Create Your Retail Dream Team! | OTC Beauty Magazine

OTC Beauty Magazine
January 20010

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Build an Ideal Team

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Create Your Retail Dream Team!

A Solid Action Plan Will Help You Find
The Perfect Personnel For Your Beauty Store

As a retail business owner, your sales staff is your biggest investment and your most valuable asset.  By taking the time to assemble the best possible team, you ensure that your investment is well made and you will be rewarded with a smoothly running business for years to come. Lauren Gartland is the founder of Inspiring Champions, a business and coaching company offering live training seminars, coaching and leadership services. She regularly advises clients on how to create the perfect Dream Team and shares her simple three-step process:

Skill is
something that
can be developed, rarely can you develop one’s attitude

Step One: Create A Shopping List

Gartland instructs, “To complete this exercise, start by making two columns side by side.  Title the first column What I Don’t Want, where you will make a thorough list of everything you do NOT want in a team member.  To support you with this process, think about past employees who drove you crazy!  Next, proceed to column two and title that, What I Do Want. List everything you DO want in an employee. Do not leave anything out in either column.  Remember, clarity is power!”  Once you have fully completed both columns, cross out column one, what you don’t want.  Instead, focus all of your attention on column two, what you DO want.  Remember, whatever you focus on, good or bad, will expand and grow. 

Now create your Vision Statement for your ideal team member by selecting two of your favorite employees, past or current.  “Write down their names, and list everything about these two people you like, admire, respect, and appreciate most. List their key characteristics and traits that you would like to see in your future employees. Do not leave anything out!” notes Gartland.  Consider them as you proceed to think about the details of creating your Dream Team. A few questions to ask yourself are: How many new team members do you ideally want?  What is the primary objective of the positions that you are hiring for? You will need a separate vision statement for all positions you have available in your business. What are your expectations? What are the four most important strengths you are seeking in these individuals? What are the four most important core values you want them to have? How will you know they are a good fit?  Now write out a few paragraphs stating your vision statement.  Write in the present tense, filling it with descriptive details.  My ideal beauty store associate is …   Anything you forget or neglect to describe will be less likely for you to attract.  Date it with a realistic time frame for finding and hiring.

Step Two: Go Prospecting

How do you locate the most likely dream candidates for your beauty store?  You could place a “WOW” advertisement in your local newspaper, online at Craigslist.com or post at your local skincare and cosmetology schools.  Make it so compelling and exciting that it drives people to you.  In the ad, list at least four of the most important attributes you are seeking.  Be creative, so it does not look like everyone else’s ad.  Avoid making these common mistakes: Do not say you need someone ‘immediately;’ as that denotes desperation.  Only advertise one job even if you have more; it sounds needy and you can only hire one person at a time.  Don’t go into unneeded detail in the ad; save this for the interview.  Don’t word the ad too rigidly with requirements as you may repel even hard workers.  Finally, ensure the ad is well written and free of typos.  Make it positive and list the benefits of working in your business.  Use motivating headlines and sub-headlines like; “Are you seeking a work environment you can soar in?” or “Are you seeking your dream retail job?”  

Step Three: The Interview

Gartland shares, “The interview is often the most difficult element of the recruitment process for most owners. It is uncomfortable to sit and pepper somebody with questions.  It is also difficult to make an accurate assessment after talking with a candidate for only a short time.  That’s why I recommend not just one interview – but three!”  Gartland advises that the first interview should include an in-depth interview with the owner or manager that includes a review of their application form. Inspiring Champions offers detailed employee application forms for their seminar attendees and also offers these types of resources in their educational materials. Also have the applicant read a copy of your ideal team member vision statement.

Remember to ask probing questions during the interview, which will significantly increase the odds of hiring the right person.  This will give you the clarity needed to know if this person is the right fit for your team. “Some of the questions could include, What do you want from your next job that you’re not getting now, or, What three things drove you crazy in your last job?” Gartland says.If their answers to any of the questions are vague, always ask for more clarity.  However, always stay in bounds, steering clear of illegal questions such as those that have to do with religion, race, sex, or imply a bias against working moms or dads.  Don’t try to remember the answers; document them so you can refer back later.  Reading applicants back what they said will guarantee that you are both on the same page!  Always verify their references by calling and ask if the applicant is rehirable.

Consider some of the basics about hiring. “The candidate must have the image that you want to portray to the public. This is the best you will ever see them look!  Watch for positive body language, openness and good eye contact. Your candidate should have a professionally prepared resume and they should want to pursue a professional career, not just to come to a job every day,” shares Gartland.  They should have a career history of at least one to two or more years with each previous employer. The only acceptable reasons for leaving a past employer are for growth and opportunities. If they complain about their former employer, then they will also complain about you!  If anything within you says that the applicant is not a good fit, do not proceed any further.  

Gartland advises that during the second interview, you should discuss in detail the policies and procedures of your business, staff culture, work agreements and compensation structures. “If you get resistance in any of these areas, do not move forward.  Remember that this is the best you will ever see these individuals!”  For an advanced position, the third and final interview will include a test of the applicant’s technical or computer skills and communication with clients.  “Remember that skill is something that can be developed, yet rarely can you develop one’s attitude,” Gartland notes.  

If your applicant fits your expectation of a Dream Team member, then hire them!  Gartland stresses, “You must not waiver, compromise or sell-out on what you truly want in a new employee.  If you do compromise out of desperation, I can almost guarantee that you will regret it later!”  The first step on your path to creating your ideal Retail Dream Team is simply your decision to invest in your beauty store business.  Once you commit to creating your team and take the necessary steps – you will find them!

EDITORIAL NOTE:
Inspiring Champions is a business and coaching company offering live training camps, coaching and mentoring services, webinars, audio tapes and educational resources. For more information call 800-496-9305 or visit www.InspiringChampions.com.

Jenny Hogan is the Media Director at Marketing Solutions, Inc., a full-service marketing, advertising and PR agency specializing in the professional beauty business. For more information, contact 703-359-6000, visit www.MktgSols.com or send an email to MktgSols@MktgSols.com.