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Business evaluation and personal recOmmendations

Blush + Rose Beauty

Thank you so much for participating in our free business evaluation. Below is my evaluation as well as recommendations for each area of the business. I have also included an action plan of what goals and tasks you should be prioritizing based on your answers. ;)

Your Brand

Evaluation

Your website and your work is beautiful!

I think you are doing a great job with the photos on your website and social media. They are very consistent and are in line with your adjectives...Soft Glam, Timeless, On-Trend (which I love)!

My only suggestion as far as your brand is to that I would like to see you get a little bit more specific in the verbiage on your website. Creating a message that resonates with this soft glam, timeless, on-trend bride.

Recommendations

Think about what specific needs and wants a soft glam, timeless, on-trend bride has? As well as what her specific problems or concerns are?

How can you uniquely meet her needs and wants and solve her problems?

Don’t be afraid to speak directly to your “ideal” customer. Use the adjectives that you used to describe your brand in your marketing, social media and on your website. Your goal is to have your ideal customer express an enthusiastic “YES…they get me!” The more you can determine AND address your ideal customers' specific needs, wants and concerns, the more likely they are to book you!

Even your "tagline" on your website...Our Goal is to Have You Feeling Just as Good on the Inside as You Look on the Outside, I like this but I would rather you have a tagline that resonates more with your ideal soft glam, timeless, on-trend bride.

"Trendy, Soft Glam Looks that Stand The Test of Time"
or
"Creating Timeless Looks With a Touch of Glam"
or
"For the On-Trend, Glamorous Bride Who Still Wants to Look Timeless"

You get the idea. lol

My only other suggestions which are both kind of random are:
1) You have a "book now" button on your website and it goes to the same page as your "contact" link. While, I don't think that this is having a drastic effect on your inquiries or bookings, I do think that it is a little distracting and takes away for the aesthetic appeal and flow of your website.

2) When you click on "View All" under your portfolio slideshow, it takes you to a page with editorial looks. While I think the looks are gorgeous, I do think that the photos highlighted dilute your brand a little bit only because they aren't consistent with the rest of the work on your website and social media. There is a saying in business, "if you confuse them, you lose them" and while again, I don't think it is having a drastic effect, I do think that it could be having some effect on your bookings. I think that you have enough gorgeous photos on your website and social media, that I would consider taking this page off altogether...at least temporarily and see what happens. ;)

Your Policies & Procedures

Evaluation

You are having to answer the same questions from clients and/or staff which leads me to believe that your policies and procedures may not be as clearly articulated as they could be.

It sounds like you are well on your way but this area could use a little work.

Recommendations

Go through your business and especially those areas that you are having to repeat yourself or answer the same questions over and over again.

Once you have all of your policies and procedures for every area of your business, go through your website as well as the initial emails that you send to both interested and booked brides to make sure that all of the most frequently asked questions are addressed and answered.

If you haven’t already done so, create email templates that you can cut and paste that also address these questions for those brides who don’t take the time to read all of your policies and procedures.

I suggest that you create a Google or Word document and create a section for each area of your business; interest clients, booked clients, trial, wedding day, follow up, marketing, social media, etc. Start to document all of your policies and procedures. This is also where you will put all of your systems as you create them.

Having a COMPLETE company manual is going to allow you to not have to “reinvent the wheel” as your business grows. This will be the document that you use when you hire new stylists and staff. You can also use this document as your “go-to” for anything and everything that pertains to your business.

Finally, you may want to consider adding a FAQs page to your site.

Your Systems

Evaluation

Just like your policies and procedures...it sounds like you are well on your way to creating complete systems.

However, because you are still spending a fair amount of time on the day-to-day tasks of the business AND because you don't have time to work on all of the ideas you have your business...this leads me to believe that your systems could use a little review.

It is also a good idea to start looking at where you can automate.

Systems are the absolute foundation of a successful business and are essential for growth. You will be amazed once you take the time to create solid systems and automations for EVERY area of your business, how much more time you will have to devote to marketing, growing and expanding your business.

Recommendations

Because you do already have a great start to systematizing and automating your business, it's time to start looking at those areas that could be made better and more efficient.

What are the areas that are taking up the most of your time?

Following up with interested brides?
Communicating with clients?
Communicating with stylists?
Scheduling?
Social Media?

Whatever those areas are, start thinking of new and/or better ways to streamline those processes.

While there are no "right" or "wrong" ways to create systems and automations...there are ways that are better than others to facilitate business growth.

You may currently schedule weddings and trials manually using Google Calendar and this may be manageable now but a good rule of thumb is to ask yourself..."would this system work if my business were to double tomorrow?" If no, it may be time to at least start thinking of an updated system.

Your Marketing

Evaluation

You are getting a good number of visitors to your website, which is great. Getting clients who are interested in you is the hardest part so you want to make sure that you are capturing their attention once they are interested so you don’t lose them.

Your percentage of interested brides who book with you is not bad but I do think it could be higher.

I am glad to hear that vendor websites are working well for you, this is often not the case with other companies.

My only concern is that it's never a good idea to put all of your eggs in one basket and I would like to see you branch out and try new marketing strategies and tactics.

This being said...because your unique website visitors is high, I would like to first see you focus on getting more of those visitors to contact you AND getting those interested brides to book you!

Recommendations

The three stages of client acquisition are Know-Like-Trust. You are already getting clients to know about you and visit your website, which again…is one of the hardest parts. Once you have their attention, it’s time to get them to like and trust you.

Getting someone to like you is all about connecting with them. This goes back to your brand and making sure that everything you say and do is in line with your ideal client.

When a client is deciding whether they can trust you or not, they are really asking themselves…who do I trust ABOVE everyone else? This can be based on several factors and it is typically a combination of factors that your potential clients may not even be aware of but are subconsciously adding up to determine who they trust the most.

While there are different factors, the following are the most significant ways in which you can help to instill trust in your clients:

Personal Recommendation
When a potential client gets a personal recommendation from someone that they already know and trust, it automatically instills at least some trust in you. Your goal is to create a group of “cheerleaders” for your business. This is your unpaid sales force and can include past clients as well as other industry professionals. To create this unpaid sales force of cheerleaders, you should always be striving to go above and beyond. It is often the little things that people remember the most.

Reviews
People will first ask their friends and family for recommendations but when none are available, they will look to strangers by way of reviews and testimonials. Make sure that you have a strong system for acquiring reviews and testimonials from all of your clients and make sure to display those testimonials clearly on your website as well as throughout your marketing and social media.

USP
Your USP is your Unique Selling Position. What do you specifically do that is exactly what your ideal client is looking for? What specific problems do you solve that are exactly the problems that your ideal client has? Any time you can address and answer these problems in a clear and concise way to your ideal customers, the more trust you will instill in them.

Consistency
There is a saying in business “If you confuse them, you lose them.” In order to instill trust in your clients, you have to create and portray a consistent and cohesive brand.

Professionalism
How quickly do you get back to brides? Is your website and social media up to date? How easy and enjoyable is your customer’s experience? Are you punctual? Do you keep the focus on your client being careful not to move into the “friend zone” with them? All of these things can send a strong message as to whether a potential client can trust you to fulfill their needs and make their experience a good (or great) one.

Social Proof
This includes things like your social media presence, styled shoots, education, awards, accolades, media mentions and industry affiliations. All of these things show your position in the industry and help to instill trust.

Once you get a client to know, like and trust you…it is a good idea to have a clear call to action on your website. Offering something that is unique and of value can help. This can take many different forms, for example…a free consultation, a quiz, a free report, a free checklist, a free gift. Anything that will inspire a potential client who visits your website to take some form of action.

Because I would like to see more of your INTERESTED brides become BOOKED brides, I would also like for you to take a look at your "Interested Bride System" aka your "Sales Funnel".

How soon are you getting back to brides after they contact you? How do you contact them...email, text, phone call, etc. What do you say? What do you send them? Do you have a solid system and automations for following up with them after their initial contact? How many times and when?

These are all things to look at. It is also a good idea to try out different strategies and see what works best.

Your Stylists & Staff

Evaluation

You are definitely not the first person to tell me that it is hard to find great stylists...this is a very common complaint.

Stylists don't realize exactly what it takes to run a successful business, they seem to all want their cake and eat it too!

Recommendations

My recommendation for finding stylists is

1) First, determine exactly what it is you need and are looking for in a stylist and write these things down. This includes not only their skills and level of expertise and availability but also the character traits that you are looking for to ensure that potential stylists fit into your company culture.

2) Create a solid hiring, training and managing system for your stylists. Start by having a page on your website that clearly articulates your requirements for working for your company. Once a stylists knows what is expected and involved in working with you, create an online application for them to fill out. Doing this is going to eliminate a lot of time and weed out any stylists who AREN'T able and/or willing to work within the parameters you set out, including their availability and pay.

3) Once you have determined exactly what it is that you are looking for and you have either a website or an email template to send to interested stylists, it is time to cast a wide net! Create a page on your website, post on social media, post on job boards, craigslist and Model Mayhem. ANYWHERE you can think that you may find a potential stylist. Makeup counters and beauty schools can also be a good source for potential stylists, especially if you have a good hiring and training system.

My final piece of advice when it comes to finding and hiring stylists is to remember that this is YOUR business and you are not going to be able to please everyone. That’s ok…if you are persistent and patient AND you have all of your policies, procedures and systems in place, you will eventually find stylists who are exactly what you are looking for!

Create your policies, procedure and systems in regards to your stylists and adopt the attitude of "This Is How We Do It Here." If a stylist isn't willing to work within your parameters then they are not the right stylist for you. Just make sure that these parameters are clearly articulated so that you can be sure that any potential stylists are on board BEFORE you hire them.

As far as finding stylists who are available, this can be difficult because you are working with 1099 contractors so you can't tell them that they can't work for themselves or someone else. What you can do, however, is require that anyone that wants to join your team must be available specific times and for a specific number of days each month.

This is going to be more difficult if you don't have a lot of work to offer them. The busier you are and the more weddings you can have available for them to work, the more you can require from them.

Until you get to the point of having enough weddings to require a commitment like this from your stylists, you may want to consider looking for as many stylists as you can to be "on call" stylists.

When we were still doing hair and makeup services, we had a crew of about 40 stylists who were our "team" stylists and who we were able to give consistent work to but we also had a list of about 50 other stylists who wanted to primarily do their own thing but who were available on occasion when we needed stylists to fill in the gaps.

Your Online Presence

Evaluation

You came up first on the second page of Google for Salt Lake City bridal hair and makeup which is really good BUT...looking at your SEO on the back end of your website, I am confident that with a few tweaks you could get to page one pretty easily!

I also found you on Google My Business which is great!

Recommendations

While I don't think this is a priority because you are already getting a lot of web visitors, I do think that once you have a little time, it would be worth it to look into optimizing your site for SEO.

I have created a free video that can help you with this: https://www.haircomesthebridepro.com/free-business-videos/get-to-the-top-of-google.

My only other suggestion is that I didn't see you on Yelp which is a great resource and can also help boost your SEO.

Your Dreams & Goals

Evaluation

I think that your goals for the next year are absolutely doable and I agree that getting all of your processes streamlined should be at the top of your priority list and will help to free up time to achieve your other goals of booking more weddings and traveling.

Recommendations

I think my recommendations for achieving your goals in the next year are those things that I have already mentioned.

Streamlining your policies, procedures and systems and automating where possible are going to make a huge difference to your business.

I also think narrowing in on your ideal bride and finding ways to directly resonate and connect with her are going to have an impact on your bookings.

BUT...because your website and your work is fabulous and while resonating and connecting with your ideal bride WILL help bookings, I suspect that the biggest impact on your bookings is going to come from experimenting with and streamlining your "Sales Funnel".

Your Frustrations

Evaluation

I feel your frustration overwhelm and with those feelings comes the feeling of inadequacy, that is only natural. You may feel like you are spinning your wheels without really getting anywhere and this can greatly affect your confidence!

Recommendations

You absolutely are adequate and have everything it takes to succeed, it's just time to get organized or MORE organized.

When you create and/or update and streamline your systems and you start to see how smoothly and efficiently your business can run, you will begin to feel like you are in control of your business instead of the other way around and this will boost your confidence substantially and lessen or even eliminate those feelings of inadequacy!

It is also very evident that you are an "idea" person! You are wanting so badly to implement all of the creative ideas you have for your business but there just never seems to be time and that is incredibly frustrating!

Firstly, you need a way to organize your ideas and get them out of your head so that they aren't taking up room in your mind that you need to dedicate to getting things done and prioritizing.

The best tool I have found for this is to create a document that is your "Master To Do List". I think it is best if you can create it on a platform that you have access to on both your computer and phone, like Google Docs.

Create a section for each area of your business: stylists, marketing, social media, services, etc. and write out every single idea that you have for each. You can also use this document anytime you find something inspirational or educational that you want to be able to refer back to such as a video on marketing or a certain company website where they do something that you would like to implement.

This is going to allow you to get all of these ideas out of your head and put them in a place that you can have quick and easy access to.

Finally, remember that how you eat an elephant is one bite at a time. Determine what your priorities and top goals are and commit to those things until completion and THEN move on to the next goal.

A good way to determine what to make a priority is to ask yourself,...what is the ONE thing that if I could change or implement would have the greatest impact on my business and bring me closer to achieving my ideal business vision?

ACTION PLAN

A successful business contains a lot of moving parts and each part plays a role in the success of the other. In order to create a thriving business, it is important that you take a "holistic" approach meaning that you understand how all of these parts work together and you recognize that the business is ONLY as strong as the weakest part of the business. 

Because there are so many moving parts, it often becomes confusing and overwhelming to know "where to start" or which area to focus on first. Below are our recommendations as to what areas or goals you should be focused on first, second and third. 

Goal Number One

SALES FUNNEL
I hate to see you work so hard to get interested brides only to not have them book with you!

While your booking percentage isn't bad...your work is TOO good not to be booking more brides.

Take a really good look at what you are doing right and wrong within your "Interested Bride System" and start experimenting with different tactics and strategies to start converting more brides!

Goal Number Two

BRAND EVALUATION
Again...your work is TOO good not to be getting more of your website visitors contact you for information.

Think about creating some sort of "call to action" on your website OR at least some more content that is specific to your ideal bride.

Maybe it's a page called "Are you a Blush + Rose Bride?" Where you can go into more detail how you can meet their specific wants and needs. Or, maybe offer a free phone, zoom or even online beauty consultation?

Again, like everything else...it's all about trial and error.

Goal Number Three

BUSINESS SYSTEMS
While you did rate fairly high on your system questions, I do strongly believe that this is the area that is going to have the most drastic effect on your business.

It may be a "you don't know what you don't know" situation. You may think that most of your business is systematized and automated, I suspect that are a lot of areas that could still use more work.

I know it can seem overwhelming and the learning curve can be a bitch sometimes but I promise that it will be well worth the time and effort!

PERSONAL RECOMMENDATIONS

I think your work is beautiful and overall, you are doing a fabulous job!

I know you are not currently a Premium Member but if you think it would be of value to you, here are some videos that I would recommend you start with:

https://www.haircomesthebridepro.com/business-bootcamp/your-unique-position
https://www.haircomesthebridepro.com/business-bootcamp/creating-an-effective-brand
https://www.haircomesthebridepro.com/business-bootcamp/creating-business-systems
https://www.haircomesthebridepro.com/business-bootcamp/building-a-team

If you are interested, I also offer a free 30 minute business strategy session if you want me to get more specific on my recommendations and/or you need a little guidance. You can book that online here: https://www.haircomesthebridepro.com/free-bridal-beauty-business-strategy-session.

Please let me know if you have any questions or I can be of any assistance!

I look forward to seeing how your business grows in the next year and beyond!

xo
Gina

ADDITIONAL RESOURCES

If you need more help or guidance, click on a link below for more resources: 

If you would like more personalized guidance, you can book a FREE 30 minute business strategy session to discuss your business goals in more detail!

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