How to Get a Positive Headstart on Your New Year

How to Get a Positive Headstart on Your New Year

As you’re reading this article, you’re probably thinking, ‘I don’t have time to think about the new year yet. I’m barely able to think about tomorrow, it’s just sooo busy’.

Unfortunately, that ‘busy-ness’ won’t last for long, but thinking about and planning for what’s going to happen months from now is what separates successful salon owners from those who struggle during the quiet times.

January and February can be very challenging months in the beauty business. They can feel incredibly busy, especially if you’ve sold truckloads of Gift Vouchers before Christmas. The only problem with this is, most people who redeem Vouchers don’t spend much extra, if anything, and this can mean a very poor trading period when it comes to money in the bank.

Unfortunately, whether you are making money or not, rent, wages and all the other normal business bills still have to be paid, and this is why it’s absolutely essential to think about, and plan for, making money in the early months of the new year.

 

Salon and Spa Marketing Ideas to Get You Through the Slump

So, what can you do to increase your cash flow for January and February in your salon or spa? Here are a few ideas to consider.

Have a Salon Membership Drive.

Membership sales can give your cash flow a much-needed boost as clients are required to pay a lump sum up front to enjoy the long-term benefits a membership program can bring.

To make the most of membership packages you’ll need to offer services that are popular with your clients (to generate interest) and are also based on value-adding rather than discounting, so as not to damage your services pricing integrity.

To generate interest from your clients, use the two good old marketing strategies of ‘scarcity’ and ‘urgency’ by making it available for January and February ONLY.  You also want to cap the number of packages you sell.  Once clients realise it’s a very limited offer, they’ll be more inclined to jump in and make the purchase.

Consider a few different Membership levels to hit different price points.

 

Promote your Prepaid Treatment Programs and Packages

Prepaid Treatment Programs and Packages are a little similar to memberships, but can be done a couple of different ways.

1.  Prepaid Treatment Programs that are designed to produce a definite outcome (think anti-aging/clear skin, pigmentation reduction, etc).  These programs are comprised of a varied selection of treatments that are designed to generate the best possible outcome for a particular skin condition.

The great benefit of these types of Treatment Programs is they introduce a variety of services and modalities to your clients.

Avoid the urge to discount your primary services, and instead, value-add to build out the value of the program.

As an example, if you are offering anti-aging or clear skin programs, you could include several LED treatments at no charge within the program.  This increases the value of the program without adding any real strain on your product or wages cost.

2. Prepaid Treatment Packages consisting of several (generally between 6-10) of the same treatment is also a great way to get a quick cash injection and for the client to get great value.

Packages of IPL/Laser with a bonus treatment area included at no extra charge, or Packages of Facials with free upgrades or bonuses are typical of what you can offer.

Be sure to package up your most popular services and create a value-add deal that your clients will find impossible to resist.

 

Have a Retail Sale

Too much stock sitting on your shelves after Christmas simply soaks up your money, which in turn, prevents you from investing in fresh seasonal stock which will turn over more rapidly and make you more profit.

An excess retail product sale is an easy way to shed excess stock purchased for Christmas and get back your financial investment.

Unlike services, you can occasionally discount retail stock without it hurting your business. With this in mind, consider having  either a straight percentage off the retail price on selected slow sellers (how big a % off will depend on the markup you’re enjoying) , or bundling a slow selling item with a top seller and selling for the price of the top seller only, or just a little more – almost like a gift with purchase.

 

Offer Clients a Salon Voucher as a Christmas Gift to be used in January or February

It’s nice to say ‘thank you‘ to your clients at Christmas and what better way than with a salon voucher.

When deciding what value to give, consider the amount the client has spent with you over the past year and base your gift amount on that.  Obviously clients who spend large amounts in your salon or spa regularly, deserve to receive more than the client who has the odd brow shape or lash tint.

Also, the idea is for the client to spend additional money when they redeem their voucher, so make it clear what the voucher is redeemable against.  As an example, if you give a $30 voucher to a client, you might want to stipulate that it can only be used on services valued at $90 or higher.

Most importantly the voucher must have a clear expiry date.  I suggest around the end of February to maximise your promotion.  When you give these vouchers to your clients, point this out so there are no issues around clients trying to redeem them after that date.

Make the voucher fully transferable to another person (this might introduce a new client to your salon) but don’t allow it to be used against retail purchases.

Once you’ve decided ‘what’ you want to offer to your clients, you need to decide how to get your marketing message to them.  Consider the following ways:

  • Add the information to your website
  • Have signage and hand-out information available in-salon
  • Send an email to your clients outlining your special offers
  • Include the information in your December Newsletter
  • Include the information in your January Newsletter (and get it out early in the month)
  • Be sure to include the information about your special offers in a team-meeting and ask your team members to talk to all their clients about what’s on offer.

 

Running a successful business always involves looking forward and planning in advance. This is especially true for those cash-strapped months after Christmas.  It’s not too late to plan for a healthy start to the new year if you start working on your promotions now.

 

What To Do When Your New Recruit Really Sucks

What To Do When Your New Recruit Really Sucks

Your salon has been getting busier, and so, you decide it’s time to hire an additional person to reduce the load and, hopefully, generate more revenue.

After much planning and consideration, you find the ‘right’ person and offer them the job.

Things look promising initially, and you breathe a big sigh of relief…and then the problems surface.

As a business owner, chances are you’ve been in this position already, and if you haven’t, then I take my hat off to you for your amazing recruitment skills or sheer good luck.

The fact is, sometimes, no matter how much research you do and how many questions you ask, you’re going to hire a lemon.

But once done, what do you do about it?

Well, naturally, prevention is always better than cure, so although this advice may be a little late for this hire, better recruitment skills might help to avoid a recruitment disaster in the future. One mistake is painful but repeating that same mistake borders on sheer craziness.

But once you’ve hired, there are things that you can do to resolve a difficult situation.

Let’s start by looking at where your new recruit is failing, because there can be two different outcomes, depending on where the problem lies.

Lack of Technical Skills

If lack of skills is the problem, then the problem is actually your fault. A big part of your recruitment process should always be vigorous skills testing.

Yes, you have to pay the prospective employee for their time, but let me be brutally honest with you, this is a cheap investment compared to what it might possibly cost you in lost clients in the future.

It’s not enough for your new recruit to look good on paper – they must be able to follow through with the delivery of the high-quality treatments your clients expect from your salon.

But the good news is that skills can be taught or improved. It may be that your new employee did things differently at her last salon or that she learned a different technique at her college. Either way, if the only problem you have with your new employee is skills-based, then it may be well worth your while to persevere with them and to develop a training program to bring their skills levels up to your standards.

Yes, it will come at a price, but it’s not a lost cause entirely.

Bad Attitude

No matter how skilled or experienced your new employee is, if she has brought along a bad attitude with her, then you really do have a problem on your hands.

It’s pretty easy to conceal a poor attitude throughout the recruitment process. Most people know how to answer your questions with the words you want to hear, and most past employers don’t want to say bad things about their past employees when you check job references.

But here’s the thing.

You can change skill sets, but it’s almost impossible to change a bad attitude – it seems to come built-in.

These people have a heavy chip on their shoulder about something and they’re determined to make as many people as possible suffer because of it – and that includes you, their co-workers and their clients.

Believe me when I tell you that the longer your persevere with this type of employee, the more you and others will suffer.

Trying to be ‘fair and reasonable’ with these people or trying to ‘understand’ the reason why they are the way they are is akin to bashing your head against a brick wall.

You are not their mother, sister or psychiatrist and it’s not your job to ‘fix’ them and turn their lives around.

What your job as a business owner actually entails is to protect your clients, your other employee’s well-being and, of course, your business and livelihood.

Now what you do from here will depend on how they’ve been hired and from where you operate. You must make sure you are completely within the law before taking another step. Some countries or states allow you to put off a new recruit if they were hired for a trial period and it’s clearly stated in their contact. If that’s not the case, you may need to go through a process of warning letters and meetings to try and resolve the issue.

Either way, ALWAYS adhere completely to your legal requirements, but don’t persevere with bad employee behaviour.

It will cause you untold stress and possibly have a negative financial impact on your business  also.

When it comes to recruitment, I always recommend never to hire in haste, no matter how urgently you may need another employee. To do so may result in long-term issues that will affect every part of your business

How to Create Quality Videos for Your Salon in Just a Few Minutes

How to Create Quality Videos for Your Salon in Just a Few Minutes

Videos are now the BIG thing for social media.  They get more views, more shares and more comments so, given all that,  it’s probably a good idea to be using them.
The problem in the past has been that it’s been too time consuming and required a bit of a learning curve, and well honestly, who’s got time for that?!?
But I think I’ve found the perfect solution…
I’ve been using the free version of this resource for a while now, and it’s just getting better and better.  It’s fantastic for creating videos to share with your clients on social media and it’s super-easy to learn how to use.
Check out a couple of the videos I’ve created with Lumen5 so far.

and this one…

If you think these videos are a great idea (like I do), then head over to www.lumen5.com and try it out for yourself.
You’ll be making eye-catching videos for your business in no time at all!


6 Easy Ways to Grow Your Salon or Spa Business

6 Easy Ways to Grow Your Salon or Spa Business

It’s not good enough to just go from day to day making a basic living from your salon or spa.  Each day should be taking you a little closer to the business you dreamed of having, but that doesn’t happen by accident.

As the saying goes… ‘If you’re not prepared to change what your doing, don’t expect anything else to change’.

Having said that, you don’t need to make the process any more difficult than it needs to be.  Good, productive and profitable changes can often be achieved in the simplest of ways.  You don’t need to be an expert in ‘everything business’ to steadily increase your business growth and profits.

In this article, we’ll take a look at 6 easy ways to make worthwhile changes to your beauty business that will result in positive growth.

Get Your Team Excited About Retail Sales.

Let me tell you, this has to be one of the fastest way to add great profits to your bottom line.  Extra profits means you can invest in more equipment, better training, staff incentives, updated décor, more retail stock and a host of other great things that are most likely on your wish list.

For the same amount of time invested, retail sales will return 3 – 4 times more profit than delivering most services.  That’s pretty amazing don’t you agree?

To increase retail sales and get your team motivated, you need to ensure:

a. Team members are all using the product your stock.

b. Team members all have a sales target to work towards.

c. Team members have the training and knowledge they need to talk to clients about the product benefits.

d. The salon has the right product in sufficient quantities to generate sales.

Have a Marketing Plan

If you want new clients to find you and existing clients to stay loyal to you, then you absolutely must have some kind of marketing plan.  It’s doesn’t need to be flash or fancy, but it does need to be written down and applied consistently.

You may well have the best treatments, delivered by the best staff members, at the best prices, but if no-one knows about any of it, then you won’t sell anything.  It’s not good enough just to be great at what you do – no matter how many times you may see this said on social media!

You not only need to be great at what you do, but you must make sure people know about it.  After all, you can’t sell a secret.

Reward Client Loyalty

There is almost nothing as important to your business as retaining the loyalty of your clients.  After working with a truck-load of salons, I’ve realised that in nearly every instance, organic growth  was pretty great, however the reason the businesses weren’t growing was poor client retention.

These days, your clients have a ton of salons and spas to choose from.  Organic loyalty is pretty much dead in the water.  So, to keep your clients returning, you need to dangle the proverbial carrot in the form of a loyalty reward.  It will provide that extra incentive for your clients to return to your business to collect their reward points rather than trying out the salon or spa down the road.

Create a Benefits-Based Service Menu

When you think about it, the first thing many prospective clients come across is your Service Menu.  They usually head straight to your menu to find out what you offer and how much you charge.

If your menu is constructed poorly, the client will only focus on the price of your services and that’s not how you want to be judged.  Instead of the price, you want your clients to focus on the benefits they’ll receive if they have your treatments.

There are other factors with your printed menu that need to be considered also.  Colours, print size, font, categories and layout are all important to ensure easy readability for your readers.

A well-constructed Service Menu will help you sell services to your prospects and clients without you even being present!

Work Towards Attracting Only Premium Clients

Do you ever feel like the clients who come to your salon or spa are exactly the opposite of the clients you really want to work with?  Believe me, you are not alone.  Most salon or spa owners will say that they want to attract a certain type of clients (big spender, loyal, refers others) but instead seem to always attract clients who are looking for a bargain, won’t purchase retail and never re-book.

The truth is that in most instances, the salon’s own marketing is to blame for this.  The wrong clients walk through your salon doors because inadvertently you are asking them to.  But the good news is that you can turn that around and become much better at attracting the premium clients instead.

This can make a massive impact on your business.  Imagine finding clients who value your work, pay your prices happily and buy the retail products you recommend.  Now that would make going to work each day pure bliss!

Increase Your Service Prices

Be honest!  How long has it been since you’ve put up your prices?  If it’s been over 12 months then you are due to have a price increase right now.

If you continue to hold off, eventually your profit will dwindle due to increasing expenses, and this means less for you.

A small regular price increase, while not being heartily welcomed with open arms by your clients, is expected and accepted.  The problem occurs when all those small price increases are held off resulting in a massive price increase all at once.

And there you have it.  6 simple and straightforward ways to grow your salon or spa business.  Why not get started on implementing them straight away?

Get More Done With Less Stress – Make a List

Get More Done With Less Stress – Make a List

I’ve got to say, I’m a big fan of making lists!

I have all kinds of lists in my life. Grocery lists, business lists, packing lists, to-do lists and the list goes on!

But seriously, making lists in your business can help you to grow in so many ways. Not only does writing something down generally ensure it doesn’t get forgotten, but it also helps to ensure that others do the things you want them to do, the way you want them to do it.

If you think making lists isn’t a sophisticated business tool, then think about those professions that wouldn’t think of not using a list to ensure a positive outcome.

  • Astronauts use a checklist before lift-off. Every dial and every switch has to be in the right place at the right time and what better way to ensure this happens than to have a checklist?
  • Pilots use a checklist before take-off just like the astronauts.
  • Theatre staff use lists to prepare for surgeries so that everything that goes in comes out again.

Do you see what I’m getting at?

Lists make difficult jobs easier and ensure a much higher rate of success, so let’s look at how a few lists could help you in your business too.

Procedure List

You might also refer to these as treatment protocols, but regardless of what you call them, they are just a glorified list. Like a good menu, this list lays out what has to be included in your treatments.  One of the most important outcomes of using a procedure list is consistency.

Consistency in the delivery of your treatments equates to happy clients and this is because every time they return to your salon or spa, they’re going to get the exactly the same inclusions in their treatment as the time before – nothing more and nothing less.

Clients love consistency, even more than they love extras, and when they don’t receive it, they get cranky. So cranky, in fact, that they often leave and go elsewhere. And all because they never received the same treatment, delivered the same way, twice.

Many salons and spas make the big mistake of providing discretionary services. These discretionary services are the little extras that aren’t generally included but are sometimes provided on a whim. And while the client loves receiving these extra bits of pampering at the time, they don’t love it when they don’t get included next time they have the same service. As a matter of fact, they feel quite cheated and that can lead to all kinds of unwanted trouble.

So, to avoid this happening in your business, make a list that employees use when delivering services and make sure that everyone sticks by it. No more and no less at every visit will keep your clients happy and returning.

Delegation List

Delegation is any boss’s best friend. When done well, it can free up many valuable hours each week for more important activities. However, there is definitely a good way and a not-so-good way to delegate to employees.

The not-so-good way is to simply verbally tell your employee what you want them to do. This technique generally results in a disastrous outcome because not enough information is relayed in a written format

For delegation to be effective, employees have to understand clearly what they need to do to get the job done well. This involves, you guessed it, making a list.

By breaking a new job down into bite-sized pieces on a list, employees can generally tackle jobs that they may never have done previously and do it reasonably well. The devil is always in the detail, so make your list as detailed as necessary so that an employee knows exactly what to do to get the job done to your satisfaction.

Time Management List

This is one of my favourite lists. It’s my daily to-do list and when I use it, I get much more of the important stuff done each day instead of pottering about doing the easy jobs that could have waited. It’s human nature to put off doing the hard stuff first, but if you want to fit more of the important stuff into your day, start with a list.

The secret of an effective to-do list is prioritising the items on it so the important jobs get done first. Without this, human nature kicks in and you spend the time being busy but not being effective.

Recruitment List

If you’ve ever had to hire a team member, you know that it can be a bit stressful to say the least. If you stuff it up and hire the wrong person, it will definitely impact on your business and so you want to avoid that at all costs.

One way to ensure you hire the right person for the job is to have a recruitment list. This list needs to include all the must-have skills or qualities that the successful applicant must have as well as the desirable skills and qualities that would come as a bonus.

If you make and use a recruitment list, you’re much less likely to get swayed by other factors during the process which could result in employing someone you like instead of someone you need.

Cleaning List

I love cleaning lists for salons and spas. A good cleaning list ensures that all the less-than-fun jobs get shared out evenly.

As a previous salon owner, I know how frustrating it is when employees leave at the end of the day and the salon is left dirty or untidy. Particularly when it was left up to me to clean it.

It didn’t take me long to figure out I needed a list that would cover all the cleaning jobs that had to be done before everybody took off for the day.

If you don’t like the idea of having ‘Cleaning Lists’ try calling them ‘Accomplishments Charts’ – they’re really the same thing but with a more positive spin.

All these lists have worked wonders for my sanity over the years. I recommend you try making lists in your business. Not only will you get more of the important jobs done, but you’ll be much less stressed from worrying over the little things that often get forgotten.

Making the Most of Your Retail Sales

Making the Most of Your Retail Sales

Today’s salon, spa or clinic has changed dramatically from 30 years ago.

How?

Back then, a beauty biz could turn a healthy profit just from supplying services alone. As a matter of fact, retail was often considered the cream on the cake rather than an integral part of the profit formula.

How things have changed! In today’s world of IPL, LED, Laser, Microdermabrasion, Microcurrent, RF Therapy, Ultrasound and Specialised Facial Equipment just to name a popular few, it’s a much more expensive proposition to equip a salon, spa or clinic than ever before.

The need to produce more revenue to feed hungry equipment leases is greater than ever, and so, every square inch of your premises has to be devoted to making more money; and that includes your retail shelves.

To experience the best retail success, there are a few tips I can share with you to give your retail sales a welcome boost.

Choosing the Right Products

No matter how amazing a retail range may be, if the price point is too high or too low for your clients, you’ll struggle to sell products.

One way to assess this is to look at the price point of your services. Are you at the high or low end of the price range for the services you provide?

Chances are that wherever your service prices sit on the scale of inexpensive through to top-of-the-range, that’s where your retail products also need to be.

Looking Serious about Retailing

I know it’s the norm these days to have more than one retail range however, if this means that you have a few of this and a couple of that on your retail shelves, then this isn’t the best strategy for your business.

Before a client buys retail from your salon or spa, she needs to know that you have total confidence in it.

A few scattered products sourced from multiples ranges does not reassure your clients that you have confidence in the products you sell.

Rather than continuing on with this strategy, look at who your core clients are (the 20% that generate 80% of your sales) and what they are purchasing from you (or what they want to purchase from you). Then go out and find a range of products that’s a perfect fit for this segment’s needs.

Stop trying to be all things to all people. It diminishes your business when you do this.

Be confident in your business niche and which clients you are a good fit for and then cater for them wholeheartedly.

Creating a Retail Display

Plopping products on shelves and hoping they will sell themselves is optimistic at best. You need to give them a helping hand to increase sales.

1. Put your best sellers at eye-level.  Eye level is buy level.
2. Price your products in a visible location. If you have to hide the price then you are selling the wrong products.
3. Group your products together so that clients can find products that are perfect for their skin type or condition.
4. Never have complete gaps in your retail display. You can’t sell what you don’t have.
5. Always keep testers on hand for your most popular products. Client love to try before they buy.

Getting your Team Members Motivated to Sell

No-one is going to be enthusiastic when selling if they don’t believe in the product – especially therapists. To overcome this, ensure your team members are personally using the retail range you keep in stock.

When they start working for you, organise a package of testers or samples for them to use at home. The last thing you want is to have them raving to your clients about the products they use from the last salon they worked in.

Use retail as productivity rewards and always allow them to buy at your cost.

Devote time at every team meeting to refresh your team on one or two products from your product range. It’s easy to forget the benefits of every product you stock.

Encourage your team to give each other treatments using your products. Let them feel what the clients feel so they can talk more enthusiastically about the benefits your products deliver.

Product Prescriptions and Promotions

Many suppliers provide salons and spas with product prescription pads to use with clients. If you have them, use them. They are invaluable for making a written recommendation for clients who may not be able to purchase all the products required on the day of the service.

Also, stay up to date with promotional material available from your supplier. Take advantage of their promotional packs and special offers which are often provided at a better-than-normal price. This is a great way to introduce clients to your product range without resorting to useless samples.

If you’re using salon posters, be sure to remove them the minute they begin to look faded or tatty. This doesn’t send a good message to your clients.