Business Tips Interveiw
24
The Top 5 critical priorities to focus on right now Marisa Dimitriadis outlines what owners and managers should be thinking about in this uncertain time It’s that last sprint to the end of the year. But how do we end off a year that has been unprecedented and completely thrown us off our tracks and strategies? The recovery begins now and that is exciting. However, it is during times like this that owners and managers start behaving like headless chickens, running all over the show and literally just surviving each day. The more organised and planned you are, the better the output. So, let’s look at five critical priorities that each salon/ spa owner and manager should concentrate on and, under no circumstances, let slip. 1. Knowing and measuring your numbers daily What does this mean exactly? It means that every morning your first task to complete is your Daily Business Analysis sheet and going through the numbers before you do anything else. Some of the numbers you should know daily include the following: number of clients through the door on that day; services revenue; retail revenue; retail ratio; average docket value per client; vouchers sold; unsold hours; training hours; promotions sold, etc. There is power in information and especially this type of information gives you a holistic overview of the day before and what the focus for
the following day or days should be, when you measure where you are according to the goals/ targets set. 2. Engage with your staff like never before The reality is that we are dealing with a mentally fragile workforce. It is difficult to know exactly what is going in each of your staff member’s mind, so besides implementing a simple wellness programme, as a manager you need to focus on three key areas
Clients want two things: results and an experience. Invest in something where those two outcomes are the main outcomes and your investment will fly. with your team. These are daily huddles, daily revenue planners and incentives and competitions, whether daily or weekly or monthly. The more focus, attention, love and direction you give your team, the better their output. Consistency is crucial here; there is no point implementing this routine and then
one day is missed here and there, as that gives mixed messages to staff, which does not result in efficiency. 3. Invest in growth Yes – now is the right time to invest in growth but in the right way. The growth you invest in at the moment needs to generate revenue, so I’m not referring to investing in a salon/ spa makeover with new interiors and gorgeous light fittings. That can wait. Clients want two things: results and an experience. Invest in something where those two outcomes are the main outcomes and your investment will fly. An example of such an investment is a new brand with treatments that create memories for clients, not just efficacy, but actual memories and experiences. I encourage local support right now to help South African brands survive and emerge from the COVID-19 pandemic. Look beyond the product itself too, look into marketing support, training, incentive partnering for your staff and ensure the brand resonates with your business.
Sonette Donker, Jane Wurwand, Cherie Ten Hope and Ilana Gush (circa 1998)
online @ probeauty.co.za
Image from Pixabay
