On the scene

This month we focus on the energy, insight and expertise shared at Phorest’s Salon Owners Summit

Phorest Salon Owners Summit

Royal Dublin Convention Centre, Ireland

Salon management software brand Phorest welcomed more than 600 delegates from the UK, Ireland, the US and even further afield to its annual conference in Dublin on January 7–8 for two days of networking, education and partying. PB’s editor Eve Oxberry and marketing executive Megan Strong joined the event, which hosted a diverse speaker line-up under the theme of Elevate, helping business owners set goals for the year ahead.

Following a welcome from Phorest chief executive Ronan Perceval and an update on the brand’s ESG Phorest Forest initiatives, David Meade, researcher and professional speaker took to the stage. Focusing on growth mindset, Meade shared techniques for influencing your customers’ or team’s decision making – for example, did you know you’re 300% more likely to get a “yes” if you list the option you want someone to choose as number three in a series of options?

Sharmadean Reid, founder of Wah Nails and women’s empowerment platform The Stack World, then spoke about how to create client personas that genuinely help build your business. Focus on real people as a template so you can see how they grow and adapt, she advised, suggesting salons should write a mini essay in the client notes covering passions, aspirations and heroes. “You can do this by researching them,” she added. “I always used to say to my team at Wah, if you had the same intention stalking your clients the way you stalk that guy you want to date, you could be selling way more.” She said most customers are driven by one of three things: achievement, belonging or power.

Other key speakers included US-based hairdressing star Geno Stampora and salon mentor Nina Tulio, as well as a broad selection of the Phorest team, who shared updates to the platform, including a referrals function, an automated wait list and improved appointment booking.

The final keynote was TV hypnotist and brain hacker Keith Barry, who wowed the crowd by reading the non-verbal cues of audience members to determine what they were thinking and influence their actions.

Breakout sessions focused on topics including social media skills, sustainability, aesthetics and more, and the entertainment came courtesy of a high-energy Bingo Loco party on the Sunday night, and a lively after-party at Dublin bar and restaurant Nolita on the Monday.