Salon Sessions 2024 hosts discussion on the changing salon
Image Skillnet’s Salon Sessions 2024 took place in the Johnstown Estate Hotel & Spa in Enfield, Co Meath from 22-23 September, with this year’s event hosting a discussion on ‘How the salon is changing’.
The panel included Corinna Tolan, owner of Monica Tolan The Skin Experts; Sarah Lyons, owner of Sarah Lyons Hair & Beauty Bar; Lacey Hunter-Felton, CEO of the Hunter Collective in the UK; and Sean Bryan, owner of Cut & Sew barbers.
As the industry evolves and the cost of running a business rises, there are some elements that remain the same, such as the importance of client service, according to Byran, who noted that the ‘rent-a-chair’ model has the potential to lead to an impersonal experience. “For us, it’s about giving good customer service across all our shops,” he said.
“Success really comes down to the customer service you’re providing,” stressed Hunter-Felton. “Don’t copy what everyone else is doing. And make sure that what you’re doing fits with your own values.”
It’s not always about being the best either, believes Lyons. “You can be above average and still give clients an amazing experience. Do the basics well and ask clients what they want. Concentrate on whatever puts money in the till and makes your clients and staff happy – and forget about the other stuff.”
Training and education
Training and education is another area that remains crucial, along with staff motivation. “We invest hugely in training,”says Tolan. “We have about 35 employees so we have a HR department now and training is organised through that,” says Tolan. “We find it’s easier for staff to go through a HR manager about various stuff, and it means we can mind our own boundaries and focus on other areas of the business.”
“Training and education wasn't massive for us in the beginning, but it is now,” says Lyons. “It sounds like a cliché but it is so important to really invest in your team. It’s really elevated our salon, and whatever you spend on it will come back tenfold.”
When it comes to motivating staff, it is about finding out what drives them, she adds. “Hone in on what they're good at, and don’t expect them to be good at everything. Identify their strengths and maybe invest in training and education around those area. Figure out what motivates them and focus on that.”
Social media plays a role too, if done correctly. “It works for me and when I’m on it, sales do go up,” says Tolan. “But you have to be yourself and be authentic with what you are doing. I truly believe in the treatments and products I’m talking about and that’s very important.”
“Be yourself on whatever platform you’re using,” agrees Byran, who advises bringing a personal touch to your activity. “I think on social media, people are more inclined to follow personal accounts than professional ones.”
Salon Sessions also featured a line-up of speakers that included Tom Coleman, who spoke about the link between quality sleep and business success; Jennifer Zamparelli, who spoke about building a personal brand; Alan O'Neill, who addressed the topic of organisational change; and Aimee Connolly, who shared her insights on business development.
