Issue link: https://www.ascpskindeepdigital.com/i/1357981
surgeons, and other medical professionals." Do these things and "potential clients will feel like they know you, trust your services, and be ready to become loyal customers before they ever step into your salon." Sarfati says. DEVELOP PROGRAMS Mark Lees, president of Mark Lees Skin Care, says creating a skin care treatment plan—a program—is essential to establishing a successful business and providing clients with good results. "Programs," Lees explains, "include daily home care by the client and a schedule of clinic visits to achieve the client- desired results." Lees also stresses you must be able to explain client conditions and how your program will help them. "Talk to your client," he says, "and listen. The better you are at communicating your knowledge, the better your results (and your practice success) will be." SELL RETAIL Sarfati says selling retail is an important part of your business. "In fact, the amount of revenue from retail sales should be 50 percent," she says. "If you don't want to help your clients by recommending the correct products for their individual needs, you shouldn't be in business! The truth of the matter is your clients are looking to you for expert advice on how to take care of their skin at home. Selling retail is an important responsibility that can develop both your relationship with your clientele and your profit base." Retail sales also keep clients loyal and "is the lifeline of your business, as many spa professionals have discovered this last year," Jamal says. "Without [retail], many businesses have been challenged." And not only does retail help your bottom line, it also "makes your job much more rewarding—and increases skin care results," she says. "The more clients spend, the more likely they are to become raving fans. If you don't offer product recommendations to your clients, you are doing them a disservice." BOOST SALES "One tip for boosting your sales instantly is to flip your sales script," Sarfati explains. "Never ask, you can't do it all Mary Nielsen (executive director, Spectrum Advanced Aesthetics) suggests sometimes it makes sense to "spend the money to have someone do your bookkeeping, build your website, and do the things that will take you hours to accomplish." Instead, she says, "Take the long view that you are wisely investing in your profession, so it's done right. Spend your time doing what fuels your passion." Crystal Ngozi, beauty business coach, licensed esthetician, browand makeup artist also shares that when it comes to marketing, "You don't have to use every marketing strategy all at once. As a small business, choose a method and system that works for you." Listen to the ASCP Esty Talk podcast at ascpskincare.com/podcasts 63