Issue link: https://www.ascpskindeepdigital.com/i/857404
88 september/october 2017 sell products we believe in and trust will work. We do not have monthly quotas, but our retail sales average about three times our service earnings. Everyone wins! HOW DO YOU EDUCATE CLIENTS WHO HAVE UNREALISTIC EXPECTATIONS? Educating clients begins with the initial consultation—understanding their needs, why they are breaking out or having pigment concerns or experiencing laxity issues. I explain a brief form of histology, show a diagram, use analogies, or even draw pictures. Additionally, the client and I set benchmarks; we make sure to check in at every appointment by asking and answering questions and taking pictures to show progress. As estheticians, we know problems aren't fixed overnight. In today's "instant" culture and photo filters, our clients don't necessarily understand that solutions take time. Educating clients in a ASCP & you I AM ASCP Personalizing Perfection Ella Cressman finds success by focusing on client education and creative care HOW DID YOU CHOOSE SKIN CARE AS A CAREER? I would say I was born an esthetician. I have been fascinated with extractions and all things skin-related since I was 7 years old. I remember my first blackhead and feeling mesmerized. In fact, it was a blackhead that changed my life. Long after my first comedone encounter, and after I earned my business degree, I was 27 years old, had reached a professional glass ceiling, and hated my job. I was complaining to my dad about my dissatisfaction with my career choice when I looked over at him and saw an enormous blackhead. It was all I could do to not lean over and squeeze it to freedom! It was my "a-ha" moment—I knew what path I needed to take next. I signed up for school the following week. WHAT'S THE BEST PART OF OWNING YOUR BUSINESS? Having the freedom to design custom treatments to best fit each client's individual needs. I am not obliged to stick to a script or a protocol, so I can select products and modalities that will make a difference. This is what I have taught my employees to do as well. We adjust each treatment to fit our clients' immediate skin care needs, always keeping in mind their long-term skin care goals. We also carry products that support our business philosophy of being a corrective skin care studio, so we palatable way empowers them to understand the process. By focusing on educating the client, we are able to understand their needs and set realistic expectations collectively. WHAT NEW TECHNIQUE, DEVICE, OR PRODUCT ARE YOU EXCITED ABOUT? What was old is new again. I have fallen back in love with the ultrasonic spatula. It's a versatile device, and I have developed new techniques in combination with dermaplaning, masking, extracting, and more. I also love using products beyond their original intention. One of my favorite skin care companies has a firming body lotion that accidentally ended up on a budding, gnarly zit I had brewing on my chin one night. The next morning, the potential "mirror squirter" was no longer a threat. I deduced the tingling sensation brought healing activity to the area, which contributed to the taming, and I have since developed facials incorporating that body lotion. Clients are loving the results. WHAT ADVICE WOULD YOU OFFER ESTIES WHO WANT TO OWN THEIR OWN BUSINESS? Owning a business is hard. Period. I've worked in several aspects of this industry. I have been an employee, a booth renter, a sales rep, and even have a diploma in organic product formulation. I've seen a lot of what you should do and a lot of what you should not do. One common quality I've witnessed in successful businesses is tenacity. When you first open your business, even if it's a booth rental, it feels as if you are pushing a large boulder up a steep hill. I've discovered that you will eventually get to a flat spot, and though there are more hills after that, it gets easier. Don't give up. ELLA CRESSMAN Esthetician; owner of Ella Cress Skin Care Wheat Ridge, CO ASCP Member Since 2013