by Leanne Cutler, Hair Shots 2 The World
Some of North America’s most successful hairdressers speak to us about business in tougher times, the problem of online product sales and the benefits of finalist status…
Eric Fisher, Eric Fisher Academy, Wichita, Kansas
You are considered to be at the very top of the hairdressing industry in North America. As a salon owner, what sales, marketing or other strategies have you implemented to keep clients booking your services now that economic times are difficult?
At the Eric Fisher Salon and Academy, we focus on rebooking the client while they are still in the chair. We also offer incentives to the clients if they prebook their next appointment. For example, we will run a promotion for a period of time allowing clients to enter a drawing for $100 Aquage gift basket, if they schedule their next appointment.
Are regular clients booking all the same services as in the more prosperous times? If not, what are they cutting back on?
We are feeling the impact the most in our spa. Clients are not scheduling facials and massages as often. Also, our out-of-town clients are not traveling to see us as often.
How are you fighting this?
We do monthly promotions to help drive traffic and hold in-house events inviting guests to experience a spa service at a discount.
I am also in the process of interviewing hairdressing magazine editors around the world. One of the biggest concerns seems to be that clients are buying in-salon products online for less. Is this a problem for you? If so, how are you trying to overcome this problem?
This has not been a problem in my salons or academy, because we do not sell products that are diverted or found online. We are careful not to sell anything you would find at your local drugstore or grocery store.
Is being a NAHA finalist helping with your marketing effort? Is it brining new clients to your salon?
Absolutely, it’s an honor! This is my 10th nomination and with each nomination comes a level of eminence among my peers and clients.
How is being a finalist helping your salon culture?
It has helped motivate our team of 100 stylists and assistants to participate in our collection photo shoots and try out for a NAHA.
If you had the opportunity to do a hair show anywhere in the world, where would it be and why?
I’ve been lucky to of had the opportunity to work in Europe, Asia and North America. I think Australia would be a fun, new place to go. It is somewhere I haven’t been before.