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Revenue growth system for beauty salons
Viacheslav Illarionov
My name is Viacheslav Illarionov. I have over 20 years of experience in marketing and sales within the beauty industry — across salons, distribution, and brand development.
Currently, I lead the distribution of KEUNE in Slovakia and the Czech Republic, where I help partners build structured sales systems and increase revenue without increasing client traffic.
My experience includes contributing to the development of the OLLIN brand in close collaboration with laboratories, owners, and teams, where I was responsible for marketing and product design. I have also worked with the international brand Alfaparf Milano as a representative in the Russian market.
I have trained professionals and worked with distributors in Russia, Kazakhstan, Belarus, and Kyrgyzstan, helping them build effective sales systems, develop teams, and strengthen brand positioning.
As a trainer, my focus is not just on sharing knowledge, but on changing the way professionals work with clients. I show where salons lose revenue every day —
Currently, I lead the distribution of KEUNE in Slovakia and the Czech Republic, where I help partners build structured sales systems and increase revenue without increasing client traffic.
My experience includes contributing to the development of the OLLIN brand in close collaboration with laboratories, owners, and teams, where I was responsible for marketing and product design. I have also worked with the international brand Alfaparf Milano as a representative in the Russian market.
I have trained professionals and worked with distributors in Russia, Kazakhstan, Belarus, and Kyrgyzstan, helping them build effective sales systems, develop teams, and strengthen brand positioning.
As a trainer, my focus is not just on sharing knowledge, but on changing the way professionals work with clients. I show where salons lose revenue every day —
REVENUE GROWTH SYSTEM FOR BEAUTY SALONS
How to increase service and retail sales without increasing client traffic
2-day training for KEUNE salons in the Czech Republic and Slovakia
Why do salons have clients — but not enough revenue?
Why do professionals work — but don’t sell?
And why are you losing revenue every day without even noticing it?
There are many reasons, including:
• Limited range of sales techniques and tools
• Poor application of existing knowledge
• Lack of confidence
• Habit of using ineffective approaches
• Personal beliefs and behavioral patterns
⚠️ What is happening in salons today:
• Clients come, but don’t buy retail products
• Staff are afraid to sell
• Reception does not influence client decisions
• Average ticket remains low
Result: the salon loses thousands of euros every month
TRAINING PROGRAM:
MODULE 1. SALON FOUNDATION: WHY CLIENTS SHOULD CHOOSE YOU
• Salon positioning and target audience
• Unique selling proposition (USP)
• Salon brand: name, style, recognition
• Factors that build client trust
Result: the salon understands how to stand out and attract the right clients
MODULE 2. TEAM MINDSET = SALON REVENUE
• Types of employees: from “aggressor” to “effective”
• Mindsets that kill sales
• Psychology of stylists and receptionists
• How to build a proactive team
Result: staff influence sales instead of just providing service
MODULE 3. SALES SYSTEM IN THE SALON
• Full sales structure: from entry to payment
• Preparation for contact (appearance, mindset, space)
• Mistakes that cause clients to leave
Result: a clear step-by-step system instead of chaos
MODULE 4. CLIENT CONTACT: TRUST IN THE FIRST MINUTES
• Establishing and maintaining contact
• Working with space and distance
• Non-verbal communication
• Active observation and reading the client
Result: the client starts to trust and open up
MODULE 5. NEEDS ANALYSIS — THE KEY TO SALES
• How to ask questions that sell
• Types of questions: open, closed, alternative
• Active listening techniques
• How to understand what the client really wants
Result: staff clearly understand client needs instead of guessing
MODULE 6. PRESENTATION WITHOUT PRESSURE
• How to speak so clients want to buy
• Formula: need → service → benefit
• Speech mistakes that destroy trust
• Persuasion techniques
Result: sales become a natural continuation of the conversation
MODULE 7. HANDLING OBJECTIONS WITHOUT STRESS
• Types of objections and their causes
• Algorithm for handling doubts
• How to guide instead of arguing
• Mistakes that kill deals
Result: objections become opportunities
MODULE 8. CLOSING THE SALE & INCREASING THE TICKET
• How to recognize readiness to buy
• Soft closing techniques
• Trial and natural closing
• How not to lose the client at the final stage
Result: more bookings and purchases without pressure
MODULE 9. AFTER-SALES & LOYALTY
• How to turn clients into regulars
• Handling complaints and restoring trust
• Building client loyalty
Result: growth of repeat visits and stable revenue
How to increase service and retail sales without increasing client traffic
2-day training for KEUNE salons in the Czech Republic and Slovakia
Why do salons have clients — but not enough revenue?
Why do professionals work — but don’t sell?
And why are you losing revenue every day without even noticing it?
There are many reasons, including:
• Limited range of sales techniques and tools
• Poor application of existing knowledge
• Lack of confidence
• Habit of using ineffective approaches
• Personal beliefs and behavioral patterns
⚠️ What is happening in salons today:
• Clients come, but don’t buy retail products
• Staff are afraid to sell
• Reception does not influence client decisions
• Average ticket remains low
Result: the salon loses thousands of euros every month
TRAINING PROGRAM:
MODULE 1. SALON FOUNDATION: WHY CLIENTS SHOULD CHOOSE YOU
• Salon positioning and target audience
• Unique selling proposition (USP)
• Salon brand: name, style, recognition
• Factors that build client trust
Result: the salon understands how to stand out and attract the right clients
MODULE 2. TEAM MINDSET = SALON REVENUE
• Types of employees: from “aggressor” to “effective”
• Mindsets that kill sales
• Psychology of stylists and receptionists
• How to build a proactive team
Result: staff influence sales instead of just providing service
MODULE 3. SALES SYSTEM IN THE SALON
• Full sales structure: from entry to payment
• Preparation for contact (appearance, mindset, space)
• Mistakes that cause clients to leave
Result: a clear step-by-step system instead of chaos
MODULE 4. CLIENT CONTACT: TRUST IN THE FIRST MINUTES
• Establishing and maintaining contact
• Working with space and distance
• Non-verbal communication
• Active observation and reading the client
Result: the client starts to trust and open up
MODULE 5. NEEDS ANALYSIS — THE KEY TO SALES
• How to ask questions that sell
• Types of questions: open, closed, alternative
• Active listening techniques
• How to understand what the client really wants
Result: staff clearly understand client needs instead of guessing
MODULE 6. PRESENTATION WITHOUT PRESSURE
• How to speak so clients want to buy
• Formula: need → service → benefit
• Speech mistakes that destroy trust
• Persuasion techniques
Result: sales become a natural continuation of the conversation
MODULE 7. HANDLING OBJECTIONS WITHOUT STRESS
• Types of objections and their causes
• Algorithm for handling doubts
• How to guide instead of arguing
• Mistakes that kill deals
Result: objections become opportunities
MODULE 8. CLOSING THE SALE & INCREASING THE TICKET
• How to recognize readiness to buy
• Soft closing techniques
• Trial and natural closing
• How not to lose the client at the final stage
Result: more bookings and purchases without pressure
MODULE 9. AFTER-SALES & LOYALTY
• How to turn clients into regulars
• Handling complaints and restoring trust
• Building client loyalty
Result: growth of repeat visits and stable revenue
Date
07.06.2026
Time
9:00-18:00
City
Akadémia Keune, Legionárska 10, Bratislava
Teacher
Viacheslav Illarionov
Language
Russian with a translator
Standard price
200.00
* Online-price
150.00
* Remember to pay online before the end of the day
02.06.2026 Get a discount
50