We were lucky to catch up with Billie J. Ross recently and have shared our conversation below.
Hi Billie, thanks for joining us today. Often outsiders look at a successful business and think it became a success overnight. Even media and especially movies love to gloss over nitty, gritty details that went into that middle phase of your business – after you started but before you got to where you are today. In our experience, overnight success is usually the result of years of hard work laying the foundation for success, but unfortunately, it’s exactly this part of the story that most of the media ignores. Can you talk to us about your scaling up story – what are some of the nitty, gritty details folks should know about?
In 2010, I started my salon journey in a tiny suite, driven by necessity after a recent job loss. The early years were a grind, but from 2011 to 2014, my salon business began to gain traction. It was around 2013 when things really took off, marking the first significant expansion of my business. Working tirelessly from sun up to sun down, demand for my services was soaring, and it was clear that a change was needed.
Lesson #1: Recognize Demand as a Signal to Elevate Your Business
Constantly turning clients away due to a packed schedule is a telltale sign to take action. Instead of repeatedly apologizing for being fully booked, I saw it as an opportunity to find solutions. In 2014, I made the pivotal decision to hire my first assistant, a move that not only accelerated my workflow but also allowed me to accommodate more clients each day.
While finding the right assistant can be a journey, my persistence paid off when I found the perfect fit in 2015. Over the next 2 1/2 years, my assistant transitioned into a full-time stylist. By 2017, I sought to further optimize my work-life balance and income.
Lesson #2: Leverage Your Time and Finances Through Employees
I transformed my workweek from six to three days, implemented a price increase, and enjoyed additional income generated by my growing salon staff. The result? I now earn more while spending less time in the salon.
As 2019 rolled around, my salon had evolved, with two stylists now managing a growing clientele in my now spacious salon suite, which now seemed quite small. It became evident that expansion was the next step.
Lesson #3: Pay Attention to the Signs of Growth, Even When Fear Lingers
In 2019, despite facing uncertainties, I took the leap and opened ExcluShear Salon in Arlington, TX, with seven styling spaces available. I was so nervous, but it was a dream realized. This expansion granted me even more freedom. It should be noted, that being a salon owner is no walk in the park. However, for those with a passion for ownership and a desire to witness the growth of Stylists, the rewards are immeasurable. Seeing my salon staff flourish is the ultimate fulfillment.
As I approach my 15th year in the beauty industry come March 2024, I can’t help but feel a renewed sense of vigor. It’s not about dwelling on past mistakes; rather, they serve as stepping stones to propel me forward. Now, my mission is clear: to mentor and coach salon professionals, steering them away from unnecessary pitfalls and guiding them toward efficient success.
Unlike some, I didn’t inherit a legacy of business acumen or strategies from family entrepreneurs. Nevertheless, I armed myself with these strategies that shaped my business journey. One principle I fervently believe in is the power of putting your vision and ideas on paper to bring them into focus.
Each passing season demanded a refined version of myself. I realized that to scale up, I couldn’t cater to everyone’s needs simultaneously. Accepting this truth was crucial for the sustained success of my business. Scaling up became a recurring theme throughout my career, and it turned out to be the most lucrative decision I’ve ever made.
I recognized opportunities for leverage and meticulously paid attention to the signs pointing to growth potential in every phase of my career. It’s not just about growing for the sake of expansion; it’s about strategically evolving to ensure the longevity of my salon business. Every adjustment made in pursuit of scaling up has been a pivotal move that has contributed to the flourishing trajectory of my career.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Hello!
I’m Billie J. Ross and I am a salon owner and business coach.
With over 14 years of hands-on expertise in my field, there’s nothing I love more than cutting and styling natural hair. In 2019, I took a significant step by opening my very first salon, ExcluShear Salon. Along the way, I’ve had the privilege of being trained by industry leaders such as Patric Bradley, Toni&Guy Hairdressing, Design Essentials, and many other reputable organizations.
I’m currently in my 11th year as an Artistic Educator for Design Essentials, an experience that has allowed me to guide numerous stylists toward building six-figure businesses and becoming experts in their field. In 2022, I introduced The Cultivate Mentorship Coaching & Training Program, designed to offer essential support to hair care professionals aiming for a thriving career. My ultimate goal and source of deep satisfaction lies in helping individuals like you who are eager to learn and are committed to the growth of their salon business.
Can you tell us about what’s worked well for you in terms of growing your clientele?
Embracing the strategy of niching down has proven to be the powerhouse behind the most significant growth in my business. The truth is, that trying to master everything is a recipe for burnout. It’s about channeling your energy into mastering one thing at a time, becoming a genuine expert in your chosen niche.
When you resist the urge to narrow your focus, you risk spreading yourself thin and settling for mediocrity. The key is to align your business with what you excel at and are truly passionate about. A well-defined niche isn’t just a tagline; it’s your business identity. It allows you to pinpoint your audience, understand the problems you solve, and market your services with precision, paving the way for rapid and exponential growth. Don’t underestimate the power of having a niche – it’s the catalyst for not only growing your business but also establishing a brand presence.
How did you build your audience on social media?
Social media growth and having a Niche go hand and hand. Understanding your target audience and the solutions you provide simplifies the content creation process. This not only resonates with your audience but also influences the algorithm to optimize content visibility for accounts within your target demographic.
A recent testament to this strategy: I gained 3K followers in just 3 weeks. How? By tailoring my marketing efforts to the specific needs of my target audience. Crafting engaging hooks and captions loaded with value proved to be the key.
Social media’s influence is potent, and if you’re ready to put in the effort, it can become a dynamic catalyst for substantial business growth.
Contact Info:
- Website: www.exclushearsalon.com
- Instagram: @exclushearsalon
- Facebook: www.facebook.com/exclushearsalon
- Youtube: https://www.youtube.com/channel/UCqyVu6PcpEyOQASazjKjEYQ
- Other: https://stan.store/billieross