2 | JUNE 2009 | OHIO STYLIST & SALON

OHIO STYLIST & SALON is mailed free of charge to licensed salons, booth renters and beauty schools in Ohio. Circulation is restricted to members of the beauty and barber profession, its suppliers and students.CONTRIBUTIONS OF PHOTOS, ARTICLES, etc., are welcome. Payment offered only when arrange-ments are made in writing in advance with the editor/ publisher.ALL MATERIAL © 2009 by Holland Graphics, Inc. and/or the bylined authors or photographers. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, record-ing or otherwise, without the prior permission of the publisher.OPINIONS AND ENDORSEMENTS herein are the sole responsibility of the writers or advertisers and do not necessarily represent the opinions of the publisher or the Ohio State Board of Cosmetology. Publication of advertising contained herein does not constitute endorsement. Columns are the opinions of the writers and not those of the publisher. Ohio Stylist & Salon as-sumes no responsibility for the claims of any advertiser in their paid advertising nor in the promotional material they provide either orally or in writing. Advertising does not imply that the paper will provide any editorial coverage, photos, calendar mention, or any other space or consideration other than actual space purchased. All advertising must be paid in advance of publication in lieu of prior arrangements. Invoices paid after terms will be subject to a 2.5% per month service charge. Delinquent invoices may be subject to a handling fee of 25%. Published rates are net. Agencies add 15% for gross cost. No Agency discounts. In the event a suit or action is brought to collect amounts due Ohio Stylist & Salon shall be entitled to recover attorney fees and costs incurred.ADDITIONAL OR OUT-OF-STATE SUBSCRIP-TIONS: For a one year subscription, send name, address and zip with check for $20 payable to HOL-LAND GRAPHICS, INC. to Subscriptions, Ohio Styl-ist & Salon, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221. Address changes require old mailing label.

Ohio Stylist & SalonVolume 10, Number 6, Issue 114

June 15 - July 15, 2009

Published monthly by Holland Graphics, Inc.

1750 SW Skyline Blvd., Suite 24Portland OR 97221

Toll-free (888) 297-7010 or (503) 297-7010 Fax (503) 297-7022

E-mail: editor@stylistnewspapers.comWeb site: www.stylistnewspapers.com

Publisher Linda Holland Managing Editor Lisa Kind Production Manager Joel Holland Advertising Director Marcy Avenson Art Director Erica Gibson Classified Sales Kelly Smith

Contributing Writers: Judy Culp, Jerry Tyler, Vicki Peters,

Charlene Abretske, Neil Ducoff, Elizabeth Brown, Jenny Hogan, Kerrin Delaney

Ohio State Board of Cosmetology Kevin L. Miller, Executive Director

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Look Good. . .Feel Better® is a FREE program that teaches women undergoing cancer treatment how to overcome appearance-related side effects and feel more beautiful and confident. In one 2-hour workshop, caring professionals like yourself teach women simple beauty techniques for skin and nail care, makeup application, and coping with hair loss. Your expert advice and support can help these women feel better about themselves, just when they need it most.

For more information please visit us on the Web at www.lookgoodfeelbetter.org or call your local American Cancer Society or 1-800-395-LOOK (5665). It’s not just a good deed, it’s a beautiful thing.

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is beautiful

Look Good. . .Feel Better® is a FREE program that teaches women undergoing cancer treatment how to overcome appearance-related side effects and feel more beautiful and confident. In one 2-hour workshop, caring professionals like yourself teach women simple beauty techniques for skin and nail care, makeup application, and coping with hair loss. Your expert advice and support can help these women feel better about themselves, just when they need it most.

For more information please visit us on the Web at www.lookgoodfeelbetter.org or call your local American Cancer Society or 1-800-395-LOOK (5665). It’s not just a good deed, it’s a beautiful thing.

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You’ve Graduated... Now What?

“Whatever you are, be a good one.”Abraham Lincoln gave that advice and it’s

still good advice for new graduates setting off in the beauty industry.

If you recently graduated from cosme-tology school do you even know where to begin? You are not alone; there are many good beauty professionals who have gone before you.

June’s issue of Ohio Stylist is full of ideas and suggestions written by them for the newly licensed professional on just how to start their career on the right track.

On page 5, business coach Lauren Gart-land offers rules your beauty school didn’t teach you. She suggests creating a vision statement for your life. Envision your ideal career before you even begin and then believ-ing you will achieve it.

Jerry Tyler stresses in his article on page 7, that success is an inside job. Without a clear and concise vision of where you want to arrive, how will you know you are on your way? He suggests that success “is the product of deliberate design, execution and comple-tion of task in alignment with the intended outcome. Success occurs by design, not by default.”

So you graduate from school… what do

you do next? One third of running a success-ful business is customer service, one third is business skills, and the last third is technique. Vicki Peters, page 6, offers some survival ideas to can help start you on the right foot.

Growing and maintaining your clientele will be something you continue throughout your career. On page 4, Charlene Abretske offers techniques on establishing your client base. “Knowing what to do is critical to your success and a skill every stylist must cultivate. Targeting your efforts to make sure you are looking for clients who fit into your schedule is critical to your success.”

Esthetician, Judith Culp understands the importance of learning the right techniques to put yourself in high demand. But finding the necessary advanced training, especially in the field of esthetics, can be quite challeng-ing. On page 9, she suggests you beef up your education in other areas such as business, science and advanced training.

With over 150 entries, the 2009 Ohio Stylist cover contest winner was a tough decision. Congratulations to cover contest winner, Amanda Bruce from IBI David Salon in Westlake. Turn to page 8 to learn more about Amanda and see second and third place winners, Enzo’s Salon & Spa Team and Ambience SalonSpa Design Team along with an incredible group of honorable mentions. Congratulations and thanks to all who partici-pated making the winners truly tops in their profession.

From the EditorLisa Kind

In this issue...

7

10

4

On the cover...

Cosmetology 101 . . . . . . . . . . . 3

Increase Your Potential. . . . . . . . 4

Beauty Business Buzz . . . . . . . 4

Rules School Didn’t Teach. . . . . . 5

The Nail Extension. . . . . . . . . . . 6

Building Your Clientele. . . . . . . . 6

Blue Highways . . . . . . . . . . . 7

COVER CONTEST WINNERS . . . 8

Esthetic Endeavors . . . . . . . . 9

Three Months of Marketing . . 10

Ohio Cosmetology News. . . . 11

Classi� eds . . . . . . . . . . . 12-13

Better Business . . . . . . . . . . 14

Calendar . . . . . . . . . . . . . . 14

What’s New in the Market . . . 15

2009 Ohio StylistCover Contest WinnerAmanda BruceWestlake, OH

Beauty Business BuzzGrowing and maintaining your client base will be a constant throughout your career, know-ing what to do is critical to your success and a skill every stylist must cultivate. Charlene Abretske off ers methods and techniques to help grow your clientele.

Blue HighwaysNo one gives you success. It is the product of deliberate design, execution and completion of task in alignment with the intended outcome in mind. Success occurs by design, not by default. Indeed, success is an inside job.

3 Months of MarketingNo matter how talented you are or how well you treat your clients, there are other people who “do what you do.” There are many ways to build business when you unleash the same creativity in your marketing that you do in your craft.

OHIO STYLIST & SALON | JUNE 2009 | �

Cosmetology 101 -- Getting the Most Out of Your Educationby Kerrin Delaney

You have just learned on the national news that cosmetology is one of the top new careers.

So you purchase your kit full of all the right tools, buy your uniform and officially enroll in beauty school.

That was the easy part. What you do next will determine whether you become the beauty school superstar, ready to conquer the world of beauty and esthetics or just blend into the crowd because you hesitate to show your true colors.

Lakia Jackson, president of P&A Scholars Beauty School located in Detroit, Michigan understands how tough it can be entering the real world after graduating cosmetology school.

Jackson and her staff of beauty profession-als are an example of what is necessary to learn “the next level in beauty education.” Not only do their students learn the basic skills neces-sary for becoming certified, they go beyond with lessons to keep them on the path to industry success and personal growth.

Jackson offers the following tips to help current students make the most of out their cosmetology schooling.

Take Your Investment Seriously. As a cosmetology student, you have already invested the money in your beauty school education, so while you are still enrolled

you need to take everything seriously. From studying for your next exam, to participating in class discussions, current students can also stay on top of industry trends by subscribing to publications including national consumer magazines and national trade magazines and beauty newspapers.

According to Jackson, “Memorizing theory is important, yet it is essential that you can explain it. Do not become a student who falls into the habit of treating cosmetology school like high school for adults. This is the time to gather all the information you need to make the most out of your future career as a salon or spa professional.”

If beauty school becomes a chore, Jackson suggests reevaluating why you enrolled, and de-cide whether or not you want to continue your education. “The amount of material you need to cover can seem overwhelming, but don’t get discouraged. If this is a career you want to become successful in, you need to stay focused and keep unnecessary distractions at bay. You will thank yourself once you get your diploma and certification in hand,” says Jackson.

Practice Makes Perfect. Just like a professional athlete who practices day in and day out for the big competition, you need to continually practice your skills and techniques. One of the great things about cosmetology

school is that students are not expected to be a shear genius overnight.

Cosmetology school is structured to provide you with the foundation you need to perform basic services, and to equip you with information you need to pass the state cosmetology licensing examinations. What you do with the training you receive is up to you. According to Jackson, here are a few ways to sharpen your hands-on cosmetology skills:

Regularly swap creative hair design services with other students.Participate in practice examinations prior to your testing days.Volunteer your services to community and non-profit organizations.Work as many floor hours as you can. It is always better to go above and beyond what is expected. The more practice you experience, the better your skills will be. Apply for an internship opportunity or become an apprentice at a salon or day spa. Attend as many seminars that are offered to you as a student. Keep in mind student rates are much lower than professional fees for career-building seminars.

Treat Yourself Like A Business. Even though you are a student, you are preparing yourself for a career in business so adapt to the mindset of a businessperson. One of the most

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important things a business can do is maintain a consistent image. This is called “branding.” It sets you apart from competitors, defines what you stand for, and offers a way for customers to identify with your brand.

If you’re studying to become a hairstyl-ist, nail technician or makeup artist, would someone be able to tell by how you dress, and groom yourself? If you want to be taken seri-ously, then you need to become a representa-tion of what you’re selling.

Brand yourself. Everything from your clothing, hairstyle and work ethic should all reflect your education and skills. It’s essen-tial that your image and your business skills become representative of your profession and your target audience.

Make the Most Of Your Beauty School Education. The statistics don’t lie. The increase in cosmetology school enrollment not only represents a need for people to diver-sify their skill sets, but it’s also a successful reflection of our growing billion dollar beauty, health and wellness industries. A professional career in beauty care is a great way to take your passion for hair, makeup, skincare, spa care or nails to the next level. Study hard, be passion-ate about your goals, and position yourself as the next professional that sets trends, and becomes the voice of a booming industry.

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� | JUNE 2009 | OHIO STYLIST & SALON

Establish Your Client Base

“What is the best way to get new clients?” There is no magic bullet to make the clients

suddenly appear and love you forever.What it does take is consistent good

habits, innovative ideas, and plenty of work. The race to establish your client base is not a sprint that is fast, furious and done quickly.

Growing and maintaining your base will be a constant throughout your career, know-ing what to do is critical to your success and a skill every stylist must cultivate. Targeting your efforts to make sure you are looking for clients who fit into your schedule is critical to your success.

When you apply the following methods and techniques consistently, your base will grow.

Cause Market-ing/Community Involvement: Find a cause, organization or choose an event that represents what your business stands for and what you feel passionate about. People like to see you Internet Networking: Myspace, Face-book, Twitter, and Linkedin are just a few of the sites that are cropping up and gaining popularity rapidly. Create fan pages on these sites this will keep you in front of your clients on a regular basis and will change the way you do business. Anywhere where you have an audience of five or more people who have an interest in you and what you do should be utilized.Yelp and Kudzu are great consumer ratings websites where people can see what others are saying about you and your services. Beauty industry services are very personal and many times prospective clients want to know what people like themselves think of you and your work.Cross Promoting: There are ways to ap-proach other businesses and I recommend all of them. Get creative, meet other small businesses you can support and they will be more likely to support your business. Fishbowl/Vase/Box: Offer services to employees of another business your target market also frequents, those employees will be excited and you will get a better response if they have experienced your service. Ask if you can place a Fishbowl/Vase/Box in their business for a special offer of a free haircut, facial, or massage attached

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somewhere on the vessel. This is for the purpose of collecting names and contact info of the patrons of that business. Collect them weekly (or when you have down time) then call and let them know they are a winner.E-marketing exchange: Exchange email addresses with another business and ask if you can offer their clients a special offer and vise/versa. Two client lists are better than one.Gift card exchange with another business by giving gift cards to the top clients of your business partners and ask them to do the same for you. Join Networking Organizations: Le Tip, chamber of commerce, etc., any networking organizations where you can

meet face to face with the participants. Choose an organization where they encourage a lot of interac-tion with each other. Business Cards: Your business cards should be in the hands of clients who can get you in touch with New Renters packages at Apartment Complexes; Large corpo-rations; Hotels; Colleges; Schools.

Now that you have worked so hard at bringing in the clients there are two criti-cal and key factors to insure you keep your clients coming back.

Rebooking the clients you gave so much effort to get continues your success. You want to retain as many clients as possible and consistently asking every single client, every single time to rebook will help you keep them.Keeping in touch with your clients on a regular basis keeps the relationship going even between appointments. The easiest way to do so is by utilizing e-marketing for your clients to give them a “Hi, I am here and still want you as a customer,” to let them know you care is simpler and easier than you might think. Make sure you use a service specifically designed for e-market-ing, not only will you have a reporting capability but you will have much better results than from your personal email address.

Charlene Abretske is a business advisor with Your Beauty Network and supports salons and spas with growing their businesses through on demand back office tools designed for beauty professionals. For questions about how Your Beauty Network can help you, please contact Your Beauty Network toll free (866)364-4926 or email info@iybn.com.

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Targeting your efforts

to make sure you are

looking for clients who

fit into your schedule is

critical to your success.

Beauty Business BuzzCharlene Abretske

Increasing Your Earning Potentialby Gail Brook

Now that you are certified to color hair, there is an entire beauty industry waiting to help you become much sought after as a professional. You have heard the stories of super salaries and seen the TV super stylists producing multi-million viewer (and $$$) shows. How do you achieve that for yourself? It all starts with selling yourself as a professional business person. We develop and project a professional image by learning and increasing the biz and technical side, not just the hair duties.

Here are some valuable tips to promote your profession:Know Your Products: Due to the enhanced media information available today through

the internet, the public has never been more aware and informed of what they use for their body, skin and hair. It is your job as the professional in haircoloring to be aware of, at least, the main contents and benefits, as well as any warnings of the products you use.

Safety First: Good haircolor is a science and you work in the chemistry lab. Use safe, good quality products and keep MSDS sheets on hand for your clients.

Customer Service: People seek out and are willing to pay extra for good professional services, safe and high quality products, and excellent customer service. You will need to help your client understand what their color problem is and the technique you, as a profes-sional, will use to fix it.

They work harder, faster-paced, and more efficiently than at any other time in history and are expecting the same of you. Rev up your client awareness factor and respect of their time, beauty needs and expectations. Good customer service will increase your capability to charge well for your services and set you apart from other colorists.

Networking/Advertising: You will meet many talented, more experienced and knowledgeable colorists along the way. Ask them if you can observe a special color process or consult them with reasonable questions. Most people are flattered when asked for advice and have a bit of the teacher in them. With the implementation of Facebook, My Space, chat rooms, and more recently like Twitter, these inexpensive ways of advertising is a great source of networking to new clients and other, business-minded hairdressers.

Gail Brook is the director for Color Express, a manufacturer of anti-oxidant hair color additives. (888) 847-7633 or visit www.colorexpress.org

OHIO STYLIST & SALON | JUNE 2009 | �

Rules Your School Didn’t Teach YouBy Jenny Hogan

Congratulations. You have graduated and are now a working beauty professional.

Yet your education is still incomplete. You need to learn the rules your beauty school didn’t teach you.

It’s time to go beyond the chair from simply having a job to designing and creating your career.

Lauren Gartland, founder of Inspiring Champions, a business and coaching company offering live training seminars, coaching and leadership services helps thousands of salon and spa pro-fessionals each year to dramati-cally increase their incomes while keeping a work-life balance.

When Gartland first started her training company, she realized that you cannot win a game that you don’t know how to play. “There was an epidemic in the beauty industry,” Gartland noted. “Few cosmetology schools teach business training. Our goal is to bridge the technical skills of technicians with business skills.”

Here are a few beginning rules to learn and start implementing in your business:

Rule Number One – Believe in YourselfThe first step towards building a success-

ful career is simply to believe that you can. “Sometimes our biggest obstacle to overcom-ing challenges and reaching our goals is sim-ply our belief in ourselves and our abilities,” Gartland stressed.

Consider this: in 1954 in Oxford, Eng-land, Roger Bannister became the first man to break the four-minute mile. Doctors said it was physically impossible. Yet once he broke that record and the world saw that it was actually possible – within 45 days, 16 other runners had broken it too. Once the belief was there, others soon overcame the obstacle.

The most valuable lesson for salon and spa professionals may simply be that once you believe in yourself, you can achieve any goal, once you take action.

Rule Number Two – Envision Your CareerTo begin your career plan, create a vision

statement for your life. Write down in very precise language your ideal day and the type of business you desire. Include details.

Exactly how much money do you want to earn? “Often, salon and spa professionals don’t yet see the true potential of how much they are capable of earning or they may have the subconscious belief that they aren’t worth it,” exclaimed Gartland. She urges beauty professionals to aim high when they estimate their earnings – with the goal of doubling their income, or specifically to earn $100,000 or more.

Now what type of client do you want to attract to your salon chair? Make a list of their qualities. Once you do this, you will soon start recognizing your ideal clients all over town. Much like when you buy a new car and you start seeing that car everywhere – when you identify your ideal client, you will start to notice them. When you do, make sure you are ready to invite them to visit your salon.

Rule Number Three – Market YourselfInstead of waiting for clients to come find

you and hoping that your appointment book will suddenly fill up – take the steps to attract those new clients.

Gartland advises: “Your first marketing tool is yourself. Your image is everything; we all know we get one chance to make a good first impression. You never know where you might bump into a great potential client. If you are giving out the message you love what you do and you want to serve others, then clients will start finding you.”

Dress like the type of client you would like to attract and always have business cards ready to hand out. They should be profes-sionally printed and have a “WOW” factor that makes you stand out. Remember to give them out to people you meet in your every-day life, to your waitress when you’re eating out or the nurse at your doctor’s office.

Rule Number Four – Take Action“Arrive at work half an hour earlier and

go over your schedule,” explained Gartland. “Look at the openings in your book and see them as opportunities to create multiple services.” If a client has a gap after their booking, could you up-sell them for a gloss-ing treatment? If you feel a particular client is a good candidate for highlights or haircolor, could you take the extra time to add a con-sultation and advise them, perhaps looking through some stylebooks? They could just go for a haircolor makeover on the spot, or maybe you’ve planted a seed that will result in their wanting haircolor on the next visit.

Think about which clients will buy products and what would benefit their needs; then you can plan ahead to up-sell them. If you have cancellations, don’t just take a break. You could send out emails to your other clients with a special offer; “Today Only – 25 percent off your haircutting ser-vice,” to fill the empty spots.

Rule Number Five – Work SmarterGet training to learn how to conduct

the client consultation, how to implement upselling, how to properly retail professional products and how to successfully pre-book appointments. This instruction shows beauty professionals how to increase their incomes. Yet what they are really learning is how to work smarter, not harder, while also provid-

ing more benefits and results for the client.

By creating ways to be of greater ser-vice to your clients, you are increasing your client loy-alty and altering their perception of your commitment.

Rule Number Six – Fail Often“The greatest failure is being afraid to try.

If you’re not failing – you’re not playing the game full out,” says Gartland. You will always be putting yourself on the line when you are marketing yourself, offering new services to clients, advising them on products or pre-booking their appointments.

What if they say no? “A no today could be a yes tomorrow,” she said. “Do not let your excuses steal your dreams. People who have failed the most end up succeeding the high-est. Keep on trying. Trust the process. The results will come and it will become effort-less.” Gartland emphasizes that if clients say no, what that really means is that you haven’t shown them enough value. Educate your cli-ents on your services and products and offer them more value during their salon visit.

“Ultimately, you should be giving an experience to clients instead of just a salon or spa visit,” concluded Gartland. “You can provide them with real solutions instead of just products and services.”

Now is the perfect time to learn the rules your school didn’t teach you and begin implementing them every day. Start design-ing the career and life you’d like to live. You will earn more money, yet money is simply a reward for achieving the real goal of having your dream career and life.

Inspiring Champions is a business and coaching company offering live training camps, coaching and mentoring services, webinars, audio tapes and educational resources. For more information call 800-496-9305 or visit www.InspiringChampions.com.

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The most valuable lesson for salon and spa professionals

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� | JUNE 2009 | OHIO STYLIST & SALON

Did you know that as little as 25 percent of nail tech graduates actually succeed in the nail business? It’s a sad statistic but it is reality.

Having been in the business for 27 years, I have seen it change tremendously, including the students. More than ever, we are seeing a trend where mature women come to school seeking second careers after their children are grown, after retirement or they are feeling the need for a career change.

Back in the 80s, most students were in their early 20s but now it seems they are older. This isn’t a bad thing since the education we receive in beauty school does not really prepare us for all we need to know to work in a salon. If the graduate has life experience and other work experience, they usually are more successful.

So you graduate from school… what do you do next? We know we need more training to succeed and find work. It’s difficult and only the strong will survive. Keep in mind, one third of running our business is customer service, one third is business skills, and the last third is technique, so here are some survival ideas that can help:BUSINESS SKILLS

The first thing you need to do is write a résumé even though you do not have nail experience. The new salon will want to know your background and strengths and your career aspirations.

You also need to compile a list of what you want in a salon and that may take a little interviewing to figure it out. Do you want to become an employee or rent a station? What does your state allow? What kind of salon do you want to work in and do they have a call for nail services? Can you build a clientele off the clients that already frequent the salon?

You will need to think about business licenses, liability insurance, designing business cards, commission scale, and your book-keeping and marketing plan. You will need to market yourself and your services to local businesses and potential clients in and out of the salon. Sitting there waiting for the phone to ring is not enough.

Reach outside the beauty business for busi-ness skills, there are books and plenty of online information that you can research to know what you need to be doing. Depending on salons to help you may not be available. CUSTOMER SERVICE

Again reach outside the beauty business for customer service ideas. Remember that the experience of your service should be your strongest customer service skill. Taking care of the client is priority in capturing a loyal

clientele. Always accommodate, listen to their needs, follow up with cards and thank you notes, call to remind them of their appoint-ments and work the edges of your service with special treatment. Be consistent with greeting your clients and walking them to the door to close the service. Little things mean a lot and add up to loyalty.TECHNICAL SKILLS

Although your technical skills are not quite there when you get out of school there are plenty of options to get your skills up. First, understand there is not a program out there to help you – you need to explore your options. You can train privately with a seasoned nail tech – which is going to be the most beneficial.

Find a local tech that will train you one-on-one. Make the investment, it will be the best money spent. She can teach you control of your liquid and powder for acrylic, gel ap-plication, filing and shaping techniques, how to finish nails properly and many tricks of the trade you won’t learn in school and raise your skill level right away.

Classes are not aplenty but they are out there. Manufacturer classes and non-product are usually found in the back of magazines such as the Stylist, local distributors, online in web sites and on www.beautytech.com. Subscribe to every trade magazine you can find and spend time searching the Internet. You will be amazed how many websites have technical nail information.

Trade shows are a must. That is where you can network and see new techniques and products and keep you in touch with your industry. Small or large, every trade show is worth going to and many you will have to travel to so make the commitment to attend at least two a year.

Your distributor can also be a link to information if the sales team is on top of the industry. Some are and some are not. If you find a product distributor that is savvy, you can benefit from their knowledge and information.

Perfecting your skills is the most difficult of all. Practice, practice and more practice!

But most important – don’t give up. It’s going to take a while to build your clientele, and you may switch salons until you find the right one for you. Position yourself so you can learn and build your business and have a plan. It’s a fact that a good nail tech can make a good living, even in this economy. Doing nails for a living is a very gratifying, artistic, social way to make a living and if you make the effort, you will be successful.

Vicki Peters is a 28 year veteran master nail tech, competition champion, judge, international educator, author and manufacturer and serves on the Nail Manufacturer Council. For more information visit www.vickipeters.com or email her at Vicki@vickipeters.com.

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The Nail Extension Vicki Peters

Only the Strong Will Survive Building Your Clientele by Debbie Doerrlamm

Is your book a little empty? Then it’s time to learn all about client referral.Eventually you will have to learn when to stop your referral program and start turning

away clients in droves. It may not be the fastest way to build your book, but it works and works well consistently.

Retaining clients: Always pre-book before the client leaves. Never let them go out your door without booking their next appointment or you may not hear from them again.

Send thank you cards to every new client as that will keep your name in the forefront of their address book. Offer an incentive to rebook within a certain time frame.

People love something for free or discounted, especially around their birthday. Send your steady client a postcard offering a small upgrade or a free gift about a week before the date.

An appointment reminder call, email or text message is a sure way to keep the no-shows from no-showing you.

Getting new clients: My own referral program was using a local high school girl’s popularity status. I adored this kid and she adored her nails. I made a deal with her. Every warm body you send me -- you get a free fill.

Then I made a deal with each of those referred. Every warm body you send me -- you get five dollars off your next fill. Cost: Your time and a few business cards. Within nine months my book was solid and I hired someone to pick up the overflow.

Within two years these kids started to leave for college; they also started to refer me to their mothers, aunts, boyfriends’ mothers, boyfriends’ sisters, and the list goes on.

Posting to places such as Craig’s List www.craigslist.org or Yahoo Local local.yahoo.com can help bring in new clients. Cost: Your time. Do your research before posting to see what other similar business have posted in these ads.

Give each client five of your business cards at each appointment. Ask them to hand out your card to anyone who compliments their hair/skin/nails/toes or mentions they need a new salon. Offer them a free upgrade to a premium service for each referral that comes in. Cost: A few business cards.

Donate gift certificates to local fundraisers. Your business name will be an-nounced and possibly listed in the program for every attendee of the event. Cost: Your time.

Network, Network, Network - Join your local Chamber of Commerce. A little bartering can lead to big business! Always carry your business cards and a salon menu. Your nails and hair should always be in tip-top condition. Anyone who comments should be handed a business card and an offer of a free gift or service upgrade.

Setting yourself and salon apart from the others is a constant task. If your client list is not growing the way it needs to be, you need to start evaluating your menu and surround-ings as the client sees it.

Sit in the client’s spot for a few minutes. Look around and what do you see? Is your shop, tidy and clean or does the client see a pile of stuff over your shoulder or in the mir-ror? The most important thing the client should be seeing is your retail area. You should mention at least one item you retail during each service.

Evaluate your service menu every six months. Make your services stand out by being creative in the descriptions. Keep the menus fresh and up to date, getting rid of services that have not sold.

With each client at your station, review a home care plan, and offer suggestions of rec-ommended products to purchase for home maintenance. Keep any conversation middle-of-the-road. Gossip, religion and politics should never be discussed at your station with your client.

A nice touch would be a follow-up call to the client a few days after the initial appoint-ment to inquire how their nails or hair is holding up.

Your salon website should be kept fresh and up-to-date with full contact information on every page. Today it does not cost a fortune, nor do you need to be a computer expert to create and maintain a professional looking website that showcases your salon.

Keep the fire burning by continuing your education at classes and trade shows. When you are excited about what you do, the client sees or senses this and will refer you to her friends.

Overall do not be afraid to experiment with different types of referral programs and promotions. If it works, great, if not file it in the “chalk this one up to experience” pile. Staff input and networking will help keep your promotions, salon and you fresh and motivated.

OHIO STYLIST & SALON | JUNE 2009 | 7

Blue HighwaysJerry Tyler

So, you have passed your State’s exam and received your license.

It’s similar to going to Driver’s Training School, taking the exam and receiving your license. But as a future beauty professional, you now have the opportunity to make the world beautiful, one head at a time.

At this time you may be pondering the age old quandary, “Where do I go from here?”

In my journey as an educator I am often confronted with a room full of future profes-sionals in training. Often up to 50 percent of the class can’t even answer this simple question: “Why are you here? What do hope to achieve as your desired success?”

Many don’t even realize their success, or lack of, is solely in their hands. Many who know they want success feel it is something beyond their control. They believe if they are successful it is by some happy accident and they really had nothing to do with.

No one gives you success. It is the product of deliberate design, execution and completion of task in alignment with the intended outcome in mind. Success occurs by design, not by default. Indeed, success is an inside job.

It works from the inside out. Success is the end result of achieving your desired goals. Wynn Claybaugh, noted motivator, has a great saying, “If it’s meant to be, it’s up to me.”

In such a reactive society where most people are waiting for someone or some-thing to make things happen for them, it is of little wonder the truly successful are so because they don’t just show up, they arrive on purpose!

They own their success. It is something that is already theirs to have and claim as their own. They act, they don’t wait to be acted upon. Their purpose is the practice of posi-tive action. They are “proactive.”

While successful people are always active and engaged, they tend to work smarter not harder, but they always extend themselves beyond what is the expected norm. They are constantly pushing the barriers outward and they never stay stuck in a comfort zone.

You can’t stand still and expect to move forward at the same time. Successful people welcome and embrace change while continu-ally creating new landscapes and enjoy being part of that positive process.

It is amazing how few know what they hope to achieve when first entering our industry. We are not given life’s operation manual with instructions to “begin with the end in mind.”

Without a clear and concise vision of

where you want to arrive, how are you going to know how to get there or even when you are at your intended destination? Without a clear vision of where you want your life’s journey to take you, it is no wonder there are so many disenchanted people wandering through their lives. They are really LOST!

Successful people practice the process of “Personal Vision.” They know where they want to go and are aware of where they are in relation to where they want to be. With unwavering faith, they put all their energy into action and don’t stop until they reach their intended goal.

They maintain alignment between their vision and present actions to make sure they are in harmony. How do they know when they aren’t? When harmony is achieved, everything flows effortlessly. When conflicts arise, that’s a sign there is a barrier to the completion of the goal. Once the vision and action are put back into their intended place, harmony prevails and the journey continues.

Personal vision works with the use of “Mission” and “Vision” statements. These are the personal blueprints or agreements made that define what success means to you. It is a personal constitution you can reference to see if your actions are in alignment with your purpose or vision. These statements usually define what success will be, what actions will be required, and then what are the desired results. This “Be, Do, Have” model is the foundation of every successful personal vision statement.

After positive personal action and vi-sion, the next most important component is the practice of positive choice. Again, the mandate for alignment comes into play here. Remember the path to success is a matter of choice not chance. Are our choices in harmony with our desired purpose as to the use of our actions to make things happen? If the choice is made in alignment with our purpose the end result is positive. Conversely, if we are out of harmony with our purpose as to our choice of actions, the result is usually negative.

If your passion was to be the world’s best colorist and to achieve this goal you got the best and most intensive education, your knowledge and skill could well put you on the way to your intended goal by choosing action in alignment with your desire.

If, on the other hand, you chose to stay with only the minimal skills you left beauty school with, only growing your ego by being a “legend in your own mind,” then your skills wouldn’t match your description and that lack of alignment would hinder the pursuit of your goal. Always remember, between what you are given and how you deal with it or respond to it, there is a choice.

At the end of the day the greatest gift and

yet the greatest responsibility we have is to know we are the masters of our destiny. We define what success is to us personally and professionally. Define your success by what you want.

We need to spend more time at the begin-ning of the journey knowing what and who we want to be. Then we need to keep those dreams as thoughts guiding our actions with positive choices. Never forget that what we think about, we bring about. It has been said that human thought is one of the most pow-erful forces in the universe.

So at the start of our journey to guaran-

tee our long term hope for success, we need to constantly be aware that the potential for continued abundance, is within our grasp. Although it may not be realized, it dwells within us and it is indeed an “Inside Job.”

Jerry Tyler’s column Blue Highways is his “Road Less Traveled” perspective on the solutions and challenges facing the beauty industry. Jerry Tyler has been a stylist since 1975 serving as the former artistic director for Vidal Sas-soon Academy and currently as Director of Education for Carlton Hair salons. He is also a licensed cosmetology instructor and has served as President of the California State Board of Barbering and Cosmetology.

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Amanda BruceIBI David Salon - Westlake, OH

Hair: Amanda Bruce; Makeup: Leia HohenfeldPhoto: Csaba David; Model: Elizabeth Kelly

Second Place

Ambience Salon Spa Design TeamWest Chester, OH

Color: Elizabeth Maletta; Cut: Juliet OstranderMakeup: Christina Chevalier; Photo: Michael Chevalier

Model: David Maletta

Enzo’s Salon & SpaNorth Royalton, OH

Hair: DJ Victory, Sarah Weist; Makeup: DJ VictoryPhoto: George RemingtonModel: Shannon Klepper

First Place Winner

Ohio Cover Contest 2009

Third Place

honorable mention

Karen NeuhausNorwood, OHHair & Makeup: Karen NeuhausPhoto: Stacey DowneyModel: Mary Cook

Stephanie LaytonStephanie at Salon Lofts - Westerville, OHHair & Makeup: Stephanie LaytonPhoto: Michael LaytonModel: Nicole O’Donovan

Monica RichardsonThe Element Total Salon - Huber Heights, OHHair: Monica Richardson; Makeup: Love PolingPhoto: Sherry at Portrait PalaceModel: Ebonie Humphrey

DJ VictoryEnzo’s Salon & Spa - North Royalton, OHHair & Makeup: DJ VictoryPhoto: George RemingtonModel: Brandy Prehauser

Tonya VerhoffMichael’s Salon & Spa - Centerville, OHHair & Makeup: Tonya VerhoffPhoto: Cindy DeVelvisModel: Sarah Nitz

Studio Sonata - Parma, OHColor: Amanda SopkovichCut & Style: Theresa CuccoMakeup: Tammy MagistroPhoto: Cavanaugh PhotographyModel: Wendy Surman

Ambience Salon Spa Design TeamAmbience Salon Spa - West Chester, OHHair: Gina Dean; Makeup: Christina ChevalierPhoto: Michael ChevalierModel: April Sentieri

Aveda Fredric’s Institute CincinnatiCincinnati, OHCut: Erin Stevens; Color: Michelle BertkeMakeup: Dena VanAggelePhoto: BabakModel: Monica Alunday

Congratulations Amanda Bruce of Westlake, Ohio!

Amanda Bruce might seem like a novice hairstylist since she’s only been doing hair for three years, but her expertise is way beyond her years.

Her winning entry exemplifies her quality training and education and shows the reason why she is the winner of the 2009 Ohio Stylist Cover Contest.

Amanda is a Brown Aveda Institute graduate. She joined IBI David Salon in October 2006. After success-fully completing her In-Salon Apprenticeship Program, she added to her color, cutting and style knowledge with additional Aveda training in Cincinnati. Amanda is also fortunate to have received intense training with Vidal Sassoon Academy in London.

As the haircutting coach for the salon, Amanda has to keep up on her education. Several times a year she attends educational events to learn the new seasonal trends. “I love to teach and have always wanted to be a hairstylist,” she exclaimed. “Lifting up someone’s self-esteem every day is the best feeling in the world.”

IBI David Salon & Spa is an Aveda concept salon in Westlake, Ohio owned by master stylist Ibi David. “Ibi has very high expectations for us and her salon,” remarks Amanda. “Our motto is ‘To make you look and feel good – beyond your expectations.’ Our salon is gorgeous and all of our stylists are very talented and educated.”

The photo shoot for the winning cover, held on location at the salon, used amateur photographer Csaba David, Ibi’s husband, and makeup artist Leia Hohenfeld.

“I wanted to show the latest trend with an edgy twist,” said Amanda. The model, Elizabeth Kelly is the lead singer in a rock band called the Dreadful Yawns. Bruce wanted to create a cut and color that would fit her lifestyle and express her creative, daring personality.

“I wanted it to be stunning and fierce,” she laughs. “The cut was mostly freehand and very visual. I love freehand cutting. If I see a piece that stands out to me I am not afraid to attack it with my scissors. The highlights were place underneath so they would peek through in the perfect places.”

When asked why she thought she won, Amanda exclaimed, “The complete look was mesmerizing. The asymmetric cut with the red highlights and dark smoky eyes were spellbinding. I was more than satisfied when I saw the finished shot.”

What does Amanda want to share with other stylists about her experience entering the Ohio Stylist Cover Contest? “I had a wonderful experience,” she said. “I love being able to express my creativity. We are all artists... so dream about your next masterpiece and dare to be different!”

Congratulations Amanda on an incredible shot and thanks to all who entered our 2009 Ohio Stylist CoverContest!

OHIO STYLIST & SALON | JUNE 2009 | 9

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Got License! Now What?

There are many different approaches to learning the skills needed to be an esthetician.

Often we enroll at the most convenient school without investigating as to their approach in teaching this subject or even the presence of an esthetic dedicated person on staff.

While there are a slowly increasing num-ber of esthetic specific programs that teach beyond minimal requirements, most schools have as their key objective to teach you the skills necessary to get your license. This is not unique to the cosmetology industry.

Many other fields are the same way such as real estate, as most realtors would tell you. So you have some choices to carefully con-sider once you have completed your program and received your license.

The first consideration is an evaluation of what you learned. Was it in line with what you need to achieve your goals? If not, what is missing? Where can you learn these things? By state standards most license exams are to allow you to obtain an entry level position where you will have the opportunity to learn on the job.

There are many excellent examples of these opportunities in the hairstyling part of the industry. Unfortunately, there are far fewer of these in esthetics. As more chain stores add esthetic services, including big department stores, more of these entry level positions will be available. If you can’t find one, or this work environment doesn’t match your goals, then your next order of business will be to buff up your education.

Find a specialty program that offers ad-vanced or post graduate training. Specifically look for non-product specific classes, they are well worth the investment. If this seems expensive, or extra time you didn’t plan on spending in the classroom, keep in mind get-ting a bachelors degree has no direct bearing on being say a doctor, but is a required step on the path to achieving that goal.

There is really no designation of medical esthetics in licenses, but there are numerous courses available to enhance the skills that would make you more valuable to a medi-spa setting. Advanced knowledge of physiology, anatomy, microbiology, chemistry, light energy in theory and practice, medical terminology, knowledge of how drugs impact the skin, medical intervention both surgical and non-surgical, and pre and post operative treatments and how and when they are incorporated.

If your goal is not working in the medical setting, analyze what it is and what additional skills and knowledge you need to achieve it.

Clients will ask questions about all sorts of topics beyond the range of a specific work setting. The more we know about a broad scope of esthetic related topics, the better we will be able to interact with our clients and meet their needs. This helps to keep them coming back to us.

Once you have made a plan to add training to cover your technical skills, evaluate what else is needed for career success. Do you know how to design a treatment room, or furnish one if you were asked to do so? Do you know how to calculate set up costs, treatment costs, profit margin, break even points, search for quality equipment, and analyze products to help recommend those that would best fit the needs of a specific business model? Did your training include business operations?

Local community colleges are an excellent source for business training. Topics should include basic business accounting, business set-up planning, marketing, management skills, communication skills, computer skills. We are now a computer-based society and those computers have extended themselves into our cell telephones so the more knowl-edge we have on the use of these tools the better. Supplement general business knowl-edge with industry specific books to help you firmly attach what you learn with your chosen field of practice.

Marketing was just mentioned and can-not be overstressed. It is a huge topic that includes far more than planning an adver-tisement although that is important. With the new internet options you need to learn how to integrate online marketing through a website with the new “social networking” marketing available.

You might be thinking these aren’t im-portant if you want to be an employee, but employees also have to help build their client base – especially if they have higher income goals. Advancement within a firm may depend on your management skills and your ability to contribute to the profitability of that business. Diversity of skills makes for a more valuable employee.

Getting that license is not an end point. Completing basic education is only the first step in becoming a successful esthetician. If you are graduating now, in a tough economy, it may be the perfect time to seek out and take more training in business, the sciences or advanced esthetic skills.

Judith Culp, a CIDESCO Diplomat has been in the esthetics industry since 1980. A CPCP permanent makeup technician for over 18 years she served a 4-year term as a Director for the Society of Permanent Cosmetic Profession-als, two years as their president. She is president of Culp Enterprises Inc. and CEO of NW Institute of Esthetics. Judy Culp is available for consulting. For more information visit www.estheticsnw.com.

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Esthetic EndeavorsJudith Culp

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Do You Have a Job, or a Career?

We have all heard snippets of the popular “You Might Be a Redneck…” series of one-liner jokes by Jeff Foxworthy, with such gems as “If you’ve been married three times, and you’ve always had the same in-laws, you might be a redneck.”

No matter where you grew up, or how polished your family, you have identified with one or more of the statements (or are closely related to someone who does!)

The same principles apply in the salon. If you slink in late with your unwashed hair in a ponytail and dare your boss to comment, you might have “just a job.”

If you forget your client’s name three minutes into a con-sultation, if you don’t bother to rebook, if you never suggest retail products for home use, and if you would rather “eyeball” your color mixture than measure it, you might have “just a job” (and you might not have that one for long).

If all you want is a job, and all you need is a paycheck, skip the rest of this article.

An out-of-work once friend begged me to help them find a job, well, sort of. They actu-ally told me, “I don’t want a job, I want an income,” and asked me to hook them up with get rich quick internet opportunities.

While a few people do “get rich quick,” in most cases they do so only after spending years developing their craft, doing research, learning the ropes, and working hard.

I know you did not get into this business for the marketing part of the job. You may have had a short introduction to marketing as part of your schooling, but you were probably more interested in learning your craft, devel-oping your technique, and making art than you were about the mechanics of marketing.

Marketing Yourself Is Essential in a Sea of Sameness

No matter how talented you are or how well you treat your clients, there are other people who “do what you do.” Marketing includes activities you do in order to persuade people you do what you do in a way that is better artistically and better for them as a cli-ent, than others in your profession.

Marketing is giving clients a reason and the opportunity to choose you. As a new stylist you enter a professional world where your peers have established clientele. Your most important responsibility is not what you do

behind the chair; it is to build your client base. Don’t get me wrong, what you do behind

the chair matters when it comes to building your client base. But you cannot do what you do behind the chair if no one is sitting in it!

Your co-workers may have referrals to help you get started and can be valuable re-sources. Ask them how they built their client base when they first started and what activi-ties they recommend for new stylists. They may have done some creative things in the beginning; they can tell you a lot about clients in your community and about attracting clients that will be a good fit for your salon as well as for you, as a stylist.

Go further. As a student you probably loved oppor-tunities to create styles that were way out of the box, that stretched your creativity and technical skills and resulted in a look no one else was able to achieve. Something uniquely “you.” Your approach to build-ing business and marketing yourself deserves the same creativity; to be successful you have to stretch your skills to produce better results.

Take a look around at other businesses and independent

sellers. They have learned that parties and events – taking products and services outside to where clients are, and creating social net-works produce builds business and sales that waiting for people to walk in cannot compete with.

Take Justice for Girls, a “T’ween” clothing store in the mall. Their teenage staff host hair and makeup birthday parties for t’ween girls in groups – all the while their moms, sisters, and other women are standing by watching, and shopping and leaving with a bounceback coupon and a reason to return.

Hosting birthday makeover, prom or graduation makeover parties, or bridal or baby showers featuring styling and makeup services to girls of all ages creates oppor-tunities to gain multiple clients, sell retail products, and book appointments, all in a two hour space of time.

There are many ways to build business when you unleash the same creativity in your marketing that you do in your craft. Sum-mer months present perfect opportunities to take your skills to clients with weddings, the summer social scene, street fairs and other community events.

Elizabeth Brown is the founder of Be InPulse Marketing and Design in Auburn, Washington and the author of 12 Months of Marketing for Salon and Spa. Email the author at elizabeth@12monthsofmarketing.net.

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Ohio Amnesty Program Puts People Back in the Industry Workforce

Many of you shared your cosmetology experi-ence with another who dreamed as you did of be-coming a successful stylist.

You spent hours to-gether studying anatomy, physiology chemistry, sanitation, bacteriology, salon operations and com-munication skills. Then you mastered the perfect haircut and learned how to wrap a perm in record time, not to mention learn-ing the theory of the color wheel.

You both pass the State Board exams and you are on the highway to success. You go on with the plan but life throws your friend a roadblock; they end up on a different road of life and in the meantime their cosmetology license has fallen into a lapsed status.

Previously they would have been required to complete eight hours of continuing educa-tion, pay their back fees and retake the State Board examination.

Now, with the pro-posed amnesty program, they still will be required to complete continu-ing education and pay back fees to bring their licensee to a current active status and that’s all they have to do to enable them to return to work in the cosmetology industry.

This program will be very beneficial to anyone who now has to make a career change. We are asking your help passing

this information on to people you know who have an Ohio State Board of Cosmetology license that is in a lapsed status.

Many people will be able to return to the cosmetology industry without the fear and anxiety of taking a Board examination. If you are aware of family or friends that would ben-efit from this Amnesty Program have them contact Jani Rider at 614-466-9217 or jani.rider@cos.state.oh.us for more information.

Unlicensed Independent Contractor Violations are on the Rise

The number of self-employed people working in Ohio salons has increased over the past several months. Unfortunately, many of them fail to maintain the required licenses. An Independent Contractor (IC) license is required for those licensees who are self-employed; they rent space from the salon owner and set their own schedule. Unlike a standard em-ployee, IC’s are responsible for their own tax withholdings and payments. Anyone currently licensed or considering an IC license should become familiar with the following section of the Ohio Administrative Code:

4713-13-02 Independent Contractor(A) Independent contractors, formerly known as “booth renters”, will receive independent contractor licenses that meet the following criteria:

(1) Addressed to the licensee’s home address.(2) The license must be posted at all times with the individual’s cosmetology or branch of cosmetology license in the salon where they are working.(3) These licensees will be a different color from other salon licenses.(4) Applicants must have an active manager’s license for the appropriate branch of cosmetology.(5) This license authorizes the individual to work in any “Board” licensed salon, which includes their branch of cosmetology.

(B) Where a license for an independent contractor has been issued, the “Board” shall hold the individual independent contractor and the salon owner responsible for the compliance with all cosmetology statutes and rules as follows:

(1) Salon owner is responsible for all common areas and any employee areas.(2) Independent contractors are responsible for own station areas permanently assigned and any being used when inspection occurs.(3) Independent contractors are equally responsible for common areas when present.

Sanitation, Disinfection, Sterilization: What Does It All Mean?

There and their, where and wear, all sound the same but each have a different meaning. Just like sanitation, disinfection and sterilization, which sometimes can be confus-ing. What does it all mean?

A major priority of the Ohio State Board of Cosmetology is to protect the safety and well being of the patrons of our salons and schools as well as the employees across our state. The fol-lowing are meant to be an explanation of the differ-ence of each.

Sanitation and disinfec-tion must be practiced con-tinually to protect clients and yourself. With the wide variety of sanitation and disinfectant products available for use in salons and schools the most important factor of these products is to follow the manufacturers’ labeled instructions for preparation and use.

Sanitation is the hygienic means of pre-venting human contact with hazards and pro-moting good health. Hazards can be physical, microbiological, biological or chemical agents of disease. Hygienic means of prevention can be by using EPA approved solutions or even by personal hygiene practices as simple as hand washing.

Sanitizers are substances that reduce the number of microorganisms to a safe level.

One official and legal definition states that a sanitizer must be capable of killing 99.999%, of a specific bacterial test population, and to do so within 30 seconds. The main difference between a sanitizer and a disinfectant is that at a specified use dilution, the disinfectant must have a higher kill capability for patho-

genic bacteria compared to that of a sanitizer.

Disinfection is the process of applying agents to non-liv-ing objects to destroy microorganisms. Dis-infectants should gener-ally be distinguished between antibiotics that destroy microorganisms

within the body, and from antiseptics, which destroy microorganisms on living tissue.

The main difference between a sanitizer and a disinfectant is that at a specified use di-lution, the disinfectant must have a higher kill capability for pathogenic bacteria compared to that of a sanitizer. Very few disinfectants and sanitizers can sterilize.

Sterilization is the complete elimination of all microorganisms or the total destruction of living organisms by various means, includ-ing heat, chemicals or irradiation causing the removal or destruction of all microorganisms, including pathogenic and other bacteria, vegetative forms and spores.

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12 | JUNE 2009 | OHIO STYLIST & SALON

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KETTERING / CENTERVILLE BOOTHRENTAL SPACE IS AVAILABLE for es tab-lished, up scale Hair De signers and Nail Techs.Promotional In centives in clude Free 6 weeks rentover first six months, one week of vacation and more. Established Nail Tech look ing to give cli enteleover to new Nail Tech! Com petitive Rental rates,product sales commission in cluded. Part-time andFull-time rental rates of fered. Call (937)974-3820 forappointment for sa lon tour / in terview.

AMHERST - LORAIN ~ ES TABLISHED,UP SCALE SA LON SEEK ING STYL IST &NAIL TECHS with cli entele. Of fering boothrental or com mission. Con tact Ann at(440)669-5064 for more information.

$ PRI VATE STU DIOS AVAIL ABLE -

WAPAKONETA Mod ern, fully fur nished.

De signed for Hair styl ists, Nail Techs, Skincare,

Massage Therapy. 24 hour ac cess. Se curity. Be

your own boss! Make more money! Call Me lissa

(419)738-6511

LEASE OFFERS

NEW AF FORD ABLE SUITES Lo cated at6120 Board walk Street in Co lum bus. Bar -

ber, Hair stylist, Nail Tech, Mas sage Ther apist orEsthetician - come join us at Angélique Sa lon &Day Spa SUITES where our suites are largerthan most and AFFORDABLE. (614)985-5920.

STYLIST AND BAR BER NEEDED -PATASKALA, OHIO Booth rent available.

Call for more in formation (740)964-3534 or(614)353-5091

20 CHAIR / ES TABLISHED / FULL SER-VICE / UPSCALE SA LON - LO CATED INSYL VAN IA, OHIO has 4 booth rental op portuni-ties for Hair and Nail pro fessionals - 1 Barber, 2Hairstylist / Beau ticians, and 1 Nail Tech nician.Great high traf fic lo cation to expand your busi ness.Contact Mi chael (419)882-4262 or (419)509-4722for de tails and in centives. www.klassickuts.net

BOOTH RENT WITH OP TION TOBUY Sa lon es tablished 25 years. Close to

Wittenberg. The Mane Event, 122 E. Ward Street,Springfield. Call Mary (937)360-3542

TWO NAIL TECHS WANTED WITH CLI-EN TELE - FAIRLAWN AREA Do you needchange of pace? Want to stop work ing from yourhome? Want to work in a clean, se rene en viron-ment? Want to be part of a team? Call Ms. G @(330)836-3223. Booth $90 per week. Serious in -quiries only please.

SALARY /COMMISSION

SOUTH TO LEDO ~ WANTED: MAN-AG ING STYL IST WITH FOL LOW INGCall for more in formation (419)385-3542

LOOKING FOR STYL ISTS to be a part ofyour team? Reach they styl ists that need to knowabout you. Ad vertise in the Ohio Styl ist News pa perclassifieds and reach almost 20,000 beauty pro fes-s ionals . Call (503) 297-7024 or v isi twww.stylistnewspapers.com.

SHOPS FOR SALE

UPDATED HAIR SA LON ON BRICEROAD in Astor Shop ping Cen ter. Six styl ing sta -tions, six dryer chairs, seven styl ist cab inets and apedi spa. Ex cellent setup for booth rental. Lowoverhead. (614)395-0043

CUYAHOGA FALLS / AKRON AREA ~ SA -LON FOR SALE OR LEASE TO OWN 1500square feet. Six chairs, four sham poo bowls. Call(330)285-0015

COLUMBIA STA TION - LORAIN CO. Busi -ness with equipment and tanning booth. 750 sq.ft.in es tabl ished plaza . Ca l l for De ta i ls .(440)236-3010

BROADVIEW HEIGHTS, OHIO Very busy,pri vate Es the tic sa lon. Ex cel lent po ten tial. Greatlo ca tion. Up scale cli en tele. Es tab lished over 22years. Training available if nec essary. Great op por-tunity. Owner retiring. Call (440)546-0334

TANNING SA LON - CLEVE LANDFAR WEST SIDE 10 years of ser vice.

Ex cel lent cli en tele. 4 cor ner lo ca tion. Clean.Turn-key move in. Eight beds and more.Owner re tiring. Best of fer. Leave message(440)334-8367

OHIO STYLIST & SALON | JUNE 2009 | 13

WEST CARROLLTON, OH ~ WHYLEASE? Great for part nership! Building

35X35 ft. with park ing. Six sta tions, three shampoochairs and man icure ta ble. New fur nace / air.Kitchen & all build ing con tents. Owner and em -ployee will stay on. $74,000. Call (937)885-7704

SELL YOUR SA LON OR BAR BERSHOPHERE! Looking to re locate and need to sell yourshop? Ready to re tire and look ing for the right per -son to sell your busi ness to? Reach the peo ple thatwill buy from you. Ad vertise in the Ohio Styl istNews pa per classifieds and reach almost 20,000beauty professionals. Call (503) 297-7024 or visitwww.stylistnewspapers.com.

USED EQUIPMENT

HYDRAULIC CHAIRS FROM $75 Sta tionsstarting at $80. Re ception desks from $75. Sham-poo bowls from $80. Manicure ta bles from $40.Mirrors, mats and more. BUY ING USEDEQUIPMENT. (419)215-7009 Toledowww.salontechnical.com

BRAND NEW DERMATEK FA CIALEQUIP MENT, DERMATEK TOWELWARMER, BRAND NEW MASSAGE TA -BLE, NAIL TA BLE Con tact Ann at(440)669-5064 for more information.

VITA PEEL AD VANCEDMICROEXFOLIATION SYS TEM Stim u latesand exfoliates, treats skin blem ishes. Dig ital con -trols, supplies in cluded. Great con dition. Asking$3000. Gen erate more in come for your sa lon! Call(440)282-3128

PERFECTOR FACE LIFT SYSTEM $19,000new, asking only $13,000. Arasys Inch Loss Sys tem- $44,000 new, ask ing only $28,000. Plus warranty.Both Like New! Great op portunity to gen erateaddi t ional income for your sa lon! Cal l(330)726-8222 for ad ditional information.

NEW EQUIPMENT

EL E GANT NAIL SUP PLY: We whole sale andretail New & Used Sa lon Equipments, Sa lon Fur -niture and all brand-name products OPI, IBD,Gena, Cre ative, LaPalm… We of fer on line con tin-uing ed ucation. Please visit our website for morein for ma tion: www.elegantnailsupply.com. Phone:(937)258-0608 or 1-888-308-6308

BUSINESSOPPORTUNITIES

MAKE $100 PER HOUR SHARP ENINGSCISSORS AND CLIP PERS. I will beat any -body’s price on any equip ment and train ing.(408)439-9161

PROFITABLESIDELINES

NATURALASH™ 4.0 ON LINE EYE LASHEX TEN SION TRAIN ING (An ASCP Af fil i -ated Class) – Receive the 2009 edi tion ofNaturaLash 4.0 for FREE with your pur chase ofkit when you men tion this ad. Earn $200 - $500 /application! Live classes also avail able Na tionwide.1-800-644-1297 or www.NaturaLash.com.

EDUCATION

LEARN NEW TECH NIQUESTHROUGH DVD’S - FREE CAT A-

LOG Hair cut ting & styling, clip per & ra zor cut -ting, hair col oring, wedding styles & updo’s,makeup, fa cials, man i cures and ped i cures, wax ing& hair removal, massage, and spa & body treat-ments. 800-414-2434 - www.VideoShelf.com

DO YOU OF FER CE CRED ITS! ARE YOU ACE PRO VIDER? Reach they styl ists that need toknow about you. Ad vertise in the Ohio Stylist News -pa per classifieds and reach al most 20,000 beautyprofessionals. Call (503) 297-7024 or visitwww.stylistnewspapers.com.

1� | JUNE 2009 | OHIO STYLIST & SALON

The Best Leaders Have Coaches

Are you coachable?This is a tough question for many entre-

preneurial leaders. Chances are, you started your own busi-

ness to be captain of your own ship — to do it your way. Coachable? Why should you be coachable?

The answer is simple … you don’t have all the answers and getting better at what you do and how you lead is non-negotiable. If you’re saying, “Duh, tell me something I don’t know,” we’re on the same page. But here’s the rub.

What happens when leaders “say” they want to get better, attend seminars, read all the latest business books, and even hire a coach? Too often what I see is lots of time and money going in and the same old leader coming out.

I’ve spent the bulk of my career teaching and coaching owners and leaders. I’m proud to say that I’ve seen many of my clients grow into no-compromise leaders running great companies.

I’ve also seen a disturbing number of leaders who, driven by the best intentions, are just not coachable. They’re stuck in counterproductive behaviors that keep their companies in a seemingly perpetual state of springing leaks. Cash-flow challenges, em-ployee turnover, drama, blaming, always the victim, and worst of all, denial the confront the reality they created.

FACT: The best leaders are coachable. More importantly, just like Tiger Woods who demands excellence in his golf game, they

have coaches. They put their shields down and egos aside for one basic reason — to get better. They are 100 percent no compromise because 99 percent is pure compromise. In doing so, they rise above all others.

Here are some red-hot strategies to get coachable:

• Take ownership of the challenges, issues and problems in your company. Like it or not, as leader you played a role in creating what you don’t like because of what you did or didn’t do. First you’ve got to own it — then you can fix it. It’s that simple.

• After you own it, put your shields down and accept the gift of feedback and knowledge from those you lead and those who coach you. Confronting reality is nothing more than taking the first steps on a long journey. It’s what you do during the journey that counts.

• Try it, do it, execute it, engage in it, tweak it — until you master it. Coachable leaders do what they agree and say they will do. Their commitment and word is an ironclad contract that it will get done. Both coaching and leadership rest on a foundation of trust — trust that what is said gets done.

Becoming a coachable leader is easier than you think. But you must want it bad enough and be willing to accept it. The rewards in terms of fulfillment, accomplishment and success are beyond your wildest dreams. Just remember, 100 percent no compromise because 99 percent is pure compromise.

Neil Ducoff is the founder and CEO of Strategies, a business training and coaching company specializing in the salon and spa industry and author of Fast Forward, the definitive business resource book for salons and spas. www.strategies.com. You can email Neil at neil@strategies.com.

READ IT! SAVE IT! PRINT IT! NOW AVAILABLE ONLINE! View this article and more at www.stylistnewspapers.com

Better Business Neil Ducoff

June 200913-15: IBS Las Vegas, NV www.ibslasvegas.com13-15: International Esthetics, Cosmetics and Spa Conference,

Las Vegas, NV www.iecsc.com14-15: 2009 Texas International Hair and Trade Show at the Dallas

Convention Center. www.texashairshows.com14-16: Strategies presents No-Compromise Leadership, Center-

brook, CT www.strategies.com28-29: Passion Intl Stylebooks 2009 Photography Competition -

Passion Family & Bridal Stylebooks, Dallas, TX (703)359-6000 ext. 22

July 200911-13: Face & Body Spa & Healthy Aging Conference and Expo,

San Jose, CA (630)344-6023 faceandbody@faceandbody.com11-14: CCA’s Annual Convention 2009 Coiffure de Elegance,

Burlingame, CA 1-800-482-3288 www.the-cca.com19: Seattle Symposium: A Skin Care Event - Bio-Therapeutic,

Mark Lees, YG Labs and Anne Martin. 1-800-447-577019-21: PBA Symposium 13, Las Vegas, NV. 1-800-394-5436

www.probeauty.org/symposium19-21: Cosmoprof North America, Las Vegas, NV 1-800-557-

3356 www.cosmoprofnorthamerica.com19-21: PBA Beacon, Las Vegas, NV 800-468-2274x117

www.probeauty.org/symposium/beacon19-22: Strategies Incubator, Centerbrook, CT www.strategies.com26-27: Strategies presents High-Performance Front Desk Training,

Centerbrook, CT www.strategies.com

August 20099-10: Passion Intl Stylebooks 2009 Photography Competition - Pas-

sion Bridal Stylebooks, Jacksonville, FL (703)359-6000 ext. 2215-18: Bronner Bros. International Hair and Beauty Show, Atlanta,

GA www.bronnerbros.com16-18: Strategies presents Success for Today’s Salon/Spa

Manager, Centerbrook, CT www.strategies.com23-24: The High Road to Education Ultimate Two Day Event,

Pittsburgh, PA www.theHRTE.com23-24: Miami International Beauty and Barber Show, Miami, FL

1-866-351-SHOW www.beautybarbershow.com

23-24: Expo Latino Show CCA Education and Student Competi-tion, Long Beach, CA 1-800-482-3288 www.the-cca.com

30-9/1: Champ Camp, San Diego www.inspiringchampions.com

September 200913-14: Armstrong McCall’s Annual World’s Fair Hair, Skin & Nail

Show San Antonio, TX 1-800-45-SALON www.armstrongmccall.com13-16: Strategies Incubator, Centerbrook, CT www.strategies.com15-17: HBA Global Expo and Education Conference, New York, NY

212-600-3000 www.hbaexpo.com20-21: Strategies presents High-Performance Front Desk Training,

Centerbrook, CT www.strategies.com20-21: Beauty School Forum, Barristar Productions, Pasadena, CA

www.barristar.com 800 SHOW-432 20-22: Cash Flow Camp, Nashville www.inspiringchampions.com27-28: ABA Canada Beauty Show Regina www.abacanada.com

October 20094: Beauty School Forum, Barristar Productions, Indianapolis, IN

www.barristar.com 800 SHOW-432 4-5: ABA Canada Beauty Show Calgary www.abacanada.com4-5: The High Road to Education Ultimate Two Day Event, Dallas,

TX www.theHRTE.com11-12: Mid-American Beauty Classic, Columbus, OH

www.premiereshows.com18-19: Premiere Birmingham, AL www.premiereshows.com25-26: ABA Canada Beauty Show - Moncton www.abacanada.com25-26: Strategies presents High-Performance Front Desk Training,

Centerbrook, CT www.strategies.com25-27: Strategies Business Series 4.0 - Session 1 of 4, Center-

brook, CT www.strategies.com

November 20091-2: San Juan Beauty Show 2009, San Juan, Puerto Rico,

www.sanjuanbeautyshow.net8-10: Strategies presents Success for Today’s Salon/Spa Man-

ager , Centerbrook, CT www.strategies.com8-11: Strategies Incubator, Centerbrook, CT www.strategies.com15-17: Strategies presents No-Compromise Leadership, Center-

brook, CT www.strategies.com

June 2009Elite Continuing Education presents 8 Hour Continuing Education

Online Course for Salon Professionals, www .elitecme.com15: Songs of the Sidhe Day Spa presents Aromatherapy Signature

Services, Kent, OH (330)592-0874 sidhedayspa.com15: Review for Successful Salon management testing presented

by Joyce Provens (eight CEU’s), Columbus, OH (614)353-509122: Review for Successful Salon management testing presented

by Joyce Provens (eight CEU’s), Columbus, OH (614)353-509122: PBA Salon Series: Best Practice Web Workshops presents

Guest Care Training: Excuse the Excuses. For info and to register: www.probeauty.org/bestpracticeclub/salonseries

22: S&S Beauty Supplies presents Sexy Hair Tribes of Style, Milford, OH 513)831-3334; Pro Design, Cincinnati (513)671-1189

22-July 10: Westmore Academy of Cosmetic Arts presents Makeup for Beauty, Fashion & Glamour, Burbank, CA 1-877-978-6673

22-July 31: Westmore Academy of Cosmetic Arts presents High Fashion, Print & Photography, Burbank, CA 1-877-978-6673

22-Sept.11: Westmore Academy of Cosmetic Arts presents Mo-tion Pictures and Television, Burbank, CA 1-877-978-6673

24: Salon Ware presents Latest Trends from Retro Hair with Gino Martino, Akron, OH 1-800-362-9467 www.salonware.com

25: Salon Ware presents Latest Trends from Retro Hair with Gino Martino, Columbus, OH 1-800-362-9467 www.salonware.com

27-28: Grace Albert Aesthetics Brow Design and Waxing Academy presents Day of Brows - Day of Brazilians, Honolulu, HI & Milwaukee, WI 1-888-688-2769 www.perfectbrow.com

28: Introduction to Swedish Relaxation Massage. Classes held near Cleveland Hopkins Airport. (330)273-3707

28: Novalash Eyelash Extension Training presented by Karlene Krista, Cincinnati, OH (513)520-3929 www.instantprettylashes.com

28: Clipper Cutting presented by Joyce Provens (four CEU’s), Columbus, OH (614)353-5091

28: Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330)592-0874 sidhedayspa.com

28: Aesthetics, Etc… presents Advanced Facial Massage Tech-niques (8 CEU’s), Westlake, OH (216) 832-7712

29: Review for Successful Salon management testing presented by Joyce Provens (eight CEU’s), Columbus, OH (614)353-5091

29: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330)592-0874 sidhedayspa.com

July 20095: Introduction to Swedish Relaxation Massage , Middleburg

Heights, OH (330)273-37076: Review for Successful Salon management testing presented by

Joyce Provens (eight CEU’s), Columbus, OH (614)353-509111-13: Ohio Association of Beauticians, Inc. Convention and Trade

Show, Holiday Inn, Boardman, Ohio 330-788-2114 / 330-327-637612: Clipper Cutting presented by Joyce Provens (four CEU’s),

Columbus, OH (614)353-509112: Introduction to Swedish Relaxation Massage. Classes held

near Cleveland Hopkins Airport. (330)273-370712: Songs of the Sidhe Day Spa presents Massage Certification,

Kent, OH (330)592-0874 sidhedayspa.com12-13: Vicki Peters Inc. presents NAIL KAMP, Knoxville, TN

(714)350-5219 www.vickipeters.com12-13: Grace Albert Aesthetics Brow Design and Waxing Academy

presents Day of Brows - Day of Brazilians, Las Vegas, NV & Seattle, WA 1-888-688-2769 www.perfectbrow.com

13: Review for Successful Salon management testing presented by Joyce Provens (eight CEU’s), Columbus, OH (614)353-5091

13: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330)592-0874 sidhedayspa.com

13-17: Face Up Aesthetics Institute presents Permanent Cosmet-ics Beginners Class, Canton, OH www.faceuppermanentcosmetics.com (330)966-1604

18-19: Westmore Academy of Cosmetic Arts presents Character Teeth, Burbank, CA 1-877-978-6673

19 : Aesthetics, Etc… presents All About Acne II (4 CEU’s), Westlake, OH (216) 832-7712

19: Songs of the Sidhe Day Spa presents Massage Certification, Kent, OH (330)592-0874 sidhedayspa.com

19-20: Vicki Peters Inc. presents NAIL KAMP, Long Island, NY (714)350-5219 www.vickipeters.com

19-20: Grace Albert Aesthetics Brow Design and Waxing Academy presents Day of Brows - Day of Brazilians, Atlanta, GA 1-888-688-2769 www.perfectbrow.com

20: Amazing Head to Toe Certified Botanical skin care classes / workshops. Call for reservations (949)598-4500

20: Songs of the Sidhe Day Spa presents Aromatherapy Signature Services, Kent, OH (330)592-0874 sidhedayspa.com

20: Review for Successful Salon management testing presented by Joyce Provens (eight CEU’s), Columbus, OH (614)353-5091

OHIO STYLIST & SALON | JUNE 2009 | 1�

WHAT’S NEW IN THE MARKET

11. Aff ordable Websites for Salons and StylistsAs a beauty professional, you’ve got to look good on the internet.To help you reach new customers, Cosmo Websites will build you a stunningly attractive Website. It

will also give you the sexy and professional image you need to thrive in the beauty industry.Cosmo’s groundbreaking technology enables them to offer Websites that would normally cost thou-

sands of dollars, and provide them to you for as little as $29.95 per month.It only takes five minutes to get your new Website online – even if you’re not a “computer person.”Best of all, you can try Cosmo’s service free of charge for a limited time. For more information visit

www.MyCosmoWebsite.com or call 1-888-241-6608.

2. Witness an Immediate TransformationFrom naturally curly and highly textured to color-treated, relaxed and everything in between, Mizani

specializes in salon–exclusive treatments designed to restore every hair type to its ultimate state of balance. Mizani’s new Moisturfusion Ultra Hydration System is a professional service formulated to intensely hydrate, deeply soften and rebalance extremely dry and brittle hair without using heat for penetration.

The system includes a unique oil cleansing process followed by a high affinity conditioner and concentrated treatment that absorbs quickly into hair for an immediate and noticeable transformation. Mizani, the salon professional authority for multi-textured and sensitized hair, combines an exclusive Moisture Complex of botanical oil technology with milk of almond extracts and silk proteins to gently cleanse and nourish hair, and combat moisture deficits.

As an added bonus, Mizani offers stylists the opportunity to retail the Moisturfusion Milk Bath and Silk Crème Conditioner to their clients for at home maintenance. For more information about Mizani, contact 1-877-726-3624 or visit www.mizani-usa.com.

3. Lock In Color and Improve ManageabilityIn this day, convenience is key in keeping up with the hustle and bustle of everyday life, why

shouldn’t your hair care help make your day just a little bit easier? If you color hair you know just how important keeping hair hydrated is. With that said it’s known amongst women who color hair that more often then not hair becomes less manageable, dehydrated and hard to comb. All of this can be fixed with just one simple, elegantly presented bottle of Detangle by J Beverly Hills.

Detangle is a weightless conditioning mist formulated with natural grapefruit and alfalfa extracts that detangle the hair with ease. This is the ideal leave-in conditioner that also duos as an excellent cutting tool for stylists. Its unique 3.5 pH formula instantly acidifies the hair shaft, locking in color and revitalizing shine. Ideal for use following a chemical service or for moisture-starved hair.

For more information call J Beverly Hills of Ohio at (614) 348-7589; the manufacturer at 1-800-980-0098 or visit www.jbeverlyhills.com.

4. Monroe Launches Smoothing and Innovative BrushesMonroe Hair Care, the creator of the patented hourglass-shaped brush, introduces their new Kaova

brush line. Both new brushes are crafted from lush Colombian wood and both are musts for professional stylists—and anyone looking for the ultimate in control, healthy shine and beautiful hair.

The Kaova Brush is a 100% boar bristle paddle brush that provides the highest level of smoothing and effectively seals the cuticle of your hair. Larger and flatter than a cushion brush, the Kaova is ideally used when your client has very long or voluminous hair.

The Kaova Detangler is a detangling brush with metal bristles in a handsome solid wood setting. Ideal for partially damp hair, this brush helps promote smooth, controlled locks. A cushion brush that feels like silk on your scalp, this is a wonderful tool to massage your scalp when the hair is wet or smooth out the hair to prepare it for a blow dry. The ultimate tool to set things straight before you brush.

Monroe Brushes have been shown to help prevent carpal tunnel syndrome. For more information, visit www.monroebrush.com or call 877-BRUSH 01.

5. Simply Curly by HPO Spa TreatmentsDebra Small, a behind-the-chair stylist and creative source is founder of HPO Spa Treatments,

(happy people only) a unique line of hair and skin products from earth friendly ingredients. They are designed for most types and textures of hair: straight, curly, permed, relaxed, color-treated or natural. The line of hand-crafted spa quality high performance products feature ingredients such as avocado, pure honey and essentials derived from flowers and herbs.

HPO recently introduced Simply Curly, a styling pudding for all curly girls and guys who want to be without the frizz and the fuss of managing curly, highly textured or slightly kinky hair. Simply Curly is blended with pure honey and aloe vera to retain natural moisture without harmful chemicals like propyl-ene glycol and dimethicone.

For more information www.hpospatreatments.com or call (314) 518-5719.

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Have your product considered for the Stylist & Salon’s What’s New section. Send press releases with a photo to Managing Editor Lisa Kind at editor@stylistnewspapers.com or mail to Stylist & Salon Newspapers, 1750 SW Skyline Blvd., Suite 24, Portland, OR 97221.