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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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Before making the leap to reach out to new clients, you should ensure that you have exhausted all efforts to effectively reach your current market. Below is a four-step strategy, including specific tools necessary to help ensure that each of your clients becomes a loyal subscriber to your fan club and business.

Engage clients. How do you effectively compete with the thousands of messages screaming at your clients for their time and dollars? The key is to engage clients while they are at your facility. Ditch the celeb gossip magazines and instead, create and display tools that will provide real information as opposed to tabloid beauty tips. Time spent in your waiting room is actually time the client is paying to be at your facility. It is in their—and your—best interest to offer real information from a trusted source and transform waiting time into educational time. The key is to use materials that will effectively grab and keep your clients’ attention.

Add flavor to intake paperwork. Many facilities use the intake process as a chance to gauge interest of clients for additional treatments. This form, commonly called a cosmetic intake questionnaire, is a great idea, but seldom reaches its full potential. Consider adding a little flavor to this process by transforming it from additional paperwork to a popular tool that clients crave. Imagine handing patients a long, narrow menu that is visually engaging and educational. This tool, known as a sushi menu, is a unique form that grabs clients’ attention while familiarizing them with the scope of your services. Instead of asking a client if they are interested in having additional services, the sushi menu utilizes before-and-after photos that pique clients’ interest. Simply prompt clients to check off items in which they are interested.

Educate. A simple remedy when dealing with a case of the routine and mundane is to share the 400 rule with your staff. It is critical for your team members to remember this: Although it may be the 400th time they have said something, it is likely the first time a new esthetic client is hearing it. To create a safety net that will ensure each client is fully versed in your brand, consider implementing educational tools that do the work for you.

A welcome kit is simply a folder or packet that ensures each client learns about your experience and services. Consider having a team member create a bulk set of welcome kits, either utilizing generic or customized folders. Items to include are the physician’s CV, a list of services, a glossary of commonly used terms, a calendar of events and promotions; and a welcome letter from the office manager. A short bio on team members along with a listing of their favorite treatments will also help to build a connection with the facility. The little effort it takes to create these welcome kits will warrant a strong return, as well as make a lasting impression on all first-time clients.