Integrity and your business

By Lori Crete | Coaching

Apr 25

marketing strategyThere’s something ugly happening in the Beauty Biz world and I’m seeing it happen all the time. Let’s say it’s not exactly the best marketing strategy I’ve seen.

I’m talking about practitioners who use underhanded or unethical methods to try and gain credibility for themselves. They attempt to build themselves up by knocking others down. Instead of earning trust and authority by repeatedly providing great service (and marketing with integrity), they’d rather steal the position by creating fear and doubt in the minds of their targets.

They come across as being helpful and giving free advice – except that it really isn’t advice at all, it’s a blatant attempt to make themselves look better by discrediting the professional the client is currently working with. It’s basically just ripping on another professional’s integrity for nothing more than their personal gain.

It might be the dermatologist who tells your client that facials are bull crap, or that your retail products don’t work because they are not medical grade.


It might be a fellow Esthy that your client meets at a social event and they strike up a skin care conversation and this Esthy wants to earn this client’s biz so badly that she tells your client that her skin isn’t looking as good as it could, and that she could do a better job for her.

Or (some real life examples from my own world)…

I used to refer clients out to an electrologist, who has now become an esthetician, and I started hearing from some of the electrolysis clients I’d referred to her that, “Beth (name changed to protect privacy) told me that my skin is dehydrated and she could really help me.” Really crappy to do to someone who is sending you biz, right?

I’m also seeing and hearing snide remarks about my business-building programs and the inspiration I try to provide to my fellow beauty biz practitioners surrounding the endless possibilities available to us in the beauty world.

So why am I sharing this with you today?

I’m sharing it for two reasons…

1. So you know it happens to all of us.


2. To make sure that you aren’t operating this way thinking it’s ok. It’s definitely not.

I consider myself a person of great integrity and as such, I personally would never (ever) try to get a client this way or speak about another person this way… especially someone whom I had never met.

I am a firm believer that there is enough business to go around (there really is) and I can tell you that the right people will be attracted to you and your offerings through a positive marketing approach.

We don’t need to put others down to gain abundance in our businesses – in fact it won’t ever work well for us.

So what do you do if you feel that someone is trying to discredit you?

If you find yourself in this situation, know that’s it’s normal to feel taken aback and defensive. It’s also normal to feel like attacking back, but before you respond in any way, take a moment to process and be sure to choose to act as a confident professional. You can’t control the behavior of others but you can control your reaction to the behaviors that affect you. Choose to show up in the world with integrity and always put your best self forward.

Here’s to us all removing ill will from our client attraction methods, and to pressing forward with our unique creativity and positivity.

I have a new program starting in May that will help you with creating the marketing messages that reflect you and that attracts amazing clients into your beauty biz. No joke, you will learn my field-tested and proven marketing system that makes sharing your beauty biz offerings simple, effective and irresistible (and not crappy in any way). Click here to learn more about my Marketing Protocol Training.


About the Author

A finalist for American Spa Magazine’s 2017 Women in Wellness Mentor of the Year, Lori Crete is a highly sought after industry expert and licensed celebrity esthetician. Owner of Southern California’s Spa 10, she is also the founder of The Beauty Biz Club™, a success-based society dedicated to helping beauty practitioners around the world fill their schedule, increase profits and break through to the 6-figure mark.

  • Joy says:

    Lori, I love your spirit and I value all you offer to us underdogs that maintain integrity and good core values and the respect of others.
    FYI , I thought of you the entire weekend at Theskingames 2016. I heard you in my head as I faced my biggest discomfort speaking in front of a crowd and felt like I fumbled my thoughts and words while being judged.. But, I kept hearing your voice in my head if you don’t step forward out of your comfort zone you will never learn or overcome your fear.
    And that imperfect action is better then no action at all..
    We will always have haters and back stabers trying to keep us from shinning,
    I wish all professionals could be professional
    Like you say “there is enough business for everyone , you just have to focus on your BCE ”
    Thank you Lori
    East Coast Esti

  • Great article Lori! Spot on!!

  • Andrea Gray says:

    I just experienced this!!! For advanced laser treatments, I have a person that I’ve been referring to. However, she just moved her business into another salon. I had 3 different clients tell me that she tried to get them to go to the esthetician at her new salon. I’ve given this woman literally THOUSANDS of dollars worth of services via my client referrals. I felt completely betrayed and flabbergasted. I sent her an email and called her out on it. It was a polite yet stern email. She apologized profusely, yet still denied it. Yuck. Thank you for this post. And the reminder to keep positive even when those around you are being brats??

  • You are doing all of us a great service, Lori. Thank you for continuing to preach the integrity message. I’m a firm believer that what goes around, comes around, and that surrounding ourselves with good people doing great things and giving back is rewarded. You go!

  • Carla says:

    I agree! You have alot of integrity and positivity. …you are a great example! These are good words to remember because we can get insecure and all fall into this category!

  • Kimberly Angst says:

    Loved the Article!

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