More than 150 of Goldwell’s top Australian salons and American guests are hoping that what was learned in Vegas doesn’t just stay in Vegas…well maybe not everything! But one thing is certain and that’s the swarm of powerful messages and best practice that cements MBE as a leading conference platform – writes Cameron Pine.
While there are some things you shouldn’t always remember about a visit to Las Vegas, Goldwell jogged more than just the memory with the melding of business and fun into a calendar underscored by the theme taken from Mary Poppins; Outwit, Outplay and Outlast. The four day conference at the Aria Resort and Casino did not fail to deliver a twist of adults only fun and a bag full of take-home ideas, an investment that makes Goldwell one of the industry’s leading business partners.
Despite the underlying message that could easily be mistaken for outplaying the competition in the world’s biggest party city, the carefully crafted theme heralded the strength and persistence needed to stick to core values and messages in a tough trading environment.
“We wanted to provide a conference platform that combined inspiration and fun with business – our speakers focused on key strategies as well as the overall power of mindset, communicating and sharing in and out of the salon,” said Goldwell Marketing Director, Louise Chamberlain.
The first speaker of the forum after a rather large welcome drinks evening was hairdresser, television personality and business coach Tabatha Coffey – quite the blunt and no bullshit mentality guests needed to give them a shake up and to focus on not only the ensuing few days but on areas of business we often choose to ignore.
“I started hairdressing at 14 and it’s my crack. I have been doing it for 31 years and haven’t really committed to anything else in life,” Tabatha said.
Taking the language of hairdressers and pushing it to the next level Tabatha admitted that nomatter where we go in the world we all speak ‘hairdresser’. “Hairdressing is now one of the few industries that can’t be outsourced. USA recently published a report stating that hairdressing is one of the few industries up by 6 per cent,” Tabatha said.
“It’s okay to charge what you’re worth and okay to build a brand. I realized very early since owning a business that for a long time I thought a brand was just big companies – every single individual in here is a brand,” she said.
Tabatha’s take on business really honed the small things and the importance of consistency across a lot of seemingly less than significant areas for us that our clients really value, treasure or mark as memorable. Grass roots concepts on gaining new clients reminded guests that you can never really stop networking your business to potential new clients.
“Often I find that people in business were hiring people because they were ‘cute’ instead of actually looking at the work they were doing. I go into salon and take them over for television but I also go in and help salons in the real world. I actually put my staff through five interviews – corporate America do it so why shouldn’t we? What I wanted to make sure that everyone who came into my salon not only were they an amazing hairdresser but everyone was consistent. The key to this industry and having longevity is love,” Tabatha said.
“If 15 year olds can say every time someone orders a burger at McDonald’s ‘would you like fries with that?’ so can your staff at least provide the full service to your customers. It’s a work relationship – as soon as we start treating them as friends and not clients. You pull the business apart. That’s when all the complacency creeps in – they aren’t clients anymore, they are friends or they don’t want to pay for services when the prices go up,” she said.
Packing a punch towards the outlast theme of the conference Tabatha emphasized that people motivate people –despite the commission structure in America it doesn’t necessarily make staff work harder. Regardless people find a reason not to be motivated. Communication is the biggest cause of any issue in the salon. Most of the time when people complain it comes down to communication,” Tabatha said.
Moving away from business fundamentals to the true touch points of human spirit and a passion for hairdressing, Geno Stampora embarked on a more emotive journey towards success in life.
“For every salon challenge there is a working solution. The only thing that separates one salon/spa from another is their ability to learn. The greatest enemy of learning is already knowing. Always seek knowledge,” Geno said.
“There is a price you pay for your lifestyle what you learn and don’t learn, we all pay a price for our lifestyle. You’re a bit too busy – you pay a price when you are busy thinking about who you are and what you have to do rather than what you could be,” he said.
Geno admitted that while a lot of people see him as a motivatonal speaker he doesn’t.
“It’s not that I’m not a motivational speaker but only you can motivate you. We can teach people how to market, build great leaders. It has nothing to do with you teach them how to talk. Nobody knows how to talk. Most of the time we hope they do a good job and wait to see what happens. In hairdressing we usually give all our new customers to the worst person in the company – what about if you gave them to the best person in your company.?”
Revered international speaker and marketing expert Simon Reynolds helped salon owners how to get more out of their job. Since owning his own business for more than 23 years – he has helped generate some of the most powerful brands.
“What things in business are you not spending enough time on? I want to teach you a completely different way of working 80/20 and to become a master of coming up with ideas. Nobody gives themselves as much time as they should to the art and science of the ideas generation. You don’t become a billionaire by outworking other people –people become a billionaire because of ideas – taking a style and direction to the world,” Simon said.
Touching on the idea before Starbucks was born, founder Jerry Baldwin and partners had a vision that in the future people are going to hang out more at home, work and in between want somewhere a bit like home with comfy couches – it was the 70s. “It’s an idea that made him rich not hard work. What are some of the best ideas I can come up with for the generation?,” he said.
“Why do we have such great ideas in the shower? The air is filled with negative ions to make it easier for us to come up with ideas. It sounds crazy but use bath time to come up with ideas to improve the size or performance of my salon.
A hairdresser who has combined the powers of business creation, Nick Arrojo is the founder and direction of Arrojo salons, Education and a retail brand. He has created an education-centric brand, his own magazine and one of New York’s largest editorial teams.
“The biggest thing in this industry is education. It’s so simple but we make it so difficult. Key to success is that you constantly educate your staff, potential staff and just about anyone in the industry you want to see you.”
A Vidal Sassoon trained Englishman Nick always dreamed of going to America – he left Vidal becausehe thought there was something more out there for him. Nick then went from behind the chair to working in the sales team for leading brands and creating educational programs as director of education.
“My dream was to move to New York city and work for a company called Bumble and Bumble. They sponsored me to move to America – didn’t know anybody in this country, Turned up as a complete stranger with the passion and desire to create success for myself and soon after I was working in my own studio with no clients right in the middle of the September 11 world trade centre disaster,” said Nick.
“If you have the right intent, hang around the right people and don’t get derailed you can do it – it’s not about me I want to show you – the key to making money is not making decisions based on money – its decisions based on what you will believe will be the right thing,” he said.
Nick’s building blocks of success are underscored by the power of visualization. How do you build a team and create all the right field of dreams to make them come? “ You build a team through education and representation. New staff in the beginning can do all the right things, say the right things and you wonder three months later wh. y is this crack head working for me?”
A last minute celebrity speaker who had guests lining up for photographs and standing in their seats was world champion boxer Sugar Ray Leonard. Originally named Ray Charles Leonard, after his mother’s favorite singer, Ray Charles, Leonard was the first boxer to earn more than $100 million.
“It was Philosophy that guided me through my boxing career and now my family and children. Dreams are the vision of the future and the goals take you there – take away those goals and you don’t have a way to get to your dreams. It’s so important that we dream,” said Sugar.
Determination is what leads us to success. It’s this type of determination that builds tremendous confidence. What separates a winner or champion from a loser is self-esteem – sometimes it takes a holiday just when you need it the most. Your composure can also effect everything you do in life – you can see who has lost their composure in a situation. I’ve learnt to pause, I’m more poised now,” he said.
Finishing off will a KMS branded and California infused poolside cocktail party, MBE is just another reason why salon owners need to stay hungry for more in both life and in business.
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