Since the trial period, Cronk has opened up the program to everyone in the salon with amazing results. Retail sales have doubled, from an average of $3,000 a week to $6,500 to $7,000 a week, prebooking rates jumped from 30 to 65 percent, and productivity on slow salon days jumped from 20 to 60 percent. Since no other changes were made in the salon at the time, the results are fully attributed to the strategic gratitude program.
“I’ve taken just about every management course out there and they are all based on the numbers and the hard sell, and that’s just two things most stylists and many owners are very against,” says Cronk. “Since not every client gets the discount, and a single client doesn’t get it everytime she visits the salon, this is not seen as a promotion, but for what it really is—a sincere gift of appreciation.”
But more importantly, says Cronk, is how the program’s transformed the thinking around the salon. “It’s really changed the mindset of the staff to not be employees, but to take ownership for growing their own business—to be accountable and be empowered,” Cronk. “Now, they’re coming up to me with even more ideas of how to apply this program.”
Follow the progress of Cronk’s strategic gratitude experiment by following his blog at israelcronk.com.