This document outlines 5 steps salons can take to improve customer service and drive business success. It discusses the beauty industry in Australia and opportunities for growth. The biggest driver of success is customer experience. Poor customer service can negatively impact a business through bad word-of-mouth. The 5 steps are: 1) Image - how staff present themselves, 2) Impression - how customers perceive the business, 3) Impact - creating confidence and conversions, 4) Integrity - sincerity and respect, 5) Identity - having purpose and presence. Mastering soft skills like these can increase customer loyalty, retention, and profits for salons.

1. 5 Steps to Salon
Brilliance
By Julie Hyne
Founder of Business 4 Beauty
Personal Development and Image Training exclusively for Elite
Salons

2. A snapshot
 In Australia, beauty is a $4billion industry
 21000 businesses
 80000 employed
 Forecast to grow at 1.3% annually

3. Factors affecting spend
 Discretionary income in times of economic uncertainty
 Consumer confidence
 Staff knowledge and experience
 Client Experience as an ongoing factor

4. Opportunities
 An ageing population means there is big focus on anti
ageing services and products
 Middle aged males seeking skincare solutions
 Natural skincare as people search for variables
 Cosmeceutical procedures at the high end
How is your team going to tap into this wide
demographic? How can you magnify the scope of clients
you can reach?

5. The Biggest Driver
Customer Service
Customer Experience
Do you know what your client sees, feels and senses
when they walk into your salon?

6. There’s a Gap
in delivering these drivers…
YOU!
And your team

7. Customer Service Facts
 A dissatisfied customer will tell between 9-15 people
 13% of those tell more than 20 people
 86% of consumers stop doing business because of bad
customer experience
 For every customer complaint there are 26 others who
remain silent
 65% will speak negatively

8. Customer service facts
 25% of customers are likely to speak positively
 23% who experience positive service will tell 10 people
How can you increase the above percentages to increase
customer loyalty and create a profitable, sustainable
business?

9. Enter Soft Skills
 Interpersonal skills
 Attitude
 Presentation
 Leadership
 Etiquette
 Values
 Body language
These are the things that are NOT taught at school but will take
your business from being mediocre to exceptional

10. Why do they matter?
Customers demand it
They are what keep you in
business!

11. 5 Steps to Being Irresistible
 Image
 Impression
 Impact
 Integrity
 Identity

12. Image
• Presentation
• Polish
• Persuasion
• Projection
• Physicality

13. Impression
 Recognition
 Reflection
 Relate
 Respect
 Reaction

14. Impact
 Confirmation
 Credibility
 Confidence
 Certainty
 Conversion

15. Integrity
 Sincerity
 Self respect
 Spirit
 Style
 Status

16. Identity
 Purpose
 Passion
 Priorities
 Poise
 Presence

17. Why are these steps critical?
 70% of buying experiences are based on how the
customer feels they are being treated (McKinsey)
 Attracting a new client costs 5 times as much as
keeping a new one, so wouldn’t you want to get it right
first time, every time?
 A 10% increase in client retention can mean a 30%
increase in your bottom line (bain & co)

18. What does it mean for you?
 Higher rebooking rates
 Healthy retail sales
 Client loyalty and retention
 Healthy appointment book
 More profits
 Less stress and worry
 Increased confidence, passion, self esteem
 More time for you

19. More information
Business 4 Beauty
 Sign up for my FREE 5 part video series to find out
more
 Contact me directly via email or on 0433114841
To your salon Brilliance and Success