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Sales Strategies

By Michelle Gonzales

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What does your business offer to your clientele? A medical esthetics facility might offer services such as injectable fillers, laser hair removal, intense pulsed light treatments, photo rejuvenation and more. A day spa may offer facials, body treatments, waxing, makeup services and a list of further options. So why aren’t more clients booking your superb services and purchasing your results-oriented skin care products?
      The answer is likely that you need help increasing your sales. Sales are comprised of multiple factors for every business. In the professional skin care industry, it is most often made up of the same components—customer service, quality of service, results, confidence during consultation, education, staff experience and training, effective products, and, most importantly, knowing what your client wants and delivering the goods. One of the most difficult assessments for a business owner or manager to make is the assessment of whether the staff is meeting, or preferably exceeding, these components that lead to client satisfaction. After all, client satisfaction leads to increased sales.

Delivering the goods
      One thing most people can agree on is the concept “Build it and they will come.” However, this is no longer enough to guarantee clients will come to your spa for services or that they will maintain client loyalty and satisfaction. Ten or 20 years ago, the professional skin care industry was not so dependent on excellent services, leading-edge technology, experienced staff, advertising, and more, as there were significantly fewer spas. In 2007, there seem to be 10 skin care clinics in any given mile radius in most major metropolitan cities.
      So it is not enough to just open your doors and anticipate instant client interest. You have to know the savvy client does her homework and knows about the latest treatments. She seeks out the most advantageous products and is able to readily access information on every service available in the professional skin care market. At the end of the day, you need to decide what message you are sending to your potential client and how to effectively deliver this message with confidence.

The benefits of good education
      Another concept that is often agreed on is that of selling through education. In essence, the more you educate your staff on the services and products you offer, the more the staff is able to appropriately identify the ideal products and services for your clients. This results in client satisfaction due to the fact that the staff can confidently recommend a regimen that surpasses the client’s expectations. A thoroughly trained staff typically trickles down to a thoroughly satisfactory client experience.
      But what does a staff usually consist of—estheticians, nurses, physicians, managers and so on? Not what one may think of as a team of sales people. On the contrary, though, clients are the captured audience of the staff, as they are going to the medical spa, day spa or skin care clinic to receive the best possible advice on their desired skin care regimen. This regimen does not only consist of professional treatments in the practice, but also what is taken home to continue the experience. At home, clients use the products your staff suggests, prolonging the excellent experience from your spa. Your professional service has now entered your clients’ homes and is creating an ongoing extension of your facility.

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