Ask the expert: What support should a salon receive from a brand that they stock?
As a distributor, supporting your salon partner should come at the very top of your priority list. Whether you are providing them with high-end tools or hair and beauty products, your role should be not only to enhance both the stylist and the clients’ journeys, but also to educate them.
As a hair tool provider, we take it as our responsibility to keep our salon partners up to date with the latest trends and hairstyles so they can stay at the top of their game. To do this, we organise a variety of workshops that are tailored to their needs, which in turn will guarantee they are meeting, if not exceeding, customer satisfaction levels.
In addition to creative support, consider how you can help the salon grow as a business. Last year, we decided to take the client support one step further by reaching out to our salon partners differently. Instead of targeting the hairstylist, we are now targeting the management. This is how, in collaboration with the inspiring beauty industry business consultant Susie Santiago, the EIDEAL-Santi Buisness Leadership Program came to life.
We also take our virtual support really seriously. Our phone is our best friend and many stylists are very techsavvy and use social media channels, particularly Instagram and Snapchat on a daily basis. Thanks to the rise of social media, anyone can check out a trendy hairstyle or a beauty tutorial with the click of a button, but not all salon owners have an in-depth understanding of how to easily access essential knowledge and micro trends, something that in today’s world could make (or break) a business.
This is where I feel we really come into our own. We endeavor to provide support to our salon partners through the rapidly growing medium of social media. I am so proud that our channels are seen to be a great resource by our salon partners and often receive very positive feedback. We carefully keep an eye on the latest events and trends which we then bring to life through our online platforms.
Our salon partners also benefit from our online tutorials which we upload constantly onto our channels. This “quick fix”, as they like to call it, allows them to become confident in how to use our tools to create the most on-trend, talked-about styles.
Haysam Eid is a renowned hairdresser and managing director of the successful range of EIDEAL hair tools.
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