november/december 2011 tis magazine

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November/December 2011

page

12

TAX TIPS

for Small Business

Owners

NaYo —

latest trend

Announcing the 2011

tiffany Hairdresser of the Year

p. 26

p. 22

on sale now p. 65

latest trendlatest trendChicago’s

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BODY

HEALTHYHAIR FOR A HEALTHY

Your hair is an essential part of a healthy lifestyle. Like eating right and exercising, how you take care of your hair has a signifi cant impact on your total well-being. Free of PPD, ammonia and unpleasant odors, NaYo hair color with organic calendula and fl ax offers women the freedom to enjoy healthy hair.

Women also love that NaYo offers 100% gray coverage even on coarse hair and can lift color up to four levels. Totally odorless, NaYo hair color is truly healthy hair for a healthy body.

Why NaYo is for youNaYo is 100% pure Italian heritage developed in Kemon’s own research and development lab. NaYo is then formulated and produced in Kemon’s own factory using the fi nest pigments, technology and organic ingredients. The result is remarkable: Simply the fi nest hair color ever produced.

Organic and natural ingredients

Innovative technology

First ever pre-measured crème activatorThe new activating cream formulated to act synergistically with NaYo. Velvety, dense and rich cream texture that is extremely easy to mix. Delivers brilliance, a beautiful cosmetic effect and maximum protection for the hair. Coloring becomes a true beauty treatment for the hair!

Everything colorists demand in hair color• PPD-Free• Ammonia-Free• 100% odorless• 100% gray coverage• Lifts up to 4/5 levels• Soft, manageable,

shiny hair

Women are demanding healthy and natural products for their hair and body. Hospitals, doctors, the American Cancer Society and leading magazines are advocating healthy products. Now with

Kemon NaYo and Actyva, you can offer the best of both worlds: healthy hair color and healthy hair care.

CALENDULADelivers a calming

and soothing effect.

BEFOREColoring

Stress and pollution sensitize hair, making

it dull and fragile.

FLAXRestores moisture,

shine and silkiness.

DURINGColoring

NaYo complex provides excellent protection

and ensures maximum hair health.

YOGURT EXTRACT

Protects the hair fi ber gently.

AFTERColoring

Hair looks shinier, more conditioned,

healthier.

• Total uniformity of the tone from roots to ends

• Long-lasting• Color-coded system for easy

identifi cation• Affordable price• Full education support and materials

Actyva products bring wellness to the salonSince 1978, Actyva products have promoted scalp health and a sense of customer well-being through a combination of science and nature. Most recently, Kemon has updated the range of products to offer solutions for all hair types.

When using NaYo hair color on your clients, recommend Actyva Colore Brillante treatment products for home use. Key ingredients include blueberry extract, sour black cherry pit extract, cationic compounds, silicone micro-emulsions and UV fi lters.

When used in conjunction with NaYo, hair retains its intense and brilliant color over time.

BLUEBERRY EXTRACT

SOUR BLACK CHERRY PIT

EXTRACT

over time.

NaYo hair color and Actyva hair care are sold exclusively in fi ne Kemon salons.To fi nd a distributor in your location, please visit kemonusa.com.For technical information on all Kemon products, please visit kemon.com.

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The views and opinions in the articles herein are not to be taken as official expressions of the publishers, unless so stated. The publishers do not warrant, either expressly or by implication, the factual accuracy of the articles herein, nor do they so warrant any views or opinions offered by the authors of said articles. No part of this publication may be reproduced in any form or by any means, including photocopying, or utilized by any information storage and retrieval system without written permission from The Industry Source. Prices subject to change without notice. Not responsible for typographical or misrepresented items in catalog.

Amanda Slater, [email protected]

Design Staff:Shelly Schroeder, Senior DesignerAmy Bowen, DesignerAdriana Lagrou, DesignerSusan Stevens, DesignerLauren Walton, DesignerJen Boley, Advertising

Editorial & Sales Office:23202 Haggerty RoadFarmington Hills, MI 48335248.374.0388 phone248.347.3351 fax

theindustrysource.com

Cover Photo: Kemon Italian Touch F/W 2011-12 Collection

Contributors: Patricia Fripp, Sherry Gain, Genae Girard, Danita Johnson Hughes, Ph.D., Joelle K. Jay, Ph.D., Jean Kelley, David M. Mastovich, Liza Mathers, Amy Showalter, Kevin Tan, Lynn Watson and Walt Zeglinski

© 2011 tng worldwide. All rights reserved.

page

Most small business owners think

of dealing with tax returns as a

necessary evil and as one of the

disadvantages that come along

with being your own boss. But

if you take the time to familiarize

yourself with the rules, there are

many ways that small business

owners can save money on taxes

and reduce their tax bills.

18 Small Business Credit Tips

While small business owners often have great ideas about how to grow their companies, too often those ideas require money – which can be a problem for those that haven’t been able to establish very much business credit. Avoid this situation by planning ahead and following these tips.

22 NaYo — Chicago’s Latest Trend

Chicago is known for being a trendsetting city with a chic sense of style, so it makes sense that Chicago salons are loving NaYo hair color. “Reactions have been extremely positive,” says Philip Palmeri, owner of Trio Evanston.

26 Announcing the 2011 Tiffany Hairdresser of the Year

Some of the best and brightest in the industry were on hand for this year’s FRINGE featuring the Tiffany Hairdresser of the Year Award in Warren, MI.

46 A Moment of Wellness at Ladies & Gentlemen Salon/Spa

On October 2, the multi-branch Ladies and Gentlemen Salon and Spa celebrated their Chicago location’s 36th anniversary, and they are looking forward to many exciting years to come.

54 A Recipe for Social Media Success

After many businesses build a social media following, they begin to notice an increased drop-out rate. In order to keep your followers engaged, you must create an emotional bond to keep their attention. Here we will show you how.


for small business owners

Become a fan of tng worldwide

Follow us: tng worldwide 12

6 THE INDUSTRY SOURCE November/December 2011

TAX TIPS

features

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it all adds up12 Tax Tips for Small Business Owners14 Do You Need a Financial Planner?16 From Casual to Committed18 Building Credit for Small Businesses 20 10 Tips to be More Promotable

innovatespecial section: KEMON22 NaYo — Chicago’s Latest Trend24 Promoting the Health and Wealth of Hairdressers

connect54 Social Media Success: Don’t Just Attract Followers, Engage Them56 Benefits of Email Marketing You Can’t Afford to Ignore58 Seven Ways to Become a Speaking Star62 Book Review: “Zarrella’s Hierarchy of Contagiousness”

results64 Ad Index64 Share the Success65 November/December Promotions76 Buzzworthy

16

46

winFRINGE and the 2011 Tiffany 26Hairdresser of the Year Awards

The Upside of Under 28

Exclusive Beauty Supplies 30

Lead Through Change 32

Does Your Company Need an 36 Extreme Messaging Makeover?

Rolling Out the Red Carpet at Essential Elegance 40

just inNew Products 42

imageA Moment of Wellness at 46

Ladies & Gentlemen Salon and Spa Designed to Sell 48

Make Your SMART Goals WISE Goals 50

56

contents

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10 the industry source November/December 2011

IT ALL ADDS UP | Message from the CEO

LA

RR

Y G

AY

NO

R, P

RE

SID

EN

T &

CE

O

My favorite holiday is Thanksgiving, and it’s right around the corner. I get to run in the 10K Turkey Trot, eat pancakes for breakfast, watch the Lions lose another game (although they might finally win this year) and then feast on a spread of traditional goodies. Yum!

Best of all, I get to enjoy the holiday weekend with my three sons and soon to deliver daughter-in-law (first grandchild coming in January – a boy no less!).

But alas, the weekend quickly comes to an end, the kids go back home, the last month of the year sneaks up and, poof, another new year beckons.

However, before 2012 rears its face, we still have time to end 2011 on a high note and prepare for the uncertain road ahead. With all the ruckus of the holiday season, it only makes sense for this issue of The Industry Source to focus on money.

All of our hard work throughout the year culminates in that little report our accountant delivers letting us know our profit or loss for the year. One rule that is still true is that we make money when our expenses are less than our revenue. So when you add it all up, is 2011 exceeding, equaling or coming in below your expectations?

One thing that is for certain is that 2012 will bring yet more change into our business lives. While we cannot fix external factors that seem to be going in the wrong direction exponentially, we certainly can do something to change ourselves to adapt even better to the current market.

That is only one of the reasons why you will see a lot of new ideas from us in 2012 – all to help inspire you and your career. I am excited about the future and even more excited to have you be a part of it.

I thank you for your business and loyalty and look forward to our journey together – not only in 2012, but also in the years to come.

And yes, in case you were wondering, white meat, stuffing and candied yams are my favorite. And I never pass up homemade pumpkin pie either.

LARRY GAYNOR, PRESIDENT & CEO, tng worldwide 800.362.6245

Become a fan of tng worldwide

Follow us: tng worldwide

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it all adds up

TAX TIPSMost small business owners think of dealing with tax

returns as a necessary evil and as one of the disadvantages

that comes along with being your own boss. It’s tedious,

time consuming and nerve wracking—and often the end

result is just another bill to pay! But, unlike many other

bills, you can legitimately reduce your tax bill by just

taking a little time to familiarize yourself with the rules.

for Small Business Owners

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There are books that serve as great resources and guides that cover all aspects of the tax system. But, although these are helpful in answering individual questions, they won’t point out that you’ve forgotten to claim certain expenses or suggest ways of using the rules to your advantage. These are the kinds of things you have to work out for yourself or with help from a specialist.

But, for you DIY-ers, here are some things you need to keep in mind in order to minimize your tax burden:

Don’t delay.It’s tempting to put your tax return aside, promising that you’ll look at it later when you’re not busy. However, this approach increases the likelihood that you’ll forget about it until it is too late and will incur a fine. Also, if you wait until the last minute to file your tax return, chances are that you will be rushed and even more stressed—which can mean that you are more likely to make a mistake.

Claim all your allowances.Don’t forget about those grey areas where the question “Can I claim this as a business expense?” is usually answered with “It depends…” Many people find the rules about working from home to be confusing. You can claim a portion of your home’s running costs and may be able to write off some of your cell phone bill or gas mileage, but it’s often difficult for business owners to sort out business-related use from non-business related use. Some lateral thinking can often simplify a situation. For example, one solution to the problem of separating personal and business phone calls is to have a separate mobile phone in your business’ name.

Keep an eye on small expenses.Your business expenses can include anything you purchase for use in running your business. You’re not likely to forget large or regular payments, but how

careful are you about keeping track of the petty cash? A small business-related purchase, such as a book of stamps or some cleaning materials, might not seem worth the hassle of saving receipts or recording the purchase in a spreadsheet at the time, but all those little items could add up to a few hundred dollars in deductions. Get into the habit of asking for receipts and keeping updated records of all business-related expenses—no matter how big or small.

Know what to do with losses.A healthy profit is the goal of all business owners, but making a loss – especially in the early days – is not all bad news. You can use losses to offset your taxes in several different ways. If you’re not sure what would be the best course of action, consulting a tax professional could help you make the most of a difficult time.

Stay up to date.Tax rules are constantly changing, but the changes are not always well publicized. To save the maximum amount on your taxes, you often need to know what the rules will be next year as well as those that are currently enforced. For example, if you know new capital allowances rules are going to be introduced, simply changing the date on which you plan to invest in expensive new equipment can make a considerable difference to your tax liability.

To take advantage of as many money-saving opportunities as possible, you need to do your research – which can be time-consuming. Or you can use the services of a professional bookkeeper whose own business depends on him or her reading all the small print. Don’t forget that professional fees are tax deductible! ▲

WRITTEN BY LYNN WATSON

ABOUT THE AUTHORLynn Watson is the director of Office Assistants, a company that offers small to medium businesses of all types the chance to cherry pick from a flexible range of services. For more information, visit www.officeassistants.org.

TISmag_ND11_12-13 Tax Tips.indd 13 10/6/11 3:28 PM


it all adds up

So what do they actually do?A financial planner is a professional who helps people contend with personal financial concerns by planning ahead. He or she will go through every detail of your financial background before coming up with a practical financial plan that includes strategies to help you achieve your personal financial goals. If you want to buy a car but don’t want to be burdened with debt, a financial planner will evaluate, assess and recommend the steps or financial planning process you adopt. These processes are very detailed and custom-made for your specific needs.

Personal financial planners show what can be done with your available and incoming resources—such as buy a car or pay for a retirement or health plan. They can help you solve tax problems or address other obstacles that could hinder you from achieving your goals.

When a financial planning specialist sets out to work, he or she organizes a comprehensive plan, including elements such as risk management, insurance, estate investment, taxes, cash flow and liability management.

ProcessIf you are thinking of investing your money or are trying to make heads and tails of your cash flow, a financial planner could help you get organized. Financial planning follows a standard six-step process.

If you work with a financial planner, see to it that he or she does the following:

• Helps you set goals

• Obtains your necessary financial and non-financial information

• Analyzes and evaluates the information

• Understands what you need and builds a plan accordingly

• Explains the plan’s execution

• Regularly monitors your progress

When it comes to these steps, you play the bigger role—the financial planning expert is only there to assist you. Be very specific with what you want to achieve, and provide all necessary information in a timely fashion. If there are some issues you do not understand, your financial planner should take the time to clearly explain everything to you.

Final thoughtsOrganizing your personal financial situation can be complicated. This is not simply about budgeting and saving a portion of your money towards your goal. The financial planner looks at the possibilities of risks and has a ready alternative plan. He or she will identify areas where you can minimize your expenses or increase your cash flow. However, be sure to carefully review the credentials of any service provider that you choose to work with before entering into a contract with him or her.

If you have doubts about your money management capability, a personal financial planning expert can partner with you, delivering a comprehensive solution that will help you achieve both your personal financial goals and those that you have for your business—which will ultimately mean the ability to grow your business while feeling financially secure. s

WRITTEN BY LIZA MATHERS

ABOUT THE AUTHOR:Liza Mathers currently serves as the personal finance editor of a popular U.K. personal finance comparison company called Seek4Finance. During her nine years in journalism, Liza has won a series of awards for her articles on business and finance.

Do You Need aFINANCIAL PLANNER?

A financial planner can be the right person to help you

organize your finances with a long-term or short-term goal in

mind. Personal financing requires a working knowledge of the

available solutions suited to a client’s unique needs and financial

circumstance. You don’t have to be a business mogul to get a

financial advisor or planner. Depending on your needs, there are

several specific fields from which you can choose experts.

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it all adds up

“If your employees don’t know

where you’re going, almost any

road will get them there.”

These are words that send chills through the hearts of leaders everywhere. And it’s why they work hard to develop business plans for their workforce to follow.

Even the best-intentioned, savviest business plans can fail if the organization lacks consistent employee commitment. But you can’t just mandate commitment. Organizations that achieve the promise of their business plan are able to create “positive accountability” – a powerful, healthy culture that results from goal alignment and workforce engagement.

Goal alignment is a common challenge, yet its solution can be as simple as how goals are established. If developed through a process of top-down collaboration with employees, strategic imperatives will cascade to frontline behaviors, dramatically impacting an organization’s success. Effectively channeling employees’ talents boosts their productivity and job satisfaction. And satisfied employees often become high-performing, passionately engaged employees.

Workforce engagement allows organizations to tap into their employees’ discretionary efforts. However, studies show that only one in four employees

comes to work actively engaged, or “on purpose.” These are the individuals that find their work personally and professionally meaningful. Of course this means that 75 percent of employees consistently fail to execute to their full potential. More disturbing, the same studies show that almost one-third of these are actively disengaged and can undermine the engagement of others.

Clearly, addressing alignment and engagement challenges can result in significant bottom-line dividends. Consider high-performance cultures like Google and Southwest Airlines. Two unique companies in very different industries, they both sustain their competitive advantage by leveraging the commitment of their employees. They have created cultures that drive alignment and engagement to achieve their strategic goals.

The Positive Accountability Model helps to illustrate four different profiles that organizations typically fall into. Specifically, it examines how varying degrees of Goal Alignment and Workforce Engagement can result in Casual, Compliant, Chaotic or Committed cultures.

The CASUAL Culture Employees in the Casual Culture are unclear about how personal contributions support their organization’s success and,

often, they don’t care. Most organizations struggle with disengaged employees, but Casual Cultures have more than their share. You’ll often spot the Casual Culture in the wake of a merger, acquisition or new CEO. It’s often embedded in entrepreneurial companies, fueled by passionate, egocentric leaders, rather than by calculated ones who, instead, implement collaboratively planned process discipline.

In a Casual Culture, people often do mediocre work, maybe just showing up and following bare-bones procedures. They lack passion for the organization’s mission, and often don’t understand why or how they need to achieve both personal and company goals. The Casual Culture often operates in “survival mode.”

What to do? Use consensus-building to develop and implement strategies that establish clear goals and expectations, a Vital Factors metrics-based system to inspire success, and the means to hold people accountable. Once developed, the consensus plan must cascade down through the organization, and be communicated in both word and deed.

Leadership must also leverage the strong ties created by alignment to improve engagement. When people feel that their goals and tasks have meaning, they’re

From CASUAL to COMMITTED:How Alignment and Engagement Can Create Positive Accountability

order products 800.362.6245 the industry source 17

more likely to provide the organization with an extra measure of accountability that leads to goal achievement.

The COMPLIANT Culture A Compliant Culture is clear about individual goals, but not about how these goals connect to strategic corporate outcomes. The workforce may understand the company’s direction yet remain generally disengaged, resulting in a deceptive behavior pattern of doing what’s asked but little more. This creates the “it’s not my job” syndrome, as leadership finds it hard to tap into the discretionary effort of their people. Every manager has one or two people who fall into this behavior because of their personal style but, when it’s pervasive in an organization, it’s difficult to get things done and nearly impossible to implement change.

Overcoming this major accountability barrier, most often requires effective, inspiring leaders who encourage open, honest communication. If a safe environment can be established it’s possible to reverse this dysfunctional behavior. They enable team members to understand the business rationale behind their goals and take risks in an effort to achieve them. It will empower these employees to discover the alignment between what they do daily and their company’s goals. When an employee develops positive attitudes and beliefs relative to goal achievement, their motivation to maximize their potential grows along with the passion in their commitment to company results.

The CHAOTIC Culture Most employees in a Chaotic Culture are engaged but unclear about their goals. Put simply, these cultures diffuse energy and squander talent, so there’s ample activity with little to show for it. Employees have the talent and passion for greatness, but their strengths can sour if not channeled into predictable, focused behaviors. Without clear expectations, confusion reigns in the Chaotic Culture. What’s more, studies show that employees commonly fail and leave organizations simply because they don’t know or understand the expectations.

What’s needed is goal clarity, managed by a leader who sets expectations and deadlines for achieving them. To ensure

employee engagement, leadership should encourage their participation in building a plan based around SMART goals — those that are Specific, Measurable, Aligned, Realistic and Time-bound. Once that’s accomplished, an effective leader must hold the team accountable through regular performance assessments and check-ins, determining what goals have been met and any corrective action that should be taken.

The COMMITTED Culture Engaged with a clear understanding of its goals, a Committed Culture both maximizes the potential of its employees and consistently achieves goals. It’s the healthiest of work environments — what every organization should strive to achieve. Employees work with clarity and purpose and, although they might not always meet all goals, they stay committed to an action plan to fulfill them. Because they have an understanding of what success looks and feels like, they can develop the attitudes and beliefs that release achievement drive. This provides the energy and motivation to execute with accountability.

A Committed Culture isn’t foolproof. An aligned, engaged culture must be nurtured to sustain performance standards. Regular progress reviews can ensure employees are meeting their goals and determine whether corrective action is necessary to stay on track.

Why strive for a Committed Culture? When your workforce is fully engaged and clear about its goals, your employees will be loyal to the core. And a loyal workforce is one that naturally inspires loyal customers– emotionally satisfied customers who refer new customers to you and generate repeat sales. An organization that develops a Committed Culture has unlocked the secret to successful plan execution and profitable growth. It has created a culture of Positive Accountability. ▲

WRITTEN BY WALT ZEGLINSKI

ABOUT THE AUTHOR:Walt Zeglinski is CEO & Chief Client Advocate for Management Action Programs (MAP), a performance-improvement firm that helps organizations achieve profitable growth. For more information, visit mapconsulting.com or call 888.834.3040.

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it all adds up

As a small business owner, you

have had to put together your own

capital to start your enterprise.

While you may have some great

ideas that will help your business

continue to grow, you’ve started to

realize that accomplishing them will

require even more money. Suddenly

you find yourself faced with an

obstacle – you haven’t been able to

establish very much business credit

and you’re finding that banks and

other financial institutions are wary

of lending to a small business.

Unfortunately, too many small business owners find themselves in the same situation. However, by planning ahead and following a few basic rules of thumb, you can start building business credit and will be well on your way to accomplishing your goals.

Avoid Personal CreditWhile small business credit is difficult to obtain, it is not impossible. By taking the correct steps to convince potential lenders of the credit worthiness of your business, you will soon be able to borrow sufficient funds for your business needs. Many entrepreneurs make the mistake

of using personal credit to fund their business. While this can work as a short term solution, it does more harm in the long term. Unless your business is able to borrow funds on its own, future expansion projects will be difficult. Moreover, by using personal credit, you risk damaging your credit rating in the event that the business fails.

Plan AheadPlan ahead when it comes to building business credit. This can be done by taking steps to establish a separate identity for the business. All you need to do is register your business with the local authorities and obtain a separate phone number for your business.

Build a HistoryObtain a business credit card and use it to pay for small office purchases and gas. Ensure that you pay the credit card balance in full and on time each month. The credit card company will report this positive behavior to credit rating agencies, which, in turn, will rate your business as a good debtor.

One can also ask for credit from suppliers and vendors. After paying them on time, ask them to report this payment pattern to the credit rating agencies. This too will help increase the credit score of your business and will help build business credit for your company.

Approach BanksBanks also extend corporate credit to businesses that are able to offer them collateral. If your business has assets such as land or machinery, then you should make full use of them by offering them as collateral. Not only will this security make banks and other lenders release money faster, but it also increases the chance that you will be able to borrow money at a lower rate. This is because one factor that affects interest rates is the amount of risk involved in a transaction.

Consistency PaysOnce the credit profile of your business is built through these methods, it will be easier for the business to borrow money. By being consistent in your repayment habits and ensuring that small sums advanced in the beginning are paid back on time, you will ensure that your business has sufficient borrowing capacity when the need arises.

Business credit, just like personal credit, is advanced on trust. By honoring your commitments to the lender, you will soon be able to borrow large sums for the expansion of your business and other projects that will increase your profitability in the long run. ▲

WRITTEN BY SHERRY GAIN

ABOUT THE AUTHORSherry Gain is an advocate for real estate and small business owners at buildsmallbusinesscredit.com.

BUILDING CREDITfor Small

BusinessesApproach BanksBanks also extend corporate credit to businesses that are able to offer them

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it all adds up

Any successful person will tell you that there’s a game in business— and if you’re not willing to play the game, you can’t win at it. So while many people aspire to reach great heights in their company, they won’t. In fact, many people find themselves stuck in a rut in their career simply because they don’t play the game.

Why won’t they play? “I hate business politics,” they say. But who said “business politics” had to be a negative thing? For example, if your boss does something commendable in the company, it’s okay to congratulate him or her. That’s not being political or a “kiss up;” it’s being gracious and having decorum — two things that will help you climb the corporate ladder.

Aside from your technical skills or job-specific abilities, other big components of the game include your comportment—which is just a fancy term that means the way you look and speak, your attitude and your daily habits. And there are a few key tips that can help you with this part of the game.

1 | Claim your space.When walking around your place of work, you need to look purposeful and centered. Scurrying, looking harried or trying to blend into the background will make you appear as though you lack confidence. Instead, walk with your full height and claim the space around you. People need to view you as someone on a mission — a mission to the top.

2 | Build your confidence.Contrary to popular belief, confidence is not about self-esteem. True confidence is simply the belief that you can do things well. If you doubt your ability to do things well, simply look back at your record of accomplishment. Use those past successes as a way to build your confidence so it’s apparent to others as well.

3 | Speak up.During meetings, always weigh in on the topics discussed. Don’t leave a meeting without having an opinion about something or you will quickly get a reputation for being “wishy-washy” or not concerned with the company’s success. If you’re in a meeting and

No matter how hard we work, there are times when we

will feel that our hard work isn’t paying off— or at least

that no one else is noticing it. Sometimes it seems like

others are getting all the awards, accolades and even

raises, while our efforts are overlooked.

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the discussion turns to something you’re unfamiliar with, look engaged anyway. Always remember that the people above you are watching you, and everything you do — or don’t do — counts.

4 | Build social capital.Building social capital is critical to your upward mobility. Not only should you build social capital with people that you work closely with, but you should also build it with people who work in other areas of the company and in other companies who might be a resource for you. Social capital simply means building connections with people. Find out some personal information about others — such as their hobbies, their birthday and their kids’ names — then talk about those items occasionally to build rapport. Get to know your peers.

5 | Learn about business.To make it in business, you have to know about business. This includes reading about your industry as well as other industries to learn how different companies handle things. If you’re well-read, you can give examples from other industries and companies of what worked and what didn’t. In order to be promotable, you have to be on top of your game at all times; being knowledgeable is one way to display your competence.

6 | Do what others won’t do.In every company, there are a few things that need to get done (or that are important to the boss) that no one wants to do. Find out what those are, then volunteer for the tasks. Ultimately, you have to please your boss and (to some extent) your peers and direct reports.

7 | Get a mentor.If your company has a mentoring program, take advantage of it. If you don’t have access to such a program, get a mentor on your own. Find someone who is at or near the level you aspire to be. Invite the person out to lunch and talk business with them. Learn what they did to get where they are. When you feel enough rapport and comfort with the person, ask if he or she will mentor you. Most people are honored by the request and will say “yes.” If the person declines the request, don’t take it personally. Simply find someone else to learn from.

8 | Look professional.Tattoos and piercings are popular these days, and, if you want one, by all means get one. However, when you’re at work, keep the tattoo under your clothing as much as possible and remove visible piercings from your face or tongue — unless you’re one of the few people that work in an environment where that type of thing is actually a plus. The more professional you look, the more you will look like someone who is on top of his or her game.

9 | Dress at the top of your level.People do judge you by how you look. For example, if you’re in a position or company where everyone wears jeans and t-shirts, you should dress a notch higher. A good rule of thumb is to dress as if you were meeting with your top client. What attire would be professional yet comfortable to accommodate a key client meeting? Additionally, no matter where you work, casual day does not mean shorts and flip-flops. If someone who is influential in your industry sees you dressed like that, they’re going to view you as a “kid.” When you’re on your way up (usually in the 25-40 age bracket), the last thing you want is to be called a kid.

10 | Communicate effectively.How you communicate, both verbally and in writing, can make or break your career potential. Using poor grammar, foul language or an inappropriate tone makes you appear less intelligent. Most people who are extremely successful in their careers are very polished when it comes to their communication skills. If your skills are lacking, find a resource (a class, a book, a mentor or a coach) to help.

Get Ahead TodayRealizing your goal of attaining your dream position is possible. You simply need to go beyond your technical or job-specific skills and add some focus to your professional presence. After all, you can’t become a successful salon or spa owner if you don’t act or look like one. By concentrating on these ten areas and keeping your skills up to date, you’ll have your dream job sooner than you ever thought possible. ▲

WRITTEN BY JEAN KELLEY

ABOUT THE AUTHOR:Jean Kelley is the author of “Dear Jean: What They Don’t Teach You at the Water Cooler,” and “The Get a Job Keep a Job Handbook.” For information on leadership programs and availability e-mail [email protected] or visit jeankelley.com.


innovate

Chicago’slatest trend

NaYo –


Chicago is known for many things—such as art, architecture and some of the best food in the country. It is also known for being a trendsetting city with a chic sense of style when it comes to everything from clothes to hair.

Since the city is home to a number of hot salons, stylists know that, in order to stay relevant, they need to stay on top of their game—which means keeping up to date on the latest hair trends and innovations. And one of the most recent hair innovations to hit the scene is Kemon’s NaYo color.

Developed in Kemon’s research and development lab in Italy, NaYo is a hair color that combines organic and natural ingredients with innovative technology for a color that not only looks great, but is also gentle and natural. And recently it’s been making a splash in Chicago’s market.

“Everybody’s been loving the NaYo color. The grey coverage is great. It has a lot of shine. It’s odorless, and it’s really gentle,” says Jaci Munoz, colorist at Trio Wabash in Chicago.

One of the main things that makes NaYo stand out is that it’s PPD-free. In fact, Kemon was among the first brands to identify the need for this kind of color and work to formulate a product that would not only be safe but would also work as well as other salon-grade products.

“Clients’ reactions have been extremely positive—particularly with NaYo being PPD-free and ammonia free—which is significant because my understanding is if someone is going to have an [allergic] reaction [to color], it would be because of the PPD,” says Philip Palmeri, owner of Trio Evanston in Evanston, IL.

NaYo’s unique formula makes it ideal for all types of clients.

“We use NaYo for clients with high sensitivity in their scalp or some sort of allergies,” says Mimi Guitron, color director for Studio 110 in Chicago. “We’re really glad to have another option [for people with allergies] instead of

constantly telling people who are allergic that they’re going to have to stick with something that is very temporary.”

However, what salons love most about NaYo is that its natural ingredients don’t translate into diminished quality of color, shine or coverage, as it lifts up to four out of five levels, offers 100%

gray coverage and leaves clients with soft, manageable, shiny hair.

“The grey coverage is really good, and so is the shine. Everybody wants to have healthy, shiny-looking hair—and, if you can do it with less risk of allergies and without PPD and harsh chemicals, that’s a good thing,” says Munoz.

“The fact that it’s non-ammoniated makes it so that the hair stays in better condition because it’s not roughing up the cuticle so much. Plus, we’re seeing the colors hold longer and not fade as quickly,” says Palmeri.

“I’ve been happier with it than I have with other non-ammonia, permanent color lines. It’s thicker. It grabs on to the greys better. And it seems to get better coverage,” says Guitron.

“Reactions have been extremely positive,” says Palmeri. “It’s nice knowing that we’re able to bring something gentle to the consumer, and they’re very happy to know that the technologies are advancing.” ▲

WRITTEN BY AMANDA SLATER

“Everybody wants to have

healthy, shiny-looking hair—

and, if you can do it with less

risk of allergies and without

PPD and harsh chemicals,

that’s a good thing.”

ORGANIC & NATURAL INGREDIENTS

Calendula

Flax

Yogurt Extract

Trio Evanston Salon

TISmag_ND11_22-23 NaYo in Chicago.indd 23 10/7/11 12:48 PM


innovate

Bassett Salon Solutions is one of

the high-quality distributors that has

partnered with TNG and Kemon.

Serving Arizona, California and

Nevada, Bassett Salon Solutions

President and CEO Ward Bassett

says he loves Kemon’s NaYo color

and that his customers love it, too. It’s

a product that fits with his company’s

mission of promoting the health and

wealth of hairdressers — because,

as he says, “If you don’t stand for

something, you’ll fall for anything!”

Tell me about Bassett Salon Solutions. We are a family owned distribution company dedicated to the independent salon owner and stylist (no beauty supply chains). Our motto is “For the Health and Wealth of the Hairdresser.” We select and sell products that are healthier for the stylist and the environment. Because we choose not to sell brands that are found in beauty supplies and chains, the stylists’ clients can only find/purchase their products directly from them – which puts more income in stylists’ pockets. My wife is a hairdresser and has been for the past 18 years. She and other salon professionals have given me everything in my life. This was my opportunity to support them!

As a distributor of Kemon’s NaYo products, what kind of growth have you seen in sales?We have been very successful with NaYo, and that category keeps building momentum and

growing. Stylists have become very selective of the types of products they want to use, and it’s very rewarding to have customers approaching us to place NaYo in their salons. Our existing customers were on board when NaYo launched, but it also opened a door for new business. NaYo conforms to our standard of promoting healthier products for the stylist and the environment, and it performs! The coverage and color range is beautiful. Both stylists and their clients love the ammonia-free, PPD-free and fragrance-free alternative that NaYo gives them.

What initially attracted you to Kemon’s NaYo line? We were initially attracted to the packaging and concept. We had our coaching team work with the products before launching — and the feedback and the results were phenomenal. We like that we can offer an amazing color line that covers gray, lifts up to five levels, adds shine and leaves the hair healthier than before the color service without harmful ammonia, PPDs and fragrance. We searched for quite some time for a color line that complimented our vision and belief system. We wanted to have a brand that we truly believed in and a brand that would deliver a level of performance that would change our stylists’ view on hair color and make them passionate about their craft again. We wanted a brand that would be safer and healthier for them, the environment and their clients. We chose Kemon as it met our criteria, and it was immediately well received because of what it could do and how it set stylists who use it apart from the rest. ▲

Responses by Ward Bassett, President/CEO, Bassett Salon Solutions

To carry Kemon in your salon, please contact your local distributor or call 800.362.6245 x3107 for more information:

BASSETT SALON SOLUTIONSCalifornia Market1595 N. Main StreetOrange, CA 92867877.277.9288bassettsalonsolutions.com

THE INDUSTRY SOURCEMichigan and Texas23200 Haggerty Rd. Farmington Hills, MI 48335800.362.6245theindustrysource.com

KALEIDOSCOPE SALON NETWORK New England Market150 Dow StreetManchester, NH 03101800.262.4247kaleidoscopesn.com

BEAUTYSCOPEMid Atlantic Market44900 Acacia Lane, Ste. 114Dulless, VA 20166 866.884.5177beautyscopellc.com

NETWORK SALON SERVICESIllinois Market1200 West 35th Street, Ste. 12120Chicago, IL 60609888-912-8400networksalonservices.com

Promoting the Health and Wealth of Hairdressersin Arizona, California and Nevada Ward Bassett, President/CEO,

Bassett Salon Solutions

▲

Your hair is an essential part of a healthy lifestyle. Like eating right and exercising, the way you take care of your hair has a signifi cant impact on your overall well-being. More and more, women are demanding healthy and natural products for their hair as well as their body. Now with Kemon Actyva and NaYo, you can have the best of both worlds: healthy hair and vibrant color.

Actyva Colore Brilliante products work together to maintain intense, vibrant long-lasting color while offering UV protection.

Actyva Colore Brilliante Shampoo protects hair from becoming dull while cleansing gently and prolonging the beauty and shine of color over time.

Actyva Colore Brilliante Cream extends the life of color, makes hair easier to comb and provides shine and softness.

Actyva Colore Brilliant Mask provides nourishment and vitality, prolonging the brilliance of color over time.

For best results, recommend Actyva hair care for home use after using NaYo hair color. Free of PPD, ammonia and unpleasant odors, NaYo hair color lets women enjoy hair that is both beautiful and vibrant.

BODY

HEALTHYHEALTHYHAIR BODYHAIR FOR A HEALTHY

Actyva Colore Brilliante Shampooprotects hair from becoming dull while cleansing gently and prolonging the beauty and shine of color over time.

Actyva Colore Brilliante Creamextends the life of color, makes hair easier to comb and provides shine and softness.

Actyva Colore Brilliant Maskprovides nourishment and vitality, prolonging the brilliance of color over time.

For best results, recommend Actyva hair care for home use after using NaYo hair color. Free of PPD, ammonia and unpleasant odors, NaYo hair color lets women enjoy hair that is both beautiful and vibrant.

Actyva hair care and NaYo hair color are sold exclusively in fi ne Kemon salons.To fi nd a distributor in your location, please visit kemonusa.com.For technical information on all Kemon products, please visit kemon.com.

TISmag_ND11_25 Kemon Ad.indd 27 10/6/11 10:11 AM


win

A night of Fashion, Food and Fun for a good Cause

Benefiting:

On Sunday, October 2, some

of the biggest names in the

industry were gathered at

Andiamo Celebrity Showroom

in Warren, MI for a night of

fashion, food and fun known as

FRINGE, featuring the Tiffany

Hairdresser of the Year awards.

Now in its ninth year, the Tiffany Hairdresser of the Year Awards celebrates the artistic mastery of hairdressing by recognizing the most outstanding hairdressers and colorists. Hosted by tng worldwide, Tiffany is a major fundraiser for the American Cancer Society (ACS) to fund cancer research, education, advocacy and patient services – and this year was no exception. Not only was this year’s FRINGE event sold out, but, as a result, TNG has raised $92,000 to date for ACS with a yearend goal of $125,000.

Attendees got the chance to see a variety of outstanding performances in addition

to viewing looks created by the six 2011 Tiffany Hairdresser of the Year finalists: Marija Lleshaj (6 Salon of Royal Oak, MI), Lauren Lindner (Studio 9 Salon of Sterling Heights, MI), Anna LaTorre (Pigalle Salon and MedSpa of Southfield, MI), Anika Domanico (Salon Domani of West Bloomfield, MI), Scott Jenner (Andrew Marke Salon of Macomb, MI) and Jodi Schmalz (Avantgarde of Grand Rapids, MI).

Brush Salon started the night off with several beautiful looks. Number Six Salon followed with a sassy performance and was named Tiffany Salon Team of the Year.

2011 Tiffany Hairdresser of the

Year, Anna LaTorre, and her models

Thanks to our 2011sponsors!

Following dinner, Greg Myers and Jorie Van Eck of American Crew showcased a variety of versatile and chic looks for men. When Antonio Corral of Moroccanoil took the stage, he kept audience members laughing while demonstrating how to do a fashion-forward updo in less than 15 minutes. Kemon’s Massimo Berti then showed audience members how to change short hair from a casual day look to a sophisticated night look in less than 15 minutes.

Myers, Van Eck, Corral and Berti returned as judges for the feature segment of the night – the Tiffany Hairdresser of the Year finalist competition. Each contestant showcased one look in each of the following categories: Color, Formal and Women’s Editorial. However, only one contestant could take

home the coveted Tiffany Hairdresser of the Year Award, and that contestant was Anna LaTorre of Pigalle Salon and MedSpa in Southfield, MI.

When asked how it felt to win, LaTorre responded, “Amazing, of course!” LaTorre wowed judges, not only with her fantastic looks and presentation, but also with her dedication. Although she just gave birth to the newest addition to her family earlier that week, that didn’t stop her from getting right back to work and exceeding judges’ and audience members’ expectations.

For more information about the 2011 Tiffany Hairdresser of the Year Awards, visit thetiffanyawards.com. s


Presenting sPonsors• tng worldwide• Kemon

gold sPonsors• American Crew• American international industries• Cnd• entry Point• Moroccanoil• oPi• star nail

silVer sPonsors• Comerica Bank• greg dawson & Associates• rex Printing• spilo Worldwide• VnC sales & Marketing

suPPorter• Apac Paper• Arandell• Begonia Brothers• essex Benefit group, llC• essie• guardian Alarm• oakland Companies• Plante & Moran PllC• secure-24• the Kirschner group, inc.• uPs

Friend• Betty dain Creations• Brown Printing• graham Professional Beauty• integrated systems design• shadow Pr

AssoCiAte• desktop• dykema• new sunshine, llC• ProMed delivery, inc.

tng worldwide President and CEO Larry Gaynor with American Crew models

Number Six Salon won Salon Team of the Year

Massimo Berti for Kemon

Antonio Corral for Moroccanoil


Introduction by Brush Salon


win

Think of a problem you’re trying to

solve. Maybe you want to get raises

for your team members. Perhaps you

have a dispute with the IRS. Maybe

you want that “plum” job.

In these situations, no matter what your title or reputation, you’re not involved in an equal partnership. You’re the underdog. If you’re the team leader, you’re the underdog to your boss. If you’re the taxpayer, you’re the underdog to the IRS. If you’re the interview candidate, you’re the underdog to the potential employer.

As an underdog, you have no power or advantage. You hold none of the “cards” while the person you want to persuade holds all of them. You are engaged in upward influence, one of the most challenging influence encounters you’ll face. Rest assured that you’ll have to influence up the food chain many times to get what you want in your work and personal lives.

The Powerful Have a Psychological Need to Help UnderdogsResearch shows that people tend to see individuals of high status as more influential, competent and worthy than low-status (underdog) individuals or groups. The low-status individuals and groups are more likely to be targets of prejudice and negative stereotyping, and they’re more likely to be seen as unworthy and incompetent.

However, there is an upside to being the underdog. Do you remember cheering for any of the following people or teams? Reality show singing sensation Susan Boyle? The Chicago Cubs? This love of the underdog is intriguing because it violates classic social psychology theory that suggests an important part of our self-worth derives from identifying with successful, high-status organizations and groups. A core tenet of social identity theory asserts that the accomplishments of the groups with which we affiliate are a crucial source of our self-esteem. We are better people (or at least we think we are) when we’re aligned with winners.

Powerful people many times suffer from what psychologists call the “imposter syndrome,” where they feel like they don’t deserve the fruits of their labors. This is the underdog’s edge. The powerful people who feel this way now have, with an underdog request, the opportunity to say, ‘Look, I help others, I’m not the bad guy.”

People Buy from UnderdogsRecent research has found a trend that underdog positioning even influences consumer behavior. Researchers are noticing an increase in underdog branding as a marketing strategy, particularly with a firm’s biography. Even if a company is now large, if they struggled to survive in the early days (Apple, Southwest Airlines, Oprah Winfrey) they have an appeal because underdog stories about overcoming great odds through passion and determination resonate, and especially during difficult times.

Not All Underdogs are Equal While you may now agree that underdogs have persuasive appeal, you might be asking why some underdogs get what they want and others don’t. It’s because there are five characteristics of winning underdogs that researchers have found to be required before the underdog formula is a persuasive formula:

1. Few resources. Many organizations and individuals promote their wealth and resources before their hard work and grit. The more resources you have, the greater expectations for success (and the resulting loss of underdog positioning).

2. Don’t squander the resources you do have, and show that you worked hard for them.

3. Keep other’s expectations of you low.

4. Don’t call yourself the underdog. Research shows that label must come from a third party to be credible.

5. Use unconventional tactics. Effective underdogs don’t use the same tactics as their Goliath adversary.

The next time you find yourself with an upward influence situation, try positioning yourself as the underdog. Remember, the powerful person you are trying to persuade has a deep-seated need to help true underdogs, and you can meet that need. s

WRITTEN BY AMY SHOWALTER

ABOUT THE AUTHOR:Amy Showalter is the author of “The Underdog Edge: How Ordinary People Change the Minds of the Powerful… and Live to Tell About It.” For more information visit showaltergroup.com or underdogedge.com, or call 513.762.7668.

The Upside of

UNDEREngaging the Underdog Edge for Persuasion Success



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win

“You don’t cut hair in a drug store. We

don’t sell our products there.” That’s the

philosophy of Exclusive Beauty Supplies

in a nutshell — a beauty distributor

dedicated to premium salon products.

Forty five years ago, John Leon’s father started the company. Since then, the business has been passed down to Leon, who has run the company for 35 years. According to Director of Sales and Marketing and 12-year employee, MacDonald Kennedy, the business is a family tradition of sorts — one that doesn’t look like it is going to die any time soon, as the next generation, Leon’s two daughters, already work at management levels within the company. We learned this and more during our conversation with Kennedy, who says that Exclusive Beauty Supplies’ key to success is their status an industry pioneer.

What’s the mission of the company?We fashion ourselves as a pioneer distributor, bringing new technologies and innovations in the industry to the market. We don’t have a lot of big mass-market types of brands. We tend to focus on boutique brands that have some kind of beauty position in the industry. I like the idea of bringing new technology to the market and all the new stuff that’s out there. If it weren’t for independent distributors like Exclusive Beauty Supplies, a lot of new technologies would never make it to the salons because some distributors don’t bring innovation or create new categories of business. We aren’t just order takers. We’re the little pioneer.

What kinds of innovations?For instance, there’s a category of products that are all-in-one — multipurpose kind of products — and we didn’t have something in that category. I thought black 15in1 did a beautiful job of elevating the multi-purpose product to the next level. Other products in that category just seem to be lower end, and we don’t carry low-end products. They did a really nice job of entering that category in a higher-end, more boutique kind of way.

What feedback have you heard from customers about black 15in1?It’s been a success. People like it a lot. And they love the packaging.

What do you like about the product?The people who developed and sell black 15in1 are really cool people, and they’ve done a really good job branding the product. They seem to be very smart about bringing new things to the market. I think they could do even more with black 15in1, and I’m looking forward to seeing what they come up with in the future. We really enjoy working Dixie, the black 15in1 Sales Manager. Working with her is one of the best things about working with the product! s

Responses by MacDonald Kennedy Director of Sales and Marketing Exclusive Beauty Supplies

Exclusive Beauty SuppliesOffering innovative solutions with black 15in1

To carry black 15in1 in your salon, please contact your local distributor or visit black15in1.com:

EUROPEAN IMAGE SALON SUPPLIERSNorth Carolina and South Carolina7333 Peppermill ParkwayN. Charleston, SC 29418800.922.5580 • eissinc.com

EXCLUSIVE BEAUTY SUPPLIESFlorida, Georgia, Alabama and Mississippi4750 Oakes Road, Ste. ODavie, FL 33314954.321.6800 • exclusivebeautysupplies.com

INDEPENDENT SALON SERVICESCalifornia and Nevada848 E. Gish Rd., Ste 2San Jose, CA 95112888.478.4481 • independentss.com

MARITIME BEAUTY SUPPLYNew Brunswick, Prince Edward Island and Nova Scotia3695 Barrington St.Halifax, NS B3K 2Y3902.429.8510 • maritimebeauty.com

MASELLO SALON SERVICESMaine, New Hampshire, Massachusetts, Vermont, Rhode Island 20 Sharpe Drive Cranston, RI 02920800.828.0030 • masello.com

NATIONAL SALON RESOURCESIowa, Minnesota, Nebraska, North Dakota, South Dakota and Wisconsin3109 Louisiana Ave. NMinneapolis, MN 55427800.622.0003 • nationalsalon.com

SWEIS INC.Southern California and Nevada23760 Hawthorne Blvd.Torrance, CA 90505877.633.1717 • sweisinc.com

THE INDUSTRY SOURCEMichigan and Texas23200 Haggerty Rd.Farmington Hills, MI 48335800.362.6245 • theindustrysource.com

TWIN STATE SALON SUPPLYMaryland, Virginia, West Virginia and Washington, D.C.HC77, Box 166Hinton, WV 25951800.344.5660 • twinstate.net

WEST COAST BEAUTYBritish Columbia108-6741 Cariboo RdBurnaby, BC V3N 4A3604.321.2700 • west-coast-beauty.com

YOUR CHOICE IS OUR STRENGTHFor more information, visit us on the web at www.nailtek.com or

scan our QR codeor call us at 631.366.0500.



TISmag_ND11_31 Nail Tek Ad.indd 31 10/6/11 10:19 AM


win

CHANGECHANGECHANGE

Lead Your Organization Through Major

When change is forced upon you, making the shift is often more stressful and more difficult than when you thoughtfully decide to take your organization in a new direction. After all, making a change that you plan for is exciting and filled with opportunity, while making a change due to outside forces putting pressure on you is filled with risk and unpredictability.

Unfortunately, most organizations resist these externally mandated changes and are slow to respond. They fear the risk involved, and, as a result, they miss many opportunities. Change under external circumstances is scary because you often don’t know if the changes you’re making are going to work. Additionally, the change may mean you have to alter your company’s values or culture, and those sorts of changes don’t come easy.

The fact is that embracing any type of externally motivated change requires both courage and planning. Following are some suggestions for making the change process easier and more successful.

These days, it seems that the words “business”

and “change” go hand in hand. From dealing

with regulatory changes and economic shifts to

responding to new customer demands and emerging

technologies, sudden and externally mandated

changes affect organizations of all sizes.

“Lead Your Organization Through Major Change” continued on page 34



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3

2

5

4

1 Assess your company’s current talent potential.

When dealing with externally motivated change, a good leader needs the emotional maturity to maximize and leverage the strengths of the people within the organization. Depending on the size of the company or department, you may not have daily contact with those you lead. Therefore, take the time to go back and assess who you have working for you and what skill sets they have. Chances are some will have developed new skills and strengths since they were originally hired. Therefore, determine how the company can best use the people you already have to make the change successful. Most people overlook the talent that’s right under their nose and think they need to look outside for the skills to best move the company forward.

If you do need outside talent, hire people who know more than you do.

Many times, those charged with hiring people don’t want to hire anyone who is strong, assertive or more knowledgeable than they are. They think these new hires will make them look bad – or even worse take their job. In reality, if you hire people who are strong and know more than you do, you’re going to fare better during the change process. Realize that when the organization does well, everyone looks good, not just one person. However, if the organization fails, people typically look for one person to blame – usually the leader. The only way your company can sustain its momentum during and after the change is to have strong people on board.

Create an environment that encourages continuous learning.

The knowledge you and your people possess has long-term value for the organization. If you stop learning, you stop having the ability to contribute to the continued development of the organization. Learning is vital, because things change so quickly – technology changes, the industry changes, the marketplace changes, etc. You have to

keep up and know what’s state-of-the-art to stay relevant to customers. Therefore, encourage your staff to attend seminars, read books, stay abreast of industry news, and seek internal feedback and mentoring. The more learning opportunities people have, the more valued they’ll feel, and the more they’ll want to contribute to the change process.

Hold people to their commitments.

No change will ever be complete if people abandon their responsibilities midstream. That’s why you need to hold people accountable for what they commit to. To do so, first make sure they have the skills needed to do the job. If they don’t, there’s no way they’ll be successful. Then you need to monitor their progress and evaluate how they are contributing (or not contributing) to the change process. Realize that monitoring doesn’t mean micromanaging. It simply means keeping the pulse of the whole work flow to ensure all the pieces of the process fit together and are getting done. When you find that someone isn’t contributing effectively, you must be willing to confront the person and deal with the problem in a constructive way that gets the work back on track.

Be clear, consistent, and continuous when communicating the vision and goals.

You have to be clear and consistent about the change, about what’s occurring, about

what needs to occur, and about the vision and goals for the company. Spell out where the company is going as well as the plan to get there. When you are not clear and/or consistent, your message gets garbled and people don’t understand it. That’s when problems happen and change becomes risky. You think you’re communicating one thing but no one understands your real message, so they pull in a different direction. That’s why you must make sure everyone is on the same page. Also, don’t just relay the message once: you have to consistently revisit it and make sure everyone is still on board. Allow people to ask questions and, if possible, to contribute to the message. People buy into an idea more easily if they feel they took part in shaping it.

Approach Change ProactivelyChange that’s mandated from outside factors is often uncomfortable, but this doesn’t mean it’s a bad thing. In fact, when approached correctly, this sort of change can open your eyes to new possibilities, new customer bases, new revenue streams and even new product and service offerings. So tackle these externally influenced changes proactively and you’ll have the upper hand. Not only will you fare better than your competitors during the change, but you’ll also emerge as the marketplace leader. And that’s one change you definitely want to occur. s

WRITTEN BY DANITA JOHNSON HUGHES, PH.D.

ABOUT THE AUTHORDanita Johnson Hughes, Ph.D. is a healthcare industry executive, public speaker and author of the forthcoming “Turnaround.” For more information visit danitajohnsonhughes.com or write to her at [email protected].

“Lead Your Organization Through Major Change” continued from page 32

TISmag_ND11_32 and 34 Lead through Change2.indd 34 10/7/11 12:39 PM



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Have you ever driven past a billboard that would cause an accident if anyone actually read the whole thing? Or wished that a salesperson would stop blabbering about how perfect their product or service is? Worse yet, have you ever sat through a presentation that features a bunch of PowerPoint slides being read to you by the speaker?

The advertiser, salesperson and speaker all missed the opportunity to reach and influence their target audiences. Time and money are wasted. Productivity suffers. It’s probably time for an Extreme Messaging Makeover.

FIVE WAYS TO ACHIEVE YOUR EXTREME MESSAGING MAKEOVER

1. Focus on One Big IdeaWe’re bombarded with messages from the time we wake up until we crash at the end of a long day. We can’t afford to spend more time processing information unless we are sure we need it. We remember creative messages that are memorable and make an emotional impact. We relate to them and they are focused on one main idea.

Think about ads or slogans that you probably couldn’t forget if you wanted to:• Can You Hear Me Now?• Don’t Leave Home Without It.• Got Milk?

Try to remember the last time a salesperson made just the right pitch or you thoroughly enjoyed a presentation or speaker. The message was focused on you and on one big idea that you still remember today.

The next time you are creating an ad, making a sales pitch or writing a memo, improve your message by asking yourself: What’s the big idea?

Extreme Messaging

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“Does Your Company Need an ExtremeMessaging Makeover” continued on page 38

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2. Tell Your Story by Telling StoriesStories resonate and help us relate to others. We remember vivid details of stories told when we were kids. The most influential speakers tell memorable stories that stir multiple emotions. The most successful advertising campaigns use storytelling to make a lasting impact. The best media coverage is created by compelling stories.

When presenting to a group, internally or externally, take your messaging to another level with meaningful and memorable stories. You might find that a story you think is no big deal will be enjoyed by your audience.

Build your company’s brand by telling multiple stories that become your key message points, convey your real story and create the image you deserve. Tell your company’s story in a way that focuses on your key target audiences. Make it about them and their wants and needs.

Instead of sending boring press releases that end up ignored by the media, tell interesting, real life stories that people will want to read and hear. Then the media can be your conduit to tell your story.

3. Use Startling Stats, Numbered Lists and AcronymsPeople tend to remember memorable facts or numbers rather than theories or abstract ideas. Beginning with a relevant fact or statistic can be an effective way to grab the audience’s attention and provide them with an easy to remember point. Trident famously used the phrase “four out of five dentists surveyed would recommend sugarless gum to their patients who chew gum” in its advertising for decades. Why? It was a startling statistic that made a memorable impact. Trident provided a key takeaway that gained credibility with their key target audiences.

We also remember numbered lists better than a simple listing of facts. If you number points in accordance to importance or relevance, your audience will at least remember the top few points and maybe more. Think back to when a speaker used this technique and said they were going to talk about three major points. Once they said the first two, you were waiting for the third one. After the presentation, you probably even tried

to remember the three main points to tell others who were not at the presentation.

Acronyms and abbreviations are also an effective way to help your audience remember things they might not normally retain. Within many organizations and industries, this practice is so popular that a maze of acronyms can actually lead to confusion. When that happens, you might find a CQI team is developed to focus on PI and maximizing ROI to reduce stress and avoid increased visits to doctors in the company’s PPO or HMO...so try not to overuse this tactic.

4. Get Them to Feel SomethingYour messaging must make an emotional impact with your target audience. They have to feel something.

When we listen to a political candidate, entertainer, coach, religious leader or rock star, we typically feel something. We are emotionally tied to the subject and the speaker. These communicators know how to stir emotions and engage their audiences.

While you might not see yourself as a rock star speaker or your message at the level of a coach or politician, you still need to think about how you can make an emotional impact on your audience. Don’t fall back on the same old corporate speak. Do you touch on emotions like excitement, fear, happiness or sadness? If not, you are reducing the likelihood of your message resonating and being remembered for more than a brief time.

Touch emotions to capture people’s attention. Focus on what the audience stands to lose as well as what they stand to gain. Put the message in their terms and focus on the impact on them, positive or negative.

5. Tell the TruthMost marketers have heard the phrase “Truth in Advertising” and there’s even a spoof on YouTube about the lack thereof. The term “Spin Doctor” pretty much covers the perception of truth in PR. And, as far as sales, nobody likes to be sold, right?

As our parents and kindergarten teachers taught us, telling the truth is the ethical way to go. It is also the practical approach.

Telling the truth is essential to successful public relations. Pick your favorite media gaffe that resulted from a public figure being less than truthful. “The Media” will find and report contradictions, and the story can potentially reach the masses within minutes online. If you hide behind a “no comment” or offer a less than truthful response, you will be perceived negatively when the reporter eventually does break the story (and someone will).

In regard to truth in sales, think about how you feel when a salesperson goes on and on. You probably wish they would shut up and listen to what you are saying so you can tell them what you want. Salespeople need to listen, ask probing questions and match needs based on the strengths of their product or service. Admit weaknesses early because the prospect will usually figure out that your product isn’t perfect. Focus on true strengths and leave the hyperbole to your competitors.

Truth in advertising does exist and the winning companies adhere to it. Truth in PR must exist or you and your company will lose credibility. Truth in sales will help you stand out from the competition and ultimately lead to more business for your company.

Your extreme messaging makeover will make a difference for you and your organization. Follow these strategies and make it happen! ▲

WRITTEN BY DAVID M. MASTOVICH

ABOUT THE AUTHOR:David M. Mastovich, MBA is president of MASSolutions, Inc. and the author of “Get Where You Want To Go: How to Achieve Personal and Professional Growth Through Marketing, Selling and Story Telling.” For more information, visit massolutions.biz.

“Does Your Company Need an Extreme Messaging Makeover” continued from page 36

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Natalie Mona had always dreamed of owning her own salon. But as a busy mother of four small children, she had put that dream aside. That is, until her husband found a space in Howell, MI that was too good to be true.

“He told me about [the space] a couple of times. I thought that I was so busy at that time in my life that I could absolutely not take on anything else. But when he showed it to me, the moment I walked in the front door I said I wanted it,” she says.

The two decided on the name “Essential Elegance,” which Mona says has a lot to do with the feeling she got when she first saw the space in Howell and the feeling she wanted clients to have when they stepped into the salon. Now, three years later, Essential Elegance has expanded to two locations—the original Howell location and an additional location in Brighton, MI. And, while both are characterized by the feeling that Mona had in mind, they both have their own flavor of elegance.

“We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa manager and salon director.

Drewno joined forces with Mona in December 2008, shortly after Mona had secured the first location.

“In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.

Mona and Drewno knew that adding a location would be no small task, and they

wanted to be sure that it embodied the same level of elegance and sophistication as the original. However, they did not want it to be a cookie-cutter replica, so they decided to call on ASID Designer Leslie McGwire and The Pavilion for turn-key design help.

The Pavilion is the world’s largest showroom for salon and spa equipment and furniture. There, Mona and Drewno had the opportunity to visualize equipment and furniture before making a purchase decision.

“Leslie was the perfect person to work, design and collaborate with,” Drewno says. “She’s fabulous and has the talent. I introduced her to Natalie and they hit it off, so they started putting their heads together and created the design for the second location.”

The results were even better than they could have dreamed. The Brighton location features crystal chandeliers, etched glass and custom built style stations with granite tops and antique furniture that houses some of the salon’s retail displays.

“It’s artsy and eclectic. I love the olive and deep purple walls next to the metallic silver. We get compliments all day long. Clients love it because we have a processing room where they can sit and drink a glass of wine while their

Essential EleganceEssentialEssentialEssentialEssentialEssential

Rolling out the red carpet at

location would be no small task, and they Mona and Drewno knew that adding a location would be no small task, and they location would be no small task, and they


location would be no small task, and they

November/December 2011November/December 2011

times. I thought that I was so busy at that time in my life that I could absolutely not take on anything else. But when he showed it to me, the moment I walked in the front door I said I the moment I walked in the front door I said I

The two decided on the name “Essential Elegance,” which Mona says has a lot to do with the feeling she got when she first saw the space in Howell and the feeling she wanted clients to have when they stepped into the salon. Now, three years later, Essential

anything else. But when he showed it to me, the moment I walked in the front door I said I the moment I walked in the front door I said I wanted it,” she says.

The two decided on the name “Essential

wanted it,” she says.


anything else. But when he showed it to me, the moment I walked in the front door I said I the moment I walked in the front door I said I the moment I walked in the front door I said I the moment I walked in the front door I said I wanted it,” she says.


the moment I walked in the front door I said I the moment I walked in the front door I said I wanted it,” she says.


wanted it,” she says.

The two decided on the name “Essential The two decided on the name “Essential Elegance,” which Mona says has a lot to The two decided on the name “Essential Elegance,” which Mona says has a lot to do with the feeling she got when she first

The two decided on the name “Essential Elegance,” which Mona says has a lot to Elegance,” which Mona says has a lot to do with the feeling she got when she first do with the feeling she got when she first saw the space in Howell and the feeling she wanted clients to have when they stepped into the salon. Now, three years later, Essential the salon. Now, three years later, Essential Elegance has expanded to two locations—the

wanted clients to have when they stepped into the salon. Now, three years later, Essential Elegance has expanded to two locations—the

small children, she had put that dream aside. That is, until her husband found a space in That is, until her husband found a space in Howell, MI that was too good to be true. That is, until her husband found a space in Howell, MI that was too good to be true.

“He told me about [the space] a couple of “He told me about [the space] a couple of times. I thought that I was so busy at that time in my life that I could absolutely not take on anything else. But when he showed it to me, the moment I walked in the front door I said I the moment I walked in the front door I said I wanted it,” she says.wanted it,” she says.

original Howell location and an additional location in Brighton, MI. And, while both

do with the feeling she got when she first Elegance,” which Mona says has a lot to The two decided on the name “Essential

do with the feeling she got when she first saw the space in Howell and the feeling she

“In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.goal was to have multiple locations,” says Drewno.“In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.“In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.

flavor of elegance.flavor of elegance.flavor of elegance.flavor of elegance.flavor of elegance.had in mind, they both have their own had in mind, they both have their own flavor of elegance.flavor of elegance.

says Denise Drewno, Essential Elegance spa manager and salon director.manager and salon director.

Drewno joined forces with Mona in December Drewno joined forces with Mona in December Drewno joined forces with Mona in December

first location. first location. first location.


flavor of elegance.flavor of elegance.flavor of elegance.flavor of elegance.flavor of elegance.had in mind, they both have their own flavor of elegance.had in mind, they both have their own are characterized by the feeling that Mona had in mind, they both have their own

“We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,” location is like a salon out of Manhattan,”

had in mind, they both have their own

“We like to say the first location is somewhat “We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,”

goal was to have multiple locations,” says Drewno.goal was to have multiple locations,” says Drewno.

says Denise Drewno, Essential Elegance spa manager and salon director.says Denise Drewno, Essential Elegance spa

had in mind, they both have their own flavor of elegance.had in mind, they both have their own are characterized by the feeling that Mona had in mind, they both have their own

“We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa

Drewno joined forces with Mona in December 2008, shortly after Mona had secured the

says Denise Drewno, Essential Elegance spa says Denise Drewno, Essential Elegance spa manager and salon director.

Drewno joined forces with Mona in December 2008, shortly after Mona had secured the 2008, shortly after Mona had secured the first location.

“In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.“In a very short time, we both realized that our “In a very short time, we both realized that our



location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa

Drewno joined forces with Mona in December Drewno joined forces with Mona in December

of an old world mansion and the second “We like to say the first location is somewhat of an old world mansion and the second

original Howell location and an additional original Howell location and an additional location in Brighton, MI. And, while both are characterized by the feeling that Mona

manager and salon director.

Drewno joined forces with Mona in December Drewno joined forces with Mona in December Drewno joined forces with Mona in December 2008, shortly after Mona had secured the

of an old world mansion and the second of an old world mansion and the second of an old world mansion and the second location is like a salon out of Manhattan,” location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa says Denise Drewno, Essential Elegance spa manager and salon director.manager and salon director.manager and salon director.

Drewno joined forces with Mona in December Drewno joined forces with Mona in December Drewno joined forces with Mona in December 2008, shortly after Mona had secured the 2008, shortly after Mona had secured the first location.

get compliments all day long. Clients love it because we have a processing room where they get compliments all day long. Clients love it

Mona and Drewno knew that adding a location would be no small task, and they location would be no small task, and they can sit and drink a glass of wine while their can sit and drink a glass of wine while their

original Howell location and an additional location in Brighton, MI. And, while both are characterized by the feeling that Mona

location would be no small task, and they location would be no small task, and they


first location.

“In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.goal was to have multiple locations,” says Drewno.goal was to have multiple locations,” says Drewno.goal was to have multiple locations,” says Drewno.


location would be no small task, and they Mona and Drewno knew that adding a

first location.

“In a very short time, we both realized that our “In a very short time, we both realized that our

Natalie Mona had always dreamed of owning her own salon. But as a busy mother of four small children, she had put that dream aside. That is, until her husband found a space in That is, until her husband found a space in Howell, MI that was too good to be true.

“He told me about [the space] a couple of times. I thought that I was so busy at that time

Howell, MI that was too good to be true.

“He told me about [the space] a couple of “He told me about [the space] a couple of

That is, until her husband found a space in Howell, MI that was too good to be true. Howell, MI that was too good to be true. Howell, MI that was too good to be true. That is, until her husband found a space in Howell, MI that was too good to be true.

“He told me about [the space] a couple of “He told me about [the space] a couple of “He told me about [the space] a couple of

EleganceEssentialEssential EleganceEssential Elegance EleganceEssentialEssential Elegance

anything else. But when he showed it to me, the moment I walked in the front door I said I the moment I walked in the front door I said I wanted it,” she says.


times. I thought that I was so busy at that time in my life that I could absolutely not take on anything else. But when he showed it to me, the moment I walked in the front door I said I the moment I walked in the front door I said I wanted it,” she says.

The two decided on the name “Essential Elegance,” which Mona says has a lot to do with the feeling she got when she first saw the space in Howell and the feeling she wanted clients to have when they stepped into

had in mind, they both have their own flavor of elegance.flavor of elegance.

“We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa says Denise Drewno, Essential Elegance spa

Drewno joined forces with Mona in December

says Denise Drewno, Essential Elegance spa says Denise Drewno, Essential Elegance spa says Denise Drewno, Essential Elegance spa manager and salon director.

location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa manager and salon director.



Drewno joined forces with Mona in December 2008, shortly after Mona had secured the Drewno joined forces with Mona in December Drewno joined forces with Mona in December

manager and salon director.manager and salon director.



Drewno joined forces with Mona in December Drewno joined forces with Mona in December 2008, shortly after Mona had secured the first location. 2008, shortly after Mona had secured the first location.

November/December 2011November/December 2011


Drewno joined forces with Mona in December 2008, shortly after Mona had secured the Drewno joined forces with Mona in December 2008, shortly after Mona had secured the

location is like a salon out of Manhattan,” location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa


“We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa says Denise Drewno, Essential Elegance spa says Denise Drewno, Essential Elegance spa


“In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.“In a very short time, we both realized that our “In a very short time, we both realized that our goal was to have multiple locations,” says Drewno.




“In a very short time, we both realized that our purple walls next to the metallic silver. We

because we have a processing room where they can sit and drink a glass of wine while their because we have a processing room where they can sit and drink a glass of wine while their


had in mind, they both have their own flavor of elegance.flavor of elegance.

“We like to say the first location is somewhat “We like to say the first location is somewhat

had in mind, they both have their own flavor of elegance.

“We like to say the first location is somewhat


“We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,”

“We like to say the first location is somewhat

location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa



of an old world mansion and the second


Drewno joined forces with Mona in December Drewno joined forces with Mona in December 2008, shortly after Mona had secured the first location.



goal was to have multiple locations,” says Drewno.

Mona and Drewno knew that adding a




Mona and Drewno knew that adding a location would be no small task, and they Mona and Drewno knew that adding a location would be no small task, and they



“We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa manager and salon director.



“We like to say the first location is somewhat “We like to say the first location is somewhat of an old world mansion and the second location is like a salon out of Manhattan,” says Denise Drewno, Essential Elegance spa



“It’s artsy and eclectic. I love the olive and deep purple walls next to the metallic silver. We get compliments all day long. Clients love it

2008, shortly after Mona had secured the first location.


can sit and drink a glass of wine while their can sit and drink a glass of wine while their can sit and drink a glass of wine while their

purple walls next to the metallic silver. We get compliments all day long. Clients love it because we have a processing room where they can sit and drink a glass of wine while their


Essential Elegance Locations:4218 East Grand River AvenueHowell, MI 48843

9740 Village Place Blvd.Brighton, MI 48116

win

The style stations at Essential Elegance evoke luxury.

Clients can relax in this chic color processing room.

TISmag_ND11_40-41 Essential Elegance2.indd 40 10/7/11 12:43 PM


color processes instead of sitting in our style station. There are people who want to copy the design for their house as well as their business,” says Drewno.

Mona was also thrilled with the design results and says that her favorite part is the look of the style stations.

“There’s this mirror that Leslie helped us find. It’s a huge, ornate, gorgeous mirror that’s the focal point of the style stations. That would have to be my favorite design element within the salon,” she says.

However, Essential Elegance isn’t just about looks. It’s about specialized service, premium products and an overall outstanding salon experience.

When it comes to products, they only use the best. “SpaRitual is the line that we use for our nail services. We carry Moroccanoil, which is the top seller in our Howell location, and it draws clients. When we put it in our advertising people will come in just to buy it,” says Drewno.

The salon also has an outstanding team that is able to cater to clients’ specific needs. “We have a lot of staff members that, aside from doing hair, specialize in things from spray tanning to hair extensions,” says Mona. “We are always on top of trends and taking it to the next level. When we have downtimes, we make a workshop out of it and turn it into education and learning.”

But Mona says that what makes Essential Elegance stand out the most is a feeling—not unlike the feeling she got three years

ago when she first set foot in what would become the Howell location.

“It’s just the feeling you get when you’re here. It’s the culture and what we believe from start to finish—from the time that you walk in to the smiles that pass by to the products in the retail area. We are not a place where clients get just another haircut or service. We want to make each customer’s visit a red-carpet experience, pampering them from the front desk all the way down to each of our services.” s





Housed in antique furniture, Essential Elegance offers a wide selection of retail items.

The waiting area sets the tone for the elegant design throughout the salon.

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Describe Ladies & Gentlemen Salon and Spa.Ladies & Gentlemen is a full-service salon and spa. We are a non-tipping organization. We say that, instead, the best expression of appreciation is to recommend a friend. Clients receive “a moment of wellness” with every salon service. This could be a cup of organic tea, a foot soak, an arm or scalp massage or a makeup touch up. We are open seven days a week and have three salons as well as two schools.

What is the environment like?All locations are very contemporary. We try to utilize natural materials and stay true to our environmental mission. The Mentor salon location is made up of two older buildings – an old realty office and an auto mechanic’s garage. It has sort of a city loft feel. We use sky lights and lots of open windows for natural lighting. We always want our locations to feel comfortable and welcoming for all of our guests.

What are some of the products that you use and what do you like about them?We use CND, Intrinsics, ForPro and Spa Ritual. Our Chicago location uses Spa Ritual polish for back bar and retail areas. We like their consistency of quality and their environmental /vegan philosophy.

What is the history behind Ladies & Gentlemen?Nancy Brown started the business in 1975. She came up with the business name because it was around the time when the law had changed to allow men to get their hair cut in the same facility as women. Prior to that, men could only go to the barber shop for haircuts. Ed Brown joined Ladies & Gentlemen several years later as the CFO. Later, he and Nancy married, making them not only business partners but life partners. We have over 300 employees.

What is Ladies & Gentlemen’s overall mission? We welcome our guests, old and new, to our family of friends. We believe that what you put on your body should be as healthy and natural as what you put in it. We also believe in giving back to our community and are very actively involved with local donations and volunteer programs.

What are your specialties? We offer Kids Salons called Kids Next Door at all three salon locations—which means that part of the salon is just for kids. Little ones 10 and under receive juice, snacks and prizes with their visit. They can have their hair cut while sitting on a horse or motorcycle and watching a movie. We offer what we call a “moment of wellness” with each service experience. We have advanced trained stylists and spa staff. We believe in continuing education for our team. Like I mentioned earlier, we have over 300 employees ranging in age from 18 to 85. Many of our staff members have been with Ladies & Gentlemen for over 10 years. We enjoy cultural diversity and embrace the opportunity to learn from each other.

What can clients expect when they visit Ladies & Gentlemen? Top-class service in a warm and welcoming environment.

Responses provided by Jean Kozlowski, Ladies & Gentlemen Salon and Spa Community Relations Director

Ed and Nancy Brown


image

“You never get a second chance to make a first impression” is a saying that you’ve likely heard many times. However, this is an especially important concept when it comes to the design of a salon or spa. Every time a client walks through the door, their first impression causes them to form an immediate opinion about your business based on the environment that they experience. In just a few moments, a client will likely decide whether they think that your business is a chic establishment that is keeping up with current trends and a luxurious place to de-stress or an outdated, second-rate facility.

While many salons and spas have caught onto the importance of design when it comes to entryways, lobbies and the areas in which clients will be serviced, the design of retail areas is too often overlooked. However, retail is extremely important in helping a salon or spa increase its bottom line. In the same way that a salon or spa’s overall presentation and environment directly affects a customer’s desire to continue to visit that particular salon or spa, the presentation of its retail area directly affects a customer’s desire to purchase products during his or her visit. And it often takes just a few design changes to start increasing salon and spa retail sales.

Incorporate emotionThe retail area should be designed so that it causes a client to feel an emotional need to buy. Giving clients the ability to touch, feel and smell available products is a key way to increase sales.

Pay attention to presentationBe sure to choose each design element carefully in your retail area—this includes choosing the right space, product placement, lighting and even wall color. It all contributes to the buying environment.

Make more than one retail areaRetail displays should be placed in several areas: near the entrance (which encourages walk-in purchases), in the waiting area (many people will shop while they wait) and between the back bar and styling stations (where clients will get the opportunity to buy the products that they try during their visit).

Draw attentionIf you backlight the shelves that store retail products, you will attract customers’ eyes to the products. Colors on the wall also help create a buying environment—particularly light purple to red tones.

Reconsider placementThe new standard, when it comes to planning out retail space, is to have the reception desk towards the back of the space so the client has to walk through the retail units before reaching the desk. It is the same layout that department stores use. Also, think about the placement of products within the area. For instance, studies have shown that, when clients enter a space, they walk to the right first. Another good idea is to put your best selling products towards the back of the retail area so that clients look at everything else before grabbing their favorite shampoo (have you ever wondered why milk is usually in the back of grocery stores?).

It only takes a few small design changes to make a big difference in your bottom line! ▲

WRITTEN BY LESLIE MCGWIRE

ABOUT THE AUTHORLeslie McGwire is a premier designer for high end salons, spas and resorts. A member of ASID, she has been a designer for 26 years and has won 11 national design awards. She is currently the vice president of sales for The Pavilion in Farmington Hills, MI. The Pavilion is the world’s largest showroom for salon and spa equipment and furniture. For more information, visit thepaviliononline.com or email Leslie at [email protected].

How design can impact salon and spa retail sales

Other Retail Tips to Try

Give out samples Some salons and spas routinely offer samples of the different lines they carry, which have been proven to increase retail sales. Other locations will do a “gift with purchase,” which also has been shown to increase a salon or spa’s bottom line.

Educate your staffIt is important that your staff is educated about the products that you carry, can clearly explain products’ uses and benefits and feels comfortable selling every line that you offer. Personalized staff recommendations are often a great way to sell additional products since clients trust the opinion of industry professionals. However, while it is good to strongly encourage this practice, be careful about mandating it. If the recommendation feels like a sales-pitch rather than a spur-of-the moment piece of advice, it will seem disingenuous to clients and may actually make them less inclined to buy.

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TISmag_ND11_49 Amber Ad.indd 49 10/6/11 10:51 AM


Make Your

WISEGoals

Goals

As a leader, you’re used to setting goals. But are the goals you’re setting really as powerful as they could be?

Goals help us to cut through the clutter of a crowded mind and keep our thoughts on the things that matter most. They help us focus. To be effective, you can’t just set random goals the way many people do – long lists of wishes that pop up at random and eventually fall away. You must be smarter than that with your goals. Wiser. And following are tried and true tips to show you how.

In the business world, we’ve been trained to set SMART goals:

• Specific

• Measurable

• Action-Oriented

• Realistic

• Time-Bound

There’s value in that. SMART goals have helped many people move from vague, unattainable goals to clear, specific action. You might want to use this standard to transform your commitments into powerful goals.

Here are some examples of SMART goals that meet all of these criteria. This first example shows how you might use a smart goal at work:

1. Schedule (an action-oriented verb) team-building and strategic planning off-site (specific activities) by end of January (a time-bound date that is realistic and measurable).

You can also use SMART goals to help integrate your work and home lives to find better balance:

2. Leave work (a specific, action-oriented verb) by 6 p.m. three times a week (a time-bound commitment that is realistic and measurable).

SMART goals are just as helpful in your personal life:

3. Go on a date with my wife (a specific, action-oriented verb) at least twice a month (a time-bound commitment that is realistic and measurable).

All of these goals illustrate how the SMART criteria get you to be very concrete about your goals, which makes them easier to attain.

The problem with SMART thinking is that it has a tendency to limit instead of inspire. SMART goals can work against you if:

• You neglect to write them and keep them fresh;

• They’re isolated from other important parts of your life;

• They conflict or compete; or

• They lack spirit and conviction.

To avoid these pitfalls, make sure your goals are both SMART and WISE.

Make Your

SMART

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“Make Your Smart Goals Wise Goals”continued on page 52

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WISE Goals WISE Goals are:

• Written

• Integrated

• Synergistic

• Expansive

Using these criteria to improve your goals will transform them into a more powerful approach.

WrittenWriting down your goals is a critical step – and one many people miss. Writing forces you to be clear in your thinking. It allows you to look at your plans with objectivity. It instills commitment and puts your thoughts in a durable form you can revisit again and again.

IntegratedIntegrating your ideas means bringing them together in the same place so you can look at them all at once. Allow your personal and professional lives to intermingle. It’s okay if right under “increase profit share” you have “get more rest.” They both improve your quality of life. They both contribute to your definition of success. You get to have it all. There are no rules. You make it up.

Synergistic Whereas integrating your goals means bringing them together, synergizing means making them work together. Synergy happens when one idea advances another. Keeping a vision of what you want in mind when you think about your goals will help create that synergy. You really lose something when you decouple your goals from your vision; they become just another prioritized list.

The most powerful and peaceful way to think about your efforts is to see how they can coalesce into one complete vision for your life.

ExpansiveThink big. Your goals should inspire you to stay on the path to your dreams, not lock you into a pattern of ticking off bite-sized action items from here to retirement.

This may be the biggest differentiator between SMART and WISE thinking. Spending too much time and energy boxing your objectives into a hard and fast formula can squeeze the life right out of them. Some examples:

SMART Goal – Schedule team-building and strategic planning off-site by end of January.

WISE Goal –Transform my staff into a team of inspired, empowered partners.

SMART Goal – Leave work by 6 p.m. three times a week, organize my office and work with my assistant to find new planning system within one month from today.

WISE Goal – Feel in control of my life.

SMART Goal – Go on a date with my wife at least twice a month and tell her why I appreciate her at least once a day starting Aug. 3.

WISE Goal – Fall in love again.

The best goals are both SMART and WISE. SMART thinking gives your goals specificity. WISE thinking gives them heart.

Every good leader has goals. Your goals will help you stay on track to achieving your bigger vision day after day and the SMARTer they are, the more productive you’ll be. However, make sure that your goals are also WISE enough to inspire you, excite you, and move you in new and exciting ways. You will find you don’t just meet your goals; they’ll actually better you. s

WRITTEN BY JOELLE K. JAY, PhD.

ABOUT THE AUTHOR:Joelle K. Jay, Ph.D. (joellekjay.com/) is an executive coach specializing in leadership development and the author of “The Inner Edge: The 10 Practices of Personal Leadership.” Her newsletter, The Inner Edge Quarterly, offers articles, exercises, tips, quotes and success stories from real leaders to help you excel. To register, visit TheInnerEdge.com and click on Newsletter, or e-mail [email protected].




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connect

In order to keep your followers engaged, you must create an emotional bond to keep their attention. The average customer is exposed to hundreds of messages everyday on their computer, on their phones and on TV. They have become artificially attention deficit disordered, and that doesn’t help in advertising your brand. In order to be successful in the social media market you must engage the customer. Cathy can do this by turning to the creative spirit of the company and thinking outside the box using the following strategies.

Create great content. If Cathy posted interesting anecdotes about the history of the industry she is in (baking), it sure would create some buzz. If you have a consulting business, talk about some of the best ways to move a customer’s business forward in a down economy.

Consider adding video. The average consumer responds to video better than written content. If Cathy showed a video of the bakery making their new three layered rainbow colored cake, that is more engaging for her followers than the average post.

Add humor to get the customers laughing. If an employee turns the mixer on high and accidentally splatters cake batter all over the place, snap a picture and post it across your social media network. If you are an accountant, you may post the top 10 funniest tax excuses. If you are an author, have some friends act out a funny scene in your book.

Look at your competition. Look for the top 10 competitors you have in

social media. Keep an eye on what they are posting and how many followers they have. Then develop your content in a more interesting and out of the box way than what they are doing. Do it faster, smarter and better.

Look for other companies that are a good fit to team up with. Make an agreement to swap content on each other’s sites so that you can take advantage of co-marketing. This could be another manufacturer or service that complements your business. Take advantage of the communities that have already been built and cross-pollinate them through your posts.

Look to younger employees in your company that may be on the pulse of social media. Put them in charge of reporting to you once a week about what the buzz is in the social media realm. Have them come up with different ideas, promotions or creative posts of interest and test them out in the market.

All of the content-rich aspects of social media will attract, but more importantly keep, your customers watching your brand grow. Standing out in the marketplace is becoming even more important as competition is always knocking at the social media door. Do it better, be more nimble and you will catch your customers sticking around to see what is next. s

WRITTEN BY GENAE GIRARD

ABOUT THE AUTHOR:Genae Girard is a speaker, entrepreneur and author of “Off the Rack: Chronicles of a Thirty-Something, Single, Breast Cancer Survivor.” For inquiries, e-mail [email protected] or call 512.796.1618.

Cathy, a small business owner, spent a lot of money on the front end of a

social media campaign for her bakery. She set out to build a following on

Facebook, Twitter and her blog. Her followers steadily grew until she hit a

plateau. But with all the effort it took to build her following, she wondered why

her drop-out rate steadily increased too. What Cathy didn’t realize is while it’s

important to build a following on social media sites, it’s just as important to

keep those followers engaged.

SOCIAL MEDIA SUCCESS:Don’t Just Attract Followers, Engage Them

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The main benefit of email marketing is

that it allows you to go to your traffic —

you don’t always have to rely on traffic

coming to you. Furthermore, email traffic

is targeted traffic because, in order to

get visitors on your list, you must have

provided something of value to them

that is oriented towards the market you

are in. There are numerous benefits to

using email marketing, so let’s look at a

few of the more important ones.

AffordableIf you are just getting started and don’t have a huge budget, email marketing is ideal because it doesn’t cost much. A good auto-responder service will only set you back about $20 to $30 per month, and they come with great tracking and customization features that will make your email marketing campaigns much easier to run and manage.

Increase Your Visitor ValueIf you rely on paid traffic methods and don’t build a list, you will always be worrying about your return on investment and how well the products convert. By getting people on your list, you have multiple shots to convert them and the visitor value will naturally increase. This will allow you to pay more for your traffic, muscle out competitors and scale your business.

Everlasting TrafficEmail traffic is not temporary – you can communicate and build a relationship with your list that lasts a long time. As you build up trust with your list, they will be more likely to trust one of your recommendations rather than one of your competitors who they are not familiar with.

ScalableEmail traffic is scalable—just keep increasing the number of opt-ins you get and your list will build up over time. Of, course there will be some natural regression as some will

either un-subscribe or become dormant, but if you do a good job of providing value to your readers, the number of new subscribers will always outweigh the number of people you lose. Over time, if you consistently drive traffic to your landing page, you will eventually have a massive list that you can tap into at your convenience.

Of course email marketing can be used in conjunction with other traffic methods. You can funnel search engine optimization and paid traffic to your opt-in page to get web visitors on your list, and you can direct your email traffic to your web content, sales pages or directly to the merchant. By integrating email marketing into your overall web business structure, you can be sure you’ll be on your way to maximizing your profits. s

WRITTEN BY KEVIN TAN

ABOUT THE AUTHORKevin Tan is an internet marketing and home-based business expert. Download your free book and audio on how to use email marketing and other proven strategies to start your own internet business and generate instant online income at InboxWealthExplosion.com

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Imagine that you have unlimited resources to design a speech that will make you the hottest commodity on the market, inspire your sales force, or close more sales. Where would you go to get the best, highest-priced writers and directors in the world?

Hollywood!

What makes a good Hollywood movie? Exactly the same principles that make a great speech, presentation, and sales conversation.

The good news is that you probably don’t need the unlimited resources it might take to hire an Oscar winning writer and director. Just learn to adapt seven basic Hollywood techniques to increase the impact of your speeches, business presentations and persuasive sales conversations.

1. Embrace the Creative ProcessOur first step is to look at the creative process. The late, great comedian George

Carlin said, “Creating a great speech or comedy routine is more like going on a field trip than working in a laboratory.” What he meant was the creative process is messy and more free-flowing, so just embrace it. Forget the PowerPoint. That’s tidy. With a yellow pad, a flip chart or a whiteboard, just list or mind map what content could go in your presentation. You want to include stories, examples, quotes, statistics, your corporate message and client successes. Then organize the structure of your presentation in a conversational, logical way and add the visuals. Special effects are not consulted until the “storyboard” is created.

2. Consider CollaboratingCollaboration is the norm in Hollywood, and it can work for speakers and presenters no matter what their audience or venue. In Hollywood you have directors, producers, actors, set designers, makeup artists and editors who

all work together in front of and behind the camera. If you are a sales professional making a big sale, a salon or spa owner who wants to inspire your team, a professional speaker whose keynote speech is setting the tone for a convention, it’s important to remember it is very difficult to be creative in isolation. When creating a masterpiece speech, presentation or sales conversation, who can you get to help? Do you have a mastermind group, speaking buddies, team members, a sales manager or professional speech coach?

3. Start with a Great StoryWe all love stories, and whenever we hear one, subconsciously we feel it is a luxury. With your corporate stories, identify your main theme, premise or purpose – your plot – and any subplots. I coached a recently promoted retail executive who found, a week after his promotion, he was invited to speak at the company sales meeting to 500 young

SPEAKING STAR:What Hollywood Teaches

About Great Presentation Skills

7 Ways to Become a

“7 Ways to Become a Speaking Star”continued on page 60

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store managers. His challenge was to inspire the managers to enthusiastically embrace a program to get their employees to contribute money-saving ideas. His subtext was “Now you can see why I deserved this promotion.”

I suggested he walk on stage, look at the audience and say, “We are here to talk about heroes.” In seven words, he proved that this is not another dull, corporate speech. “We are here to talk about heroes. They may be sitting in front of you. They may be sitting behind you. They may be YOU. In the trenches heroes!”

4. Begin with a Flavor SceneGood movies open with what is called a “flavor scene,” grabbing attention and positioning the audience for what is to come. A senior scientist at Genentech grabbed the interest of a Continental Breakfast Club audience by beginning: “Being a scientist is like doing a jigsaw puzzle, in a snow storm…at night…when you don’t have all the pieces…or the picture you are trying to create.” Everyone sat up and paid attention, they realized that they could understand and relate to the challenges and frustration of a scientist. That immediately proved it would not be a technical presentation.

Most sales teams start their presentations with “Good morning. My name is John Smith. Thank you for your time. I am with the ABC Company. We have been in business for 16 years and are known for our technology…” The audience is thinking: “So what? Who cares? What is in this for us?”

Don’t sound the same as everyone else! Don’t be boring and start by talking about your company. Create the “flavor scene” that we are interested in and know about the prospect company.

5. Create Captivating Characters and Construct Vivid DialogueGone with the Wind doesn’t begin with historical background on the Civil War. Instead, we find Scarlett O’Hara sulking about the impending conflict that might interfere with her social life. Immediately, we observe her frivolous, shallow, fun-loving personality. Characters also establish themselves by their decisions and actions.

Nobody cares what you say about your product and service. They would rather hear from other “flesh and blood characters” who have overcome the same obstacles they now face. Add a “back story” to your speeches. Always use the character’s dialogue to talk about their situation. You can tell the prospect what your solution was in your words; the success needs to be in the client character’s words.

6. Remember Scene ChangesEarly in nearly every movie we are introduced to a day in the life of our protagonist. Then something happens: The lead character overcomes one challenge and runs right into another. This involves scene changes. The movie literally moves from point to point, maintaining interest by changing settings.

The biggest enemy of a speaker, no matter how good, is “sameness” or lack of variety. Each time you move from example to example, this is a scene change. Use variety to keep your audience interested.

7. Provide a Lesson LearnedLegendary Hollywood producer Sam Goldwyn said, “If I want to send a message, I’ll use a telegram.” Yet, all great films – and speeches – have a message. However, when action and thrills serve a compelling story with a message and finish up with a heart-tugging or eye-opening conclusion, now we have what makes an unforgettable movie or speech.

Good questions will remind you of good stories and experiences. A simple question I use is “If you had one sentence rather than 45 minutes, what would you say?” The purpose is to simplify and clarify your central theme.

Stories are always compelling. Most people ask “Does the audience really what to hear these stories?” YES! It is important the audience sees the person behind the position. We are all motivated when we see the life lessons beyond the corporate message.

Every speaker, business presenter, and sales professional can become a speaking star. How? By incorporating 7 Hollywood principles into their presentations. ▲

WRITTEN BY PATRICIA FRIPP

ABOUT THE AUTHOR:Patricia Fripp CSP, CPAE, is a keynote speaker, executive speech coach and sales presentation skills trainer. She is the author of “Get What You Want!” and “Make It, So You Don’t Have to Fake It!”. For more information, visit Fripp.com or call 415.753.6556.

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BOOKREVIEW

The Science, Design and Engineering of Contagious Ideas

Zarrella’s Hierarchy of Contagiousness


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By now, most professionals are aware that we are living in an increasingly technological world and that, to compete, we must adapt our business practices accordingly. Companies that don’t have a presence on the internet might as well not exist—and the same is true of companies without a social media presence.

So, if you’re a conscientious business owner, chances are that you’ve heard about all the social-media hype and have given it a try. You started a company Facebook and Twitter account, acquired a few Facebook friends and Twitter followers, posted a few things and then were left wondering, “Now what?”

The problem that many companies experience when it comes to social media is that they don’t know what they want out of their social media presence. Do they just want to raise more awareness about their company or create a buzz? Do they want to drive traffic to their website? Do they want to increase purchases? Then, even if they figure that out, they’re not entirely sure how to use social media to go about accomplishing these goals. That’s where Dan Zarrella’s most recent book, “Zarrella’s Hierarchy of Contagiousness” comes in.

Dan Zarrella is an award-winning social media scientist at HubSpot and the author of the O’Reilly Media books

“The Social Media Marketing Book” and “The Facebook Marketing Book.” He has been featured in publications like the New York Times, the Wall Street Journal and Wired and has spoken at numerous conferences.

In this book, Zarrella discusses the most basic function of social media: getting an idea to multiply (hence the bunnies on the cover) or, in other words, the sharing of ideas with as many people as possible via social media.

This book is refreshing in that Zarrella is purely a facts-based guy who doesn’t have a lot of tolerance for what he calls “unicorns-and-rainbows advice,” which is the term he uses for feel-good “advice” given by many social media “experts” that usually translates into general statements like “love your customers” and “be yourself.” Instead, Zarrella analyzes data to answer questions like: What specific kinds of posts garner the most positive results? What time is the best time to post? What components factor into a post going viral?

Zarrella’s book is a quick, enjoyable read that breaks down the data in an easily digestible way that is accompanied by tips for practical application and will forever change the way that you think about and interact with social media platforms. ▲

REVIEWED BY AMANDA SLATER

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Introducing the black 15in1 Signature Travel KitBe on the lookout for the black 15in1 Signature Travel Kit featuring black 15in1 Twice a Week Miracle Hair Shampoo and Conditioner – the first ever products for women who wash their hair twice a week. All products in the travel kit are TSA-approved and formulated with many of the same active ingredients found in the Miracle Hair Treatment, making this kit a must for on-the-go style.

The Only Beach Party in November!Don’t miss out on the CTS Beach Party on November 19 from 9 a.m. – 1 p.m. at TNG’s world headquarters in Farmington Hills, MI. Attendees will get the chance to preview and be trained on new 2012 tanning products from New Sunshine and sunless products by Norvell.

We want to know…We’re giving the Industry Source Magazine a makeover, and we want your feedback! What do you want to see in The Industry Source Magazine in 2012? Visit theindustrysource.com to fill out our reader’s survey. We want to hear from YOU!

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