Issue link: https://www.ascpskindeepdigital.com/i/716901
FOCUS ON PROFESSIONALISM When a guest makes an appointment, she trusts you with her most precious asset—her skin. As estheticians, we often take for granted that our clients trust our skills and expertise. However, confidence can quickly diminish as soon as guests enter the building, as their services progress, or as they leave. As an owner, have you scripted minute by minute what your clients hear, see, smell, and touch as they enter your business? The guest experience actually starts when the client parks her vehicle, and even the parking lot can diminish that experience. For example, a recent visit I made to a resort spa that offered valet parking left a little to be desired as I overheard the immature attendant making racist remarks and using inappropriate language. Suddenly, I viewed the entire facility very differently. How do your employees portray your business image? Small, seemingly ordinary things can add up—for better or worse— when it comes to providing exceptional customer experience. Many pitfalls come from lack of professionalism, working outside scope of practice, or becoming too familiar and chatty with clients. There is nothing wrong with being friendly, but the treatment room is not the place for a gossip session. This is your client's time and she is paying for your attention to detail. Create an inviting, uncluttered atmosphere. Learn to be empathetic and listen to the client's wants and needs. Decipher the unattainable wants and guide her to achievable, healthy, and obtainable results. FOCUS ON THE CLIENT Client questionnaires or history forms may seem impersonal, but their completion is crucial. They are also a viable part of your success, according to Nondy Llewellyn, esthetician and owner of Bakersfield Acne Care. She offers custom-designed programs for her clients. Included in her Clear Skin Boot Camp program is a thorough intake and consultation, as well as detailed client notes after each treatment. With all new clients, she gives written instructions for home care. According to Llewellyn, home care is not optional; the client has to agree and sign a program contract before being accepted. New clients leave her skin studio with a packet of information that they can refer to during their treatment period. This custom skin care regimen includes six products, and clients are coached through the entire process. Create a VIP program with an automatic reorder option. Include incentives, treatment offers, and specialty products to keep clients engaged and active.