wildfire. Give your customers and visitors something good to talk about. Now that you have performed your self-evaluation, you will have identified some things that you can adjust. By doing this, you are getting closer to being in higher demand and earning more per client. Let’s take a moment and define what type of beauty professional you are and examine how this affects your business. and an enemy to beauty professionals. Every other video posted is in a random kitchen by an unlicensed, self-proclaimed expert in one area of beauty or another. Some of the techniques are witty and cutting-edge, but other videos and tutorials are nothing short of an embarrassment and mockery of the theory and safety that we work so hard to master and enhance. You have a personal responsibility to provide safe and reliable services. Always check the credibility of your sources. This way, when you are performing services, you are only performing at a level consistent with high quality. Exploring the following three types of beauty professionals will make it easier to identify yourself and give more insight as to how you should market yourself. If you take notice, the focus is on your existing clientele. New clients are great and marketing should be continuous, but, stop and think about this for a second. Your clients see you on a regular basis, say, every two to six weeks. They trust your opinion and skillful decision making. Some clients do whatever their stylist or beauty professional tells them to do. If your major focus is on taking care of the needs of the people you already service, you will retain those clients and attract more clients like them by way of referrals. Identifying your clientele and grouping them will help you identify who you are as a professional. If you are repeatedly called in for wedding makeup and video shoots, this is probably your personal specialty. If, every day for the last three months, you have serviced only individuals with naturally curly, kinky, or coiled hair textures, most would consider you a specialist of naturally-textured hair. This is just a basic example; you will have to evaluate closely to define who you are as a beauty professional. Overall, this identifying mark will assist you in marketing yourself and your business. Trendsetters will face danger if they do not acknowledge the following: ● Necessary training required for new services, techniques, and tools. ● Insurance coverage is needed for services offered. Insurance companies are very specific regarding which types of mishaps they will cover in the case of lawsuits or insurance claims. As you consider adding new services to your pricelist, inform your insurance company. ● Facilities have to be licensed for certain services. For example, tattoos are not regulated by Cosmetology Boards. Body art, piercings, and branding type services are not to be performed in salon environments unless the facility has been approved by all necessary regulatory boards. ● Research must be performed on the services. Be aware of what you are taking on and make sure you are prepared to offer a high level of service. ● All trends are not long-lasting. If you are looking to offer a service for a few weeks or while quantities last, you have to be prepared for this based on client services purchased in the past and the client information you have gathered.
We all have changes that we can make to enhance our level of service. Take each step one at a time in making the necessary changes. Working at a high level of quality can make or break your reputation in the beauty industry. Reputation is a valuable tool if you maintain it. Word of mouth referrals are always more reliable than billboards or business cards. Bad news travels like Identify who you are as a beauty professional Your company name may include clues as to what your customers can expect when they enter into your business. ‘Color’, ‘Nails’, ‘Skin Care’, ‘Special Occasion Styles’, ‘Waxing’, or ‘Weaving’ services are commonly used terms in the names of salon businesses. Does your facility along with the practitioners’ skill levels live up to the company’s name? Performing research in your specific area of cosmetology is necessary to avoid coming up short in the eyes of potential and current clients. Your ability to research will increase your personal knowledge. Your willingness to make needed adjustments will determine how you succeed. Identifying who you are as a beauty professional will involve how you use what you have researched. Identifying yourself assists in goal-setting and research needs. Social media and video-posting websites have been an asset Specialty service providers Specialty services can be a matter of ability, training, product affordability, client base, and demographics. Offering a specialty is an opportunity to increase your income by offering more expensive services and small add-on services. By offering more than the basic salon services, you can attract new customers. Existing clients already know your skill and level of service. Selling new and specialty services to existing clients increases sales and creates a greater need for your services. There are steps to figuring out if you will be able to offer certain specialty services: ● Are you professionally trained to offer these services? ● Is your facility licensed to offer the services you are considering? ● Can you maintain the products and equipment needed to provide these services to your client base? ● Are the services appropriate for the clientele that you service? ● Will this service or process blend into your company processes as they exist? ● Is this all about money, or do you see benefits for your existing clientele? Trendsetters Trendsetters are always spearheading new and improved techniques and skills. If you are the first in your area to offer a new service, you can base your price on prices from areas that are already offering the service. Be aware! Do not offer services just because you watched a video and it looks lucrative. Cash cows are not always as they seem. Your interest in these new services should prompt you to conduct research and practice before adding them to your list of available services. If the services have a reputation or seem to pose a danger of causing hair loss, hair damage, infection, allergic reactions, or adverse effects, proceed with caution. If you choose to accept the risk of any service, you should be aware that your business and reputation will bear the brunt of any negative impacts. A strong marketing plan is essential. Know who your potential customers are to avoid offering new and trendy services to people who would not benefit from the new services.
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