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General Client Management

By: Laura Cooksey
Posted: May 1, 2013, from the May 2013 issue of Skin Inc. magazine.

You have managed to attract a new client into your skin care facility. An incredibly thorough consultation has been completed for the client, as well as a fabulous treatment, and she has purchased the products that she needs to achieve her skin care goals. Is the job done? Hardly! Managing the client from this point forward can make all the difference to establish a successful relationship.

A multi-treatment plan

Establish a multi-treatment plan that will unfold throughout the course of several months, bringing the client back to your facility in a timely manner. Make sure there is a treatment and regimen plan for each client. Write the treatment plan down in the client’s notes and provide her with handouts reiterating the details discussed in the consultation. When the client sees how serious you are, she will take her regimen more seriously, too.

Ensure clients are on board

It is important to spell out client expectations in an agreement form. Tell your clients that you will do everything you can to help them achieve their goals, but that you can’t do it without their participation.

Clients should agree to:

Have clients initial each item and sign the form. Keep a copy and give them a copy for their records.

Emphasize the importance of rebooking

Clients should rebook for their next appointment before they step out the door, because life takes over once they leave and their skin becomes much less of a priority. Establishing a firm, definite time frame for their follow-up visits will help drive home the importance of regular skin treatments.

Follow up; welcome feedback

The way for estheticians to separate themselves from the plethora of other skin care professionals out there is to follow up with their clients. If they have sold their clients effective, active products, they will want to know how their skin is tolerating them. Call or at least e-mail clients three days to a week after their treatment. By contacting them, you also open the door for clients to comment on any skin irritation they experienced from the treatment they just received. The feedback can also be used to adjust their home-care regimen, if necessary.

Restore trust

What can skin care professionals do when their clients fall off the wagon and stop using products or decide to use something else they heard about? Getting defensively angry is counterproductive—it is now time to put on your educator’s hat. Let the client know about the misleading practice called “angel dusting” in product formulation, wherein products include a miniscule amount of an active ingredient, insufficient to produce any measurable benefit. Let your clients know that professional products are more active and are better formulated for maximum absorption into the skin. Once the client knows that the esthetician will be participating in managing their regimen, they will welcome the input and advice on skin care decisions. Be the client’s advocate in this confusing, overwhelming world of beauty and skin care, and you will have a client for life.

Laura+Cooksey

Laura Cooksey is an acne expert, educator, speaker and owner of Face Reality Acne Clinic in the San Francisco Bay Area. She has more than 20 years of experience in the skin care field and is teaching a class on “Becoming an Acne Specialist” at Face & Body Northern California on August 24, 2013—log on to www.FaceandBody.com/california to register. She can be reached at 866-477-3077 or info@facerealityacneclinic.com.