The New Year is upon us and many people are making their resolutions list for 2013. Eat less fast food. Exercise more. Stop smoking. Donate more time and money to the community. Stop stressing out. Be more positive.
With all of these personal goals floating around, it’s important to also set professional goals for the New Year. When you have outlined goals (and metrics to track your success), you’re more likely to see your business grow, improve client satisfaction and loyalty, and become happier at work. Since the world didn't end in 2012, I'm here to help you make your resolutions for the New Year and take it a step further by measuring your success!
Buckle up because this post is a little long, but worth the read. So, let’s back up for a minute and clear up some important terminology.
A strategy is the direction and scope of your long-term goals.
A tactic is a conceptual action implemented as one or more specific tasks. Think of tactics as the bread and butter of your grilled cheese sandwich. The cheese, of course, is your strategy.
Goal vs. Objective:
People often use goals and objectives interchangeably, but they actually have slightly different meanings.
A goal is the purpose toward which an endeavor is directed.
An objective is something that one’s efforts or actions are intended to attain or accomplish. Your objective is your target or underlying purpose of the goal. Be sure to include specific numbers and deadlines when you are talking about your objectives.
Here is an example applying all of the above terminology for a stylist:
Strategy: Become a desired and leading hair stylist in my community.
Goal: In 2013, I want to increase my number of clients.
Objective: I want to have 20 new clients by December 31, 2013.
Tactics: To accomplish my goal and objective, I will implement a client referral program, develop a social media strategy, and use Loxa Beauty Professional technology for online exposure and new clients.
Inspired to set some goals? Below are ten metrics you can use to measure and track your professional goals.
5 Salon Metrics:
1. Percentage of increased revenue. Track this metric quarterly or monthly to implement any new tactics to help you achieve your goals.
2. Number of new services or products. By implementing new services or adding new products, it shows your clients you are an innovative and trendy salon.
3. Number of new hires. Hiring new employees means you are a growing and thriving salon.
4. Number of hours you give back to the community. Being involved in community events shows you care and are dedicated to giving back to the community that you and your clients live in. In addition, you’ll increase your brand awareness, which should generate new business. Think of creative ways to get involved and give back - develop a team for Relay for Life, sponsor a makeover contest, or sponsor an event.
5. Number of new clients generated from your Website. You should also track other metrics around the success of your Website. Track the number of visitors to your Website, number of form submissions, number of appointments made online, and number of clients who said they discovered you via search engine / your Website.
1. Number of new clients. Track this metric monthly or quarterly to determine if you should implement any new tactics to help you achieve your goals. The Loxa Beauty iPad and iPhone app helps you keep track of your clients - organized and accessible at your fingertips.
2. Number of social followers (and level of engagement). Having a presence of social media allows you to post pictures of your clients (before & after), promote specials, fill canceled appointments, share tips, and recruit new clients. I encourage you to get a Facebook page, Twitter account, Instagram account, and YouTube if you share any video how-tos and makeover stories).
3. Number of referrals. The best gift a client can you give is a recommendation. Reward your clients by developing a client referral program. Offer a percentage off their next visit, a free haircut, free waxing service, or free product). Have your clients leave a review for you on Loxa Beauty.
4. Percentage profit increase per transaction. Focus on upselling your clients through new products, services, and pre-scheduling their appointments.
5. Number of products sold. Don’t be pushy when you are upselling. Simply explain why certain products are made for his / her hairstyle, how they can use the products, and how long product will last.
And finally, but equally important, make sure that your goals as a stylist are directly linked to the corporate goals and vice versa. You must understand the mission and vision behind your goals or you’ll be less likely to follow through with your plan for 2013.
What goals are you planning for 2013? Be sure to comment below or tweet us at @loxabeauty.