What makes the difference?
Flo Says "Beauty Therapy has made enormous strides this last decade. A change from beauty therapy to skin treatment therapy has resulted in many satisfied clients, therapists and salon owners.
However, there are many businesses still floundering in the wake of these changes. I know how difficult it is to formulate and introduce change when the day to day running of a clinic can take all your energy and time.
I hope this series will help you all".
Those therapists/clinics that have managed to keep up are finding greater job satisfaction & growth than ever before, along with that growth is a happier more satisfied client whos skin has never been better.
Would you like to enjoy a greater level of job satisfaction?
Do you think your clients would like to be part of this revolution?
If so this series of articles will benefit you.
Lets begin by looking at what these successful therapist/clients have done that has been different from the old ways.
What has been achieved?
What makes the difference?
Treatment plans versus The once a month facial
Skin correction versus Cosmetic fluff
Home care program versus Occasional moisturizer & cleanser
Client education versus Ignorance
Enthusiasm & participation versus Indifference / non involvement
We can look at the first of these in depth in this article the others we will cover in a series over future issues of beautymagonline
The Treatment Plan versus One facial a month
What are the benefits? Let us list them
Some clients are concerned about a specific skin condition, be that pigmentation / wrinkles / dryness / oily & congested.
Enough that she will seek out a cure / promise from somewhere.
What you have to do is find her, before she finds another option.
"Identify that client"
How are you going to do this?
Begin by questioning all clients that ring for a facial.
Then separate them into two categories.
Treatment and Relaxation
How do you do this?
Reception takes the call.
Client "I would like a facial"
Reception. " What sort of facial would you like? One for relaxation or are you concerned about a specific skin problem?
If the reply is relaxation, make the appointment with a therapist who loves doing this type of work. Perhaps with an aromatherapy experience, and relaxation massage techniques. All of the therapists attention is on the clients relaxation, and skin care is not a high priority at the time. "There is nothing worse than trying to relax and the therapist is chatting away in your ear about what shes putting on your face."
If the reply is for help with a skin problem, offer her an appointment for a full 1-hour advanced skin analysis. Using the words, "We have a one hour advanced skin analysis service in that time we establish cause of your skin problem and formulate a treatment program, this costs $65.00 would you like to make a booking?
What you have done is very neatly taken the load out of your day. Effort is not wasted in offering information to a client who is not interested. In addition, all effort is channeled to the client who wants it.
Sales can still be made to the client who has a priority with relaxation, products that aid relaxation like aromatherapy oils, bath oil and bath bombs. All the lovely fragrant items on your shelves and well as further appointments for your other wonderful relaxation treatments.
The client, who had concerns with her skin, has been offered a service that will establish cause and offer solutions. This client will be committed to a skin treatment program that will involve regular appointments over a six to eight week period. As well as the take, home care products she will need to get the 100% results. If the client accepts this offer she is committed to making changes.
During that skin analysis appointment, the therapist must identify the clients greatest concern.
Find out what is it she done about it in the past.
Was she satisfied? Ask if she would consider another course of action.
What you are doing is establishing her receptiveness to another plan of attack. If she is showing signs of interest, offer her your treatment plan.
Do you have one?
A treatment plan needs commitment for it to work, you may have already established her previous lack of success was due to lack of commitment to one of two things (or both)
A course of treatments.
Explain that for a skin condition to respond successfully, treatments must be performed consecutively over a six-week period or longer. In addition, strict regimes of home care products used. That she must do as she is told, and that you accept no responsibility for any lack of improvement in the skin if your recommendations are not followed.
Ask for that commitment, say, "Will you do that for me Mrs. Client?"
It is that this time the client asks about cost. Have your costing ready. If your salon has not planned and prepared courses of treatments and the costings for specific skin conditions I suggest you do so very soon. This type of therapy is fast becoming popular.
Continue with, "we could start this program in 2-3 weeks time does that suit you"?
What have you done?
You have given the client a window of time. Time to plan and save both time and money to begin the treatment program. Time is harder to find than money for the dynamic women of today. Very few of us could start a weekly commitment to an appointment without planning.
What has been achieved by introducing these changes?
Energy is not spent targeting skin treatment sales to an unresponsive client.
The client who wants skin treatment therapy gets it.
More experienced staff are able to share their knowledge with a committed client.
Less experienced staff are able to hone their skills in relaxation therapies.
Both have a targeted audience for retail sales.
Client is happy because she has received just what she wanted.
Therapist is happy and has job satisfaction.
Client feels you understand her.
Well I hope you have found this article of value, full of little tips to help you join the new millennium of skin treatment therapists. Ways to take the pressure out of your working day, and ways to target your knowledge where it will do the greatest good.
Result: A happier and well-educated client, who will have greater faith in you her beauty therapist. In addition a happier beauty therapist who has job satisfaction.