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Implement Business-building Techniques

By: Steven H. Dayan, MD; Tracy L. Drumm; and Terri A. Wojak
Posted: June 29, 2012, from the July 2012 issue of Skin Inc. magazine.
Esthetic treatment rooms should be warm and inviting; this is a nice change from a sterile medical room.

Esthetic treatment rooms should be warm and inviting; this is a nice change from a sterile medical room.

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Set yourself apart from the competition. Have confidence in the treatments and environment that you’ve created. Esthetic treatment rooms should be warm and inviting; this is a nice change from a sterile medical room. Once clients are in the room, take the time to do a thorough consultation with them—this is the most crucial part of the treatment. Within the consultation, the opportunity arises to build a relationship with clients and find out about their concerns. Provide education about available treatments and products that would benefit them and enhance other procedures being performed. Their confidence in you is vital when building a professional relationship.

Make sure that you have continued your career by staying up-to-date on the newest treatments and products available. Provide common and popular esthetic treatments, as well as new, advanced treatments. Always offer your opinion to clients if it is requested, and don’t be scared to say you are not sure about something. If this occurs, do the best you can to research the answer and get back to them in a timely manner

As you start the treatment, keep the client’s well-being in mind at all times. For example, if they are steaming or masking, don’t leave the room; instead, do a shoulder, neck or hand massage. This also goes for shorter treatments, such as microdermabrasion and chemical exfoliation. Just because they are quick, results-oriented services does not mean there isn’t room for relaxation.

There are many competitors out there, so take advantage of the time you have with clients and go the extra mile. Word-of-mouth is the most rewarding way to gain new clientele. Your credibility is strengthened when someone comes to you because they heard how great you are from a real client, as opposed to hearing it from a paid advertisement.

Following these simple steps will provide you with satisfied clients, and will eventually result in a thriving business. Also, as estheticians build their clientele and see the increase in profits, they themselves will become more confident in their services, which turns into increased client satisfaction.

Marketing director’s point of view: Tracy L. Drumm