Issue link: https://www.ascpskindeepdigital.com/i/1208034
64 ascp skin deep march/april 2020 THE RULES HAVE CHANGED Perhaps in an effort to make the pre-consultation process as quick and easy as possible, estheticians sacrifice content for convenience. With the emergence of keen consumer interest in skin care, though, it's clear consumers want to be shown that their specific needs are being addressed appropriately. So, what does that mean for estheticians? What can you do to set yourself apart as the skin care professional your clients want and need? The rules of the game have changed, and the harsh truth is you may find yourself left behind. Consider the following strategies to up your game. Consultation Form In many ways, the consultation form is your first handshake with clients, and it can send the right message about who you are as an esthetician and as a professional. Do you feel you are asking the right questions? Or are there topics you feel are relevant but lacking on your form (e.g., lifestyle, nutrition, exercise, etc.)? Chances are, if you notice a gap, your savvy client will too. What about your methods of acquiring client information? Have they become antiquated? While paper forms are fine and expected, your client may feel overwhelmed by the number of questions they have to answer or may feel pressured to rush through the form. Consider alternative options, like the opportunity to complete questionnaires online or at home prior to an appointment. Something as simple as creating an editable PDF form removes pressure on your client to complete the forms in your office—and offers them as much time as they need to complete the form. Treatment Menu Does your menu include customizable options and add-on services, or do your services come as-is? Offering treatment categories, such as an antiaging facial, hydrating facial, acne facial, etc., can help your client feel like they're getting the FOMO facial. By restricting services to predetermined protocols, they can be (let's be honest) boring for esties but also may be inappropriate for certain clients. If you need to remove or adjust a step due to contraindications, the client may feel like they're missing out. If, instead, you offer customizable options, your client will never feel shortchanged and will be excited to hear what you have planned for them based on their specific goals, the consultation form input, and your skin analysis. With the emergence of keen consumer interest in skin care, though, it's clear consumers want to be shown that their specific needs are being addressed appropriately.