Issue link: https://www.ascpskindeepdigital.com/i/1507658
Exclusive member benefit: Get the ASCP SkinPro app at ascpskincare.com/skinpro 51 4 5 8 9 10 6 7 Package or Bundle Services. Packaging or bundling services is an e ective way to refresh the appeal of your o erings and subsequently entice new clients. When bundling, think about what products and services go well together. For example, if you have an acne skin care program, selling packages that include at-home acne care and o ering relevant modalities would complement the base program. This strategy introduces your clients to multiple services and products for one price, saving them money and securing your income for the next 3–6 months. Refocus How You Educate. If you're thinking of reaching a new target market, try refocusing how you educate your clients and what you educate them on. For example, if your niche is skin aging but you want to reach a younger audience, change your marketing message to talk about the bene ts of taking care of your clients' skin in their 20s; then use your time during treatments to teach clients about that subject in detail. Re ne Your Marketing Strategy. If you want to diversify your marketing e orts, try repurposing your marketing strategy on other platforms. If you're only using 1–2 platforms on social media, try adding a few more to reach more people. Additionally, consider adding marketing e orts o ine, like joining associations, attending networking events, or sponsoring a community event. The more your name is out in the community, the more you'll be recognized. Address Myths. Perhaps you want to include a di erent demographic in your marketing. If you want to add men to your clientele, address a common myth, such as men not being interested in skin care services. Acknowledge and disprove these myths with your marketing and messaging, perhaps by showing images of you working with clients who are men and by posting their testimonials. Expand Your Niche. Maybe it's simply time to expand your niche. If your niche is Brazilian waxing, you can narrow your focus even more to become an intimate care specialist, which may include intimate bleaching, after-care products, and other wellness products and services. Pivot or Restructure. Another way to diversify your clientele is to pivot your business. If you're nding your niche in waxing as a form of hair removal, maybe your clients would bene t from a more permanent solution, such as laser hair removal. Pivoting is a great way to stay on top of constant industry changes. But always remember to do your research and keep track of emerging trends. Diversify Your Team. Lastly, a great way to diversify your clientele is to rst take a look at your current team. Research your demographic and see where there are gaps in the industry that you can ll. If you specialize in one service, think about adding a team member that specializes in a di erent yet complementary service. Note 1. Amy Gallo, "The Value of Keeping the Right Customers," Harvard Business Review, October 29, 2014, hbr.org/2014/10/ the-value-of-keeping-the-right-customers. Special O er for ASCP Members Want to make sure your business is headed in the right direction? Download Crystal's Pro table Beauty Business Checklist. Learn more at crystalngozibeauty.com/coaching. 10 WAYS Think about expanding horizontally by adding a modality that complements an existing one rather than adding something completely new.