Not Just Reception: How Front of House Drives Culture, Clients & Consistency

By Elle Huempel

In today’s fast-paced, ever-evolving beauty industry, the spotlight is often on service delivery, the results, the trends, the transformations that happen behind the chair or in our treatment room. What’s forgotten about is the power of the reception desk!

From the very first point of contact, the tone of voice on the phone, the warmth of a welcome – not just a hello, the smile a client can feel before they even walk through the door, your reception team has the power to turn a simple booking into a lasting relationship, increasing loyalty within your business. And when this is done and done well, this sets you apart from the salon down the road!

When developed the right way, your Front of House team doesn’t just keep things running. They become the heart & soul of your business, the capable, strategic and service-minded valuable team member/s that drives culture, consistency, and growth.

FROM RECEPTIONIST TO FRONTLINE LEADER

Reception is no longer a basic admin role. It’s the first and last point of contact in our client’s journey. It sets the tone, holds the rhythm of the day and directly impacts client satisfaction, team energy and revenue. And when your FOH team member is confident, clear on their role and feels empowered to lead, they stop reacting and start responding. When your reception leader speaks up with confidence, manages client conflict with calm maturity, knows what to prioritise, what to delegate and when to say no, they become a steady support for both the owner and their team, even on the busiest day. That’s leadership. And it can be developed!

Confidence Comes From Clarity

Leadership development doesn’t start with a title. It starts with clarity. When your FOH team understand their strengths, values and what truly lights them up in their role, something shifts. They begin showing up differently, more intentional, more engaged, more proactive. It’s not about “doing more.” It’s about owning more. With the right coaching and conversations, receptionists go from “I’m just here to help” to “I’m an essential part of this business.” The difference is powerful and visible.

INITIATIVE, ACCOUNTABILITY & SMART PRIORITISATION

A high-performing FOH team member isn’t waiting to be told what to do. They take initiative. They communicate clearly. They follow through. We need to teach our reception team to identify daily opportunities to take it to the next level, to improve a system, solve a small issue, offer a new idea. These micro-leadership moments build their confidence and help them grow into someone the whole team can lean on. Accountability is just as important. It means being able to say, “I’ll have this done by 2pm” and following through. When things don’t go to plan, it’s about owning the ‘why’ and working towards a better solution. Prioritisation plays a huge role here too. Not everything can be urgent. Teaching FOH team members how to identify what truly matters, what can be delegated and how to protect their time helps the entire team operate more efficiently and with less stress.

Why It Matters More Than Ever

In 2025, clients are expecting more than what they have booked in for. They want connection, consistency, ease. Imagine! If their expectation was exceeded?

And who delivers that day in and day out? Your Front of House team. A confident, empowered FOH team member drive rebooking and retail through natural, engaging conversations, keeps your team grounded and ensures your days run smoothly. They look for every opportunity, protect your energy as a business owner and hold the emotional tone of the entire business - especially when things get busy!

Systems, processes and structure are a must! When FOH staff have clear systems to follow, they’re less reactive, more strategic and can make stronger decisions under pressure.

Encouraging them to review current processes, suggest improvements and be part of shaping better flow not only improves efficiency, but it also helps them see the bigger picture of the business.

INVEST WHERE IT MATTERS admin@ellebusinesscoaching.com.au

If you want to grow your business, start by growing who is at your front desk.

When you invest in your FOH team, not just as “admin” / “receptionists,” but as future leaders, you unlock a whole new level of strength and consistency in your business.

Because when Front of House leads with confidence, they love their job, your team thrives - and staff retention follows. When that energy is strong at the front, the whole business grows with it.

I would absolutely love to work with you and your team to create a culture where your Front Of House Team member/s become your greatest asset too!