ASCP Skin Deep

July | August 2014

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Create your free business website! www.ascpskincare.com 13 your niche Spa Consultants A business built on supporting others by Rebecca Jones Estheticians are wise to plan for the day when they need to step away from the treatment room—whether that event is spurred by health challenges, family reasons, or a wish to earn more than they can from treatments alone. Many estheticians look toward spa consulting as a potential next step. So, how to begin? Douglas Preston, one of the leading consultants in the spa and beauty industry, followed his heart into a career as a makeup artist in 1981. But after that, he followed his business plan. Steps along the way included speaking at trade shows, writing books, creating training videos, and launching his own product line. "There are a lot of platitudes like 'Follow your heart and the money will come,' and that's just not true," says Preston, owner of Preston Esthetics & Spa Consulting, Preston Private Label, and Preston Skin Center based in San Jose, California. "Maybe the money will come. But you can't just wish for it. Thinking needs to lead to action." Identify Your Talent Step one is to know what you're really good at, then get even better at it. "See where you shine in your business, what your strengths are, what might trigger other estheticians to be inspired," advises Lori Crete, a consultant whose Six-Figure Esthetician System is a popular training program among business-minded practitioners. "We all have different gifts. Some are strong in retail. Some are strong in mind-set." She recalls one esthetician who was phenomenally good at organizing a treatment room, finding the optimal spot for everything, and labeling it all neatly. That one skill proved to be something others were willing to pay for. "There are many avenues where you can become a support to others in the beauty industry," Crete says. Communicate Your Message Step two is figuring out how to get your message out there, and how to make it easy for other estheticians to buy what you're selling—whether that's a book, a lecture, a phone consultation, or styling someone else's treatment room. Communication and marketing are key, and unless you're more than commonly adept at website design and maintenance, technical support is also crucial. "The biggest support you'll need is in the areas where you can't provide the genius," Crete says. "You need a customer service representative to answer your calls and emails, a good website designer, and Rebecca Jones is a longtime newspaper reporter and freelance writer based in Denver, Colorado. Contact her at killarneyrose@comcast.net. Know what you're really good at, then get even better at it. someone to help you set up your back- end system, scheduling, and payments." "If you have writing skills, that's a plus," Preston says. "If you don't, you need to find someone who can turn your knowledge into readable material." Remember Your Goals Having realistic goals and an action plan to achieve them can make the difference between success and failure. "Know your goals, whether it's to be free of the treatment room, to have a career that takes you on the road, or to work from home. You have to have some kind of calling," Preston says. "And you have to set your income goal. There are a lot of people out there with skills and abilities, but they're not making any money. We need to have an idea of how much money we want to earn, then come up with a plan of action to earn it. "In the years I've been an authority in this industry, I've talked to lots of people who want to do what I do. But very, very rarely does anyone take that idea and put it into action. It's easy to think 'I want something,' but then you have to take the steps to make it happen. Skydiving sounds like fun, until you get in the plane and have to jump out the door."

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