We were lucky to catch up with Heather Wolking recently and have shared our conversation below.
Hi Heather, thanks for joining us today. So, folks often look at a successful business and think it became a success overnight – but that often obscures all the nitty, gritty details of everything that went into the growth phase of your business. We’d love to hear about your scaling story and how you scaled up?
Hello! My name is Heather and at my salon, Mitchell’s Salon and Day Spa in Kenwood Ohio I am a Director Level Stylist.
In order to achieve this level there are goals you must meet as a stylist. We have service goals (dollar amount) that we must hit weekly and they create a monthly average from it. Retail sale goals as well weekly that are then averaged for the month. But there are also goals of existing clients that you’ve retained as well as new clients you’ve retained. Then we have education classes that you’ve attended as well. All of the data collected from theses goals are viewed and if you can do all of them for 3 months straight you will be promoted to the next level. Now our company has put a lot of time and effort creating these goals. They are achievable. But not easily. The whole point is so that when you achieve them and are then promoted to the next level you are still successful at that next level. Setting you up for success is their main objective.
The Salon I work for we are a commission only salon. So when clients hear your service costs X and your products cost X I’m not receive 100% of that. So I collect a percentage plus Tips and that’s how we make our income.
A lot of people seem to have a great miss understanding of how the hair industry works. A lot of salons the stylists are financially responsible for continuing their education in order to renew their license every two years to stay an active hairdresser. Luckily the company I work for is so amazing that they provide the education to us for free. They spend thousands of dollars annually to make sure we receive some of the best education in the industry from some of the top hairdressers in the industry.
The company I work for is female owned, and on its second generation. The salon originally opened Jan 10th 1983. We have 4 locations of our salon and day spas, and 1 hair only salon called Pump Salon.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
So I’ve been in the hair industry for 18 years now. I got into this industry because of an ex boyfriend. I was always playing with my own hair cutting and coloring it without any sort of training. Then his mom mentioned she does hair and that I do a pretty decent job without any training. I was already considering dropping out of college and then she mentioned going into the hair industry. So I looked into schools and found Aveda. I applied and was accepted and after waiting 2 years on their waiting list I was finally able to start doing hair!!!
I loved school and learned a lot of great things. But when I graduated and received my license from Ohio state boards I applied for the company I still work for to this day. I went through their training program which was a 12 month program but I was fast tracked and completed the program in 7 months. I was finally able to hit the salon floor and begin building my clientele.
Through the years I have accomplished many successes and I wouldn’t have been able to do these things if it wasn’t for the company I work for and for the opportunities they could provided me that financially I wouldn’t have been able to do otherwise.
I specialize in blondes, reds, bridal, and extensions. I also love to do competition hair!
Any advice for growing your clientele? What’s been most effective for you?
I have found listening to my clients wants and needs has been a huge part of my success. Consulting with clients is pivotal in our industry. No one wants to walk in with a want and leave with something that doesn’t even feel close to what they expected. Now as a hairdresser it is our responsibility to help the client understand what is possible but once again a thorough consultation will make sure you and your client are on the same page.
Another thing I do that I find has made me successful in building my clientele is through honesty. If I feel the color the cut whatever is May be isn’t what I feel is my best I will invite the client back to correct this mistake at no additional cost to them. My honesty and ability to admit when I’m wrong is very appreciated by the client. I’m not perfect and we make mistakes. But owning up to those mistakes is HUGE!
Any thoughts, advice, or strategies you can share for fostering brand loyalty?
One of the things I like to do for my clients is to send out thank you cards. Randomly throughout the year. I like to let them know how I appreciate their loyalty and trust with their hair.
Something my business does is a referral program. This allow clients to send a friend to us and intern both them and their friend receive 20% their service as well as any products they’d like to purchase. A client can do this as many times as they like.
And another thing is by offering promotions throughout the year.
Contact Info:
- Website: https://mitchellssalon.com/
- Instagram: @hairby_heather06
- Facebook: https://www.facebook.com/heathermitchellskenwood?mibextid=LQQJ4d
- Linkedin: https://www.linkedin.com/mwlite/in/heatherwolking
Image Credits
Annette Navarro photographer for studio photos