Unit of competency Outline
Date retreived
23/07/2026 1:32 PM AWST
23/07/2026 1:32 PM AWST
Whilst all efforts are made to provide accurate and timely information from the relevant source/documentation, please be aware that the information supplied may not be the most current version. The accuracy of the detail has not been confirmed by the Department and therefore should not be relied upon without first confirming the contents.
Promote a personal services business
Promote a personal services business
Unit of competency
National Code
SIBXPSM503A
SIBXPSM503A
State Code
D4803
D4803
TGA Status
Replaced
Replaced
DTWD Status
Replaced
Replaced
State Implementation and Classification
Approved Date
03/05/2011
Field of Education
080505 - Marketing
Original Release Date
03/05/2011
Nominal Hours
54
Description
This unit describes the performance outcomes, skills and knowledge required to develop and implement marketing strategies, to expand both the client base and business turnover.The unit describes the function of regularly developing and integrating a full range of marketing strategies and tasks to expand and diversify the client base, maintain and improve client re-booking, and increase average client spending in a personal services environment. Ongoing monitoring and adjustment of marketing activities, along with evaluation of business performance, are also required to achieve ongoing business success.
Notes
Elements and Performance Criteria
1 Develop marketing strategies.
- 1.1 Analyse the business and its key services and products to determine the focus of marketing activities that support business objectives.
- 1.2 Evaluate the customer demographic and target market for the business as a basis for marketing strategies.
- 1.3 Determine marketing objectives and strategies in consultation with relevant people and according to the business plan.
2 Determine a marketing mix for the business.
- 2.1 Balance volumes and pricing of service and product mix to optimise turnover and profit.
- 2.2 Evaluate costs and benefits of providing different services and product ranges and consider the results in determining the marketing mix of the business.
- 2.3 Determine the marketing mix according to market and business needs, legislation, codes and national standards relevant to the workplace.
3 Implement marketing strategies.
- 3.1 Brief persons involved in the marketing effort on their roles and responsibilities to ensure the success of marketing strategies.
- 3.2 Plan and implement promotional activities according to marketing objectives and budgetary requirements.
4 Monitor and improve marketing performance.
- 4.1 Regularly monitor marketing activities and evaluate business performance against targets.
- 4.2 Analyse performance gaps and take corrective action or set new targets.
- 4.3 Encourage relevant people to propose ways to improve marketing performance.
- 4.4 Seek customer reaction to all aspects of the marketing mix, and analyse to improve targeting and outcomes.
- 4.5 Conduct ongoing research of customer requirements to identify opportunities for change and improvement.
- 4.6 Monitor changes in market opportunities and investigate new business opportunities that assist business development.
The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included.
Customer demographic may include:
residential and business location in relation to the business
age group categories, including:
18-25
25-35
35-45
45+
gender
socioeconomic groups.
Target market may include:
being confined to:
a particular age demographic
a particular socioeconomic group
growth in low performing age-group categories
retail consumers
services consumers
groups and/or individuals.
Marketing strategies may include:
increasing the average client bill through staff incentives
incentives to attract new clients
off-peak promotion ideas
incentive schemes to encourage re-booking by clients
pricing, presentation and display of products and services
promotion and advertising
changing the service and professional product range, retail range and/or mix
pursuing cost leadership and/or product differentiation within a specialist market segment
creating a very different product line or service so that the business becomes a class leader in the industry.
Relevant people may include:
owner/operator partners
financial backers
accountants or other specialist services
family members
team members
regulatory bodies
suppliers.
Services may include:
full range of hairdressing services
areas of hairdressing service specialisation
full range of beauty services
areas of beauty service specialisation
complementary services available from the same business.
Product ranges may include:
professional hairdressing products
professional beauty products
retail hair care products
retail skin care products
sundry hair or beauty care equipment
other retail products stocked by the business.
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
federal, state or territory, and local government legislative requirements affecting business operation, especially in regard to:
occupational health and safety and environmental issues
equal employment opportunity
industrial relations
anti-discrimination legislation
relevant industry codes of practice.
Persons involved in the marketing effort may include:
team members
partners
advertising professionals
promotions professionals
graphic designers
photographers
printers
product suppliers.
Promotional activities may include:
website
word of mouth, referrals and testimonials
professional and industry journals
advertising in newspapers, on radio or on television
mail drops
display posters
telephone canvassing
exhibitions and in-store promotions
sponsorship
development of networks and strategic alliances
staff development programs to enhance customer service orientation
staff incentives
client incentives, including loyalty programs and discounting.
Performance gaps may include:
level of customer service provided by team or individual staff member is below required standard
average dollar value per client is below required level
individual staff member down-time
inefficient time management of treatment
under-achievement of turnover targets by some team members
profit margins being set too low
insufficient allocation of funds to marketing.
Customer reaction may be determined through:
survey or other feedback mechanisms
informal discussion
customer meetings and focus groups
sales to contact ratio
trend analysis.
Customer demographic may include:
residential and business location in relation to the business
age group categories, including:
18-25
25-35
35-45
45+
gender
socioeconomic groups.
Target market may include:
being confined to:
a particular age demographic
a particular socioeconomic group
growth in low performing age-group categories
retail consumers
services consumers
groups and/or individuals.
Marketing strategies may include:
increasing the average client bill through staff incentives
incentives to attract new clients
off-peak promotion ideas
incentive schemes to encourage re-booking by clients
pricing, presentation and display of products and services
promotion and advertising
changing the service and professional product range, retail range and/or mix
pursuing cost leadership and/or product differentiation within a specialist market segment
creating a very different product line or service so that the business becomes a class leader in the industry.
Relevant people may include:
owner/operator partners
financial backers
accountants or other specialist services
family members
team members
regulatory bodies
suppliers.
Services may include:
full range of hairdressing services
areas of hairdressing service specialisation
full range of beauty services
areas of beauty service specialisation
complementary services available from the same business.
Product ranges may include:
professional hairdressing products
professional beauty products
retail hair care products
retail skin care products
sundry hair or beauty care equipment
other retail products stocked by the business.
Legislation, codes and national standards relevant to the workplace may include:
award and enterprise agreements and relevant industrial instruments
federal, state or territory, and local government legislative requirements affecting business operation, especially in regard to:
occupational health and safety and environmental issues
equal employment opportunity
industrial relations
anti-discrimination legislation
relevant industry codes of practice.
Persons involved in the marketing effort may include:
team members
partners
advertising professionals
promotions professionals
graphic designers
photographers
printers
product suppliers.
Promotional activities may include:
website
word of mouth, referrals and testimonials
professional and industry journals
advertising in newspapers, on radio or on television
mail drops
display posters
telephone canvassing
exhibitions and in-store promotions
sponsorship
development of networks and strategic alliances
staff development programs to enhance customer service orientation
staff incentives
client incentives, including loyalty programs and discounting.
Performance gaps may include:
level of customer service provided by team or individual staff member is below required standard
average dollar value per client is below required level
individual staff member down-time
inefficient time management of treatment
under-achievement of turnover targets by some team members
profit margins being set too low
insufficient allocation of funds to marketing.
Customer reaction may be determined through:
survey or other feedback mechanisms
informal discussion
customer meetings and focus groups
sales to contact ratio
trend analysis.
The evidence guide provides advice on assessment and must be read in conjunction with the performance criteria, required skills and knowledge, range statement and the Assessment Guidelines for the Training Package.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
developing a mix of marketing and promotional strategies that complement the business
implementing and regularly monitoring and adjusting the marketing and promotional strategies to optimise the chances of business success
maintaining, monitoring and evaluating service and sales delivery
regularly and accurately maintaining records and interpreting data on service and sales delivery
applying research skills to investigate and evaluate market opportunities for the business.
Context of and specific resources for assessment
Assessment must ensure:
that competency is consistently demonstrated over a period of time and observed by the assessor or the technical expert working in partnership with the assessor as described in the Assessment Guidelines
that competency is demonstrated in the workplace or a simulated workplace environment in a range of situations which may include client interruptions and involvement in other related activities normally expected in the workplace.
Assessment must ensure access to:
relevant salon business software
appropriate text and online research resources
information regarding relevant business networks and experts
appropriate marketing and promotional documentation and resources normally used in personal services businesses, including sample organisational strategic and marketing plans
simulated data and information records from relevant previous marketing research activities in personal services businesses
direct marketing activity data
relevant industry codes of practice.
Methods of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
direct observation of the learner undertaking the marketing and promotional tasks in for an actual or simulated personal services business, over sufficient time to demonstrate handling of a range of contingencies, including:
developing and integrating a full range of marketing strategies to expand and diversify the client base
maintaining and improving client re-booking
increasing average client spending
evaluating the outcomes of strategies
portfolio of evidence demonstrating the planning, implementation and evaluation of marketing and promotional strategies designed to improve business turnover, including the analysis and evaluation of customer reactions
case studies related to specific salon marketing and promotional scenarios
third-party reports from technical experts
written and oral questioning appropriate to the language and literacy level of the learner, to assess the required skills and knowledge of this unit.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBSMB404A Undertake business planning
SIBXPSM502A Manage treatment services and sales delivery.
Critical aspects for assessment and evidence required to demonstrate competency in this unit
Evidence of the following is essential:
developing a mix of marketing and promotional strategies that complement the business
implementing and regularly monitoring and adjusting the marketing and promotional strategies to optimise the chances of business success
maintaining, monitoring and evaluating service and sales delivery
regularly and accurately maintaining records and interpreting data on service and sales delivery
applying research skills to investigate and evaluate market opportunities for the business.
Context of and specific resources for assessment
Assessment must ensure:
that competency is consistently demonstrated over a period of time and observed by the assessor or the technical expert working in partnership with the assessor as described in the Assessment Guidelines
that competency is demonstrated in the workplace or a simulated workplace environment in a range of situations which may include client interruptions and involvement in other related activities normally expected in the workplace.
Assessment must ensure access to:
relevant salon business software
appropriate text and online research resources
information regarding relevant business networks and experts
appropriate marketing and promotional documentation and resources normally used in personal services businesses, including sample organisational strategic and marketing plans
simulated data and information records from relevant previous marketing research activities in personal services businesses
direct marketing activity data
relevant industry codes of practice.
Methods of assessment
A range of assessment methods should be used to assess practical skills and knowledge. The following examples are appropriate for this unit:
direct observation of the learner undertaking the marketing and promotional tasks in for an actual or simulated personal services business, over sufficient time to demonstrate handling of a range of contingencies, including:
developing and integrating a full range of marketing strategies to expand and diversify the client base
maintaining and improving client re-booking
increasing average client spending
evaluating the outcomes of strategies
portfolio of evidence demonstrating the planning, implementation and evaluation of marketing and promotional strategies designed to improve business turnover, including the analysis and evaluation of customer reactions
case studies related to specific salon marketing and promotional scenarios
third-party reports from technical experts
written and oral questioning appropriate to the language and literacy level of the learner, to assess the required skills and knowledge of this unit.
Holistic assessment with other units relevant to the industry sector, workplace and job role is recommended, for example:
BSBSMB404A Undertake business planning
SIBXPSM502A Manage treatment services and sales delivery.
Replaced By
| State Code | National Code | Title | Type |
|---|---|---|---|
| AWY01 | SHBXPSM003 | Promote a personal services business | Unit of competency |
| State Code | National Code | Title | Type |
|---|---|---|---|
| S782 | SIB50210 | Diploma of Salon Management | Qualification |