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Reading Your Client

Steven H. Dayan, MD and Terri A. Wojak October 2008 issue of Skin Inc. magazine

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Do you want to know the big secret behind being successful in medical esthetics and cosmetic medicine? It’s more important to make your clients feel good than it is to make them look good. Although it is true that physical appearance does matter to a point, there is also evidence that how a person feels is even more important. Studies have proven that women who believe that they are viewed as attractive are more animated and more confident.1 Therefore, it is apparent that physical appearance and attractiveness do make a difference, but only if they are accompanied by concurrent feelings of greater self-esteem and self-worth.

Common personality traits

Intently listening during consultations is the key to defining the best treatments for clients. If you get the best possible outcome from a treatment procedure but your client is dissatisfied, you have failed to achieve your goal: client satisfaction. Conversely, if your outcome is a little less than you would have liked, but the client is thrilled with the result, then you have succeeded both with your consultation and with your job performance. Your client is happy, and that’s the secret to your success.

By recognizing some common personality types, you may better meet the needs of your clients and, in turn, grow your business. Following are common personality types seen in a medical esthetic office. Clearly, many clients won’t fall into one specific category; however, these can be used as a teaching tool or a pneumonic reference designed to highlight common client motivations.

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