For brand owners and distributors, the decision to expand your team with a Business Development Manager (BDM) or Educator can be both exciting and daunting. These roles can significantly impact your growth and industry presence, but how do you know when the time is right?
1. Your Growth Has Hit a Plateau
You’ve built a solid foundation, and your business is thriving, but growth has started to stagnate. You're in octopus mode trying to do everything and something has to give. This is often a key indicator that you need a BDM or Educator.
BDMs can open new doors by forging relationships with stockists on your behalf, and give you back time to focus on the business, rather than working in it
Educators enhance your brand’s reputation, providing the training and expertise that salons crave to stand out from their competition.
If your workload no longer allows you to dedicate time to nurturing relationships or developing training programmes, it’s time to bring in an expert.
2. You’re Struggling to Keep Up with Demand
If your product or service is gaining momentum, congratulations! But with increased demand comes the risk of burnout or missing opportunities. A BDM ensures your business maintains its upward trajectory by developing strategic partnerships and managing key accounts.
If you're hearing on the grapevine that your accounts are unhappy with the level of development your brand is providing them because let's face it, you're only one human, then it might be worth looking at the brand reputation tradeoff of not having someone to nurture them.
Meanwhile, an Educator provides the professional guidance that salons and clinics need to use your products or services effectively, ensuring customer satisfaction and loyalty. If the team doesn't have a solid level of knowledge around the products you distribute, they're never going to feel attached to them enough to be able to recommend them to their clients. While educators are typically not seen as the sales driving arm of a brand, there is clear visibility in revenue between salons who are educated in the product, and those who are not.
3. Your Brand Needs Credibility
The hair and beauty industry is competitive, and brands need to offer more than just products. Education and strong relationships are crucial to standing out.
Educators help position your brand as a thought leader, hosting workshops, webinars, or in-salon training to demonstrate your expertise.
BDMs can strengthen your competitive edge by identifying gaps in the market and creating tailored solutions for your clients.
If you’re looking to elevate your brand’s profile, these roles can make an impact on how stockists view your brands credibility.
4. You’re Expanding into New Territories or Launching New Products
Entering new regions or launching a product line comes with logistical and strategic challenges.
A well-respected BDMÂ often comes with a back-book of salons they've built relationships with and may be able to help you research and develop market-entry strategies, and penetration through existing relationships.
An Educator ensures that stockists feel confident in using your products - particularly when it comes to launching new segments or SKU's. Simply sending an opening order or launching without the backing of training isn't enough in 2024. Salons want dedicated education and continued training.
5. Your Expertise Is Needed Elsewhere
As the leader of your business, your time is best spent steering the ship rather than managing day-to-day operations.
A BDMÂ can take on the responsibility of growing your sales pipeline and managing client relationships.
An Educator allows you to focus on innovation while ensuring your clients receive exceptional support and training.
If you feel pulled in too many directions, hiring one of these roles may free you to focus on high-level strategy.
6. You Want to Strengthen Client Relationships
We don't need to tell you that relationships are everything.
A BDMÂ ensures regular communication with key clients, keeping them engaged and informed about your latest developments.
An Educator provides a value-added service, helping salons deliver exceptional results with your products or techniques.
If you notice stockists drifting away or feel your connection with them could be stronger, it’s time to act.
Final Thoughts: Making the Investment
Hiring a Business Development Manager or Educator is an investment in your business’s future. To make the right choice, consider the following:
Budget: Assess your financial readiness. Can you afford the salary and resources required to support this role?
Clear Objectives: Define the key outcomes you expect. Is it increased sales, market share, or brand loyalty?
Cultural Fit: Ensure that the candidate shares your brand values and understands your vision.
The professional hair and beauty industry thrives on relationships and expertise. A BDM or Educator can be the catalyst for taking your business to new heights - when the timing is right.