January 2011:Facing Pages 14/12/10 13:23 Page 77
lizmckeonwrites
another year, another round of newyear resolutions!
Take the hard work out ofmaking business resolutions with these suggestions fromLizMcKeon
The start of the year is a great time to reflect on your salon’s progress over the past year and plan how you want your business to
develop.Not sure where to start?
Here are 30 achievable business NewYear resolutions...
•Generate publicity for your salon by providing expertmarketing quotes to beauty industry websites, blogs,magazines
etc.Too often the task of promoting the salon slips to the bottomof the to-do list, if you want to attract new clients you have to make promotion a priority.
• Focus on building business systems that can help increase efficiency, concentrate on the work that reallymatters.
• Join industry groups and update on
training.Maybe learn something new, directly related to your salon, which will add to your skills and add a new dimension of interest to your salon for your clients.
• Build on the successes of 2010, rather than worrying about the lows.
• Improve conversion rates fromcasual website visitors to appointments and sales.
• Clients want an outstanding experience at a price they can
justify.Make sure your salon provides exceptional personal service.
• Improve tracking - tracking responses to enquiries, emails, finances, client acquisition costs and average profit per client.
•Re-evaluate suitability ofmarketing strategies.Take time out and plan your entiremarketing strategy for 2011. Planning is vital if you want a healthy growing salon business. Business planning lets you take stock of what worked and what didn’t.
• Explore newmarkets as business environments continue to change.
• Explore existing clientele for future opportunities.
•Run a ‘client feedback survey’ for one month and find out what clients really think of your salon.
• Plan to grow business in 2011. •Understand clients better - get the information you need to startmaking need improvements to better serve your clients.
• Stay passionate and have fun. Create your own good luck.
• Launch a charity armto your salon - give back, knowing that whatever you give comes back several
fold.There are all sorts of worthy organisations that make a difference in your community. Find a cause thatmatters to you and get your business involved.
• Improve operational systems for growth. Review business processes and improve themto set up for significant growth over the next three to five years.
• Build a better on-line presence. • Improve website -make itmore user friendly, easier to navigate and upload client testimonials.
•Go full swing into social networking. Use Linkedin, create a Facebook page and a blog. Create videos featuring your services and post themontoYouTube.
•Review all employee responsibilities. • Broaden your services in order to support clients in themodel of a ‘one stop shop’.
•Outsource, focus and expand!Make smart, better strategic use of outsourced admin support staff - if they are half the price you are, you can spendmore time on client work andmakemoremoney.
•Get networking - set up partnerships and strategic alliances with your neighboring business community. Join a new business organisation or networking
group.There’s nothing like talking to other business people for sparking new ideas, refining old ones andmaking contacts.
•Communicate goals for business growth to employees.
• Support employees to continue learning as they strive to reach their goals and vision.
•Work smarter, not harder. •Keep clients longer. Increase client retention and average spend. Expand on the philosophy of providing an experience, not just a service.
• Learn how to delegate and domore of it. Delegation is the key to a healthy work/life balance.
•Drop what’s not working for your salon andmove
on.All products aren’t going to be super sellers, all suppliers aren’t going to be ideally suited to your business. If a treatment, product or business relationship isn’t working for you, stop using it. Don’t invest a lot of energy into trying tomake the unworkable
work.Move on, something better will turn up.
• Put time in your calendar for you. It is important to take time to recharge and refresh yourself.A healthy business demands time
out.All work and no play is a recipe formental and physical disaster. If you won’t invest in yourself, who will?
Build a salon based on long-standing relationships with satisfied clients and ensure continued and sustained success for 2011.
LizMcKeon is a Business Coach andTrainer, specialising in the beauty industry. For information on upcoming workshops, seminars and consultancy services, check out
www.lizmckeon.com.
GUILD NEWS 77
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