MENU
SEARCHSMALL 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.
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.
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.
The company's Concealed Bead Method is raising the bar for what professional extension education can deliver.
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.
The former CFO of Perdue Farms and owner of Hardy Seafood, Terry Owens delivers a wealth of wisdom and strategies for entrepreneurs in his new book, "Business is Simple."
After scaling her single-location salon business, SALON TODAY 200 Honoree Amy Pal recently sold her six-location Whip Salon for seven figures. Using the six Ps for maximizing a business's value, she's ready to help her peers do the same.
Buried inside the One Big Beautiful Bill Act are federal solar tax credit changes that deserve your attention now. Two of the credits that matter most to commercial property owners, the Investment Tax Credit and the Production Tax Credit, are still available, but only if you move fast. A third, the Commercial Building Energy Efficiency Deduction, has a hard termination date that is closer than most people realize.
Up to 40% of hair stylists ghost the salon interview stage, leaving owners trapped playing endless phone tag with uncommitted applicants. This data-driven report breaks down why traditional job boards create recruitment friction and reveals the modern messaging strategies high-growth salons use to get pre-qualified talent to actually show up. Learn how to transition from cold calling to high-conversion conversations that protect your time and fill your chairs.
Sponsored by Beautista
Spit fests, hostile threats, and even an overachieving matchmaker--SALON TODAY readers share their craziest client tales and how their team handled these tough situations with professionalism and grace.
Keeping your appointment book full when clients are in vacation mode takes more than a good Instagram post. It takes a plan. The 2026 Summer Marketing Calendar from Meevo gives salon, spa & med spa owners a month-by-month roadmap with sharp themes, key opportunity dates, and campaign ideas specifically designed for the beauty & wellness industry. Here’s to your summer season working as hard as you do!
Sponsored by Millennium Systems International
AI is transforming the beauty and wellness industry, and the future is about empowering people, not replacing them. Discover how Phorest AI helps salons, spas, and med spas across North America respond faster, personalize every visit, and keep human connection at the heart of the client experience.
Sponsored by Phorest
Owner Michaella Blissett-Williams credits her General Manager Gloria Hortua with [salon] 718's year-over-year, double-digit growth and says she's been able to scale the company to eight locations because she can rely on Hortua to manage daily operations.
Shine Time: Aluram’s High Shine Line Delivers Moisture and Shine with Clean Ingredients
Sponsored by Aluram
Elyse Rogers is an uplifting presence at The Headroom who makes the team feel heard even in stressful situations. Owner Danielle Cherewyk sings her praises in this installment of Meet the Manager.
Despite a slight and predictable decline in client traffic for Q1, resilient pricing power is driving year-over-year revenue growth in salons. The KIM Report's Alain Audet reviews the data and what it's telling us about the state of professional beauty.
Same-store revenue grew just 2% for the second straight year—and new guest visits declined across every segment of the industry. The 2026 Benchmark Report reveals where growth is actually happening, which verticals are pulling ahead, and what the data says about where your business stands right now.
Sponsored by Zenoti
Hair restoration is entering a new era driven by regenerative science. This paper explores how Exosome technology is transforming treatment outcomes by targeting hair loss at a cellular level. Discover why EXOGROW is leading this shift.
Sponsored by Dermapenworld
A salon brand is much more than a logo. In this thought-provoking blog, Leon Alexander, Ph.D., walks you through the difference. SALON TODAY suggests sharing this article with your team and leading a discussion at your next huddle, asking the team to define your business's brand.
