Welcome to the Salon Owner’s Podcast, Phorest FM Episode 17. Co-hosted by Killian Vigna and Zoé Bélisle-Springer, this show is a mix of interviews with industry thought-leaders, roundups of our most recent salon owners marketing tips & tricks, all the latest in and around Phorest and what upcoming webinars you can join. Phorest FM is produced every Monday morning for your enjoyment with a cup of coffee on your day off.

Phorest FM Episode 17

How to Win Friends and Influence People by Dale Carnegie was written about seventy years ago.  It is still widely regarded as one of the most influential and applicable books, in both personal life and business life.  Phorest’s Connor Keppel read through the book and summarised it, drawing ties between the major points made by Carnegie and the salon industry, which are discussed here.  Other topics discussed in this episode include how different types of music can influence the buying behaviour of your salon clients, and Phorest’s upcoming event, the Salon Management Sessions.



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Killian Vigna: Welcome to Phorest FM, Episode 17. I’m your host Killian Vigna.

Zoe Belisle-Springer: And I’m Zoe Belisle-Springer, your co-host.

Killian Vigna: On Phorest FM this week we’re going to discuss Dale Carnegie’s classic book, ‘How to Win Friends and Influence People’, and how salon music can influence buying behaviour. Then, our PR and Events Manager Alex Quinn makes a return on the show to tell us about a new non-client salon event in association with Phorest Salon Software: the Salon Management Sessions.

As always, this show is done for you. Feel free to leave us a review, and let us know what you’d like to hear in the upcoming episodes.

Zoe Belisle-Springer: Good morning, Killian.

Killian Vigna: Good morning, Sloe. Sloe? Sloe?

Zoe Belisle-Springer: (Laughs)

Killian Vigna: A little bit under the weather, so I’m trying to sound enthusiastic here.

Zoe Belisle-Springer: That’s all right. I’m coming back from holiday, so we’ll both be …

Killian Vigna: So bear with us today.

Okay, so let’s kick it off with the first one, and I suppose a lot of clients would be looking forward to this one because like anyone that works in business, all you hear is this is quite possibly one of the most highly talked-about books.

Zoe Belisle-Springer: Yeah.

Killian Vigna: Pretty much.

Zoe Belisle-Springer: In business in general, yeah.

Killian Vigna: So, it’s Dale Carnegie’s ‘How to Win Friends and Influence People’.

Zoe Belisle-Springer: Yeah.

Killian Vigna: So we’re not going to sit here and read the whole book to you because it’s a couple of hundred pages, but Zoe’s done a great synopsis of the book.

Zoe Belisle-Springer: Well, actually it was Connor who did that because Connor is our – I suppose – book reader on the team, right?

Killian Vigna: He loves his books, yeah.

Zoe Belisle-Springer: He loves his books.

Killian Vigna: Every week there’s a new recommendation. Every week, “Oh, when are we going to get to read that?”

Zoe Belisle-Springer: Exactly. And so, basically what happened is that he read this book and saw an association he could make with salons and spas – that industry, so he did a synopsis of it and… to put it short, right? In two sentences, what he says, it’s all about the art of giving to make yourself and your salon truly stand out. Nobody else is going to do that for you, and it’s about like blending your personal desires and business desires.

Killian Vigna: And I know we’re going to do a synopsis of the book, but the book itself, it’s very straightforward on what the goal is here.

Zoe Belisle-Springer: Yeah.

Killian Vigna: It’s up to you to implement it.

Zoe Belisle-Springer: Oh, yeah. The title says it straight.

Killian Vigna: Yeah, yeah. How to Win Friends, yeah. But he was way ahead of himself, so this book is like 70 years old and I know we’re talking about it a lot now, but he was …

Zoe Belisle-Springer: It’s still accurate now.

Killian Vigna: Oh, completely. Like this is the go-to book still to go back and refer to it. There’s revisions and stuff of it but, like you can’t really change it that much. He nailed it on the head.

Zoe Belisle-Springer: Yeah.

Killian Vigna: So Connor’s broken this book down into I suppose four sections.

Zoe Belisle-Springer: Yeah. So the first one would be The Fundamentals of Handling People. So he says… He summed it down to four points. So first, don’t criticize, condemn or complain. Two, be honest and give sincere appreciation. Three, arouse in the other person an eager want. And four, don’t grab everything for yourself. He who serves others is rare and therefore has an advantage.

Killian Vigna: Yeah.

Zoe Belisle-Springer: And I think the fourth point is probably the most important one. Because realistically, when you think about it like if I’m doing you a favor, you’re going to be more entitled to just give it back to me as well.

Killian Vigna: It’s like the reciprocal…

Zoe Belisle-Springer: Reciprocity

Killian Vigna: I can never say the word. Reciprocity.

Zoe Belisle-Springer: Exactly, yeah.

Killian Vigna: But it also like… You’re not going to want to hang around someone who just keeps taking, taking, taking.

Zoe Belisle-Springer: Yeah, exactly.

Killian Vigna: Yeah.

Zoe Belisle-Springer: And that works for both you and your staff, and you and your clients.

Killian Vigna: Exactly.

Zoe Belisle-Springer: You know? It’s a give-and-take and if you’re the first to give, you’re inevitably going to get back at some point, you know?

Killian Vigna: And like we said, some of this stuff it might seem obvious to you, but like we said, the book has been around for 70 years, so you’re bound to have heard one or two things.

Zoe Belisle-Springer: Yeah, exactly. And if we go down to the second section… So he’s nailed down six ways to make people like you. From his understanding of the book, the first would be: become genuinely interested in other people.

Killian Vigna: Yep.

Zoe Belisle-Springer: Two: smile.

Killian Vigna: You can’t beat a smile. That’s one of the things that… like it’s less effort to smile than to frown?

Zoe Belisle-Springer: Yeah. Exactly.

Killian Vigna: So smile.

Zoe Belisle-Springer: Well, I don’t know. For me, I just frown naturally. Oh, well.

Killian Vigna: We’ll call it a resting pose.

Zoe Belisle-Springer: Yeah, exactly.

Killian Vigna: I won’t say it.

Zoe Belisle-Springer: So number three: remember that a person hearing their own name is the sweetest and most important sound in any language.

Killian Vigna: And that one is true to a tee.

Zoe Belisle-Springer: Oh, yes. Definitely. And it’s like, even in emails and just written communications, as well.

Killian Vigna: Yeah.

Zoe Belisle-Springer: Like…

Killian Vigna: Have you ever had, like when you’re kind of sitting in the office and someone goes, “Zoe” and straight away your heart kind of stops for a second?

Zoe Belisle-Springer: Yeah. All the time!

Killian Vigna: Connor is amazing, I think. It’s the way he says it.

Zoe Belisle-Springer: “Can I talk to you for a second?”

Killian Vigna: “Can I talk to you for a sec… ” It’s always good, but your heart just stops for a second.

Zoe Belisle-Springer: Yeah.

Killian Vigna: By using their name, you’ve got their full attention.

Zoe Belisle-Springer: Yeah, absolutely.

Killian Vigna: Yeah.

Zoe Belisle-Springer: And then he goes on with number four: be a good listener, encourage other people to talk about themselves. And that’s really interesting because, at the Salon Owners’ Summit, we had one of the speakers who did a full talk about this. Richard Mullinger. For the people who attended, you’ll remember his talk. He was quite…

Killian Vigna: He was…

Zoe Belisle-Springer: He was quite engaging with the public as well.

Killian Vigna: Very good, yeah.

Zoe Belisle-Springer: Yeah, he was very good.

Killian Vigna: He was the guy that worked for the FBI. So the hostage negotiations, yeah.

Zoe Belisle-Springer: Yeah, over in the U.K.

Killian Vigna: In the U.K., sorry. Yeah.

Zoe Belisle-Springer: So number five, to get back on the six ways to make people like you, number five was: talk in terms of the other person’s interests.

Killian Vigna: Yeah.

Zoe Belisle-Springer: So, that ties into listening again, like if you’re aware of what the person is looking for, then it’s easier to talk them through what they want.

Killian Vigna: Yep.

Zoe Belisle-Springer: Number six: make the other person feel important, and do it sincerely.

Killian Vigna: And just on point four and five there …

Zoe Belisle-Springer: Yeah.

Killian Vigna: Where it’s – be  a good listener and, I suppose, talk in terms of the other person’s interest. We hear that and we think it’s easy, and you hear all this thing of like eye-contact, body language, stuff like that. Richard Mullinger said it’s…

Zoe Belisle-Springer: He said it’s all bullshit. Excuse me for that!

Killian Vigna: I know, I was about to say it earlier, but “Sherlock you’ve done it now.”Yeah, just eye contact, body language. Yeah, it’s, I suppose important at some stages, but when you’re talking to a salon owner, them crossing their arms, that could, err…, to a client … Sorry. Someone sitting in a chair crossing their arms, that’s not them being defensive or standing away from you or anything like that. That’s just them getting comfortable. So to be a good listener it’s more along the lines of, he said, listen to what they’re saying and repeat certain of it back to them.

Yeah, just eye contact, body language. Yeah, it’s, I suppose important at some stages, but when you’re talking to a salon owner, them crossing their arms, that could, err…, to a client… Sorry. Someone sitting in a chair crossing their arms, that’s not them being defensive or standing away from you or anything like that. That’s just them getting comfortable. So to be a good listener it’s more along the lines of, he said, listen to what they’re saying and repeat certain of it back to them.

Zoe Belisle-Springer: Yeah, and let them talk.

Killian Vigna: Exactly, so…

Zoe Belisle-Springer: Because they’ll give you that information that you wouldn’t know to look for.

Killian Vigna: Yeah.

Zoe Belisle-Springer: So, even if you just ask one question instead of five, they’ll probably give you answers to seven questions that you haven’t asked.

Killian Vigna: “Oh, yeah? Really?” So that line there, that was one of the lines of Connor’s, like, “Oh, yeah, really? Oh, no way.” What was it, “Oh, yeah but no, yeah.” Or something like that.

Zoe Belisle-Springer: Something like that. Yeah.

Killian Vigna: And it was a really, really a good talk, yeah. He got us to try it out. It was a bit of fun, but yeah. No, it’s not just kind of sitting down and kind of examining everything to do with them. It’s just listening and repeating back.

Zoe Belisle-Springer: Yeah.

Killian Vigna: So this brings us on down to the actual How to Win People to Your Way of Thinking.

Zoe Belisle-Springer: Yeah. So, there’s seven points that Connor listed here. So, I’m going to go through them and… right here. So number one: the only way to get the best out of an argument is to avoid it. I totally agree with that.

Killian Vigna: Yep, I couldn’t have said it better. Yeah.

Zoe Belisle-Springer: Two: show respect for the other person’s opinion. Never say, “You’re wrong.” And that’s very, very true when you think about it. Like, if you say to a person’s opinion that they’re wrong, they’re probably just going to get defensive.

Killian Vigna: Straightaway. Yep.

Zoe Belisle-Springer: Or shut down, or like you’re never going to get anything out of it.

Killian Vigna: But your instant reaction is, “What do you mean, I’m wrong?”

Zoe Belisle-Springer: Yeah. It’s not about right or wrong, it’s just different opinions, and you’re all entitled to your opinion in the end, so …

Killian Vigna: Exactly. Listen, it’s hard to change someone’s point of view, so you work with their point of view.

Zoe Belisle-Springer: Exactly. Number three: if you’re wrong, admit it quickly, and empathic… Oh, I can’t say that word.

Killian Vigna: Empathetically. That’s an easy one.

Zoe Belisle-Springer: Yeah. Four: begin in a friendly way. Five: get the other person saying “Yes, yes” immediately.

Killian Vigna: And that’s also like the nodding head.

Zoe Belisle-Springer: Yeah. Exactly. Six: let the other person do a great deal of talking. Comes back right to Richard Mullinger’s talk, actually.

Killian Vigna: Listen, yep.

Zoe Belisle-Springer: Seven: let the other person feel that the idea is his or hers.

Killian Vigna: Oh yeah, because like, if someone comes up with an idea and you … I suppose they’re more proactive about the idea when they think it’s theirs.

Zoe Belisle-Springer: Yeah.

Killian Vigna: If they think they’re doing it for someone else, they’ll still go ahead, they’ll help you out and stuff, but that enthusiasm just isn’t there.

Zoe Belisle-Springer: Exactly, yeah. And then the last point was how to be a leader, how to change people without offending.

Killian Vigna: This is kind of one that we’ve touched off a few times.

Zoe Belisle-Springer: Yeah.

Killian Vigna: Like how to fire a client and stuff like those. Yeah.

Zoe Belisle-Springer: Yeah, exactly. So, I’m going to go through this one a little quickly here I suppose, but … One: begin with praise and honest appreciation. Makes total sense. Two: call attention to people’s mistakes indirectly. Three: talk about your mistakes before criticizing the other person. That’s applicable like in every situation of life.

Killian Vigna: Yeah, exactly.

Zoe Belisle-Springer: Four: ask questions instead of giving direct orders. Five: let the other person save face. Six: praise the slightest improvement and praise every improvement. And I suppose that’s probably more towards your staff, but, you know…

Killian Vigna: Yep.

Zoe Belisle-Springer: Definitely important. Seven: give the other person a fine reputation to live up to. Eight: use encouragement. Make the fault seem easy to correct. And nine: make the other person happy about the things that you suggest.

So, you know, over 200-some pages…

Killian Vigna: And that was all brushed down to about two minutes.

Zoe Belisle-Springer: Yeah.

Killian Vigna: I actually now have nothing else to add on to that, because that is just so perfect. Like, the one I do love there: talk about your mistakes before criticizing the other person. That one kind of works for like online reviews and feedback and stuff like that…

Zoe Belisle-Springer: Oh, yeah.

Killian Vigna: Because it’s just you showing you’re human.

Zoe Belisle-Springer: Yeah.

Killian Vigna: At the end of the day, we all make mistakes. At least if you’re able to acknowledge your mistake, that’s the difference.

Zoe Belisle-Springer: Yeah. Yeah. Because the person’s just going to be way more receptive to listening to you if you’re acknowledging them rather than criticizing them in the first place. Yeah.

Killian Vigna: Exactly. So, another way, then to, I suppose… how to win friends and influence people is… and this is a big topic… is salon music.

Zoe Belisle-Springer: Yes. So, it is kind of funny…

Killian Vigna: Do we? Don’t we? What do we play? What don’t we play?

Zoe Belisle-Springer: It’s kind of funny because I’m hosting the retail webinar today, later on today, and so I will be giving out techniques on how to increase your sales on retail and stuff. But salon music, that is a subject that I don’t really touch in the webinar because you know there’s just so much to talk about.

Killian Vigna: Yeah.

Zoe Belisle-Springer: And…

Killian Vigna: This is the time to have you because you’ve actually worked in the industry…

Zoe Belisle-Springer: Exactly.

Killian Vigna: For five, six, seven… How old are you? But you have been in the industry a few years.

Zoe Belisle-Springer: Originally I’m a sound technician and I worked in a studio, recording studio, for commercial agencies for five years. So I’ve seen how music can influence people’s buying behaviour, and it’s absolutely nothing different when you’re in a shop.

Killian Vigna: Yeah.

Zoe Belisle-Springer: It could be a shopping centre, it could be your salon, it could be your spa, it could be anywhere.

Killian Vigna: There’s a whole science to it.

Zoe Belisle-Springer: Oh, yeah. Absolutely.

Killian Vigna: Like retail… There’s a reason certain songs are played.

Zoe Belisle-Springer: Yes. Definitely, like for instance, it’s hard to guess your client’s tastes, right? And you’ll never get it a hundred percent right. But, there is certain types of music and certain types of patterns that will help you or your staff too, like, either counter a post-lunch slump.

Killian Vigna: Yeah.

Zoe Belisle-Springer: If you have a more upbeat music rather than something really slow and mellow, you’ll go through the slump way easier.

Killian Vigna: Yeah, of course, like…

Zoe Belisle-Springer: And it’s like little techniques here and there, like…

Killian Vigna: A great example of that would be, usually in the morning, we’ll stick on our Sonos and we’ll have some… Shout-out there. We’ll have some, I suppose nice kind of mellow music so everyone can kind of wean into it. But then you have this morning where a classic example of “It’s the Monday Blues.”

Zoe Belisle-Springer: Yeah.

Killian Vigna: Everyone’s half-asleep, so the hip-hop just went straight on. Everyone’s kind of kicked into gear.

Zoe Belisle-Springer: Oh yeah, definitely.

Killian Vigna: But usually that stuff wouldn’t come on till about lunch and then nearly going to the rock and… the alternative… alt rock and stuff like that, then near the end of the day.

Zoe Belisle-Springer: Exactly. Also, if you’re trying to get your clients to stay for a longer period of time, there’s different types of music, mostly it will be something kind of mellow and calm.

Killian Vigna: Yep.

Zoe Belisle-Springer: You know, if you’re… I don’t know if you’ve ever experienced this, but if you’re going for grocery shopping or any kind of mall at the end of the day, music tends to be at a higher tempo because unconsciously, it makes you think that you’re kind of in a rush.

Killian Vigna: Really?

Zoe Belisle-Springer: Because they’re closing. Yeah.

Killian Vigna: I’ve worked at a shop for two years and I noticed the playlist would always change, but it never would kind of… I suppose when you get used to it you don’t really notice.

Zoe Belisle-Springer: Yeah. But…

Killian Vigna: So, your clients will.

Zoe Belisle-Springer: Yeah, exactly.

Killian Vigna: But, it’s not going to annoy you because eventually, you’re going to get used to it.

Zoe Belisle-Springer: Yeah. But I’ve experienced that many, many times and maybe it’s just, like…

Killian Vigna: More aware?

Zoe Belisle-Springer: More aware of it, but most times when I go into shops, or even restaurants sometimes, I feel like the music’s higher-tempo, and I’m just like, okay, I need to get this done real…

Killian Vigna: Power-shopping.

Zoe Belisle-Springer: Yeah. I need to get this done now. Like they’re closing up or… you know.

Killian Vigna: So maybe that’s not a good idea for your clients, then.

Zoe Belisle-Springer: Yeah, maybe.

Killian Vigna: Because then they’re just sitting, shaking in their chair, dying to, you know…

Zoe Belisle-Springer: But like I said, like if you’re just right after lunch and you want your staff to be upbeat and just, you know…

Killian Vigna: Yeah.

Zoe Belisle-Springer: You can put that on for a little while, and it’s just testing whatever works in your salon and your business, right? So, there’s no right or wrong answers.

Killian Vigna: How would you go about, then, I suppose, trying to find a style of music that matches your salon? Because you could be a real sort of vibrant, edgy, colourful, I say bright salon…

Zoe Belisle-Springer: Yeah.

Killian Vigna: … but the music might necessarily work the same way?

Zoe Belisle-Springer: Yeah, ideally consistency is the key.

Killian Vigna: Yeah.

Zoe Belisle-Springer: So, if your salon, I don’t know, had a very ’70s vibe to it…

Killian Vigna: Yeah.

Zoe Belisle-Springer: … maybe don’t go and play hard hip-hop from the 2000s, you know?

Killian Vigna: Exactly, yeah.

Zoe Belisle-Springer: And try and fit that role. Because it’s just… Once again it’s unconscious, but like if I’m walking into a place that I feel the vibe is one thing and then I’m walking in, the music is completely different…

Killian Vigna: Yeah.

Zoe Belisle-Springer: .I’m just going to get confused. It was just like, “Whoa I was not expecting this vibe.”

Killian Vigna: Exactly.

Zoe Belisle-Springer: And maybe it just needs something that’ll be consistent so that your client experience goes smoothly as well.

Killian Vigna: Yeah, I mean, like who are your clients? Are they kind of, I suppose, girls ranging from 13 right up to 25 where…

Zoe Belisle-Springer: Exactly.

Killian Vigna: … you’ve basically got a nice, easy one there. That’s just your pop music.

Zoe Belisle-Springer: That just is the pop music, exactly.

Killian Vigna: But then if you’re a barber shop…

Zoe Belisle-Springer: Yeah. Maybe something pop, mellow pop in the morning, or something like that, yeah.

Killian Vigna: Exactly. If you’re a barber shop, then, where your clients are predominately male, you’re not going to be, I suppose, listening to the …

Zoe Belisle-Springer: Putting those love songs on.

Killian Vigna: … to teenyboppers or the love songs, yeah. You might have that kind of alt sort of vibe going.

Zoe Belisle-Springer: Yeah, so it’s just playing around with… You know, you know your clientele, and if you don’t really know them, ask them.

Killian Vigna: Ask them.

Zoe Belisle-Springer: Yeah.

Killian Vigna: Yeah. Like… I was just going to…

Zoe Belisle-Springer: There’s nothing wrong with that.

Killian Vigna: Yeah. I suppose a classic example… because without asking who do you listen to or what songs do you listen to… A nice easy one: “What radio station do you listen to?”

Zoe Belisle-Springer: Yeah.

Killian Vigna: Find out. Get all your clients, I suppose, to give feedback on what sort of radio stations they like to listen to. Go do a couple of hours of research yourself, maybe turn on one of the radio stations in the back office, listen away. And there you go. You’ve got your playlist right there.

Zoe Belisle-Springer: Yeah.

Killian Vigna: Or another way to do it would be… What other ways would you recommend, to kind of come across music, like Spotify or stuff like that, would you recommend?

Zoe Belisle-Springer: Yeah, definitely, well it’s the easy way, I suppose.

Killian Vigna: Because there are licenses and stuff, aren’t there?

Zoe Belisle-Springer: To play music in a local space you need a license, and it’ll depend on your country of residence.

Killian Vigna: Yeah.

Zoe Belisle-Springer: And there’ll be different terms, but overall in every place, you need a license to play music in public because it’s giving back money to the artist.

Killian Vigna: Yeah, exactly.

Zoe Belisle-Springer: That’s the fundamental basis out of it.

Killian Vigna: If you don’t know where to start, quick-Google “music license for my salon” or something like that.

Zoe Belisle-Springer: Yeah, exactly, or like “music license U.K., Ireland, U.S.” It really just depends on where you’re based, and so it’s kind of hard to give an overall gist of it.

Killian Vigna: Yeah.

Zoe Belisle-Springer: But, once you have that, you know… Most people now kind of play Spotify, I suppose, but Spotify actually… and we put disclaimers on all of our blogs of our Spotify playlists… technically shouldn’t be playing Spotify in your salon.

Killian Vigna: Yeah. Because there is like a Spotify for business, it’s what they call the package. But…

Zoe Belisle-Springer: Yeah, exactly, the soundtrack business.

Killian Vigna: Yeah, but that doesn’t actually include your local license.

Zoe Belisle-Springer: No, exactly. You need that separate.

Killian Vigna: Yeah. Just be careful with that confusion there.

Zoe Belisle-Springer: Yeah. So, most people… I’d say like I’ve rocked into many places and they’ve been playing Spotify. I mean it’s kind of hard to… You won’t have like a…

Killian Vigna: Play at your own risk.

Zoe Belisle-Springer: You won’t have a music officer rocking around town and just making sure that you’re not playing Spotify, but…

Killian Vigna: Yeah.

Zoe Belisle-Springer: … it is kind of at your own risk. Now, Spotify has developed an alternative for business and that’s soundtrack business, and I could put in a link… I wrote a blog – we’re not associated at all with soundtrack business or anything, but it is a very good alternative if you’re looking for something a hundred percent, you know, kosher.

Killian Vigna: Yeah.

Zoe Belisle-Springer: And I think it’s about 35 pounds a month or something like that, and basically they have tailored playlists for different types of businesses and stuff, so…

Killian Vigna: Oh, so you can actually do a quick search and almost find one that would suit you straightaway.

Zoe Belisle-Springer: Yeah, exactly. Yeah. So it’s really, really great for that, and then you’re a hundred percent sure that nothing’s going to go wrong, you know.

Killian Vigna: Yeah, and then I suppose just to cap off the blog, you actually have a few different kind of, like tempos and how do …

Zoe Belisle-Springer: Yeah.

Killian Vigna: … kind of, I suppose, how people would react to them.

Zoe Belisle-Springer: Yeah, and there’s a few things there, and it’s definitely worth a look on the blog, you know, and if you want to have a look at it, the title of the blog is How Salon Music Influences Buying Behavior. Just have a quick little search on the web for that and you’ll find it straightaway.

Killian Vigna: Cool. So, there’s two blogs, both on influencing, one on influencing your clients and then one on influencing their buyer behaviors by using music.

Zoe Belisle-Springer: Yeah.

Killian Vigna: Once you have a license. And…

Zoe Belisle-Springer: Yeah. And if you’re available today at 3 p.m. UK/Ireland time or 10 a.m. Eastern time, there will be the retail webinar going on today, so you can sign up for that and tune in at that time.

Killian Vigna: And ask Zoe all your questions there.

Zoe Belisle-Springer: Yeah, exactly.

Killian Vigna: Cool, so, then just finally to wrap up the blog section, I’ve got to go over quickly the new Phorest Online Reputation Manager.

Zoe Belisle-Springer: Yeah. So we mentioned that…

Killian Vigna: Excuse me.

Zoe Belisle-Springer: We talked about that last week, but just a quick reminder if you haven’t seen it yet. The Online Reputation Manager is available for signups. So, even if you are a Phorest client, just sign up for it and we’ll have … the online rep team will contact you and walk you through all the steps and how it works.

Killian Vigna: Yep.

Zoe Belisle-Springer: Yeah.

Killian Vigna: And if you’re a non-client, there will be… I’m not sure. Is it going to be a webinar, or… Well, basically Chris will be offering online audits.

Zoe Belisle-Springer: Yeah, so it’s not a webinar exactly. Basically, he’ll go through what your first-glance online rep… He’ll look up your salon or your business and give you an audit of like how you present yourself online.

Killian Vigna: Yeah, so it’s, I suppose, like a quick feedback or survey form.

Zoe Belisle-Springer: Exactly. Yeah.

Killian Vigna: So it’ll be nice and short. You’ll fill that in and send it over to Chris, and Chris will give you like a rate and a review.

Zoe Belisle-Springer: Exactly.

Killian Vigna: But he won’t just rate and review it. He’ll also give you feedback as well.

Zoe Belisle-Springer: Comments, yeah.

Killian Vigna: So, where can you improve? So, if you are a non-client of Phorest, I highly recommend getting onboard with that one.

Zoe Belisle-Springer: Yeah.

Killian Vigna: And just see where you are online.

Joining on the show now we have, some of you may be familiar with Alex Quinn who I suppose, you’re usually in charge at the Salon Owners’ Summit and stuff like those. And you have a new event available today.

Alex Quinn: Exactly.

Killian Vigna: Or, well, not today, but it’ll be on soon. So, this one’s actually… Like, who, what, where, when?

Alex Quinn: Okay. Perfect. So, this one’s called Salon Management Sessions and it’s kind of like an educational event, and it’s an iteration of Salon Owners’ Summit, it’s just we’re trying to obviously bring this to as many people as possible. And as you all know, the Salon Owners’ Summit is a Phorest client-only event. But because we’ve been asked about events of this type for a long time now by people that don’t use our software, we wanted to introduce something new, and we have Salon Management Sessions which will be a kind of smaller event than the Salon Owners Summit, but kind of similar in premise. So, this one is going to be happening on Monday, March 27th. 2017 in Scotland, in Edinburgh, in Waldorf-Astoria Hotel. So it’s going to be like a morning-ish event, so we’re running it from around…

Zoe Belisle-Springer: 9:30 to 1:30, yeah.

Killian Vigna: So it goes halfway to…

Alex Quinn: 9:30 to 1:30, exactly, so you won’t have to give up your entire day for this, and it’s also …

Killian Vigna: And it’s a Monday, too, isn’t it?

Alex Quinn: Exactly, it’s Monday, too, so you may be off on that day, already.

Zoe Belisle-Springer: So, what’s the theme for this event?

Alex Quinn: So, basically, the theme is going to be focused around maximizing the potential of your salon and kind of providing a few different ideas and tips and tricks on how to kind of use what you have and just make it better, basically.

So, one of the things that we obviously always like to talk about is retention marketing and how to get your clients in more often and spend more, so maximizing your…

Killian Vigna: Client retention?

Alex Quinn: … financial potential and yeah, exactly, and your client retention.

And then we have a really cool module that we’re just kind of bringing in now. It’s the Increasing Your Online Reputation. So obviously you’ve heard the guys talking about it before.

Killian Vigna: Yeah, we just talked about it before you came in, yeah.

Alex Quinn: So you obviously know how important it is, and there’s definitely loads of things to be learned about that. So, Chris is going to be talking a lot about how to, you know, obviously, improve…

Zoe Belisle-Springer: Yeah, and those who attend, I think are getting a free online rep audit, as well.

Alex Quinn: Yeah, and that is…

Killian Vigna: Yeah.

Zoe Belisle-Springer: Which we just mentioned earlier.

Killian Vigna: For that topic alone you’d nearly turn out to find out what the crack with the whole online reputation is.

Alex Quinn: Absolutely, and the thing is like…

Killian Vigna: How to deal with reviews and all.

Alex Quinn: Exactly, and to be honest, if you were going to an agency to get an online reputation review for your software you’re paying absolute insane money for this.

Killian Vigna: Yeah.

Alex Quinn: So, for the 35 pounds that’s in it, it’s…

Zoe Belisle-Springer: Definitely worth it.

Alex Quinn: … definitely worth it, seriously.

Killian Vigna: But like we said earlier, it’s not just a review. You’re actually getting feedback as well, so… places to take action on.

Alex Quinn: Yeah, exactly, so it’s not going to happen…

Zoe Belisle-Springer: It’s not like just a “Four out of five. Good job!”

Alex Quinn: Exactly.

Killian Vigna: Could do better, or whatever. It’s here, yeah.

Alex Quinn: Exactly. So what we’re going to do is obviously on the day because there’s going to be several out of these, Chris is going to talk about how to kind of maximize the reviews that you’re getting, and kind of how to translate that into online reputation. Like, you know, because obviously, your online and offline reputations might be completely different, so how to kind of get your good real-life reviews translated onto Google and Facebook.

Killian Vigna: And for anyone that’s not too familiar with who Chris is, Chris does a lot of our online…

Zoe Belisle-Springer: Webinars.

Killian Vigna: Webinars and stuff like that. Yeah. So you’ve obviously attended quite a few of them, yeah.

Alex Quinn: Then, after the event, each of you will be contacted individually for your own audit, so Chris is going to actually reach out to you and go over your individual situations, so this is invaluable, seriously.

Killian Vigna: The one-to-one, yeah.

Alex Quinn: Exactly. And then there’s going to be, obviously a goody bag. You know, we always like to give away…

Killian Vigna: Free stuff.

Alex Quinn: A nice goody bag. Exactly.

Zoe Belisle-Springer: Who doesn’t like free stuff?

Alex Quinn: Exactly. Another module that we have as well is, we’ve invited Louise Caithness. You may know her because she’s local in Scotland, so she’s the managing director of the Edinburgh School of Beauty, and also that skin spa, so she’s going to be talking about her business success and what she does to make her business grow.

Zoe Belisle-Springer: Yeah.

Killian Vigna: So that’s, I suppose, kind of a…

Zoe Belisle-Springer: Go ahead.

Killian Vigna: A fellow salon owner talking there, it’s not just another member of Phorest talking, yeah.

Alex Quinn: Exactly, exactly. So that’s the kind of generic, general event that we have.

Zoe Belisle-Springer: Yeah, and this event is open to everyone. You don’t have to be… yeah.

Alex Quinn: This event is open to everyone. You don’t have to be a Phorest user. We’re not going to be talking… You know, you don’t have to have a software at all.

Zoe Belisle-Springer: You can work from pen and paper and still come.

Alex Quinn: Exactly, yeah, and still come to this.

Killian Vigna: It’s just who’s putting it together for you.

Alex Quinn: We do have, however, another event running on exactly the same time, exactly the same day for users of Phorest. So, if you guys want to kind of talk a little bit more about how to use Phorest to achieve all those things and kind of get a bit more Phorest advanced training, it’s exactly the same price. So there’s going to be two rooms where… you can go in with kind of more specific Phorest training. So you’re going to find out a little bit more about your actual software and how to use that to the full potential.

Zoe Belisle-Springer: Right.

Killian Vigna: So, about the tickets, how does someone access? Like have the tickets gone on sale already? Or…

Alex Quinn: Yeah, they’ve gone on sale and you can get them on Eventbrite, that’s probably the easiest option. So just put in Salon Management Sessions and you can buy your tickets there. And for the other one, it should come up if you put in Salon Management Sessions, but the Phorest client event is called Phorest Boot Camp. So that’s obviously, you will want to have…

Zoe Belisle-Springer: Ideally a laptop, I suppose, on the day?

Alex Quinn: Well, you don’t need to bring a laptop. The training team are going to design the session in a way that you don’t actually have to work off a laptop.

Killian Vigna: Cool.

Alex Quinn: But, you obviously have to have the software in order to understand what’s going on, just because it’s going to be kind of expected to know at least the basics of the software.

Zoe Belisle-Springer: Yeah.

Killian Vigna: And there’s always with all Phorest events, it’s limited, is it?

Alex Quinn: It is, indeed, and it’s selling out fast, so I would say if you want tickets, they’re only 35 pounds so they’re going to be gone pretty quickly. So if you want to attend the event, I’m just going to read again, it’s on Monday, 27th of March, 2017.

Zoe Belisle-Springer: And that’s the general public one.

Alex Quinn: That’s the general public one. They’re both on the same day, so whichever one you want to, but they’re both on the day and they’re both in the Waldorf-Astoria, which is an absolutely beautiful venue. We’re going to be getting a little bit of breakfast before the session starts, as well, so it’s worth it, guys, it’s worth it.

Killian Vigna: So a free goody bag and a free breakfast.

Alex Quinn: Exactly.

Killian Vigna: Can I come?

Alex Quinn: Free audits!

Killian Vigna: Free audit.

Zoe Belisle-Springer: Free audit, yes.

Alex Quinn: Exactly. It’s just going to be really nice.

Killian Vigna: Cool. That’s brilliant, Alex. Thanks very much. So, like we said, Salon Management Sessions, 35 pounds, and they’re available on Eventbrite. So, get in there nice and quick.

Alex Quinn: Thanks so much.

Killian Vigna: And don’t miss out. Well, thanks Alex for joining us.

Zoe Belisle-Springer: Thanks for joining us today.

Killian Vigna: And finally, as always, to wrap up the show, and we’ve mentioned it already…

Zoe Belisle-Springer: Yeah.

Killian Vigna: The upcoming webinars this week, Zoe?

Zoe Belisle-Springer: So today we have the Salon Retail Master Class. That’s at 3 p.m. U.K.-Ireland time, or 10 a.m. U.S. Eastern time, so that’s New York kind of region.

And if we go on to next week, Monday, March 13th we have…

Killian Vigna: It’s actually two next week, isn’t it… Oh, yeah.

Zoe Belisle-Springer: Yes, exactly. So, Monday, March 13th, Client Retention. Greatly appreciated one usually. And then …

Killian Vigna: And that’s the one with Chris…

Zoe Belisle-Springer: Yes.

Killian Vigna: … who is going to be doing the Salon Master Class as well?

Zoe Belisle-Springer: Yes, exactly, yeah.

Killian Vigna: So if you don’t know who he is and you want to kind of give him a test run, I suppose, a test drive, hop into that webinar.

Zoe Belisle-Springer: But if you’re not free on Monday, he’s also doing a webinar on Wednesday, and that one is about online reputation. So if that’s kind of your area of concern…

Killian Vigna: So that’s your sneak-peek one actually.

Zoe Belisle-Springer: Exactly, yeah.

Killian Vigna: Yeah.

Zoe Belisle-Springer: Yeah.

Killian Vigna: Get in on that.

Zoe Belisle-Springer: So that’s the upcoming webinars for this week and next week. If you’re looking for links, they’re all hosted on our Facebook page in the Events section. Go there and get your free ticket there. It’s just a registration link basically.

Killian Vigna: Cool. So, that’s going to wrap up today’s show. I think that’s Episode 17.

Zoe Belisle-Springer: It is.

Killian Vigna: Over and done with.

Zoe Belisle-Springer: Yes.

Killian Vigna: I’m Killian Vigna and thanks for joining today.

Zoe Belisle-Springer: We’ll catch you next Monday.

Thanks for reading!


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