We grabbed what you need to boost your business from the fascinating speaker line up
In a two-day celebration of inspiration and motivation, Wella RED Business Network Live welcomed guests to the Rum Warehouse of the Liverpool Titanic Hotel where more than 250 salon owners, managers and their teams gathered to hear from a carefully selected agenda of speakers from outside the hairdressing industry. The line–up consisted of business experts, creatives and professionals with exciting life experiences, passionate stories and useful tips, to provoke thoughtful discussion, valuable guidance and networking opportunities... and we’ve got five business lessons to share from them to help you better your business!
Alison Edgar MBE
Focus on the right thing
“When your ‘why’ is strong, you can’t go wrong,” says author and sales expert, Alison Edgar MBE, who is on a personal mission to teach business how to thrive and survive. Sharing ideas from her most recent publication Smash It! The Art of Getting What YOU Want, Alison emphasised how your mindset is your motivator.
“You have to treat others how they want to be treated,” said Alison. “Next time you’re faced with a struggle, ask yourself, can I control it? If not, you can change how you react. Avoid wasting time on something you can’t control, and instead find time to strategise the things you can control, like filling your diary and motivating your team.”
One of the practical tools Alison is known for is ‘Alison Edgar’s Big Balls’ on how to not drop the ball.
Build your brand, build their trust
Sarah Yorke, founder of The Stylebook family, faced the challenge of finding new clientele when she relocated. Having used sites like Rightmove and Autotrader, Sarah envisioned a platform that hairdressers, salon owners and qualified students could use to access available opportunities and form networks in the industry. “It was important for me to create the Stylebook Education to differentiate the quality and abilities of work from the Stylebook Directory, as well as the purpose and intention of what opportunities people are seeking,” said Sarah. “The Directory had to be refined to be recognised as a trusted platform, that’s the only way you can guarantee customer trust.”
Customer trust is crucial in your businesses ability to grow, and word-of-mouth is out of your control, so oftentimes it can feel like a dead-end. “Work with human nature, not against it and understand human biases,” said. Richard Shotton, author and expert in applying behavioural science to marketing. “People use effort as proxy for quality. Be more transparent about the efforts that go into something, and it will be recognised.”
(left to right) Darren Messias, Natasha Grossman, Steve Rowbottom, Sarah Mason, Colin McAndrew
Maintain the interest, retain the talent
A panel on the secrets to success shared valuable ways people can adapt their ideas to propel their salons.
“Creativity, consistency and service are fundamental,” said general manager of HOB Salons, Natasha Grossman. “We foster a win-win culture, finding out the individual goals of the team and if they’re successful, then we’re successful. We’ve met all our KPIs since implementing this.”
“We work with different levels of KPIs for different stylists’ performance levels,” added Colin McAndrew, managing director of Medusa. “Having real, strategic promotion points, at two times per year, encourages the right expectations for our team and their career path progression is important.”
Managing director at KH Hair, Darren Messias, also encourages career pathing. “It’s important the team knows the company and what it can offer them,” said Darren, “New team members will always have an induction to be introduced to all the roles they will be able to work towards from trainer or tutor to salon manager or franchisee.”
Retaining team members and nurturing them through their progression journey is also vital to the business at Westrow. The Westrow Academy has noticed new methods for recruitment through their young talent. “We get the kids to attract the kids,” admitted Steve Rowbottom. “They’re a great model for recruitment, through social media networks. We create a safe place for kids to come, that they want to come to – they have to be happy.”
Similarly, Sarah Mason, salon director at Sarah Mason Professional, has also felt the impact of using social media – managing all pages herself and seeing that a staggering 98 per cent of bookings comes from its Shopify account on Instagram.
“I don’t want to promote an unrealistic perception on social media. I want to be touchable and for people to relate to what I do for a living,” said Sarah. “It’s very important for us to be who we are and share filter-less work.”
Technology alone isn’t the answer
Digital marketer and data expert Christian Howes argued that while data can play into marketing and give you alternate perspectives with the way consumers behave, technology alone isn’t the answer. “You need the human intelligence layer in order to interpret the data and utilise it affectively.”
Daniel Ashville, founder of Ashville Aggregates, has grown his brand awareness by reaching a new generation through Instagram, TikTok and YouTube. “People do for people and people buy from people,” he said. “Put your team’s needs before your own to make them feel valued. Different people are motivated in different ways, but you must know them and communicate with them. It’s the only way you’ll get the best out of them.”
Prof. Steve Peters
You matter too!
Psychiatrist and neuroscience specialist, Professor Steve Peters, touched on his mind management model. “I have seen patients that don’t need a doctor, they need to understand their own mind,” said Steve. “The ability to manage yourself is one of the most important success factors. Ask yourself: are you managing your mind optimally? And are you looking after your psychological health?”
Another advocate for self-consideration is Jono Lancaster, who was born with the rare Treacher Collins syndrome, which causes facial differences. “We all have differences, unique difference that need to be celebrated and encouraged,” said Jono. “Almost daily, we get asked how are you doing? But how many times do we answer honestly? You have the power every day, a single sentence, a single handshake, a passing conversation that could change someone’s life.”
A true believer in nurture over nature, business leader Ellis Watson found that he’d put so much effort into nurturing others and their careers, that he wasn’t participating enough in his own life. “I wasn’t pressing the ‘sod it’ button for myself. Your business is fuelled by your passion and energy – the most important way to progress your career. Don’t underestimate the power of human interactions and remember that your attitude is more important than your resources.”