special report
the smart road to success
We report on this year's iiaa Smart Strategies conference
More than 250 beauty industry professionals attended the recent iiaa Smart Strategies for 2012 conference at London's ExCel exhibition centre, which was aimed at giving ideas to help salons flourish in the year ahead.
Organised by the International Institute forAnti-Ageing (iiaa), the event was headlined by Dragons' Den star Hilary Devey and focused on giving salons and clinics easy to implement techniques to boost business opportunities, build client relationships, fill more appointments and increase turnover.
Hilary wowed the packed auditorium with her inspiring story of how she became an award-winning entrepreneur. She imparted many pearls of wisdom and talked about how in The Business Inspector series she helped transform the success of one Spa, encouraging them to do more training, more promotion and to engage the whole staff more comprehensively in the retailing process.
Lopo Champalimaud from beauty and wellness websiteWahanda gave invaluable advice on effective online promotional methods and explained how yield management techniques used by the hotel industry could help salons fill more appointment slots. Training consultant Simon Naudi explained how to close more sales and generate theatre in the salon for little or no cost.
Lorraine Perretta, the iiaa's Head of Nutrition, who acted asMC for the event, said that one of the smartest strategies to implement is an in-depth consultation, commenting: "People really want to know how you can help them. Give your client more time in consultation and she'll never want to go anywhere else for her products. She may never have had that much care and interest paid to her before."
dreamthe impossible!
Hilary Devey spoke about the challenges she overcame in making her ambitious business plans a reality. From helping her father run his hotel at a very young age, Hilary learned valuable lessons and ethics that she still practices. In addition to appearing on Dragons' Den and the Secret Millionaire.
HilaryDevey headlined this year’s conference.
Lopo Champalimaud, co-founder
ofWahanda.com, enthuses the audience.
GUILD NEWS 101
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