November 5, 2023 • 29 mins
Want to sweeten your esthetician business prospects with sugaring? Then, this podcast episode is as essential as sugar in your morning coffee! We kickstart with the nitty-gritty of honing your skills and understanding the importance of certification in this industry. This is a crucial step towards preventing ingrowns and ensuring smooth sugaring experiences for clients. Remember, your pre and post sugaring care can either make or break the client's perception of you.
The conversation then shifts to the significance of your treatment room and the role it plays in boosting your business success. It's not just about cleanliness and aesthetics but also your skills, protocols, and customer service. We also discuss the power of planning ahead for peak seasons, local marketing, and referrals. This is your chance to learn how a well-planned strategy can rake in a loyal client base and transform your business.
Finally, we delve into the exciting realm of local collaborations and how they can turbocharge your business growth. The episode unwraps the secrets of building relationships with local business owners, hosting events, and trading services for enhanced visibility. Don't miss out on the golden nuggets about creating a supportive community of sugaring business owners, giving and receiving critical feedback, and the benefits of seeking professional help. So, gear up for an insightful podcast episode that's packed with tips to boost your business and turn you into the go-to esthetician in the industry!
If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway - I’d love to hear how you embrace Sugaring For All!! And while you've got your phone out, make sure to follow us on Instagram @Love2Sugar.
If you are interested in learning more about Radeq Lab's Premium Prebiotic Sugar Line of products, you can find them at www.radeqlab.us.
If you are interested in our business planner you can find the SugarBoss Planner here --->https://www.lulu.com/spotlight/love2sugar
The link to our Monthly SugarBiz Blueprint: https://www.love2sugar.com/offers/cMhp76LA/checkout
Cheers to your Sweet Success!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome back to this episode of the Sugar Show.
I am actually giggling becausethis episode was drummed up as I
do a lot of my really greatthinking in the shower, because
I was thinking about someexperiences that we've had
inside the treatment room andalso that I've been viewing on
social media and listening tosome of you students inside our
(00:20):
app, and so I came up with thisepisode for the Sugar Show
because it's really reallyimportant for you to know.
So, if you are worried aboutwhat social media you should be
working on right now, this isthe anti-social media podcast.
Well, not anti, but at least dothat last before you do these
other things first.
(00:41):
So check it out.
Welcome to the Sugar Show.
I'm Shannon O'Brien,body-sugaring expert and
licensed esthetician, who'staken my own skincare business
from zero to multiple sixfigures and has helped over
3,000 students learn how to dothe same.
Now let me tell you it wasn'tall that long ago that I lacked
the time, budget and knowledgeneeded to grow my small business
(01:03):
as a body-sugaring pro.
If we were to press Rewind,you'd see the many failed
attempts and lessons learnedthat have helped me build the
profitable business that I havetoday, one that runs on its own
and gives me the lifestyle andfreedom that I only used to
dream of.
I created the Sugar Show tohand you my secrets and give you
the simple, step-by-stepstrategies to help you do the
(01:25):
same.
So if you're a cosmetologist oresthetician or wax professional
who's looking to fill yourbooks, make more money in your
business and enjoy greaterbalance between your work and
home life, you are in the rightplace.
Let's dive in.
So hopefully I've piqued yourinterest about this topic.
(01:56):
Let me just start by saying Idon't think you shouldn't do
social media.
I just think that you shouldput it down a little farther on
your list.
So work with me for just amoment.
I have been thinking a lot aboutthe other things that
estheticians in this time andplace, that we have and
everything is online, that we'reforgetting about being in the
(02:19):
treatment room and what it meansto make a local clientele
happen.
So I see a lot of people thatdo socials that are super funny
and they've spent a long timefinding the latest trending
audios or finding the latestfunny thing to do.
What more can we do?
Which is really great, but alot of us other estheticians
(02:39):
just see it and not your localclientele.
So I want you to put that downa little lower on your priority
list and take your notes out,because this one is going to be
really good to just do a truegut check on how you're doing in
your business.
So, if you are someone thatreally really is genuinely not
filling your seats, your table,if you are an esthetician who
(03:04):
saw really busy times and nowthey're starting to fade out,
there's a few things that youshould be doing before trying to
freak out about social media,and let's take a look at those.
So the very first thing, thevery first and most important
thing that I want you to bereally asking yourself is
whether or not your skills areup to par and your protocols are
(03:25):
up to par.
So let's break that down forjust a minute.
I had one of my customers comein and she had actually, before
I met her, she had been sugaringsomewhere else, and when she
got sugared at our place by oneof my staff, she contacted me
afterwards and said oh my gosh,shan, I should have been coming
(03:46):
to you guys a long time ago.
It was such a differentexperience and I said how?
So Her observation was that shewas getting a lot of in groans
and she just thought maybe itwas her.
Well, when my staff worked onher, she did a lot of pre-work
and then sugared and then did alot of post-care.
(04:07):
And she said, shan, my girldoesn't do that much stuff.
I kind of lay on the table, Idrop my drawers and she gets to
sugaring.
I think she puts a little witchhazel on first.
And that really sparkedsomething in me to talk to you
about, because I think what'shappening is we're trying to cut
corners and get faster, but weare really hurting ourselves
(04:31):
with quality, so more and morepeople are coming on sugaring.
As you know, before the messagethat I had to give out was you
should stop waxing and youshould start sugaring.
Well, now people are gettingthat message because we've been
hitting that home for a reallylong time, and so institutions
are bringing on sugar.
Well, the problem is they'renot learning right from the
(04:51):
first time, or maybe theylearned right a really long time
ago, but they're just trying toget some corners.
And I'm promising you that ifyour skill set is not up and
your protocols are not right,you are not going to get as good
of results and these clientsare going to look for somewhere
else to go.
So the number one thing thatyou should be doing right now is
making sure that your skillsare tight.
(05:12):
So if you're brand new, youshould be getting certified, not
just learning on YouTube orletting a friend show you how,
because there's theory andtechnique that we really hammer
home when you're learning theright way and as well.
Take a look at your protocol.
Are you just kind of put alittle witch hazel on and go
into town?
Or are you cleansing the skin?
(05:33):
Are you using a drying powder?
Are you taking a look at theskin health before you start to
sugar?
Are you using a paste that'sgentle on the skin?
Are you using a professionalpaste that's a big one?
Are you using post care thatwill actually nourish and help
the skin?
What are you doing to make surethat those clients aren't
(05:54):
getting in groans?
Okay, because I promise you,once they start getting in
groans, they'll think the sugarisn't right for me, and that's
absolutely not true.
It just means you need to takea look at what you're doing.
Do you have the right home careto send home with them?
Are you asking the rightquestions?
And if you're not sure whatthose are, take a look at some
previous episodes.
(06:15):
Take a listen, because we talkabout being a detective.
We talk about what the properpre and post care are.
We're going to be learning moreand more about ingredients in
the upcoming episodes, so tunein and make sure that your
skills and your protocol isdialed.
If you need to take some of ouradvanced skills courses, you
absolutely should.
If you have a trainer in yourarea, look them up.
(06:36):
Now is the time after summer toreally ask yourself are my
skills up to what they need tobe?
If they are and you're like Igot this skills are on tap.
I've been learning from you,sham.
I've got the protocol dialed.
Then you move on to number two,which is customer service.
(06:56):
I know that sounds basic, but Ireally want you to be true to
whether or not you're offeringcustomer service.
Not really great personality,but are you cutting corners in
your treatment room?
Is your room clean?
Are you following up with yourcustomers?
So many people just sugarpeople and send them on their
(07:17):
way out the door and they're notmaking that customer service
connection with their people.
So, if you think about it, howlovely would that be if your
esthetician reached back out andsaid how are you doing?
Is that serum working for yourin groans?
Or?
Hey, I know you have a birthdaycoming up or a vacation coming
up.
I want to make sure that you'resugared.
If your customer service is notfive star, they're going to
(07:41):
find someone else or they mightthink that sugaring isn't really
all that great.
But if your customer service isdialed, if you are offering
extra things, does it smellamazing in your room?
Is it relaxing to lay down andget sugared with you?
What is setting you apart isthe biggest thing.
(08:02):
We're now all sugaring right, Iget that and it's amazing.
But if your customer serviceisn't a step ahead, the sugar
pro down the street is going tobe taking your business.
They are because there's a lotmore sugar pros now, which is
amazing for me because I've beentrying to spread the word so
hard and I know that mycolleagues have as well.
But now that people are seeingthat sugar is really the way,
(08:25):
you have to set yourself evenhigher.
So, using essential oils in yourtreatment room, slowing down
with your clients what is yourroom sound like?
What does it feel like?
Is it cold in your room?
Are you following up with thosepeople?
Set yourself apart for them towant to come back to you, for
them to know you and experienceyou.
(08:46):
That is number two.
So get those skills up.
Get your protocol styled.
Make sure your room when youcome into it, you would want to
go there.
So is it clean?
Are your things picked up?
Is your counter cluttered witha bunch of stuff?
Would you want to come in andtrust your parts, your gentle,
(09:07):
sensitive facial skin?
Would you want to trust that toyou?
Be honest with yourself.
I think a lot of people say ohyeah, I'm really really good at
what I do, but are you really?
Get honest with yourself.
And if you're not, and you'renot doing those extra things,
take a step back.
Get yourself situated.
Get your skills right.
(09:28):
Get your protocol right.
Get your customer service right.
Reach out to those people andmake sure that they know that
you are in their corner.
You're their partner.
That was number two.
Now you're going to have tostart to do some planning for
three, four and five.
Planning is let me back out,planning is absolutely 5,000
(09:50):
percent the way that you'regoing to win in this business
besides, of course, your skillsand your amazing personality.
But if you don't plan andaren't prepared for what's
coming up and the months ahead,the weeks and months ahead,
you'll be chasing your tail.
You'll be trying to figure outoh gosh, what am I supposed to
do for the holidays?
Oh my gosh, I'm noticing thatmy books are slow.
Now what do I do?
(10:11):
You should know your books aregoing to get slower as the
holiday season and January hits.
You should be planning forJanuary already.
If you're listening to this inJuly, you should be already
planning for the summer and whatyou're going to the end of
summer and what you're going toretail for back to school.
So get a planning.
Every single month you shouldbe planning.
(10:31):
So one of the great things thatyou can be doing is local
marketing and referrals.
So be really mindful of thefact that your clients want to
tell their friends about theamazing service that they have.
Your clients absolutely want toshow off their smooth underarms
.
Or, if you're listening to thisin the summer, maybe they're
(10:52):
laying by the pool and they'relike oh my gosh, I love my sugar
girl.
She's amazing, I love my sugarguy.
The key is to understand that,if you are providing great
customer service and you arespending a moment with them, to
get to understand them and toask them for referrals.
Your client can easily send youfive more people.
(11:13):
At the very least they can sendyou one other person.
At the very least they can sendyou their partner, their kids,
to get their eyebrows done.
There's at least one or twopeople that they know, let alone
10.
So get your referral programtight and your local marketing
tight before you go worryingabout what everybody else is
doing on social media, that is,boots on the ground, making it
(11:37):
happen in your community,because the people in your
community are the ones on yourtable.
Don't worry about the people inFlorida if you live in
California.
Don't worry about people inTexas and what they're doing.
You might get some cool ideasfor how their room set up or
maybe just the experience thatthey have.
It might be fun for you forsocials when you're ready for
them, but right now you need tobe locally marketing and you
(12:00):
need to be really making surethat you're asking for referrals
.
Make that referral card, askfor referrals, and we talk about
all of this inside your livebusiness coaching.
So, side note, for any of youthat are like, okay, yeah, I got
to get my stuff together.
I got to get my act togetherfor 2024.
We have you covered, becausethis is the time to plan for
(12:20):
2024.
You absolutely should beplanning your local marketing.
You should be getting out andreaching out to people.
Summer has calmed down.
All the kids are back to schoolright before the holidays.
Making sure that you'reacknowledging your great clients
with Gratitude Month, makingsure that over the holidays you
really have it just deliciousinside your treatment room.
So they have something to thinkabout for January and February
(12:43):
as well.
But the key is to get your bootson the ground and meet with
your people and the peoplearound you.
Which leads me to number four,which is collaborations.
Okay, I know that some of youare a little bit more of
introvert introverts and you'relike, oh, collaborations.
Maybe you don't even knowanyone in your town, maybe you
(13:05):
just kind of like being insideyour treatment room and you're
really not someone who reachesout.
Get out of that, get out ofthat bubble, get out of that
shell that you have.
You might be an introvert ingeneral, but you have got to be
an extrovert.
Business Doesn't mean you haveto have a big bowl personality,
like myself, but it does meanthat you need to start reaching
out.
So, as it relates tocollaborations, I want you to
(13:28):
think about a few things.
The people that are immediatelyaround your business, they can
all be sugared.
So if there is a real estateoffice next door to you, or even
a restaurant, those people haveoffice workers and they have
wait staff.
Those people all talk.
Those people should all besugared by you.
(13:48):
Instant clientele right aroundyou, okay.
No social media, that'snecessary.
Just get in touch with thosepeople right around you.
You get me 10 new clients rightthere, okay, but not only do I
want you to get out and reallywork with your local Businesses.
They're right in your area,which a great way to do that is
(14:08):
by joining your Chamber ofCommerce.
Go to those mixers Okay, listen,everyone at that mixer.
Number one needs to be sugaredOkay, even the guys need their
unibrow's done or their backsdone or their fuzzy ears done.
And number two, it's the besticebreaker ever.
If you're at a party and you'retalking about how you're, you
(14:29):
sugar and the name of yourbusiness, people are like what
is that?
I guarantee you, if this hasn'thappened to you already.
You're talking at a party andyou're talking about sugar and
oh yeah, I see who has all daylong, or I'm really good at
underarms or really good ateyebrows or that's for a fuzzy
lip People start to overhear youand they are going to want to
pay attention and start saying,okay, wait, what do you do?
(14:50):
It's a fascinating job that wehave.
Everyone wants to hear about it.
So make sure that you're payingattention to the things that
are coming up in your community.
Go to those Chamber mixersusually like 200 bucks a year to
be a part of your Chamber.
Check out your Chamber and I'mpromising you those people all
work near you and they want towork with you as well.
(15:11):
They want to have someone torefer you to check out your
local spray tanners.
They are this is our exactclientele, right?
These people are going to getspray tan.
They need to be smooth for thatspray tan Partner with a spray
tanner.
In fact, I'm going by the timeyou hear this, actually I'm
headed out there in two weeks tothe slay the spray conference
(15:34):
with Kelly Callahan and herwhole team, and we are Educating
spray tanners about how to workwith all of you.
So there will be spray tannersin your area that are going to
come back and start to try toget in touch with you because I
Am telling them to havepartnerships with you.
Okay, reach out of that comfortzone and Bring people to you by
(15:57):
partnering up with other people.
So how do you do that?
A few ways.
You can go join up and have aladies night.
Maybe your place is too smalland you need to have it at one
of their locations.
That's fine.
You can demo sugar at a table.
What about any sort of women'sevent or an education workshop?
If someone is doing, maybe,budgeting for women or Any sort
(16:19):
of women's conference, it couldbe men too.
Do not discount the men.
Those guys are loyal.
You know.
You don't have to do Braziliansor manzillians or bros,
zillions or whatever you callthem.
You don't have to only do thatin order to go to a men's event.
Right, those guys want theirnoses done, their their booty,
cheeks done.
They're the you know crazyhairy backs.
(16:40):
They're fuzzy ears.
They want all that handled andthey don't know how to ask.
If you go to a men's event, youwill be guaranteed people walk
up.
Be like what are you doing?
You hold that little ball oflemon, sugar and water in your
hand.
Guaranteed they're coming backto listen.
All right, so you're gonna jointhat chamber.
You're gonna start to do somecollaborations and Let me tell
(17:00):
you that teaming up With otherbusinesses in your community
does so many things for you.
Number one, it's immediateclientele with those people that
are at that business.
Number two, it actually willincrease your client
satisfaction because thosepeople, for example, they're
getting spray tan.
How great will it be that theirspray tanner can refer those
(17:23):
folks to you who have increasedyour skills and you've increased
your protocols and you'veincreased your customer service
by the time you do that.
So your Reputation is going toincrease.
Your visibility will increase.
You will get to be on the localmap by people of knowing who
you are because they met youthrough their spray tanner.
(17:43):
You met that.
You met them through, maybe,that your hairstylist.
You get your hairstylist tostart referring people.
Do you see how that works?
So when I'm sitting and gettingmy hair cut, it would be lovely
if my hairstylist was like ohmy gosh, I just had the greatest
massage from the lady that'stwo doors down.
Especially you solar salon folks, if you are in a solo salon,
(18:04):
you should absolutely be workingon services with others,
absolutely and honestly.
If you are not trading withthose folks, then you're missing
out on a really greatopportunity.
So have your hair your ownhairstylist, start referring
people to you.
Have your dentist, refer peopleto you.
Have sugar your dentist, sugaryour doctor.
(18:26):
Okay, those people will say, ohyeah, I get sugar.
Oh yeah, sugar, mama, sugar isme, and that's how they get to
know me, how they get to know mystaff and why you don't see a
lot of me on social media,because our books are filled,
because we work hard at thelocal level to make sure that
people absolutely know who weare, what we do.
(18:46):
They love coming into CS andthe results that they get are
five star.
That's how we get great reviewsand it just just like snowballs
, okay.
So a few ways that you can dothat.
How to start?
Number one I want you to thinkabout the people in your area
that are rock stars.
So if you know there's a reallypopular hairstylist in your
(19:10):
area or you know there's areally popular we talked about
spray tanners spray tanner inyour area check their reviews,
ask around for referrals, see ifthose people are actually
really good at what they do,especially if you're new to an
area and really try to find theclosest business easy for you
that are in Solacellans, but tryto find the closest business to
(19:30):
you that can.
You can really refer.
So you don't want someonedriving all the way across town
to get their spray tan and thenhaving to come all the way
across town for for yourservices as well.
So really really work hard onbeing strategic about what you
would want if you were getting aservice, okay.
So, number two I want you toget out of your comfort zone.
(19:53):
Don't be shy.
Reach out.
These people want to work withyou.
Get a service from them, get toknow them, share your thoughts,
make those connections.
Go get your hair done bysomebody new that you hear is
really really popular.
Tell that girl what you do,tell that guy what you do.
I'm promising you they willsend people your way.
(20:15):
Number three trade it out.
Okay, you want your people tolook their best by having
perfect eyebrows, by havingfreshly sugared arms, so that
they can talk to their customersabout it.
So make sure that the peoplethat you sugar, that are
spreading the word, look theirabsolute best and you look your
best.
So I want to make sure that I'mnice and sprayed in just a
(20:37):
light way.
I'm very fair and so if I looksprayed, my clients notice it
and they go.
It's December, you look reallyglowy and healthy and I'm like,
oh yeah, I get spray tan.
I go in once a month and justget a little light dusting.
I'm promising you clients willgo to them and then when they
get sprayed by them, they'regoing to come in to see you to
get their smooth Promise.
You, number four, I want you toget learn, to learn and educate,
(21:01):
so not only learn about theother services that people do.
Do you know what a balayage is?
Do you know what contouringspray tans are?
I want you to be able toexplain their services and be
really, really clear on helpingthem to explain what sugar is.
Make it super simple.
Use that carrot analogy.
(21:21):
Let them know a couple ofingredients that are really
great for the skin and give thema couple of key things they can
talk about.
It hurts less, there's less ingroans, things like that so that
they can market.
You collab your heart out,whether it's physical signage,
the events we talked about.
Maybe you hand out coupons orhandouts at either of your
(21:42):
business or maybe you havebundles together.
You know, get your hair cut,come get a sugar, do a brown
sugar treatment where you getsugar and then you go in and get
tan.
Think about ways that you canwork together to get your
businesses both on the map andmake it easy for your clients to
book with them and with you.
So you both have websites whichyou should make sure that you
(22:04):
are utilizing those websites forthem to easily book
appointments.
Get your link on someone else'swebsite in return for that you
doing the same for them, okay,so if you are wondering about
joining forces, we have the sameclients.
These are six different waysthat you can get together on
that and make this happen foryour clients.
(22:28):
Okay, now don't get me wrong.
Socials is really key to yourbusiness.
Having a really nice socialpresence is really great for
your business, and I absolutelyagree with all of those folks.
If you haven't listened toGrant Conscious's episode that
(22:49):
we just last did I think it'slast week I'll put the link in
the bio, but Grant Conscious hasan entire digital episode for
us which when you listen to it,you're gonna hear about having
you wanna have your websitetight.
So when we talk socials, don'tforget your website, right?
If your website isn't tight andyou're linking bio or just meh
(23:13):
and they don't really sendpeople anywhere.
You're gonna lose those people,doesn't matter how pretty or
funny your socials are.
Number two do you have a Googlemy Business?
If you do not know what yourGoogle my Business is, listen to
Grant's episode and lookyourself up.
If your Google my Business isnot up to date and you have no
reviews, the algorithms arelooking for you.
(23:35):
Okay, number one, tighten yourwebsite.
Number two get that Google myBusiness.
Now, after all of those thingshave been done, you've gotten
your skills right.
You've gotten your protocolsright.
You've gotten your customerservice.
You're maybe sending outpostcards.
You're having customerappreciation nights, whatever
that is.
It smells good in your room.
It feels good in your room.
(23:56):
You have a beautiful productline.
You're locally marketing.
You're doing referrals.
You're putting togethercollaborations.
You've got your website dialed.
You've got your Google myBusiness.
You have 35 reviews that aregreat, with links and pictures,
and all of that.
After all of those things aredone, then, first of all, if
(24:17):
you're not slammed busy by then,then we need to talk about your
business, but and maybe youneed to get on with some
business coaching, because bythen you should be slammed so
much that you can only really doa little bit of social work,
okay, but absolutely work onyour socials.
Make sure that your Instagramand your Facebook looks really
(24:38):
nice.
Use your Facebook, get a groupfor your people so that you can
be reaching out to your clients,letting them know of new
products that have come in.
You can do an Instagrambroadcast let them know of new
things that have come in.
Keep communicating with thosefolks part of that customer
service and really work on allof those other things first,
(25:02):
before you worry about yoursocial media.
Now, when we do our planning,we plan out our social media
posts.
And planning out social mediaposts can literally be you spend
one day a month, you recordeverything and you just schedule
it in the calendar.
It can be as easy as that.
So social should not be yournumber one, okay, I?
(25:24):
It's funny.
I was talking to a veteranaesthetician just a couple of
months ago and she said Shannon,I'm kind of losing clients and
I don't get it because I'm doingthe same stuff and I don't get
why I'm losing these clients.
And I said Susie, I said, areyou burnt out?
Yeah, I really am.
(25:44):
I'm just so tired.
But you know I do the samething, so they shouldn't be
leaving me, and I can promiseyou that if you are not working
smarter, but you're workingharder and you're finding
yourself burnt out, you need totake a step back and start with
the basics.
Start with number one work onyour skills and your protocols
(26:10):
and your customer service toyourself and to your current
clients, because I can guaranteeyou, if you are burnt out
you've been doing this for awhile.
You're tired of sugaring all ofthese people.
Whatever your problem is, itwill infuse you with a new sense
of purpose to take a step outof your business, even if you
(26:31):
need to do this planning, youknow, sitting in the library or
sitting in a beautiful locationand just checking your brain out
and really restructuring yourbusiness for 2024.
And beyond, if you're listeningto this in 2024, structure your
business for the next quarterright.
If you take a step back and yourealize that you're tired, it's
because you're grinding at thewrong things, and if you're
(26:55):
grinding at social media andstill not seeing results, it's
because you haven't done thefirst four things on the list.
Okay, so replay this episode ifyou need.
This is the stuff, folks.
If you are not doing well inyour business, it's because the
first four things are probablyrealistically not strong in your
(27:16):
business.
If you need any help, we arehere for you live, every month.
I'm happy to coach you throughwhatever you need.
We can do hot seats where yousit with us and say this is
what's going on in my businessand we can all help you.
This tribe of people in thisinner sugar community are so
loving and helpful and reallyyou've picked the right skill
(27:37):
and you just need to pick theright path.
So I adore you all.
I hope you have a fabulouslysweet couple of weeks until you
hear the next episode and again,if you have any questions, feel
free to message us and I amhappy to help.
If you are inside of our SugarTribe app, feel free to ask
those questions in there.
I know it feels like a littlebit of a safer space to ask
(27:58):
inside an app instead ofFacebook or Instagram, and we
just want you to do well.
So have a fabulously sweetcouple of weeks and I'll see you
very, very soon.
Cheers the man 좋아요 calling usElks.
Challenge on the.
Welcome back to this episode of the Sugar Show.
I am actually giggling becausethis episode was drummed up as I
do a lot of my really greatthinking in the shower, because
I was thinking about someexperiences that we've had
inside the treatment room andalso that I've been viewing on
social media and listening tosome of you students inside our
(00:20):
app, and so I came up with thisepisode for the Sugar Show
because it's really reallyimportant for you to know.
So, if you are worried aboutwhat social media you should be
working on right now, this isthe anti-social media podcast.
Well, not anti, but at least dothat last before you do these
other things first.
(00:41):
So check it out.
Welcome to the Sugar Show.
I'm Shannon O'Brien,body-sugaring expert and
licensed esthetician, who'staken my own skincare business
from zero to multiple sixfigures and has helped over
3,000 students learn how to dothe same.
Now let me tell you it wasn'tall that long ago that I lacked
the time, budget and knowledgeneeded to grow my small business
(01:03):
as a body-sugaring pro.
If we were to press Rewind,you'd see the many failed
attempts and lessons learnedthat have helped me build the
profitable business that I havetoday, one that runs on its own
and gives me the lifestyle andfreedom that I only used to
dream of.
I created the Sugar Show tohand you my secrets and give you
the simple, step-by-stepstrategies to help you do the
(01:25):
same.
So if you're a cosmetologist oresthetician or wax professional
who's looking to fill yourbooks, make more money in your
business and enjoy greaterbalance between your work and
home life, you are in the rightplace.
Let's dive in.
So hopefully I've piqued yourinterest about this topic.
(01:56):
Let me just start by saying Idon't think you shouldn't do
social media.
I just think that you shouldput it down a little farther on
your list.
So work with me for just amoment.
I have been thinking a lot aboutthe other things that
estheticians in this time andplace, that we have and
everything is online, that we'reforgetting about being in the
(02:19):
treatment room and what it meansto make a local clientele
happen.
So I see a lot of people thatdo socials that are super funny
and they've spent a long timefinding the latest trending
audios or finding the latestfunny thing to do.
What more can we do?
Which is really great, but alot of us other estheticians
(02:39):
just see it and not your localclientele.
So I want you to put that downa little lower on your priority
list and take your notes out,because this one is going to be
really good to just do a truegut check on how you're doing in
your business.
So, if you are someone thatreally really is genuinely not
filling your seats, your table,if you are an esthetician who
(03:04):
saw really busy times and nowthey're starting to fade out,
there's a few things that youshould be doing before trying to
freak out about social media,and let's take a look at those.
So the very first thing, thevery first and most important
thing that I want you to bereally asking yourself is
whether or not your skills areup to par and your protocols are
(03:25):
up to par.
So let's break that down forjust a minute.
I had one of my customers comein and she had actually, before
I met her, she had been sugaringsomewhere else, and when she
got sugared at our place by oneof my staff, she contacted me
afterwards and said oh my gosh,shan, I should have been coming
(03:46):
to you guys a long time ago.
It was such a differentexperience and I said how?
So Her observation was that shewas getting a lot of in groans
and she just thought maybe itwas her.
Well, when my staff worked onher, she did a lot of pre-work
and then sugared and then did alot of post-care.
(04:07):
And she said, shan, my girldoesn't do that much stuff.
I kind of lay on the table, Idrop my drawers and she gets to
sugaring.
I think she puts a little witchhazel on first.
And that really sparkedsomething in me to talk to you
about, because I think what'shappening is we're trying to cut
corners and get faster, but weare really hurting ourselves
(04:31):
with quality, so more and morepeople are coming on sugaring.
As you know, before the messagethat I had to give out was you
should stop waxing and youshould start sugaring.
Well, now people are gettingthat message because we've been
hitting that home for a reallylong time, and so institutions
are bringing on sugar.
Well, the problem is they'renot learning right from the
(04:51):
first time, or maybe theylearned right a really long time
ago, but they're just trying toget some corners.
And I'm promising you that ifyour skill set is not up and
your protocols are not right,you are not going to get as good
of results and these clientsare going to look for somewhere
else to go.
So the number one thing thatyou should be doing right now is
making sure that your skillsare tight.
(05:12):
So if you're brand new, youshould be getting certified, not
just learning on YouTube orletting a friend show you how,
because there's theory andtechnique that we really hammer
home when you're learning theright way and as well.
Take a look at your protocol.
Are you just kind of put alittle witch hazel on and go
into town?
Or are you cleansing the skin?
(05:33):
Are you using a drying powder?
Are you taking a look at theskin health before you start to
sugar?
Are you using a paste that'sgentle on the skin?
Are you using a professionalpaste that's a big one?
Are you using post care thatwill actually nourish and help
the skin?
What are you doing to make surethat those clients aren't
(05:54):
getting in groans?
Okay, because I promise you,once they start getting in
groans, they'll think the sugarisn't right for me, and that's
absolutely not true.
It just means you need to takea look at what you're doing.
Do you have the right home careto send home with them?
Are you asking the rightquestions?
And if you're not sure whatthose are, take a look at some
previous episodes.
(06:15):
Take a listen, because we talkabout being a detective.
We talk about what the properpre and post care are.
We're going to be learning moreand more about ingredients in
the upcoming episodes, so tunein and make sure that your
skills and your protocol isdialed.
If you need to take some of ouradvanced skills courses, you
absolutely should.
If you have a trainer in yourarea, look them up.
(06:36):
Now is the time after summer toreally ask yourself are my
skills up to what they need tobe?
If they are and you're like Igot this skills are on tap.
I've been learning from you,sham.
I've got the protocol dialed.
Then you move on to number two,which is customer service.
(06:56):
I know that sounds basic, but Ireally want you to be true to
whether or not you're offeringcustomer service.
Not really great personality,but are you cutting corners in
your treatment room?
Is your room clean?
Are you following up with yourcustomers?
So many people just sugarpeople and send them on their
(07:17):
way out the door and they're notmaking that customer service
connection with their people.
So, if you think about it, howlovely would that be if your
esthetician reached back out andsaid how are you doing?
Is that serum working for yourin groans?
Or?
Hey, I know you have a birthdaycoming up or a vacation coming
up.
I want to make sure that you'resugared.
If your customer service is notfive star, they're going to
(07:41):
find someone else or they mightthink that sugaring isn't really
all that great.
But if your customer service isdialed, if you are offering
extra things, does it smellamazing in your room?
Is it relaxing to lay down andget sugared with you?
What is setting you apart isthe biggest thing.
(08:02):
We're now all sugaring right, Iget that and it's amazing.
But if your customer serviceisn't a step ahead, the sugar
pro down the street is going tobe taking your business.
They are because there's a lotmore sugar pros now, which is
amazing for me because I've beentrying to spread the word so
hard and I know that mycolleagues have as well.
But now that people are seeingthat sugar is really the way,
(08:25):
you have to set yourself evenhigher.
So, using essential oils in yourtreatment room, slowing down
with your clients what is yourroom sound like?
What does it feel like?
Is it cold in your room?
Are you following up with thosepeople?
Set yourself apart for them towant to come back to you, for
them to know you and experienceyou.
(08:46):
That is number two.
So get those skills up.
Get your protocol styled.
Make sure your room when youcome into it, you would want to
go there.
So is it clean?
Are your things picked up?
Is your counter cluttered witha bunch of stuff?
Would you want to come in andtrust your parts, your gentle,
(09:07):
sensitive facial skin?
Would you want to trust that toyou?
Be honest with yourself.
I think a lot of people say ohyeah, I'm really really good at
what I do, but are you really?
Get honest with yourself.
And if you're not, and you'renot doing those extra things,
take a step back.
Get yourself situated.
Get your skills right.
(09:28):
Get your protocol right.
Get your customer service right.
Reach out to those people andmake sure that they know that
you are in their corner.
You're their partner.
That was number two.
Now you're going to have tostart to do some planning for
three, four and five.
Planning is let me back out,planning is absolutely 5,000
(09:50):
percent the way that you'regoing to win in this business
besides, of course, your skillsand your amazing personality.
But if you don't plan andaren't prepared for what's
coming up and the months ahead,the weeks and months ahead,
you'll be chasing your tail.
You'll be trying to figure outoh gosh, what am I supposed to
do for the holidays?
Oh my gosh, I'm noticing thatmy books are slow.
Now what do I do?
(10:11):
You should know your books aregoing to get slower as the
holiday season and January hits.
You should be planning forJanuary already.
If you're listening to this inJuly, you should be already
planning for the summer and whatyou're going to the end of
summer and what you're going toretail for back to school.
So get a planning.
Every single month you shouldbe planning.
(10:31):
So one of the great things thatyou can be doing is local
marketing and referrals.
So be really mindful of thefact that your clients want to
tell their friends about theamazing service that they have.
Your clients absolutely want toshow off their smooth underarms
.
Or, if you're listening to thisin the summer, maybe they're
(10:52):
laying by the pool and they'relike oh my gosh, I love my sugar
girl.
She's amazing, I love my sugarguy.
The key is to understand that,if you are providing great
customer service and you arespending a moment with them, to
get to understand them and toask them for referrals.
Your client can easily send youfive more people.
(11:13):
At the very least they can sendyou one other person.
At the very least they can sendyou their partner, their kids,
to get their eyebrows done.
There's at least one or twopeople that they know, let alone
10.
So get your referral programtight and your local marketing
tight before you go worryingabout what everybody else is
doing on social media, that is,boots on the ground, making it
(11:37):
happen in your community,because the people in your
community are the ones on yourtable.
Don't worry about the people inFlorida if you live in
California.
Don't worry about people inTexas and what they're doing.
You might get some cool ideasfor how their room set up or
maybe just the experience thatthey have.
It might be fun for you forsocials when you're ready for
them, but right now you need tobe locally marketing and you
(12:00):
need to be really making surethat you're asking for referrals
.
Make that referral card, askfor referrals, and we talk about
all of this inside your livebusiness coaching.
So, side note, for any of youthat are like, okay, yeah, I got
to get my stuff together.
I got to get my act togetherfor 2024.
We have you covered, becausethis is the time to plan for
(12:20):
2024.
You absolutely should beplanning your local marketing.
You should be getting out andreaching out to people.
Summer has calmed down.
All the kids are back to schoolright before the holidays.
Making sure that you'reacknowledging your great clients
with Gratitude Month, makingsure that over the holidays you
really have it just deliciousinside your treatment room.
So they have something to thinkabout for January and February
(12:43):
as well.
But the key is to get your bootson the ground and meet with
your people and the peoplearound you.
Which leads me to number four,which is collaborations.
Okay, I know that some of youare a little bit more of
introvert introverts and you'relike, oh, collaborations.
Maybe you don't even knowanyone in your town, maybe you
(13:05):
just kind of like being insideyour treatment room and you're
really not someone who reachesout.
Get out of that, get out ofthat bubble, get out of that
shell that you have.
You might be an introvert ingeneral, but you have got to be
an extrovert.
Business Doesn't mean you haveto have a big bowl personality,
like myself, but it does meanthat you need to start reaching
out.
So, as it relates tocollaborations, I want you to
(13:28):
think about a few things.
The people that are immediatelyaround your business, they can
all be sugared.
So if there is a real estateoffice next door to you, or even
a restaurant, those people haveoffice workers and they have
wait staff.
Those people all talk.
Those people should all besugared by you.
(13:48):
Instant clientele right aroundyou, okay.
No social media, that'snecessary.
Just get in touch with thosepeople right around you.
You get me 10 new clients rightthere, okay, but not only do I
want you to get out and reallywork with your local Businesses.
They're right in your area,which a great way to do that is
(14:08):
by joining your Chamber ofCommerce.
Go to those mixers Okay, listen,everyone at that mixer.
Number one needs to be sugaredOkay, even the guys need their
unibrow's done or their backsdone or their fuzzy ears done.
And number two, it's the besticebreaker ever.
If you're at a party and you'retalking about how you're, you
(14:29):
sugar and the name of yourbusiness, people are like what
is that?
I guarantee you, if this hasn'thappened to you already.
You're talking at a party andyou're talking about sugar and
oh yeah, I see who has all daylong, or I'm really good at
underarms or really good ateyebrows or that's for a fuzzy
lip People start to overhear youand they are going to want to
pay attention and start saying,okay, wait, what do you do?
(14:50):
It's a fascinating job that wehave.
Everyone wants to hear about it.
So make sure that you're payingattention to the things that
are coming up in your community.
Go to those Chamber mixersusually like 200 bucks a year to
be a part of your Chamber.
Check out your Chamber and I'mpromising you those people all
work near you and they want towork with you as well.
(15:11):
They want to have someone torefer you to check out your
local spray tanners.
They are this is our exactclientele, right?
These people are going to getspray tan.
They need to be smooth for thatspray tan Partner with a spray
tanner.
In fact, I'm going by the timeyou hear this, actually I'm
headed out there in two weeks tothe slay the spray conference
(15:34):
with Kelly Callahan and herwhole team, and we are Educating
spray tanners about how to workwith all of you.
So there will be spray tannersin your area that are going to
come back and start to try toget in touch with you because I
Am telling them to havepartnerships with you.
Okay, reach out of that comfortzone and Bring people to you by
(15:57):
partnering up with other people.
So how do you do that?
A few ways.
You can go join up and have aladies night.
Maybe your place is too smalland you need to have it at one
of their locations.
That's fine.
You can demo sugar at a table.
What about any sort of women'sevent or an education workshop?
If someone is doing, maybe,budgeting for women or Any sort
(16:19):
of women's conference, it couldbe men too.
Do not discount the men.
Those guys are loyal.
You know.
You don't have to do Braziliansor manzillians or bros,
zillions or whatever you callthem.
You don't have to only do thatin order to go to a men's event.
Right, those guys want theirnoses done, their their booty,
cheeks done.
They're the you know crazyhairy backs.
(16:40):
They're fuzzy ears.
They want all that handled andthey don't know how to ask.
If you go to a men's event, youwill be guaranteed people walk
up.
Be like what are you doing?
You hold that little ball oflemon, sugar and water in your
hand.
Guaranteed they're coming backto listen.
All right, so you're gonna jointhat chamber.
You're gonna start to do somecollaborations and Let me tell
(17:00):
you that teaming up With otherbusinesses in your community
does so many things for you.
Number one, it's immediateclientele with those people that
are at that business.
Number two, it actually willincrease your client
satisfaction because thosepeople, for example, they're
getting spray tan.
How great will it be that theirspray tanner can refer those
(17:23):
folks to you who have increasedyour skills and you've increased
your protocols and you'veincreased your customer service
by the time you do that.
So your Reputation is going toincrease.
Your visibility will increase.
You will get to be on the localmap by people of knowing who
you are because they met youthrough their spray tanner.
(17:43):
You met that.
You met them through, maybe,that your hairstylist.
You get your hairstylist tostart referring people.
Do you see how that works?
So when I'm sitting and gettingmy hair cut, it would be lovely
if my hairstylist was like ohmy gosh, I just had the greatest
massage from the lady that'stwo doors down.
Especially you solar salon folks, if you are in a solo salon,
(18:04):
you should absolutely be workingon services with others,
absolutely and honestly.
If you are not trading withthose folks, then you're missing
out on a really greatopportunity.
So have your hair your ownhairstylist, start referring
people to you.
Have your dentist, refer peopleto you.
Have sugar your dentist, sugaryour doctor.
(18:26):
Okay, those people will say, ohyeah, I get sugar.
Oh yeah, sugar, mama, sugar isme, and that's how they get to
know me, how they get to know mystaff and why you don't see a
lot of me on social media,because our books are filled,
because we work hard at thelocal level to make sure that
people absolutely know who weare, what we do.
(18:46):
They love coming into CS andthe results that they get are
five star.
That's how we get great reviewsand it just just like snowballs
, okay.
So a few ways that you can dothat.
How to start?
Number one I want you to thinkabout the people in your area
that are rock stars.
So if you know there's a reallypopular hairstylist in your
(19:10):
area or you know there's areally popular we talked about
spray tanners spray tanner inyour area check their reviews,
ask around for referrals, see ifthose people are actually
really good at what they do,especially if you're new to an
area and really try to find theclosest business easy for you
that are in Solacellans, but tryto find the closest business to
(19:30):
you that can.
You can really refer.
So you don't want someonedriving all the way across town
to get their spray tan and thenhaving to come all the way
across town for for yourservices as well.
So really really work hard onbeing strategic about what you
would want if you were getting aservice, okay.
So, number two I want you toget out of your comfort zone.
(19:53):
Don't be shy.
Reach out.
These people want to work withyou.
Get a service from them, get toknow them, share your thoughts,
make those connections.
Go get your hair done bysomebody new that you hear is
really really popular.
Tell that girl what you do,tell that guy what you do.
I'm promising you they willsend people your way.
(20:15):
Number three trade it out.
Okay, you want your people tolook their best by having
perfect eyebrows, by havingfreshly sugared arms, so that
they can talk to their customersabout it.
So make sure that the peoplethat you sugar, that are
spreading the word, look theirabsolute best and you look your
best.
So I want to make sure that I'mnice and sprayed in just a
(20:37):
light way.
I'm very fair and so if I looksprayed, my clients notice it
and they go.
It's December, you look reallyglowy and healthy and I'm like,
oh yeah, I get spray tan.
I go in once a month and justget a little light dusting.
I'm promising you clients willgo to them and then when they
get sprayed by them, they'regoing to come in to see you to
get their smooth Promise.
You, number four, I want you toget learn, to learn and educate,
(21:01):
so not only learn about theother services that people do.
Do you know what a balayage is?
Do you know what contouringspray tans are?
I want you to be able toexplain their services and be
really, really clear on helpingthem to explain what sugar is.
Make it super simple.
Use that carrot analogy.
(21:21):
Let them know a couple ofingredients that are really
great for the skin and give thema couple of key things they can
talk about.
It hurts less, there's less ingroans, things like that so that
they can market.
You collab your heart out,whether it's physical signage,
the events we talked about.
Maybe you hand out coupons orhandouts at either of your
(21:42):
business or maybe you havebundles together.
You know, get your hair cut,come get a sugar, do a brown
sugar treatment where you getsugar and then you go in and get
tan.
Think about ways that you canwork together to get your
businesses both on the map andmake it easy for your clients to
book with them and with you.
So you both have websites whichyou should make sure that you
(22:04):
are utilizing those websites forthem to easily book
appointments.
Get your link on someone else'swebsite in return for that you
doing the same for them, okay,so if you are wondering about
joining forces, we have the sameclients.
These are six different waysthat you can get together on
that and make this happen foryour clients.
(22:28):
Okay, now don't get me wrong.
Socials is really key to yourbusiness.
Having a really nice socialpresence is really great for
your business, and I absolutelyagree with all of those folks.
If you haven't listened toGrant Conscious's episode that
(22:49):
we just last did I think it'slast week I'll put the link in
the bio, but Grant Conscious hasan entire digital episode for
us which when you listen to it,you're gonna hear about having
you wanna have your websitetight.
So when we talk socials, don'tforget your website, right?
If your website isn't tight andyou're linking bio or just meh
(23:13):
and they don't really sendpeople anywhere.
You're gonna lose those people,doesn't matter how pretty or
funny your socials are.
Number two do you have a Googlemy Business?
If you do not know what yourGoogle my Business is, listen to
Grant's episode and lookyourself up.
If your Google my Business isnot up to date and you have no
reviews, the algorithms arelooking for you.
(23:35):
Okay, number one, tighten yourwebsite.
Number two get that Google myBusiness.
Now, after all of those thingshave been done, you've gotten
your skills right.
You've gotten your protocolsright.
You've gotten your customerservice.
You're maybe sending outpostcards.
You're having customerappreciation nights, whatever
that is.
It smells good in your room.
It feels good in your room.
(23:56):
You have a beautiful productline.
You're locally marketing.
You're doing referrals.
You're putting togethercollaborations.
You've got your website dialed.
You've got your Google myBusiness.
You have 35 reviews that aregreat, with links and pictures,
and all of that.
After all of those things aredone, then, first of all, if
(24:17):
you're not slammed busy by then,then we need to talk about your
business, but and maybe youneed to get on with some
business coaching, because bythen you should be slammed so
much that you can only really doa little bit of social work,
okay, but absolutely work onyour socials.
Make sure that your Instagramand your Facebook looks really
(24:38):
nice.
Use your Facebook, get a groupfor your people so that you can
be reaching out to your clients,letting them know of new
products that have come in.
You can do an Instagrambroadcast let them know of new
things that have come in.
Keep communicating with thosefolks part of that customer
service and really work on allof those other things first,
(25:02):
before you worry about yoursocial media.
Now, when we do our planning,we plan out our social media
posts.
And planning out social mediaposts can literally be you spend
one day a month, you recordeverything and you just schedule
it in the calendar.
It can be as easy as that.
So social should not be yournumber one, okay, I?
(25:24):
It's funny.
I was talking to a veteranaesthetician just a couple of
months ago and she said Shannon,I'm kind of losing clients and
I don't get it because I'm doingthe same stuff and I don't get
why I'm losing these clients.
And I said Susie, I said, areyou burnt out?
Yeah, I really am.
(25:44):
I'm just so tired.
But you know I do the samething, so they shouldn't be
leaving me, and I can promiseyou that if you are not working
smarter, but you're workingharder and you're finding
yourself burnt out, you need totake a step back and start with
the basics.
Start with number one work onyour skills and your protocols
(26:10):
and your customer service toyourself and to your current
clients, because I can guaranteeyou, if you are burnt out
you've been doing this for awhile.
You're tired of sugaring all ofthese people.
Whatever your problem is, itwill infuse you with a new sense
of purpose to take a step outof your business, even if you
(26:31):
need to do this planning, youknow, sitting in the library or
sitting in a beautiful locationand just checking your brain out
and really restructuring yourbusiness for 2024.
And beyond, if you're listeningto this in 2024, structure your
business for the next quarterright.
If you take a step back and yourealize that you're tired, it's
because you're grinding at thewrong things, and if you're
(26:55):
grinding at social media andstill not seeing results, it's
because you haven't done thefirst four things on the list.
Okay, so replay this episode ifyou need.
This is the stuff, folks.
If you are not doing well inyour business, it's because the
first four things are probablyrealistically not strong in your
(27:16):
business.
If you need any help, we arehere for you live, every month.
I'm happy to coach you throughwhatever you need.
We can do hot seats where yousit with us and say this is
what's going on in my businessand we can all help you.
This tribe of people in thisinner sugar community are so
loving and helpful and reallyyou've picked the right skill
(27:37):
and you just need to pick theright path.
So I adore you all.
I hope you have a fabulouslysweet couple of weeks until you
hear the next episode and again,if you have any questions, feel
free to message us and I amhappy to help.
If you are inside of our SugarTribe app, feel free to ask
those questions in there.
I know it feels like a littlebit of a safer space to ask
(27:58):
inside an app instead ofFacebook or Instagram, and we
just want you to do well.
So have a fabulously sweetcouple of weeks and I'll see you
very, very soon.
Cheers the man 좋아요 calling usElks.
Challenge on the.
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