Ep. 149: Top 3 Sales Myths That Are Costing You Money In Your Beauty and Brow Business
You are COSTING yourself money.
Do you know the NUMBER ONE thing that holds beauty entrepreneurs back from being successful? It's themselves. It's your mindset.
I see too many entrepreneurs in the beauty industry that aren't focusing on SALES. Because we have all of these false narratives and myths in our heads around sales; how salespeople are pushy, rude, sneaky, manipulative, etc., etc.
But if you aren't focusing on sales...how are you going to sell? You know? And if you're not selling then how exactly are you making money?
I think we all need to focus on sales more because, to me, sales is the root of everything. It's not just about making more money -- it's about living a better life.
For this episode, I brought on one of my good friends and sales advisor Tracy Russel, aka Inked Arches PMU! Tracy was actually a student in my program, Pretty Rich Bosses, and now she works with me every day helping other beauty entrepreneurs like herself build the beauty businesses of their dreams! I have seen her life totally change as she learned the power of sales. So who better to bring on to help me bust the top 3 sales myths that are costing you money in your beauty and brow business?
Let's get myth-busting.
Here are the episode highlights:
‣‣ [01:56] What is it about sales that makes it the one skill you truly cannot succeed without?
‣‣ [08:15] Tracy's one of my advisors so I want to ask her how her mindset on sales has changed since she went through PRB and started working with me!
‣‣ [12:12] This is the biggest mindset shift you need in order to understand how sales will help your beauty business.
‣‣ [17:05] How do you turn a "how much?" message into a sale?
‣‣ [19:33] What is sales actually? What does it REALLY mean? When it comes down to it, it's all about connection!
‣‣ [24:00] How do you handle price objections?
‣‣ [27:30] This is the MOST important takeaway from this episode on the art of sales.
‣‣ [28:52] The first myth of sales we debunk in this episode: you can't reach out to a potential client first because it will seem too salesy.
‣‣ [33:30] Myth #2: Sales is selfish.
‣‣ [37:54] Everybody has hang-ups about money. I shared mine in our last episode. Here Tracy shares hers.
‣‣ [51:43] Here Tracy perfectly demonstrates one of our sales strategies.
‣‣ [52:37] The final debunked myth: once someone says they're not interested in your product, you can't follow up because it's pushy.
‣‣ [01:01:48] Finally, Tracy shares her best piece of advice for how to live a Pretty Rich life!
LET'S BUST SALES MYTHS! (Listen Here)
Tracy is AWESOME and I'm so proud of the progress she's made since we've worked together! Follow her on IG @inked.arches.pmu!
You can follow me, Sheila Bella, on Instagram @realsheilabella!
Here are the links that were mentioned in the podcast!
Pretty Rich Bosses
7 Figure Instagram Formula
Text me! (310) 388-4588
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You can enjoy this podcast by downloading it on iTunes here.
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You can enjoy a transcript of the podcast here.
Sheila Bella:
Without this one skill, you won't succeed. It's a bold claim. I'm talking about sales. And today we're going to chat all about three sales myths that are costing you money. Keep it locked right here on Pretty Rich Podcast. Welcome to Pretty Rich Podcast, where you're totally the heroine of your own story. I'm your host, Sheila Bella, and I built a seven figure PMU beauty biz, and a seven figure online biz, without a degree, without a fancy website, or a sugar daddy. And if you and I hang out on here long enough, you're going to start to believe that you can do it too.
How about that for a side effect of listening to this podcast? Because you really can. I know you think I don't know you, I have no idea who you are, but I do. I really, really do because I am you. I was you. And I believe we are all on the same journey together. My perfect job didn't exist, so I created it. The job I wanted wasn't hiring me, wanted nothing to do with me. So I skipped the line and hired myself as CEO, just like you can. So consider me your secret beauty biz BFF. In case you need to be reminded on a weekly basis, that power is never just handed to you, you have to take it. Are you ready beauty boss? Let's jump in.
What's up you guys? Welcome to another amazing episode of Pretty Rich Podcast. I started this out with a bold claim, without this one skill you're not going to succeed. It doesn't matter if you're in the beauty industry, or a birth coach, or a real estate agents, or you're a barista at Starbucks, okay? It doesn't matter what industry you're in, you're going to thrive. You'll be so much better off if you learn sales. When I talk to very successful business owners and CEOs, and I ask them to name one skill they feel that contributes most to their success, its sales. I'm not talking about just any successful person, I'm talking about wildly successful people, like billionaires, and just people who make $10 million a year, they all say sales. It is a skill that makes you unstoppable, honestly. Once you learn this skill, you'll never go hungry.
And I think sales has a negative reputation. Because the word selling implies manipulation, pressuring, use car salesmen stereotype type things. But if you think of selling as helping, of explaining why something would be beneficial to one's life, then it's not so salesy then, it's basically just helping people, showing people, guiding people into making a decision that would benefit them. And in order to have good sales skills, you need communication skills. And communication skills isn't just talking, it's also listening.
The best sales people know that the real sale happens in the discovery part, it happens in the first five, 10 minutes that you're talking to somebody. You really need to learn how to listen. I have to say that, I didn't know that I was good at sales, until later on in life when I actually took a sales training or a sales course, I'm like, "Oh, that's what I've been doing. It's sales." I couldn't put my finger on it, but it really is everything.
And for those of you who are triggered by the word sales, we're going to talk about that, okay? And hopefully by the end of this episode you're going to feel a lot better about it. So today, I'm sharing the audio from a live that I did with Tracy Russell, who's a good friend of mine, and she's one of my Pretty Rich Bosses, advisors and team members. She's great. I had it in my heart just this morning, I was like, "I want to jam on sales. I want to jam on sales on Instagram Live." And I did. I messaged her and I was like, "Let's do it. I need you to hop on this impromptu live with me." Because I love talking about sales with Tracy, and you'll hear it too, you'll see, we have a really great chemistry. And she's so good. I want her to teach it in my group actually, because she's so good.
So guys, I know you're like, "Well, I'm in the beauty industry, I have courses, I have trainings, I have services, I don't think I need to learn sales." Think again, sister. And that's going to be very clear and apparent to you by the end of this conversation. Here we go. Sup you guys.
All right. Let's learn some money making tactics today. The first thing you say on a live is really important, because whenever people click on your live, even if it's an hour into it, they will still play the first few seconds of it. So today we're going to learn some money making tactics with one of my good friend, Tracy Russell, Inked Arches. And today we're going to talk about sales myths that are costing you money. What's up girl?
Tracy Russell:
Long time no see.
Sheila Bella:
Hey Tracy, I love that I talk to you every day.
Tracy Russell:
It's the energy I need.
Sheila Bella:
Your energy I need, Gosh! Guys, I am so excited to be chatting here with my friend, Tracy Russell. She's also a Pretty Rich Bosses advisor, she's pretty, she's rich, in all the ways, not just financially, relationally, spiritually. So this is an impromptu live, I guess, you and I. I was just really in the mood to talk about sales.
Tracy Russell:
Every day.
Sheila Bella:
I was extra in the mood to talk about sales this morning. And it's because of you, because you're kicking so much butt. So, I wanted to bring you on here because I think sales, as you guys know, is something that I talk about a lot. And sometimes I feel like I'm not talking about it enough. As much as I'm talking about it, I feel like I'm still not talking about it enough, because it's so, so important. And again, I will say that and you will hear me say that, but until you get it, until you experience the power of sales in your life, until you see…
It's almost like a religious experience. Not, really, this cake tastes really good. I swear this cake tastes really good. Until you experience it for yourself, and the power of having amazing sales skills, or just good sales skills, you're not going to get it. And I have to say most of you listening to this right now, you're going tune out, that's why it's called the 1% and that's what I always say.
Tracy Russell:
It's hard truth.
Sheila Bella:
If you're bored, I'm sorry for you because you're not going to get the results. Let's chat sales, Tracy. What's up? What's going on? How do you feel about sales? How has your perspective on sales changed since you and I met?
Tracy Russell:
I'm not afraid of it anymore. I don't fear talking to people. Even jumping on a live. Like today when you were like, "Let's go live." I'm like, "Absolutely." Why wouldn't we want to talk about sales, and talk to people, and connect. So it's just realizing that, no matter what we're doing it's building a relationship. Right? That's all it is, and so it's not scary. We're just talking to people. We're just connecting.
Sheila Bella:
I can totally relate to that, sales used to really freak me out. And I think it's because everybody has felt sold to in the past, and not in a good way. But then here's the thing, we've all been sold to, but then the times that we didn't realize we were being sold to, are the times that was done well.
Tracy Russell:
Yes.
Sheila Bella:
I mean, I bought this iPhone. The lady on the phone, I'm on right influencer.
Tracy Russell:
They're convenient.
Sheila Bella:
The lady on the phone that sold me on this new every year Verizon plan. I'm on that plan where you get a new phone every year, every December I get a new phone. She sold me on it, and I'm grateful. I didn't feel sold to, because I wanted that. So we're going to talk about top three myths of sales that are costing you guys money. That's why you shouldn't tune out. So, before we get into the top three myths, let's talk about the importance of developing sales skills. And for those of you that are really turned off, triggered by the word sales, you should probably be here the most. If you're triggered right now [inaudible 00:10:22], you should be here the most. I think sales is so important that, I think it's something that I'm teaching my children now, and they're four and six years old. So, it's just negotiation. I'm like, so you want 30 extra minutes watching TV. So how are you going to get that? You can.
Tracy Russell:
You have to earn it.
Sheila Bella:
You have to earn it. And you can do it through the power of conversation.
Tracy Russell:
Yes. And Grant Cardone says kids are actually the best. And that's what, I think back to what makes me good at sales is, you wear your parents down. And I could wear my father down, I could cry and cry and wine for weeks and days. I was like a dog with a bone and I'd forget about it for a few weeks, and I'd come back, and I'd be like, "Number." So it's true, kids are the best, because they never stop, they don't see a problem. Whereas we've been conditioned as adults to be like, "Oh, they said no, they're going to get mad at me." What's the worst that can happen? They said no.
Sheila Bella:
Of course. That's the worst that can happen. So, how would you explain to people, the importance of sales? How important this skill is to develop?
Tracy Russell:
It's important, because, especially for me now, this is my full time job, permanent makeup. If I don't make a sale, I don't eat, I don't pay my bills, I don't have lights. So, for me, I used to have a job as a nurse where people came to me, right? I showed up from 7:00 AM to 7:00 PM, or opposite, 7:00 PM to 7:00 AM, and they came through the doors, they were looking for me. I didn't have to ask for them, they found me. And now I continually have to reach out, right? If I don't cultivate that relationship, I can wait for them to find me, but when I waited for them to find me, I wasn't eating. I was working that 12 hour job, that shift work, because that's how I knew to pay my bills, that was safe and secure.
Sheila Bella:
Sales is proactive, it's not reactive. That's a big mindset shift that I think a lot of people in the beauty service industry need to understand. I think if you're going to stand out, and make more than just $3,000 a month, or $5,000 a month, which I think is where everyone, most people are in permanent makeup and in lashes. When we talk to them, and we ask them, how much are you making a month? I think the average is about five. Very rare you meet somebody in this industry who's making more.
And to me it's a big wake up call, because once in a while you meet somebody who's making $40,000 a month or $100,000 a month, and you're like, "Whoa, this is possible." And I think the difference maker is sales. And getting back to your point of how we're not used to it, I was talking to Carla Ricciardone, last night. So she had an analogy for me, and I was like, "Wow, that's so true."
She talked about how a lot of people in our industry, they're service providers, right? They're like bartenders. So when you walk to a bartender and you say, "Hey, can you make me a martini?" They're like, "Sure." You asked for it, they make, they give it. So it's the same thing with us. "Hey, I want a full volume lashes with a cat eye, or whatever, a wing." So they get that. "So I want some Andrea brows." And they give it. But then those are the people I think that are more passive, I suppose.
Tracy Russell:
It's a missed opportunity.
Sheila Bella:
They're just not living up to their fullest potential, and that bothers me. If it doesn't bother them, fine. But if it does bother them, and that you can feel it in your bones that you have more in the tank, and you just don't know how to use it, talk to me. Because we need to talk, that bothers me. Let's fix that. That's why we do what we do, right?
Tracy Russell:
So many people see a cut, right? They see that 5000 and it's a cut, they don't realize that you can go beyond. You just have to push a little bit further, and sales there's no limit. And I always joke Mean Girls the limit does not exist, unless you place the limit.
Sheila Bella:
Agree. It's a beautiful thing, ladies know. There is no limit, there really isn't. Sometimes I have fantasies about me not being so ambitious, but it doesn't last long. But once in a while when I get overwhelmed, I'm like, oh, wait, [inaudible 00:15:23].
Tracy Russell:
Because you continue to make endless connections, right? There's always more connections to be made.
Sheila Bella:
Absolutely. Especially with this cute little device, like we're staring into right now, this tiny little device that fits in the palm of our hands, is our keys to the universe.
Tracy Russell:
A new one every December.
Sheila Bella:
I mean, the only thing missing is we can't talk to aliens yet, but that's common.
Tracy Russell:
That we know of.
Sheila Bella:
Type O negative, or certain blood types, they are actually aliens.
Tracy Russell:
I'm all positive O.
Sheila Bella:
Emily Joy is one, anyway your life from out of this world, it's like, anyway that's a conspiracy theory. It's fascinating. Let's go down that hole. But, it's like you have, where were we? You have the keys to really talk to anyone in the whole world, and broadcast thoughts that you are really in the world.
Tracy Russell:
You're the only one stopping you.
Sheila Bella:
The limit does not exist. So let's talk about a typical conversation, before we get into the myths. Let's talk about a typical sales conversation. So, most people here who are listening probably have services to sell, right? Services to sell, courses to sell, trainings, like super expensive massive trainings to sell, products to sell. Right. If that's you, let us know. What are you selling? Why do you wish you had more customers off? Let us know in the comments. So, Tracy, what advice would you give to an artist who wants to fill up their books, and is faced with a consultation. Not even a consultation, let's not even go there. How about the quintessential message we get on Facebook ads, or Instagram? And all they say is how much. If you've experienced that before, let us know.
Tracy Russell:
I'm going to tell you. And somebody told me they didn't even get how much they got HM. And I was like, I didn't even have the energy to type how much, just HM. I'm like, "And you knew what that meant?" Like dang!
Sheila Bella:
I know. But you got to pretend you don't know what that means.
Tracy Russell:
And that's the secret. Don't tell them. If you give the number, conversation is over. And if they say how much, and then you do many things, how much for what? How much for microblading? Are you interested in, ombre brow, combo brow? Right? Try to upsell, right? How much? Let's start the conversation. Because if you give them the answer, and they don't like it, or they get it and they think, "Okay, in a few weeks, I'll talk to you then when I'm ready." And then my car gets an issue, they're gone.
Sheila Bella:
Also, you don't stand out if you do that. Because everyone's just giving their price. All the artists and talent are just saying $300. They're just doing that, and they're sending a booking. How do you expect to stand out and in our industry is now, it is getting more and more saturated. It's not as easy as it used to be, right? It's really important to follow the PRB script, the birth love. Danielle McGee now says, "I use our PRB script for exactly that question, and I was able to book a sales call within five minutes using the script."
Tracy Russell:
I love it.
Sheila Bella:
We're about to give you a little preview of that right now. It is approved. And you're not even a micro later, Danielle. That's awesome.
Tracy Russell:
Sales are sales.
Sheila Bella:
Sales are sales. So, what would you say sales is? When you say sales is sales, what does that mean?
Tracy Russell:
It's a connection, right? Because, a sale for me can even be the sale of that one service at that one time, right? Because, for me as a permanent makeup artist, I need more than one sale and one to three years, right? So, I have to have a connection, a relationship. Because if I do multiple things like lips and liner, I can get people back, I can connect for more things. But if I just think of them as that one sale for that one service, right? I only need them for that one thing, especially for us that do courses, right? If you're a course provider as well, this person may initially want you for services, but what about getting them in your funnel for something else? So you really have to think about sales as not what you offer, it's a connection, it's a relationship. And like you said, that's what makes you stand out so that they talk to their friends about you, right? They say, "Wow, and I talked to somebody the other day." And they said I had a consultation with somebody else.
But, you looked at my photo, you're willing to work with me. You didn't just say, "This is what I do." And I said, "Oh, my gosh, no, look, I want to hear what you want." This is a conversation between you, this is your face.
Sheila Bella:
You want people to feel they're getting a custom service. So it's not like you have a one size fits all service, which is true. Not everybody is a good candidate for what they think they're a good candidate for. If you have a microblading service, and someone says how much, you need to pre-qualify them first. And like, "Are you even a good candidate for this?" Right? "Oh, we will get their price objections, pretty perfect. Are you even a good candidate for this? What about somebody who wants training from you? Are you even a good candidate for this course? Let's get on the phone. Let's find out. Let me ask you some questions." And then through that conversation you will develop a relationship, it's inevitable. And you will stand out as the one, the coach, the trainer, the artist, right? The technician that actually took the time to listen to what they want, and to pre-qualify them. Absolutely.
Sheila Bella (ad):
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Sheila Bella:
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So, let's talk about price objections. So, it's the same. It doesn't matter what you're selling, whether it's courses, or permanent makeup, or whatever, it doesn't matter, or a car. So Tracy, how do you deal with price objections? When people say, "Oh, that's so expensive. I wasn't expecting to pay $800 for a set of eyebrows." How do you handle that? Can you advice them how to handle that?
Tracy Russell:
Absolutely, Sheila. I mean, that's a huge investment in yourself, and in your business, right? For coaching, for eyebrows, it's a huge investment in your face. But you want to make sure that you're getting the best, right? So I always agree, right? I never tell them, "Oh, well, if you go to so and so, she's going to do a bad job but you'll get a few $100 off." No, we should never do that anyway.
Tracy Russell:
But, when you disagree with somebody, you instantly feel kind of bristled, and you're not heard. And again, if we're keeping that connection, that relationship, always agree. But then tell them why you're getting a better service. Like you said why it's a custom service from you, and what's different. And then lead from there, let's see what other things I can dig up, right? What other objections come up. Because it's usually not just one.
Sheila Bella:
I think the most important thing to do there aside from just agreeing is also getting them to see, it's so cliché, getting them to see the value. But how you do that, is you should add up. So, they're shocked by the number of your service, right? Whatever. They're shocked by the number. So let's talk numbers, because that's the only thing that's going to ease their mind. So let's talk about what it's costing you to not have this service done, or not joined this program. And 100% of the time if you do it right, the cost of the program, or of the brows, or whatever the service itself, I mean, it's at steal.
If you are selling, let's say you're selling a brow service, and say you're selling like $200 more than the going rate in your town, right? So, you talk about the perceived value. You talk about how much money they're spending on supplies, on brows supplies, talk about how long they're sitting there trying to get their brows to look perfect. How much do you get paid per hour, right? So let's say they spent 20 minutes getting their brows done. So think about, let's say they get paid $20 an hour, you know what I mean, add it up. It will always be a ginormous amount of money. Because I love service, I want to be able to buy my time. Time is priceless.
Tracy Russell:
And connect it to emotions, right? What does it feel like jumping into the ocean, and not having your brows wipe off? And running back to the hotel, and saying, "Don't look at me." What's that feeling of answering the door and having the mailman there, and not being, that's my mother's generation, "Don't look at me." How does it feel to go to the gym, right? And look in the mirror and give yourself that sassy wink. If you tie it to emotions, usually people say, just like that iPhone every year, right? It's tied to something that you want. So, what is it for them? What's the driving force?
Sheila Bella:
And I think we are so quick to just sell the features, and not the feelings. And you and I live in this world, right? But I mean, for people who might be hearing this for the first time, listen to that again, sell the feelings, not the features. The features, yes, say what they are, but that's ultimately not what's going to sell your product or your service. That's not what's going to close that person.
Tracy Russell:
And it's like you say, "Fee master, level five." They don't know what that means, it's jargon. We have to remember that people, they just kind of nod along, and they go, "Okay." We have to we have to remember that it's not just about the title, right? It's about letting them know more of what's in it for them, right? We always want to know, what am I getting out of this service? So, keeping your jargon to yourself until they're with you, right? And then you can talk to them about your training, what you went through. And then you've got a captive audience.
Sheila Bella:
So let's go into the top three myths that you come up with, in terms of sales. So, first myth.
Tracy Russell:
Myth number one, this is my favorite one because I hear this every time, and that is, that you can't reach out to somebody, because you seem salesy. And I have to tell you, I've completely booked out the first quarter of my year, basically through the holidays by just reaching out to people, and just commenting, I think their Christmas tree is beautiful, right? That I think their family's beautiful. That they look like they're having a fun time on the mountain. Because I think we assume that people know who we are and what we do. And they don't always. So, you don't have to reach out, right? And say, "Hey, did you know I'm Tracy, and I do brows in town. And if you want brows you can come to me. And oh, by the way, I do lips as well. And these are some of my photos." That's not how you sell somebody, and when you reach out like that, that's salesy.
Sheila Bella:
Weird.
Tracy Russell:
All you have to do is just let them know you exist. And just say, "Hey, I think your sunglasses are cute. Where did you get them?" It's that easy. It's a conversation.
Sheila Bella:
So don't be weird, have a real conversation. Actually be there to connect, God forbid. But you're actually there to make real connections with people and be friends with them.
Tracy Russell:
That you care about something other than yours. Because if they want your services, they will look at your page, they will ask a friend about you, they will dive deeper, they will go to your YouTube, your pod, right? They're going to look at everything about you. They're going to dissect you. They have their phone in front of them, they can in a second. And that's the thing, is you have to approach it as it's just a conversation, it's not scary, right? You're just talking to a human just like you.
Sheila Bella:
So, what do you have to say, for the people who are like, and we've heard this before, like "Wait a second, you want me to approach people, strangers. You want me to be [inaudible 00:30:52]?
Tracy Russell:
It's too easy.
Sheila Bella:
It's too easy and too hard at the same time, right? So, my husband said this to me the other night, let's say you're somebody with a T-shirt company, and your job is to sell T-shirts, right? So the advice somebody will give you is, "We'll go up to people and sell T-shirts." They're like, "Wait, what?" They're so confused by that piece of advice. Are you really going, that's the advice to go up to people? "Yes. That's the advice." What do you say to people who say, this is too much work, this is strange, real CEOs don't do this? Sorry. And then... What do you say to people like that?
Tracy Russell:
I ask, "What are you doing differently?" Right? "Do you have a plan otherwise? What have you been doing otherwise that's been working? Oh, nothing? Well, then what's the harm in trying this?" And it's so hard because it's scary, right? Because it's, why am I reaching out and just having a conversation with 30 people, right? It seems hard because it's a big number, and these people, what am I going to talk to them about? But it's so easy. Even I saw Amanda Roses live last Sunday, and she said, "Just send 10 people a message." Right? And just let them know that you're thinking of them. And that you're thinking good thoughts for them and their family. And I did that, and I even sent her a message. And I said, "It did make me feel good. And I really like thank you for that suggestion." I got a few bookings that week. And I know for a fact that two of those girls are friends of friends.
Tracy Russell:
And again, I didn't contact anybody and say, "Hey, girl, I'm in town. I'm doing brows, if you want to come in and get some done." I literally just reached out and said, "Hey, I haven't seen you in a while, I hope you're well you know, I hope your family's been well during the pandemic. It's been a crazy time, but it's February. Congrats, girl we made it." And I know for a fact a few of those bookings were friends of friends. So my name was in conversations in rooms that I wasn't in. But if I had assumed that my name was walking around in those rooms, and I was going to get bookings from that, I wouldn't have eaten this week, right? So it's that easy. It's that hard, and it's that easy.
Sheila Bella:
It's both. It is. And our scripts do make it easier. Totally agree with you. Myth number two.
Tracy Russell:
Myth number two, sales is selfish. And you say it all the time, sales is love. What we do, it's we're giving love, right? We're giving women confidence. Not only if they're building their business through a coaching program, but we're giving women confidence when we give them back brows that they lost through alopecia, or I have a cancer survivor coming out in the next few weeks that this is her gift to herself. So, sales is love.
Sheila Bella:
Sales is an act of love, right? Especially, if you believe in your products. I actually think that if you are intimidated by sales, and you think that sales is selfish, I want you to challenge you, to look at your product. Is it really that bad. Because if you have the cure for an illness, let's say your product is the equivalent of someone's leg, and you're like, "Here it is." Right? And somebody's missing a leg. You're going to feel bold enough to talk about that, right? And just helping people see it.
So, I know Danielle over here. So what she does, she's a birth coach. And her whole thing is taking the anxiety out of the birthing process, giving her a shout out at the birth love. And I remember with my first pregnancy years ago, seven years ago, I wish I would have had somebody like her to walk me through that very first time. Because I was very anxious about all of the things, I was anxious about my husband, would he be able to handle me?
So, to have somebody like that walk you through each and every process, and each and every, she's around the corner, basically, right? Tell me what's around the corner, I want to know what's around the corner. I mean, that's priceless. So if you really believe in your product, and the power your product holds to transform lives, and to make people feel more confident, right? Then it should be easy for you to slip into the mentality that selling this is the loving act. You're taking the time out of your day to help me see that I have a solution to the problem that's keeping me up at night. Think about that, right? You don't get paid for a sales conversation. You don't. It's not until you close, but I mean, you're taking the time out of your day to wake someone up. You're like, "Look, I know this is keeping you up at night, we can take all that away, we can stop the pain." Right?
Tracy Russell:
And something you made me think of there that I hear a lot too, is not that people aren't even necessarily confident about their product, especially then the year now, since the pandemic, a lot of women aren't confident in themselves, and what they have to offer, and you hear that in their voice. And they say, "Well, why would somebody want that from me?" Right? "They could go anywhere." And I'm like, "Girl, you just told me that you're the only person that speaks Spanish in your community. Why wouldn't you want to target to the Spanish clients? You just told me you were the only Polish woman in your community? Why wouldn't you want to... These are your people, why wouldn't you want to find them?" So I think so often we try to look outside for other things, and it's all within us. We just have to tap in, it's that personal power as well.
Sheila Bella:
So important. I think to realize as an artist, as a business owner, that you have the solution to someone's problem. And again, going back to what sales is, aside from just connection and relationships, sales is solving a problem, right? So, where does that guilt come from, you think? Where we think sales is selfish. Is it because, I think maybe it's tied to people's relationship with money.
Tracy Russell:
Yes. That was it for me.
Sheila Bella:
What were your hang ups about money? I had mine too. So, what were yours?
Tracy Russell:
I realized I hate ultimatums. And that comes back from the childhood playground. I hated being put in positions where friends made me choose. And I would actively say, "Don't give me an ultimatum." And in sales, you're telling them, "I need a yes or no answer." Right? Because I can't wait for you forever, right? I need to finally get an answer so that you can move on, and I can move on. And that answer doesn't have to be today, right? It can be another time in the future, and I'll talk about that in myth number three.
But, for most of us it does have to be today, right? Because again, we've got to eat, the lights have got to be paid, we've got to have lights on over our head. But that's the thing is, I think for a lot of us, we get that long pause, or we get an excuse. And we say, "Oh, it's okay, it's alright. That's fine. We can talk about that later." And that was it for me, I didn't want to press somebody because, God forbid, I got in a point where I was giving them an ultimatum.
Sheila Bella:
But they need it right now. Why are you going to delay?
Tracy Russell:
And so do you.
Sheila Bella:
Why are you going to live another week with this headache? That's so uncomfortable. It pains me to see people uncomfortable when I know that I have something that can alleviate their discomfort. Guys, I think a lot of this too, is not just a money, it's a money mindset for sure, but again, back to believing in your product. So, I think too, because as a society, we villainize money, right? So, fill in the blanks, money is the root of all evil, money doesn't grow on trees. What's another one?
Tracy Russell:
There's a show on TV, and it's called greed and the background is all money.
Sheila Bella:
That's my wallpaper right now. That's my wallpaper on my desktop right now.
Tracy Russell:
The goal.
Sheila Bella:
But, you know what? I was just doing, on Voxer right now, with Angie Lee. And she was talking about me as a mom, and kids, and stuff. And I have to say, when you have kids, there's another level of purpose. Not that there's no real purpose if you don't have kids, of course. But I have to say since being a mom, I've gotten a lot more unapologetic about wanting to be wealthy. Because, it's not just about me.
And also, I want to be able to raise those little brats on my own, the way I want. I want to mess them up the way I want, on my terms. So, you know what I mean? Also I think what success is, like money, it's just an exchange of energy. It's made up. It's not even a real thing. Look, there's Bitcoin now, and there's another coin. What is it? Will was talking about it, I don't know, I tuned out? There's Bitcoin, and bitcoins made up too. So, what is it? It's just an exchange of energy.
It's like, "Hey, I worked hard for this energy." Right? So you have an iPhone that I really want, and that's super cute case, I really want to go with it. I'm going to give you some of this energy, and you give me that iPhone energy, you know what I mean? It's just an exchange of energy. Anyways, back to my point. I was talking to Angie Lee. And I have a nanny. And I have the childcare that makes me feel comfortable.
For me, when I first had my baby, I did not feel comfortable for me dropping them off at a daycare, where I was away from my baby that I just had for several hours, right? Until I was done with work. I wanted the freedom and the ability to have my nanny with me, and my baby with me while I was microblading, so that they would be right there. And so I had a room in the back that I turned into a nursery, so that I would not be without my baby, and have that separation anxiety, right? And I also want to be able to pursue my dreams, and continue to be ambitious, and be a mom at the same time. And what money does is it gives you options.
Tracy Russell:
Yes. And you can help other people, right? I mean, you're helping other people because of that ability. You feed other families from that, and that's the goal, right? To show other people that, that's what you've taught me. I'm doing better off in this year without using what I spent six figures on a college education for. And I'm doing better. So, by holding those myths, right? Getting that nine to five job would save me. It didn't. Getting a college education would save me. It didn't. I had to let go of some of those myths in order to finally succeed, because those were the things holding me back. And so I totally hear you there, if you don't change and do something different than what people are telling you to do, that if you don't go against the flow of the grain, then you're going to have the same success as everyone else. And you don't necessarily admire that.
Sheila Bella:
Let's talk about that. Because I need to figure out how to say this in a nicer way, and maybe you can help me. So, there are people that we see, who have been in this industry for several years, doing your exact profession, whether it's lashes, hair, makeup, nails, whatever, permanent makeup, and they've been in this industry for 20, 30 years. And if you're looking at their lifestyle, and what they've been able to accomplish, and you're like, "That's it." Right?
If you are, and you're unsatisfied with that, know that you're headed there, unless you do something different. You're headed there too. And to me, the difference maker is sales, and taking risks. If you have all the same training under your belt that they have, the average permanent makeup artists attends conferences, has a continued education every year, hopefully joins the AAM. And is an AAM member, like the average permanent makeup artist.
Tracy Russell:
In riches.
Sheila Bella:
Not all PMU artists invest in business coaching, or business training, and takes it seriously. So, whatever the things that got that person to six figures, right? Is not going to get them to seven. Whatever brought you to seven is not going to get you to multiple seven. And so on and so forth, you really have to do something different. And that's why I'm telling you, only some of you are going to listen to this talk, this podcast, and certainly some of you are going to take it seriously, and it's not the majority of you. Chances are you listening to this right now, you're not going to apply for Pretty Rich Bosses, forget my program. It's not even about my program. But you're not going to pursue the business training necessary for you to be different than those people who accepted status quo, who accepted average, right? So, it's not even about my program. But, do something different, get some help, take some risk.
Tracy Russell:
Average work is going to give you average results. And that's the thing is, if you keep doing the same thing, right? That's the definition of insanity. And so like you said, the people that do are even in the program, right? And are doing all the steps. But then say, you really want me to reach out to how many people, and just send a message saying, "Hey, how are you and your family?" I mean, if you don't implement all the steps, you'll never know, right?
Sheila Bella:
The tracking.
Tracy Russell:
All the tools are there.
Sheila Bella:
They've had the kind of content to create. Julia says, "I love your program, taking pieces to the next level. She says it's unreal. Love it." Guys, man. I got really emotional last night, I was looking at all of those testimonials that I sent you guys.
Tracy Russell:
They were awesome.
Sheila Bella:
I was like, "What?" Maybe I'll play it.
Tracy Russell:
Sales is love.
Sheila Bella:
And when I see those testimonials and stories of people winning, us being able to take them out of their pain, I'm like, "Oh, my gosh, thank God, I'm pushy." I'm going to thank you, and they're grateful too.
Tracy Russell:
And they're going to impact other people's lives. So it's that ripple effect, right? It's when you pay it on forward. So, think of all the other people that are going to be influenced and pushed further because of those people that you've affected.
Sheila Bella:
Absolutely.
Tracy Russell:
So, it's that connection.
Sheila Bella:
It's just women helping women. Keep lifting each... We need to stop being mean girls. Somebody asked a question. So, when you message people, is it people you know, or random people on social media? I'm going to let you answer this one, Tracy.
Tracy Russell:
It could be people I know that I haven't seen or heard from in a long time, and I want to reconnect with. But sometimes even, if I'm just following hashtags, I'm an avid skier, so I like to follow what's going on at the mountain. So if I see somebody in a funky neon jumpsuit, I'm going to say, "Hey." Right?
Sheila Bella:
Cute jumpsuit.
Tracy Russell:
Cute jumpsuit, or I love the goggles. It's that easy, right? My favorite are the beautiful dogs, better hiking. I'm not even looking for permanent makeup at other artists, I'm not even intentionally looking guys, I'm literally just making connections with people. And even if that person doesn't want my service, doesn't care about what I do. If they look at me, and they think, "Oh, somebody in Newport, Vermont does permanent makeup." And they know somebody in my area that has talked about wanting to get permanent makeup done, I mean, I got a referral today from somebody that said, "Somebody came into my spa and wanted it done, and we don't do it here, but I thought of you. She might be an hour away, but she might be willing to drive." And I said, "Absolutely, tell me your name, I'm going to look out for her."
Sheila Bella:
If you give me a conversation, and you start voice noting me, Tracy, and then you start asking me for a picture of what my brows look like, and have me sent a picture of what I want my brows to look like, and you seem to understand me, I'm driving an hour. Well, it's just an hour.
Tracy Russell:
And like you said, do the math, right? The gas money. Is not even the cost of the brow pencil.
Sheila Bella:
Not even. And you already know you're going to have a good time with this person, right? They took the time to know you, see you.
Tracy Russell:
And I've got more connections now, right? Because I've got a connection from somebody else, and another salon, and another spa. And I've even heard, I've gotten referrals from a salon in New Hampshire, two hours from me that I have no idea, I've never heard of the name. I have no idea who works there, I have no idea who mentioned me, but literally somebody drove two hours, last year, to come see me based on just somebody that saw me on Instagram. And I'll never have any idea how this person even found me? Right? Was it a hashtag? Was it because I commented cute jumpsuit? But it's literally, it's just connection. I'm not looking for that sale, I'm just looking for people that may be interested in what I do. And if not, they may know somebody that is.
Sheila Bella:
They may know somebody. And also to add to that, my advice would be is to start with your hottest leads first, in order for people to even be attracted to your page, or see you as an expert, or know what you're doing. It really helps to be consistent with your content, right? And so to position yourself as an expert, to educate people through your content. And then so, you'll probably get some questions coming from that content. So, content, being consistent with it on social media, I feel like is everything. It'll keep your pipeline full of leads.
Tracy Russell:
And every once in a while, I go give a little extra love to the people that are in my stories, right? I go like some of their photos, I pay attention to who's liking my photos, and go give them a little love. It's really just showing them that you care as well.
Sheila Bella:
Tracy, we have a question here that we can demonstrate sales right now. Do you see it?
Tracy Russell:
Yes, I do.
Sheila Bella:
You see it. Go ahead, read the question and answer the question.
Tracy Russell:
It says, Sheila, how much is your Pretty Rich Program?
Sheila Bella:
Tell them, Tracy.
Tracy Russell:
And, I love Pretty Perfect PMU, first of all your name. And it really depends on your goals. Because, we have coaches that can work with you and help you develop a lot of different things, whether it be online courses, training program, maybe you just want to get booked out with new clients consistently. So, that program is going to be tailored and customized to what you're looking to do. And the program that you're looking to do, and somebody else is looking to do may not be the same. So all of that is really going to depend on what your goals are. So, if you've got some goals and you want to chat, lady, let's talk. Let's get on the call.
Sheila Bella:
You can DM me, or Tracy. We answer all direct messages. So, we're here for you, Pretty Perfect. Last myth.
Tracy Russell:
And this is a myth that I kind of touched on earlier. And that is, what if your client doesn't say no, right? Or doesn't say yes? What if your consultation says, "No, not right now. Price isn't right. I got to wait for my tax time, or I'm just not ready. The pictures you showed me are good, but I still got to think about it. I haven't seen the picture that I need yet." Do you follow up with that person? Or do you think, they didn't want me, they said no. They're not interested.
Sheila Bella:
The question is, how long until you stop following up? Until they say, "No, get out of my face."
Tracy Russell:
No. Until they block you. Until you call, and they pick up, they hear you, and they hang up. That's a good sign.
Sheila Bella:
Listen Tracy, if I can hear them breathing, I'm not giving up.
Tracy Russell:
I still say, "Hey."
Sheila Bella:
You [inaudible 00:53:41]. I can hear you breath
Tracy Russell:
But still, they didn't say no.
Sheila Bella:
They didn't say no, they're just breathing. Just keep going.
Tracy Russell:
And so, do you follow up? Do you have a plan to follow up? And we've talked about that recently as well. What is the plan to follow up? If you don't have one, how often? And I start early and often, right? Because maybe they did just need a day or two. Maybe they just need some time to think about it. And if I don't tap them back, they're busy, right? Life happens. They've got a call, they've got to go deal with a car accident, insurance. They're not always thinking about me, right? It's not malicious.
Sheila Bella:
True.
Tracy Russell:
So, follow up. And if they say no-
Sheila Bella:
Don't think it's personal.
Tracy Russell:
And if they tell you I need to wait until tax time, okay, mid March, right? Give them a month. But in a month, tag them back, "Hey, what's up." And a great example of this is, I watched, Oh, Gosh, the name escapes me, but it was the sales with her. The call you did with the guest coach and she said, it's not a bad thing to say, "Hey, listen, I'm a small business owner, are we going to do this? I need the sale." And so at the end of the year, at Christmas time, this woman has been tagging me all year wanting info for microblading, but she wouldn't ever commit on a date. And finally it was December and I said, "Hey, girl, we doing this?" And I got a little aggressive, I was like, "We've been talking about this all year, are we doing this?" She booked.
Sheila Bella:
Amazing.
Tracy Russell:
She needed a final poke.
Sheila Bella:
She needed a final poke.
Tracy Russell:
And she sent me friends since then. But if I had just said, I'm giving up the year, right? She didn't book with me, whatever. I wouldn't have gotten at least three more clients from that.
Sheila Bella:
Wow, that's true. One client isn't just one client.
Tracy Russell:
No.
Sheila Bella:
One client is potentially a gazillion more clients. And because, their referrals, even if it's just three referrals lead, everyone has three friends. Right? And here's a tip for you guys, always send your clients their before and after photos. Always send them their before and after photos. And encourage to share it, and send it to their friends, and give their friends some sort of like referral code or discount, and tell them like, "Hey, I remember you were talking to your sister and you said that your mom and your sister wanted to get in on this, or I'm having a 20% special bla bla bla, and I'm going to give you 20% too, when you come back for your bla bla bla. And here, can you share this with them."
And just be really freaking consistent about that, make it really easy for them to refer you. Give them... Because the tools to refer you, don't just be like, "Oh, she said she's going to refer me." No, you make it brainless for them to refer you, where they basically just need to press send, really brainless. The fortune is in the follow up. Absolutely. You know what? So I have sons. They're not in the dating age, right? Beau kind of is, oh my gosh, he's six.
Tracy Russell:
Holding hands on the playground isn't allowed anymore, but I imagine it's beginning.
Sheila Bella:
No, it's not allowed anymore, but he does have a girlfriend, he's had since he was four. They've been two years strong. It's so weird. It's so cute. It's Noel. Anyway [crosstalk 00:57:13]. They kind of are. I mean, we talked to her parents. So I tell my kids, and I plan on telling my sons that, "listen, you can have any girl you want as long as you don't give up." I really think so.
Tracy Russell:
It's so true. It's like Jay Z in his wife.
Sheila Bella:
That's true. I wasn't even thinking about them. But you can have any girl you want as long as you don't give up. I mean, I think most women you can have, doesn't matter how pretty they are, all women have a bad day. You can get them on a bad day. Well, you can be their shoulder to cry on. You can be the perfect... You've got to want it. But I don't know if you want any woman that badly. But man, I can't wait. My kids, my sons are going to be so fly. So they're going to be able to talk to women.
Tracy Russell:
They're going to be mini entrepreneurs.
Sheila Bella:
And they're going to be able to talk to women, and all is because of me. I'm so excited.
Tracy Russell:
And one of the things you're making me think of though, is that make sure that if the fortune is in the follow up. Like we are saying, have a plan, have a process, right? Don't wing it, and don't follow up just this one time, because I heard it today, and I'm thinking of it, right? You have to make sure that the things that you're hearing, and if you're hearing Sheila say over and over, it must be on the test, right? When your instructor used to say it over and over, it might be on the test. Those are the things that, think, if I implement this will it change? If you stick with it, it may, if you don't, you'll never know.
Sheila Bella:
It won't. I like that. That's realistic. It may. It will though. It may, but if you don't, you'll never know. Like that girl that posted last night inside the group, Layla Naadam, is that it? Is that her name? Anyway, so she was saying how like, "Oh my gosh, I was in the vault inside PRB. And then so I just feel like they're asking me to do so much. And then I looked at Trello board, and then I looked at my content." And then she was like, "I'm too busy for this." And she was like, "I can't really have something else to do." And then she said that she finally buckled down, and she was like, "Let me give it a try. Fine. Let me just give it a try and see."
And she said that she spent all day just implementing this one tip that we gave them, or this one skill that we taught, Laura and I. And she was like, "Guys." I'm about to curse so get the kids out of the room. I'm just quoting her verbatim. She said, "This shit works. I'm blown away." I love that. She was telling the other students, take PRB seriously. I think it's also really interesting. So even after selling them on the program, we're in the program, and now the students are selling each other on how effective the stuff in the bolt is.
Tracy Russell:
And like you say, "I'm too busy to do it." You're too busy not to do it, right? Because if your goal is to get busier, if your goal is to do more, then what are you going to do if you don't figure this out now? When are you going to figure it out?
Sheila Bella:
When? When you're at retirement age? So, you can even either have a week of progress, getting closer to goals, and making things easier for you, or you can have a week of setbacks, or just wallowing in the same issues, still not being able to make your kids dinner because you've been at work all day, or still just staring at your empty calendar, or still wondering, who's going to buy my course or my training?
You can either have a week of progress, or a week of just stagnancy. And it's until that, because they're both uncomfortable, and it's not until that stagnancy becomes painful to you. The stagnancy needs to be more painful than making the investment, or doing the dang thing, or doing the job. It's not until you feel the pain of stagnancy, the discomfort and stagnancy till you take action, and do something weird, like message Ink Arches or Sheila Bella, try something different. Now, last question before we wrap things up. So what is your number one best advice for how to live a pretty rich life?
Tracy Russell:
You taught me this, and it was hard as a decade of a night shifter, and that is, I got to get up earlier, I got to be up before the world. I got to be up with the sun. And I got to be down with the sun. And I've got to have a plan, right? I've got to have my phone away from me. I've got to have a routine. Because the days that I don't, everything gets behind me, right? I don't have my meals prepped. I don't post on Instagram. I don't have my workout done. I don't have things picked up. I'm just running around, I'm trying to throw it all together.
If I'm going to live a pretty rich life, I have to be organized, I have to be up, I have to be ready, and I can't let the day get away from me. Because once it gets away from me, I'm frustrated, I'm grumpy, I'm impatient, and you can't make a connection. How are you supposed to sell to somebody when you're like, "Oh, another person wants to know about how much for my services. Oh, don't they know that. Oh, they could just look at my booking site." That's not the energy that I want to bring. So I need to start my day and focus on my goals and me, and everything else is after. But it was the hardest.
Sheila Bella:
That's the one that I don't really bend on. Do you have to be a morning person in order to succeed? Do you have to be? I'm like, "Yes."
Tracy Russell:
And all the best people, they're up at 4:00 or 5:00 AM. And they're studying the world before the world is even up.
Sheila Bella:
Jocko Willink, up before the enemy. Because I thought about that. I've been doing it for a while now. I remember getting really pumped in all my morning runs when the sun is barely rising, and I think about-
Tracy Russell:
Dun.
Sheila Bella:
While I listen to Eminem. I listen to hardcore.
Tracy Russell:
Dun, dun, dun.
Sheila Bella:
Curse, curse, curse. And then, I think about my competitors, and I'm like, "They're in their warm beds right now. They're in their warm beds and I'm here grinding it out. Pursuing their clients while they're asleep."
Tracy Russell:
You got to be hungrier. If you want to eat, right? You got to be the fastest line and the pride. You got to be hungrier.
Sheila Bella:
You got to be hungrier. It's true. It's the person who's the hungriest, right? Love it. Love you. This was awesome. Thank you so much for doing this last minute live with me.
Tracy Russell:
Love you. Anytime.
Sheila Bella:
Thanks, girl.
Tracy Russell:
And thank you everyone for joining, it was so much fun.
Sheila Bella:
Check out Inked Arches, inked.arches.pmu. And check out Nurse Tracy. She's awesome. She's closer, Tracy now.
Tracy Russell:
Only up from here.
Sheila Bella:
I know, it's only the beginning. All right, you guys have a great weekend, and we'll see you for my live probably next week on Friday. Because it's all about routine. All right. Bye guys.
Tracy Russell:
Absolutely. Bye.
Sheila Bella:
Bye, Tracy. See you later.
Tracy Russell:
See you.
Sheila Bella:
Hey, thanks so much for listening to today's episode of Pretty Rich Podcast. If you want to continue the conversation longer, check me out on Instagram. It's my favorite place to connect with you guys, @realsheilabella. I'm happy to answer any of your questions, or simply to chat, and get to know you better. And if you end up doing something super awesome like screenshotting this episode and reposting on your stories, that would put the biggest smile on my face. Don't forget to tag me. I appreciate every share, and love feedback from my listeners. Also, do you have my number? Because if we're going to keep hanging out, you should probably have my number. So you can actually text me. That's right, you can text me at 310-388-4588.
And if you're sick and tired of doing business alone, and you're interested in accelerating your success by hiring a business coach, or joining our mentorship program called Pretty Rich Bosses, go ahead and just apply, why not? Check it out. Go to, sheilabella.com/apply. And we'll schedule a free strategy session with either myself, or one of my advisors. And of course, I got to include my kids. So here to send us off are Beau, and Grey. Grey, say, "Share with your friends."
Grey:
Share with your friends.
Sheila Bella:
Please review my mommy on iTunes.
Grey:
Review mommy on iTunes.
Sheila Bella:
Thanks for listening.
Grey:
Thank you for listening.
Sheila Bella:
Hey, Beau, can you tell everybody what our family motto is.
Beau:
I can do hard things.
Sheila Bella:
I can do hard things. Good job, buddy.
