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Grow With Existing Clients

By: Dawn Gantt
Posted: June 28, 2011, from the July 2011 issue of Skin Inc. magazine.

Everyone has heard the saying “If you build it, they will come,” but in the skin care industry, it simply isn’t true. You may have a state-of-the-art facility, gorgeous treatment rooms, effective facials, innovative retail products and a knowledgeable staff, but these details alone may not be enough to get clients through your door.

You don’t need to spend money on advertising gimmicks to get your rooms filled, either. In fact, you don’t need to go outside of your facility at all. The potential to build your business may be already within your own walls. Here’s how.

Zero in on existing clients. Who are your current clients? If you are a full-service facility, are hair and nail clients also getting skin care services? This may be an entirely untapped group of potential clients, and they are only steps away. If you are a skin care facility only, ask yourself: Are your spa clients taking advantage of all the services you provide?

Ask questions. Now that you’ve identified your untapped group of clients, create a three-to-five question survey to capture their information. It is important to note that this is different than the more comprehensive health questionnaire that should be completed before each treatment. Question examples include the following.

  1. Where do you currently purchase skin care products?
  2. Do you receive facials at our facility? If not, why?
  3. What’s the most important factor when making a decision to book a new service? Price/Results/Convenience (Please circle one.)

What patterns do you see in clients’ answers? Pay attention to what your clients are telling you, and build a plan from there.