Issue link: https://www.ascpskindeepdigital.com/i/1507658
Exclusive member benefit: Get the ASCP SkinPro app at ascpskincare.com/skinpro 49 1 2 3 10 Ways to Diversify Your Clientele Simple, powerful changes for when business feels stagnant by Crystal Ochemba-Powell 10 WAYS AFTER YEARS OF RUNNING A BUSINESS, you may feel it's time to expand your products or services. Perhaps you want to reach a new age demographic or pivot to a new area of expertise. What's important to keep in mind, though, is that your business is always evolving and it's natural to want to make changes as you grow. Diversifying your business keeps you competitive and is key to that growth. Here are 10 ways to diversify your clientele. Start from Within. Research shows that it's easier to retain a current client than it is to acquire a new one. 1 With that in mind, introducing new products and services to existing clients is a good starting place when beginning to diversify your clientele. Start by sending out an email or text noti cation to your clients to drum up excitement about the launch. In the noti cation, share your excitement and provide a launch date. Don't make discounting a habit, but reserve special discounts for the launch. Generate even more enthusiasm by mentioning the launch to every client leading up to the day-of. Your promotion can simply be adding this new service to an existing one or o ering a small discount for the rst month of the launch. Think About Expanding Horizontally Instead of Vertically. Reaching new clients could also be done by adding new modalities or programs to your menu. Think about expanding horizontally by adding a modality that complements an existing one rather than adding something completely new. Get Another Certi cation. Going back to school or taking a class for a certi cation is a great way to diversify the services you o er and to whom you can o er them. However, before spending money on additional training, be sure it will add value to your existing business. For example, if you o er lash extensions as your niche, instead of adding facials, maybe think about adding lash lifts as an alternative to extensions or a brow lamination as a complementary service.