4- Get the big picture.
Stand in every spot in your salon where a customer could possibly stand, including in the restroom, and take a digital photo. The good, the bad and the ugly. Put these photos into a PowerPoint slide show and review in detail with your team. Make two sets of notes: Hall of Fame and Hall of Shame, i.e. what works, and what needs to be changed. This is similar to what coaches do to guide their players on to victory!
5 -Make it matter.
Your team has to be fully invested. Rather than presenting the team with a finished plan and telling them what to do, involve them earlier rather than later in the planning process. Encourage brainstorming, where ideas are welcomed and received without criticism. Reward participation so that your people feel ownership and accountability.
6 -Start early.
Develop a year-long calendar of promotional ideas, including new product launches, giveaways, events, speakers, contests, promotions and brand alliances with local community organizations, with the realization that it’s a moving target. Flexibility is always a sign of strength, not weakness. Each month, discuss the calendar with your team. Allow 4 to 6 weeks for major promotional / sale / holiday planning, and maintain your commitment to update and “make over” your retail space, windows and floor space each month.
7-Feel the love.
Listen for passion from your team-members. If someone on the team really can’t get enough of a specific kind of holiday, or a specific aspect of planning, such as working with local charities, creating edgy window-displays, or coordinating merchant association participation, recognize this, acknowledge the interest, and give that individual a significant level of participation in that area.
8-Know your numbers.
Track your retail, service and Gift Certificate dollars to set goals for greater achievement. Review the numbers at the end of every week, and call a team meeting every two weeks to review in detail. Today’s technology allows the entire team to be present virtually if needed, through Skype, text and of course phone.
9-Face the music.
Identify with utmost clarity what worked and did not work, and make each meeting the time for proposing solutions. Make special note of products and services which under-perform, and analyze why this happens. In the best circumstances, sometimes products don’t move because they simply are not displayed properly, are not presented to the customer in an engaging way, or because key personnel cannot explain the product clearly and persuasively. Look into every possibility. When some aspect of your process fails consistently, it is time for a major strategic overhaul.