Fall 2007
Progress
An Update for Members of the Professional Beauty Association
Event Spotlight
Is Your
Website
It’s About Time a Winner?
January 12-15, 2008 page 4
Omni Orlando Resort at ChampionsGate
Orlando, Florida Best Practices for
page
3 Building a Strong
Web Presence
Inside this Issue Case Studies
from Our Industry
Letter from the Leadership 2
Members in the News 2
Government Affairs 3 How to Get
Is Your Website a Winner? 4 on Google’s
Website Case Studies 5 Good Side
Getting on Google’s Good Side 6
Leadership Positions 7
Distributor/OTC Section
Unprofitable Customers 8
CPNA Distributor Fast Fire Panel 8
Distribution & Sales
Summit Preview 9
Manufacturer/Rep Section
Beauty Boot Camp Insights 10
Cosmoprof North America 10
Salon/Spa Section
Opening a New Location 11
Networking with Geno Stampora 12
Fast Fire Panel at Harms 12
Symposium Preview 13
NAHA Winners Announced 14
Interview with Maureen Anlauf 15
Benefit Highlight:
Assessment Specialists 16
A Letter from the Leadership
I am excited to accept the position of president and their staff experience haircuts, manicures and members’ advice and thanked PBA for its support.
of PBA’s Salon/Spa Leadership Council. I started massages, we explain the issues that are critical
my involvement with the association ten years to our success as small business owners. PBA’s I am honored to be the first African-American
ago and have been energized by the direction main focus will be our tip-tax legislation, the Small president of PBA’s Salon/Spa Section and am
of our professional association. I am particularly Business Tax Equalization & Compliance Act (H.R. committed to bringing additional men and women
impressed with the support and cooperation I have 3016) recently introduced in Congress by Rep. of color to the membership as a whole and to
witnessed between our salon/spa, distributor and Shelley Berkley of Nevada. To learn more about leadership positions within the association. If you
manufacturer members. I can assure you that the Welcome to Our World or the legislation, please visit are a salon/spa owner of color, I encourage you to
salon/spa section has not lost its identity as part of www.probeauty.org/advocacy. get actively involved in the association. Lend your
PBA. In fact, I see all three groups working together voice to the collective voice! PBA is committed to
to strengthen our industry as a whole. I am energized by the strides we’ve taken to build serving as the association for ALL of our colleagues
PBA’s membership. Currently, we have more than in the beauty industry.
For example, our manufacturer members are lending 1,000 salon/spa members, representing over
sponsorship support and our distributor members 24,500 owners, managers, front desk personnel and I sincerely thank the Salon/Spa Leadership Council
are lending ticket sales support to Symposium, stylists. If you’re a new member, I encourage you to for selecting me to serve as president. I promise
the premier business education event for salon/ participate in our monthly New Member Call, which to work to grow our membership and help us all
spa owners. I encourage all salon/spa members takes place the third Monday of every month at 12:00 prosper over the coming year. I look forward to
to join us in Orlando this January as we celebrate noon EST. Last month, there was a salon on the call meeting you in person at one of PBA’s many events.
twelve years of learning, running successful that had just opened their doors and was struggling In the meantime, please feel free to contact me with
businesses, and networking. For a sneak peek at with issues such as staffing, compensation, any concerns or questions you may have about PBA
the Symposium weekend, please turn to page 15 procedures and finance. The owner was literally in or the Salon/Spa Section.
or visit www.probeauty.org/symposium. tears, feeling isolated and not knowing which way
to turn. The other members on the call gave her the NeCole Cumberlander
President, PBA Salon/Spa
We’d also love to have you join us as a volunteer at guidance she was seeking and discussed various Leadership Council
Welcome to Our World on October 16 in Washington, methods for operating a successful salon. When Noire Et Blanc
Cleveland, OH
DC. Each year as the Congressional representatives the call was over, she was so appreciative for our
Members in the News
Ihloff Named Tulsa Small Business Person of the Year
Marilyn Ihloff, PBA Salon/Spa Leadership Council Member, was recently honored as the Tulsa
Small Business Person of the Year. She is now eligible for Oklahoma’s statewide Small Business
award. Ihloff opened Ihloff Salon and Day Spa in 1980. A second Tulsa location opened in
2002, and a third location was added in Leawood, KS in 2006. Ihloff credited at least part of
her business’s success to her staff’s commitment to education and her close relationship with
manufacturer partner Aveda. She has been an association member since 1996.
Raises $1.4 Million
Heffner’s City of Hope Campaign Raises $1.4 Million
Outgoing PBA Governing Council Chair John Heffner’s year-long campaign netted more than $1.4 million
for City of Hope, a biomedical research and treatment center for cancer and other life-threatening illnesses.
Heffner was honored with City of Hope’s Spirit of Life award at a gala held in Las Vegas in conjunction with
Cosmoprof North America. More than 800 industry leaders attended the black-tie evening, which featured
comedian Rita Rudner and singer/songwriter Patti Griffin.
Have your own success you’d like to share with the membership? Please email daniella@probeauty.org or call 800-468-2274 x111.
probeauty.org
3
Government Affairs
PBA Secures Victory with Small
Business Administration
Preserves Designation for Salon Industry
In a major victory for the Professional Beauty assistance—the change would have placed a
Association and the salon industry, the Small tremendous administrative recordkeeping burden
Business Administration (SBA) recently issued a on the thousands of salons that would still qualify
ruling that preserves the small business designation as a small business.
for hundreds of salon/spa businesses nationwide.
In addition to submitting formal testimony
When Congress first created the SBA, one of the detailing the negative impact that SBA’s proposal
basic questions was what numerical definition would have had on the salon industry, PBA
should be used to define small businesses, members also testified at three public hearings
industry by industry, to determine what businesses sponsored by SBA in Los Angeles, St. Louis and
were eligible for SBA benefits. In 2004, the SBA New York. “We were extremely aggressive on this
considered changing how the federal government issue from the beginning,” said Steve Sleeper,
defined a “small business” for many industries— PBA’s executive director.
including the salon industry. Specifically, the “This victory demonstrates the growing influence of
proposed change would have shifted the Ultimately, the combined efforts of PBA and its PBA and the salon industry among policy makers
designation for salons from a $6 million in annual members were instrumental in convincing SBA that and regulatory agencies,” said Lee Rizzuto Jr., Chair
sales maximum threshold to a new size standard of this proposal was not in the best interests of the of PBA’s Governing Council. “Hopefully, this helps
50 employees maximum threshold. salon industry. As a result, in the July 27, 2007 issue sets the stage for continued success in the future”.
of the Federal Register, SBA formally announced
In addition to resulting in the loss of small business that they would not convert any industries from a For more information, please contact Sam Leyvas,
status for hundreds of salon businesses—and receipts-based size standard to a standard that is PBA Government Affairs Director, at 800-468-2274
with it their eligibility for SBA programs and based on the number of employees. x118 or sam@probeauty.org.
Tip Tax
Beauty Industry Mixing Credit Update
Technology with Politics
The Small Business Tax Equalization & Compliance
PBA recently launched a virtual one-stop political action and education tool for members Act (H.R. 3016) was recently introduced in
aimed at keeping beauty industry professionals informed and engaged on relevant Congress. The legislation would give salon/spa
legislative and regulatory issues. PBA’s new online advocacy center (www.probeauty. owners a dollar-for-dollar tax credit on the FICA
org/advocacy) allows visitors to stay up-to-date on the latest news, register to vote and taxes they pay on employees’ tips. The legislation
email their elected officials.
was introduced by Rep. Shelley
Berkley of Nevada, along with
As PBA members have consistently ranked government affairs and
16 other co-sponsors. To see
representation on Capitol Hill as a top priority, PBA has bolstered
if your member of Congress
its lobbying and political involvement at the federal and state
is a co-sponsor, or
level. A critical part of its strategy is getting individual members
involved in the political process. “The collective voice of to learn more, visit
individual salon owners, distributors and manufacturers is www.probeauty.org/
a powerful tool for our industry,” said Sam Leyvas, PBA’s advocacy.
Government Affairs Director. “With the click of a mouse,
our members can now make their voices heard on the
issues that matter most.”
To learn more about PBA’s online advocacy,
visit www.probeauty.org/advocacy.
Cover Story
Is Your
Website a Winner?
Best Practices for Building a Strong Web Presence
For many of us, the Internet is a part of our daily work and personal lives in a way we might not have believed possible five years
ago. Yet businesses are all over the board in terms of how they have embraced this important medium. Some have websites that
embrace the latest Internet trends, including dynamically-generated content, community-building services such as forums and
blogs, online transactions and more. Others basically reproduce print brochures in an online context. And a few have yet to create
their web presence.
Have you re-evaluated your web presence recently? For many of your customers, your website is the first interaction they have
with your company. Visitors assume that your website reflects your business, so be sure it reflects a business with which they’ll
want to spend money. You don’t have to shell out big bucks or incorporate the latest online bells and whistles in order to deliver a
1 2
good visitor experience. Here are some important items to consider:
1. Determine why visitors come to your website.
You want to make it as easy as possible for them to find what they are looking for—whether that’s your phone number, hours of operation,
address, list of products or online store. You also want to make sure that they see what you want them to see, which leads to #2.
2. Know what you want from a visitor.
Are you looking to grow your email database? Attract attention to lesser-used products or services? Encourage
online purchases? Whatever your goal, be sure to guide the visitor to the appropriate content. It’s important to
3
incorporate a call-to-action on your website just as you might do on a print ad or shelf-talker.
3. Make it easy for people to find you online.
Don’t neglect the basics, such as including your website on your business card, in print pieces and on
materials at your physical location. Businesses with more established sites should consider email marketing
and online advertising. And of course, search engines are a critical source of new visitors to your website.
4
(See “Getting on Google’s Good Side” for more on this topic.)
4. Don’t let it stagnate.
If you want folks to come back to your site for anything other than basic information, be sure that your site is
refreshed regularly. Your site doesn’t need to be flashy to be fresh. Worst case scenario: If you know that you
will not be changing content
often, carefully consider how
things will read several months,
5
or even a year, down the line.
5. Track your results and
adjust as necessary.
You should be able to track
where users go within your
site, which pages are most
popular and even how those
visitors found you. Use this
information to further refine
your website strategy.
probeauty.org
5
Case Study: Case Study:
www.evelinecharles.com www.repechage.com
The Challenge: The EvelineCharles Salons Spas website was maintained The Challenge: Repêchage, a line of professional skin care products,
by an outside graphic design firm. The site looked great, but it wasn’t user recognized the potential of Internet sales early on. “If you don’t sell online,
friendly. Much of it was built in Flash, which made it difficult for search you’re going to miss out on a huge opportunity, especially in the skin
engines to find them. And it was extremely difficult to get changes made in care arena,” says Shiri Sarfati, Vice President of Sales & Marketing for
a timely manner. The site looked good but constantly felt out of date. Sarkli-Repêchage. “More and more customers are shopping online and
looking up spas online. It’s definitely a first place to research products and
The Solution: Because the company had a graphic designer and treatments.” Yet many of Repêchage’s partner spas were slow to build
marketing director on staff, they knew that they could do much of the updates their websites and even slower to incorporate e-commerce, which left an
themselves if only they had an application that simplified the process. important sales tool untapped.
“We set about looking for more of a programmer than a graphic designer,
someone who could create a site that we could maintain ourselves,” The Solution: Repêchage developed a co-branded website concept for
says Sarah Roberts, Marketing Director for EvelineCharles Salons Spas. top-selling spas that carry their full line of products. Repêchage’s in-house
“Our developer made team provides a shopping
a complete content- basket that can be
management system for incorporated seamlessly
us that we can use to into the spa’s existing
change pages or make website. They can even
new pages.” The system, create a website presence
which looks much like for spas that don’t have
Microsoft Word, allows one. The company also
EvelineCharles staffers to committed to using its
input content and graphics own website to build its
into one of a series partners’ businesses.
of flexible templates. When visitors go to the
“Whatever the imagination Repêchage website, they
can create we can do.” are asked to enter their zip
code and are redirected to
The Future: They continue to tap their web developer for customized spas in their area that carry Repêchage. “This gives the spa an opportunity
applications, including an e-commerce section and customized to market itself and bring in a new guest,” says Shiri. “We encourage them
newsletter system. They are also launching a new POS system, which to wrap the product in beautiful tissue, include a spa menu, perhaps a
is capable of integrating with their online system to handle appointment coupon.” To protect its brand, Repêchage keeps close tabs on the program
booking and more. and makes sure that all products bought online are shipped by their partner
spas within three days.
Key Insight: “Your site can be attractive, but don’t sacrifice functionality
for the look of it,” advises Sarah. “We are always changing, so it’s important The Future: For Repêchage, it was important to support all channels
that our online presence reflect our stores. The easiest way to update the of distribution with the program, so they created a CD about the program
site is to have the control. We probably change something on the site that DSCs can show potential clients. “Our distributors love it. They can tell
almost every day now.” salons that they’ll get a free website if they sell Repêchage,” says Shiri. “It’s
another selling tool for DSCs.”
Idea You Can Steal: EvelineCharles launched printable gift certificates
in time for Christmas last year, and they were extremely popular. “Clients Key Insight: “Spas are definitely ready for this. Our industry is ready for
said, ‘Thank you for helping me avoid the madness and do it all from this. This is a way to compete against the mass retailers out there,” advises
home,’” says Sarah. This year, they are building an entire marketing Shiri. “You want to get product to your consumer accessibly. This is a chance
campaign around them. to reach that market potential.”
P.S. Don’t forget: The newsletter is now online. Share one of Idea You Can Steal: Be ready for success. Repêchage alerts partner
the great articles in this newsletter with a friend in the industry. spas before doing its bimonthly promotions so that they are sure to have the
highlighted item in stock. And when Repêchage knew that their seaweed
p r o b e a u t y. o r g / p r o g r e s s baths would be highlighted on Dr. Phil, they encouraged partner spas to
stock up on that product. “As soon as the program hit the air, we could
track sales on our cobranded sites and watch as it rolled out to different
time zones,” says Shiri. “This could have been a missed opportunity if we
weren’t prepared. Instead it was such a success. Our partner spas were able
to reach new clients and get spa menus in their hands.”
The Future of the Industry
Getting on Ways to Improve Your Google Page Rank
Google’s Good Side Google accounts for more than 50% of all organic search traffic. Here’s how you can use
search engine optimization to improve your rank with the king of search engines.
The website that doubles as a Select the Correct Keywords. Search the keywords you have in mind and see what sites
currently occupy the top 10 on Google. Do not target general keywords like “salon” or
verb has solidified itself as the most powerful “beauty products.” These keywords may get you some visits, but you will not rank highly
since they will be so diluted. Instead, target keywords or phrases that are more specific
online marketing tool, bar none. Dustin
to your website. An example would be instead of targeting “salon,” you should target
Moore, PBA’s own webmaster, explains how “cityname salon.” This narrows the field and will allow you to rank higher, drawing more
valuable hits than a generic keyword would.
getting in Google’s good graces will yield
valuable traffic to your site. Links, Links, Links! Your page rank is greatly affected by the links to your site and within
your own site. Gaining links from other websites to yours should be an organic process.
Based on the contents of your website, others will link to you. The better your content, the
What Is Search Engine more links you are likely to get, so keep your page updated and interesting.
Optimization?
Internal links are simply links from one page to another on your website. Make sure
Search engine optimization (SEO) is a buzz phrase of the highlighted text relates to the page to which you are linking. Also, avoid the bad practice
modern online age that has generated a frenzy of discussion of using a generic call to action as the highlighted text. For example: Instead of saying “To
and, more importantly, investment from website owners. SEO, see our great products, click here.”, say “Be sure to stop by and see our great products.”
as daunting as it may sound, is pretty simple. It can be translated Again, the idea is to have the highlighted text be relevant to the page to which it links.
as improving your site design, functionality and implementation
to improve your rankings on search engines. Through several Keep Using Meta Tags. Meta tags are used to provide keyword data for search
methods, you can make changes to a website in each of these engines about the content of your web page. List your strategic keyword phrases up
areas to reach your goal of higher search ranks. But why is it so to a maximum of 744 characters. Use keywords that are relevant to the page, with or
important that you pay extra attention to it? without commas. While somewhat outdated, meta tags are still somewhat viable and
certainly do not hurt your efforts.
Search engine referrals likely account for a majority of the traffic
to your site, so it makes sense to focus on improving your page Use Heading, Title and Alt Tags. Heading tags are used to emphasize header and
rankings. The idea is that the better you rank, the more traffic subhead copy on a page. A title tag is a descriptive word or phrase for specific HTML
you will receive and the more effective your site will be at doing elements. Alt tags display when pictures do not show up. Use descriptive, unique and
whatever it is you designed it to do. Bottom line is that traffic keyword laden tags where applicable on your website. These elements are “spidered”
is the name of the internet game, and a good page rank is the (routinely searched) by search engines and are valuable in helping them determine what
key to bringing those valuable visitors to your website. Contrary your website contains.
to what some may say, achieving these page ranks does not
require a large investment; instead, smart investments and URL Structure. Your webpage should have search-engine-friendly URLs (page locations
decisions can yield the same results for much less. seen in a web browser’s address bar). This means no links within your site that have a
“?” towards the end or page names that do not relate to the page’s content. An example
The prevailing perception is that SEO requires a large and/or of an ideal link would be (http://www.yoursite.com/products/) where “products” relates
additional investment on top of your original investment into your directly to the contents of the page.
website. It just is not true. Some SEO companies/specialists
prey on consumers’ lack of knowledge to justify high costs of Design to Standards. The World Wide Web Consortium (W3C) is an international
optimizing a site. While they hopefully deliver on some of the consortium where member organizations, a full-time staff and the public work together
promises made, chances are you could have saved most, if not to develop Web standards. These standards are considered the “best practices” when
all, of that money and yielded comparable, if not better, results. designing a website. Adhering to these standards make your site more visible and more
Do not be taken by a firm promising you the moon—saying they readable for search engine spiders.
can guarantee top 10 results for 3 years on certain keywords,
for example. Even Google cannot promise you that. Do your Avoid Non-Indexable Content. Flash sites, some JavaScript elements and some
research, get several quotes and speak with your webmaster, dynamically generated content cannot be indexed by search engines. Simply put, the
if you have one, before making any additional investment in a search engines are unable to read the content, so anything displayed in those elements
SEO or online marketing company. is invisible to the search engine. That is not good! Ask your webmaster about the
design of your site and how to avoid or minimize content that falls into this category.
As the saying goes, knowledge is power. SEO is important, This is why it might be a good idea to have text-based navigation rather than an image-
but it does not require you to spend thousands in order to rank only navigation bar.
well. If you have an unanswered question, take your query to
the internet where a great deal of information on the subject is Make a Site Map. A site map is a page that links to all your internal pages, usually sorted
easily found. Careful though! Stick to trustworthy sites that are by the page title and category. This page will allow search engine spiders to see all your
not aimed at selling you anything. Wikipedia might be a good internal pages with a relevant link. This provides the spider with valuable information
place to get started. Armed and ready, you should enter the about what your website contains.
SEO arena confident you can achieve great results and take
your website to the next level. Sign up for Google Analytics. By adding simple, Google-provided code to each web
page, you’ll receive valuable information about how people came to visit your site, what
keywords they used and a whole range of other useful information. Learn more at www.
WC3 Validator – google.com/analytics/. For those interested in online marketing, this service also provides
Tools validator.w3.org the most valuable information you can obtain in order to create and manage your paid
to Use Google Analytics – online marketing campaign. (Visit adwords.google.com to learn more.)
www.google.com/analytics
Page Strength Calculator –
www.seomoz.org/page-strength
7
Leadership Update
New Governing Council and Leadership Council Positions Appointed
The membership of each section (distributor/OTC, manufacturer/rep and salon/spa) elected their Leadership Council members in May. (Winners were announced
in the summer newsletter. View the full lists online at www.probeauty.org.) In August, those Leadership Council members selected officers for their councils and
chose three members from each section to serve on PBA’s Governing Council.
The Professional Beauty Association is pleased to introduce the newly elected Governing Council 2007-2008:
Chair,
Lee Rizzuto Jr. Sydney Berry Brian Graham
Conair Corporation Salon Services & Supplies Inc Nioxin
Chair Elect,
Josh Hafetz NeCole Cumberlander Bruce Selan
The Raylon Corporation Ohio Academy Zotos International
Secretary/Treasurer,
Serena Chreky John Galietti Max Wexler
Andre Chreky, The Salon Spa Xena’s Beauty Company Beauty Craft Supply & Equipment Co.
PBA is also pleased to announce the officers for each membership section:
Distributor/OTC
President, Vice President, Secretary/Treasurer,
Sydney Berry Josh Hafetz Edwin Neill, III
Salon Services & Supplies Inc The Raylon Corporation Neill Corporation
Manufacturer/Rep
President, Vice President, Secretary/Treasurer,
Bruce Selan Gary Udell Raymond Mager
Zotos Corporation Gerry Udell, Inc. L’Oréal Professional Group
Salon/Spa
President, VP Communications, VP Education,
NeCole Cumberlander John Galietti Cary O’Brien
Ohio Academy Xena’s Beauty Company Cary O’Brien’s Design & Color Spa
Vice President,
Serena Chreky
Andre Chreky, The Salon Spa
Outgoing Governing Council Members
Two Retire, Two Continue at Leadership Council Level
The Professional Beauty Association would like to thank our retiring Governing Council members
for all that they have done to shape the association:
“Because PBA’s leadership is made up of
John Heffner Bob Peel Jr.
active and engaged member volunteers, the
Creative Nail Design, Inc. Peel’s Salon Services
association is extremely responsive to concerns
and issues that matter to our membership,” John Heffner steps down as Chair of the Governing Bob Peel Jr. steps down as Chair Elect of the
explains Steve Sleeper, Executive Director Council. He will carry on as a member of the Governing Council, but not from an active role in the
Manufacturer Leadership Council. John continues association. He will continue on as a member of the
– PBA. “These council members serve not only to be an inspiring volunteer leader in our industry Distributor Leadership Council, where his strong and
as representatives of their membership sections and we hope that he will be with the association for steady presence will anchor the Distributor section.
but as the thinkers and pacemakers of our years to come.
industry as a whole.” Sasha Rash
Jeanne Matson La Jolie
Clairol, a division of P&G
To get in touch with members of the Governing Sasha was an integral part of the transition from
Council or your section’s Leadership Council, Jeanne Matson steps down from both the Governing TSA to the Salon/Spa section of PBA and an able
Council and the Manufacturer Leadership Council, advocate for the Salon/Spa section of the industry.
please contact Samantha Alvis, Leadership
but she leaves her mark on all aspects of the She served this past year both as President of the
Operatoins Director, at 800-468-2274 (480-281- association. We thank her for her firm leadership, Salon/Spa Leadership Council and as a member of
0424) x117 or email samantha@probeauty.org. her passion for the industry and her commitment to the Governing Council. Sasha’s bright and inspiring
the manufacturer community. leadership will be missed.
Distributor/OTC Section
$ Unprofitable Customers
from “Profit Is NOT a Dirty Word”
by Dr. Rick Johnson,
Distribution & Sales Summit Keynote
As a distributor, you have limited resources
available to service your customer base. Inventory
management is critical, cash flow management is
What is your cost to process an order, pack it, ship
it and collect payment? Each of these stages has
internal costs that you assume are covered in your
order cost, subtract that cost from the gross-margin
dollar figure. Do this for each customer. The result
will be either a positive or negative number.
critical, cost containment is critical, and a definitive pricing matrix schemes. For most distributors, the
pricing strategy can be your “edge” in creating cost to process one order completely is between List the results. List your customers in descending
competitive advantage. $30 - $100 per order. order, from the largest contributor of net profit to the
lowest contributor. (You will hit the negative numbers
If your organization is not skilled in activity-based cost 2. Determine key figures for each customer. quicker than you might imagine.)
analysis, you might try to determine your most profitable - Total sales
customers using a simpler approach. This approach Not surprisingly, the Paretto Rule often applies here.
- Total cost of goods sold (COGS)
uses basic calculations to give you some sense of You may get to zero and negative contribution after
where your money comes from and where it goes. - Gross margin dollars (item 1 minus item 2) about 20% of your customers have been analyzed.
- Number of orders processed per period It is this remaining 80% that have some negative
Most of your cash is tied up in inventory and impact on your bottom-line profits. Eliminating
accounts receivable. Consequently, you need to be Multiply the number of orders by your estimated cost 80% of your customers based on this exercise is
disciplined enough to ration your cash investments to process an order. You can use the specific number not realistic. However, you certainly might want to
to only those customers who provide a return. you calculated in the first step above, or an average analyze how you are doing business with them.
provided by your industry association. This cost can
The following steps describe a simple calculation change drastically based on the type of product sold Dr. Rick Johnson is a keynote speaker at PBA’s
that can provide answers without using an all-out and the services provided with each order. However, upcoming Distribution & Sales Summit. Learn more
activity-based cost analysis: the $50 range would be a good place to start. about Johnson’s participation in the Distribution &
Sales Summit on page 9. To read the rest of, “Profit
1. Determine the average cost Determine the net profit for each customer. Now that Is NOT a Dirty Word,” visit www.ceostrategist.com
of processing an order in your business. you have multiplied the number of orders by the per- and click on “Articles by Rick.”
Insights from single line using a network of salesmen armed with
Blackberries. Hendrix explained that his consultants
the Distributor each had an exclusive line of products to sell, so
Fast Fire Panel that a salon might get visited by several consultants
from the same distributor all selling different lines.
Distributor/OTC Each consultant used their Blackberry to transmit
Networking at CPNA orders instantaneously to the warehouse, increasing
turn-over time on orders tremendously.
PBA’s Distributor Fast Fire Panel at Cosmoprof
North America featured members Max Wexler Sabrina Watson, VP of Smark Beauty Supply,
remarked: “I changed my flight and extended my Distributor Fast Fire Panel
of Beauty Craft Supply & Equipment, Sydney
Berry of Salon Services & Supplies, Josh Hafetz hotel stay just so I could attend this session. I’m books on business can substitute for this level of
of The Raylon Corporation and Bob Peel Jr. of not currently a member, but this will make me join... education specific to our industry! By offering this
Peel’s Salon Services. The panel format provided This was very well worth the flight change.” Other kind of interactive venue, PBA allows distributors to
some great advice and led the way to in-depth attendees found the session similarly worthwhile ask questions, hear advice from the pros on your
networking with many of the attending distributors and stayed after to chat and exchange information. panel and get creative suggestions from others to
joining the discussion. empower us to bring a higher level of service to our
Kate Thomassen, a new PBA member and president customers. We came to Las Vegas specifically to
William Hendrix, CEO of Biuti, in particular invigorated of Thomassen Beauty Supply, was only too happy attend your networking meeting and we are, without
the dialogue when he spoke up about distributing a to share her enthusiasm for the event: “No amount question, glad we did.”
New PBA Gloden Moor USA (Gainesville, VA) Pink Lotus Beauty Boutique (Singapore)
Distributor/OTC Members Golden Duck Co., Inc. (Santa Fe Springs, CA) Professional Beauty and Barber Supply (Anchorage, AK)
May 1 – August 1 Herbizzles (Los Gatos, CA) Professional Products (Bayfield, CO)
Institut’ Dermed (Atlanta, GA) Racoon West Coast Inc. (Orem, UT)
101 Nail and Beauty Supply (Peoria, AZ) J. Edward (Fairhope, AL) Salon Essentials Inc. (Westbrook, ME)
Biuti Co. (Mexico City, Mexico) JLP Enterprises (San Diego, CA) ShowGirl Supplies (Las Vegas, NV)
C and J Beauty Corp (New York, NY) Kelli’s Nail and Beauty Supply (San Francisco, CA) Smiles Distributors (Madison, WI)
Carda International (Beverly Hills, MI) Ki and Mee Corporation (Huntington Beach, CA) Swissclinical USA LLC (Haiku, HI)
Champeon Beauty Supply (Evansville, IN) MEGGO (Eagan, MN) Tba Beauty Supply (Charlotte, NC)
Cosmetics Plus (Wayne, NJ) Micha Establishment For Trading (Apey, Lebanon) Temple Brands, LLC (San Mateo, CA)
Dist. Special Touch (Tegucigalpa, Honduras) Number 19 Cosmetics (London, United Kingdom)
Diversified Business Solutions (Boca Raton, FL) Opulence Inc. (Riverton, UT) Note: This does not include renewing members.
Emani Minerals (Norco, CA) Oratai Import and Export, LLC (Milton, MA) For a full list of PBA members by section,
please visit www.probeauty.org/directory.
Epilar USA (Riverside, CA) Pearl Beauty (Saratoga, CA)
Euro-Pro Selekt Cosmetik Inc. (Montreal, QC) PHP Enterprises, Inc. (Mesquite, NV)
probeauty.org
Distribution & Sales Summit 9
January 12-13, 2008
Orlando, Florida
It’s About Time
…for Beauty Sales Education
As a sales professional in the beauty industry, you know how important it is for your salon clients
to get the education they need to be successful. But are you getting the education you need to grow your business?
PBA is proud to present the Distribution & Sales Summit—a unique educational opportunity for sales consultants from professional beauty distributors
and direct-selling manufacturers!
Shaped by PBA members with in-the-field experience, the summit educates sales professionals with strategies to make the most
of your time and maximize every sale’s potential.
It’s About Time
…to Meet the Session Leaders
The Distribution & Sales Summit features two dynamic speakers committed to helping you grow your sales potential. Recognizing the vast knowledge of the
beauty sales professionals in the audience, these strong facilitators will also draw out the best ideas from you and your fellow attendees.
Dr. Rick Johnson
As the founder of CEO Strategist and as a veteran of the wholesale distribution industry with more than 30 years of executive management
experience, Johnson knows exactly what it takes to create leaders within a company and how to maximize every sale to its full potential. (See page
8 for article from Johnson.)
Maximize Sales Effectiveness. Johnson’s Saturday morning session focuses on maximizing sales effectiveness by addressing key principles such as
territory management, targeting, goal setting, action planning, utilizing value propositions and building and leveraging relationship equity. Exercises and group
case studies enhance the learning experience. A Fall 2007 survey of PBA distributor and manufacturer members will shape the presentation to best focus on
the specific needs of beauty sales professionals.
Dr. Jeffrey Magee
Magee started his first sales/marketing firm at age 15 and sold it before college. At 24, a Fortune 500 company named him their top salesman in the
nation. Today Magee writes the Leadership Column for the Business Journal newspapers and is the author of 21 books, including The Sales Training
Handbook and it!
Sales Time Management. You and the competition have the exact same amount of time each day. It’s how you utilize your time that sets you apart.
This high-energy Saturday afternoon session focuses on dealing with interruptions and time wasters; determining your prime time each day for your most
important activities; using unexpected wait times to generate business; handling emails, voicemails and paper stacks; building solid client relationships;
crafting an attitude for success; dealing with negative people and situations; utilizing technology you already have to better connect with clients and prospects;
and much more. You’ll leave this session with at least 50 ways to increase your productive selling abilities each day—without working more hours.
It’s About Time
…to Implement New Ideas
After a morning and afternoon filled with insightful education, Saturday’s session closes with facilitated Round Table Discussion Groups. An opportunity to dig
in and discuss practical ways to implement the abundance of ideas into your work life, the groups also provide time to bounce ideas off your peers.
Earn A Free Tuition to This Summit
… And Help Your Salon Clients
It’s About Time Grow Their Business!
…to Make Your Reservations!
The Distribution & Sales Summit is co-located with TSA Symposium,
Registration the premier business education event for salon and spa owners. TSA
800-394-5436 (916-774-8681) Symposium is a life-changing, business-transforming event for salon and
spa owners. Connect your clients with this inspiring weekend of education
probeauty.org/summit
and networking and share in their future success!
Distributor Pricing: $399 ($599 after 11/15/07)
Sell Five! For each five Symposium tuitions you sell, you’ll receive a
Distribution & Sales Summit tuition for yourself—or an additional Symposium
Hotel & Travel tuition, which you can gift to promising clients.
800-826-3520 (310-590-4707)
probeauty.org/summit To sign up for the Symposium sales program, call 800-468-2274 x117 or visit
www.probeauty.org/summit.
Single/Double: $199
+$8/night discounted resort fee
Come in early or add a day on at the end to ensure you take full
advantage of the vacation magic available in Orlando, Florida!
Manufacturer/Rep Section
PBA Beauty Boot Camp
Brand-Building Insights
from Cosmoprof North America
Alisa Beyer of The Benchmarking Company tricks that set certain brands above the rest. Alisa
led two PBA Beauty Boot Camps, based recommended setting up a “Brand War Wall” where
on PBA’s Consumer Trend Report and you post your brand materials side by side with
her experience consulting on brand competitors’ materials to see which ones really
building in the beauty industry, at Cosmoprof stand out. She also offered juicy pieces of advice,
North America this July. such as: “A brand doesn’t have to evoke a positive
emotion as long as it evokes some emotion.” After the close, Brandy Smith of Bubbles Hair Salon
Ada Polla-Tray of the skin care line Alchimie Forever commented, “I was engaged for 4 straight hours.
loved the Boot Camp. “This class is a big reason In the second half of the class, Alisa got into the [Alisa] has viable passion. This class was the best
why I came to Cosmoprof North America. It is worth trends behind brands and what consumers want. part of my experience here!”
coming to the show just for this.” Ada and other “The number one reason women switch products
attendees took home pages of worksheets and a is that they want to try something ‘new,’ so make To benefit from some of the consumer insights
complimentary copy of the PBA Salons and Day sure that they always feel that you are new,” she behind the Beauty Boot Camp, purchase your copy
Spas Consumer Trend Report—a $299 value. advised. In talking about trends of the near future, of the PBA Salons and Day Spas Consumer Trend
Alisa predicted that skin care will change from “me Report. Call 800-468-2274 (480-281-0424)
The first part of the class was dedicated to the skin care” to “family skin care,” and she pointed out
brand building process and the techniques and that skincare has already become “manly.”
5
NBC’s Today Show. The nation’s number-one First-Class Education. Filled-to-capacity
Years of morning show shot a segment on the exhibition sessions included the Package Design Conference,
Beautiful floor spotlighting emerging trends in the global Women’s Wear Daily’s Specialty Beauty Retailer
Success beauty industry. Panel, the PBA Beauty Boot Camp (see above
story) and Beauty Store Business’s How Your OTC
Country Pavilions. Working closely with Can Make More Money.
Cosmoprof North America (CPNA) enjoyed its
fifth and most successful year yet as the premier countries seeking to expand their foreign beauty
trade, CPNA featured pavilions from Thailand, Mark your calendar for Cosmoprof North America 2008
business-to-business beauty event encompassing
Brazil, Italy, France and China. from July 13-15, 2008 at the Mandalay Bay Convention
all sectors of the industry in one venue. Held July
Center in Las Vegas. Exhibit sales are already up and
15-17, the show brought together 699 exhibiting
PBA Annual Business Forum. Over 420 running—download a Request for Space from www.
companies and more than 25,000 attendees,
attendees gathered for the association’s annual cosmoprofnorthamerica.com. Or contact Eric Horn or
including importers, distributors and global beauty
update, which featured keynote speaker Steve Toni Davis at 800-468-2274 (480-281-0424) or email
leaders. Highlights included:
Wozniak, Apple co-founder and engineer of the first eric@probeauty.org | toni@probeauty.org.
Discover Beauty. This ground-breaking initiative personal computer.
brought a select group of emerging brands together Cosmoprof North America 2008
with buyers from top retail institutions, including International Buyer Program. A Cosmoprof Las Vegas - Mandalay Bay - July 13-15
Bergdorf Goodman, Henri Bendel, Sephora, exclusive, this program united buyers from Chile,
Nordstrom, Fred Segal Studio and more. Ecuador, Jamaica, Mexico, Uruguay and Venezuela
with exhibitors for one-on-one, pre-scheduled
appointments.
New PBA Manufacturer/Rep Members
May 1 – August 1
A World of Wipes (Boca Raton, FL) Empowerment, Inc. (Newburyport, MA)
Ammor Associates, LLC (Hellertown, PA) Enzo Milano (Santa Ana, CA) P.V. Creations (Fair Lawn, NJ)
Andre Enterprises (San Jose, CA) Ergo Research Inc (Valencia, CA) Peaches and Boo Boo (Smyrna, GA)
Aneka Inc (Westminster, CA) FaBella International (Sparta, NJ) Poly Ventures, LLC (Chicago, IL)
Anuva Cosmeceutic Haircare LLC (Beverly Hills, CA) Farouk Systems Inc. (Houston, TX) R.M.T. Beauty Appliance Co., Ltd. (Vancouver, BC)
Artistic Cosmetic Technology (Santa Fe Springs, CA) Hair and Accessories / Hair Brokers, Inc. (Dallas, TX) Redken 5th Avenue NYC (New York, NY)
Aviva Labs, Inc. (Waltham, MA) Harvest Woods US, Inc. (Daly City, CA) Retro-chic International (Houston, TX)
B A Kid, Inc. (Jamesburg, NJ) Hi-Tech (Calgary, AB) Royal Brush Mfg, Inc. (Merrillville, IN)
Back Quality USA (The Hague, Netherlands) Ibiza Hair (Studio City, CA) Salon Guys (Sacramento, CA)
Barbar Artist, Inc (Beverly Hills, CA) Infinity Sun (West Hollywood, CA) Skin Apparel (Encino, CA)
BBT4Salons (Aurora, CO) Intelligent Nutrients (Minneapolis, MN) Skin Probiotic Systems (Litchfield Park, AZ)
Beautee Sense Inc (Lodi, NJ) Kellyrenee Int. (Simi Valley, CA) Skin RX Inc. (Vista, CA)
The Beauty Resource (New York, NY) Kimberly-Clark Corporation (Neenah, WI) SKN Corp (Queensland, Australia)
Betty Beauty, Inc. (New York, NY) Koh Gen Do Co., Ltd. (Tokyo, Japan) Spa Revolutions (Escondido, CA)
Bonika Shears (Duluth, GA) L’Avant Garde, Inc. (Simi Valley, CA) Spongeables, LLC (Los Angeles, CA)
California Cosmetics Corp (Tarzana, CA) Moisture Jamzz, Inc. (Beverly Hills, CA) Sweetie-Pie Industries (Warsaw, MO)
Christopher Philip Ltd (Houston, TX) Nation P (Montreal, QC) Tailey Design (Layton, UT)
Circle of Friends (Santa Monica, CA) Neonis Inc. (Redding, CA) Ted Fishman and Associates (Northbrook, IL)
Columbia Cosmetics (San Leandro, CA) Nest Wholesalers (Melbourne, Australia) Valcent Products Inc. (El Paso, TX)
Cosmetology Campus.com / 360 Training (Austin, TX) NovaLash, Inc (Houston, TX) White Sands (Irvine, CA)
Cospro Development Corp (Reading, PA) Number Three Company (Daly City, CA) Xtreme Lashes (Spring, TX)
Crown Industries (Crown Point, IN) Omargosh (Los Angeles, CA)
Design Studio Int’l LLC (Lomita, CA) Organic Complexion (Garden City, ID) Note: This does not include renewing members. For a
Devoted Creations (Oldsmar, FL) Oster Professional Products full list of PBA members by section, please visit www.
Eden’s Treasures (Charlotte, NC) and Arius Eickert (Boca Raton, FL) probeauty.org/directory.
probeauty.org
11
Space is nearly sold out.
Reserve your booth before it’s too late!
Visit www.probeauty.org/isse/exhibitor or call 800-468-2274 (480-281-0424) x121.
Salon/Spa Section
Making the Most of a Move
Insights from One Salon Owner’s Odyssey
PBA Salon/Spa Section member Jere Pastore, owner of Images at San Marcos in Chandler,
Arizona, recently moved her salon to a new location. She shares the good (fantastic grand
opening), the bad (delays, delays, delays!) and the beautiful (lovely new space) surrounding this
stressful business change.
Why Move? For Jere, making the big move wasn’t an option. Her landlord decided to use the space for other purposes and gave
notice that they would not renew her lease. But this forced change allowed her to nearly triple her space—from 870 to 2,200 square
feet. Plus, a brand-new facility can attract a higher-end clientele. “[The landlord] ended up doing me a favor, even though I wasn’t
prepared for it,” says Jere. “We can accommodate more guests and more services in the new salon.”
Financing. Jere reports that salon build-outs can run between $85 and $130 per square foot—or even higher. She financed the new salon with a patchwork of
sources. First, the city of Chandler, where Jere has been an active business leader, provided a significant grant to help her stay in the city’s historic center. Her
equipment leasing company provided a build-out allowance. She got an influx of capital from an inheritance. And she opened up a couple lines of credit. Jere
recommends that owners maintain (or, if need be, create) a business plan and detailed financial portfolio. She describes her financial portfolio as a three-ring binder
three inches thick—containing all of the details a bank would need to know about her business and personal finances. “The biggest mistake small businesses make
is being under capitalized,” says Jere. “You should have these two items on hand because you never know when you may need to borrow money.”
Timeline. “I was supposed to be open in October 2006, and my grand opening finally took place in May 2007,” says Jere. “That’s pretty typical, but I didn’t know
it.” If you’re planning a big move, it’s smart to get started a couple of years before your lease runs out. The goal, of course, is to have the new salon ready before
the current lease expires. If not, you’ll need to negotiate a month-to-month plan with your current landlord, and they may take advantage of your situation. Discuss
a timeline with your contractor—and then tack on a good cushion in your head. Try to be fully settled before your salon’s traditional busy season so that you’ll have
solid cash flow coming in after the move. “Plan for the worst,” recommends Jere. “Because unfortunately there are certain things out of your control.”
Important Partners. Jere was pleased with her salon equipment company’s support during the planning process. But while many such companies can help
you design the space, you’ll probably need an architect to sign off on the plans. In that case, she recommends working with an architect who has salon-specific
experience. “My architect made a lot of mistakes in the placement of equipment and plumbing that cost me time and money in redesigns.” Another important
partner is the contractor. Her top two contractor tips: 1. Get a firm bid. 2. Try to negotiate a timeline with consequences if deadlines are missed. Finally, be sure to
have an attorney look over the new lease. That legal advice is worth every penny.
Clients. Jere recommends drawing clients into the excitement of the move. “I used a blank wall in my old salon to display drawings of the new salon showing the
colors, equipment and anything else I could think of,” Jere explains. She also took drawings to marketing and networking events to get the community excited
about the new location.
Staff. “You need to get your staff involved so they feel like it’s their salon too,” says Jere. “I let them pick out so much—they’re younger then me and have better
taste anyways!” The only real challenge with the staff was keeping them upbeat and motivated despite the delays. With the new location so close to the first, Jere’s
staff could walk over everyday and see all the changes, which kept them engaged. “I haven’t lost one staff member in the move,” she reports. In fact, she recently
hired four new employees.
Grand Opening. Jere capped off a frustrating process with one phenomenal party. “I started planning my grand opening a year before I opened,” says Jere.
“That was my biggest way of getting the word out.” In fact, she turned the opening into a community event. She rented a 2,150 square foot tent and invited local
businesses to display their information to show people what was going on in the revitalized downtown. Local businesses responded by donating wine (from a local
wine bar), beer (from a new brewery) and food (from the adjacent resort) for the party. A postcard mailing to the salon’s database helped draw 300+ people.
It was sometimes a rough road getting there, but the end result is a wonderful new salon space. You can check out the finished product at www.imagesatsanmarcos.
com (click on Gallery).
Salon/Spa Section
Fire Away! Harms User Group Conference in Miami this July. friendships you make through networking. “They
truly know what it means to walk in your shoes.”
Fast Fire Panels: Speedy “The best part about attending events like this is the
Answers to Common Questions ability to network with other salon owners, to share PBA is always looking for members willing to serve
our business success stories and to seek advice from on Fast Fire Panels. The next scheduled panel is at
It’s important to step away from your business others regarding problems and challenges,” Jan notes. the International Salon & Spa Expo in Long Beach in
occasionally for education to renew your focus “Salon owners are very open and willing to share. They January. If you’ll be there and would like to volunteer
and reinvigorate your passion. In addition to the genuinely enjoy helping others grow and succeed.” for the Panel, please call 800-468-2274 x137.
annual Symposium weekend, members benefit from
attending trade shows and software user conferences. Fast Fire panelists often learn as much as they teach
One great way to get involved in the association—and during these sessions. “One of the panelists said,
the industry—is to volunteer to serve on a PBA Panel ‘Think about what you are ignoring and tackle it. It
at one of these events. isn’t going to go away until you do,’” says Heather. “I
had been avoiding a few things I needed to address,
Four salon/spa members—Bonnie Conte, Jan and this gave me the courage to do it!”
Seybold, Heather A. Stafford and Rowena Yeager— L to R: Rowena, Bonnie, Jan and Heather address
recently headed up a PBA Fast Fire Panel at the For Rowena, the value of participating is in the audience questions at the Harms event.
An Evening with Geno Stampora Salon Success Series
Part Two: Managing
Organized by PBA’s Arizona Networking Group Your Managers
On July 9, PBA hosted an evening “There’s so much to learn when we meet. The evening Kari Stolley and Julie
with Geno Stampora, PBA member was an eye opener for many of the guests,” says Schumacher use their
and renowned industry educator, at Geno. “I shared what it will take to be successful in experience working center for
the Mondrian Scottsdale after a day of the years to come. I also shared how PBA can partner for a major salon to business education
education organized by the PBA Arizona with them and provide solutions to their challenges.” explain how you can put in place systems of
Networking Group. During the evening, Geno spoke accountability that establish expectations,
about how to motivate your staff and yourself and Networking is one of the most powerful benefits of facilitate budgeting and encourage growth.
increase sales by extension. PBA membership. To find out if there is a networking Plus, Larry Kopsa explores how to use financial
group in your area, visit www.probeauty.org/ benchmarking to manage your managers.
Kendall Ong, PBA Salon/Spa Leadership Council networking/groups. If there isn’t, you might consider
member, Arizona Networking Group leader and starting one—the staff at PBA can help! “Most of our October 28-29, 2007
owner of Mane Attraction Salon, explained how industry is not aware of the power attained through PBA Headquarters | Scottsdale, Arizona
the day and evening came about: “This was a great networking and association with the right people,” $500 for members per session
example of the spirit of PBA. Five PBA salons that encourages Geno. “Many of the members in PBA $1,000 for non-members per session
are a part of our Arizona Networking Group pooled are experienced, seasoned veterans who have been
To register, call 800-468-2274 or download a
resources and staff for great education!” successful in all climates.”
registration form at www.probeauty.org/cbe.
New PBA Salon/Spa Members Heather Sommers (Stockton, CA)
Images International Dayspa & Salon (Oakville, ON)
Rebecana Sa (Doral, FL)
The Retreat Day Spa and Salon (Corvallis, OR)
May 1 - August 1 Inbrace (Torrance, CA) The Rose of Sharon Salon (Redlands, CA)
J Hair Gallery LLC (Saint Charles, MO) Sahaira’s Salon (Durango, CO)
7 Stones (Corvallis, OR) Jung Ja Salon and Spa (Coon Rapids, MN) Salon D’ingianni Mullen (Harahan, LA)
A Salon (High Point, NC) Jyl Craven Hair Colour Studio (Canton, GA) Salon Du Vois (Denham Springs, LA)
Access Beauty (Dana Point, CA) La Nouvelle Hairdressers (San Jose, CA) Salon Music Boutique (Long Beach, CA)
Aesthetic Video Source (West Jordan, UT) Laila’s Spa (Washington, DC) Salon Utopia, LLC (Houston, TX)
Appearances Hair Color and Design Studio (Westminster, CO) Lmour Nails and Beauty Salon (Aiea, HI) Salon Verde, Inc (Philadelphia, PA)
At the Point (Houston, TX) Maddalene-Rose Spa, Inc. (Woodbridge, ON) Santo Salon and Spa (Woodmere, OH)
Ave’ Hair Studios LLC (Cambridge, MD) Mango Salon (Richmond, VA) Shear Madness (Riverside, CA)
Bella. A Spa At Hair on Main (Virginia, MN) Marc-Stephens and Friends (Des Moines, IA) Sheree Boegner (Bryan, TX)
Beth McCarthy (San Mateo, CA) MB York (Scottsdale, AZ) The Skin Spa Institute (Signal Hill, CA)
Body Connection (Castleknock, Ireland) McMahan and Company (Saint Petersburg, FL) Spa Business Associates, Inc. (Johnson City, TN)
Boire’s Hair Design and Day Spa (Rehoboth Beach, DE) Mia Bella Spa (Leominster, MA) Stampora Consulting Inc. (Purcellville, VA)
Bumble and Bumble (New York, NY) Michael Farrell Salon (Powell, OH) Stilisti (Boston, MA)
Complements Spa (Webster Groves, MO) Moda Salon (Lincoln, CA) Three Small Rooms (Barrie, ON)
Derby Salon (Seattle, WA) Moda Salon and Spa (Duluth, GA) Totally Bare Inc. (Fort Lauderdale, FL)
Dimensions Salon (San Antonio, TX) More Hair! Salon, Inc. (Baltimore, MD) Tuscan Sun Salon and Spa (Franklin, MA)
The Doves (Santa Monica, CA) Moss Spa (Cold Spring Harbor, NY) Twenty West Salon (McDonough, GA)
Eliegante Hair Design and Spa (Hamilton, ON) The Nailtique (Brecksville, OH) Unruli, LLC (Franklin, TN)
Encompass One (Gainesville, VA) Namaste Salon (Denver, CO) W.E.M. (San Bernardino, CA)
Essential Nails and Spa (New Orleans, LA) New Beginning Salon Spa (Hillsboro, OR) WDaly (Peachtree City, GA)
Este’s Family Haircare (Wilmington, DE) Nouvelle Visage (Leesburg, VA) Woody Michleb Hair Salon (Toronto, ON)
Fantastic Sam’s Hair Salons International (Beverly, MA) Now (Dalton, PA) Zoku Salon (Summit, NJ)
Godfrey Aziz (Princeton, NJ) Outer Sanctum Salon (Boone, NC)
Groom (South Portland, ME) Oxygen Spa and Salon (Farmington, MO) Note: This does not include renewing members. For a
Hair, Body and Sol (Fairbanks, AK) Planet Cosmo, Inc (Ocala, FL) full list of PBA members by section, please visit www.
Harbour Day Spa (Cleveland, Australia) Poway Academy of Hair (Poway, CA) probeauty.org/directory.
Harry’s (Dallas, TX) Queen Nails and Spa (Anaheim, CA)
probeauty.org
13
TSA
Symposium 12
It’s About Time January 12-15, 2008
Omni Orlando Resort at ChampionsGate
Breakouts. In-depth breakouts are just one part of the Symposium education experience.
Here’s a sneak peek at some of the breakouts taking place at Symposium 2008:
The Power of Booking Developing Your Leaders Within
Bennie Pollard Sue Santsche & Julie Shepperly
The Beauty of Marketing
Unleash Your Potential for Profit
Phil Fennel & Bob Salem
Peter Mahoney
Time is your most valuable resource. How are you spending it? Let Symposium guide you to best practices
for prioritizing goals, managing tasks and creating accountability that can transform your business.
“Symposium is probably the salon owner’s number one most valuable benefit of membership,” says NeCole Cumberlander,
president of PBA’s Salon/Spa Leadership Council. “Members from around the country take the time to come together for
education that can transform their businesses for the better.”
Networking Fun. The education at Symposium doesn’t only happen during It’s About Time
sessions. Some of the most valuable insights come at the pool, around a …to Make Your
restaurant’s table or at a party. Don’t miss these events: Reservations!
Time to…Connect Registration
This year, first-time attendees will be paired with experienced mentors, and they’ll all meet up at the 800-394-5436 (916-774-8681)
First-Time Attendee Reception on Saturday night. Those on the email listserve can connect face-to- probeauty.org/symposium/
face at the second-annual “List” Reception.
Member Pricing: $399 ($599 after 11/15/07)
Time to…Party Non-Member Pricing: $599 ($799 after 11/15/07)
You’re invited to the Party of the Decades! Don duds and ‘dos from your favorite decade—from togas
to leg warmers, go-go boots to poodle skirts—for this kick-off party around the pool on Saturday night. We heard you! Symposium 2008 features
We can’t wait to see your Hairspray-inspired bouffant. Or perhaps a Farrah Fawcett flip? a new lower price—$200 less for members
than last year.
Time to…Share
Does your manufacturer have a Points Program?
We’re bringing back the most popular part of the last Symposium—the Networking Breakfast Round
Contact them to find out if you can use your
Tables on Monday morning. Each table has an experienced host and will be filled with members
sharing insights into topics such as marketing tips, compensation solutions, employee retention, points toward TSA Symposium Tuitions.
manager education and more.
Hotel & Travel
“Symposium is an opportunity to break out of the bubble of your own business and connect with 800-826-3520 (310-590-4707)
other owners—owners you admire, owners with business challenges just like yours and even probeauty.org/symposium/
newbie owners who look to you for advice on how to succeed,” says John Galietti, co-chair of the
Symposium Education Committee and vice-president of the Salon/Spa Leadership Council. “It’s Single/Double: $199
inspiring on so many levels.”
+$8/night discounted resort fee
You don’t want to miss the premier business education event for salon and spa owners! This
year’s theme is “It’s About Time”—so take the time to get the inspiration you need. Make time Come in early or add a day on at the end
to attend Symposium this January. to ensure you take full advantage of the
vacation magic available in Orlando, Florida!
18 Winners
Announced
Honoring Our Industry«s Finest Talent
Master Stylist of the Year Hairstylist of the Year Salon Team of the Year
Dusty Simington Allen Ruiz Pure
(Salon Gregorie«s, Newport Beach, CA) (Jackson Ruiz Salon, Austin, TX) (Montreal, Quebec)
Avant Garde Contemporary Classic Fashion Forward
Anthony Cress / Kimmi Le Bennie Pollard Veronica Bessey
(Salon Gregorie«s, Newport Beach, CA) (Hair by Bennie and Friends, Louisville, KY) (Toni & Guy, Carrollton, TX)
PBA is proud to congratulate all the extraordinary stylists and salons that won at NAHA! Each
winner showcases the talent and creativity of the professional beauty industry in North America.
Maureen Anlauf:
A Year in Review
New! An Interview with the NAHA
17 Hairstylist of the Year
NAHA Forum On July 15, 2007, Maureen Anlauf
Join the discussion today! passed the NAHA crown of Hairstylist
of the Year to Allen Ruiz. Here she
Break into fame with a little help from the reflects on her year-long reign.
new NAHA online forum. Discuss winning What was it like to win
Hairstylist of the Year at NAHA 17?
I think it was the most pure joy I have ever experienced in
NAHA entries, share tips and tricks with my entire life. I was so nervous and just thrilled. My whole
team was with me, and we worked so hard together. I was so
proud, just floating.
fellow entrants or chat with other rising
What did it mean to you personally?
stars looking to win at NAHA 19. Past I set a dream for myself. It«s one thing to set a goal,
but this was a dream. I set goals for myself all the time,
NAHA winners and industry superstars have and accomplishing goals is amazing. But accomplishing a
dream is just blissful. It took me all year to realize it
had happened. To be honest, there aren«t any words to
already made an appearance on the forum. describe how it feels.
probeauty.org
NORTH AMERICAN HAIRSTYLING AWARDS 15
PBA presented the 18th annual North American Hairstyling Awards (NAHA) on Sunday,
July 15 at the Mandalay Bay in Las Vegas. The winners were announced at the star-
studded gala, hosted by celebrity insider and Entertainment Tonight correspondent
Steven Cojocaru. Moving tributes to Jim Markham, Hall of Leaders inductee, and Yosh
Toya, Lifetime Achievement winner, added to the excitement of the event.
Editorial Stylist of the Year Student Hairstylist of the Year Make-Up Artist of the Year
Michael Albor Jess Zehnder Maria Nguyen
(The Loft Salon and Day Spa, Boston, MA) (Aveda Fredric«s Institute, Indianapolis, IN) (Milpitas, CA)
Haircolor Salon Design Texture
Sue Pemberton 6 Salon Steve Elias
(Henderson, NV) (George Nikollaj, Royal Oak, MI) (Atelier Aveda, San Jose, CA)
Break into Fame
9
1
NAHA 19 Deadline: February 1, 2008
Download Entry Form: www.probeauty.org/naha
What is your life like a year after Were you able to raise your prices?
winning Hairstylist of the Year? Heck yeah, I raised my prices!
Afterwards I thought I would never do it again. How could
anything feel that good again? But a month later, I started Did winning a NAHA increase your clientele?
searching for fibro-optic lights to create wigs for my next Winning a NAHA has been really good for business. I have
entry. Business grew; I went back to teaching and even started definitely experienced an increase in clientele. My clientele
doing speaking arrangements. I used to teach the masters, has doubled.
but to teach my own stuff is so much cooler.
What kind of recognition did you get
What was it like to come back to work from your local community?
after winning Hairstylist of the Year? The local press was great. I had a couple page spread in
Incredibly good! It was so much fun to share all of the the Minneapolis Star Tribune and all the local magazines.
excitement with my clients because they knew what we were I saved everything.
working on throughout the whole process. To come back
and celebrate with family, coworkers, clients and the whole
team was just wonderful. At the end of the conversation,
Maureen had a few last words to share:
There is no other outlet like this for crazy artists like
How did your salon react to your win? us to work on stories like we have. NAHA is an incredible
The salon has been so wonderful. David made huge posters, 3« opportunity for us to get our stories out there. And of
by 5«, of my entry and put them in the salon. It was so much fun course there is nothing like the thrill of good competition.
to see people stop and look at them like pieces of art. I got to
stare at them every day for the first six months after NAHA.
+ Benefit Highlight
Customer Service Profiles TM
If you watch your best customer service employees work their magic, you’ve likely wished that you could
clone them. In their bag of tricks are all the right words: empathy, tactfulness, intelligence, sensitivity, sense
of humor. Not only that, they know how to show these behaviors. And they know your business inside-out.
7
7 Steps to Superb
Customer Service
S stands for product savviness and
salesmanship. We’re much more
effective selling the product if we know
how it works.
Cloning them is out of the question. But what if you could spread their beneficial behavior throughout E is for ears. Use them to hear what
the customer wants and needs. Don’t
your organization? It’s not magic and it’s not too good to be true. With the Customer Service ProfileTM,
interrupt. Do ask questions so you will
you can hire the people who match your company’s high standards, and you can quickly pinpoint the fully understand.
areas where your organization would benefit from coaching.
R means responsibility. Seize it, and
give customers confidence that you
This vital bit of communication is easier if you hire people with the right attitudes. This is where the hear them and will help them.
Customer Service ProfileTM provides invaluable help. It assesses the beliefs and customer service
proficiency of employees and job candidates.
V is for value of the product and the
organization standing behind it.
The assessment tool measures such characteristics as tact, trust, empathy, conformity, focus and I represents initiative, or doing what
needs to be done and ingenuity or
flexibility. It also measures skill level in vocabulary and mathematics. It measures how each person’s
inventiveness.
perspective on serving customers aligns with the organization’s policies and attitudes.
C stands for courtesy. Consider
everyone an important customer,
It’s all right for companies to believe they are lucky when they find employees who excel at customer
whether that person works inside the
service. But the Customer Service ProfileTM can help create an atmosphere in which customer service company or is stepping in from the
is part of everyone’s job. outside to purchase something.
If you need help selecting and motivating a winning team, PBA benefit provider Assessment Specialists E stands for ethics. Treating people
can help. To learn more about how to take advantage of this benefit, please call 877-855-1179 or visit with respect and fairness bodes well
www.assessmentspecialists.com. for a constant supply of customers.
In an effort to be more environmentally friendly, Do Your Part.
this newsletter is printed on 50% total recycled content with soy based inks. Recycle.
Professional Beauty Association
15825 North 71st Street, Suite 100
Scottsdale, Arizona 85254
800.468.2274 (480.281.0424)
probeauty.org