BBS 91 Cortney Cox How to Work Smarter Not Harder in Your Beauty Business

[00:00:00] Austin: Wow, babe brilliance, advanced beauty education, Courtney Cox, joining us today for episode, I don't know a thousand of the body beauty show. Uh, she is, well, I'm gonna let her tell you who she is, but first Courtney, thanks for being on the show today. Bye to have you here. 

[00:00:22] Cortney: Thanks so much for having me Austin.

[00:00:24] I really appreciate. So for those of you that don't know me, I am Courtney Cox, owner and educator at brilliance beauty education. I'm also an aesthetician for over 21 years. And. Basically just started this company brilliance, advanced beauty education, because I felt that there was a need for more continuing education for some of the pain points of our fellow beauty pros.

[00:00:50] So things like finding a niche or about financials or, um, All, uh, working smarter, not harder, which is [00:01:00] what we're gonna talk about today. But when I was in school, um, my actual aesthetician teacher withheld information from us because she was feeling threatened by us. So I wanted to change that. I know.

[00:01:15] It's pretty wild. Um, our industry can be pretty competitive and I want it to be more community based. So just taking steps to making more friendly, um, kind of a big sister, big brother relationship, like I'm gonna help you. Um, so yeah, I have worked, um, Four other people in salons and spas. And I have had my own suite for 11 years.

[00:01:41] So I've also worked in different capacities in other fields, but that is the gist of my working in the field. Wow. 

[00:01:50] Austin: Just 21 years. Just 21 years. Okay. Just 21 years. Okay. Got it. So that means that you're, I dunno what, 2220. 

[00:01:58] Cortney: Yeah. I started when I [00:02:00] was one 

[00:02:03] Austin: she came outta the womb doing facials, quite the, uh, quite the story 

[00:02:07] Cortney: anesthetic school at one month old.

[00:02:09] Yeah, yeah, yeah, of 

[00:02:10] Austin: course. So 23, fair enough. Fair enough. Well, you don't look a day over 23. So take that for what it is. Um, well, listeners, viewers, audience members, there are some people in life that you should. Completely ignore and not listen to at all. And you should actually sh them and delete them from your phones.

[00:02:28] There are other people you should listen to, and then there are other people that you should listen to and take notes from when you listen to. So I am going to declare that Courtney is one of the latter. So if you don't have something to take notes on today, buckle. If you need to get a helmet on, uh, some, uh, I don't know, a mouth guard, whatever, get settled in, grab yourself a glass of wine, cuz today we're gonna talk about the topic that if you're not thinking about you should probably think about which is how to work smarter, [00:03:00] not harder in your beauty business as Courtney alluded to and as a bit of setup, here's the idea on the macro front.

[00:03:07] And then I'm gonna turn this over to Courtney. Who's gonna teach us how to work more intelligently. On our business really, and not so much in the business and the nitty gritty and other bits in between. So the setup here is this, we each have what's the average human lifespan or working lifespan corny.

[00:03:25] Is it what's 80 years, something like that of which will work, I think in something like that. Yeah. Okay. So, so let's say we have 40 working years of our lives that we can actually work and produce the wealth impact, the meaning that we want to have in our life. So we have a certain constraint, an upper bound on.

[00:03:42] That we can do the things and activities that we want to do with our work, et cetera. So if we wanna start somewhere, well, then we should probably start somewhere that is intelligent itself. Like maybe borrowing from protos principle of the 80 20 rule, which is to say that 80% of your outcomes that you [00:04:00] want in life can be derived and pinpointed back to the 20% of your inputs.

[00:04:05] So this 20% of the inputs is what we'll be looking at today. So that we can have a more impactful, richer, more wealthy, and more ways than 180% of the outcome. So we're always thinking, okay, what is the 20%? What is the 20%? What is the 20% and ignoring the 80%? Cause that's where the waste is. So Courtney's gonna help us with that today.

[00:04:27] So Courtney, where do we start? As we think about the working smarter, not harder in your beauty business and are there any other notes first, prior to getting into that, that you'd wanna. 

[00:04:38] Cortney: I did wanna say that some of you guys may already know a lot of these things, but a lot of times it just takes someone else saying it to you or in a different way, and you take away one little nugget and it can totally change your world.

[00:04:53] So. Um, you know, it's kind of like if you're taking a math class and you just are not understanding it, and then you get a tutor [00:05:00] and then all of a sudden the light bulb turns on and you you've got it. So some of these things you guys may understand and already know, but maybe I'm gonna deep. Dive into a little bit further that you didn't really quite think about.

[00:05:12] So this is just a few of the ideas that you can take to work smarter and not harder. And, um, I'm all about the 80, 20 as 80 20 rule in general, but I feel in our industry, we are so physical, um, that we really need to make the time that we're at work count and we love what we do. And so it makes it really easy for us to overwork ourselves because I mean, Pinch me, this is what I get to do for work, right?

[00:05:41] I mean, we are really lucky when you consider what some people do for work and what we get to do for work. It is still work, but, um, you wanna make that time that you are working count and the people that you are servicing they're already there. So you wanna make everything you can do for them count. So, [00:06:00]

[00:06:00] Austin: okay.

[00:06:01] Fair enough. Well, buckle in, we're gonna get started and Courtney is gonna take the Baton from me and lead the way. So, where do we start Courtney, as we think about this problem of working smarter and not harder interview business, 

[00:06:18] Cortney: I think the first point I would like to bring up is nailing your consultation with your client.

[00:06:23] So, I mean, that's kind of when you're first getting to know your client and they're discussing with you, what's going on with them. So. You may be observing something going on with them, but maybe that's not their pain point and maybe they don't even realize that's a thing, whatever you are physically observing.

[00:06:42] So I think if you really listen to your clients carefully, they're going to be telling you what you need to hear from them. So we really need to put our listening skills into place and listen to what they're saying. So for example, I'll just use like a skin client, cuz it's really. Easy place for [00:07:00] me to speak on, and this can apply in different, um, arenas.

[00:07:04] So if you're waxing or you're doing body treatments or your massage, or you do hair, whatever your niche is, um, this can all still apply. But you know, if you are seeing that your client has acne for example, but their focus is on their wrinkles. You know, if you dive into them talking about their wrinkle or, or about their acne, they're gonna say, well, I come here about that.

[00:07:30] You know, maybe they don't even realize they have acne. So kind of listening to what they're saying and really making sure that you are paying attention to what their pain point is. I'm not saying that you don't address. There are other areas that you are seeing because sometimes they're all tied together.

[00:07:48] Perhaps this is something in their diet or a medication or what they're using, but you definitely wanna work on their pain point and listen to what they're saying. Of course you want to take really good notes, too, [00:08:00] whatever, and they may even bring it up throughout the service different. Issues or pain points that they're having that or concerns that they're having that you would like to address.

[00:08:10] So even if some things don't get addressed that day, Making sure that you make note of it. Um, you can gently bring it up in a future treatment by saying, well, you know, at one point you were talking about this and I know we addressed your original problems and we've been able to move forward from that.

[00:08:28] But now maybe we should kind of revisit your other issues that you had concerns with. Um, This also by listening to the consultation, it also opens up the doors for upselling products and, um, services that they may be applicable for. So you definitely want to be of course, giving. Um, options and opportunities to your clients that make sense for them, things that you believe in.

[00:08:56] If you're using products and services that you believe [00:09:00] in and that, you know, provide results, it goes so much easier. So to me, that's one of the other, you know, working smarter and not harder is. Working with products and services that make sense and are beneficial to your clientele and that you believe in, um, by just showing the results, you're just gonna be more passionate and your clients can feel that energy.

[00:09:21] So they're not, they're not stupid if you are faking it, unless you're really good poker face, they're gonna, they're gonna know. So, um, now if you're gonna upsell a service, I think another really good point is to make sure 

[00:09:36] Austin: perhaps you. Can I interrupt? Sorry. I, I wanna, I wanna drill in let's let's not lose the products in upsell bit, but I want to drill into the consultation piece.

[00:09:46] And the reason why is, to me, it seems like from what you're saying, that that really is the, uh, that's the launch point where if this is maybe a, a Domin, but whatever, if we think of a missile, so [00:10:00] one of Elon Musks, BFR, whatever. And if we point that. On off its angle. OFX by a degree, it's gonna land on Mars if we're hitting or on the moon, when we're trying to hit Mars.

[00:10:13] So the little, the little air in the beginning can produce a cataclysmic outcome, a nuts, not being tightened or a bolt being loose or whatever on the rocket. So I'm thinking of. Charlie monger's I think it's monger's idea Warren Buffet's partner that it's easier to avoid stupidity than seek brilliance.

[00:10:36] So in other words, what I'm saying is something like, are there any mistakes that we should, that are big and glaring and obvious that beyond what you've already mentioned, that we should seek to avoid in the consultation room? So that we can best position ourselves to do things like you've mentioned so that we don't again, make these big errors.

[00:10:58] Cortney: I think even [00:11:00] sometimes just saying to your client kind of reiterating what they have said to you to make sure that you are clear, um, that you have heard them correctly is a good, is one good thing. And another thing is too. Obviously, if this is, um, I'll take, for example, a lot of us do waxing services and, um, thin, thin, thin brows are kind of making a comeback supposedly.

[00:11:29] So when I get clients that want, um, thin, thin, thin brows, again, I kind of make sure I, I pretty much try to talk 'em out of it because I just don't think in most cases that that would suit that client. So. um, I think so that way you're giving your client the proper expectation of what they're wanting.

[00:11:49] You know, it's like if I were to come in and want, um, straight, long blonde hair, well, I don't have that. So, you know, if my hair stylist, isn't giving me [00:12:00] proper expectations and telling me like, this is what you want, but your hair structure isn't really anything like this. It's not gonna be what you think it's gonna be.

[00:12:08] I think we're doing our clients a disservice. So I think just reiterating and then also making sure that they are aware that, um, or for a different example. So if I were to cut my hair really, really short, it's gonna take a lot more work because my hair has all kinds of cos in it, for example. So. My stylist, if she just cuts it and doesn't say a word, but then, and I like it initially, but then of course, I'm the one who has to do the hair every day in turn like, oh, I hate this.

[00:12:38] I, you know, I wish you would've told me. So, you know, just things like that, that I think can go a long way in turn. We end up disliking our service provider just because we didn't know. And they're the professional, I mean, not necessarily that might be a little extreme, but. I think making sure your client has the making sure that you are understanding what they're asking for.

[00:12:59] Um, [00:13:00] and then of course, making sure that you are addressing any concerns that you have with that request. 

[00:13:06] Austin: Hmm. It reminds me of an experience I had in Les Schwab at tires, since you're not bear with me, this might not seem like it's related, but I think it's actually really related and hits this idea on the nose, which is that it's something like the customer may want.

[00:13:22] This thing, but this thing might not be the thing they actually need. Cause they're, they're oblivious to the downstream effects that that decision may have on their time. Doing their hair in the morning, for example, to use your illustration or your example. So an example that I think further illustrates this is I went into Les Schwab because I thought, Hey, I need to have my struts replaced when I went in and they said, Hey, interesting idea.

[00:13:46] I could charge you two grand and do this if you like. Uh, but here's why it's actually not gonna be in your best interest because this, this, this, what you actually need is this. And to this was like, well, first of all, it was free, cuz it was just a tire rotation or whatever it was. [00:14:00] And he saved me $2,000 and through.

[00:14:04] Because he was the expert that steered me clear of what would've been a bad decision. He became a trusted advisor that I turned to for everything. Now, what do I do here? Whatever he says I will do. And he, by the way, he's probably gonna get a whole heck of a lot more than two grand outta me. Cause now I'm going to him for everything 

[00:14:22] Cortney: and sending 

[00:14:22] Austin: your friends, Anthony, my friends.

[00:14:25] Right? So. So I is, is the, is this formulation correct? I, I think it's, it's the case. At least I've observed this as being the customer in my own life, but here's the pattern. Tell me this works. And if this is something that, um, different aesthetic professionals should be thinking about themselves, it's this most people with problem X.

[00:14:44] So the X might be, I want my lash to be fuller or thicker longer whatever, or my brows would be this out of the other or my hair to be this out of the other. So most people with problem X, think the answer is Y. So these are variables here. So the, they think the answer is Y and my story it's [00:15:00] dist struts, but actually if you do that thing, the Y that will make X worse.

[00:15:05] So what you actually need is something you didn't think of, which you need an expert's causal for, which is Z. Is that your experience 

[00:15:14] Cortney: a at times for. For sure. Yeah. And when that experience happens, um, kind of how that mechanic or whatever handled your interaction by gently explaining and providing you with knowledge, um, an opportunity, he still would've done the $2,000 service.

[00:15:35] If you were like, no, you're stupid. I'm doing it. , you know? Yeah. But he just, he couldn't do it without, at. Speaking, um, and educating you on it and letting you know that he didn't think that was right. So, I mean, and there are, so there's times that clients come in and they really need what they think they need, but there are times that they have really no idea.

[00:15:58] And like you're saying, [00:16:00] their problem is really different, but when that's the case, it's, um, Especially with being an image thing. You there's some gentle tiptoeing educational way. You have to go about it. So you aren't offensive and off putting to them or that you're not listening. But I think if you do it right, and just gently explain why you think that that works a lot of times, they do take you as that trusted professional and appreciate your honesty.

[00:16:27] I mean, there's been many times that I've taught. Same thing out of a service, because I wouldn't do it to myself if I was in their position and not that, you know, could they do it sure. Is it gonna hurt them? No, but I just didn't feel like they needed it. And so I think being completely honest is the best bet.

[00:16:47] As long as you can do it delicately because you know, obviously this is what they feel is maybe a pain point because they're coming to pay further service with you with it. So. [00:17:00]

[00:17:00] Austin: I think there's here we go. Perfect. There there's one, there's one idea from this book called the science of social influence, which is a, it's a sales book effectively, which to be a human being is to sell, to communicate ideas and try to convince one or the other about this idea, that idea, uh, you kind of, I mean, you have not to sell, which is just being a human and there's this one passage that comes to mind from that book.

[00:17:24] Um, and it's on this concept of evocation of freedom. So I think this is really relevant here. Cause I think a lot of people, when they hear do something gentler, they're not exactly sure. Like what words do I use? So here are some words that you can use when you're trying to steer somebody away from doing like Courtney, let's say 22 years ago before she started in the aesthetics industry.

[00:17:46] And she, you know, in, in the example she gave of going to her stylist saying, Hey, I want short hair, but the stylist is like, yeah, but you have all these calx and that's gonna be a nightmare for you to put together in the morning. Here's the here's, here are the words that you can use as the point [00:18:00] in these situations where you're trying to talk somebody off a ledge.

[00:18:02] So it's this idea of evocation of freedom. Um, and here are the words at the end of your statement, Hey, I wouldn't do this because this, this, this, and it might have this effect and this effect, and this effect, you just say, but you are free to accept or refuse or bitch you are free to choose or. You can do whatever you want.

[00:18:26] Of course. So just letting off the pressure, so to speak by saying something like that can liberate people from being triggered in this psychological, psychological reactance. From that perspective, let's say, or they'll do the opposite of what you tell them to do here. It is again, but you are free to choose or do whatever you want, or that's just what I would.

[00:18:46] Anyway, but that was an interesting 

[00:18:48] Cortney: idea. Yeah. That's helpful. A lot of times I do kinda end it with like, ultimately, this is your eyebrows, lashes, whatever. So the decision is yours, but I would want, I would just [00:19:00] want to inform you of X . Yeah. So let know what you wanna do. 

[00:19:05] Austin: cool. I 

[00:19:06] Cortney: like it. Yeah. Okay. So I think we're talking, starting to talk about upselling services.

[00:19:12] So mm-hmm, kind of in the same realm of expectations. So when you're gonna upsell a service to a client, Um, I think it's really important that you give that client proper expectations. So, you know, it is the client gonna be there for another hour or another 15 minutes. Maybe they have somewhere, they gotta go right after this.

[00:19:33] So maybe they don't really have the time and maybe they would want to do it another time when they do have time. I think, um, another would be what is, what. Upsell of service going to cost. And are there any, uh, aftercare, you know, for example, maybe they're not supposed to drink after the service or eat and maybe they're about to go have lunch.

[00:19:55] Um, and then just the proper expectations of the [00:20:00] actual service. So. I think, in my opinion, if you talk to me into upgrading or upselling my service, but then put me into kind of a pinch for whatever any of those reasons might be. It kind of ends with like a bad taste in your mouth, you know, because you probably would've loved that.

[00:20:19] But then. Because now you're rushing to dinner and now you can't even eat. And, you know, whatever, just as an example, if you're not supposed to eat after the service and, you know, um, I took up all your time, for example. So I think if you're going to upsell services that you just need to make sure your client is aware of what that all means and what it will of course be doing for them.

[00:20:45] So. Yeah. And then of course, going into selling supportive products. So I feel when you are doing a service, unless your client prefers a silent service, it's best to kind of walk them through [00:21:00] things and explain how things are working and ultimately, um, You know what these products will do for them. So I pulled this little statistic and I was actually pretty surprised.

[00:21:12] So it's from insider intelligence. So in 2022, us cosmetics and beauty retail e-commerce will be more than double those. Of 2019. So they're saying it's gonna be 18.6 billion versus 9.21 billion. Wow. They also said by 2026, those e-commerce sales will account for nearly, nearly a third of the categories, total resale sales.

[00:21:42] So guys, if you are not educating your client and offering products to support their services, They're going to be leaving and going to find them somewhere else. That statistic tells you that right away. And basically, [00:22:00] depending on what you're doing for your clients, you know, the, the easiest simplest way to translate it is.

[00:22:07] It's almost as if we are going to the dentist twice a year, but never brushing our teeth. Like you have to be taking care of your skin or your hair or your body or your nails, whatever it is you're working on. So, um, your clients are gonna buy product. Um, you don't have to be pushy about it and preferably not, and you want to be educating them and selling them products that make sense.

[00:22:31] But, um, Yeah, I think your clients are gonna be washing their face with something or washing their hair with something or, you know, 

[00:22:42] Austin: so, so two, two ideas jump to mind. One is, well, they're just gonna buy it from Amazon. Anyway, do you have a rebuttal to that? Cause I have one, but I wanna hear your view first.

[00:22:53] Cortney: Personally, I don't carry anything that will go on Amazon. Um, or I work [00:23:00] with companies that are, well, I don't, I don't buy anything that goes on Amazon. Um, I'm not saying I don't shop on Amazon, but as my professional. Uh, in my professional suite, I do not carry anything that is sold on Amazon and, and, or Sephora or Alta, nothing against those people, but they have the capacity to undercut us tremendously.

[00:23:22] And you are correct. Your clients will, um, buy out of convenience. So, you know, you can utilize things like having, um, a drop shipping or shipping or pickup or delivery of products as well to kind of help alleviate some of those pain points, but you certainly need to, um, approach them when they're in your flesh and blood and with you and let them feel it and touch it and give them samples.

[00:23:48] But I think sticking with professional product. That they can get from no one else. But another professional is one of the big things that you have to do to protect that. Plus [00:24:00] it's what you believe in. I mean, do you want your client going to use something from Amazon and or jewel or whatever drug store of choice?

[00:24:10] What is your thought 

[00:24:12] Austin: well, I was gonna say, well, here's a story that's made me funny that jumps to mind that that speaks to at least in my own experience. The impulse to want to shop locally and not support the giants. Um, so supporting the, the local mom and pop shop, or what have you, I bought a drum set ages ago from guitar center, 5,000, whatever $3,000 drum set.

[00:24:36] And then I realized there's a local drum shop run by some guy that's been the local drum guy for 30 years, whatever. I returned a drum set , which is quite the experience to guitar center. And I wanted it's yeah, not really, not a big one, at least. And I went and I bought a drum set from, you know, the similar drum set from the local [00:25:00] guy because I wanted to sport him.

[00:25:01] So what I would say to that funny stories aside is that if you're, if you're doing treatments and performing a service, So well, and exude this radiance high energy, all the qualities that you are inherently, and you draw in the right crowd that then love you. I think the Amazon fear may not be as real as we would like to think it is because here's why here's my thesis is that if they love you, they're gonna buy from you and they'll be willing to pay a few bucks extra to support you.

[00:25:34] Not further line Bezos pocket. Maybe my suspicion and my hope and human is a little off, but that's my initial idea. Second is that, which is really just a call to give the best world class treatments and services. Conceivable. That's the point there is second, is that it has me wondering, well, should, should I, the SD then be thinking about having some sort of online store as well and getting them set up [00:26:00] on, you know, auto refills or whatever, like a subscription model, or how do you think about.

[00:26:05] Cortney: Yeah completely. Um, so some vendors that estheticians may work with do offer, drop shipping. Um, but I think these days it's so simple and easy really to create a eCommerce website. I mean, it is drag and drop. If I can create it, I can promise you, anyone can create it. And. You know, it really can create both upselling your products and, and having supportive, um, I'm sorry, upselling your services and having supportive product.

[00:26:39] For your clients goes a long way. It can, if you're, if you own your own, uh, practice, this could pay your rent. It could just totally change your income. So, um, and your clients are gonna be happy cuz they're receiving the results that they're looking for. So, if you do have an e-commerce site, you [00:27:00] know, I would still carry product within your practice.

[00:27:03] So that way, if they're there and can stop by and grab it, or you're after the service, I mean, people like to touch things and feel it, especially in this kind of industry. Um, But otherwise you can ship it to 'em. Like I was saying, the vendors sometimes allow you to drop ship. So if you have the flexibility to drop ship, some, if your client isn't in a super rush and you can just order it directly from the manufacturer of the vendor and have it directly shipped to the client that works to, or, you know, if you're close enough, if your client base is close, some people do delivery.

[00:27:37] And if you're doing those things, one little tip. I think Etsy kind of started this, but having, you know, a little bit of tissue paper in a ribbon or a bow or a, or a little sweet note, like thanks so much for supporting me or a cute sticker or anything like that can really go a long way. [00:28:00] And so I think those little touches can just make the client feel like they're, you know, Someone, not just an Amazon customer where you're just like, is there a rec receipt in here?

[00:28:11] You know, , not packed with love. We'll say that. 

[00:28:17] Austin: yeah. I, I, you can see me looking over to my other screen. I'm I'm looking on your, your products and, uh, continued ed courses. Do you have a course on this inside of babe brilliance, advanced beauty education? 

[00:28:29] Cortney: I do have a work smarter, not harder course. 

[00:28:33] Austin: Ah, okay.

[00:28:34] Cause I was thinking if, if you have something on e-com instead of drop shipping, Shopify count, whatever, if you don't have that, you should make it. Cause that's an awesome idea. I think that, uh, as would love that. 

[00:28:45] Cortney: It's actually intermingled in this course, uh, the work smarter, not harder. And I wanna say it's in another course.

[00:28:52] I have, um, been thinking about writing a more just deep down, uh, dive on writing, just getting your [00:29:00] business online because that, you know, some people still don't even have a website and I'm like, how do people find you? You need to be, um, find. And there's so many cool things like using, uh, scheduling apps and things like that, um, that make your life easier, make it more convenient for your clients that, um, are all part of the big spectrum, right?

[00:29:22] So that's another tip of working smarter, not harder that I wasn't even planning on speaking on, but. You know, that reduces time because it, it allows consultation, um, forms to be completed. It does your confirmation calls. They can cancel, you can yourself. There's still the ability to have a cancellation policy in place.

[00:29:42] In fact, I think it's probably easier. You can blame it on the system, if you don't, if your charges them the cancellation fee. And you're like, oh, well my system did it. Sorry. so,

[00:29:56] Austin: yeah. Wow. Okay. Well, cool. Yeah. So [00:30:00] let's, let's continue on. Cause there's so much to get through. Looks like still we have, I know. Just a little bit more to you on. 

[00:30:06] Cortney: Okay. So, um, I'm looking where I left off here. So really just educating your clients on. You know, if, if their desired results is, this is X, then you wanna make sure that you're utilizing these products.

[00:30:23] So it will help support the services that we've done for you. And it will continue to improve those results and extend them. So making sure that you're just explaining to your clients what that all means and the best practice and give them an expectation. This is gonna, this bottle is gonna last. You.

[00:30:41] Three weeks or six months or whatever, and then they can kind of figure that out. And like you said, offering some kind of subscribe and save kind of option might be a great idea too, because then it becomes autopilot for both of you, you have a better idea of inventory and then they keep on track. Um, just kind [00:31:00] of like, um, prebooking your clients, you know, if you're not prebooking them before they leave, I prebook everything.

[00:31:06] The dentist, the eye doctor. Sometimes they have to like open the book for me because they haven't booked an I a year out. I'm like, well, if you don't do it, I won't be here. So , let's do this now. Or we forget, you know, and before you know it now it's been two years and you haven't been so. Just getting them, um, to commit before they leave, if possible is always ideal.

[00:31:29] Um, I do think there is a little bit of, uh, again, the little tip toeing you want to be confident and, um, recommend, but. For me, I don't prefer to be pushy. I don't receive that. Well, nor do I like to do that to people. So if it's something I don't believe in, or they're just, I don't think that people necessarily always respond well to it.

[00:31:55] So they know where to find you and, um, [00:32:00] you know, by just educating them and being there for them, I think they can appreciate that, you know, and you can do a follow up. I would rather do a follow up than be kind of. Pushy. That's just my opinion. You do you beg to differ? No, 

[00:32:14] Austin: no, God, no. A hundred percent agree.

[00:32:15] I'm thinking of an analogy that might help people understand what you're getting at in my head, the, the push pushiness. Um, let's see. When it comes to compelling someone to take action in any area of their life, where they need decision with the, you know, scheduling a fall call or whatever. Or a next appointment is to think of it like a magnet.

[00:32:40] The more you push, the more you're gonna have an equal opposite reaction, which is them saying, no, they're gonna pull away. So really what you wanna do is flip that and you wanna pull. And so there's one way that you can do this tactically from a book, um, from Jim camp called I think it's called start or go for no start, [00:33:00] start with no something like that.

[00:33:01] Jim camp start with no. Start with no. Okay. Yeah. Start with no, is the book, um, Jim camp, he is a legend in the persuasion space. And his idea, as you might imagine, is something like go for no. So, instead of saying, you need to schedule your next appointment, which is going to trigger people and, and by triggering me they're reacting.

[00:33:25] So they're gonna say, uh, yeah, no, thanks. Even if they want to do that, a better approach is to say something like, I don't imagine you wanna schedule your next appointment to you. Oh, my God. Of course I do. No, no, no. So they're disagreeing with your statement of, I don't imagine you want to, they then say no, of course I do.

[00:33:41] Bam. Then you get the outcome that you wanted go for. No. So the book again is called, start with no, the negotiating tools that pros don't want you to know from Jim camp. And I think that'ss applicable here. So think of it like magnets. If you want to revolt someone or push them away, try to push, cuz they're gonna pull away.

[00:33:59] You wanna get them to [00:34:00] do what you want them to do. Pull, how do you do that? Go for. 

[00:34:04] Cortney: Yeah, a little reverse psychology kind of, and, uh, letting it be their idea, almost that you, yeah. That they need this 

[00:34:13] Austin: totally. 

[00:34:14] Cortney: Yeah, love that. Um, and I think it goes without saying for any of these things, whether we're talking about the, the consultation, what you guys discussed in your treatments, any upsell of service or products, I think it's important to make sure you take notes for the client.

[00:34:34] And follow up with them. Um, did they like the product? Did they like the outcome of the service? And even if they maybe said, well, I'm not gonna do it today, but maybe next time. Okay. So next time you see them say, Hey, I know last time you talked about doing this other treatment, did you wanna do that today?

[00:34:51] Or, or do it the reverse psychology way. You didn't wanna do that today? Did you? Um, , 

[00:34:58] Austin: you'll be surprised [00:35:00] people usually say no, no, no. Of course I do. Yeah. Let's do it a hundred percent. It's their idea. And there's no pushiness either. Yeah. 

[00:35:06] Cortney: I like that. I'll have to give that a try more. Um, the last point I was gonna talk about was having a referral system.

[00:35:14] So, you know, word of mouth is such a huge. Advertisement for us and your clients already love you. They're coming to you. And like you said, they want to support you. I dunno how many clients, I accept credit cards in my practice, but I dunno how many clients want to pay me a different way. So I don't pay the fees.

[00:35:31] I'm like, that's very kind of you, but it's just a cost of business, you know? Like do whatever is good for you is. Really. Okay. But genuinely, most of your clients want to help you succeed and want to help you grow. So one, I think it's really important that you're thanking your clients every time and giving them the best treatment you can.

[00:35:52] I know sometimes we get a little cozy and we are almost developing like a friendship with these people. Um, but really [00:36:00] they are paying us for a. And they don't have to choose us. And so keeping up with saying thank you, um, and genuinely meaning it. And, um, And then ask them for referrals, you know, reward them, let them know I'm looking to grow my business.

[00:36:17] If you happen to know anyone that is looking for services that I offer, I would really appreciate it. And I like to reward them. So there's different ways that you can reward. Your clients, um, you can, if you want, you can do a discount. Um, you know, and I think that's all relevant. If your services are inexpensive, it might be a percentage or just $5 off or something.

[00:36:39] If your, if your services are very expensive, then maybe it's more, um, or you can maybe do an added value. Maybe you give them a free upgraded service or, um, a small gift or a product. And if you're giving. A product even it's, if it's an inexpensive one that gives them the opportunity to try it and maybe they'll [00:37:00] continue to purchase it and use it from you.

[00:37:02] So, you know, I think it's a great way to make them feel, um, Little more connected and, um, grateful. Another thing I like to do is just really reward my clients. So once a year, I'll do, um, like a special where I offer a discounted package for certain, um, services. And it's just my way of thinking them. I don't know how many big companies that I've used.

[00:37:30] The internet companies or the cell phone companies, they're always rewarding their new people. And it's like, well, what about me? I've been paying my bill for over a decade and you don't do anything for me. So. I think you really need to continue to appreciate who you have sitting in your chair because, or your bed or whatever your situation is.

[00:37:50] Cause they're the ones paying your bills and making your, your whole world go around and making them feel loved. And, um, [00:38:00] appreciated is so important. 

[00:38:04] Austin: There, one idea that comes to mind that the audience may benefit from that are using a CRM. Depending on the CRM that you're using to track your customers.

[00:38:15] Um, this might not work, although it looks like this company, um, integrates Zapier. So there's probably a way to hack an integration between, let's say you're using like a notion CRM, or I doubt people are using Salesforce, but HubSpot, perhaps, um, et cetera. So this may not work for some, but as an idea, there is a company called handwritten.

[00:38:40] And it's hand and in w R Y T T E N. So it's handwritten, but with Y and they are, I may sneeze, false flag. Annoying thing where it's like I gonna Steve. No, OK. I think we're good. All right. Um, this handwritten company is really interesting. They [00:39:00] integrate with your CRM and if they don't, then you can still use the CSV file, whatever, and there's other ways to do it, but they can send out notes that are written by a robot with the literal pen.

[00:39:11] Like this with a robot hand. And it looks as if it is, as you would expect a handwritten note and you can send these, and if you're using your CRM, you can do this in a way that maybe based on certain, uh, events or time duration or whatever, triggering events, you can send them a note saying, Hey God, thank you for your being with us for a year.

[00:39:32] We love you or whatever, or thanks for signing up for our blah, blah, blah, whatever. And there's ways that you can use this. And. And it looks as if you wrote it yourself. So as you scale, that might be an interesting idea for the audience members that are trying to, um, become more sticky, more loved, et cetera, without having to write a hundred notes by hand

[00:39:56] Cortney: Yeah, that's a good one. I like that. I'm definitely gonna [00:40:00] have to check that out. I have some in my personal practice, I have some automated emails. I go out for birthdays and things like that. But when it comes to a referral, I just can do it. Cause it's not, you know, every single month per se, you know, hundreds of people.

[00:40:16] But, but yeah, I think that's a great idea. Just going the little extra mile and showing them your gratitude, cuz without them, we don't get to do what we get to do. 

[00:40:29] Austin: A hundred percent, a hundred percent. Well, are there any other notes that you'd want to drop in the ears or eyeballs of the audience today on this topic of working smarter?

[00:40:42] Not harder in your beauty business? Oh, 

[00:40:46] Cortney: um, I guess just. Really, you know, taking, don't take for granted all these little things, because it's kind of like your little penny jar, eventually [00:41:00] these tiny, small things that as you saw really don't take up a lot of money per se. Can. Change your income. And maybe, maybe you aren't looking to make more money.

[00:41:12] Maybe you're work looking to work less, but then by doing this, you would be able to, and these are just a few of the things, you know, there's so many, but by doing these small things and you can take on several, I would recommend just maybe utilizing one or two at a time, but by doing these things, maybe you can make the same income you're making now or more with less.

[00:41:35] and then you can have more time with your family or traveling, or just sitting there watching Netflix with your dog. I don't know, whatever, whatever it's you wanna do, you know, less people, I don't, whatever makes you happy. And, um, by doing these small things, not only do your clients feel more connected and, and better, but then you reap the benefits.

[00:41:58] So the 

[00:41:59] Austin: rewards [00:42:00] we often. Look for complexity when simplicity is the solution, we think that in order to build a highway or, uh, get from what's the analogy, I don't know, in order to build a castle, I need to have all these. And that's a terrible analogy cuz there's there's complexity. I'm trying to say let's use a, let's use one that might fail too, but the idea would be something like, Hey, I wanna build Rome.

[00:42:26] What do I do? Well, you probably start by laying one brick. And then you weigh the next brick and then you weigh the next brick. And you, you do that for six months and now you have an Aqua duct, the, you know, the starting point of a, of a city. So the basics are vital. This is why power lifters. For example, they have like three movements, squat bench, cross deadlift.

[00:42:47] What else do you need? It's the basics. Just do it is, yeah, the challenge is actually doing it. So basics, basics, basics. Do not forget the basics. Well, I have two questions and [00:43:00] that's it. And then I'll wrap the show. So the last question is there, is there anything else we didn't cover that you'd wanna share?

[00:43:05] That's either related, adjacent or otherwise that you'd wanna leave the audience with before we hang our hats today? Oh, 

[00:43:14] Cortney: um, Just, I had a reminder earlier today, I was talking with someone I may work with in the future. And, um, she was feeling a little nervous about. Uh, how to approach different opportunities and Austin and I, we talked about this, not that long ago, we have the same feeling, the answer.

[00:43:36] Just, just try and ask the questions or always ask, cuz the answer is always no, if you don't ask, so, you know, um, just don't be afraid and just put yourself out there and if you're trying to build your clientele, for example, Share it with everybody and you don't have to be pushy, but you just tell everybody what you do.

[00:43:57] And then before you know it, you're gonna gain some [00:44:00] people and then those people are gonna send more people your way. So I think just, um, stop listening to the negative in your head and just do it. 

[00:44:12] Austin: And that reminds me of a quote from a band that I used to be in a thousand years ago. Here's the quote, it's a lyric actually.

[00:44:18] What's worse to try and fail or to never live, to tell the tale. Oh, 

[00:44:26] Cortney: it's good. It's good. 

[00:44:30] Austin: Awesome. Well, Courtney, um, as a contrast to good, you are extraordinary. Um, so thank you for being here. I do wanna give the audience members a way to find you because you have, oh, I don't know. More courses than I have ever seen in my life on how to up level your earnings and, and everything surrounding with your beauty business on babe.

[00:44:54] So actually it's brilliance, advanced beauty education.com a link the, uh, the site in [00:45:00] the description for the show. But is there any other plug you wanna give or ways that the audience can find. 

[00:45:07] Cortney: Uh, sure. Also, just so you guys know we are approved. So some of our, uh, beauty and wellness professionals have to do continuing education to keep their license or intact.

[00:45:17] So we are approved in several states. Um, it would just say on each course, At the very bottom, what is app, where we are approved and for how many hours. So if you're one of those people, you can find us Instagram brilliance, advanced beauty ed, ed, it's way too manys, apparently. And we're brilliance, advanced beauty education.

[00:45:41] So, so for having me awesome, it's been so much fun and yeah, I've really enjoyed our conversation. I hope this is helpful for people. I hope it provided some new nuggets or light bulb turn ons for some people. Courtney. You're 

[00:45:58] Austin: amazing. Thanks for being here and [00:46:00] I'm sure we'll have you on again soon. Thank you.

[00:46:03] Okay. Bye. Bye.