Issue link: https://www.ascpskindeepdigital.com/i/1357981
60 ASCP Skin Deep May/June 2021 SET BOUNDARIES When clients take advantage of your time because of lax or unclear policies, it can create resentment. Mary Nielsen, executive director of Spectrum Advanced Aesthetics, says you must value your time and expertise—and set boundaries. Setting boundaries "will discourage your clients from taking advantage of you," Nielsen says. Guard your time, and clients will respect you for it. COMMUNICATE WELL Communication is key when building your business, and Nielsen suggests you "communicate in the way that your client best receives information, [which] means you will have to provide information in a number of different ways (emails, Instagram, Facebook, snail mail)." She also suggests you "communicate more often than you think you need to. Your clients need to hear from you, [and] your potential clients need to find you." Additionally, Nielsen stresses communication is essential after a treatment. "You need your client to know you care and [treatment] results . . . matter to you," she says. "Make sure you give solid posttreatment instructions that include how to contact you." DON'T BE SHY Shyness is not a virtue when marketing your business, according to King. "Everyone with skin should be your client," she says. "Whether you are in the workplace and going up to hair or nail clients to introduce yourself, or networking (at an event, social occasion, or via social media), you have to reach out and tell people you want them to be your client! Don't just tell them what you do, [tell them] your why for choosing this career." CREATE YOUR BRAND Spas, spas everywhere, so how do you stand out from the crowd? Tazeem Jamal, an award-winning spa business coach, suggests creating a distinctive brand. Hers, for example, revolves around the color purple. "My hair is purple, my branding [contains] shades of purple, and my marketing is very distinctive," she says. "People often recognize my work." When deciding on your brand, Jamal suggests using the same vibe, colors, fonts, décor, and client protocols, which "help solidify your brand," she adds. "I even encourage spas to have phrases they use in their marketing that become part of their brand." find your niche Discovering your niche is an important step to creating a successful business that also makes you happy. So how do you find your niche? • Identify your passions/talents. What do you enjoy doing most? What sets you apart from your competition? Write down everything unique about you and your services. • Narrow your focus. Once you identify your passions and talents, pinpoint the needs of your targeted clientele. Is there a market for their needs? • Find your people. Granted, in this COVID climate, you're not out there hobnobbing with people outside of your family, work, or social circle. Instead, cyber search. Start with friends on social media, and branch out from there. Is there a personality type that interests you? • Read competitor reviews. What are clients complaining about on Yelp or Google Reviews? Is there a service you offer that your competition stinks at? "It takes time to get a good reputation and establish a clientele. Watch other successful professionals and learn their techniques and communication skills."—Mark Lees