Most successful salons and spas have built their brands on exceptional services and unforgettable experiences – and the right staff to make that happen. In the words of industry veteran and former Massage Envy CEO David Crisalli:
“The guest is spending 95 percent of the time with a hairstylist, an aesthetician, a massage therapist, or a barber. If you really want to move the needle, then inspire, coach and, and teach them to create an incredible experience.”
Cultivating an ambitious team, well-equipped for the ever-evolving demands of the industry, is vital for your business' success: It elevates the guest visit with superior service – and fosters engaged, loyal staff members who feel inspired to grow with your brand.
In this post, we explore how to make staff performance and development a consistent part of your business strategy – and the tools that can simplify the process.
Access to performance metrics
“You can’t manage what you don’t measure” is a tried and tested saying in business, and it holds true for salon and spa staff performance.
Start by setting up staff-specific KPIs (key performance indicators) that align with your overall business goals, like increased revenue or customer loyalty. Give each team member regular insight into their progress in one-on-one meetings, or (even better) direct access to track their own performance data.
When employees track their own KPIs, they clearly understand their strengths and weaknesses, and areas of improvement they need to address. Consider some of these useful performance metrics for salon and spa staff:
- Client retention rates: High retention rates indicate that staff members are providing excellent service and creating a positive experience that keeps your customers loyal. This metric can be the percentage of appointments booked by a repeat customer.
- Service sales: This metric tracks the revenue generated by each employee through the services they provide. It can help you identify top performers and encourage others to improve – for example, those striving to improve their sales numbers can try upselling add-ons as a method of improvement.
- Product sales: Similar to service sales, this metric measures revenue generated through product sales. You can choose to track total retail revenue or, for something more specific, measure the percentage of service invoices that also include a product purchase. These metrics can reflect a staff member’s product knowledge and sales skills.
- Provider utilization rates: A high utilization rate reflects an employee in high demand; a low rate may signify a need for improvement in skill, customer service, or overall brand marketing efforts.
Regular performance reviews
Frequent reviews give your staff an opportunity to receive constructive feedback on their performance, discuss any challenges they're facing, and set goals for the future. When conducting performance reviews, it’s essential to maintain a consistent structure so you and your staff member can accurately track their efforts over time.
Keep the following performance review tips in mind:
- Schedule reviews at least twice a year: Frequent reviews help employees stay on track with their goals and give you the chance to address any timely issues.
- Be specific with feedback: When discussing performance metrics, provide concrete examples to illustrate your points. This helps employees understand exactly what they must do to improve and brings the data into the real world.
- Set SMART goals: Specific, Measurable, Achievable, Relevant, and Time-bound goals will help staff focus their efforts and track their progress more effectively. In practice, a SMART goal could be “Increase retail sales by 20% in the next 6 months.”
- Create an open dialogue: Encourage employees to share their thoughts, concerns, and ideas during the review. This promotes a supportive environment where staff members feel comfortable discussing their professional growth.
Staff training and development
In the trend-driven beauty and wellness industry, continuous training is crucial for salon and spa staff. It helps them stay current with industry developments, learn new techniques, and enhance their customer service skills. Training also improves the overall quality of your services and demonstrates your commitment to staff development.
You can even share “behind the scenes” training video clips on your social media channels to let customers know your business invests in growing its talent pool.
Consider implementing the following types of training:
- Technical training: Service providers stay ahead of industry trends and expand their skillset. Provide workshops and courses that teach new techniques, services, or treatments relevant to your salon or spa.
- Product training: Providers and staff can boost their product sales commissions with well-placed recommendations to guests. Offer training sessions on the benefits and applications of your in-store product range.
- Soft skills training: Your team improves their interpersonal skills (and in turn, the guest experience) with workshops on communication, sales techniques, and customer service.
Conclusion
Investing in professional growth for your salon or spa staff is crucial to keep your customers satisfied and your team engaged. It clearly conveys to your team that you care about them not just as employees, but as professionals and as people looking to advance their career. Along with expanded earning opportunities, professional training and empowerment are key to staff happiness and retention.
As a business owner or manager, you can make staff development a key element of your success strategy by offering access to performance metrics, scheduling regular reviews, and providing ongoing training.
At Zenoti, we think tracking and improving performance should be an exciting challenge – not an administrative chore. Our all-in-one software – powering 25,000+ businesses – simplifies employee development by giving you a comprehensive overview of business and staff performance and the option to set and track your own KPIs.
Meanwhile, your staff are sure to appreciate convenient, direct access to their own, up-to-date individual metrics (plus their schedules, earnings, and more) – right from their smartphone.
