New request rate – Some walk-ins are shop clients who have no preference of haircutter. Some new clients came in asking for you and seeking you out to cut their hair. These are new requests. This number, also a percentage, is a measure of the effectiveness of your marketing. You might be marketing in 100 ways from online to business cards. You might be simply asking clients to send their friends. It is all marketing. You need to find what works and do that thing a LOT. Stop doing what is not working. You need to know your new request rate. Divide new request clients by total haircuts. If you did 4 new clients last week out of 63 total haircuts your repeat request rate is 6%.
Retail per haircut – You only have two hands. You can only do one haircut at a time. Your income is limited by your ability to produce haircuts. Your ability is limited by your skills and your need to balance your price against your service experience. You can cut more heads faster (more on that in other posts). You can charge more (more on that in other posts). You need to generate more money per hour. The best way to do this in the professional haircutting business is by suggesting and retailing take-home hair care products. Retailing is a learned skill. Any haircutter can learn to do it at very high levels of effectiveness and productivity (more on that in other posts). What you do need to do now is measure your retailing to know where it is so as to grow it. Retail dollars per day or week is not a good number due to variations in haircut traffic. Retail sales per haircut are a true measure of your retail effectiveness. Take total retail sales for the day or week and divide that by the number of haircuts for the same period. If you sold $102.00 of product to your 63 haircuts during the week your retail dollars per haircut = $1.62. Small increases in retailing will make this number jump quickly.
Knowing these basic numbers cold, without having to look them up, moves you well down the road to seeing these numbers increase. Now you know what numbers to know. Now that you know your numbers hatch a plan to grow what you know (more on that in other posts).