Eva Scrivo on Powering Through the Recession

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Eva Scrivo

All that we seem to hear and see these days are horror stories stemming from the economy. And while we can’t deny its adverse impact on the salon industry, there are things we can all do to power through these hard times and perhaps even grow.

Take this time to become a better stylist or colorist and a better business person. Adversity makes us stronger, and this is the time to see what we’re made of. Here are three important things that I try to remind my own staff of, and which will hopefully help you as well:

1. Take responsibility for your own business. Unfortunately, it is human nature to want to be right, to be smart, and to point the finger at everything and everyone around you when things don’t go well. But, as soon as you relinquish responsibility for your own success or failure, you become a victim to the forces around you, and victims are never victors. If you have fallen into this trap, don’t be too hard on yourself, but simply recognize this phenomenon for what it is – a human weakness. Then start looking inward to honestly analyze your own work, behavior, and business acumen.

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2. Manage your expectations. “Flat†is the new “up.†If your business is down, don’t despair, it’s a sign of the times. But don’t play the blame game either – bear down and work harder. If your business is flat, you’re doing great! Maintaining at a time like this is equivalent to growing in normal times. And if your business is up, you’re a rock star! But don’t let it go to your head – work harder than ever to maintain the momentum.

3. Work twice as hard for the same results. When things are bad, you have to become better to create more value for your clients! If you simply continue to do what you’ve done in the past, your business will almost surely suffer. This is the time to reevaluate what you do and how you do it: redefine your brand, improve your work and better your business acumen. Focus on your challenges and reassess your strengths. Make your clients' hair look better than ever, create an amazing overall experience at your salon—you’ll see that it’s usually more important to your clients than a lower price!

Eva Scrivo is a highly acclaimed hair and makeup artist, host of Beauty Talk on Sirius Satellite Radio, television personality, and entrepreneur who owns two eponymous NYC salons. Through her experience, insight, range of expertise, and penchant for teaching, she has come to be regarded as one of the country’s premier beauty experts. Equally strong in hair cutting, coloring and makeup, Eva also has a thorough knowledge of skin care, nutrition, wellness and fashion. She has recently become the spokesperson for Wella Professionals and is presently working on her first beauty book to be published by Atria Books, a division of Simon & Schuster. To view additional tips from Eva visit: www.evasbeautyblog.com

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