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
Wednesday, January 27, 2010
Tuesday, January 19, 2010
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
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
Wednesday, January 13, 2010
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
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
Tuesday, January 12, 2010
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
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
Thursday, January 7, 2010
What Drives Your Salon?
Hi,
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
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
Tuesday, January 5, 2010
Making Change
Hi,
Your salon is about to go through some changes. The most interesting question is,
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
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
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
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