Kurt Kueffner and David Raccuglia have been in the product business for nearly 30 years, “but we didn’t get into this industry to make shampoo,” Kueffner reveals. “For me, my driving passion has always been customer service. It’s what I do best and resonates with my love for the craft.”
In a recent interview, Kueffner revealed just some of the business systems and training programs that are powering the phenomenal success of the Men’s Dept. “Our salon model is based on four basic football skills: run, block, tackle, and pass,” says Kueffner. “They’re what dictates how the game is played…and usually won.”
For the Men’s Dept., a team has been created that speaks the same language; provides the same steps for every service; is highly trained in Kueffner’s haircutting systems; and has goals that can be clearly measured, although with the latter, Kueffner focuses on percentages and dollars, as opposed to yardage. Meticulous with every aspect of customer care, all Men’s Dept. new-hires go through a six-month training program that includes eight key touchstones.
Greeting and Consultation: Includes a four-step consultation, how to build interpersonal relationships and more. Rituals: Mastery of stress-relieving techniques that must be performed on every guest, as well as a post-service rinse.
Design: How to create custom shapes within every haircut design that will better suit a man’s bone structure. Technical Delivery: Proprietary, modular system of haircutting that provides consistent and excellent results.
Products: Integration of the proper use of products, prescriptions, and features and benefi ts during the consultation, service and end-of-service phases of the client experience.
Rebooking: The language and information needed to consistently rebook clients, effectively promote grooming packages, other benefi ts that the salon can provide, and more.
Gratitude: Ways to thank clients in a genuine manner every time they visit the salon; send thank-you notes to new clients and random thank-you notes to all clients; how to genuinely show gratitude at all times.
Keeping Score: Formulas and guidelines for stylists to track and measure their success.
The Men’s Dept. is also carefully designed to put male clients at ease: it’s visually appealing and has a strong sense of order; retail shelving is set at higher levels to accommodate the average man’s height; and the product offerings are simple and strategically spaced. To ensure maximum comfort, the Men’s Dept. dressing area has drawers stocked with branded t-shirts that are separated by size, which men can wear during their services. Why not gowns? “There’s not one masculine thing about the word ‘gown,’” Kueffner replies. “Just the thought of wearing one makes me cringe. Why wouldn’t our clients feel the same way?”
Kurt Kueffner reveals taboo words when talking to mature men about their hair.
Fun: Men don’t want to hear, “Let’s do something fun with your hair.” Men aren’t like women; they don’t want their haircut to be fun; they want it to be appropriate and modern.
Trendy: I’ve never had a man sit in my chair and ask me, “What’s hot for fall?” When discussing men’s trends, they want to hear words like “relevant” and “updated.”
Bangs: Bangs are for women and juveniles. Men want to know what you’re going to do with the front of their hair, as in “long in front and short in back.”
Light: Men relate to styling products—especially gels—the same way they do glue: Glue comes in strong, extra-strong and gorilla-strength formulas.
When selling a light-hold product, suggest a grooming cream or pomade and skip the “light” talk.
At last, the age-old question has been answered—at least when it comes to a salon.
Men are looking for a salon where they can “submit,” notes men’s hair guru Kurt Kueffner. “I know this sounds off-color, but it’s true for all their service needs. They want a mechanic that takes care of their car without worrying whether it will be road-worthy every time it leaves the shop. They want to feel the same way about their dentist and stylist. The caregivers that they choose to take care of their needs must provide a comfortable atmosphere and be reliable, trustworthy and provide consistent service.
“Once a man has found the right stylist, he feels that it’s one more worry off his shoulders; one less thing to think about. This is why we sell tons of gift certifi cates for a year’s worth of men’s services—a nearly impossible task if we were catering to women. Why would female clients want to buy a year’s worth of services when two or three months down the line, André the blond Frenchman might move into town and they would want him to do their hair?”
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