Focus on the success rate of retaining your team
So you have just been through the exercise of running an advertisement for 6 weeks for a new team member. Spent a small fortune. Said a prayer every day and hoped that the phone would ring with the perfect applicant. Gone through the process of interviewing 10 applicants who were not suitable. Wasted a lot f time waiting for the 6 who did not even bother to turn up for the interview and finally you have found someone 'JUST RIGHT' or at least you hope.
They match your expectations, or at least most of them, and you are confident that you can train them in the few areas that they need to perform to your standards at this point.
They are due to start next week so how do you prepare to introduce them to your salon. Put some effort into starting off on the right foot.
Everyone knows that finding good people is like finding a pot of gold at the end of the rainbow. Put a group of hairdressers together and without exception they will agree, 'Good hairdressers are in short supply.'
It is also a known fact that the retention rate of hairdressers is not as good as salon owners would like it to be and there are some good reasons for this in most cases.
Accept this as a fact. There are not perfect people out there who are going to knock on your door and say 'Can I come and work with you?' There are however people (hairdressers) who are not superstars but are very willing to learn and grow to be very good.
When you have a new person join your team accept the fact that you are going to have to do some work to train them to match your expectations and the quality of service and hairdressing you want for your clients.
Your prior planning to make sure you get it right
1. Welcome letter
Create a welcome letter. This will show that you are both professional and do care and are interested in your new team member. Include some words of welcome, their wage package and conditions of employment. Sell them the benefits of working with you and your team and what you expect in return. By writing it down it is clear and easy to understand and can be referred to in the future if required.
2. Employee Agreement.
I always suggest that you put together an agreement for each person that very clearly sets down all your salon standards and expectations. Everyone will include different points depending on your own focus and specific needs.
Some areas you might choose to include
w Dress standard
w Training requirements
w Rosters and how they work
w Protection of client records and details
3. The induction.
Day one is important to get right. You need to balance the beginning of a new relationship and training. So plan for it to be a success.
Even the right person can get off to a bad start if they aren't given the 'rules of the game' and what is expected of them. Give them the best possible opportunity to make a success of the job and give your business the best chance of having a high performing team member by conducting a thorough induction.
Some ideas
w Take them on a tour of the salon. Sell the sizzle….all the wonderful and special things about your salon and your team
w Introduce them to all the team
w Point out such things as the location of the toilet, car parking and the best place to buy lunch
w Explain their role and responsibilities
w Give them a copy of your policy and procedure manual to read
My advice is to slowly introduce them to the salon. You have a lot to cover. Don't make the mistake of trying to tell them everything on day one. It will take time to do this well.
Remember …..Do it once and do it well.
4. Establish the lines of communication
A great relationship is always built on communication. So tell them how you do this in your salon.
w Team meetings are held each week. Explain how they work
w You have an open door management policy where any one can come to you at any time to discuss any issue be it positive or problem
w Once a month you have a coffee and chat with each team member
w An appraisal is done at 10 weeks just prior to the completion of the probation period and then each year
You need to show them they have joined a team that has two-way communication. Where everyone talks and listens. You want to retain this person for a long period so you need to put some effort and systems into making sure you achieve just that.
Just as you retain your clients by showing that you care and are interested, by offering advice, educating them and continually offering new and different things then you retain your team in the same way. They will respond in the same way.
It takes a lot of effort and time to find and train a great hairdresser so be sure to put just as much effort into retaining them and you won't need to go through the pain of continual recruiting.
The stronger your systems and training methods the less reliant you will need to be on finding ready made hairdressers. That is a comforting thought in our industry's current climate.
Profile. This article was written by Faye Murray from Your Coach. Australia's premier hairdressing business coaching programme
Visit the Your Coach team at Hair Expo on stand 2300b. To register for the free business seminars at expo call Hair expo hotline 02 9422 2859. Sunday afternoon 3.30 Faye Murray 'Steps to More Money' a panel of salon owners. Monday 2.30 Kym Krey 'Don't teach them how to sell…teach them how to teach'
We welcome a new coach to Western Australia Lisa Moore Ph 0412 777 603. Visit the your Coach web site www.yourcocah.nete.au <http://www.yourcocah.nete.au> or phone head office 07 32879199
So you have just been through the exercise of running an advertisement for 6 weeks for a new team member. Spent a small fortune. Said a prayer every day and hoped that the phone would ring with the perfect applicant. Gone through the process of interviewing 10 applicants who were not suitable. Wasted a lot f time waiting for the 6 who did not even bother to turn up for the interview and finally you have found someone 'JUST RIGHT' or at least you hope.
They match your expectations, or at least most of them, and you are confident that you can train them in the few areas that they need to perform to your standards at this point.
They are due to start next week so how do you prepare to introduce them to your salon. Put some effort into starting off on the right foot.
Everyone knows that finding good people is like finding a pot of gold at the end of the rainbow. Put a group of hairdressers together and without exception they will agree, 'Good hairdressers are in short supply.'
It is also a known fact that the retention rate of hairdressers is not as good as salon owners would like it to be and there are some good reasons for this in most cases.
Accept this as a fact. There are not perfect people out there who are going to knock on your door and say 'Can I come and work with you?' There are however people (hairdressers) who are not superstars but are very willing to learn and grow to be very good.
When you have a new person join your team accept the fact that you are going to have to do some work to train them to match your expectations and the quality of service and hairdressing you want for your clients.
Your prior planning to make sure you get it right
1. Welcome letter
Create a welcome letter. This will show that you are both professional and do care and are interested in your new team member. Include some words of welcome, their wage package and conditions of employment. Sell them the benefits of working with you and your team and what you expect in return. By writing it down it is clear and easy to understand and can be referred to in the future if required.
2. Employee Agreement.
I always suggest that you put together an agreement for each person that very clearly sets down all your salon standards and expectations. Everyone will include different points depending on your own focus and specific needs.
Some areas you might choose to include
w Dress standard
w Training requirements
w Rosters and how they work
w Protection of client records and details
3. The induction.
Day one is important to get right. You need to balance the beginning of a new relationship and training. So plan for it to be a success.
Even the right person can get off to a bad start if they aren't given the 'rules of the game' and what is expected of them. Give them the best possible opportunity to make a success of the job and give your business the best chance of having a high performing team member by conducting a thorough induction.
Some ideas
w Take them on a tour of the salon. Sell the sizzle….all the wonderful and special things about your salon and your team
w Introduce them to all the team
w Point out such things as the location of the toilet, car parking and the best place to buy lunch
w Explain their role and responsibilities
w Give them a copy of your policy and procedure manual to read
My advice is to slowly introduce them to the salon. You have a lot to cover. Don't make the mistake of trying to tell them everything on day one. It will take time to do this well.
Remember …..Do it once and do it well.
4. Establish the lines of communication
A great relationship is always built on communication. So tell them how you do this in your salon.
w Team meetings are held each week. Explain how they work
w You have an open door management policy where any one can come to you at any time to discuss any issue be it positive or problem
w Once a month you have a coffee and chat with each team member
w An appraisal is done at 10 weeks just prior to the completion of the probation period and then each year
You need to show them they have joined a team that has two-way communication. Where everyone talks and listens. You want to retain this person for a long period so you need to put some effort and systems into making sure you achieve just that.
Just as you retain your clients by showing that you care and are interested, by offering advice, educating them and continually offering new and different things then you retain your team in the same way. They will respond in the same way.
It takes a lot of effort and time to find and train a great hairdresser so be sure to put just as much effort into retaining them and you won't need to go through the pain of continual recruiting.
The stronger your systems and training methods the less reliant you will need to be on finding ready made hairdressers. That is a comforting thought in our industry's current climate.
Profile. This article was written by Faye Murray from Your Coach. Australia's premier hairdressing business coaching programme
Visit the Your Coach team at Hair Expo on stand 2300b. To register for the free business seminars at expo call Hair expo hotline 02 9422 2859. Sunday afternoon 3.30 Faye Murray 'Steps to More Money' a panel of salon owners. Monday 2.30 Kym Krey 'Don't teach them how to sell…teach them how to teach'
We welcome a new coach to Western Australia Lisa Moore Ph 0412 777 603. Visit the your Coach web site www.yourcocah.nete.au <http://www.yourcocah.nete.au> or phone head office 07 32879199
Training Is Not An Option For Success
Here are two facts that as a salon owner you should be aware of:
w It is becoming more and more difficult to find hairdressers with all the skills you need
w Now that the apprenticeship period has been shortened, training delivered to apprentices needs to accelerate to achieve a satisfactory result
These two points could have a serious impact on your business this year and you need to recognise that they exist. They are not going to go away. You have to change the way you operate your business to ensure they are not a negative.
Those of us who have been part of the hairdressing industry for a long time have seen many changes, some good some not so good, but with each change if we want to grow we must alter the way we do things.
I can remember when hairdressers (willingly) attended training once a week. That has become very difficult in recent years. Many salons now trade 3-4 nights a week. The willingness bit is harder to achieve in most cases.
So how do you implement training into your salon to achieve what you need?
Because training is not an option for success…it is vital for success!
You need to commit to training because we have highlighted that recruiting perfect people is not going to happen, so you must be prepared to invest in training for senior hairdressers and apprentices of course must be trained. They now have the option of completing their training in much less time so to maintain a suitable standard more focused training is needed.
Training is an investment that you need to commit to, to ensure the quality you need in your salon.
What happens if I train them and they leave?
What happens if you don't and they stay?
As old as this saying is, it is no less true today than when it was first said…perhaps more.
So the reality is that you need to structure your business so that training is a permanent part of your culture. That way you can get what you need to provide a high level of service to your clients.
Have A Strong Induction Process
Every salon should have a written induction procedure and check list to welcome and introduce new people to the salon. This is a step-by-step procedure that allows you to ensure they completely understand how clients are to be treated in your salon and how your salon operates. It makes it easy for everyone. This is one of the things that as a coach we help salons develop. Using a template, an induction procedure can be created easily that can be used for every new team member.
New Staff Assessment
You need to get some first hand experience to determine what the new persons various skill levels are.
Explain to them clearly that this is not about looking for negatives, but is an opportunity to become aware of any areas that might need improvement. A training plan can then be put in place.
To assess their hands-on hairdressing skills it's necessary for them to work with models so that you can objectively evaluate their work.
Some of the other areas to assess by observation or questioning might be:
Client Service
w Telephone manner
w Appointment taking
w Price quoting
w Consultation process
w Re-booking techniques
Sales
w Recommendation of in salon services and treatments
w Recommendation of take home products
The main thing is to have a comprehensive checklist of all areas of assessment. Any that remain unchecked are areas that may be impacting on your level of service.
Your training plan should included the details of what you are going to train, who is to be responsible for the training and when it is to be completed by. This will ensure that there is commitment from all involved.
Technical And Product Training
We are very fortunate that the companies that support us with wonderful products also understand the benefits of providing structured training programmes. They not only train in product knowledge and use of the product but also add to the hairdresser's competence and knowledge with hands on skill training. Take full advantage of this and include it in your written plan.
Communication And Sales Training
Recognise that this is a skill that needs to be learned. You will very rarely have a team member who is 100% in this area. The key is to do as much as you can yourself and then to use an outside expert to reinforce your message.
It is often said to me after I have conducted a training session that the message given is always received and accepted more readily than when the salon owner does and says much the same thing.
As a service to our clients we go to the salon to provide training in this area. This is important to do several times a year to keep the energy levels up and keep the team really focused on client service and the points of difference that make you special
Don't allow any team members to practise on your clients unless you are confident they have all the skills. Before they take any clients make very sure they are ready to WIN them. After all that is the reason you are in business and will stay in business.
How To Structure Your Apprentice Training
More people who have the option in their particular state are choosing to do in-salon training for their apprentices. To ensure this is a success you must work very closely with your registered training organisation and work together to complete the training plan.
Whether your apprentices attend college or do in-salon training you and they must commit to be very involved in the training.
Don't try to have a 'one-size fits all' plan. Tailor it to suit your salons needs.
Focus on the things that you need the apprentice to be good at first so that they can be useful in the salon. If you are a salon that does not do perming don't have your apprentices standing for hours learning how to do this, early in their apprenticeship. If you do lots of foiling put this to the top of the list to start with. It will be more interesting for them and you will have a trained person that you can be useful in the salon.
Give the apprentice responsibility for their progress. Set them goals to achieve. Training them on how to do the skill, make them responsible for the repetition that is needed to perfect the skill. You don't have to hold their hand every step of the way. As the trainer your role is to teach and mentor not to drag them through it.
I usually recommend that training is best done over shorter rather than longer periods. This means into your working week, plan to have specific time set aside for apprentice training. You must stick to it once it is set. They get bored with long blocks so spread it out. Focused training in this way will assist you to progress the training at a good rate.
Maybe you allocate someone else on your team to assist with training. As the salon owner you have lots to do during a week. By delegating this responsibility it frees us your time and also give a great sense of satisfaction to your team member who becomes a trainer.
Training is an investment in your salon's success. It is not a maybe it is an absolute must. Have a good look at what you have in place in your salon for training of both your senior hairdressers and your apprentices. Does it fit your need? If yes congratulations. If no make some changes or sit back and wait to see the problems that are headed your way.
Profile
Faye Murray is a coach and trainer with the Your Coach team working with salon owners to develop businesses throughout Australia and New Zealand.
Coaches contact details are. NSW Malik Arunachalam 0408 458 997 Sandy Chong 0414 852 498 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653 WA Di Ford 0417 982 637. Visit the website www.yourcoach.net.au <http://www.yourcoach.net.au/> to receive one hour free coach and to enrol to receive free monthly business and marketing tips
If You Ask Great Questions You Get Great Answers
Asking badly worded or poorly formed questions or, even worse, not asking questions at all, can contribute to failure in your salon.
Not asking questions is the biggest mistake that you can make if you want to have satisfied clients and a happy team. These two together make up the basis of the formula to salon success.
How many times in a day/week do you find yourself not asking a question when you know deep down you should? If you are a salon owner or manager perhaps it is a question of a team member, or, as a stylist a question of a client.
If you ask great questions you get great answers. What a wonderful statement to plant firmly in your mind and remind yourself of constantly.
The art of asking questions is a skill and like any skill it can be learnt. It is like riding a bike. You may fall off a few times but eventually you will ride smoothly and get to where you want to go.
How to learn to ask great salon questions
1. Show with your questions you care and are interested. (This applies to team and clients)
As a stylist your success in building a clientele comes from two things. Firstly your ability to give the client a hairstyle that they love. You must get this right or you have no chance. Secondly your ability to develop a relationship with your client. Trust must be built and the client must know that you care and are interested in them. So rule number one is you must ask questions that show the client you do care and are interested in them and their hair and how to help them to look great at all times. Remember as a manager no team member is going to stick around if management does not appreciate them and their efforts. The same rule applies. Great questions asked at the right time will help to develop any relationship.
2. Listen intently
Take the time to listen after you have asked a question. As hairdressers we are good at hearing but not always good at showing that we listen. Yes there is a difference. You must show that you listen with your ears, your eyes and your body language. Don't interrupt when the client or team member is answering your question. You will be surprised what you will hear if you take the time to listen. This is the first step to gathering information you need in order to offer suggestions and advice.
3. Speak in client language
Clients often have a different way of explaining things. So ask questions that are client friendly. Don't use technical terms. Create a zone for the client to feel comfortable. Move to their level.
4. Use the KISS (Keep It Short & Simple) principle
When asking questions that you want to get a great answer to, always keep them short and simple. You want a simple straightforward answer that you can take action on, so ask a simple straightforward question.
5. Practice makes perfect
Confidence will always be the key. How do you get confident? You practice. The first time you do anything it can feel uncomfortable and you know the words just don't come out right. Do it 10 times it starts to feel more comfortable. Do it 100 times you are on a roll. Remember anything worth doing is worth doing poorly at first
6. Consistency is a must
You can't set a standard that operates one day and not the next. Every client that comes to your salon deserves the best of service and quality. You need to ask great questions of every client to provide a level of service that meets their needs. Every team member needs to be trained to match these client expectations. One without the other will not work. You need to have consistent standards for each team member and the first time you see someone drop below you need to ask why?
Avoiding asking the question
Ask yourself in the last 24 hours in your salon have you avoided asking a question that you should have:
· To a client?
· To a team member?
Here are some questions we typically avoid asking. See if you recognise any of them as your 'guilty' ones.
Avoiding Asking The Question Of A Client
Client scenario number one
Stacey, your client, has long hair that she irons every day and it is a little dry and lacking moisture on the ends. It doesn't have the bounce it should have. It still looks OK but it could be better.
Question that needs to be asked.
'Stacey, because you are ironing your hair every day I am concerned that the condition is not as good as it could be. A treatment will really improve it and get the shine and bounce back. Would you like me apply one for you?'
A great question that we should be asking each and every client who fits the description of Stacey.
Client scenario number two
Lee, your client, says that she should really have been in 3 weeks ago for her colour but time got away. She has been embarrassed about her re-growth.
Question that needs to be asked.
'Lee,I recommend we arrange your next appointment in 5 weeks.That way your colour will always look great. As part of the service we offer to all our clients we will confirm your appointment 3 days before and if ever it is not suitable you can always re-schedule. Would you like me to do that on a Wednesday at a similar time to today?'
A great question as part of the service that you should be offering, not just to colour clients, but to every client who sits in your chair.
Now ask yourself a question.
Guilty or not guilty?
Avoiding Asking The Question Of A Team Member
Team scenario number one
Jeffrey, a team member, looks after a client without offering any advice about how to style and care for their hair. He shampoos the client's hair without telling them what products he is using. He does not present and recommend the products that he used. He applies styling products to the client's hair. He does not explain what or how they are used. The client receives no education at all.
Question that needs to be asked.
'Jeffrey is there a reason that you didn't share with Marie how she needs to care for her hair until her next visit?'
A question that most definitely should be asked by a manager when they notice a client who receives such poor service. This is not about selling products to a client. The client in this scenario received no professional advice or assistance on how to keep her hair looking great between salon visits.
Team scenario number two
Lucy, a team member is very clever at avoiding helping others in the salon. She always expects that when she is busy that others will help her but she does not reciprocate willingly and with a good attitude.
Question that needs to be asked.
'Lucy, I've noticed that you don't appear to be a willing part of the team when it comes to helping others. For example if a colour needs to be rinsed or refreshment needs to be arranged for someone else's client. Is this something you are conscious of and is there a reason for it?'
A question that most definitely should be asked if you don't want low team morale. Even though Lucy might be your 'precious princess' who has a big clientele, her ability to create ill feeling with the rest of the team can lead to long-term problems for you as a manager. Retaining a happy team should always be a key focus. When you see a situation such as this. You must take the person aside and have a discussion that asks great questions and allows the person to contribute to the conversation and give their point of view. Solve the small problem before it becomes a big one.
Now ask yourself a question.
Guilty or not guilty?
Profile
Faye Murray is a coach and trainer with the Your Coach team growing salon businesses throughout Australia and New Zealand. Visit our stand at Hair Expo and we will be happy to share with you all the information about how salon specific business coaching can help you.
Coaches contact details are. NSW Malik Arunachalam 0408 458 997 Sandy Chong 0414 852 498 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653
WA Di Ford 0417 982 637. Visit the new website www.yourcoach.net.au <http://www.yourcoach.net.au>.
Taking your preparation out in public
A great question to ask yourself early in the New Year is do you consider yourself to be a network queen (or king as the case may be)? Do you get out into the world to promote yourself and your business?
At the end of this article you can answer this important question based on what is discussed. See how good you are.
Most people have heard the statement 'Preparation compensates for a lack of ability' and yes we all know that if we take the time to prepare, no matter what it is, we always get a better result.
We also know that often, busy people don't follow this advice. They have lots of time priorities and are smart and experienced enough to 'wing it' much of the time. There just aren't enough hours in the day to spend on preparation. It takes time you just don't have.
Come back to the statement 'Preparation compensates for a lack of ability' and ask yourself can you afford not to be prepared.
Lack of preparation has a big effect on your bottom line profit and the professional operation of your salon. I guarantee you that during 2007 if you set time aside to prepare you will definitely improve your business and grow yourself as an individual. You will actually save time because you will be more structured and organised and your results will reflect this.
What are some specifics of hairdressing focused preparation that you may not already be doing?
As the owner of a hairdressing business you should think of yourself as a walking talking marketing machine. Whenever you get the opportunity to talk to someone about your business it is just like spending dollars on an advertisement in a magazine except it does not cost you anything. You want people to like what you say and want to take action to buy from you. Same rules as placing an advertisement.
The first preparation rule is…..
Know what you are going to say when you meet someone and they ask:
'What do you do'?
'I'm a hairdresser'….. Is this the answer of a walking talking marketing machine?
No.
With a little preparation your answer could sound like this
'I'm a hairdresser. I have a terrific salon in Canberra city called Lime Shimmer. We offer nothing but the best service and the best hairdressing to all our clients. We have a reputation of being the number one salon in our area. Perhaps you have heard of us.
Here is one of my cards. I would love to personally look after you. Do you have a card? Perhaps I could call you and arrange an appointment. All part of our wonderful service.'
Wow I would be impressed. A hairdresser that offers the best service and it sounds like they have a great salon and what energy.
Which answer do you think might have a better chance of winning you a client?
During the remainder of 2007 how many times do you think you might get asked that question and if you have a great answer how many more clients do you think you might get to visit your salon
The second preparation rule is…
Open up your purse or your wallet and check. Do you have several business cards? Not just one, but several. If your shopping list is written on it, it doesn't count!
The reason you carry a quantity is you just don't know how many prospects you might meet in one day and you do of course always give each person you meet three cards. One for them and two to give to friends.
Always carry business cards and be prepared to give them to anyone and everyone who might be a future client or to anyone who might pass them on to a future client (Hand them out like they are lollies to children, they're not doing you any good in your wallet). You might remember your salon is called Lime Shimmer but a stranger might not.
During the remainder of 2007 how many times do you think you might get the chance to pass out your business cards? Don't make the mistake of being unprepared and not having any.
Networking is one of the most powerful marketing tools you can use and most people don't do it effectively because they simply aren't prepared to become a walking talking marketing machine. They aren't ready to take advantage of opportunities presented when prospective clients cross their path.
The third preparation rule is …
Prepare to step outside your comfort zone. Networking is fun, costs little and is so effective. Networking opportunities work amazingly well and cost virtually nothing except your time and of course preparation. But you may need to do and say things that at first may seem foreign to you. Repetition and preparation will fix this in time. One place to begin might be a business network group.
Scout round and you will most definitely find like minded troops of business people from all different walks of life, just like you, who are looking for ways to tell others what they do. There is no point in networking with other hairdressers. They don't need your services. (Even though it is usually lots of fun). Part of your preparation is to check and make sure that the group matches your client profile. If your salon caters for young, fashion focused clients, then that is the group you need to find. They won't all fit the mould but make sure most do.
Preparation for making network groups work for you:
n Search for a suitable group to attend
n Go along to the first meeting as a visitor to check it out
n Prepare prior to each meeting what your message is going to be as you chat to people. Maybe you have won an award, or you have just re-decorated your salon and have introduced beautiful massage chairs. Maybe you have a promotion you are offering this month
n Collect as many business cards as possible and follow up with a letter and an invitation to visit your salon
During 2007 make it one of your goals to join a business network group in the area close to your salon. You will be surprised at how much you will enjoy these get togethers as well as putting yourself in a position to gain new clients.
During my time in the hairdressing industry I have met thousands of people through networking. I will admit that sometimes it means stepping outside your comfort zone and meeting people that you don't appear to have a lot in common with but think about it. That is what we do all day in a salon. Talk to strangers. And as hairdressers we are good at it. So step outside your salon and start talking to strangers and have as a focus for 2007 to prepare to be a friend to a stranger and convert them to a long-term client.
Now ask yourself the question. Are you a network queen (or king). If the answer is not a very strong definite yes then get prepared to be this year. Don't wait for clients to come to you. Go out and get them. There are lots out there.
Profile
Faye Murray is a coach and trainer with the Your Coach team growing salon businesses throughout Australia and New Zealand.
New South Wales now has a second coach to work with clients. Malik Arunachalam, a qualified accountant with 12 years experience in the hairdressing industry with an extensive experience in all areas of business management.
Coaches contact details are. NSW Sandy Chong 0414 852 498 Malik Arunachalam 0408 458 997 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653
WA Di Ford 0417 982 637. Visit the new website www.yourcoach.net.au
A great question to ask yourself early in the New Year is do you consider yourself to be a network queen (or king as the case may be)? Do you get out into the world to promote yourself and your business?
At the end of this article you can answer this important question based on what is discussed. See how good you are.
Most people have heard the statement 'Preparation compensates for a lack of ability' and yes we all know that if we take the time to prepare, no matter what it is, we always get a better result.
We also know that often, busy people don't follow this advice. They have lots of time priorities and are smart and experienced enough to 'wing it' much of the time. There just aren't enough hours in the day to spend on preparation. It takes time you just don't have.
Come back to the statement 'Preparation compensates for a lack of ability' and ask yourself can you afford not to be prepared.
Lack of preparation has a big effect on your bottom line profit and the professional operation of your salon. I guarantee you that during 2007 if you set time aside to prepare you will definitely improve your business and grow yourself as an individual. You will actually save time because you will be more structured and organised and your results will reflect this.
What are some specifics of hairdressing focused preparation that you may not already be doing?
As the owner of a hairdressing business you should think of yourself as a walking talking marketing machine. Whenever you get the opportunity to talk to someone about your business it is just like spending dollars on an advertisement in a magazine except it does not cost you anything. You want people to like what you say and want to take action to buy from you. Same rules as placing an advertisement.
The first preparation rule is…..
Know what you are going to say when you meet someone and they ask:
'What do you do'?
'I'm a hairdresser'….. Is this the answer of a walking talking marketing machine?
No.
With a little preparation your answer could sound like this
'I'm a hairdresser. I have a terrific salon in Canberra city called Lime Shimmer. We offer nothing but the best service and the best hairdressing to all our clients. We have a reputation of being the number one salon in our area. Perhaps you have heard of us.
Here is one of my cards. I would love to personally look after you. Do you have a card? Perhaps I could call you and arrange an appointment. All part of our wonderful service.'
Wow I would be impressed. A hairdresser that offers the best service and it sounds like they have a great salon and what energy.
Which answer do you think might have a better chance of winning you a client?
During the remainder of 2007 how many times do you think you might get asked that question and if you have a great answer how many more clients do you think you might get to visit your salon
The second preparation rule is…
Open up your purse or your wallet and check. Do you have several business cards? Not just one, but several. If your shopping list is written on it, it doesn't count!
The reason you carry a quantity is you just don't know how many prospects you might meet in one day and you do of course always give each person you meet three cards. One for them and two to give to friends.
Always carry business cards and be prepared to give them to anyone and everyone who might be a future client or to anyone who might pass them on to a future client (Hand them out like they are lollies to children, they're not doing you any good in your wallet). You might remember your salon is called Lime Shimmer but a stranger might not.
During the remainder of 2007 how many times do you think you might get the chance to pass out your business cards? Don't make the mistake of being unprepared and not having any.
Networking is one of the most powerful marketing tools you can use and most people don't do it effectively because they simply aren't prepared to become a walking talking marketing machine. They aren't ready to take advantage of opportunities presented when prospective clients cross their path.
The third preparation rule is …
Prepare to step outside your comfort zone. Networking is fun, costs little and is so effective. Networking opportunities work amazingly well and cost virtually nothing except your time and of course preparation. But you may need to do and say things that at first may seem foreign to you. Repetition and preparation will fix this in time. One place to begin might be a business network group.
Scout round and you will most definitely find like minded troops of business people from all different walks of life, just like you, who are looking for ways to tell others what they do. There is no point in networking with other hairdressers. They don't need your services. (Even though it is usually lots of fun). Part of your preparation is to check and make sure that the group matches your client profile. If your salon caters for young, fashion focused clients, then that is the group you need to find. They won't all fit the mould but make sure most do.
Preparation for making network groups work for you:
n Search for a suitable group to attend
n Go along to the first meeting as a visitor to check it out
n Prepare prior to each meeting what your message is going to be as you chat to people. Maybe you have won an award, or you have just re-decorated your salon and have introduced beautiful massage chairs. Maybe you have a promotion you are offering this month
n Collect as many business cards as possible and follow up with a letter and an invitation to visit your salon
During 2007 make it one of your goals to join a business network group in the area close to your salon. You will be surprised at how much you will enjoy these get togethers as well as putting yourself in a position to gain new clients.
During my time in the hairdressing industry I have met thousands of people through networking. I will admit that sometimes it means stepping outside your comfort zone and meeting people that you don't appear to have a lot in common with but think about it. That is what we do all day in a salon. Talk to strangers. And as hairdressers we are good at it. So step outside your salon and start talking to strangers and have as a focus for 2007 to prepare to be a friend to a stranger and convert them to a long-term client.
Now ask yourself the question. Are you a network queen (or king). If the answer is not a very strong definite yes then get prepared to be this year. Don't wait for clients to come to you. Go out and get them. There are lots out there.
Profile
Faye Murray is a coach and trainer with the Your Coach team growing salon businesses throughout Australia and New Zealand.
New South Wales now has a second coach to work with clients. Malik Arunachalam, a qualified accountant with 12 years experience in the hairdressing industry with an extensive experience in all areas of business management.
Coaches contact details are. NSW Sandy Chong 0414 852 498 Malik Arunachalam 0408 458 997 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653
WA Di Ford 0417 982 637. Visit the new website www.yourcoach.net.au
Recently during a coaching with a new client I asked for her previous month's results. (Step one of all coaching sessions is to review the previous month.)
There were two interesting results that I would like to share with you.
1. The salon had seen 287 clients
2. Their total retail sales were $302
The first thing I did was to query if it was correct…. yes it was. The next thing I did was to get excited about the opportunity to improve not only the turnover of the business but to improve the level of service to their clients.
The salon owner didn't need a business coach to know that it was not good result. What she did need me for was to help her change the result, because it had become 'about normal'.
As a business owner you should know what your retail results were for the last week/month. If you don't, then go and have a look. If they were good and at or above the goal or benchmark you set, pat yourself on the back and recognise that your good results are a reflection of the effort you have put in.
There is no way you have achieved a good result without effort. It does not just happen. You need to work at it and sometimes it can be hard work but I promise you it is worth it both for you and your clients.
If on looking at your results you are below your expectations do this exercise.
Write down a list of why your retail results are below your goal or benchmark.
Here are some very common reasons from which to choose:
n Lack of product knowledge
n Product price point does not match your client's expectations (Do your clients buy for price or value and quality?)
n No goal or clear expectations communicated to the team
n No system to measure results
n No training done in retail communication (Not selling but retail communication. There is a big difference)
n No follow up by salon owner
n Team members don't talk to each and every client about take home products
n No system to introduce retail (It begins with your hair and scalp analysis prior to the shampoo)
n Not a strong commitment from you, the salon owner, to managing this area of your business
Now write down the things you need to change to improve your retail result and reach your goal.
This is your action list.
I have chosen these because they work. Applied consistently with the right dose of positive energy you will improve your results in the first week and grow from there.
n Arrange product knowledge training with your product company. This is often the biggest 'excuse'. Yes I call it an excuse because I believe in many cases that that is exactly what it is. So eliminate the 'I don't know enough about the product'
Most salons use prescription products at the basin. To gain knowledge and confidence read up on the products and get yourself to the basin and do some shampoos to get the know the product. All salons supply styling product to use on clients. This is the best way to learn about products. What result does it give to my client? Use it get the result…recommend it, as your client can't reproduce the style without it.
Remember as a hairdresser you don't do hairstyles for 6 hours they are for 6 weeks.
n Examine the price point of your product. If you charge $30 for a cut and blow dry your clients are clearly buying because price is a big part of their decision to choose your salon. This client is most likely not going to be receptive to spending $30 on a product. If you are at the other end of the market and charging $95 for a cut and blow dry your client is very receptive to buying quality products. Quality and guaranteed results are the reason they choose your salon
n Put a goal system in place. This needs to be simple to use, simple to understand, and easy for your team to see very clearly what is expected and what the daily and weekly results achieved are. Many salons have computers and I love the information that they can give us. But I do believe in having a very simple manual system to track your results. If you don't write it down it will not be done. It is too easy to skip out the door without looking at the results on the computer. Have a system that all team members have to write down and there is proof they have done so. In doing this exercise they are forced to look a their results. I don't like the idea of forcing anyone to do anything so let call it insisting but in this case unless they write it down I promise you it will not get done.
No one will know where they are at and where they need to go
n Arrange team training on retail communication. There are many qualified people who will do this for you. Your product companies will offer training in this area. It is a service that we at Your Coach offer as do many other coaches and trainers. If you are in country areas I suggest that you get some good hairdressing specific training CD's or DVD's or you as the salon owner seek some training to do it yourself. Don't avoid this one it is too important.
n Inspect what you expect. Setting goals is the easy bit. You must be prepared to follow up. This is the opportunity to say well done when a good result is achieved and an opportunity to help and train with a below average result. If you fail to follow up when a good result is achieved and only communicate when results are poor you are not encouraging your team to achieve. They love recognition. Make sure you take the time to give it
n Have a procedure that everyone uses to introduce products to clients. The recommendation of what you suggest to the client begins in your consultation. Having discussed the client's needs you have had the opportunity to look a their hair prior to shampooing. You decide what shampoo and conditioner you are going to use so tell the client and also tell them why you have chosen the product for them.
When you are styling the client's hair tell them what you are using, why you are using it and one really important step, how you are using.
I call this client education…. it is not selling
n Before the client leaves the chair advise them about the programme that they need. Always ask if the client has any questions. Always invite the client to buy. Always finish the invitation to buy with a client benefit.
E.g. Susie would you like to take these product with your today because I want to make sure you have everything you need to keep your hair looking terrific until I see you next time?
It is so important to have a system to do this successfully. When you apply a re-growth tint you have a system. That way you don't' forget and you always get guaranteed results. Apply the same rules to your product advice
n Get excited yourself. How can you excite your team if you are not 100% committed? As the leader you have to lead by example. Talk the talk. Your clients need your help with this. They want to look great and the people to show them how are the professional hairdressers. Not some girl who works in a retail shop who is studying marine biology at university and has a part time job.
Building a successful retail business within your salon will always be a challenge but nothing that is worthwhile ever comes easily. This is worth the effort especially for your clients.
Profile
Faye Murray is a coach and trainer with the Your Coach team working with salon owners to develop businesses throughout Australia and New Zealand.
Coaches contact details are. NSW Sandy Chong 0414 852 498 Malik Arunachalam 0408 458 997 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653 WA Di Ford 0417 982 637. Visit the website www.yourcoach.net.au <http://www.yourcoach.net.au/> to receive one hour free coach and to enrol to receive free monthly business and marketing tips
Don't Just Be Efficient Be Effective
What exactly is the difference between these two words? They seem similar but they are really quite different.
Efficiency can be explained as ….. doing things on time and correctly
Effectiveness….. as doing the important things on time and correctly
Everyone you talk to in today's busy world never seems to have enough time. Our clients rush in and rush out. We rush to get to work and we rush to get to social activities and then rush to get home to family. Everyone is time poor.
We spend an average of:
n 2 working weeks per year brushing our teeth
n 10 working weeks per year eating 3 meals a day
n 12 working weeks per year traveling 20,000 kilometres
n 12 years of our life in traffic, holding on the phone, in queues
If we could somehow find a magic way to get rid of the stress of time we would be much better off. So let's look at some ways to manage time better in the place you spend most of your day, your salon, and to be effective not just efficient.
Respect the client's time.
It is hard to understand how a client's cut and colour can take longer on a quiet Monday compared to a busy Thursday. The stylist has only a few clients so they can spend a lot more time with the client. The problem is the stylist may have the time but the client often does not. Every service done in the salon should be done quickly and with a focus on saving client's time as well as of course providing total satisfaction. Time saved from dawdling on a quiet day can be used for organising for the busy days.
Organisation can save clients time.
Yes we are talking about your organisation. Prior to a client coming in you should have looked at your their history and started to plan what service is going to best benefit the them. If a colour service is to be done get capes and towels prepared. Make sure the foil is folded. It astounds me to see hairdressers doing laps of the salon looking for things. Prepare and stock trolleys at the beginning of each day. Every minute saved by you is a minute saved by the client.
Be a great team player.
As the senior stylist in the salon you should always be prepared, when time allows, to get in and do your bit. If you help another team member today the theory is that person will help you when you are in need. I have never subscribed to the attitude 'That is your job' and 'I don't do that job because I am a senior' 'That is your client, not mine'. Everyone should help to provide every client the best service and wherever possible get the client in and out quickly.
Provide convenience services
Order in lunch for clients who are squeezing in a quick lunchtime appointment. It is usually easy to find a coffee shop or lunch bar that will deliver.
Offer snacks for after work clients. Again it can be arranged with a local sushi shop or take away.
Provide a good gift voucher service so that clients can order on your web site or by phone and you can arrange delivery. (You do of course charge a fee)
Provide a mailing service where clients are able to purchase products and you will arrange mailing or delivery (You do of course charge a fee)
Provide newspapers for clients to read. Men, especially like to catch up on the news.
SMS confirm appointments. This is a great service to make sure busy clients are reminded about their appointment time.
Have express services
n Neck and shoulder massage.
n Quick iron service without a full blow-dry to straighten or curl
n Instant treatments
For those of you offering beauty services
n Express manicure
n Express pedicure
n Petite facial
Offer a complete range of services
Many salons have become one-stop shops where hair and beauty services are offered to cater for a client's total needs. This is becoming more appealing to busy clients. Everyone knows that after a beauty service such as a facial or a massage your hair does not look great. Being able to have a blow dry before you face the world is appealing. Booking an appointment at the same time for your hair, waxing and perhaps a facial and massage is most girls idea of a perfect day.
How can you organize yourself?
Get out of bed and get to work 10 minutes earlier. My father taught me if you are not early you are late so I always try and be early for everything. Some people call me a time freak but I think that is a bit of a compliment and being early and taking a few minutes to be organised definitely saves time and stress.
Make a to do list
Every busy successful person I know works with a to do list. Most people start the day with a big long list and most never get to the bottom. It all gets too hard and so that is the end of that. My to do list divides into three areas:
1. Must do
2. Should do
3. Nice to do
Be strong about doing the 'must do's'. If they were important enough to go on to the priority list they should be important enough to do.
Learn to delegate
Yes I know it is easier to do it yourself, but it is not always best. Delegation requires that you first take the time to train someone how, what and when you need them to do the task. Then you must be prepared to come back and check that the job has been done, as you require. Build a team of people around you that you can rely on to help you to get things done or else accept the fact that you will always be working longer and harder than you need to.
So often I hear my clients say I am just not a good time manager. Teach me how I can do it well. I believe that many people today are really very good when it comes to managing their time. The challenge is they just try and fit too much into a day. Be realistic with your expectations and prioritise what is important and what can wait. Recognise you only have 24 hours in a day and to stay healthy and alert you need to sleep for 8 hours approximately. That leaves 16 hours. Use them wisely and make sure you are effective every day not just efficient.
If you feel like you have days where you work your tail off but constantly say to yourself 'I just don't get anything done' step back and ask yourself 'Am I busy being efficient and doing lots of things that don't really make a difference?.' Work through the list of things I have suggested and start to make changes. You need to get results from what you do to achieve what you need to achieve every day.
Profile
Faye Murray is a coach and trainer with the Your Coach team working with salon owners to develop businesses throughout Australia and New Zealand.
Coaches contact details are. NSW Malik Arunachalam 0408 458 997 Sandy Chong 0414 852 498 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653 WA Di Ford 0417 982 637. Visit the website www.yourcoach.net.au <http://www.yourcoach.net.au/> to receive one hour free coaching and to enrol to receive free monthly business and marketing tips.
Retail Is Also A Learned Skill
As a hairdresser it is almost taken for granted that you are a good communicator. You would not be a success if you did not like people, get a great deal of satisfaction out of making people look and feel good and love a chat.
You spend all day talking to your clients in lots of different ways. You are good at developing relationships. So if you are good at communicating, good at developing relationships with your clients, have lots of knowledge and genuinely do care about how your client looks, not just when they are in the salon, but for the 6-8 weeks in between salon visits, then the question must be asked:
'Why don't more hairdressers sell more products?'
or put another way
'Why don't more clients choose to purchase products from their favourite hairdresser?'
Either way in most hairdressing salons in Australia the retailing success rate is well below what it should be. There are some exceptions and to those salons I say congratulations and acknowledge how lucky your clients are to have you as their hairdresser.
As hairdressers we have been trained in many skills. These skills we work with everyday to ensure happy clients.
Everything we do has had to be learnt. No hairdresser learns without training.
To apply a retouch tint, someone teaches you the steps you need to take….you listen….you learn….you practice. But most importantly during the stages of learning you work with a method or steps to follow.
Learning to recommend products is no different to learning how to apply a retouch tint.
You need to be trained. You need to listen, you need to learn, and you must practice. To be sure you are good at this skill you must also have a method or steps to follow. The same rules apply.
If you want to make a perfect chocolate cake you follow a recipe. Best to use one that a friend has already perfected. This way you know it has been tried and tested. Provided you follow the steps you will have success. Leave out one of the ingredients or one of the steps you will not make a perfect cake. It applies with recommending products. Leave out one of the steps and you will not enjoy the success you should.
The following has been tried and tested in many successful salons
The ingredients for client education/successful retailing:
w The salon owner must be 100% committed
w The team must believe in educating their clients
w The team must believe in recommending what the client needs
w Get rid of the frequently used excuses
w Must have displays that say you are in the retail business (stock sells stock)
w MUST HAVE A RECIPE (STEPS OR METHOD TO FOLLOW)
Steps to follow
1. (Existing client) Check the history to see what was previously recommended and what was previously purchased
(New client) Present the client needs form/client consultation card and be sure there is a question that asks about products used. When presenting always explain the benefit to the client of filling out the form
2. Tell the client during the consultation that at the end of the service you will write up a prescription for them and explain how best to look after their hair between visits. Tell them up front and they will look forward to receiving the information from a professional hairdresser
3. Prior to going to the basin analyse hair and scalp and make a decision which products will be best suited for the client during today's visit
4. Tell the client what you are going to use. There is no point in having a range of prescription products at the basin if you are not using them effectively. If handing over to a young stylist to do the shampoo, tell them what you want them to use
5. On returning to the styling area the person who did the shampoo is to place the shampoo and conditioner used in front of the client and explain these are the products that were used during their shampoo
6. During the styling of the client's hair, explain what is being used and the hints and tips on how to use. Focus on what results will be achieved by using the right products in the right way
7. At the end of the service, before the cape or towel is removed and when you have shown the client the back of their hair, present the written prescription and the products you have chosen and go over and explain what you recommend to the client and how to use
8. Ask the client if they have any questions. Remember 'Clients don't care how much you know until they know how much you care'
9. Invite the client to purchase. 'Susie what do you need to take with you today because (this is the important bit) I really want to be sure you can get your hair to look great until I see you next time?'
10. Wait for the client to respond. If the response is yes then move to the reception area and complete the sale. If the answer is no only then do you offer samples and of course you write up a prescription and include hints and tips
11. Write up the client history to refer at the next visit
Always remember not to judge your clients. Offer advice and education to each and every client and it will be a win/win for everyone. Your client will look great because they have the knowledge to manage their hair. They will have healthy conditioned hair so the hairstyle you created will always look fantastic. You will enjoy the benefits of better sales at the end of the week and that will result in profit if you are a salon owner and commission if you are a team member.
Recommending products to our clients is all part of the service. Enjoy giving the advice and your clients will enjoy receiving it. If you deliver it because you have to not because you want to, your clients will know the difference and you will hear 'No thank you' a lot of the time. Get your motivation right. Stop selling and start to really focus on helping to educate your clients.
Profile
Faye Murray is a coach and trainer with the Your Coach team working with salon owners to develop businesses throughout Australia and New Zealand.
Coaches contact details are. NSW Malik Arunachalam 0408 458 997 Sandy Chong 0414 852 498 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653 WA Di Ford 0417 982 637. Visit the website www.yourcoach.net.au <http://www.yourcoach.net.au> to receive one hour free coaching and to enrol to receive free monthly business and marketing tips
Repeat And Repeat That Which Works
As a business coach and trainer I am constantly asked for new and exciting marketing and promotional ideas. Salon owners often think that simply because something is new that means it will create more interest, get more attention and therefore be more successful.
Not always.
There are many tried and tested marketing strategies that work amazingly well that your clients will always respond to.
New marketing excites you, the salon owner. You get bored with what you have done before. Your clients don't necessarily.
Remember marketing is not about you; it is about your clients. About exciting your clients to action, so let's look at some of the not so new ideas that are worth repeating.
Why?
Because they work! But remember they must remain fresh and always have an exciting message for your client. If they don't currently work for you as well as you expect look at what you can do differently but still keep the concept. Marketing is often about doing the same things in new and different ways.
Birthday letters, cards or notes
These can take lots of different forms. You can choose to have a card printed, write a letter, handwrite a card or send an email. Whatever way you choose it must match your image. Have a short simple message that says 'Happy Birthday' then the secret is to think of a way to stand out. There are only so many ways you can say happy birthday so the way you stand out is in the 'look' and the offer that you give as a gift.
Set up a system that makes it easy to manage. I suggest that birthday letters be sent 2 days before the beginning of the birthday month. Email is my preferred way to send. You can then do up a fantastic looking graphic and the cost of sending is very small.
TIP Make sure you change your look and your birthday offer each year. I would hate to receive the same gift as I got last year. It would mean not a lot of thought has been given.
Tip Your gift …yes it is a gift does not have to cost a lot but it does need to mean a lot. Saying happy birthday to a client is about building your relationship.
Newsletters
Yes these are worth repeating because they work, but only if done well. They are also a lot of work. These must be a WOW. Clients need to look at it with a keen desire to read on.
Some things to get right
Less is better - I suggest that in your marketing plan, you choose no more than four key dates throughout the year to send your newsletter -
Some possibilities
n Christmas
n Spring
n Summer
n Winter
n Your Salons Birthday or Anniversary
n Christmas in July
n Mothers Day
You will find getting great content together for four newsletters will keep you very busy.
TIP Start a folder and every time you get an idea that would be great to include in a future newsletter, add it to your folder. Note it or you are likely to lose your good idea.
Newsletter content must be a really good mix of news and interesting items as well as your current promotions. Sometimes I see salon newsletters start off really well and then run out of interesting ideas and without realising it, they become just advertising. They need to be newsletters
How to get the creative look right?
Just as you would never expect someone who cuts their own hair to get it 'right', unless you are part of the minority who have the graphic skills don't try and do it yourself. Leave it to the experts. If you choose to do newsletters as part of your marketing plan, invest to get the look right.
Tip The cost of printing and mailing this type of marketing is high, so get busy and make sure your email database is current so you can effectively email your newsletters.
Lapsed Client Letters
You have a much better chance of getting a client who has been to your salon previously to return - (even if you did not get it quite right) than you have cold calling to a new client.
I suggest you set up a system of again emailing to your clients at the point of 3-4 months of not returning - i.e. During the month of June you would go back 3-4 months and any client who visited the salon in January -February and has not returned would receive an invitation to re-visit the salon.
Tip Your invitation must always include a reason to return and I suggest that to discount is not always the best idea.
Three good reason why not to discount:
1. Unless you come up with a good believable reason to discount you can easily diminish the value of your service
2. You need to get a great response to a discount promotion to make up for the margin you lose. I.e. if you have a 30% profit margin and you discount by just 10% you have to sell 50% more so make the same profit
3. You risk only attracting clients for price by offering a discount
Better to value add. For example book a style cut and blow dry this month and receive a complimentary halo of highlights.
Book a style cut and blow dry this month and a friend can come with you for free
Tip For all email marketing that will take the stress out it for you and get the most amazing professional look visit this recommended web site…..www.blackduckmarketing
Posters in your front window.
Yes they work. If you have good walk by traffic use your front window to promote your current messages.
Tip Suggest you create, as part of your marketing planner, a front window roster that you change every 6 weeks. This time frame keeps your window fresh and interesting for people who regularly walk by. Imagine that this is a way of 'Talking' to clients and prospective clients. IMAGINE if your local 'Body Shop' that you passed 4 times a day only changed their message twice a year. Imagine if the message were not exciting. You'd stop looking after a while.
Just talk to your clients
I've saved the best till last. This tried and tested marketing concept definitely does work. Best of all it costs absolutely nothing extra. It is available every day in your salon.
What is this proven idea you must repeat every hour of every day?
You and your team must talk to your clients and excite your clients about what services you
have to offer that your clients want and need.
To get this right will take some effort and training. Here are some good questions to start with.
Are you really doing great consultations or is the only question in your salon 'Hi, what are we doing today?'
Do your clients get the opportunity to fill in a Client Needs Card to express what their real needs are?
Do your stylists use the information on the Clients Needs to make great suggestions?
Is change being suggested?
8 out of 10 clients would benefit from a hair or scalp treatment. Have a look at how many you did last week.
Are all your clients being shown how to use what you suggest is best for their hair between salon visits?
If you use your team to effectively market in your salon, you will save yourself BIG DOLLARS on marketing.
Happy, excited, returning clients will mean you don't have to continually look for new ones as aggressively.
New is not always best. So look at what is working and don't throw it our just make it work better by making it better
Profile
Faye Murray is a coach and trainer with the Your Coach team working with salon owners to develop businesses throughout Australia and New Zealand.
Coaches contact details are. NSW Sandy Chong 0414 852 498 Malik Arunachalam 0408 458 997 QLD Kym Krey 0403 042 312 Faye Murray 0409 342 653 WA Di Ford 0417 982 637. Visit the website www.yourcoach.net.au <http://www.yourcoach.net.au> to receive one hour free coach and to enrol to receive free monthly business and marketing tips
HOW YOUR SALON'S LOCATION AFFECTS YOUR BUSINESS
Ever thought about how your salon's location might affect your business?
This question may not be something that you have ever considered. You have three possibilities from which to choose. You positioning means you are one of the following:
1. A destination salon
2. A walk by/drive by salon
3. A shopping centre salon
To help you to understand the one that that you are, the characteristics of each can broadly be describes as follows:
1. Destination Salon
· Low traffic flow past your door
· Lower rent
· Clients come to your location just to see you
Profile Of A Destination Salon
Your salon will usually be located either totally as a stand-alone salon, maybe not at ground level, or you may have a small number of other traders around you. You may have the luxury of a larger floor area. Parking is often very convenient. Most clients will be by appointment. You will have the flexibility of trading hours that suit you and your clients. Clients can sneak from the car to the salon without needing to be as dressed up or made up, as they would have to be for a high traffic salon visit.
2. Walk By/Drive By Salon
· Strong traffic flow that walks or drives by
· Medium rent
· Clients need to be attracted to you
Profile Of A Walk By/Drive By Salon
Your salon will usually be on a busy road, possibly in a strip shopping area with good drive by traffic that means you will have good visual exposure. You also have quite good walk by traffic. That is also good visual positioning. The difference between you and a shopping centre is that people are not necessarily shopping as they are passing you by and you need to make sure that you attract them to your salon .You will get some walk in clients but repeat business and referrals will form a large part of your business.
3. Shopping Centre Salon
· Strong walk by traffic flow
· High rent
· Prospective clients are plentiful but you need to get them into your salon
Profile Of A Shopping Centre Salon
You will be paying high rent and the shopping centre should, for that premium rent, create traffic flow for you. They will bring clients into the centre. You need to get them into your salon. Image is very important and must reflect the market you want to cater to, as you are very much on display. Productivity management is very important to get right.
There is no right or wrong, good or better type of salon. All can be successful. It is important to recognise where you fit so you can make the necessary management decisions to do the right things in your particular sector.
Some Of The Things You Need To Get Right
Destination Salon
Clients will choose to come to you, out there all on your lonesome, because they love what you do, so you absolutely must get it all right. The quality of your hairdressing, the level of service, the development of the relationship between you and your client
Every visit must be an experience filled with points of difference. What exactly is a point of difference?
A point of difference is something that the client gets, that they don't expect to get, that they remember after they have left the salon.
Examples of some point of difference that work well are:
w Refreshment menu and how you present your refreshments
w Dedicated consultation area in the salon
w Hand massage during the service
w The shampoo is made an experience to be remembered
w Follow up calls for new clients or a client who has a changed look
The service of re-booking is a must in all salons, but it becomes absolutely critical in a destination salon. You don't get walk in clients so you must invite the client to return and make sure they return when they should, not when they get around to it. Always confirm all re-bookings. It is part of the service
A Destination Salon Marketing Plan
Every salon should have a 12-month marketing plan and in a destination salon your focus would be equally on getting new clients in, getting existing clients to return and encouraging existing clients to extend the range of services and products they have.
Empathy marketing works well in this type of salon. That is focusing on developing the relationship with your clients.
Some examples that work are:
· New client packs
· Link your loyalty programme to VIP or club marketing
· Referrals from existing clients with rewards
· Using your data base to thank and give clients a reason to return
· Theme days or weeks that show you are fun and different e.g. Xmas in July
Walk By/Drive By Salon
You also need to make sure that the quality of everything you do ensures that clients return. We know that you have good drive/by walk by traffic, so your signage and outside messages are vitally important. They need to stand out and clearly have your salon name and contact number. They must also reflect your image.
Always remember, you pay rent not just for your floor space, but also for your window. So use it! Market with it effectively. Open your salon up so people walking past can see you are busy and happening. People like to choose a salon that is busy because it says you are good at what you do. Let them see it.
A Walk By/Drive By Salon Marketing Plan
There are some great marketing strategies you can put into your marketing plan.
· Banners that change regularly, displaying your current promotion
· Pay for a train fare if you are near a railway station so clients can travel to you by train
· Pay for parking if clients need to pay a parking fee.
· Have a 4-6 weekly message or promotion displayed in your front window
· Use SMS/email marketing to fill short term appointments
· Always have your service menu outside the salon so walk by prospects can take one
Shopping Centre Salon
One of the most valuable people in your salon in a shopping centre is your receptionist. If that person in not you, the salon owner, make sure they are the best you can get. They can make or break your business. They are in control of who and how many come into your salon. You need to say yes to absolutely everything that can be taken without detracting from the quality of service. In shopping centres people have another option very close by. Always keep clients in the front of the salon to give the feeling of being busy.
A Shopping Centre Salon Marketing Plan
Marketing dollars need to be spent wisely on internal concepts. The front of your salon is the best marketing tool you have. Thousands of clients and prospective clients pass daily and you need to clearly and in an exciting way tell them what you have that they want and need.
Some ideas that work:
w Reward for buying retail products a return service at a value added price.
w Tenants newsletter that offers fellow tenants rewards or offers for a limited period
w Cross marketing with the coffee shop that is at your front door. Provide the coasters with an invitation to visit your salon
w Get involved with centre promotions
w Have your service menus at the information counter with inserts of current promotions
w Use the centre PA system to promote
It doesn't matter where you are positioned, but it does matter who you are and how you do it. Your reputation, wherever you might be positioned, will grow and be one to be proud of if you do it well. If you don't get it right you will always struggle to have a full appointment book and all your chairs full. Which is of course the only measurement of a successful salon.
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PLAN FOR SUCCESS
THE FOUR KEY FOCUS AREAS
THE FOUR KEY FOCUS AREAS
1. Training 2. Marketing 3. Finances 4. You
1. Training
'What if I invest in training a team member and they leave?'
How about you don't train them and they stay?
Training is not an option it is an absolutely necessity to provide a level of service that meets your client's needs. Having recognised it as absolutely crucial then surely it is worth putting some thought and effort into careful planning
Before you put pen to paper or start tapping on your computer to develop your training plans there are a couple of steps I suggest you should take.
Your training plan is not just the sheet of paper that you put on the back wall at the beginning of January. It is the preparation process that you go through in order to create the final plan that makes all the difference.
Here are some questions to ask yourself in order to help you plan effectively.
Question 1. What do I want to achieve from training this year?
What are the specific goals you want and need to achieve? I suggest you put down 4-6 specific goals.
Think about 'big picture' statements:
w My goal is to improve the quality of hairdressing and become successful with competition work
w My goal is to focus on developing my apprentices because it so difficult to find well trained and qualified hairdressers.
w My goal is to raise the level of service in our salon in skills, technical and client service, so our salon is regarded as number one in our area or town.
w My goal is to involve all team members in both delivering and being part of our training plan.
w My goal is to have much more exciting training that includes guest presenters and a wide variety of training.
Question 2. Does the trainer need training?
Having the desire and enthusiasm to become a trainer is not enough. A team member or even you as the salon owner may have the skill and knowledge about what to teach but do you have any skills and understanding of how to actually deliver effective training? Include this in your training plan if you need to improve in this area. Consider a train the trainer type of programme that gives sound structure to your teaching methods to maximise the quality of your in-salon education. Training needs to have great content but needs to be delivered in an exciting way, especially to creative hairdressers.
Question 3. How can you add variety to training sessions?
Build more learning into your training.
There is no point in training unless people who attend learn something. Whether it be something new or something they need to re-learn. So make it different and exciting and the attitude to want to learn will be present. Here are some tips:
w Combine with other salons and together engage professional trainers to train your team.. You share the cost.
w Swap with another salon owner. You go to their salon to train their team and they to yours. You might both take a session of long hair and you can be sure you will have new ideas to share. Often your team will listen to someone new rather than to you who, someone they see every day. You might say similar things but with a hugely different impact.
w Talk to your product company about their training plans. I always get very excited when I see the range of technical, creative, management and personal development offered by the product companies. Go through the programme with a fine tooth comb and really look for what fits your needs.
w If you are working with a business coach they also will come and deliver training to your team. A good dose of motivation combined with education will always add a buzz to your training.
Question 4. Do I have a budget for training?
You need to have a budget for training. I usually suggest that around 3% of your salon's turnover be allocated to training. If your salon takes an average of $6,000 per week you would allocate approx $9,000 for training for the year.
Question 5. Do I involve the team in the plan?
People will be much more committed if they have had involvement in helping to plan. To ensure success, you definitely want their commitment.
Ask your team members to do the following exercise:
w Write down the 6 most important things you have learnt in your hairdressing career
w Write down the 6 most important things you believe we should incorporate into our training plan
Then seriously consider all that they have written. Make it the subject of a team meeting.
Remember a plan is based on your current needs and your needs will definitely change from year to year, so you need to be flexible and change as your needs change.
2. Marketing
So many people I work with tell me that one of their greatest challenges is to ensure that they do not waste money is in the area of marketing, advertising and promotions.
Henry Ford said, 'Half my advertising is wasted, the trouble is I can't figure our which half'
Planning will assist you to spend your dollars wisely.
If we are looking at managing your marketing dollars a good place to start is with this question;
What is my budget for the year?
This will vary but a guide is between 3-5% of the salon's turnover. Once your budget is set it is important to stick to it. Remember this is your budget for the year. Divide it up and spend it at the best times. Some months you may spend very little, at peak times you need to spend more.
Look at the key services that you want to promote in your business. Don't try and market what people don't want to buy.
Look at what has worked before and look at how to freshen it up this year.
Talk to your product company about what they have planned on their promotional calendar and use it wisely in conjunction with your promotions and do it early in the year. Rushed reactive marketing will never be the equal of planned proactive marketing.
Link your training focus to your marketing plan. If in training you are focussing on new colour techniques in January and February then you should be telling clients through your marketing.
Make your marketing work overtime. The results you get will be reflected by the effort you put in.
3. Finances
The main reason you choose to become a salon owner is to make a profit. That means that what comes in from sales needs to be greater than what goes out in expenses.
Don't play a game of chance and hope it will happen. Take control and work with a budget so you know exactly what your financial needs are.
If you don't understand how to get to this point ask for help from a business coach or your accountant.
Setting a budget is really quite simple and as a salon owner you need to learn this skill.
You need to know the break-even point of your salon. Just how much does it cost to open your doors every week/month/year?
You need to manage the two biggest expenses of wages and stock. Yes these are two areas you can control.
You need to have a budget for all your expenses and know what you can and can't afford.
Want to increase your profit in 2006? Now is the time to start to plan.
4. You
As a salon owner do you take a regular holiday? Do you take some long weekends during the year? Does your salon give you a nice quality of life?
No? Well let's make this year a change year.
With good business planning you will have a good profit so you can afford to treat yourself
Plan a holiday at least once during the year. I believe the body and mind are not designed to function without one. If you want good energy to commit to your salon and staff, then start with getting yourself up. A holiday is a must.
Plan some getaways. My suggestion is that once a month you plan a weekend away or even a special day when you do something that is both relaxing and fun. It is too easy when you are busy not to make time for yourself. If it is part of your planning you will make the time to do it and you will reap the benefits both personally and professionally.
by Faye Murray
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PUTTING UP YOUR PRICES
- WITHOUT PUTTING OFF YOUR CLIENTS
Should you notify your clients about a price increase?
Ask yourself:
'Are there any other businesses that notify their clients when prices are going up?'
Does your dry cleaner?
Does your butcher?
Does your florist?
The answer is of course 'No'.
In trying to do the 'right thing' by your clients and your team members, you are probably creating more challenges. If you have an increase without the announcement, you may get a few comments, not necessary complaints.
If you announce it, you will always get a lot more resistance comments that need to be handled and turned from a negative to a positive.
A Price Increase. Why, How And When
Most salon owners who are managing their business and who are fully aware of their costs and margins have no problem in making the decision to increase the price of their services. It's quite obvious to them that it is necessary when they analyse their business.
Increasing prices should not be used as a solution to increasing profitability because you are managing other areas of your business poorly and they are dragging you down. But if you have wage and stock control in place and running at acceptable ratios to your sales and profitability is still sliding, then a price increase is indicated.
It is simple. If costs are escalating, then to be profitable to you need to take that into account.
As business expenses increase such as rent, products, electricity, telephone, insurance, wages and so on, you must increase prices to keep up. Think about these expenses. Can you remember a 12-month period where you haven't incurred an increase in all or many of these items? Your suppliers run their businesses efficiently and increase prices. So must you.
The purpose of being in business is to make a profit. There are one hundred cents in every dollar that you receive from your clients. If last year you were able to pay all your expenses and have some left over and if this year you have not had a price increase and all the expenses have increased, you still only have one hundred cents in the dollar, so the inevitable is that the amount left over is decreased.
What Does Profit Mean To You?
Profit is what you receive as a return on your business investment. Your wage is what you receive for working hard in the business. For example, if you have paid $55,000 for the business and then you have spent $25,000 on improvements, your investment is $80,000. You need to get a return for this large investment after you take your wage.
How Often Should You Increase Prices?
There are two accepted methods of increasing prices:
1. Increase by a calculated amount about once a year
OR
2. Three or four times a year do a smaller price creep. With this method you can increase all services by a little or select some of the services and increase these at different times, making sure that you cover all of them with the increases.
Either is acceptable, as long as you are consistent in your approach.
Telling Or Selling The Price Increase To Your Team And Your Clients
Once you have made the decision to do it and have taken the time to work out the increases, you then have the job of telling your team members and having them be prepared to handle comments from clients. It really is not a dreadful job, although you may think it is.
Generally your team will be receptive to a price increase, but you must present it to them in a confident manner. You simply need to tell them the price increase is necessary to keep up with the increase in costs. Don't apologise. You need to project confidence to them so they can convey that information confidently to their clients when necessary. If needed, do a training session and role-play some of the situations that may arise.
A great way to get your team to understand how salon profit works is to convert all your expenses to a percentage of monthly sales to demonstrate where the dollars go, that are used for paying those expenses.
For example you might calculate that approximately:
Wages and stock = 55% of monthly sales (ex GST)
Rent = 12% of monthly sales (ex GST)
Marketing and training = 5% of monthly sales (ex GST)
Other expenses
(Phone, power, salon amenities etc.etc.) = 12% of monthly sales (ex GST)
This means that expenses represent 84% of monthly sales. Therefore 84 cents out of every incoming dollar goes towards paying expenses, leaving only 16 cents for profit before tax. This illustrates clearly to your team that increases in costs will quickly eat into profit and that price increases are necessary from time to time.
This helps to keep them involved and by explaining the 'why's', they cannot help but understand fully and support your decision. The secret is in selling the increase to your team and then getting their attitude right to handle any enquiries that may occur from clients.
How Can I Put Up Prices And Not Put Off Clients?
If you manage it well you most definitely can.
Many clients will not even notice.
Be positive about increasing your prices, but make sure you are giving your clients the very best so that your price is justified and they know they are getting good value.
Remember your clients choose to buy for one of three reasons.
1. Price
2. Perceived value for money
3. Quality.
If you have chosen to be in the market that offers lower end prices and your clients are coming to you only for that reason, yes you are in some danger of losing some clients. There is little loyalty when a client is buying your services because you are the cheapest.
If your clients come to you because they believe that you offer them great value for what they pay, then you are not likely to have to handle too many comments, and your confident manner when explaining the necessity of an increase will keep most on side.
If your clients come to you because they believe that you offer the best quality services in the area then as above you are not really in any difficulty.
Marketing Your New Services And Prices
It is a good idea when you have an increase to give all your existing clients a copy of your new service menu. You can do this either by posting it as part of a regular mail out or by giving it to them on their next visit. Don't focus on the increase. Be creative and in a really proud and positive way, give it to the client saying, 'This is our latest menu. We've included some new services we know you will enjoy'.
That way you are informing them and they will be aware that on their next visit they may pay a little more for their regular services.
When Is A Good Time To Have An Increase?
This is not something you will want to do during your busiest time of the year so choose a time that allows you the time to do it well and not be rushed. I do suggest that you make a note in your diary each year to plan. It will take you some time to do your calculations and then to put into place the steps to implement.
w Arrange any new services for the menu
w If doing a new menu and are changing the look, talk to your graphic designer and your printer
w Update your computer
w Do the training with the team on any new services
w Plan the marketing
Increasing prices to keep up with increasing expenses is just one of the important things you need to do in your business to be successful. Salon owners today work hard, so they deserve to enjoy the rewards. Increasing prices will help you do that and is part of what an efficient manager does within their overall salon strategy.
DOES YOUR BUCKET HAVE HOLES?
Everyone knows that if you put water in a bucket that is full of holes the water will run out and do so very quickly.
What if you have a hole the size of a pin? Will it still run out? Yes. Small holes that you can't see leak slowly but the end result is still the same…an empty bucket!
Look at your salon business as being a large bucket that you keep filling. During the course of any week you put in -
w Time
w Energy
w Expertise
w Training
w Money
w Systems
Does all the goodness you put into your salon business stay in it? Or does it leak out as fast as you put it in? Perhaps it drips out slowly. Not so noticeable maybe, but you still feel like you just aren't getting anywhere. There's just not enough money in your bank account.
If you open a brand new salon (bucket), and you have owned a salon before, it is much easier to keep it pristine and new. You set the standards, you clearly share and then you take the steps to maintain it. You've learnt (usually by your mistakes) what not to do and how to be clear about what you expect.
It is much more difficult to plug up existing holes, but you can do it. You don't really have a choice. If you want a successful business, you must do it. If you keep on doing what you have been doing you will keep on getting what you have been getting
You will face challenges with all of the things you put in your bucket
As a business coach who works with salons every day I am absolutely sure of this.
TIME …
Everyone is time poor. Think about all the things you fit into a normal day.
I know one of the reasons it is so difficult to accomplish what we want is we try to fit too much in. Often this can be about delegation, or lack of it.
Recognise this and you have taken the first step.
Some other tips to help ease the pain and frustration.
Use a 'Priority To Do List'
Always use a 'Priority To Do List'. Identify what you must do, what you should do and what is nice to do. We usually are drawn to the things we enjoy and often they are not the priorities. Know the difference between important and urgent. Be strong and always identify what must be done today and what can wait till another day. Don't put off the things that really do make a difference.
When to say 'Yes' and when to say 'No'.
The day that I learned to say 'No' without feeing guilty was the day I gained more control of my daily achievements. Think about anything that you said 'Yes' to today that you should not have devoted your valuable time to. Remember you will never have enough time to do all the important things so don't waste it doing things that don't make a difference.
Don't beat yourself up if you don't achieve all you've planned
There will always be tomorrow. Always transfer unfinished business to the next day and have a focus to finish what you have begun.
ENERGY….
This is one of my favourite words. I believe your energy = 20% and in terms of your sales performance, it would be nice to have that extra 20%.
Some ideas for keeping your energy up are…
w Surround yourself with positive people - yes you do have a choice.
w Do something new every day. If you manage to achieve this over the next five years, you will try 1,825 new ideas.
w Have a healthy balanced lifestyle
w Have clear and achievable goals. Achievable with a stretch.
w Model yourself on someone who you believe is better than you.
w Celebrate your success. Always treat yourself for achieving.
EXPERTISE ….
Remember it is not how much you know, but how you use your knowledge that is important.
The longer you spend in our wonderful profession, the more you learn. The more you share that knowledge, the more you learn.
Yes, you will continue to grow and add to your knowledge only if you use it in a productive way.
You wear many hats as the leader of your salon business, but one that you can wear proudly, is the ability to take your experience and knowledge and share it with a new team member. Help to grow a new future therapist.
TRAINING ….
It seems that every year this area becomes more and more demanding.
It is becoming more difficult to find and recruit good, well-trained stylists. So the only option is you must train or grow your own. Yes, it does take valuable time (which you most likely don't have much of)
So what to do -
Firstly you must make the time. Set aside training time. I suggest that it be in salon time. With salons trading 2-3 nights per week and in some cases 7 days per week, adding an extra training night has become almost impossible.
Training is not a cost; it is an investment in your salon's future. You must invest wisely to see the results.
Have a structured training plan that is developed in consultation with all team members. If you want their commitment, allow them to be involved in the decision.
Make it fun, put your thinking cap on and see how you can PACKAGE training so it is enjoyable. Training is about saying the same thing over and over again, but you must say it in different ways.
MONEY ….
Yes you always tip lots of that into the bucket. What you put in, you must get a return for. So how do you gauge what that return should be?
First you should get a return on your investment and then you should draw a wage that is in line with the hours you work and the value you bring to the business.
There is no point in investing in a salon business if you don't do so with the intention of making some good dollars. Sure if you offer wonderful client service and do beautiful hair, you have a much better chance of success, but you must also add good sound management expertise.
Making a profit is really very simple. Profit is about focus on the dollars that come in and making sure you are achieving the best results possible. Profit is also about the dollars that go out and making sure that they are controlled and used wisely. If you do both of these well, you have a healthy bit in the middle … Your Profit.
SYSTEMS …
The creation and implementation of systems in your salon will most definitely save you time and money. The challenge is it takes time to do in the first instance, and time is money.
Systems are about setting standards and then training in what you expect and then inspecting what you expect. If there is no clearly defined written expectation, people will make up their own and you will most certainly experience disappointment with this, as often they will be well below what you expect.
Ask yourself - do you have a system for the way the phone is answered? Does every client receive the same first impression or might some be disappointed?
Do you have a standard for the way a consultation is done for a cut and colour?
Does every client receive the same level of service, or might some be disappointed?
Get rid of the grey areas and you will find that your quality control will reach a new level.
Do you think this information will help to plug up any holes in your bucket? It won't happen overnight, but if you really want to achieve a different result, you need to do things in a different way.
Your investment in your salon business is valuable in both time and money.
Don't keep putting good things into the bucket and watching them leak out and affect the return that you richly deserve.
DO YOU HAVE A WINNING TEAM?
Everyone has heard the phrase 'Don't sweat the small stuff'. It is a good statement to remind yourself of in the early part of a new year.
So often we find ourselves putting time and effort into things that we have absolutely no control over and things that really are not that important and don't produce a result.
If you look at your salon business there are definite areas that you have and can control and some that you can't.
You can control
w Your attitude
w Your actions
w Your commitment
w Your improvement
w The people you choose to surround yourself with. Your friends, your team at work
You can't control
w The weather
w Inflation
w Your competitors
w What people say about you
w Other peoples behavior (you can only control the way you respond to their behavior)
So don't try and change the 'Can't control' list, focus on where you can make a difference.
How do you choose the people you surround yourself with?
Your friends
Yes you do have a choice. You choose your friends, the ones you spend your leisure time with. Make sure they are positive, fun, happy people. Your time is too valuable to spend with those you don't enjoy. Don't hang with the quicksand crowd. They will only drag you down.
Your team in the salon
One question you must ask yourself is:
'Do I have the right team of people to achieve what I want to do?'
To answer this question you need to look at each person as an individual. You need to base your assessment on facts.
Where do you get the facts?
The professional business approach is to undertake team member appraisals. Team member appraisals should be regular and routine. If you don't already do this I recommend that you do. I guarantee you will get results.
Team appraisals achieve two things.
Firstly it is an opportunity:
1. For you the owner/manager to address the various areas of an individual's performance,
and secondly,
2. For the team member to do their own assessment. (Often the team member's assessment of himself or herself provides you with a great action list and some surprises.)
Here is how I suggest you approach this.
Arrange a time to present to your team, either one on one or in a group, the concept of team appraisals. Explain and excite them about the positive reasons for doing them.
As a business coach I provide my clients with a choice of team appraisals to use based on your salon's specific needs. Every salon is different.
Presenting The Appraisal To The Team
In presenting the appraisal to the team you explain that you will assess their current performance in specified areas with a view to identifying areas for improvement so that you can put the necessary training and assistance in place for them. They also will have the opportunity to do a self-appraisal.
It is interesting to see the difference between your appraisal and the self-appraisal when you put the two of them together. You usually find the team member is harder in their assessment of themselves.
The appraisal is also an opportunity to ask for specifics about what they have achieved previously and, importantly, what they want to develop and improve.
The key areas for assessment are:
Client Service.
This assessment looks at every aspect of client service from the greeting to the farewell, re-booking and follow up. If we don't get this right we will certainly have a low success rate in client retention.
Today's clients have high expectations
… you need to have a team that can meet them
Personal Presentation.
This is so important. We are in the hairdressing industry and all aspects of image are important. This is one area where very clearly set down standards help to prevent team and management having two different view points and directions.
Technical, Creative And Professional Skills.
All areas are assessed. You will always be surprised at what your team will ask for help with in this area. The hairdresser does know, and if given the opportunity, will tell you what they need help with. There can be the assumption that a qualified and trained stylist/colourist knows it all. Not so. Communication in relation to recommendation of in salon services and products is also addressed.
Team Attitude
Everyone must have a great attitude to work as a team. One negative person or one weak link can be like rust that just grows and takes over. Unless you take the time to ask, 'Is everything OK' you go about your business thinking you have a happy team and often there is a problem that is causing dissention and unrest. Once you become aware of a problem, it is usually easy to fix.
Productivity.
Is your team member contributing positively to the salon and how can you measure it?
Performing team assessments is a great time to look at the last three month's results and assess just what the individual's contribution to the salon was.
Key areas of productivity to consider are:
¨ Total weekly sales
¨ Number of clients
¨ Number of personal clients
¨ Total retail sales
¨ Number/percentage of re-bookings
¨ Wages to sales percentage
The last item is highlighted because it is probably the most interesting.
If you have, for example, four team members and you do this analysis it will give you an assessment of productivity of each individual that is consistent and fair, whether they work ten hours per week or thirty eight hours. Everyone is on a level playing field.
This is one of the valuable tracking systems that are undertaken during business coaching.
The Feedback
After you both complete the appraisal you would arrange about an hour to sit quietly in an environment where you won't be interrupted or disturbed and go through both copies of the appraisal with the team member.
Listening is very important. Create an atmosphere that allows an open and positive exchange of information and ideas.
The Action Step Is The Key To Success
There is no point doing a team appraisal unless you are going to take action steps to make some changes. This is the part that is often not implemented.
After completing the appraisal you must then take action by putting in place a training plan.
Also, arrange a date to re-assess. One month is recommended and then you must continue to monitor. Offering encouragement and giving feedback on progress is a key element to success.
Follow this process and you'll be on the right road to creating your client winning team.
CLIENT RETENTION, TOPPING THE DRIFT
It seems to me that many salon owners spend a lot of time focusing their energy on the question:
'How do I get more new clients into the salon?'
Ever thought about why you need so many new clients?
There will always be reasons beyond your control that a client leaves and needs to be replaced by a new one. There are, however, a lot of reasons why clients don't return to your salon that are within your control. If you really examine what's happening and take appropriate action you can minimize client drift and maximise client retention.
If we look in depth at why clients leave that will give us some key focus points to creating client loyalty and thus retention. The possible negatives that you may have happening will lead you to a positive action list.
Indifference…the biggest negative of all.
The single biggest reason that people don't choose to return is called indifference. This occurs every day in salons all over Australia and the really worrying thing is that in many cases salon owners are completely unaware of the impact this has on their business. In fact many owners don't realise what constitutes indifference, or more importantly perceived indifference in the eyes of their clients. After all it's not what you feel that matters, but what your client feels.
What your client would say, if asked what they want from you, would be:
I want to feel significant to your salon ... from the moment I walk in your door.
Recent surveys by groups, know as the American Society for Quality, concluded that the number one reason that customers leave is due to an attitude of indifference on the part of one employee. ONE employee!
The client will perceive indifference when their experience in your salon does not make him or her feel welcome or special.
I regularly visit a salon where I know all of the team by name and they certainly know me. Recently while I was waiting to see the salon owner for a business meeting one of the team walked past me three times and did not acknowledge me. How would that affect a client? Even if you are very busy it only takes a second to say hello and smile.
We have identified that indifference is a significant factor in the matter of client retention. So here are some ideas to show how you can minimise this risk to your business.
Are Clients Greeted Or Welcomed?
Ask yourself the question because yes, there is a difference. A greeting occurs when you say the right words to a client.
A welcome starts with a genuine smile, with the face and most importantly the welcome words that are also said with a smile. The client feels, 'I am glad I chose this salon. They make me feel comfortable and special.'
Don't Rush
Even if you are busy never make the client feel like they are an interruption. This applies to both the phone and an in salon welcome. If you have had to leave a client a go to the reception area you do need to get back to your in salon client as quickly as possible however remember the person you are attending to at the desk is also a client or a potential client. Speak slowly and as efficiently as possible. It is a juggling act but you need to be clever enough to keep two clients happy. Simply by being aware you will become proficient at doing this.
Give Your Undivided Attention
The client in front of you is the most important person. Give them 100% of your attention and interest. They expect it and they deserve it.
The first point of contact, if it is a pleasurable and memorable experience, will set the mood for the 'experience' to come. Make sure it is a welcome not just hollow words.
Salons that provide top-class service 'buzz'. Their people are switched on and they make it happen for their clients. It is down to all the little things they get right. Their employees seize every opportunity to please clients by going beyond the routine of everyday work. They put a spark into the way they do business and this ignites positive relations which customers cherish.
When there is no 'buzz' everything is flat. Employees are switched off and in turn switch off their clients. There is no imagination and no initiative. Procedures are followed and that is all. Smiles are rare, indifference is the order of the day and attention is focused elsewhere. Everyone is unhappy and it shows. Mediocrity and ordinariness are the best descriptors of these salons.
Make sure indifference is not being cultivated in your salon.
The Lack Of A True Consultation
As hairdressers I believe many of us have developed hearing skills but not necessarily good listening skills. We hear what the client is saying but we don't always convey to the client that we are concentrating and interested in what they are communicating.
We hear on occasions 'The hairdresser just did not listen'
The true art of consultation needs to be re focused in today's salon. Consultation is about the meeting of two minds. The clients and the hairdressers so there is total understanding and trust.
Where there is genuine communication combined with following steps you will have happy clients.
Step one: listening
Step two: hearing
Step three: seeing
Step four: advising in a professional manner
Remember to listen with your ears and also listen with your eyes.
Your clients voice tone and body language will tell you a lot about how they are feeling and responding to you. Your voice tone and body language will tell them how you are feeling and responding to them. Don't ignore these non-verbal messages…yours or theirs. It can mean the difference between losing and retaining clients.
Do you really value time?
Not respecting time is one of the other key areas why people leave a hairdresser never to be seen again. We are talking of the client's time not the hairdresser's time.
We have become a 'time poor' society. We are always so busy. On our day off, after work or in between dropping the children and collecting them we arrange our day. We squeeze in a multitude of tasks
If our 'leisure' day happens to consist of a visit to the hairdressers for a service such as a cut and colour in our schedule we would allow maybe 2-21/2 hrs, because that is how long it usually takes. Our flexibility might stretch a little bit but we would definitely have a time expectation.
We arrive to be told our stylist is running a little late. During the service if there are more delays the expected 2-21/2 hours can stretch to 3 or 3 ½ hours. The extra time (and yes it is valuable time to your client) that was 'coffee with friends time' is now gone.
Not happy
Another example of time wastage could be when the stylist is having a quiet day and they get the 'go slows'. They have plenty of time and believe they will give better service by spending more time on their client. Wrong.
This is the client's time, they value it and so should you.
Turn this into a positive by saying:
'My next client is at 2. Is it ok for me to take a little longer today or do you need to get away on time?'
Historical data proves that to maintain the status quo of your client base numbers you need to be attracting around 15% new clients. When I look at a salon's data I will often find that this is sitting at around 8-10%. If you find this to be the case you need to market and promote to get to a target level of at least 15%. It is much better to put effort into retaining your existing clients. You already have them. You just need to keep them. Remember, great hair styling will always be the key to a happy client. You must always satisfy the client with your skills. But never lose sight of the fact that such things as:
· Displaying indifference
· Failing to listen
· Poor time awareness
can just as easily lose a client.
by Faye Murray
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DO YOU HAVE A MARKETING ALLERGY?
Marketing is a word that means all sorts of different things to different people. The common thread for everyone is that at some time they have tried something that did not work, so we have all had a failure. It is common when we fail at something to then be a bit fearful of trying again. The fear of failure can be quite a barrier.
What if I do something else that does not work? What if I waste more money?
Developing what I call an allergy to marketing can be an easy thing to do.
So how do you know if that fear of failure with marketing has got you?
Symptoms for you might be:
- Failure to think outside the circle and try something new or different
- Being a follower not a leader with your promotions and marketing…just being a copy cat because someone told you they guarantee it will work
- Failure to take action. Just sitting in your salon and hoping it will happen
- Failure to follow up. Successful marketing is not about a once off; it is about an ongoing plan that links strategies.
- Avoiding networking opportunities. Yes this something means stepping outside your comfort zone.
- Not asking for referrals. Your clients love you and are happy to recommend you to others. You need to make sure you have an easy way to remind them to do this.
- Getting complacent and just letting a successful strategy drop off for no reason
If you have any or all of these symptoms you will most likely give up before you start or have already given up. The voice inside your head will say to you:
- I am just not good at writing down words
- I can never think of different things
- I am just so busy I don't have time for marketing
- I don't feel comfortable meeting people outside my comfort zone
- I don't know how to go about asking people to refer others without feeling pushy
- I don't see the point we are already busy
Sometimes marketing can have aches and pains. Sometimes it goes wrong. If you have developed an allergy now is the time to get rid of it and move your business forward.
The beginning of the year is a great time to make some changes. New year new ideas.
Now, the big question.
Where do I start? What steps do I take? How do I make sure I won't just do the planning and by March have put it to one side and gone back to doing not much at all.
Guaranteed cures to manage your marketing:
- Do a monthly planner for the whole year in advance
- Find a business coach who is a creative thinker and understands hairdressing
- Get a great graphic person
- Find a good printer who is reliable
- Develop a web site and keep it updated
- Use your computer database.
1. Email
2. SMS
3. Birthday letters or cards (they work)
4. Lapsed client contact
5. Link your loyalty and rewards programme
6. Promote special events.
Well done you have taken the first steps.
Put a marketing plan in place (in pencil) so you can be flexible. Never write your planner without the view to lots of changes during the year. Your planner is a guide and you must be prepared to work with it and make sure everything links to your needs throughout the year.
To help you put your planner together here is a checklist to get your started (you can then add lots more as you wish)
- Identify as closely as possible your dominant market
- List all the special events for the year…Mothers Day, Valentines Day, your salon's birthday, Melbourne Cup, school formals (add to this list)
- List change of season opportunities
- List anything you have done previously that you want to do again
- List promotions from your product company's marketing calendar
- List how you wish to use your data base
- List promotions that your shopping centre is having
- List cross marketing opportunities with other retailers
- Add you own 'naturals'
Don't forget there is also a long list of internal marketing opportunities. These are all the various ways you 'speak' to the client within your salon and may create sales opportunities.
These can include:
- Service menus
- Loyalty programmes
- Referrals from others
- Re-booking services
- Feedback forms
- In salon messages
- In salon promotions
Planning is about taking the time to think about what results you want to achieve. To put time, effort and dollars into marketing requires you get a return. Don't just do it and hope.
Here is a good exercise to do, prior to including each item in your planner
Ask yourself what you want to achieve and how you are going to do just that
Example:
Question: What results do I want to ACHIEVE from doing a VIP night during the month of March?
Answer: I want to introduce our new product range and launch the new colours and styles for autumn. Create sales on the night of $500.00 and have a minimum of ten people make a booking for a new autumn style.
Strategy: Send invites to 50 people and ask them to bring a friend. Goal to have 25 people attend. Do a follow up phone call one week after sending invitations to confirm attendance. Have a promotion available only on the night to encourage people to book an appointment. Offer a reason to buy products on the night.
Have all stylists present their own interpretation of the autumn look
If you follow a simple exercise such as this you will have a clearer picture of whether it is a good investment, and whether to include it in your planner.
Fear of marketing is a big issue with many salon owners. The key is to recognise that this fear is holding you back and find a way to overcome it. Get someone to hold your hand while you take your first steps. A recognised business coach or marketing person. Make sure they understand the needs of our industry
Learn how to implement a few things successfully and consistently. A great marketing plan is not about lots and lots of different things it is about identifying what will work best in your own particular business and always remember that what works for you is all that matters.
You are at the beginning of a brand new year. Make it a wonderful one. You have the power to do it.
Opportunities are usually disguised as hard work that is why most people don't recognise them.
Put the effort in and you will reap the rewards
by Faye Murray
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