ST200 2020 winners Maggie the Salon in Pembroke Pines, Florida.

Intimidated by the thought of entering Salon Today magazine’s elite Salon Today 200 competition? Not sure if your salon has what it takes to compete against hundreds of top-performing salons across the country? Salon Today Editor Stacey Soble is here to put your fears to rest. We asked her for the inside scoop on how to get on the prestigious ST 200 list and she delivered the goods — and then some. Over the years, Stacey has written blogs, hosted webinars and been a guest speaker at countless conferences on this hot topic. Below, you’ll find her answers to the most often-asked and important questions that surround the ST 200.

Q: Why are there different categories, and do I have to enter all of them?

Stacey Soble: The competition used to be based on growth up until 2010, when the recession was in full force. We knew a lot of salons would have challenges showing true economic growth, so we restructured to focus on best business practices. There are a lot of areas that contribute to salon management, so we wanted to spotlight those. So now, the growth category comprises roughly half of the 200, and then there are 11 other best-practice categories in addition to growth that make up the rest of the list (customer service, technology, advanced education, etc). You do not need to enter all of the categories. You must enter one, but you can enter as many categories as you want. And you can be honored in multiple categories.

Q: When should I enter Growth?

SS: You should always enter growth if your total gross revenue sales showed a 10 percent increase or more over the previous year. However, every year the lowest percentage that wins changes based on how many people enter and how the economy overall is performing. The key to this competition is that you are competing against everyone else who is entering. You have to be better than your competition. One year your numbers may be good enough but the next year the same numbers may not — depends on the year. I would always enter growth if you have strong numbers, because it’s the easiest category to win in and not dependent on an essay — it’s all about numbers.

Q: How many categories should I enter?

SS: It’s better to choose three to five categories you feel are your strong suits and enter those than to enter all 12. You’ll have stronger applications that way. The people who do 10 or 11 don’t put as much effort into each individual category. Look at the categories, think about your salon and what you’re strong in, and enter those categories.

Q: When writing my essays, how should I format them?

SS: Remember, we are judging on the information provided in the essay and not the quality of the prose of your essay. Pack it full of examples, results and statistics. You can do those in bullet points if you want. We’re not judging on grammar, spelling, etc. I would never presume to cut someone’s hair — it’s not my skill set. We’re not looking for great writers. That’s not what the contest is about. How well can I visualize your salon through your essay? Examples will provide that picture.

Q: I’d love to see my photo in the issue. Any tips for ensuring it makes it into print? … or even the cover?

SS: I can never promise an image will be used for either. But following a few simple tips will improve your chances of your photo being used. Submit a team shot and an individual shot of owners. We want teams to do fun and engaging things in the image, not just stand in a row. For the cover, we’re looking for shots of owners shot by a professional photographer in different body positions. The more options you provide, the better. It’s always good to include one wearing basic black and another wearing something more colorful. Keep in mind, we’re looking for a representation of the 200 when we choose photos — owners from different size salons, different regions of the country and different categories within the 200.

The Studio Aveda Salon in Hattiesburg, MS

  Q: How can I really distinguish my salon from the others who enter the same categories?

SS: If you’re following a program that’s been developed by a manufacturer or company, keep in mind your essay is going to be very similar to others following the same program. Look for things your salon does that are unique and different from everyone in your marketplace and across the country. Feature and highlight those points of differentiation. Remember, you’re competing against everyone else who’s entering the competition.

Q: What is the most common mistake owners make when entering, and how can I avoid it?

SS: They try to enter all categories and write very brief essays that lack detail and examples. Again, focus on your strong suit and write detailed essays with solid examples.  

Q: What’s the process for coming up with a good essay response?

SS: Over the years I’ve had the opportunity to talk to salon owners who consistently deliver good essays and ask them how they did it. Some owners involve their staff at a staff meeting. They have everyone give feedback and details. You, as the owner, are not going to remember everything you did in the course of a year, but your team will be a good help to remind you. One owner I know keeps an open file for every category she wants to enter, starting at the beginning of the year, and adds to it throughout the year. So when it’s time to enter, she has a bunch to draw from. Another owner uses Evernote (a phone app) to do virtually the same thing.

The Salon Today 200 is published in every January issue of Salon Today.