Systematically improve your bottom line
The esthetic industry has been seen primarily as a service industry
– estheticians, whether they are in a salon, clinic or spa traditionally
provide services to their clients. Unfortunately, this approach
severely limits the income potential of an esthetic establishment,
as there is a definite limit to the number of treatments that an
esthetician can perform in a given day. To augment their income,
estheticians have increased their revenue by selling products in
addition to the services that they offer, but this, while it does
help, still has limitations.
The key to breaking this cycle and maximizing both revenues and
profits is to gain the trust of your clients and become "the expert".
Consumers are tired of having to be on guard and having to be experts
in everything. 20 years ago if you needed a new stereo, you went
down to the corner electronics store, talked to the owner, whom
you knew was an expert, told him what you needed and he recommended
what you should buy. Now you stand in Future Shop with your Consumer
Reports article reading the sides of the stereo boxes until a pimply-faced
young man comes over to offer assistance and then he starts reading
the sides of the stereo boxes with you.
In today's world experts are so rare that, as consumers, we are
so relieved when we accidentally come across an expert in something
that we want to listen to them. We want to trust the experts because
we're tired of researching every single purchase we make. All an
esthetician has to do is prove that she's the expert and the clients
will respond. Once an esthetician has established a solid relationship
with the client and shown her expertise, clients will want to listen
to what they have to say.
This is all fine and dandy, but just how does an esthetician become
an expert? There are three things that are necessary to gain the
knowledge base needed to be able to be considered an expert in
any field: Study, study and, study. Attend seminars, conferences
and tradeshows; read journals, books and magazines; and look up
everything you can think of on the internet. There are more sources
of information available for estheticians today than there have
ever been before and an esthetician interested in maximizing both
her knowledge and her earning potential can quickly become expert
in whatever sectors of the industry she chooses to specialize in.
So, now that you are an expert, you have the ability to do more
than you have ever done vis-à-vis client care and education.
By building a relationship with your clients that is both professional
and friendly, you can talk to them like a "girlfriend" and
explain the reasons for and benefits of what you are doing to them
and, without being overt, use your time with them as a valuable
marketing tool for your expertise and therefore, by extension,
the products that you are using. Your clients now will want you
to tell them what to do to get the best results possible for their
Instead of selling a selection of individual products that a client
can easily replace with other similar products purchased from a
wide variety of sources, estheticians should concentrate on entire
skin care systems, complete with in-depth charting, follow up appointments,
photographic documentation of results and progress reports. By
offering the client the visible results that she desires, combined
with a level of professional care that is designed both to optimize
the effects of the system, and build a strong degree of loyalty,
you cannot but help increase your profits.
Now that technological advances have given estheticians the power
to prescribe clinically proven effective treatments; by offering
a skin care system that gives their clients visible results that
can be documented, an esthetician, can both build a loyal, long-term
client base while creating a portfolio of before and after photos
that can be used as a valuable marketing tool for new clients.
Long-term satisfied clients, with whom the esthetician has a personal
relationship, also create great word-of-mouth advertising for the
esthetician and her spa or salon, thus increasing not only the
profit made per client, but also the client base.