SAMPLE CONTENTS 1. ADVERTISING/MARKETING 2. BUDGETS 3. BUSINESS PLAN 4. CERTIFICATES 5. CLIENT QUESTIONNAIRE AND SURVEY

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2 CONTENTS 1. ADVERTISING/MARKETING 1.1 Advertising Effectiveness: Image Is (Almost) Everything! 1.2 Buzzability 1.3 Management Tools Brain Bender #1 1.4 Management Tools Brain Bender #2 1.5 Internal Marketing vs. External Marketing 1.6 Marketing: Get on Target! 1.7 Advertising Tracking Form 1.8 Yearly Advertising Checklist 1.9 Coupon Samples 1.10 Classified Ad Tracking Form 1.11 Sample Classified Ads 2. BUDGETS 2.1 Average Ticket Budget Worksheet 2.2 Base Price Budget Worksheet 2.3 Color Budget Worksheet 2.4 Body Treatment Budget Worksheet 2.5 Facial Services Budget Worksheet 2.6 Front Desk Budget Worksheet 2.7 Station/Treatment Room Budget Worksheet 2.8 Quarterly Expense Worksheet 3. BUSINESS PLAN 3.1 The Purpose of Planning 3.2 Quick Business Plan 3.3 Quick Business Plan Worksheet 4. CERTIFICATES 4.1 Sample 1 Completion of Basic Assistant Training Program 4.2 Sample 2 Completion of Basic Assistant Training Program 4.3 Advancement Promotion 4.4 Year-End Recognition 5. CLIENT QUESTIONNAIRE AND SURVEY 5.1 Client Questionnaire 5.2 Quality Customer Service Survey 5.3 Mystery Shopper Survey

3 6. CONFIDENTIALITY AGREEMENT 6.1 Confidentiality and Non-Competition Agreement 7. CUSTOMER SERVICE 7.1 The 25 Most Common Sales Mistakes 7.2 Quality Customer Service Overview Potential Problems 7.3 Quality Customer Service Overview Solutions to Problems 7.4 Customer Complaints An Action Plan 7.5 Service Cycle Flow Chart 7.6 The Six Basic Needs of Customers 8. EMPLOYEE FORMS 8.1 Manager s Monthly/Weekly Attendance Record 8.2 Employee Education Request Form 8.3 Employee Resignation Form 8.4 Employee Vacation Request Form 8.5 Key Release Form 8.6 Employee Emergency Notification Form 8.7 Monthly Expense Tracker 8.8 Monthly Plan and Review Form 8.9 Employee Quarterly Review Form 8.10 Employee Bi-Annual Pre-Review Form 8.11 Payroll Deduction Authorization Form 8.12 Technician Professional Presence Assessment Form 8.13 Warning Notice 8.14 Employee Termination Form 8.15 Bi-Weekly Time Card 9. EVALUATIONS 9.1 Customer Service Evaluation Form 9.2 Participant Evaluation of Educational Workshop 9.3 Trainer s Evaluation of Technique for Associates/Assistants 9.4 Internal Employee Evaluation of Service 9.5 Model Evaluation Form 9.6 Product Evaluation Form 9.7 External Service Evaluation Form 9.8 Team Member Evaluating Team Member Form 9.9 New Employee Evaluation Form

4 10. FORMS 10.1 Client Contact Information Form 10.2 Business Supplies Checklist 10.3 Client Concern Form 10.4 Cleaning Checklist 10.5 New Client Follow-Up Form 10.6 New Client Information Form 10.7 Waxing Release Form 10.8 Receptionist Schedule Form 10.9 Technician Schedule Form Tips Log Tracking Form Returned Check Form Employee Accident Reporting Form Client Accident Reporting Form Required Equipment for Hair Technicians Checklist Required Equipment for Nail Technicians Checklist Repairs Needed Form Service Ticket Sample Weekly Inventory Over/Short Form 11. FRONT DESK 11.1 Front Desk Roles and Responsibilities 11.2 Potential Problems for Clients 11.3 Potential Solutions for Clients 11.4 Dealing with Angry Clients 11.5 Developing a Professional Telephone Image 11.6 Effective Listening 11.7 Front Desk Scripts 11.8 Telephone Quiz 11.9 Front Desk Training Checklist Taking Effective Messages Front Desk Daily Goals Worksheet 12. GOALS 12.1 Daily Huddle Form 12.2 Goal-Setting Exercise for Owners 12.3 Team Member Goal Sheet 12.4 Prioritizing Goals

5 13. HANDBOOK 13.1 Sample Employee Handbook 14. INTERVIEW PROCESS 14.1 Employment Application 14.2 Interview Formats 14.3 Applicant Tracking Form 14.4 Group Interview Outline 14.5 Behavioral Event Interviewing 14.6 Draft Interview Template 14.7 Additional Interview Questions 14.8 Success Factor Form 14.9 Applicant Technical Evaluation Hair Applicant Technical Evaluation Esthetician Applicant Technical Evaluation Massage Therapist Applicant Technical Evaluation Nail Technician 15. JOB DESCRIPTIONS 15.1 Sample Organizational Chart 15.2 Position: Owner-President 15.3 Position: Operations Manager 15.4 Position: Assistant Manager 15.5 Position: Retail/Marketing Manager 15.6 Position: Spa Director 15.7 Position: Education Manager 15.8 Position: Receptionist Guest First Responder 15.9 Position: Team Leader Position: Service Technician 16. LETTERS TO CLIENTS 16.1 Congratulations on Birth Letter 16.2 Apology for Incident Letter 16.3 Donation Letter Acceptance 16.4 Donation Letter Decline 16.5 Technician Leaving Letter 16.6 Thank You for Referral Letter 16.7 We Miss You Letter

6 17. MATERNITY LEAVE 17.1 Announcing Maternity Leave Letter 17.2 Extending Maternity Leave Letter 17.3 Permanent Departure Letter 17.4 Maternity Leave Procedures 17.5 Maternity Leave Scripts 18. MEETINGS 18.1 Preparing an Effective Meeting 18.2 Preparing the Agenda 18.3 Meeting Purpose Guide 18.4 Making Meetings Fun 18.5 Sample Team Leader Meeting Agenda 18.6 Strategic Planning Meeting Outline 18.7 Team Huddles 19. MENUS 19.1 Sample Components of a Salon/Spa Menu 19.2 Terms for Spa Menu 19.3 Sample Menu 19.4 Beverage Menu 20. NEW HIRE 20.1 Received Application Letter 20.2 Applicant Turn Down Letter 20.3 Welcoming the New Employee 20.4 New Employee Checklist 20.5 New Employee Orientation Checklist # New Employee Orientation Checklist # New Employee Evaluation Form 20.8 Eight Keys to Success 21. DAILY PROCEDURES 21.1 Sample Tuesday Daily Procedures 21.2 Sample Wednesday Daily Procedures 21.3 Sample Thursday Daily Procedures 21.4 Sample Friday Daily Procedures 21.5 Sample Saturday Daily Procedures 21.6 Sample Daily Opening Procedures

7 21.7 Sample Daily Closing Procedures 21.8 Morning Shift Checklist 21.9 Night Shift Checklist Spa Standard Cleaning Procedures Systematizing Your Business Checklist 22. PROMOTIONAL PLANNING 22.1 Holiday Daily Checklist 22.2 Holiday Promotion Checklist 22.3 Win Free Services for 1 Year 22.4 Win Free Services for 1 Year Color Referrals 22.5 Gift Certificate Promotion 22.6 Sample Referral Cards 22.7 Employee Incentives: Sample 1 January Promotion for All Employees 22.8 Employee Incentives: Sample 2 Promotion for All Employees 22.9 Employee Incentives: Sample 3 Skin Care Promotion for Estheticians 23. RECRUITING 23.1 Recruitment Package 23.2 Recruitment Checklist 23.3 Student Presentation Evaluation 23.4 Open House for Cosmetology Students 23.5 Wage Conversion Presentation 24. RETAIL 24.1 Product Questionnaires 24.2 Retail Education = Service = Sales 24.3 The What, Why, How Retailing System 24.4 Retail Assessment 24.5 Sample Product Ingredient Quiz 25. SALARY STRUCTURES 25.1 Planning for Compensation Changes 25.2 Compensation Plans Sample 1: Salary/Commission Structure Hairdressers Sample 2: Salary/Commission Structure Hairdressers Sample 3: Salary/Commission Structure Hairdressers Sample 4: Salary/Commission Structure Estheticians Sample 5: Commission Structure Massage Therapists Sample 6: Commission Structure Nail Technicians

8 25.3 Explaining Service Charges 25.4 Medical Insurance Benefit 25.5 Education Benefit 25.6 Development Plan: Qualifications for the Next Level Estheticians 25.7 Development Plan: Qualifications for the Next Level Hair Technicians 25.8 Referral Commission Structure 25.9 Retail Commission Structure Samples Manager Compensation and Bonus Structure Sample Front Desk Team Bonus Structure Sample Spa Retail Specialist Compensation Sample Salary Structure Sample 26. SALON/SPA MANAGER 26.1 Salon/Spa Compliance Checklist 26.2 Weekly Action Planner 26.3 Manager Project Planner 26.4 Manager Weekly Report 26.5 Manager Monthly Plan and Review 26.6 Monthly Manager Review Form 26.7 Weekly Team Leader Report 26.8 Team Member Reports/Updates 27. SCRIPTS 27.1 Needs Assessment Script Hair Department 27.2 Needs Assessment Script Spa Department 27.3 Needs Assessment Script Front Desk 27.4 NSF Returned Check Leaving Message Script 27.5 NSF Returned Check When You Have Reached a Guest Script 27.6 Scripts Charging Correct Prices 27.7 Cold Call Script Getting New Business! 27.8 Customer Survey Script 27.9 Explaining Price Differences Script New Client Follow-Up Script 48 Hours after Visit Sample New Client Follow-Up Script 48 Hours after Visit Sample New Client Follow-Up Script 48 Hours after Visit Sample Holiday Phone Script Price Increase Front Desk Check-Out Rebooking Script Team Member Moved On Script

9 28. TRACKING FORMS 28.1 Advertising Tracking Form 28.2 Applicant Tracking Form 28.3 Classified Ad Tracking Form 28.4 Donations Tracking Form 28.5 Education Tracking Form 28.6 Employee Absentee Tracking Form 28.7 Front Desk Tracking Form 28.8 Advertising and Marketing Tracking Form 28.9 Monthly Expense Tracker Networking Group Tracking Form Productivity Tracking Form: Salon Productivity Tracking Form: Spa Productivity Tracking Form: Stylist Productivity Tracking Form: Nail Technician Promotion with Rebooking Tracking Form Tips Log Tracking Form Trade Log Tracking Form

10 Base Price Budget Worksheet 2. BUDGETS 2.2 Base Price Budget Worksheet This worksheet is designed to help you calculate your Base Price. The Base Price is the price you charge for the most commonly purchased service in your business. If you are a salon/spa, it s what you charge for your basic (hair/skin/nails) service. If you are a spa, it s what you charge for your basic facial or massage. The Base Price calculation tells you what you need to charge each client in order to stay in business. Follow the steps below to find out your Base Price Budget. Step 1: ENTERING THE INFORMATION: Line 1. TOTAL MONTHLY EXPENSES $ (enter ALL of your monthly expenses totaled together on this line) Line 2. PROJECTED MONTHLY PROFIT $ (enter the amount of profit you WANT to make each month on this line) Line 3. TOTAL # OF MONTHLY CLIENT VISITS (take the # of technicians you have, MULTIPLY by the # of clients each one can potentially service in a month, and put the answer on this line. You may use actual client count.) Step 2: CALCULATING THE INFORMATION: Line 4. TOTAL PROJECTED GROSS SALES $ (take the Total Monthly Expenses [line 1] and ADD to the Projected Monthly Profit [line 2] and put the answer on this line) Line 5. RECOMMENDED BASE PRICE $ (take the Total Projected Gross Sales [line 4] and DIVIDE by the Total # of Monthly Client Visits [line 3] and put the answer on this line) UNDERSTANDING THE INFORMATION: The formula above allows you to determine a pricing strategy that is right for your business, not the business down the street. If your current prices are below your Recommended Base Price shown above, you should consider an immediate price increase. Remember to prepare an entire strategy before raising your prices (i.e., how will you communicate to the customers, how you will let the staff know, etc.). An article in the May 2000 issue of Inc. Magazine, titled The Case for Higher Prices, states that raising your prices is a sound business practice, and it s important to raise prices regularly. Otherwise, you ll let your profit margins erode and it will undermine the value of your company!

11 Warning Notice 8. EMPLOYEE FORMS 8.13 Warning Notice Employee Name: Employee ID #: Date: / / Position: Location: Offense Type: Verbal Written Attendance Job Performance Violation Multiple Customer Complaints Repeated Tardiness Failure to Follow Company Policies and Procedures Failure to Follow Instructions Disrespecting Team/Customers Insubordination Unsatisfactory Work Performance Employer s Description of Offense: Willful Destruction of Company Materials/Equipment Previous Warnings: Oral Written Date By Whom 1st Warning 2nd Warning 3rd Warning Employee s Explanation: I agree to offense I disagree to offense Action Taken: Action to Take for Next Violation: Verbal Warning Written Warning Cause for Termination Termination Time Off/Suspension: Signature of Employee: Signature of Management:

12 10. FORMS 10.3 Client Concern Form Client Concern Form Name: Service Provider s Name: Client s Name: Client s Phone #: Date: / / Concern: Resolution: Follow-Up: Employee s Signature Manager s Signature

13 14. INTERVIEW PROCESS 14.2 Interview Formats Interview Formats Step One: Identify your desired team and hiring goals: Establish an annual hiring plan. Clearly articulate the job description of each position to be filled. Post desired position employment ads continuously. Be sure to rotate posting sources (e.g., local career web postings, newspaper, cosmetology schools, etc.). Step Two: Begin the interview process. Depending on your business and the position that you are filling, this could take between one and five interviews to make a selection. Remember, it is important to date prior to getting married! Interview Formats: First Interview. This can be conducted as a group interview if you have several candidates applying at one time or as an individual interview. This is clearly a getting to know you process. You are taking time to get to know the candidates as well as providing them an opportunity to clearly understand the goals and objectives of the company. Time: 30 minutes Introduce Company Overview, Vision, Values, Benefits Overview, Compensation Overview (Example: Employee vs. Contractor Commission/hourly/salary/bonus, etc. Do not get into the details of specific compensation, just provide a brief overview.) Collect Application Second Interview. The second interview is much more thorough in nature. You really want to dig in deep with the candidate and ask all the questions that you have to be sure that it is a cultural fit. It is appropriate for the candidate to meet with the owner and/or manager at this time. (See Additional Interview Questions for sample questions.) You will want to discuss compensation and development plan in greater detail to ensure that the candidate is okay with the proposed structure. Time: 60 minutes Review Compensation and Benefits Package Complete Success Factor Form Complete reference check Third Interview. At this point you are feeling good about your potential candidates. You have asked them back to spend some time with the team. This could be simply hanging out and observing, actually assisting a senior technician or attending a team meeting. You may at this time ask different team members to interview the candidate. (NOTE: If you want to shorten the interview process, you could combine interview three and four together in one day. If you are having other team members interview, be sure to give them questions to ask and have each team member conducting interviews submit a Success Factor Form.) Time: 2 to 8 hours Observation Time Team Interviews Complete Success Factor Form

14 Fourth Interview. This is the final interview before an offer is made. This is the candidate s technical interview. It is vital that you assess each candidate on their service performance. Each candidate is to perform a complete service (of your choosing) on a client. (NOTE: Let the candidate know that the client is not to be a friend or family member. You want eliminate that level of comfort when possible.) If they are performing spa services, be sure to get the guest s consent for you to observe their technique. When complete, refer to the EVALUATIONS section of this manual for technical evaluation forms as well as a Customer Service Evaluation Form. If you choose to make an offer to this candidate, be sure to complete a background check before making an official offer. Time: 2 to 4 hours Complete Performance Evaluations Complete background check Fifth Interview. You will be making a job offer at this time. If your candidate accepts, be sure to begin the initial paperwork and establish a work schedule and hire date. Refer to the NEW HIRE section of this manual for important forms.

15 Overview Position: Spa Director 15. JOB DESCRIPTIONS 15.6 Position: Spa Director The Spa Director is responsible for managing the growth and success of the spa technicians. They directly oversee and ensure that the spa systems being delivered are world class and the team leaders are prepared. They are accountable for the training and development of new and existing technicians and provide leadership, innovation, and creativity to the division. They are committed to do what it takes to accomplish the company s targets and be an example for her/his department. Reporting Relationship Reports to the Operations Manager Specific Responsibilities Personally provide technical services to support the accomplishment of company targets Personally deliver services to support the accomplishment of company targets Supports the recruiting of new team members Responsible for the training and development of new team leaders Provides management and leadership to the team leaders Sets weekly and monthly goals with management team for spa department Conducts monthly plan and reviews with each team leader and team member Delivers weekly and monthly department targets and accomplishment reports to the Operations Manager Prepares and delivers monthly Train-the-Trainer sessions Continually develops and improves the spa systems Accountable for continuously upgrading and improving the technical skills of each team member Actively attends and participates in quarterly personal development education programs and/or events Meets with the Owner-President and Operations Manager one time per month to discuss company objectives Oversees purchasing and placement of orders Measurements Monthly and annual service and product sales targets are met or exceeded Successfully recruits and trains new technicians Maintains personal service and retail goals and level requirements Is an example of leadership, integrity, and accountability Skills: Planning, communication, tracking and measuring performance, coaching, praise and acknowledgement. Time: Make time for employees and set priorities for team. Values: Responsible for success of team, values education, visible integrity!

16 17. MATERNITY LEAVE 17.1 Announcing Maternity Leave Letter Announcing Maternity Leave Letter Salon/Spa Name (or use your own letterhead) Date Client s Name Address City, State, Zip Dear Valued Client, We are excited to inform you that (Pregnant Technician) is going on maternity leave. We have all been looking forward to this exciting new journey for (Pregnant Technician) and anxiously await the new arrival. In (Pregnant Technician s) absence, we want to ensure that all your hair/skin/nail care needs are met. (Pregnant Technician) has chosen (Alternate Technician) to serve you in her absence. (Pregnant Technician) has carefully reviewed your preferences so that (Alternate Technician) will know how to make your next visit successful. We are committed to servicing you and taking care of you through this transition. We look forward to seeing you at your next appointment. Please do not hesitate to call us if you have any questions or concerns. Many successes, (Salon/Spa Name)

17 20. NEW HIRE 20.5 New Employee Orientation Checklist #1 New Employee Orientation Checklist #1 Check off when completed. Policies Employee Handbook (review and read together) Signed and returned by Confidentiality and Non-Competition Agreement Signed and returned by I-9 Form W-4 form Photocopy of Cosmetology License Photocopy of driver s license, passport, resident papers (one of the above is sufficient for identification) Procedures Please explain and review each topic. Time cards Payday Schedule of salon/spa Set new employee s schedule Education calendar Breaks Lunch schedule Tipping procedures Vacation Request forms Education Reimbursement forms Medical insurance Warning notices Address any issues with being late; we start 15 minutes before our scheduled time. Orientation Discuss why we are different from other salon/spas. Share the benefits of working with our company from your own experience. Review and distribute the following to the new team member: Provide Customer Service Books for personal reading Money Mastery CD Set Vision Statement Team Values Bold Statement Mission Statement Copy of Salon/Spa Menu Needs Assessment Script 100 Blank Business Cards

18 Product Knowledge Please provide literature on each product line and have the new team member study it. There will be a quiz on each line within the first 90 days. Product Line Product Line Product Line Product Line Product Line Front Desk Ticket System How to properly check out a client (it is best to role-play this scenario). Education Discuss your salon/spa s education reimbursement policy Discuss possible dates to have the new technician up and running to our expectations ASAP Advanced Seminars Communication Workshop distribute literature and discuss benefits of attending. Goals It is imperative for the new team member to set goals. Please fill out the following: Expectations Goal Sheet Set Financial Goals: Service Goals: Monthly Weekly Daily Retail Goals: Monthly Weekly Daily Average Ticket Client Count $ $ $ $ $ $ $ $ Before the new team member begins working with clients, please review the following: Completed first day orientation (see Welcoming the New Employee ) All paperwork is completed and turned in

19 27. SCRIPTS Team Member Moved On Script Team Member Moved On Script Client: I d like to make an appointment with (Technician s Name). I m sorry, (Client s Name), but (Technician s Name) is no longer with us (or has decided to move on). I m familiar with your service needs and would love to book your appointment with either or (give two alternate Technician s Names). Either of them would provide an outstanding service for you. Who would you prefer? (Wait for response.) Great, and thank you for allowing us to continue to take care of you. We look forward to seeing you on (give day, date, and time). Client: I d prefer to go to my own Technician. Do you know where they are? If you know, tell them! (Go to I understand. It can sometimes be scary... paragraph below.) If you don t know: My apologies, but currently we do not know where (former Technician s Name) has gone. Would you like me to have the Owner or Manager personally select a new Technician for you? (Wait for response.) Great! One moment please. (Get Owner s or Manager s recommendation.) Client: No, I d prefer to find someone else. I understand. It can sometimes be scary to try a new Technician. We would love to be able to take care of you. How about a complimentary (add on service, e.g., paraffin, deep conditioner, finish, etc.) on your first visit with (new Technician s Name)? Great! Let s find an appointment for you. Client: No thank you. I understand. At (Salon/Spa s Name) it is our commitment to service each of our clients to the best of our abilities. If you should ever need anything, please don t hesitate to call us. Thank you, (Client s Name).

20 Technician: Education Tracking Form 28. TRACKING FORMS 28.5 Education Tracking Form Year: from / / to / / Date Education Event Name/Date Salon/Spa Reimbursement Associate Cost Account Balance Educational Reimbursement: First Quarter $ Second Quarter $ Third Quarter $ Fourth Quarter $ Total Year End $