Issue link: https://www.ascpskindeepdigital.com/i/70637
The Bad Client As a business and marketing coach, one of the most common questions I get asked is "How do I attract new clients?" That's an important aspect of running a business, and estheticians are right to focus on it. But as we all know, there is another side of the coin: how to deal with the sort of client you don't want, and can't afford to keep. It is always possible that you will attract some less-than-perfect or just plain bad clients. You know the ones I'm talking about. Whether these delightful individuals chip away at your poise and patience through their actions, or merely drain your energy with their presence, their names are like painful red spots on your schedule. And despite your silent prayers that they'll forget to rebook, they keep coming back month after month. In economically tough times, is it smart to get rid of any client? Lori Crete, creator of The Six Figure Esthetician System (www. theestheticianmentor.com), thinks so. "I strongly recommend breaking up with any client who zaps your energy," she says. "They will take away from the good things that you have to offer the next client. If you constantly surround yourself with clients who make you feel good, you will get more referrals, retail sales, and your up- selling skills will improve. Countless studies have shown that being around positive people will reduce stress. This is a must to ensure high performance on your part as a successful practitioner." So how do you get rid of undesirable clients and make room for great ones? Define Your Ideal Client Begin by writing a clear, detailed description of exactly who you want to work with, and who will be best served by what you offer. The better you understand which clients you seek to serve, the more likely you will be to attract them to your business. Include information about personality traits, where they live, what they have in common with each other, and their skin treatment goals. Example: My ideal clients are nice, friendly people who live in the Irving Park neighborhood. They respect me professionally and personally. They value skin care as a healing art, and include it as a regular part of their health and wellness routines. Most are between the ages of 40 and 70, have disposable income, flexible schedules, and 26 ASCP Skin Deep July/August 2012 Is it time to make a tough decision about who to keep? by Felicia Brown