Aesthetics is a wonderful and rewarding career but, as many experienced professionals know, it is not one where growth and security is a sure thing. It takes much dedicated hard work and patience to finally see a busy schedule of reliable clients. In the meantime, and certainly after you are in regular demand, you will need to deepen and widen your customer relationships to avoid loss of interest and, ultimately, business. Skin care and makeup product sales are possibly the best and most profitable way for you to protect the trade you have earned.
There is a saying in business that nothing happens until someone sells something to somebody. If this is true, no business can be successful, or even survive, unless all efforts are directed at serving the people who do the buying – the clients. Unfortunately, where many aesthetic professionals fail is by not thinking of themselves as skin care technicians and salespeople.
It is important for you to put your time and energy in the treatment room into giving the client the best in skin and body care, but once you have them hooked on your services, do not risk not retaining them by your lack of series sales.
Compliment traditional aesthetic services with quick and easy add-on treatments. By doing this, you can show your clients new treatments they might not have experienced before - all while adding a few extra bucks to your day's progress. Below are a few examples for you to try in your practice!
Are you experiencing growth or is your practice or spa maintaining an internal status quo that actually puts it at risk for extinction? By expanding your menu of services, you can stay competitive – and even take a lucrative step ahead of the pack.
According to the 2008 Global Spa Summit in New York, "The global spa economy is estimated to be over $250 billion." And in spite of the economic downturn, the industry continues to grow at a breakneck pace.
In an ever changing profession, each day brings a new type of product, service, and treatment protocol. Body services have grown with increasing popularity, and not just for simple relaxation purposes, but for overall health and wellness benefits as well. Body services include: Wraps for detoxification, firming, and toning; Exfoliation; Cellulite reduction; Skin smoothing and softening; Scrubs; salts, sugars, loofahs, brushes, and shells; and massages - generally limited in the aesthetics profession to the application of beneficial ingredients to the body in order to improve the condition and beautify the skin.
All of this is information that you already know…
Most practitioners of skin treatments, (and I include doctors as well as aestheticians), are lousy salespeople. The reason being: People, who truly want to change a skin, thus change a life, are passionate about their work and often do wonders in the privacy of the treatment room. This is an “art” and like most artists, these types of people fear rejection. Rejection can be in the form of a client saying “no,” after a treatment, when the client is asked to buy the home products recommended, to which they often respond, “No, I have just spent $300 dollars on products at the store and I want to use those first!”
How do retail stores entice you to enter their doors and linger over their shelves full of irresistible products? Visual merchandising is a skill that department stores, shopping malls, and chain retailers have spent many years perfecting. Retailing and merchandising is an important part of your overall business plan and it will dramatically increase business profitability at your skin care center, salon, day spa, or medical spa. Lauren Gartland is the president of Inspiring Champions, a business training and coaching company specializing in the beauty industry. Gartland, along with Salon Spa Cash Flow expert Gary Ahlquist, regularly advise business owners on how to instantly boost their profits with retail.
Most of us know the advantages of selling retail products well, so for the sake of argument let us look at the dark side of not selling our clients their home care products. In other words, what are the consequences of our failure to play the role of expert in recommending products for the day-to-day maintenance of our clients skin?
First, clients will end up buying department store products, drugstore, or infomercial brands. Not only will these products typically under-perform, they will generally not be suited to our client's skin type or needs, and thus, will fail to provide proper results. Our client will become frustrated.
The true value of a product can only be determined by the consumer, however it takes a passionate advisor to present the benefits and features of a product that establishes the worth. Think about it.
The rule of sales states it is better to have 100 satisfied customers than 1000 prospects! More sales are made with friendship than with salesmanship. This and another old business adage says “All things being equal, people want to do business with their friends” and if you have fostered your skin care business to care and help people, garnered trust based on your skills, personality, and client follow through
Sinking down into the soft Frette sheets for my one hour signature facial, I relinquish all my worries to Anna, my aesthetician. After a thorough cleansing, she begins to analyze my skin and says, "Ms. Hanson, would you like me to clean your brows. It is only $10?" "Of course yes, thank you, I reply." And as her hands touch my skin, she recommends that I add on the collagen-fleece mask for an additional $25 to take care of my dehydration issue, and I say, "Great." Here is a classic example of an upgrade and an add-on, so well done that "it did not hurt a bit."
Summertime can be a wonderful opportunity for spa therapists and technicians to become busy with summer-inspired upgrades to treatments. By combining your awareness of your client’s needs and preferences with knowledge of the products you offer, you can easily “up sell” a treatment. You help a client decide to purchase a little extra something or “upgrade” a level before starting the treatment. It does not have to be a major change, just an adjustment to the plan.
In some areas, summers tend to be a slower season, mostly due to the migration north of those spa clients who are snowbirds.
Is your goal to be an expert in your field? Do you want to provide services that your clients can’t duplicate at home? If you answered yes, it’s time to break into the world of machines in the field of aesthetics practice, and harness these new trends to foster a competitive advantage.
Machines can ramp up your services and provide a level of results not otherwise possible through a conventional, non-machine facial. Many of the new technologies today are developed to not only have benefits inherent to their respective capabilities, but also to penetrate targeted active ingredients deeper into the skin, allowing better absorption of your skin care products.