Page 169 - 100 Great Marketing Ideas (100 Great Ideas)

way he thought it should be cut, not the way they wanted it cut. The
young man’s name was Vidal Sassoon, and his approach transformed
hairdressers from technicians to artists almost overnight.
Sassoon was, of course, phenomenally successful: he now has
salons throughout the world and has several training schools where
he trains stylists from other salons in his techniques. Strangely, this
doesn’t hurt his business at all: the stylists go back to their customers
proud to have trained at Sassoon’s, which in itself enhances the
brand image of Sassoon.

In practice

• Establish yourself as the expert by being the expert—know your

business inside out and backward!

• Be firm but polite—don’t allow anybody to leave your business

premises with anything you are not personally happy with.

• Always explain why you are doing what you are doing.
• Always get the customer on board. Don’t become

confrontational.

160 • 100 GREAT MARKETING IDEAS