Behind the scenes is where owners should be devoting their time in order to grow the business, maintains Luca Boccia, co-owner of three Pyure Salon locations in Boynton Beach, Florida. You’re at the top rung of the ladder, responsible for mapping out the vision and overseeing the spreadsheet. As leader of the leaders, you’re bringing together your salon managers regularly for goal setting, workshops, retreats and status checks.” Boccia and his partner, Elan Levy, each owned a single salon before joining forces to create something bigger together. Becoming accustomed to a “desk job” hasn’t been easy. “I love doing hair, but I want to help the team to be the busiest they can be,” Boccia says. “That’s what got me to give up doing hair. Elan took longer, but finally decided that his mind was on the company, so he wasn’t properly servicing his clientele. When an owner wants to keep some clients, I advise designating entire days each week to really devote to being a hairdresser.
The multi-salon structure only magnifies the importance of systems.”It’s not just about opening another salon,” says Boccia. “It’s duplicating all the amazing things you did in salon one.”In a single-location salon, the rule of thumb is that it costs much less to retain clients than to find new ones. While retention is important in a multi-salon operation, too, constantly growing staff numbers make client recruitment an ongoing necessity.
“You need a good marketing program that will constantly drive new guests to your new people,” says Boccia, who centers his strategy on three cards: stylists’ business cards offering half-off a cut or color; referral cards that reward clients and the new guests they send in; and teacher program cards, which show appreciation to the community’s school employees by offering them a 50 percent discount on their first visit and a lifetime discount of 15 percent.”You need clear communication processes to direct your managers so you’re all on the same page,” Boccia recommends. “If each of three salons managers decides to do just one little thing differently, pretty soon you’ll have three businesses with three different cultures.”
Reference article by Rosanne Ullman, SalonToday.com