Robert Cromeans Reveals What You Absolutely Have to Do To Make It
The Paul Mitchell team—Robert Cromeans, Mary Cuomo, Anya Segers and Noogie Thai—brought double the education to COLOR, Cut & Style with energetic technical education AND Robert’s signature brand of no-nonsense business education. Why? "Many people in this business do great hair," declared Robert. "But it’s important to blend great hair and great business."
Robert Cromeans Reveals What You Absolutely Have to Do
To Make It
The Paul Mitchell team—Robert Cromeans, Mary Cuomo, Anya Segers and Noogie Thai—brought double the education to COLOR, Cut & Style 2016 (Early bird hotel deals are AVAILABLE NOW for COLOR, Cut & Style 2017 in AUSTIN, TEXAS!) with energetic technical education AND Robert’s signature brand of no-nonsense business education. Why? “Many people in this business do great hair,” declared Robert. “But it’s important to blend great hair and great business.”
So while Mary, Anya and Noogie jammed with the new Pop XG semi-permanent haircolor collection and whipped up avant-garde styles—including that glow-in-the-dark wedding cake finale—Robert got down to business.
If You Do Nothing Else, Do This—Increase FOV
Frequency of visit is EVERYTHING when it comes to building a salon business. “Increasing the number of times a client comes to the salon is better than an upgrade, better than a take-home sale, better than adding new clients,” Robert declares. “You don’t need thousands of clients. If you have 200 clients coming in seven or eight times a year, you’ll have a beautiful business.”
The numbers don’t lie. If you have 200 guests, at $60 per visit, coming in four times a year, your service revenue is $48,000. Bump those guests up to six times a year, and you’re looking at $72,000. Boost them to eight times a year and your service income doubles. If you really go for it—say 12 times a year—you’re bringing in $144,000!
Promote Chemical Dependency
One of the best ways to increase frequency of visit is to get your clients hooked on haircolor. “Our goal as hairdressers should be to make our clients chemically dependent on us,” says Robert. Once they get a taste of how haircolor can transform their look, they never turn back.
The Million Dollar Take-Home Questions
It’s all about dialog in the salon, and there are smart ways to phrase. For example, when it comes to retail, most stylists ask their clients the same question: “Do you need any products today?” But think about it—how easy is it to answer that question with a no? Instead, says Robert, try one of these: “How many bathrooms are you shopping for?” or “What are you almost out of today?” These aren’t yes or no questions, they prompt the guest to really think about her needs and they lead easily into a productive conversation about products for the whole family.
The Power of Because
Here’s another language lesson. Don’t underestimate the power of “because.” As in, “Because you’re getting married in three months, I’ll need to see you every six weeks before the wedding to get your color where we want it to be.” “Because you mentioned you’re prone to frizz, we need to make sure you go home with Super Skinny Gloss Drops to control that dryness.” “Because” personalizes the situation and focuses the interaction on your client’s specific needs, and that makes your recommendations irresistible.
Play the Name Game
Never, ever refer to a client as your “3 o’clock.” Always refer to her by name. What’s more, try to use her name as often as possible while she’s with you. “Good morning, Connie, can I get you a coffee?” “Because you’re going out with your girlfriends this weekend, Connie, why don’t you come in on Friday and treat yourself to a blowout?” “If you have any trouble with the fringe we cut today, Connie, don’t hesitate to give me a call.” Names make a connection, and connections are the foundations of our business.
Rebook, Retain, Request
These are the holy trinity in our business—rebooking and retaining existing clients and receiving new requests. In a perfect salon world, the goal is 80 percent for each. Are you close? Know your numbers, says Robert, in order to be able to set goals. “People in this business don’t like numbers,” he says. “But we mix color by numbers, we cut hair by numbers and we’re paid in numbers. So it’s important to understand the numbers that help us to be successful.”
Rebooking? Plan Ahead
Skip the unproductive rebooking back and forth:
You: So did you want to make another appointment?
Client: I don’t know. I’m not sure of my schedule yet.
You: OK, just give us a call.
Client: Yeah, OK.
Instead, try this technique that works like a charm at the Robert Cromeans Salons. Create a rebooking chart each day, showing the dates four weeks, six weeks, eight weeks and 10 weeks out. Include the offer, “We can automatically make your next appointment.” Tape it to your mirror. She’ll stare at it throughout her entire service and by the time she leaves, she’ll have a date in mind when she can return. Rebooking handled!