The Business of Hair Color: Getting Back to the Craft
When TJ Weaver, co-owner of Douglas J, with four salons and six schools in Michigan, Chicago, and Knoxville, Tennessee, decided it was time to take the color business to the next level, the salon already was a very numbers-oriented company, but he found they needed to get back to the craft of hairdressing.
“Numbers were our scoreboard, but what we weren’t doing was nurturing the behaviors that helped our stylists reach those numbers, and we wanted to raise the communication level of the staff and create sustainable training programs,” says Weaver.
“RedCHOCOLATE training helped us give them the tools and build the confidence, and get them to own the fact that they are the professional,” says Weaver. “It teaches staff how to get behind the ‘why’ of what the guest is asking for, while changing their behaviors. For example, we never want to hear, ‘So, what do you want to do today?’ on the floor again.”
As a whole the company is seeing growth in color service sales, retail sales and treatment sales, but it’s biggest area of growth is pre-booking. “Ninety percent are pre-booking before they even leave the salon,” says Weaver.