PBA Progress Fall07 Newsletter

8/14/2019 PBA Progress Fall07 Newsletter

1/16

ProgressAn Update or Members o the Proessional Beauty Associati

Fall 20

nside this Issue

Letter rom the Leadership 2

Members in the News 2

Government Aairs 3

s Your Website a Winner? 4

Website Case Studies 5

Getting on Googles Good Side 6

Leadership Positions 7

Distributor/OTC Section

Unproftable Customers 8

CPNA Distributor Fast Fire Panel 8

Distribution & SalesSummit Preview 9

Manuacturer/Rep Section

Beauty Boot Camp Insights 10

Cosmopro North America 10

Salon/Spa Section

Opening a New Location 11

Networking with Geno Stampora 12

Fast Fire Panel at Harms 12Symposium Preview 13

NAHA Winners Announced 14

nterview with Maureen Anlau 15

Beneft Highlight:Assessment Specialists 16

Event Spotlight

Its About TimeJanuary 12-15, 2008

Omni Orlando Resort at ChampionsGateOrlando, Floridapage 3

Is YourWebsitea Winner?

page 4

Best Practices for

Building a Strong

Web Presence

Case Studies

from Our Industr

How to Get

on Googles

Good Side


2/16

A Letter rom the Leadership

am excited to accept the position o president

PBAs Salon/Spa Leadership Council. I started

my involvement with the association ten years

go and have been energized by the direction

our proessional association. I am particularly

mpressed with the support and cooperation I have

witnessed between our salon/spa, distributor and

manuacturer members. I can assure you that the

alon/spa section has not lost its identity as part o

BA. In act, I see all three groups working together

o strengthen our industry as a whole.

or example, our manuacturer members are lending

ponsorship support and our distributor members

re lending ticket sales support to Symposium,

he premier business education event or salon/

pa owners. I encourage all salon/spa members

o join us in Orlando this January as we celebratewelve years o learning, running successul

usinesses, and networking. For a sneak peek at

he Symposium weekend, please turn to page 15

r visit www.probeauty.org/symposium.

Wed also love to have you join us as a volunteer at

Welcome to Our World on October 16 in Washington,

DC. Each year as the Congressional representatives

and their sta experience haircuts, manicures and

massages, we explain the issues that are critical

to our success as small business owners. PBAs

main ocus will be our tip-tax legislation, the Small

Business Tax Equalization & Compliance Act (H.R.

3016) recently introduced in Congress by Rep.

Shelley Berkley o Nevada. To learn more about

Welcome to Our World or the legislation, please visit

www.probeauty.org/advocacy.

I am energized by the strides weve taken to build

PBAs membership. Currently, we have more than

1,000 salon/spa members, representing over

24,500 owners, managers, ront desk personnel and

stylists. I youre a new member, I encourage you to

participate in our monthly New Member Call, which

takes place the third Monday o every month at 12:00

noon EST. Last month, there was a salon on the callthat had just opened their doors and was struggling

with issues such as stang, compensation,

procedures and nance. The owner was literally in

tears, eeling isolated and not knowing which way

to turn. The other members on the call gave her the

guidance she was seeking and discussed various

methods or operating a successul salon. When

the call was over, she was so appreciative or our

members advice and thanked PBA or its sup

I am honored to be the rst Arican-Ame

president o PBAs Salon/Spa Section and

committed to bringing additional men and w

o color to the membership as a whole a

leadership positions within the association.

are a salon/spa owner o color, I encourage y

get actively involved in the association. Lend

voice to the collective voice! PBA is committ

serving as the association or ALL o our collea

in the beauty industry.

I sincerely thank the Salon/Spa Leadership C

or selecting me to serve as president. I pro

to work to grow our membership and help

prosper over the coming year. I look orwa

meeting you in person at one o PBAs many evIn the meantime, please eel ree to contact m

any concerns or questions you may have abou

or the Salon/Spa Section.

NeCole CumberlanderPresident, PBA Salon/SpaLeadership CouncilNoire Et BlancCleveland, OH

Members in the News

Ihlo Named Tulsa Small Business Person o the Year

Marilyn Ihlo, PBA Salon/Spa Leadership Council Member, was recently honored as the TulsaSmall Business Person o the Year. She is now eligible or Oklahomas statewide Small Businessaward. Ihlo opened Ihlo Salon and Day Spa in 1980. A second Tulsa location opened in2002, and a third location was added in Leawood, KS in 2006. Ihlo credited at least part oher businesss success to her stas commitment to education and her close relationship withmanuacturer partner Aveda. She has been an association member since 1996.

Have your own success youd like to share with the membership? Please email [email protected] or call 800-468-2274

Raises $1.4 MillionHeners City o Hope Campaign Raises $1.4 MillionOutgoing PBA Governing Council Chair John Heners year-long campaign netted more than $1.4 millionor City o Hope, a biomedical research and treatment center or cancer and other lie-threatening illnesses.Hener was honored with City o Hopes Spirit o Lie award at a gala held in Las Vegas in conjunction withCosmopro North America. More than 800 industry leaders attended the black-tie evening, which eaturedcomedian Rita Rudner and singer/songwriter Patti Grin.

probeauty.org


3/16

n a major victory or the Proessional Beauty

Association and the salon industry, the Small

usiness Administration (SBA) recently issued auling that preserves the small business designation

or hundreds o salon/spa businesses nationwide.

When Congress rst created the SBA, one o the

asic questions was what numerical denition

hould be used to dene small businesses,

ndustry by industry, to determine what businesses

were eligible or SBA benets. In 2004, the SBA

onsidered changing how the ederal government

ened a small business or many industries

ncluding the salon industry. Specically, the

roposed change would have shited the

esignation or salons rom a $6 million in annual

ales maximum threshold to a new size standard o0 employees maximum threshold.

n addition to resulting in the loss o small business

tatus or hundreds o salon businessesand

with it their eligibility or SBA programs and

assistancethe change would have placed a

tremendous administrative recordkeeping burden

on the thousands o salons that would still qualiyas a small business.

In addition to submitting ormal testimony

detailing the negative impact that SBAs proposal

would have had on the salon industry, PBA

members also testiied at three public hearings

sponsored by SBA in Los Angeles, St. Louis and

New York. We were extremely aggressive on th is

issue rom the beginning, said Steve Sleeper,

PBAs executive director.

Ultimately, the combined eorts o PBA and its

members were instrumental in convincing SBA that

this proposal was not in the best interests o thesalon industry. As a result, in the July 27, 2007 issue

o the Federal Register, SBA ormally announced

that they would not convert any industries rom a

receipts-based size standard to a standard that is

based on the number o employees.

This victory demonstrates the growing infuen

PBA and the salon industry among policy m

and regulatory agencies, said Lee Rizzuto Jr.,

o PBAs Governing Council. Hopeully, this sets the stage or continued success in the ut

For more inormation, please contact Sam Le

PBA Government Aairs Director, at 800-468

x118 or [email protected].

Government Aairs

Beauty Industry Mixing

Technology with Politics

PBA recently launched a virtual one-stop political action and education tool or members

imed at keeping beauty industry proessionals inormed and engaged on relevant

egislative and regulatory issues. PBAs new online advocacy center (www.probeauty.

rg/advocacy) allows visitors to stay up-to-date on the latest news, register to vote and

mail their elected ofcials.

s PBA members have consistently ranked government aairs and

epresentation on Capitol Hill as a top priority, PBA has bolstered

s lobbying and political involvement at the ederal and state

evel. A critical part o its strategy is getting individual members

nvolved in the political process. The collective voice ondividual salon owners, distributors and manuacturers is

powerul tool or our industry, said Sam Leyvas, PBAs

Government Aairs Director. With the click o a mouse,

ur members can now make their voices heard on the

ssues that matter most.

o learn more about PBAs online advocacy,

isit www.probeauty.org/advocacy.

Tip Tax

Credit Update

The Small Business Tax Equalization & Comp

Act (H.R. 3016) was recently introduc

Congress. The legislation would give salo

owners a dollar-or-dollar tax credit on the

taxes they pay on employees tips. The legis

was introduced by Rep. S

Berkley o Nevada, along

16 other co-sponsors. To

i your member o Con

is a co-sponso

to learn more,

www.probeauty

advocacy.

PBA Secures Victory with Small

Business AdministrationPreserves Designation or Salon Industry


4/16


5/16

Case Study:www.evelinecharles.com

The Challenge:The EvelineCharles Salons Spas website was maintainedy an outside graphic design rm. The site looked great, but it wasnt user

iendly. Much o it was built in Flash, which made it dicult or search

ngines to nd them. And it was extremely dicult to get changes made in

timely manner. The site looked good but constantly elt out o date.

The Solution: Because the company had a graphic designer andmarketing director on sta, they knew that they could do much o the updates

hemselves i only they had an application that simplied the process.

We set about looking or more o a programmer than a graphic designer,

omeone who could create a site that we could maintain ourselves,

ays Sarah Roberts, Marketing Director or EvelineCharles Salons Spas.

Our developer made

complete content-

management system or

s that we can use to

hange pages or make

ew pages. The system,which looks much like

Microsot Word, allows

velineCharles staers to

nput content and graphics

nto one o a series

fexible templates.

Whatever the imagination

an create we can do.

The Future: They continue to tap their web developer or customizedpplications, including an e-commerce section and customized

ewsletter system. They are also launching a new POS system, which

s capable o integrating with their online system to handle appointmentooking and more.

Key Insight: Your site can be attractive, but dont sacrice unctionalityor the look o it, advises Sarah. We are always changing, so its important

hat our online presence refect our stores. The easiest way to update the

te is to have the control. We probably change something on the site

lmost every day now.

dea You Can Steal: EvelineCharles launched printable git certicatesn time or Christmas last year, and they were extremely popular. Clients

aid, Thank you or helping me avoid the madness and do it all rom

ome, says Sarah. This year, they are building an entire marketing

ampaign around them.

Case Study:www.repechage.com

The Challenge: Repchage, a line o proessional skin care prodrecognized the potential o Internet sales early on. I you dont sell o

youre going to miss out on a huge opportunity, especially in the

care arena, says Shiri Sarati, Vice President o Sales & Marketin

Sarkli-Repchage. More and more customers are shopping online

looking up spas online. Its denitely a rst place to research product

treatments. Yet many o Repchages partner spas were slow to

their websites and even slower to incorporate e-commerce, which l

important sales tool untapped.

The Solution: Repchage developed a co-branded website concetop-selling spas that carry their ull line o products. Repchages in-h

team provides a sho

basket that can

incorporated seam

into the spas ex

website. They can

create a website presor spas that dont

one. The company

committed to usin

own website to bu

partners busine

When visitors go to

Repchage website,

are asked to enter the

code and are redirect

spas in their area that carry Repchage. This gives the spa an opport

to market itsel and bring in a new guest, says Shiri. We encourage

to wrap the product in beautiul tissue, include a spa menu, perha

coupon. To protect its brand, Repchage keeps close tabs on the proand makes sure that all products bought online are shipped by their pa

spas within three days.

The Future: For Repchage, it was important to support all chao distribution with the program, so they created a CD about the pro

that DSCs can show potential clients. Our distributors love it. They ca

salons that theyll get a ree website i they sell Repchage, says Shir

another selling tool or DSCs.

Key Insight: Spas are denitely ready or this. Our industry is reathis. This is a way to compete against the mass retailers out there, ad

Shiri. You want to get product to your consumer accessibly. This is a ch

to reach that market potential.

Idea You Can Steal: Be ready or success. Repchage alerts paspas beore doing its bimonthly promotions so that they are sure to hav

highlighted item in stock. And when Repchage knew that their sea

baths would be highlighted on Dr. Phil, they encouraged partner sp

stock up on that product. As soon as the program hit the air, we

track sales on our cobranded sites and watch as it rolled out to di

time zones, says Shiri. This could have been a missed opportunity

werent prepared. Instead it was such a success. Our partner spas wer

to reach new clients and get spa menus in their hands.

P.S. Dont forget:The newsletter is now online. Share one ofthe great articles in this newsletter with a friend in the industry.

probeauty.org/progress


6/16


7/16

New Governing Council and Leadership Council Positions Appointe

Leadership Update

he membership o each section (distributor/OTC, manuacturer/rep and salon/spa) elected their Leadership Council members in May. (Winners were announ the summer newsletter. View the ull lists online at www.probeauty.org.) In August, those Leadership Council members selected ocers or their councilhose three members rom each section to serve on PBAs Governing Council.

The Proessional Beauty Association is pleased to introduce the newly elected Governing Council 2007-2008:

Chair,

Lee Rizzuto Jr.Conair Corporation

Chair Elect,

Josh Haetz

The Raylon Corporation

Secretary/Treasurer,

Serena ChrekyAndre Chreky, The Salon Spa

Sydney BerrySalon Services & Supplies Inc

NeCole Cumberlander

Ohio Academy

John Galietti

Xenas Beauty Company

Brian GrahamNioxin

Bruce Selan

Zotos International

Max Wexler

Beauty Crat Supply & Equipmen

PBA is also pleased to announce the oicers or each membership section:

President,

Sydney Berry

Salon Services & Supplies Inc

Vice President,

Josh Haetz

The Raylon Corporation


Edwin Neill, III

Neill Corporation

Distributor/OTC

President,

Bruce Selan

Zotos Corporation

Vice President,

Gary Udell

Gerry Udell, Inc.


Raymond Mager

LOral Proessional Group

Manuacturer/Rep

President,

NeCole Cumberlander

Ohio Academy

Vice President,

Serena ChrekyAndre Chreky, The Salon Spa

VP Communications,

John Galietti

Xenas Beauty Company

VP Education,

Cary OBrien

Cary OBriens Design & Color

Salon/Spa

Outgoing Governing Council MembersTwo Retire, Two Continue at Leadership Council LevelThe Proessional Beauty Association would like to thank our retiring Governing Council membersor all that they have done to shape the association:

John Hener

Creative Nail Design, Inc.

John Hener steps down as Chair o the GoverningCouncil. He will carry on as a member o theManuacturer Leadership Council. John continuesto be an inspiring volunteer leader in our industryand we hope that he will be with the association oryears to come.

Jeanne MatsonClairol, a division o P&G

Jeanne Matson steps down rom both the GoverningCouncil and the Manuacturer Leadership Council,but she leaves her mark on all aspects o theassociation. We thank her or her rm leadership,

her passion or the industry and her commitment tothe manuacturer community.

Bob Peel Jr.

Peels Salon Services

Bob Peel Jr. steps down as Chair Elect oGoverning Council, but not rom an active roleassociation. He will continue on as a member Distributor Leadership Council, where his stronsteady presence will anchor the Distributor se

Sasha RashLa Jolie

Sasha was an integral part o the transitionTSA to the Salon/Spa section o PBA and anadvocate or the Salon/Spa section o the indShe served this past year both as President oSalon/Spa Leadership Council and as a mem

the Governing Council. Sashas bright and insleadership will be missed.

Because PBAs leadership is made up o

active and engaged member volunteers, the

ssociation is extremely responsive to concerns

and issues that matter to our membership,

xplains Steve Sleeper, Executive Director

PBA. These council members serve not only

s representatives o their membership sections

but as the thinkers and pacemakers o our

ndustry as a whole.

o get in touch with members o the Governing

Council or your sections Leadership Council,

lease contact Samantha Alvis, Leadership

Operatoins Director, at 800-468-2274 (480-281-

424) x117 or email [email protected].


8/16

$Distributor/OTC Section

As a distributor, you have limited resourcesvailable to service your customer base. Inventory

management is critical, cash fow management is

ritical, cost containment is critical, and a denitivericing strategy can be your edge in creatingompetitive advantage.

your organization is not skilled inactivity-based costnalysis, you might try to determine your most protableustomers using a simpler approach. This approachses basic calculations to give you some sense o

where your money comes rom and where it goes.

Most o your cash is tied up in inventory andccounts receivable. Consequently, you need to beisciplined enough to ration your cash investmentso only those customers who provide a return.

he ollowing steps describe a simple calculation

hat can provide answers without using an all-outctivity-based cost analysis:

. Determine the average costo processing an order in your business.

What is your cost to process an order, pack it, shipit and collect payment? Each o these stages hasinternal costs that you assume are covered in your

pricing matrix schemes. For most distributors, thecost to process one order completely is between$30 - $100 per order.

2. Determine key fgures or each customer.

- Total sales

- Total cost o goods sold (COGS)

- Gross margin dollars (item 1 minus item 2)

- Number o orders processed per period

Multiply the number o orders by your estimated costto process an order. You can use the specic numberyou calculated in the rst step above, or an averageprovided by your industry association. This cost canchange drastically based on the type o product sold

and the services provided with each order. However,the $50 range would be a good place to start.

Determine the net prot or each customer. Now thatyou have multiplied the number o orders by the per-

order cost, subtract that cost rom the gross-mdollar gure. Do this or each customer. The will be either a positive or negative number.

List the results. List your customers in desceorder, rom the largest contributor o net prot tlowest contributor. (You will hit the negative numquicker than you might imagine.)

Not surprisingly, the Paretto Rule oten appliesYou may get to zero and negative contributionabout 20% o your customers have been anaIt is this remaining 80% that have some negimpact on your bottom-line prots. Elimin80% o your customers based on this exercnot realistic. However, you certainly might waanalyze how you are doing business with them

Dr. Rick Johnson is a keynote speaker at P

upcoming Distribution & Sales Summit. Learnabout Johnsons participation in the Distribu

Sales Summit on page 9. To read the rest o,

Is NOT a Dirty Word, visit www.ceostrategis

and click on Articles by Rick.

Insights romthe DistributorFast Fire Panel

Distributor/OTC

Networking at CPNA

BAs Distributor Fast Fire Panel at Cosmoproorth America eatured members Max Wexler Beauty Crat Supply & Equipment, Sydneyerry o Salon Services & Supplies, Josh Haetz The Raylon Corporation and Bob Peel Jr. oeels Salon Services. The panel ormat providedome great advice and led the way to in-depthetworking with many o the attending distributors

oining the discussion.

William Hendrix, CEO o Biuti, in particular invigoratedhe dialogue when he spoke up about distributing a

single line using a network o salesmen armed withBlackberries. Hendrix explained that his consultantseach had an exclusive line o products to sell, sothat a salon might get visited by several consultantsrom the same distributor all selling dierent lines.Each consultant used their Blackberry to transmitorders instantaneously to the warehouse, increasingturn-over time on orders tremendously.

Sabrina Watson, VP o Smark Beauty Supply,remarked: I changed my fight and extended myhotel stay just so I could attend this session. Imnot currently a member, but this will make me join...This was very well worth the fight change. Otherattendees ound the session similarly worthwhileand stayed ater to chat and exchange inormation.

Kate Thomassen, a new PBA member and presidento Thomassen Beauty Supply, was only too happyto share her enthusiasm or the event: No amount

books on business can substitute or this leveeducation specic to our industry! By oerinkind o interactive venue, PBA allows distributask questions, hear advice rom the pros onpanel and get creative suggestions rom otheempower us to bring a higher level o service tcustomers. We came to Las Vegas specicaattend your networking meeting and we are, wquestion, glad we did.

probeauty.org

Distributor Fast Fire Panel

Unproftable Customersrom Proft Is NOT a Dirty Word

by Dr. Rick Johnson,Distribution & Sales Summit Keynote

New PBA

Distributor/OTC MembersMay 1 August 1

01 Nail and Beauty Supply (Peoria, AZ)iuti Co. (Mexico City, Mexico)

C and J Beauty Corp (New York, NY)Carda International (Beverly Hills, MI)Champeon Beauty Supply (Evansville, IN)Cosmetics Plus (Wayne, NJ)Dist. Special Touch (Tegucigalpa, Honduras)Diversied Business Solutions (Boca Raton, FL)

mani Minerals (Norco, CA)pilar USA (Riverside, CA)uro-Pro Selekt Cosmetik Inc. (Montreal, QC)

Gloden Moor USA (Gainesville, VA)

Golden Duck Co., Inc. (Santa Fe Springs, CA)Herbizzles (Los Gatos, CA)Institut Dermed (Atlanta, GA)J. Edward (Fairhope, AL)JLP Enterprises (San Diego, CA)Kellis Nail and Beauty Supply (San Francisco, CA)Ki and Mee Corporation (Huntington Beach, CA)MEGGO (Eagan, MN)Micha Establishment For Trading (Apey, Lebanon)Number 19 Cosmetics (London, United Kingdom)Opulence Inc. (Riverton, UT)Oratai Import and Export, LLC (Milton, MA)Pearl Beauty (Saratoga, CA)PHP Enterprises, Inc. (Mesquite, NV)

Pink Lotus Beauty Boutique (Singapore)

Proessional Beauty and Barber Supply (AnchoragProessional Products (Bayeld, CO)Racoon West Coast Inc. (Orem, UT)Salon Essentials Inc. (Westbrook, ME)ShowGirl Supplies (Las Vegas, NV)Smiles Distributors (Madison, WI)Swissclinical USA LLC (Haiku, HI)Tba Beauty Supply (Charlotte, NC)Temple Brands, LLC (San Mateo, CA)

Note: This does not include renewing members.For a ull list o PBA members by section,please visit www.probeauty.org/directory.


9/16

ts About Timefor Beauty Sales Education

As a sales proessional in the beauty industry, you know how important it is or your salon clientsto get the education they need to be successul. But are you getting the education you need to grow your business?

PBA is proud to present the Distribution & Sales Summita unique educational opportunity or sales consultants rom proessional beauty distributorsand direct-selling manuacturers!

Shaped by PBA members with in-the-eld experience, the summit educates sales proessionals with strategies to make the mosto your time and maximize every sales potential.

ts About Timeto Meet the Session Leaders

The Distribution & Sales Summit eatures two dynamic speakers committed to helping you grow your sales potential. Recognizing the vast knowledge beauty sales proessionals in the audience, these strong acilitators will also draw out the best ideas rom you and your ellow attendees.

Dr. Rick Johnson

As the ounder o CEO Strategist and as a veteran o the wholesale distribution industry with more than 30 years o executive manageexperience, Johnson knows exactly what it takes to create leaders within a company and how to maximize every sale to its ull potential. (See8 or article rom Johnson.)

Maximize Sales Eectiveness. Johnsons Saturday morning session ocuses on maximizing sales eectiveness by addressing key principles suterritory management, targeting, goal setting, action planning, utilizing value propositions and building and leveraging relationship equity. Exercises and case studies enhance the learning experience. A Fall 2007 survey o PBA distributor and manuacturer members will shape the presentation to best octhe specic needs o beauty sales proessionals.

Dr. Jerey MageeMagee started his rst sales/marketing rm at age 15 and sold it beore college. At 24, a Fortune 500 company named him their top salesman nation. Today Magee writes the Leadership Column or the Business Journal newspapers and is the author o 21 books, including The Sales TrHandbookand it!

Sales Time Management. You and the competition have the exact same amount o time each day. Its how you utilize your time that sets you This high-energy Saturday aternoon session ocuses on dealing with interruptions and time wasters; determining your prime time each day or your important activities; using unexpected wait times to generate business; handling emails, voicemails and paper stacks; building solid client relationscrating an attitude or success; dealing with negative people and situations; utilizing technology you already have to better connect with clients and prospand much more. Youll leave this session with at least 50 ways to increase your productive selling abilities each daywithout working more hours.

ts About Timeto Implement New Ideas

Ater a morning and aternoon lled with insightul education, Saturdays session closes with acilitated Round Table Discussion Groups. An opportunity tin and discuss practical ways to implement the abundance o ideas into your work lie, the groups also provide time to bounce ideas o your peers.

Earn A Free Tuition to This Summit And Help Your Salon Clients

Grow Their Business!

The Distribution & Sales Summit is co-located with TSA Sympo

the premier business education event or salon and spa owners.Symposium is a lie-changing, business-transorming event or salonspa owners. Connect your clients with this inspiring weekend o educand networking and share in their uture success!

Sell Five! For each ve Symposium tuitions you sell, youll receDistribution & Sales Summit tuition or yourselor an additional Sympotuition, which you can git to promising clients.

To sign up or the Symposium sales program, call 800-468-2274 x117 owww.probeauty.org/summit.

Its About Timeto Make Your Reservations!

Registration800-394-5436 (916-774-8681)probeauty.org/summit

Distributor Pricing: $399 ($599 ater 11/15/07)

Hotel & Travel800-826-3520 (310-590-4707)probeauty.org/summit

Single/Double: $199+$8/night discounted resort ee

Come in early or add a day on at the end to ensure you take ulladvantage o the vacation magic available in Orlando, Florida!

Distribution & Sales SummitJanuary 12-13, 2008Orlando, Florida


10/16

Years ofBeautifulSuccess

Cosmopro North America (CPNA) enjoyed itsth and most successul year yet as the premierusiness-to-business beauty event encompassingll sectors o the industry in one venue. Held July5-17, the show brought together 699 exhibitingompanies and more than 25,000 attendees,

ncluding importers, distributors and global beautyeaders. Highlights included:

Discover Beauty. This ground-breaking initiativerought a select group o emerging brands together

with buyers rom top retail institutions, includingergdor Goodman, Henri Bendel, Sephora,ordstrom, Fred Segal Studio and more.

NBCs Today Show. The nations number-onemorning show shot a segment on the exhibitionfoor spotlighting emerging trends in the globalbeauty industry.

Country Pavilions. Working closely withcountries seeking to expand their oreign beautytrade, CPNA eatured pavilions rom Thailand,Brazil, Italy, France and China.

PBA Annual Business Forum. Over 420attendees gathered or the associations annualupdate, which eatured keynote speaker SteveWozniak, Apple co-ounder and engineer o the rstpersonal computer.

International Buyer Program. A Cosmoproexclusive, this program united buyers rom Chile,Ecuador, Jamaica, Mexico, Uruguay and Venezuelawith exhibitors or one-on-one, pre-scheduledappointments.

First-Class Education. Filled-to-casessions included the Package Design ConeWomens Wear Dailys Specialty Beauty RPanel, the PBA Beauty Boot Camp (see story) and Beauty Store Businesss How YouCan Make More Money.

Mark your calendar or Cosmopro North Americrom July 13-15, 2008 at the Mandalay Bay ConvCenter in Las Vegas. Exhibit sales are already urunningdownload a Request or Space romcosmopronorthamerica.com. Or contact Eric HToni Davis at 800-468-2274 (480-281-0424) [email protected] | [email protected].

5

Manuacturer/Rep Section

World o Wipes (Boca Raton, FL)mmor Associates, LLC (Hellertown, PA)ndre Enterprises (San Jose, CA)neka Inc (Westminster, CA)nuva Cosmeceutic Haircare LLC (Beverly Hills, CA)rtistic Cosmetic Technology (Santa Fe Springs, CA)viva Labs, Inc. (Waltham, MA)

A Kid, Inc. (Jamesburg, NJ)ack Quality USA (The Hague, Netherlands)arbar Artist, Inc (Beverly Hills, CA)BT4Salons (Aurora, CO)eautee Sense Inc (Lodi, NJ)he Beauty Resource (New York, NY)etty Beauty, Inc. (New York, NY)onika Shears (Duluth, GA)aliornia Cosmetics Corp (Tarzana, CA)hristopher Philip Ltd (Houston, TX)ircle o Friends (Santa Monica, CA)olumbia Cosmetics (San Leandro, CA)osmetology Campus.com / 360 Training (Austin, TX)ospro Development Corp (Reading, PA)rown Industries (Crown Point, IN)esign Studio Intl LLC (Lomita, CA)evoted Creations (Oldsmar, FL)dens Treasures (Charlotte, NC)

Empowerment, Inc. (Newburyport, MA)Enzo Milano (Santa Ana, CA)Ergo Research Inc (Valencia, CA)FaBella International (Sparta, NJ)Farouk Systems Inc. (Houston, TX)Hair and Accessories / Hair Brokers, Inc. (Dallas, TX)Harvest Woods US, Inc. (Daly City, CA)

Hi-Tech (Calgary, AB)Ibiza Hair (Studio City, CA)Innity Sun (West Hollywood, CA)Intelligent Nutrients (Minneapolis, MN)Kellyrenee Int. (Simi Valley, CA)Kimberly-Clark Corporation (Neenah, WI)Koh Gen Do Co., Ltd. (Tokyo, Japan)LAvant Garde, Inc. (Simi Valley, CA)Moisture Jamzz, Inc. (Beverly Hills, CA)Nation P (Montreal, QC)Neonis Inc. (Redding, CA)Nest Wholesalers (Melbourne, Australia)NovaLash, Inc (Houston, TX)Number Three Company (Daly City, CA)Omargosh (Los Angeles, CA)Organic Complexion (Garden City, ID)Oster Proessional Productsand Arius Eickert (Boca Raton, FL)

P.V. Creations (Fair Lawn, NJ)Peaches and Boo Boo (Smyrna, GA)Poly Ventures, LLC (Chicago, IL)R.M.T. Beauty Appliance Co., Ltd. (Vancouver, BCRedken 5th Avenue NYC (New York, NY)Retro-chic International (Houston, TX)

Royal Brush Mg, Inc. (Merrillville, IN)Salon Guys (Sacramento, CA)Skin Apparel (Encino, CA)Skin Probiotic Systems (Litcheld Park, AZ)Skin RX Inc. (Vista, CA)SKN Corp (Queensland, Australia)Spa Revolutions (Escondido, CA)Spongeables, LLC (Los Angeles, CA)Sweetie-Pie Industries (Warsaw, MO)Tailey Design (Layton, UT)Ted Fishman and Associates (Northbrook, IL)Valcent Products Inc. (El Paso, TX)White Sands (Irvine, CA)Xtreme Lashes (Spring, TX)

Note: This does not include renewing members.ull list o PBA members by section, please visit probeauty.org/directory.

Alisa Beyer o The Benchmarking Companyled two PBA Beauty Boot Camps, based

on PBAs Consumer Trend Report andher experience consulting on brand

uilding in the beauty industry, at Cosmoproorth America this July.

da Polla-Tray o the skin care line Alchimie Foreveroved the Boot Camp. This class is a big reasonwhy I came to Cosmopro North America. It is worthoming to the show just or this. Ada and otherttendees took home pages o worksheets and aomplimentary copy o the PBA Salons and Daypas Consumer Trend Reporta $299 value.

he rst part o the class was dedicated to therand building process and the techniques and

tricks that set certain brands above the rest. Alisarecommended setting up a Brand War Wall whereyou post your brand materials side by side withcompetitors materials to see which ones really

stand out. She also oered juicy pieces o advice,such as: A brand doesnt have to evoke a positiveemotion as long as it evokes some emotion.

In the second hal o the class, Alisa got into thetrends behind brands and what consumers want.The number one reason women switch productsis that they want to try something new, so makesure that they always eel that you are new, sheadvised. In talking about trends o the near uture,

Alisa predicted that skin care will change rom meskin care to amily skin care, and she pointed outthat skincare has already become manly.

Ater the close, Brandy Smith o Bubbles Hair commented, I was engaged or 4 straight h[Alisa] has viable passion. This class was thepart o my experience here!

To beneft rom some o the consumer ins

behind the Beauty Boot Camp, purchase your

o the PBA Salons and Day Spas Consumer

Report. Call 800-468-2274 (480-281-0424)

PBA Beauty Boot CampBrand-Building Insightsrom Cosmopro North America

New PBA Manufacturer/Rep MembersMay 1 August 1

Cosmoprof North America 2008

Las Vegas - Mandalay Bay - July 13-

probeauty.org


11/16

Making the Most of a Movensights rom One Salon Owners Odyssey

BA Salon/Spa Section member Jere Pastore, owner o Images at San Marcos in Chandler,

Arizona, recently moved her salon to a new location. She shares the good (antastic grandpening), the bad (delays, delays, delays!) and the beautiul (lovely new space) surrounding this

tressul business change.

Why Move? For Jere, making the big move wasnt an option. Her landlord decided to use the space or other purposes and gaveotice that they would not renew her lease. But this orced change allowed her to nearly triple her spacerom 870 to 2,200 square

eet. Plus, a brand-new acility can attract a higher-end clientele. [The landlord] ended up doing me a avor, even though I wasnt

repared or it, says Jere. We can accommodate more guests and more services in the new salon.

inancing. Jere reports that salon build-outs can run between $85 and $130 per square ootor even higher. She nanced the new salon with a patchwources. First, the city o Chandler, where Jere has been an active business leader, provided a signicant grant to help her stay in the citys historic center

quipment leasing company provided a build-out allowance. She got an infux o capital rom an inheritance. And she opened up a couple lines o credit

ecommends that owners maintain (or, i need be, create) a business plan and detailed nancial portolio. She describes her nancial portolio as a three-ring b

hree inches thickcontaining all o the details a bank would need to know about her business and personal nances. The biggest mistake small businesses

s being under capitalized, says Jere. You should have these two items on hand because you never know when you may need to borrow money.

imeline. I was supposed to be open in October 2006, and my grand opening nally took place in May 2007, says Jere. Thats pretty typical, but I didnt . I youre planning a big move, its smart to get started a couple o years beore your lease runs out. The goal, o course, is to have the new salon ready b

he current lease expires. I not, youll need to negotiate a month-to-month plan with your current landlord, and they may take advantage o your situation. Di

timeline with your contractorand then tack on a good cushion in your head. Try to be ully settled beore your salons traditional busy season so that youl

olid cash fow coming in ater the move. Plan or the worst, recommends Jere. Because unortunately there are certain things out o your control.

mportant Partners. Jere was pleased with her salon equipment companys support during the planning process. But while many such companies canou design the space, youll probably need an architect to sign o on the plans. In that case, she recommends working with an architect who has salon-sp

xperience. My architect made a lot o mistakes in the placement o equipment and plumbing that cost me time and money in redesigns. Another imp

artner is the contractor. Her top two contractor tips: 1. Get a rm bid. 2. Try to negotiate a timeline with consequences i deadlines are missed. Finally, be s

ave an attorney look over the new lease. That legal advice is worth every penny.

Clients. Jere recommends drawing clients into the excitement o the move. I used a blank wall in my old salon to display drawings o the new salon showinolors, equipment and anything else I could think o, Jere explains. She also took drawings to marketing and networking events to get the community ex

bout the new location.

Sta. You need to get your sta involved so they eel like its their salon too, says Jere. I let them pick out so muchtheyre younger then me and have baste anyways! The only real challenge with the sta was keeping them upbeat and motivated despite the delays. With the new location so close to the rst, J

ta could walk over everyday and see all the changes, which kept them engaged. I havent lost one sta member in the move, she reports. In act, she rec

ired our new employees.

Grand Opening. Jere capped o a rustrating process with one phenomenal party. I started planning my grand opening a year beore I opened, says That was my biggest way o getting the word out. In act, she turned the opening into a community event. She rented a 2,150 square oot tent and invited

usinesses to display their inormation to show people what was going on in the revitalized downtown. Local businesses responded by donating wine (rom a

wine bar), beer (rom a new brewery) and ood (rom the adjacent resort) or the party. A postcard mailing to the salons database helped draw 300+ people.

was sometimes a rough road getting there, but the end result is a wonderul new salon space. You can check out the nished product at www.imagesatsanma

om (click on Gallery).

Space is nearly sold out.Reserve your booth before its too late!

Visit www.probeauty.org/isse/exhibitor or call 800-468-2274 (480-281-0424) x121.

Salon/Spa Section


12/16

New PBA Salon/Spa MembersMay 1 - August 1

Stones (Corvallis, OR)Salon (High Point, NC)

ccess Beauty (Dana Point, CA)esthetic Video Source (West Jordan, UT)ppearances Hair Color and Design Studio (Westminster, CO)t the Point (Houston, TX)ve Hair Studios LLC (Cambridge, MD)ella. A Spa At Hair on Main (Virginia, MN)eth McCarthy (San Mateo, CA)ody Connection (Castleknock, Ireland)

oires Hair Design and Day Spa (Rehoboth Beach, DE)umble and Bumble (New York, NY)omplements Spa (Webster Groves, MO)erby Salon (Seattle, WA)imensions Salon (San Antonio, TX)he Doves (Santa Monica, CA)liegante Hair Design and Spa (Hamilton, ON)ncompass One (Gainesville, VA)ssential Nails and Spa (New Orleans, LA)stes Family Haircare (Wilmington, DE)antastic Sams Hair Salons International (Beverly, MA)odrey Aziz (Princeton, NJ)room (South Portland, ME)air, Body and Sol (Fairbanks, AK)arbour Day Spa (Cleveland, Australia)arrys (Dallas, TX)

Heather Sommers (Stockton, CA)Images International Dayspa & Salon (Oakville, ON)Inbrace (Torrance, CA)J Hair Gallery LLC (Saint Charles, MO)Jung Ja Salon and Spa (Coon Rapids, MN)Jyl Craven Hair Colour Studio (Canton, GA)La Nouvelle Hairdressers (San Jose, CA)Lailas Spa (Washington, DC)Lmour Nails and Beauty Salon (Aiea, HI)Maddalene-Rose Spa, Inc. (Woodbridge, ON)Mango Salon (Richmond, VA)Marc-Stephens and Friends (Des Moines, IA)MB York (Scottsdale, AZ)McMahan and Company (Saint Petersburg, FL)

Mia Bella Spa (Leominster, MA)Michael Farrell Salon (Powell, OH)Moda Salon (Lincoln, CA)Moda Salon and Spa (Duluth, GA)More Hair! Salon, Inc. (Baltimore, MD)Moss Spa (Cold Spring Harbor, NY)The Nailtique (Brecksville, OH)Namaste Salon (Denver, CO)New Beginning Salon Spa (Hillsboro, OR)Nouvelle Visage (Leesburg, VA)Now (Dalton, PA)Outer Sanctum Salon (Boone, NC)Oxygen Spa and Salon (Farmington, MO)Planet Cosmo, Inc (Ocala, FL)Poway Academy o Hair (Poway, CA)Queen Nails and Spa (Anaheim, CA)

Rebecana Sa (Doral, FL)The Retreat Day Spa and Salon (Corvallis, OR)The Rose o Sharon Salon (Redlands, CA)Sahairas Salon (Durango, CO)Salon Dingianni Mullen (Harahan, LA)Salon Du Vois (Denham Springs, LA)Salon Music Boutique (Long Beach, CA)Salon Utopia, LLC (Houston, TX)Salon Verde, Inc (Philadelphia, PA)Santo Salon and Spa (Woodmere, OH)Shear Madness (Riverside, CA)Sheree Boegner (Bryan, TX)The Skin Spa Institute (Signal Hill, CA)Spa Business Associates, Inc. (Johnson City, TN)

Stampora Consulting Inc. (Purcellville, VA)Stilisti (Boston, MA)Three Small Rooms (Barrie, ON)Totally Bare Inc. (Fort Lauderdale, FL)Tuscan Sun Salon and Spa (Franklin, MA)Twenty West Salon (McDonough, GA)Unruli, LLC (Franklin, TN)W.E.M. (San Bernardino, CA)WDaly (Peachtree City, GA)Woody Michleb Hair Salon (Toronto, ON)Zoku Salon (Summit, NJ)

Note: This does not include renewing members.ull list o PBA members by section, please visit

probeauty.org/directory.

Salon/Spa Section

Fire Away!Fast Fire Panels: SpeedyAnswers to Common Questions

s important to step away rom your businessccasionally or education to renew your ocusnd reinvigorate your passion. In addition to thennual Symposium weekend, members benet romttending trade shows and sotware user conerences.

One great way to get involved in the associationandhe industryis to volunteer to serve on a PBA Panelt one o these events.

our salon/spa membersBonnie Conte, Janeybold, Heather A. Staord and Rowena Yeager

ecently headed up a PBA Fast Fire Panel at the

Harms User Group Conerence in Miami this July.

The best part about attending events like this is theability to network with other salon owners, to shareour business success stories and to seek advice romothers regarding problems and challenges, Jan notes.Salon owners are very open and willing to share. Theygenuinely enjoy helping others grow and succeed.

Fast Fire panelists oten learn as much as they teachduring these sessions. One o the panelists said,Think about what you are ignoring and tackle it. Itisnt going to go away until you do, says Heather. Ihad been avoiding a ew things I needed to address,and this gave me the courage to do it!

For Rowena, the value o participating is in the

riendships you make through networking. truly know what it means to walk in your shoes

PBA is always looking or members willing to on Fast Fire Panels. The next scheduled panethe International Salon & Spa Expo in Long BeaJanuary. I youll be there and would like to voluor the Panel, please call 800-468-2274 x137.

L to R: Rowena, Bonnie, Jan and Heather ad

audience questions at the Harms event.

Salon Success SeriesPart Two: ManagingYour Managers

Kari Stolley and JulieSchumacher use their

experience workingor a major salon toexplain how you can put in place systems accountability that establish expectations,acilitate budgeting and encourage growthPlus, Larry Kopsa explores how to use nabenchmarking to manage your managers.

October 28-29, 2007PBA Headquarters | Scottsdale, Arizona

$500 or members per session$1,000 or non-members per session

To register, call 800-468-2274 or downloaregistration orm at www.probeauty.org/c

center forbusiness educa

On July 9, PBA hosted an evening

with Geno Stampora, PBA member

and renowned industry educator, atthe Mondrian Scottsdale ater a day o

education organized by the PBA Arizona

etworking Group. During the evening, Geno spoke

bout how to motivate your sta and yoursel and

ncrease sales by extension.

endall Ong, PBA Salon/Spa Leadership Council

member, Arizona Networking Group leader and

wner o Mane Attraction Salon, explained how

he day and evening came about: This was a great

xample o the spirit o PBA. Five PBA salons that

re a part o our Arizona Networking Group pooled

esources and sta or great education!

Theres so much to learn when we meet. The evening

was an eye opener or many o the guests, says

Geno. I shared what it will take to be successul inthe years to come. I also shared how PBA can partner

with them and provide solutions to their challenges.

Networking is one o the most powerul benets o

PBA membership. To nd out i there is a networking

group in your area, visit www.probeauty.org/

networking/groups. I there isnt, you might consider

starting onethe sta at PBA can help! Most o our

industry is not aware o the power attained through

networking and association with the right people,

encourages Geno. Many o the members in PBA

are experienced, seasoned veterans who have been

successul in all climates.

An Evening with Geno StamporaOrganized by PBAs Arizona Networking Group

probeauty.org


13/16

Symposium 12TSA

January 12-15, 2008Omni Orlando Resort at ChampionsGate

Time is your most valuable resource. How are you spending it? Let Symposium guide you to best practicesor prioritizing goals, managing tasks and creating accountability that can transorm your business.

Symposium is probably the salon owners number one most valuable beneft o membership,says NeCole Cumberlan

president o PBAs Salon/Spa Leadership Council. Members rom around the country take the time to come together

education that can transorm their businesses or the better.

Its About Time

Breakouts. In-depth breakouts are just one part o the Symposium education experience.Heres a sneak peek at some o the breakouts taking place at Symposium 2008:

Developing Your Leaders WithinSue Santsche & Julie Shepperly

The Beauty of MarketingPhil Fennel & Bob Salem

The Power of BookingBennie Pollard

Unleash Your Potential for ProfitPeter Mahoney

Networking Fun. The education at Symposium doesnt only happen duringessions. Some o the most valuable insights come at the pool, around aestaurants table or at a party. Dont miss these events:

Time toConnect

his year, rst-time attendees will be paired with experienced mentors, and theyll all meet up at theirst-Time Attendee Reception on Saturday night. Those on the email listserve can connect ace-to-ace at the second-annual List Reception.

Time toParty

oure invited to the Party o the Decades! Don duds and dos rom your avorite decaderom togaso leg warmers, go-go boots to poodle skirtsor this kick-o party around the pool on Saturday night.We cant wait to see your Hairspray-inspired bouant. Or perhaps a Farrah Fawcett fip?

Time toShare

Were bringing back the most popular part o the last Symposiumthe Networking Breakast Roundables on Monday morning. Each table has an experienced host and will be lled with membersharing insights into topics such as marketing tips, compensation solutions, employee retention,

manager education and more.

Symposium is an opportunity to break out o the bubble o your own business and connect withther ownersowners you admire, owners with business challenges just like yours and evenewbie owners who look to you or advice on how to succeed, says John Galietti, co-chair o the

Symposium Education Committee and vice-president o the Salon/Spa Leadership Council. Itsnspiring on so many levels.

You dont want to miss the premier business education event for salon and spa owners! Thisears theme is Its About Timeso take the time to get the inspiration you need. Make timeo attend Symposium this January.

Its About Timeto Make You

Reservation

Registration800-394-5436 (916-774-8681)probeauty.org/symposium/

Member Pricing: $399 ($599 ater 11/15/07Non-Member Pricing: $599 ($799 ater 11/1

We heard you! Symposium 2008 eaturesa new lower price$200 less or membethan last year.

Does your manuacturer have a Points Prog

Contact them to nd out i you can use youpoints toward TSA Symposium Tuitions.

Hotel & Travel800-826-3520 (310-590-4707)probeauty.org/symposium/

Single/Double: $199+$8/night discounted resort ee

Come in early or add a day on at the endto ensure you take ull advantage o thevacation magic available in Orlando, Flor


14/16

18 WinnersAnnounced

Master Stylist of the Year

Dusty Simington

(Salon Gregories, Newport Beach, CA)

Hairstylist of the Year

Allen Ruiz

(Jackson Ruiz Salon, Austin, TX)

Salon Team of the Year

Pure

(Montreal, Quebec)

What was it like to winHairstylist of the Year at NAHA 17?I think it was the most pure joy I have ever experience

my entire life. I was so nervous and just thrilled. My w

team was with me, and we worked so hard together. I wa

proud, just floating.

What did it mean to you personally?I set a dream for myself. Its one thing to set a g

but this was a dream. I set goals for myself all the t

and accomplishing goals is amazing. But accomplishi

dream is just blissful. It took me all year to reali

had happened. To be honest, there arent any word

describe how it feels.

Avant Garde

Anthony Cress / Kimmi Le

(Salon Gregories, Newport Beach, CA)

Contemporary Classic

Bennie Pollard

(Hair by Bennie and Friends, Louisville, KY)

Fashion Forward

Veronica Bessey

(Toni & Guy, Carrollton, TX)

PBA is proud to congratulate all the extraordinary stylists and salons that won at NAHA! E

winner showcases the talent and creativity of the professional beauty industry in North Amer

Honoring Our Industrys Finest Talent

New!

NAHA ForumJoin the discussion today!

Break into fame with a little help from the

new NAHA online forum. Discuss winning

NAHA entries, share tips and tricks with

fellow entrants or chat with other rising

stars looking to win at NAHA 19. Past

NAHA winners and industry superstars have

already made an appearance on the forum.

Maureen Anlauf:A Year in Review

An Interview with the NAH17 Hairstylist of the Yea

On July 15, 2007, Maureen Anla

passed the NAHA crown of Hairstyl

of the Year to Allen Ruiz. Here s

reflects on her year-long reign.

probeauty.org


15/16

What is your life like a year afterwinning Hairstylist of the Year?Afterwards I thought I would never do it again. How could

nything feel that good again? But a month later, I started

earching for fibro-optic lights to create wigs for my next

ntry. Business grew; I went back to teaching and even started

oing speaking arrangements. I used to teach the masters,

ut to teach my own stuff is so much cooler.

What was it like to come back to workafter winning Hairstylist of the Year?ncredibly good! It was so much fun to share all of the

xcitement with my clients because they knew what we were

working on throughout the whole process. To come back

nd celebrate with family, coworkers, clients and the whole

eam was just wonderful.

How did your salon react to your win?he salon has been so wonderful. David made huge posters, 3

y 5, of my entry and put them in the salon. It was so much fun

o see people stop and look at them like pieces of art. I got to

tare at them every day for the first six months after NAHA.

Were you able to raise your prices?Heck yeah, I raised my prices!

Did winning a NAHA increase your clientele?Winning a NAHA has been really good for business. I

definitely experienced an increase in clientele. My clien

has doubled.

What kind of recognition did you get

from your local community?The local press was great. I had a couple page sprea

the Minneapolis Star Tribune and all the local magaz

I saved everything.

At the end of the conversation,Maureen had a few last words to share:There is no other outlet like this for crazy artists

us to work on stories like we have. NAHA is an incred

opportunity for us to get our stories out there. An

course there is nothing like the thrill of good competit

N O R T H A M E R I C A N H A I R S T Y L I N G A W A R D S

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 Tonightcorrespondent

Steven Cojocaru. Moving tributes to Jim Markham, Hall of Leaders inductee, and Yosh

Toya, Lifetime Achievement winner, added to the excitement of the event.

BreakintoFameNAHA 19 Deadline: February 1, 2008Download Entry Form: www.probeauty.org/nah

Editorial Stylist of the Year

Michael Albor

(The Loft Salon and Day Spa, Boston, MA)

Student Hairstylist of the Year

Jess Zehnder

(Aveda Fredrics Institute, Indianapolis, IN)

Make-Up Artist of the Year

Maria Nguyen

(Milpitas, CA)

Haircolor

Sue Pemberton

(Henderson, NV)

Salon Design

6 Salon

(George Nikollaj, Royal Oak, MI)

Texture

Steve Elias

(Atelier Aveda, San Jose, CA)


16/16

Professional Beauty Association

5825 North 71st

Street, Suite 100Scottsdale, Arizona 85254

00.468.2274 (480.281.0424)

In an eort to be more environmentally riendly,this newsletter is printed on 50% total recycled content with soy based inks.

Do YourRecycle

+Beneit HighlightCustomer Service ProilesTMI you watch your best customer service employees work their magic, youve likely wished that you couldclone them. In their bag o tricks are all the right words: empathy, tactulness, intelligence, sensitivity, sense

o humor. Not only that, they know how to show these behaviors. And they know your business inside-out.

Cloning them is out o the question. But what i you could spread their benecial behavior throughout

your organization? Its not magic and its not too good to be true. With the Customer Service ProleTM,

you can hire the people who match your companys high standards, and you can quickly pinpoint the

areas where your organization would benet rom coaching.

This vital bit o communication is easier i you hire people with the right attitudes. This is where the

Customer Service ProleTM provides invaluable help. It assesses the belies and customer service

prociency o employees and job candidates.

The assessment tool measures such characteristics as tact, trust, empathy, conormity, ocus and

fexibility. It also measures skill level in vocabulary and mathematics. It measures how each persons

perspective on serving customers aligns with the organizations policies and attitudes.

Its all right or companies to believe they are lucky when they nd employees who excel at customer

service. But the Customer Service ProleTM can help create an atmosphere in which customer service

is part o everyones job.

I you need help selecting and motivating a winning team, PBA beneft provider Assessment Specialists

can help. To learn more about how to take advantage o this beneft, please call 877-855-1179 or visit

www.assessmentspecialists.com.

77 Steps to SuperbCustomer Service

S stands or product savviness andsalesmanship. Were much more

eective selling the product i we know

how it works.

E is or ears. Use them to hear whatthe customer wants and needs. Dont

interrupt. Do ask questions so you willully understand.

R means responsibility. Seize it, andgive customers confdence that you

hear them and will help them.

V is or value o the product and theorganization standing behind it.

I represents initiative, or doing whatneeds to be done and ingenuity or

inventiveness.

C stands or courtesy. Considereveryone an important customer,

whether that person works inside thecompany or is stepping in rom the

outside to purchase something.

E stands or ethics. Treating peoplewith respect and airness bodes well

or a constant supply o customers.

Documents

PBA Progress Fall07 Newsletter