Business is Business with the 2012 NAHA Master Stylist Finalists
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…
Tony Ricci, Ricci Hair Co, Edmonton and St Albert, Alberta
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?
Keeping my name in competitions like NAHA as well as attending local hair shows to speak makes local media attracted to us inturn keeps our name in the media consistently. We work with a local news station to present morning segments on different hair trends and makeovers which keeps viewers interested and brings new clients through the door.
Are regular clients booking all the same services as in the more prosperous times? If not, what are they cutting back on?
Yes. They still book regular services, I believe when you make your clients a priority, they will make you one as well.
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?
Clients know more now, so we need to be on top of new products and know enough to answer all their questions. We have product knowledge once a month with our staff to educate them on our products so that they can educate their clients on the products and sell them. We have not had a problem yet with clients going to the internet instead so far.
Is being a NAHA finalist helping with your marketing effort? Is it brining new clients to your salon?
Of course it has brought new clients to our salon due to the advertising, Internet and word of mouth.
How is being a finalist helping your salon culture?
It helps keep the staff motivated and makes our staff want to compete in competitions. Clients love to be part of a winning team and love all of our winning collections that we have displayed in the salon. We also all travel together to the award shows, so my team is very close.
If you had the opportunity to do a hair show anywhere in the world, where would it be and why?
London. I get inspired by the fashion, hair and people. The city keeps me motivated.