Grow Your Business – Tips From the Expert - 3/9/16

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GROW YOUR BUSINESS
Tips from the Expert
Millennium Systems International

YOUR PRESENTER
Bob Maconi
VP of Enterprise Sales
Millennium Systems International
Owner of Salon Today 200 Winner
Elysium Salon & Spa in Lincoln Park, NJ

WHAT DOES RETENTION MEAN TO YOU?

Basic
Responsibilities
COST
CENTER
Close-Out
Drawer
Greet
Guests
Answer
Phones
Book
Appointments
Ring-Up
Sales
WHAT DOES YOUR FRONT DESK
MEAN TO YOU?

$ Cost Center $
VS.
$ Profit Center $
WHAT DOES YOUR FRONT DESK
MEAN TO YOU?

Goals
TEAM MOTIVATION

Goals
TEAM MOTIVATION
Reward team goals with parties, gift cards, free services
at your business, paid time off, additional education,
employee of the month awards, etc.

Build a Culture
EDUCATE YOUR TEAM

EDUCATE YOUR TEAM
New
Guests
per Month
New
Guest
Retention
Repeat
Guest
Retention
Frequency
of Visit
Average
Ticket
Productivity
6 Growth Indicators

EDUCATE THE FRONT DESK
New
Guests
per Month
New
Guest
Retention
Repeat
Guest
Retention
Frequency
of Visit
Average
Ticket
Productivity
6 Growth Indicators

New Guest Experience
New Client Goody Bags, Tours, Promote Loyalty Program,
Customize UDFs, Verify Their Experience
NEW GUESTS PER MONTH
1

Marketing & Referrals
NEW GUESTS PER MONTH
1

NEW GUEST RETENTION
Call Guests Due in
2

NEW GUEST RETENTION
Client Loyalty Points for Prebooking
2

NEW GUEST RETENTION
Sell Series & Book Standing
2

REPEAT GUEST RETENTION
Call Guests Due in
3

Sell Series and
Book Corresponding Standings
3

Pre-Book
3

Offer Loyalty Points
for Trying New Services,
Spending (X) Amount, Etc.
3

FREQUENCY OF VISIT
Sell Series and Book Standings
4

FREQUENCY OF VISIT
Pre-Book
4

FREQUENCY OF VISIT
Follow-up on No Shows, Cancellations,
& Pendings
4

FREQUENCY OF VISIT
Mask the Book to
Maximize Bookable Hours
4

AVERAGE TICKET
Up-Sell
(Instead Of)
For example: 60 Minute Massage to 90 Minute Massage
5

AVERAGE TICKET
Cross-sell
(In Addition To)
For example: Book a Facial with a Massage (Other Departments)
For example: Book a Pedicure with a Manicure (Same
Department)
5

AVERAGE TICKET
Add-On
(With)
For example: Moisture Treatment for Facial = $25
5

AVERAGE TICKET
Push Retail As Part of Home
Regimen & Reward Clients
with Points
5

PRODUCTIVITY
Mask the Book
6

PRODUCTIVITY
Affected by All Growth Indicators
6

What is the benefit of using the
GROWTH INDICATORS
financially?
Let me show you…
WHAT IF?

APPLIES TO RETENTION & ALL GROWTH INDICATORS
Automated Marketing

MOTIVATE YOUR TEAM
Make It Fun!
Retail Contests & Incentives (Top N)
Pre-Book Contests – Pair Front Desk with Service Providers (RTMS)
Package/Series Sales Bonus (DE050)

ECONOMICS OF RETENTION
5 Chair Salon doing $450,000 a
year with an average service ticket
of $60, and 1,700 active clients

FOV increases from 4.5 to 6
=
$153,000 increase

Retail sales increase from 10% to 15%
=
$45,450 increase

New total
=
$648,400 (44% gain)

Make It a Career Opportunity – Incentivize Them
For Example: Create new positions with multiple levels
Receptionist – Entry Level
• $8.00 an hour
Front Desk Specialist
• $10.00 an hour
Front Desk Professionals
• $15.00 an hour and up
• Also encompasses all 5 revenue increasers
CREATE FRONT DESK PROFESSIONALS

ACTION PLAN
Monday Tuesday Wednesday Thursday Friday
AQ070
Appointment Recall Listing –
Due in this Week
We Miss You Email
Blast/Calling
Clients not in for 3 Months
AQ246
Add-on Wednesday!
Run Contest
AQ071
Missed
Opportunities
Top N Products
this Week
AQ230
Cancellations Last Week
New Client Welcome Email
New Clients Last Week
AQ245
Booked On Listing
To Track Add-Ons
AQ201
New Client Listing-
Call New Guests this Week to
Verify Experience/Referral
Program
DP085
Products on Sale
Print to Prepare for Monday
Verify the Pending List Has
Been Cleared
Upsell Marketing
(Client Selection)
Guests who had Color but not
a Haircut
MR126
Liabilities about to Expire
Teach a Service Provider
Something New about the
RTMS
Lasts X Weeks Project
Decide How Long a Guest Will
Use a Product, and Enter into
Millennium
Look for Guests with a High
FOV and Turn Them into
Standings
Email Verification –
Use Printed Selection to
Ensure Email Accuracy
Use MR045 to Track
Package/Series Contest –
Who Can Tag Their Name
on the Most!
Marketing Brain Storm
Next Weeks Promotions
FDP05
Front Desk Pre-book Analysis
Monitor Rebook % - MA245 Monitor Rebook % - MA245 Monitor Rebook %-MA245 Monitor Rebook %-MA245 Monitor Rebook %-MA245
MA065
Estimated Sales vs. Actuals
MA065
MA065
Estimated Sales vs.
Actuals
MA065
MA065

NO TIME TO DO ALL THIS?
Implement the proper tools
to free up time!

Online Booking
AUTOMATION & TOOLS

Millennium eGift
AUTOMATION & TOOLS

MillenniumGO
AUTOMATION & TOOLS

ZeeZor
AUTOMATION & TOOLS

SalonClouds
AUTOMATION & TOOLS

Demandforce
AUTOMATION & TOOLS

AUTOMATION & TOOLS

• Educate Your Team on Growth Indicators
• Implement an Action Plan
• Create Your Benchmarks (Use Reports to Analyze Your Business)
• Increase FOV by 1 Visit
• Increase Average Ticket by $5
• Run Reports Again, Two Months from Now
ACTION PLAN

FRONT DESK ACTION PLAN
Goal Actions Measurable Objectives Target Date
Drive Revenue
Through Client
Loyalty
Set up a Points/Rewards Program based on
the current needs
Use the MR230 to see how many points are
earned within a time period
Drive Revenue
Through Client
Loyalty
Set up coupons and discounts and use
Client Selection to find the clients
Use the MR025 to view coupon usage
within a time period
Drive Revenue
Utilize WebOpenings and eGift to give
clients a quick and easy way to access your
business
Use WebOpenings & eGift to analyze how
much revenue they have generated for
your business
Improve Employee
Performance
Through Reviews
and Rewards
Analyze your team’s productivity, average
ticket, and rebooking numbers, and reward
those employees who go above and
beyond, utilize the MA200
Use the Real Time Monitoring Station,
along with the Front Desk Productivity
Screen, to view this information daily,
weekly, and monthly
Increase Business
Sales
Analyze Estimated Service Sales vs. Actual
Sales; analyze how this year stacks up
against last year, utilize the MA065
Use the Sales Statistics screen, along with
the Estimated Service Sales screen to
monitor these numbers frequently
Set Up Your Report
Scheduler
Determine which reports need to be
emailed, printed, and saved so that
Millennium can do the work for you
Keep track of your business when you’re
not there, and make sure that your
numbers are matching up

What are some key items that you will
take back to your business to increase
revenue at YOUR business?
REVIEW TIME!

CONTACT US
For Information about Millennium or Meevo
sales@millenniumsi.com
For questions about today’s presentation
education@millenniumsi.com

Grow Your Business – Tips From the Expert - 3/9/16

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