The Constant
Starting at Impressions front desk in 2006 when he was 19 years old, General Manager Paul Petrowsky is a seasoned professional who owner Sarah Taylor says is responsible for much of her own success.
by Stacey Soble
The Process-Focused Leader
SMALL TALK was anathema to Marilyn Ihloff, until she realized it got more attention than a diatribe on numbers. That was 10 years ago, just before she discovered the 4MAT system though her association with O’Neill-Blackwell and followed through with inyu training and workshops.
July 11, 2011
3 min to read
4MAT
Case Study
Type 2: The Processed-Focused Leader
Builds structure; needs to accommodate feelings.
Marilyn Ihloff
Owner of three Ihloff Salons, in the
Tulsa, Oklahoma, area.
SMALL TALK was anathema to Marilyn
Ihloff, until she realized it got more attention
than a diatribe on numbers. That was 10
years ago, just before she discovered the
4MAT system though her association with
O'Neill-Blackwell and followed through with
inyu training and workshops.
Marilyn Ihloff (left) and staffer Kate Cottrill enlisted a little help from American Airlines to ship hair clippings to the Gulf Coast for free. "Now, I connect with more than data," says Ihloff.
"I always looked at numbers and went
right into the what; I was missing the why,"
recalls Ihloff. "At meetings, there was too
much reading of agenda and providing data; the staff's eyes were
glazing over. I had to get in touch with my inner Type One-ness!"
To build her "stretches," Ihloff now starts with the "whys" and
invites creative input. She says that the biggest payoff is in happy,
well-attended staff meetings.
"To make the meetings interesting to everyone, we revamped
them with music, slide shows and creative input," says Ihloff. "Three
people make a presentation to a specifi c department, then we have
a break-out session, during which the creative staffers can share
the hows and the what ifs. Our meetings are limited to two hours;
negatives are not allowed!"
Ihloff also struggled to get staffers to recommend retail. Her salons
were averaging $9 per ticket, yet she knew
that nearly 80 percent of consumers buy one
new hair product within 24 hours of a salon
visit. But, how to stop those eyes from glazing
over? Here's her Type 2 list for elevating her
salons' average retail ticket to $15 in about
20 months.
1. Set a benchmark. Ihloff used Aveda's
$12.50 per ticket.
2. Explain the why. Retaining guests is the
reason stylists are in the business. Don't ask
them to sell; ask them to educate, demonstrate
and recommend home-care programs, so
that they can retain guests.
3. Demonstrate, provide dialogue, coach and use role-playing
with feedback. Encourage employees to personalize the dialogue.
Practice roleplaying until everyone feels comfortable. Make it fun and
encourage employees to "fire up their Type Four-ness," as Ihloff says.
At her salons, the product recommendations were then integrated into
a comprehensive "Every Guest, Every Time," system, which includes
the greeting, service-delivery imperatives, placing three products in a
basket, walking guests to the desk, pre-booking and using referral cards.
4. Track and measure results. "To make this happen, you need a
management team with representatives from all four Types," says Ihloff.
"Working together makes us all more balanced individuals."
In the same series:
What's Your Leadership Style?
The People-Focused Leader
The Process-Focused Leader
The Productivity-Focused Leader
The Possibility-Focused Leader
Exclusive Online Offer
for Salon Today Readers
Are you ready to lead an interactive staff meeting with your team, using the
4MAT Learning Type Measure? Download your free guide so you can:
• Discover your team's strengths.
• Use the interactive exercises to build your team and enhance communication.
Visit inyutraining.com to download your free guide and purchase the Learning
Type Measure to assess your team.
Subscribe to Our Newsletter
More Salon Management
The Most Wonderful Time in Salons and Spas
Planning is in full swing for the most anticipated events and promotions for the 2026 holidays. As owners share their favorite ways to celebrate, they prove that a carefully planned event can also build culture, increase client loyalty, boost sales, and set a business up for a successful 2027.
by Stacey Soble
Leading with Empathy, Humility and a Mastery of Systems
When things run amok at Mane Attraction Salon, Owners Chris and Jenny Knudsen say General Manager Sami Hernandez is their go-to resource and ultimate sounding board. Meet Sami in this installment of Meet the Manager.
by Stacey Soble
Pagoda Brings AI-Powered Operations to Skinovatio Medical Spa Locations
Pagoda, a new AI-native operating system for scheduling, payments, patient records, marketing, and client communications, launches at Skinovatio Medical Spa in Arlington Heights, Illinois.
by Staff
How Women are Rewriting the Rules of Grey Hair
At a panel discussion hosted by L’Oréal Professionnel in Paris in early July, French Philosopher Sophie Galabru explored the cultural shift where women are increasingly choosing natural, personalized color results over traditional grey coverage. In an exclusive interview with SALON TODAY, Galabru and L’Oréal Professionnel Colorist Pierrick Beringer discuss this shift and how salons and colorists respond.
by Stacey Soble
Warm Leadership and Analytical Precision
At Salon Blonde, Director of Operations treats the staff as the salon's most important guests, while her wonderful 'nerdy' side, loves data, systems, and numbers. Find out how she makes Salon Blonde tick.
by Stacey Soble
Trotting the Globe, Forging Connections, Fostering Artistic Creativity
In an exclusive interview with SALON TODAY, Salon Owner Salvatore Minardi reflects on his past 18 months as Intercoiffure America Canada's World Talent Exchange Ambassador and how his experiences will help encourage cultural and artistic exchange and support greater engagement between ICA and the global organization Intercoiffure Mondial.
by Stacey Soble
Client Retention Guidebook
Everything you need to know about client retention as a salon owner.
Success Grown from Within
Owner Shelby Bills says her general manager, Sydney Osborne, reminds her of the power of leading with heart. Find out how Osborne became a great leader in our lastest installment of Meet the Manager.
by Stacey Soble
How Salon Leaders Can Process the Pain and Lead Forward When a Team Members Leaves Unethically
In her latest blog, Kati Whitledge identifies the five stages salon owners go through when a team member leaves the salon unethically, offering advice for each stage.
How AI Is Closing Revenue Gaps for Salons and Spas
The beauty and wellness businesses pulling ahead aren’t just working harder—they’re using AI to capture demand, personalize pricing, and convert more of every guest interaction into revenue. Here’s what the benchmark data reveals about the growing gap between AI adopters and everyone else.
Sponsored by Zenoti
The Premium Talent Magnet: The Modern Salon Playbook for Attracting Six-Figure Stylists
Stop chasing recruitment ghosts on generic job boards and start curating an elite team. Discover the framework that top-tier salons use to bypass phone tag, automate visual portfolio vetting, and attract high-earning, culture-first beauty professionals directly through real-time messaging. Turn your recruitment process into an exclusive brand invitation that keeps your highest-ticket chairs permanently filled.
Sponsored by Beautista
Five Revenue Leaks Hiding in Your Salon
Your calendar looks full, but is all of that demand actually converting to revenue? From phantom rebookings to underpriced peak hours, the 2026 Benchmark Report exposes five revenue leaks that most beauty and wellness businesses don’t even know they have.
Sponsored by Zenoti
The Heartbeat of Zandi K's Success
After moving to Colorado and teaching at a cosmetology school, Allison Stock joined Zandi K as a stylist, eventually becoming part of the Leadership Team, Education Team and Master Bridal Team. Today, as Director of Operation, Stock is Owner Nicki Wenz's right hand, managing human resources and operations, education and career development, and coaching and culture.
by Stacey Soble
Rethinking Retail in the Era of E-Commerce
In a world dominated by e-commerce, salon owners push back with proven strategies to increase retail sales while motivating team members to educate their clientele and delighting clients with retail-themed events and clever merchandising displays.
by Stacey Soble
The Harper Ellis Hair Co. Certification Program Teaches Stylists a Smarter, Safer Way to Install Extensions
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
by Staff
The Micro-Salon Blueprint: How Kat Scott Quadrupled Income by Maximizing Her Suite
Scott maximized her micro-salon by transitioning from stylist to strategic owner, focusing on recruiting and station-sharing. By prioritizing her ownership role over behind-the-chair work, she grew her team to six stylists within the two-chair, 150-square-foot space before eventually moving to a larger facility.
by Staff