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The Times Demand It! These last few months on the website have featured testimonials from various stylists who have attended a new workshop taught by Michael Cole and Carolyn O’Connor called “Step Up!” Perhaps you have already heard about – or even participated in – the program. Or you may have read the stories and wondered: What is Step Up? How did it start? How does it work? Why? What “IT” Is Step Up is a hands-on money workshop that wakes stylists up to the improvement they need in their personal finances. Once they are shocked with the realization that everything they “do” behind the chair has the power to fast-track them from financial entrapment to wealth, the desire to do whatever it takes is unleashed. The intensive two-and a half-day workshop is not for the faint of heart. It is designed to dramatically improve a stylists work life and personal finances by resolving challenges such as: inefficient bookings; low client retention; burnout; overspending; high credit card debt; no savings, to name just a few. Big Endings from Small Beginnings Two years ago, “Step Up” was but a glimmer in Carolyn O’Connor’s eye. She noticed that Summit Salons that were struggling with day-to-day tracking. About 20% of the stylists loved the Jump Journal, but the other 80% saw it as a task rather than an opportunity. They didn’t understand it and they did not like it! If the computer could do their tracking for them, why should they? The Jump Journal had been positioned as a tracking system, but Carolyn saw it more akin to a future business plan. So she began to approach it as a planning tool. When the second Step Up training rolled last June, it opened to more Redken Artists throughout the USA, who in turn brought salon managers and The Salon Professional Academy owners and educators. Forty Redken Artists, ten TSPA educators and ten salon managers were in attendance. At that point, Carolyn realized how powerful this training was. That was when Carolyn realized: “Wow, this thing has legs!” “Educators were blown away by what they could teach their students and how valuable that’ll be when they graduate,” she recalls. Salon managers that had been struggling in coaching sessions now understood the WHY behind the numbers and could therefore coach more effectively using the Jump Journal. The impact on the Redken Artists was also striking: they increased productivity by 100%, doubling their business. When they can do that for themselves, they can teach others to do it too. “All of this was a result of trying to get our arms around this thing called the ‘Jump Journal,’” recalls Carolyn, “but we spend the workshop not so much on HOW to use the Jump Journal, but on how to manage and to make money. The Jump Journal is a powerful tool that we use to that end, rather than the other way around. That’s why it’s so impactful.” How Does It Work? “If there is any confusion, doubt, misgivings or apprehension about the Jump Journal when the attendees arrive,” attests Michael Cole, “by the time they leave Step Up, it is the holy grail and they are using it in new, very intelligent ways.” Why Does It Work? Michael Cole has launched powerful programs before, including Boot Camp, The Quest, The Summit – but according to him, Step Up is different. “We’re speaking about the same principles, which are timeless and don’t change,” he says, “but there are brand new understandings of HOW to practice these principles, including new applications and better usage of the principles behind the chair.” “Step Up will revolutionize and transform the way the stylist is doing business,” he continues, “not only for new stylists but also for those who have been in the business for 20 years. The industry is changing fast, and if you don’t change with it you’ll be left behind!” According to Pat Parenty, Redken Senior Vice President and General Manager, “current market and economic conditions mean that salons and stylists must work ‘smarter’ and improve their work process to ensure growth.” He adds, “Step Up provides a real solution to stylists when attracting new clients and maintaining existing ones becomes more difficult as consumers adjust their spending to adjust to current economic realities.” Therefore, stylists that have the best service and retention skills and practices will be the ones to prosper. Praise for Step Up Pat Parenty is used to receiving positive feedback from salon owners and stylists for almost all of their programs, but he has never seen the same level of results as reported by the Step Up participants. These results ran from a 25% increase to doubling their business (by stylist). At the same time, they reported that they reduced the number of clients, thus increasing life balance. Pat notes that implementing “Step Up is simple and self-directed, so that once a stylist has made the decision, it is up to them to stick with a proven system. According to Pat, this means “THEY control their destiny, not the economy!” Redken will soon post the schedule of a national tour of Step Up workshops. There will be 20-25 of them in 2009, with limited seating. These intensives are small on purpose for maximum benefit to each individual. Remember . . . Step Up is not for the faint of heart! For more information about Step Up, contact: Here's what people are saying... WATCH OUT FOR STICKER SHOCK!! “A year ago last July, I had the privilege of attending a program [called STEP UP] with Carolyn and Michael Cole. Michael Cole talked about “Sticker Shock.” That is when a client receives multiple services at one visit, then gets to checkout and is shocked at the price! I did not realize how huge this concept was until this time of economic uncertainty. But Michael Cole explained the game plan, and I have run with it: take time to create a look but grow the ticket over 3 or 4 visits instead of one huge one. I incorporated it into the consultation and the day planner of the Jump Journal. This has been huge for stylists to expand their business, pre-book clients, and give them a customized look that other salons are not taking the time to do. The client has an awesome experience and does not feel the STICKER SHOCK! Thank you! Linda Macchi, Salon Owner and Stylist and Redken Educator Michael Cole says: You’re better off evolving a client up in price over a series of visits than to sell them the farm on the first visit. For example, a client’s first visit might be for what they think is a $40 shampoo-cut-blow dry. They end up getting made over, and suddenly it’s $150 - $200! The good news: they look GREAT! The bad news: they think “every time I come in here, it’s going to cost big money.” They were oversold. However, if they came in for a $40 and leave with an additional service totaling $60, that is not as bad. You can discuss foils for NEXT visit, and grow a higher ticket as you build rapport. This way, you won’t forfeit client retention in the name of THE BIG SALE. The old game plan of holding ‘em hostage till they buy is finished . . . the new game plan is evolution, rapport and growth! |
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