Issue link: https://www.ascpskindeepdigital.com/i/1236015
find your dream career! ascpskincare.com/career-toolkits 57 BUILD YOUR MEMBERSHIP MOJO If you had memberships in place prior to closing, these VIPs are likely to be the first to book appointments upon your return. Develop a members-only offer to drive those bookings. You may offer a complimentary upgrade, a small retail thank-you gift, or even a membership bonus where clients can bring a friend or family member in for a service at the membership price. Communicating to your members while they're away from your treatment room can help them recall how much value you offered and reinforces the idea that they are VIPs. You might create a Facebook group just for your members to share ideas, offer at-home skin care tips, sell product, and stay in touch. Review your membership data for past guests who have dropped off and create a membership "bounce back" offer just for them. If you did not have a membership program in place, put this idea on your strategies list for three or four months after you reopen. You will need to rebuild your book of business first. DEVELOP YOUR UNIQUE SELLING PROPOSITION Even estheticians who have been in business for a while may have never taken the time to develop their unique selling proposition (USP). Now is the time. To attract and retain guests, you must be able to tell them: • How you can help them solve skin care concerns or issues • How you can make their lives better • Why they should choose you over other skin care providers • What special skills, retail products, or services you have to offer Finding these answers may be the most difficult part of developing your reopening plan, but it's well worth the time invested. To begin this process, survey the competition in your area. Keep in mind, though, that you do not want to copy their ideas or menus; you only want to identify what you can share that is unique and different about your business. A strong USP helps you with all the aspects of a good "attraction" program.1 Sit down in front of your computer and start writing down you thoughts on statements above. From there you can create a mission statement that clearly expresses who you are and how you can help. UP YOUR ONLINE GAME This time without clients should be used to take a thoughtful look at your current online presence. Is your website looking a bit neglected? When was the last time you took a good look at how your social media pages look? Or the last time you wrote an educational blog? Maybe you've been thinking about revamping your service menu. Use this time to do all those things on your to-do list. The internet is a brilliant way (and, frankly, one of the only ways) to stay in touch with your clients. Evaluate your reviews on all platforms. Create a list of things you can do to improve the number, quality, and ratings of your reviews on online review sites. Responding immediately to all reviews—both positive and negative—can do a great deal to drive engagement and spread the word about your business. Also, remember you can sell retail products and gift cards online. If you don't have an online store for products, this is the time to develop one! Nearly every spa software or billing app has the potential to help you with developing an online retail presence. Focus on selling the most popular and requested retail items. You can offer to ship products or set a time for curbside pickup. NETWORK AND BUILD PARTNERSHIPS Begin networking with potential new guests and local complementary businesses (remotely, of course). Build partnerships and network with other wellness professionals like massage therapists, hair stylists, and yoga instructors. Chances are, they're out of work too and would appreciate the contact and a chance to brainstorm ideas with you. Networking is not old school. In fact, it is one of the quickest, least expensive, and most effective ways to keep your business going. You'll be making new contacts, and you might even find a mentor to help you on your way.2 Before you begin networking, develop an "elevator pitch" using your USP as a guide. A 30-second elevator pitch is a quick and concise way to introduce yourself and your services to potential partners and clients. It might be helpful to write down your pitch and practice giving it to friends and family so your pitch sounds polished, natural, and sincere. UPDATE YOUR DATABASE How does your email list look? Does it need to be cleaned up and organized? Begin developing individual lists, such as business contacts, friends and family, and current guests. The more subgroups you can create, the more individualized you can be. You may want to sort by gender, age groups, or even shared interests. These lists will not only help you when preparing for your grand reopening, but will also allow you to target offers and promotions to specific types of individuals.