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Published by ericsibook, 2017-06-07 19:26:47

Business Fundamentals - Honolulu

CAREER GUIDE FOR THE FUTURE PROFESSIONAL


FOUNDERS
Welcome to the Vanguard Business Academy,
The American Dream – The promise for potential success and prosperity. The belief that anyone, regardless of where they were born, or what class they were born into, can attain their own version of success and prosperity in a society where upward mobility is possible for everyone.
One of the most common questions we receive from young, aspiring professionals is; “What do
the BEST in the business do to succeed?” We refer to this as “The Crystal Ball Question.” The
Vanguard Business Academy was conceived and designed to provide you with the answers. Our business education expertise is backed by extensive research and hands-on experience. This powerful combination provides us a high degree of confidence in predicting the future based on varied circumstances. Is there such a thing as a crystal ball? For the most part – yes! Indeed, the Vanguard Business Academy can be your distinct competitive advantage.
You may observe that we underscored the words “potential” and “possible” in the opening paragraph of our message. The reality is that the American Dream is alive and well for all those who choose to pursue it. Your personal potential and possibility will correlate directly with two distinct traits: (1) your talents within your craft, or aptitude, and (2) a burning desire to achieve success, or attitude. Our business academy is intended to fortify both. Your American Dream is at hand. Good luck!
Mark and Lisa Palermo
Founders, The Vanguard Business Academy
i


COPYRIGHT
Copyright © 2016 by Vanguard Publishing
All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the publisher, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
For permission requests, write to the publisher, addressed “Attention: Permissions Coordinator,” at the address below.
Vanguard Publishing 56721 Dwyer Street Slidell, LA 70458
COPYRIGHT
ii


DEDICATION
This book is dedicated to all the wonderful people who helped us along our journey in the professional beauty industry.
The beauty industry is an amazing industry, full of opportunity, with the some of most creative, caring and fun individuals on the planet. Our passion and love for the industry, and the hope of a brighter future for so many future professionals and rising stars, is what inspired the making of this book/course. Our hope is that the amazing people who follow the systems in this book/course will achieve everything they want in life because of a highly successful career in the beauty industry.
Eric and Keri
DEDICATION
iii


YOUR
AMERICAN DREAM
Before planning your future, determine what you want.
CHAPTER 1




CHAPTER 1
DEVELOP A VISION FOR YOUR CAREER
Before planning your future, determine what you want.
The American Dream is different for everyone, basically, it represents the ideal life for you. What do you want? What do you hope to achieve? How do you define your own American Dream? The more specifically you lay out what you want, the more easily you can pursue it, and gauge whether you are on the right track. By defining your version of the American Dream and plotting a course to achieve it, you can create the roadmap you need to reach it.
Movie 1.1 The American Dream
John Paul DeJoria
6


CHAPTER 1
JOHN PAUL MITCHELL SYSTEMS
Over 35 years ago, two friends were inspired to start a company that could provide luxury hair care at an affordable price while supporting the success of hairdressers. In 1980, with just $700, John Paul DeJoria and Paul Mitchell launched John Paul Mitchell Systems. Their “office” consisted of a post office box and an answering machine with a message recorded by a female friend. The rest is history.
Gallery 1.1 JPMS Timeline
Discover the milestones in JPMS history
1 of 32
7


CHAPTER 1 SECTION 1
From Homeless to Multi-Millionaire
“I started out very, very poor.”
John Paul DeJoria has come a long way: from growing up in the concrete jungles of East Los Angeles, to overcoming homelessness, to building from scratch his own true life version of the American Dream.
Through hard work and persistence, DeJoria, CEO and co- founder of John Paul Mitchell Systems, has built the company into a hair care empire. It is an unbelievable story that can give us all hope that even our wildest dreams can potentially come true.The passionate entrepreneur who refused to give up in tough times shares his early childhood with us.
“My brother and I started out selling Christmas cards and newspapers when I was nine years old. We'd get up at three in the morning, fold papers and deliver them every morning so that we could exist. When I was a kid, my dream was to get a job when one day I could make $150 a week, to make a small house payment, and drive a good used car.”
Over the years, DeJoria has had his share of ups and downs, as
he reflects, “I was homeless twice in my life, mainly because I
was too proud to ask anybody for help. In my early twenties I was divorced from my first wife. I had a son; I had no place to live. I went out and collected Coke bottles at night. I’d cash them in at the drugstore. You’d only get two or three cents in those days. We lived off a very skimpy diet of rice, potatoes, cereal, macaroni and cheese, or canned soup, but we lived.”
John Paul DeJoria
8
In 1964, DeJoria was fresh out of the Navy with aspirations to attend dental school. However, it was financially out of reach for him, so
he decided he would go to work on mastering his sales skills by selling encyclopedias. This led him into sales of copy machines,
then insurance, and eventually, circulation manager for Time, Inc. It was in 1971 that he met his calling when he went to work for
Redken Laboratories, the leading professional salon product company in the U.S. at the time.
In 1980, ripe for a change, DeJoria joined forces with one of America’s most influential hair designers and his
friend of eight years, Paul Mitchell. Together they introduced hair sculpting, a revolutionary hair setting
and styling method, as an integral part of their professional hair care system. They bankrolled the company with just $700–some of it borrowed–and they
have never had to borrow since. Paul did hair shows and John Paul did sales, marketing, administration and
everything else.
John Paul now laughs, “A turning point for me was when I was just able to pay my bills. It was when I was in business
on my own with Paul Mitchell for about two years and I was finally able to pay my bills on time.”
So what is the secret of this tremendous success? “I have said many times, the difference between successful people
and unsuccessful people is that successful people do a lot of the things that unsuccessful people don't what to do. Like when the door is slammed in your face ten times. You go to door number 11 with just as much enthusiasm. It is during the toughest times that you do what others will say, oh my
God, this is too tough.” states John Paul. “As far as doing


things differently, I believe that fewer people can do more. Our staff is paid more than others in our industry, but they do a lot more also. My management philosophy is to have fewer moving parts. We have no middle management. Here at John Paul Mitchell Systems, we should probably have five or six hundred employees. We only have about 87, worldwide. It’s fewer people doing more.”
“The American Dream is there. You just have to put forth the effort and the energy,” believes DeJoria. “Whatever you
do, if you do it better than anyone else, it’s amazing
how things just start falling your way. Also, regarding balance, do unto others as you would have others
do unto you. It’s amazing how this planet keeps its own order if you keep a balance.”
Life has been good to John Paul. His main residence is in Las Vegas, Nevada. He also has homes in New York, Rhode Island, Colorado, Texas, two in Hawaii, and a large Mediterranean-style villa over looking the Pacific Ocean in Malibu.
John Paul is also enthusiastic about his other 17 business, some of which include The House
of Blues nightclubs, Patron Tequila, GFI,
Solar Utility, NRG Natural Gas, Skidmore Energy, a Harley Davidson dealership,
and interests in alternative energy, natural gas, and solar cars.
Regarding philanthropy, John Paul's stance is very matter-of-fact. “I was always really giving in the early years, but I didn’t have much to give. Now that I have something, it is nice to give.
My new motto is SUCCESS UNSHARED IS FAILURE.”
Current contributions are made to dozens of worthwhile projects and causes, including those that help make to improve and protect out environment. Some others include Rescue Missions for the homeless, the AIDS Relief Fund for Beauty Professionals, the Rainforest Foundation and the Word of Grace Church in Las Vegas.
So what is ahead for the new millennium? “I see John Paul Mitchell Systems growing at least two to three times its
current size. I see natural gas being used more as time goes by. I am a very big promoter of natural gas because it’s good for the planet. The whole world is opening up
to us because of this fabulous revolution in telecommunications. And, I see more people sharing with others to make their lives a little better too.”
Our modern day Renaissance man will lead us into the new millennium by helping the planet and its wonderful
inhabitants grow and share in the countless blessings of life. The seeds that are planted today will one day provide an
abundant harvest for many generations to come.
John Paul closes with this priceless wisdom: “If every human being left this planet knowing they
did something to make the planet a better place to live for generations to come in the future, they're going to live high as a kite.”
May success come to those who choose to fly.
CHAPTER 1 SECTION 1
9


WHEEL OF LIFE
What Will Your Story Be?
Dr. Randall S. Hanson, founder of Quintessential Careers, explains that “Creating a vision and goals for your career is very much ‘big picture’ thinking.” He says, “Your vision should be something you can aspire to–and that should inspire you–
Wheel of Life Exercise
The Wheel of Life exercise is a tool for helping you create more balance and happiness in your life. It is a great foundation exercise when setting goals, not only for your career, but for each
area of your life.
This wheel contains eight sections that, together, represent one way of describing your whole life. The eight sections include, Health, Family and Friends, Romance,
Personal Growth, Fun and Recreation, Physical Environment, Business/Career, and
Finances.
The exercise measures your level of satisfaction in these areas on the day you
work through the exercise. It is not a picture of how it has been in the past or what you want it to be in the future. It is an in-the-moment
regardless of where you are now and the distance between your dream and your present. By putting your vision into words, you begin to set in motion a process through which you will eventually achieve your goal. Having a vision and goals for your career opens your eyes to what is possible and gives you something tangible to move toward.”
Developing a vision and goals for your career is about crafting a mental image of the future you. Your career vision is the goal you want for your career–and it should inspire, energize, motivate, and direct you.
“Successful people do all the things unsuccessful
people don’t want to do.”
-John Paul DeJoria
CHAPTER 1
snapshot of your life. The emphasis is on your level of satisfaction in each area of your life and the wheel will show you what balance in your life looks like.
10


Instructions:
1. Rate your level of satisfaction in each of the eight areas of your life by drawing a line from one side of the life area to the other at the number you choose for that specific area. Zero means not satisfied and 10 means highly satisfied or ideal.
2. Shade in each area of the wheel, from 0 up to your drawn line. This will color in your inner wheel.
3. Take a look at your finished wheel. What does it look like? Are there any surprises to you? This gives you an overview of balance in your life. Remember, this is not about getting 10s! It’s about a smooth, balanced ride while you work your way outward toward 10s. If this wheel were a tire on your car, how bumpy would the ride be?
4. Ask yourself, “In which areas would I like to improve my level of satisfaction? How can I do that? What changes do I need to make? Am I ready to make the changes necessary to achieve a higher level of satisfaction?”
If you have scores of 8 to 10 for any of the categories, congratulations! You are very satisfied in this particular area. It’s important you maintain what you are doing in order to remain satisfied in this area. However don’t overlook that there may still be room for improvement. You don't want to limit your potential for even further growth and satisfaction in this area.
Interactive 1.1 Wheel of Life Exercise
CSHECATPITOENR 21
Click on the wheel and rate yourself in each area.
It will automatically save your results so you can view it later.
11


If you have scores of 5 to 7 for any of the categories, you are reasonably satisfied in this particular area, but there is definitely opportunity to explore ideas for improvement.
If you have scores of 0 to 4 for any of the categories, you are not very satisfied in this particular area and you will need to explore ways of improving your satisfaction in that area of your life. No need to get down about these scores, though, as scores of 0 to 4 are full of opportunity! Having a lower score often means that perhaps you have not fully explored opportunities that are available to you. It’s also the area where you can grow the most!
Moving Forward
What happens when you try to move forward and you have an uneven wheel? How efficient and effective are you going to be in life if you can not move forward in a balanced way?
It is very easy to become extremely satisfied in one area, but at what cost to the other parts of your life?
For example, you can spend all your time and energy working on your career and make fantastic progress. Perhaps you will even become extremely satisfied with your finances and wealth. However, what may happen to your relationships? Will your health and wellbeing suffer?
Are you having fun along the way?
The key is to find the balance, and that is the beauty of the wheel. To do this, you want to grow your wheel as a whole, not balance your wheel by trading off in some areas of your life. It’s about moving forward, challenging yourself, and pushing your boundaries to expand your wheel while maintaining a balance.
It’s time to put the wheel in motion!
You now have a visual snapshot of how satisfied you are in different areas of your life. Through reflection, you have identified your biggest gaps between where you are now and where you would like to be.
Commit yourself to taking action TODAY. What are the specific actions or steps that you can take to enhance satisfaction in your desired area? Write down actions you will take to improve each area and grow your wheel. Keep your wheel close by so that you
can easily refer to it on a daily basis.
Track your progress! The wheel provides a snapshot of your satisfaction levels and ultimate happiness. Complete the wheel on a regular basis so you can easily
track your progress. Do this at least once every 6 months, depending on what your goals are and when you have aimed to achieve them.
CSHECATPITOENR 21
12


CHAPTER 1
VISION FOR YOUR LIFE
The Best Way to Create a Vision for the Life You Want
Creating a compelling vision of the life you want is actually one of the most effective strategies for achieving the life of your dreams. Perhaps the best way to look at the concept of a life vision is as a compass to help guide you to take the best actions and make the right choices that help propel you toward your best life.
Why You Need a Vision
In 1974, the sociologist Dr. Edward Banfield of Harvard University came to the conclusion that a long time perspective was the single most accurate predictor of upward mobility. He found that people who were most likely to succeed were those that took their long- term future into consideration when making decisions and acting in the present. People who looked to the future were more likely to become financially independent than those with a short-term perspective.
The longer the time span a person takes into consideration when planning and acting the more likely they are to achieve success. Simply put people who are willing to make sacrifices in the short- term are more likely to get better results in the long-term.
Think of crafting your life vision as mapping a path to your personal and professional dreams. Life satisfaction and personal happiness are within reach. The harsh reality is that if you don’t develop your own vision, you’ll allow other people and circumstances to direct the course of life.
13


How to Create Your Life Vision
Don’t expect a clear, well defined vision overnight. Envisioning your life and determining the course you will follow requires time and reflection. You need to cultivate vision and perspective, and you also need to apply logic and planning for the practical application of your vision. Your best vision blossoms from your dreams, hopes, and aspirations. It will
resonate with your values and
ideals while generating
energy and enthusiasm to
help you explore the
possibilities of your life.
Take Control of Your Life
You become what you think about most.
Do not think about what you don't want or dwell on past occurrences. If you only think about all the bad things that have happened to you, or the bad things that you think are going to happen to you, then you'll only get more of the bad things you don't want to happen.
Thoughts become your feelings.
This is the hardest part for most people to understand. It's also the most important part. If you're feeling those good and positive
emotions and something negative happens to you, you have to be able to control your emotions and not let the negative affect your emotions. There's an easy answer for how to keep your feelings positive: You need to think positive thoughts!
Talk about what you want with others, enroll them in your dreams. Begin to speak as if what you want is already coming to you, or is already part of your experience.
Interactive 1.2 Take Control of Your Life - Worksheet
Click and fill out worksheet
“If you don’t have a plan,
you become part of someone else’s plan.” ~Terrance McKenna
CSHECATPITOENR 31
14


Remember that, “I AM” is a powerful statement.
It is a declaration. A declaration begins the process of creating. Be sure whatever follows "I am..." is indeed what you want in the now and what you want to perpetuate into the future. Also, make your statements concise and precise. Put what you want in a nutshell. Do not include the reasons you think you can't have what you want (i.e., "I want to have a new car, but I can't afford it”). Instead, simply state what you want in present tense ("I want a new car.") with no qualifiers, clean and clear.
Take action that aligns you with what you want.
If you want a new job, one more fulfilling, more exciting, better paying, thinking about it and talking about it will not get you there. You MUST take action. Begin actively looking. Make contacts. Tell your friends and family what you are doing. Talk about what you want in a job. Support your desire with action.
What do you want?
The answer sounds simple, but it’s often the most difficult to answer.
Allowing yourself to discover your deepest desires can be very
frightening. You may also not think you have the time to
consider something as trivial as
what you want out of life, but it’s important to remind yourself that a life of fulfillment does not happen by chance, but by design. It’s helpful to ask yourself some thought provoking questions to help you discover the possibilities of what you want out of life. Consider every aspect of your life, personal and professional. Consider all the important areas, family and friends, romance, business and career, health and fitness, finances, fun, personal growth, and spirituality.
Helpful hints:
• Think about what you want, not what you don’t want.
• Give yourself permission to dream.
• Be creative. Consider ideas that you never thought possible. • Focus on your own wishes, not what others expect of you.
It may be helpful to write your thoughts down in a journal or create a vision board. Relax and make this exercise fun.
CSHECATPITOENR 31
15
“Success Unshared is Failure” - John Paul DeJoria


What Would Your Best Life Look Like?
Describe your ideal life in detail. Allow yourself to dream and imagine, and create a vivid picture. If you can’t visualize a picture, focus on how your best life would feel. If you find it difficult to envision your life 20 or 30 years from now, try imagining yourself 5 years in the future to give yourself a place to start. Set aside preconceived notions. This is your chance to dream and fantasize.
Interactive 1.3 What I Want / Goals
CSHECATPITOENR 31
WARNING:
DATES IN
CALENDAR ARE CLOSER
THAN THEY APPEAR.
Tap to fill out worksheet
16


ACTION STEPS
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.
Wheel of Life Exercise
Take Control of Your Life Worksheet
What I Want / Goals & Behaviors Alignment
Take Control of Your Life
CHAPTER 1
17
What Do You Want?
Your American Dream
What Will Your Story Be?
Vision For Your Life
Wheel of Life Exercise


REVIEW
Interactive 1.4 Chapter Review
CHAPTER 1
Tap and test your comprehension of the chapter
18


FUN & GAMES
Interactive 1.5 JP Puzzle Interactive 1.6 Word Search
Interactive 1.7 Hangman Interactive 1.8 I Am Original
CHAPTER 1
19


BUILDING THE
BRAND YOU
Standing out from the rest
CHAPTER 2




BUILDING THE BRAND YOU
Standing Out From the Rest
In today's competitive salon world, being unique has value. Leading your category in the marketplace builds business, simply through the image of that coveted Number One status. Being so unique and so powerful that you're in a category all by yourself is the ultimate achievement. That positioning sets you apart from all would-be competitors because you're something special–and people want to do business with companies and people who are something special.
Movie 2.1 Building the Brand You
22
CHAPTER 2 SECTION 1


THE NEXT YOU
Being a hair stylist isn't as simple as showing up to cut hair. You're trained, you've found a great salon to work in, but you still need clients. You'll discover that marketing yourself and your services is as important as giving customers a great look. Keeping clients happy and encouraging them to get the word out are a few key aspects to building a client base. With diligent attention, you can make sure your appointments are fully booked.
2. Improve Service Quality!
Customer experience is the center of the business universe–period. If your customer service is good, go for great. If it’s great, go for exceptional. If it’s exceptional, go for extraordinary. Get the point? Things NEVER remain constant. Your service quality is either climbing or it’s sliding.
3. Set Benchmarks!
If you are aiming for nowhere, that’s exactly where you will go. And just saying you want to do a lot
in sales or you want to have a high average ticket is not enough. Not in today’s business
world! Savvy salon professionals hit their targets regularly because they break the
numbers down and set benchmarks that will drive their growth.
4. Create a Strong Web Presence!
If you don’t have a web presence, you don’t exist. Social media is by far the most impactful
and cost effective public Relations and advertising medium in the history of commerce. Add to this your
connection with a billion dollar brand consumers know, respect, and love–Paul Mitchell–and BAM! Obtaining “Likes” builds
your brand, and new “Friends” can(and often do) become clients. Get connected with cyberspace!
CHAPTER 2
This all starts with looking the part, acting the part, and following the systems covered in this chapter, to build your clientele and grow your business.
If you stay the course, stay positive, and stay educated, you will soon find yourself working
in your ideal salon and living your dreams.
Seven Actions Salon Professionals Can Take to Become a Category of ONE!
1. Focus on the NEXT You!
Peak business performance is driven by those
who thrive as peak performers. As a salon
professional, you must first know your business
before you can grow your business. Peak performers
invest an average of 5% of their annual income in advancing their business competencies.
“To be a champ you have to believe in yourself when
nobody else will” –Sugar Ray Robinson
23


CSHECATPITOENR 2
5. Be So Good at the Basics that You’re Considered Cutting Edge!
The true professionals inevitably end up in the winner’s circle because they understand the importance of consistency in the fundamentals. This is the essence of consumer confidence. Being exceptional at the fundamentals of hair artistry as much as business growth systems is like building a business on bedrock. Not doing so is the equivalent of building a business on a foundation of sand.
6. Invest in Your Business!
There are six revenue and profit centers within every salon. Any salon professional’s growth plan worthy of over the top outcomes will require investment. Point of fact: There can be no “return” (ROI) without “investment.” Your ability to do so and sustain such will have everything to do with growing your personal and business net worth over the long term.
7. Know Your KPIs!
Always start with personal accountability (#1 of my Seven Actions list), and end with the “measure-ables” or Key Performance Indicators (KPIs). We started our business undercapitalized and slept like babies (woke up every two hours crying). Today our net worth is higher than we’d ever dreamed and continues to grow. I can assure you that “What Gets Measured Gets Done.” Keep score and you’ll do more. Some of my millionaire salon entrepreneurial friends are neurotic about it. (They are also hair stylists.)
Movie 2.2 Jeff Swaner - Four Challenges
24


CHAPTER 2
THE TRUE PROFESSIONAL
Professionalism
A simple definition of professionalism: the skill, good judgment, and polite behavior that is expected from a person who is trained to do a job well.

Professionalism is made up of a few key things–the way you speak, your attitude, attire, and respect. These are not, all the things that make up professionalism, but they are a few of the most important ones.
You may be a brilliant, highly skilled hair stylist or an incredible colorist, but if you're unprofessional, you’re going to have a very hard time building a successful career in the beauty industry.
Let’s take a look at key things that define a True Professional.
The word “professional” is thrown around quite a bit these days. But what exactly does it mean to be a professional? As you read through the items below, consider how you compare with each trait.
Dress for Success.
You work in the beauty industry, so you should look the part. Your hair, make-up, and wardrobe should be polished and professional every day. Your clients are looking to you for beauty inspiration. You are your own brand. Don't you want your product to be consistent and look great? Of course you do. You wouldn’t want to get your hair or makeup done from someone who looks like they can't do their own, would you?

True Professionals look the part every day.
Dress for Success
Customer Satisfaction First
Become an Expert
Communicate Effectively
Guiding Principles
Praise Others
Show Gratitude
25


Put Customer Satisfaction First.
Understanding your customers’ needs and exceeding their expectations are the cornerstones of building a successful career. Do what is necessary to meet, those needs. After all, without the customer, there is no professional. Professionals identify and satisfy their customers’ needs.
True Professionals meet or exceed expectations whenever possible.
Make Expertise Your Specialty.
The very word professional implies that you are an expert. Technical competence is essential in hair dressing, but it’s not the only thing you should be knowledgeable about. Your customers will also expect you to be an expert in take-home products and the industry as a whole.
• Become an expert in the skills and tools necessary to do your job. • Always perform to the best of your ability.
• Keep your knowledge up to date.
True Professionals know their trade.
Communicate Effectively.
Salon customers love stylists with excellent communication skills who take the time to listen, ask plenty of questions, explain the available options, make recommendations, state the total costs, and educate them on how to recreate and maintain their great hair in between visits. Important note: Resist the urge to blame the customer when communication goes awry. Effective communication is ultimately your responsibility, not your customer’s.
True Professionals communicate clearly, concisely, thoroughly, and accurately.
Follow Exceptional Guiding Principles.
Appreciate and support your coworkers. Practice good manners and proper etiquette. Have high ethical and moral standards. Be honest and fair in all of your dealings with others. Obey the law. These may sound like the attributes of a Boy Scout, but they are basic values that all professionals should follow.
True Professionals adhere to high values and principles.
Interactive 2.1 Golden Rule Worksheet
Create your personal set of golden rules
CSHECATPITOENR 32
26


Praise Your Peers not Yourself.
Respect and acknowledge the talents of your coworkers. There is nothing more unprofessional and self-serving than telling others how wonderful you are.
True Professionals are humble and generous in their praise of others.
Show Gratitude.
Always thank your customs. Let them know how much you appreciate their business. In addition, try to find a way to thank your coworkers for their help. When they’ve gone above and beyond for you, do something nice for them, buy them a coffee, write a personal thank you note, F.A.C.E. them in public. Your gratitude will encourage more of the same helpful behavior.
True Professionals thank others in a meaningful way.
So, how do you measure up? Don't feel bad if you need some work in one or more areas. Demeanor that is less than professional can lead to an image problem for you and your salon. Negative images are hard to shake. Recognize any shortcomings you might have and begin working on your professional image today.
Movie 2.3 Jeff Swaner Mindfulness
CSHECATPITOENR 32
27


CHAPTER 2
HOW TO BECOME SUCCESSFUL
Being a hair stylist is an exciting job to have, and can be a well paid job, as well. However, there is a big difference between being an average stylist and being a successful stylist. Preparing yourself to be a successful stylist will not only guarantee you consistent pay and employment, but it can also turn a job into an amazing career. Below are several ways to help you become a successful hair stylist.
Pre-licensure and Post-licensure Education - It’s important that you make the most of your time in cosmetology school. Treat your time at beauty school as if it were your job. Play by the rules. Learn everything you can. You are paying top dollar for this
education! Don’t just clock your hours, but take advantage of your hours. Ask your learning leaders questions. Experiment with your mannequins. Be on time. Don’t be afraid of taking guests, ask for guests. Get involved in school activities, join clubs, and volunteer for outside activities. These are the things that will look great on your resume and will definitely make you more prepared for salon life than the average student.
It is always very important to keep up with your education and be up to date on trends and techniques in the industry after you graduate. When customers come to you, they are looking for someone with expertise to advise them. The more you know, the more valuable you are to a salon. Also, the more you know and the better skills you possess, the more you can charge for your services. You have to INVEST in yourself. Having a good relationship with your distributor sales consultant will ensure you are always in the know about any education in your area. In addition, if you end up in a Paul Mitchell
salon (and we hope you do), you will have access to an array of in- salon educational classes by Paul Mitchell National Educators through your distributor’s education team. If you are looking for even more, Paul Mitchell has an advanced academy for professional hair stylists. This is a real investment in your beauty career.
Build Your Clientele - You will begin your professional career with only a handful of clients, a few family members and friends, and if you are really good at building relationships, maybe some guests that you serviced while in school. But, it’s going to take more than a handful of guests to become a successful hair stylist. You’ll need to build your clientele up to about 250-350 active clients, who come in on a regular basis, 6-8 times a year. More about how to build your clientele later in this chapter.
28


Practice Professionalism - Following the traits listed above will help you to always be professional and oriented around customer service. Be sure to keep the conversation appropriate at all times. It is important to remember that clients want to be catered to and expect good customer service. Remember, it is all about the guests. Your #1 job is to make them look and feel better, when they leave, than they did when they walked in.
Commitment - A commitment is a promise to do something; a promise to be loyal to something. This is the attitude of someone who works very hard to do something. Commitment is needed if you want to have a successful career. Your level of commitment plays a key role in the process of creating a fulfilling career. Committed employees do whatever it takes to succeed, even if it means taking on extra tasks, folding towels and sweeping the floor, helping busier stylists, marketing themselves everywhere they go, and staying beyond their scheduled work time. It pays to be committed not only to your career, but also to your employer. Your commitment will come through in everything you do, and you will shine!
Talent - You don’t have to be the best hair stylist in the world to be successful, but you do have to have very good skills. You can do all the things listed above, but you're not going to go very far if you don't have the technical skills to back them up. Your positive attitude and
winning personality are very important and necessary, but you'll need to keep working on your technical
skills long after you’ve finished cosmetology school. If you want to be very successful and have the
career of your dreams, your skills have to be exceptional.
Be a Category of One - If you want to build a successful career in the beauty industry, be an overachiever. An overachiever is an individual who performs better or achieves more success than expected or than what is normal. An overachiever achieves superior results through excessive effort, has the drive to go above and beyond expectations and sets very high career goals for themselves.
Always Listen to Feedback - Your learning leaders are there to teach you to be a hair stylist. Your managers and co-workers can help you to become a better hair stylist. When these people give you feedback, treat it as a gift. Accept it with gratitude and put it into action. The more willing you are to accept and act on feedback, the more willing others will be to help you grow and succeed in school and in your career.
Anticipate Needs - All customers have needs beyond the reason they walk into the salon. They may have come in for a haircut and you can certainly give them that–but what about everything else they need? They may need something to drink. They may need to use the restroom. They may need to talk. They may need take-home products. They may need a conditioning treatment. They may need a magazine. These needs often go unmet because the customer doesn’t make a specific request. Perhaps the customer doesn't want to bother you or doesn't know what they want. Maybe they're just shy! Because of this, it’s important for you to anticipate what those needs are so that you can meet and exceed the customer’s expectations. The best way to anticipate your customer’s needs is by listening and observing. Look for patterns–remember things from their last visit (use the notes section in your salon’s software). If you can anticipate what they’ll need and offer it before they have to ask, you’re sure to exceed their expectations and build a loyal customer while you’re at it.
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CHAPTER 2
HOW TO BUILD YOUR CLIENTELE
When you graduate from cosmetology school and begin your career, your number one priority will be building your clientele. This means you’ll need to market yourself. Treat your career like a business. It is your business; it is your livelihood. If you choose not to market yourself, you will be that stylist hanging out in the break room (or the “broke-room” because if you spend too much time in there, you’ll be broke) The break room is not where you make money.
As mentioned earlier, you’ll ultimately want to get to an active customer base of 250-350. Somewhere in that range is your magic number. This number will depend on a few factors: how much money you want to make, what your average ticket is, and how often (visits per year) your guests come in to see you. See the calculation file below to determine what each of these factors need to be based on your income goals.
Please understand that building your clientele will take time. Be patient. It won’t happen overnight. It won’t happen in a couple of months. It won’t even happen in a year. How long will it take? Well, that depends on you. It could take 3 years to get to your magic number or it could take 5 years. The harsh reality is that there are hair stylists who have been in the business for 10 or more years and still aren’t at their magic number. Follow the tips below and you will see your clientele start to grow. It is achievable if you do the work.
Interactive 2.2 Value of Time Worksheet
Click and fill out worksheet
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Business Cards
Pass out your business cards every where you go. Always have your business cards with you. Talk to people you don’t know. Show interest in them. Introduce yourself and talk about what you do. Be enthusiastic about what you do. Your marketing is centered around your personality. People want a hair stylist who is happy, friendly, fun, creative, and passionate about hair. Display these traits when you meet people. They will want to be associated with you. They will want to be around you. They will want you to do their hair. Say something like, "I would love to do your hair! I could see you with some highlights around the front here, to frame your face and bring out your pretty eyes. I work at XYZ Salon, in ABC shopping center. Here's my card." Do this with everyone you meet. Go out of your way to meet people. Go where your target market goes–shopping malls, festivals, little league games, grocery stores, church, bars, etc. Don’t miss out on any opportunity. This is a very good
marketing technique that is very underused. If you
are resistant to this idea, it’s time to change your
attitude. You are building your lifelong career, and
this is an essential step.
on www.cafepress.com), and then do each other’s hair and make-up so that you both look great. Put on your shirts, grab a stack of business cards, and hit the streets. Your shirts will get you a ton of attention. You’ll just have to sell yourselves.
Offer Incentives
Make up some FREE service cards. You choose the service, it could be a haircut, a brow wax, a manicure, etc. The key is to get clients in for the free service, up-sell an additional service, and then rebook them for a future appointment. In the beginning, pass these out freely (with the approval of your salon). It’s a great way to get people to experience your salon, get to know you as a stylist, AND for you to get lots of practice. After a while, reserve these for those people who you know can help you build your clientele, people who have connections to a lot of other people in your target market. For instance, a teacher who works with many other teachers, a waitress at a busy restaurant, a business woman who works for a large company, or even a college student who is in a sorority/fraternity. You get the idea? These people are always in front of lots of other people. If their hair looks great, people are going to ask them, “Who does your hair?” Eventually your clientele will be built up to the point that you won’t need to give away any more free services.
CSHECATPITOENR 52
Marketing buddy
Team up with another new stylist at your salon or a friend from cosmetology school, and go out together to market yourselves. It may be easier to approach people you don’t know when you’re with someone else. Make t-shirts for yourselves that say, “I did her hair!” (or create them
T-Shirt Ideas
31


Community Events
Get involved in community events. The more you can get your face in front of people in your community, the easier it will be for them to give you a chance to do their hair. Set up a booth at a local church or community fair. Do free, quick hairstyles like braiding, quick undos, bang trims, neck cleanups, etc. If you are doing FREE services, you’ll usually be able to get a booth at no cost. Another idea is to volunteer to do hair and/or makeup for school or community theatre productions. Offer to do free hair and make-up classes at the local high school once a quarter. This is a great way to get to know the teen community. Get involved in community charity events, and offer to help in any way you can, it doesn’t have to be by doing hair, but always let everyone you talk to there know what you do. Do these things with your marketing buddy if that makes you more comfortable. The key is to get your name and your face out into the community as often as you can. This will not only build your clientele, but it will elevate your career as well.
Your Online Presence
Build a strong web presence. Start a blog. Create a Facebook page for your professional image and friend as many people as possible who are part of your target market. Be very active–lots of posts, pictures tutorials, etc. This will help develop your brand. Keep it completely focused on your profession. This is not the place for your personal pictures and posts.
Build your clientele from behind your chair.
You may not start out with a lot of clients, but every one that sits in your chair is an opportunity for you to gain a few more. There are two very important aspects of building your clientele from behind your chair.
Referral Program
Using the customers you do have to get customers you don’t have is the basic idea of a referral program. A good referral program will give your guests an incentive to refer their friends to you. Such as the “Send Three, Get One Free” system discussed in the Dollars and Sense chapter. The incentive doesn’t have to be a free service, however. It could just be a dollar amount off for each referral. It’s totally up to you. The key behind a referral program is communication. Your guests have to know about it before they can do it. If you don’t talk about it with them, they won’t know. And you have to talk about it with them every time, so they don’t forget. And if you don’t mention it, you are sending a message that it’s not really that important. Or they may think you are no longer doing the program. Here’s some verbiage you could try: “Thanks for being such a great client, Jane. I love doing your hair. If you know anyone who needs a haircut, please send them my way. I’m building my clientele, and I’m looking for more great clients like you. If you do refer a friend, I’ll be sure to thank you with $10 off of your next haircut.” Be sure to customize this to fit your specific situation and get it approved by your salon. There are many great referral programs out there that work very well. You’ll just have to pick one and commit to it, communicate it effectively and often, and work it. If you don’t work it, it won’t work. It’s all up to you!
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Word-of-Mouth Marketing
You’ve probably heard that word of mouth is the best form of marketing. This is true. A person is more likely to believe something that comes from a person that he or she knows or respects, instead of a canned source like commercials and print ads. What does this mean for you? It means that if a guest who sits in your chair leaves extremely happy about the way their hair looks and the experience they had with you, they will tell their friends. Their friends will trust what they are saying and will remember the story when they are ready to get their own hair done. If the story is good enough, it may even spark them to take action right away. This is a great way to build your clientele, without even having ask anyone to help you. They do it because they are so happy with you and your work that they want others to experience it as well. Remember, though, that word-of-mouth works both ways. Unhappy clients will tell even more people about you than happy clients. And if their experience was really poor, they will tell everyone they know. If you are focused on and listen to your guests to make sure they are completely happy before they leave (this includes reading their body language), you won’t have to worry.
These are all great ways to build your clientele. If you pick a few of these ideas and really focus on them, you will see amazing results– more guests will be coming in to see you. You will build your clientele. The real results come when all these ideas are working together. If you focus and commit to each of them, you will see amazing results, you will build your clientele much faster, and you will be well on your way to the career of your dreams. It’s up to you. You hold the potential of your future in the palm of your hand.
CSHECATPITOENR 52
PEOPLE DON’T
GIVE A HOOT ABOUT WHO MADE THE ORIGINAL
WHATZIT. THEY WANT TO KNOW
WHO MAKES THE
BEST ONE.
-Howard W. Newton
33


CHAPTER 2
~Tom Brokaw
IDEAL GUEST EXPERIENCE
A guest can get a great haircut, color, etc, anywhere. They can’t get a great experience everywhere. When you think of the Ideal Guest Experience, be sure to think about what makes it ideal for both the guest and you. In its simplest terms, for a guest experience to be ideal it must create value for the guest and revenue for the stylist. If it does not do these to things than the experience is not ideal.
A stylist, is a stylist, is a stylist, is a stylist until one stylist does something different.
What are you going to do to make the difference? Take a look at the 10 Opportunities. Only 2 out of the 10 steps have to do with your ability to perform hair services. The other 80% is what surrounds the hair services. If you fail to do any of these steps, you increase the likelihood that the guest will not return to you in the future.
The Effective Consultation
As a hairstylist, you want to develop a lasting relationship with your guests. You want to get to know her, know her hair struggles, styling confidence, and her expectations for every appointment. Salon guests are looking for a hair stylist who will ask questions about their hair each time they come to visit. Unfortunately, too many hair stylists start the conversation with “What do you want to do today?” Customers have become accustomed to answering that empty question, which makes it hard to communicate clearly. And, ultimately, they leave the appointment unhappy.
Winn video
34
VANGUARD BUSINESS ACADEMY © VSS, Inc. 2015
www.vangu
IT’S EASY TO MAKE A BUCK, BUT IT’S TOUGH TO MAKE A DIFFERENCE.
a


How do you ensure you are on the same page with your guest? How do you lessen the guest's anxiety throughout the appointment until the final reveal? You want your guest to be able to feel relaxed every step of the way. Here are a few steps to
• Tell her what products you will be using to create the look and get the results she is looking for. Tell her you recommend she use these products at home to get that same look.
ensure an effective guest consultation every time:
Don’t take your guest directly to the Wash House. Tell your guest, whether she is your friend, a regular guest, or a first-time guest, that you want to talk about her hair. This will give the two of you an opportunity to talk about the big picture. During the consultation, sit across from her, face to face. Don’t stand behind her, looking at her through the mirror.
• Ask her what she likes about her hair.
• Ask her what she doesn’t like.
• Ask her when she had her last haircut or color.
• Ask her about any challenges she is having with her hair, such as
frizz, dryness, how to style using tools.
Talk about products and styling. Talk to her about what specific products she is currently using. Don’t pass judgement! just listen and try to get the full picture.
• Ask what shampoo and conditioner she uses.
• Ask how often she shampoos.
• Ask how her hair normally feels; soft, dry, greasy, etc.
• Ask what styling and finishing products she uses.
• Let her know that everything she uses on her hair will determine
the outcome. Say something like, “Did you know the cut I give you can also help create the volume you are looking for?”
Ask her how she styles her hair. Ask her how much time she has to spend on styling her hair each day. This will help you to know what haircut and style will work best and to better guide her on how to style and maintain her own hair. Some clients want to keep it simple, some want more complex looks, but whatever their goal, it has to come out in the consultation. If wash-and-go is what she’s looking for, you need to know that. You will need to work with her to set realistic expectations and help minimize styling time, while giving her great salon- worthy results.
Offer guidance! Does she want to change her style, add that new color, or try those fun Pinterest braids? Does she
want to learn how to use a round brush or curling iron? Offer your help! Ask her to show you her favorite celebrity look or Pinterest trend. If she doesn’t have any pictures, show her your look book or magazines. Pictures will help you to understand exactly what she wants. When you know what she is looking for, you can:
• Help her determine if that look is right for her, her hair type, and her styling confidence.
• Give step-by-step styling tips, including products and tools to use that suit her hair texture and desired results.
Speak in her words. She doesn’t speak your lingo. Salon customers don’t always understand salon industry terms. Make sure she completely understands what you are saying. If she looks confused, say it a different way. Ask if she understands or if she has any
Movie 2.4 Jeff Swaner - Focus on Client
CSHECATPITOENR 62
35


questions. You want to make sure you are both on the same page. It’s the only way you will be able to give her what she wants with certainty and ensure that she is happy.
The Wash House Experience
The shampoo is one of the most important parts of the customer experience. Clients LOVE a good shampoo. They say it’s their favorite part of their time in the salon. Why is that? It’s because that’s the place they can lay back, close their eyes, and relax. Many guests even take a quick nap. If you are rushing through this part of the service, you are cheating your guest out of her favorite part. Don’t do it. Give her a nice, long, relaxing scalp massage. She will be in heaven. It may not be the most fun part of the service for you, but it's all about the guest–not you. If you want to build relationships, create client loyalty, and grow your business, give your guests the best shampoo experience they’ve ever had, and you’ll be well on your way to a very successful career.
Before you start the shampoo, let your guest know what shampoo and conditioner you will be using on her and why. Say something like, “Because you said you feel like your hair is really dry, I’m going to use the Instant Moisture Daily Shampoo and Treatment today. It’s
Movie 2.5 Wash House Experience
John Paul Mitchell Systems National Educator - Jim Compton
going to hydrate and repair any damage.” Then add, “I recommend you use this at home to give you instant moisture and condition every time you use it and to protect against sun damage.” Then let her lay back and relax.
The Service Experience
This is the main part of the customer visit. You will have the chance to really connect with your guest. Give your guest the pleasure of being the sole focus of your attention. Do not be distracted by what’s going on around you. Do not engage in conversation with your neighboring stylist. Do not comment about what others are doing. This time is for your guest and your guest only. You want to build a relationship. To do that successfully your guest has to feel comfortable and appreciated. A great stylist is more concerned with what their client has to say than what they have to say themselves. Read your guest. Some people come to a salon and look forward to chatting. Others prefer to relax and enjoy some quiet time. Either way, pay attention to your guest’s signals. Understand when less is more.
Always remember to be interested and not interesting. This means, be interested in them and what they are talking about. Don’t try to be interesting to them. The conversation should be about your guest, not you. If they ask about you, be brief and then refer back to them. You should never overpower the conversation. Also, remember to stay away from negative topics or gossip. Become an expert in small talk. Keep up on current events, local restaurants, entertainment, etc. Always smile and have exceptional manners.
When it comes time to blow dry and style, explain to her what products you are using, when, why, and how. Say to her, “when you use this at home...” Then tell her exactly how to use the product herself. Show her the best way to blow dry her hair. Ask her what type of styling tools she uses. Tell her which tools you are using and
CSHECATPITOENR 62
36


what outcome you can expect from them. Demonstrate how to use these tools. Let her try a couple of sections on her own so that she can learn and recreate the look at home. This will make her feel special and help in building relationships. Creating that relationship will also build trust. The more trust a client has in you, the more likely they will keep coming back and be open to trying out new things.
The Service Completion
The 2-Minute Plan is a service completion process that, when consistently performed at the end of each service, will ensure successful completion to a great service experience. The purpose of the 2-Minute Plan is to help you focus on what is most important. It’s a plan of success for retail and client retention.
Follow-up
The guest experience should not end when your guest leaves the salon. You should want to stay connected with them even when they are not in the salon.
Send a handwritten Thank You note
The handwritten thank you note has always been a great client retention tool. It’s safe to say that technology has made the handwritten note somewhat of a lost art, allowing it to leave an even larger impact today than it would have in years past, especially from an individual service provider. Customers are truly appreciative and surprised when they receive thank you notes, and sending them will surely help you stand out from the competition.
1 day later - Send a helpful email with important advice regarding your guest’s service; color maintenance, style maintenance tips, or how to keep hair healthy. Make it specific for each customer. Don’t send a generic email about color maintenance if that guest didn’t even get a color service.
1 week later - Send an email in which you just check in with the guest. No sales pitch. Nothing. Just a simple email asking them how they’re doing and if they have any questions or if you can help them in any way. It’s important to give clients the opportunity to provide feedback. It is easy to assume that clients who keep coming back must be happy. Think again. Successful hair stylists don’t make this assumption. Proactively asking your clients for honest feedback about your work, as well as their overall experience with your salon, is simply a smart thing to do. Even if it’s hard to hear, you want to hear it now so you can fix it immediately. The alternative is that the customer never tells you, and she just goes to another salon to have it fixed. You’ll probably never see her again. The best thing you can do for an unhappy customer is be extremely grateful for the complaint and do whatever it takes to fix it. And do it with a smile on your face and a positive attitude! If you do, that unhappy customer will become a lifelong, loyal customer who will tell all her friends how great you are.
1 month later - If she is scheduled for another appointment, send an email reminding her of her upcoming appointment and let her know that you are looking forward to seeing her again. If she is not scheduled for another appointment, send her an email letting her know that it’s time to come in again. Give her an option of a few appointment times that you have available in the coming weeks and that you would be happy to schedule her.
CSHEACPTIEORN26
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CSHECATPITOENR 62
Movie 2.6 Winn Claybaugh Be Nice(or Else!)
38


ACTION STEPS
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.
Golden Rules Worksheet
Value of Time Worksheet
How to Build Your Clientele
CHAPTER 2
39
Ideal Guest Experience
The Next You
The True Professional
Become a Category of ONE
How to Become Successful
Take Control of Your Life


REVIEW
Interactive 2.3 Chapter Review
CHAPTER 2
Tap and test your comprehension of the chapter
40


FUN & GAMES
Interactive 2.4 Marula Oil Interactive 2.5 Hangman
Interactive 2.6 Word Search Interactive 2.7 I Am Strong Puzzle
CHAPTER 2
41


DOLLARS &
SENSE
Know your numbers - Grow your numbers
CHAPTER 3




CHAPTER 3
DOLLARS AND SENSE
Know your numbers - Grow your numbers
Individuals and organizations who know and understand the numbers behind their business, and set goals based on those numbers, are much more likely to achieve them. However, to achieve a goal, you must be able to properly measure your progress. By understanding how your business is doing in both revenues and profits daily, you can tell if you're on track to achieving your goals and adjust your plans as needed if you're not.
Dollars and Sense - How to make money in salons

Your career as a hairstylist will probably start out at about minimum wage but can soar into the six figures, depending on skill, experience and how well you market yourself to attract and retain clients. People who succeed tend to have more of an entrepreneurial spirit. There are several things you can do as you build and grow your business to affect how much you can make as a stylist. We will cover these in chapter 3.
Most importantly though, it’s vital that you understand It’s not just about cutting and coloring. Being successful requires skill as well as confidence, customer care, dedication, and persistence. It can be years of extremely hard work and long hours to establish yourself. There’s high turnover in the industry, especially among those just starting out, because the money isn’t great at first, it takes time. Stick with it, stay positive!
44


CHAPTER 3
KEY PERFORMANCE INDICATORS
KPI’s (Key Performance Indicators) for sustainable growth
A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives. KPIs will help you to define and measure your business performance towards your goals. Organizations use KPIs at multiple levels to evaluate their success at reaching targets. High-level KPIs may focus on the overall performance of the business, while low- level KPIs may focus on individual goals or processes in departments such as sales, marketing or a call center.
All businesses have KPIs, in the beauty industry we measure our performance, by tracking such things as; the number of clients serviced each week, pre-booking percentage, client retention rate, the percentage of clients that receive color, the revenue generated by take-home sales, etc. Understanding what the KPIs are and how to improve them is the key to increased productivity and income. The KPIs below are the most important KPIs for building and growing your business as a stylist.
• New Guest Acquisition
• Client Frequency (visits per year) • Average Ticket
• Client Retention
New Guest Acquisition
This is all about building your clientele. When you get out of school and begin working in a salon, your number one priority will be to get people to come see you for salon services. It is very important to build a base of clients that will visit you regularly.
Client Frequency (Visits per Year)
This refers to how often guests visit you...how many times per year. We know that if guests come in more often they will spend more money with us throughout the year. We have more opportunities each time they visit. One of the best ways to make more money as a stylists is to get your guests to visit you more often.
Average Ticket
Average ticket is about how much money your guests spend each time they visit you. This refers to the entire ticket, service and take- home dollars. It’s important to know your average ticket, set a goal of what you want your average ticket to be and implement and work systems that will increase your average ticket.
DON’T JUST DELIVER WHAT THE MARKET NEEDS OR WANTS. CREATE WHAT IT WOULD LOVE.
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C
S
2
H
3
EC
A
T
P
I
T
O
E
N
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Client Retention
This is all about whether or not the client comes back for another visit and customers come back because of a great experience. With client retention we like to look at two aspects of retention; New (or First Time) Client Retention and Existing Client Retention. First Time Client Retention is a KPI that tracks the return of New Clients and Existing Client Retention is a KPI that tracks the return of regular (active) clients. This KPI is your customer service score. It tells you how well you are doing at executing an exceptional customer experience.
Growth Charts
How the KPIs affect your business
The following growth charts will show how much sales growth a technician can have, based on the KPIs mentioned above. Each growth chart looks at what a stylist can produce in sales based on all KPIs over a five year period. These charts are an example for a stylist that has a client base of 150 active guests, client frequency of 6 visits per year, an average ticket of $50, a first visit retention rate of 32%, and is seeing 10 new clients per month. We can assume this is a stylist with about three years in the industry.
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CHAPTER 3
BUSINESS AS USUAL
This first chart is labeled Business as Usual. This chart shows what happens if all KPIs stay the same over the 5-year period... business as usual. This happens when technicians become complacent. They get comfortable with where they are and what they are doing and they become stuck in their comfort zone. There’s a great quote that says, “There is no growth in your comfort zone.” This chart represents that perfectly.
Looking at the chart, you can see what the sales results will be each year, based on the KPIs listed. Let’s take a look at how the chart works. The top portion of the chart shows the KPIs, the bottom portion of the chart shows the results of the KPIs. It’s important to understand that the KPIs in the chart are averages. Any KPIs or numbers we track will fluctuate from day to day, week to
Business as Usual
Number of Active Guests New Guests Per Month Average Ticket Frequency of Visit
First Visit Guest Retention
10 10 10 $50 $50 $50 6 6 6 32% 32% 32%
Guest Total (New) Guest Visits (Total)
Year 1 Year 2 Year 3
150 166 179
166 179 191
week or month to month. So you always want to look at averages over a time period, usually a month, quarter or year. In these charts we are looking at the yearly average.
Movie 3.1 Business As Usual
995 1,076 1,145
Total Sales Generated $49,770 $53,825 $57,271
47


CHAPTER 3
ATTRACTING NEW GUESTS
The next chart we’re going to look at is for New Clients Per Month. This is the number of new clients you see, on average, each month. As a new stylist, this is the number one, most important KPI when you begin your career. Your success depends on you building a strong base of loyal customers. This starts with acquiring new guests. And as your business grows, it’s important that you continue to gain new clients because, as mentioned above, all businesses experience attrition–a loss of clients–so you will need to make up for that loss. You can do that by gaining and retaining new clients.
In this example the stylist is seeing 10 new guests per month. She wants to increase that to 20 new guests per month. What does she have to do to get more new guests?
Movie 3.2 New Guests
New Guests
Number of Active Guests
New Guests Per Month 10
Average Ticket Frequency of Visit
First Visit Guest Retention
$50 $50 $50 6 6 6 32% 32% 32%
Guest Total (New) Guest Visits (Total)
Total Sales Generated $49,770
Year 1
166 995
Year 2 Year 3
150
166 218
20 20
218 262
1,307 1,572
$65,345 $78,583
48


CHAPTER 3
FREQUENCY OF VISIT
The first KPI change we’re going to look at is Client Frequency (visits per year). In this example, client visits per year is at 6. We want to increase it to 7. What do you think is the best way to increase client frequency and get your guests to come in one extra time a year?
If you said pre-booking you are correct. Pre-booking is scheduling your client’s next appointment while they are still in the salon. It is the best and easiest way to get your guests to come in more often. It is one of the best business-building strategies you could adopt to ensure a successful career. We know that if we do not pre-book our guests they will wait until they can’t stand their hair any longer before they pick up the phone and call the salon for an appointment. By this time, they are already several weeks behind schedule.
Frequency of Visit
Year 1
Year 2
Year 3
Number of Active Guests
New Guests Per Month
Average Ticket
Frequency of Visit 6
150
166
10 10 10 $50 $50 $50
179
First Visit Guest Retention
32% 32% 32%
7
7
Movie 3.3 Frequency of Visit
Guest Total (New) Guest Visits (Total)
Total Sales Generated $49,770
166 995
179 1,256
$62,795
191 1,336
$66,816
49


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