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Saving Client's Skin--And Your Own
By: Jane Wurwand
Posted: September 25, 2009, from the October 2009 issue of Skin Inc. magazine.
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Also, learn how to use the Internet and social media outlets such as YouTube, Twitter, Facebook, and, of course, e-mail blasts, especially because these efforts often do not require a production budget. In fact, their spontaneous feeling gives them authenticity.
You’ll be tempted to discount your products and services, perhaps even cut back your hours. You’ll be tempted to send out a sober letter discussing the floundering economy. Don’t do any of these things—they add negative energy to the downward spiral.
Instead, take an upbeat approach, offering new, abbreviated services that focus on solving a specific skin care issue. By definition, these services should take about 20 minutes and not require an appointment, a treatment room or disrobing. Light, fresh and straight to the point, this approach keeps customers in touch without making anyone uncomfortable. These short sessions also are the perfect context for selling the client one or two specifically prescribed products to continue the benefits of professional results at home.
Promote your abbreviated services according to their particular benefits. Here are three that always prove popular:
- Instant blemish relief—Contain any inflammation, detoxify the affected area and calm the skin to promote more rapid healing of the blemish.
- Sunburn relief—Arrest the cascade of redness and stinging sensations by cooling the skin and restoring lipid integrity to prevent further damage.
- Jet lag/post-party relief—Reduce puffiness around the eyes, improve circulation in the face to whisk away metabolic waste, and rehydrate the skin after too many hours in transit—or on the dance floor.
A major part of this new approach to service offerings is explaining to clients that they can continue the treatments’ benefits at home, allowing them to gracefully slip out of the expectation of frequent, costly treatment visits. Identify two or three retail products that support each specific service, and be sure these are presented as part of the continuation process.