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Issue link: http://beautystorebusiness.epubxp.com/i/225684
before you buy. We have other programs designed to help salespeople as well as help salons sell the product. We work very collaboratively with distributors, since they know their market much better than we do. They tell us what will work in their market, and we come to a mutual understanding and make it happen for them. It's been a very respectful relationship. We have sales sheets with tips and reminders to help the sales consultant in telling the KALLISTA story, so that they're not just selling a hand lotion. What they're selling is a caring, emotional experience. We have a diagram of support we offer through distributors. With our backgrounds, we have a deep understanding of the industry, and we've seen what works globally and in specific regions. That's information we also want to share with our distributors, giving them different ideas for selling and marketing. We're basically helping them implement ideas and plans to make them successful and make the hairdresser feel great. Frantzis: Coming from a strong marketing background and having worked in multinationals, it was important to transfer that knowledge to our distributors on how the brand is built. We're putting together a holistic program to help distributors sell to their clients and to help salons sell to retail clients. The marketing approach will be through print, digital—our website and social media—sampling efforts, participation in events based on what distributors need and the support we'll be providing in the salon after understanding from salon owners there's a great retail opportunity. We want to provide all of that, from point-of-sale materials, brochures or videos for salons to strong, quality materials for sales reps that assist salons in understanding the KALLISTA story and how we're coming in to change the picture. We're trying to cover 60 January 2014 | beautystorebusiness.com all these areas, and because we're small we can be flexible and agile and adapt to the needs of our distributors. The moment we know they need something, we're eager to find a solution. As we try to help hairdressers, we care also for the distributors, sales reps and salons to improve health and wellbeing for their clients. If anyone wants to know more, we can be reached at gfrantzis@KALLISTAbeauty.com or lgillette@KALLISTAbeauty.com. How will education factor in? Gillette Parodi: When we talk to hairdressers, they ask, "What kind of education do you offer?" Of course, we're not going to do a seminar on how to apply a hand cream, but we do have recommendations on application, plus tips and tricks to be a healthier and happier hairdresser with less aches and pains. Our education platform is short and sweet information delivered on small cards—fun, easy things to read. For example, we find that hairdressers don't use a hand cream until they're in pain. By providing fun, short information, we want to create triggers that help hairdressers remember to apply before their hands get so bad that it's painful. We'll always have tips for them to be their best while at work, and that will help us be a resource for them. You've also worked with Intercoiffure America/Canada. What has the response been from the organization and its members? Gillette Parodi: KALLISTA was honored to be invited to join Intercoiffure [in 2013]. I've known the organization for many years and respect it so greatly. We thank president Lois Christie and vice president Maryanne McCormack for their support of KALLISTA. The prestigious Continued on page 90