With the release of the new Boss Babe Palette, it’s given me the opportunity to reflect on what exactly a boss babe is.
One of the best things I have had happened in my career is meeting other beauty professionals. I am fortunate to have made friends all over the WORLD with some of THE most talented individuals out there. Aligning yourself with others in your profession is […]
I’m assuming that most of you reading this own a small business, rent a chair at a salon, you’re a freelance makeup artist, or you have some sort of a side hustle. Even if you don’t own a business, chances are that this could be helpful information in other aspects of your life. This was one of my latest topics on my Facebook LIVE. Did you miss it? You can catch it here.
This information will help you increase revenue by at least 30%.
So many people struggle with how to grow their revenue. I have witnessed so many people hit the ground running when they start their business, but as time goes by, they realize that once all of the hype is over, they have no idea how to run a business and continue to grow. Including growing profits.
Let’s dive right in…Do you like sales? Chances are, you said NO! But here’s the thing, you’re going to have to get comfortable with sales. f you have a business are you are selling something. Whether it’s a product or service, you are. It is so shocking how many people are in business and are terrified of selling! Especially small business owners, but how do you plan to stay in business?
Yes, there are negatives associated with salespeople, but what you need to realize is that we are all selling something, and as long as you don’t do it in a creepy salesy way or taking advantage of people by pushing things on them that they don’t need or can’t afford, you shouldn’t feel weird about it! Especially if it is a product you believe in.
You have to learn how to be ok with the fact that you sell for a living. Think of it this way, whenever something feels difficult, rather than living in fear, make a commitment to gain knowledge. It is probably because it’s outside of your comfort zone because you haven’t found a way that works for you. Take it upon yourself to find the information you need, whether its books, YouTube videos, or perhaps a podcast to learn how to do this better. There is so much information waiting for you to find it!
Those that were successful before, will always create content to teach others how to do it. All you have to do is seek out the information. Sometimes we need the information to take it to the next level, beyond the basics. You need to know your product, you’ve got to have someone to sell it to, & a plan on how you get the information to them. It can be through social media, in person, or direct mail, or whatever….the basics.
What you need to understand how to go beyond the basics. Be ok with being a salesperson. I believe that you need to change the way you look at it. I think of myself as a solutionist who provides solutions for those looking for them. People love to buy but hate to be sold. I provide them with products and services that they are looking for that I know will help!
According to author Jay Abraham, there are 3 ways you can grow a business-only 3 real ways. With that being said, there may be many things you can execute within the three categories.
3 Ways to Grow a Business
- Increase the number of clients that you have-This is the most common one that almost every business owner focuses on. If you do this, obviously you will have more revenue coming in.Challenge: Could you increase your current number of clients by 10%? If you currently have 10 clients, could you add 1 more in the current quarter? If you have 20, increase by 2?
How are you going to get there?
Brainstorm and think of all of the things you could do to do this. Do you need to talk to more people, do you have to grow your social media, do you need to send out more emails, can you watch any trainings or read anything that may help you do this? How about podcasts? There are so many resources and ways that you can increase your customers by just 10%, but chances are you haven’t written them all out and tested them to find out how they work.
2. Increase your average transaction with your customer-
Did you notice, this doesn’t require you to find more people. One of the easiest ways to generate more revenue is to sell more to your existing clientele. It is so much easier to sell to the clients that already know and trust you, then it is to find new ones.
Challenge: Can you increase your transaction value by 10%?
How much does the average person spend? If they spend $100, that would be another $10. You’re going to try to up-sell to add just a little more to their ticket.
How are you going to do this?
What is your favorite product? What is something that has made a difference with something in your life. Don’t prejudge and assume their budget. Why do we feel bad, if you know it’s something that will help them why wouldn’t you tell them about it? If it’s something you love, all you have to do is share why you love it. Not everyone will want it, but all you have to do is increase by some clients.
- Increase the number of times that your customer buys from you-
How often does your customer buy from you? Is it once a month, every 3 months? How often is it? Most of the time, all we need to do is ask. Have you sent a follow up email, have you sent a letter in the mail, did you send a thank you? How is your follow-up? Who are they?A great business person cares about growing a community, you need to care more about your clients than you do making money from them. Create relationships with your clients. Do you know about your clients? What they like? Do you have their spouse’s information to recommend products and services that you know they like? The key is to know your customer so well that you have information to send a follow up. If you know how you can service people and add value, that is how you increase sales.Challenge: Can you increase the number of times your current clients buy from you by 10%? What would that look like for you and your business? What actions can you take to make that happen?
How will you do this?
Send a quick message-if too much time has gone by reach out to them. If you know they would want to come in and forgot to make an appointment, reach out! Let them know that you know how busy they get, but also know how they like to keep their hair a certain length, or color often, etc. just fill in the blank.
Here is an example: “I noticed you haven’t booked your next appointment, so I thought I’d reach out and let you know my upcoming openings, so I can get you in.” Give them the feeling that you are taking care of them not for your own sake. There’s so many things I could say about this, but just remember that the fortune is in the follow up…
How do you increase your revenue by 30?
If you can increase each one of those categories by 10%, then that is 30%. Challenge you to sit down and look at your business in all 3 sections. Start there. I honestly think that you can increase it even more by focusing on just these three things.
Please start taking your business seriously!! Take note of where your business is and where it is going. Stop downplaying something that is important to you. You are capable of great things. You can’t be afraid of doing it wrong and not even trying. Stop making excuses. Everything that you want to know how to do in your business exists in the internet for free. Your ignorance on this topic is a choice. It’s time to take action. Don’t wait…JUST DO IT!! I believe in you, you’ve got this!
Oh, I almost forgot! For those of you that don’t have a business or a side hustle, consider getting one! You wouldn’t believe the advantages you’ll get all around by having one. Check out my article: WHY YOU SHOULD CONSIDER A SIDE HUSTLE-UNLESS YOU LIKE LIVING PAYCHECK TO PAYCHECK!
I am so excited to invite you to join Motives Director of Field Development Lisa Martin on Monday October 22nd, 2018 for an exclusive interview with Motives Creator, Loren Ridinger as she shares the story behind the brand and the vision for where it’s headed. […]
Why you should consider a side hustle-unless you like living paycheck to paycheck! Before I get started, let’s talk about what a side hustle is exactly. Instead of getting a second job, a high number are starting their own businesses. It is not necessarily a […]
We are almost half way through the year, and so I have to ask: Are you capitalizing on one of the biggest trends this year?
In 2018 we have been seeing the customer taking a bigger role in the beauty products that make up their beauty routines. It’s a shift that mirrors the industry’s move towards greater diversity. And customized beauty trend IS the new luxury. Are you capitalizing on this trend by offering personalized beauty products?
I have always believed in providing exceptional customer service through one to one marketing, and though we live in a technological world, people are wanting that human interaction. I have already touched on the trend that websites are using chat bots in my article 10 Salon & Spa Trends in 2018 to give a more tailored customer service approach to give a more personalized recommendation. So the ability to offer personalized beauty care products has so many benefits and is a way to WOW your client and ensure 100% customer satisfaction, not to mention, it is FUN 🙂
Let’s look at some of the categories that you can offer that are customized just for the client.
Shopping for the correct foundation can be a challenge for most people, and so many settle for the wrong one. Why not offer custom blend foundation that you are able to formulate & customize it to the exact match their skin? You combine the exact foundation pigment with the color of the skin tone to create the perfect custom blend foundation.Motives liquid foundation offers 11% pigmentation, while typical foundation has 6-7% pigment. And you have the ability to increase the coverage with enhancers that have 28% pigment. Skin care additives are then added: toners, modifiers, moisturizers and skin serums.With Motives Custom Blend makeup solutions, you are able to formulate and mix the perfect texture, and even decide on cream or powder too. You can literally blend anything: concealers, eye shadows and color correctors. The possibilities are endless with even blushes, bronzers, shimmer powders, brow pomades and lip stains.
Some of the Motives Custom Blend Foundation Advantages are:
*Pure mineral Bases
*Non- Comedogenic (will not clog your pores)
*Various Serum Additives
*Create any color
While categorizing different skin types into dry, oily or combination has been the norm for years, consumers no longer want a one size fits all. They want an expert to customize a regimen just for them. And with the addition of new revolutionary ingredients on the market, it is so beneficial to find the best products for each individual.When a skin analysis can be done properly, various products can be prescribed for not only skin types but also concerns such as acne, anti-aging, hyper-pigmentation, eczema, etc.
With an increased awareness in face mapping and beauty from the inside out approach, there is definitely a need for our next category.
- Nutritional analysisClients are always asking us questions about the right vitamins for their hair skin & nails, and as beauty professionals, we are also the first to see the effects of various deficiencies. And you have to admit, that identifying areas of nutrition where they need extra supplementation is a difficult task-we haven’t typically had the education. Harder still is looking through the endless assortment of vitamins and minerals that claim to improve their health and well-being, but in fact are making no difference at all.Consider offering a customized nutritional analysis. It is a tool that can help them chose the proper supplementation regimen based on their diet and lifestyle.
- Gene Analysis
Genetic testing services are a major trend right now and over the last few decades, developments in the science of genetics and technology have transformed our understanding of disease. This development in medicine has made early intervention and effective management a real possibility for everyone.Today we know the degree to which diet influences the balance between healthy and disease states may depend on an individual’s genetic makeup which can effect their hair, skin and nails. With a raise in the health conscious consumer, offering a powerful tool that like genetic analysis can help develop a practice and its wellness program by introducing patients to advantages of testing and improved health outcomes.
- Customized hair care products
You should all be recommending the perfect hair are products to all of your clients, but let’s not skirt around the D word…diversion. It’s time to take control of the sale back and offer products that can not and will not be found in stores or websites. By offering customized shampoos and conditioners that they have to have you mix up, they have to come to you to get it. You have the ability to mix in color toners and have them pick the perfect scent just for them. Clients LOVE it!!
Not only does offering personalized products ensure 100% customer satisfaction, it is also very profitable!! Think of the possibilities, and the excitement it makes! Custom blend cosmetics yield a 200-300% profit alone, which is a plus! And then by incorporating more personalization…It’s a win win situation for everyone 🙂
If you are interested in offering any of these personalized products, I can help! Just fill this out this form completely and I will get in touch:
Who is REALLY profiting from your beauty care purchases? I know that is an interesting question, but I guarantee if you read on, it will make sense in just a bit! If any of you know me, you know that I am on a mission […]
Before we really dig in, There’s a few things that I want to touch on.
First take note that mobile devices and social media are more powerful than ever for the beauty and wellness industries. This means that mobile should be a seamless aspect of your business and social media should be utilized as one of your biggest marketing tactics.
Second, the convenience of digital devices and super retailers like Amazon are going to force salons and spas to step up their customer service game and technology. Update: You may want to check out one of my recent articles on this!
Last, as clients become more self-aware of the latest style and product trends, businesses will have to focus more on continued education and in-demand products to stay on top of things.
10 Salon & Spa Trends in 2018
1. Instagram and Selfie Stations
Social media continues to be a driving force in the buyer’s journey as 78% of consumers say a company’s social media posts impact their purchases. Consider creating a designated photo area with a ring light and a clean background. These photo-friendly spaces are the perfect marketing tool to show off the technicians with high-quality images. And posting client selfies can help increase social media growth (pictures with faces see higher engagement) and revenue, as consumers are heavily influenced by their peers.
2. Natural Beauty Products
The organic beauty boom is part of the larger shift in customer awareness about health and wellness. Consumers have access to more information than ever before, thanks to a growing number of beauty blogs and social media accounts dedicated to the benefits of going chemical-free.
By the end of 2018, the global demand for organic personal-care products is expected to reach $13.2 billion. The quickly growing industry will motivate many salons and spas to add organic products to their inventory.
3. Beauty from the Inside Out
It’s time to start thinking about beauty from the inside out, and supplement your beauty regimen & salon/spa with, well, supplements that target hair, skin, nails and inner beauty. In fact, Zion Market Research reports that, worldwide, dietary supplements are projected to reach $220.3 billion by 2022. Now you can give your client’s hair and skin a boost with supplements that feature collagen, biotin, probiotics, antioxidants, keratin and more.
Several big businesses such as Sephora, Mastercard, and Starbucks are already using chatbots. What exactly is a chatbot? A chatbot is a service, that you interact with via chat interfaces such as Facebook Messenger, Slack, Text Messages, etc. These bots can be built to perform a wide variety of services such as answering customer service questions, scheduling appointments, purchasing retail and more. Chatbots are on the verge of becoming a regular part of business since people are using messenger apps more than they are using social networks
5. The Desk-Less Front Desk
While this trend sounds scary, it’s not meant to be taken literally. Going desk-less refers to removing the physical barrier between the front desk professional and the client. In a mobile-minded world, customers already expect an engaging experience.
Without the front desk as a point of friction, front desk employees instantaneously have the opportunity to enhance customer service. This can help salons and spas compete with retail giants like Amazon. With such a huge market share, many salons and spas are worried about the detrimental effects on retail sales. Removing the desk allows employees to deliver the customer experience of a client’s dreams, which is something Amazon can’t do.
6. Continued Education
With instant access to blogs, digital publications, social media and more, clients are becoming more aware of current trends. As a result, the beauty and wellness industries have become more education-focused in recent years to help professionals stay competitive and up-to-date. From apps to 3-day retreats, to YouTube videos, to demo classes, we will continue to see a boom in professional development. Beyond keeping up with the consumer, 76% of employees want opportunities for career growth. Businesses will need to find a way to fund continued education as well as provide a career path for employees to retain employees and keep them motivated.
7. NFC Payments
From online booking to SMS confirmations, to business apps, the ubiquity of mobile devices has made its way into several business functions, including the register. 2018 will continue to see a boom of mobile-minded checkout options, including NFC. NFC (near field communication) is the technology that allows contactless payments at your credit card terminal. Think Apple Pay, Android Pay, and Samsung Pay. NFC-enabled payments are the future for three key reasons: they’re secure, the fastest way to pay, and convenient for customers. To accept NFC mobile payments, businesses will need to upgrade to an NFC-enabled reader.
8. Curating Customer Experiences
Exceptional customer service doesn’t stop at the front desk. Personalization has been a recent focus in marketing tactics, but this year we see personalization taken to a new level. People really like their own name… Businesses will continue to personalize the experience by adding names to emails, SMS messages, on the mirror, next to the service table, at the check-in kiosk, on the welcome bag, and so much more. It’s curating one-of-a-kind brand experiences with elements such as Instagram stations (see #1), outstanding customer service, and utilizing the latest technology that are critical for setting a business apart from its competitors.
9. Men’s Grooming
2017 already saw a huge boost in male grooming services and sales. As the men’s grooming industry continues to expand, the market is estimated to reach $60.7 billion by 2020. This growth may be attributed to men’s changing perception of grooming and self-care. Now more than ever before, many salons and spas are finding that men enjoy these services as pleasurable, leisurely activities and are more than willing to spend the money for them.
Men are becoming more knowledgeable about beauty. They are paying attention to their looks, with hair care being the biggest category, and shaving second. Furthermore, barbershops are making a comeback. As the fastest-growing profession in the U.S., the number of barber shops has grown roughly 10% in the last two years.
10. Technology Upgrades
Technology is changing faster than ever and clients expect a certain level of “technological-convenience.” Keeping up with the latest technology, such as NFC-enabled terminals (see #6), mobile register and inventory tools, chatbots (see #4), business apps, two-way texting, and more, will help salons and spas continue to wow clients. As several of these technologies are out of their early-adopter phase, expect this to be the year where many salons and spas add new tech bells and whistles and upgrade their peripherals and business management software.
What trends have you implemented? I’d love to hear from you!!