OUR MISSION AT AVEDA IS TO CARE FOR THE WORLD WE LIVE IN, FROM THE PRODUCTS WE MAKE TO THE WAYS IN WHICH WE GIVE BACK TO SOCIETY. AT AVEDA, WE STRIVE TO SET AN EXAMPLE FOR ENVIRONMENTAL LEADERSHIP AND RESPONSIBILITY, NOT JUST IN THE WORLD OF BEAUTY, BUT AROUND THE WORLD.

Wellness

Name and position Salon/spa name and location Why you think the front desk is important to the business

Who are you?

Receptionist: Coordinator: Front desk: a person employed to receive and assist callers, clients, etc. (as in an office) Coordinator: a person that coordinates Front desk: the reception desk of a lodging, for checking guests in and out and handling other requests

Role of the Front Desk/Salon Coordinator 50

I make sure that the salon is organized and running smoothly. I book appointments, suggest additional services, sell retail, recommend pre-booking and make sure that we exceed the expectations of every guest. I smooth the way through sensitive situations, and… As a salon coordinator, I am the face of the company – I am the first person the guest sees when they come in to the salon and the last person they see when they leave. I remain in constant communication with the manager and owner. I always know where the guest is and make sure the technicians are running on schedule. I embody the service my salon offers. As a salon coordinator, I have the ability to affect the overall profitability of the salon.

Learning Objectives Identify the skills and behaviors required of front desk team members and learn guiding principles on how to recruit and hire the right people Understand the ways front desk staff affect benchmarks and learn strategies to impact them Implement standards for running your front desk efficiently. Establish consistency in the service offered to your guests, beginning and ending with the front desk 2

Find the Right People 3

Self Assessment 4

Find the Right People 6-7

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Achiever Someone who needs to achieve every day. They initiate action rather than resting on yesterday’s success. 8

Enterpriser Someone who thinks of themselves as a salesperson Enterpriser Someone who thinks of themselves as a salesperson. They define satisfaction through making the sale. 8

Positivity Someone who is upbeat and spreads that positivity to the team. 8

Relationship Someone who initiates relationships and builds friends easily. 8

Service Someone who has a talent for highlighting the uniqueness of each guest. They enjoy being of service to others. 8

Values Someone who is committed to continuous improvement and purpose in their role. 8

Create a job description 98

Define the job Work individually write a job description for your front desk, then share with your table 9

? Who do I need at my salon? 52

You can find great people at… Other stores! Restaurants! Friends! Salon guests! Family Members! You can find great people at… 10

Your People Page ✓ ✓ ✓ ✓ ✓ ✓ Name Phone Email Where you met What you loved about them What position they might be best suited for ✓ ✓ ✓ ✓ ✓ 10

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Interviewing to Talents

FLOOR INTERVIEW 11

Orientation Checklist 12

Growing with Your Salon

Career Path example 13

Front Desk Benchmarks 15

What is a benchmark? 16

Benchmark: Measure or standard of excellence to which other results can be compared Photo is from: Greenway Cross, Higher Sutton, Cheshire, England 16

RPCT: Retail per Client Ticket/Transaction What is it? How much retail product is being sold on average to all guests Why is it important It builds guest retention It fills the guest’s needs It is a revenue-producer Benchmark $10 non-concept $13.50 concept $16.50 lifestyle 17

$27,920 Total Retail Sales / 1,804 Total # Transactions = Calculating RPCT Total Retail Sales / Total # Transactions Example: $27,920 Total Retail Sales / 1,804 Total # Transactions = RPCT: $15.47 Rpct calc 17

Service Benchmarks SPST: Service per Service Transaction % Color Transactions 17

SPST: Service per Service Ticket/Transaction What is it? How much service revenue is being produced on average for each guest receiving services or how much the average service guest is spending on services per visit Why is it important? It tells us how we are selling services to guests and the amount of cross-selling or add-ons Benchmark Growing every year 17

% Color Transactions What is it? Why is it important? Benchmark The % of hair service transactions that have a color service as part of the transaction Why is it important? Color guests are the most loyal They usually are the highest service ticket They frequent the salon more often It impacts guest retention & SPST Benchmark 50% of total hair services should include a color service 17

% of Service Guests Pre-Booked What is it? The % of guests who are pre-booked for their next appointment Why is it important When we pre-book appointments, we increase the frequency of guests’ visits, which increases productivity and brings in more revenue Benchmark 60% of all service guests are pre-booked for their next service 17

Calculating % of Service Guests Pre-Booked # Pre-Booked Appointments / Total # Service Transactions Example: 200 Pre-Booked Appointments / 495 Total Service Transactions = 40% Service Guests Pre-Booked Prebooking calc 17

Productivity What is it? Why is it important? Benchmark How productive (busy) the service providers are Why is it important? We want to maximize the time service providers are working with guests to increase revenue “A busy stylist is a happy stylist!” Benchmark Staff are booked 85% of their scheduled work hours 17

Guest Retention What is it? Benchmark Why is it important? The % of guests who return to the salon for services within 90 days of their last appointment. We look at new and existing guests. Why is it important? It tells us whether or not guests like the service they receive It is easier to keep the guests we have than continue to find new ones Benchmark New Guests: 50% return Existing Guests: 70% return 17

% of Service Guests Purchasing Product What is it? The % of service guests who are purchasing retail product Why is it important Retail sales build retention and revenue It shows you lost retail sales opportunities Benchmark 40% of service guests purchase products 17

Who are Sales Support Staff? 17

Sales Support Benchmark What is it? The % of revenue that is spent on sales support payroll. Why is it important? The more money a salon makes, the more payroll hours they have available. Benchmark No greater than 8% of total sales revenue 17

Sales Support Benchmark Total Sales Support Payroll / Total Sales Example: $28,000 Sales Support Payroll / $350,000 Total Sales = 9% of total sales Prebooking calc 17

Decrease Payroll Hours Increase Total Sales Decrease Payroll Hours 17

Upselling Additional Services Your behaviors impact the benchmarks Retail Sales Refer-a-Friend Pre-booking Salon Tours Upselling Additional Services Changing Room

Front Desk Standards 19

You’re Invited! 20

Schematics Schematics image 21

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Visual Merchandising Guide Visit Aveda PurePro to download your copy. [marketing and sales – visual merchandising]

Scavenger Hunt

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Tools Daily Checklists Communication Binder 3 things to organize: 23

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Daily Activities Checklist 24

Numbered tabs with daily printouts Individual sales results Pre booking results Tracking Sheets Daily list of guests who haven’t pre-booked their appointment Contact information for team members & other important info. (credit card company, Aveda, software support, etc.) 25

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Front Desk Service 27

Aveda Service Cycle 28

Your service Reservation Welcome Closing 28

Where does the reservation happen? 29

Call Center Activity

Reservation “ You are all set for your hair color on Saturday May 9th with Lisa at 10:00 a.m.” Answer the phone promptly Smile • Exude positive energy • Be focused in your language • Actively listen • Never say no. • Fulfill the guest’s request. • Offer additional services Listen to the information the guest is providing. 29

Reservation It’s a great day at Salon Aveda. This is ________ speaking. How may I help you? 29

Reservation “Our Aveda salon is located just south of the main subway station on King Street. There is parking located just across the street as well as a few spaces out in front.” “I’d be happy to reserve a hair color experience for you on May 9th at 10:00 a.m. We also have a Spa Therapist available at 10:30 to provide you with a manicure while your color is processing, if you wish.” 29

Reservation Confirm language “You are all set for your hair color on Saturday May 9th with Lisa at 10am.” Confirm language 29

Putting a Guest on Hold 1. Ask if they can hold 2. Acknowledge their response 30

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Welcome “ _________ will be with you shortly. Please change into a smock and have a seat.” Smile Make eye contact • Give a tour • Offer a beverage • Escort the guest to the changing area Greet the guest Update their profile 32

Guest Profile 33

Beverage and/or Aveda Comforting Tea Escort to the changing area Tour Beverage and/or Aveda Comforting Tea Escort to the changing area 32

Salon Tour Video 34

Salon Tour Activity 34-35

Offer a Beverage “We have comforting tea which is Aveda’s signature tea of licorice root and peppermint. It is naturally sweetened and caffeine free. We also offer fruit water. Today’s flavor is berry.” 32

“______ will be with you shortly “______ will be with you shortly. Please change into a smock and have a seat.” 32

Rituals of Renewal 36

Visit Aveda PurePro to download the How-to Guide and watch the videos 36

The last thing heard is the first thing remembered.

Closing Smile Make eye contact Share a compliment Thank them for their business Refer-a-friend Smile Make eye contact Share a compliment Provide solutions for products and pre-booking Ask the guest about their service • Review their product purchase • Discover the guest’s pre-booking needs 37

Expectations Check ✓ ✓ ✓ ✓ How was your service? What complimentary rituals did you receive today? How are you feeling? Is there anything we could improve to make your next experience more enjoyable? ✓ ✓ ✓ 38

New Guest Call Back ✓ ✓ ✓ See how they are enjoying their service Answer questions about the products they purchased Set a follow up appointment (if none was made) ✓ ✓ 38

Product Recommendation “Have you tired Pure Abundance Hair Potion? It works well with Volumizing Tonic and could give you extra lift when you want it.” I see you have the Volumizing Tonic. I love the targeted lift it gives you at your roots. What do you love about it? 37

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What’s In It for the Guest? Team? 39

What’s In It for the Guest? 39

Income Booster 6 $50 $300 200 $60,000 8 Add call out for placemat $50 $400 200 $80,000 40

Does the same time work for you?” Pre-booking “Kelly recommends you come back in 6 weeks to touch up your color and cut your hair. Six weeks is May 15th. Does the same time work for you?” 37

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Smart Scheduling 41

Smart Scheduling Activity 42-43

Pre-booking Tracking 44

Closing 37

Refer-a-friend

Practice Closing 37

Learning Objectives Identify the skills and behaviors required of front desk team members and learn guiding principles on how to recruit and hire the right people Understand the ways front desk staff affect benchmarks and learn strategies to impact them Implement standards for running your front desk efficiently. Establish consistency in the service offered to your guests, beginning and ending with the front desk 2

Self Assessment 46

Commitments 47-50

Congratulations!