Robert cromeans guide to getting creative with business

Anyone who has seen Robert Cromeans on a stage will know that he is a hairdresser with a difference. Creativity is in his blood and everything he does is about presenting the wow factor.

What really makes Robert stand out from the crowd is his passion for the hairdressing business, but even the way he looks at business is creative.

"The thing that defines me as a hairdresser is that I love business," he says.

Robert has five thriving salons in America that he has built by developing a strong culture where the staff share his vision. He adds: "To be a great businessman you have to believe in the idea that you want to sell. Then set the behaviour that you want to be followed."

He shared some of the secrets of his success with delegates at the Robert Cromeans Salon Seminars at Salon International.

Know your Team

According to Robert each team fits into three categories:

• Visionaries - these will see the potential in your ideas and be happy to go with you on your journey
• Fence sitters - they want more information about your vision before they can be persuaded to come with you
• Resisters - these team members just don't want to know. The chances are that they've already quit in their heads, they just haven't told you yet.

Many bosses focus their energies on the resisters, but Robert believes that it is much more effective to channel your energies into working with those who share your vision.

"If you spend your time with visionaries and let them help you to shape your concepts then the fence sitters are soon going to come over to that side," he told the audience.

"Don't worry about the resisters, you can't please everyone. The best thing you can do with these characters is find a way to get rid of them."

Create a New Language

Robert told guests that something as simple as using different words to describe the salon can make clients think about them differently.

Some of his favourite creative language includes:

• Washhouse or lather lounge not backwash
• Take home not retail
• Selling experiences or rituals not services or treatments
• Reservationists not receptionists.
• Guests not clients

Do Things Differently

It's the little things that people remember, so all guests at Robert's salons are given a guided tour when they first arrive.

"It is good manners to show people around and it means you can show them all the areas that you have," he added. "In a typical tour we would say things like 'this is the colour bar where we celebrate colour'. Even if a client is only coming in for a cut this is likely to get them thinking 'should I be celebrating colour too?'."

Other successful techniques for standing out from the crowd are having umbrellas handy so that clients aren't put off coming in on rainy days and using a 'bedroom voice' in the wash house.

Ask Clients to Spread the Word

Word of mouth is always the most effective way to generate new business. Robert has developed two statements that he uses to encourage his clients to share the gospel.

• "The greatest gift I can receive as a hairdressers is for you to recommend me to people like you."
• "You are one of my favourite clients. It lights up my day when you come in. Please will you send me more people like you?"

He emphasised that the combination of referrals and automatically re-booking clients for their next appointment is the most effective way to generate profits.