MENU
SEARCHAbout four years ago, Jeff South, owner of Intrigue Salon in Atlanta, Georgia, was asked if he would like to upgrade to a corner room at the hotel where he was staying.The cost was minimal, so he said “yes.” South also began noticing ...
Intrigue Salon's Jeff South presents his 'Upgrading for Success' strategy on the SALON TODAY 200 panel at Serious Business 2015 in New Orleans.
About four years ago, Jeff South, owner ofIntrigue Salon in Atlanta, Georgia, was asked if he would like to upgrade to a corner room at the hotel where he was staying.
The cost was minimal, so he said “yes.” South also began noticing the upgrades he was offered on flights—everything from seat choice to boarding status.
The word “upgrade” had officially piqued his interest. South did some Googling and found there was no tie-in with “upgrade” and any hair company. And quite simply, a new culture emerged in his salon—the business of upgrades.
“It’s an easy message for the client and stylist to understand,” says South. “When we realized we were going to live in an ‘upgrade’ society, it became a piece of our culture.”
Now, everything pertaining to hair color at Intrigue Salon is an upgrade. For example, a service like partial highlights has a starting price. Then, a stylist does a consultation and suggests upgrades based on the client’s hair.
“Maybe we upgrade to a silk lift, for finer hair,” says South. “Or for thick hair we can use Elumen to smooth it out. Balayage is also an upgrade.”
Serum treatments are another upgrade currently offered and South is about to add a “training” upgrade to the menu.
“This will include an extra 15 minutes of hands-on time to teach the guest how to style her hair,” he says.
The conversation on upgrades takes place in the chair during the consultation and is designed to make the client feel more special.
“It’s part of our culture now,” says South. “Stylists will sell multiple upgrades per client—it gives them the ability to jump prices up. They can do a couple upgrades and add another $50 to their ticket.”
Here’s how it works: Base prices for hair cuts and color vary based on the level of the stylist—junior, senior, etc. But upgrade prices are always the same, keeping it simple for both the client and the stylist.
The upgrade menu is positioned at eye level on the mirror of a stylist’s station, encouraging the upgrade conversation between the stylist and client. The menu also acts as a point of difference from other salons.
Intrigue has been offering upgrades for three and a half years now, and they now represent 10 percent of revenue.
South maintains implementation of an upgrade program can be achieved in four simple steps: assess, market, involve and invite.
First, he says to do a product breakdown or assessment (cost, usage, etc). Next, market your message with print materials and promotions. Third, involve your stylists by educating them on the benefits of the upgrade program.
“Make sure they embrace the message of the upgrade,” says South. “At Intrigue, it’s part of our culture and in our curriculum.”
Lastly, he says you must invite your customers to be a part of the experience by educating them with key phrases. An uneducated client won’t upgrade.
“Tailor upgrading to your own salon,” South recommends. “There are so many ways to go—just embrace the message.”
As for Intrigue’s clients, they have adopted the upgrade culture. “As long as we give them the ‘why’ behind an upgrade, clients rarely decline,” says South.
All beauty professionals should know how to identify when a client may need some health guidance. Tracy Rado discusses some common questions that clients ask in the chair, how to advise them, and when to refer them to a specialist.
In his latest blog, Leon Alexander Ph.D., challenges industry conventional thinking to help owners add more to their bottom lines.
In her latest blog, Amy Pal helps you develop your own clear guidelines around complimentary free employee services.
From managing air traffic on busy days to handling frustrated guests' complaints, your front desk team often serves as the salon's emotional shock absorber. From a customer service lesson from the DMV to a list of strategies for caring for your front line, our experts offer ideas for alleviating stress, celebrating wins, and setting goals.
According to the KIM Report, top-line salon revenue appears steady or slightly up, but that growth is driven primarily by service price increases. Beneath the surface, retail performance and client visit frequency (appointment drift) are under real pressure. In his latest blog, Alain Audet offers strategies for keeping your salon's retail sales strong.
Putting your family to work in the salon offers some real tax benefits, but you have you have to play by the rules of the tax code to claim them. Azarvand Tax Law's Leticia Skrabut, Esq., shows you how.
Discover how to create a true “WOW experience” for every client by first building a culture where your team feels engaged, empowered, and inspired. Drawing on Calvin Stovall’s Iconic Framework, this blog explores how salon, spa, and clinic leaders can strengthen culture, elevate customer experience, and build a business that stands out for the long term.
Sponsored by Phorest Salon Software
The wellness industry is growing fast, and salons and barbershops already are an important part of it. In her first blog, Tracy Rado shares where the wellness dollars are heading, and how salons can grow with this movement.
While salon sales are increasing, owners often feel they're working harder for the same or less profit. Leverage Q2 data from The KIM Report, Alain Audet reveals some of the structural changes that are dampening your growth and why your region and your salon size matters.
Weaknesses in your business are amplified during the Holiday Season. Spark Pro Global's Lucy Randall shows you five things to do now to have the strongest holiday season yet.
In Kati Whitledge's latest blog, she shares how salons have moved away from dress codes and embraced appearance standards. But by removing strict dress codes, some businesses may have unintentionally lowered their appearance standards. Whitledge helps you explain to your team why an appearance standard is important and how to smoothly implement a new appearance policy.
The Small Business Health Care Tax Credit is a non-refundable tax credit for for-profit businesses that provides a financial incentive for eligible employers who offer health insurance coverage to their employees. Leticia Skrabut, Esq., walks you through how to claim that credit.
Developing strong work habits early in one's career supports long-term success in the salon industry. Jesse Linares offers new stylists his top five tips.
Most salon owners have no idea what these numbers are. You can hit record sales and still have a profit problem. The difference comes down to four numbers almost nobody was taught to track.
Sponsored by Strata Salon Systems™
A five-area audit every owner-dependent salon needs to run. You built something that looks successful. Now find out if it can survive without you.
Sponsored by Strata Salon Systems™
Every month you put off fixing the problem, it gets bigger, more expensive, and harder to solve.
Sponsored by Strata Salon Systems™
At Janet St. Paul Studio for Hair and Beauty, Director of Operations Natasha McMillen helps bring her wife Janet St. Paul's vision to life, elevating every system from education to operations.
