Home Entrepreneurship How I landed superstar purchasers—and why they keep – THE BLOG

How I landed superstar purchasers—and why they keep – THE BLOG


Renee Rouleau, an Entrepreneurs’ Organization (EO) member in Austin, Texas, is the founder and CEO of Renee Rouleau Skincare. She’s a thought leader and esthetician whose merchandise and personalised skincare are revered by celebrities, bloggers and sweetness lovers. We requested Renee about her entrepreneurial journey and her technique for persevering with to like her work. Right here’s what she shared.

Renee Rouleau’s eponymous skincare firm is rising steadily—at a managed tempo. And that’s simply how she likes it. She doesn’t imagine larger is healthier.  “I’ve at all times needed to construct a terrific firm, not a giant firm,” Rouleau shares. “Individuals say sure to alternatives as a result of they’re flattered. Or it might appear silly for them to say no to a possibility. They assume, ‘Extra money, extra development!’ And in spite of everything, who doesn’t love alternative? It’s the entrepreneurial spirit,” she explains.

“However I’ve seen too many individuals say sure to issues that sounded nice in concept. As soon as the honeymoon section wears off, it finally ends up not being nice.”
So before Renee says yes to an opportunity, she completes her due diligence. “When you signal, it’s onerous to return,” she says. “Be very strategic and provides it numerous thought earlier than you say sure.”

1. Belief your instincts

For example, Rouleau tells the story of a high-profile superstar who needed to do a skincare line along with her: “I had a possibility to do a skincare line with a high-profile superstar. She needed me to do it along with her. Her staff didn’t assume she wanted me. They thought her star energy and her identify alone would do it. Later, they got here again and needed to contain me.”

It was a terrific alternative and would’ve meant extra money and a terrific model alternative for model publicity.

However Rouleau stated no to the chance. Why?

“This superstar was not solely my shopper, she was my buddy. I stated, ‘No, you don’t do enterprise with buddies.’ Enterprise will get ugly typically, and I didn’t wish to jeopardize that relationship for the sake of enterprise. I wasn’t going to do it simply to make her completely satisfied. It might’ve been enjoyable, nevertheless it wasn’t definitely worth the danger of dropping a buddy.”

In the end, the superstar launched the skincare line on her personal, and it failed.  “I’m glad I stated no; we’re nonetheless buddies and he or she’s nonetheless a shopper and that’s a very powerful factor to me. I do know the panorama of the skincare trade. And a giant a part of saying ‘No’ was my expertise and a intestine feeling that it simply didn’t really feel proper.”

2. By no means be scared to ask

That brings up an fascinating query that Rouleau usually will get: “Lots of people wish to know the way I linked with my superstar purchasers within the first place. That’s pretty easy. In the event you don’t ask, you don’t get.”

“After I was first beginning out, I’d dig round to find their contact info and get in contact with them and simply ask in the event that they’d like a facial. There’s nothing magic about it. It wasn’t who I knew or something like that. I went on their IMDB web page and discovered who their supervisor or publicist was. After which I simply requested,” Rouleau shares.

“The worst factor that might occur is that they simply don’t reply. However it’s like fishing—each every now and then, you get a chunk. I simply reached out and requested in the event that they needed a facial, and that methodology labored a shocking quantity of the time.”

3. Know the movement

So, what’s it like having superstar purchasers?

“Once you’re a star aesthetician, you will have superstar purchasers. And the life cycle of a star profession could be difficult. When you will have a star shopper, you should use their identify so long as they permit you to take action. And once they’re scorching—on the crimson carpets and going to premiers—they’re shouting your identify from the rooftops, and also you get publicity and a focus. However, between films or occasions once they’re not doing something of their profession, they’re not getting as a lot press. Media wanes.”

“Some celebrities will hit it huge, others gained’t. In the event that they hit it huge, I’m carried alongside for that journey, and hopefully they’ll be speaking about me and my merchandise. In the event that they’re in a droop, or they by no means hit it huge, they’re not speaking to media as a lot. After they’re scorching they’re scorching, once they’re not they’re not.”

4. Be choosey

“I’m very cautious about which purchasers I select to tackle. I’ve a listing of questions that I’m going by way of when making that call. I’ve to actually like them, take pleasure in being round them, and I’ve a strict ‘no diva’ rule. Additionally, I think about the place this particular person is of their profession. Many instances, once I wager on the up-and-comers, they love that I believed in them and that’s a extremely sturdy foundation for our relationship.”

5. Prioritize belief

“Whether or not you’re working with an up-and-coming superstar or a longtime one, a very powerful lesson to understand is that it’s all about having their belief. You may’t promote out and speak about them with the gossip magazines otherwise you’ll jeopardize the connection and your repute.”

“And the gossip magazines undoubtedly attain out, providing to pay me to speak. They promise, ‘We gained’t use your identify!’ However my reply is at all times no. My purchasers belief me, I’ve given them my phrase. It might by no means be value it to interrupt that belief. It’s important to stand sturdy if you wish to have—and maintain—superstar purchasers!”

For extra insights and inspiration from at the moment’s main entrepreneurs, try EO on Inc. and extra articles from the EO blog


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