REVIEW OF CLIENT RETENTION
As we get closer to the end of the year, it is a good time to review what progress you have made in the area of client retention and team retention.
Look at client retention first. The benchmark that I set for most clients in both hair and beauty salons is 65-85% with a big focus on being as close as you can to the 85%. There are a few individual variables that will affect this such as:
- Losing a key team member
- Adding new team members
- Changing your software program will take time to get accurate results for several months
Individual benchmarks will vary, but I get very stressed if I see someone who has been looking after clients for more than 3 months and is not retaining more than 50%.
Take a look and see how you compare.
Staff retention. How many valuable team members have you lost this year? I stress valuable. Some you are happy to see come and go. Write down the name and why you understand they left. Mostly you will see good reasons. If you see a common reason for losing staff that allows you to make changes, do it and do it soon. Good team members are too hard to find.
FOCUS ON FORGOTTEN PRODUCTS
Every salon carries a range of products to recommend to their clients and the reality is that some products are more popular than others. A good management strategy is to review every quarter what is selling well and what is not selling well. Your salon software will allow you to create a report that will clearly show your sales over this period. Look at your top sellers but also look at what are your forgotten products. These are often products that your team forget to talk about. Great products that clients benefit from using but often don’t even know they exist.
This is a great team meeting subject to remind your team that they should be using these products in salon and sharing with their clients what they need and how best to use the recommended product to help them to look great between salon visits.
TEAM PROFILES ON YOUR WEBSITE
Do you have a short profile of each of your team on your website? If not why not and the other question is, are they current? Everyday new clients are deciding if your salon would be right for them and the two ways, they are doing this is checking out your social media and your website. If they like what they see, 20-30% of them are choosing to make their booking online and in doing this they are reading profiles to decide who they think would be the best person to match them and their needs.
Vary the expertise and special skills of each team member. You might say that all my team members are great at everything and you can say that in the profile but also add what they do that is special.
BEAUTY SQUAD 2020
SUPPORTING AND NURTURING THE YOUTH OF THE AUSTRALIAN BEAUTY INDUSTRY
The annual AUSTRALIAN BEAUTY SQUAD competition is aimed at the rising stars of the Australian Beauty Industry, with an aim to assist four young beauty therapists, specialists and/or salon owners on their road to fortune and success.
Thanks to the founders, Mocha Publishing, owners of the Australian Beauty Industry Awards and Beauty Biz Magazine.
A NEW COMPETITION // A PRICELESS EXPERIENCE
Are you a Qualified Beauty Therapist?
Are you 35 years or under on 9th December 2019?
WOULD YOU LIKE TO BE A MEMBER OF THE NEW BEAUTY SQUAD?
THE AWARDS SITE IS NOW OPEN FOR ENTRY! https://aubeautysquad.awardsplatform.com/
Deadline for entry 9th December 2019
For more information please click here https://www.mochapublishing.com.au/comps/beautysquad
I am not sure what happened to 2019, but yes Christmas is almost upon us again. Current coaching clients will have received their Christmas Kit. I do hope you get some great ideas to make sure that this year is your best yet. Promise me you won’t leave it too late to plan.
You only get one chance at this special spending time so make the most of it. Get an action plan in place and start to work through it.
I will be going through with each coaching client and helping them to get a balance and focused plan in place.
WEBSITE AND SOCIAL MEDIA CHANGES FOR CHRISTMAS PERIOD
If you have a website, you absolutely must update it with your Christmas messages. Perhaps you need a dedicated Christmas page. Tell your clients what you are offering in your salon during December. Give them reasons to visit.
Online gift vouchers will this year be a good growth area if you work it and link to the other marketing strategies you have in place. Make it easy for people to do. They are busy. They are lazy. They might live far away. This is a totally different market but a big one that you want to make sure you get a slice of.
While you are on your website looking at what Christmas changes to make, take some time to see what else needs to be updated.
Be sure to put a prompt in to remove any Christmas specific promotions after December 25th. I hate to see anything on a website that is out of date. Looks very unprofessional.
Be sure to update your Facebook, Instagram and your other social media with Christmas messages and posts.
Start to plan your December roster and look at what days you need full staff on and what days you can roster people off. Remember your full time and part time people must be given notice in writing to change their roster. Consider slightly later start times for some staff. If the salon is organised the day before, you may not need your junior staff to start until a little later. Be aware and try and keep overtime, which is a big cost, to a minimum.
We are now in daylight saving time.
ACT, NSW, SA, TAS and VIC have turned their clocks ahead one hour.
Coaching clients please be aware when you get your SMS confirmations these are in NSW time so please check your state’s time. It always takes a few weeks to get used to this each year. Please remember to reply to your sms confirmation.Share: