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What Will Your Business Become This Year?

Deedee Crossett January 2011 issue of Skin Inc. magazine

A new year brings with it an opportunity to push the reset button, take inventory and create a plan for the future. Goal-setting is not only a chance to plan for the future; it is why you became a business owner in the first place. This is the time to dream about what you want your business to become in 2011. The first step is to create time to dream big. Schedule quiet time, away from distractions, when you can let your mind wander. Choose a time of day where you are most energetic and creative, and keep this appointment with yourself.

Begin by writing “2011” in the middle of the page and drawing a circle around it. Now, draw a line out from “2011” for each goal you would like to achieve this year. Examples include retail goals, client experience, or anything else that comes to mind. Start writing ideas and thoughts under each topic, and try not to judge your thoughts or think about what will or will not work. Be creative—use colored markers, pictures that inspire you and quotes. This will be the foundation for your 2011 goals.

Be specific

Now that your 2011 dream board is outlined, you can go back and be specific about the details. For example, let’s say you decide February is client experience month, and you want to work on including more add-on services, adding tea service and improving client flow. When writing your goals, be specific, make them measurable and add a time line.

Example: February goals

1. During February, the team will suggest two add-ons for every appointment: one during the confirmation call and two during the service consultation. The spa goal is to increase add-on services by 50% during February.

2. Clients will receive a warm towel to wash their hands and a complimentary tea service before every facial. The goal is to brand the service; all clients are encouraged to come early for their appointments and be relaxed for their service, which will result in improved client retention of 20%.

3. Estheticians will pull consultation cards the day before the appointment, and the service desk will print the schedule first thing in the morning. The spa professionals will check that the room is prepared for all the appointments that will take place that day. You will improve the client experience by being more prepared for the client. Also, while the client is changing, the spa professional will pull the recommended product and have it waiting for the client at the front desk. The goal is to create a client flow that will improve the experience and increase retail sales by 15%.

Write down these goals and have them posted where they can be reviewed daily. The entire team should know the goals, and everyone should be on board to achieve them.

You will have a better buy-in from your team members if they know what’s in it for them: their service commissions will increase, clients will pre-book and retail commission will improve. As an owner, these things may seem obvious to you; however, it is important that you explain what you are doing, why and what’s in it for your team.

Take each weekly or monthly goal one at a time. Once you write it down, go back and detail each individual focus or event. Use positive words and phrases, such as:

  • "I will achieve a 10% increase in my business;”
  • “My clients always pre-book before they leave the spa;”
  • “We have happy clients;” and
  • “Our customer service is amazing.”

Avoid phrases such as:

  • “I will try to sell more retail;”
  • “I’m going to ask my clients to book another appointment;”
  • “I want more happy clients;” and
  • “We will do better with customer service.”

Predict the future

Use goal-setting to predict the future. You have the privilege of servicing clients in the most amazing industry on the planet. Take full advantage of your opportunities and everything that the future has in store for you. Here’s to a prosperous 2011!

Deedee Crossett is a licensed esthetician, founder of the San Francisco Institute of Esthetics and Cosmetology, and member of the California Board of Barbering and Cosmetology. With more than 15 years of sales and marketing experience, her mission is to inspire and develop future professionals that every spa will want to employ. Crossett is a member of the 2010–2011 Skin Inc. magazine editorial advisory board.