Growing your Beauty Business with Jana Elston

You have worked on your marketing and promotions and you have new customers coming in daily. But it's a never ending exercise and it can get exhausting. It's very expensive and a constant battle having to come up with innovative ways to bring in more new customers. While you focus so much on bringing in new customers in the hope to bring in more profits, have you ever wondered what would happen if all your new customers re-booked and came back? Do you have a 100% re-booking rate? If you do, congratulations! You will soon be unable to accept new customers unless you expand.  If however you find your customers retention rate is poor, have you ever wondered why your customers don't come back? I'm not saying that getting new customers is not important, businesses need to grow, but the only way the business will grow is to retain customers and build loyalty. Beauty businesses who have a strong loyal client base are far more resilient that businesses that rely on walk...

Customers come to you for results. Don't assume that they already know what it is they need to get the results they want. You are the expert. It is your responsibility to your client to assess what the problem is and advise your client on what you and they need to do to get the very best result. Always start from the best position and then determine your clients commitment to getting the result they want. Educate them on why you have made the recommendation, what is the objective of the treatment and home care routine, what they should expect to see and how long it will take. Do they start with the full program or just a few products and slowly build it up? It really is up to them and how much they can manage. The more education you do, the more informed your client will be about the best course of treatment for them. They will then make a decision on how fast they want the results by the level of their commitment.  Did you like this article? Subscribe and get free updates...

Do you ever get frustrated when a client tells you they are using a supermarket brand moisturizer and that they are very happy with it? Looking for ideas on how to handle such a situation? What I have done in the past is try to educate the client about the differences between supermarket and professional skin care brands. Because this approach did not always work for me, I looked for other ways to approach this situation. I now have tried a slightly different approach which has been working for me. When my clients tell me they just love their product and I come in and say, but mine is better and yours does not work as well, the ingredients are not as good etc etc etc. they feel like you are just trying to sell them. Their barrier goes right up and they shut down to any suggestions. Something I learned in self-defence is, if someone grabs you and tries to pull you in one direction and you try to pull away in the opposite direction they are ready for it, they just pull harder...