“There was a time when going to the barbershop was an important tradition for men—it was communal and uplifting,” he says. “Today, there’s a big gap where that experience used to be and we aim to fill that gap and offer a high quality, modern grooming experience.”
The MENSDEPT offers a full menu of services, including men’s and boy’s cuts, in-between detailing, gray blending, custom color and permanent texture. Each service includes a signature scalp massage and hot towel treatment. Since Kueffner anticipates the bulk of his clients will schedule appointments during the work week, a complimentary gourmet lunch-to-go is offered for those visiting between Monday to Friday, 11 a.m. to 2 p.m.
Kueffner shares his male know-how with SALON TODAY readers in the following tips for attracting and keeping male clientele:
• Audit Your Environment
Make sure you have men represented everywhere—from your website to your menu to your retail display to your magazine choices. “If you don’t speak to men, they won’t listen to you,” Kueffner advises.
• Mobilize Your Female Guests
“Make it easy for women users to send in the men in their lives—this is critical,” he says. “Let them know how important men are to you and give them gift cards and tasteful themed promotions surrounding Valentine’s Day, Father’s Day, Back-to-School and Sweetheart Day. Men listen to the women in their lives about hair.”
• Animate Your Staff
Salons that give their staff a reason to get men in the door do well. “Incentivize and recognize the people on your team that make that happen. Put up a score board, run a contest, and make bringing men in the door a cultural core value.”
• Alter Your Service Delivery
From the consultation to the product sale, you have to adjust your approach to meet men’s needs and ensure their comfort in your salon. “Less is often more, when done thoughtfully,” reminds Kueffner. “A simple, on-point consultation, a short scalp massage and a steam towel will generally give you the point of difference men will respond to.”
“The best cutter wins,” says Kueffner. “Men get their hair cut often and they like consistency. Short hair cutting demands technical precision and discipline. Take the guards off the clippers, put away the blending shears, and make sure everyone is confident and consistent with cutting extremely short hair.”
|An inside look at the brand new, male-focused MENSDEPT in Minneapolis, Minnesota.|