134: Becoming a Brand Educator in the Beauty Industry

Today we talk with my friend, April Cox, about what it takes and what it actually looks like to become a brand educator.  If you'd like to connect with April, here is her Instagram link:  @coxcut5

Pros of being a brand educator in the beauty industry include:

1. Opportunities to travel: Many brand educators are required to travel to different locations to educate others on the company's products. This can be an exciting opportunity to see new places and meet new people.
2. Networking opportunities: Being a brand educator allows you to meet and work with other professionals in the beauty industry, which can lead to new job opportunities and valuable connections.
3. Job stability: The beauty industry is a large and growing market, which means that there is a high demand for brand educators. This can lead to job stability and long-term career prospects.
4. Flexibility: Many brand educators are self-employed or work on a freelance basis, which can provide more flexibility in terms of scheduling and work-life balance.

Cons of being a brand educator in the beauty industry include:

1. Long hours and irregular schedule: The schedule of a brand educator can be irregular, and often requires long hours, including nights and weekends.
2. Constant learning and adaptation: The beauty industry is constantly changing, and as a brand educator, you will need to stay current on new products, techniques, and trends.
3. Sales pressure: Brand educators may be under pressure to meet sales targets and represent their brand positively, which can be stressful.
4. Competition: The beauty industry is highly competitive, and there may be many other brand educators vying for the same opportunities.
5. High expenses: Some brand educators may need to cover their own expenses such as travel, accommodation, and product samples.

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Website: www.danisekeilitz.com
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Chapters

• 3:24 How to become an educator.
• 7:05 What does it take to be successful as an educator?
• 8:53 How do you prepare for a class?
• 20:30 Being an educator is all about impact.

Transcript

1:32

Well, hey there. This is Danise. And this is the Salon Ownership Made Easy podcast for salon owners who are searching for simple solutions to their everyday challenges. I've owned several six and seven figure award winning salons in my 30 year career. With so many changes happening in our industry these days, it seems like salon owners need a shoulder a hug and a big dose of reality. Think about it. We didn't learn how to be successful salon owners in beauty school. So why don't you let me share what has worked and what hasn't worked for me over the years, you do have what it takes to be amazingly successful. So let's do this. I'm excited. You're here. We have brought April back with us. Yes, April Cox with Splitting Hairs here in San Marcos, California. And today she's going to talk to us about being an educator for a product line. And I know a lot of people asked me about that, you know, and sometimes it's a big goal of stylists, you know, you're behind the chair and you want to give back more or be more in our industry. And you become approached by maybe a distributor about becoming an educator. So I've invited April back to talk about that. What are the ins and outs? What are the pros and cons? What can you really expect by being an educator for a product line, and she is a wonderful educator, we've had her at our salon. And we the feedback has been phenomenal. And it seems like every time I go to you for a headquarters, we run into each other. So I feel like we've So April, welcome back. You are an educator, what is what is the title? What do you do? What what is it you for Educator? Okay. And I'm also an Academy instructor. So I teach the three day course shapes class Eufora Academy, which is in precision cutting. Okay, am I I was initially approached early on in my career, because I have an education background. And so that helped. Usually you need a few more years behind the chair before you start. Okay, okay. But I knew how to command the class, I knew how to write a lesson plan. I knew how to, to pick things up quickly. So that is required as an educator, you have to do all that. Oh. But some people don't think like that. They just think hey, you get to go out to salons and teach knowledge when someone is just approached by? I mean, I know incredibly honoring when because I was approached by dawn. Hey, would you like to teach her company? Which honor because you think, wow, yes. They're asking me Yes. Me to share with the people that are potentially joining the company or part of the club. Right? Right. Huge honor, just to be honest. Yes. What does that take? Right? Right. So what's that journey look like? What's the first step? So you've been asked? Correct? No, like I mentioned learning systems. And part of how you do that is not just by taking the education they have available, but starting a shadowing, much like behind the chair, you're gonna start assisting before you actually go in and teach a class. And some of that journey and how quickly you become an educator is based on the sole person, how much are they willing to make that commitment? How much time because time is huge, and money invested into that journey? Right? So even if you pass all the initial exams, and you're an educator, you still then have to pay money to attend classes, you still have to pay money to learn the curriculum you still have. Okay, so let's, let's talk about that. So you do you have to take now we're talking about euphoria, because that's what we're, we're talking Okay. So any, so you've you know, other educators and other brands? So do you have to pay for the classes, too? Are those the classes that you're going to be teaching? Or are those just you need to know the whole foundation? Okay, that company inside and so you need to take every class that they have available, whether you're teaching it or not. So if somebody comes to you and asks, you have that knowledge firsthand, right? So that comes out of your pocket? Yeah, there's ways to do it. I know we've been with you for we have scholarship funds from salons pay for you to attend a church because they want it in salon. Absolutely. But if you say just cutting, if you're teaching cutting, you want to know every single cutting Academy course that's out there and you want to shadow some pretty dynamic right? Hunting educators, right to learn how they teach what they present, the way they present it right? So that you can build that knowledge to teach off of so tell talk to us about shadowing. What does that look like you would first shadow and say hey, I'm going to be like an assistant to the class but that requires Like I'm wetting down the doll, like, okay, the guest, prepping it for the product, maybe being vama. And writing the information. Yes, passing out paper, okay, so that you can watch the class. Okay, so a class is taking taking place in only maybe a hotel ballroom or a salon, or something like that. And you're the golfer, right? You're the one you didn't pay to take the club, right? Because you're assisting it, then you get to absorb all the, and you're not getting paid to be there either. So okay, but once you get called them to be an official assistant, you are paid an assistant fee. Oh, okay. This is that educator, but I have found the most successful ones are the ones that do the path, but I have sure surely volunteer. Yes. Some time to come in and help and learn from a mentor. Yeah. Well, and it shows your work ethic? Yes, yes, of course. I mean, I think we're older, we know that. But a lot of people want the mountain, they want to be on top of that mountain without climbing the mountain. And if you don't really know what it takes to get there, it's going to be a very frustrating journey, you know, and then you'll probably give up. So I'm glad we're having this discussion. Because I think being an educator takes a lot more than what most people think it does. Correct? Isn't investment first? Yes. But the amount of knowledge you gain it all behind the chair? Oh, which is important, because you have to walk the talk in order to talk the talk. Yes. Oh, and your confidence goes up. And, and the respect you get I mean, everything, it does affect everything of your success behind the chair, regardless if you teach a class or not the amount of knowledge that you gain from going that course. So Okay. And how long does that process take? It can be anywhere from as short as two months all the way up to a year. It just again, it depends on how fast they're checking off those boxes. And some of these classes now are online. So that's two right and the line COVID changed all of that. Right, which is fabulous. It is fabulous. Quick, yeah. Right. Yeah. Take all your online classes. Great. You pass that so having the product in the color for six months? Yeah, yeah, get your average retail per client up to a standard that should be where an educator would be, which, you know, really shouldn't be under$20 A per client, the price of each SKU, right. That's like selling half a bottle per person. I mean, you have to perform behind the chair, they want to see that you're doing what you're teaching. And then you can speak to that in the class. And this is how it works for me. I'm saying this because it's happened. It's no different than when there were stylists buying the chair, right? You want to use all the products that you're working with. Right? Remember what they are, whether it's for your hair or not. Right, but you have a personal experience with it. Yes. Because then you can give a valid recommendation to that guest that's asking no different when you're teaching class, you need to have a personal experience. Yeah, yeah. With all of it. Right. So you can add to it. Yes, absolutely. No, 100%. Okay, you did all that. And you're all ready to teach your first class. What does that look like? I mean, do they reach out to you? Who reaches out to you? How do you prep for it? How do you contact the salon distribution? Okay, should be contacting, okay, cater to hire to come to a class, okay. And there's usually a list that every company will send in what each educator is certified to teach? Yes. And so it starts off slow. Maybe you're only certified to teach a product knowledge. Right. Great. So then you go into an accountant, that's what you teach, and you kind of get like the first time you jump into the deep end? Yeah, yeah. This is what it was like, I need to I need a doggy paddle till I learned how to Yeah. Yeah. And so it's good that they started out slow. Once you've taken you know, the haircutting classes, then you shadow for haircuts, and then you get certified to teach hair cutting. And so I get that call from distribution. Am I available in the States? And then I say, Yes, I'm available to teach on those dates. Distribution will typically pay for all of if you have to fly there if you have to drive. Oh, I guess that was going to be my question. How far away? Are these classes? I mean, does it take? It could be anywhere somewhere down the road? Okay. And Sam are across the country, right? Like when I talk for you. And so it just depends on where where your skill levels and where your name is known. Okay, getting hired. Yeah, knowing the sales reps was huge. I got great advice, the beginning of my education career, to make sure that I knew who actually booked the classes with the salon and to appreciate how hard that is. And so I actually volunteered to go on the column right along. Oh, yeah. With the distributors. Started with my local distribution to see how hard it is to walk into a salon when all they wanna do is close the door in your face, or they're too busy to listen and have that appreciation and respect. That when they've gotten to the point where you they have a class, this is huge for them. Yeah, that's their livelihood. To help support this, right? A lot of salon owners don't realize that, you know, they don't put themselves in that position. Hey, I think being a sales consultant would be great. I couldn't do it. I don't want to do so. So you've gained an appreciation for how hard it is to even set up the class to begin with. And so you as the educator, do you, when you get that call from your distributor, you reach out to the salon, reach out first to the sales rep, because oh, okay, I respect it's they've booked Okay, let me say, what do I need to know about the salon? What are you hoping to achieve? Before I contact and ask, do they want me to before I contact the education director or the owner, okay. And so that that way, there's open communication with everything I know what's going on? Once they say yes, this is what's happening. This is what they're hoping this is what the history of the salon, maybe it's brand new. Maybe they've had it for 10 years, and they're relaunching Right? Or whatever it is, oh, yeah, you can pick a lot of scenarios. And so I have that relationship with a sales rep first, and then they say, Yes, go ahead and call, they're expecting your phone, call your email, right, whatever, however they choose to communicate. Usually, I will send an email or text message first, because I know being one how busy salon owners can get? What is a good time? These are the available slots, I have to go over your class expectations. Gotcha. Yeah. And then you could set up your curriculum to or you probably already have a book of right classes that you teach, and you just select and and kind of gear it towards their needs. Right? Maybe they want their stylist to have more information on retailing product, even though it's a haircutting. Class, right? Or maybe they want consultation to have that be a big right overview. Right. Yeah. And I need that insight. Yeah, vacation director or the owner to know, what am I guiding this class towards? Right? No, it's cutting. And you know what? It's still a product company. Yeah, I'm there to recommend product, right? Yeah. Yeah. No, you are you are at the cutting class. Right. You have to you right, you have to support the haircut with the product. So that'd be eloquent to talk. Yes. Yes. Get excited, too. Yeah. And and I know just from just from working with past educators, there's always something going on in the salon that you need help with. And so if it's consultations, if it's retailing, if it's pre booking, and if you can give that educator a heads up on what is it that that right, because it's a different voice, saying the same message. And after a while, I know as a salon owner, you start sounding like that. Peanuts character, wha wha wha wha wha, you know, and it's just like, she's saying it again. But you come in, you come in, say the same exact thing. And it's like, light bulbs go off. And it's just like, she was so smart. Like, every story is the same for everyone. I know. And you can't take a personal you just have to think the hair Gods if somebody else is saying the same thing you want them to say yes. And that they're listening. And that's why you have other other educators come in other voices, other voices. And, and even if that salon owner is an educator, they write their team, right? Know what they are who they are. It's it's like listening to your mom, you know, it's just like, Okay. But you know, Aunt Maggie comes over and it's like, she's the best thing since sliced bread, right? We could probably do a whole thing on preparing but no like hecklers. Do you get people that are real resistant, every every class and it can be minor, too extreme. But that takes some business education, to know how to approach it, speak it. Have them work with you in the class rather than against you. Do you get that? Do you get that education from the product line how to deal with hecklers. I'm calling and hecklers are not that bad in training. Okay. So when you go to a training session, they do teach that but I will tell you, I took additional I read a lot of books. Yeah, yeah. Yeah, it's manage how to teach, as always going to be somebody defends him like, yeah, you teach me that, you know, I already know everything. You know, somebody's gonna be there always is and how to handle that. So it doesn't distract the whole class and derail what you're trying to do. And I will tell you cutting, being a hair cutting educator, was easier than being a color educator. Oh, yeah. Because that's scary. That's our money. Yeah. behind the chair. Yeah. better deliver and cover gray. Yeah. And so immediately, they're on the defense. Oh, sure. Right. Yeah. Cuz they might have been certified in another color line. So they think they know their stuff. And they do. I'm not saying they don't, right, right. But they're just fit They've got a wall up because they don't want to learn something new. Because why learn something new if this has always been working for them? It's fear, right? We've all been and I had to learn how to address. What are your animosities going into this? And what's your excitement? Yeah. So right up front, right. Can you go? That's great. That's great. Yeah, then you can deal with that. It's the dealing with the Crossed arms. Yeah. That guy not talking. Right. Right. That's harder to deal with. I'm asking this, because that's happened to me in the past, you know, when, when I've gone into salon to educate other, you know, it's just like, Yeah. And it's, it's a huge fear as an educator, too, that you have to get over. And be prepared for that. And just win them over with kindness. Yes. Just give you know, that's all it takes. Yeah, it's just show them Hey, I hear you. I'm not ignoring you. Tell me what you know. So you could share it. And we can just go grow from there. And don't discount there? No, it absolutely acknowledges grant. Absolutely. Absolutely. And every line out there has something that we can all learn. Let's pretend like you have all this excitement in the salon, and everybody's loving you and loving the message and all that stuff. And you're you wrap it up, right? And take questions and all that stuff, and you get back on the airplane or in your car or whatever, then what happens because I'm sure it doesn't end there. I mean, you have to wrap it up somehow to make sure you get paid. Yeah, sure. And that's me, I have to do paperwork, there's paperwork to it. It's not like we went over by the chair. And I just knew my paycheck was coming, right? I have to fill out the invoice I have to collect receipts, if that's included from the distribution, and I have to know what each distributions Avenue is for accepting invoices and payment, and be willing to ask the sales rep. How do I invoice? Who am I invoicing? Where does this go right to make sure I get paid? Okay, so you everything really does go through the distributorship? Yeah, it does not go through the company. Correct. Okay. Okay. Yeah. And so you fill out what mileage and if you had to buy a doll head or if it was a two day class, right? Maybe they accept receipts for foods, maybe what? Or Hotel? Uber, okay, because, yeah, all that adds up to the ideal you show up to a place that you've never been before you land in the airport. The ideal is to have a sales rep there. Sometimes they have large areas, and they're so busy, they cannot then are distribution with you for a does provide Uber links, but not every distribution does. So then I have to make sure how do I get to the hotel? Where How do I know which hotel it is? How do I make sure I'm getting to the salon when I'm supposed right? So all these scenario, the sales reps there doesn't always happen. I have to know how to take care of what I need to take care of right on my own. Right. What about supplies like projector, big ol notepad things that you write on? Yeah, I travel if out if it's out of state or out of my area and have to fly I travel with computer iPad, that's okay. Manage that can project up to their television, and I've checked in with the salon. That or I asked them to have paper and pad that I can write on or at least a Sharpie marker on the mirror? Yeah, yeah, we're with the dry erase markers, just in case. So I always have that option. If that's not their local classes, I actually have the paper. Okay. And I was sticky pads. But I can use and so yeah, but the distribution will provide a doll head, okay, educator, if that's required, or if it's a model, I then have to connect with that salon owner, hey, this is what's needed on your part. To deliver this. I remember. So what have you get to the salon and two people show up? You teach a class guy? Yeah. And maybe you don't have a model? Well, you guys got adopted? Who wants to be a model? Right? My model? Yeah, you just have to wing it sometimes. Right? So it becomes a successful class. And so even if you just change if you impact one person sitting in that class, you've made a difference. And I think that's what being an educator is all about. That's the drive Yeah, you do that behind? Yes. So those are my behind the chair experiences Great. Yeah. Because that Yeah, it's like writing the best roller coaster in the world. Yes. Yeah. Get that excitement waiting in line which is your prep for the class like oh, this is gonna happen. This will be great when you're on the roller coaster and you go through those dips and you go through those hoops which might be the head color or whatever. Right right. You get to the end of the render like how was the best fried ever I want to do it again. Yeah, yeah, it's yeah, the adrenaline rush right dopamine effect. sharing our knowledge with our industry scare you right Montezuma's Revenge there's to me right right. Well, it is a little scary, but you know what they say if you're not scared and you're not growing Yeah, no security so much. You just be scared do it anyway. You know, well, and like I mentioned before, I loved her speaker we had at global that talked about the difference between fear. Yes, yes. Yes. Yes. It's the same exact energy. Right. Mel Robbins, right. Yeah. Yeah. Phenomenal. She's phenomenal. Again, we could have a whole other conversation about Mel Robbins. No, I know, I appreciate that. I, I think that's why I do the podcast. And, you know, the YouTube is because it's just about sharing, and giving back to an industry that has been so wonderful to me, you know, and if it impacts one listener, one person, wherever they are, then we're making a difference. Correct. And then our industry can rise above the stigma that everybody's placed on it, that we don't know what we're doing, or we're dumb or whatever, or I'm gonna step on you to make myself higher. No, right. I'm going to lift you up, right? Both can be absolutely, yeah, love that. I'm gonna end it on that, because I love that so much. So, April, thank you, again, for being here. We will definitely put your links again, in our show notes. And if anybody has questions about becoming an educator, what does it take? What is it true? What does it pay? Every company is different. That's why we didn't really talk about that. You know, but April might be able to help you at least guide you in any direction. Or at least give you somebody's name. Who can you know, because not everybody uses you for us. You should, but that's okay. Oh, so again, thank you again for being here today. And remember, it's not about the little things. It's all about the little things. Hey, there. Thanks so much for listening to the salon ownership Made Easy podcast today. Would you do us a favor? If you got value out of this week's episode? Will you share it with your friends? And while you're at it, go ahead and leave us a review. That way more business owners like yourself will find us and we can help them with the challenges they may be facing too. Thanks again. And we'll see you next week. Take care