Business Expertise from the Millennium Experience 2015
Under the theme of “Join the Movement,” eager attendees participated in a variety of workshops, seminars and breakouts at this year’s Millennium Systems International: The Experience in Paradise Valley, AZ. These workshops, ranging from business strategies to social media marketing and everything in between, were all centered around this year’s theme of the inevitability of change—and the need of salon owners and stylists alike to embrace it! “When you’re most successful in your salon is when you need to be most ready for change. Never be stagnant. Instead join the movement to keep change happening,” says Millennium Systems, Intl. Founder and CEO, John Harms.
Here are 8 pieces of expert advice that will keep you moving and up-to-date!
1. If you don’t update, you’re out of date
Schwarzkopf Professionals’ Kim Vo believes you don’t have to replace what’s already “in your technical tool belt,” you just have to continue to add to it. That’s why he is always innovating and developing new color services. Some of his latest service ideas? His Sunbré technique—an ombré that starts in the back of the head instead of the top to highlight where natural sunlight hits—and Smudging, a quick base bumping technique. “When you start modernizing your clients, they won’t leave you,” says Kim.
2. Basic algebraic solution to pricing success
“You don’t need to make more time, you need to use your time more wisely,” says System of Sage’s inspirational business speaker, Suzy Tryall. “When is a good time to raise a stylist’s prices? You’ll know when to raise when you look back in your books over the past 6 weeks and they are 85 percent booked each day. This is the time to go up!” Once you’re in this position, do so with confidence. Raising your prices, even slightly, will give you the opportunity to not only generate more profit, but in raising your prices, you’ll also “clean your books” of those not willing to pay for your increased services. This presents another opportunity—to add a client who will see the value in your work and in your new price!
3. A reason to visit the competitors
This one might come off as counterproductive, but go to a competing salon and pay for a service—in fact, pay for their top service. Why? Suzy suggests that “going and paying for a service in a salon helps you find value in your own services.” It might be hard to raise prices in your salon (and it’s commonly known that many stylists share the love in the salon by performing complimentary services for co-workers), going to another salon to receive a service allows you rediscover the value in your services and the prices.
4. Semantics, semantics
The wording you use has to be carefully constructed to radiate positivity. No one likes a negative Nancy after all. In regards to social media posts, if you are trying to fill a last minute cancellation, never use the word cancellation. Instead use a more client-friendly word, such as “change.” For example: “We have a last minute change and now have an opening!”
5. 4 ways to market a promotion
According to Michelle Perroton, Business Development Manager at Intuit Demandforce, in order for your clients to retain information about a special promotion, they must receive the message four times but in four different ways. Michelle recommends these four ways to best achieve this—send an email reminder, ensure your stylist talks to the guest while behind the chair, have the front desk receptionist remind them on their way out and share a post on social media about the promotion.
6. Introduce your clients to your co-workers
A roundtable discussion for retaining your clients, hosted by Matt Scudder, Millennium’s VP of Operations, offered various strategies to move beyond retention and extend into growth. One of those techniques involves simply introducing your client to the other stylists and colorists in your salon. This is a great way to building up other service areas in your salon and, potentially, building your co-workers’ books. If you happen to be out of the salon, a returning client will know someone else on the team to book with (rather than seeking a competitor during a hair emergency), so revenue will never be lost.
7. Clients love education too!
Stylists aren’t the only ones craving education—clients want to know how to keep up with their styles when they’re at home. Offer classes that promote this, while also promoting the services and products your salon provides. One idea that Matt says always works? Men’s events that market themselves as “How to Look 10 Years Younger in 10 Minutes!”
8. Software that guarantees salon success
Millennium’s cloud based software is one of the most compatible software for salon success! So utilize many of the prompts built into the software, such as prompts that remind clients of previously purchased products that may need to be restocked or prompts that facilitate in easier pre-booking for their next salon visit.