As Raylon celebrated its 60th year in business this March, 387 salon professionals gathered for the company’s 13th annual Art of Business Seminar, which took place in Philadelphia, Pennsylvania. Attendees were treated to a number of keynote speakers representing different areas of expertise within the professional beauty industry.
Peter Mahoney blended his experience from owning 25 salons throughout Canada with his vast knowledge in training and consulting to break down the importance of leadership into easy to understand bits of information. “Knowing where you’re at honestly and where you’re headed is most important,” he told attendees. “Clearly defined goal setting is everything for a leader. No team will follow a leader unless he knows where he is headed. The team has to have trust in him!”
L’Oréal USA President Pat Parenty spoke on the all-important state of the industry, consumer behavior, and the value that clients are seeking when they go to the salon. Parenty also discussed online reviews and how they influence today’s consumers. He concluded with an illuminating look into the future of America in year 2050.
A renowned strategic thinker and sales coach, Jay Williams cracked the code on the challenge of getting stylists to retail to clients. He told the audience that 50 years ago when retail was first introduced into salons, retail to service was 6 percent. Almost 50 years later, it has only improved by 2.2 percent. Williams believes salons need to create a new strategy to shift the thinking and behavior of the stylist as it relates to retail. He then shared a case study that covered 15 months of performance that produced sustainable results yielding a 65 percent increase in sales after eliminating stylist commission for retail and getting them to write more than 8,000 prescriptions for their clients.
One of several highlights of the event was the presentation of the Art of Business Award to psychologist, Dr. Lew Losoncy. Howard Hafetz, Raylon CEO said, “Dr. Lew’s contribution to our industry has been nothing less than Herculean.” Lew’s breakthrough study and best-selling book The New Psy-Cosmetologist, first published in 1983, redefined an entire population of successful professional stylists. Lew delivered a moving acceptance speech that credited hairdressers for making a meaningful difference in people’s lives and being the unsung hero in hearts and minds of their clients. Tears were seen streaming down cheeks. One salon owner/hairdresser said, “I’ve been working so damn hard for the last 30 years doing hair and managing my salon, I actually forgot what good we were doing for our clients.”
The first day was concluded with Raylon President, Josh Hafetz moderating a marketing panel of three very successful salon owners, Christy Cholerton, Andre Richard, and Sue Burkholder. Each shared his or her own tested and true marketing ideas with the all.
On the second day of the Art of Business, NAHA Award Winner and salon owner Van Council shared his best practices for effectively introducing and fine-tuning a comprehensive and fair-level system for stylist growth and how to maximize a salon’s double-shifting capabilities, as well as about 30 other great ideas.
Art of Business wrapped up with Terri Cowan of Professional Salon Concepts, who shared her own ideas on “Olympic Thinking” for owner/manager success. Through her “real world,” practical, fierce and funny style, Cowan was on point with the audience for every minute and with each pearl of wisdom.
In addition to salon wisdom, Art of Business also focused on the future as participants gratefully took a moment to recognize the importance of giving back. More than $6,000 was raised in raffle ticket sales in support of City of Hope. “Raylon and its customers are the number one most important and productive group helping Hope Cuts and City of Hope in my region,” said Harry Giodano, City of Hope senior director of development.