Tony Cruz

What Tony does at Beauty Biz Pro

Tony Cruz is Head Coach at Beauty Biz Pro. He leads coaching and hosts strategy calls with beauty business owners. He also co-hosts webinars with Jake Randolph.

His focus is practical business decisions: the offer, pricing, appointment policies, and how the business handles inquiries. Jake leads marketing strategy and trains the team that manages campaigns and systems. Tony’s role is to help owners think through the business decisions that support that work.

What happens on a strategy call

Strategy calls are free and take 30 minutes, with Tony or Andrea from his team. The booking calendar shows open times for both of them.

The call looks at three things:

1. How inquiries reach you and how they get answered. Where people ask, how long they wait for a reply, and what the reply asks them to do next.
2. Whether booked clients show up and come back. Confirmations, your cancellation policy, and what happens at checkout.
3. Whether the offer makes the first visit an easy decision. What the first appointment includes, what it costs, and how clearly that is explained.

Bring rough numbers if you have them: inquiries, bookings, average ticket, available appointments, and the budget you are considering. Some businesses need more qualified inquiries. Others need help with follow-up, repeat bookings, their offer, or capacity. The call decides which one comes first before anyone talks about services.

If Beauty Biz Pro may be a fit, the call covers the proposed scope and next steps. Coaching is one of our services, alongside paid advertising, booking funnels, and Beauty Biz AI. See how coaching fits with the rest of our services. Not sure whether you need a coach or an agency? Read beauty business coach or marketing agency.

How Tony coaches beauty business owners

Fix how inquiries get answered. Ads that bring in messages only pay off when the replies turn those messages into appointments. The report below is one example: a wax studio owner worked through the replies with Tony and booked a client.

Price from the numbers behind the service. Service costs, customer demand, appointment length, and capacity belong in the conversation about what to charge. The pricing guide walks through the same method.

Set appointment policies service by service. Deposits, confirmations, and cancellation rules are tools to test against your own no-show pattern, not requirements for every business. The no-show guide shows how to decide.

What coaching with Tony has looked like

Anonymized coaching report Owner reported

From “what do I say?” to a booking

Outcome

Booked a client

See every anonymized report, with the source of each number, on Results.

Watch Tony and Jake teach Search ads (2024 lesson)

Watch

In the 2024 advertising lesson, at 10:50, Tony and Jake connect Search advertising with the quality of the page the ad sends people to. At 13:10 they point out that people searching may still be researching. The Facebook vs Google Ads guide builds on that lesson.

Tony and Jake have also run in-person masterminds for beauty business owners. See past events.