Management Practices

Persuade and Influence at ISBN

July 10, 2011 | 5:19 PM

IF YOU DREAM OF GROWING your salon business in the months and years ahead, then the annual conference of the International SalonSpa Business Network is a can’t miss event. Held at Ritz-Carlton in Amelia Island, FL, May 15-17, the event offers stimulating keynote speakers and panel sessions, invigorating breakout sessions and some of the most powerful networking in the professional beauty industry.

This year, author, speaker and internationally recognized marketing expert Sally Hogshead draws on in-depth consumer behavior research to teach attendees how to persuade and influence clients through fascination, thereby increasing client loyalty and improving profitability. Hogshead continues to share her expertise through an interactive breakout session on creating effective social media messages.

Also from the mainstage, two panel discussions promise to engage participants. The “State of the Industry” panel, sponsored by MODERN SALON Media, focuses on identifying money-making trends in products and services in the salon and spa industries, while the “State-Level Activism” panel reviews current legislative issues impacting beauty-based businesses and will show attendees how to get involved.

In addition to Hogshead, breakout sessions include Kristi Valenzuela of Crystal Focus Salon Coaching, who’ll reveal the profit-generating potential of the front desk, and consultants Tom Kuhn and Scott Schneiderman, who together unveil the results of their 2 to 10 Project, a comprehensive study that unearthed the financial benchmarks and best practices for salons and spas with between two and 10 locations.

In addition, ISBN will present the Lifetime Achievement Award to Charles Penzone, owner and founder of the multiple award-winning Charles Penzone Salons based in Columbus, Ohio. Penzone launched his first salon in 1969 with two employees and a $500 bank loan, growing it to its current six-salon enterprise serving 500,000 guests a year, as well as a product distributorship, a consulting company and a real-estate management company.

For more conference information and to register, visit

Persuade and Influence at ISBN
Sally Hogshead
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