WORKING SMARTER INSTEAD OF HARDER

Quick question why is it that 80 % of African American salons are not retailing but complains about the diversion  in our industry. I must say consumers are the only individuals  who benefit from the diversion , eventually the line loses it's credibility , professionals no longer purchase and the product collects dust on the shelves of the beauty supply stores, everyone wants what they can't have and once it becomes accessible the desire is no longer essential , so the demand fades. I've seen it with Nexus, Sebastion, Paul Mitchell , Farouk Systems  even Dudley don't get me wrong some of these companies are still around maybe all are  but there are  major decline in revenue  . Professionals as well as consumers are always seeking the hottest item on the market  . Louis Vuitton  do not have price reductions but there is a demand for this merchandise  and  can only be purchase at Exclusive stores  of course we have the bootleggers but the brand still sells without complaints  .  I've been retailing for the past 13 years. I remember going to the Dudleys workshops in North Carolina and every  classroom I attended  the topic was retail ,retail ,retail . Years later  myself and a group of young salon owners  took a trip to the Iceland Hair Show in La . That experience will always be a vivid memory  . I remember sitting in the educational seminars  while the word retail was drilled into my cranium  . I acquired  so much information , I couldn't wait to get back to Philadelphia to implement what I'd learned . Excited and ready to  create more  revenue .My first salon I sold everything you can possibly think of  hair ,jewelry, handbags , lotions, clothing, products from various product companies , to be honest I was just selling items  knowing the minimal  product knowledge or none at all . The distributors would give me pamplets or whatever  information  they knew  about the line . Purchasing   my inventory  created    residual income .  Rule number one  in order for you to sell retail  you have to believe in the brand . Product knowledge is a must  . Majority of  products  on the market sells themselves  but if you can't educate your clients on all the benefits they will   not  purchase . In 2007 I started using the Design Essentials line , I  fell in love with their  products , being a girlie, girl I could not  resist the superior fruitty fragrances , I had  never encountered any product like this well myself , the satisfaction  of my staff and most importantly my  clients   and by the end of 2008 , my salon was now  Concept salon . When a product caters to a diverse market and had over 40 products in the line  there is no reason the use  any other brand  . I've realized over the years they are key factors when retailing . Product Knowledge is essentials you have to know the purpose and benefits in order to sell . You have to invest and be consistent with your merchandise  , keep your shelves stocked ,  make sure there  are  no accumulation of   dust  . Marketing is a must consumers need to know every new item and all  exsisting items  you have in stock and all your deals and promotions, keep it exciting and eye catching . Give incentives to  your clients as well as employees, this will will aid in creating revenue .Your receptionist or salon coordinator should  sell retail as well  this would aid with his/her weekly salary, salon assistants product knowledge should be a must . Fill out  prescription pads we are the hair doctors  . It's important to inform your clients about the three most important items you used in her /his hair during the service  by doing this you will have a guarantee  sale minimum of  one item , 4 products you will 2 items , 5 products 3 items never exceed more than 5 items  you would scare your clients away also never retail an item that is not  needed, by doing this  you will lose clients  and also  your reputation will be at stake, no one wants to do business with a dishonest person  . The consultation is important whether this is your regular bi weekly client or a new walk in who stop in just to purchase retail, Listen attentively to what your clients are  saying . Utilize some  tricks to the trade give out samples, I'll  sometimes offer  reflections liquid shine  or add a little sleek edge to revive their initial style ,give a free demo . New clients always return most even  purchase  items  because you took the time out to assist with their specific needs . Retailing correctly have tons of benefits for you and  your clientele as well  , healthy manageable hair , promotion of growth and minimal breakage.  Having other  items available such as cosmetics, gift cards, accessories , snacks  etc.. will help  pay the  bills , vacations etc. Thanks to my residual income , well it's called working smarter instead of harder  . Displaying your inventory wisely for example  your  front desk, each and every station , back bar every space in your  establishment should be paying  a bill , make use of your square footage . If you are considering  and   a bit skeptical about this great investment go for it you can't lose  your clients  are running to the beauty supply stores. They have  no knowledge of hair care we are the professionals, we are to best candidates we  know  our consumers needs ,whatever products you  are using in your salons  you should be retailing  . If you don't know how to start ask your local distributor for a retail starters's kit they are low as $125.00 double your intial investment then purchase a $250.00 package , remember the more you invest the greater your revenue will become .The goal of no longer working behind the chair depends on your investment think about your business working for you, instead of you working for your  business and just getting by  or having just a little left over  after your expenses . This is for everyone one in our  industry , not only business  owners , free lancers , barbers , independent contractors , students , etc. www.hermionsbeautyboutique.net

" REMINISCING "

Sitting here reminiscing on how I got to this point . Cosmetology was the  best route I took, college wasn't for me. I attended but I felt empty the only time I felt like I belonged was in my art class and pyschology classes. I appreciate my experience but if I had to do it all over again  I would . Sixteen was a bit young . I guess that's where the lack of appreciation and not being focus came into play  but I'm grateful for the opportunity  because all of these life experiences has mold me into the woman I am.
Cosmetolgy school was  the best place for me I was the happiest kid in the  candystore . The  beauty industry is where you need or want to be  . This is beginning  and the  end of  all your trials and errors , without repercussions . A substantial time period to practice , repetitively  without any accountability.Good pratice makes perfect, if you are consistent and dedicated success  will all fall into place. It may seem like a lifetime but eventually it will   . My advice to all students take advantage of  this vital point  in your career. One may say I'm still in school but the day you graduate and  walked through those doors there  is no  amnesty. Thank your teachers especially  the ones who  perplexed your mentality the most. I'm going to be honest they are the ones who truly care. Those individuals  see your full potential , you may not realize  it now and some may never  .
What I loved the most were the various avenues in our industry, Manicurists, Estheticians, Cosmetologists, Salon Owners, Cosmetology Educators, Make Up Artists, Free Lance Artists , Spa Owners , Distributors,  The Film industry,Sales, Marketing ,Traveling Stylists / Barbers ,Barber Shop Owners, Beauty School owners , Product Company owners, Beauty Consultants  and many more. You would  be a bit confused when making your selection but you have options you can never go wrong. Stay focus and be all that you can  be. Whatever your heart desire go for it .
 Behind the chair is stationery and a comfort zone for some while other will feel as though they are in a state of confinement  . I've noticed with years of experience the more creative a stylist /artist may be , he/she will more than likely become a  freelance artists, platform artists . Working  on sets , fashion shows , hair shows, fashion week  this will be their arena of choice  creating the lastest trends ,they will be a bit more competitive because competition comes with the territory and we all are striving to be the best. .
Stylist who work behind the chair are creative as well but in the salon, spa, beauty boutique, beauty shops we are servicing our regular day to day clientele , who seeks hair care , specialty services, and the lastest trends. Most  sylists/artists sets  their own schedules, rent a booth, some are in a stuctured setting for stability. The joys of our career are  we can be both or all of the above .
Whatever your preference , trust me we have  talent ingraved in our belts  . We are more than likely Jack of all trades and most  are Masters of one or almost  all. I never met a beauty professional who didn't master one or multiple  skills . We are artistic  and imaginative  beings .
To all my Beauty Sisters and Brothers our talents are unbelievable and undescribable . We are not respected by all .I was told individuals who use their hands are not intelligent , guess what  stop judging a book by the cover instead  pick it up and read it . Parents will tell their children this is not a real job like my nurse practioner mother and my civil engineer father  .The  best gift a parent can give a child is supporting  their positive goals and aspirations .  Really and truly we have the potential to be multi-billionaires . If this is your passion , heart desire and the love of your life go after it . The worst thing you can ever do is not to follow your dreams and fulfill the dreams of others .Go for it future beauty professionals ,www,hermionsbeautyboutique.net

THE IMPORTANCE OF MARKETING

Who really knows who you  are , of course  you  do,  friends , family and your existing clientele . The economy has being down hill for the past three years, well that's when I noticed that most of my clients weren't coming in on a regular basis. My weekly clients became my bi-weekly , and my bi-weekly started coming once a month or just came in for their relaxer retouch. Some of my clients even transitioned to natural in order for them to continue footing the bill.

What are some of the strategic marketing tools you have been using lately? Yes, our industry has known to be recession proof . Guess what, the truth of the matter is clients are trying to cut corners. You need to come up with a solution to retain new clients. How are you getting new clients "Marketing" I hope. 

       

What is marketing? Do you really know? I used to think marketing was simply handing out flyers. Do you know that size, color, photos and font all play a huge part. A flyer that is too busy with become garbage. A flyer that has too much information, will not even be acknowledged. There should be no itemizing.What about people who drive all day long? They need their information as well, radio is the number one source because everyone has one, and it is free. I am a visual person. I understand that some people need to see an object to be able to grasp it. Another great source of marketing is televison. E-mail marketing is a great way to connect with your existing clientele, offer new services, inform clients about promotions, also keep them updated with what is going on with your business. My favorite marketing tool is social media, it's free! The only thing you have to pay for is your internet service, which you are going to pay for anyway, so why not make use of it? Your clientele should never have the oppurtunity to say "Oh , he/she is not in the business." Meaning your clients should always hear your name, you should also be constantly feeding them with information so that your name will stay in the back of their brain, "subliminal messages". The more you see, the more you remember. Therfore, never let your clients and potential clients drift.

Text messaging is another great way to keep your name in the air. Sending that message will guarantee new clientele and referrals. Which brings me to the best marketing tool, word of mouth. Reason being people are always talking. Publications, billboards, and newspapers are great forms of marketing as well.

Most marketing tools may be a bit costly,however, the word needs to be out there. There are a lot of free ways to market yourself or your business.Therefore, in the long run it is well worth it. Invest in your future, "brand yourself". This benefits all, independent contractors, business owners, commission base employees, and even salary employees. The more consumers, the more money, which keeps you and your business in existence. This also gives plenty of job opportunities.  www.hermionsbeautyboutique.net