Creative HEAD May 2019

#BusinessEdit
KEN’S CLINIC
GOT A BUSINESS HEADACHE?
LET KEN WEST, DIRECTOR OF BUSINESS
EXPERTS 3•6•5, OFFER A PERSONAL PRESCRIPTION
LIFE
LESSONS
DIRECT FROM
KEN’S DIAGNOSIS
Mark asked this question at Salon
Smart and, in turn, I asked salon
owners to share with me which KPIs
they measure regularly in their business.
These are the numbers that indicate how
well your business and individual team
members are performing. Below are some
of the suggestions from the workshops
and an average number that the delegates
suggested would be a good goal to aim for.
Utilisation: 80 per cent
Rebooking: 70 per cent
Retail sales: 15 per cent
New client retention: 70 per cent
Average bill: 10 per cent higher than
cut and finish price
As I said these were the
suggestions from the delegates
in the room and not mine, but
what I did discover was that
many salons are not looking at
their numbers on a regular
basis and some were
not even aware
of what numbers
they should be
looking at. All of
the above are good
numbers to monitor
and should all be
looked at from two
points of view. First,
the numbers of your
What are the main
Key Performance
Indicators (KPIs) that
every salon should be
looking at with
ever-growing
gaps between
appointment
frequency?
MARK CASWELL,
UMBERTO GIANNINI
salon overall; and second, the numbers of
each of your team individually. For example,
your overall salon rebooking number could
be 70 per cent but this could come from an
average of three of your team achieving 90
per cent and three of your team achieving
50 per cent. Your challenge is to find
out how some stylists achieve a higher
rebooking rate and then coach the lower
performing team to help them to grow theirs.
Average income per client is a classic.
Some stylists constantly upgrade and
achieve an average income per client that is
way higher than their cut and finish price.
Others undercharge, offer discounts or
spend their time offering low ticket services
which eat away at their average income per
client figure.
When I first joined 3•6•5 as a member
more than 25 years ago, I learned two
things that I’ve never forgotten: ‘success
leaves clues’ and ‘successful people do the
things that non-successful people can’t
or won’t do’. Anyone that is achieving
more than someone else is always doing
something differently. As a salon owner it
is your responsibility to grow the results
of each and every member of your team.
But first you need to monitor and analyse
your results to understand what you need
to work on. This is why knowing and
understanding the KPIs of both
your salon and your team is vital.
DO YOU HAVE A BUSINESS HEADACHE YOU’D LIKE KEN TO HELP WITH?
Email KenW@365Hair.com or tweet @creativeheadmag
KEITH HARRIS
Be honest and believe
yourself – but try not
to fool yourself either.
Professionally speaking, you
need to be your own biggest
critic. If you produce a
piece of work and you know
that it’s not good enough,
that means exactly what it
says; so just throw it away.
It’s hard to start again but
it’s the only approach and
attitude that allows you to
grow your ability.
Fear is a big part of the
creative process. ‘Worry’
or ‘concern’ might be better
words, but whenever I go
into the studio, on stage or
in a pressured situation I
always feel a bit scared. If
ever nerves don’t appear
(which is rare) then I don’t
feel ‘switched on’ and I don’t
feel at my best. Adrenaline
occurs for a reason.
Realise perfection does
not exist… but the
pursuit of it is the reason
for waking up every day.
Having worked with Vidal
Sassoon, Trevor Sorbie,
Robert Lobetta and Aldo
Coppola, their collective
senses of excellence and
levels of self-expectation
taught me to push myself
to my limits and to expect
much more from myself.
CREATIVE HEAD
25