Life Lessons
Speakers at the second annual Salon Today 360 conference inspired attendees with personal anecdotes and business success stories.

At last year’s Salon Today 360° conference in Chicago, salon owners were treated to a different kind of education. The diverse lineup of speakers included a comedian who provided an interactive message, a psychology expert, a branding guru, a business growth expert and two legendary salon owners.
In addition to the all-star speaker lineup, attendees also enjoyed opportunities to network at a luncheon and banquet honoring the 2007 Salon Today 200 winners.
If you missed last year’s event, read on for an inside look at the ideas and insight shared at the conference.

Nick Arrojo: Successful Growth
Nick Arrojo wears many hats: owner of Arrojo Studio in New York City, educator for Wella and stylist on the hit show “What Not to Wear,” to name a few. Although he has many demands on his time, Arrojo makes growing his business a top priority. A 2007 Salon Today 200 honoree, Arrojo spoke to 360° attendees about how he has made his business a success in a very competitive market.
• Visibility: “The salon has an all glass front on the street—passersby can see me and my team,” says Arrojo. “We also wanted accessibility—we’re right near the subway.”
• Talent: “Success is with the young kids,” he says. Arrojo has a 22-month program he puts new stylists through and holds classes every day from 9-11:30 a.m. The classes are tailored to the new stylists’ needs.
• Retail: “You have to sell a minimum of one product per client,” says Arrojo. “I post a stat sheet every week with retail and service stats and now I’ve got my hairdressers thinking more like business people. We had a 57.3 percent retail growth from 2005-2006.”

Dr. Teena Cahill: The Happy Factor
Dr. Teena Cahill holds a doctorate in clinical psychology, a master’s in counseling and a bachelor’s in education. Her candid take on life and work resonated with owners.
“Happiness is a situation you don’t want to change,” she said. “Fifty percent of your happiness is determined by DNA. Forty percent is determined by your engagement—are you happy doing what you do?
“People are happiest when they can use their strengths to contribute,” she added. Cahill also explained that pleasure only accounts for 10 percent of our happiness, and that 10-25 percent of productivity comes from whether or not people are happy.
“The number-one thing that makes women more productive in the work place is having a friend at work,” she added.
Cahill stressed that leadership is about developing other people. “The leader should be the listener,” she said. “A great leader has the flexibility to deal with any situation.”
 
Neil Ducoff: Exiting With a Plan
Neil Ducoff, founder and CEO of Strategies Publishing Group, offered expert advice on developing an exit strategy for your business.

Facts to Know Now:
• Understand the risk factors.
• Beware the “great escape.” An exit strategy is something you have to design, it doesn’t just happen.
• Don’t sell for the wrong reasons, exit for the right reasons.

Questions to Ask Before You Sell:
1. Are YOU the business?
2. Does your business have “it?” Do you dare to do what others don’t?
3. What story do your financials tell?
4. What are your business assets worth?
5. How much does the business owe?
6. Is your cash flow healthy?
7. Is your business turnkey or require investment?
8. Do you have a sustainable business model?
For more information, visit strategies.com.

Carmine Minardi: Building a Better Business
With his wife, Beth Minardi, Carmine Minardi is the co-owner of Minardi Salon in Manhattan as well as an educator. “There are no mistakes, just discoveries,” he told the audience. “If something fails, it’s a learning discovery. It’s not a mistake unless you do it again.” He shared his personal story of his business struggles after September 11, 2001, and offered the following advice to owners:
• If you can, own your salon rather than rent. Understand your lease and get a great real estate attorney.
• Define the culture of your business.
• Raise your prices every year by 5-10 percent instead of big price changes every few years.
• Don’t lose your staff. You lose people when you don’t invest in them. Promote them, have interest in them.
• It’s okay to pay a few people outside your formula. These key people shine as examples to the rest of the staff. Give them the spotlight.
• Don’t do services you don’t know. Don’t know skin care? Stay out of it.
• Partner with the right people.
• Have regular goal setting meetings.
• Don’t pay your staff on emotional whims. Are you giving raises on promise instead of performance?

Bob Salem/Phil Fennell: Smart Marketing
Profound Beauty’s Bob Salem and Experience, The Salon owner Phil Fennell teamed up to talk marketing.
“The realization of marketing is achieved through brilliant execution,” said Salem. “You must position, promise and support: Position: We do this. Promise: We’re the best at it. Support: Here’s why.” Salem also explained the growth indicators to look for once your marketing plan is in place:
• Active client base
• Active client retention
• New clients per month
• New client retention
• Frequency of visit
• Average service ticket
• Average retail ticket
For more of Salem’s insights on marketing and branding, see our feature story, “The Business of Branding” on page 40.

Joel Zeff: Tools for Teamwork
Through his improv comedy, Zeff brought owners onstage to demonstrate the following lessons on teamwork:
1. We all make mistakes. We all look like fools at some time or another. Don’t let the fear of looking like a fool stop you from being creative and taking risks. Support each other. It’s easier to take risks when we are supported in a positive manner.
2. Understand that change will happen and it is easier to be open and flexible.
3. If the team wins, you will also win as an individual.
4. Every day give someone the opportunity and positive support and appreciation. It’s amazing how creative and productive people become when given opportunity and positive support and how easy it is to take risks.
5. Help others look good. In turn, they will help you look good.