Business Boost 1. Decisive Action Plans

We are delighted to welcome back Liza Smith, Educator, Salon Owner and Business Coach with a new focus on how to "Boost your Business". We can all agree that times have been extremely challenging for all within our industry. Over the next four weeks, Liza will be advising on the next steps on how to take your business from “Surviving to Thriving” with a series of video tutorials, covering valuable points and topics with a downloadable document to support your learnings.

During this pandemic Liza has selflessly supported others within the hair and beauty industry with her time, guidance and advice.

Download the Surviving to Thriving guide here

Liza’s Bio

Liza shares how she started in the industry, how she has built her business and her encouragement for the future:

"I know what it is like to build a business from scratch, I was a passionate, but naive 21-year-old, straight out of college, when I opened my salon over 30 years ago!I have had an amazing career travelling the world, looking after the hands and feet of the famous, travelling on private jets and yachts, competing and winning international nail competitions, and educating many nail and beauty professionals.I have retired from competition and session work, and now judge for both Scratch Stars and Professional Beauty.A lot of my time is currently spent growing my salon business which has 8 employees."

"After a few years of investing in my own business coaches and learning how to take my business to the next level, I am now mentoring and coaching other salon professionals, to build their secure salon of the future. Looking back over my 30+ years as a salon professional, there has been some amazing highs and lows.There have been times when I have almost lost my house, my marriage and my sanity, but I managed to hold onto all three, and I am now living a very fulfilling life, both professionally and personally.

In this unprecedented time, it is hard to see the positives, with so many of our peers struggling. However, it is my honest belief that 2021 holds amazing opportunities for business owners, that prepare themselves for the reopening of our industry. Many things are changing, I am part of a number of groups that are fighting behind the scenes to bring about change for the better, and this means that we will all benefit, as long as we are on the starting line when the gun goes off!"

Business Boost 1. Decisive Action Plans

Take this time to refocus your business, to understand truly, what the purpose of your brand is and the vision you have for the future. Understand your clients wants and needs and how you can align your business with your tribe.

Mission statements are a navigational tool to enable you to stay on track. It will be like your north star, pointing the way forward. A mission statement is a short summary of WHY your business exists, it will help to shape your business strategies and give a clearer message to your clients.

Vision statements are the future goals and aspirations of your business. Your vision of where you want your business to be in 5/10 years' time.

Who are you?

Remember, you are your brand. You are the voice of your business. Consider the emotions you want your clients to feel when they are with you and what you want to be known for. Niching down on your ideal client doesn’t exclude all others, it just makes your message clearer. This will be the beginning of you and your business brand, being aligned.

Who are your tribe?

Try to flesh out your ideal client avatar (ICA) and really discover who they are. Identify the people, the tribe, that is best aligned with your brand:

How to speak to them?

What do they want to hear?

What are their likes and dislikes?

How do they spend their money?

What do they stand for?

Where are they?

Connecting with your clients or potential clients has never been easier, now with all of the options available online and through social media.

Instagram should be thought as your shop window. Your clients should be able to recognise your feed from other salon businesses. Don’t fill your feed with only images of your work, include quotes, testimonials and inspiring images that speak to your ICA.

Facebook is your community. You need a business page, but it’s also a great idea to have a FB group in the same name, to invite clients into. You can also create live videos on Facebook, this is the best way to engage with your clients.

Email is probably the most important, of all ways, to communicate with your clients. Your email list is your own, not owned by Facebook and Instagram. You can use this tailor your email lists to the message you want to send out to your clients.

Watch Liza Smith’s next episode, Business Boost 2. Free Marketing Pillars, Thursday 4th Feb at 2pm on our Facebook and Instagram.

Watch Liza’s Business Boost 1. Decisive Action Plans here

Download the "Surviving to Thriving" guide here

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