SMART goals for hair salons, barbershops, beauty salons, spas, and fitness training centers

Writing SMART goals will give you a better focus on what needs to be achieved in your small business. Dear Appointfix hairstylists, barbers, lash artists, nail techs, massage therapists, fitness trainers, pet groomers, and small business owners, the pandemic is slowly letting us breathe again. It’s summertime, but we can’t have all the freedom we need to enjoy life and do business as usual. Is your appointment book still full of clients that need to be rescheduled from the lockdown months? Remember that the modern appointment book has the new mass massages feature, plus Online Booking is here too

When it comes to business success, the most accomplished business people would say that they got up there with the right attitude, strategic thinking, and a lot of hard work. After an attitude check, if you have the desire to build up your business during adverse times, start thinking along these lines and have an attitude of an avid learner. When we think we know better than others, it is when we’re not humble enough to learn. We’d make fewer mistakes and achieve more if we spend more time thinking and analysis and less on bragging or complaining. 

How “SMART” is your small business?

Would you like to take your business to the next level? If you answered yes, here is how to create, develop, and achieve your goals. Your goals need to be SMART. In case you’re thinking, “oh, yeah, “smart” like my phone, just because everything is called “smart” today,” that’s not the kind of smart we’re talking about. We’re referring to a business concept. This great tool can help you design and implement those goals, which will lead to your business success. 

Whether you’re a salon owner, a hairstylist, barber, fitness trainer, gym owner, massage therapist, pet groomer, lash artist, nail tech, or any other independent professional, using a SMART template can help you reach your targets and keep you motivated. It will help you identify missed objectives and correct problems promptly to get back on track. 

Accomplish more each day, week, month and year

Beginning each day with a goal helps you accomplish more that day. Whatever the desired task, if you organize it in a goal system, chances are you’re going to have it off of your to-do list by the end of the day. The same goes for longer-term business goals. You might have a weekly, monthly, and yearly goal. 

SMART goals stand for Specific (Simple, Sensible), Measurable (Motivating, Meaningful), Attainable (Achievable), Relevant (Reasonable, Realistic), and Time-Bound (Time-Limited, Time-Sensitive). 

As a small business owner, you can grow your business, increase your profits, and achieve better business results and more comfortable life. To make the most of the information you’re assimilating from this article, you might want to jot down a few things to think about the specific way they apply to your particular business situation. Now let’s see what the SMART objectives are all about.  


Your goal has to be specific and clear as water. No philosophy or complicated statements about what you would like to achieve. Something clear and straightforward so that you stay motivated to apply it. Plus, if there are other members in your team, they would grasp it quickly and understand it perfectly. To make your objective specific, there are five simple questions about: what, why, who, when, and which. Saying that you want to grow your business is not good enough. It is an excellent general goal, but to achieve it, you need to opt for SMART goals and be more specific. 

Think about these questions: What do you want to accomplish? Why do you want to accomplish that? Who is going to do it, and who will help you in the process? When do you want to accomplish your goal? Which resources do you need? 

Example of a specific goal: let’s say you’ve just graduated from the Cosmetology School, you’d like to start a business, but you’re only in the early stages of building a clientele base. A specific goal for you could be, to gain X number of clients for your portfolio and acquire the professional skills and hairstylist experience needed (by working in a salon), so that in two years you could open your own business. 

Another example: you’ve been working on your own for a while and see your business being stagnant. Your specific objective could be to grow your business by winning two new clients every month by asking for referrals from your existing clients. This applies to stylists, barbers, nail techs, salons, gyms, spas, physical therapists, pet groomers, etc. Stop and think for a second, what objective could you come up with to help grow your client base with X% in a year? What strategic decision will lead to you reaching that general goal of yours? Turn your broad business goal into a specific one. 


Having a specific objective and adding numbers to it makes it measurable. That’s relevant in helping you track progress. A quantifiable goal makes it meaningful and motivating. Questions that will assure your objective to be measurable: How much? How many? How often? 

If you’re a junior personal trainer, your general goal might be to use your skills to help customers achieve their weight-loss goals. Think about how you would transform that broad goal into a SMART one, making it more specific and measurable. How many customers per week/month do you need to grow your business? How would you measure their progress and incorporate the data into your measurable goal? 

Another example, if you’re an experienced personal trainer (business owner), and you’re aiming to manage and train young and inexperienced personal trainers. Your general goal could be to make your name well known in the industry and build a strong personal business brand. How would you design SMART goals starting with that overall objective? E.g., You might want to work on your self-discipline and leadership skills while building great public relations. You are also investing time and effort to establish great business connections with other personal trainers, to have your brand name well known in three years. Your goal is to be the number one personal trainer in the industry in your area in three (or to be more realistic five) years, teaching a number of X new trainers every month/year/season. 


As much as you should always dream big, your big dreams must be in the realm of being achievable. You want your goal to be challenging, but you also want to give yourself a chance of actually achieving it. The question that helps with this would be: how reasonable is my objective? 

Continuing with the previous example of personal trainers. You’re a personal trainer aiming to be number one in your region and industry in only one year, but you’re only 18 years old and just got your personal trainer certification. Is one year enough to achieve such an ambitious goal? It might be a measurable objective, but it may not be reasonable enough also to be attainable. 

For hairstylists and barbers, growing your business by getting 50 new clients every month through referrals may be a specific goal, but it may not be attainable. Obtaining a couple of new clients weekly through referrals from existing clients might still be a stretch for some, but it’s a more achievable objective. 


It means that your goal aligns with your business objectives and personal dreams. Your goal has to be a part of the big picture at all times. You can ask yourself how important is this goal to you? Are you the right person to achieve it? Is this the right moment in your life, business, or socio-economic situation to set this goal? This goal cannot be acting as an island, being totally disconnected from the rest of your business goals or personal aspirations. It has to be complementary, part of the big picture of your business and life. 

For example, you’re a hairstylist working mostly part-time on your business from your home studio, as you’re also taking care of your three little kids. You’re incredibly talented and would like to be a top national educator for a well-known hair color brand in the next two years, earning your income exclusively from training other stylists. 

This objective could have fit your lifestyle better before your little ones arrived, and can be a great objective to set for when your kids are a bit older. Why is that? Because this objective involves a serious amount of traveling, which may not fit well in the big picture of having a family with young children. When you ask yourself how relevant this objective is, you may realize this may not be the best time in your life to set a target, which would be quite unrealistic for the time being. So set a goal that would be relevant enough to motivate you to achieve it. 


Unless you set a deadline and a time limit, chances are you won’t accomplish much. Set deadlines and make your goals time-sensitive to achieve them. We live hectic lives, and unless we set time limits for our objectives, something else will get in the way and distract us from our goals. It’s so easy to get involved in the day to day tasks and routines and forget about the longer-term plans and objectives. 

When we get caught in the “now,” we tend to focus so much on the tasks that seem urgent. As a result, we forget about the important ones. And those necessary actions are the ones that will get us where we planned to get. Deadlines motivate us and give us an idea about the amount of time we need to invest to achieve our objective. 

Set realistic deadlines. Don’t aim to get a million new clients in a month as a cosmetician, just to realize that you got only one new client at the end of the month. Aim for a couple of new clients, or an $X amount of revenue increase per month, stating the specific ways you plan to accomplish it. Some possible approaches can be with client referrals, online campaigns, joining events in your neighborhood, or through the local chamber of commerce, or participating at events organized by the Cosmetology association in your state, etc. Think about how much money or other resources you will invest in promotion and advertising, on what channels, etc. 

Divide and conquer 

After reading all this, stop for a minute and look at your business’s primary goal. If you’d like to grow your business, write down what that means. Split that big general goal into smaller and smarter goals. You never get a whole juicy steak in your mouth at once, but you cut it into smaller pieces, which you chew on patiently as you fully enjoy its great flavor. 

Think about how you can apply that same concept to your business by transforming your significant overall objective of growing your business, for example, into smaller SMART goals. Try it and let us know how it goes. 

An extra tip, another SMART thing to do after planning your goals, is to use the SMART appointment book, which takes the pressure off of you by sending automated text message reminders to your clients, showing you financial reports and a lot more. Yey to Appointfix! We know that setting SMART goals takes determination, thinking, analysis, and it leads to incredible business results when implemented correctly. That’s why here’s a beautiful Irish blessing for you “let the best of your past, be the worst of your future!”


Emilia is Content Marketing Director at Appointfix, an app helping professionals and small businesses easily schedule appointments and reduce client no-shows using automated text reminders. Feel free to drop her an email at