I recently held a stylist meeting, as I do quarterly, to discuss a range of topics from inspirations to business building. The meeting started as usual, with my husband/business partner, Arik, and me sharing what’s going on within the salon, upcoming press and new projects that we as a team can work on in the future. As the meeting went on, through the questions and comments from stylists, we noticed that their focus had shifted from growth to sustaining the clientele they already have. Some even admitted to no longer recommending products to their clients or trying to pre-book appointments because they did not want to seem pushy or â€œdisrespectful of the current economic climate.â€ Ironically, most of these stylists have actually experienced nice growth in their business over the past year, so this sentiment was not even grounded in their own reality.
Stylists who were once so excited by what this industry has to offer, and continue to be successful despite the recession, have become full of fear and anxiety. They try to cope by pulling back. Imagine going into a beautiful restaurant and the waiter never offers you a glass of wine, dessert or coffee? You receive your entrÃ©e and never see the waiter again. You would probably say, â€œCan you believe this place? The food is good, but the service is terrible.”
The same is true when it comes to the salon experience. Suggesting the right homecare only protects your clientâ€™s investment, and statistics show that clients who purchase products recommended by their stylist have a much greater chance of returning. Itâ€™s because you have won their trust in you as an individual and an expert. They have not only invested in their hair, but also in you!
Itâ€™s never just about the cut or the color, but the entire experience. The service, the work and the level of comfort she felt while at your salon all determine if she will return. Remember that educating your clients on the right choices in hair care and getting her on a proper salon service and home care regiment only protects her investment. This is the kind of thinking you need to have in this economy!
When it comes to spending wisely, a product that does not work for you has no value whatsoever â€“ perhaps even a negative value. Therefore, buying inferior shampoo, conditioner, or a styling product, just because itâ€™s cheaper, is the biggest waste of money and the most irresponsible thing to let your clients do.
So never forget who you are or why you chose this great industry. I initially became a hairdresser because I love art, and hair is a true art form. I also love transformations, both on the inside and out. You have power to change not only your clientsâ€™ appearance and sense of self, but also yourself and your business at any time you choose. But most importantly, I became a hairdresser because it allows me to connect with people in a very different way. Not a day goes by that I am not touched by someone or something to remind me that what we do has immense value and holds its weight in gold. Remember this no matter what goes on in the world around you
Eva Scrivo is a highly acclaimed hair and makeup artist, host of Beauty Talk on Sirius Satellite Radio, television personality, and entrepreneur who owns two eponymous NYC salons. Through her experience, insight, range of expertise, and penchant for teaching, she has come to be regarded as one of the countryâ€™s premier beauty experts. Equally strong in hair cutting, coloring and makeup, Eva also has a thorough knowledge of skin care, nutrition, wellness and fashion. She has recently become the spokesperson for Wella Professionals and is presently working on her first beauty book to be published by Atria Books, a division of Simon & Schuster. To view additional tips from Eva visit: www.evasbeautyblog.com