There's a really funny scene in Friends where Ross, Chandler and Rachel are trying to move a couch up a flight of stairs (Google "Friends" and "Pivot" and you'll see!). The word "pivot" is an integral part of the scene and if you watch the clip, you'll soon understand why. But "pivot" is also an integral part of maintaining a healthy business. As times change—and the economy changes—it's especially important to know when to adapt.
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There's a really funny scene in Friends where Ross, Chandler and Rachel are trying to move a couch up a flight of stairs (Google "Friends" and "Pivot" and you'll see!). The word "pivot" is an integral part of the scene and if you watch the clip, you'll soon understand why. But "pivot" is also an integral part of maintaining a healthy business. As times change—and the economy changes—it's especially important to know when to adapt.
Diversify Your Treatment Options
Whether you're a sole practitioner or work for a larger company, flexibility is one of your greatest assets. By diversifying your treatment options, you can attract a broader range of clients. Consider adding budget-friendly, non-invasive treatments such as chemical peels, microdermabrasion and laser hair removal to your repertoire. These treatments are cost-effective for clients and can be great entry points for new customers who may be hesitant to commit to more expensive procedures.
Additionally, explore the possibility of offering complementary wellness services like skin care consultations, nutritional advice or stress management techniques. These added services can enhance the overall client experience and position your practice as a comprehensive health and beauty solution.
Embrace Virtual Consultations
Virtual consultations can significantly expand your reach and provide convenience for your clients. They also allow you to connect with potential clients who might be outside your immediate area or those who prefer the comfort of their own homes. This can be particularly appealing during economic slowdowns when people might be cutting back on travel expenses.
Virtual consultations are also an excellent way to maintain continuity of care with existing clients. Use these sessions to follow up on treatments, offer personalized skin care advice, and build stronger relationships. By leveraging technology, you can create a seamless and flexible service that meets the needs of a broader audience.
Enhance Your Online Presence
In a sluggish economy, having a robust online presence is more important than ever. Make sure your website is up-to-date, easy to navigate and showcases your expertise. Include detailed descriptions of your services, before-and-after photos, and client testimonials to build credibility and trust.
Content marketing can be a powerful tool to attract and engage clients. Start a blog where you share skin care tips, treatment benefits and insights into the latest industry trends. Use social media platforms to connect with your audience, share success stories and promote special offers. Consistent and engaging content will help keep your practice top-of-mind and attract new clients.
Related: The Art of Pivoting and Thriving through High-Stress Situations
Enhance Client Relationships
Your existing clients are your most valuable asset, especially during tough economic times. Focus on providing exceptional customer service and personalized care to foster loyalty. Take the time to understand your clients’ needs and preferences, and tailor your services accordingly.
Consider implementing a loyalty program to reward repeat business. Offer discounts on future treatments, complimentary add-on services or exclusive access to new treatments. Small gestures, like sending personalized thank-you notes or birthday greetings, can go a long way in making clients feel valued and appreciated.
Stay Informed and Adaptable
The medical aesthetics field is constantly evolving, and staying informed about the latest trends and innovations is crucial. Regularly seek out professional development opportunities, attend industry conferences, and participate in online forums to keep your skills and knowledge up-to-date.
Be proactive in gathering feedback from your clients to understand their needs and preferences. Use this information to adapt your services and stay ahead of the competition. Whether it’s incorporating new treatments, updating your techniques, or refining your customer service approach, being adaptable will help you stay relevant and successful.
Pivoting your solo esthetics practice during an economic downturn might seem challenging, but it’s also an opportunity to innovate and grow. By diversifying your treatment options, embracing virtual consultations, strengthening your online presence, enhancing client relationships, networking locally, and staying adaptable, you can not only weather the storm, but emerge stronger. Remember, flexibility and a client-focused approach are your greatest strengths. With these strategies, you can continue to provide exceptional care and thrive, no matter the economic climate.
Louis “The Laser Guy’s” Three Additional Tips for Pivoting Your Biz:
- How to stay ahead of the latest trends? Social media! It's easy, free and offers some of the best tips on what's new and next.
- Track your leads and sales on a daily basis. When things slow down, don't wait around. It's time to pivot!
- Consider your biz in terms of a chapter rather than an entire book. Each chapter is going to be different, based on the economy, your current dreams, and your clients' needs.
Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, Dallas, Texas, and Oakbrook, Illinois, and a nationally recognized author and motivational marketing speaker. Silberman created the 6th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at [email protected] and followed on Instagram @ louisthelaserguy.
