Issue link: https://www.ascpskindeepdigital.com/i/1078197
58 ascp skin deep march/april 2019 RICH REWARDS The global wellness industry is a $3.7 trillion market. Of that, the Global Wellness Institute reports beauty and antiaging is a $1.83 trillion sector. Licensed, well-trained professionals are, and will continue to be, in great demand. Developing your skills as an esthetician isn't just about following your passion: it can lead to great success. Becoming the best esthetician you can be starts with setting your intention with each client. Think about what you are going to do for them, how you are going to make them feel, and what results you want to achieve. If you make your client feel good, and they feel good about themselves, they will want to return again and again. For me, the most gratifying aspects of being an esthetician are the emotional, spiritual, and physically therapeutic benefits I provide my clients. Nothing compares to the feeling I get when a person who has suffered from a skin condition walks out of a spa looking and feeling their best. Improving the self- image of my clientele gives me complete satisfaction. CREATE CUSTOMER DEVOTION If you cultivate excellence, you will love what you do, and if you love what you do, your work will bring you a lifetime of satisfaction. Here are some ideas for fostering exceptional service. • Performing treatments can be fun, for both the esthetician and the client. If you make it fun and exciting for yourself, your clients pick up on that energy. Often, facials are performed behind closed doors in a private treatment room where everyone speaks in whispers. While a quiet, relaxing space for clients can be important to their relaxation, sometimes bringing treatments out into the open can help both demystify the experience for the novice and provide a lot of excitement for the spa. For example, a local lash extension spa has three tables next to the reception area, where everyone who enters (and walks by the storefront) can see the action. And nail spas have used this model for years. • Don't forget you possess a special gift—the license to touch. More and more today, touch therapy is being used to treat those suffering from a range of maladies. Physical disconnectedness within our society has increased rapidly with the advent of the internet, as well as social media, cell phones, and email. Perhaps this high-tech environment has resulted in a greater demand for spa services, such as massages and facials, as people seek out the personal contact they lack in their daily lives. The license to touch can be financially lucrative, but it can offer much more rewarding emotional benefits. Aside from the personal satisfaction we gain when we help our clients, we can offer our skills and training to assist people who are in serious need. • Think about what your client sees and hears within the first seven seconds of coming in the front door. Seven seconds is how long it takes to make a lasting first impression. How is the client made to feel? Are they feeling welcome, or is the receptionist on the phone, leaving them feeling ignored? (This happens far too often.) The minute someone arrives, you should give them a cheerful welcome, offer them a drink, and take their coat. You would treat a guest in your home that way. Be kind, because it has a way of coming back twofold. • Word of mouth is still the most important way to market your business. Back when I first started, if a client had a great experience, on average, they told seven people about it. Now, because of social media, if they have a great experience, 300 people know about it. However, if they have a bad experience, 3,000 people will know about it. Just as it's easier and faster to grow your business in the digital age, it's also faster and easier to fail. DEVELOPING EXCELLENCE One of the most important ways you can cultivate a career you enjoy is to develop excellence. The essential elements of excellence are education, leadership, courage, curiosity, and integrity. Let's take a closer look at each of these elements.