Learning FROM THE experts | Pocketmags.com
Professional Beauty
Professional Beauty


15 MIN READ TIME

Learning FROM THE experts

With the theme “The Salon of the Future: Futureproof your business by staying ahead of the trends in customer spending, technology, product development, marketing and retail”, the Salon & Spa Owners’ Convention at PB North saw 16 speakers share practical solutions to the very specific challenges facing the market in the year ahead.

Keynote on the Sunday was Green & Black’s founder and beauty author Jo Fairley, who shared insights into how to expand while staying true to your ethics and your core customer; while Monday’s keynote, business success coach Sharon Lowe, tackled the topic of how salon and spa owners can “makeover” their own minds to ensure future success of their teams and their businesses.

All other speakers were experienced salon and spa owners who candidly shared the struggles they experienced along their own journeys to success and how they overcame them, as well as their tips for protecting your business against changes in the future.

Specialist skills

In her session “The trends set to shape your salon or spa in 2018 and beyond” Hellen Ward, managing director of Richard Ward Hair & Metro Spa, highlighted specialist expertise as a trend that’s set to stay, adding, “When a client asks, “Who should I book with?” I used to tell my receptionists to say that they’re all good but now I tell them that’s the worst thing they can say because the team are all good at everything but excellent at different things. When you promote their expertise, you can charge more for them and the chances of them leaving are lower.”

Meanwhile, the panel on the changing face of your salon team: engaging millennials, developing leaders, saw Glow’s Sara Shoemark, Rockliffe Hall’s Victoria Rickett, consultant Valerie Delforge, and Idyllic’s Harriet Levitt share valuable advice. “I’m a big fan of profiling personalities to understand what makes the individual tick – we hold regular strategy nights which always have an element of understanding each other’s insights to work better as a team,” said Rickett, while Shoemark added, “Millennials need games, stimulation and inspiration. They also like flexibility in the way they work.”

Going digital

Other panels included “The client of the future”, with Sleeping Beauty owner Lilac Miller and Zest Skin Spa’s Louise Caithness; as well as an eye-opening panel on the new wave of social media, in which salon owners Tamsin Koslowski of NAF and Kerri Ann Angus of Peaches Wax Bars shared practical tips.

“Look at the analytics on social, which will tell you what age range your followers are, their gender and other interests,” said Koslowski. “Then plan your posts. On Instagram, for example, I draw up a grid and in every nine posts I’ll include one about nail art, one on gels, one on the salon and team, and so on, so that I know anyone looking at our page at any time will get the complete picture of what we do.”

Other speakers included City Retreat’s Lesley Caster, consultant Emma Williams, and The Grange Spa’s Matt Craven on finance, plus celebrity facialist Elizabeth Caroline and Urban Calm director Nicola Byrne on the growing importance of branding.

About

This article appears in the Professional Beauty December 2017 Issue of Professional Beauty


More from this issue

Star SPAS salons
The winners of the Professional Beauty Regional Awards 2017 were announced in October. We find out what made them stand out
A year of innovation
We asked you to nominate the products and techniques that made the biggest hit on your retail shelves and in your treatment rooms this year. Here’s the 20 trends and launches that 2017 will be remembered for
Speed OF LIGHT
Tech-based express facials could be the secret to happy clients and increased profit, discovers Georgia Seago
Party on
Prep clients for party season with a nifty spray-tanning machine, lots of shimmering shades for nails and skin, plus a false lashes first
Ask the EXPERTS
Our experts answer an array of questions about every aspect of running a successful salon or spa business
Tamsin Koslowski
The owner of NAF! Salon tells Amanda Pauley about opening one of the first specialist nail art salons in Scotland and why a training academy is on the agenda

COPIED
This article appears in the Professional Beauty December 2017 Issue of Professional Beauty