CONTENTS

3 4USEONLINE
NOW
TOOLS YOU NEED TO

Connect with past, current, and future clients

via your online presence in the form of websites,
directory listings, correct use of search engines
and online scheduling. By Darren Taylor

5 SOCIAL MEDIA MARKETING

Use specific techniques to market on social media
5 and increase your reach to potential clients.
By Chad Lio

9 MASTER THE MARKETPLACE WITH

MOBILE MANAGEMENT
In today’s digital world, optimizing your beauty
practice for the mobile marketplace keeps your
business competitive. By Stephanie Jennings

13 12 CONQUER
SPEAKING
YOUR FEAR OF PUBLIC

Public speaking is the number-one fear for most

people—but the three steps presented here will
help you get over your fear of presenting.
15 By Irene Diamond, R.T.

13 GET THE MOST OUT OF YOUR SERVICES

Learn how to increase your average sales ticket
and build guest loyalty by following these three
steps. By Sanita Rizvic

15 LESSONS FROM UBER

Demand based pricing for beauty professionals.
By Ivan Zoot—ClipperGuy

17 THE TOP 9 TIPS FOR LAUNCHING

YOUR BEAUTY BUSINESS
Experts in the beauty field share advice for
launching a business.

17
2
4 ONLINE TOOLS YOU
NEED TO USE NOW
BY DARREN TAYLOR –––––––––––––––––––––––––
G rowing your beauty business can
be exciting—and a lot of work. Your
ability to acquire and retain clients
People need to find you

will make or break the success of your online and easily navigate
business. You can connect with past,
current and future clients via your your online presence.
online presence in the form of websites, –––––––––––––––––––––––––
directory listings, correct use of search
engines, online scheduling and your potential client locate your beauty and
social media presence. Many services wellness business and in driving traffic
exist to assist you with creating and to your door. It is a common belief
maintaining your professional image that all business models today need a
online. If your online prowess leaves custom website uniquely designed to
much to be desired, turn to professionals meet your specific needs in content,
who can help you build, maintain and imagery, and function.
grow your business. Therefore, the most important
aspect of your marketing is, hands
1. A website. There are various opinions down, your web presence. The first
on the role a website plays in helping a time any potential client continued>>

3
 has an interaction with you will
most likely be through your website.
Meaning that people need to be
able to find you online and navigate
your online presence effortlessly and
efficiently. If your website is set up
effectively, they can find an excellent
cosmetologist, esthetician, or nail
tech in their preferred area and make
an appointment. This is because the –––––––––––––––––––––––––
site either contains many errors or
unfinished areas, doesn’t function or If your website doesn’t have
link properly, or is simply not user-
friendly and looks tossed together. the correct keywords,

2. Directory listings. Long gone are the search engines like Google,
days of Yellow Pages advertising.
Directory listings can still be a key won’t be able to find your page.
element of successful marketing, but –––––––––––––––––––––––––
your paper phone book is best used
as a doorstop. Your new directory is your business accessible online, invest
online. If paying for ads is not an option in optimal search engine optimization
for you, align yourself with a group of (SEO) by paying someone to handle this
beauty professionals using the same task or by researching what keywords
directory service to gain viewers. This people use when searching for your
is different from your landing page as service and then handling SEO yourself.
it serves as an online version of Yellow Develop a user-friendly website or
Pages. Your combined efforts will pay landing page—one that is compatible
off in the long run. Many directories with a mobile device, because an
offer free introductory, or base, listings. increasing number of people use
Use these to your benefit and search for smartphones or tablets as a primary
a few high-quality sites to invest in and vehicle for searching the internet.
receive optimal visibility. (Examples
of categorically listed directory sites 4. Online scheduling. In today’s busy
include angieslist.com, sampsonslist. world, being able to schedule beauty
com, yelp.com, and urbanspoon.com.) appointments online is becoming more
of a competitive edge.
3. Search engines. Another thing to keep
in mind is the importance of adding Unless you or a staff member are
keywords that connect with the terms available every hour of every day and
people use when searching. When are willing to make appointments at
people search for beauty, most websites 2 a.m. when a client has a hair-dye
are invisible or buried in search results. disaster, you need an online scheduling
If your website doesn’t have the correct service or software. Online scheduling
keywords, search engines like Google allows clients to easily browse your
won’t be able to find your page. Instead, available options and choose the
it will be buried among thousands of appointment that best fits their
other miscellaneous listings. To make schedule.•

4
 BY CHAD LIO implementing strategies and tactics without

W hen it comes to building a

clientele, social media is one of
the most effective ways to acquire and
an actual plan will provide few to no results.
Here are five mistakes beauty
professionals consistently make with their
retain customers. Yet, as a social media social media strategy—and how to fix them.
professional serving the beauty industry,
I’ve come to the realization that most MISTAKE #1
beauty professionals are failing with their You have a presence on every social
social media strategy. platform. It’s tempting, isn’t it? There are
There are an infinite resources on the at least five major social media platforms
internet about social media marketing all boasting massive amount of daily users
tips and tactics to better reach potential and engagement. It would make sense to
business. The fact of the matter is many be on all of these platforms in order to gain
of those articles, while resourceful, do not maximum exposure, right?
work in all industries. Not exactly. Social media can be
Social media should not be overlooked as exhausting. Having a daily strategy for
a marketing strategy. However, randomly one platform takes a significant continued>>

5
amount of work so attempting to spread your energy across every
platform will set you up for failure.

THE SOLUTION:
You need to first identify which social media platform(s) your
ideal customer spends most of their time on. This should be your
biggest priority for your social media marketing strategy. Only
once you’ve mastered this platform and have an automated,
successful strategy is it appropriate to start marketing on a new
platform.
Here are some interesting demographics pertaining to ––––––––––––––––
platforms, according to sproutsocial.com: You need to
• Facebook is by far the largest user-based platform and most
sophisticated ad platform. If you’re beginning to dabble in post 10 valuable
social media marketing, Facebook is a no-brainer. or entertaining
• If your main demographic is female, Pinterest is absolutely
crucial to your marketing success. About 34 percent of total things before
Pinterest users earn more than $75,000 annually. you post
• If you’re interested in marketing to a younger professional
demographic, Instagram boasts a user base of 53 percent 18- on sales-or-
to 29-year-olds. business related
• Snapchat is one of the newest social media networks, but its
popularity has already surpassed the Twitter’s active daily topics. This
users. There isn’t much on demographics yet, but it seems
ensures that
the platform is dominated by females at 70 percent, and 75
percent of total users are younger than 25 years old. you’re engaging

MISTAKE #2
with your fan
You’re selling rather than providing value. “Book Your base before
Appointment Now!” “25% Off Your Next Service!” “Gift
Certificates for the Holidays Now Available!” Most beauty
asking for a
professionals’ social media posts are riddled with sales and sale.
specials such as these. They don’t work—at least not at first.
More than likely, these types of posts are immediately skipped ––––––––––––––––
over by your social media fan base. Are you familiar with
the term jab, jab, jab right hook? This phrase was coined by
entrepreneur Gary Vaynerchuk, who applied boxing terminology
to social media strategy.
The theory jab, jab, jab, right hook for social media marketing
is: Before you can ask your fan base for the right hook, or
purchase your product or service, you need to repeatedly
jab fans with either educational or authoritative content that
delivers pure value for them. Only once you’ve thrown enough
jabs can you ask for the right hook.

THE SOLUTION:
You need to post 10 valuable or entertaining things before you
post on sales-or-business related topics. This ensures continued>>

6
 that you’re engaging with your fan base before asking for a sale.
You wouldn’t join into a conversation at a part and immediately
ask the other individuals to buy your product, would you? So,
how is social media any different?

MISTAKE #3
Not utilizing social media ads. One to two percent—that is the
average percentage of a Facebook page’s fan base who view an
organic post. If your Facebook fan page has 1,000 likes, on average,
–––––––––––––––– only 10 people will see your post. Pretty discouraging, right?
Worried Most social media platforms now host complex algorithms
that limit the number of posts a user will see within his or her
about the newsfeed. This algorithm is more focused on user-to-user
cost? engagement vs. user-to-business relationship. Whether it is
Facebook, Twitter or Instagram, the algorithm is more than likely
You shouldn’t going to show family and friend’s posts, tweets, images as a
be. Social priority over a business post.

media THE SOLUTION:

Facebook and its Instagram app have one of the most
advertising
sophisticated ad-targeting platforms ever created. The detail and
is one of the demographic targeting allows you to advertise your most recent
article on your website, e-book you’ve created, or sale you’re
cheapest ad
running is right at your fingertips.
buys in the Worried about the cost? You shouldn’t be. Social media
advertising is one of the cheapest ad buys in the market that
market that allows you to deliver your brand message.
allows you
HERE ARE SOME EXAMPLES OF EFFECTIVE SOCIAL MEDIA
to deliver ADVERTISING:
your brand • Utilize Facebook advertising. Target individuals who like other
beauty professionals and salon businesses in your location
message. with a one-to-two-minute video introducing your business.
–––––––––––––––– • Enable Facebook live stream for a tour of your business or an
on-site service. Then promote this post with a Facebook ad
targeting individuals who like massage-and-spa business in
your area.
• If your demographic are clients who chose to lighten their hair,
create an article that talks about the benefits of a toner for
blondes, and then create a promoted pin on Pinterest. (The
demographic on Pinterest is a highly concentrated user base of
women who look for new hair styles and tips).
• Create and article on “What you should expect to pay for a full
highlight,” and then launch a paid Twitter ad that targets all
the individuals who follow surrounding salon or spa businesses
in your area.
• Utilize a Facebook, Twitter, Pinterest or Instagram advertising
platform to promote your Snapchat account continued>>

7
 where you post a question and answer session about your
business services.

MISTAKE #4:
Not utilizing video. The amount of video consumed on a daily basis
is staggering. Snapchat has more than eight billion views every day.
Your video-marketing strategy does not have to be
complicated. More than likely, you can utilize the camera on your
smartphone and upload directly to your accounts. Create one to
three minute video clips on useful tips for your audience.

HERE ARE SOME EXAMPLES:

• Discuss how receiving a conditioning treatment in between
color can keep hair healthy and looking shiny.
• Educate your fans on some of the recent research on benefits of
Olaplex for dry or damaged hair.
• Explain at home techniques for styles, such as products and tools
to use to create the wavy look, that clients can re-create at home. ––––––––––––––––
MISTAKE #5 Social media
Expecting quick results or sales. Like any marketing strategy, is meant
there isn’t a silver bullet. Social media is meant to connect and
engage with others. Expecting to immediately generate huge to connect
sales is unrealistic. and engage
THE SOLUTION: with others.
The most effective way to gain awareness on social media is to Expecting to
have a posting schedule. This not only defines the specific time
of day you will post but also what types of posts you put up at immediately
each time. generate
Start small with your posting schedule, and gradually increase
it when you have the time, experience and energy to do so. huge sales is
The best way to approach scheduling social media across
unrealistic.
your platforms is with a free online tool. Buffer is one of the top
social scheduling platforms that not only allows you to schedule ––––––––––––––––
posts for free, but also has detailed analytics for a reasonable
subscription price, which will tell you what posts are most popular.

SEIZE THE OPPORTUNITY:

Social media presents itself as a massive marketing opportunity
for beauty professionals to book appointments, acquire new
clients, and potentially turn themselves into a brand. While there
are many successful stories of this happening there are far more
stories of failure.
Similar to starting your own salon or mobile salon business,
when you launch social media marketing, you need to plan your
strategy, have measurable and realistic goals, and reconfigure your
plan if your original plan does not provide immediate results.•

8
 BY STEPHANIE JENNINGS –––––––––––––––––––––––––
In today’s digital world, optimizing
your beauty and wellness business for
the mobile marketplace is increasingly
Text messaging is the
most used smartphone feature—
important for keeping your business
competitive. According to a report by Pew 4.1 billion text messages are sent
Research Center, “U.S. Smartphone Use in daily in the U.S. alone.
2015,” 64 percent of American adults now
own a smartphone of some kind, up from –––––––––––––––––––––––––
35 percent in the spring of 2011, and this
number continues to grow. How can you with your communications, it’s permission
make the most of it all? Start by assuming based, meaning clients have opted in, and
your clients live on their mobile devices. it’s instant. These three factors contribute
to a higher response rate when compared
GET TEXTING with email marketing. According to a study
Mobile texts can be a powerful means by Radicati Group, “Email Statistics Report,
of communicating with your clients more 2014-2018,” short message service (SMS)
effectively. According to the Forrester text messages have an off the charts open
Research Mobile Media Application rate of 98 percent, compared with 22
Spending Forecast, 2012–2017, U.S. text percent for email. Over time, these quick,
messaging is the most used smartphone more intimate messages can do wonders for
feature—4.1 billion text messages are sent reducing no-shows, helping to fill canceled
daily in the U.S. alone. Why is texting appointments, saving cosmetologists
effective? It allows you to be targeted time by avoiding phone tag, continued>>

9
and lowering lost revenue due to missed
appointments. Texts can support your
beauty business in the areas of appointment
confirmations, reminders and cancellations;
discounts and coupons; last-minute offerings
on slow days; notifications of new products
and services; thank-you messages; we miss
you messages; and links to client satisfaction
surveys. Ways in which you can grow your
mobile client list include adding a mobile
sign-up form to your website; sending an
email to your list, asking clients to join your
mobile list; adding a mobile sign-up option –––––––––––––––––––––––––
in your client newsletter; and inviting social
Take advantage of the flexibility
media friends and followers to join your
mobile list to receive special discounts. Make mobile credit card swiping
sure it’s easy for clients to opt out of your
list, and notify clients of any potential text
provides to sell clients products—
message costs. or book their next appointment—
MANAGE ON THE GO
from any location.
Having the freedom and flexibility to –––––––––––––––––––––––––
manage your practice on the go is one
of the luxuries of the emerging mobile too. When Internet connectivity fails, you’ll
marketplace. Consider downloading a still be able to view your appointments and
management app and encourage your client data and continue to run business as
cosmetologists, estheticians, and nail techs usual. Encouraging the adoption of mobile
to do the same. management will help move your practice
A management app allows beauty into a mobile mindset, and improve the
professionals to check schedules from overall flow of your practice in the process.
anywhere at any time. Along with keeping
an eye on appointments, you and your staff MOBILE CARD SWIPING
can access and manage client profiles. A great perk of the mobile marketplace
This will allow them to check their is having the ability to swipe a credit card
schedules from anywhere at any anywhere, anytime. With mobile payment
time. Along with keeping an eye on technologies, there’s little need for a
appointments, you and your staff can front desk these days. Take advantage of
access and manage client profiles— the flexibility mobile credit card swiping
fostering improved client-cosmetologist provides to sell clients products—or
interactions. You and your beauty book their next appointment—from any
professionals can view clients’ profiles in location. You can book clients when you
advance to read notes or reminders; maybe participate as a vendor at events, during
your client has a skin condition, prefers house calls, and at off-site excursions and
a specific oil or has a membership that’s retreats. You’re no longer confined to your
up for renewal. Along with client profiles, physical practice or telephone to bring in
you can manage appointment check-ins, revenue. Most mobile processing systems
cancellations, and confirmations all from offer strong encryption and security
the app. Enhanced access is a great benefit, features, and many link to continued>>

10
existing merchant accounts and booking
software systems.

OPTIMIZE ONLINE PRESENCE

Today’s beauty clients expect to be able to
find you online, on relevant listings, review
sites, and social media—all from their mobile
devices. Remember, your website is your
front door—so developing mobile friendly
web pages and opt-in client communications
for text messaging and newsletters, and
optimizing your language for mobile search
by using simple, searchable keywords are all –––––––––––––––––––––––––
ways to maximize your mobile influence.
Making your services easily accessible Millennials are the biggest
for purchase online is critical. According mobile spenders, 39 percent
to a 2014 white paper by comScore,
“Marketing to Millennials: 5 Things Every of the demographic purchases
Marketer Should Know,” Millennials are more than $50 a month in services
the biggest mobile spenders, 39 percent
of the demographic purchases more than or goods via their smartphones.
$50 a month in services or goods via their –––––––––––––––––––––––––
smartphones. Creating a clear call-to-action
button such as “Book Now” and eliminating popular being Facebook. In Pew Research
distracting imagery and text can all work Center’s infographic, “The Internet and
to optimize your homepage for the mobile Health,” 30 percent of internet users have
browser. consulted online reviews or rankings of
healthcare services or treatments. Ways
MOBILE SOCIAL MARKETING you can engage with mobile users on
Keep in mind that mobile users are social Facebook include building your audience
users. According to comScore’s 2014 U.S. by encouraging your current customers
Digital Future in Focus report, Pinterest and supporters to like your Facebook
users are 92 percent mobile; Twitter users page; posting valuable, authentic content
are 86 percent mobile; and Facebook is that reflects your brand (consider sharing
68 percent mobile. Building your brand news related to your unique business and
on social platforms and registering on staff, beauty and wellness tips that tie
mobile maps, review sites, and listings can into your services, and an assortment of
help build your reputation and establish offerings, videos, photos, or promotions to
credibility amongst the increasingly social engage your followers); running a contest,
and mobile world. Listening to what sweepstakes, or promotion; and posting
clients are saying about you by monitoring strategically. Facebook’s insights feature,
comments and questions on these social for example, includes a tab called “When
platforms can go a long way in establishing Your Fans Are Online.” More and more, the
client loyalty and connection. mobile device serves as the first point of
According to the Social Media Update engagement between a client and a new
2014, released by the Pew Research Center, brand or service. You can shoot your beauty
as of 2014, 52 percent of online adults used practice to the top of the line by embracing
two or more social media sites, the most mobile-marketing trends now.•

11
 BY IRENE DIAMOND, R.T. impact on the impression you make

P ublic speaking is the number-one fear

of most people. Fear of dying comes in
second, and fear of spiders comes in third.
than anything you say. That should put
you at ease since nonverbal cues can
often be fixed quite easily. The way
If you are afraid of speaking in public, I you carry yourself is the first thing your
respectfully suggest you do everything in audience will notice, so it is critical
your power to get over it so you can use you stand tall and upright, yet without
presenting as a way to get more exposure looking rigid. Hold your head up; let
as a beauty professional, attain more your arms hang naturally at your sides
authority in your community, and gain or rest them on the lectern, but do not
respect as an expert in your field. fold them across your chest, cross them
behind your back, or rest one hand on
1. POSTURE. Not to scare you, but from your hip, as none of these postures
the first moment you step in front of inspire confidence.
the audience, people will judge you. 2. VOICE. The way you speak indicates
According to Carol Kinsey Goman, many things; people form opinions on
author of The Nonverbal Advantage: your education, cultural background
Secrets and Science of Body Language and financial level based on it. Speak
at Work, studies have found nonverbal clearly with appropriate volume,
cues have more than four times the diction, and intonation. continued>>

12
 No one wants to listen to someone to be a little deeper than usual, so if
stumble over words, mumble into the you are nervous, you don’t come out
microphone or use words the audience squeaking.
doesn’t know. Be careful not to use 3. EYES. Make eye contact with as
industry jargon or purposefully big many audience members as possible.
words. If you are trying to impress the Continuously scan the room. In smaller
audience with your knowledge, you may venues, you will be able to see people’s
come across as a know-it-all, and you eyes. Don’t stare, but do make eye
will alienate them. A big mistake new contact. Novice speakers often favor
speakers make is speaking too fast and their dominant hand side, so be sure to
at too high a pitch. It is actually a good share yourself with both sides of the
practice to drop your voice slightly room.•

GET THE
MOST OUT
OF YOUR
SERVICES

BY SANITA RIZVIC new product or service because of the

W ith so many products and services

on the market guests can be
confused on what services to get and
apprehension of getting turned down can
be a costly mistake.
Follow these steps to increase your
which ones not to spend money on. They sales ticket and ultimately create a
look to you as their beauty advisor to loyal relationship between you and your
address their concerns and recommend a clientele.
solution. At the end of the day everyone
wants to leave feeling beautiful. Salon RECOMMEND A VARIETY OF SERVICES
guests don’t know what they don’t know. Do not underestimate the importance
Simply not educating your guest on a of a consultation with each continued>>

13
guest … every time. There will always being able to re-create the look at home
be those who just come in for one and never coming back.
service. However, with trends constantly
changing, making recommendations and WHAT TO REMEMBER:
educating your guest on the benefits of Recommending product is crucial
other services you provide can open new during the service. Share what you are
doors. Clients are hesitant to try new using and selling. Let them feel it, smell it,
things due to their lack of knowledge. experience it. They will be purchasing
Guests become like family, but it is products from somewhere, why
important to understand that they are shouldn’t it be from you?
still coming to you to feel revitalized. Many salons will pay commission on
One of the biggest mistakes made by retail sales. Not only will you build guest
loyalty, but it will also increase your
––––––––––––––––––––––––– income.
Share what you are using
RE-BOOK FOR SERVICES
and selling. Let them feel it, IN BETWEEN APPOINTMENTS
On average, color clients come in every
smell it, experience it. four weeks for a re-touch, eight weeks for
They will be purchasing full color or highlights, and 12 weeks for a
haircut. When re-booking your guests look
products from somewhere, for ways you can service them in between
why shouldn’t it be that time. For example, if someone comes
in every eight weeks for highlights, have
from you? them come in at the halfway mark to
––––––––––––––––––––––––– refresh their hair with a toner or a gloss.
This assures them that they can have a
hairdressers is getting too comfortable. longer lasting look without having to spend
Knowledge is power—your guests will as much time or money in your chair. This
appreciate your knowledge and attention can almost double your appointments
to detail. Not only will it increase your scheduled annually. Find out what they
average sales per guest, but failure to have going on between your appointment
provide new recommendations can lead and the next time they come in. Things
your guests right out the door for good. like special events are very common and
sharing thoughts and ideas for their look
RECOMMEND PRODUCT can bring them back in your chair.
Sell,sell,sell. I don’t want to be
pushy—I am not a salesperson. This WHAT TO REMEMBER:
is the most common misconception You are an entrepreneur. Technical
among hairdressers, and it is what sets skills are great and perfecting your craft is
successful beauty professionals apart important. However do not underestimate
from the rest. Imagine you bought a new the business sense you need to be
Mercedes. Would you go to Wal-Mart to successful behind the chair. If you don’t
maintenance it? Think about it…. You have write it down, you’ll never know. Write
just provided a wonderful service to your down your current sales and create a
guest that you want to last longer than quarterly plan for the next 12 months with
their time in your chair, right? The worst realistic goals to keep yourself on track!
thing is a happy guest in your chair not Ready, set, goals!•

14
LESSONS FROM UBER
DEMAND BASED PRICING FOR
BEAUTY PROFESSIONALS
BY IVAN ZOOT that at times of peak demand the cost of a

S upply and demand—the basic law of

economics dictates pricing in most
industries.
ride goes up, and usually without question
we request the Uber anyway. When more
people are seeking rides and fewer drivers
If there are 120 seats on an airplane are available, it only makes sense that
odds are no two tickets were sold for rides should cost more.
the same price. The airlines have done a Customers make choices. Some simply
terrific job at tweaking seat prices around pay the higher rates. Others opt to go with
every conceivable adjustment in purchase a conventional taxi. The system works, and
details. no one complains.
Perhaps, the time is long overdue to
LESSONS FROM UBER adopt a few simple pricing tactics to
From its inception, we have understood maximize income opportunities continued>>

15
and to balance traffic flow.
Here are five tips for managing a demand-based
pricing model for beauty professionals.

1. Analyze the traffic coming to your salon. To

implement a slight price increase during periods
of excess demand, determine days and times of –––––––––––––––––––––––––
peak client flow and slow activity.
To implement a
Tip: Periods of pre-holiday enthusiasm are great
times to incorporate a surcharge. slight price increase

2. Limit the periods of time when senior and child

during periods of
discounts are honored. excess demand,
Tip: Take advantage of the peak demand, and
avoid offering discounted prices during those
determine days
times. and times of
3. When offering coupons or discounts, narrow the peak client flow
time of the offering to slow days, and use this time and slow activity.
to build traffic on days where you need it.
Tip: If there is ever a good reason to offer –––––––––––––––––––––––––
discounts, filling slack time is one of the best.

4. Post any updated pricing information in high

visibility locations around your salon.
Tip: Use a flyer or a menu card to explain your
program. Clients will be happy to be notified
upfront.

5. Explain to your clients what you are doing and why

you are doing it. Clear communication is key to the
client accepting demand-based pricing.
Tip: Use social media platforms like Facebook,
Instagram, or Twitter to effectively communicate
your new pricing program.

It is important to acknowledge that a demand-

based pricing system makes the implementation of
general price increases amazingly easy to execute.
When the time comes, simply increase the peak
time price as a response to demand. Stagger the
increases so in due time, the off-peak price can go
up too. Think of it as working smarter not harder.
Implementing the right pricing strategies will
lead to little or no resistance from clients
and can be crucial in building a successful
beauty business.•

16
O nce you’ve graduated from beauty
school and gotten your license,
launching your own business may seem
many benefits, such as the opportunity
to work on many clients and gain an
understanding of the massage industry is
like a natural next step—but taking the leap a great starting point. Managing a private
into entrepreneurship means more than just practice requires business and marketing
handing out business cards and waiting for experience to ensure success and secure
clients to call. Here, experts in the beauty regular clientele.
field share advice for launching a practice.
2. PAY ATTENTION TO HOW YOU
1. CONSIDER WORKING FOR AN WILL USE TECHNOLOGY TO YOUR
EMPLOYER FIRST. Many new salon and ADVANTAGE. As you prepare the budget
spa professionals expect to start their and marketing plan for your new beauty
own businesses and be self-employed, business, be sure to think about creating
which is an attainable goal. However, a professional website with engaging
working for an employer can offer content; utilizing business continued>>

17
 management software, as well as recognizable as someone who is about to
smartphone and tablet applications to take care of you. White looks fresh and
provide convenience for clients; getting crisp, but is easy to stain with oil or lotion;
set up with mobile credit card swiping; a darker color like black is more flattering
and developing your social media brand and camouflages stains better.
as a platform to market yourself.
7. MAKE YOUR BUSINESS STAND OUT
3. JUMP-START YOUR BUSINESS WITH FROM THE COMPETITION. One way to do
CLIENTS YOU WORKED WITH IN this is to expand your beauty menu and
SCHOOL. Shortly before you open your make appointments more special—and
salon or spa, send thank you letters to profitable—by adding spa services, such
your practicum clients, letting them as wraps and scrubs. Wraps tighten and
know about your status as a credentialed tone skin, and improve circulation; scrubs
cosmetologist, esthetician, or nail tech, cleanse, tone, and exfoliate skin. When
and inviting them to keep receiving your used in combination, wraps and scrubs
services. It can be a shock for clients to help keep skin fresh, hydrated, and supple
make the transition from paying nothing
or a nominal fee to your standard rate, 8. TAKE CARE OF YOURSELF. In the first
so offer them a lower rate that gradually five years of their careers, salon and spa
increases over time. professionals tend to have high rates of
musculoskeletal symptoms, including
4. OFFER PRODUCTS FOR RETAIL SALE IN backaches, sore wrists and shoulders,
YOUR PRACTICE, but ease your way into and neck pain. High-quality self-care is a
retailing. If you funnel excessive funds into necessity. In addition to practicing good
a large inventory right away, it may set body mechanics while you work, develop
you up for too big a challenge. Get a feel a conditioning regimen, focusing on
for upselling and promoting products with building strength and endurance in the
beauty services to build your confidence, hands, arms, shoulders, chest, hips, legs,
and in turn build your inventory. and core. Receiving massage should also
be part of your self-care plan.
5. DON’T BE SHY. If you are timid or
afraid to speak with people, you will 9. PROTECT YOUR CAREER. Salon and
have fewer opportunities to build your spa professionals invest so much time
clientele. The phone doesn’t just start and money into their career—now is
ringing the day you get your license. the time to protect it. Whether you are
If you are not comfortable speaking to a graduating student or a seasoned
people, take a public speaking class. Ask professional, mishaps can occur and
your instructor to include face-to-face cost you thousands of dollars. Give
exercises in the training if they do not yourself peace of mind and protect your
already. Do these exercises, and even if career by investing in a professional
the scenarios feel fake—they will help. liability insurance policy. This can
cover you for any malpractice or slip-
6. CONSIDER A UNIFORM. When and-fall claims—and cover you for off-
building a business, it’s best to keep site events, weddings, and more. An
your clothing simple, comfortable, increasing number of employers require
professional, and recognizable within their professionals to carry their own
the field. The monochromatic dress code insurance. Why not take the initiative and
typically adopted at spas is universally start protecting your career today? •

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B eauty Insurance Plus is a national insurance provider that supports beauty and
wellness professionals—including cosmetologists, hair stylists, estheticians, and
nails technicians—by offering an instant, affordable liability insurance solution.
We believe in the work that you do; and we know that as more people come to
you for your services, it is necessary that you protect your reputation, your clients,
and your business.
To address that need, we developed an inclusive liability insurance program,
tailored specifically to beauty professionals, so that you can continue to help
your clients look and feel better. Our program offers full protection for more than
350 beauty and wellness modalities, as well as professional business support and
member benefits.
In addition to our professional beauty program, we also offer two low-cost
insurance policies for students enrolled in beauty school.

Website: Email:
beautyinsuranceplus.com info@beautyinsplus.com

Facebook: Phone:
Facebook.com/GlowWeekly 1.800.941.3583

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