Fall 2007

Progress
An Update for Members of the Professional Beauty Association

Event Spotlight

Is Your
Website
It’s About Time a Winner?
January 12-15, 2008 page 4
Omni Orlando Resort at ChampionsGate
Orlando, Florida Best Practices for
page
3 Building a Strong
Web Presence

Inside this Issue Case Studies

from Our Industry
Letter from the Leadership 2
Members in the News 2
Government Affairs 3 How to Get
Is Your Website a Winner? 4 on Google’s
Website Case Studies 5 Good Side
Getting on Google’s Good Side 6
Leadership Positions 7

Distributor/OTC Section
Unprofitable Customers 8
CPNA Distributor Fast Fire Panel 8
Distribution & Sales
Summit Preview 9

Manufacturer/Rep Section
Beauty Boot Camp Insights 10
Cosmoprof North America 10

Salon/Spa Section
Opening a New Location 11
Networking with Geno Stampora 12
Fast Fire Panel at Harms 12
Symposium Preview 13
NAHA Winners Announced 14
Interview with Maureen Anlauf 15

Benefit Highlight:
Assessment Specialists 16
A Letter from the Leadership

I am excited to accept the position of president
of PBA’s Salon/Spa Leadership Council. I started
my involvement with the association ten years
ago and have been energized by the direction
of our professional association. I am particularly
impressed with the support and cooperation I have
witnessed between our salon/spa, distributor and
manufacturer members. I can assure you that the
salon/spa section has not lost its identity as part of
PBA. In fact, I see all three groups working together
to strengthen our industry as a whole.
For example, our manufacturer members are lending
sponsorship support and our distributor members
are lending ticket sales support to Symposium,
the premier business education event for salon/
spa owners. I encourage all salon/spa members
to join us in Orlando this January as we celebrate
twelve years of learning, running successful
businesses, and networking. For a sneak peek at
the Symposium weekend, please turn to page 15
or visit www.probeauty.org/symposium.
We’d also love to have you join us as a volunteer at
Welcome to Our World on October 16 in Washington,
DC. Each year as the Congressional representatives
and their staff experience haircuts, manicures and
massages, we explain the issues that are critical
to our success as small business owners. PBA’s
main focus will be our tip-tax legislation, the Small
Business Tax Equalization & Compliance Act (H.R.
3016) recently introduced in Congress by Rep.
Shelley Berkley of Nevada. To learn more about
Welcome to Our World or the legislation, please visit
www.probeauty.org/advocacy.
I am energized by the strides we’ve taken to build
PBA’s membership. Currently, we have more than
1,000 salon/spa members, representing over
24,500 owners, managers, front desk personnel and
stylists. If you’re a new member, I encourage you to
participate in our monthly New Member Call, which
takes place the third Monday of every month at 12:00
noon EST. Last month, there was a salon on the call
that had just opened their doors and was struggling
with issues such as staffing, compensation,
procedures and finance. The owner was literally in
tears, feeling isolated and not knowing which way
to turn. The other members on the call gave her the
guidance she was seeking and discussed various
methods for operating a successful salon. When
the call was over, she was so appreciative for our
members’ advice and thanked PBA for its support.
I am honored to be the first African-American
president of PBA’s Salon/Spa Section and am
committed to bringing additional men and women
of color to the membership as a whole and to
leadership positions within the association. If you
are a salon/spa owner of color, I encourage you to
get actively involved in the association. Lend your
voice to the collective voice! PBA is committed to
serving as the association for ALL of our colleagues
in the beauty industry.
I sincerely thank the Salon/Spa Leadership Council
for selecting me to serve as president. I promise
to work to grow our membership and help us all
prosper over the coming year. I look forward to
meeting you in person at one of PBA’s many events.
In the meantime, please feel free to contact me with
any concerns or questions you may have about PBA
or the Salon/Spa Section.
NeCole Cumberlander
President, PBA Salon/Spa
Leadership Council
Noire Et Blanc
Cleveland, OH

Members in the News

Ihloff Named Tulsa Small Business Person of the Year

Marilyn Ihloff, PBA Salon/Spa Leadership Council Member, was recently honored as the Tulsa
Small Business Person of the Year. She is now eligible for Oklahoma’s statewide Small Business
award. Ihloff opened Ihloff Salon and Day Spa in 1980. A second Tulsa location opened in
2002, and a third location was added in Leawood, KS in 2006. Ihloff credited at least part of
her business’s success to her staff’s commitment to education and her close relationship with
manufacturer partner Aveda. She has been an association member since 1996.

Raises $1.4 Million

Heffner’s City of Hope Campaign Raises $1.4 Million
Outgoing PBA Governing Council Chair John Heffner’s year-long campaign netted more than $1.4 million
for City of Hope, a biomedical research and treatment center for cancer and other life-threatening illnesses.
Heffner was honored with City of Hope’s Spirit of Life award at a gala held in Las Vegas in conjunction with
Cosmoprof North America. More than 800 industry leaders attended the black-tie evening, which featured
comedian Rita Rudner and singer/songwriter Patti Griffin.

Have your own success you’d like to share with the membership? Please email daniella@probeauty.org or call 800-468-2274 x111.

probeauty.org
 3
Government Affairs

PBA Secures Victory with Small

Business Administration
Preserves Designation for Salon Industry
In a major victory for the Professional Beauty
Association and the salon industry, the Small
Business Administration (SBA) recently issued a
ruling that preserves the small business designation
for hundreds of salon/spa businesses nationwide.
When Congress first created the SBA, one of the
basic questions was what numerical definition
should be used to define small businesses,
industry by industry, to determine what businesses
were eligible for SBA benefits. In 2004, the SBA
considered changing how the federal government
defined a “small business” for many industries—
including the salon industry. Specifically, the
proposed change would have shifted the
designation for salons from a $6 million in annual
sales maximum threshold to a new size standard of
50 employees maximum threshold.
In addition to resulting in the loss of small business
status for hundreds of salon businesses—and
with it their eligibility for SBA programs and
assistance—the change would have placed a
tremendous administrative recordkeeping burden
on the thousands of salons that would still qualify
as a small business.
In addition to submitting formal testimony
detailing the negative impact that SBA’s proposal
would have had on the salon industry, PBA
members also testified at three public hearings
sponsored by SBA in Los Angeles, St. Louis and
New York. “We were extremely aggressive on this
issue from the beginning,” said Steve Sleeper,
PBA’s executive director.
“This victory demonstrates the growing influence of
Ultimately, the combined efforts of PBA and its PBA and the salon industry among policy makers
members were instrumental in convincing SBA that and regulatory agencies,” said Lee Rizzuto Jr., Chair
this proposal was not in the best interests of the of PBA’s Governing Council. “Hopefully, this helps
salon industry. As a result, in the July 27, 2007 issue sets the stage for continued success in the future”.
of the Federal Register, SBA formally announced
that they would not convert any industries from a For more information, please contact Sam Leyvas,
receipts-based size standard to a standard that is PBA Government Affairs Director, at 800-468-2274
based on the number of employees. x118 or sam@probeauty.org.

Tip Tax
Beauty Industry Mixing Credit Update
Technology with Politics
The Small Business Tax Equalization & Compliance
PBA recently launched a virtual one-stop political action and education tool for members Act (H.R. 3016) was recently introduced in
aimed at keeping beauty industry professionals informed and engaged on relevant Congress. The legislation would give salon/spa
legislative and regulatory issues. PBA’s new online advocacy center (www.probeauty. owners a dollar-for-dollar tax credit on the FICA
org/advocacy) allows visitors to stay up-to-date on the latest news, register to vote and taxes they pay on employees’ tips. The legislation
email their elected officials.
was introduced by Rep. Shelley
Berkley of Nevada, along with
As PBA members have consistently ranked government affairs and
16 other co-sponsors. To see
representation on Capitol Hill as a top priority, PBA has bolstered
if your member of Congress
its lobbying and political involvement at the federal and state
is a co-sponsor, or
level. A critical part of its strategy is getting individual members
involved in the political process. “The collective voice of to learn more, visit

individual salon owners, distributors and manufacturers is www.probeauty.org/

a powerful tool for our industry,” said Sam Leyvas, PBA’s advocacy.
Government Affairs Director. “With the click of a mouse,
our members can now make their voices heard on the
issues that matter most.”

To learn more about PBA’s online advocacy,

visit www.probeauty.org/advocacy.
Cover Story

Is Your
Website a Winner?
Best Practices for Building a Strong Web Presence
For many of us, the Internet is a part of our daily work and personal lives in a way we might not have believed possible five years
ago. Yet businesses are all over the board in terms of how they have embraced this important medium. Some have websites that
embrace the latest Internet trends, including dynamically-generated content, community-building services such as forums and
blogs, online transactions and more. Others basically reproduce print brochures in an online context. And a few have yet to create
their web presence.

Have you re-evaluated your web presence recently? For many of your customers, your website is the first interaction they have
with your company. Visitors assume that your website reflects your business, so be sure it reflects a business with which they’ll
want to spend money. You don’t have to shell out big bucks or incorporate the latest online bells and whistles in order to deliver a

1 2
good visitor experience. Here are some important items to consider:

1. Determine why visitors come to your website.

You want to make it as easy as possible for them to find what they are looking for—whether that’s your phone number, hours of operation,
address, list of products or online store. You also want to make sure that they see what you want them to see, which leads to #2.

2. Know what you want from a visitor.

Are you looking to grow your email database? Attract attention to lesser-used products or services? Encourage
online purchases? Whatever your goal, be sure to guide the visitor to the appropriate content. It’s important to

3
incorporate a call-to-action on your website just as you might do on a print ad or shelf-talker.

3. Make it easy for people to find you online.

Don’t neglect the basics, such as including your website on your business card, in print pieces and on
materials at your physical location. Businesses with more established sites should consider email marketing
and online advertising. And of course, search engines are a critical source of new visitors to your website.

4
(See “Getting on Google’s Good Side” for more on this topic.)

4. Don’t let it stagnate.

If you want folks to come back to your site for anything other than basic information, be sure that your site is
refreshed regularly. Your site doesn’t need to be flashy to be fresh. Worst case scenario: If you know that you
will not be changing content
often, carefully consider how
things will read several months,

5
or even a year, down the line.

5. Track your results and

adjust as necessary.
You should be able to track
where users go within your
site, which pages are most
popular and even how those
visitors found you. Use this
information to further refine
your website strategy.

probeauty.org

Case Study:
www.evelinecharles.com
The Challenge: The EvelineCharles Salons Spas website was maintained
by an outside graphic design firm. The site looked great, but it wasn’t user
friendly. Much of it was built in Flash, which made it difficult for search
engines to find them. And it was extremely difficult to get changes made in
a timely manner. The site looked good but constantly felt out of date.
The Solution: Because the company had a graphic designer and
marketing director on staff, they knew that they could do much of the updates
themselves if only they had an application that simplified the process.
“We set about looking for more of a programmer than a graphic designer,
someone who could create a site that we could maintain ourselves,”
says Sarah Roberts, Marketing Director for EvelineCharles Salons Spas.
“Our developer made
a complete content-
management system for
us that we can use to
change pages or make
new pages.” The system,
which looks much like
Microsoft Word, allows
EvelineCharles staffers to
input content and graphics
into one of a series
of flexible templates.
“Whatever the imagination
can create we can do.”
The Future: They continue to tap their web developer for customized
applications, including an e-commerce section and customized
newsletter system. They are also launching a new POS system, which
is capable of integrating with their online system to handle appointment
booking and more.
Key Insight: “Your site can be attractive, but don’t sacrifice functionality
for the look of it,” advises Sarah. “We are always changing, so it’s important
that our online presence reflect our stores. The easiest way to update the
site is to have the control. We probably change something on the site
almost every day now.”
Idea You Can Steal: EvelineCharles launched printable gift certificates
in time for Christmas last year, and they were extremely popular. “Clients
said, ‘Thank you for helping me avoid the madness and do it all from
home,’” says Sarah. This year, they are building an entire marketing
campaign around them.
P.S. Don’t forget: The newsletter is now online. Share one of
the great articles in this newsletter with a friend in the industry.
p r o b e a u t y. o r g / p r o g r e s s
5
Case Study:
www.repechage.com
The Challenge: Repêchage, a line of professional skin care products,
recognized the potential of Internet sales early on. “If you don’t sell online,
you’re going to miss out on a huge opportunity, especially in the skin
care arena,” says Shiri Sarfati, Vice President of Sales & Marketing for
Sarkli-Repêchage. “More and more customers are shopping online and
looking up spas online. It’s definitely a first place to research products and
treatments.” Yet many of Repêchage’s partner spas were slow to build
their websites and even slower to incorporate e-commerce, which left an
important sales tool untapped.
The Solution: Repêchage developed a co-branded website concept for
top-selling spas that carry their full line of products. Repêchage’s in-house
team provides a shopping
basket that can be
incorporated seamlessly
into the spa’s existing
website. They can even
create a website presence
for spas that don’t have
one. The company also
committed to using its
own website to build its
partners’ businesses.
When visitors go to the
Repêchage website, they
are asked to enter their zip
code and are redirected to
spas in their area that carry Repêchage. “This gives the spa an opportunity
to market itself and bring in a new guest,” says Shiri. “We encourage them
to wrap the product in beautiful tissue, include a spa menu, perhaps a
coupon.” To protect its brand, Repêchage keeps close tabs on the program
and makes sure that all products bought online are shipped by their partner
spas within three days.
The Future: For Repêchage, it was important to support all channels
of distribution with the program, so they created a CD about the program
that DSCs can show potential clients. “Our distributors love it. They can tell
salons that they’ll get a free website if they sell Repêchage,” says Shiri. “It’s
another selling tool for DSCs.”
Key Insight: “Spas are definitely ready for this. Our industry is ready for
this. This is a way to compete against the mass retailers out there,” advises
Shiri. “You want to get product to your consumer accessibly. This is a chance
to reach that market potential.”
Idea You Can Steal: Be ready for success. Repêchage alerts partner
spas before doing its bimonthly promotions so that they are sure to have the
highlighted item in stock. And when Repêchage knew that their seaweed
baths would be highlighted on Dr. Phil, they encouraged partner spas to
stock up on that product. “As soon as the program hit the air, we could
track sales on our cobranded sites and watch as it rolled out to different
time zones,” says Shiri. “This could have been a missed opportunity if we
weren’t prepared. Instead it was such a success. Our partner spas were able
to reach new clients and get spa menus in their hands.”
The Future of the Industry
Getting on
Google’s Good Side
The website that doubles as a
verb has solidified itself as the most powerful
online marketing tool, bar none. Dustin
Moore, PBA’s own webmaster, explains how
getting in Google’s good graces will yield
valuable traffic to your site.
What Is Search Engine
Optimization?
Search engine optimization (SEO) is a buzz phrase of the
modern online age that has generated a frenzy of discussion
and, more importantly, investment from website owners. SEO,
as daunting as it may sound, is pretty simple. It can be translated
as improving your site design, functionality and implementation
to improve your rankings on search engines. Through several
methods, you can make changes to a website in each of these
areas to reach your goal of higher search ranks. But why is it so
important that you pay extra attention to it?
Search engine referrals likely account for a majority of the traffic
to your site, so it makes sense to focus on improving your page
rankings. The idea is that the better you rank, the more traffic
you will receive and the more effective your site will be at doing
whatever it is you designed it to do. Bottom line is that traffic
is the name of the internet game, and a good page rank is the
key to bringing those valuable visitors to your website. Contrary
to what some may say, achieving these page ranks does not
require a large investment; instead, smart investments and
decisions can yield the same results for much less.
The prevailing perception is that SEO requires a large and/or
additional investment on top of your original investment into your
website. It just is not true. Some SEO companies/specialists
prey on consumers’ lack of knowledge to justify high costs of
optimizing a site. While they hopefully deliver on some of the
promises made, chances are you could have saved most, if not
all, of that money and yielded comparable, if not better, results.
Do not be taken by a firm promising you the moon—saying they
can guarantee top 10 results for 3 years on certain keywords,
for example. Even Google cannot promise you that. Do your
research, get several quotes and speak with your webmaster,
if you have one, before making any additional investment in a
SEO or online marketing company.
As the saying goes, knowledge is power. SEO is important,
but it does not require you to spend thousands in order to rank
well. If you have an unanswered question, take your query to
the internet where a great deal of information on the subject is
easily found. Careful though! Stick to trustworthy sites that are
not aimed at selling you anything. Wikipedia might be a good
place to get started. Armed and ready, you should enter the
SEO arena confident you can achieve great results and take
your website to the next level.
WC3 Validator –
Tools validator.w3.org
to Use Google Analytics –
www.google.com/analytics
Page Strength Calculator –
www.seomoz.org/page-strength
Ways to Improve Your Google Page Rank
Google accounts for more than 50% of all organic search traffic. Here’s how you can use
search engine optimization to improve your rank with the king of search engines.
Select the Correct Keywords. Search the keywords you have in mind and see what sites
currently occupy the top 10 on Google. Do not target general keywords like “salon” or
“beauty products.” These keywords may get you some visits, but you will not rank highly
since they will be so diluted. Instead, target keywords or phrases that are more specific
to your website. An example would be instead of targeting “salon,” you should target
“cityname salon.” This narrows the field and will allow you to rank higher, drawing more
valuable hits than a generic keyword would.
Links, Links, Links! Your page rank is greatly affected by the links to your site and within
your own site. Gaining links from other websites to yours should be an organic process.
Based on the contents of your website, others will link to you. The better your content, the
more links you are likely to get, so keep your page updated and interesting.
Internal links are simply links from one page to another on your website. Make sure
highlighted text relates to the page to which you are linking. Also, avoid the bad practice
of using a generic call to action as the highlighted text. For example: Instead of saying “To
see our great products, click here.”, say “Be sure to stop by and see our great products.”
Again, the idea is to have the highlighted text be relevant to the page to which it links.
Keep Using Meta Tags. Meta tags are used to provide keyword data for search
engines about the content of your web page. List your strategic keyword phrases up
to a maximum of 744 characters. Use keywords that are relevant to the page, with or
without commas. While somewhat outdated, meta tags are still somewhat viable and
certainly do not hurt your efforts.
Use Heading, Title and Alt Tags. Heading tags are used to emphasize header and
subhead copy on a page. A title tag is a descriptive word or phrase for specific HTML
elements. Alt tags display when pictures do not show up. Use descriptive, unique and
keyword laden tags where applicable on your website. These elements are “spidered”
(routinely searched) by search engines and are valuable in helping them determine what
your website contains.
URL Structure. Your webpage should have search-engine-friendly URLs (page locations
seen in a web browser’s address bar). This means no links within your site that have a
“?” towards the end or page names that do not relate to the page’s content. An example
of an ideal link would be (http://www.yoursite.com/products/) where “products” relates
directly to the contents of the page.
Design to Standards. The World Wide Web Consortium (W3C) is an international
consortium where member organizations, a full-time staff and the public work together
to develop Web standards. These standards are considered the “best practices” when
designing a website. Adhering to these standards make your site more visible and more
readable for search engine spiders.
Avoid Non-Indexable Content. Flash sites, some JavaScript elements and some
dynamically generated content cannot be indexed by search engines. Simply put, the
search engines are unable to read the content, so anything displayed in those elements
is invisible to the search engine. That is not good! Ask your webmaster about the
design of your site and how to avoid or minimize content that falls into this category.
This is why it might be a good idea to have text-based navigation rather than an image-
only navigation bar.
Make a Site Map. A site map is a page that links to all your internal pages, usually sorted
by the page title and category. This page will allow search engine spiders to see all your
internal pages with a relevant link. This provides the spider with valuable information
about what your website contains.
Sign up for Google Analytics. By adding simple, Google-provided code to each web
page, you’ll receive valuable information about how people came to visit your site, what
keywords they used and a whole range of other useful information. Learn more at www.
google.com/analytics/. For those interested in online marketing, this service also provides
the most valuable information you can obtain in order to create and manage your paid
online marketing campaign. (Visit adwords.google.com to learn more.)
 7
Leadership Update
New Governing Council and Leadership Council Positions Appointed
The membership of each section (distributor/OTC, manufacturer/rep and salon/spa) elected their Leadership Council members in May. (Winners were announced
in the summer newsletter. View the full lists online at www.probeauty.org.) In August, those Leadership Council members selected officers for their councils and
chose three members from each section to serve on PBA’s Governing Council.

The Professional Beauty Association is pleased to introduce the newly elected Governing Council 2007-2008:

Chair,
Lee Rizzuto Jr. Sydney Berry Brian Graham
Conair Corporation Salon Services & Supplies Inc Nioxin

Chair Elect,
Josh Hafetz NeCole Cumberlander Bruce Selan
The Raylon Corporation Ohio Academy Zotos International

Secretary/Treasurer,
Serena Chreky John Galietti Max Wexler
Andre Chreky, The Salon Spa Xena’s Beauty Company Beauty Craft Supply & Equipment Co.

PBA is also pleased to announce the officers for each membership section:
Distributor/OTC

President, Vice President, Secretary/Treasurer,

Sydney Berry Josh Hafetz Edwin Neill, III
Salon Services & Supplies Inc The Raylon Corporation Neill Corporation

Manufacturer/Rep

President, Vice President, Secretary/Treasurer,

Bruce Selan Gary Udell Raymond Mager
Zotos Corporation Gerry Udell, Inc. L’Oréal Professional Group

Salon/Spa

President, VP Communications, VP Education,

NeCole Cumberlander John Galietti Cary O’Brien
Ohio Academy Xena’s Beauty Company Cary O’Brien’s Design & Color Spa

Vice President,
Serena Chreky
Andre Chreky, The Salon Spa
“Because PBA’s leadership is made up of
active and engaged member volunteers, the
association is extremely responsive to concerns
and issues that matter to our membership,”
explains Steve Sleeper, Executive Director
– PBA. “These council members serve not only
as representatives of their membership sections
but as the thinkers and pacemakers of our
industry as a whole.”
To get in touch with members of the Governing
Council or your section’s Leadership Council,
please contact Samantha Alvis, Leadership
Operatoins Director, at 800-468-2274 (480-281-
0424) x117 or email samantha@probeauty.org.
Outgoing Governing Council Members
Two Retire, Two Continue at Leadership Council Level
The Professional Beauty Association would like to thank our retiring Governing Council members
for all that they have done to shape the association:
John Heffner
Creative Nail Design, Inc.
John Heffner steps down as Chair of the Governing
Council. He will carry on as a member of the
Manufacturer Leadership Council. John continues
to be an inspiring volunteer leader in our industry
and we hope that he will be with the association for
years to come.
Jeanne Matson
Clairol, a division of P&G
Jeanne Matson steps down from both the Governing
Council and the Manufacturer Leadership Council,
but she leaves her mark on all aspects of the
association. We thank her for her firm leadership,
her passion for the industry and her commitment to
the manufacturer community.
Bob Peel Jr.
Peel’s Salon Services
Bob Peel Jr. steps down as Chair Elect of the
Governing Council, but not from an active role in the
association. He will continue on as a member of the
Distributor Leadership Council, where his strong and
steady presence will anchor the Distributor section.
Sasha Rash
La Jolie
Sasha was an integral part of the transition from
TSA to the Salon/Spa section of PBA and an able
advocate for the Salon/Spa section of the industry.
She served this past year both as President of the
Salon/Spa Leadership Council and as a member of
the Governing Council. Sasha’s bright and inspiring
leadership will be missed.
Distributor/OTC Section
$ Unprofitable Customers
from “Profit Is NOT a Dirty Word”
by Dr. Rick Johnson,
Distribution & Sales Summit Keynote
As a distributor, you have limited resources
available to service your customer base. Inventory
management is critical, cash flow management is
critical, cost containment is critical, and a definitive
pricing strategy can be your “edge” in creating
competitive advantage.
If your organization is not skilled in activity-based cost
analysis, you might try to determine your most profitable
customers using a simpler approach. This approach
uses basic calculations to give you some sense of
where your money comes from and where it goes.
Most of your cash is tied up in inventory and
accounts receivable. Consequently, you need to be
disciplined enough to ration your cash investments
to only those customers who provide a return.
The following steps describe a simple calculation
that can provide answers without using an all-out
activity-based cost analysis:
1. Determine the average cost
of processing an order in your business.
Insights from
the Distributor
Fast Fire Panel
Distributor/OTC
Networking at CPNA
PBA’s Distributor Fast Fire Panel at Cosmoprof
North America featured members Max Wexler
of Beauty Craft Supply & Equipment, Sydney
Berry of Salon Services & Supplies, Josh Hafetz
of The Raylon Corporation and Bob Peel Jr. of
Peel’s Salon Services. The panel format provided
some great advice and led the way to in-depth
networking with many of the attending distributors
joining the discussion.
William Hendrix, CEO of Biuti, in particular invigorated
the dialogue when he spoke up about distributing a
New PBA
Distributor/OTC Members
May 1 – August 1
101 Nail and Beauty Supply (Peoria, AZ)
Biuti Co. (Mexico City, Mexico)
C and J Beauty Corp (New York, NY)
Carda International (Beverly Hills, MI)
Champeon Beauty Supply (Evansville, IN)
Cosmetics Plus (Wayne, NJ)
Dist. Special Touch (Tegucigalpa, Honduras)
Diversified Business Solutions (Boca Raton, FL)
Emani Minerals (Norco, CA)
Epilar USA (Riverside, CA)
Euro-Pro Selekt Cosmetik Inc. (Montreal, QC)
probeauty.org
What is your cost to process an order, pack it, ship
it and collect payment? Each of these stages has
internal costs that you assume are covered in your
pricing matrix schemes. For most distributors, the
cost to process one order completely is between
$30 - $100 per order.
2. Determine key figures for each customer.
- Total sales
- Total cost of goods sold (COGS)
- Gross margin dollars (item 1 minus item 2)
- Number of orders processed per period
Multiply the number of orders by your estimated cost
to process an order. You can use the specific number
you calculated in the first step above, or an average
provided by your industry association. This cost can
change drastically based on the type of product sold
and the services provided with each order. However,
the $50 range would be a good place to start.
Determine the net profit for each customer. Now that
you have multiplied the number of orders by the per-
single line using a network of salesmen armed with
Blackberries. Hendrix explained that his consultants
each had an exclusive line of products to sell, so
that a salon might get visited by several consultants
from the same distributor all selling different lines.
Each consultant used their Blackberry to transmit
orders instantaneously to the warehouse, increasing
turn-over time on orders tremendously.
Sabrina Watson, VP of Smark Beauty Supply,
remarked: “I changed my flight and extended my
hotel stay just so I could attend this session. I’m
not currently a member, but this will make me join...
This was very well worth the flight change.” Other
attendees found the session similarly worthwhile
and stayed after to chat and exchange information.
Kate Thomassen, a new PBA member and president
of Thomassen Beauty Supply, was only too happy
to share her enthusiasm for the event: “No amount
Gloden Moor USA (Gainesville, VA)
Golden Duck Co., Inc. (Santa Fe Springs, CA)
Herbizzles (Los Gatos, CA)
Institut’ Dermed (Atlanta, GA)
J. Edward (Fairhope, AL)
JLP Enterprises (San Diego, CA)
Kelli’s Nail and Beauty Supply (San Francisco, CA)
Ki and Mee Corporation (Huntington Beach, CA)
MEGGO (Eagan, MN)
Micha Establishment For Trading (Apey, Lebanon)
Number 19 Cosmetics (London, United Kingdom)
Opulence Inc. (Riverton, UT)
Oratai Import and Export, LLC (Milton, MA)
Pearl Beauty (Saratoga, CA)
PHP Enterprises, Inc. (Mesquite, NV)
order cost, subtract that cost from the gross-margin
dollar figure. Do this for each customer. The result
will be either a positive or negative number.
List the results. List your customers in descending
order, from the largest contributor of net profit to the
lowest contributor. (You will hit the negative numbers
quicker than you might imagine.)
Not surprisingly, the Paretto Rule often applies here.
You may get to zero and negative contribution after
about 20% of your customers have been analyzed.
It is this remaining 80% that have some negative
impact on your bottom-line profits. Eliminating
80% of your customers based on this exercise is
not realistic. However, you certainly might want to
analyze how you are doing business with them.
Dr. Rick Johnson is a keynote speaker at PBA’s
upcoming Distribution & Sales Summit. Learn more
about Johnson’s participation in the Distribution &
Sales Summit on page 9. To read the rest of, “Profit
Is NOT a Dirty Word,” visit www.ceostrategist.com
and click on “Articles by Rick.”
Distributor Fast Fire Panel
books on business can substitute for this level of
education specific to our industry! By offering this
kind of interactive venue, PBA allows distributors to
ask questions, hear advice from the pros on your
panel and get creative suggestions from others to
empower us to bring a higher level of service to our
customers. We came to Las Vegas specifically to
attend your networking meeting and we are, without
question, glad we did.”
Pink Lotus Beauty Boutique (Singapore)
Professional Beauty and Barber Supply (Anchorage, AK)
Professional Products (Bayfield, CO)
Racoon West Coast Inc. (Orem, UT)
Salon Essentials Inc. (Westbrook, ME)
ShowGirl Supplies (Las Vegas, NV)
Smiles Distributors (Madison, WI)
Swissclinical USA LLC (Haiku, HI)
Tba Beauty Supply (Charlotte, NC)
Temple Brands, LLC (San Mateo, CA)
Note: This does not include renewing members.
For a full list of PBA members by section,
please visit www.probeauty.org/directory.
 Distribution & Sales Summit 9

January 12-13, 2008

Orlando, Florida
It’s About Time
…for Beauty Sales Education
As a sales professional in the beauty industry, you know how important it is for your salon clients
to get the education they need to be successful. But are you getting the education you need to grow your business?

PBA is proud to present the Distribution & Sales Summit—a unique educational opportunity for sales consultants from professional beauty distributors
and direct-selling manufacturers!

Shaped by PBA members with in-the-field experience, the summit educates sales professionals with strategies to make the most
of your time and maximize every sale’s potential.

It’s About Time

…to Meet the Session Leaders
The Distribution & Sales Summit features two dynamic speakers committed to helping you grow your sales potential. Recognizing the vast knowledge of the
beauty sales professionals in the audience, these strong facilitators will also draw out the best ideas from you and your fellow attendees.

Dr. Rick Johnson

As the founder of CEO Strategist and as a veteran of the wholesale distribution industry with more than 30 years of executive management
experience, Johnson knows exactly what it takes to create leaders within a company and how to maximize every sale to its full potential. (See page
8 for article from Johnson.)

Maximize Sales Effectiveness. Johnson’s Saturday morning session focuses on maximizing sales effectiveness by addressing key principles such as
territory management, targeting, goal setting, action planning, utilizing value propositions and building and leveraging relationship equity. Exercises and group
case studies enhance the learning experience. A Fall 2007 survey of PBA distributor and manufacturer members will shape the presentation to best focus on
the specific needs of beauty sales professionals.

Dr. Jeffrey Magee

Magee started his first sales/marketing firm at age 15 and sold it before college. At 24, a Fortune 500 company named him their top salesman in the
nation. Today Magee writes the Leadership Column for the Business Journal newspapers and is the author of 21 books, including The Sales Training
Handbook and it!

Sales Time Management. You and the competition have the exact same amount of time each day. It’s how you utilize your time that sets you apart.
This high-energy Saturday afternoon session focuses on dealing with interruptions and time wasters; determining your prime time each day for your most
important activities; using unexpected wait times to generate business; handling emails, voicemails and paper stacks; building solid client relationships;
crafting an attitude for success; dealing with negative people and situations; utilizing technology you already have to better connect with clients and prospects;
and much more. You’ll leave this session with at least 50 ways to increase your productive selling abilities each day—without working more hours.

It’s About Time

…to Implement New Ideas
After a morning and afternoon filled with insightful education, Saturday’s session closes with facilitated Round Table Discussion Groups. An opportunity to dig
in and discuss practical ways to implement the abundance of ideas into your work life, the groups also provide time to bounce ideas off your peers.

Earn A Free Tuition to This Summit

… And Help Your Salon Clients
It’s About Time Grow Their Business!
…to Make Your Reservations!
The Distribution & Sales Summit is co-located with TSA Symposium,
Registration the premier business education event for salon and spa owners. TSA
800-394-5436 (916-774-8681) Symposium is a life-changing, business-transforming event for salon and
spa owners. Connect your clients with this inspiring weekend of education
probeauty.org/summit
and networking and share in their future success!
Distributor Pricing: $399 ($599 after 11/15/07)
Sell Five! For each five Symposium tuitions you sell, you’ll receive a
Distribution & Sales Summit tuition for yourself—or an additional Symposium
Hotel & Travel tuition, which you can gift to promising clients.
800-826-3520 (310-590-4707)
probeauty.org/summit To sign up for the Symposium sales program, call 800-468-2274 x117 or visit
www.probeauty.org/summit.
Single/Double: $199
+$8/night discounted resort fee
Come in early or add a day on at the end to ensure you take full
advantage of the vacation magic available in Orlando, Florida!
Manufacturer/Rep Section
PBA Beauty Boot Camp
Brand-Building Insights
from Cosmoprof North America
Alisa Beyer of The Benchmarking Company
led two PBA Beauty Boot Camps, based
on PBA’s Consumer Trend Report and
her experience consulting on brand
building in the beauty industry, at Cosmoprof
North America this July.
Ada Polla-Tray of the skin care line Alchimie Forever
loved the Boot Camp. “This class is a big reason
why I came to Cosmoprof North America. It is worth
coming to the show just for this.” Ada and other
attendees took home pages of worksheets and a
complimentary copy of the PBA Salons and Day
Spas Consumer Trend Report—a $299 value.
The first part of the class was dedicated to the
brand building process and the techniques and
5
Years of
Beautiful
Success
Cosmoprof North America (CPNA) enjoyed its
fifth and most successful year yet as the premier
business-to-business beauty event encompassing
all sectors of the industry in one venue. Held July
15-17, the show brought together 699 exhibiting
companies and more than 25,000 attendees,
including importers, distributors and global beauty
leaders. Highlights included:
Discover Beauty. This ground-breaking initiative
brought a select group of emerging brands together
with buyers from top retail institutions, including
Bergdorf Goodman, Henri Bendel, Sephora,
Nordstrom, Fred Segal Studio and more.
New PBA Manufacturer/Rep Members
May 1 – August 1
A World of Wipes (Boca Raton, FL)
Ammor Associates, LLC (Hellertown, PA)
Andre Enterprises (San Jose, CA)
Aneka Inc (Westminster, CA)
Anuva Cosmeceutic Haircare LLC (Beverly Hills, CA)
Artistic Cosmetic Technology (Santa Fe Springs, CA)
Aviva Labs, Inc. (Waltham, MA)
B A Kid, Inc. (Jamesburg, NJ)
Back Quality USA (The Hague, Netherlands)
Barbar Artist, Inc (Beverly Hills, CA)
BBT4Salons (Aurora, CO)
Beautee Sense Inc (Lodi, NJ)
The Beauty Resource (New York, NY)
Betty Beauty, Inc. (New York, NY)
Bonika Shears (Duluth, GA)
California Cosmetics Corp (Tarzana, CA)
Christopher Philip Ltd (Houston, TX)
Circle of Friends (Santa Monica, CA)
Columbia Cosmetics (San Leandro, CA)
Cosmetology Campus.com / 360 Training (Austin, TX)
Cospro Development Corp (Reading, PA)
Crown Industries (Crown Point, IN)
Design Studio Int’l LLC (Lomita, CA)
Devoted Creations (Oldsmar, FL)
Eden’s Treasures (Charlotte, NC)
probeauty.org
tricks that set certain brands above the rest. Alisa
recommended setting up a “Brand War Wall” where
you post your brand materials side by side with
competitors’ materials to see which ones really
stand out. She also offered juicy pieces of advice,
such as: “A brand doesn’t have to evoke a positive
emotion as long as it evokes some emotion.”
In the second half of the class, Alisa got into the
trends behind brands and what consumers want.
“The number one reason women switch products
is that they want to try something ‘new,’ so make
sure that they always feel that you are new,” she
advised. In talking about trends of the near future,
Alisa predicted that skin care will change from “me
skin care” to “family skin care,” and she pointed out
that skincare has already become “manly.”
NBC’s Today Show. The nation’s number-one
morning show shot a segment on the exhibition
floor spotlighting emerging trends in the global
beauty industry.
Country Pavilions. Working closely with
countries seeking to expand their foreign beauty
trade, CPNA featured pavilions from Thailand,
Brazil, Italy, France and China.
PBA Annual Business Forum. Over 420
attendees gathered for the association’s annual
update, which featured keynote speaker Steve
Wozniak, Apple co-founder and engineer of the first
personal computer.
International Buyer Program. A Cosmoprof
exclusive, this program united buyers from Chile,
Ecuador, Jamaica, Mexico, Uruguay and Venezuela
with exhibitors for one-on-one, pre-scheduled
appointments.
Empowerment, Inc. (Newburyport, MA)
Enzo Milano (Santa Ana, CA)
Ergo Research Inc (Valencia, CA)
FaBella International (Sparta, NJ)
Farouk Systems Inc. (Houston, TX)
Hair and Accessories / Hair Brokers, Inc. (Dallas, TX)
Harvest Woods US, Inc. (Daly City, CA)
Hi-Tech (Calgary, AB)
Ibiza Hair (Studio City, CA)
Infinity Sun (West Hollywood, CA)
Intelligent Nutrients (Minneapolis, MN)
Kellyrenee Int. (Simi Valley, CA)
Kimberly-Clark Corporation (Neenah, WI)
Koh Gen Do Co., Ltd. (Tokyo, Japan)
L’Avant Garde, Inc. (Simi Valley, CA)
Moisture Jamzz, Inc. (Beverly Hills, CA)
Nation P (Montreal, QC)
Neonis Inc. (Redding, CA)
Nest Wholesalers (Melbourne, Australia)
NovaLash, Inc (Houston, TX)
Number Three Company (Daly City, CA)
Omargosh (Los Angeles, CA)
Organic Complexion (Garden City, ID)
Oster Professional Products
and Arius Eickert (Boca Raton, FL)
After the close, Brandy Smith of Bubbles Hair Salon
commented, “I was engaged for 4 straight hours.
[Alisa] has viable passion. This class was the best
part of my experience here!”
To benefit from some of the consumer insights
behind the Beauty Boot Camp, purchase your copy
of the PBA Salons and Day Spas Consumer Trend
Report. Call 800-468-2274 (480-281-0424)
First-Class Education. Filled-to-capacity
sessions included the Package Design Conference,
Women’s Wear Daily’s Specialty Beauty Retailer
Panel, the PBA Beauty Boot Camp (see above
story) and Beauty Store Business’s How Your OTC
Can Make More Money.
Mark your calendar for Cosmoprof North America 2008
from July 13-15, 2008 at the Mandalay Bay Convention
Center in Las Vegas. Exhibit sales are already up and
running—download a Request for Space from www.
cosmoprofnorthamerica.com. Or contact Eric Horn or
Toni Davis at 800-468-2274 (480-281-0424) or email
eric@probeauty.org | toni@probeauty.org.
Cosmoprof North America 2008
Las Vegas - Mandalay Bay - July 13-15
P.V. Creations (Fair Lawn, NJ)
Peaches and Boo Boo (Smyrna, GA)
Poly Ventures, LLC (Chicago, IL)
R.M.T. Beauty Appliance Co., Ltd. (Vancouver, BC)
Redken 5th Avenue NYC (New York, NY)
Retro-chic International (Houston, TX)
Royal Brush Mfg, Inc. (Merrillville, IN)
Salon Guys (Sacramento, CA)
Skin Apparel (Encino, CA)
Skin Probiotic Systems (Litchfield Park, AZ)
Skin RX Inc. (Vista, CA)
SKN Corp (Queensland, Australia)
Spa Revolutions (Escondido, CA)
Spongeables, LLC (Los Angeles, CA)
Sweetie-Pie Industries (Warsaw, MO)
Tailey Design (Layton, UT)
Ted Fishman and Associates (Northbrook, IL)
Valcent Products Inc. (El Paso, TX)
White Sands (Irvine, CA)
Xtreme Lashes (Spring, TX)
Note: This does not include renewing members. For a
full list of PBA members by section, please visit www.
probeauty.org/directory.
 11

Space is nearly sold out.

Reserve your booth before it’s too late!
Visit www.probeauty.org/isse/exhibitor or call 800-468-2274 (480-281-0424) x121.

Salon/Spa Section

Making the Most of a Move

Insights from One Salon Owner’s Odyssey
PBA Salon/Spa Section member Jere Pastore, owner of Images at San Marcos in Chandler,
Arizona, recently moved her salon to a new location. She shares the good (fantastic grand
opening), the bad (delays, delays, delays!) and the beautiful (lovely new space) surrounding this
stressful business change.

Why Move? For Jere, making the big move wasn’t an option. Her landlord decided to use the space for other purposes and gave
notice that they would not renew her lease. But this forced change allowed her to nearly triple her space—from 870 to 2,200 square
feet. Plus, a brand-new facility can attract a higher-end clientele. “[The landlord] ended up doing me a favor, even though I wasn’t
prepared for it,” says Jere. “We can accommodate more guests and more services in the new salon.”

Financing. Jere reports that salon build-outs can run between $85 and $130 per square foot—or even higher. She financed the new salon with a patchwork of
sources. First, the city of Chandler, where Jere has been an active business leader, provided a significant grant to help her stay in the city’s historic center. Her
equipment leasing company provided a build-out allowance. She got an influx of capital from an inheritance. And she opened up a couple lines of credit. Jere
recommends that owners maintain (or, if need be, create) a business plan and detailed financial portfolio. She describes her financial portfolio as a three-ring binder
three inches thick—containing all of the details a bank would need to know about her business and personal finances. “The biggest mistake small businesses make
is being under capitalized,” says Jere. “You should have these two items on hand because you never know when you may need to borrow money.”

Timeline. “I was supposed to be open in October 2006, and my grand opening finally took place in May 2007,” says Jere. “That’s pretty typical, but I didn’t know
it.” If you’re planning a big move, it’s smart to get started a couple of years before your lease runs out. The goal, of course, is to have the new salon ready before
the current lease expires. If not, you’ll need to negotiate a month-to-month plan with your current landlord, and they may take advantage of your situation. Discuss
a timeline with your contractor—and then tack on a good cushion in your head. Try to be fully settled before your salon’s traditional busy season so that you’ll have
solid cash flow coming in after the move. “Plan for the worst,” recommends Jere. “Because unfortunately there are certain things out of your control.”

Important Partners. Jere was pleased with her salon equipment company’s support during the planning process. But while many such companies can help
you design the space, you’ll probably need an architect to sign off on the plans. In that case, she recommends working with an architect who has salon-specific
experience. “My architect made a lot of mistakes in the placement of equipment and plumbing that cost me time and money in redesigns.” Another important
partner is the contractor. Her top two contractor tips: 1. Get a firm bid. 2. Try to negotiate a timeline with consequences if deadlines are missed. Finally, be sure to
have an attorney look over the new lease. That legal advice is worth every penny.

Clients. Jere recommends drawing clients into the excitement of the move. “I used a blank wall in my old salon to display drawings of the new salon showing the
colors, equipment and anything else I could think of,” Jere explains. She also took drawings to marketing and networking events to get the community excited
about the new location.

Staff. “You need to get your staff involved so they feel like it’s their salon too,” says Jere. “I let them pick out so much—they’re younger then me and have better
taste anyways!” The only real challenge with the staff was keeping them upbeat and motivated despite the delays. With the new location so close to the first, Jere’s
staff could walk over everyday and see all the changes, which kept them engaged. “I haven’t lost one staff member in the move,” she reports. In fact, she recently
hired four new employees.

Grand Opening. Jere capped off a frustrating process with one phenomenal party. “I started planning my grand opening a year before I opened,” says Jere.
“That was my biggest way of getting the word out.” In fact, she turned the opening into a community event. She rented a 2,150 square foot tent and invited local
businesses to display their information to show people what was going on in the revitalized downtown. Local businesses responded by donating wine (from a local
wine bar), beer (from a new brewery) and food (from the adjacent resort) for the party. A postcard mailing to the salon’s database helped draw 300+ people.

It was sometimes a rough road getting there, but the end result is a wonderful new salon space. You can check out the finished product at www.imagesatsanmarcos.
com (click on Gallery).
Salon/Spa Section
Fire Away!
Fast Fire Panels: Speedy
Answers to Common Questions
It’s important to step away from your business
occasionally for education to renew your focus
and reinvigorate your passion. In addition to the
annual Symposium weekend, members benefit from
attending trade shows and software user conferences.
One great way to get involved in the association—and
the industry—is to volunteer to serve on a PBA Panel
at one of these events.
Four salon/spa members—Bonnie Conte, Jan
Seybold, Heather A. Stafford and Rowena Yeager—
recently headed up a PBA Fast Fire Panel at the
An Evening with Geno Stampora
Organized by PBA’s Arizona Networking Group
On July 9, PBA hosted an evening
with Geno Stampora, PBA member
and renowned industry educator, at
the Mondrian Scottsdale after a day of
education organized by the PBA Arizona
Networking Group. During the evening, Geno spoke
about how to motivate your staff and yourself and
increase sales by extension.
Kendall Ong, PBA Salon/Spa Leadership Council
member, Arizona Networking Group leader and
owner of Mane Attraction Salon, explained how
the day and evening came about: “This was a great
example of the spirit of PBA. Five PBA salons that
are a part of our Arizona Networking Group pooled
resources and staff for great education!”
New PBA Salon/Spa Members
May 1 - August 1
7 Stones (Corvallis, OR)
A Salon (High Point, NC)
Access Beauty (Dana Point, CA)
Aesthetic Video Source (West Jordan, UT)
Appearances Hair Color and Design Studio (Westminster, CO)
At the Point (Houston, TX)
Ave’ Hair Studios LLC (Cambridge, MD)
Bella. A Spa At Hair on Main (Virginia, MN)
Beth McCarthy (San Mateo, CA)
Body Connection (Castleknock, Ireland)
Boire’s Hair Design and Day Spa (Rehoboth Beach, DE)
Bumble and Bumble (New York, NY)
Complements Spa (Webster Groves, MO)
Derby Salon (Seattle, WA)
Dimensions Salon (San Antonio, TX)
The Doves (Santa Monica, CA)
Eliegante Hair Design and Spa (Hamilton, ON)
Encompass One (Gainesville, VA)
Essential Nails and Spa (New Orleans, LA)
Este’s Family Haircare (Wilmington, DE)
Fantastic Sam’s Hair Salons International (Beverly, MA)
Godfrey Aziz (Princeton, NJ)
Groom (South Portland, ME)
Hair, Body and Sol (Fairbanks, AK)
Harbour Day Spa (Cleveland, Australia)
Harry’s (Dallas, TX)
probeauty.org
Harms User Group Conference in Miami this July.
“The best part about attending events like this is the
ability to network with other salon owners, to share
our business success stories and to seek advice from
others regarding problems and challenges,” Jan notes.
“Salon owners are very open and willing to share. They
genuinely enjoy helping others grow and succeed.”
Fast Fire panelists often learn as much as they teach
during these sessions. “One of the panelists said,
‘Think about what you are ignoring and tackle it. It
isn’t going to go away until you do,’” says Heather. “I
had been avoiding a few things I needed to address,
and this gave me the courage to do it!”
For Rowena, the value of participating is in the
“There’s so much to learn when we meet. The evening
was an eye opener for many of the guests,” says
Geno. “I shared what it will take to be successful in
the years to come. I also shared how PBA can partner
with them and provide solutions to their challenges.”
Networking is one of the most powerful benefits of
PBA membership. To find out if there is a networking
group in your area, visit www.probeauty.org/
networking/groups. If there isn’t, you might consider
starting one—the staff at PBA can help! “Most of our
industry is not aware of the power attained through
networking and association with the right people,”
encourages Geno. “Many of the members in PBA
are experienced, seasoned veterans who have been
successful in all climates.”
Heather Sommers (Stockton, CA)
Images International Dayspa & Salon (Oakville, ON)
Inbrace (Torrance, CA)
J Hair Gallery LLC (Saint Charles, MO)
Jung Ja Salon and Spa (Coon Rapids, MN)
Jyl Craven Hair Colour Studio (Canton, GA)
La Nouvelle Hairdressers (San Jose, CA)
Laila’s Spa (Washington, DC)
Lmour Nails and Beauty Salon (Aiea, HI)
Maddalene-Rose Spa, Inc. (Woodbridge, ON)
Mango Salon (Richmond, VA)
Marc-Stephens and Friends (Des Moines, IA)
MB York (Scottsdale, AZ)
McMahan and Company (Saint Petersburg, FL)
Mia Bella Spa (Leominster, MA)
Michael Farrell Salon (Powell, OH)
Moda Salon (Lincoln, CA)
Moda Salon and Spa (Duluth, GA)
More Hair! Salon, Inc. (Baltimore, MD)
Moss Spa (Cold Spring Harbor, NY)
The Nailtique (Brecksville, OH)
Namaste Salon (Denver, CO)
New Beginning Salon Spa (Hillsboro, OR)
Nouvelle Visage (Leesburg, VA)
Now (Dalton, PA)
Outer Sanctum Salon (Boone, NC)
Oxygen Spa and Salon (Farmington, MO)
Planet Cosmo, Inc (Ocala, FL)
Poway Academy of Hair (Poway, CA)
Queen Nails and Spa (Anaheim, CA)
friendships you make through networking. “They
truly know what it means to walk in your shoes.”
PBA is always looking for members willing to serve
on Fast Fire Panels. The next scheduled panel is at
the International Salon & Spa Expo in Long Beach in
January. If you’ll be there and would like to volunteer
for the Panel, please call 800-468-2274 x137.
L to R: Rowena, Bonnie, Jan and Heather address
audience questions at the Harms event.
Salon Success Series
Part Two: Managing
Your Managers
Kari Stolley and Julie
Schumacher use their
experience working center for
for a major salon to business education
explain how you can put in place systems of
accountability that establish expectations,
facilitate budgeting and encourage growth.
Plus, Larry Kopsa explores how to use financial
benchmarking to manage your managers.
October 28-29, 2007
PBA Headquarters | Scottsdale, Arizona
$500 for members per session
$1,000 for non-members per session
To register, call 800-468-2274 or download a
registration form at www.probeauty.org/cbe.
Rebecana Sa (Doral, FL)
The Retreat Day Spa and Salon (Corvallis, OR)
The Rose of Sharon Salon (Redlands, CA)
Sahaira’s Salon (Durango, CO)
Salon D’ingianni Mullen (Harahan, LA)
Salon Du Vois (Denham Springs, LA)
Salon Music Boutique (Long Beach, CA)
Salon Utopia, LLC (Houston, TX)
Salon Verde, Inc (Philadelphia, PA)
Santo Salon and Spa (Woodmere, OH)
Shear Madness (Riverside, CA)
Sheree Boegner (Bryan, TX)
The Skin Spa Institute (Signal Hill, CA)
Spa Business Associates, Inc. (Johnson City, TN)
Stampora Consulting Inc. (Purcellville, VA)
Stilisti (Boston, MA)
Three Small Rooms (Barrie, ON)
Totally Bare Inc. (Fort Lauderdale, FL)
Tuscan Sun Salon and Spa (Franklin, MA)
Twenty West Salon (McDonough, GA)
Unruli, LLC (Franklin, TN)
W.E.M. (San Bernardino, CA)
WDaly (Peachtree City, GA)
Woody Michleb Hair Salon (Toronto, ON)
Zoku Salon (Summit, NJ)
Note: This does not include renewing members. For a
full list of PBA members by section, please visit www.
probeauty.org/directory.
 13

TSA
Symposium 12
It’s About Time January 12-15, 2008
Omni Orlando Resort at ChampionsGate
Breakouts. In-depth breakouts are just one part of the Symposium education experience.
Here’s a sneak peek at some of the breakouts taking place at Symposium 2008:

The Power of Booking Developing Your Leaders Within

Bennie Pollard Sue Santsche & Julie Shepperly

The Beauty of Marketing

Unleash Your Potential for Profit
Phil Fennel & Bob Salem
Peter Mahoney

Time is your most valuable resource. How are you spending it? Let Symposium guide you to best practices
for prioritizing goals, managing tasks and creating accountability that can transform your business.

“Symposium is probably the salon owner’s number one most valuable benefit of membership,” says NeCole Cumberlander,
president of PBA’s Salon/Spa Leadership Council. “Members from around the country take the time to come together for
education that can transform their businesses for the better.”

Networking Fun. The education at Symposium doesn’t only happen during It’s About Time
sessions. Some of the most valuable insights come at the pool, around a …to Make Your
restaurant’s table or at a party. Don’t miss these events: Reservations!

Time to…Connect Registration

This year, first-time attendees will be paired with experienced mentors, and they’ll all meet up at the 800-394-5436 (916-774-8681)
First-Time Attendee Reception on Saturday night. Those on the email listserve can connect face-to- probeauty.org/symposium/
face at the second-annual “List” Reception.
Member Pricing: $399 ($599 after 11/15/07)
Time to…Party Non-Member Pricing: $599 ($799 after 11/15/07)
You’re invited to the Party of the Decades! Don duds and ‘dos from your favorite decade—from togas
to leg warmers, go-go boots to poodle skirts—for this kick-off party around the pool on Saturday night. We heard you! Symposium 2008 features
We can’t wait to see your Hairspray-inspired bouffant. Or perhaps a Farrah Fawcett flip? a new lower price—$200 less for members
than last year.
Time to…Share
Does your manufacturer have a Points Program?
We’re bringing back the most popular part of the last Symposium—the Networking Breakfast Round
Contact them to find out if you can use your
Tables on Monday morning. Each table has an experienced host and will be filled with members
sharing insights into topics such as marketing tips, compensation solutions, employee retention, points toward TSA Symposium Tuitions.
manager education and more.
Hotel & Travel
“Symposium is an opportunity to break out of the bubble of your own business and connect with 800-826-3520 (310-590-4707)
other owners—owners you admire, owners with business challenges just like yours and even probeauty.org/symposium/
newbie owners who look to you for advice on how to succeed,” says John Galietti, co-chair of the
Symposium Education Committee and vice-president of the Salon/Spa Leadership Council. “It’s Single/Double: $199
inspiring on so many levels.”
+$8/night discounted resort fee
You don’t want to miss the premier business education event for salon and spa owners! This
year’s theme is “It’s About Time”—so take the time to get the inspiration you need. Make time Come in early or add a day on at the end
to attend Symposium this January. to ensure you take full advantage of the
vacation magic available in Orlando, Florida!

Honoring Our Industry«s Finest Talent
Master Stylist of the Year
Dusty Simington
(Salon Gregorie«s, Newport Beach, CA)
Avant Garde
Anthony Cress / Kimmi Le
(Salon Gregorie«s, Newport Beach, CA)
PBA is proud to congratulate all the extraordinary stylists and salons that won at NAHA! Each
winner showcases the talent and creativity of the professional beauty industry in North America.
New!
NAHA Forum
Join the discussion today!
Break into fame with a little help from the
new NAHA online forum. Discuss winning
NAHA entries, share tips and tricks with
fellow entrants or chat with other rising
stars looking to win at NAHA 19. Past
NAHA winners and industry superstars have
already made an appearance on the forum.
probeauty.org
18 Winners
Announced
Hairstylist of the Year Salon Team of the Year
Allen Ruiz Pure
(Jackson Ruiz Salon, Austin, TX) (Montreal, Quebec)
Contemporary Classic Fashion Forward
Bennie Pollard Veronica Bessey
(Hair by Bennie and Friends, Louisville, KY) (Toni & Guy, Carrollton, TX)
Maureen Anlauf:
A Year in Review
An Interview with the NAHA
17 Hairstylist of the Year
On July 15, 2007, Maureen Anlauf
passed the NAHA crown of Hairstylist
of the Year to Allen Ruiz. Here she
reflects on her year-long reign.
What was it like to win
Hairstylist of the Year at NAHA 17?
I think it was the most pure joy I have ever experienced in
my entire life. I was so nervous and just thrilled. My whole
team was with me, and we worked so hard together. I was so
proud, just floating.
What did it mean to you personally?
I set a dream for myself. It«s one thing to set a goal,
but this was a dream. I set goals for myself all the time,
and accomplishing goals is amazing. But accomplishing a
dream is just blissful. It took me all year to realize it
had happened. To be honest, there aren«t any words to
describe how it feels.
 NORTH AMERICAN HAIRSTYLING AWARDS 15

PBA presented the 18th annual North American Hairstyling Awards (NAHA) on Sunday,
July 15 at the Mandalay Bay in Las Vegas. The winners were announced at the star-
studded gala, hosted by celebrity insider and Entertainment Tonight correspondent
Steven Cojocaru. Moving tributes to Jim Markham, Hall of Leaders inductee, and Yosh
Toya, Lifetime Achievement winner, added to the excitement of the event.

Editorial Stylist of the Year Student Hairstylist of the Year Make-Up Artist of the Year
Michael Albor Jess Zehnder Maria Nguyen
(The Loft Salon and Day Spa, Boston, MA) (Aveda Fredric«s Institute, Indianapolis, IN) (Milpitas, CA)

Haircolor Salon Design Texture

Sue Pemberton 6 Salon Steve Elias
(Henderson, NV) (George Nikollaj, Royal Oak, MI) (Atelier Aveda, San Jose, CA)

Break into Fame

19
NAHA 19 Deadline: February 1, 2008
Download Entry Form: www.probeauty.org/naha

What is your life like a year after
winning Hairstylist of the Year?
Afterwards I thought I would never do it again. How could
anything feel that good again? But a month later, I started
searching for fibro-optic lights to create wigs for my next
entry. Business grew; I went back to teaching and even started
doing speaking arrangements. I used to teach the masters,
but to teach my own stuff is so much cooler.
Were you able to raise your prices?
Heck yeah, I raised my prices!
Did winning a NAHA increase your clientele?
Winning a NAHA has been really good for business. I have
definitely experienced an increase in clientele. My clientele
has doubled.

What kind of recognition did you get

What was it like to come back to work
after winning Hairstylist of the Year?
Incredibly good! It was so much fun to share all of the
excitement with my clients because they knew what we were
working on throughout the whole process. To come back
and celebrate with family, coworkers, clients and the whole
team was just wonderful.
How did your salon react to your win?
The salon has been so wonderful. David made huge posters, 3«
by 5«, of my entry and put them in the salon. It was so much fun
to see people stop and look at them like pieces of art. I got to
stare at them every day for the first six months after NAHA.
from your local community?
The local press was great. I had a couple page spread in
the Minneapolis Star Tribune and all the local magazines.
I saved everything.
At the end of the conversation,
Maureen had a few last words to share:
There is no other outlet like this for crazy artists like
us to work on stories like we have. NAHA is an incredible
opportunity for us to get our stories out there. And of
course there is nothing like the thrill of good competition.
+ Benefit Highlight
Customer Service Profiles TM

If you watch your best customer service employees work their magic, you’ve likely wished that you could
clone them. In their bag of tricks are all the right words: empathy, tactfulness, intelligence, sensitivity, sense
of humor. Not only that, they know how to show these behaviors. And they know your business inside-out.
7
7 Steps to Superb
Customer Service

S stands for product savviness and

salesmanship. We’re much more
effective selling the product if we know
how it works.

Cloning them is out of the question. But what if you could spread their beneficial behavior throughout E is for ears. Use them to hear what
the customer wants and needs. Don’t
your organization? It’s not magic and it’s not too good to be true. With the Customer Service ProfileTM,
interrupt. Do ask questions so you will
you can hire the people who match your company’s high standards, and you can quickly pinpoint the fully understand.
areas where your organization would benefit from coaching.
R means responsibility. Seize it, and
give customers confidence that you
This vital bit of communication is easier if you hire people with the right attitudes. This is where the hear them and will help them.
Customer Service ProfileTM provides invaluable help. It assesses the beliefs and customer service
proficiency of employees and job candidates.
V is for value of the product and the
organization standing behind it.

The assessment tool measures such characteristics as tact, trust, empathy, conformity, focus and I represents initiative, or doing what
needs to be done and ingenuity or
flexibility. It also measures skill level in vocabulary and mathematics. It measures how each person’s
inventiveness.
perspective on serving customers aligns with the organization’s policies and attitudes.
C stands for courtesy. Consider
everyone an important customer,
It’s all right for companies to believe they are lucky when they find employees who excel at customer
whether that person works inside the
service. But the Customer Service ProfileTM can help create an atmosphere in which customer service company or is stepping in from the
is part of everyone’s job. outside to purchase something.
If you need help selecting and motivating a winning team, PBA benefit provider Assessment Specialists E stands for ethics. Treating people
can help. To learn more about how to take advantage of this benefit, please call 877-855-1179 or visit with respect and fairness bodes well
www.assessmentspecialists.com. for a constant supply of customers.

In an effort to be more environmentally friendly, Do Your Part.

this newsletter is printed on 50% total recycled content with soy based inks. Recycle.

Professional Beauty Association

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