Details

Written by Jane

Published: 19 December 2019

We are delighted to welcome Marie Larkin to our team of trainers.

 

Marie is based in Sunderland, Tyne & Wear.

She has worked in the beauty industry since 2017. She originally had a career as a clinical pharmacy technician spanning 20 years.

 

Marie says "I believe this background has helped me in many aspects of my role as a therapist".

She runs her own home salon specialising in Skin rejuvenation treatments and has built up a good and solid client base over the past two years.

 

"I strive to offer the best services to my clients and believe education and training are key and I continually expand my knowledge and skills to achieve this.  I’m looking forward to sharing my knowledge and skills with you in my role as a tutor" says Marie.

Marie will be offering the following courses:

BEAUTY

• Lash Tinting & Lifting
• Spray Tanning

 

ELECTRICAL TREATMENTS

• LED Treatments
• Microdermabrasion
• Radio Frequency
• Ultrasound Cavitation

 

FACIALS

• Chemical Peels
• Dermaplaning
• Facials & Skincare
• Fractional Mesotherapy
• Mesotherapy
• Skin Needling

 

NAILS

• Gel Polish
• Manicure
• Pedicure

Details

Written by Jane

Published: 12 December 2019

 

 

What is marketing?

My definition is:

• Identifying your target market (those people who want your service or products, that you can reach easily and who can afford them)

 

• Discovering the needs and/or wants of your target audience

 

• Developing and then executing a plan to create a relevant and unique offering

 

• Creating and retaining loyal customers who actively engage with your brand

 

In a nutshell, marketing is about creating a positive relationship with your target audience.

 

Most importantly, whether we like it or not, it is essential for our business. Without it, our business will struggle to stay afloat

 

I hope that some of the following tips will help you grow your business and increase profit:

 

Understanding the buying cycle

This is the process prospects go through when they realise they've got a problem that needs fixing or a want that must be satisfied.  It has 5 stages:

• Recognising there's a problem/want
• Searching for solutions to the problem /want
• Creating a shortlist of solutions and then picking one
• Finding vendors who provide the chosen solution
• Making a purchase/booking in for treatment

 

Don’t create a product/service that suits you

If you want to make money, you need to sell your product or service to other people.  What they like, want or need is more important than what you want, like or need.  Design everything to suit your prospective clients, not yourself, your employees or your friends and family.

 

You can’t sell to everyone

Your product or service will only ever appeal to a subsection of any population. For that reason, to me it's a big mistake to try and appeal to an entire population.  To be successful, you should focus on the subsection and forget the rest.

 

Concentrate on your target market

Your target market consists of your ideal customers - those people who are looking for a product or service like yours to solve their problem.

 

You can have more than one target market

Many companies create a primary and secondary target market.  The primary target receives most of the focus and marketing spend.  However, these businesses also recognise that there are other targets which will require some attention if they are to be successful.

 

Make sure you can deliver what your target market wants

If there is a disconnect between what your target wants and what you can deliver, your marketing plan and ultimately your business, could fail.

 

Identify your niche market

You will be much more successful if you understand your niche and therefore your ideal customers so they all marketing material is speaking to them.

 

When you identify a niche, you can become known in that niche and clients will begin to call you.  Contrary to popular opinion, narrowing your focus will result in more, not less clients.  A good niche will provide you with a long term, sustainable advantage in your marketing that will position you apart from the competition

 

Get known in  your niche

Seek every opportunity to speak, write or share your knowledge with your target audience to increase your exposure and solidify your position as an expert solution provider to this niche. The greater the expert profile you have with the group, the more responsive they will be to your invitation to do business with you

 

Create a profile of your ideal client

Compile a very detailed profile listing both external factors and internal factors.

• What are all the issues, problems and challenges your prospects face?  What keeps them up at night?

 

• What do they want?  What do they need?

 

• What is the main outcome your prospects might want as a result of using your service?

 

• What benefits do they want to get from using a service like yours?

 

• What are your prospects main concerns?  (Price, results, time etc.)

 

• What motivates your prospects?

 

Know your competition

Make sure you can answer the following questions on all the competitors in your area who are targeting the same type of clients/offering the same sort of treatments:

• What’s their product or service?  Are they in direct competition with you?  Does their product or service address a problem in the same way your service does?

 

• Is your client service better than the competition?  Do you give value added service? 

 

• Find out what they are not delivering.  Is it something you could offer?

 

• What is something you can do right now that will fill the gap or offer something that no one else in your industry or area offers

 

Define your USP

Your unique selling proposition is a unique position that you hold in the minds of your potential and existing clients.  A USP is not a catchy slogan but it is crucial to your business success.  Without an effective USP people will never know why they should do business with you

 

Remember, price is not always a determining factor

There's a misconception among many owners that people choose the company that offers the lowest price. This isn't the case and studies have shown that price is seldom the main factor in deciding to purchase.  Sometimes offering the cheapest price can be detrimental because potential clients may view your product or service as somehow inferior to others.

 

The crucial characteristics of a USP

• You should be able to define your USP in less than 90 words
  • It must describe why people should do business with you and not your competitors

 

• It should therefore capture and reflect the most important source of your competitive advantage

 

• It should be memorable  

 

• It should be unique

 

• It should describe the benefits of your service

 

• It must be believable

 

• It should be specific about your service, quality, products etc

 

• It should show how your service fills a gap in the market

 

• It must be relevant and important to your prospects and clients

 

• It must be able to evolve or meet your clients changing needs or wants

 

• It must be true.  You must be able to deliver what you promise.  Never advertise or market a USP that you cannot deliver.  That will only dent your credibility and harm your current and future custom

 

Don’t wait for referrals  - ask for them

A referral is someone else doing your sales and marketing for you at no cost just because they want to.  Their experience of your service was so positive that they want to share it with other people.

 

Referrals are the single fastest and easiest way for any business owner to build deep relationships and earn more money.

 

Before you ask for referrals make sure the service you have offered is regarded in a positive way by your existing clients. 

 

Put energy into building a referral program

Referrals are easier to convert and will make their decisions faster and are more profitable because there's no cost in acquiring them and they spend/invest more and are more loyal.

 

Ensure your clients know all the services and products you offer

People talk about your product or service when they really understand it.  But unfortunately, most clients have usually only experienced the benefit of a few of your skills or one or two products.  Referrals come faster when clients recognise how you could improve their lives. They must be able to understand all your products and services and in turn explain to others what you do.  So, focus on educating them about all the areas of service and products you offer

 

Reward referral generating behaviour

Referrals don't happen just by accident.  They are the product of a great client experience and you want these to share this with all that they know.  So, you need to reward them in some one

 

Be direct when asking for referrals

Try “Who do you think will benefit from my service?”.  If you don't ask you don't get.