Part 1 was all about writing the movie script of a successful hairstylist played by…..YOURSELF. In this sense you are playing a role which may not be how you are by nature e.g. naturally shy, or you lack self-confidence which is probably how many actors are naturally but not when they are playing their roles.
Part 2 is all about changing the numbers for each dynamic that impacts on your business.
What are the dynamics we are talking about?
Clients
Time
Chemical services
Retail products
Client referrals
Social Media activity
Loyalty Programmes.
These are are all examples of resources (tools) that you have at your disposal.
So how can you double you turnover and, by extension, your take-home pay?
Now comes the important part! To become a 'Superstar' you need to WANT to become one!
Superstars are achievers, not to be confused with 'overachievers'. An achiever is somebody who sets and achieves goals and targets. Setting goals and targets doesn't automatically mean you will achieve them, you have to WANT to achieve them because WANT comes from WILL and WILL is one of the strongest mind-power tools you have. If you don't really WANT to be an achiever, you will not be able to generate the energy required to become an ACHIEVER.
What are the goals of an achiever?
Now that we've got that out of the way, the following goals need to be achieved to become a Superstar and double your turnover at the same time.
1. Grow the size of your clientele.
Clients go where they're invited, stay where they are valued and promote you when they are impresses. One might rely on walk-in business or salon advertising for the first 6-9 months in the salon but thereafter there should be a steady stream of new clients being referred to you.
Turnover Goal - increase your client base by 2-3 clients a month - 15% p/a.
2. Up-sell to clients continuously in order to 'add value' to the client experience.
You have the knowledge, experience and expertease to provide extraordinary service.
Turnover Goal - increase ADV (average docket value) by 25%.
3. Insist client use recommended home care products.
You know they work, and you are the hair care expert so why wouldn't they take your advice? Don't be lazy when it comes to customer service!
Turnover Goal - Sell 2 retail products a day - 15%.
4. Charge what you are worth!
Don't get into the habit of giving discounts. That's what the client loyalty programme is for. The message to the client when you discount is that your work is not worth what you're charging.
Turnover Goal - 15% (if not more).
5. Pre-book the next appointment BEFORE the client leaves the salon.
Turnover Goal - Generally this with increase the number of salon visits per year by 15%.
6. Work the full day, not just when you have appointments.
If you're not there you won't be available for clients who just pop in and, in the bigger scheme of things, your appointment column in the universe, is CLOSED.
Turnover Goal ? – What would you like it to be?!
– Terry Miles, MD MySalon Software
Email: info@mysalonsoftware.co.za
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