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Communicating Professional Value, Part 1

By: Celeste Hilling
Posted: April 28, 2009, from the May 2009 issue of Skin Inc. magazine.
three women in a boardroom

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Nearly every spa professional educates on what products they use. For example, an esthetician may explain to a client why vitamin C is great for the skin, then simply let them leave without purchasing a vitamin Cproduct. The client then goes to her neighbor-hood drug or big-box store, reads a few labels and buys something with vitamin C in it. Most likely, the product—as well as the money and time spent—will disappoint her. This was the spa’s mistake. The esthetician educated the client, but she didn’t take that education to the next step by leading the client toward an effective product purchase.

Think of it this way: Treatments, products and guidance should be viewed as one seamless education experience for your clients. In one visit, this one-stop shopping mentality enables clients to receive the proper service, products, education and guidance to keep their skin maintenance and care going at home.

Putting the big-box theory to the test

With every dollar counting right now, you need to help your clients make educated decisions. Understand it is more cost-effective for clients to buy a product they can use for six months with great results than spending a little less, using the product for two weeks and then throwing it away because they don’t know how to use it.

Spa professionals owe it to their clients to share this knowledge and empower them to make the right decisions. When they end up at a big-box store, who’s there to prescribe the best products for their skin type? Who’s telling them what they do and don’t need? Honestly, besides the kid who’s standing behind the checkout counter, do customers even have the opportunity to talk with another human being during this process, which can directly affect their health and self-esteem?

Think of how cost-effective it is to have a professional recommendation with each product. When you help a client, consider that the coaching and professional recommendation is essentially free, and your client has the opportunity to better understand professional products are not more expensive than those found at drugstores and big-box stores.