Home' Spa and Clinic : Volume 63 October 2015 Contents SUCCESSFUL SALON OWNERS
REALISE THAT COMPETITION
Think about it, you can provide a whole
list of things before, during and after a
retail sale to your client that your online
competitors can't. It's just a matter of
stepping up and innovating.
As Richard Branson once said when he
was asked about how he deals with copycat
competitors, don't be bitter, be better.
So outlook is really important. Don't
waste energy focusing on the threat online
poses to your business. Spend that time
focusing on the opportunity. And from a
practical perspective, there are three things
you can do to maximise the opportunity.
Firstly, review your product mix and if
it's heavily skewed towards products that
are readily available online, consider a
review. I realise that's a big decision but
worth considering for the long-term health
of your business. Consider challenging the
old paradigm of simply stocking one range.
Consumers love choice so stocking two to
three different ranges enables you to offer a
highly customised solution.
Secondly, focus on the importance of
continuing with a particular product in
the days following the treatment to ensure
they get the most out of the ser vice they've
For example, if you've given your client
a facial, take the time to educate them on
the importance of using particular products
in the first two to three days after that
treatment. This is usually the time it takes
for an online purchase to arrive and makes
them aware that for the sake of saving a few
dollars, they could be compromising what
they've spent on the in-salon treatment.
Thirdly, include a value-added 'Gift with
Purchase' offer. This could be an accessory,
such as a body brush, cosmetics bag, a candle,
a take-home tea pack, or some bath salts.
The thing you'll notice that all these
products have in common is that they are low
real cost, high perceived value.
Many of these items you could purchase
or have manufactured for a fraction of their
So as an example, you might offer a free
cosmetics bag or travel pack with every two
retail products purchased. That item might be
valued at $15 but cost you $3 wholesale. Having
items like this in your salon gives you real
f lexibility when it comes to not only product
offers but promotions, gifts and rewards.
Step Three: Maximise your
After owning, growing and selling five
businesses over the past two decades, one
thing I've learnt is that your people are your
most valuable asset. Look after your staff and
they'll look after you. I've also learnt that
everyone is a unique individual, with their
own agendas, hot buttons and motivations.
Although it's easy to assume that everyone
is incentivised simply by money, that's not
always the case. Yes, having an incentive
scheme for your staff can help, but it's
only part of the story. For your staff to stay
motivated, keen and dedicated to achieving
consistently above-average retailing results,
they need more than a little extra cash.
Here's a simple process to cover off the
different motivations of your team.
DIRECT RECOGNITION --- FROM
YOU OR OTHER LEADERS
For some people there's nothing more
motivating than having their leader or
manager catching them doing the right
thing, or acknowledging great results. The
psychology of praise is an interesting one
and I've read lots of different studies that
reveal that the number one complaint of de-
motivated staff is lack of recognition.
Now you might respond to this by saying
'my staff doing the right thing is really just
them doing their job! Why should I have to
recognise them?' And that may be true, but
a little bit of recognition goes a long way.
Singling someone out and praising them
when they make a great sale or really go
the extra mile in a retail sales scenario will
increase the chances of them doing it again.
As human beings, we're programmed
to repeat behavior that we're rewarded for,
not just in a monetary sense, but also in an
emotional sense. When you praise your staff
and give them that `well done' pat on the
back, a chemical reaction takes place in their
brain --- dopamine levels, which is the happy
hormone in the brain, increase. These levels
can stay elevated for a few hours so not only
does recognition make your team member
feel good, they'll more than likely bring a
happy and enthusiastic demeanor to the
retailing experience for their next client.
You'll find that a little competition goes a long
way and being acknowledged in front of their
peers in a team meeting or get-together can
be a real hot button for some people. Singling
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