The Link, Issue 33

ISSUE 33

SPRING 2020

who’s glad it’s spring?

B Y H A I R R E S T O R AT I O N S P E C I A L I S T S | F O R H A I R R E S T O R AT I O N S P E C I A L I S T S

contents 8 Setting Your Prices Without Undervaluing Yourself You are worth it! Your complete guide to charging what you’re really worth.

20 Selling Your Wares Online Instead of putting the products in a bag and handing them to the client, you are simply packing them into a box, with the invoice, and shipping it to them.

5 Case Study - The Follow Up 8 Setting Your Prices 11 Finding Your Diamond in the Rough 12 It All Starts With Hair 14 The Surge in Self-Employment 17 Caring for Your Most Valuable Asset - Your Team 18 HairNow 2020 Education

29 Google Analytics: Essential and Easy to Use How to generate more sales, run a more successful studio and keep a closer eye on your marketing team’s results.

20 Selling Online 22 Alopecia: Discovery to Acceptance 24 New Approach to Growth 27 You Can Never Have Too Much Education 29 Google Analytics 31 Transitioning to a Hair Restoration Studio 32 Tips & Tricks - Wedding Updos for Wigs

THIS ISSUE MADE POSSIBLE BY THE SUPPORT OF THESE ADVERTISERS | PLEASE SHOW YOUR SUPPORT IN RETURN

THE LINK MAGAZINE

3

contributors PAUL ALBEE

COLLEEN CAMP

VIOLET DEILKE

LISA FERESTAD

COLLEEN FILTZ

ATS CREATIVE Syracuse, NY

ATTAINMENT ADVISORY GROUP

CENTRE FOR HAIR AND WELLNESS Moorhead, MN

LISA FERESTAD HAIR SOLUTIONS Atlanta, GA

AVVAIR STYLING AND HAIR RESTORATION STUDIO Madison, WI

MICHALE LEIGH,

KELLY NEMITZ

CHRIS PUSATERI

JOHN RANNEY

NATHAN STASKO

DORIS YU

FOUNDER JOLI CAMÉLÉON

THE HAIR SPECIALISTS Hudson, OH

CHRISTINE PUSATERI SOLUTIONS Niles, IL

FREEDOM CLINIC North York, Ontario, CA

EXECUTIVE CHAIRMAN, REVIAN INC.

VICE PRESIDENT HOUSE OF EUROPEAN HAIR

The Link Magazine is the official, quarterly publication of the American Hair Loss Council. The Trade Association Serving the Hair Restoration Industry. For advertising or contributing editorially, please contact us: THE AMERICAN HAIR LOSS COUNCIL 222 Everbright Avenue, Franklin, TN 37064 615.721.8085 or info@ahlc.org

4

THE LINK MAGAZINE

PHD,

THE LINK STAFF

SUBSCRIPTIONS

Editor: Janine Thornhill Creative Director: Terrell Thornhill Editorial Committee: Paul Albee, Flora Fuentes, Kelly Nemitz

Subscriptions to The Link Magazine are mailed FREE to AHLC members within the continental U.S. International members are provided digital copies. Please contact us for additional shipping rates if you are an AHLC member outside the US and wish to receive a printed edition.

AHLC Board of Directors Joseph Ellis, President Susan Kettering, Executive Director Marsha Scott, Past President Janine Thornhill, Administrator

To become an AHLC member or renew your membership please call 615.721.8085 or log on to AHLC.org.

BRENT HARDGRAVE REUNITED HAIRLINES Roswell, GA

LEGAL STUFF The opinions expressed in The Link Magazine are those of the authors and may not reflect the views of the AHLC. Advertisements in The Link may not reflect the beliefs, opinions or attitudes of the AHLC and do not imply endorsement. © The American Hair Loss Council, All rights reserved. Reproduction in whole or in part without written permission is prohibited.

CASE STUDY • THE FOLLOW-UP A Hair Restoration Specialist and a Transplant Surgeon work together to give one Client his ideal hair. THE FINAL FOLLOW-UP IN OUR 2-PART SERIES LISA FERESTAD, Lisa Ferestad Hair Solutions, Atlanta ast November, I collaborated with Dr. L Anderson of Anderson Center For Hair to help my client, David Thomas achieve a full head of hair. David has been a client for years and has been wearing a hair system for the last 3. His systems were needing to be larger each year to provide the coverage he was looking for. We decided to explore surgical options to thicken his hairline while keeping his hair system on the smaller side.

This dual procedure is great for any client that is wanting a stronger “natural” looking hairline to help camouflage the transition of the hair system. It is common for clients to not have enough donor hair to give them the full head of hair they are wanting. A combination transplant and hair system approach, builds a stronger perimeter and creates a seamless transition between the hairline and the system.

NOVEMBER 6, 2019

NOVEMBER 14, 2019

Surgery Day: David’s hair is being transplanted from the back of his head to his front hairline and to the area around the perimeter where his hair sytem blends with his natural hair.

First post surgery studio visit for a haircut and clean up.

The following is the timeline, from David’s surgery to the cut-in of his new system. David is now 14 weeks post perimeter transplant surgery, able to wear his new custom hair system and is looking great! We are very happy with the results and have enjoyed working with Dr. Anderson and his team.

NOVEMBER 25, 2019

For esthetic reasons, I put David in a an older hair system he was wearing previously and cut it shorter while his hair was growing back from being shaved for surgery.

ARTICLE CONTINUED...

THE LINK MAGAZINE

5

CASE STUDY FOLLOW-UP DAVID THOMAS: The Client been just over three months since my Ihairt hastransplant procedure and the donor hair is beginning to thicken in the area of the recipient site. I have no regrets about undergoing the procedure and I’m very pleased with the results so far. It has allowed me to wear my newly designed hair system, and since this system was precision engineered specifically for me, it feels and looks natural.

With my hair line strengthening in the front and filling in the back, my natural hair blends with my hair system and I’m feeling more confident! I don’t wear caps at the gym or when I’m out and about. I can truly live an active lifestyle without worrying about thinning hair and bald spots. Combining my hair system with the hair restoration surgery was without question the right solution for my hair dilemma and I would recommend any individual facing hair loss to look into these life changing solutions.

DAVID’S HAIR TODAY David was wearing his new hair system 11 weeks after the surgery. It took 14 weeks for his hair growth to “catch up” to balance the system. This is a typical timeline for a male client wearing a short, tapered haircut.

What the Future Holds for David’s Hair DR. KEN ANDERSON, Anderson Center For Hair, Atlanta

nlike other forms of cosmetic surgery U where a change can be seen almost immediately, all things hair take time and patience is a requirement in the process. After the initial two-week post hair restoration surgery, we are waiting on the newly transplanted hairs to grow. The grafts are 6

THE LINK MAGAZINE

completey locked into their new location after the first week and will remain there permanently. It is important to follow your hair restoration surgeon's directions regarding post-care immediately after the surgical restoration. These hairs, which were harvested from the back and sides of the head, are resistant to the effects of DHT so they will not miniaturize as the native hairs did. Some patients will notice some shedding that occurs around 3-4 months after surgery. While we do everything possible to reduce stress to the grafts on a cellular level it is not possible to completely prevent it. Often these transplanted hairs and some of the native hairs will be pushed out of their normal growth cycle and into the resting phase of growth and will shed out

at a higher than normal rate. If this happens, it is not a reason for concern regarding the final outcome of the procedure. The amount of shedding can vary from patient to patient. These hairs will begin the active phase of their growth cycle and begin growing after the dormant phase. Most patients who have undergone a surgical hair restoration will start to see their transplanted hairs begin to grow in and become noticeable around six months post-procedure. However, this is far from the final result. The transplanted hairs will continue to grow and fill in the transplanted area for the next several months. Most patients see their final result around 12 months after their surgery, but you can have some additional growth for a few months after that mark as well.

New world class base design Your clients have never experienced ANYTHING like it!

AXIOM, the latest addition to the On Rite advanced line of hair grafts. Handcrafted utilizing reverse split knotting with light density for a natural look and a single-layer, ultra-soft woven lace base that will not fray when cut. Available in 44 natural colors including a full line of grey percentages.

LINKAXIOM FSI022020

Your clients turn to you for your expertise. We help keep them there.

A X I O

Call 800-327-5555 [press9]

Link Q2 Axiom.indd 1

3/3/20 8:19 AM

SETTING YOUR

PRICES If you are new to the hair replacement and wig industry, even experienced salon owners can find themselves undervaluing their line of products and services.

VIOLET DEILKE, Centre for Hair and Wellness, Moorhead, MN

I

n the hair industry, there has always been something of sticker shock. It's easy to attribute a client's hesitancy to a lack of funds or being too "cheap." What the client is looking for is a genuine understanding they can wrap their arms around and embrace. So how do you communicate that value proposition and earn a customer for life? Often the amount a prospective client is willing to spend isn't set in stone.

Set Your Prices and Stick to Them Continuously research and compare apples to apples. If you have selected a line of wigs to offer at five price points,

8

THE LINK MAGAZINE

compare what you are offering against the competition and price accordingly. And don’t forget to include the services and customer care you are including with each wig purchase. Once you have set your prices and you are comfortable, make sure you and your staff know what they are without having to look them up. You don't want to hesitate during a client consultation. If a customer finds the perfect wig they want but they tell you it’s out of their price range, don’t discount the product. Offer them something else at a lower price point. You might be surprised how creative the customer can be in finding the money for the original wig they said they couldn’t

afford. This is particularly true if you helped your client understand the quality, craftsmanship, features and benefits of that beautiful wig.

You Are Not Competing Against “The Internet” Don’t compare yourself to “the internet.” And don’t let your customers compare you to “the internet” either. You are offering a one-on-one service. You are offering the client the ability to touch and feel and try on your wigs. You are offering cut-in and styling services. You are offering to shape the piece to their face. And, you are there for the customer after the sale. You are offering an all-inclusive service. Guess who isn’t. “The internet” isn’t.

How to Avoid Undervaluing Yourself Find a Mentor

Know Your Stuff

While it is important when setting prices to know what your market will bear if you can find someone who would be willing to mentor you, cultivate their friendship and seek their advice when you need it. Be willing to share your insights with them as well. Mentorship is a two-way street. One of the great advantages of being a member of the American Hair Loss Council is the opportunities it offers for peer networking. Seek out other specialists who are not in your market so you each have someone to bounce ideas off of if you have a question or two from time to time.

One of the intangible products you are selling is faith and confidence. Clients want to know they can trust you. A great deal of that trust relies on your professionalism and demonstrated product knowledge. Know your product, know your work, know how to size, alter, condition, cut and shape. Communicate through your attitude and knowledge that you know how to do it all and that you stand behind your work.

Always Look and Act Professional Customers will make a judgment about you in the first 60 seconds after they meet you. You need to always be professional and to look professional. Dress professionally, act professionally, make sure your hair and makeup are done. Make sure your shoes look perfect. When you greet a new customer, smile. Shake their hand. Make eye contact. This is all part of making a professional first impression and engendering confidence because that’s what you’re selling. Offer them a cup of coffee or a bottle of water. This is all a part of projecting your knowledge, professionalism and trustworthiness. Help them be at ease.

Act confidently, even if you don’t feel confident. Make sure your studio looks professional and is spotlessly clean. And whatever you do, don’t ever profess a lack of experience.

Customer Service Beyond the Sale Occasions arise when a client is less than satisfied. Take care of your client, because in the long run, they will take care of you. If you cut and set a hairpiece and the client feels there’s something that is not quite right, be willing to offer that they come back if they need a little tweaking. This generally manifests itself in the first 30 days after the sale, so communicate your desire to make sure they are 100% satisfied before they leave your studio. An easy way to do this is simply saying, “If you feel like you need a little tweaking, be sure to let me know.” Never say, “If there is a problem, give me a call.” Never use the word “problem.” It implies that there probably will be a problem. Communicate truthfully and sincerely, “If there is

anything at all that I can help you with, or if you feel we need to tweak anything in any way, I will be happy to help you, so be sure to give me a call.” Stand behind your work. Be willing to go the extra mile. I also tell my clients that when we get done, if they don’t like it, they don’t have to go home with it. That is kind of sticking my neck out there a little bit. But when you think of it when you get all done with their delivery and they say “I don’t like it,” it is pretty hard to make them take it home. As I said, it’s kind of sticking my neck out there, but in 30-plus years in the business, I think it’s only cost me two sales. It’s worth it in terms of building client confidence and getting repeat and referral business down the road.

The Courage of Your Self-Worth Sometimes it takes a lot of effort and soul-searching to stand up and ask for what you know your product and services are really worth. It will almost always push you beyond your comfort zone. But from personal experience, more often than not, at the end of the day, sticker shock notwithstanding, you will be met with little or no resistance. Countless studio owners I’ve known and worked with over the years have tried this and told me they realized that the only thing holding them back was the self-limiting belief that they weren’t worth it. But you know who doesn’t share that belief? Your clients.

THE LINK MAGAZINE

9

by

Eloise

Featuring: • Thin skin • See thru polyurethane • French knotting on silk • Polyurethane coated 360° stretch

Featuring: • Welded lace front • Polyurethane coated tab • Polyurethane monofilament • Pressure sensitive clips* * removable

JONRENAU.COM | 1.800.462.9447

Eloise in 12FS8

from the

forum

Finding Your Diamond In The Rough

AHLC.ORG/FORUM

Develop a Winning Strategy for Hiring

Business owners often struggle when it comes to finding the perfect employee, and our industry is no different. CHRIS PUSATERI, Christine Pusateri Solutions, Niles, IL

T

ony Robbins once said, “Success in life is the result of good judgment. Good judgment is usually the result of experience. Experience is usually the result of bad judgment.”

Not long ago on the American Hair Loss Council Members Forum, a probing question was asked: Can anyone share how they go about hiring and training new associates? The business owner said she was discouraged by her recent hires and wanted to hear from fellow business managers and owners how they handled the issue. In the myriad of comments, a few points surfaced that seem universal. • Hiring is tough. • Turnover is inevitable • You will make hiring mistakes. • You will learn from these mistakes. • But sometimes you get lucky. Hiring, of course, can be exhausting. Firing can make you feel terrible. Forum participants agreed, it comes down to the right mix of networking, passion and training. Joseph Ellis, AHLC president and owner of Raleigh Hair Concepts in Raleigh, North Carolina, suggests, “let everyone know you are hiring.” He said to “post job listings at local beauty supply companies and cosmetology schools.” “Beyond that,” he

suggests “reach out to area chambers of commerce and post an opening on their job sites.” Leslie Robinson, owner of Mane Image in Merriville, Indiana, suggests, “We are entitled to be picky.” “I’ve had some luck hiring right out of cosmetology school because no bad habits have formed,“ she said “More importantly, new hires should work a probationary period, allowing the owner to see how the candidate interacts with the people on staff. It also allows the candidate to see if this career path fits their passion.” James Todd, CEO of Dimple’s, offered a simple strategy during last year’s American Hair Loss Council Conference — hire slow, fire fast. He told the story of a young woman who was so negative she had the rest of the staff feeling disgruntled. “That’s like a spreading poison,” he said. “They get everybody going on the silliest things.” The internet is filled with recommendations on best hiring practices. The website The Balanced Careers suggests posting your openings on social media, including Twitter and LinkedIn. They recommend involving your staff in the process to help you “develop and prioritize the key requirements needed for the position and the special qualifications, traits, characteristics, and experience you seek in a candidate.”

That can be crucial when you’re considering hiring a newbie. Many soon-to-be graduates will say they want to be colorists at high-end salons, and it can be difficult to find someone new in the industry to wash dirty hair and clean stinky systems when they have visions of being superstars. It can be a tricky dance between hiring someone with experience and someone right out of school, but it is best to remember that a great attitude is paramount. Skills can be taught. Be clear during the interview process exactly what is expected. A probationary period for new hires is suggested — between 60 and 90 days. Sometimes, however, it comes down to instinct and trusting your gut. And don’t be afraid to cut loose a candidate who won’t fit your needs. A gentle approach is best. “I need someone who’s all in, and I think you would be happier somewhere else.” In the end, they may even thank you. If you hang in there, you’re likely to find your diamond in the rough.

so, tell me about this

forum

The AHLC Member Forum is a benefit of membership of the American Hair Loss Council. It’s an online message board where Members help Members, 24/7, providing an invaluable support resource for Hair Restoration Specialists, Stylists and Business Owners. THE LINK MAGAZINE

11

Hair

IT ALL STARTS WITH

12

THE LINK MAGAZINE

VIRGIN EUROPEAN HAIR

REMY ASIAN HAIR

GRAY

This is one of the most sought after types and is essentially hair that is of Anglo or European descent with its cuticle intact, facing the same direction, and is completely free of any chemical processing (which means it has never been colored or chemically treated in any way). Virgin European hair will most commonly have medium brown to blonde shades with fine densities and silky smooth textures. Performing a color lift or highlight on European hair is very easy to do and the hair will not frizz. The hair is more fluid, lightweight, and bouncy. Typically, most vendors offer 14 inches as the longest length for Virgin European hair. It’s also the hair of choice to make wigs and hair extensions because the hair will last 3-5 times longer; nearly 1-2 years depending on the wearer’s care and maintenance AND It gives a more natural appearance.

This is coarser and heavier than European hair and the general base color is black or off-black. The hair cuticle is also still intact and facing the same direction. To achieve light brown to blonde shades, the hair would need to be carefully bleached 3 – 5 times, which generally results in extremely damaged, dry, and frizzy hair and more likely to cause breakage. Asian Remy hair is more bottom heavy with less movement and is the less expensive choice for making wigs, hairpieces, and extensions.

Not sure whether to recommend synthetic, yak, or human gray hair? Real human gray hair is best because it gives a nice smooth texture, is healthier looking, and will blend seamlessly with your client’s own hair. Synthetic will last longer, it can be used for longer hair styles, but it will frizz easily. Yak hair is another gray alternative to use. It is coarse animal hair that looks better than synthetic, but will also frizz. Synthetic and yak hair are both less expensive than real human gray hair.

When discussing hair quality with clients, it’s important to have your ducks in a row so you can recommend the best solutions to suit their needs. European hair vs Remy Asian hair has more differences than the obvious. When adding gray percentages to a unit should you recommend Synthetic Gray or Human Gray Hair? What is Double-Drawn and Single-Drawn hair and why is it important for you to know this? This may seem like a lot of information to take in, but you will be glad that you did so you can manage your client’s expectations and save yourself some unnecessary headaches in the long-run. DORIS YU, Vice President, House of European Hair

DOUBLE-DRAWN & SINGLE-DRAWN HAIR This part is very important to understand in the manufacturing process. Single-Drawn hair is when hair is used from a hair bundle of long and short hairs which is typical of human hair growth rate (50% full length hair and 50% varied lengths) giving a more natural finished look. If your client wants massive volume, Double-Drawn hair would be a good recommendation. Double-Drawn hair is when shorter hairs within a hair bundle are replaced with longer hairs and the hair would be full bodied from root to tip for a long glamorous look. The disadvantage to double-drawn hair is it can be quite heavy on the wearer and more

INDIAN HAIR

CHINESE HAIR

EASTERN EUROPEAN & SOUTH AMERICAN

Indian hair is thin in diameter, thick lustrous volume with some wave. Indian hair will break easily when bleached multiple times to achieve light colors and will become frizzy. Indian hair is commonly used for dark colored wigs and men’s hairpieces. A low cost alternative.

The hair is coarse and can easily take chemical processes and bleach much better than Indian hair. Most long blonde hair units (16 inches and longer) use Chinese hair which is popular to use for medium priced hair extensions, blonde wigs and hairpieces.

The hair textures are fine and wavy in a variety of colors. It’s luxurious and lasts two times longer than Indian or Chinese hair due to fewer chemical processes needed to achieve lighter colors. These two are popular choices to use for high-end hair extensions, wigs, and hairpieces.

The Qualities of Hair

IMPORTANT INFO ABOUT LABELING When a piece is labeled, human hair, the main source would be Indian, Chinese, or some variation of caucasian. Caucasian hair could be European hair and Russian hair. Why are there two names? Here’s where it gets tricky. Russian hair means real Caucasian hair. European hair could be Asian raw hair exported to somewhere in Europe like Italy where a chemical process is added there and then call it Italian processed European hair.

Virgin European Hair

Chinese Remy Hair

Indian Remy Hair

SingleDrawn Hair

Length & Volume Smooth Natural-Looking Texture

X

X X

X X

X

Dark Brown Shades Medium Brown Shades Light Brown Shades Blonde Shades

X X X X

X X

X X

X X X X

X X X X

Women's Wigs Hair Extensions Men's Hairpieces

X X X

X X X

X X X

X X

X X

X

X

Customer's Objective:

Understanding the different qualities of available hair will help you make better purchases from your vendors and recommendations to your clients.

Low Cost Medium Cost High-End Cost

X

X

DoubleDrawn Hair

X

X THE LINK MAGAZINE

13

The SURGE in Self-Employment: Is it right for you? COLLEEN CAMP, Attainment Advisory Group

Going Independent can be the most import decision of your career. It can offer the following exciting opportunities:

✅ Keep all your profits ✅ Set your own schedule ✅ Select the products, you sell ✅ Be your own boss

Intrigued by the idea of being on your own? Prepare yourself by considering the following steps.

SELF-MOTIVATION/DISCIPLINE

Do you have the discipline it takes to put the extra hours in get your business off the ground? You can expect some extra excitement and time in preparing to opening your own salon or studio; however it can be worth your time and dedication.

PREPARATION

Be well prepared with your list of clients including their contact information. Your clients will be your single most important revenue stream.

TECHNOLOGY

Select a top independent salon application such as Gloss Genius to be your business partner. Selecting a top software program will drive your sales, offer efficient marketing programs, text messaging, electronic scheduling, point of sale, banking compliance, analytics and much more.

TURN KEY LOCATION

Selecting a turn key space can make an easy transition and place you in a position to quickly open

14

THE LINK MAGAZINE

your own salon without all the hassle of dealing building setup or maintenance. All you have to do is decide how you want to decorate your private space to align with the vibe you want to share with your clients.

RETAIL & BACK BAR PRODUCT SELECTION

Most vendors have incredible “salon opener packages” with deep discounts and complimentary marketing items as they want to be your preferred products vendor. Check out your options prior to making your final decision on what products you want to carry as special opening packages are typically a “one time” purchase.

NON-COMPETE OR AGREEMENT

Make sure you are not violating any non-compete clauses or agreements. You don’t want to deal with any legal roadblocks. Most agreements focus on solicitation and/or mile radius, meaning you can’t contact clients or work within a certain mile radius of the location you came from. You can post on social media channels that you now work independently and love your new place; however, clients will have to find you. You can’t solicit them.

INSURANCE

You will most likely be required by your state cosmetology or health board to carry liability insurance. This covers you if the unlikely happens and client claims you caused them harm due to your salon services performed on them. It is also a good idea to consider short term insurance in case you become injured and can’t work. The amount of coverage varies based upon the policy you select.

Your local insurance agent can provide you information and options. They can also help you provide insurance for your salon contents such as equipment, furniture and tools in case of a fire or natural disaster.

SALON LICENSE This is in addition to your

cosmetology license if you lease a studio or salon. Simply register by visiting your state board website and either downloading or completing it online. This will need to be filed prior to opening. It’s important to allow enough time for your state board to complete their inspection as this will be required prior to opening your doors.

SALES TAX LICENSE If you are going to be

selling retail products, and you absolutely should, you will need to apply for your state sales tax license. This will allow you to purchase retail products tax exempt and collect sales tax when sold. Most retail products have a 50% markup making it extremely profitable and ensures your clients are completing recommended homecare regimes.

FEDERAL EMPLOYER ID NUMBER

. As an independent salon owner or studio/chair renter you will need an EIN (Employer ID Number, also known as a Federal Tax ID Number. It is used to identify a business entity. EINs are easy to obtain and free at irs.gov.

FINDING AN ACCOUNTANT

Consult with an accountant prior to going independent. They will provide you with information needed. There are accountants who specialize in self-employment.

KEEP 100% OF YOUR PROFITS

Feeling overwhelmed with what you just read but love the idea of going independent, setting your own schedule and keeping 100% of your profits? Consider leasing a private “move-in ready” studio, many supply you with local, state & federal requirements. Colleen Camp is the founder of Attainment Advisory Group, an organization devoted to beauty industry education. Camp is a highly accomplished leader with 30+ years’ experience. Her unique combination of creativity and business acumen provides her with an expansive, strategic skillset, which includes a successful career as a licensed hairdresser, award-winning salon owner, nationally recognized speaker, platform artist and education expert. CONNECT: Colleen.Camp@AttainmentAdvisoryGroup.com

CALL TO ORDER

949.640.4247 newporthairlosscenter.com AMANI | A DIVISION OF NEWPORT HAIR LOSS CENTER | NEWPORT BEACH CALIFORNIA

get ahead of the problem

& your clients will  you...

In just 1 day...

you can change your relationship with your clients, and change their relationship with the future. Let them know you’re an authority...you’re a Bauman

LEARN MORE

GO TO HairLossClass.com CALL OR TEXT Liz Ashe at 561.818.9043 EMAIL HairCoach@BaumanMedical.com

MEDICAL | RESEARCH | CONSULTING | TRICHOLOGY | EDUCATION 1450 S. Dixie Hwy Boca Raton, FL 33432

Certified HairCoach.

Caring for Your Most Valuable Asset

YOUR TEAM So much focus is spent on caring for our guests, that we frequently forget about those who are driving our businesses. We run promotions and offer wonderful incentives for our customers but what about your team? Here’s some things you can’t overlook. BRENT HARDGRAVE, Reunited Hairlines, Roswell, GA

Motivate with Music! My buddy Nick Arrojo said it best, "If I motivate my team with the music they love, it will set the mood for the guests." It’s actually true. Music is the background fuel for so many of us creative types. It can make or break an environment, especially for those who must endure it all day. So, how do I incorporate this into my business? Have each team member choose two favorite artists or songs to add to the salon playlist. This will create an evenly represented ownership of mood. Then to expand the station, create a contest. For every new client unit sold, the teammate gets to add another selection to the playlist. This can become very competitive as they know their efforts will guide the future mood in their work place. You can always do a thumbs down to any song that doesn’t fit your business model. You would be surprised at what happens with a simple shift in the mood. Your team will be more productive, and there will be less griping about the spa music resulting in a more blissful work environment.

Oh My Aching Feet! When was the last time you changed out your floor mats? Adding that extra comfort can make a dramatic change to your teams day. This is one of the most cost effective ways to add some pep to their step! It is often overlooked, think of them as tires, they wear out too. Make it a surprise and let them walk into comfort. They will value the appreciation you give them.

the starving artists! When was the last time you saw a stylist so busy that they forgot to eat? You think that doesn’t affect the mood of your business? One word: HANGRY! How hard is it to surprise someone with lunch? It’s not. A simple gesture of feeding a teammate is as basic-care as it gets. Take your staff out often, even if for just drinks. This time away from work is so important and creates cohesiveness among the staff. It allows them to laugh with each other, to vent, and feel more like a team. Again, you can set sales goals to cover the cost of these outings.

What GET"S rewarded, gets repeated There is nothing like receiving an engraved award. The feeling is like no other and it's not hard or expensive to make that happen. How about a team member of the month award? You could use the same award and just change out the picture with each month's recipient. It matters and your guests want to sit with winners! Your reward will be a happier teammate and in turn your guests are happier, it’s true! People require recognition, they just do and it is often overlooked.

Professional team pictures and headshots Professional photographs can be used for much of your marketing as well as create inclusivity. Team shoots are fun, a reason to really look their best. It will create memory that reminds them subconsciously of who they are to you, their value, and as being part of something more than themselves.

Team getaways Laughter matters. Bumper guard up bowling is my favorite! It takes normal competition and turns it into hilarious fun. How about community service as a team? What a wonderful way to be a team for a greater good and make a difference for all. Use these acts of kindness in your marketing. It will create a sense of comradely like no other. Remember, this is your team. If you treat them like your best client, it will reflect in all that they do for you and your business. Comfort matters. The experience of the day matters. How you treat them matters. Make it amazing. You will see dedication and longevity out of those who simply feel appreciated. It is the highest form of motivation. Richard Branson, of Virgin, uses this belief system for his employees. Look at his brand, they are the top. They transfer the feelings along to the person they are serving. He clearly gets it! Why not borrow from those who are winning? It’s your team's turn to feel like this! Happy Winners! THE LINK MAGAZINE

17

3 FULL DAYS OF MEMBERS ONLY APPLY FOR MEMBERSHIP AT

ahlc.org

HAIR RESTORATION

EDUCATION

HANDS-ON WITH BUSINESS-BUILDING

18

THE LINK MAGAZINE

CERTIFICATIONS & EDUCATION FROM

25 VENDORS

NETWORKING

NASHVILLE

FRIDAY APRIL 17 PRE-CONFERENCE

OPRYLAND HOTEL

DETAILS AT AHLC.ORG

APRIL 18-20

HANDS-ON DISPLAYS AND DEMOS WITH EACH OF THESE PARTICIPATING VENDORS

429 MEALS & EVENTS

$

LEARN

MORE

INCLUDES

AND

ALL SPECIAL

REGISTER

LEARN MORE AND REGISTER

ahlc.org/annualconference

T O D AY

AT

MAGAZINE A THE H LINK LC . O R19G

If you’re not selling your wares online by now, you should be! JOHN RANNEY, Freedom Clinic North York, Ontario, Canada

It's Easy. Today it’s so much easier to sell things on the internet. People are selling everything from their used clothing to gene-editing tools. Add to that, the fact that Amazon sells just about everything in the world. To my thinking, selling your products on the web is not just another income stream, but a necessary one. It also provides a convenience to your clients that they probably expect. You can set up your store as a separate website, or, in some cases, your website developers may be able to embed the store right into your current website. This creates a seamless look and feel to your online shop. However you decide to do it, most online stores are created using shopping cart software. You choose a template that best suits your needs, or, most companies will offer custom designs for an additional fee. The template has a basic structure but can be modified to add your pictures, and create and organize as many product categories as you need. Your products are placed within their respective categories. There is a “back office” where you upload your product pictures, enter your product details like weight, price and description, 20

THE LINK MAGAZINE

and enter your company details. The back office is also where you can view your orders and customer details. Setting up credit card processing and shipping functions are seamless and easy, as these functions are usually built into the software. You simply need to provide the bank account where you want funds deposited. Today our internet store runs efficiently and effectively, and is part of our daily workload and income. We use a platform called Volusion, which is like Shopify but has been around a lot longer. An online store does not have to be fancy, just easy for customers to navigate and click the “Buy Now” button. There are several companies that offer storefronts for businesses, so it is worthwhile to shop around to find the best deal. When an order is processed, we get an email with the order details. Instead of putting the products in a bag and handing them to the client, you are simply packing them into a box, with the invoice, and shipping it to them. It sounds simple, and it is really. Especially when you hit on a hot product and the orders start flying in.

New Source of Leads One of the benefits of having an online store is that it becomes a source of leads

for new in-clinic clients. We often get people calling in to place their orders, or to ask for information about products. A client will call with questions about a laser comb for example, and once we get them on the phone, if they are local, we can often get them to come in for hair loss consultation. One of the benefits of selling hair system tapes, adhesives and solvents online that I did not anticipate was how it brings clients into the clinic, and many have become full hair program clients. This happens because our website appears in many online searches for hair system supplies. Local wearers looking for a new service provider would find our website, be impressed with all the products we had to offer and would call asking if we serviced hair systems. Once the client comes in for service, it’s just a matter of winning them over to our clinic. We also get walk-ins for people looking to buy tape or solvent. They may be a client of another company, or they may be servicing their hair themselves. Once they are in the door, it is usually not a problem to get them to sit down for a consultation. Over the years we have expanded our online sales to include trichology products, supplements, hair care tools, several shampoo lines, hair loss prevention products,

Instead of putting the products in a bag and handing them to the client, you are simply packing them into a box, with the invoice, and shipping it to them.

and skincare products as well. Whatever your specialty you can sell everything related to it online. And once you start, there is no limit to what you can add to your store. I guess this is what occurred to Jeff Bazos once he started selling books online. Growth in business is a challenge in just about every industry. One way we increase growth in our clinics is by adding more services and products to our offerings: hair loss treatments, trichology, some clinics do aesthetic services and medical services. Internet sales is just another way to build income in your store and at a low initial investment. At the end of the week, a few boxes can add up to thousands of dollars if you are selling high ticketed products such as laser caps.

Driving People to Your Internet Store In the early days, Google was cheap! I remember when we were transitioning to Google from print advertising for our clinic. At first, the costs were low compared to print advertising. The one thing you will need to do if you really want to increase your internet sales once you get started is make an investment in advertising. You can put a site up and wait for people to

find you, but you’ll be off to a slow start. It is very competitive online now and it is no longer cheap to advertise on Google, as everybody knows. If you do your online marketing yourself, you’ll have no trouble adding your store products to your campaigns. If not, you can have your marketing company do it for you. I did most of my online marketing myself for about 20 years. Now, it’s just too complicated and time-consuming. And I also have to admit that there are pros who can do a better job than I can!

JOHN RANNEY: Trichologist, IAT; SMP Certified, Hair Loss Specialist, President of Freedom Clinic, BA from the University of Toronto. John is the son of the original founder of Freedom Hair Systems. He has been the principal owner and director since Sept. of 2001, and a member of the team since 1990. John specializes in the area of trichology and is very passionate about his field of work. All hair loss consultations go through John initially to discuss hair loss conditions and solutions. John’s staff and clients admire him for his hard work, dedication and loyalty to each and every individual. John also performs advanced SMP procedures on a regular basis, and is also an SMP trainer. John is a regular contributor to the Link Magazine and is devoted to finding causes and solutions to all variations of hair loss.

Internet shopping is now at a place in our daily lives that we can’t ignore. If you are not doing it, someone else – probably Amazon – is and they are probably capturing business that should be yours. And honestly, there is no longer any excuse for ignoring internet sales. It’s like opening that second location without actually having to open one. The bonus is, that second location can serve the entire world. We have regular clients from the UK, Puerto Rico, Denmark, South America, and all over the North American continent. THE LINK MAGAZINE

21

Alopecia: MICHAEL LEIGH Founder, Joli Caméléon

lopecia areata is a common autoimA mune skin disease resulting in the loss of hair on the scalp and elsewhere on the body. It usually starts with one or more small, round, smooth patches on the scalp and can progress to total scalp hair loss (alopecia totalis) or complete body hair loss (alopecia universalis). Amid many theories and a great deal of research, the cause is nevertheless generally unknown. Some alopecians can trace a hereditary precedent, yet others don’t. Some sets of twins can both present the condition, others, only one child. Some are triggered by stress and trauma, some not. The National Alopecia Areata Foundation (NAAF.org) believes approximately 2% of the world’s population, including more than 6 million people in the United States, have 22

THE LINK MAGAZINE

or will likely develop a form of alopecia areata during their lifetime. And, more than 60% of these may suffer from a cocondition such as lupus, eczema, Crohn’s, psoriasis, rheumatoid arthritis, multiple sclerosis and other autoimmune conditions. From recent studies on the subject and a personal history of psoriasis that has now been in remission for over 40 years, this layman author believes there may well be an underlying connection between most, if not all, autoimmune conditions. I’ve included links at the end of this article to further reading which support this. The onset, progression, remission and reoccurrence of alopecia areata, in all its forms, is highly unpredictable and cyclical. Hair can grow back in or fall out again at any time, and the disease course is

different for each person. Every alopecian has their own story to tell. For some, the lucky few, the journey from initial shock to acceptance of their condition takes weeks. For some, it takes a lifetime. Many move on to compassionately help fellow alopecians struggling to understand “why me”? And all the time, even knowing so well they could be afflicted with a lot more of a lifethreatening condition, it does not ease the emotional toil, pain and frustration. Men and boys can be equally affected as women and girls, yet culturally, so much of a woman’s femininity and self-confidence may be derived by how she feels about herself when she looks in the mirror and sees her hair. Her friends and family may be quick to judge or pity, and even when they are supportive, it can hit a raw nerve. The continual self-questioning and angst

T H E J OU R NEY FROM

: Discovery to Acceptance The 10 Stages of Alopecia Areata Discovery & Acceptance 1. SHOCK

Why me? Is this really happening?

2. DISTRESS

I don’t want to be seen anywhere by anybody.

3. DEPRESSION

I am generally upset even at the smallest thing.

4. ANGER

I seem to be angry with everyone, & with myself.

5. LOST at the initial onset are commonplace. Why me? What will everyone think? How do I feel? Will it grow back? Will my (significant other, children, friends) still accept me, love me, treat me the same? Alopecia can be an emotional rollercoaster. During many hundreds of conversations over the past 12 years, including some detailed interviews with many alopecian women, children and the parents of those children, it becomes clear that this emotional roller coaster ride has many stopping points along the way. I am not suggesting that every alopecian goes through every one of these stages, or that they are always distinctly separate. But they do invariably exist in this or similar form. And it is so important to make that journey as smooth and fast as possible. There are many excellent support groups around to help and there is strength in numbers (as in the

number of peers going through a similar experience). For your consideration, these are the 10 Stages of Alopecia Areata Discovery & Acceptance as I have observed. Please feel free to comment, add your thoughts and rewrite these “stages” as they occur to you. Celebrate the day you can say, “I’m a 10.” All my best wishes and respect to all the courageous alopecians I have met who go through this journey and come out on the other side.

Further Reading:

US National Library of Medicine National Institutes of Health: Microbiome and Autoimmune Diseases: Cause and Effect Relationship. https://www.ncbi.nlm.nih.gov/pubmed/31192811 Nature Magazine: The Microbiome and Autoimmunity: A Paradigm From The Gut–Liver Axis https://www.nature.com/articles/cmi20187

I feel I’ve lost my self-esteem & my identity.

6. TURNAROUND

I am starting to discover the real me... (without the hair).

7. ACCEPTANCE

I realize I’m not alone. And “no hair” isn’t the worst thing.

8. OPPORTUNITY

I’m getting stronger. I can look good and different every day.

9. HAPPINESS

The world is back in its right place. I am where I want to be. 10. COMPASSION

I relate to others not as fortunate. I am able to help them. THE LINK MAGAZINE

23

EMERGING TECHNOLOGY

New Approach to Growth Dual Band LED Produces 2 Wavelengths of Theraputic Light in each Treatment Paired with a smartphone app which tracks treatment and progress with reminders, helps keep clients motivated and engaged in their hair restoration journey. NATHAN STASKO, PHD, Executive Chairman of Revian Inc.

Patented LED technology accelerates scalp healing to renew cells associated with hair growth and retention. After years dedicated to developing a superior method to treat hair loss, our FDA-cleared wireless wearable cap, which uses dual band LED light to treat androgenetic alopecia in men and women, has clinical trial outcomes that are as impressive as those reported by its users. This novel technology utilizes a patented combination of two wavelengths of LED light (620 nm and 660 nm), which provides broader scalp coverage and better skin penetration than red lasers used in low level laser therapy (LLLT). We identifed which wavelengths encourage cells, tissues and organs to repair themselves and developed the dual band technology, which was recently awarded a seminal patent that covers the use of LED light to stimulate the body’s generation and release of nitric oxide. Nitric oxide increases local blood flow, reduces inflammation, inhibits dihydrotestosterone (DHT) production, and enables renewal of cells associated with hair growth and retention. 24

THE LINK MAGAZINE

Results From our own Clinical Trials Final data from a rigorously designed randomized, doubleblind clinical trial successfully demonstrated the ability of this dual wavelength, wearable device to stop hair loss and subsequently grow new hair. Researchers randomized 81 individuals with androgenetic alopecia to either the dual-wavelength 620 nm and 660 nm light therapy device or to a sham device. Eighteen patients in each group completed at least 16 weeks of treatment, were at least 80% compliant with the regimen, and had no major protocol violations. When their scalps were examined at 16 weeks, subjects who were compliant with the daily 10-minute regimen with the dual wavelength device had a mean change of 26.3 more hairs per cm² compared to those participants who did not receive light therapy. Significant relief of scalp itching, burning, stinging, and irritation were also observed among subjects treated with the dual wavelength device compared to the sham product. There were no serious adverse reactions in either group. Learn more about this new technology at revian.com.

Smart Phone App controls the device, serves treatment reminders and tracks results

Dual Band: Two Wavelengths of Theraputic Light in a Single Treatment

You Can Never Have Too Much Education COLLEEN FILTZ Avvair Styling and Hair Restoration Studio Madison, WI

My Cancer Diagnosis Lead to a Career in Hair Restoration I got into the hair replacement business almost by accident. I had always been interested in owning my own business, and I had been looking for a hair salon for some time. Through a business broker, a hair replacement studio became available. The more I looked at it, the deeper I felt a connection. Just a few years earlier, I had been treated for early-stage breast cancer, which is something that unfortunately runs in my family. And of course, I experienced, as part of the treatment protocol, my hair falling out due to chemotherapy. So I needed a wig. That was probably the most traumatic part of the treatment, other than hearing my doctor give me my diagnosis. Fortunately, there is a cancer center in my city and they offer a free wig to each chemotherapy patient who is going to lose their hair during treatment. Initially, I thought this was tremendous. I had never experienced hair loss, and I didn’t know where to turn. This was a real God-send. But the wigs were what we might call “economy wigs,” to put it kindly. They were synthetic and looked far from natural. They had limited styles and colors, and couldn’t offer a cut-in, and didn’t have any suggestions as to where to go for that service. To top it off, the facility was staffed by volunteers helping out at the hospital. As you can imagine the turn-over was pretty high and as a result, they had little or no real experience. They did have a volunteer hairstylist, but her hours were limited. So, I muddled through. My wig wasn’t comfortable. It itched, and it just didn’t look or feel like real hair. I couldn’t wait to get it off my head at the end of the day. And then walking into work to see friends for the first time after getting my wig, it was hard to

26

THE LINK MAGAZINE

suffer their looks because they obviously knew something was different but didn’t want to say anything. And of course, my wig didn’t last very well. If I had known about this hair replacement studio that I ended up buying, I would have been there in a heartbeat. When it became available, I was able to make an instant connection with it and started looking at making a serious offer for the business. Everything came together: planning to purchase a business, and not planning on getting breast cancer and suffering through a free wig.

Marketing is another aspect of the business with which I had had little experience. I initially tried using an experienced marketer in my area, but it cost me more time and money educating them about this industry than it was worth. I needed to hire someone who knew this industry inside out and backward, and I was so lucky in terms of being able to get a great reference from the American Hair Loss Council. The company I am now working with has been fantastic. They hit the ground running and have been able to address the entire package – website, social media, digital marketing, everything.

Owning My Own Business At Last The company I had worked for had done a fair amount of acquisitions, notwithstanding that it was in a different industry. Acquisitions are difficult, and there is always a lot of initial discovery. With respect to this particular company and this particular industry, there are a few things I wish I had known beforehand. The previous owner had been transitioning toward retirement for a long time and as a result, there had not been a lot of close management. That always creates a closetful of problems that don’t show up until you’ve been in the thick of things for several weeks or months. As a result, the people working there weren’t doing all the things they should have been doing. Discovering and dealing with problems cost a lot of time and money that I needed to be spending on bringing the business into the 21st century. Then, of course, there is the issue of establishing new relations with vendors and inventory management. This can be key when you are dealing with a client who needs something urgently. They may be starting chemo treatments soon, or something happened to their existing system and they need a solution by the day after tomorrow. Maybe the stylist made a mistake and the color didn’t come out right or was too strong. Inventory is key to customer satisfaction, and you have to be able to deliver in a pinch. And of course, that takes working capital, which can add up in a hurry, particularly if you are stocking human hair or European hair.

have to have an attitude of learning and willingness to learn. You have to be willing to go back to being a beginner. This goes not only for my stylists and staff but for me as well. We are dealing with what can be expensive products, and with our clients’ lives and emotions. We have to always be on top of our game, technically, mentally and emotionally.

Being Successful in the Hair Replacement Industry If you are looking to get into the hair replacement business as a studio owner, and this includes studio owners who are thinking about transitioning their existing hair salon into hair replacement services, you need to understand that it isn’t going to be a quick return on investment. It takes time, and you need to be willing to spend that time upfront. You are unlikely to see a sudden influx of hair replacement business.

Business, Heart and Passion

Avvair Styling and Hair Restoration Studio The other things I found to be indispensable is my business attorney and my CPA. There are a lot of regulations in this industry and in my state and city. I couldn’t run my business without at least talking to them once a month or so, particularly when it comes to employees, labor law, state and local licensing and regulatory compliance. My attorney has been particularly valuable in terms of setting up employee and company policies.

Continuing Education In the hair replacement industry, there are always new things to learn to stay on top of your game and ahead of your competition. I have found in this business, as in my previous line of work, you always

If you’re looking to purchase a business, the best advice I can give is to dig deeply. Get a good employment attorney and a good business transaction attorney. As you evaluate a certain business, make sure you talk to that business’ accountants and talk to other people who work for the accountants to make sure you understand the transactions and how the money flows through the business. Make sure you do thorough background checks on all the employees in the business. Get involved with American Hair Loss Council. Educate, educate, educate yourself. You can never have too much education when it comes to the hair replacement industry. I give myself one day a week where I am not doing any business, but six days a week I am in there doing something, talking about marketing opportunities, following up on client issues, watching videos, learning about new systems out there, anything that I can. Thomas Watson Sr., chairman and CEO of IBM, probably said it best: “To be successful, you have to have your heart in your business, and your business in your heart.”

THE LINK MAGAZINE

27

Welcome New Members! Kate Byrnes, Tomorrows, a salon, Rocky River, OH

With over 15 years of experience in men’s and women’s hair replacement, Kate is so excited to keep learning and growing her business and salon. She’s co-owner of a large, upscale salon in Rocky River Ohio where she and her team offer full custom systems to meet every clients needs. She is a national educator for Hattori Hanzo Shears and loves traveling to teach other stylists on how to appropriately cut and blend hair additions. “Seeing what hair can give to someone is truly amazing. I love that I get to make a difference in someone’s life and make them smile. Being able to provide that is such a great service.”

Amy Gray, AMG Hair Design + Restoration, Ft. Collins, CO

Amy is an AMCA Certified Trichologist/Hair Loss Practitioner and specializes in hair loss prevention and restoration, custom hair design including wigs and top-pieces. Gray, a full tuition scholarship recipient and 1995 graduate of Vogue College of Cosmetology, has practiced the art of hair design ever since graduation. In her 25 years working behind the chair as a stylist she discovered various scalp anomalies that always interested her. That interest turned to passion and led her down the path to multiple certifications in hair loss, becoming an AMCA board certified Trichologist in May 2019.

Karen Hill Gray, The Salon & Spa Sanctuary

As the Proprietress/CEO of a full service salon, offering beauty, barber, facial, lash, wax and nail services, I particularly enjoy specializing in hair extensions, wigs and hair replacement systems. My passion is to provide hair loss solutions to clients who are either in the active stage of losing their hair or who have already loss their hair. We cater to all ethnicities. Our mission is to provide the highest level of customer service by building lasting relationships and promoting a positive, friendly, relaxing environment and experience that ensures a great lasting impression.

Reba Kennedy,Reba’s Hair Designs, Greensboro NC

I have been in the beauty business for 40 years. I love helping people with hair loss by offering Trichology Treatments or non Surgical Hair Replacement. I’ve been a educator for an international hair care company.

Yelena Kovalkova New Look By Lena, Toms River, NJ

I originally came from Russia. I began my career as a hairstylist prior to coming to the United States. After working in a salon in the US I was introduced to the hair replacement industry. This inspired me to help people with their hair loss due to a variety of conditions. I have specialized in hair replacement for 25 years. I have owned and operate my salon for 18 years. My services include basic haircuts, coloring, styling and servicing non-surgical hair replacement. 28

THE LINK MAGAZINE

Wade Menendez The W Hair Loft, Glen Burnie, MD

Wade Menendez, is a Master Barber, Hair Unit Pioneer and Published Author specializing in hair care. In 2011 He opened his first barber salon “The W Hair Loft” and now owns three locations between Maryland and Atlanta. All three locations are known for specializing in Hair Replacement. Wade has been recognized nationally and internationally for his exceptional skills providing hair installations for men and women dealing with hair loss. Wade finds joy in helping people gain their confidence back. He believes strongly that if you look good, you feel good.

Heather Scott, Pretty Wigs to You, Toronto, Ontario, Canada

Heather has had alopecia areata since the age of 3. She has first hand experience covering up hair loss as she has spent most of her life doing so. She is the owner of her online wig boutique where she exclusively sells Jon Renau Wigs and toppers for women and children.. Heathers’ goal is to help those going through medical hair loss by helping normalize wig wearing!

Patti Wilkinson A-List Wig Salon, Overland Park, KS Lisa Gale Van Valkenburg Asante Salon, Redmond, WA Cheryl Hight Cheryl’s Mane Attraction, Crump, TN Deborah McMillin City Looks Salon/Spa/Wig Centre, Winnipeg, Manitoba, Canada

Lois Glenn D’Elegence Salon and Spa, Florissant, MO Shonda King Gifted Creations Greater Transformation Salon & Restoration Hair Clinic, Midway, GA

Francis Touchette Groupe Medica PAI, Saint-Hubert, Quebec, Canada Bernard Ory On Stage Hair Studio, Slidell LA Lee Homick Salon & Beyond Inc, Bethlehem PA Tanya Ruiz Tanya Ruiz, Jacksonville IL Lisa Wenger The Healing Haven of Wisconsin, Pewaukee WI

Did we miss you? If you missed getting your photo and bio in The Link when you became an AHLC Member, please contact us. 615.721.8085 or email thelink@ahlc.org

How to Generate More Sales & Run a More Successful Studio PAUL ALBEE, ATS Creative, Syracuse, NY

Google Analytics is a free tool that allows business owners to understand what visitors to your website are most interested in so you can adjust your content to speak to those interests. This information is extremely valuable to generating more sales leads, increasing your web traffic and ranking better in search results. It also gives you an enormous amount of information about the people who visit your website, including their age group and gender, what exactly they were looking for, which pages of your website they looked at and for how long, and much more. You can even measure the results of marketing campaigns in real-time and generate reports to compare new data with previous results. Google Analytics allows you to perform virtually all the tasks you need to be as effective as possible online. And if you've hired a marketing team to do search engine optimization for you, it's an easy way to keep track of the progress of their efforts.

Google Analytics Answers Essential Questions: • How much traffic does my website get and what are they looking for? • Which websites are sending that traffic to my website?

• Which of my webpages and blog pages are the most popular? • What percentage of visits to my website results in conversions, and how do I improve my conversion rate? • Why are people leaving my website? • How can I create more effective and more popular content? • Based on visitor interest, where should I be placing my advertising dollars to be most effective?

How Do I Get It? You’ll first need to create a Google Analytics account, create a tracking code and install it onto your website. If you don't know how to do that, talk to your website design and development team and have them do it for you. Once installed, it takes about 24 hours for the results to come in. Now can get in there and use the data to finally make informed marketing decisions, and ensure your website is generating revenue!

Your Analytic ‘Goals’ Google Analytics helps imake sure your business is going in the right direction with ‘goals.’ You can set up goals to measure how well your website is doing. Kickstarters and newcomers often find this tool a big help especially if you just started your business or if you want to grow it quickly.

With Goals You Can Monitor • Engagement – Number of pages visited and time spent on each page • Destination – Thank you page URL • Duration – Time on site • Specific events/ – Actions

So, What Are You Waiting For? Google Analytics gives you the ability to track important metrics, covering all the angles of your digital marketing. You can monitor the effectiveness of your onsite content, your online marketing strategies, your users' experience, and on which devices they are engaging with you. This information lets you know what is working well and what isn’t, and allows you to make informed, timely marketing decisions, save marketing dollars, and maximize user engagement to your benefit. You can get the information you need to improve your website, make it more engaging and convert visitors to sales leads more effectively. Quite simply, it is an essential tool to help you in business today. If you haven't been using Google Analytics to kick-start your online presence and make it work effectively for you, there's never been a better time to start than right now.

THE LINK MAGAZINE

29

KNOW NO BOUNDARIES

No look is off limits with AHL in your toolkit. This kick-ass collection of men’s hair replacement systems lets you give your clients a look that’s remarkably realistic and downright enviable.

BEFORE

HAIRUWEAR.COM/AMERICAN-HAIRLINES

1-888-766-6832

American Hairlines Brand Ambassador Manny Rolon styling the ‘Trend’ system | © 2020 HairUWear Inc.

Transitioning from a Traditional Hair Salon to a Hair Restoration Studio KELLY NEMITZ The Hair Specialists, Hudson, OH

When my salon opened, we offered standard services: haircuts, coloring and traditional hair extensions. We were among the first in our area to offer hair extensions, which were deemed private at that time, or something you didn't talk about. Our salon was a typical standard-looking shop with an open area for hair services, as well as reception, dispensary and shampoo areas. At the beginning of my career, I didn’t understand how challenging living with hair loss could be. Yes, I did hair extensions, and extensions helped my clients not only to look better but to feel better. I knew that I had not been blessed with great hair and how wearing hair made me feel. What I didn't know was how treatable hair loss is and how many options there are for hair loss. When the number of my hair extension customers multiplied, it became evident that we needed to change the way we do business. I would need to transform my services and renovate my salon. The clients who wore traditional hair extensions told us they wanted extensions on the top of their heads. Back then, that was certainly a challenge! So investigative research began. I looked further into options and the case was solved. We began offering a method where you tie hair onto your own to cover any scalp that shows. Clients were thrilled.

began to find something better for the top of the head and we found more solutions – toppers. Clients went crazy! They were beyond happy because I could finally give them thick, luxurious hair on the top and bottom of the head. Once we launched marketing to promote all this added hair, it brought in clients who not only had thin hair but hair loss. These clients taught me they did not want to be seen without their hair in public. They wanted privacy. It also taught me exactly how sensitive hair loss is. This drove our brick-and-mortar renovation challenge. “Operation Face-lift” was in full effect to add private rooms. Two private rooms replaced what was an open hair area. The rooms include a station, mirror, shampoo bowl, chairs, working carts, cabinets and shelving. The dispensary was broken down, working counters added, and shelving installed. More storage was needed to handle all the new hair that was coming in. This renovation was exactly what we needed. Not only could we accommodate the clients with a private room, this added privacy for the clients to talk. Everyone has a hair story. Some are open with sharing their story with anyone, but some will only Reception Desk

talk about their hair behind closed doors. Providing private rooms allows the customer to be comfortable. I was then and continue to be on a mission to learn everything possible about hair loss. This knowledge directly impacts what we deliver. It brings in clients searching for hair loss answers. My passion lies in providing everyone with the solution to their own hair story. Now my team members are also highly trained hair restoration specialists. It has been far from an easy journey, but we have transformed from the standard to the exceptional, having hair loss and hair restoration solutions for everyone. In the next year, we will embark on “Transformation 2.0.” This time, the face-lift is a full renovation of our space. Can you imagine? We will double the number of private rooms, add a consultation area and even a whole private (employee only) working area and a much sought after staff only restroom! These renovations will provide a great chance to enhance the customer experience as well. We also cannot wait for our new cozy waiting room. Stay tuned. We are excited to share our journey solving our client’s challenges.

One of two new private rooms

Although things were good and clients were happy, they wanted more hair than we were providing. Another adventure THE LINK MAGAZINE

31

Tips&Tricks SECRETS OF SUCCESS FROM THE BEST OF THE BEST

Wedding Updos for Wigs Wedding style step-by-step for a client wearing a full wig. A half-up look for the ceremony transitioning to a fun ponytail look for the reception. LISA FERESTAD, Lisa Ferestad Hair Solutions, Atlanta

TOOLS I LOVE TO WORK WITH:

• A light hold/working aerosol hairspray • A medium hold mousse • A aerosol shine spray • Small bobby pins with silicone covered edges • Pony tail bands with a fabric material • Sectioning clips • A Wet Brush • A cutting comb • A tail comb • Several curling iron barrel sizes, 1” and 1.25” • Flat Iron • Accent clips or combs to dress up the look

When styling a wig for an updo, I always like to start with a clean canvas by washing and blowdrying the wig using a leave I conditioner and a light styling balm. 32

THE LINK MAGAZINE

Have your client prepare their hair with a wig cap, wig grip or tape to make sure the wig is attached securely.

Add curls, a 1.25” barrel curling iron was used. Work in sections, lightly spraying the light hold working aerosol hair spray to give memory to the curls.

It is best to build a base for the bobby-pins to grip into with “light� back combing. Using small sections, holding the hair at a 90 angle with medium tension gently comb from the middle of the section down to the base. Use your comb to smooth over the top to conceal the teaser hair.

Secure the section with Bobby pins to hold the section in place.

Continue to work in small sections to build a base of backcombing and smoothing over the top of each section and adding the Bobby pins to create a romantic look. I like to check the mirror for balance as I am building the shape.

For a second look, additional curls were added and the remaining hair was put into a ponytail. To cover the band, a small section from the backside of the ponytail was put into a braid and wrapped around the band. Secure the braid with 2 Bobby pins under the ponytail in opposite directions, this will lock the braid in place.

One of the most important steps in making an up style look realistic on a wig is making sure to have baby hairs cut along the perimeter on the wig! A feather razor was used on dry hair to create the

softness of the baby hairs. This will soften the edges of the wig and add a realistic look to the finished style. THE LINK MAGAZINE

33

AHLC Academy

AHLC MEMBER SPONSORED EDUCATION THESE CLASSES QUALIFY FOR AHLC MASTER’S CERTIFICATION POINTS

MICRO POINT SOLUTIONS TECHNICAL CERTIFICATION March 30, Los Angeles April 27, Atlanta, The best solution for clients in early stages of hair loss. Micro Point Solutions is a safe, healthy, non-surgical option to instantly add volume and density to your client’s fine, thin hair. This technical training will certify you as a Micro Point Solutions Provider, providing a one of a kind solution for your current clients, as well as a great way to attract new loyal clients. PLEASE CALL 800.328.0311 FOR MORE INFORMATION OR TO DISCUSS CUSTOM IN-SALON TRAINING OPTIONS. ONLINE BOOKING COMING SOON!

INTRO TO HAIR REPLACEMENT

May 4-5, Minneapolis Expand your current services with solutions for clients with hair loss. Learn the ABC’s of hair replacement, from selling to choosing the best solution to creating happy, loyal customers. Become a hair replacement specialist and start increasing your hourly income with this intensive two-day hands on training. PLEASE CALL 800.328.0311 FOR MORE INFORMATION. NEW DATES AND ONLINE BOOKING COMING SOON!

CROSSFIT EDUCATIONAL TRAINING On the Road – We come to your salon! April 17, Nashville – AHLC Annual Conference, HairNow 2020 May 17th & 18th May 3 - 4, New Image Labs Headquarters, West Palm Beach, FL At New Image Labs, we offer Crossfit Educational Training that prepares you to be the best in the hair replacement industry, whether you’re a rookie or a veteran. Join us for intensive, hands-on training and become certified by the industry’s most proficient instructors. You’ll gain in-depth knowledge of our latest technology and products and how they will benefit your business. Topics Covered: • Tools for success using Pro|Gen Probe scalp analyzers • Attract new clients with Pro|Gen Active Care scalp therapy • Repair and maintain processed hair with Pro|Gen Nutrifuse hair products • Become a hair fiber master with Pro|Gen Fiberbond Keratin Thickening Fibers • Increase your bottom line with our new Club.W women’s collection • The art of delivering to the female market with top-of-head and micro-linking application • Transform pre-custom lace and skin units to custom units • Become a certified Luxia Artiss hair extension stylist • Deliver pre-custom skin units from start to finish • Procedures for custom hair orders, from mold making, proper hair samples, distribution, etc. Please reserve On the Road dates at least two months in advance. CONTACT DEBBIE METZ, 800-359-4247, EXTENSION 343 DMETZ@NEWIMAGELABS.COM

34

THE LINK MAGAZINE

TWO DAY HAIR REPLACEMENT MASTER CLASS Amani Newport Beach, CA May 30-31 June 25-26 Train with Nazy Curtis, founder of Amani Newport Beach. With over 20 years of experience, Nazy offers the highest quality human hair replacement and service. The Two Day Hair Replacement Master Class will educate you on the causes of Hair Loss and how to offer valuable service to your clients. • Work hands-on with unique and truly high-end human hair pieces • What causes Hair thinning or hair loss • Working with State of the Art treatment Complex • Discover new ways to meet the individual needs of both your male and female clients • Demonstrate ways to tailor pieces to your clients’ exact needs and keep them coming back • Show you ways to work with color: Highlights, Low lights in a very sufficient way Price: $1,700.00 CALL AMANI HAIR FOR REGISTRATION INFORMATION 949 520 7711.

THE BAUMAN CERTIFIED HAIRCOACH Our program teaches hairstylists and beauty professionals how to help clients with their hair loss by identifying hair loss early, learning about different types of hair loss, learning how to monitor and track hair loss and understand which treatments and services they can offer to help clients fight it. Our one-of-a-kind, hands-on training class also offers participants the unique opportunity to align themselves and have a relationship with world-renowned hair restoration specialist, Dr. Alan J. Bauman. Participants learn and observe the Bauman PRP protocol and a PDOgro procedure during a live patient demonstration as well as learn how to use the scientific and highly accurate hair measurement device, the HairCheck. This training and knowledge offers HairCoaches an undeniable advantage in a competitive market to set themselves apart as a true hair expert. Bauman Certified Hair Coaches offer the following advantages: • Stand out from the crowd by becoming a respected Hair loss authority to clients and fellow stylists • Create an additional service and revenue by using the HairCheck tool to measure your clients’ amount of hair density loss and regrowth • Leverage your relationship with hair loss expert Dr. Bauman to confidently and effortlessly refer your client to the “next level” of treatment • Exclusive access to HairCoach pricing on non-competitive, Bauman-recommended, physician-only laser devices and prescription products for your clients. Next Class Dates: March 27 and June 26 in Boca Raton, Florida. VISIT WWW.HAIRLOSSCLASS.COM, TEXT TO 561-220-2628, OR EMAIL LIZ ASHE AT HAIRCOACH@BAUMANMEDICAL.COM

TWO-DAY NON-SURGICAL HAIR REPLACEMENT CERTIFICATION June 14-15, Lenexa, KS (Kansas City) August 2-3, Lenexa, KS (Kansas City)

Included In The 2-Day Certification • Understanding Hair Loss And Hair Growth • Non-Surgical Solutions For Hair Loss • Detailed Review Of System Construction • Client Consultations For Men And Women • Live Model Demonstrations Of American Hairlines Systems • Hands-On Template-Making • Hands-On System Removal And Maintenance • Hands-On Men’s System Application Customization • Hands-On Women’s System Application And Customization • Home Care Instructions CALL YOUR AMERICAN HAIRLINES ACCOUNT EXECUTIVE OR 888.389.4785 TO REGISTER.

HAIRUWEAR ON THE ROAD TWO-DAY HANDS-ON WORKSHOP

April 5-6, Atlanta, GA May 3-4, Washington, DC July 19-20, Chicago, IL Transform your business and elevate your skill with hands-on training by the industry’s best instructors. Our new extended program covers everything you need to know about wigs, clip-in extensions and hairpieces over two incredible days. Day 1: Mastering The Basics • Hair Extension & Pieces Application** • Shade Selection • Special Occasion Hair & Updos • Heat Styling Tru2Life® Fiber** • Wig Construction • Wig Styling & Steaming** • Stages of Hair Loss & Ready-To-Wear Solutions • Client Consultation • Cap Customization** Day 2: Advanced Certification • Human Hair Care & Styling • Restoring Tru2Life® Fiber** • Thinning a Wig** • Adding Bangs to a Wig** • Point Cutting Techniques for Wigs** • Coloring Trends & Application Techniques • Cap Customization** • Customizing Hair Density • Tools to Develop Salon Service Menu **Hands-On Activities, Curriculum is subject to change REGISTRATION Day 1 (Sunday) – $175 per person Day 2 (Monday) – $250 per person Days 1 and 2 – $400 per person (Save $25) Day 2 Policy: To participate in the extended education program on day 2, applicant will be required to have attended day 1 or a single day HairUWear On The Road workshop within the prior 24 months. Registration fee includes admission, beverages and lunch, Hairuwear On The Road Kit. Day 1 Kit includes, lace front wig, canvas blockhead, clip-in extensions, Hairdo® color ring, Essential Care Kit, styling & customizing tools, training materials $500 Retail value! Day 2 Kit includes 100% human hair lace front wig, advanced styling & customizing tools, certification tool kit, advanced training materials, $900 Retail value! CALL 888.389.4785 TO REGISTER

INTENSIVE ADVANCED HAIR REPLACEMENT TRAINING

HairArt Salon: Los Angeles, CA Date Open (call for available dates) Learn everything you need to know about the hair replacement business from one of the leaders in the industry. HairArt has been in the hair replacement business for nearly 40 years and founder and head stylist, Doris Yu will teach you all the intricacies of the business; from how to discuss with your clients the delicate nature of hair thinning/hair loss and recommending the correct solutions, to making a mold, proper hair ordering, techniques for applying perm and semi-perm attachments, performing proper hair ventilation, cutting and styling. You will get an intensive hands-on training on mannequins and actual clients, so by the end of the course, you will be able to incorporate hair replacement solutions for your clients immediately and add to your portfolio of services. Techniques and client interaction are crucial for success, so a one-day or two-day course is not enough practical experience to fully understand, which is why we strongly recommend a minimum of a one-week course. All training materials and hair are included in the cost of the course. Mannequin, tools, and practice pieces are yours to keep. Cost: $6,000 for one-week course. $10,000 for two-week course CONTACT: 310-217-8900

HEAD FIRST HAIR LOSS PREVENTION & SCALP THERAPY CERTIFICATION

March 29-30, Hair Academy, Ft. Lauderdale, FL This class will educate you on the causes of hair thinning, hair loss and general scalp ailments. The Head First Hair Loss & Scalp Therapy program is an in-depth two day training course that certifies your salon as a hair renewal center. The Head First trichology program includes: Diagnostic assessment package including the analysis edition software, A Head First Advanced Scalp Care & Natural Hair Start‑up kit, Center listing on HeadFirstPro.com and an invitation to join a private Head First Facebook group, Marketing collateral for your salon, Ongoing technical support and webinar updates.

REGIONAL HAIR ACADEMY TWO DAY WOMEN’S HAIR REPLACEMENT

​April 26-27, Atlanta, GA - Gemtress’ Two-Day Women’s Hair Replacement Certification Class offers an in-depth curriculum with hands-on instruction. Learn the perfect type of attachment to resolve any woman’s level of hair loss. Our expert instructors will provide educational training for your staff that will empower them to offer this valuable service to your customers.

INNOVATIVE STANDARDS HAIR REPLACEMENT FOR MEN & WOMEN May 3-4 , Hair Academy, Ft. Lauderdale FL

TWO DAY, HANDS-ON ON RITE/GEMTRESS HAIR REPLACEMENT CERTIFICATION May 5, Hair Academy, Ft. Lauderdale FL

ONE-DAY MEDICAL HAIR LOSS CERTIFICATION The topics and trends covered are a must for maintaining a competitive advantage in your marketplace. Now including: the three dot placement system – allowing you to create the perfect graft alignment every single time. Topics Include: Design concepts, Custom ordering, Pre-cut texturizing, Blending and finishing, working with synthetic hair, chemical effects on processed hair, wig and enhancements alterations, full-head and perimeter bonding techniques, three point placement system.

HAIR ACADEMY ADVANCED EDUCATION CLASS PRESENTS: MEN’S AND WOMEN’S SPECIALTY COLORING CLASS WITH CHRIS GARNER

May 17-18, Hair Academy, Ft. Lauderdale FL - In this hands-on class, you will learn about how the factories process and colors a hair system, the different types of hair, ventilation methods, and color, and which levels can be bleached and colored. Including how to achieve all the fun color trends that we are seeing all over social media today.

HEAD FIRST HAIR LOSS PREVENTION & SCALP THERAPY CERTIFICATION

June 21-22, Hair Academy, Ft. Lauderdale, FL - This class will educate you on the causes of hair thinning, hair loss and general scalp ailments. This in-depth two day training course certifies your salon as a hair renewal center. Includes: Diagnostic assessment package including the analysis edition software, A Head First Advanced Scalp Care & Natural Hair Start‑up kit, Center listing in our online directory and an invitation to join a private Head First Facebook group, Marketing collateral for your salon, Ongoing technical support and webinar updates CALL 800-327-5555 FOR MORE INFORMATION.

CORE MASTERCLASS: DEVELOPING BUSINESS STRATEGIES PROFESSIONAL CUSTOMIZATIONS May 31 -June , Toronto, Canada August 9-10, San Diego, CA

CORE ACADEMY ALTERNATIVE HAIR CERTIFICATIONS: WOMEN’S LONG HAIR BONDING CERTIFICATION April 5-6, San Diego, CA

MEN’S HAIR REPLACEMENT CERTIFICATION June 14-15, San Diego, CA-800-462-9447 THE LINK MAGAZINE

35

HAIR SYSTEM PROGRAM TEN STOCK M E N’S B AS E C AP D E S I G NS

WILLIAM

JAKE

VIKTOR

POLO

ETHAN

LOGAN

LEO

MARK

TONY

RYAN

• EUROPEAN HUMAN HAIR • $110/STOCK UNIT * • FREE TWO-DAY SHIPPING (WITHIN CONTINENTAL U.S.) • DISCOUNTS: WIGS, HAIR PIECES, TOOLS & MORE • NO CONTRACTS * PROGRAM CAN CHANGE WITHOUT NOTICE

CALL (888) HAIRART (888)424.7278 - VISIT HEHMENS.COM EMAIL: PROGRAM@HOUSEOFEUROPEANHAIR.COM A Division of HairArt