Struggling to reach your sales goals? Read this

If you are still struggling to grow or even sustain your business, keep reading…

For the past few months, I have been pleasantly surprised at the success rate of many new beauty and lifestyle businesses during these times. Amid the pandemic, government shutdowns, and racial strife, many of these companies have reported their highest earnings to date.

So, how did they do it?

Today, I’m rounding up the best strategies that helped some of the top beauty entrepreneurs increase and sustain revenues during these times.
 

Shontay Lundy, Founder/CEO Black Girl Sunscreen

“When Coronavirus hit we had to change the narrative. We had to change our positioning on what was the purpose for sunscreen and how we were going to make it an essential [now that people are not travelling]. We made [sunscreen] an essential by saying: even if you’re confined to your home you're going to take that walk; even if it’s twenty-minutes, you should still apply your sunscreen before leaving the house…We turned [sunscreen] into a product that you didn’t know you needed to a product that is really necessary.”

For the past three months, Shontay reported receiving thousands of orders of which she had to fill in-house. 

Takeaway: Think about how you can position or pivot your business into being essential and/or necessary. Communication is key.

Rochelle Graham, CEO of Alikay Naturals

“We had a growth of 120% [in e-commerce]. The focus for us has always been strategically to keep e-commerce strong and very healthy. I think a mistake that a lot of product owned business make, is that they focus on their retail channels, and they neglect their e-commerce…Your e-commerce is your direct connection to your customers. Retail can disappear at any time. If your model is solely built on brick and mortar, then you’re putting too much weight on that and your business can sink when one account sinks…”

This shift enabled Rochelle to focus more on Facebook and Instagram advertising, which helped to drive more traffic to her website.

Takeaway: How can you reach new people and increase visibility for your business without relying on one platform? Think about how you can dedicate more time to public relations, influencer outreach, or other direct-to-consumer efforts. 

Sharon Chuter, Founder/CEO UOMA Beauty 

“It’s interesting to see what happened to us in the end. [The pandemic] allowed us to get more closer to our customers and give them a better experience because they’re coming directly to us [on our website], and that has really driven a lot of growth.”

This shift allowed UOMA Beauty to be seen as an entity outside of their retail partners; resulting in her website now driving the majority of her business sales. 

Takeaway: Think about how you can learn from your customers and give them a better experience through Google Analytics or sending surveys

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