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Listening is the key to success

What do customers? How many pointless surveys and interviews have been made to this topic? Trillions of letters in drawers fade. And many more to follow. It is quite simple: Customers want love and they want to be taken seriously!

reactions of other people are always a reflection of their own behavior. Most companies try to spoon-feed their customers on their terms. They dictate the rules, customers do not accept, they demand even in many cases out to resist. Complaints are not taken seriously, issues perceived as a nuisance and constructive criticism are not many companies interested. Instead of using the customer requirements as an opportunity for improvement, they are taken away, and thus missed a chance to communicate with oncoming traffic. Hardly any company is as innovative and clever, that you will forgive almost anything. Apple is such a case, the products are exactly what you want that people need. But most are far less brilliant, located more in the Me-Too range. Actually, the no other choice than to their customers very, very carefully deal, because the offered products can be purchased anywhere in a similar way. The grant to the customer is crucial in this case. Those who have treated his customers well, is nice and listens to is success. The quality of the service or product provided.

place from Google Product cereal bars 106 000 entries. WLW lists 20 manufacturers. 20 cereal bars are to be so different that they have an independent stand-alone image and should have a distinctive effect? Well thank you too! The manufacturers say the market, so we consumers need the product. Has anyone asked the consumers? No.

We are in our hairdressing business every day the same challenge. Certainly we hear is not always good enough time, we are human beings with all faults. But we do understand our customers know more about their needs, create products that are market-driven. The hairdressing industry is highly competitive. Each offers the same benefits in principle, some are better than the competitors, the other less expensive. But it is accessible from hair, hair color, reshape hair style my hair. Hair and granola bars to be sold before the same question: How do we differentiate ourselves from competitors? It is only by employees, through the human factor in customer relations. Sure, marketing is one of them, advertising must be switched and the site be maintained. Many details of the company play into their hands. But nothing, absolutely nothing is more important than the respectful contact from person to person.

Inreressantes contributes economic change.

Contact: peter.gress @ gress.de

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The yellow chair

The yellow chair is a long a Period designed marketing concept of Gress hairdressers. The yellow chair is so yellow because it is to attract attention. He shines in the summer in open-air operation, bringing the fall and winter indoor one spot of color in the locations. What basic idea we have with the yellow chair?

hairdressing services to potential new customers can experience visually and tactilely. An ad in the newspaper with the motto "We make beautiful hair cuts" usually brings no response. An exception is the price advertising, as has the cost-conscious consumers a comparison. The trend affine and experimental customer takes these advertisements do not even notice. As hairdressers Gress has a very high price level, we need to concern to us right customer with sustainable actions. But back to the yellow chair ...

Normally power on the trade show, demonstrated at a consumer fair, wedding fair or similar. The flow of visitors, we can not influence in this case. So, we believe that we have to go where the customers are. In summer, weather permitting, city festivals, civic celebrations, cultural nights, so days of action of any kind
In autumn and winter, we select from shops in Esslingen, which carry with us a suitable action. When booksellers agreed to specific rows of books, the men's outfitters on type advice on business, in the boutique for Topic trend, the optician typology - if the idea is once angesponnen and contacts are linked to business people to the other applications are possible by itself.

Now this would be only half the gag. Rounding will be sent to an assistant who is filming the action with a simple flip camcorder . The super easy to use, its functions to concentrate on and off and zoom. A simple additional function is on the built-in USB flash drive: convert without additional expense or complicated editing of the footage The Flip the video to the MPEG4 format, which can then be easily and immediately upload it to Youtube. Each protagonist on the yellow Chair receives from us his personal video URL that she / he send it by e-mail to family, friends and acquaintances. That we distributed during the campaign information material at our salon is self

Gress Hairdressers offers constantly in action, events and culture. Depending on the program, we combine the information issued with savings, invitations and discounts on the initial visit. In many cases we can negotiate with our partners additional benefits for customers. By building a network there are always new synergies for the companies involved.

Contact: peter.gress @ gress.de

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Idea Bank - "My first hair cut"

Marketing drives the business. Forming only, whose company runs. Good marketing works, average always-more-from-same-marketing is the people's nerves. Noch 'ne bulk mail? Another super-duper-voucher campaign, or a raffle with fabulous profits? That may be what the marketing mix for a Grand. But not for SMEs! Here are ideas, funny, weird, wild and crazy ideas that should have but one thing: a reference to the company.


For example: "My first hair cut"

Our latest action of the first free haircut . Of course, would be it's not funny, just ask any money for the haircut. We take pictures of the action during the hair cut and print a picture that is titled "My first hair cut". One of the strands of cut hair or to keep us in a Zellglasbeutelchen, tied with a beautiful Bastbändelchen. The purse we stick to an extra for this action printed card insert it along with the image in a hairdressers Gress envelope and hand it to the mother. You can now glue the entire construct in the children's album, or use the parts for free gusto.

With this action we make any money, but we put a friendly company. Mama Papa and see through the indicated target, to make them customers, but they accept it because we do something good for their child. Actions to and with children release emotions that in turn make for a stronger attachment to the company.

Contact: peter.gress @ gress.de

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FAN - hairdressing training network

The basis of sustainable business is people. As consumers, they are the market, as critics shape the market and as part of value chains to produce goods and services for the market. Consumers have money, companies have a market, they have none, company difficulties.

sylviculture economica
in forestry has, enforced economies of the publication of Hans Carl Carlo joke '"Sylvicultura economica" in 1713, sustained. Did you cut down before haphazardly, to build ships and to fire furnaces, was from that time only beaten what was elsewhere reforested. Therefore, we have still enough forest. The quantity of training contracts is the death of quality education, in the case of the hairdresser training revolves around this law. Too many poorly educated young hairdressers are annihilated, equity capital. Expand the economy, and thus draw money out of official circulation, the business-operating Hairdressers companies could desperately need. But as I said in a previous article, the barbers are to blame for this situation myself.

The situation
Most hairdressers work bosses and fellow full-time to customers. The training of apprentices runs alongside. Since no one has time to stand by the apprentice and teach him what he needs to know about him / her as soon as possible to allow work on clients. Here, we assume that bosses no malicious intent, they can organize not only different. The will is always there, but the mental and physical load limit is defined by the constant pressure in the salon very soon achieved. Is already no time for the specialized training available, the situation often exacerbated by the lack of social skills of young people. For the conscious training of soft skills such as friendliness, courtesy, helpfulness and the foundations of a professional communication with customers and colleagues simply lack the time in the salon.

to training networks help
is against the background of this problem is the way to joint actions of education willing entrepreneurs: the formation of local or regional training networks can help to increase the technical quality and the social skills of trainees. The central primary education in Technical theory and practice, and the training of social skills in a continuous flow are the most important steps on the path to competent trainees. And competence they must prove all they want in their job performance over time. A network draws on the knowledge and skills of many companies, and that makes the training effective.

Contact: peter.gress @ gress.de

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trial training - work it?

Yes, it works! Professional Hairdressing basic education advance in concentrated form creates powerful people. Details on the possible construction trialer training in the hairdressing industry, see this article: career prospects, or at Amsel and just plaster Lavamat Turbo? let

error culture and power control in the company
The students work freely to customers has not been proven in recent years. Continuous performance monitoring is vital. But trainers need tact, so that the control is not perceived as patronizing. There is an element of development that only the learned, the mistakes. As each student makes mistakes, he may also make them. By mistake, one learns that old adage is always up to date. It takes a high error culture in the company, underpinned by growing fast and secure power must be.

company must make the students realize that they have lined up to meet customer needs. What is one of these customers want? Customers want to be seen! Go shopping in a company of their choice. In many cases, they are not aware of but ignored. Hopefully they will find jobs, they come to them, indicate that they are seen as a customer happy, and the endeavor to fulfill all their wishes have sound advice and above all listen. Sage are friendly and helpful, but are not submissive. Submissive was yesterday, customers appreciate talking to on the same footing. In most Cases, they are served by the Egalos that make their job, but bring them otherwise no great interest contrary. The Internally there denounced it unfortunately. I estimate their numbers exactly as high as that of those called (for the hairdressing industry here details of an investigation) . Entrepreneurs are welcome to do that the proportion of those called to be higher, simply will not do that. With such, that is sustainable, action should be started much earlier than in training. Here, family and school are in demand, with en emphasis is on the family. The school can fertilize only what has been sown in the family. At harvest, the employees themselves have interested be. This impulse can cause no one else.

Many entrepreneurs and executives with the motivation wave lobe. Who does not want by itself, is motivated! Basta! Offense is motivated because even the laziest and unfriendly staff: he wants to keep his unfriendly and lazy.
Ralf Nemeczek has developed a pretty picture: "Who's on the wrong club on the wrong playing field can never deliver maximum performance." Beware, therefore, against people in their company set that do not meet their skills needs. You can not make them fit. In this case, the round was not into the square.

Contact: peter.gress@gress.de