First Chair - Spring 2009 - (Page 8) * first skills BUSINESS Department of Energy Working Backwards One way to make sure you reach a certain income level is to set your goal dollar amount for each ticket and work backwards to determine how to fill it, suggests salon business coach Mark Foley. For example, you might decide that every client will spend a minimum of $100. What must the client purchase to get there? If a cut and color brings the fee to $90, you’ll know that you must build in at least another $10 by recommending a conditioning service to get the hair in optimum shape to receive the color, selling the client a color-safe shampoo or conditioner, or upselling the client to an eyebrow wax. The consultation is key to getting the client onboard with your plan. “Conduct every consultation with the final ticket total in mind,” Foley urges. “Hold the consultation away from the cutting station, or your discussion will end up being only about the hair cut when the client already has purchased the hair cut! Have the self-esteem to take the initiative in these discussions competently and confidently.” “One of the hardest things for a stylist to learn is how to stay UP with high energy all day long,” says energetic stylist Kathy Jager, author of As the Chair Turns. “It comes with practice, so develop a daily habit to fake it ’til you make it! Use every ounce of yourself to win over your guests and have them believing that you’re the only one who makes them feel the way they do when they leave your chair.” Jager compares the salon experience to dining at your favorite restaurant. Sure you like the food, but often the reason you return time and again is all about the service. The same applies to why a client would want to return for a second, third and umpteenth hair cut. “Guests visit your salon for many reasons besides their hair needs,” Jager explains. “They actually want you to become a part of their life. Together, you’re making memories, creating a personalized experience and sharing a beautiful relationship that they will treasure for years to come.” To establish long-lasting client relationships, Jager recommends asking lots of questions to learn about your clients and to identify their needs. “Open yourself to the wonderful world of people,” she advises. “Embrace all that this career and this industry have to offer.” And never forget why you became a cosmetologist. “You not only possess the tools to make people look good,” Jager notes, “but you also have the opportunity to give them a part of you that they’re proud to call their ‘personal’ stylist.” “Tell your clients that you’re a seasonal hairdresser. That means you’ll give them a fresh look every season. Every three months, your clients will get excited to see what you have in mind for them, and it keeps you motivated to stay current and come up with new ideas.” —Paul Vega, Wella Color Charm Creative Director grind—long hours for low pay. You do it for the love of doing it and as an investment in your career.” Getting your foot in the door places you as the go-to person whenever the primary stylist isn’t available, because the celebrity has grown comfortable with seeing you around and you’re familiar with what the stylist has been doing. Hamilton recommends developing a portfolio of your work and, if the celebrity will permit you to take photos on set, those images make a great addition to your portfolio. As an assistant, though, you probably won’t pick up the celebrity as a regular client. “Celebrities can be very loyal to their stylists,” Hamilton notes. “But they watch you, and if they like what you’re doing they’ll refer clients to you.” Celebrity Styling Moving to Hollywood anytime soon? A lot of hairdressers set their sights on becoming a stylist to the stars. Marcia Hamilton works on a long list of TV shows and music videos (marciahamilton.com). She advises stylists interested in pursuing a career in entertainment to get out there and give it a whirl. “To get started I kept track of where celebrity stylists were working, and I’d call to ask whether they needed an assistant,” Hamilton reports. “It never hurts to call! I started out assisting during the day and taking my own clients at night to pay the bills. At first, it’s a 8 MODERN SALON’S FIRSTCHAIR SPRING 2009 Learn more @ firstchair.com http://www.marciahamilton.com http://www.firstchair.com
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