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Business Success is Never Convenient

By: Christine Heathman
Posted: February 28, 2011, from the March 2011 issue of Skin Inc. magazine.

To be successful is never convenient. Think about it: What successful business individual do you know who did not battle challenges? Look at Donald Trump and the hurdles he encountered to build his business. Many anticipated and unexpected obstacles present themselves, such as the economy, building clientele, operational costs, seasonal ups and downs, staffing, taxes and much more. How do you handle these success tests? Do you meet them head-on with a positive attitude, or do you complain you are unsuccessful because the economy is so bad and you are waiting for it to get better before becoming successful? Are you relying on excuses to move forward with your business?

There are multiple factors to focus on to identify your business, including attitude, communication, dedication, education and passion.

Attitude. Attitude is connected with your innate survival wiring to protect you from the dangers of the world. In the downward economy, never has there been a better time to draw from your built-in radar and access your brainpower to optimize mindset and vision to redefine economic survival. The road to success is always filled with obstacles; however, how you view your business can predict if you will win or lose.

Communication. Think about your best customers, and the established communication and trust factor they have with you. Communication is an asset. Your clients know you, like you, have an established rapport with you, and have built confidence and trust with you. You have a history of satisfaction and results, your clients use your products, they are more receptive to a new service or product because they believe in your integrity and they do not have to be sold to because they will buy. Communication will grow your customer base. Often, the secret to finding a fantastic recession-proof niche is to focus on what your customers need. The spa industry is centered around one fundamental human behavior trait: the need for self-esteem. Understand your client demographics and why they buy your skin care and use your services. Win clients over with new and diversified products. Up-sell your client to help them decide to upgrade to the final purchase by focusing on the customer’s needs. This should always be the natural state of conducting business.

Dedication. It is better to have 100 satisfied customers than 1,000 prospects. More sales are made with friendship than with salesmanship. Another old business adage says, “All things being equal, people want to do business with their friends.” If you have fostered your spa to care about and help people, and have garnered trust based on your dedication, skills, personality and client follow-through, you already have the most powerful sales and service means available to increase profits for your business. It is estimated that more than 50% of sales are made and business relationships are kept because of friendship, personal or professional. Your dedication and that of your clients will build your business now and in the future.