AICI GL BAL F I N A N C I A L
E D I T I O N
THE BUSINESS OF IMAGE MASTERâ€™S SERIES
FIVE SIMPLE STEPS
TO UPGRADE YOUR MONEY MANAGEMENT SKILLS AND BECOME THE CFO YOUR BUSINESS NEEDS
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EDITOR’S NOTE 2017
AICI BOARD OF DIRECTORS President Riet de Vlieger, AICI CIP Secretary Gail Morgan, AICI CIP Treasurer Chris Fulkerson, AICI CIP, FFS VP Certification Ana Cheong, AICI CIP VP Education Shanna Wu Pecoraro, AICI CIP VP Business Development Lucy Liang, AICI CIP VP Marketing Dr. Carol Parker Walsh, AICI CIC, FFSM VP Conference Valeria Doustaly, AICI CIP VP Human Resources Lilian Bustamante, AICI CIP Executive Director Eric Ewald, CAE Assistant Executive Director – Gigi Jaber AICI HEADQUARTERS 1000 Westgate Drive, Ste. 252 St. Paul, MN 55114-1067 Phone: 651-290-7468 Fax: 651-290-2266 www.AICI.org
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WELCOME TO THE FALL SEASON. The leaves are changing colors, the temperatures are cooling or warming up (depending upon where you are in the world), and we’re quickly moving into the holiday season. It’s during this last quarter of the calendar year that many of us begin to reflect on our accomplishments and setbacks in the current year and begin to make plans for the new year to come. Now is the best time to perform a financial check up in your business. True confession time. Finances are NOT my favorite subject. While I like to see money coming in (and am very fond of spending it), I’m not a fan of tracking, record keeping, budgeting, and analyzing it’s performance. Just as most of our clients have never been taught etiquette, executive presence, or even the fundamentals of their appearance, many of us have not been taught the principles of finance and money management. Robert Kiyosaki, author of Rich Dad, Poor Dad, confirmed this saying, “We were not taught financial literacy in school. It takes a lot of work and time to change your thinking and to become financially literate.” This issue is all about money management and financial education. You’ll find advice from financial consultants who challenge conventional thinking about finances and others who provide tried and true principles of money management. In our Master’s Series, Helena Chin and Sarah Hathorn share the techniques they used to build incredibly successful businesses. In addition, our member spotlight Zayna Rose not only shares about her journey of success but provides her own insights on business finances. According to Labor Statistics, 8 out of 10 entrepreneurs who start businesses fail within the first five years. A big issue is under-capitalization at the outset of starting a business. The reason businesses make it beyond that five year mark is because they understand cash flow, how money is working in their business, and properly estimate how much money they need to survive every year. My hope is that you will find inspiration, insight and practical tips in this issue that can be used for your own business survival. Dr. Carol Parker Walsh, JD, PhD, AICI CIC Editor-in-Chief
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Issue 19 EDITOR IN CHIEF Carol Parker Walsh, JD, PhD, AICI CIC, FFSM
VP MARKETING Carol Parker Walsh, JD, PhD, AICI CIC, FFSM
ASSOCIATE EDITORS Donna Cameron Jainee Gandhi, AICI CIP
COPY EDITORS Bernie Burson, AICI CIC Julie Kaufman AICI CIP
FEATURED CONTRIBUTORS Helena Chin, AICI CIM Sarah Hathorn, AICI CIM Audrey Godwin Phylecia Jones
LAYOUT Limb Design AICI GLOBAL is produced quarterly by Association of Image Consultants International, a nonprofit dedicated to advancing the level of professionalism and enhancing the recognition of image consultants. AICI GLOBAL promotes AICI’s ideas, activities, interests and goals to its members. Responsibility is not assumed for the opinions of writers or other articles. AICI GLOBAL does not endorse or guarantee the products and services it advertises. 2017© Association of Image Consultants International. All rights reserved. No part of this online publication may be duplicated or reproduced without permission from the publisher. While every effort is made to ensure accuracy of information included in the magazine at the time of publication, the publisher shall not be liable for damages arising from errors or omissions.
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FEATURE Five Simple Steps to Upgrade Your Money Management Skills........................................ 7
Inside This Issue
LETTER FROM THE PRESIDENT............... 7
BUSINESS Green is the New Black: How to Grow a Thriving Business............. 11 Money, Money, Money: It’s as Unique as Your Image...................... 14 Member Spotlight: Zayna Rose........................ 23
MASTER’S SERIES Six Tips for Managing Small Business Finances............ 16 Five Secrets to Increasing Your Fees to Up Level Your Business........................................ 18 Check Your Money Mindset.......................................... 21
CERTIFICATION Six Reasons Why You Should Get Yourself Certified..............................................27
BETWEEN US Upcoming Events.......................................................... 31
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OR A BUSINESS?
n times of abundance it seems easy to manage business finances. Thereâ€™s plenty of work and money seems to flow easily. But happens in times of want? How will you keep your business afloat? What systems do you have in place to bring in new clients and create a steady source of income? There was a time when my website did all the marketing for me. As long as I had 60 visitors on my website each day, my business went well. On my site I had my favorite programs, and people wanted them. Then the e-revolution started. New image consultants started websites even before they finished their education, and were in social media big time. Although I was one of the most experienced image consultants in my country, it was not easy anymore to stand out. I started investing in marketing courses. But doing marketing well is not easy. I can say now: I failed big time. So I hoped for a better time to come. In the meantime I could see my savings would not be sufficient in the long run to overcome the lack of income. So I decided to reduce costs as much as possible. I also stopped spending in my private life. I decided to buy as few clothes as possible for one year. Let me tell you, I had a hard time; it was such a habit to buy things and clothes, even if I did not really need them. When the recession came, I simply did not know how to get my business going. A marketing coach made all the difference for me. I had to face that deep down I had given up. I simply did not believe anymore that I would be successful again.
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Step by step, my coach took me through the process of finding a niche, building offerings that people are hungry for, and thinking strategically. She empowered me and showed me the way. She helped me see my value and to speak in a way that people understand what I do. Now, 18 months later, I can say I have a business again, with a niche and products that are in demand. How thankful I am for all I learned in the past years. The need to hope went away: my business is not a fairy tale anymore. I can manage it. I hope this issue of AICI Global will inspire you to create financial success for your business.
WARMLY, RIET DE VLIEGER, AICI CIP AICI International President
FIVE SIMPLE STEPS
TO UPGRADE YOUR MONEY MANAGEMENT SKILLS AND BECOME THE CFO YOUR BUSINESS NEEDS BY PHYLECIA JONES
If you are in the habit of managing your business decisions by looking at what is in your bank account, you will potentially join the nearly 595,000 businesses that close their doors each year according to the U.S. Small Business Administration. Lack of money and lack of financial management skills are the reason nearly 50% of business will not make it to 5 years. So, when it comes to managing the money in your business, are you willing to do what it takes to become the Chief Financial Officer your business needs right now?
f you are ready to get ahead of your money and stop feeling two steps behind, follow these simple steps and you will know your numbers, take
control of your expenses, and create a system to successfully manage your business finances.
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1. Acknowledge that money management is a part of your business and make it a priority. If you find yourself pushing money management to the side or waiting until tax time, it is time to stop this habit now. By acknowledging that money, making it and managing it, is a healthy part of being successful as an entrepreneur, you take a major step in becoming a confident and powerful CEO. Instead of only seeing money as something you make, see it as a way to define and document your success.
2. Get rid of those $300 coffee dates. When controllable expenses eat away at your money, they also eat away at your ability to make a profit. Analyze monthly subscriptions, review unexplained charges, and look at the small expenses that add up. If you are not sure where to start, begin with your meals and entertainment. With networking events, prospect coffee dates, client dinners, and
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business luncheons, you can easily spend $300 - $600 a month. Going for a walk, meeting at a local museum, and carpooling to a networking event are great ways to reduce expenses and make great connections.
3. Establish a system to manage your money Systems and processes are the lifeblood of a successful business, and having a system for money management is no different. Put it on the calendar! Every 1st and 15th of the month, schedule one hour, between 6am-9am and look at the overall financial state of your business. Look at your numbers and know what went out, what came in, and what needs to be done the following month. The 1st and 15th system is a powerful structure in your business that will give you more control of your finances, more confidence in your decisions, and you will uncover the exact steps to take to reach success in your business.
4. Stop spending and start investing in your business. When you invest in your business your purchases have the future in mind. By knowing your numbers, you will be better prepared to capitalize on opportunities that align with your goals. Remember, your goals are the blueprint to drive your business financial decisions. Without these goals, you run the risk of losing focus, consistently overspending, and feeling as if you wasted a lot of money.
5. Give yourself a salary… ALWAYS Stop buying into this myth of not taking a salary! While you are putting your heart and soul into running a business, you cannot ignore that you have a life, a family, and bills! Giving yourself a salary is a marker so that you can celebrate your work, show your supporters that you are moving in the right direction, and keep your personal finances from falling into ruin. The concept of giving yourself a salary may sound odd, but if you ever use your business checking account to pay for your personal life, you are taking a salary
and just don’t know it! Get ahead of this habit and create a consistent system around giving yourself a paycheck. Even if you cannot give yourself a large salary, writing yourself a check, or auto-drafting $5, $25, $100 on the 1st and 15th of each month establishes a good practice. You will appreciate this as your business grows and finds more success.
Overall, it takes a lot to run and maintain a successful consulting business. You wear many hats that are crucial to reaching your goals and achieving the next milestone. When you truly take on the role of CFO you will instantly boost your confidence in the decisions that must be made in your business. From simple steps like controlling your expenses, to creating a system to give yourself a salary, and making smart investments for the foundation of your business, you are doing what it takes to be a success. While budgeting and money management are not the glamourous parts of business, it is will set you apart from the rest.
PHYLECIA JONES, BUDGETOLOGIST & SOLOPRENEUR MONEY MANAGEMENT EXPERT After a lot of grunt work and “let’s get real with my money moments,” Phylecia Jones successfully figured out the best ways to navigate that thin line of personal and business finances while putting her heart and soul into being an entrepreneur. As the Founder of Budget School and Host of the Budget School Podcast, Phylecia is the savvy go-to budgeting nerd, speaker, and trainer. She thrives on changing the world one budget at-a-time and is opening the door for many coaches, consultants and solopreneurs to have that must needed wake-up call to get serious about managing money and knowing their number
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GREEN IS THE NEW BLACK HOW TO GROW A THRIVING BUSINESS BY AUDREY GODWIN
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As an image consultant, you help clients present the image of wholeness and success they envision for themselves. This affects every area of their life, including how they make money and build wealth.
ow excited would you really be if you knew that your cash flow and profit aligned and truly supported your vision and values? Would you be more passionate about growing your company?
Creating a simple business plan is no different than creating a beautiful and functional wardrobe. Once you have the fundamental pieces in place, you can build more around it.
Here are the fundamental activities to build your business:
1. K now who your customers are and increase the number of the type you want. Once you know why your business matters to your customers from their point of view, you can plan on increasing your market share. Go deep, not wide.
2. Increase the number of times your customers buy from you. Develop relationships and stay top of mind. Be of service so they are thinking of you all year round. No more one and done.
3. Increase the average value of the sale. This comes down to pricing. Remember, you do not charge what you are worth. You charge for the value of the results you provide your customers.
It is vital for your company to grow well and for you to take home personal income that reflects your level of personal investment. Take seasonality out of your business and make green your new black! AUDREY GODWIN is an award-winning entrepreneur, author and strategist. She has taken her 20 years of working as a CPA and put it into a step-by-step system that has helped companies from start upâ€™s to $20 Million in revenue get the results that reflects what matters most to them and who they serve. Audrey can be found at Resilient Business Solutions. 12 | October 2017 magazine
your business processes. When do you bill for services â€“ when the project is complete? How is your collections process? Have you automated those processes you repeat regularly? Automating processes allows you the time and flexibility to focus your energy on those tasks where you alone bring value, like planning and managing the business.
5. Being clear gives you single-minded focus for your activities. These clearly defined activities allow you to say YES! with enthusiasm and NO without apology. As a result, you will make more money AND keep more of what you make.
AICI GLOBAL MAGAZINE FINANCIAL EDITION
MONEY, MONEY, MONEY IT’S AS UNIQUE AS YOUR IMAGE BY JAINEE GANDHI
“I work all night, I work all day To pay the bills I have to pay Ain’t it sad, And still there never seems to be A single penny left for me That’s too bad” DO YOU RECALL THIS ABBA SONG? 14 | October 2017 magazine
The value of saving money for a rainy day was instilled in me by my parents from a very young age. I realized the value of this when I left a fixed income and jumped into my entrepreneurial venture.
eing an entrepreneur is like having an elephant as a pet. You earn x amount and feel as if you have to reinvest everything back in your growing business. But there’s more to it than
that. Being married to a banker has taught me some valuable lessons that have helped me both in startup stage and growth stages of my business.
Since my husband’s knowledge proved so beneficial, I asked him to share some of his basic principles on managing money. He listed seven key principles one should follow.
1. Ensure you keep records of your income and expenses for each practice area separately. It sounds simple, but most people do not record / segregate them correctly. For example, the luxury bag you bought for an AICI event is really not a business expense even if you used it during the event. The marketing material for a corporate workshop however is an expense. Also, do not combine it with your expenses for an individual clients.
2. Hire an accountant and tax consultant for regulatory filings. It’s to over costly in many regions. Get your tax consultant to analyse income and expense records and assess how you are doing in each of your practice areas.
3. Identify cash payment, duration of the payments, and whether it’s truly beneficial to your organization. For example, a one-time investment in a color tool that can be used for multiple events is a beneficial purchase. It is not the same as the items you purpose to be used as giveaways at each of your workshops.
4. Have a financial investment plan. Identify what and how much you will invest and for how long, and when you expect to recover the initial investment. Without a clear budget and strategy your money will flow really like an aimless feather in strong winds.
5. Do not overcommit on long-term expenses or invest too heavily when you’re first starting out. It’s easy to overcommit thinking you’re “investing” in your business. But if you don’t have the money in hand or contracted to come in you’re just creating a financial hole that may prove difficult to escape.
6. When and how much you reinvest in your business will depend upon your personal financial situation. Money is like oxygen, the more you put in your “business fire” at the right time and place, the more it will grow. You also need oxygen to breathe and survive. Identify the amount you and your family need to survive the bare minimum plus an additional percentage for emergencies - and reinvest the balance back into your business.
7. Create business assets for long term invest and use. Continuing education, software programs, templates, and tools you’ll use through the duration of your business are business assets. Remember, however, not to over extend yourself. JAINEE GANDHI is an accomplished image consultant and one of the only CIP in India. She works with individuals and corporates on creating an authentic image for themselves. Her Moto is “refuse to be unseen”. www.ImageReDefine.com www.StylingReDefine.com The Association of Image Consultants International | 15
MASTER’S FEATURE SERIES
6 TIPS FOR MANAGING SMALL BUSINESS FINANCES BY HELENA CHENN, AICI CIM
Every business, big or small, is always concerned about one thing – managing money. Small businesses, especially, need to exercise caution with their financial decisions from the very beginning. It takes more than just a good idea to run a business. As “solo-preneurs” in the image industry, consultants need to be equipped with good money management skills to turn their ventures into successful businesses.
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Here are some tips I’ve utilized in managing my business: 1. Educate Yourself Just as you invest time and funds in learning about your image business, you should educate yourself about the various aspects of finance. Learn to read financial statements – this tells you all about your money – where it originated from, and how many times it’s changed hands, and where it is. 2. Create a Budget A budget is simply an expectation for business results. At the beginner level, make a budget on the first day of the month to estimate how much income you’ll receive that month and how much you’ll pay out in expenses. Then review the budget compared to actual results at the end of the month. A budget will help you make informed decisions and identify potential problems before they occur. 3. Separate Personal and Business Finances Always keep your personal and business finances separate. This entails getting a business credit card and putting all related expenses on it. This should help you track your outlays and keep you in control.
5. Invest in Cloud-based Accounting Software While you can definitely use regular software to manage your finances, it will never give you the convenience cloud-based accounting software can. Web-based software provides you with real-time insights, enabling you to store, update and track your data from anywhere. Whether you’re at your home, office or traveling, you can conveniently work with your data. It’s error-free, hassle-free and dependable. 6. Hire professional Help Everyone needs help, especially a new entrepreneur seeking to become a success. Sometimes, it pays to engage the services of experts, even if it’s on a part-time basis. They can help you determine where your business is and where it is heading. Whether it’s for tax planning or a business coach, be sure to hire someone you trust. Owning and running your own business can be exciting. It can also be nerve-wracking, especially when it comes to handling finances. Keep these tips in mind when planning your venture.
4. Pay Yourself a Salary You don’t have to send yourself a regular paycheck, but you can pull money out of your business account at regular intervals to give you a personal income. When you pay yourself, it forces you to think about your business and your personal income separately.
Helena Chenn has been a custom couturier, wardrobe consultant and stylist in the San Francisco Bay Area for 30 years. She is one of 19 Certified Image Masters in AICI. She has served in numerous positions on the AICI SFBA Board and as VP Membership and VP Conference (5 times) on the AICI International Board. She has received AICI’s highest accolades including: The IMMIE Award of Excellence, the AICI Award of Excellence and is a three-time recipient of the AICI San Francisco Bay Area Chapter’s Member of the Year Award.
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5 SECRETS TO INCREASING YOUR FEES TO UP
LEVEL YOUR BUSINESS BY SARAH HATHORN, AICI CIM
ne of the most difficult decisions independent image consultants face is when to raise their fees. How do you establish fees that are
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commensurate with the value of your work? It’s not easy. Which is why many entrepreneurs make the mistake of staying at the same rate for years!
What could be getting in your way when it comes time to raising your fee? Perhaps you… • Are afraid that if you raise your fees you won’t attract your ideal clients. • Worry that by charging more you’ll no longer meet your client’s expectations. • Struggle with low self-esteem and don’t feel worthy of higher fees. • View yourself as a commodity, overly concerned with what your competition is charging. If you’re grappling with any of these issues, you’re not alone. After coaching image consultants for years, I’ve identified a formula that my private clients have used to successfully increase their fees and get many more clients clamoring to work with them.
When and How to Increase Your Fees
How often should you raise your fees? At minimum, you should be raising your fees annually, since the
cost of living is going up in every country, every year. If you see yourself as a real business owner, you should be raising your prices annually, too. Determining how much to increase fees can be tricky. You want to go up incrementally to stretch yourself, but at the same time be realistic as you build your fees with upward momentum. When my clients ask me how much they should raise their fees I usually determine their price ceiling by asking them, “What if you went up 10 percent to start with?” As they get more and more clients buying at that 10 percent increase, then it’s time to go up another 10 to 20 percent. The percentage to increase your fees is also dependent on your comfort level, years of experience, specific credentials and certifications, as well as your country’s culture and economic state. However, the biggest determining factor in your fee structure is the value you bring to your clients.
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Five Secrets to Raise Your Value So You Can Confidently Raise Your Fees 1. Powerful Branding Sells If you have a wellknown brand, you can command higher fees. How do you know your brand is working? When you don’t have to do much outreach marketing to get new clients; instead, people are calling you. A powerful brand needs to be backed up by a highlevel website to impress higher-paying clients who
look you up.
2. Your Unique Backstory Will Outshine the Competition’s What do you have to offer that’s unique? Remember that any prior experience that complements your image consulting business increases your value in the eyes of your clients. For example, if you managed a clothing boutique for five years, or worked as a corporate trainer, you need to leverage these experiences and tie them into your unique brand so you can charge more.
5. Results Matter! When marketing their services, most image consultants make the mistake of concentrating on the “input” (how they work and what they do) versus talking about the “output” (the results the client will get). People buy aspirational results. When you can showcase the results you’ve helped other clients achieve, and then draw a picture of what you can help them personally achieve, they will find your services invaluable, and that comes with a big price tag.
“What if you went up 10 percent to start with?” As they get more and more clients buying at that 10 percent increase, then it’s time to go up another 10 to 20 percent.
3. Referrals & Testimonials Are the Gold Standard If you have five or more client testimonials on your service offerings, or if former clients are advocates giving you organic referrals, it’s definitely time for a price increase. People always sell us better than we can ever sell ourselves, so make sure you’re asking for testimonials and referrals from clients who are fans. 4. Thought Leadership Is the Platinum Standard If you position yourself as a thought leader in the industry, you’ve found the key to the income kingdom. Many consultants are content to do or teach what everyone else is doing or teaching. Break the mold and create your own methodology in how you work with people. If you are a speaker or conduct workshops, share your own intellectual property. This will give you a tremendous advantage over your competitors.
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Isn’t it time you started to really see the value in the way you help your clients for a lifetime? Start slowly by giving yourself a raise and increasing your fees 10 to 15 percent. I’ve worked with many image consultants who raised their fees, and when their clients gladly paid, they realized all this income they had left on the table over the years. Don’t wait! Step up and charge more today. You’ll be glad you did!
As the CEO of Illustra Consulting and Illustra Business School, Sarah has coached and developed hundreds of image consultants in more than 35 different countries. Sarah is in high demand as an internationallydistinguished executive coach, corporate consultant, and keynote speaker. Her tips, insights, and advice have been cited by publications including Forbes, the New York Times, and Money Magazine.
MONEY MINDSET BY DR. CAROL PARKER WALSH, JD, PHD, FFSM, AICI CIC “I’ve never been good with money.” “I hate budgets.” “I’ll never be a 6-figure earner.” “My market won’t pay premium prices.” If you’ve ever heard these statements come out of your mouth—or even in your head—then you’re engaging in a damaging habit known as negative self-talk. By telling yourself these lies (and yes, they are lies) you’re reinforcing the beliefs that go along with them. What you visualize and believe is what becomes true. Tell yourself that you’re not good with money, and you won’t be. Believe that budgets are horrible chores to be reviled, and you’ll resist creating one. Convince
yourself that you can’t earn a 6- or 7-figure income, and you won’t. By contrast, if you act and think as if you already are a 6-figure earner, you’ll approach your business quite differently. Your confidence level will increase. You’ll present a very different brand to your prospective clients. You’ll go out of your way to connect with those who can and will afford to pay your higher rates. Change your mindset and you’ll change your money.
NOVEMBER 23RD IS INTERNATIONAL IMAGE CONSULTANT’S DAY!! WHAT WILL YOU BE DOING IN YOUR CHAPTERS TO CELEBRATE? NOW IS THE PERFECT TIME TO CREATE A PLAN OF ACTION TO CELEBRATE THOSE WHO WORK TO TRANSFORM THE LIVES OF SO MANY. Whatever you decide to do within your chapters be sure to take photos and share them at firstname.lastname@example.org. Your International Image Consultant’s Day celebrations will be published in the January Global Magazine!
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BY DR. CAROL PARKER WALSH
had the pleasure of sitting down with Canadaâ€™s President and Tedx Talk Presenter Zayna Rose. Zayna has been an active member of AICI for over 12 years and have served at the international level shaping structure and future of our organization. Read on to learn more about this powerhouse and wildly successful consultant who has leveraged her CIP certification to truly make an impact in our industry. Q. What do you do in your business? Whatâ€™s the focus of your image practice? (individual, corporate, etiquette, all?) A. My points of focus are: personal branding, public image development, interpersonal communications coaching, media training and styling. I work with individuals, private groups and corporations. I speak, write, and consult/train in person and online.
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Q. What did you do prior to becoming an image consultant? A. I started training to be an image consultant a few months after graduating from university where I studied psychology. I jumped right in after discovering what I wanted to do. It’s been over fifteen years now!
My time and resources are factors, of course, but they don’t dictate the fees for private programs or corporate contracts. I’ve learned to set my fees according to the results I know I can bring to clients’ lives as I facilitate transformations big and small. Working through this process has allowed me to ask for significantly higher rates that better represent the level of work I’m doing.
Q. Why did you seek your CIP certification? How has your business benefited from this level of certification?
Q. What two to three things do you think consultants can do to improve and expand their business?
A. I chose to earn my CIP certification level early in my career in 2006. Image consulting was not as well known as it is now, of course. I was excited to find that our industry had put some standards into place and I wanted to have my CIP for personal reasons as well as for the public credibility it can bring. Creating that application portfolio showed me that I had in fact achieved quite a bit in a moment when I felt I was not growing quickly enough.
A. Figure out your own way of delivering your services virtually to individuals and groups. It might seem daunting at first, but it’s worth it to be able to help people, no matter where they are in the world. You can also do paid work when you’re away from home and have an international clientele without traveling constantly. Training people online in a group can also be a fun and effective learning environment. It’s lucrative as well - billions of dollars are made every year by people who provide online courses.
Q. What’s the best tip you received or would like to share on increasing income OR managing your business finances? [That’s the focus of this edition] A. Changing the way I evolve my business model and advance my fee structures has been critical for me. In the earlier stages of business, it was helpful to look at the average market value for the common industry services. Now, I’ve developed my own systems and business style that are a part of the value I provide.
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Strongly define your ideal premium clients as well as those you may want to attract to your workshops or virtual training. Demographics matter, but personality/ communication style, purpose, and general nature tell me who will make a great client. In recent years, I have gone into great detail with this and it’s brought me to a much deeper level of marketing. I attract a much higher percentage of people who fit naturally and happily with the way I prefer to work. It helps when you fiercely distinguish yourself and your point of difference.
Never stop training and developing your craft and business skills. Keep taking courses, keep evolving your business model (plan for future phases even when what you have is working for you) and take inspiration from outside of the industry for a broader view. Stay in touch with colleges and universities. Talking with students of all levels can keep you briefed on how communication styles and generational points of view are evolving. Academia is also a fitting place to test out new theories and presentation styles. Q. What made you get involved in AICI leadership? I simply said yes when I was asked to get involved as a brand new member in Toronto. Rebecca Chu, AICI CIP, was our Canadian AICI President, and she asked me to begin volunteering. I was at the start of my career and I knew it would be a great opportunity to jump in and get involved. I’ve held a number of domestic and international positions over the years. Helping to shape the value the association provides to our members is exciting to me.
I love strategy and working to realize the next level of the big picture for our industry. As a part of the team, I’ve been able to help influence what the public thinks of us. Most importantly, I’ve interacted with members from all over the world and formed friendships with so many people that are dear to me.
DR. CAROL PARKER WALSH, JD, PHD, FFSM, AICI CIC, is an award winning bestselling author, columnist, image strategist, international speaker, and television personality. She’s the founder of Evolve Image Consulting, LLC, a personal and professional development company that educates entrepreneurs, professionals and women of influence on developing an empowering presence and confident image. She serves as editor in chief for AICI Global and VP of Global Marketing & Communication on the AICI International Board.
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nternational Vice President for Conference, Valeria Doustaly was on the move when she took time away from her busy schedule in Paris to attend the Installation Breakfast of the new board of directors in Buenos Aires, Argentina.
Vice President Membership Desiree Faraone
AICI Board of Directors - Buenos Aires, Argentina Chapter
Additional Board Members: Secretary Liliana Sanchez; VP Finance Susy Bello Knoll; VP Education Sandy Cornejo; VP Marketing Lorena Zilio; Tresurer Valeria Arrambide
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Vice President Maria Pio Esteberecorena; International VP Valeria Doustaly; President Maria Pinola
WHY YOU SHOULD GET
YOURSELF CERTIFIED BY ANA CHEONG CHEOK YIN, AICI CIP VP Certification, AICI International
Is it really necessary to get certified by AICI? Well, the short answer is YES if you are seriously pursuing image consulting as a profession.
can still recall when I started my own journey in this field 20 years ago. I was one of those young, budding image consultants that ranked experience over certification. I never considered getting myself certified because making money was more important and helping my clients achieve what they need was the only thing that mattered…or so I thought. Also, I pride myself on having received my formal training from some of the greatest masters in the industry. Thinking about the cost and time involved in getting some silly certification from AICI was definitely not on my “to do” list.
The Association of Image Consultants International | 27
But I was wrong, and here I am sharing the six reasons why certification is so, so very important. The following are the lessons I learned about the importance of being certified: 1. Demonstrates commitment to the profession The first lesson I learned came from affluent clients that I consulted. They knew about AICI and the certification offered by AICI and naturally asked me whether I was certified. I told them I was a member of AICI but was not keen to get certified. I even proudly told them why certification was not important. The next thing I knew, I was no longer getting referrals from them. It was only later that I found out they felt I was not committed to the profession and I was probably someone that was out to make a quick buck. My explanations were seen as excuses. Hence, my first lesson in certification - getting yourself certified demonstrates your commitment to the profession. 2. Reflects achievement The next lesson I learned came from another close client. She was wondering why I never got myself certified by a professional body. She herself was a certified PMP (Project Management Professional) and boy, did she give me a piece of her mind when I told her certification wasnâ€™t that important. She shared with me that a certification basically means an independent, credible entity is vouching for your ability because you achieved the requirements to be recognized as a professional in that subject matter. This was my lesson No. 2 - being certified reflects your achievement. To be recognized as a professional that has met stringent requirements, you need to be certified. 3. Builds self-esteem The process of certification helped me become more confident in my image consulting business. When I started consulting clients on image, I constantly got stressed out when clients compared my advice against those from fashion gurus. It really ruined my confidence and nearly destroyed my career. I was so close to quitting the profession. Fortunately, I found the courage to pursue a certification with AICI and the entire process of certification offered me the natural progression of acquiring knowledge, skills and mastery. But most importantly, it boosted my self-esteem and confidence.
28 | October 2017 magazine
Just knowing that I have been thoroughly tested and endorsed by an esteemed organization made me feel proud of myself. So, lesson No. 3 - the process of getting yourself certified helps to boost your self-esteem and confidence. 4. A significant differentiator for a winning proposal There are many image consultants operating without certification, and I must share that all the ones I know are really passionate with what they do, and they are good, too. But when two competing proposals are received by the prospective client, 9 out of 10 would give more consideration to the consultant with certification because certification lends credence to your claims. Well, think about it: when you are about to make an appearance on national TV and how you look is really important, would you prefer a certified hair stylist trimming your hair or one that is not certified? So, lesson No. 4 - being certified allows you to differentiate yourself from those who are not. 5. Increases your earning potential In almost everything relating to services, clients are always willing to pay for quality. Being certified assures your clients that they are paying for quality, and you are entitled to raise your fees for the quality you offer. Clients are willing to pay a good fee to acquire the added assurance that their investment in you will provide good returns. Lesson No. 5 - if you are certified, you can potentially earn more than others who are not. 6. Greater recognition from peers Especially for those who are passionate about image consulting and wish to help grow the industry by teaching, training and developing others in this field, certification becomes crucial. How can we develop others when we have not gone through the process of certification? I for one will not want to teach others wrongly because ultimately it is their livelihood I am dealing with. Getting yourself certified naturally gives you the clear ability to coach and develop others in a proper manner. Therefore, lesson No. 6 - get yourself certified so you
can contribute back to the industry. To do that you need to be recognized as someone who is capable of doing so. Getting a certification from AICI is not about the promise of potential earnings. It is about the professionalism we uphold. My 20-year journey in this field has taught me so much about the value of my own profession. I truly love the work I do and am passionate about it. Fortunately for me, I realized this early enough to understand the need to invest in my own development, and there is no better way to start than to get a certification from AICI. Fast forward 20 years, I am now a Certified Image Professional from AICI and an ardent advocate of AICI certification. I feel blessed that I have the opportunity to play a key role in bringing the benefits of AICIâ€™s certification to more people across the globe. There is no doubt that someone can be really competent and ethical without a certification; I have known people like that. These are people I really admire. At the same time, there is no guarantee that someone with a certification will actually practice in a competent and ethical manner. However, my view is that having proper certification helps to raise the bar for the profession and promotes continuous growth to meet the increasing demands of the industry.
My personal view is that the benefit of being certified under AICI goes beyond the 6 reasons I have mentioned earlier. It is about our commitment to the community of image professionals worldwide. We do not carry a certification to outdo one another. Instead we carry a certification to elevate the branding of the image professional community as a whole. Our valued clients need the assurance that they have access to high-quality consulting, and we need their recognition that image consultants are competent professionals with high standards. I believe every image professional will share my aspiration of seeing our profession mature in tandem with the maturing marketplace. If you have not considered getting certified, I strongly encourage you to do so within your interests and your means. If you already have a certification then I would encourage you to seek higher level certification. Embrace certification for yourself and your profession and more importantly, for the clients we serve.
Ana Cheong is the co-founder and principal consultant for AAA Solutions. She focuses on personal and corporate branding, communication, executive presence and dynamic neurological abilities. Ana is the current National VP for Certification.
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INTRODUCING OUR NEW CLASS
CICs & CIPs CICs: ANNIE FRIEDMAN
MIHO GRACE KURASHINA
CYBELLE DENISE CUESTAREBUTICA
WONG SUET KWUN ANNETTE
QING LUCIA XIA
RENEWED CIPs: JOSEPHINE LUI CHIT FUEN JILL M. DELLERTHERBER PRISCILLA CHAN JOANNE RAE
Congratulations to Our Newest CIP!! VALERIA DOUSTALY >>
30 | October 2017 magazine
UPCOMING EVENTS THURSDAY, OCTOBER 12, 2017
AICI TELECLASS: HOW TO CREATE YOUR DIGITAL IDENTITY Jacqueline M. Peros Time: 1:00 pm - 2:00 pm EST
THURSDAY, OCTOBER 26, 2017THURSDAY, NOVEMBER 2, 2017
AICI WEBINAR: THE PSYCHOLOGY OF STYLE IN BUSINESS: WHY IT MATTERS & HOW TO USE IT
SUNDAY, NOVEMBER 19, 2017
CHAPTER EVENT: AICI SHANGHAI CIC EXAM IN CHINESE Location: Shanghai Time: 9:00 AM - 5:00 PM JST
Time: 7:30 pm - 9:00 pm EST SATURDAY, OCTOBER 14, 2017
CHAPTER EVENT: AICI TOKYO CHAPTER EDUCATION DAY 2017 “JUST FITTED” Location: Tokyo Time: 9:20 AM - 6:00 PM JST TUESDAY, OCTOBER 24, 2017
AICI TELECLASS: IMAGEM E TRANSIÇÃO DE CARREIRA
WEDNESDAY, NOVEMBER 22, 2017 SATURDAY, OCTOBER 28, 2017
CHAPTER EVENT: AICI MALAYSIA CHAPTER EDUCATION DAY Location: Kuala Lumpur Time: 9:00 AM - 5:00 PM JST
AICI WEBINAR: INTUITIVE IMAGE Sue Donnelly AICI CIP FFSM, LFIPI Time: 2:00 PM - 3:00 PM EST TUESDAY, NOVEMBER 28, 2017
Time: 10:00 pm - 11:00 pm
AICI TELECLASS: MENSWEAR AND WORKING WITH THE MALE CLIENTS
WEDNESDAY, NOVEMBER 8, 2017
Sharon Kornstein, AICI, CIP Time: 1:00 pm - 2:00 pm EST
MONDAY, NOVEMBER 6, 2017
AICI TELECLASS: 広報基礎講座
Time: 1:00 pm - 2:00 pm
AICI WEBINAR: BE SPECTACULAR™: 3 SIMPLE STEPS TO MAGNIFY PROFITS WITH EYEWEAR CONSULTATIONS Time: 1:00 pm - 2:30 pm EST
The Association of Image Consultants International | 31
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A NEW HORIZON
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A N D
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D E V E L O P M E N T
A D VA N C I N G
Y O U R
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SHAPING THE FUTURE OF IMAGE CONSULTING
THE 2017 AICI INTERNATIONAL GLOBAL CONFERENCE
WELCOME TO MEXICO
BEAUTIFUL IN MY WAY:
LESSONS FROM LADY GAGA
TO MAXIMIZE YOUR CONFERENCE EXPERIENCE
MEET YOUR NEW
INTERNATIONAL BOARD OF DIRECTORS
HOW TO GET
TOP NOTCH COACHING INTERNATIONAL IMAGE
WHY YOU NEED YOUR CIC
CONSULTANTâ€™S DAY HIGHLIGHTS MEMBER SPOTLIGHT:
KAREN TSUO JULY 2017
MICHELLE AUGENSTEIN JANUARY 2017
AICI Global Magazine October 2017