Reuben Carranza, CEO of P&G Salon
Professional North America, welcomed
attendees and provided the framework
for the day of learning.
The forum was moderated by John
Moroney, vice president of business
development for P&G Salon
Professional, and Stacey Soble,
editor in chief of SALON TODAY.
"First and foremost it comes to
understanding your clients," says Mark
Komanecky. "You want to be the ultimate
authority-that translates into loyalty."
AN INNOVATIVE, day-long business
forum hosted by America's Beauty Show
(ABS), P&G Salon Professional and
SALON TODAY at the 2011 ABS not only
pumped up salon owners with new client
thinking and business-building
provided a leadership
foundation to support
them as they went
home to implement
these inspired ideas.
"Smart Thinking, Straight Talk: A
Salon and Spa Owner Dialogue" unveiled
the way clients think through a
presentation about shopper-based design
and a unique panel which paired
beauty editors of consumer magazines
with top salon owners who serve the
same target clients.
In the afternoon, Neil Ducoff,
award-winning author and founder of
Strategies, put attendees on the path to
"No-Compromise Leadership," while
Jim Lafferty, CEO of Coca Cola for
West Africa showed attendees how
to achieve a better work/life balance.
Following are some revealing
stats and eye-opening thoughts from
The average client spends 45 minutes in the stylist's chair,
versus 22 minutes shopping in a retail store and eight
seconds making a decision at a product shelf. "You have
advantages that mass-market retailers don't have-the personal
consultation, expertise, the power of recommendation and time,"
says Mark Komanecky, director of shopper-based design for P&G.
"The trendsetter client already knows the trends and popular products," says Allure Beauty
Director Amy Keller Laird.
"Tailor your advice. She's too smart for the classic upsell."
"You can recognize the experience-seeker client because she is your retail and gift
card purchaser," says Larry Silvestri, chief operating officer of Mario Tricoci Salons and
Spas. "She's looking for innovative services that deliver immediate results and give her
a great experience, both in the salon and at home."
"In a February 2011 Self magazine poll:
68% of readers say the day before
a stressful work deadline, they'd rather get
the best hair cut of their lives than the best
massage of their lives.
- 50% say a great
hair cut puts them in a
better mood than amazing
sex."-Elaine D'Farley, beauty director for Self
On how to recognize your perfection-seeking
client, Ginger Boyle, owner
of Planet Salon in Beverly Hills
advises, "She has good posture, a nice
manicure, well-maintained eyebrows
and designer shoes and accessories."
"Every day, you watch
opportunities pass you
by," says Neil Ducoff. "This
business holds plenty of
potential, but turning that
into dollars takes a no-compromise
"People can rise to your greatest
expectations or sink to your lowest," says
Jim Lafferty. "Trust and delegate. Young
people can step up if you belief in them,
but if you micromanage them they'll
never show you what they can do."