Business: “A commercial or industrial enterprise and the people who constitute it.”
Let’s look at the Wash House℠ as an individual business. It will consist of a few key things:
Most businesses consist of all of these things, and as they grow, they expand in these areas. Google, for example, has created an extraordinary atmosphere for their workers. Amazon has forever changed how we shop and has permanently affected the speed at which we receive the items we buy. Starbucks has maximized their locations and have also become iconic all over the world.
I know that these are large companies, but they started out small and paid attention to where their business grew.
The Wash House has a location in your salon. What does that location look like, how does it make your guests feel and is it a place guests want to be?
The Wash House has a product to offer—two actually: both our services and a chance to test and demonstrate what our products are like.
The Wash House has a culture. How does the staff act in the Wash House and what is the feeling when the guest walks in?
The Wash House has an atmosphere. What does it look like, what types of products are advertised, what is the lighting like, and does it cause your guest’s mood to change because of the experience they are receiving?
The Wash House has services that it offers including treatments, shampoo and conditioning services, relaxation and color services.
With all of the areas of the “Wash House Business” in mind, we have to learn how to be mindful to grow each one of these areas as well as look at how they benefit our other businesses (cutting, styling, coloring, extensions, product sales and tool sales). Here are some ways that we are doing this in our salon. When you add on certain treatments to your service, you receive a small take home size to support that treatment. Our new Lavender Mint Deep Conditioning Mineral Hair Mask packets are a great way to keep the experience going at home. We will offer one free packet with a treatment to take home or buy 6 for the price of 4 with a treatment. Awapuhi Wild Ginger® Intensive Treatment is another small size that can be gifted with an Awapuhi treatment. Book out three treatments and receive a free travel size for maintenance in between. We are also offering bundle discounts on 3-5 products that support the Wash House experience the guest just received.
With a color service, if they receive a Ultimate Color Repair® Mask treatment, we would offer a discount on a bundle of Ultimate Color Repair Shampoo, Conditioner, Mask and Triple Rescue. With a Lavender Mint Deep Conditioning Mineral Hair Mask treatment, we are offering a discount bundle of Lavender Mint Moisturizing Shampoo and Conditioner, Lavender Mint Conditioning Leave-In Spray and two Hair Mask packets.
Every shampoo has a focused purpose for the hair, and we are working on moisture, color-treated, smoothing, extra-body, preventing hair fall, strengthening and more. We should always have a product that is recommended for each guest’s hair type. We also use a board that lists out the following statement: “If you received a ________ service, we recommend __________ product.” This will connect every hair type that comes through our Wash House to a Take Home Product that will support the daily results that the guest is looking for.
When you look at each area of your business as its own business, you will maximize its productivity and allow it to support all the other revenue centers.
For more business tips and inspiration, click here.