Are you considering making the transition from salon owner to beauty business consultant? Jessica Crane explains the expertise needed to start such an enterprise as well as how to make it profitable

Career Path

1. You have to be passionate

“Although I have experience managing salons, it was only when I started teaching hair and beauty at the Heart of England Training’s Leicester branch that I realised I wanted to become a beauty business consultant. Part of my job was to visit apprentices in different salon environments and get to know the owners, and I quickly realised that a lot of them were not financially independent. However, if these salons could become profitable then they would be able to take on more apprentices, helping to grow the industry, so I opened Jessica Crane Ltd consultancy in 2013.

“I have 30 to 40 clients signed up to my online programme, which gives 24/7 support and guidance. It includes access to content, tutorials, email contact, a client community forum and a weekly coaching call, which can last anything up to two hours. These calls help me keep the client on track so they can meet their goals, adapting the service as and when is needed.”

2. Hone your craft

“It may feel like you need to get a lot of clients under your belt when starting out, but perfect your programme first, making sure that your service is better than anything else out there. When setting your prices you need to base it on the value of the service you’re providing, and be confident in that costing. You’re giving clients long-term business solutions with this programme, not short-term fixes.

“Also, coaching is a two-way thing, so make sure that every client you take on is the right fit for your business. Salon owners need to commit to the work you set in order to get to where they want to be. You don’t want to take on someone who isn’t motivated because that will be costly for your consultancy.”

3. Be confident communicating

“Sometimes it’s hard getting clients to understand that what they want and what they need for their business are two very different things. Usually people want to spend their time and energy on the fun stuff but what they need to do is find out what they’re lacking as a business owner and upskill in that area.

“I find that most salon problems come down to two things – either a mindset issue or lack of skill. For example, if the client is struggling at the end of the month to pay their VAT, most think they need to address the issue of paying the bills, but the real problem is they don’t have the organisational skills to manage their cash flow. It’s about approaching these situations differently.”

4. Credentials are everything

“You need a consulting degree, solid knowledge of the economy and an amazing attitude to problem solving to do this job. You’re the person tasked with spotting the holes in the business that the client can’t see, so make sure your financial skills are up to scratch. I also don’t believe you can be a coach if you’ve never invested in your own mentoring skills. Last year, I spent more than £40,000 upskilling my coaching techniques and investing in my business.”

5. The results don’t lie

“The best part of the job is seeing the result. When you see the client go through the programme, implement the changes and come out the other side, it’s the most rewarding thing ever. You’ve transformed that person from beauty therapist to successful salon owner, who is making decisions that are propelling their business to increased profit.” PB