The Business of Hair Color: Measure, Then Grow
While it may sound simple, before you can grow your color business, you need to know what your color business is.
“When I’m on the road, I’ll ask owners what percentage of their clients received color last month and they’ll say ‘A lot,’ or ‘Most of them.,’” says Christopher Sulimay, US Keune studio team member and color/business educator. “Whatever the number, know your number. It gives you an opportunity to focus on it, set a goal and grow from there.”
“The last thing I wanted to do as a salon owner was the statistical measurement,” admits Wade Zylstra, who co-owns Lux Salon with partner James Cook in Fullerton, California. But now in the salon’s third year of some intense redCHOCOLATE training, which marries business and color education, Zylstra is measuring and seeing some tremendous results. “We went from selling an average $5,000 in hair treatments a year to $45,000 this past year; retail on average is up $3 per guest visit; service sales per guest visit rose from $65 in 2012 to $91.58 this year, and pre-booking rose 30 percent.”