What is Value Added?

Hi,

When a veterinarian sets a dog's broken leg she's added value to a life. When an engineer designs a bridge to cross a river, she's added value by allowing people and goods to cross the river. When a small business owner creates jobs in her community, she's added value by helping her employees provide for themselves and their families. These are examples of value-added activities each of us can relate to and it's easy to see the improvements the vet, the engineer, and the entrepreneur bring to the table.

There are other ways value can be considered. For example, value can simply be delivered. Imagine the office assistant whose only job it is to do what she's told, "Get coffee for our guests," "Order lunch for our clients," "Run down to UPS and mail this package to our account in Omaha," "Call my 10:30 appointment and tell her I'll be 5 minutes early." The thinking and intention behind the action comes from someone else, probably the boss, and the assistant's only role is to deliver, not create value.

Value can also be destroyed. Can you remember a time when you were treated poorly at the Post Office, or in a retail store, or by someone in a call center supposedly helping you fix your computer? If you've ever been treated like a number, been taken for granted, or expected to spend an unreasonable amount of time on hold, the person you were working with was actually destroying value for their organization. The destruction occurs at the point you don't receive the service you require and it occurs again when you decide to never return.

In general, our jobs and careers tend to correlate to the amount of value we create, deliver, or destroy. Jobs that create a lot of value tend to be personally rewarding because they give us a sense of accomplishment and meaning--knowing that what we do is making a difference. In the private sector, they also tend to pay better. Jobs that simply deliver value don't tend to be as rewarding financially or emotionally. And, in our experience, any worker who destroys value has issues to work out whether they are personal or professional.

Professional hair stylists have the opportunity to add an enormous amount of value and the potential to be very satisfied emotionally and financially. If you are one of those, please share your thoughts. We'd love to learn how you create value and derive meaning from your work. If you are not one of those, please contact me. I'd love to help you on a path toward a richer career experience.

Jim

Lucavia

(925) 980-7871
gojimlucas@lucavia.com
www.lucavia.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

You May Be a Professional Hair Stylist

Hi,

Creating value is at the core of every profession and every business—even at the core of every person. How fortunate stylists are to have the opportunity to create value on at least two levels. On a practical level, it is through their mastery each of us have access to better looking hair. On a deeper level, they have the potential to make us feel better about ourselves, improve our confidence and self-esteem, and even help us be more effective personally and professionally.

We believe hairdressing is a profession. We also believe that through ignorance, lack of role models, and inertia many stylists approach hairdressing as a trade rather than a profession. In this post we are talking to professionals and those who aspire to become professionals.

Let’s take a quick look at some characteristics stylists have in common with other professionals. Like teachers, business people, and pharmacists; stylists need specialized knowledge. Like lawyers and doctors; stylists must commit to lifelong continuing education. Like authors, playwrights, and artists; stylists need imagination. And, like counselors, entrepreneurs, and bankers; stylists must exercise judgment. Compared with tradesmen, who may well have rich and satisfying jobs, stylists enjoy the upside potential of creating extremely satisfying careers, lifelong learning, and a high degree of autonomy.

One of the wonderful consequences of being a professional is the relative degree of control you have over your work. Professionals tend to be mobile—they can earn their living almost anywhere they want to live. Professionals enjoy a certain regard from people in their communities and social circles. Professionals also have some say about their work environment. For example, authors, lawyers, and dentists have a high degree of control over whether they work within organizations or whether they work in solitude. Either is an effective way for them to do their jobs and the choice simply reflects who they are as people or the degree of socialization they require in their work environment.

Stylists have the same freedom of choice. In an earlier posting called, “What’s In It for Me?” stylists who prefer to work alone can see how they might prefer to open a little studio, or work in a Warehouse Model salon. Stylists who have relatively low needs for social interaction, or who simply want to focus on their individual practice, can thrive in those environments. For those stylists who enjoy being part of a team, who have a collaborative work style, who seek a balance between the collective interest and the individual interest, and who want to be part of something larger than themselves the Branded Model salon is a better choice. We’ll stop far short of saying one of these models is better than the other—but we admit that we not only prefer, but advocate, the Branded Model and actually seek out those stylists who prefer that kind of work environment.

If you have questions, or want to discuss the personal and professional benefits that stylists can enjoy by working in Branded Model salons, please contact me.

Jim

Lucavia

(925) 980-7871
gojimlucas@lucavia.com


© Copyright Jim Lucas 2009-2010 All Rights Reserved

What's In It for Me?

Hi,


Working with as many salon owners as we do it hasn’t taken long to get a general sense of the culture that exists in salons. In this case we’re using the word culture to mean: The knowledge, experience, beliefs, values, attitudes, and behaviors of a group of stylists.

At the highest level, what we’ve found are the two ends of the culture spectrum in salons. At one extreme salons are little more than common spaces where independent individuals have gathered to do hair to the best of their abilities. The salon owner provides little in the way of value-added services and tends to simply collect rent (in whatever form) in exchange for putting a roof over everyone’s head. We call this the salon Warehouse Model where the focus is on the individual stylist’s independence and autonomy. At the other end of the spectrum are salons which are run as integrated brands. We call this the Branded Model where the focus is on the client experience, team interdependence, and a collective interest in creating something meaningful and lasting—in addition to providing a place where stylists can do hair. Of course, most salons fall somewhere in between the extremes of this continuum.

We believe there are a few strategic options in the salon business that offer killer opportunities to salon owners interested in capitalizing on them. Integrating the client’s experience into every aspect of the salon’s brand is one. Selling retail in comparison to beauty supply shops is another. Creating an integrated brand is also an enormous opportunity for several reasons—chief among them the fact that so very few salons recognize it as an opportunity. This means that those salon owners who do see and act on the opportunity stand to gain such a distinct point of difference they will create a fundamental competitive advantage over their salon competitors—most of whom tend toward the Warehouse Model.

In short, the advantages of the Branded Model—strictly from the stylist’s point of view, not to mention those for the salon owner, are:

Better business education

Increased technical competence

Client growth and loyalty

Improved financial security

Personal enrichment and satisfaction

Better interpersonal skills and relationships

Greater self confidence and improved self image.

As Stephen R. Covey discusses in his book First Things First all human beings have a common need to, “To live, to love, to learn, and to leave a legacy.” We believe the Branded Model is the better way to satisfy these needs—and to ignore these needs is quite simply a shame.

If you have questions, or just want to discuss these ideas, please contact me.

Jim

Lucavia

(925) 980-7871

gojimlucas@lucavia.com


© Copyright Jim Lucas 2009-2010 All Rights Reserved

Stylists Should be Selfish

Hi,

This isn’t what you’ve been taught.

Be selfish.

In order to meet someone else’s needs you have to meet your own needs first. If you’ve flown in a commercial aircraft, you heard, “In the event of a loss of cabin pressure place the oxygen mask firmly over your nose and mouth. Then, assist those around you.” It makes immediate sense doesn’t it? If you aren’t breathing, A) Well, you’re not breathing and that’s bad, and B) You aren’t able to help others. This is a great example of being selfish or meeting your own needs first.

In personal relationships it often works the same way. If your needs are not met then, sooner or later, you will develop resentment. In general, we’ve been taught to be people pleasers. To be good girls and boys. To be quiet. To be polite. To let others go first. But, if we’re always giving, giving in, and compromising, who is taking care of us and our needs? Probably no one. It’s from there our resentment surfaces usually manifesting itself in destructive or passive-aggressive ways. Learning to negotiate for your own needs is a great example of being selfish because it allows you to give of yourself freely and in a heartfelt way.

In business the same principle applies. As a stylist, first you need to understand your needs (see our post “A Stylist’s Competitive Advantage”) and then align yourself with a salon owner who can meet those needs. To succeed, salon owners must create a shared vision that mobilizes their staff to do certain things in the best interest of the salon. They know their staff will only support the salon’s needs if each individual’s needs are met by taking the action requested of them—otherwise stylists agree to do certain things but then don’t follow through. This is usually because they don’t see an immediate, tangible benefit or they don’t think the benefit outweighs their current behavior. Being clear and open about your needs is a great example of being selfish and reduces business frustration and misunderstanding.

In the meantime, salon owners will be hiring staff members based on their natural desire to help the salon meet its business objectives—and building a shared vision with their staff that makes it clear how the salon’s needs are also in each stylist’s best interest.

If these ideas appeal to you, please contact us to discuss how to implement them in your salon. We’d love to help you reach your business objectives, in fact, that’s all we do.

Jim Lucas

Séva Education

(925) 980-7871

gojimlucas@sevastyle.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

Beyond Customer Centric

Hi,

Over the last 100 years, or so, business strategy has evolved. Without trying to be thorough, the progression has gone something like this:

SKILLED

Artisans and crafts people developed specialized skills that brought customers to their door.

DISTRIBUTION

Middlemen and merchants created markets that attracted customers to central places.

MASS PRODUCTION

Interchangeable parts allowed formerly custom-made goods to be mass produced at lower costs.

TECHNOLOGY

The automation of mass production that rapidly drove costs down making products affordable to even more consumers 

CUSTOMER-CENTRIC

Understanding and serving the customer’s needs as the way to gain competitive advantage.

Most readers will recognize we are currently in a customer-centric period (with a strong dose of technology mixed in) where it’s pretty common to hear companies talking about “The customer is always right,” “Customer focus,” and “Client service.”

Séva is developing an innovative new business strategy called Transformational Client Experience or TCE. Transformational Client Experience argues for a fundamental shift in the way brands serve clients as a means of competitive advantage. In the past, once a company had acquired skills, distribution, mass production, and technology—they realized they needed to become customer-centric because all their competitors had pretty much the same skills, distribution, mass production, etc. Only those brands who got to know their customers were able to thrive, since simply producing low-cost products wasn’t enough—those products had to actually satisfy customers’ real needs and wants. (For example, it’s often argued that losing customer focus is what brought Detroit and the American auto industry to near disaster.)

We believe TCE represents the next significant shift and that it will raise the bar and redefine client service. If you would like to learn more about TCE, and the difference it can make for your salon or spa, please contact me. We’d love to share more of our insight and listen to your story.

Jim Lucas

Séva Education

(925) 980-7871

gojimlucas@sevastyle.com 

© Copyright Jim Lucas 2000-2010 All Rights Reserved

A Stylist’s Competitive Advantage

Hi,

Like everyone in business—or in the art world for that matter—stylists must compete. They compete for clients, for pay, for the best hours, the best chair, and to work in the best salons. But, what makes one stylist more competitive than another?

We believe that stylists, and other practitioners in salons and spas, compete in five main areas:

TECHNICAL COMPETENCE

The ability to cut, color, and style hair is probably the first factor that comes to mind for most stylists. If you don’t “do hair” very well, you’re obviously at a significant disadvantage. But you may be at an even greater disadvantage if you think your competitiveness relies on talent or ability alone.

CLIENT SERVICE

Next, we’re certain many would cite customer service as something they must perform well in order to excel—but how many realize that client service is just as important to the well-rounded stylist as ability? Beyond that, how many stylists are actively improving their understanding of client service and work to improve those skills?

REVENUE PRODUCTION

We’ve met a lot of stylists who think of their ability to earn is somehow independent, or only loosely related, to the health and well being of the salon where they work. In fact, the competitiveness of the stylist and the salon itself are inseparably woven together. The stylist must earn, the salon must profit, the salon then reinvests in their space and their brand, which in turn provides employment for the stylist. We encourage stylists to consider this interdependence the next time their salon owner approaches them about retail, average ticket size, number of clients per day, etc. Everyone is in it together.

BUSINESS KNOWLEDGE

Perhaps there is awareness that stylists need to develop business knowledge in order to improve their competitiveness—but few are focused on it. Precisely because it is so important, and so few bother to take it seriously, we believe it is one of the easiest ways for savvy stylists to set themselves apart from the crowd.

TEAMWORK

Another aspect of competitiveness that gets lip-service but not a lot of serious effort is teamwork. Because clients have a sixth-sense about the harmony and vibe in a salon or spa, because there are many times that one stylist would benefit from the expertise of another, and because everyone must have a shared vision if a salon is to be transformed into a powerful brand; teamwork in today’s environment is critical to a thriving salon.

THE HIDDEN FACTOR

Often the salon itself isn’t thought of as a competitive advantage for the stylist—but it clearly is. Salon owners who create unique experiences, recognizable brands, and salons that run smoothly are doing something very, very important for stylists—they are developing long-term demand, ensuring client satisfaction, and creating an environment where stylists can do their best work. Whether a stylist perceives this as ample walk-in traffic, clients who, “Love your new location,” or who pick up on the great vibe; working with salon owners to help them achieve their objectives is one potent way to ensure that stylists themselves improve their ability to compete—with the salon down the street.

If you would like to discuss these ideas or learn more about Séva Education, please contact me.

Jim Lucas

Séva Education

(925) 980-7871

gojimlucas@sevastyle.com

© Copyright Jim Lucas 2000-2010 All Rights Reserved

The Case for Planning

Hi,

Many of us get so caught up in what we’re doing we look back after a day’s, week’s, or month’s work and ask ourselves, “What have I accomplished?” It’s true. We get so busy, or we let ourselves get so busy, that we don’t set aside the time to gain some perspective, to set goals and then lay out a plan to get from where we are to where we want to be. No wonder we’re not sure if we’ve actually gotten anything done.

Well you’re not alone. The majority of your competition is doing the same thing.

Consider the case of a sailor at sea. Contemplating a trip from Los Angeles to San Francisco, or from Florida to the Bahamas, or even from Lisbon to New York. First she checks her training and equipment and gathers all the resources she’ll need to make the trip. Next she charts her course and writes it down stage by stage. She estimates the time it will take and what it will cost. Little will be left to chance because she knows the elements are unforgiving and—while luck is always welcome—to complete the trip she’ll have to be more than lucky. Once she’s set sail she has to take the wind and currents into account. Her charts are drawn with straight lines but she knows that she will drift and nothing is as simple as it seems. She knows some of the currents and winds are too strong to take head-on. She’ll have to work with the elements and keep checking her charts against her current position and make thousands of adjustments before she successfully arrives at her destination.

This is a simple metaphor. It’s a compelling argument for actively planning the success of your salon. It’s easy to relate to the idea that building your business is a journey and that you’re the captain of your ship. You too need the right knowledge, equipment, and resources. But above all, you need to chart your course and then constantly check to see if you're on track or if the current is taking you away from your goal.

Séva Education not only helps you gather the knowledge you need, we teach you how to chart your course. We suggest you begin while your competitors are still sailing around in circles. Come on, this is going to be fun!

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com


© Copyright Jim Lucas 2009-2010 All Rights Reserved

Where the Rubber Meets the Road

Hi,

Not long ago there was a television commercial featuring a group of consultants in a meeting with their client. The consultants had just finished their recommendations and offered their advice as documented in their final report. At the end of their presentation the client said, “Great. Let’s get started!” causing raised eyebrows and a burst of laughter from the consultants. After they’d regained their composure they simply said, “Uh, these were our recommendations. We don’t actually do anything.”

Séva Education is different. We are compelled to take action.

Our offerings are comprehensive and based on strong branding and business management practices. But, we don’t stop there. Our Transformational Client Experience work will help you understand your clients better than ever before and create a Transformative Experience for them based on what’s important to them. Our Branding module will ensure that everything we want your brand to be, to do, and to say is well thought out, integrated, and consistent.

While perhaps not the most glamorous aspect, our Operational Excellence practice is how we help you get traction—how we actually get things done—basically, where the rubber meets the road. We are excited to share our insights and understanding about consumers and brands but we won’t be satisfied until we transform this knowledge into action and turn that action into business results for your salon.

If this kind of thinking gets your attention, we should talk. I’d love to explain what else is on our minds and I’d really enjoy hearing your story.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

Mad as Hell!

Hi,

Jonathan Guthrie wrote an interesting article for the Financial Times (10/15/09) about hairdressers in the United Kingdom. Concluding with some very upbeat comments about the industry, saying, “Hair cannot be cut over the internet, or automated without the risk that ears will be trimmed off along with the split ends. ...Hairdressers have something many big businesses would kill for: a defensible market position.” That is very positive and positively true.

On the way to his conclusion he explored some not-so-complimentary ideas, including his quoting the writer Douglas Adams “Who hypothesised that, given the chance, society would maroon those inessential snippers on a wilderness planet, where they would dopily use sticks to make curling tongs rather than fires for cooking.”

Rarely do we have a business conversation with salon owners or stylists when they don’t mention something about wanting to increase the professional image of stylists or the respect for stylists in our industry. For example, we often hear, “I really need to take my staff to the next level,” or “I don’t get it, I provide just as valuable a service as (fill in the blank) and their reputations are more professional than stylists’.”

As people, we sometimes take our motivation from an inspiring thought or from great examples of leadership; but in this case we don’t think it’s unreasonable to get “Mad as hell” and do something about it.

We believe that one of the most powerful actions stylists can take to improve their work life, professional standing, and increase their earnings is to do something that many find completely unreasonable:
1. Work with salon owners to build their salon into a powerful brand
2. Work together as a team with fellow stylists
3. Invest in their business education at the same rate as their hairdressing education.

Imagine what a salon could achieve with stylists able to create that kind of vision.

Now, if you would like to discuss the enormous benefits—to you as a stylist, or as an owner—and learn how to implement this kind of powerful change in your salon, please contact us. We’d love to show you how it’s in your own selfish best interest to improve yourself, your teamwork, and your brand.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

Reframing the Category

Hi,

One of the steps in the Branding Framework is called Reframing the Category. It has to do with looking at an opportunity, or a problem, in a new way with fresh eyes. It is an exercise that can define a competitive advantage for your brand simply by ignoring the usual constraints or “givens” in the marketplace and replacing them with an insight, or service, or product that is completely unexpected, new, or counter-intuitive. Successfully reframing your category can mean the difference between being just another salon or spa and being the salon or spa in your market.

At the risk of touching an invisible “third rail” Séva believes that somehow, for some reason, the industry has developed very low expectations of stylists—not as artists, but as business professionals. Time and time again we hear recurring themes from salon owners directly, at trade shows, and from online consultants and industry observers (btw, some of these comments are edited):
• Stylists are only concerned about their own chair
• Stylists won’t sell retail even though they would make more money
• Estheticians are great at selling product but my stylists refuse
• Stylists must be told daily what to do or they forget, or worse.

Let’s only look at these observations from the point of view of reframing the category and try to create a fundamental breakthrough that you can develop for your salon.

We know from business theory that businesses thrive under certain universal conditions:
• When the rules are well known and transparent
• When a common purpose exists
• When a shared understanding leads to teamwork and synergy
• When people mobilize toward a common goal
• When people are able to draw a direct line between a given behavior and their own self-interests
• When a specific capability exists that is not easily duplicated by competition.

Using these universal business conditions to turn popular opinion about stylists upside down, Séva argues the potential for competitive advantage exists for salon and spa owners who adopt this strategic imperative:

I will always be number one in my market because I own something no other competitor has been able to achieve—and isn’t likely to achieve anytime soon: My staff works together with a common purpose. Each and every one of them inspires me with their ability to deliver our brand promise every single day without fail.

If you could make this true for your salon, would it mean the difference between surviving and thriving? We are certain it will. If you would like to learn more about this powerful idea and be the only salon in your market to own this advantage, please contact me. I’d love to hear your story.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

New Clients or More Success?

Hi,

When we don’t have a relationship with a salon or spa and we ask, “What is the one thing you need most?” the answer we hear is, “More clients.” The message is clear, it’s simple, and it’s compelling. It’s something we respect and something we believe. As a result, our branding practice contains a new business development module that is entirely focused on bringing new clients into your salon or spa.

When we have a trusting relationship with a salon or spa we get a surprisingly different answer to the same question, “What is the one thing you need most?” When a salon or spa owner feels safe, and we have personal rapport, we often get an outpouring of disclosures that reveal the true state of their business. It often turns out that “More clients” is just the tip of the iceberg and many of our clients struggle with anything from “Getting my salon to the next level,” to “Creating better loyalty and teamwork with my staff,” to “I really need someone to help me get my business act together.”

MORE CLIENTS

So, if you are coming to this conversation from the “More clients” point of view we have something very direct and simple for you. We would like to share our Business Development Playbook and we would like to introduce you to the Plan-Do-Check-Act methodology. It is a simple idea with zero overhead. It simply states that we make our plans, execute our actions, check to see if they worked, and then act accordingly when we repeat our plans. That is, we get constantly better by documenting and measuring our results and then systematically throwing out what doesn’t work in favor of improving the things that do work. (Please see earlier blog posts for more insight.)

MORE SUCCESS

If you’re coming to this conversation looking for something deeper—or simply open to it, we have something very concrete and powerful to offer. Séva Education believes that at the end of the day only one thing matters. That one thing is creating a transformative experience for clients—which in turn—transforms them from clients into advocates who actively look for ways to help you succeed. (See earlier posts for more detail.) Our practice consists of three pieces: client experiences, branding, and excellent operations. In the Transformative Client Experience component we show how simple client service is not enough for a spa to thrive. Even strong functional experiences (great services, great location, great attitude, great prices, etc.) are not enough to build powerful brands. It’s only when we tap into the multiplying effect of Functional X Emotional experiences that we can truly create something transformative for you. Once that is clearly defined we build your brand story, using our Branding Framework, to clearly and consistently tell the market who you are, what you stand for, and what you promise.

If these ideas pique your interest, and if you want to learn more about developing new clients, please contact us. We’d love to hear your story and, when you’re ready, learn about what’s truly keeping you up at night.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

Learn a New Language: Branding

Hi,

When my family and I lived in Italy we knew from the beginning we would have to learn Italian which was a new language for all of us. We wanted to immerse ourselves in the culture and in our new country and for us to do that learning the language was key. It wasn’t so much that we were interested in Italian for the pure joy of speaking it; what we really wanted were the benefits of speaking the language: The ability to make friends, have richer life experiences, perform better at work, and just live a normal life.

In the same way, branding can be thought of as a kind of language. It has structure, and logic, and vocabulary. For most people, learning the language of branding isn’t about the joy of learning; it too is about the benefits it brings. The ability to communicate with target clients, imagine richer client experiences, profitable growth, and just running a better salon.

Once we learned enough Italian to be dangerous we learned a very unexpected lesson. We were so proud that we could say simple phrases and ask a variety of questions. It didn’t take long to realize, however, that after we successfully communicated something like, “Good morning. How are you?” things would get very complicated. Why? Because the person we spoke to would respond! Once they started talking we realized we not only needed to learn the questions, we needed to be able to understand the answers—and then have something else to say, unless we wanted every conversation to last less than a minute.

That’s when we got serious about understanding the fundamentals of Italian. We knew that we couldn’t acquire a lifetime of knowledge in six months but we also knew that if we understood the fundamentals of Italian we could figure out how to keep a conversation going. Getting a stronger command of verbs, nouns, and syntax turned out to be far more helpful than just learning random words and speaking them without purpose.

Branding has its own vocabulary and you can learn and use the basics to help you have purposeful conversations with your clients and target audience. Without having to master the entire subject in six months you can still understand and practice the fundamentals that will allow your salon to thrive. We can teach you the fundamentals of branding and we can show you how to sustain your conversations.

If this kind of thinking appeals to you and you would like to learn more, please contact me. We’d love to hear your story and share more of ours.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

Voting with Your Feet

Hi,

What is the difference between satisfaction and loyalty?

Have you ever changed grocery stores, pharmacies, coffee shops, mechanics, hair salons or spas without complaining, or even saying a word to the owner or manager? I have too. Have you ever made a change even though you were actually pretty satisfied? So have I. As consumers, when we do this, we’re voting with our feet, that is, we don’t make a big fuss we simply walk away—often for good.

When this happens do you wonder why—especially when the client seemed perfectly happy? Other things being equal, the primary cause for clients changing salons is the difference between dissatisfaction, satisfaction, and loyalty. Dissatisfaction is easy: The goods or services don’t meet the client’s needs. The quality isn’t right, the value isn’t there, or the experience doesn’t meet expectations. Satisfaction is just as clear; most of the client’s expectations are being met: products, services, value, experience, etc.

But what makes a satisfied client loyal?

Here’s a personal story. Before they retired in old age I went to the same salon for 10 years. In that time they raised their prices several times, made it harder to get an appointment, and reduced the number of days they were open from six to four. During that time I had several bad hair cuts, a poked eye, a deep nick out of one ear, and I was never happy with their standard for cleanliness. As it turns out, I’ve been known to walk out of a restaurant that doesn’t greet my party promptly, or a shop that doesn’t offer a pleasant greeting—so what was it that made me loyal to my salon for so long?

An emotional connection is what made me a loyal client.

A Transformational Client Experience is what creates an emotional bond between you and your clients. It makes everything else possible, including:
• Profitable growth
• Building your brand
• Developing teamwork among your staff
• Smoother operations and lower costs.

If this thinking appeals to you, and you are committed to making your mark on the haircare business, please contact us to set up a few minutes to talk. We’re very interested in your story and your aspirations for the future. We’d like to explain our program and explore ways we can work together. Thanks for taking time to read this. We look forward to hearing from you.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com

© Copyright Jim Lucas 2009-2010 All Rights Reserved

Don’t Be Just Another Pretty Space

Hi,

You’ve built up your clientele and your confidence. You’ve saved up some money, you’ve been studying other salons, and you know what you want to do when you open your own place. You spent a lot of time thinking about the look you want to create, the kind of vibe you want, and you even came up with a great name for your new salon.

After a couple years the word has gotten around. You’ve built a reputation and you’re proud of what you created. Even though it’s touch-and-go the salon is getting busier and recently you were even able to take a few days off. Things are going well but it’s ironic because with all the expenses you’ve had to cover, and all the time you spend working, you’re thinking maybe you used to make more money before the salon.

You’re on a roll! The salon is pretty much full and all your stylists are making more money than they ever have. If it weren’t for that big expense that came up last year you would’ve made more money too. The salon still looks great, for the most part, and you’re thinking you might just make a profit this year.

O.K., let’s jump in here: We hear these stories frequently. The details are different but the pattern is pretty consistent with any small business. You develop your talent, your momentum; you take a big risk and you take it one day at a time as you work to establish yourself and hope to do more.

No matter where you are in your progression Séva Education wants to make sure your story includes the words: Thriving Salon. You dreamed of doing things differently, creating something special, and actually making your mark on the business. To do that you need to look beyond creating just another pretty space and sink your teeth into some strong client experience expertise, branding knowledge, and operating know how. There are no guarantees in business—much less any assurance that you’ll get lucky. But with Séva Education you can improve the odds in your favor.

If you would like to develop your business education, much like you do your artistic skills, please contact me. I’d love to show you how we can develop Your Thriving Salon together.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com


© Copyright Jim Lucas 2009-2010 All Rights Reserved

Is What You Want Always What You Need?

Hi,

Every salon owner wants to increase their revenues. Many think of revenue only in terms of new clients; and most of those have tried too many promotional ideas to count as they've tried to attract new clients. Why is it that some promotions didn’t work? Why did some do better than others? Are you constantly searching for the elusive Killer Idea that is guaranteed to bring in new clients?

We certainly agree that salon owners want and need new clients; and we’re here to help you drive sales. But, our approach is different. We believe what you really need to sustain your business, and to create a Thriving Salon, isn’t the next Big Thing—it’s a different way of looking at what really matters. It’s about building an integrated brand story that increases your upside potential and protects you when times are tough. It’s about applying all your resources ($, time, ideas, and staff) in ways that create momentum and growth.

The next time you find yourself wondering about your next promotion, ask yourself these questions:
What behavior do I want from consumers?
How does this communicate my brand promise?
How does this build on earlier promotions and set up those to follow?
Is my organization prepared to deliver on the promotion?

If you would like to explore these kinds of questions, and the thinking behind them, please contact me. I’d love to hear your story and share ours.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com


© Copyright Jim Lucas 2009-2010 All Rights Reserved

What's the Problem--Really?

Hi,

We’re all familiar with problems. We also know if we’re the kind of person who sees problems as problems or sees them as opportunities in disguise. But how many of us take the time to really understand a problem before we race to fix it? Maybe you’ve been in a situation where you shared your problems with a friend and he immediately began to offer advice, ideas, and solutions. Feeling unappreciated he says, “You don’t seem to think my advice is very helpful,” and you replied, “That’s because all I wanted was for you to listen to me.”

What was the real problem?

In business it is extremely important to get a clear understanding of a problem before we begin to solve it. Very often problems are simple and can be taken at face value. For example, a light bulb burns out in a lamp. Usually that simply means that a light bulb burned out and it needs replacing. But with many kinds of problems there is more than meets the eye. We need to take time to understand the problem completely before diving in to fix it—otherwise we risk solving the wrong thing, wasting our time, or doing even more damage.

When we’re talking to salon owners we often hear about three problems:

Not Enough Clients. Usually the problem is summarized as, “This economy has really been tough on us,” or “The competition has really impacted our business,” or “We lost our best stylist(s) to another salon.” All of these explanations may be true to some extent—but they are seldom the root cause of the problem.

Not Enough Retail. You don’t need to read this blog post to hear what’s coming next: “I just don’t get it! I can’t for the life of me understand why our stylists don’t sell retail. It’d be money in their pockets. Stylists just don’t like pushing product.” The idea that stylists don’t like to sell has become ingrained in the salon business. Believe me, that is not the full explanation.

Not Enough Revenue. On a certain level, not enough revenue is exactly what it sounds like. But “The economy,” “No advertising budget,” and “Clients are cutting back” are not as accurate as one might think in terms of getting the problem stated correctly.

Séva Education knows the questions that will help us both understand the true nature of your business problems—and we aren’t afraid to ask them. Once we define the real problems we’ll propose clever, thoughtful, and solid solutions that treat the causes and not just the symptoms. If this sounds like something your business could use, please contact me.

Jim Lucas
Séva Education
(925) 980-7871
gojimlucas@sevastyle.com


© Copyright Jim Lucas 2009-2010 All Rights Reserved

The Cure for Reaction Sickness

Hi,

In The Creation of Value, Irving Singer concludes there is no final answer to the question, “What is the meaning of life?” However, he does believe there is an answer to the question, “What brings meaning to life?”

The answer: By creating value.

During my corporate career, in the workday stories of my friends, and in what I hear when chatting with salon owners, it is clear to me that most people intuitively understand this answer. We all want to do something that makes a difference, something important, we want to use our time wisely, and create something of value whether at work, home, or at play.

While we all “get it” we don’t always get it right. There is a saying, “Don’t confuse motion with progress,” and that may be where a lot of us fall short. In our honest attempt to do something important we too often settle for doing things that fill up our days—reacting to whatever happens to come next—which only make us feel important. It may be true when you hear someone say, “It’s crazy!” “I’m slammed!” or “Work’s insane!” but before taking their claim at face value, it’s worth wondering “Is this a case of Reaction Sickness?”

Reaction sickness occurs whenever we perform tasks that come our way without examining how they fit into our plans to create Transformative Client Experiences, build our brands, or improve our salon operations. Admittedly, it’s probably something we can never completely cure, but it’s something we definitely have to guard against, treat, and manage.

The best antidote we know of for reaction sickness is having a well-defined purpose, clear and measurable goals, and strategic plan for your salon. If you would like to learn more about these ideas and begin the process of injecting power into your brand, please contact me.

Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871


© Copyright Jim Lucas 2009-2010 All Rights Reserved

Renewal

Hi,

Every living thing goes through the cycle of birth, growth, and decline. Our careers and our businesses are subject to the same cycle—with at least one additional phase I’ll call “renewal.” In every case, it’s a great idea to make the growth phase last as long as we can, and renewal is a great way to approach it.

Most everyone is familiar with the feeling of being in a rut. When we were younger, and everything was new, we scarcely had time to get into a rut. Our young lives were filled with excitement and the challenges of kindergarten, grade school, elementary, junior high, and high school--each designed to keep us learning, growing, and building our experience. Soon after high school or college we began our careers and things continued at the same, or even faster pace.

But once we settle into our careers there is no structure (like school) to make sure we keep graduating. It is up to us to keep things fresh. To keep learning. To keep growing and challenging ourselves. Some of us are better at it than others but if we find ourselves in a rut—chances are we need to renew ourselves by setting new goals, seeking out new experiences, and taking on new challenges. If we don’t we are not extending our growth phase and, well, the inevitable begins.

In our practice at Séva Education, we recognize seven stages of development for most salon owners.
New Stylist. After getting out of cosmetology school and getting your license, you look for a salon where the real learning begins.
Great Stylist. After a few years of hard work and dedication you develop skills, confidence, and a loyal clientele.
New Salon Owner. Striking out on your own to become a salon owner gives you the chance to make your mark.
Full-time stylist and Full-time owner. Reality. 'Nuff said.
Part-time stylist and Full-time owner. Some find a way to step away from the chair at least a few hours a week and give the salon the attention it needs.
Occasional stylist and Full-time leader. Even fewer figure out how to do hair for fun and succeed with the transition from owner to leader.
Full-time you! The best of the best create salons that run themselves; leaving them free to do whatever it is they love—inside or outside the salon.

If you are still in your growth phase, or would like to begin your own renewal process, please contact me. I’d love to hear your story and see how we can serve you.

Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871


© Copyright Jim Lucas 2009-2010 All Rights Reserved

What Drives Your Salon?

Hi,

At the end of the day, only one thing matters.

Every small business owner has to wear many hats. Every salon owner knows there are hundreds of things that must go right every day if their salon is going to survive. Many salon owners know there are a handful of things they have to keep an eye on if they want their salon to last. We want you to be one of the salon owners who get it: There is really only one thing that drives your salon—everything else simply comes along for the ride.

There is one thing that can make up for:
• An average location
• Losing your best stylist
• A downturn in the economy
• A flawed business strategy
• An increase in your rent, etc.

There is an old saying, “When a river runs dry, the rocks begin to show.” In terms of your salon; think of water in the river as cashflow, the banks of the river as your marketplace, and the rocks as problems. What is the one thing that drives your business? The one thing isn’t cashflow because cash doesn’t just appear, it’s provided by clients. The one thing isn’t clients because clients come and go.

Well, if it isn’t cashflow and it isn’t cliets, what is it? The one thing that drives your salon is the client experience you imagine, create, and then tirelessly maintain day-in and day-out. But, not just any client experience—it has to be a Transformational Client Experience.

A Transformational Client Experience achieves many things, including:
• Creating a bright spot in a client’s day
• Increasing a client’s self esteem
• Infecting them with optimism
• Making someone feel more connected to life.

It doesn’t mean you can ignore your business strategy or that your problems go away. It simply means that when you create a Transformational Client Experience, clients want to visit your salon, they tell their friends, your cashflow increases and it makes everything else easier and makes your salon more competitive.

If this thinking appeals to you, and you are committed to making your mark on the haircare business, please contact us to set up a few minutes to talk. We’re very interested in your story and your aspirations for the future. We’d like to explain our program and explore whether it makes sense to move forward. Thanks for taking time to read this. We look forward to hearing from you.

Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871


© Copyright Jim Lucas 2009-2010 All Rights Reserved

Making Change

Hi,

Your salon is about to go through some changes. The most interesting question is,

“Will you drive the change or will the change drive you?”

Even though nearly everyone on the planet has heard, “The only constant is change,” not everyone is willing to accept it. If you are willing to accept it, to then embrace it, and then to become the driving force behind it then you are someone who is truly capable of creating a powerful brand and a thriving salon.

We can’t assume your staff will adopt change willingly, easily, or elegantly—even if that is what we are hoping for and working toward. So, let’s use the basic principles of change management to help us bring about the kind of change that will help you accelerate your Vision.

Awareness. Share your understanding of why the change is needed. For example, “Stimulated by the recession and...we have been thinking about our salon and how to deliver even better service, attract and retain clients, and make it an even better place to work. The approach we are taking is to go through a process of branding our salon and creating something that is compelling, unique, and sustainable for many years to come....”

Desire. Develop a desire in your staff to support and participate in the change. Tell a story, using real and well understood examples, of how adapting to the coming changes will benefit them personally. For example, “We all know that having a fun, drama-free, and fun place to work is something we have in common. In order to make sure we continue to be that place, we need to make these changes... If you work together with us our clients will benefit, the salon will benefit, and you will benefit.” (Go on to use real, examples focused on 3-4 of the people on your staff—kind of like when Jimmy Stewart is trying to stall the run on his bank in “It’s a Wonderful Life.” He speaks to several of the townspeople by name, citing example after example how the bank helped them and why they should see helping the bank as being in their own best interests. (I’m sorry, did I just use an anecdote that involved and insolvent bank? Whoops.)

Knowledge. Give them the knowledge about how to change. Let them know that over the next minutes, days, and weeks you will be sharing everything they need to know to transform your salon into a brand. Let them know it will consist of these phases:
• Defining and sharing important strategic decisions such as Purpose, Vision, Brand Promise, and Mission.
• Creating and perfecting the Transformative Client Experience and practicing it each and every day.
• Changing the way we think about retail and the role it plays in the lives of our clients.
• Promoting the salon in new and consistent ways that will result in increased business for everyone.
• Implementing new management processes to ensure the brand is improved, clients are better served, and everything is more efficient and effective.

Ability. Reassure them that you will help them develop the new skills and behaviors necessary to be a positive part of these changes. Cite a couple examples of how you will invest in their growth such as regular communication meetings, role playing, personal coaching, and individualized development plans. Challenge them to make the investment in themselves to adapt to these changes, learn something new, and raise their professional status.

Reinforcement. Repeat these messages and activities to sustain the change. Do not allow old habits to overtake you and let the existing status quo inhibit your growth and progress toward your new brand.

If you would like to learn more about how to create change at your salon, please contact me.

Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871

© Copyright Jim Lucas 2009-2010 All Rights Reserved

Shared Understanding

Hi,

Whenever two or more people work together there is potential for synergy (“the whole being more than the sum of its parts”). At the same time, there is potential for a lack of coordination and even conflict. The difference between synergy and conflict can usually be traced back to the degree of shared understanding between the people involved. When there are only two or three people in the mix things are usually pretty simple. But when there are four, five, or even ten or more people involved, things; positive or negative, can accelerate very quickly.

The key to getting your staff focused and working well together is to develop a shared understanding with them.

When a staff shares common understanding they become a team working together to achieve the same goals. Anyone who has ever moved furniture, pushed a car, or rowed a boat, intuitively understands the benefits when everyone works together and has experienced the acceleration that comes when everyone is coordinated and heading in the same direction. They’ve also experienced the consequences when someone drops their end, gives up, or moves at the wrong time.

Developing a shared understanding at your salon begins with the most fundamental topics and carries through to the minutest detail. Hiring people who hold similar work values, ensuring everyone understands and shares your Vision, working hard to explain the thinking behind your Branding Framework, taking ownership for the Transformational Client Experience, making this year’s financial goals clear to everyone and their role in achieving them; these are all areas where a shared understanding is critical if your salon is to thrive.

If you would like to learn more about how to develop a shared understanding with your staff and the benefits it will bring to your salon, please contact me.

Jim Lucas
Séva Education
gojimlucas@sevastyle.com
(925) 980-7871


© Copyright Jim Lucas 2009-2010 All Rights Reserved