How do you market yourself?

13 years ago, Centre For Beauty was the only Distributor in the entire USA which focused on foot care products only.

The Mfg’s whom developed foot care products like Footlogix struggled to get their foot in the door (no pun intended) of Distributors. And, when they did they struggled in getting any return from these Distributors.

Why? Because Distributors at that time, were primarily Distributors of Hair Care products.

The fact these Distributors were primarily in the Business of Hair Care, wasn’t and still isn’t the problem. The problem is the Sales people working for these Distributors knew absolutely nothing about foot care.

No matter how much support was given to them in forms of promo materials, training etc….foot care was not their forte. They wanted to stay in their comfort zone of promoting hair care products.

I personally worked with Footlogix and LCN in an effort to build their foot care in the USA. I know first hand the challenge of obtaining a Business partnership with these Distributors and first hand how practically impossible it is to train someone who is focused on hair care to even “talk” about foot care.

Although, I “get” it…..I really don’t. Because, a good percentage of their Salons purchasing hair care from them, also have Spa services offering hand care and foot care. Why not take that “extra step” (literally) to another section of the Salon and let them know you have Spa care products as well?

Experiencing first hand those challenges, is how I became Centre For Beauty All About Feet.

My seven (7) years of working with the team of these Mfg’s, allowed me the opportunity to not just witness first hand what the problem was. It allowed me the overview of what our Technicians needed.

I worked and/or managed just about every aspect of the Nail Technician arena.

  • I owned a Salon
  • I’m a licensed Nail Technician
  • I managed and/or worked trade shows
  • I managed and trained Distributor reps.
  • I managed Sales
  • I worked directly with Salons, Spas, Resorts
  • I worked with Presidents, Vice Presidents, Purchasing, Sales teams
  • I worked Mfg. trade shows
  • I developed and hosted Industry events
  • I participated in table top discussions on new products
  • I’ve tested products
  • I’ve written for Industry trade magazines
  • I’ve increased my knowledge through various avenues of advanced education
  • I’m honest, I’m skeptical, I have Integrity, I’m committed, I’m persistent, I’m motivated

If I sound like I’m bragging….I’m not. I’m proud yes. I’ve worked very hard and continue to work very hard in an effort to not just maintain my Business. I want to grow it.

However, I want to grow it organically through helping others grow. How?

I’ve marketed myself through my blogs and my classes via Education.

How do you market yourself?

I was in the South Florida area last week and had the pleasure of receiving a pedicure from one of my clients.

I’m picky….I know way too much about Salon hazards….I choose very carefully who I let pedicure my feet. Let’s call my client Mz. A (I hope she’s reading this)

  • Mz. A has been in this Industry for 1 year
  • Mz. A is a single Mom
  • Mz. A has a Business, in a Suite
  • Mz A in one year has become trained in Toenail Restoration
  • Mz A is planning training in Oncology Care in the Pedicure room
  • Mz A does natural nail care and foot care
  • Mz A follows all State Board Regulations regarding Salon sanitary practices

I met Mz. A a year ago when she just began moving into her Salon suite. I visited and reviewed product options with her. I shared any knowledge she was willing to accept. I answered her questions and even asked a few of my own.

It was that first impression and all that has followed in the coming year which, presented me with the feeling of safety. The feeling of “when I’m in this area again, I’m going to schedule a pedicure“. And…I did!

Mz. A didn’t disappoint.

  • Her Suite looked perfectly clean as the 1st day I was there.
  • She had her sanitation equipment and supplies, neatly organized and arranged. Visible for clients to witness.
  • She had her credentials visible.
  • Her service cart was very clean, organized and already set up for her to work, once I arrived.
  • She was very Professional.
  • She didn’t skip a beat. She performed her work on me like she had been doing it for years….She had confidence.
  • Her work was detailed and thorough

During my visit we talked about a few things. One of them was Marketing.

She shared with me, a good percentage of her Business is leaving to go back up North. It was great timing for her to open her Business during peak season however, what happens during non-peak season. She is now finding out.

It is my conversation with Mz. A which lead me to the topic of this article. How do you market yourself?

Mz. A shared with me her thoughts on what to do while being able to involve her Son so he feels like he helps with the Business. Very impressive.

She was taking him to the Beach (which is where her Business is), ride bikes and post flyers on telephone poles at hotels etc. Excellent idea. I also suggested she invite some of the local bartenders – waiters – waitresses in for a free service. Make them happy and then they spread the word. And yes…there were a couple of more thoughts and ideas.

However, as the week has gone on and this mind of mine continues to think about Mz. A and her Business, it dawned on me…How do you market yourself?

Posting flyers is a great idea. It’s an idea which has been done and proven success over and over again since the test of time. The questions becomes…what information is on those flyers?

Are you putting the name of your Salon, location, telephone #, list of services? Maybe even an offer of some sort? GREAT! Now stop and think about this.

Read Mz. A’s credentials above again. Her credentials are her Business. Her credentials are very telling to the person she is.  Her credentials are what needs to be on that flyer.

When we think of Marketing, we naturally think of “info”. Let everyone know my Business name and where I am located.

We need to give anyone reading this flyer the reason they should visit Mz. A. We need them to read her credentials and want to go visit. We need to recruit new clients from a personal level. Much like treating calluses from the cellular level. From the inside out

As my Business becomes more and more competitive, I’m wondering myself how to market my Business moving forward. It’s been foremost on my mind. As I said, 13 years ago it was only Centre For Beauty. Now, our industry is inundated with a foot care specialist on every corner. Like you dealing with the stress of sub-standard salons, I’m dealing with sub-standard Distributors. Everyone these days are jumping on the bandwagon…completely qualified or not.

When I think about the way I run my Business and I see what others do and being very successful at it, I wonder if what I’m doing is enough. I could be bigger.

Then I remember who I am. I am the person you read about above and I will remain that way.

I am reminded of this often as I receive phone calls and text from people who know me, yet I’ve never met them. My credentials have led them to me.

Remember success isn’t just about the money. The legacy we leave, the teachings we invoked, the impressions we have made are truly the most important. Although it may take longer to build a Business based on who you are in lieu of what you offer….in the long run, it will be worth it.

Centre For Beauty is proof. Our passion and marketing has always been Education based. It has always been about integrity, honesty, commitment. What is yours?

CJ Murray, President

CJ Murray
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