ELLIE’S PLACE

regional pop-up events to connect with accounts and to showcase gowns.

And a significant factor: the end of the US election season.

THE NOT-SO-GOOD NEWS: The high close rates during initial reopening and summer months appear to have plateaued as a noticeable percentage of brides-to-be revert to pre-Covid-19 shopping behaviors including shopping multiple stores, requests for larger bridal parties, no-show appointments, and a slight increase in walk ins, all amid high levels of indecision.

One often-voiced complaint: “we’re back to brides who, near the end of their in-store appointment, call another salon to set up an appointment.”

Additionally, this return to an indecisive shopping bride is adding another level of stress on stylists striving to service, sell and accommodate their clients in difficult circumstances, and often under their own pressures and concerns for their health and future. Which now, rather belatedly, brings me to my main point:

Looking ahead

Though the storm appears to be clearing, there are still rough seas ahead. Frankly our leadership skills will continue to be put to the test. To survive, and succeed, our best efforts will have to be even better.

Employees in a full range of businesses are reporting increased stresses of added workloads and uncertainty about the future, often accentuated by supervisors and bosses overwhelmed by the same stresses.

According to recent workplace surveys, female employees are reporting the highest levels of stress with 30%+ feeling burned out, and 40%+ feeling exhausted.

In these particular days, and for this woman-dominated industry, our leadership approach and philosophy has to focus on more than the success of the business. It must also adopt a ‘servant leadership’ mentality in which the main goal of the philosophy is to serve, to place the needs of employees first and to help staff develop and perform at higher levels.

Servant leadership is not a new concept, as it was originally coined in 1970 by author and consultant Robert K. Greenleaf in his essay The Servant as Leader. It is in my mind the right time and circumstances to give this approach its due.

An excellent description of the key elements of servant leadership can be found in The Case for Servant Leadership, written last year by Rose O. Sherman for Nurse Leader Journal:

1 Listening: the servant leader actively listens to the needs of staff and helps to support them in their decision-making. 2 Empathy: seeks first to understand the needs of others and empathize with them. 3 Healing: helps staff to resolve their problems, negotiate their conflicts, and encourage the formation of a healing environment. 4 Awareness: has a high degree of emotional intelligence and self-awareness. He or she views situations from a holistic, systems perspective. 5 Persuasion: does not use coercive power to influence or persuade but instead uses their powers of persuasion. 6 Conceptualisation: sees beyond the day-to-day operations of their unit or department. They can focus on the bigger picture and build a personal vision. 7 Foresight: can envision the likely outcome of a situation and is proactive in attempts to create the best consequences. 8 Stewardship: is a good steward of the resources and staff that they are given. They feel an obligation to help and serve others without focusing on their own rewards. 9 Commitment to the growth of people: is inclusive of all staff and sees value in everyone. They attempt to maximize the strengths of all who work with them. 10 Building community: recognises the importance of building a sense of community among staff.

In reviewing these elements, it’s apparent to me that this is also an excellent description of the everyday approach for which many of you are known.

But if you are stressed, unsure of the effectiveness of this philosophy, battered by the storm, consider this conclusion offered by McKinsey and Company in its recent report on empowering employees:

“In many ways, there is only one question any manager need ask: How do I make my team members’ lives easier – physically, cognitively, and emotionally? Research shows that this ‘servant leader’ mentality and disposition enhances both team performance and satisfaction. Moreover, studies also suggest that managers themselves are happier and find their roles more meaningful when they feel they are helping other people.”

And this… according to new research from Emlyon Business School, Paris, France, servant leadership not only improves morale, it also increases company profits.

So good news, and not-so-good news. But cautious optimism as we all navigate through these troubling seas. And at the risk of over-extending this sailing metaphor, please allow a concluding and appropriate story courtesy of an old merchant marine buddy:

“Piloting a freighter over long distances, once the heading is set and the voyage undertaken, requires making small and continuous adjustments to counter the effects of current, winds and tides.”

Doing so insured the ship reached its destination.

HERE COMES 2021 Five things you can do

Ellie Sanderson says that we need to prepare for the busiest year of our lives. The question is... are YOU ready for the future?

It is time. Time to stop licking our wounds over 2020 and time to get ready for the future. Let go of the past because 2021 is coming soon. Things shifted this week when a vaccine was announced for Covid-19 and please God they continue to shift in the same direction.

These are the top five things – in no particular order – that you should get on to now: 1.Write your 2021 business goals 2 Invest in yourself and your team 3 Nurture relations with suppliers 4 Review your marketing activity 5 Are you data savvy?

Let’s take these one at a time, and go into them in detail...

1 Your 2021 business goals

The most strategic executives are highly skilled at setting goals and we need to do the same with our businesses. Large or small we ALL have to set goals.

We need goals for the short term and goals for the longer term. We need these to give our teams and us something to aim for.

Make sure that all your activities are working towards the right end goal. Set your goals by deciding what you want to achieve with your business in 2021. Then decide how you will achieve them.

Decide when you will achieve them and set check in dates, half way points. I always have a maximum of five goals every single year and have done since day one. Don’t forget goals can be big or small.

You also need to make sure you have a plan to accomplish your goals, and as obvious as it sounds you need to make sure everyone who works for you understands the goals and the plan to achieve them.

Check that your everyday activities are helping you to accomplish your short-term goals. Also, don’t be afraid to make adjustments as needed. Things change (Don’t we know that after this year!) and so your goals can and may need to be adjusted, too.

When I coach businesses I always say: “If you keep doing what you are doing, you will keep getting what you are getting”.

I also say: “Don’t beat yourself up if you don’t have goals” – 90% of the shops I coach don’t. But I promise that once you write them down it makes running your business so much easier and more focused. It makes it easier to say: “That’s not a priority for me” and to focus on what is.

2 Invest in yourself and your team

Brush up on your skills, learn new skills, and register for courses or webinars. There is so much online support for learning it’s incredible. If you haven’t spent any time during lockdown doing any courses NOW IS THE TIME TO DO IT.

Every single one of us can learn more things. I am a total webinar junkie and recently enrolled in a heavy duty London Business School course, too. Virtual courses are great for brushing up on skills you have or learning new ones. Make sure your business is soaring ahead of your competitors in the race to smash 2021.

3 Nurture relationships with suppliers

When you think back on the past few months, it may seem like a blur of closed, open, and closed with brides being undecided and generally apathetic as the world free falls.

During this madness our suppliers have been busy making dresses not knowing if we can afford to buy them or even if brides will buy them from us. Don’t forget these guys have to buy fabric in advance to ensure we have stock when we need it. They need to place forward orders based on what?

2021

Now is the time to get your ducks in line. Re-visit your Return on Investment by supplier and make sure you stick with the ones who are the winners.

I have gone from six labels to four. Why? Because I want to make sure that my suppliers get the minimum levels of orders for samples. Those labels that don’t return, no matter how pretty they are may have to go.

Now is the time for us to make solid commercial decisions. Those that have spent their bounce back loan on new labels may live to regret that hasty decision as styles and weddings are still changing for 2021 and stock may be left unwanted and not returning if it’s not on trend.

Nurture your supplier relationships, you need them more than ever and they need you more than ever right now! Check in with your suppliers to say hello and join up to work together. I am beyond blessed to work with some brilliant labels like Suzanne Neville, Sassi Holford and Jesus Peiro. All of them have my back and I hope they feel the same about me. Use this time to catch-up, reconnect, and nurture the relationships that help you stay grounded, inspired and motivated.

4 Rethink how to use your marketing dollars

Hate that phrase but it’s so very true especially with all the Algorithm changes on Facebook and Instagram.

Be it getting your social media marketing strategy in place or investing in a solid CRM that engages with your clients, make sure you are on it.

Don’t discount radio or online magazines as more and more our brides are getting their fix from different platforms.

They still love a blog especially if it’s well written with exciting content. Panic not if you don’t have time to do this or the will/inclination – there are so many great ghost writers available for manageable fees.

Is your marketing plan able to handle the post-pandemic world?

5 Are you using your data right?

We were all sent running to the hills scared with GDPR compliance but over a year on we are, I am sure, allcompliant. I have found so many small businesses that are terrified to use their data but to get ahead for 2021 we must get a plan together to reconnect (within the guidelines).

General data Then there is Google business data, this is incredible with all the data it holds for your business. It’s not just for reviews and pictures, the content insights are immense and the actions you can plan are huge. AI (Artificial Intelligence) I have mentioned this before and we are about to start some trials on our website next year with this, to ensure we have intelligent information about our brides BEFORE their appointment. I have the wish list option on my site like most people but brides are too lazy to use it well and so AI will be a far better way to map them around my website.

All this brilliant data will help you market your product to the right people. Make friends with a data scientist!

I sound like I have already closed the doors on 2020 and in many ways I think I have. I am done talking about it and I am so very ready for 2021. I hope these five sharers are useful to make you think about 2021.

Happy to chat if you want to via email. es@elliesanderson.co.uk

Ellie x