october 2009 - Stylist and Salon Newspapers

Balancing High Tech Skills with Personal Interaction
Blue Highways
Jerry Tyler
The past is a place where collective experience
is a powerful learning tool if we choose
to apply its lessons learned. But the trick is to
not let the past define our current reality.
This is never more apparent than in the
world of new technology. Understanding
generational differences and how they apply
to the use of new technology has given me
a greater understanding of how to achieve
success with these new and valuable tools
and better reach my desired audience to our
mutual benefit.
As a ‘Baby Boomer” I grew up in a world
where personal power and contact was the
key to success. Interpersonal relationships
were made and cemented by the ability to
interact on a verbal and visual level.
Business and personal relationships were
sealed with a handshake or a hug. I can readily
relate to kind words with a smile. But I
have learned to grow in our current business
and social climate where winning the world
one handshake or business card at a time is
no longer the only way to excel.
Where I used to count my highest
achievement after networking at an industry
gathering by the height of the stack of newly
acquired business cards, I now go beyond the
physical address on the front of the card and
go directly to their web address. This not only
tells where they are, it tells me (through their
web page) who and what they are.
This gives broader depth and scope to
develop a deeper relationship based
on greater understanding. We used
to work the room now we work
the web.
The challenge for our generation
is to embrace the new technologies
of the web, social and business
networking sights to enhance our
already established traditional skills both personal
and business.
One recent example of embracing the now
came to me through my association with
Esche and Alexander Public Relations.
At a one-day seminar at a hair show three
years ago, I was learning how to develop a
comprehensive public relations package. With
the focus definitely pointing to the web as a
new major resource to expand and promote
our brands, the presenter’s ability to connect
with us defined their success that day.
Fast forward to 2009 – so much has
evolved with Esche and Alexander; while they
Hair Extension
still rely on their experience and personal
one-on-one relationships, their current success
is the potential thousands they are reaching
through their blog at www.beautyPR.com.
This is a great way of illustrating how
with the enhancement to our already established
skills of the new technologies such as
blogging, we can reach a broader client base
...technology is here to enhance
our craft of hands-on and personal
touch skills, not to replace them.
to unlimited new horizons.
Another great example of expanding our
current horizons through business networking
came to me while attending The
Cosmetology Educators Association (CEA)
convention this summer.
There I was made aware of the “Beauty
School Network,” a business and resource networking
site for beauty schools, students and
educators. An example of using networking
sites specific to the needs of a particular audience,
in this case our future beauty industry
professionals and the schools that serve them.
With the advances in technologies of
business and social networking come some
challenges to those who were raised in the
era of these technologies. On the flip side
of those who are adept at the social personal
skills, there are those that rely on texting and
emailing rather than talking.
While being tech savvy may come as
second nature to them we need to coach
their generations on the need to balance high
tech skills with those of personal interaction.
Since the beauty profession is a one-on-one
business they may need to be skilled in the
areas that to us come more naturally as part of
our collective experience, personal interaction.
The point to remember is technology
is here to enhance our craft of hands-on and
personal touch skills, not to replace them.
To be truly abundant in today’s beauty
business it will take the balance of utilizing
today’s technologies as well as continuing to
grow our personal and professional development
skills.
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 Education 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.
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