More men please

So while men might spend less per visit, they book twice as often and take half the time to service. Those pesky 45-minute gaps in your diary that aren't quite long enough to service a female client who wants the works could be easily filled by a male client who wants a cut. The trick lies in careful scheduling. With heads already nodding in the audience, Mike went on to give some top tips for targeting men:

Communication

Men shop like they drive. They don't ask for help or directions, so try a dedicated day for men in a high-profile location so they can't miss it!

Stock a complete range of products and increase your shelf facings. Where it's appropriate to display three of each women's product, up this to six for men's products so that again, they can't miss it!

Be proactive in your advice as men won't ask for help.

Remember that 85% of women admit to buying grooming products for their man. Communicate with your female clients about your male services and products and hand out any leftover male product samples to them.

Environment

* Ensure your salon doesn't alienate or restrict men – ask yourself if your dainty chairs will accommodate a 15-stone, six-foot guy!

* A neutral décor and colour palette are more pleasing to the male eye than frills and lace.

* Incorporate male imagery and male publications – don't put men off with piles of the latest glossy women's magazines and one six-month-old well-thumbed issue of Arena.

* Offering wine and champagne to your clients? Why not offer cold beer as well!

Services

* Add more stress-relieving treatments.

* Offer male-exclusive services such as a nice hot towel facial after the shampoo.

* Speak to men in their language – boost their ego, listen to their stresses, make them feel good.

Mike was followed on stage by Erminio Fiocca, artistic director for Aveda's Advanced Academy, and Sonia Byrne, creative director and co-owner of Redchat Lifestyle Salon and Spa in Kingston, Chiswick and Richmond, who both demonstrated the latest men's hair cutting techniques and trends with live models while encouraging an open discussion about the men's market and what it can do for your business.

To get ahead in the male grooming game and learn the latest male cutting techniques, book onto the next Aveda Men's Class at the Aveda Academy, London 0870 428 6383.

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