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Concierge Certification Courses - Section One, Two, Three [Shared]

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Ali Alatas

on 16 December 2015

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Transcript of Concierge Certification Courses - Section One, Two, Three [Shared]

Concierge Certification Course
Course Outline
The objective of the Concierge Certification Course is to three-fold:
Ensure
SBJC brand standards and product knowledge
are consistent across the entire franchise system
Thorough understanding of the
SBJC leasing process
Ensure a high level of understanding of
SBJC culture
and
Tenant relations
that is the industry gold standard
Two-part certification process:
Part 1: Attend SBJC Concierge Certification (Webinar)
Part 2: Read and comprehend Concierge Key Accountabilities (In salon)
Concierge Resources
SBJC Operations Manual/Tenant Leasing Handout
Concierge Scorecard
Lease vs Commission handout
Tenant Lease Tracking Form
Concierge Portal
Concierge Certification Course PowerPoint Presentation
The SBJC Difference
SBJC Purpose: Empowering beauty/salon entrepreneurs to create and nurture their own space
SBJC Market Position: Concierge Service, high quality experience, customization, community
SBJC Equity: Salons by JC is passionate about me and my business
SBJC Benefit: Salons by JC your full concierge and personally customized suite empower you to operate a business you will be proud to own
Reasons they buy
Personalized full service concierge
Customizable suite design
Three words say it all:
Who is the ideal operator?
Its important to understand that there is not an ideal operator and that every potential tenant will have a varied background and unique history. Take the time to learn there background for clues that will lead to success! Here are some tips…

Any professional within the Beauty and Wellness industry
The operator has at least 2-3 years of experience versus someone who may have just graduated from school.
While we never ask specifically about their clientele or income it is important to at least make sure that success is partly determined by having a recurring client list. Do not treat this like a job interview….if the stylists feels like they are being interviewed then they may think this is a job and not a self-employment opportunity where they can earn more money and freedom.
Good history of stability at previous salons. An Operator who moves often can lose customers and may be at high-risk for turnover at SBJC as well.
We asked over 500 operators and the SURVEY SAYS?
Brand Distinction
Room Customization
Concierge
Christina in Pembroke Pines FL
Jo-Lynn in Nashville TN
Donna in Moore OK
Overview
Section One Overview
SBJC Brand Difference
SBJC Brand and Culture
Key Brand Standards
Brand Distinction
Room Customization
Concierge Services
The information contained in this presentation is confidential and proprietary to the Salons by JC Franchise.
Brand Standards
The website and login are:
http://passionateaboutyou.franchisesoftwaresystems.com/main.aspx
login is sbjcsalon
Password is sbjcsalon
SBJC Brand and Culture
Concierge Certification Course
The information contained in this presentation is confidential and proprietary to the Salons by JC Franchise.
SBJC Leasing Process
How to handle the Initial Contact (Pre-Tour)
Concierge Certification Course
Operator Relations/Complaints
The information contained in this presentation is confidential and proprietary to the Salons by JC Franchise.
Operator Relations
Pre-tour leasing fundamentals
Handling the initial contact
SBJC 3 Step leasing process
Follow-up and operator move-in
Leasing
Overview
SBJC Three-Step Leasing Proc
SBJC has developed a comprehensive process to help you educate, consult and lease your suites.
First and foremost the process should be viewed as an opportunity to educate the salon community of the services and benefits of suite ownership.
Each prospective operator arrives to you with different perspectives, motivations and fears.
Pre-tour leasing fundamentals
Prospective operators will generally respond to you by text, email, or a phone call. Its very important that you handle the initial contact in a very timely manner. We require you to follow the protocol below when making that initial phone contact:
Identify yourself and provide a quick introduction as the Salon Concierge
Obtain their name and phone#, and email and record on the lease tracking form. This is critical for follow-up
Provide basic information….to include info on referral bonus
Inquire how they heard about us
Make an appointment for a salon tour and allow for a friend or family member to come along as well
The phone call should take no more than 5 minutes
The ultimate goal of the initial contact should be scheduling a tour!
At the appointment it’s critical that you complete each step of the leasing process. We recognize that preleasing rooms can pose a greater challenge but you should make every effort to overcome those obstacles to ensure that a complete picture is provided to the tenant. Make sure and review the prospective lease tracking form to re-familiarize yourself on their background. Answer all questions honestly and don’t hold back any information. Its very important that they make an informed decision and have the correct expectations. This is critical to the long term retention rate of your facility.
SBJC Three-Step Leasing Process
The SBJC Three-step process should be followed at every appointment!
Step 1. Initial Meeting and Introduction
Introduce yourself and shake hands
Invite into office for a private 5 minute introduction
Provide them the SBJC Leasing packet that includes lease, floor plan, Square, Styleseat and rules and regulations
Step 2. SBJC Walking Tour and Visit
Walk the building to show suites and to meet any current tenants.
Find out what the prospect does, hair, nails etc. and try to group similar trades together, a hair stylist, for example, with a facial specialist. The level of experience a prospect has will dictate the room size necessary. The larger the clientele the larger room the prospect will need.
Keep in mind that it is critical to try to find a room that fits the prospect’s budget.
During tour offer to return deposit if they change their mind
Make sure to validate with another tenant during the tour. Allow for conversation and time on this part as its critical to the overall impression and atmosphere.
Key points of understanding during tour
Twenty four hour/seven day a week access
Able to schedule your clients based on the amount days or hours you want to
Can schedule around school activities or important life events
You create your own work week
Each suite is private and lockable
Seating available in the common areas
Important for overflow and comfort
All utilities are included
Don’t have to be concerned with water, gas or electric like if you owned a traditional salon
Question
: Operator may want to bring significant other to see the space or get a second opinion
Answer
: Always offer to have significant other come to first tour and offer second tour if needed
Question
: Operator may be concerned about expenses
Answer
: Discuss free rent as an offset to expenses and make sure they are not thinking of expenses that are not needed to operate
Question
: Operator may be concerned about losing clients
Answer
: Review our social media tools and how to communicate with clients for the move
Step 3. Question and Answer Time
Return to office to discuss the building walk and answer any questions and or objections. Handle all questions or objections immediately
Question
: Operator may be concerned about timing
Answer
: Give up to 60 days to move in depending on total vacancies
Question
: Operator may be concerned about cost
Answer
: Discuss programs like room sharing and “Buddy Program”
Question
: Operator may have some concerns about size of space
Answer
: Review how we have ample waiting areas in the hallway and show rooms that make a wise use of space
Break room
Free wireless access
Allows you process with wireless and allows your guests wireless access
Common area washer and dryer available
Online booking and client management system
Website with business directory
Assistance with creating business and social media pages
Business Tools
Styleseat
CC processing
Primary points of distinction with SBJC Brand
Full-time Concierge services dedicated to support and growth of tenant’s business
Room Customization
Design
Large Foyer
Expansive hallways
Smart layout
We provide tenants with fixtures and furniture. Each room contains the following:
Work stations for hair or nails
Styling chair
Shampoo bowl and shampoo chair and dryer
Towel Cabinet & mirror
Common area washer and dryer available
Online booking and client management system
The follow-up call serves as a way to make sure that the prospective operator has understood the opportunity and gives you one more chance to do the following:
Answer remaining questions and objections
Ask them to lease if situation warrants
Ask for permission to stay in contact and by what means and time intervals
Ask for potential referrals and re-explain the referral bonus
How to complete leasing and operator move-in
Check off all equipment in the room and the condition of it.
Read the contract, a one (1) page agreement and three (3) pages of rules and regulations.
Write in move-in date, rental price, and incentives.
Take deposit, equal to one (1) week of rent.
Give the prospect the lease. Ask him or her to take it home, read it thoroughly, and bring it back the next day.
Make a copy of the executed lease for the prospect and keep the original for your records.
Get a copy of the prospect’s state license. Without that license, the Salons by JC franchisee could be held responsible. Therefore, it is important to check licensing laws in your state.
Lease Agreement with Rules and Regulations - The lease contract that all parties will sign to make lease legally binding.
Painting Guidelines – Rules for operators who want to change the color of paint in their rooms.
Check-Off List – After a room has been leased, and before a tenant moves in, he or she will verify that all is in order before moving in.
Completing the Forms – The forms are filled out by hand. Prospects fill out personal information and you fill out the rest, which includes price of rent, move in date, any necessary deposits, and any move-in incentives. Then the prospect signs the Check-Off list for the room.
Operator Relations
Operator Relations
Retention and Turnover
Concierge Activities and Operator Relations
Proactive communication
Salon Atmosphere
Operator Tools
Handling Complaints
Salon events
Operator Relations Overview
High retention-low turnover are the key indicators of success
Salon operators will generally tell you when there is something wrong in the salon
You should key in on what's important to our operators
Proactive communications along with the SBJC tools can help you maintain high operator retention and lead to great salon relations
Some of the requests from operators may cover items such as: selling product in their absence, taking deliveries, ordering lunch, providing access to business center needs, and communicating with clients on an emergency basis. These are simple tasks that can go a long way towards keeping occupancy high and turnover low.
The Concierge also directs walk-in clients to available operators when applicable. To ensure fairness we strongly suggest you direct walk-ins to the operators that have notified you of their availability. This can change day to day.
Other major issues and complaints center around kids and noise levels as well as bathroom cleanliness. Be proactive on both issues!
Atmosphere 
People want to deal with people they like. Therefore, we try to maintain an atmosphere that is positive, communicative, informational, professional, and businesslike. Appropriate humor can frequently be used to make a connection with the person. If you can get a person to laugh with you, you may gain something with that person. When using humor, use only appropriate humor. Avoid subjects involving race, religion, language, background, politics, etc.
Answering the Telephone
You should answer the telephone as soon as possible. It is the lifeline of your business. It would be a good idea to have a wireless telephone so that you do not miss prospective tenants calling for information while you are out of the office, or on the property. Answer the phone in this manner, “Thank you for calling Salons by JC,” this is_______________.” How may I help you?
Understand your Competition
You can learn best practices and unique services if you take the time to visit other salon suites in your market. This will allow you to stay ahead on the leasing front and provide the best service possible to your current tenants. your area.
Working / Interacting with Operators
Everything that concierges do is related to customer service. When tenants visit Salons by JC, it is important that they have a positive experience and that they think you were helpful. You must be communicative and take pride in everything you do. Present Salons by JC as a dynamic place for tenants to build their businesses. These steps will set us apart from other salon suites.
Operator Tools
Concierge Portal
Retention Tools
Social Media Guide
Marketing Ideas and Branding
Start-up Checklists
Business Tools
Online Booking Systems
Credit Card Processing
Operator complaints may be infrequent but they are important to acknowledge and review. All tenant problems should be handled at the salon level. When a tenant has a complaint:
Apologize to them for the inconvenience.
Do not become argumentative or impolite with the tenant. Be professional in every way.
Find a solution to the problem. If necessary, consult with ownership. If there is an easy answer or solution, say something like, “Oh, that is not a problem; I can help you with that.”
At a later date, follow up with the operator and find out if he or she was happy with the outcome.
Listen attentively to what they have to say. You want to show concern genuine concern about their situation.
Do not interrupt the tenant, or “rush to judgment.”
Acknowledge the issue and reiterate it to the tenant to show that you understand.
Thank them for bringing the matter to your attention.
Maintaining high retention is a function of superb operator relations and active internal appreciation program. Here is a sample plan:
Course Overview
The objective of the Concierge Certification Course is to three-fold:
Ensure
SBJC brand standards and product knowledge
are consistent across the entire franchise system
Thorough understanding of the
SBJC leasing process
Ensure a high level of understanding of
SBJC culture
and
Operator Relations
that is the industry gold standard
Two-part certification process:
Part 1: Attend SBJC Concierge Certification (Webinar)
Part 2: Read and comprehend Concierge Key Accountabilities (In salon)
Concierge Resources
SBJC Operations Manual/Tenant Leasing Handout
Concierge Scorecard
Lease vs Commission handout
Tenant Lease Tracking Form
Concierge Portal
Concierge Certification Course PowerPoint Presentation
The website and login are:
http://passionateaboutyou.franchisesoftwaresystems.com/main.aspx
login is sbjcsalon
Password is sbjcsalon
Q & A
Your job is to quickly identify those emotions and react with the right and timely information that will convince them to lease. It’s your responsibility to understand your product and what you have to offer.
Over time you will learn the nuances of the beauty profession so that the leasing closure rate becomes more efficient.
Follow-up with uncommitted prospects is critical
Event Planning
Step 3. Question and Answer Time
Full transcript