special report
The message from beauty and wellness websiteWahanda founder Lopo Champalimaud was that the future of our business lies in being more personalised, more social and more mobile.Whilst, according to training consultant Simon Naudi, customer behaviour and thus the outcome of the sales process can be predicted and influenced by what you do, what you say, and what clients see in your salon.
Among the audience was Elaine O'Roarty, from Seventh Heaven Therapies in Belfast, who was impressed and inspired by what the speakers had to say, particularly Simon Naudi's idea for making your establishment a 'journey' as opposed to a destination.
SimonNaudi,Management and Training Consultant, explains howto close sales.
"I changed a few things around when I got back and have been thinking more about what clients are experiencing visually while they are here," she told us. "Hilary Devey said don't be afraid to break the mould, and talked about keeping your nerve, dreaming the possible, and expanding PR and marketing. I was pleased to hear this as I had recently invested in PR to great effect and plan to
continue.As Hilary said, the positives people buy are product, service and yourself. How true!"
HilaryDeveywows the packed auditoriumwith her inspiring story.
Hilary Devey's
top tips: • Know your customer's needs. A lack of customer research is just one reason thatmore than 45 percent of business start-ups fail.
• Don't be afraid to break themould. I didn't have to dress or act like aman to succeed in amale-dominated haulage business.
• Your Product /Your Service /Yourself should be synonymous because people buy people.
• You are clearly savvy and successful because you are independent, but you also have the support of an organisation to help you with brand awareness.
• CSR (Corporate Social Responsibility) is important. Charitable involvement enthuses the workforce and engenders teamspirit.
• Invest inmarketing. In a recession it is my job to keepmy employees employed notmake themredundant. Instead of contracting, I've invested in marketing, PR, HR and IT to expand my business.
Over 250 industry professionals gathered at the iiaa Smart Strategies Conference.
• Good businesses never stand still. It takes an open businessmind and passion to succeed. If you have a new idea thatmight work, try it, as long as it won't harmyour business. Every day in business there's a risk, so consider it, try andminimise it but take the risk!
For more information about the iiaa,
telephone 0208 450 2020 quoting Guild News or visit
www.iiaa.eu
Always mention Guild News when calling.
102 GUILD NEWS
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