The Process-Focused Leader
Builds structure; needs to accommodate feelings.
Owner of three Ihloff Salons, in the
Tulsa, Oklahoma, area.
SMALL TALK was anathema to Marilyn Ihloff, until she realized it got more attention than a diatribe on numbers. That was 10 years ago, just before she discovered the 4MAT system though her association with OâNeill-Blackwell and followed through with inyu training and workshops.
Marilyn Ihloff (left) and staffer Kate Cottrill enlisted a little help from American Airlines to ship hair clippings to the Gulf Coast for free. âNow, I connect with more than data,â says Ihloff.
âI always looked at numbers and went right into the what; I was missing the why,â recalls Ihloff. âAt meetings, there was too much reading of agenda and providing data; the staffâs eyes were glazing over. I had to get in touch with my inner Type One-ness!â
To build her âstretches,â Ihloff now starts with the âwhysâ and invites creative input. She says that the biggest payoff is in happy, well-attended staff meetings.
âTo make the meetings interesting to everyone, we revamped them with music, slide shows and creative input,â says Ihloff. âThree people make a presentation to a specifi c department, then we have a break-out session, during which the creative staffers can share the hows and the what ifs. Our meetings are limited to two hours; negatives are not allowed!â
Ihloff also struggled to get staffers to recommend retail. Her salons were averaging $9 per ticket, yet she knew that nearly 80 percent of consumers buy one new hair product within 24 hours of a salon visit. But, how to stop those eyes from glazing over? Hereâs her Type 2 list for elevating her salonsâ average retail ticket to $15 in about 20 months.
1. Set a benchmark. Ihloff used Avedaâs $12.50 per ticket.
2. Explain the why. Retaining guests is the reason stylists are in the business. Donât ask them to sell; ask them to educate, demonstrate and recommend home-care programs, so that they can retain guests.
3. Demonstrate, provide dialogue, coach and use role-playing with feedback. Encourage employees to personalize the dialogue. Practice roleplaying until everyone feels comfortable. Make it fun and encourage employees to âfire up their Type Four-ness,â as Ihloff says. At her salons, the product recommendations were then integrated into a comprehensive âEvery Guest, Every Time,â system, which includes the greeting, service-delivery imperatives, placing three products in a basket, walking guests to the desk, pre-booking and using referral cards.
4. Track and measure results. âTo make this happen, you need a management team with representatives from all four Types,â says Ihloff. âWorking together makes us all more balanced individuals.â
In the same series:
What's Your Leadership Style?
The People-Focused Leader
The Process-Focused Leader
The Productivity-Focused Leader
The Possibility-Focused Leader
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