The modern dynamically developing market of the beauty industry opens up new prospects for professional and personal growth of market participants. It is important for each person to realize the true desires and values, not those imposed by society, to get rid of internal barriers that impede the achievement of goals, and to learn how to find their own solutions in life and in business. estet-portal asked co-founder Emet™ Olga Rogova and director of the Personal Development Center in Jerusalem, practical psychologist, coach, business coach Nesia Ferdman – about new joint projects that were recommended by the Association of Invasive Aesthetic Medicine and created specifically for beauty industry market specialists.
Where did the idea for the emergence of the school of coaching and the Higher School of Beauty Industry Leaders "Effective Leader" come from? What prerequisites did the market create for this?
Olga: Due to the specifics of our business, we constantly interact and work with doctors. And, it should be noted, often doctors are not just professionals in their medical field, but also businessmen who are accustomed to approaching everything thoroughly. In the process of such communication, at some point a clear understanding came that the beauty market – industry of Ukraine literally asks and needs a quality business school both for the owners of clinics and networks, and for doctors working privately "for themselves"; or in salons.
Nesia: When I started cooperating with Emet™ 3 years ago, I got acquainted with the Higher League of Professionals – highly qualified doctors, people constantly striving to improve their competencies. When I started working and conducting trainings in this company, they began to contact me and come to the coaching school of the doctor of the Higher League of Professionals. I have my own separate project - coaching school. People come there for special knowledge.
Our project will develop not only doctors and managers. He will develop the beauty industry at a new professional level. This is a good thing
Of course, to create such a school in the beauty industry and select coaching tools specifically for this area – this is a brilliant idea.
Why did you decide on a joint project? Will you attract someone else?
Olga: We have known Nesia Ferdman for more than 3 years and we hold a large number of trainings and trainings together for the Major League of Professionals. We receive admiring feedback from our doctors about the effectiveness and usefulness of these measures, and most importantly, we see the result. Therefore, I can definitely appreciate the highest level of professionalism of Nesia Ferdman. In addition, Nesia Ferdman – this is a person who is a professional coach, at the same time has significant experience in the beauty industry market and directly knows the peculiarities of this market.
I want to note that before we offer something to our doctors, we always "try it on ourselves." All of our top roster has been trained at the coaching school by Nesia Ferdman. Our managers regularly attend trainings with Nesia Ferdman, and I declare with all responsibility that the skills and knowledge gained there help us to build a fairly successful business every day. This is part of our success!
We plan to attract the best professionals: doctors with extensive practical experience, specialists in related professions (lawyers, marketers, financiers). There will be case studies, master classes – real knowledge, skills and experience.
Nesia: To be completely frank, I regularly received and receive various proposals for joint projects, cooperation and partnership, but I am not ready to cooperate with everyone. For me, the most important – work with professionals, successful companies that learn, develop and grow. Emet™ – just such a team, and I understand that this partnership is very valuable for me, it is an honor and success.
What is coaching in general, and why do cosmetologists need it?
Nesia: For me, coaching – these are certain techniques, practical tools that enable a person to more effectively and quickly achieve success, set goals; which work not only with motivation, values, strengths, but also provide an opportunity to build a strategy on the way to the goal.
The use of coaching tools allows you to really achieve success in business. Why? Because coaching addresses people and their potential, strengths and helps to develop what is in the person himself.
Business, sales, management – everyone needs coaching tools right now. Because hard sales no longer work, and authoritarian management does not work. Today, the need for a person to feel his importance and uniqueness is growing very rapidly. Each person who is a client wants an individual approach to himself. The same with the employee. Each leader manages in his own way and especially, but often according to his own template, relying on personal experience. And sometimes it doesn't work. And only coaching, on the one hand, does not provide a rigid framework, on the other hand, it provides specific practical tools that are suitable for very different people in different conditions and areas. The coaching technique allows you to find an individual approach to another person, and also gives you the keys to yourself.
Coaching – it is not outside knowledge. Coaching – they are the answers to the questions that each person has inside him. And it works very hard. If a person has a question, he can and must find the answer himself. As part of coaching, there is a conscious understanding that you live YOUR life based on YOUR values, and you implement it in practical actions every day.
Tell us more about the projects of the coaching school and the higher school of leaders. Who are they for? What is their essence? What will be the emphasis? What will the students get as a result?
Nesia: Project "Coaching School for Beauty Industry Leaders" created for aesthetic medicine professionals working for themselves and in the clinic, for beauty service promoters who want to be successful, not lose interest in their work and enjoy achieving their goals. Each participant will receive coaching tools to apply in various areas of their lives, to understand why they really need it, how to achieve it, and to get effective results in a shorter time. After completing the training, beauty industry specialists will have additional skills in sales, dealing with objections, the ability to present themselves and find their own brand and uniqueness. As a result, the behavior towards customers, the company, and employees will change.
"Higher School for Managers in the Beauty Industry Market. Effective leader» created specifically for TOP-managers – owners of clinics, chief physicians, heads of distribution companies, training centers, drivers of promotional companies in the beauty industry market. It is for those who have already achieved a lot and understand that the leader – this is a business driver, on whose energy and inspiration the efficiency of the entire team depends.
In the higher school of leaders "Effective leader" I will definitely include information in the training:
- how to conduct strategy sessions,
- how to build the mission of a company that is not "on paper", but lives,
- how to build the values of the company and understand the values of each employee, so that at the same time each team member can realize their personal values within the company,
- how to build a business that is constantly evolving and form a stable foundation.
There will be more.
Why is Emet™ as a beauty products distributor?
Olga: Just sell goods? There is no focus in this. We don't want to just saturate the market with products. We want to form the right culture in the beauty industry market. We really want the women and men of Ukraine to be beautiful and healthy for as long as possible. And by giving doctors opportunities for personal and professional development, we do this. It is no coincidence that the company's slogan contains the phrase "together we create new opportunities." We believe in changing the world for the better!
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