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Good Hands: Stepping Up for Success

By Annet King
Posted: May 23, 2008, from the July 2007 issue of Skin Inc. magazine.

page 4 of 4

To accomplish this, set long-term goals and create a timeline for your clients, just as hair stylists do. They lay out a series of appointments where they plan to incrementally raise or lower various color tones or perform other hair maintenance tasks. This creates an effortless platform for rebooking, retailing and committing the client to future visits. It also allows them to monitor problems and progress in the long view. And this ongoing dialogue offers a painless venue through which to introduce new products, services and promotions to your regular clients.

Jane Wurwand, CEO and founder of Dermalogica and The International Dermal Institute, often refers to “productive discomfort,” and how we must deliberately seek it out in order to keep growing. So prepare to be a bit uncomfortable. Learning to market yourself may initially seem as strange to you as the first time you put on your uniform and gave a hesitant, tentative professional treatment. The apprenticeship phase of your development as a therapist took place in the treatment room, probably more or less in silence. Now that you’ve mastered those technical skills, this is your opportunity to come out of the treatment room, step up, speak up, and shine.