Gaining new clients is an important part of being in the beauty industry, but it is 10 times more expensive to get a one client than it is to keep the clients you have. So, lets talk about how to keep your customers coming back time and time again.
When you dream of being excited to come to work as a beauty professional, what do you think of? Is it running your own business, is it using and selling products that fit your value? Is it a day filled with your favourite services and clients? Maybe it's all of the above, but you can't put a price on doing the services you love on clients that brighten your day.
So how do you attract the clients you love?
Continued from Part 1…
And second…you must build trust
You will hear this time and again and it’ll never get old. “People like to do business with people they know, like and trust”. Even if you are at the beginning of your career or in a brand new place you can do very specific things to instill with people trust in your abilities and build your authority. And, if you’ve been doing this a long time…don’t rest on your laurels. Stay fresh and committed to doing your best every time. Your clients’ trust in you is a precious commodity.
Want to know the one tip that will completely change your consultations and your career forever?
Duh. Yes, Sharon. That’s why I am reading this.
Haha. Okay. I know. It’s not a big secret really (there are no secrets here), but it is one word and a huge concept that can change everything.
Seems simple enough but trust me, it’s loaded. (See what I did there?)
First, you must trust yourself.
This is probably the hardest one. We tend to get caught up in our inner dialogue and mistrust our abilities. This is especially true when you are first starting out and while it usually improves with experience, even after 25 years in the beauty biz, I’m not immune to self-doubt.
What I find helps:
Sometimes we just need a little pep talk. We are easily put down by our inner critic (she’s the worst!) and you must push her aside and feel confident in your abilities and work through the fear and doubt. A little “I’m good enough, I’m smart enough and gosh darn it, people like me” goes a long way.
When you don’t like the voices in your head, then listen to someone else’s voice instead! There is no shortage of motivational encouragement out there so make sure you tap into those resources to get you back in the game. Find a coach or mentor who you resonate with and trust and keep their words handy when you need some extra backbone.
Education and inspiration
When in doubt, improve your knowledge and skill set. Again, there is so much valuable information at our fingertips that there is no excuse to be ignorant about your products and services. Take a class on service techniques or business strategies (and make sure you tell your clients you did). Find daily inspiration online through Pinterest, Instagram and YouTube. Learn something new every day and you’ll be 365 times smarter at the end of the year!
Imperfect action and lots of practice
Learn it and then implement! This is the real secret. Don’t just consume information without putting it into practice. No one is a master right away and no one expects you to be perfect. Calm your nerves, think it through and then just go for it. The greatest learning comes from doing the damn thing.
Asking for feedback
Ask for opinions and then receive the information with an open heart and mind. Happy feedback can be used to fuel your passion and stay in action but don’t take negative feedback personally - use it as an opportunity to get better. You can use the not-so-great comments to dig deep into the disconnect between what was expected and what was delivered and continue to communicate with your guest until you connect the dots. Positive reinforcement can be used as testimonials to help you win more guests.
Having the intent to always improve
This will serve you well for your entire career. We are only as good as our last service, so if you look at each appointment as an opportunity to do better, you will consistently wow your guests and build unbeatable trust. Every client deserves a thorough consultation every time (even your mother…even if she says “I don’t know why you ask me…you just do what you want anyway”…lol)
Looking back to see how far I’ve come
While I love the line from Edna Mode in The Incredibles, “I never look back darling! It distracts from the now”, I do think it’s a good idea to trip down memory lane once in a while and see your progression. Facebook and Instagram are great for this. Scroll down to the bottom of your feed and see how you have evolved. No need to compare yourself to others, just look at how you have evolved and that will give you faith in your abilities.
Staying humble and continuing to grow
So now that we have been patting ourselves on the back, remember to remain gracious and curious. While it’s good to be confident (hell, yeah!) don’t get cocky. There is always more to learn, more to explore, new ways to do things and new challenges to overcome. That is what is so cool about our business. It is constantly evolving and so should we! I always say, “no one likes change like a hairdresser”. We can’t be in the business of selling change if we don’t embrace it ourselves.
Learn from your mistakes
Because you’re going to make them (some more than once). And whatever you do, don’t beat yourself up over them. These are LESSONS! You are allowed to be a work in progress and a masterpiece at the same time. We all are. Admit when you’ve screwed up and then figure out what went wrong and then go from there. I love the line “we are technicians, not magicians” but I think it’s amazing what we can do to transform people. When we learn from our mistakes, that’s when the magic starts to happen.
Cliff-hanger alert! There is a second part to this TRUST equation. Stay tuned next week when I fill you in…
Over my 25 years in a variety of different businesses, this was not something I always defined with absolute clarity, but as I continue to learn and grow as an entrepreneur, time and again I see the importance of being more clear on just who I want to serve.
Discovering your WHY
This may seem like a silly question at first but believe me, it’s an important one. And it will be one you ask yourself over and over when things get tough, so you need to be clear on it right from the start.
Owning your own business is not for the faint of heart so you must discover your WHY.
WHY do you want to start your own business?
Why am I sharing this with you?
Let's Start with a Story...
I watched a YouTube video the other day and because I am an online marketer, I get all the ads that promote that industry. Sometimes I skip the ads, and other times I watch all the way through to see what people are promoting and how.
Of course, some resonate with me while others do not. Either way, I find it fascinating.
Anyway, this time I couldn’t wait to hit the “Skip Ads” button as some woman was proclaiming that “she had a secret that the experts don’t want you to know.”
I'm Sharon. I help beauty entrepreneurs style a life they love by teaching them how to make 6-figures (and beyond!) through my proven online and off-line strategies. Join me as I share my 25-year entrepreneurial journey to becoming unstoppable in beauty, business and life.