For salon operators, New Year’s Resolutions are oftentimes a delusional attempt to change bad business habits. As could be expected given the unrealistic expectations of most New Year’s “Resolutions,” failure is swiftly realized, typically within the first 48 hours. But luckily, we always have next year to make the same unreachable resolution all over again.
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Are we useless, lazy losers? No – just unrealistic. Simply put, we bite off more than we can chew. We pick big broad, general behaviors or business practices to change overnight, like, “I’m going to be a better salon owner.” Way to generalize! Neither the brain nor your patience can digest changing every bad habit or doing more of every good habit associated with, “be a better salon owner.”
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Get more specific and nail down a targeted behavior or flawed system you want to change for 2018, and get ultra-focused on just what you need to do to change it. Jeez, I can’t do it FOR you, but here are some examples of very specific actions and behaviors to get you on the right track.
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Five Super-Specific 2018 Tanning Salon Resolutions
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Mostly, I write about a specific sales topic that I’m weak at myself; but, I cleverly disguise them as something YOU need help with … hehehe! Here are recaps of my five most popular columns that could each be approached as a very targeted and attainable New Year’s Resolution.
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1. Great owners understand that their first customer is always their staff! 2018 New Year’s Resolution: treat your staff to the level of service you would give a paying salon guest and they (your staff) will in turn, treat your second customer (all salon guests) just as well.
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2. The power of free! New Year’s Resolution: spoil your tanners even more this year; give them special surprises liberally and often. These cost you very little: lotion samples, upgrades, free sessions for other services like teeth-whitening, a free spray-tan or salon cash for being loyal. This will not only show your customers how much you appreciate them, but will also open the door to new sales opportunities.
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3. Call it what you want, but the top salons “share the wealth.” New Year’s Resolution: start by structuring a creative, well-conceived PBP (Performance Based Pay) program. Whether that means an hourly rate plus a percentage of sales – commonly called commissions – or some type of cash/prize bonus for hitting a sales goal, or both. For 2018, kick off your new PBP program and watch sales soar to new heights!
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4. New Year’s Resolution: teach every staff member to not only be an expert at learning the personality of each salon guest, but to also be a master at knowing how every product on your shelves can make their salon experience better. The four key lotion traits to know include: Performance – how it will improve their results; Fragrance – be prepared to describe a lotion’s essence; Feel – what are the unique ingredients that nurture their skin; and Benefits – how the product will improve their skin.
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5. New Year’s Resolution: Make 2018 the year that everyone on your team starts making more detailed notes on every guest on a regular basis. These notes will help paint a vivid picture of what guests love and hate, what they have tried in your salon and the experiences they’ve had. You and your team will use these notes/data to help create a more customized and engaging experience for each guest, which will create a new level of loyalty and satisfaction.
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Resolve to succeed at your New Year’s Resolutions! Bring it on, 2018!
Are we useless, lazy losers? No – just unrealistic.
