Does your desk generate money, or do you view it as pure expense? At Robert Jeffrey Salon in Chicago, owner Robert LaMorte applied a two-pronged approach to profitizing his desk. First, he reviewed bookings and fine-tuned desk personnel’s hours, so staffing harmonized with salon traffic. Next, he created a front-desk dollar generator with the BleachBright teeth whitening system.
Working a trade show deal, he got the $3,000 system on consignment. The salon keeps $30 from every $99 service. In half a day, desk personnel were trained to deliver the service and received certification. Clients insert their own whitening trays, then the employees turn on the blue light that all does the work. Service time: 20 minutes.
“We promoted the service with window signs, flyers and mirror-talkers; the stylists all got the service at a discount,” says the salon’s manger, Shelly Wilson. “The first month, we had 15 bookings.”
Upselling hair color to clients in their early 20s, women approaching middle age, men turning gray, and those who are tired of coloring in general all require different marketing techniques. Here's how you do it.
In our Holiday issue, you’ll find the latest holiday product and tool promotions, along with holiday service ideas, planning tools, merchandising solutions, marketing tips and trending techniques in hair, nails, skin care, grooming and more.
Fond memories of watching an Irish setter frolicking in the sun gave life to this Nouvelle USA vision, which is reminiscent of the setter’s multi-faceted coat with deep coppers and golds dancing in the light.