growing your salon business faster - the organic way

Welcome to the

OCS Salon

Business Course

better hair, better result, better you – www.OrganicColorSystems.com

IT’S TIME TO WAKE UP AND SMELL THE ROSES!

Niche Service - Niche ProductA Recipe For Success

What are our top performing salonsall over the world doing differently?

Three Indisputable Facts1. Salons that carry out the Wet Stretch Test on ALL

their OCS colour clients perform better as they are offering a niche service when compared to the salons around them.

2. Salons that recommend OCS Care products to their OCS colour clients have better client retention because they are offering them a niche service as well as using niche products.

3. Salons that carry out the above two services have a higher turnover.

Let’s have a look at the figures...On average a salon should colour at least three heads

of hair with every bottle of OCS colour.

Working on this average, how much

does it cost to do one colour?

First, let’s work out the price/ml cost of each product required to do one colour...

£10.75 150ml £0.07 per/ml

£5.99 900ml £0.01 per/ml

£9.95 1000ml £0.01 per/ml

£11.95 1000ml £0.01 per/ml

£12.50 500ml £0.03 per/ml

One colour costs you...PRODUCT QUANTITY COST/ML TOTAL COST

1st Shampoo 5ml £0.01 £0.05

2nd Shampoo 5ml £0.01 £0.05

Reconstructor 20ml £0.03 £0.60

Colour 50ml £0.07 £3.50

Developer 50ml £0.01 £0.50

Shampoo 5ml £0.01 £0.05

Conditioner 10ml £0.01 £0.10

TOTAL COST £4.85

If you charge £35 for a colour...Your Gross Profit is £30.15 per colour

(excluding salon running costs).

Which means from one bottle of colour (working on our average of three colours per bottle) you’re

clearing...

£30.15 £30.15 £30.15 £90.45

Fact Checkpoint• You CAN colour at least three heads of hair

with one bottle of OCS colour.• You WILL make a profit of £90.45 (if you

charge £35 for a colour service).• You do not have to do anything different

from the salons around you to achieve this.• But you CAN make more!!!

HOW?better hair, better result, better you – www.OrganicColorSystems.com

Wet Stretch TestAdvise

Recommend

Let’s see how much more profit we make when we recommend a

Shampoo, Reconstructor & Conditioner...

PRODUCT YOU PAY RRP (excl VAT) PROFIT

Shampoo £4.66 £9.13 £4.47

Reconstructor £5.15 £9.96 £4.81

Conditioner £4.66 £9.13 £4.47

Total £14.47 £28.22 £13.75

£30.15 £30.15 £30.15 £90.45

£13.75 £13.75£104.20

If just ONE colour client buys...

15%You have just increased your gross profit by 15%

no extra time, same clientele

£30.15 £30.15 £30.15 £90.45

£13.75 £27.50£117.95

£13.75

If TWO colour clients buy...

£30.15 £30.15 £30.15 £90.45

£13.75 £41.25£131.70

£13.75 £13.75

If THREE colour clients buy...

Now add in a styling product or two and you’re really in

business!!

It’s money for old

Styling BreakdownPRODUCT YOU PAY RRP (excl VAT) PROFIT

Volume Mousse £4.57 £9.13 £4.56Glaze £4.57 £9.13 £4.56

Spray Gel £4.57 £9.13 £4.56Hairspray £5.08 £9.96 £4.88

Spray Gloss £6.10 £10.79 £4.69Gloss Serum £6.10 £10.79 £4.69

Finale Hairspray £5.08 £9.13 £4.05Thermal 2 Twenty £6.10 £10.79 £4.69

Crème £5.48 £10.79 £5.31Gel £5.48 £10.79 £5.31

Putty £5.94 £10.79 £4.85Wax £5.48 £10.79 £5.31

Styling Breakdown

INCREASE IN GROSS PROFIT

THREE CARE PRODUCTS

ONE STYLING PRODUCT

ONE COLOUR CLIENT 15% 5% 20%TWO COLOUR CLIENTS 30% 11% 41%

THREE COLOUR CLIENTS 46% 15% 61%

• The key to increasing our business is...

Fact Checkpoint

It is not unrealistic to expect that a client will take home at least one

product each time they visit our salon.So why isn’t it happening?

• Because most of us hate being seen as “selling” products to our clients.

• We often see “selling” as persuading our clients to buy something they don’t really want.

It’s time to change the way we think...

‘Selling’ is actually ‘satisfying a client’s need’.

As professionals, it should be part of the service we offer our

clients.

The Wet Stretch Test establishes our client’s need

The recommendation of product satisfies our client’s need.

This isn’t selling

IT’S PROFESSIONALISM!!

We don’t want our client’s to

There is a difference...

our products

We want them toour products

USEbuy

Clients shouldn’t be choosing which product to buy based on:

• display • choice of brands

• packaging and smellbetter hair, better result, better you – www.OrganicColorSystems.com

This relies on your client:

• being attracted to the product• taking the product off the shelf

• purchasing the product

This is also the main strength of...

Supermarkets Pharmacies Large Retail Outlets

What is our biggest strength?

The ability to analyse our client’s hair and recommend the correct products for them to use at home.

We need to stop trying to take on retail outlets at their strongest point

and work to our strengthswhich also happens to be their

biggest weakness

The vast majority of salon clients do not believe that the products sold in the salon are any better or different from those offered by retail outlets.

Did you know?...

It is our job, as hair professionals, to educate our clients.

Your clients will thank you for it.

Your business will thank you for it.

Salons all over the world have embraced the OCS Concept for a

variety of good reasons

But a key feature of OCS is that it offers salons a...

better for my health

better for my client’s

health

better for the

environment

no smelly fumes

no damage to

the hair

superior results

An undeniable fact in the current economic climate is that the businesses that are growing impressively have a point of difference, while the businesses that are in trouble haven’t changed much over the past 10 years.

Point of difference

Many businesses are getting caught up in a price war because they lack a point of difference, which is why they are in trouble.

Point of differenceWe only have to look at the number of hair product companies that are reinventing the wheel or going down the non-ammonia route to see the proof in this.

Point of difference

OCS IS A SYSTEM!

Point of difference

with products that are formulated to work with and compliment the colour

No other products on the market can make

this claim!!!

Fact Checkpoint• We don’t want our clients to buy our products, we

want them to USE them.• We shouldn’t be trying to take on retail stores at

their strongest point.• We need to work to our strengths and recommend,

recommend, recommend.• The combination of a niche product and a niche

service equals a flourishing business that attracts loyal clients.

As hairdressers, we are creative and

artistic.

But it is important to remember that we

should also be thriving business units.

Our clients should never be leaving the salon without:

• Education• The right products for their hair

It really is time to

wake up and smell the roses

dramatically increase your turnover

attract new clients

build loyalty with your existing clients

stand out from the crowd – offer service and products no other salon around you is offering

Aftercare Challenge

Each of you is going to receive a breakdown of your OCS purchases for the last year

Category Colour Care Connect Control Total

Amount £ £400.00 £400.00 £100.00 £100.00 £1 000.00

Percentage 40% 40% 10% 10% 100%

Aftercare ChallengeThe table below gives you an idea of what the

percentage breakdown of your purchases should be

Number of Colour Clients Purchasing

Aftercare

Colour

Activator

(Three products

per client)

Connect & Control

(One product

per client)

One Amount £11.74 £14.47 £5.38 £31.59

Percentage 37% 46% 17% 100%

Two Amount £11.74 £28.94 £10.76 £51.44

Percentage 23% 56% 21% 100%

Three Amount £11.74 £43.41 £16.14 £71.29

Percentage 16% 61% 23% 100%

Aftercare ChallengeLevel 1

Increase your Aftercare purchases to 60% of your total purchases

Category Colour Aftercare

Amount £ £400.00 £600.00

All you have to do to achieve this target is sell one Shampoo, Reconstructor & Conditioner and one Styling

product to one in three colour clients!!

Aftercare ChallengeLevel 2

Increase your Aftercare purchases to 80% of your total purchases

Category Colour Care

Amount £ £400.00 £1600.00

All you have to do to achieve this target is sell one Shampoo, Reconstructor & Conditioner and one Styling

product to two and a half in three colour clients!!

PlusMaintain your target over a six month period and

receive an

Rebate

Aftercare Challenge

Level 1 Rebate will be to the value of 5% of your Aftercare purchases

Level 2 Rebate will be to the value of 15% of your Aftercare purchases

Aftercare Challenge

It’s a no brainer!!These rebates will increase your

profit even further!!!!!!!!

Aftercare Challenge

INCREASE IN GROSS PROFIT

THREE CARE PRODUCTS

ONE STYLING PRODUCT

ONE COLOUR CLIENT 15% 5% 20%TWO COLOUR CLIENTS 30% 11% 41%

THREE COLOUR CLIENTS 46% 15% 61%LEVEL 1 ONE COLOUR CLIENT 16% 5% 21%LEVEL 1 TWO COLOUR CLIENTS 32% 11% 43%LEVEL 1 THREE COLOUR CLIENTS 48% 16% 64%LEVEL 2 ONE COLOUR CLIENT 18% 5% 23%LEVEL 2 TWO COLOUR CLIENTS 35% 11% 46%LEVEL 2 THREE COLOUR CLIENTS 53% 16% 69%

Better HairBetter Result

Better You

Better Business! better hair, better result, better you – www.OrganicColorSystems.com

Thank You For

Your Time

and Attention

growing your salon business faster - the organic way

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