2. 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.

3. Wellness

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

9. Who are you?

10. 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

11. Role of the Front Desk/Salon Coordinator50

12. 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.

13. 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

14. Find the
Right People 3

15. Self
Assessment 4

16. Find the
Right People
6-7

18. 8

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

20. 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

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

22. Relationship Someone who initiates relationships and builds friends easily.8

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

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

25. Create a job description98

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

27. ?
Who do I need at my salon? 52

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

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

30. 11

31. Interviewing to Talents

32. FLOOR
INTERVIEW 11

33. Orientation Checklist12

34. Growing with Your Salon

35. Career Path example 13

36. Front Desk
Benchmarks 15

37. What is a benchmark? 16

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

39. 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

40. $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

41. Service Benchmarks SPST: Service per Service Transaction % Color Transactions17

42. 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

43. % 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

44. % 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

45. 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

46. 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

47. 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

48. % 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

49. Who are Sales Support Staff?17

50. 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

51. 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

52. Decrease Payroll Hours
Increase Total Sales
Decrease Payroll Hours 17

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

54. Front Desk
Standards 19

55. You’re Invited! 20

56. Schematics
Schematics image 21

57. 21

58. 21

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

60. Scavenger Hunt

61. 22

62. Tools
Daily Checklists
Communication Binder
3 things to organize: 23

63. 23

64. Daily Activities Checklist24

65. 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

66. 55

68. Front Desk
Service 27

69. Aveda Service Cycle 28

70. Your service
Reservation
Welcome
Closing 28

71. Where does the reservation happen?29

72. Call Center Activity

73. 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

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

75. 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

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

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

78. 31

79. 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

80. Guest Profile 33

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

82. Salon Tour Video 34

83. Salon Tour Activity
34-35

84. 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

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

86. Rituals of Renewal 36

87. Visit Aveda PurePro to download the How-to Guide and watch the videos36

88. The last thing heard is the first thing remembered.

89. 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

90. 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

91. 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

92. 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

93. 37

94. What’s In It for the Guest?
Team? 39

95. What’s In It for the Guest?39

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

97. 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

98. 40

99. Smart
Scheduling 41

100. Smart Scheduling
Activity
42-43

101. Pre-booking Tracking 44

102. Closing 37

103. Refer-a-friend

104. Practice Closing 37

105. 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

106. Self
Assessment 46

107. Commitments
47-50

108. Congratulations!