womanthismonth.com | SEPTEMBER 2025 BEAUTY 15 Every day I hear salon owners saying: “Fatima didn’t cover her salary.” “Anabel didn’t reach her target.” Let me tell you something: your staff cannot go in the street and bring clients. Their job is to do great service, increase the bill, upsell and make clients come back again. Your job as an owner is to bring clients to the salon. Target Culture and Staff Challenges Every month, we invite readers to pose their own questions for Badia to answer in her next column. Make sure to ask your own by emailing [email protected] A k Badia Your Monthly Guide to Salon and Spa Success ? Marketing and Trained Staff Must Work Together If you don’t bring clients, how can your staff reach their target? And if staff are not well trained, even if you bring clients, they will not return. So it is two things working together: Owner’s role: marketing, promotions, visibility, energy. Staff’s role: well-trained, upsell, rebook, retail, take care of clients. • If you don’t do marketing ➡ staff cannot perform. • If staff are not trained ➡ marketing is wasted. The Simple Formula • Owner brings the clients in. • Staff make them spend more and come back. That’s it. Both sides together. My Advice for September • Do one good marketing campaign. • Create one add-on service to increase the bill. • Train staff to rebook every client before they leave. No. First ask yourself: did I bring enough clients this month? If not, they cannot reach targets. If staff don’t reach targets, should I cut their salary? If not enough clients come, it’s marketing. If clients come but don’t return or don’t spend, it’s staff training. Train them to upsell, suggest retail, rebook clients. But this only works if you, the owner, bring clients in. How do I know if it’s a marketing problem or staff problem? How can staff give more value? Let me add this from my own experience: I cannot shout it loud enough; staff are already under pressure when they work in a ‘target culture.’ It becomes even harder when targets are difficult to reach, while owners are not investing in marketing and training. Many times staff approach me and say: “Badia, I want to leave.” I feel sorry when I hear this, because it is not lack of talent, it is lack of balance. Targets are not the enemy. The real problem is when owners don’t bring clients and staff don’t get trained. Success comes only when both sides play their part. Leadership means taking responsibility, not blaming. I’ve seen too many salons lose great people because of this mistake. Don’t be the next one. Be the leader your team deserve.
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