Business Fundamentals

CSHECATPITOENR 27
What could you accomplish from your dream board with an additional–
19,500
in Color Bar revenue per year? 100
$


CHAPTER 7
EXPERIENCE - SEE, HEAR, FEEL
SEE
• clean workspace
• organized color display
• color bar menu
• treatment menu
• signage/posters with beautiful color
• color portfolios
• color formulation and mixing
• creativity
• display of color care products
HEAR
• color talk
• professional conversations • how to take care of color • which products to use
• maintenance and upkeep
101


FEEL
• comfortable • excited
• safe
• confident
• special
• important
• beautiful when done
DIALOG
• Menu Cards: “Take a look at our color bar menu. It has some beautiful colors you might like.”
• Consult: “Because you said your hair looks dull, I’m going to suggest we do a PM Shines to brighten it up for you.”
• Upgrade: “So, what are we doing with your color today?”
• Service: “Any big plans for vacation this year?” “Have you seen any good movies recently?”
• Style with Knowledge: “Today I am using the Ultimate Color Repair Triple Rescue on your hair. This is going to protect your color from the heat tools we are using and it’s going to help your color stay vibrant for up to 9 weeks. When you use it at home, use it on wet hair, spray it in at the roots, then comb through the ends. Use it every time you shampoo, before blowdrying.”
CHAPTER 7
Over 1 million people view tweets
about customer service every week. Roughly 80% of those tweets are negative or critical
in nature. Source: Touch Agency
Interactive 7.1 Ideal Experience
Tap and identify the ideal Color Bar experience.
102


CHAPTER 7
STEPS TO SUCCESS
TRAINING
1. Be an Expert: Make sure your color knowledge is up to par.
Customers expect you to be able to answer all their questions and give them professional recommendations on color services. Position yourself as the expert. Be confident in what you do and know. Continue learning as long as you are in the hair industry. Go to shows, attend classes, watch instructional videos, etc.

Style With Knowledge
Be An Expert
61
IN SALON
2. Menu Cards: Utilizing the Color Bar menu cards will help to
communicate the different color options available to your guests. Customize your own at www.paulmitchellpro.com

3. Consult: Have a color consultation with every guest, every time. Even if they are not scheduled for a color service, always talk about color. Your guest may have a need that you can meet through a color service that the guest is unaware of, such as adding shine, brightening up dull color, etc. Use your expert knowledge to help make your guest feel beautiful.

Service
5
2
Menu Cards
Upgrade
Consult
4
3
103


4. Upgrade: Based on your consultation, offer any color service that will help meet the customer’s needs. A great question to ask is, “What are we doing with your color today?” This gets them thinking about color and gives you the opportunity to have a color conversation with your guests. Do it every guest, every time.


Movie 7.2 Color Bar Tips
CHAPTER 7
5. Service: This is where you do the actual Color Bar service. Be sure to have professional conversations throughout the service. Talk more about the guest, than about yourself.
6. Style with Knowledge: Educate your guests as you style their hair. Let them know what products you are using, why you are using those products, and how they can use them at home. “Today I am using the Ultimate Color Repair Triple Rescue on your hair. This is going to protect your color from the heat tools we are using, and it’s going to help your color stay vibrant for up to 9 weeks. When you use it at home, use it on wet hair, spray it in at the roots, then comb through the ends. Use it every time you shampoo before blowdrying.”
104


CHAPTER 7
SHOW ME THE MONEY
Goal example: 5 Additional Color Services per Week
What do you need to do to get an additional 5 color services per week? Only one extra per day. If you have a thorough consultation with every guest, this should be an easy goal to hit and the impact on your business can be significant.
Interactive 7.2 What Would You Do?
Tap and answer the question.
19,500 additional
Consider a stylist that charges
75
X
$
=
375 X52
adds additional color revenue per week
weeks in a year
$
for a typical color service
additional color service week
=$ 105
color revenue per year!


ACTION ITEMS
In order to ensure success in this chapter, complete the worksheets in the previous chapter and share them with someone of importance in your life. This will help hold you accountable and move one step closer to your goals.
Tap on the following link to take you back to the worksheet.
Ideal Color Bar Experience
What Would You Do Worksheet
Role-Play
SECTION 5
106
Show me the Money
Color Bar Benchmark
Experience See, Hear, Feel
Profit Generator
Dialog
Steps to Success


REVIEW
Interactive 7.3 Chapter Review
CHAPTER 7
Tap and test your comprehension of the chapter
107


FUN & GAMES
Interactive 7.4 Hangman Interactive 7.5 Puzzle
Interactive 7.6 Crossword Interactive 7.7 Word Search
CHAPTER 7
108


WASH
HOUSE PROFIT CENTER
Transform a simple service into an unforgettable, spa-like retreat
CHAPTER 8




CHAPTER 8
WASH HOUSE PROFIT CENTER
Transform a simple service into an unforgettable spa-like retreat
Soft music, dim lighting and luxurious add-on treatments create an indulgent experience that inspires your guests to book their next appointment. Use these tips and add- ons to create a memorable Wash House experience and boost salon revenue.
Movie 8.1 Wash House
111


SECTION 2
WASH HOUSE PROFIT CENTER
The Wash House provides a unique opportunity to transform a simple service into an unforgettable spa-like retreat with small yet impactful details. In this chapter will show you what a customer should see, hear and feel in the Wash House. We will also show you how much additional money you can produce because of your efforts in this profit center.
Growing Sales: In the Wash House you have the opportunity to up-sell and add-on treatments with each guest visit. This will immediately increase your average service ticket. Use the tips in this chapter to create a memorable Wash House experience and boost your service revenues.
Managing Guest Expectations: Soft music, dim lighting and luxurious add-on treatments help to create an indulgent experience your guests can’t live without, will look forward to with each visit, and will inspire them to book their next appointment.
Growth Roadblocks: Missed opportunities such as not recommending treatments and product waste are the two major road blocks to growth in the Wash House. Just as with color, using too much product will cut into your service profit. When pumping out shampoo and conditioner, use only the amount needed.
112


SECTION 2
What could you accomplish from your dream board with an additional...
6,500
in Wash House revenue per year? 113
$


CHAPTER 8
EXPERIENCE - SEE, HEAR, FEEL
SEE
• dim lighting
• clean and clutter–free backbar
• chairs
• clean bowls
• treatment signage
• candles
HEAR
• relaxing music
• questions about water temperature and pressure before the service starts • silence
114


FEEL
• comfortable
• great scalp massage
• just the right pressure • relaxed
• special
• pampered
DIALOG
• Wash House Menu: “Take a look at our Wash House menu. It’s filled with the most amazing treatments.”
• Upgrade: “Because your hair is over processed and damaged, I’m going to recommend we do an Awapuhi Wild Ginger Keratriplex treatment to repair some damage and add some hydration for you. This will help make it look healthy and shiny!”
• Service: “What kind of work do you do?” “Do you have any children?”
• Recap: “So we used the Awapuhi Wild Ginger Shampoo and Intensive Moisture Treatment. I recommend that you use it at home to continue adding moisture to your hair every time you shampoo. I’ll show it to you when we go up to the Take Home area.”
CHAPTER 8
70% of buying experiences are based on how the customer feels they are being treated. Source: Touch Agency
Interactive 8.1 Ideal Experience
Tap and identify the ideal Wash House experience.
115


CHAPTER 8
STEPS TO SUCCESS
TRAINING
1. Environment: This refers to the look and feel of the wash house. Make sure chairs and bowls are always clean. Backbar should be clean and clutter–free. Dim lights, soft relaxing music, and scented candles all add to a spa–like experience, which your guests will love and look forward to every time. The Wash House should be a quiet environment. Do all your talking and question asking before entering the Wash House.

2. Wash House Menu: Utilizing the Wash House menu cards will help you communicate the different treatment options available to your guests. Customize your own at www.paulmitchellpro.com

3. Upgrade: Based on your guest’s needs, and what they’ve told you during the consultation, offer the treatment option that is best for their hair needs at that time.

Recap
Environment
5
1
3
Upgrade
Service
4
2 Wash House Menu
116


4. Service: This is where you do the actual Wash House service. This is the time for the guest to relax. There should be no talking while the service is happening except to check water temperature.


5. Recap: Once you have left the Wash House, recap which products you used and let your guest know that you will show her those products before she leaves.
CHAPTER 8
Movie 8.2 Wash House Tips
117


CHAPTER 8
SHOW ME THE MONEY
Goal example: 20% of Total Service Transactions
If just 20% of your services were in the form of Wash House treatments you could add quite a bit of sales to your total revenues. It’s as easy as recommending the appropriate treatment based on the guests needs discovered during the consultation.
Every guest, every time!
Interactive 8.2 What Would You Do?
Consider a stylist that charges
25
X
weeks in a year
$
for a treatment service
treatments per week
$125
adds additional treatment revenue per week
= 6,500 118
Tap and answer the question.
additional treatment revenue per year!
$
X
52


ACTION ITEMS
In order to ensure success in this chapter, complete the worksheets in the previous chapter and share them with someone of importance in your life. This will help hold you accountable and move one step closer to your goals.
Tap on the following link to take you back to the worksheet.
Ideal Wash House Experience
What Would You Do Worksheet
Role-Play
CHAPTER 8
119
Show me the Money
Wash House Benchmark
Experience See, Hear, Feel
Profit Generator
Dialog
Steps to Success


REVIEW
Interactive 8.3 Chapter Review
CHAPTER 8
Tap and test your comprehension of the chapter
120


FUN & GAMES
Interactive 8.4 Hangman Interactive 8.5 Puzzle
Interactive 8.6 Puzzle Interactive 8.7 Word Search
CHAPTER 8
121


TOOL
BAR PROFIT CENTER
An interactive area that’s part display and part play
CHAPTER 9




CHAPTER 9
TOOL BAR PROFIT CENTER
An interactive area that’s part display and part play
The Tool Bar is an interactive area that’s part display and part play, where guests can experiment with thermal styling tools. This dedicated area not only provides a high level of service for your clients, but it also creates a new way to increase revenue through more tools sales. Almost every guest who sits in your chair has a tool at home—show them how they would benefit from making Paul Mitchell® styling tools their brand of choice!
Movie 9.1 Tool Bar
124


CHAPTER 9
TOOL BAR PROFIT CENTER
This dedicated area not only provides a high level of service for your clients, but it also creates a new way to increase revenue through more tools sales. This chapter will show you what a customer should see, hear, and feel at the Tool Bar. We will also show you how much additional money you can produce because of your efforts in this profit center.
Growing Sales: Almost every guest who sits in your chair has a tool at home—show them how they would benefit from making Paul Mitchell® styling tools their brand of choice! Educating guests on how to use the tools at home will inspire them to purchase the tools they need.
Managing Guest Expectations: The Tool Bar is an interactive area that’s part display and part play, where guests can experiment with thermal styling tools and try before they buy.
Growth Roadblocks: Not introducing your guests to the Tool Bar as an area that they can interact with the tools and not talking to them about the tools as you are using them to style their hair are two of the largest missed opportunities in the salon.
125


What could you accomplish from your dream board with an additional–
3,600
in Tool Bar revenue per year? 126
$
SECTION 2


CHAPTER 9
EXPERIENCE - SEE, HEAR, FEEL
SEE
• clean and clutter–free
• all tools
• signage
• style menu
• products to use when using heat tools
• guests using tools
HEAR
• education on how to use tools
• advice on what products to use with tools • styling consultation
• professional recommendation
127


• Consult: “So what styling tools do you normally use when you style your hair?”
• Style Coach: “Hold the iron in your right hand, now take a small section with your right hand, face the rod down, and just wrap the hair around the rod, starting at the base and working all the way down. Hold it there for a couple of seconds, release it, and then just twirl it around your finger like this.”
• Experience Center: “This is the tool bar. You are welcome to try out any of these tools at any time. We will help you learn how to use them to create the looks you want so that you will be able to do it on your own at home. So please, feel free to play here anytime.”
• Partner Products: “We have these products here because we recommend you use one to protect your hair while using any thermal tools. I especially love this Hot Off the Press!”
Interactive 9.1 Ideal Experience
CHAPTER 9
FEEL
• comfortable • excited
• special

DIALOG
5-20% = Probability of selling to a new prospect 60-70% = Probability of selling to an existing customer.
Source: Marketing Metrics
Tap and identify the ideal Color Bar experience.
128


STEPS TO SUCCESS
TRAINING
1. Product Knowledge: Thorough knowledge of the tools you use and
Partner Products
Product Knowledge
1
3
Style Coach
CHAPTER 9
sell is a key component to being able to help your guests recreate
the style you give them when they are at home.

SERVICE
2. Consult: During the consultation, be sure to ask your guests about their styling habits, which tools they have, and how comfortable they are with using them. This will give you the information you need when educating them.

3. Style Coach: At the tool bar, you are the style “coach.” You are coaching the guest on how to use the tools herself. She is actually doing it herself, experimenting with the tools as you guide her.


5
Experience Center
4
2 Consult
129


4. Experience Center: This refers to the Tool Bar being an area where the guests can experience the tools. They can use and play with them on their own. It’s important that you give your guests permission to experience the Tool Bar. During the tour say, “This is the tool bar. You are welcome to try out any of these tools at any time. We will help you learn how to use them to create the looks you want so that you will be able to do it on your own at home. Feel free to play here anytime.”

5. Partner Products: There are products that are designed to be used in tandem with heat tools. These products should be displayed at the Tool Bar so that customers can use and experience them.
CHAPTER 9
Movie 9.2 Tool Bar Tips
130


CHAPTER 9
SHOW ME THE MONEY
Goal example: 5% of total Take Home transactions
If just 5% of your total Take Home transactions were in the form of Tool sales, you would see your take home sales skyrocket. Make it part of your system, a habit, to educate each guest on just how easy it is for them to recreate the style you gave them by using the correct tools at home.
Interactive 9.2 What Would You Do?
consider a stylist that sells
2 tool bar transactions
=24 = X$150
total tool bar transactions per year
average tool bar sale
X
12
per month months per year
$
total tool bar revenue
3,600
Tap and answer the question.
131


ACTION ITEMS
In order to ensure success in this chapter, complete the worksheets in the previous chapter and share them with someone of importance in your life. This will help hold you accountable and move one step closer to your goals.
Tap on the following link to take you back to the worksheet.
Ideal Styling Station Experience
What Would You Do Worksheet
Role-Play
CHAPTER 9
132
Show me the Money
Tool Bar Benchmark
Experience See, Hear, Feel
Profit Generator
Dialog
Steps to Success


REVIEW
Interactive 9.3 Chapter Review
CHAPTER 9
Tap and test your comprehension of the chapter
133


FUN & GAMES
Interactive 9.4 Puzzle Interactive 9.5 Hangman
Interactive 9.6 Puzzle Interactive 9.7 Word Search
CHAPTER 9
134


TAKE
HOME PROFIT CENTER
Create a tailored take-home routine for each guest
CHAPTER 10




CHAPTER 10
TAKE HOME PROFIT CENTER
Create a tailored take home routine for each guest
Give your guests the ultimate Take Home experience. Give the products the time and attention needed to completely educate your guests on which products are right for them. Learning how to take care of their hair care needs at home is critical to their ultimate satisfaction.
Movie 10.1 Take Home
137


CHAPTER 10
TAKE HOME PROFIT CENTER
All guests have challenges with their hair. You can solve those challenges. Using and selling Take Home will make you look like a “miracle worker” to your guests. This chapter will show you what a customer should see, hear, and feel in the Take Home area. We will also show you how much additional money you can produce because of your efforts in this profit center.
Growing Sales: It is important to understand that selling take-home products is part of your job. It’s part of the service. Selling take- home products to your guests will increase the chances of them coming back to you again. Customers returning to you will increase your revenue, not to mention increasing your take-home sales.
Managing Guest Expectations: Give your guests the ultimate Take Home experience. Give the products the time and attention needed to completely educate your guests on which products are right for them. Learning how to take care of their hair care needs at home is critical to their ultimate satisfaction.
Growth Roadblocks: The missed opportunities of not talking with your guests about and not educating them on the products you use will ultimately hurt your entire business.
138


CSHEACPTTIEORN120
What could you accomplish from your dream board with an additional–
9,100
in take home revenue per year? 139
$


CHAPTER 10
EXPERIENCE - SEE, HEAR, FEEL
SEE
• clean shelves
• stocked shelves
• products facing forward
• products on the shelf edge
• organized displays
• category signs
• promotional signs
• special promotional product displays
• products being pulled and placed on reservation desk for guests
HEAR
• product knowledge
• tailored take home routine • special promotions
• recap of products used
70% of buying experiences are based on how the customer
feels they are being treated Source: Touch Agency
140


FEEL
• comfortable
• excited
• knowledgeable • confident
DIALOG
• Because You Said: ”Because you said your hair feels dry, I’m going to recommend we do a Intensive Moisture treatment today and you use the Intensive Moisture shampoo and conditioner as part of your routine at home.”
• Style with Knowledge: "When you use this at home, just use about a quarter-sized amount. Apply it by starting at the ends, work your way up to the root, and then comb through. This is going to add moisture, reduce frizz, and speed up drying time. It's one of my favorite products."

• Pull Products & Recap: “This is the shampoo and conditioner we used and talked about. Remember, for your hair, you don’t need to shampoo every day. Two or three times a week is okay. And this is the Super Skinny Styling Serum. Apply this to your hair while it’s wet. Remember, just use a quarter-sized amount and comb it through to distribute it all over. And this is the Gloss Drops. Use this at the very end. Just use one pump–a little goes a long way. Rub it together in your hands and apply it to the ends to smooth out any strays or frizz. This should last you a very long time.”
Interactive 10.1 Ideal Experience
Tap and identify the ideal Take Home experience.
CHAPTER 10
141


STEPS TO SUCCESS
TRAINING
1. Product Knowledge: Educating yourself about the products you use and sell so that you can speak intelligently about them to your guests. www.paulmitchellpro.com


2. Selling System: A selling system refers to the steps you follow to sell services and products. Be sure to learn your salon’s selling system or create your own if your salon doesn’t have one.
SERVICE
3. Because You Said: A great way to recommend services and products to your guests is bringing their attention back to what they said in your consultation. "Because you said your hair feels dry, I’m going to recommend we do a Intensive Moisture treatment today and you use the Intensive Moisture shampoo and conditioner as part of your routine at home."
Pull Products & Recap
5
Product Knowledge
1
CHAPTER 10
Style with Knowledge4
Because You Said
Selling System
3
2


142


4. Style with Knowledge: Educate your guests as you style their hair. Let them know what products you are using, why you are using those products, and how they can use them at home. "When you use this product at home, just use about a quarter- sized amount and rub it together in your hands. Apply it by starting at the ends, then working your way up to the root. Then comb it through."

Movie 10.2 Take Home Tips
CHAPTER 10
5. Pull Products & Recap: At the end of the service, walk your guests up to the Take Home area, pull the products that you used and have already educated them on, and do a quick recap. “This is the shampoo and conditioner we talked about. Remember, for your hair, you don’t need to shampoo every day. Two or three times a week is okay. And this is the Super Skinny Styling Serum. Apply this to your hair while it’s wet. Remember, just use about a a quarter-sized amount and comb it through to distribute it all over. And here is the Gloss Drops. Use this at the very end. Just use one pump–a little goes a long way. Rub it together in your hands and apply it to the ends to smooth out any strays or frizz. This should last you a very long time.”
143


CHAPTER 10
SHOW ME THE MONEY
Goal example: 35% of Guests Purchasing Take Home
How easy would it be to get just three or four out of every 10 guests to purchase take-home products? It's pretty easy if you follow a system. A great system requires that the take-home conversation starts during the consultation, continues throughout the service, and is finished with a recap. Pull each product and place it on the reservation desk as you talk about it. If you do this with every guest at every visit, you will see phenomenal results!
Interactive 10.2 What Would You Do?
Tap and answer the question.
2
take home transactions per day
days per week
Only two people per day buy Take Home
5 10
X
= X52
total take home transactions per week
weeks in a year
520 = 17.50
take home transactions per year
average take home sale
total take home revenue
X 9,100 144
$ $


CHAPTER 10
ACTION ITEMS
In order to ensure success in this chapter, complete the worksheets in the previous chapter and share them with someone of importance in your life. This will help hold you accountable and move one step closer to your goals.
Tap on the following link to take you back to the worksheet.
Ideal Take Home Experience
What Would You Do Worksheet
Role-Play
145
Show me the Money
Take-Home Benchmark
Experience See, Hear, Feel
Profit Generator
Dialog
Steps to Success


REVIEW
Interactive 10.3 Chapter Review
CHAPTER 10
Tap and test your comprehension of the chapter
146


FUN & GAMES
Interactive 10.4 Hangman Interactive 10.5 Puzzle
Interactive 10.6 Crossword Interactive 10.7 Word Search
CHAPTER 10
147


SOCIAL
COMMERCE PROFIT CENTER
Drive your business by having a strong web presence
CHAPTER 11