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Creating and Filling Client Needs
By: Jamie Scalise
Posted: October 28, 2011, from the November 2011 issue of Skin Inc. magazine.
It seems as though every article ever written on the subject of retail sales begins by somehow apologetically acknowledging how the hands-on, feel-good skin care industry resists the thought of inconveniencing clients with solid home care recommendations. Well, the industry needs to get over it in a hurry.
Home care is more important than spa services if skin results are your primary goal. Does this statement shock you? Let’s do the yearly numbers based on an ideal client who comes in for a treatment 12 times a year.
12 spa treatments vs. 730 home treatments (365 morning and evening opportunities)
These numbers need to be reviewed with each and every client to emphasize the importance of disciplined home care. During a 10-year period, clients have the chance to do the right thing for their skin 7,300 times, give or take a leap year. Don’t try to say that it doesn’t matter what clients use at home—it’s a huge detail!
If the light goes on for clients, fill their needs with a full basic morning and night skin care system, including a cleanser, moisturizer, eye cream and exfoliation product. If not, ask them to add a product and do a little more each time you see them.