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Penny Etheridge AOA course

Exciting news! Creative business consultant Penny Etheridge is coming to Manchester (5th June) and Harrogate (13th June) with her AOA course. The AOA process by Penny Etheridge is one whereby you’ll learn how to boost a salon column, make more profit, and grow your client base…Penny says you’ll even turn clients  into a fan club!

Penny Etheridge on her AOA course

Penny says: “AOA is a process that I have created based on my own experience as a stylist, salon owner and, more recently, salon business consultant. I know, first hand, how implementing AOA into your daily schedule can transform your daily revenue and create more profit.


Keep clients wanting more

I’m not saying I was ever the greatest hairdresser that graced this planet. Good, but technically not the greatest. But boy did I know how to make the most of my clients on the salon floor and keep them coming back for more. 

Over the years, with increased maturity behind a chair, I started to wonder why it was I could go into the salon with large gaps in my column and fill my day with additional service easily whilst others, who often I considered to be better technically than me, stood around moaning how “dead” the salon was. Not for me I used to think.

AOA course

Time to learn

Unfortunately, my ability to turn my column around on the day was often resented, not applauded by other team members. Now I look back and wish I had had the bravery to say “look, why don’t you let me help you” it’s easy really. I’m certain my former employers wish I had the bravery to.


It wasn’t until I opened my own salon Storm back in 1991 that I realised that what I was doing came naturally to me. However, for most hairdressers, regardless of how skillful they were technically, it didn’t. What they needed was proper structured training on learning how to maximise their column. Structured training in the same way as learning the skills of cutting or foiling.

Great technical skills on their own are not enough to make the most of a client visit. 

This is how the AOA concept training took root. A course I have now delivered across the country to many salons with great effect. 

Now, let me show you how, when, what to do with the AOA process and, most importantly, the message of why to your team.

Click here for more news from Penny Etheridge 


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