....................................................................................................Beauty - Expert Panel Liz McKeon
Beauty Business Expert
Jennifer Rock Beauty Tutor at Bronwyn Conroy Beauty School and Trainer for iiaa
“Put your energy into the present and the future; spend your time on what you need to do now to make things better…”
“A new year – a new you! Here are some suggestions for personal success in business for 2014...
“Learn to say ‘NO’. Effectiveness at work depends on knowing what not to do. Over commitment is a sure road to failure. You have to learn to say ‘no’ firmly but politely. If you want to get things done, you have to become good at turning down opportunities that don’t fit into your business or salon strategy. When you take on something new, make sure you understand what you’ll have to stop doing to make time for the new task.
“One of the most difficult judgement calls to make is knowing when to cut your losses. It is hard to do this, but there are times when you have to be realistic, as reinforcing failure is extremely wasteful of all your valuable resources. Be decisive – the sooner you cut your losses, the quicker you can move on to what you need to be doing.
“Don’t waste time on the past. The past is fixed, you cannot do anything about it. Failures, mistakes and errors all have lessons for the present and the future. Tease them out, take them on board and then turn to your future again. Put your energy into the present and the future, spend your time on what you need to do now to make things better. Acting in the present is far better than getting stuck in the past and will lead you to a better and brighter future.
“Avoid procrastinating, the thief of time – putting off until tomorrow what you should do today. It is a bad habit that is a form of self-sabotage, whereby you are simply handicapping yourself. It is generally the unpleasant things that get pushed forward from day to day. However, if you want a successful business, deal with the unpleasant today!
“Always do what you say you will. How much time do you waste chasing up people who said that they will do something for you and then don’t do it? If you always do what you say you will, on time and according to the plan, you will save both your time and the other person’s time as well. Your own personal example will give you the authority to expect others to deliver according to the agreed decision. You are the manager you can insist on it; otherwise you cannot make things happen.”
“Enjoy, be excited and embrace the year to come.”
“With the unlucky (for some) number 13 behind us, many of us may breathe a sigh of relief that the year is now behind us. Onwards and upwards they say! However we know that the first few months of the year often tend to be the toughest in our line of work, with more vouchers than cash in the till. While many salons may shut, limit opening hours, go on vacation etc., I would suggest…
“Self-reflection – how did the last working year go? Was it a rocky road? What lessons did you learn? What will you definitely bring with you into the next? Without self-reflection, we are merely walking straight into the same traps as before. Similarly if the past year was a roaring success then ensure you put all measures in to place to replicate this in the coming year.
“Remember training is both a short and long term investment. Use the extra cash in the till as a safe bet to upgrade the standard of your present staff. It could be through product refreshers, sales training, make-up training or new treatments – all forms of training provide the therapist with the confidence that you as their employer believe in them. External training serves the purpose of allowing them to see and learn from other salons, making a change from the same four walls. They will return educated, equipped with knowledge and enthusiasm to share.
“Prepare for all eventualities. Prepare the cleaning rota, staff rota, direct debits, budgets and use this time to get all the ‘nasties’ out of the way. Decide how you see your business growing this year; shall you target a new audience? Incorporate your 2014 business idea with a marketing plan so you are driving towards the one goal.
“Invest in your staff. This does not have to be financial, perhaps just time. We all know that rewards, compliments etc. feed into our happiness in the workplace so a one-to-one meeting with your staff detailing what you expect from them, asking them what changes they could see realistically working, what feedback they get from clients that may never be relayed to you the owner etc., could all provide useful. If someone is included they feel involved and empowered.
“Most importantly enjoy, be excited and embrace the year to come. Realise that we are fortunate enough to work within an industry which is forever evolving and remoulding itself. The only people that get left behind are the ones that chose to.”
If you have any questions you would like to put to our panel, email us at
melissa@aitireland.com
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