The NEW Salon Rulebook
The NEW Salon Rulebook
Inspiring you to make Changes for Success
KAREN LYNCH
The new salon rulebook
I dedicate this book to YOU, our devoted, hard working salon owner Business has never changed at such a fast rate and it means we can no longer do what we’ve always done... Einstein was quoted as saying “Insanity is doing the same thing but expecting a different result” – hey, we all do that at times, however it’s time to change. Time to throw away the old salon rulebook. Saying ‘But I’ve always done it this way’ may hold you back from experiencing the real success you deserve. Never underestimate how brilliant you actually are, so when someone tells you ‘That new way won’t work,’ answer them with ‘But what if it did?’ This will give you a more balanced view and hopefully help you do what’s right for YOU. Finally, I need you to believe you are clever enough. We only need to want it! Recently I was asked how we managed to grow our first salon by 70% in one of the toughest recessions. My answer was easy, "I didn't know we couldn't.” Enjoy this book, and let me know what you think of it. I love hearing from you! [email protected]
Page 3
www.thesalonsuccessclub.com
The new salon rulebook
A
A client is always right until they're rude. No-
one, (and I mean no-one) should ever have to put up with disrespectful behaviour or language from a client.
Page 4
www.thesalonsuccessclub.com
The new salon rulebook
B
Be present and focus on ONE thing when
working ON your business - yes MONO task! Multi tasking is gone! Multi tasking drops productivity by as much as 40%! So switch off your phone, don't check your emails at the same time as talking to someone else... This will not only lower your stress and increase your patience, but you will finish more projects!
Page 5
www.thesalonsuccessclub.com
The new salon rulebook
C
Clients belong to no-one. The salon works hard to
get them in the door, the team work hard at giving the best care. Every client must be given an alternative operator in case their regular one is ever away or sick. Why on earth should we think the clients must wait for us when we’re away? Some will, but when we have tested this in our own and other salons, a staggering 90% happily go to another operator, then return to their operator on their return. It’s all in the way its delivered. If you lose a client, they were going to go anyway – and wouldn’t you rather lose them to someone in your salon than the salon down the road? Let’s stop being self focused consider the client completely.
Page 6
www.thesalonsuccessclub.com
The new salon rulebook
D
Don’t put up with a
team member who doesn't suit your vision. We tend to make excuses for the ‘But they are lovely’ or ‘they are always on time’. To forge ahead your salon needs all the team on your side, believing in your vision. Do both of you a favour and let them find a salon that suits them better. You'll never find the right team member unless you have a vacancy! The right person is looking for you too.
Page 7
www.thesalonsuccessclub.com
The new salon rulebook
E
Empower your team!
You might think it’s easier to do the job yourself but how do you know what they are capable of unless you teach them and hold them responsible? Empower means to let go, and sure, sitting back can feel scary but we had to learn once too and we made a few mistakes along the way... but look how great you are now? Working ON your business will benefit you and them so much more. If you’re not empowering them, you’re holding them back.
Page 8
www.thesalonsuccessclub.com
The new salon rulebook
F
Focus on your target market, your A grade
client, and be everything to them. You cannot be everything to everybody. Find your niche! Client service is the new black. Match it to your target market and you'll have them lining up at your door. Your best ever marketing and loyalty program starts right here!
Page 9
www.thesalonsuccessclub.com
The new salon rulebook
Get your pricing right.
It will not serve you to call around other salons to see what they charge and price yourself accordingly. This is one reason why most salons run at no or little profit - they are busy copying one another! There are formulas to set your prices that do not involve emotion. Let’s face it - it costs the same to run a salon no matter where you are. You all pay the same for coffee, mags, products and wages... The only thing that will vary is rent. High street rents generally have high foot traffic and more staff, so when you apportion the rent it can often mean the suburban salons cost is higher per service/operator. So stop saying you cant charge as much because of where your salon is! Your clients will LOVE you for what you do, not the price you charge.
G
Page 10
www.thesalonsuccessclub.com
The new salon rulebook
H
Having a front desk computer system is now essential.
It is the ears and eyes of your business even when you're not there.... you don’t have to be a mathematician – these numbers are the health of your business and your marketing measurements.
Page 11
www.thesalonsuccessclub.com
The new salon rulebook
I
It’s your responsibility as a business owner to train
your team 'how' and provide a motivating environment in order for them to thrive. As a team member it is your responsibility to retain your clients. If you’re not growing – you’re losing clients. It’s that simple. It is not your bosses fault. Start investing in your career and be the best you can be. You can earn an incredible income and enjoy the life of your dreams if you take responsibility for all that you do – and that’s what makes our industry so exciting!
Page 12
www.thesalonsuccessclub.com
The new salon rulebook
J
Just do it!
Stop over analysing or worrying and just do it! Don’t worry about how you’re going to look or sound... Just get in there and get rocking! It might not be perfect, but sometimes a 5 out of 10 is better than a zero out of 10. Perfect it as you go!
Be the great success you were put here to be!
Page 13
www.thesalonsuccessclub.com
The new salon rulebook
Knowledge is not power - its
what you DO with knowledge that’s power – that’s what brings you success.
K
Next time you find yourself saying 'I know' - ask yourself - Do you DO? Consistently? We can all be great some of the time – true success is being great all of the time.
Page 14
www.thesalonsuccessclub.com
The new salon rulebook
L
Learn something new.
If you don't know how to grow your business in this ever changing world - learn from someone who has done it and been successful. And for goodness sake stop asking others who haven't how on earth would they truly know? Take advice only from those who have done it and who have evidence they were a STAR at it. You do not have to travel this journey alone.
Page 15
www.thesalonsuccessclub.com
The new salon rulebook
M
Marketing NEVER sleeps!
Every single thing you do (and don't do) either adds to or takes away from your brand. And I mean EVERYTHING. (Including the bitching on facebook by one of the team - or worse still - you!) LOVE your brand and what you stand for so much that it makes you consistent in everything you do.
Page 16
www.thesalonsuccessclub.com
The new salon rulebook
Numbers paint a picture.
N
They are not for math loving people - I failed math at school. I thought I was dumb at math - now I realise my creative brain was BORED so I actually didn’t pay attention. Numbers are your friend and show you the health of your business. They show you when the health starts to decline - at a time when you can do something about it. Once the bad health has impacted, its often too late. Know your rebooking, retail, technical, average client visit rate, average client bill... these show where you need to market, who to and where your training needs to be.
Page 17
www.thesalonsuccessclub.com
The new salon rulebook
O
Old no longer works.
It’s a new world. Throw out your old rulebook - it no longer serves you. Believe in yourself as much as I do. You don’t have to forge a brand new path - just do things the new way - you will find the struggle will end. This is your freedom.
Page 18
www.thesalonsuccessclub.com
The new salon rulebook
P
Pass on your
knowledge - you know how to look after clients and bring the money in - show your team! Be a coach – show them how to have a career that can give them the lifestyle they deserve. The whole salon wins this way. Otherwise sell your salon and go work for someone else you'd be better off.
Page 19
www.thesalonsuccessclub.com
The new salon rulebook
Q
Question EVERYTHING.
The world is changing at such a fast rate that what once worked no longer does. The people who question look outside the square and evolve - and that’s where the new safety zone is.
Page 20
www.thesalonsuccessclub.com
The new salon rulebook
R
Raise your expectations.
The fault is not with your team, they are a reflection of you and what you expect and accept. The journey to success is ALWAYS a journey within first.
Page 21
www.thesalonsuccessclub.com
The new salon rulebook
S
Small is the new BIG. A successful salon now
means being effective and efficient and you can have great success with a small team. Which sounds better - 3 staff bringing in 15k or 9 staff bringing in 15k? And if you don't know how - find out! You can pay your team more, have less staff (so they are handpicked and amazing) and everyone wins!
Page 22
www.thesalonsuccessclub.com
The new salon rulebook
T
Take time out to
clear your head. This is a MUST! Sit on the beach, go for a walk every week at least - your mind will come up with answers and ideas once you give it the time. This makes you way more productive and a better leader.
Page 23
www.thesalonsuccessclub.com
The new salon rulebook
U
Understand that clients will only
compare on price when salons seem to provide the same thing! From a clients point of view all salons seem the same. Stand out from the crowd! Make the invisible visible! It’s the 100 little things that make clients want to return, not 2 or 3 big things. Get consistent, stop discounting, paint your unique message and stand out from the crowd!
Page 24
www.thesalonsuccessclub.com
The new salon rulebook
Value what you do.
Every single service must be profitable. Making Money is a only a result of doing a great job. Money is simply proof you're adding value to people’s lives. Making money is not greedy. You owe it to your team (whether you're an owner or not) to bring in good money and run at a good profit. You deserve more!
V Page 25
www.thesalonsuccessclub.com
The new salon rulebook
W
Write up a clear and specific
vision for your salon. Don't write 'A fun friendly but professional environment with a technically great happy team' That’s what everyone puts! Be really specific and paint the whole picture your decor, your dream team, what they wear, who are your clients and what services do they mainly have done and exactly how is each service delivered? How do you want your clients to feel at each stage of their visit? This becomes your destination and it makes it so much easier to then draw up the map on how to get there.
Page 26
www.thesalonsuccessclub.com
The new salon rulebook
X
X marks today - where
you draw a line in the sand and say "I am worth more and I am going to step out of my comfort zone and live life at a higher level.” Life at the top is NOT lonely - there are lots of fabulous, inspiring, successful people there and they’re waiting for you to join them!
Page 27
www.thesalonsuccessclub.com
The new salon rulebook
Y
You do NOT have to work hard for
money you just have to work differently. Success can be easy sometimes! Look in the mirror – and start there. Look how great you are! Look at how much you have to give! Receive graciously and be grateful every day. This is part of living an abundant life.
Page 28
www.thesalonsuccessclub.com
The new salon rulebook
Z
Zone stands for your comfort zone and
your safety zone. Staying in your comfort zone and doing business the old way is no longer safe. Get out! It’s dangerous. Walk out of your comfort zone and you will be in a new safety zone. There are people who will help you step out, just be prepared to do things differently. And guess what? It’s actually a lot of fun... That’s what being alive is all about!
Page 29
www.thesalonsuccessclub.com
The new salon rulebook
Well known in the salon industry, Karen Lynch is a successful salon owner, salon business mentor, author and inspiring international speaker. Karen dedicates her time helping salon owners achieve greater success than they've ever dreamed of. Karen is co-founder and creator of;
About the Author
• The Salon Success Club - Online Salon Management Course for salons worldwide • SO magazine - The Worlds Most Outspoken Salon Magazine… Online • The Salon Clubhouse - an online platform inspiring salons globally • SBTV - Salon Business TV • Salon Soul - exclusive private salon mentoring (on application) You can access SBTV, The Salon Success Club, and SO magazine here now www.thesalonsuccessclub.com
Born in New Zealand, Karen lives in Queensland, Australia with her husband and business partner David and her dog Sparky. Feel free to email Karen personally, [email protected]
Page 30
www.thesalonsuccessclub.com
The new salon rulebook
Proudly Sponsored By:
www.thesalonsuccessclub.com
Page 31
www.thesalonsuccessclub.com
Inspiring you to make Changes for Success
KAREN LYNCH
The new salon rulebook
I dedicate this book to YOU, our devoted, hard working salon owner Business has never changed at such a fast rate and it means we can no longer do what we’ve always done... Einstein was quoted as saying “Insanity is doing the same thing but expecting a different result” – hey, we all do that at times, however it’s time to change. Time to throw away the old salon rulebook. Saying ‘But I’ve always done it this way’ may hold you back from experiencing the real success you deserve. Never underestimate how brilliant you actually are, so when someone tells you ‘That new way won’t work,’ answer them with ‘But what if it did?’ This will give you a more balanced view and hopefully help you do what’s right for YOU. Finally, I need you to believe you are clever enough. We only need to want it! Recently I was asked how we managed to grow our first salon by 70% in one of the toughest recessions. My answer was easy, "I didn't know we couldn't.” Enjoy this book, and let me know what you think of it. I love hearing from you! [email protected]
Page 3
www.thesalonsuccessclub.com
The new salon rulebook
A
A client is always right until they're rude. No-
one, (and I mean no-one) should ever have to put up with disrespectful behaviour or language from a client.
Page 4
www.thesalonsuccessclub.com
The new salon rulebook
B
Be present and focus on ONE thing when
working ON your business - yes MONO task! Multi tasking is gone! Multi tasking drops productivity by as much as 40%! So switch off your phone, don't check your emails at the same time as talking to someone else... This will not only lower your stress and increase your patience, but you will finish more projects!
Page 5
www.thesalonsuccessclub.com
The new salon rulebook
C
Clients belong to no-one. The salon works hard to
get them in the door, the team work hard at giving the best care. Every client must be given an alternative operator in case their regular one is ever away or sick. Why on earth should we think the clients must wait for us when we’re away? Some will, but when we have tested this in our own and other salons, a staggering 90% happily go to another operator, then return to their operator on their return. It’s all in the way its delivered. If you lose a client, they were going to go anyway – and wouldn’t you rather lose them to someone in your salon than the salon down the road? Let’s stop being self focused consider the client completely.
Page 6
www.thesalonsuccessclub.com
The new salon rulebook
D
Don’t put up with a
team member who doesn't suit your vision. We tend to make excuses for the ‘But they are lovely’ or ‘they are always on time’. To forge ahead your salon needs all the team on your side, believing in your vision. Do both of you a favour and let them find a salon that suits them better. You'll never find the right team member unless you have a vacancy! The right person is looking for you too.
Page 7
www.thesalonsuccessclub.com
The new salon rulebook
E
Empower your team!
You might think it’s easier to do the job yourself but how do you know what they are capable of unless you teach them and hold them responsible? Empower means to let go, and sure, sitting back can feel scary but we had to learn once too and we made a few mistakes along the way... but look how great you are now? Working ON your business will benefit you and them so much more. If you’re not empowering them, you’re holding them back.
Page 8
www.thesalonsuccessclub.com
The new salon rulebook
F
Focus on your target market, your A grade
client, and be everything to them. You cannot be everything to everybody. Find your niche! Client service is the new black. Match it to your target market and you'll have them lining up at your door. Your best ever marketing and loyalty program starts right here!
Page 9
www.thesalonsuccessclub.com
The new salon rulebook
Get your pricing right.
It will not serve you to call around other salons to see what they charge and price yourself accordingly. This is one reason why most salons run at no or little profit - they are busy copying one another! There are formulas to set your prices that do not involve emotion. Let’s face it - it costs the same to run a salon no matter where you are. You all pay the same for coffee, mags, products and wages... The only thing that will vary is rent. High street rents generally have high foot traffic and more staff, so when you apportion the rent it can often mean the suburban salons cost is higher per service/operator. So stop saying you cant charge as much because of where your salon is! Your clients will LOVE you for what you do, not the price you charge.
G
Page 10
www.thesalonsuccessclub.com
The new salon rulebook
H
Having a front desk computer system is now essential.
It is the ears and eyes of your business even when you're not there.... you don’t have to be a mathematician – these numbers are the health of your business and your marketing measurements.
Page 11
www.thesalonsuccessclub.com
The new salon rulebook
I
It’s your responsibility as a business owner to train
your team 'how' and provide a motivating environment in order for them to thrive. As a team member it is your responsibility to retain your clients. If you’re not growing – you’re losing clients. It’s that simple. It is not your bosses fault. Start investing in your career and be the best you can be. You can earn an incredible income and enjoy the life of your dreams if you take responsibility for all that you do – and that’s what makes our industry so exciting!
Page 12
www.thesalonsuccessclub.com
The new salon rulebook
J
Just do it!
Stop over analysing or worrying and just do it! Don’t worry about how you’re going to look or sound... Just get in there and get rocking! It might not be perfect, but sometimes a 5 out of 10 is better than a zero out of 10. Perfect it as you go!
Be the great success you were put here to be!
Page 13
www.thesalonsuccessclub.com
The new salon rulebook
Knowledge is not power - its
what you DO with knowledge that’s power – that’s what brings you success.
K
Next time you find yourself saying 'I know' - ask yourself - Do you DO? Consistently? We can all be great some of the time – true success is being great all of the time.
Page 14
www.thesalonsuccessclub.com
The new salon rulebook
L
Learn something new.
If you don't know how to grow your business in this ever changing world - learn from someone who has done it and been successful. And for goodness sake stop asking others who haven't how on earth would they truly know? Take advice only from those who have done it and who have evidence they were a STAR at it. You do not have to travel this journey alone.
Page 15
www.thesalonsuccessclub.com
The new salon rulebook
M
Marketing NEVER sleeps!
Every single thing you do (and don't do) either adds to or takes away from your brand. And I mean EVERYTHING. (Including the bitching on facebook by one of the team - or worse still - you!) LOVE your brand and what you stand for so much that it makes you consistent in everything you do.
Page 16
www.thesalonsuccessclub.com
The new salon rulebook
Numbers paint a picture.
N
They are not for math loving people - I failed math at school. I thought I was dumb at math - now I realise my creative brain was BORED so I actually didn’t pay attention. Numbers are your friend and show you the health of your business. They show you when the health starts to decline - at a time when you can do something about it. Once the bad health has impacted, its often too late. Know your rebooking, retail, technical, average client visit rate, average client bill... these show where you need to market, who to and where your training needs to be.
Page 17
www.thesalonsuccessclub.com
The new salon rulebook
O
Old no longer works.
It’s a new world. Throw out your old rulebook - it no longer serves you. Believe in yourself as much as I do. You don’t have to forge a brand new path - just do things the new way - you will find the struggle will end. This is your freedom.
Page 18
www.thesalonsuccessclub.com
The new salon rulebook
P
Pass on your
knowledge - you know how to look after clients and bring the money in - show your team! Be a coach – show them how to have a career that can give them the lifestyle they deserve. The whole salon wins this way. Otherwise sell your salon and go work for someone else you'd be better off.
Page 19
www.thesalonsuccessclub.com
The new salon rulebook
Q
Question EVERYTHING.
The world is changing at such a fast rate that what once worked no longer does. The people who question look outside the square and evolve - and that’s where the new safety zone is.
Page 20
www.thesalonsuccessclub.com
The new salon rulebook
R
Raise your expectations.
The fault is not with your team, they are a reflection of you and what you expect and accept. The journey to success is ALWAYS a journey within first.
Page 21
www.thesalonsuccessclub.com
The new salon rulebook
S
Small is the new BIG. A successful salon now
means being effective and efficient and you can have great success with a small team. Which sounds better - 3 staff bringing in 15k or 9 staff bringing in 15k? And if you don't know how - find out! You can pay your team more, have less staff (so they are handpicked and amazing) and everyone wins!
Page 22
www.thesalonsuccessclub.com
The new salon rulebook
T
Take time out to
clear your head. This is a MUST! Sit on the beach, go for a walk every week at least - your mind will come up with answers and ideas once you give it the time. This makes you way more productive and a better leader.
Page 23
www.thesalonsuccessclub.com
The new salon rulebook
U
Understand that clients will only
compare on price when salons seem to provide the same thing! From a clients point of view all salons seem the same. Stand out from the crowd! Make the invisible visible! It’s the 100 little things that make clients want to return, not 2 or 3 big things. Get consistent, stop discounting, paint your unique message and stand out from the crowd!
Page 24
www.thesalonsuccessclub.com
The new salon rulebook
Value what you do.
Every single service must be profitable. Making Money is a only a result of doing a great job. Money is simply proof you're adding value to people’s lives. Making money is not greedy. You owe it to your team (whether you're an owner or not) to bring in good money and run at a good profit. You deserve more!
V Page 25
www.thesalonsuccessclub.com
The new salon rulebook
W
Write up a clear and specific
vision for your salon. Don't write 'A fun friendly but professional environment with a technically great happy team' That’s what everyone puts! Be really specific and paint the whole picture your decor, your dream team, what they wear, who are your clients and what services do they mainly have done and exactly how is each service delivered? How do you want your clients to feel at each stage of their visit? This becomes your destination and it makes it so much easier to then draw up the map on how to get there.
Page 26
www.thesalonsuccessclub.com
The new salon rulebook
X
X marks today - where
you draw a line in the sand and say "I am worth more and I am going to step out of my comfort zone and live life at a higher level.” Life at the top is NOT lonely - there are lots of fabulous, inspiring, successful people there and they’re waiting for you to join them!
Page 27
www.thesalonsuccessclub.com
The new salon rulebook
Y
You do NOT have to work hard for
money you just have to work differently. Success can be easy sometimes! Look in the mirror – and start there. Look how great you are! Look at how much you have to give! Receive graciously and be grateful every day. This is part of living an abundant life.
Page 28
www.thesalonsuccessclub.com
The new salon rulebook
Z
Zone stands for your comfort zone and
your safety zone. Staying in your comfort zone and doing business the old way is no longer safe. Get out! It’s dangerous. Walk out of your comfort zone and you will be in a new safety zone. There are people who will help you step out, just be prepared to do things differently. And guess what? It’s actually a lot of fun... That’s what being alive is all about!
Page 29
www.thesalonsuccessclub.com
The new salon rulebook
Well known in the salon industry, Karen Lynch is a successful salon owner, salon business mentor, author and inspiring international speaker. Karen dedicates her time helping salon owners achieve greater success than they've ever dreamed of. Karen is co-founder and creator of;
About the Author
• The Salon Success Club - Online Salon Management Course for salons worldwide • SO magazine - The Worlds Most Outspoken Salon Magazine… Online • The Salon Clubhouse - an online platform inspiring salons globally • SBTV - Salon Business TV • Salon Soul - exclusive private salon mentoring (on application) You can access SBTV, The Salon Success Club, and SO magazine here now www.thesalonsuccessclub.com
Born in New Zealand, Karen lives in Queensland, Australia with her husband and business partner David and her dog Sparky. Feel free to email Karen personally, [email protected]
Page 30
www.thesalonsuccessclub.com
The new salon rulebook
Proudly Sponsored By:
www.thesalonsuccessclub.com
Page 31
www.thesalonsuccessclub.com
