Re-appraising staff appraisals
Richard Darby, managing director of Mark Leeson Hair Body & Mind, Mansfield, recently gave the salon's staff appraisal system a complete overhaul. He explains how it is benefiting the business.
Why have you revised your appraisal system?
We wanted to make sure that all members of our team are 100% motivated - from an apprentice who has been with us for six months to a senior stylist who has been with us for 10 years. Every single person is motivated differently, so our appraisal system is personalised and tailored to each individual.
How do you motivate a stylist who has been with you for 10 years, and is fully booked daily, to achieve more?
We are teaching them to utilise the fact they are fully booked because they are great at their jobs. If their clients love what they are doing and they give outstanding customer service, they need to take advantage and up-sell at every opportunity.
From day one, we set our apprentices goals with regards to treatments carried out at the backwash, so they soon get used to our system of monitoring and the way in which each team member progresses both financially and up the career ladder.
All our stylists are colourists too, so we are now getting them to think about the number of services each client has within their allocated time slot - and offer them an additional service at every opportunity.
If our employees want to earn more, then our system allows them to increase their earning potential by working smarter not harder, and we keep them motivated through continual training and personal development plans.
Does your appraisal system touch on retail sales?
RD: Yes. We set individual goals. We make our employees think about the products they use and to question whether they could do their job as effectively if we took the products away. They understand that a client always comments that their hair is never as shiny or as smooth when they do it at home, so the team is taught to use this.
Our appraisal system has made our team members think about the way they retail. They realise now that when clients walk through the door, they are asking for expert advice.
Are mystery shoppers part of your appraisal system?
Using mystery shoppers has benefited the whole appraisal process. During a
12-month period, we have analysed what a client wants from a five-star destination salon, which we feed back to our staff to make sure we are delivering what is expected.
Our mystery shoppers analyse every element of our service; it's not just about the team selling products or serving nice drinks. Everything is considered - the mystery shopper will monitor details such as how many times the phone rings when booking an appointment, or whether they were offered advice on what brushes to use.
How has the appraisal system been received by your team?
It has helped motivate every member of staff. Each team member has personalised goals, so immediately they feel genuinely cared for. We value our team members so much, and their happiness has a great affect on the success of our business. We have learnt that what motivates one person does not necessarily motivate another, but with our appraisal system everyone is happy and the business will continue to flourish.
