3. Trainig and trainers
Manipulating marketing strategies
Unfortunately, many trainers still use rather manipulative tactics to generate an illusion of the possibility of reasonably fast success. They advertise the training as if there was a logical and direct correlation between acquiring the skills and earning money in the field, although, in fact, in very many places, there is no such causation. Namely, having the skills does not guarantee any financial success whatsoever.
No matter what the trainers tell when selling their powder brows, hairstrokes or microblading training, there was no big hole or vacuum in the market's supply side. Therefore, understanding the position of an underdog who has to disrupt the existing order of things is vital.
Demystifying the "Generous Trainer" Paradox
A peculiar scenario sometimes emerges in powder brows, hairstrokes, and microblading. A trainer who operates within the same geographic area as you or claims to draw clients from your targeted demographic may appear to be your ally. However, the reality of the situation is somewhat more complex. Why is that?
Well, consider this: the trainer also has their livelihood to think about, their bills to pay, and perhaps a penchant for designer handbags to cater to. Given all else equal, or “ceteris paribus,” as economists say, there's no rational reason a client would choose to get their brows done by a newcomer over an experienced trainer.
How likely would you get shoulder surgery from a newcomer?
To put yourself in the customer's shoes, imagine needing shoulder surgery. You can choose between an established doctor with a track record of hundreds of successful operations and a novice freshly embarking on their medical career. While the newcomer may be optimistic and eager, are you willing to entrust your well-being to their unproven hands?
In our detailed exploration of such situations across various locations, we've found the notion that "there are enough customers for everyone" to be a dangerous fallacy. Many trainers may claim their calendars are full, booked months in advance, or retired from performing procedures to focus solely on training. In reality, these claims often prove to be exaggerations or outright falsehoods. Even many trainers seem not to realize the absurdity of such claims because if they say that they do not perform the procedures and concentrate on training new students, then if they do it in the same area, they are effectively saying that they want to split the chances of "old students" getting clients even thinner. If they do the procedures and their calendar is full, they say they take all the best customers from the area to themselves.
In such a scenario, the trainer is the one who decides who gets the client and the revenue. More often than not, they'd prefer to retain the lion's share for themselves. The key takeaway here is to approach the market with a clear-eyed understanding of its dynamics and ensure that your business strategy accounts for the realities of competition.
