Modern Salon - November 2008 - (Page 61)

Phone Us For Career Connection Free Samples 800.541.5456 SHIFTING COLOR GEARS in This month: “Our salon uses the color line everyone learned beauty school; how can we convert painlessly?” M oving out of your color comfort zone can be hard, but about 1,200 salons a year do it. How? David Stanko, a hair color consultant to Redken, has a plan. He says about 4,500 salons switched to Redken over the last nine years, which led him to formalize his system. According to Stanko, it’s time to convert when you’re dissatisﬁed with ordering and customer service. There’s boredom in the ranks, and all your clients are starting to look the same. Your current company doesn’t offer new, salon-ready formulas and techniques, or it seems out of touch with your clientele. The best way to check out other lines? “Go to beauty shows and examine different lines, including collateral materials,” says Stanko. “Talk to staffers about the line; be sure they’re knowledgeable. Ask how the DSC can When assessing a line’s gray coverage, use a help you build business. Also, examine the perm rod to create a “control” section that color work on models. The biggest danger represents the starting point or an uncolored area, advises David Stanko. Here, the left side when converting is moving too quickly. of the nape is a 6N shade; the right is the comparable Redken Color Gels 6NW. Remember, all 6Ns are not created equal.” Stanko’s steps to a successful conversion start with a staff meeting to secure employee buy-in. Ask questions that lead staffers to the same conclusion you’ve drawn. Examples: Do you feel as bored as I do with our reds? Are you unhappy with gray coverage? Then, ﬁnd a fashion hook in the line you’re considering. Does the company offer more posters, CDs and DVDs or trendy new tonal families? Finally, be certain your staff can get proper training. Swatching-out the new line is a must, says Stanko, as is determining key replacement formulas and ways to clear out old inventory. Finally, don’t leave your clients out of the loop—make the change-over exciting for them, too. “Clients will notice a difference, so ﬂaunt change upfront, don’t hide it in the back room,” advises Stanko. n TCA Saves You Time Processing any Color/Bleach Service in 4-10 Minutes! Got a career question? Send it to jalverio@vancepublishing.com. What will you do with your free time ? COLOR BY NUMBERS E ast Asia’s lightening up! For every Japanese woman more than 15 years old, more than a pound of hair dye is sold annually, according to Ritsuko Tsunoda, a Tokyo analyst, as reported in Washington Post. Among Korean twenty-somethings, nearly eight out of 10 have dyed their hair, according to Korea Times. Dennis Bernard, Inc. www.DennisBernard.com info@DennisBernard.com tel 800.541.5456 l fax 732-308-9608 www.modernsalon.com PROCESS/NOVEMBER 2008 61 http://www.DennisBernard.com http://www.DennisBernard.com http://www.modernsalon.com

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Modern Salon - November 2008 Contents Behind the Cover Notebook Contributors Modernsalon.com Modernsalonlearning.com New-Now-Next Modern Portfolio Modern Reports Choose Beauty Cost-Effective Learning Chem Lab News and Trends Ask Beth Your Makeovers Cutting Edge The Golden Touch How-Tos Modern Hair Modern Beauty Modern Education The Goods Personal Style

Modern Salon - November 2008

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