Better Business - July 2013 Issue
Talk To Her
To amp up retail sales, one salon professional embraces the motto “tell, don’t sell.”
Lynn Glaze, owner of The Salon LLC in Pineville, LA and founder of MasterPeace Consulting Group, believes the key to a successful salon retail business is to first know your clients’ grooming habits and to approach customer communications with a “tell, don’t sell” approach. “Through research, we know that 99 percent of our guests at The Salon LLC use shampoo; 1 percent uses just a bar of soap,” Glaze says. “We also know our clients choose a shampoo based on their needs or likes.” By asking two simple questions, The Salon LLC maintains an 85 percent client ratio on shampoo business:
- What shampoo are you currently using at home?
- What prompted you to buy a certain brand?
Using the answers, Glaze and her team tell their individual clients why they think, as their stylists, they should purchase and use the shampoo lines sold at the shop, and exactly why gaining their business is important to them. “We tell and not sell to our guests,” Glaze says. “The great thing about this is when a guest is asked during a follow-up call ‘was your stylist helpful and informative about your shampoo needs?’ they’re always pleased to have been given the information. Even if they don’t make a purchase, we’ve done our job professionally; isn’t that why the guest comes to us in the first place, because we’re professionals?” —J.T.
PHOTOGRAPHY: VEER (TALK TO HER)
Double the Pleasure
Time-crunched clients are on the constant lookout for top-notch head-to-toe services within a New York minute. Here to meet that standard is New York City’s Lovella Salon featuring Repêchage’s 30 Minutes to Beauty, a concept that merges a spa-like experience at the shampoo bowl and the Facial Bar, bridging the gap between the two departments.
The treatment begins with a shampoo wash before a seaweed-based, self-heating hair mask is applied to the hair accompanied by a scalp massage. While the mask is working, clients are escorted to the Facial Bar where they receive an express, rejuvenating face and hand treatment without requiring them to disrobe and allowing them to remain seated upright. Here, a cooling seaweed mask is spread onto the face before eye pads, pre-saturated in seaweed extracts and green and black teas, deliver anti-aging benefits. A sponge is used to cover the palms and cuticles with a mask formulated with hyaluronic acid, shea butter and vitamin E. Once the masks are removed, the hair is rinsed clean with cool water and towel dried before a few drops of serum are worked through strands to lock in essential moisture, leaving locks lustrous, smooth and protected.
“With 30 Minutes to Beauty, you can offer hair and skin services simultaneously for great results in half the time,” says Lydia Sarfati, Repêchage founder and CEO. —K.H.
FROM LEFT TO RIGHT: New York’s Lovella Salon; a sponge is used to apply a hand mask.
Working as a stylist in Miami Beach for 20 years, Danny Jelaca was determined to bring the area a boutique salon with an intimate personality. “I wanted to be able to control the experience: the music, the look, the feel and even the way it smells,” he says. His namesake salon in South Miami turns his dream into reality, combining a posh interior, excellent customer service, prime location and superior stylists.
Opening shop in South Beach’s South Pointe, Jelaca designed the space with an architect to emulate a delicate jewelry box. Cove ceilings, crystal chandeliers, button-tufted wall panels and porcelain floors make for a cozy yet open atmosphere. To match the luxurious aesthetic, the salon is departmentalized so each stylist specializes in one area: color, styling and cuts, extensions, and texture treatments. Jelaca also makes sure his staff of 10 is first-rate, including the five stylists who work the salon’s eight semi-private styling stations. “Everyone has something unique to offer; from the front desk and assistants, to the colorist and stylists,” he says. “There’s a philosophy that comes with hair, and they share it.” —K.H.