Management Practices

Power Planning

Rosanne Ullman | July 10, 2011 | 12:31 PM

The lives of all salon professionals revolve around the calendar. Whether paper or electronic, the appointment books of hairdressers and estheticians contain clients’ visit times and pertinent notes, while salon owners mark dates to prepare taxes, complete budgets, pay bills, hold staff meetings, order products, place ads and perform myriad other tasks that must be done on time.


Most likely you and your staff have at least one New Year’s resolution in common—to turn a bigger profit in 2008 than ever before. That requires some serious goal-setting. Try designing a datebook for you and your staff! Below, we’re starting you off with a few ideas for January:

January 3-5:  Down comes the holiday tree! Replace holly and tinsel with a cottony-white display of skin care creams to battle dry skin. Run a retail special for clients who book manicures, pedicures or facials.

January 6-7: Review last year’s Valentine’s Day sales and order appropriate supplies of gift cards, baskets and products. For a fragrant twist on hearts-and-flowers decorating, stock up on soap roses and rose petals in reds or pastels. Your decorations will double as popular retail items! And don’t forget to start booking those couples massages. Market them to male clients for a Valentine’s Day gift his sweetheart won’t forget!

January 12-14: Send your best clients an incentive to refer potential regulars for 2008—a half-off pedicure when they bring in a friend, or a coupon good for a bottle of shampoo when they send in two referrals for services. And if they pre-book for their next appointment, offer a 10% discount on retail.

January 17-18: Start advertising your Valentine’s Day packages and specials. Whether you offer a cozy couples massage, yummy chocolate pedicure or full makeover and photo session, get the word out through the local paper, radio spots, direct mail and your website. Did you create a database of customers who bought holiday gift certificates? Tap into it and send them an update about your Valentine’s Day offerings.

January 25-29: The summer’s brides are already planning, so you should be, too. Take a booth in a bridal show, and call your local bridal magazine or the newspaper’s Sunday supplement to find out the advertising deadlines. Entice brides to be and their bridal parties with little extras like champagne and strawberries, early hours or a private room.

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