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Motivate and incentivise staff
 You want happy motivated staff members because it makes good business sense – it means satisfied clients and a bulging bottom line. But in order to run a successful staff-incentive strategy, you need to consider the following six steps, says Robert Soutar, national accounts controller for L'Oréal Professional Products Division.
The business objective
Look at current performance and aim for a realistic improvement. With this in mind, it is much better to work on client ratios rather than percentages – for example, one in five clients is currently having colour and the objective is to move this to one in three.
Take action
Ask yourself what actions you need to take in order to make this business objective a reality. Do you need to train staff to carry out new services? Do you have point-of-sale materials to market the offers?
Monitor your results
A simple tracker should be set up, not only to monitor the results of each team member, but also to show the prizes on offer. This should be updated daily, with the results displayed to the team in regular briefings.
Reward your staff
Staff incentives carry many potential rewards, often a gift or prize. Try to ensure the reward has universal appeal and ensure every member of staff can participate. You can also increase commission opportunities. In the first instance, this could be done by introducing new services, which will help to build client loyalty and frequency of visits.
Reward your clients, too!
Beware rate tarts. Money off is not always the best incentive.
It would be better to add value with complimentary services that have a perceived high value. A luxury hair treatment may cost the business around £3, but has a value to the client of up
to £15 and also the bonus of potential repeat business.
Consider your budget
Ensure you take all costs into account when planning any incentives. These could include the incentive item, printed materials, staff commissions and stock. It can be very easy
to forget one of the key elements, which will impact your return on investment in a potentially negative way.
This article first featured in Business Builder, the monthly advice
cards from L'Oréal Professionnel Business Max and HEAD For Business.
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