Hairdressers inspired at the wella business network event

Successful salons need more than talented hairdressers, they need a clear sense of direction, a united team and inspired owners or managers leading the team.

The Wella Business Network Event, held in the De Vere Hotel Chester on 6 and 7 July, set about equipping salons owners and managers with all the skills they need to achieve these goals.

With delegates travelling from across the UK to attend two days of inspirational presentations, seminars and workshops, the Network Event proved that education can be entertaining.

Jim Lawless

The first speaker to take the reigns was motivational and business specialist, Jim Lawless. Jim started out as a mergers and acquisitions lawyer in the City of London, before founding Optimise, a company which advises corporations around the world on setting of change programmes. The basis of Jim's philosophy is 10 rules for "taming tigers" - those negative voices that stop us going for what we want to achieve.

Jim's presentation centred around his own life-changing experience, which saw him - spurred on by  a £1 bet from an audience member at one of his presentation - set out to become a professional jockey in a year.

With no previous riding experience, three stone in weight to lose and no contacts in the business, it was certainly a challenge, but a strict diet, 5am starts and numerous riding lessons paid off.

One of Jim's rules is: Act boldly today - time is limited, and this approach certainly paid off for him in his challenge. Very quickly he established contacts with some of the biggest names in horse racing, simply by picking up the phone and calling them. Within months he was taking part in major race meetings, all be it without huge success.

His story was inspirational, and, at times, very amusing. It also carried the relevant message that if we ignore the negative voices that tell us we can't achieve our goals, nothing is impossible.

 

Deidre Bounds

The story of entrepreneur Deidre Bounds is an inspirational tale of bed-sit to boardroom. Recently she sold her ethical travel company, i-to-i for millions - a particularly remarkable experience considering she had no commercial experience, no family history of enterprise and no money. What she did have was a great idea.

The great idea came to Deidre while she was working as a youth worker, having returned from spending time in Japan teaching English. Said Deidre: "The children I was working with asked me if they could travel to places like that and I recognised that the gap year was only aimed at middle-class kids who could afford to do it, or people like me who did it when they were older. I looked at the kids in working-class Leeds and thought 'why can't these kids have a gap year and have great experiences abroad and come back better people?'"

This was the basis of Deidre's company, which trained young people to teach English abroad in return for placements in some of the world's most exciting countries.

Deidre's message to the delegates was: "Competitiveness comes from being different. Get the idea out there and do it quickly."

 

Mary Portas

Perhaps the most eagerly anticipated speaker was Mary Portas, star of BBC2 programme Mary Queen of Shops and founder of creative communications agency, Yellowdoor.

Delegates were treated to an intuitive and informative presentation on the new consumer mind-set, and the need for retailers and salon owners to understand and react to it in order to remain successful.

One method Mary ruled out immediately was discounting. "Normally in recession retailers start discounting," said Mary. "The thing about discounting is that it has no impact on the consumer's desire to buy. It also reduces the brand's equity - in the consumer's mind you are not as cool as you were before. Luxury brand rarely go for discounting. Now is not the time to discount, its time to invest in innovation."

Mary pointed to once major highstreet brands, including Woolworths, as examples of powerful brands that had failed to distinguish themselves from the competition.

"People who own these big brands need to look after them," she said.

 

Carole Taylor

Director of Clientwave, a marketing and education consultancy, Carole Taylor shared recent data gathered from 2,000 mystery shoppers - and the results were a major eye-opener.

One thing salon owners can not afford to do, said Carole, is mistake basic politeness for great customer service.

"Exceptional service is when you receive five star service in a three star hotel," said Carole.

The Clientwave research revealed 80% of clients would not return to a salon because they found the service only average; 80% also said they would not recommend the salon to a friend because they had found the service average.

Even of the 40% that said they had the best cut or colour ever, said they would not return because of average customer service.

Carole's overriding message was that customer service would be key to surviving the recession and thriving once it is over.

 

Janet Street-Porter

Journalist, broadcaster, newspaper editor and TV producer, the list of career achievements on Janet Street-Porter's career go on and on. But while she shared some of these experiences with delegates, it was Janet's take on visiting hairdressers that proved enlightening.

"Why if I am this powerful woman, is it that the minute I step into a hairdressing salon, I'm as powerful as a piece of balsa wood? You people have enormous power. We are putty in your hands. My relationship with my hairdresser needs more nurturing than any marriage."

 

Shay Dempsey

Irish hairdresser, Shay Dempsey brought proceedings firmly back to the world of salons with an account his own salon group Zoo Hairdressing, including mistakes he'd made along the way.

One piece of advice imparted to delegates was to always stay true to the brand: "Ensure any new salon keeps the identity that has made you successful."

Shay also shared his views on staff training and management, advising delegates to try not to combine management with creative inspiration. "In my business my wife is the boss and I am there to inspire."

 

 

Piers Morgan

Ex-newspaper editor, re-invented as TV personality, Piers Morgan gave a fun and lively presentation, keeping delegates interested until the very last minute. His presentation was a fascinating and entertaining insight into the world of journalism and celebrity.

He then invited questions from delegates saying that no subject was off-limits - and delegates were keen to probe him on everything from his time as an editor, to behind the scenes gossip from Britain's Got Talent.

 

Justin Hughes

Former Red Arrows pilot and co-founder of motivation agency Mission Excellence, Justin Hughes talked about closing the gap between vision and reality.

The secret to doing this, he said, was recognising the fundamentals of success and being brilliant at them.