At Peel's, we have the unique opportunity of owning 6 schools and having a test market to try innovative ideas of service, promotion and motivation. Cosmetology schools have 5 areas we focus on: Retail, Inventory Control, Education, Recruiting and Clientele Building.

It all starts with a quality sales consultant. Servicing a school takes a lot more time and energy than servicing a salon. However, the consultant that makes the commitment will see incredible rewards. He can earn the ability to place students trained in his products in his top salons. He also has the first opportunity to open a new salon of a graduating student.

Retail. Retail issues in a school are very similar to your salon customer's. Salon contests are very important to motivate a student that doesn't get paid retail commissions. Obviously they can't make professional recommendations without product knowledge. Therefore regular product knowledge classes are critical. That retail product knowledge must be extended to front desk staff and our phone command center. Finally, we ask our schools for time once a month to address the student body with the upcoming new promotions. Many of these promotions are customized for the school, and many are designed to reduce overstocks at Peel's. The Peel's DSC servicing the school collects emails of each new student, and Peel's sends them a welcome letter and manufacturer update emails.

Inventory Control. This is critical in our schools. Controlling the retail inventory worth thousands of dollars is very important. We use cameras and a computer inventory program to monitor shrinkage and create suggested reorders. In the dispensary, we use the same professional products and hair color we sell at our top salons. The same inventory tools are also used, plus methods of controlling product waste. Product can easily be pre-measured for a single application or service. Enrolling the schools in the manufacturer loyalty programs can provide thousands of dollars of free back bar with their support points.

Education. Students in schools are like a giant sponge. They are begging for education, and we provide it. For any shows Peel's produces around a school, we ask that school if they would want that educator for the next day. The educator cost is usually reduced on a Tuesday, and all expenses have already been absorbed by Peel's. Also working at Peel's shows can give great experience to any student.

Recruiting. This is the lifeblood of any school and is an area any DSC can help in. A prospective student is very interested in the professional products a school uses. Therefore our DSCs provide manufacturer literature, samples and DVDs to the school for a new prospect gift. At Xenon's, a full cap and gown graduation is a great celebration and recruiting tool. We always participate with a Peel's management person as a speaker at these graduations. We also provide the students with the top 10 salons in a region they want to work. We will allow students to ride with our DSCs to visit the top salons they call on.

Clientele Building. Last but not least, we work closely with Xenon's to provide client-building tools and information. Xenon's closes twice a year for a "Catch a Rising Star" show in the school. Peel's invites their top 30 salons in the area to set a table up in the school, and students have the opportunity to ask these salons about their policies, training, etc. Every graduating class takes a tour of our Distribution Center and meets our management staff. We bring in pizza for lunch and give all students a graduation gift. We also spend time developing a resume and a photo album of the work they did at Xenon's.

Exceeding a school's expectations takes time and energy, but the benefits are great when it all happens.

Bob Peel
President, Distributor/OTC Leadership Council
Peel's Salon Services
Hutchinson, KS