Here goes. "My intention is to help my clients
to feel great about there skin." and then add, "So with
that in mind I would like to ask you a few questions before we get
started, how does that sound?"
Now you need to start asking questions and great questions can build
credibility. So once again I am going to give you a question you might
hate but the point is they need to be questions that get the client
talking to you. "When you look in the mirror really close what
bothers you about your skin?"
And
then listen. Read about listening on pages 99-102 what the heck read
that whole chapter.
Next,
keep them involved in the service you are doing. This is where my
lack of knowing more about what you do will show but it may sound
something like this. "What I am doing now is ------- all of those
----- because your skin will ----- better."
Now you need to give me a reason to keep seeing you. Almost like you
could only take me so far today but if you had the opportunity to
see me again you could keep the healing going that you started today.
Once again here is my example of it. "You know I was able to
make great progress with (what you found they hated when you asked
them questions) if I was able to see you on a regular basis the results
would be incredible. "A lot of my clients choose to go with a
package of treatments, how does that sound to you?"
I hope this is helpful to you.
Michael
Dear Michael,
I just started Cosmetology school a little over a month ago. I have
always enjoyed playing with hair so I started with high hopes that I
was going to be a real natural. Well, it turns out that I am not so
great after all. In fact, I am probably having the most trouble in my
class. I do not seem to be very creative and I am having trouble coming
up with good hairstyles. I am getting very discouraged and am starting
to think that I am not creative or talented enough to be in this business.
I even get so bummed out that I dread getting up to go to school because
I feel that I am no good. I know that I should think more positive but
it is so hard when I am so slow at learning. Should I stick it out and
hope for the best or give it up and try to find a career that I am better
at? Please help!
Thank you,
Slow Student
Dear
Student,
Thank you for your letter and congratulations on your decision to
pursue a career as a salon service provider. As I read your letter,
something kept popping out that you were probably not aware of. Let
me paraphrase back to you some of the things you wrote:
1. “I am not so great after all.”
2. “I am having the most trouble in my class.”
3. “I am not able to come up with creative hairstyles.”
4. “I am slow at learning.”
5. “I am getting very discouraged.”
6. “I am not talented enough.”
7. “I get so bummed out.”
8. “I dread getting up and going to school.”
9. “I am not good enough.”
10. “I am not smart enough.”
I think that you have a gigantic “NOT” in your “I
AM.” You have also created for yourself a Top 10 list of self-limiting
and self-sabotaging “I Am’s.” No wonder why you
find yourself drowning, you have yet to be informed on the single
most important law of your life. This law will always govern how successful
you will become, regardless of weather you believe in it or if you
are even aware of it. This law that dictates and happy you are in
life is called “The Law of I AM” and it says: Whatever
you say after you say after you say I AM is what you will become.
My suggestions for you are as follows:
1. Whether you decide to stay the course I school of drop out, I
strongly encourage you to NAME, TAME & CLAIM your I AM language
without BLAME & SHAME. By this I mean start becoming aware of
your language without blaming others or yourself.
2. Consider thinking of new positive ways of using your I AM language.
Such as: “I Am willing to begin think more positively
about the progress I Am making in my career.”
“Any
thought I have that does not support the good that is in me is a lie
and I no longer believe in lies.”
Do
this everyday for 30 days and at the end of that time you are not
doing any better than you have been, you have my blessing to do something
else.
God
Speed to your turn around,
Michael Cole
Dear Michael,
I have been working in a booth rental salon for two and a half years
and I have been a stylist for six years. Before moving to this salon
I was extremely busy (double booked a month out with a waiting list).
I lost about 25% of my clients when I moved. I moved to a more prestigious
area. Ten months later, I had a baby and took eight weeks off. I have
been back from my maternity leave for a year and a half now and I cannot
seem to get my numbers back up. I feel I give better service and my
haircuts/color are better because I am not so busy. I attend classes
on a regular basis. I have raised my prices of by haircuts by $3.00
over the past two years. The salon is located in an odd spot and we
rarely get walk-ins. I used to get a ton of referrals at my old salon.
I get hardly any here, and I do offer a referral program. Should I move
to another salon in a better location? Shouldn’t I be getting
busier not slower? I really enjoy the flexibility of being my own boss
but do have bills to pay. What should I do?
Worried Stylist
Dear
Worried Stylist,
Thank you for your letter. Let me first start out by saying the experience
you are having is a very common one today among chair renters. I recently
posted an article on my website entitled “The
Job Hopper Syndrome” and if you haven’t already read
it I would recommend reading it immediately. I think you will see
that the article addresses many of your concerns.
You mentioned in your letter that the salon is in an odd area and
you rarely get walk-ins, which would probably explain why your rent
is low. Of course that means what you are not currently paying in
rent now needs to go toward advertising. You see all too often people
think low rent means that they will be saving money. What they forget
is they now need to double their advertising budget just to get people
in their chair. You should be budgeting $80.00 in advertising per
new guest. If for example you need twenty new guests a month you should
expect you advertising investment to be $1,600 ($80.00 x 20 = $1,600).
While I have never nor do I ever intend to take a position on the
infamous employee vs. booth rent debate, I will say this; unless
you are generating eight times your rent in service dollars, it is
going to be very difficult to justify being self employed.
I can certainly understand why you enjoy being your own boss, but
that isn’t the only issue at hand. The other question that you
need to ask is, can you justify being your own boss financially. I
would of course recommend you study the lessons
for clientele building on my website, but I would also recommend
reading the article I previously mentioned and ask you self which
path is the right one for you financially. I hope I have been helpful
for you today. I wish you the best of luck in you venture.
God Speed,
Michael Cole
Dear Michael,
I have been working at the salon I am currently at for 3 years. I am
trying to build my clientele, but I'm having some trouble. I am very
timid when I comes to pre-booking and asking for referrals. Any tips
on how to overcome this.
Staci
Hi
Staci,
Thanks for the letter. Let’s see what we can do to find a solution.
If you are looking for tips and strategies for pre-booking guests
and referral requesting, the links on my website would be an excellent
source. Or if you wanted some other more in depth material, my book
A Little More Off The Top or One
on One CD’s would both be excellent resources. For right
now Staci the part of your letter that I am more interested in the
where you described yourself as “timid.” Learning about
pre-booking and referrals is going to be the easy part. But what you
will really need to pay attention to while doing that is you “I
AM” language. You'll find some helpful tips in the U-Matter
section.If you believe that that you are timid around clients odds
are pretty good that you will continue to behave in a timid manner
around them. Staci you have to develop the willingness and readiness
to believe that within is the power to be more than just timid. You
must be willing to believe that you have within you the potential
to be outgoing, assertive and even courageous. And then Staci you
must be willing to take action on that belief. Until that willingness
is developed, mastering any skills for clientele building is going
to be a challenge, but one you make the commitment to take action
you will begin to see those changes. Staci good luck with this, I
believe in your ability to do this. Remember, courage is not the absence
of fear but the willingness to disobey our fear when it is keeping
us from taking a positive action like offering a new guest the opportunity
to pre-book or asking a guest for a referral.
Best wishes
Michael Cole
Dear Michael,
I have been in a salon for a year and three months now. It is in a good
location (very busy road front). The owner advertises regularly and
does other things to get client’s attention. I have been handing
out business cards and flyers. However, we do not see many walk-ins
or have new clients calling to make appointments. The salon itself is
only a year and four-months old. I stay late and work on Saturdays but
after a year I have little to show for it. I recently had a baby and
some people say that the six-week maternity leave didn’t help.
My question is, am I at the wrong salon and should leave, or have I
just not given it enough time?
Sincerely,
Frustrated Stylist
Dear
Stylist,
Thank you for your letter. I would like to start out by saying that
I want to be very careful about advising you to stay or go. There
is still a great deal of information that I don’t have about
the salon, information that I would need before even thinking of getting
into the stay or go conversation. Rather, let’s see if I can
offer some advice on growing your business no matter where you are.
Unless you are getting at least 20 new clients a month (not including
referrals) it is going to be very challenging for you to build a clientele.
Try sending out a mailer to your current guests and guests that haven’t
been in for a while. “I am back from maternity leave with a
sweet offer,” or something to that effect. The offer should
be no less that 25% off and no more than 50%. There should also be
an expiration date on the offer, usually two-weeks or until your book
fills.
Try running the promotion and see how things work out. Also, think
about making the investment in my A Little More Off the Top Book or
One On One with Michael Cole CD’s. They are filled with tips
for clientele building.
I hope I have been somewhat helpful today. Good luck and God Speed.
Michael Cole
Dear Michael,
It is January 2006 and it has been a year since my last jump.
In the past nine months my client count and total number of services
has dropped, some months almost in half of what I was doing a year ago.
I still hit my chemical and add on goals, as well as still getting more
than six referrals a month.
So in most aspects of my business I am working smarter not harder.
On the other hand I need at least 30 more clients a month to even get
back to level two goals. The problem is that many new and old clients
call and can’t get into their needed time because those times
are always pre-booked. I need new guests but cannot get them to come
during the more random down time hours. I know I could be doing better,
especially in the time slots that are empty. I have tried adjusting
my hours but it hasn’t made an impact. What should I do?
Sincerely,
Jumping to Nowhere
Dear
Jumping,
It is clear to me by your letter that this has been something on your
mind for quite a while and that getting back on track is something
your are clearly motivated to do. Let’s see what we can figure
out.
You might want to try offering guests a “Preferred Price”
promotion for you 12p.m. to 4p.m. hours (or whatever the biggest area
of down time in your schedule is). You could also call it your “Early
Seating Hours.” The sweeter the deal the larger number of guests
there will be to accept it. This should help to bring more activity
to other time slots. And I probably don’t have to remind you,
but I will just mentioned anyway that this “Early Seating”
promotion will afford many opportunities to turn new clients into
repeat clients.
Good
luck with this and God Speed.
Michael Cole
Michael/Peter,
I was curious as to whether there is a Jump Journal specifically designed
for Beauty School students? I have a 42 chair full service school that
I am sure would benefit from the use of the journal. If not any tips
on implementing the existing journal in a school setting? - Doug
Dear
Doug,
Thanks for the letter. I am very happy to see that you would like
to incorporate the Jump Journal into the curriculum of your school.
There is actually no better time to introduce someone to the Jump
Journal than while they are in cosmetology school. Students who
use it when training eventually learn to use it regularly when working
behind the chair and are that much more prepared for growing their
business. In fact, most of the schools that work in our Summit
program require their students to have a Journal.
Doug there is no specific Journal for students, they actually use
the same Journal as those working in the salon. The best advice I
can give is to get them journaling early because once they start they
never quit. Also, hang out on my website if you haven’t already.
Doug I think that implementing the Jump Journal in your school is
just the first in many steps toward bringing your school to the next
level. I wish you the best of luck in this venture and should you
need anything else I will be here.
God Speed,
Michael Cole
Dear Michael,
I have some questions regarding the level system. I just jumped to level
4 about 3 months ago. I am losing clients and am having a hard time
understanding how a $2.00 - $5.00 increase could cause such a disaster.
When our salon started on the level system I started on level
three. Unfortunately I was at level one pricing and doing level three
work when we started the system. I lost a lot of clients at the time
and learned to bare with it and maintained a decent client base. That
was a year and a half ago.
This year I decided that I needed to Jump to level 4 to maintain
an increase in take home pay. I had the numbers to do it so I Jumped.
Now my clients are telling me that my prices are to high and that they
may not be able to afford me if I decide to have my price increase anytime
soon. The company I am working for is going through a transition right
now to become a day spa and we have been told that all clients will
have a price increase when the transition is made. I really do not want
to lose my client base having just leveled out from making the Jump
to level 4.
We have a move in date for the new salon in October. How do I
keep my clients and let this price increase take place? I need your
help desperately. My clients feel like they have been thru the mill
in the last two years with all of the price increases. Any advice you
have would be greatly appreciated. I am sure I am not the first stylist
that has had this situation happen.
Thank you,
Brenda
Dear
Brenda,
Thank you for your letter. You know I can defiantly tell by the tone
of your letter that this situation has been causing you to feel a
great deal of worry and personal frustration. When starting the level
system it can sometimes be easy to slip into that mindset, but the
key is to catch ourselves when that happens, change how we are thinking
and not allow ourselves to doubt our true potential.
Brenda the good news is that there have been many stylists who have
found themselves in similar waters. What we are going to do today
is stand on their shoulders, learn from their experiences, and see
if we can’t get you through this.
Since your first jump in the level system was to level four you may
not have had the opportunity to learn what others do when starting
in lower levels. And this is what they learned. When you jump levels
one of the intentions is for you to lose clients. I know that sounds
crazy but let me explain the reasoning behind it. When you jump you
can expect to lose about 15% - 20% of your guests. Now this loss is
going to free up a lot of time for you and that time should now be
spent offering additional services and chemical services to the guests
that remain. These guests that get additional/chemical services will
now become your retail buyers, pre-bookers and referral senders. The
referrals they send in will then allow you to build your base back
up.
Brenda, the intention behind all of this is for you to have more time
to perform more services on a fewer number of guests. This will increase
your take home pay substantially. Too many guests and too few services
will only to financial entrapment.
Now the answer I have just given you is really a systematic one. If
it is going to work you must have the readiness and willingness to
take the leap of faith. You must be willing to hold strong on your
prices, allow those clients you say they are going to go to do so,
and commit yourself to your remaining guests. You believe in your
true potential and say, “I am deserving of this price increase.”
Brenda I hope I have been somewhat helpful for you today. Should you
need any more advice you can always reach me though the website.
Good Luck
Michael Cole
Dear Michael,
I had been to one of your seminars about eight years ago. I took a break
from the salon business and would like to know if you are doing any
seminars in the Nashville area anytime soon. As you know I am now starting
over in building a client base. One question I have is what is the best
way to begin rebuilding my client base and how do you suggest services
to all of the clients that walk in the door? I work with about 20 hair
stylists and I am a nail tech and an esthetician.
Thanks,
Gwen
Hello
Gwen,
Thanks for your letter and welcome back to the salon world. Gwen the
best piece of advice that I can give you is to make the investment
in my new book, A Little More off
the Top. The large majority of the book deals exclusively
with building and maintaining an awesome clientele. Also start hanging
out in the U-MATTER section of my website.
I think you will find that it is full of useful tips. You want to
start to put your focus on what I call “The Big 4.”
The
Big 4 are:
1. Additional Services
2. Retail
3. Prebook
4. Referral
Begin by working on your Additional Services. Making additional service
offerings to your guests will allow you to raise your dollar per minute
with each guest, as well as set the tone for turning those new guests
into repeat guests. Guests that get an additional service, specifically
a chemical service are more likely to accept a retail offering. Guests
that get retail are more likely to prebook their next appointment
and send in friends and family as referrals. Do you see how that
domino effect works? Now you had asked what to say to these guests.
Again Gwen, the U-MATTER section of
my website is full of useful vocab.
There is also one more avenue that I would recommend for you Gwen.
You had mentioned that you work around a large number of stylists.
What I would do if I were you is try and team up with a couple of
these people. Offer a couple stylists a nail service and then tell
them that if they have any guests in their book that they think would
benefit from your work you would be very grateful if they would refer
them to you. They should say yes because it will increase guest loyalty
for both you and those stylists. Gwen I hope I have been somewhat
helpful to today. Good Luck and remember, as you re-grow your business,
EVERY guest counts. Your level of growth will change as your level
of willingness changes.
Sincerely,
Michael Cole
Dear Michael,
I have been to a number of your seminars over the years (most recently
the Redken Symposium in Las Vegas) and have always been moved by the
information and encouragement that you give to us as tools to change
our lives, you are amazing! I was looking through the “Ask Michael”
letters and found one that I would like to ask you about. You told the
person (Burned out in Baltimore) to send you her info and that you would
try to help. I would like it if you would look at my information and
see what I may do to revolutionize my work life. Here are the questions
you asked her and my answers: The ball is in your court.
- How many clients do you see in a
month? 148
- Of these clients, how many are request
clients?
All, I have no room to accept new clients.
- How many services did you do on these
clients in one month (shampoo, cut, and blow dry count as one service)?
219
- How many of these clients do you
pre-book in one month?
99% or else they won’t get in.
- What do you change for a shampoo,
cut and, blow dry?
$42.00 (Canadian)
- How many hours do you work a week?
40 (just reduced from 65, I wanted to see my family once in a while).
I have been doing hair for 14 years and have always worked
12(ish) hours a day, 6 days a week to build and maintain a clientele.
I work with the help of an assistant to do rinsing, blow-drying
and front-desk. I know I have not been sticking to the rule of increasing
the price when 80% pre-booked, but I will do what you say. I have
lots of great clients that let me try new things and buy what I
suggest, but I have a hard time asking for more money. Please let
me know what to do.
Always
Learning
Dear
Always Learning,
Thank you for your letter. As I thought about your story there
were a couple of thoughts that were brought up in me. As I am
looking at the numbers you sent me it seems to me that one possible
explanation is that your client counts and your service counts
are out of alignment. What needs to be done to bring those to
areas into alignment? You seem to guess right about what I would
say because I am suggesting to you that you raise your prices.
If you raise your prices by about 20% you can expect to lose about
20% of your clients, bringing your client count down closer to
your service count. Doing this will allow you more time to offer
additional services to the clients that choose to stay with you
and should serve to bring your income up about $15,000 a year.
Now Always Learning, the answer I have just given you
is really more of a strategic answer and I am sure that upon hearing
it there was some fear that I brought up in you. Raising prices
just so you can lose clients will naturally bring out fear and
anxiety in many. But let me tell you, nothing changes if nothing
changes. And I can assure you that until you let go of that fear
and doubt and development mental and emotional readiness and willingness
to say to yourself “I AM worthy of this raise” you
will lack the courage and little will change. Once you decide
you are deserving of it and take that leap of faith, then and
only then will the getting get good. In you case, more family
time and more money.
If you haven’t looked into it already I have a brand new
DVD, “Exploding
Your Potential” that talks about making
this mental change. I hope I have been helpful today and should
you needs anything else please let me know.
Sincerely,
Michael Cole
Dear Michael,
In January I started using the Jump Journal to track my services,
etc. It has been a wonderful tool. As a part-time stylist (22-28 hrs
per week) I have almost achieved my personal goal of exceeding the service
and retail income of the full time stylists in the salon. The owners
of the salon have been extremely supportive of my efforts and helped
me to keep on track when I want to veer off. The opportunity I am facing
now is what others would consider a challenge. Although my service totals
are up, and above my Jump goals for the weeks and months, my retail
totals have plummeted. I have gone from a consistent 20-25% retail to
a dreary 5-10%. Everyone in the salon has more retail totals in than
I do (even the apprentice). This has been going on for all of May. I
don’t know if I am in a major slump or have just lost focus. I
am attending a Sam Villa class in June and going to the REDKEN Exchange
in August for design, color and finish. I would like to be back on track
in time for these classes.
Melissa
Dear
Melissa,
Thanks for the letter. Let’s see if we can figure this out.
First of all it is good to see that you have been able to recognize
that you are being challenged without going down the road of negative
thinking or placing undue blame on yourself. That’s a good thing.
Now if I understand the challenge your having correctly you are looking
to increase your retail sales because it has recently dropped off
and you are not sure why. Well, rather than spending too much time
looking for this known cause let’s see if we can jump ahead
to the solution. It’s my guess Melissa that if we find a working
solution that cause will be known after it’s no longer a problem.
Here is what I would try if I were you. Try looking at the number
of chemical services you are offering. This should help you get those
retail numbers back up. Let’s me explain why I think this will
work. Very simply, a chemical service client is a retail buyer. Try
thinking of it this way, REDKEN shampoo and conditioner is to a chemical
service client what antibiotics are to someone who has just had surgery.
Antibiotics keep someone who has just had surgery from getting an
infection, keeps them healthy. So, REDKEN products do the same thing.
They preserve and protect the chemical service that was just performed.
If you increase your chemicals, retail should just follow naturally.
Melissa I hope I have been able to help in some way and should you
need anything else please contact me again.
Michael Cole
|
