Oftentimes, New Year’s resolutions are nothing more than delusional attempts to change bad habits. They are made on a date that is significant only because it is the first day of the year on the standard Gregorian calendar. As could be expected – given the unrealistic expectations associated with most resolutions – failure is swiftly realized; usually within the first 48 hours. But, luckily, we always have next year to make the same resolution all over again!
Nail down a targeted, specific action you want to change for 2016, and then, get ultra-focused on what you need to do to make it happen.
Are we useless, lazy losers? No … just unrealistic. Simply put, we bite off more than we can chew. When it comes to our businesses, we resolve to change broad, general behaviors or practices with a goal of overnight transformation; like, “I resolve to be a better salon owner!” Way too general. Neither your brain nor your patience can handle changing every bad habit or suddenly being more diligent in practicing the good habits associated with “being a better salon owner.”
We are the champions! Get more specific with your business resolutions and nail down a targeted, specific action you want to change for 2016. Then, get ultra-focused on what you need to do to make it happen. Jeez, I can’t do it for you; but here are some examples of very specific actions and behaviors to help you get on the right track in the New Year.
[gap]5 Super Specific 2016 Tanning Salon Resolutions
[gap]Typically, I write my column about specific sales topics that I’m weak at myself; but, I cleverly disguise them as things that YOU need help with (ha ha). Here is a recap of my five most popular IST columns that could each translate to a targeted New Year’s Resolution.
[gap]1. December 2015: Good salon operators understand that their most important customer is always their staff! Owners: treat your staff as you would treat a paying salon guest
and, in turn, they (your team) will treat your second most important customer (all salon guests) just as well.
[gap]2. September 2015: The power of FREE! Spoil your salon guests with special surprises liberally and often. These cost you very little, if anything – lotion samples, upgrades, free sessions or other services like teeth-whitening, spray-tans or cash rewards for loyalty. This will not only show your guests how much you love them, but will also open the door to new sales opportunities.
[gap]3. July 2015: Call it what you want – but, the top salon operators “share the wealth” with their staff by creating well-structured PBP (Performance Based Pay) programs. This can consist of an hourly rate plus a percentage of sales (commission), or some type of cash/prize bonus for reaching sales goals, or both. For 2016, kick off your new PBP program and watch sales soar to new heights!
[gap]4. June 2015: Teach every staff member to not only be experts at knowing your guests’ personalities, but also the style and personality of each product on your shelf. There are four key lotion personality traits to focus on (order of importance dictated by the guest):
[gap]A) Performance – How will the lotion make her look?
B) Fragrance – Describe details of the lotion’s essence.
C) Feel – What does the lotion contain that will take care of her skin?
D) Why is the product valuable to her?
[gap]5. January 2015: There are four “Feel Good” senses that make ALL lotion sales happen: What a tanner can see, smell, touch and think will ultimately determine whether they buy or don’t buy. Discover which sense each of your guests cares most about, and then hook them up with products that stimulate that FGS: Feel Good Sense.
[gap]In summary: Make your business resolutions with a laser focus, and enjoy increased success in 2016.
Happy New Year!
