In his latest series for Professional Hairdresser, Andrew Barton, Headmasters, Creative Director and Headmasters Mayfair salon owner is championing the salon hairdresser and their place on the high street. This month he looks at the busiest time of the year in the salon, Christmas and just how we can maximise the opportunity.
For many years the work of the session hairdresser has been celebrated as the pinnacle of a career in the industry and this series I want to focus on the salon stylist. These are the true heroes of our industry and they really deserve their moment in the spotlight too. I want to showcase the wonderful careers and lifestyles salon based hairdressers can achieve and Christmas is that one time of year when energy levels are high, the opportunity is yours for the taking, achieve targets, increase your take home and build great client relationships for the next year.
With full and busy columns it’s the perfect time to reward clients for their loyalty, up sell other services and re-book their next appointments for the quieter time at the start of the year. Speak to them about what you want to do with their hair in the following year whether it’s focusing on hair health, length, or perhaps a style change. Sell it in now so they can look forward to it. At Headmasters we have a range of health focused cuts and treatments that work really well for those new year’s hair resolutions. Have a think about what you can offer in your salon and pre-sell in December for January and February.
The choices we make at this busy commercial period go way beyond whether you send a Christmas card to your clients or the colour of the Christmas lights. Christmas 2019 at Headmasters means a menu of party hair looks to excite clients in November and get them booking extra blow-dries and hair ups in December. Our concept is one girl shot in a party dress with four different hair looks, one with her hair down wearing our signature Headmasters blow out and three hair up looks, showcasing that you can change your whole look with your hair, you don’t need a ton of wasteful party outfits.
It will appear on our Christmas card, salons windows and posters as well as across our social media. To maximise the story, training has been created to ensure the teams are engaged with the message and skilled and ready to deliver the service. Essentially the activity markets a blow dry/hair up service at a time of year when clients want to pamper themselves for the office party. It’s a simple call to action to excite clients with service.
The take home for your salon/clients is:
Agree your Christmas strategy now so you are ready for December. Keep it simple and focused on the following drivers which will improve your bottom line in December and the start of the new year.
It’s these busy December weeks that can boost the start of the year with return bookings so think about how you will incentive clients to return and bring their friends. At Headmasters we use our ‘introduce a friend’ scheme and our VIP club to reward loyalty throughout the year and boost return visits.
We know that weekends can generate over 20% of the total week so consider extended opening time. Make the most of your busy time by planning for success:
Be prepared for the business boost, at Headmasters Christmas begins like the high street from the first week of December. Hold a staff meeting in the weeks before to ensure you are all know the Christmas plans and of course together decide on the Christmas party where you’ll celebrate great team work together.