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Anti-aging: It's a Choice

By: David Suzuki
Posted: October 27, 2010, from the November 2010 issue of Skin Inc. magazine.

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For many, anti-aging is a life category, and for good reason. If you do not look good, you typically don’t feel good. Although truly living a healthy and youthful life is not as simple as creating a life map on paper, the point of the exercise is to realize that you can be—and should be—an active participant in every aspect of your life, including the way that you look. Anything and everything that people participate in, purchase or consume should be reviewed and considered for its purpose and function within the life that you have defined and envisioned. If it does not make the grade, quite simply, you should not be doing it. Analyze it no further.

This concept is vitally important in meeting your personal objectives, and equally as important as a forward-thinking spa professional. Remember that it is you who will lead, plan and define the practical, real-life skin care action items that will expedite your clients’ journeys to their visions of healthy, younger-looking skin.

The drill sergeant

You have probably heard stories about drill sergeant spa professionals who intimidate their clients into doing exactly what they direct. Although most spa professionals aren’t interested in taking on this role, the concept of this model works. The clients either comply, or they do not come back. Those who comply are successful, leaving the drill sergeant with a solid, loyal base of satisfied clients and a reputation that will drive her demand to an extremely high level.

Chances are that you are not a drill sergeant, and likely will not become one any time soon. So how can you use this model? One of the misleading factors of this model is the label “drill sergeant” and what or who comes to mind when this word is used; certainly not a spa professional. The fact of the matter is you do not have to be a drill sergeant. You simply need to understand clients’ objectives (their vision), confirm and affirm this in writing with visuals, and with clear, verbal communication, directly explain the practical real-life action items that are necessary for them to follow in order to achieve their goals. This is what you can do for them. Those who commit and follow your action items will succeed, and those who do not agree or like the options that you have provided are free to work with another spa professional. You will lose some, as does the drill sergeant. However, those few are, in reality, not your clients. Remember that you will never build a successful business with poor results. Client and spa professional selection is a reciprocal process; each must be right for the other.

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