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The CLIENT Comes First
By: Steven H. Dayan, MD and Terri A. Wojak
Posted: November 25, 2008, from the December 2008 issue of Skin Inc. magazine.
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Execute. Execute a plan to address your clients’ skin, depending on its condition, their budget and the time they have available. To keep clients coming back, let them know when to return and how often. You also need to develop a plan for them to care for their skin at home. Clients will get much better results if they are using the proper skin care to complement in-office treatments. Go through a schedule with them—if you don’t have a plan to treat their skin, they will go to a different spa that cares enough to develop a plan. Schedule the next couple of appointments before they leave the office because once appointments are set, there is a much higher chance that clients will return on a regular basis.
Nurture. Always make your clients feel important. Let each of them know that you really care about their needs, especially in the case of pre- and post-operative treatments. This can be a very traumatic time for some people, and part of your job as an esthetic provider is to care for those patients before and after surgery. Make sure they know that they can count on you if they have any questions or concerns. You are their advocate. Follow-up phone calls should be made within two days after all treatments. This will show them that you are there if needed.
Thank. Make sure your clients know you appreciate them. All new patients should receive a thank-you card saying that you appreciate their business. Offering a discount for their next treatment can also help ensure they will be back for another visit, and don’t forget to thank clients that have been loyal for a long time. You can have Client Appreciation Days on which you offer free treatments for them and a friend; this will also give you the opportunity to acquire more clients. Every so often, add a complimentary service, such as an eyebrow wax. There is very little cost involved and it doesn’t take a lot of time, but the clients will enjoy it and will more likely than not become regular waxing clients. You can also send a small gift, such as a CD of the music played during their treatments. It will be noted that you thought of them and will remind them of you every time they hear that music.
Care for your client
Remember, the key to success in the cosmetic industry lies within the CLIENT. If you care for your clients’ needs, it will pay off in the end.