business article No.5296
Beauty Professionals Marketing yourself Can be Fun
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Yes, marketing yourself can be fun and can create great income. Its ME time!
Sounds selfish or conceded? No its not! Its business, its marketing, its income
$$. Its cash to pay your rent, car payment and have money left over for a rainy
day.
Well, guess what; some would say it's raining pretty hard out there, outside of
the Beauty Profession of course!
Gas price increases lead the way of every news story. The media is telling
the average American how bad our economy is. Well here is the catch.... I still
have my nails done every two weeks and my hair color, highlights and cut every
six weeks. That fact has not changed, even with the price of gasoline
skyrocketing out of control.
In this economy families may be having dinner at home more often, taking
shorter vacations, buying a few less new pieces of clothes or spending less time
at the mall. Those families are still getting products and service from their
Beauty Professionals. That is why NOW is the best time to improve your
marketing skills and have fun while you do it!
Today, I want to take a moment to move you AWAY from taking client
appointments (WAIT, you just told me things were good for the beauty
profession!) YES, I did, but I still want to move you AWAY from TAKING client
appointments to move you to CREATING client appointments!
The first: taking client appointments is REACTIVE, while the second: creating
client appointments is PROACTIVE. Do you see the difference?
We are learning to reach out and take what we need to grow our business.
The way we grow our business is to grow our ability to bring business to us:
1. Do you know: Who calls you to schedule and appointment and when, and
how far in advance?
2. Do you know: Who always forgets to Pre-Book?
3. Do you know: Who can't make plans in advance because of their work or
travel schedule?
4. Do you know the profile of your clients?
5. Is this something you keep in your head and not on paper?
6. Is this something that you keep in your big black book?
The time has come to take all that great information and put it in a place
where you can sort, see and sell from - your Client Management System.
Now let's talk about your appointments: how is your calendar book these
days? Is it full for the next few months? Is it spotty, many marks where you
erased appointments, crossed out the no-shows, wrote nasty notes about the
lady who keeps coming in 20minutes late and messes up the rest of your day?
What if your calendar recorded history and the future so you could know all
about your clients, who came, who didn't, how often, how much they spent, how
many were late, how many were big tippers!
All of that information is somewhere in your records. Today you can only
guess how well you are doing. The KEY to success in marketing yourself in this
$60Billion Cosmetology Industry is to have Wisdom about your clients. A
Beauty/Business Professional knows who buys product and who doesn't, what
makes them happy and what doesn't. Wisdom is the key to creating more
appointments, up-sell of products and a full schedule.
If you were able to communicate on a regular basis with email newsletters,
special deals, "tell a friend" specials, product specials and so much more, would
you think your clients would remember to make an appointment? The answer,
by proof from those who do and those you are financially successful says YES!
Ask any salon owner who goes to seminar after conference, convention after
class on business 'What are you learning and not teaching me?" They will say,
"Its business knowledge, not technical skill, doesn't worry about that."
It's time for all beauty professionals to be business professionals. Find your
answer in the world of automation, from hand held devices to desktop and
laptop software to online programs. This is the future and right now is when
your market is best ready for you to deliver the message to them via the
electronic age!
My preference is, of course, Client Keeper for the Beauty Profession, because
it was written for the individual and not the salon owner.
You, the individual beauty professional, with Client Keeper, have the only
automated (works by itself), interactive (between your client and your computer,)
email, schedule, calendar system in the world! No salon owner can purchase
this for their shop. Your client does not have to log into the internet to find you,
you find them! Clients reply to email - it's as easy as that!
Market yourself - today the financial success is there for you to take if you
have the tools and wisdom to take these action steps.
Should we worry about gas prices? No, what matters your income
outreaching your former income in today's economy. Go for it! The Beauty
Professional of today is the Business Professional of tomorrow.
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