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But Seriously ... Are You a Professional?
By: Monica Villar
Posted: August 27, 2009, from the September 2009 issue of Skin Inc. magazine.
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With this new emergence also comes a greater focus on educating the individuals who sell products. If you can’t explain to your clients the differences or don’t understand how the ingredients you use in your treatments work, you will not be taken seriously. The other benefit of education is that it gives you the opportunity to step away from the familiarity of your business and network with your peers. It is also important to take that commitment to the most professional level. Arrive on time to any class to ensure that you are seated and ready for the presentation to begin. It is very disruptive for both the educator and the other students to have people come in late. Full commitment also means that you are prepared to spend the time without your cell phone. Make sure it is turned off and put away during the class. Finally, arrive prepared to learn. Whether the course was your own choice or required by an employer or supplier, there is always something you can learn. Bring paper and a writing utensil to ensure you take information back to your business.
6. If you don’t have it, you can’t sell it
Make sure you have inventory to accommodate your clients. It is not required that you have a dozen or more pieces of each item, but make sure to have what clients needs when they need it. This will go a long way in preventing them from looking elsewhere. Many product manufacturers offer incentives with higher purchasing. Spreading yourself among too many suppliers will not only limit the benefits, but will also increase your costs in shipping and slow down your turnover rate.
7. Be happy
There is one critical component in your business that is reflected in everything you do. It plays a role in your relationships with your boss, staff, fellow employees and clients. It is something that cannot be purchased and cannot be disguised—it is your passion. You can pretend not to be tired, you can take medication for a cold, you can eat if you are hungry, but there is no cure for lack of heart. Without it, you will lose focus, alienate those around you and damage your business.
There are many jobs that can be performed successfully without passion, but unfortunately, esthetics is not one of them. A successful esthetician has the ability to create a relationship with clients that extends beyond the boundaries of a typical business acquaintance. Passion provides the drive to get to work early, even if an appointment is not scheduled. Passion makes you want to tell everyone you meet about your spa and what you do. It makes you look at the clock at the end of the day in disbelief and with a tinge of sadness that the day is done. With passion, you are whole, and without it, you are flat.
If you find yourself in the situation where you dread going to work, feel a sense of relief when a client cancels an appointment or have no desire to attend a training course or trade show, it may be time to recharge your battery. I like to refer to it as “finding your silly.”