Anni Diamond is a long-term Member of Worldwide Salon Marketing’s My Social Salon program, a super-successful salon owner in her own right, and sought-after coach and business mentor.
Selling your services as an aesthetician or technician is no different than selling the services of a dentist, electrician, plumber , fish and chip shop owner , hairdresser or educator. You see, without marketing no one knows who you are…..you can’t sell a secret and secondly without a sale, you have no customers, therefore no business.
One of the greatest mistakes I see in our industry is that many of us strive to be great aestheticians, hair stylists and technicians and we study hard, train and educate ourselves in the science of the skin, hair, nails or whatever your industry is, but we don’t have a clue on how to run a business. You’ve heard the expression, “build it and they will come” …….well it’s the biggest lie you will ever hear.
So, Let me start by saying that I firmly believe education is paramount in our industry.
The more time and money you invest in learning, the less time and money you waste trying to figure things out on your own. Learn from someone that has already done, what you are trying to achieve.
Without education, a marketing plan and a marketing budget, your business is doomed for failure. We generally are not sales people, nor are we specialists in marketing. We are nurturers by the very nature of the profession we have chosen. How can we “sell”? How do we know how to write an ad that will make our phone ring off the hook? How do we convert the people that do turn up for their appointment into becoming long term clients? How do you learn to manage staff, negotiate a lease, be a leader and a mentor to your staff? Who teaches you this?
Running a successful business isn’t easy and running a failing business is even harder.
The number one most important decision you will ever make in your business is finding a proven and successful mentor to show you the way to success. A mentor will support and encourage you to manage your own learning and growth in order that you can maximize your full potential, develop your skills and improve your performance.
This decision is more important than investing in the latest piece of technology or latest widget.
OK, so you get your education, start a business and somehow just supposed to “figure it out.”
How’s that working for you?
Only about 50% of all new businesses survive 5 years or more!
On average, women business owners fail at the rate of three times that of the male entrepreneur.
You CAN learn how to be a successful entrepreneur and business owner. It starts with investing further into your education, not as an aesthetician, hair stylist or technician, but as a business owner.
Don’t be afraid to invest in yourself. YOU are your greatest asset and YOU are the solution to all your challenges and roadblocks.
Cheers
Anni Diamond
