Home' INSTYLE Magazine : INSTYLE MARAPL 2016 Contents the complete curation of the space -- an
integral insight into the complete salon
journey with Kérastase and how the salon
has grown transaction volume by more
than 55 per cent, just since adding the new
7 touch point customer journey as well as
an astounding 90 per cent improvement on
new clients in the last quarter of 2015.
It was then time to welcome a speaker
that feels like family to the L'Oréal group
-- the charming and forever insightful
Paul O'Brien. Paul's ability to fuse the
metrics of business and his sales experience
with the philosophical nature and factual
evidence underscoring human behavior
was invaluable to the group.
"You don't build a business -- you build
people and then the people build the
business," Paul said.
From strategies and skills to deliver the
best service to customers to a discussion
around a book called 'obliquity' which
Paul cites as a summary of some of the best
enterprises that are run by enthusiasts who
pursue excellence over financial success -
ultimately financial success follows.
"Sassoon wasn't motivated by the
pursuit of money, he was motivated
by excellence and innovation that is
ultimately about making money.
When 1620 consumers were tested under
laboratory conditions, 63 per cent said they
felt their heart rate increase when they
thought about receiving great customer
service. e majority of these people also
said it triggered the same cerebral reaction
as feeling loved.
e takeaway? When it comes to customer
service, it's not about what consumers
think. Great service is about feelings.
Paul gave some of the most powerful
anecdotes and figures around digital
marketing, sales and the scary beast that
is a P&L. Did you know that emails with
social media sharing buttons increase
searches by 150 per cent?
On the topic of sharing and caring it was
then time for the leader in mindset and
attitude, Terry Hawkins. No stranger to a
hairdressing audience, Terry -- the creator
of Pit man and Flip man -- the dichotomy
of a positive person who looks at the
bright side and one who is negative and 'in
the pit', Terry managed to connect with
Kérastase guests with a level of emotion
that lasted the entire conference.
"You've got 30 seconds to inspire
someone and I don't believe in motivation,"
said Terry. Terry's incredible sense of
energy and entertainment came back to
understanding the precious 40 minutes
she had to ignite salon owners in a far
reaching way. Preceeding a more in-depth
presentation the next day with both salon
ambassadors and owners, for Terry it's up
to us to set ourselves up for the day, just like
her book suggest 'why wait to be great?'
"Two things that are the most influential
-- our own people and the pressure we put
ourselves under. We live in an anxiety state."
After a very successful career in Australia,
Terry relocated to America 6 years ago and
after tears and nights under the covers so her
children didn't hear her crying it has since
become the best thing that ever happened
to her. Evolving from 'people in progress'
Terry's philosophies have become global --
from transforming the planet through retail
and into customer connection and showing
companies how they are 'bleeding money', it
all starts with engagement.
"You are the only industry where we get
the chance in a sliding door moment to get
in and massage someone's heart," Terry said.
"A moment with salons and at the basin
is a cellular feeling. Hire on personality
and grow the business on process.
Put the process on a pedestal, not the
personalities," Terry said.
With the most captured audience of the
entire conference program, Terry's ability
to command the attention of leading
entrepreneurs to realize how they have
the power to completely 'wake people
up' and 'enlighten them every single day'
but also integrating the way people learn
into more factual traits such as auditory,
kinesthetic or visual. "You need to feel the
love through the hands."
"If you don't play the right people and
you have to beg them to step up and play
ball it's like pushing shit up hill the whole
time. Be careful who you get in bed with,"
Speaking of getting into bed after an
action-packed day, there was plenty of
after conference hours fun to be had,
with guests being transported to iconic
locations in Seminyak, Jimbaran and
Uluwatu for dinner as well as a free night
-- it was important element of the program
to enjoy the surroundings.
Kérastase then integrated the program
with both salon owners and managers/
ambassadors, starting the next day and
sessions with discussions on the old
luxury and the new luxury consumer and
integrating more Terry Hawkins goodness
into the hearts and minds of leading salon
"You are the only
industry where we
get the chance in a
sliding door moment
to get in and massage
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