In this week’s episode Coaches Val and Ani look at the importance of production within the salon, reminding Stylists that the client is NOT the Artist. The client may have an idea of what they want, but it’s the Stylist’s job as an Artist to know what will look best.
For Big Money Stylist, we go over the following formula each month:
Week #1: Power
Week #2: Production
Week #3: Profit
Week #4: Protection
In This Week’s Episode…..PRODUCTION
Point #1: The Stylist Dilemma
- Artists are not taught to market themselves. You have a skill to do hair but you can’t figure out the missing piece, the business.
- BMS gives you your life back. You think because you take all of these extra classes, and are good at doing hair you are going to be successful, but that is not the case. You’re miserable because you are at the expense of your clients schedule, and their demands. You lose the love of the art.
How do you feel about your current business and marketing?
Point #2: BMS INTENSIVE vs BMS CONVENTION
- BMS consists of learning the methodology of NBR, and business and marketing tactics. It’s hard to explain what BMS really is. You’re not sitting down watching someone do highlights. It’s an experience. It is not just physical but emotionally, mentally, and spiritually. The new students expected a typical hair class. Play with a mannequin, look at some numbers… etc. When it came down it, they said it was nothing like any class they had ever attended.
- Inside BMS Convention you are learning the NBR and business portion over a course of 3 days. The class size in much larger, 165 artists in 2017, 300 artists in 2018. BMS INTENSIVE is a more personalized experience. The classes are maxed out at 20 artists. That gives one on one access to all of the Coaches and Trainers, which gives them a larger grasp of what needs to be done when they get home.
What has your experience with hair classes been?
Point #3: Perspective of Significance
- When an artist goes from seeing themselves as a hobbyist to the prize, it will change how you do business. You have to have that confidence and mind shift from your place of power, and market yourself as such. If you don’t see yourself as the prize, you don’t exude that confidence of the talent you have, then no one else will see you that way.
- If you don’t see yourself as valuable then it comes across in your marking. You have to believe not only in what you’re selling but that you can deliver a quality product. If that confidence can’t come across in your marketing then clients won’t trust you. They will search to find an artist that they bond with and they believe can deliver the experience they want.
How is your view of yourself affecting your marketing?
Point #4: Strategic Seduction
- Seduction is converting someones mindset to get an outcome. Regardless of what you are selling, the buying cycle inside of a person purchasing decision comes to a series of yes. It is not manipulation, as you are not being forced to do or think anything. The client is slowing coming around to a new way of thinking with every “yes” they say. You still feel like you are in control, doing it on your time. Even if the client knows they are being seduced they still like it.
- Over ten years Val made the decision to marry her now husband, Ryan. If he had proposed immediately after they met then her answer would have be “hell fucking no.” There was a decade of work made to elicit a commitment. Big decisions take time. With NBR, or any high end service, if you are not properly seduced and you continue forward anyway, that will lead to buyers remorse. That is why CONVINCING someone doesn’t work.
Where have you been seduced in your life?
Point #5: Stage 1: Communicate Message
- Ways to communicate a message: photos. Danielle thought her pictures were good but she realized that her photos weren’t selling. She had to look at what drew her in to buying. Being a good stylist isn’t enough, you have to be a good marketer as well. She then began focusing on posing, styling, and critiquing her own work. Val had to learn how to guide the client, and then analyze her work form the photos.
- Ways to communicate a message: videos. They can be live videos on Instagram, Facebook, or youtube videos as well. Videos are important because most artists are only taking pictures. When you start dong videos, you stand out from the crowd. On top of the clients see you, your personality, your mannerisms, and they are bonding to you and who you are, the correct clients will come to you. With live stream videos there is no editing, filtering, it’s you raw. There is no hiding.
How are you communicating a message to your clients?
Quote of the Week:
“You put yourself out there and people will come to you based on that. You don’t have to be a celebrity in LA to get people to sit in your chair. You just have to be able to communicate a message.”
— Danielle White
“We are out to get results for everyone. We found this [BMS] is the most effective way to do it. Hands on training and then put some tension and competition with it. Everyone thrives. ”
— Valerie Plunk
“I talked to a lot of the students at the cocktail party and they said ‘This [BMS] is nothing like what I expected. This is what I never knew was missing in all of my training. I didn’t know this is what I needed and wanted… until I got it.’ ”
Stay Tuned for Next Week’s Topic….PROFIT