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Nailpro Sacramento Nails-Only Trade Show Nail It! Sacramento Convention Center October 26, 2008 9 a.m. - 4:30 p.m. Register by October 16 and SAVE! Call 888.491.8265 or visit nailpro.com No childreN uNder 12 allowed iN Show Nailpro Cup 2008 Finale Sponsored by 2008 From Gifted Grads to Great Hairstylists How to Successfully Recruit Students From Cosmetology Schools Marketing Solutions Kerrin Delaney Achieving increased sales with an expanding client base are always primary goals for salons. To accomplish this, let’s think outside the box when it comes to hiring new hairstylists. Have you ever found yourself in a rut when it came to hiring new hairstylists? Whether you are recruiting, interviewing, hiring or training a new employee, finding the right individuals can be frustrating. Progressive businesses are always looking for new talent or individuals with specialized skills that can benefit the company. Salons must do the same. The following strategies will help you successfully recruit students from cosmetology schools. Build Your Recruiting Program: The key to success in hiring the best cosmetology students is to get them to want you, just as much as you want them. Establishing a well thought out and detailed staff recruitment program will help lay the ground rules for your salon business. When building your salon brand, you must first determine the kind of salon you wish to own. From there, you will need to focus on the kind of team you wish to build. A strategic staff recruitment plan should also reflect the vision and future plans for your salon business. A recruitment plan should consist of media advertising, direct mail campaigns, newsletters and various other marketing elements. In order for these tools to successfully target and recruit students, they must communicate a specific message. This message should reflect your vision and intention to attract students who share common goals and values. Staff Recruitment must be an ongoing process. Jeff and Nancy Huguet, owners of Escape Medical Spa and Salon located in Green Bay, Wisconsin offered keen insights into implementing a quality recruiting program. Mr. Huguet explained, “If you wait to hit the switch on your recruiting program the day an employee leaves your business, you will already be too late. We made this mistake in the past. We quickly changed our method and found that continuously recruiting made us better prepared for unexpected staffing changes.” A well-organized salon staff recruitment plan will get you noticed by the competitive schools and help prepare you for any unexpected bumps down the road. Become Active With Cosmetology Schools: If you want your salon to be known as a great place to work, you have to get out there and raise awareness. Your main objective in recruiting from cosmetology programs is to gain access to the schools before other salons do. In order to find the best cosmetology, aesthetic and massage students that exemplify values you are looking for, you will need to seek out the schools that focus on a curriculum you would abide by. Research and make a list of the top schools from which you would like to recruit. Make appointments to meet or speak with their school directors, teachers and the other facility-management team members. Once the school agrees to develop a partnership with you and your salon, start to schedule presentations that will focus on educating their students while simultaneously marketing your business. Topics could include resume preparation, how to dress for success, how to interview, advanced haircolor techniques, creative haircut designs and the realities of salon life. Consider participating in career fairs where you can deliver presentations and offer information about your salon. These are a great way to define your competitive advantage in the marketplace, meet students and gather resumes. Don’t forget to leave information including your vision statement, training programs, employee packages, growth opportunities and employment applications. Once you find the schools that best suit your needs, you can go further to become an active member on their cosmetology school advisory board. This will help cement a positive relationship with their director, and board members are invited to special events, make decisions on curriculum and gain insight about their best graduating students. Host Events—Get Students Into Your Salon: Opening your doors to potential students is a great way to show and tell. Hold an open house for those who want to discuss employment opportunities at your salon. If space is available, you should think about conducting educational seminars. Whether focusing on hair, skin, nails or color techniques, seminars offer you the chance to display your philosophy, meet students, seek out talent and establish a great reputation. Successfully recruiting students into your salon will take time. However, the long-term investment will result in a salon staff that is young, eager to achieve and open to new ideas. Students are our future, so start focusing on recruiting, networking and becoming an active member in education today. Kerrin Delaney is a Marketing Assistant at Marketing Solutions, a complete marketing, advertising, graphic design, PR and consulting services firm for salons, spas, manufacturers and beautycare entrepreneurs. For more information, call 703-359-6000, e-mail MktgSols@MktgSols.com or visit www.MktgSols.com. 10 | SEPTEMBER 008 | CALIFORNIA STYLIST & SALON NP Sacramento 2.5x11.indd 1 8/5/08 2:21:23 PM
Keeping Your ‘Coiffures’ Filled The Mane Objective Marco Pelusi Have you had a few gaps of time in your appointment book here and there lately? Have clients been postponing their appointments for a week or two, or even some for longer than that? No matter what the reason, you need to be in control of your book and keep your “coiffures” (coffers) filled. The very first thing you must do with every client—not leaving a single one out—is to prebook all your appointments, without fear or hesitation. If there is fear, move through it and do it anyway. You have to set up the next appointment. As a general rule, cut and color services should be booked four to six weeks in advance, generally depending on your client’s hair length. Your sole goal as a hairdresser should be to have a full book well in advance whether it’s a robust or sluggish economy. Try to be fair with the prebooking though. Be honest. Don’t keep them coming back too soon if it’s unnecessary. Work within the needs of the client’s hair on a case-by-case basis and personalize it for them. Always aim to be extremely fair with your clients, as they are able to notice good intentions, and will therefore wish to support your business. You can even go so far as to say something like, “Let’s set up your next appointment with color only, and let’s set up another cut a month or so later, so the price won’t be too crazy at one time for you.” If fear about prebooking still comes up for you, reframe it into a different scenario. Plant the seeds of an upcoming service while you are working on each client. If you are doing blonde during the summer, discuss possibilities of going red or deeper for the fall. Always keep your clients thinking in advance about what could be with their haircolor or style. Recommend future cut or style ideas while you are in the midst of their current appointment. If you are only taking off a few inches this time, recommend a possible shorter cut the following time, when they are ready. This seed planting technique will keep them coming back, because they know you’ve offered them the possibility of change, seasonal or not, and will easily allow you to prebook their next appointment. And don’t forget about asking for referrals, especially during slower times. Everything in our business is specifically about relationships. If you like a client, ask them to refer you to new clients, and offer either a small discount or a small product as a reward and motivator. Tell them you wish you could clone them. Most good clients won’t even want a discount or gift, but are simply happy to refer you. The people who give out your references are the ones you need to connect with. These specific individuals are exactly whom you must target as a hairdresser. It’s all about referrals and relationships. Make sure to consistently keep your appointment book in mind as you work during your day. Plan ahead and fill it up. You will avoid gaps of time and you will be able to take control of your destiny by doing so. Keep it going. Forge ahead with strength and book ‘em. 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. We all know how many products there are out there... And we also know, when your clients find products they love, they develop a loyalty to them and purchase them exclusively. That's what happens with our AEROGEL and AERO Body Infusion. We're so sure that our two most popular AERO styling products will increase your salon profits that we'll actually guarantee* it! WHITE SPIRITS JLIFE Winter 2008 Collection Start with JLife NOW Full range of styling products for $80* freight free, limited time only *retail value $234 limit of 1 intro per stylist Call Toll Free 866.644.7373* today for guarantee details and free shipping information. Limited time offer, don't miss out. Get a new life into your salon at www.jlifehaircare.com or call 1.866.761.7664 CALIFORNIA STYLIST & SALON | SEPTEMBER 2008 | 11
Page 2 and 3: California Stylist & Salon Volume X
Page 4 and 5: In this issue... 10 15 16 Marketing
Page 6 and 7: Nailpro Anaheim Nails-Only Trade Sh
Page 8 and 9: Get Straight, Get Smooth, Get Sexy!
Page 12: Now Is a Great Time to Become a Bea
Page 15 and 16: Motivate Your Salon Team and Maximi
Page 17 and 18: Now offers: Eyelash Extension Onlin
Page 19 and 20: FULL SER VICE BEAUTY SA LON IN SHER
Page 21 and 22: EDUCATION LEARN NEW TECH NIQUES TH
Page 23: WHAT’S NEW IN THE MARKET 1. Not O

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