Why You Should Always Be Authentic

Staying true and authentic to who you really are is one of the most important things in life, and you should try to do this in business too.

In a time when we are all feeling a bit disconnected, people want something genuine, and they’ll come to you for treatments and a really nice experience if you are honest, real, and can offer them a genuine sense of connection.

What does being authentic mean?

When you’re authentic, you stay true to who you are and your values are reflected in everything you do. This doesn’t just make for a much happier and more fulfilling life, it also really benefits your business because:

  • It helps you stand out from the competition
  • Customers will relate to you better
  • People will see you and your business as reliable and trustworthy

How can you be authentic?

Be real.  

This is really important. Think about why you started your business and find the best way to share your passion and your mission with customers. You don’t have to pretend to be something you’re not or spend all of your time copying what your competitors are doing. This is YOUR business and you have to build it according to your values. What is important to you?

For me, a lot of my training at the academy is done one to one or in very small groups, and that’s how I like it. It’s never been about getting bums on seats for me; I want to see my students do well and thrive.

Another thing that’s really important to me is only bringing in new training and treatments if I believe in them 100% myself. If I didn’t believe that they worked or were of any benefit, why would I expect my students and clients to believe in them?

Finally, I am always transparent with my prices and I don’t slash prices ridiculously just to get people in the door. I know that it’s tempting with the way things are now, but be realistic about exactly what you’re offering people and what you’re worth. If you are offering your services for far less than what you know you’re worth, you won’t be as motivated to do a good job and you won’t attract customers who’ll value you, your services, or your experience. I’m not saying don’t offer people incentives, just don’t stray too far from what you know you’re worth in your own heart.

Being authentic pays off

Being authentic and not just doing as others do has really paid off for me. I still love what I do after more than 20 years in the industry, and I’ve recently won the ‘Best Beauty Therapist Education Enterprise -North East.’ This is the second award I’ve won in recent years and it shows that people value my honest and authentic teaching style and the way I do business.

Being authentic could pay off for you too. Think about it; rather than wasting all of your energy on creating and maintaining an impression of yourself and your business that isn’t real for all the world to see, you can focus on building a business that you genuinely love that aligns with your deepest values. That will attract more customers that value you, any day of the week.

Train with us…

All our courses are taught in small groups which makes for a relaxing learning environment where you’ll get all of the attention you need. Steph, our academy director and trainer, has over 20 years’ experience in the industry so when you book a course with us, you’ll be perfectly prepared to be the most successful therapist that you can be.

For more information on any of our courses, call Steph on 07825337342.

Building Customer Loyalty for Your Business

building customer loyalty for your business

Think about the hairdresser you go to, or your favourite pub or restaurant. What do you love about them and what makes you go back time and time again? The answer is probably because they do a great job and you’ve had some lovely experiences so you trust them. And with trust comes loyalty.

Once you go somewhere and experience excellent service, you’re more likely to go back, and this is exactly why building customer loyalty is so important for your beauty business.

Loyal customers will come back again and again, which means more business and the chance to build an excellent reputation.

How you can build customer loyalty

Make your services personal

If you’re doing a client consultation, it should always be personalised, not ‘one-size-fits-all.’ Once they see that you’ve given them information and advice that’s tailored to their needs, you’ll gain their trust and they’ll keep coming back to you.

Encourage them to make regular bookings

Many treatments you offer will need maintenance, like lash infills or waxing, so when a customer is paying, say ‘shall I book you in again in six weeks?’ This will encourage them to book in with you again there and then. A full diary is the best kind!

Have regular special offers

Good offers will both make customers come back and fill up some spaces in your diary at quieter times of the year. Rather than just offering a discount on a single treatment, why don’t you offer money off when a customer books two treatments together, like a massage and a facial? This encourages customers to book more treatments which they’ll potentially have again in the future.

Introduce a loyalty scheme

If you don’t have a loyalty scheme yet, you’re missing a trick. Loads of retailers use them to keep customers coming back, and so should you. Offer free treatments or discounts after a certain number of visits as an incentive for your customers to come back for more treatments.

So there are plenty of things you can do to look after the customers you’ve already got, rather than having to constantly chase new ones who might not be so loyal.

Speaking of loyalty…

Here at the academy, we’re all about loyalty too, and when you train with us, you’ll get a loyalty discount on your future course bookings and you can get as much as 15% off courses! Our loyalty card is being rolled out now, so why not get in touch and see what you can save on your next course?

Why train with us?

All our courses are taught in small groups which makes for a relaxing learning environment where you’ll get all of the attention you need. Steph, our academy director and trainer, has over 20 years’ experience in the industry so when you book a course with us, you’ll be perfectly prepared to be the most successful therapist that you can be.

For more information on any of our courses, call Steph on 07825337342.