\nTo grow their business, it is necessary that the hairdresser opens \nup to a change, even a profound one, of mentality. Lelio Lele Canavero, \nentrepreneur and trainer in the hair & beauty sector, explains what \nare the great steps to go in the direction of success.\n\n <\/p>\n\n\n\n
\n “The hairdresser must realize that his work is no longer \nlimited to cut, styling and color, in the marketing of beauty a change \nof mentality is necessary, must give maximum attention to customers and \nlearn to stand out from their competitors”. This is the first great \nsuggestion that Lelio Lele Canavero<\/strong> gives to the \ncategory of hairdressers, to which he dedicates himself with an intense \ntraining activity. Thanks to a long professional experience alongside \nthem, he has developed his own entrepreneurial training method aimed at \nthose hairdressers who want to make a difference. “The hairdresser \nthinks that the difference consists in the ability in one field rather \nthan in another” continues Canavero “the styling, the color, the cut, \nthe treatment … In reality it is something that concerns the whole \nactivity. The two pillars that a hairdresser must keep in mind today \nare:\n <\/p>\n\n\n\n \n What are the practical tips for a small salon that cannot afford large investments?<\/strong> \n How has the marketing of hairdressing changed over time?<\/strong> \n Can we talk about relationship marketing even in coiffure?<\/strong> \n What is the difficulty, the greatest resistance in changing the approach?<\/strong> To grow their business, it is necessary that the hairdresser opens up to a change, even a profound one, of mentality. Lelio Lele Canavero, entrepreneur and trainer in the hair & beauty sector, explains what are the great steps to […]<\/p>\n","protected":false},"author":1,"featured_media":4324,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/bbcos.gr\/index.php?rest_route=\/wp\/v2\/posts\/4329"}],"collection":[{"href":"https:\/\/bbcos.gr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bbcos.gr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bbcos.gr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bbcos.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4329"}],"version-history":[{"count":1,"href":"https:\/\/bbcos.gr\/index.php?rest_route=\/wp\/v2\/posts\/4329\/revisions"}],"predecessor-version":[{"id":4330,"href":"https:\/\/bbcos.gr\/index.php?rest_route=\/wp\/v2\/posts\/4329\/revisions\/4330"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bbcos.gr\/index.php?rest_route=\/wp\/v2\/media\/4324"}],"wp:attachment":[{"href":"https:\/\/bbcos.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4329"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bbcos.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4329"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bbcos.gr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4329"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
\n What matters is becoming an excellence in the actual line \nof work. We must get out of the logic of the small salon that does not \nwork. It is the small salon with small prices that does not work. From \nMessina to Aosta I follow activities that are however of modest \ndimensions, but they realize important numbers because they have known \nhow to distinguish themselves from the competition. They have been able \nto create an exclusive experience that exceeds customer expectations and\n consequently increases word of mouth. Furthermore, it is important to \nstop thinking that web marketing exists: there is marketing and the web allows a hairdresser to put it into practice very well<\/strong>.\n In reality we must work on two fronts: one is online, with the web, \nGoogle, social networks, and the other is offline, with events, public \nrelations and the activity that is carried out in the territory. \nInstead, the hairdresser often looks for the shortcut, invests on \nFacebook or on search engine positioning when in reality he should have \ndistinguished himself from the competition and chosen a precise \nclientele. The approach I suggest turns out to be a great way to reduce \nthe investment budget too, because it is one thing to communicate to \neveryone and one is to communicate in a specific way. Thanks to this \nstrategy the small salon manages to achieve extraordinary results as \nmuch as the large salon.\n <\/p>\n\n\n\n
\n It have followed three phases: the first was one in which \nmarketing was useless, the salon was filled simply by raising the gate. \nThis is the reason why many businesses close today. Until ten years ago \nmarketing was superfluous, good hairdressers were few, today the problem\n lies not only in the increase in the number of hairdressers, but also \nin the increase in good hairdressers. Marketing then moved on to the \nclassic advertising phase, with no measurable or targeted goals, we \nfocused on the single media, TV, radio, press … Today, instead, marketing is integrated and gives absolute priority to public relations<\/strong>:\n l The hairdresser must supervise the area of origin of his customers, \nboth online and offline. We already rediscover already known marketing \nvalues such as the PR and the collaborations on the territory. The \nbiggest mistake is to think that marketing is moving on the web: today \nrelationships are more important, the web is a tool that helps to create\n an attractive and original image.\n <\/p>\n\n\n\n
\n I have developed a system designed specifically for \nhairdressers, defined as progressive marketing, which proceeds step by \nstep. Relations and the ability to exploit the figure of the owner and \nthe image of the salon are an important part of this system. The hairdresser must learn to serve one less costumer and have an aperitif instead<\/strong>,\n because with an aperitif he will gain so many more costumers, otherwise\n if he isolates himself in his salon the dynamic that makes his \nauthority grow will be lacking. The real enemy of the hairdresser is not\n the crisis, but anonymity.\n <\/p>\n\n\n\n
\n My answer is drastic and provocative: the hairdresser’s \nbiggest problem is the hairdresser. The change of mentality is \nfundamental, the hairdressers must stop thinking about the showcase for \nWomen’s Day and start thinking in the long term and on precise targets, \nthey must stop thinking that the difference lies in the skill because, \nwith the same capacity, wins who communicates it better. We must urge them to stop feeling a victim of circumstances (illegal, Chinese, crisis, taxes)<\/strong>:\n the market today is more than ever meritocratic, when the \nentrepreneurial mentality evolves, a talented hairdresser really makes a\n qualitative leap.\n <\/p>\n","protected":false},"excerpt":{"rendered":"