Salon Today - August 2008 - (Page 33)

around they don’t have to do anything; the postcard template, e-mail or text message they’ve chosen goes out to all the women 35-50 within this zip code who have had skin care services.” All of this is opt-in marketing; the client must agree to be contacted. “Shortcuts has options that say, ‘Do not e-mail’ and ‘Do not text message,’” Reavis says, adding that salons should be speciﬁc when they ask clients how they want to be contacted about promotions. If you conﬁrm an appointment by e-mail, SalonBiz can make that double as a little marketing piece. “You can mention any event or special,” says Hall. “It’s HTML-compatible so it can look cool with photos, images and different fonts.” Hall adds that her company’s WebBiz feature provides both online booking and e-commerce, enabling the salon to promote retail products to someone making an appointment or purchasing a gift certiﬁcate. STAFF TRAINING AND MOTIVATION Even when we’re talking about technology and hands-free operation, so much of success in the salon still depends upon personal interaction. Software companies address this by building staff motivation right into their systems. “You can set up commission programs to motivate your staff to sell more,” comments Mace. “For example, you can have a stylist receive a ﬁve-percent commission if she sells one product per day and a seven-percent commission if she sells two products a day.” Pagliaro recommends setting retail goals both for the entire business and for each staffer. “Track your goals weekly, not monthly,” he advises. “If you track monthly, you have less opportunity to make changes if necessary. Tracking weekly lets staffers know they need to do better next week. We’ve seen that this works.” Goal setting, however, can take place just once a year. “Fill in 19 numbers in our software, and “As online booking increases, I can see retail being more available online. The client could order the products at the time of booking so that everything is ready when she checks out.” —Brad Mace that will give you a daily target for both service and retail for the year,” Pagliaro explains. “But in all cases, make sure their retail performance is frequently discussed.” It’s the old saying, “What gets measured gets done,” agrees Renaud. “Our software tracks how many clients the stylist saw, how many of those > http://www.millenniumspasalon.com http://www.millenniumspasalon.com

Table of Contents Feed for the Digital Edition of Salon Today - August 2008

Salon Today - August 2008 Contents Editor's Note Reception Roundtable Decor Down to Business Get with the Program Products Owner to Owner

Salon Today - August 2008

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