Retail salon of the year: judges' entry advice

Thinking of entering Retail Salon of the Year at HJ's British Hairdressing Business Awards? We caught up with the category's sponsors, Fresh Approach, to find out what they'll be looking for in a winning entry.

Retail Salon of the Year, sponsored by Fresh Approach

What advice would you give to make an entry to stand out? "The key elements of any entry which are important to me are 'outcomes and evidence. Fancy presentations give a great first impression, but what I look for is a great idea and reasoning behind it, a plan for implementation and then a measure for outcomes so you can see just what your brilliant idea created for you. Those that really stand out have a strategy for all they do and a measurable action plan for each element; be that growing retail, retaining clients and attracting new ones. Have a plan, work your plan and challenge it occasionally." Why should salons enter the British Hairdressing Business Awards? "It’s great to win, however those who win most are those that learn from the process. Entering awards can be an introspective process. Specifically with an award for business, you look inwards at what you do, what works and what doesn’t. It improves your ability to communicate what you do to your team and your clients. It should really make you think about the details of why you do some of the things you do. The big plus is that everyone loves a winner, so you can use your awards to promote your business, internally and externally." What is the benefit of winning this cateogry? "Every survey you read about retailing in salons tells us that clients aren’t spoken to about the products that are used in them while in the salon. If you enter, let alone win, Retail Salon of the Year, it means that you take customer service seriously. When your clients use the right products and tools on the days they aren’t in your salon, it gives them a much better chance of making themselves look and feel fabulous all of the time. The other big plus is the significant profit you will make. We all win with happy clients." Peter Tobolski, managing director, Fresh Approach Inspired? Download your entry form today!