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growth through training


"Training is expensive," a much-heard argument and true! Short-term thinking saves money train. Eventually, however, does not do this, the existence of Salons rely on employees, so no single fighter in the form of one-person companies are. Highly qualified young talent is necessary for survival. If a contractor does not educate, it can not and should not demand for labor, if he needs any. It is to save as in: who pays nothing, gets nothing back. It forms no property, and there is no interest. This reality can understand everyone. Oddly enough, sees a large number of hairdressers this need in training, although the issue remains on the table. Not the forming faces the problem of Falschausbildens. If fifty percent of the trainees leave the profession because it for the level of their qualifications are not any posts, must the trainer can ask why they employ it at all trainees. You will probably be used primarily as subcontractors, which incidentally reduces staffing factor. Though the low factor is positive, provided, however, the trainees are designed so that they operate independently from the second year of training customers to help enhance the value of the company. If it is generated with low staff turnover factor anymore, it's very good. It may be imputed consistent, trainees should be included as non-productive forces in the planning, but just so you aim at solving the nuclear problem, the productive Use of trainees over.

We believe in the future of education. Us, it is basically whether to a master craftsman is necessary or not. We believe that every young person has a skill that they can inform other students. To promote these talents and use them for the good of the enterprise, is our duty as entrepreneurs. For this we have to question in principle, as we see our company: training objectives must be clearly outlined the steps of development of the company and the parameters must be set.

www.gress.de

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service goals put - achieve business goals.


The major aim in the Way to the hairdresser's service industry is the merger and the lasting symbiosis of professional competence, personal and social competence and high motivation of the chief and team. The advice has to win more and more important, it must be an integral part of the service. There are still unhappy about 80 percent of German hairdresser customers with the advice. Servicebrimborium without competent consulting service is no good!

's approach Gress hairdressers is written in the program "18 points for optimum customer service." This guide is not only the actual services. We define it, our wishful thinking. He is the To Do list, the team to continuously Further work will continue. Without this guide, we lose sight of our goal and that would be very bad.

New systems of any kind are often introduced with much vehemence and passion in service. It then runs a two, three weeks great, maybe even months of time over a period of time. At some point it then falls asleep again, vanishes, and was not a breeze in the operating climate of the past few years. When one or the other seminar you can hear it: "Oh yes! Man, we've had that already ", but unfortunately fell asleep and was forgotten. Out of sight, out of mind!

So it is with most systems, not from the Companies themselves grow. Purchased or contributed, standardized and systematized peg is well meaning, but usually does not fit the individual business plan. Itself is to make better choices, but also the much more expensive. Service availability can not be bought and grafted. Service lived must be written and trained. Of course this costs a lot of time. Many ideas parked for a long time or even still on hold. It is usually lack of time and leisure to the work at the desk to address at last. The chunk must be analyzed, the reaction can be defined and written down. The sheer complexity of many tasks, to implement the will shrink dramatically. We were able to Experience in recent years with ourselves observed often enough. But if one cares and the cycle will be broken, you have to do is just to work. What writes that remains!

The most important in the successful implementation of systems is the ease of distribution to all employees. You must be able to find it, and they must be inspired. This is the one by the involvement of all team members in the development process of systems, programs and regulations. The modules must be small enough to be logical and understandable, thereby allowing the sense and the objective can be anchored. Automate the training of their finished programs and systems. Enter the responsibility for one or more eligible employees. You as the boss does not do everything alone. Delegate! Your employees need a challenge.

Here is the greeting of a guest to serve as an example. An ex-running with incredible explosive force. For regular customers is not an issue for new customers satisfaction vagina. A guest enters the room. What to do? The need to know every one of your own? Nope! Young people must just be the shown. Welcome to shake hands, introduce yourself to the guest cloakroom off, leading to the guest room, boring chair, wait until the guest is sitting, to drink and reading material, supplying the guest to get up, wardrobe, Date underline bring docket to the guest and inform the stylist. This sequence is in our system a separate module. The sitting must be such that no one has to think about it. Standards is the goal of creating!

The other modules and standards show the new team members on how we think of the service. They deal with the removal of the empty cups and glasses, the general binding strength of the latte with the milk up to the expiration of a full consultation. Nothing in our operation is so important that we do not believe in words and make them standards.
Pippifax? No result! Clearly this is a strange feeling when you tell people exactly as a banal act as the preparation of a milk coffee must be performed accurately. Whether that has to be real? At the latest during the course, you realize very quickly: Yes, it must! Because of banal and would lead to sticky.

service must come from the heart and reflect the existence of the operation. This is the way to a happy guest.

www.gress.de
www.aveda.de

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guarantee of success referral marketing


Do you know your referral rate? Do you know why new customers come to you in the salon? And you know if and why your customers come back to you? Or why stay away regular customers? If all answer four questions is yes, you already have a well-functioning referral system and customer service. Do you know these statistical quantities do not accurately or not, I invite you to read on.

to make new customers regulars

The entry of customer recommendations and the frequency of re-visits of new clients are important statistical parameters. They will show you whether your performance and service system contribute positively to new and existing customers. If many new customers will stay with you and your customer base is subject to a low staff turnover, increased utilization, turnover and, with a balanced design, the gain. Change these factors do not, you retain the new customers and not the old ones break away. The result is that your company can not develop economically. Management goal is therefore to new customers in the salon as often as possible to get back to you as long as possible to retain your business and entertain your regular customers, such as gems and maintain.

The core of a recommendation system can be for example a new customer survey. The addition includes personal data and on technical issues and questions about strategic marketing. To find out whether the customer was recommended, and who recommended them. The recommended client is rewarded with such a thank you coupon. Or find out if alternatively, a marketing campaign is the catalyst for their visit. The strategic questions change depending on the intended action. The marketing campaigns are similar to the results of the statistics either enhanced, modified or discontinued. The coincident digital New customer questionnaire can serve as a central part of the software for comprehensive customer support. Here are all the statistical information collected, analyzed and added at the end of the month provided.

regular customers activate

The management of past transactions is certainly important, but deserts ink with endless columns of numbers are totally unsuitable for the generation of future revenues. Why is that true? The selection of customers for services not yet received or have not yet generated sales is really important. This selection provides the basis for targeted, personalized sales approach with tailored offers. It is worthwhile to invest some € rather more effective in the statistical orientation of the master customer file, rather than to seek salvation only in the search for new customers. Maintain actively the stock is absolutely vital, first and second, with the right software, extremely effective! This is where to draw close to breaking sales.

reward customers for referrals

The electronic index card of Salon clients has, for example, all from the regular customer recommended customers. Customers will be recorded separately with service and sales transactions. See at a glance how much revenue the customer by active referrals your company brings in two divisions. This recording is the basis for a customer reward system that you can create your own. You will notice that such a reward system is very, very good rates. Another module shows you the color scale, to master, separate lounge and new customers usage for each employee and for the whole salon. See at a glance whether a stylist burned many new customers or whether he understands it to make them regular customers. In addition, you can
collect service-related notes, and integrate this data into your customer service. A simple software solution called CTI (Computer Telephony Integration) provides the optimal use of this information during the telephone notification. This technique can also be set in the telephone customer services to new standards.

If the small excursion into the statistical realm of network marketing. However, not only the regular customers are important as a source of recommendations, including new customer you can successfully be used as multipliers. New customers after their visit as a personal letter received with the enclosed questionnaire. In addition, a business card of stylists and a referral coupon? The amount of new customers recommendations received by then will surprise you. To use the satisfaction of customers in clever ways.

friendliness is the most important recommendation trigger

To Write or call your customer direct recommendations Salon upon request, they must be more than satisfied and must be thrilled! Applause scattered far and brings a lot of word of mouth. It is divided into two customer groups: active referrers that tell in your environment from your hairdresser, and those who call to address your business. Offer your customers something that you otherwise get nowhere: attention, help, courtesy and friendliness, to name a few points. The more your customer benefit from their visit to you has, the better it expresses the desired recommendation or names the name of your salon. No advertising can ever trigger that can cause a direct personal recommendation or an attribution of speech due to a great hair cut. Confidence and ease to play in this process are very important. Friendliness, for example, with 67 percent of leaders in the scale of the recommendation release. A very simple thing, and at no cost.

A tip for last: Now start your service and recommendation system. Do not wait on the perfect time. It is much more effective now implement a good plan actually want to implement than a perfect plan tomorrow.

Software Information and Referral Marketing:

Hairdressers network
Peter Gress
Vogelsang Straße 10 73728 Esslingen


phone +49. .711.35 77 01 Fax +49
. 711. 38 91 52 0

Internet www.friseur-netzwerk.de
Email peter.gress @ gress.de

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your digital media for the successful marketing mix


digital media are used in the marketing mix of hairdressing business is very rare. There are many applications with an outstanding cost-benefit ratio, the contact with the customer of the salon door can be easier and easier. Internet and mobile communications are now so widespread that they support the traditional forms of marketing congenial.

The Internet and its possibilities is particularly suitable for the dissemination of information, to acquire new customers and regular customer care and in certain areas for the sale. Make use of forums, newsgroups, e-mail newsletters, weblogs, wikis, podcasts, corporate image and video platforms as multipliers for your achievements and consequently to the economic benefit of your browser. Potential customers of all ages waiting to be user-oriented information.

Please support your marketing campaigns through the use of digital media. Take advantage of the burgeoning paradigm shift in marketing to your company to secure an advantage over the competition. Integrate your customers into your marketing strategy and give them a forum to share with each other and with your company. Make your customers to free management consultants and pollsters, and are you as a company that listens to its customers. Companies are listening to the long term success.

creating you as a professional basis, the company's CI-designed site that offers your potential clients a high information value and invites them to interact. Use a content management system with the text-to-date and can load images into designated areas. Offer your customers deserve, for example, a news section of that name, and your existing and future customers keep up to date as your business is active.

The establishment of a newsletter software is an option worth considering. With a low investment and running costs manageable, you can keep up with professional and personalized mailings in touch with your customers through the salon door, and offer additional benefits in the form of offers, promotions and appointments.
Many companies still understand weblogs as amateurish digital diaries and ignore their benefits. For this application grows into a powerful communication tool for business. Meanwhile, international companies have recognized the importance of weblogs. They used weblogs to communicate with their customers to keep one hand to the company in conversation, and the other, to learn more about the wishes of customers. The Internet is for consumers and customers a powerful tool with which they can express their ideas about offers, products and prices. Listen to your customer's needs for the benefit of your company.

The music industry has shown us how not to deal with its customers. The mp3-interested music listeners and buyers were from the Music industry fights an enemy, because the traditional marketing of music he no longer wanted to support. The war against the customer has lost the music industry, hands down. But Apple has a computer manufacturer, showed how important it is for a company to provide its customers a solution for their needs. During the development of the extremely successful iPod Apple has created the largest legal download platform for mp3 songs. iTunes is today with over 500 million downloads of the most successful online music retailer in the world. iTunes has thus proved that the offer should taste the customer and not the company. Look forward to the introduction of the iPhone in the summer of 2007, as well as the mobile telephone sector urgently requires a stronger user orientation. Will Apple's address again?

Sticking to the daily business: The Internet has created with its possibilities for bringing companies with small marketing budget in the customer's favor forward. Become a guerrilla marketing, which makes it interesting with unexpected actions and initiatives his company to potential customers. Come to your customers to receive their private screen and see your customers as partners towards a common goal.

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Make the press to your partner


the might know: In the salon everyday life, alternating success with total flops in advertising, marketing, events, media relations, employee development, needs and training, strategy and business management. Chef hear a lot of interest, collect ideas, promises and forfeited doctrines begins, euphoric with the implementation of nowhere and is still correct. Just stupid, that the activities usually do not follow a strategy and disappear on the road to nowhere in the sinking. Mark Twain said: ". When they had lost sight of the goal, they redoubled their efforts,"

six stages are available for collection of ideas, analysis, policy, game plan and action. For an effective public relations, you need a concept and a business objective you may arrange your activities. Check your business: what's happening and if so, it is interesting enough to encourage journalists to report on your company? Nothing happens? Then make sure you have something to say! A powerful public relations needs a powerful business concept.

spiders you to organize your thoughts and blocks. Limits you need at this point of the trial to follow any of those will come later on its own. How much time do you need for this game also plays no role. The phase of the game is over then if you can think of nothing more.
you think of anything? There are several remedies: Set up a creative corner. To paint a wall red to, build a tent to the office, put on your creative eye, you look out the window. Or go into the bathtub, walk through the vineyards, alternatively, on the beach or even in flat country. Take and share bus, tram, you are in the park, look for new ways in your town, you play with your children or sit on a lonely mountain top.
Do things you've always done, but they do it differently and make you as often the opposite of your daily routines. Give your brain food in the form of different impressions, otherwise it can not think creatively!

Looking so your starting points, To do so, develop concrete ideas and start the action when you have something to say Profound. Avoid insubstantial news, nothing journalists hate more than unimportant drivel. Share your information with: professional, to the point, without the waffle and large-track demeanor. Hold on just the facts! Focus your text and limit yourself to 300 words or one A4 page.
professional color pictures are mandatory addition, either as an attachment to the mail, a high-resolution download from your website or in paper form. Do not send snapshots, lenticular or dwarf pictures where you can see almost nothing.

The local press is your Primary partner, you are therefore directed in the first step up a local mailing list. He should be fundamentally equipped really so that you can keep in contact regularly. Rather small and fine instead of big and useless. Ask jurisdiction in those publishing houses, which editor for wel-che topics. Let us give name, extension, fax and e-mail address. It is very important: you do not terrorizing journalists by phone!
Build a cooperative relationship with the press on. Avoid coercion and threats, as this is guaranteed as own goal back at you. Be a partner, you will understand you but not the editor of its Readers Len satisfactory has, praise when the article was good, and above all: Think like a reader when you prepare your press release!

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service! Christmas in Action


They go and eat? While working in a restaurant, the procedures smoothly, get the food for the same round on the table and the service staff here works effortlessly and organized, nothing in the other shop is running smoothly. The food is added, the staff has a hectic and stressed. In the first case they feel safe and that the evening is a delight, the other her temper simmers rather lackluster.
In top restaurants, the call "service please" the Impulse from the kitchen. He brooks no delay, the attention of service personnel is the prime duty. This attention must be taught and learned. Optimally, it is only when it works effortlessly, and in turn it can be only if it is passed into flesh and blood.

The power of attention: "Service can not be automated. You have to take time for the customer. "

a guest enters the room begins the personal service! The word service is certainly a household name, but the content is changeable. He may be as long as the individual claim clearly structured and written down. If the Trainees are fresh from the Hotel Mama, they do not have the sense of service and service. Previously you had booked full board! You must learn to wash service as well as hair, films set or create a haircut. The proper handshake, a welcoming gesture for the decrease of the sheath, the polite offer of service chair, the question of beverages and reading materials, attention to empty cups, read newspapers or magazines and attention-seeking customers eyes, all of which can be a young person not by itself can not know. Service is a deliberate act for another person, the young people must first be made aware. If Service voices, it is unobtrusive, quiet and always makes a self-evident idea.
result, we have as entrepreneurs, the task of our young trainees on the human, personal training sector so that they harmonize with the service requirements of the entity. Service is a permanent process that is allowed to in the effort to sneak an immediate permeability, which are correct only more difficult. This intensifies still more, if new trainees and employees to enter the business. At this time you must tighten the reins again for the "new" integrated and the "old" back in Track can be brought.

Visit between a colleague and have his hair cut. A little corporate espionage hurts so basically nothing. Rather, it extends the perspective, sharpens the capacity for improvement in their own operations and trains the eye for the essential from a customer perspective. Service begins even before the drawing-room door with a pleasant appearance of the operation, but that's another topic. The service should not end there, however: they have been greeted with a handshake, a smile? Did they kindly removed the coat, you pointed the way to your driving position? Were you offered a drink and reading material? the employee has presented the current program and the additional services explained?

"products or services that do not trigger emotions are worthless for the brain."

top service and quality are the most important tools for customer retention and customer acquisition. Offers, product recalls, invitations, SMS, e-mailers and other customer information of the salon get nothing if the service in the salon is not true. The service includes the use of polite people, but also the pleasant design of services to the head. Foam and hair color behind the ears, collar wet, skin colors, paint on the vertebrae, packing surplus in the neck, cutting hair in the face and the hair, loose Farbserviet th, open neck, crooked hanging towels - carelessness in the service can not compensate for even the best service.

"If the desire by the customer is gone, you lose him, and he will turn to other offerings."

Services include the care of guests beyond the salon door. Every consumer, you know it by yourself is a constant bombardment of stimuli exposed him to see the quality of a competing offer. If you long enough "shot", you bend and you buy. If we allow our customers to own for long, if we do not put us in mind, customers are one day away and buy elsewhere. With the support of the saloon door, we activate dormant customers with offers and promotions and get them back into the salon. Even with a high discount does this acquisition the company a fraction of that spend what it would have to get a new customer in the salon.

"entrepreneurs can be divided into three groups: the first group determines the action and the second group observed the events, and most of the rest would like to know what happened. No. The service is cheap hairdresser its development opportunities in the Increase the service quality and professional look. This is charged to the hairdressers, the position itself and not with a strong image in the market are present.

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For the fourth time the action will mark Christmas at Aveda Concept Salon in Hairdressers Gress Esslingen. Our client gifts to the families coming from low-income children of the Theodor-Rothschild-house to hang their name on our Christmas tree.



The gifts will be collected until on 21.12.2009 under the tree. A delegation of children and educators bring the institution on behalf of all children from the gifts. The distribution is in the family circle.

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Gress Hairdressers on the economy Junior Ball on Saturday, 11.07.2009 in Esslingen district court.

Julie Spataro, Julie and Jessica Krause Handrych the team Gress Aveda Concept Salon Hairdressers the visitors the ball between 19 und 2 clock stood in the morning with make-up and brushes available. After initially was cautious and sporadic visits to the end of the buffet, the women's movement in the world who saw to it that had "three of Gress' have their hands full. The atmosphere was great because the district court Esslingen after the renovation a beautiful location for a ball, usually the district court is not rented out, but was for the WJ Esslingen made in the past five years, an exception.

Congratulations on this framework to Cornel Pottgiesser , who was raised on the evening Ball in the senatorial order.

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Gress Gress Hairdressers Hairdressers - The Team 2009














After some adjustments the team complete again. Even our mascot has mercy and accepted the photographer, although the look longingly out towards security blanket.

Standing behind: Ahmet Sarimehmed (Trainee), Isabelle Mauser (trainees), Peter Gress, Jessica Krause (stylist), Juliane Handrych (stylist and trainer), Julia Spataro (champion)
Kneeling: Isabelle Mayer (trainees), Gretchen Sidorov (trainees), Bettina Gress, Dunya Muhammad (trainees), Joana bag (stylist)
lying: Ellen Harriman (trainees)