Modern Salon - February 2009 - (Page 50)

PROCESS Retaining Your Color Business Keep clients coming back for professional color in tough economic times. Beth Minardi, co-owner of Minardi Salon in NYC. This month, Beth Minardi writes a special report on maintaining your color clientele during a bad economy. Let’s face it: Business has been better. I believe radical times call for radical thinking. Right now, it is important to do anything necessary to keep clients coloring their hair in your salons rather than at home. Retail companies already understand the economic climate will cause many women to consider coloring their hair at home and they are ready to make it easier and more glamorous than ever for women to do an “OK” job without visiting us. The advice I offer here might seem alarming, but I watched this concept work beautifully at one of the most upscale nail salons here in New York City. This salon is located in a very exclusive neighborhood in Manhattan. A standard manicure (executed to perfection) is $30. The salon is not fancy, but it is immaculate and the work is fabulous. None of the very wealthy women who frequent this salon are on a budget. The salon is bursting with business even though they are not open Saturdays or evenings because their clients are either away for the weekend or attending evening events. So what (aside from the great service quality) is the salon’s secret to success? It’s called the “Free Touch-Up.” That’s right—free. Clients know a manicure should look perfect for one week. So, on day four or five, the client can stop by any time for a twominute polish touch-up, which involves a thin coat of polish being applied to the tips of the nails so the polish looks perfect—never worn on the edges. The client pops in and out of the salon and feels like she is getting something for nothing. Consider the psychology here: The client perceives she is getting added value because she is a client at this salon. How does this translate to the salon coloring business? Your faithful monthly retouch clients should expect the color directly around the face frame should look good for one month. But hair grows and if a client is very gray, or if the base color is taken several levels lighter than the natural shade, the shadow around the face shows a week or so after the retouch. I recommend that a regular color client who visits the salon for a blow out or for a cut between color appointments receive a free or $5 “color blending,” which is applied to the hairline only. Call it the “10-Minute Touch-Up.” Use an N, NN or a neutral golden shade to get perfect results. You can use an economical liquid color like Redken Color Gels or Miss Clairol. Mix 1/3 ounce of color with 1/3 ounce of 20-volume developer and apply the color to the hair just at the face frame with an applicator bottle. Let the client process at room temperature for 10 minutes prior to shampooing and conditioning. Although her gray will not cover completely, and the retouch will not be a perfect match, the hair aroundthe face will be blended to minimize the gray and make the regrowth area (shadow) look less apparent. The client perceives value and will continue to see you every four to six weeks. She feels she is getting something free (or very inexpensive) because she is seeing you for a hair cut or blow dry/styling. Your costs and time investment is minimal, but you are retaining a client who might feel that hair color is something she can consider cutting back on. All of us are feeling the pinch right now, but look ahead to a brighter, more hopeful new year. Making every effort to retain our color business will reap great benefit to us as we enter a more financially stable future. Here’s to your success! n Perceived Value 50 FEBRUARY 2009 www.modernsalon.com http://www.monroebrush.com http://www.monroebrush.com http://www.modernsalon.com

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Modern Salon - February 2009 Contents Behind the Cover Notebook Contributors Modernsalon.com New - Now - Next Hollywood Connection Modern Portfolio Modern Reports Modern Business Ask the Experts Process Prism Some Like It Hot Modern News The Goods Personal Style

Modern Salon - February 2009

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