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Salon Fundamentals
TM
Esthetics
Some successful estheticians sell one dollar of
retail for every dollar of service sales. This
means that if a client purchases a treatment for
$25.00, the esthetician would be able to sell
$25.00 of retail to that client. Generally in the
esthetics industry, retail accounts for anywhere
from 15% to 30% of service dollars. Increased
sales lead to increased revenue.
By following the client education guidelines
described here, estheticians are able to make
home care recommendations with ease. When
recommending products for home use, it is
important to speak with knowledge and
confidence. Clients must believe that the
professionals have faith in the products they
recommend. Estheticians who use the products
they sell can impact their clients' trust in the
products as well.
Rebooking the Next Appointment
An important part of Phase Five, Completion is
rebooking the client's next appointment. This
helps to ensure repeat business. Building a strong
client base can take several years or more, and
repeat business is one of the keys to creating this
base. It is much easier to utilize the base you have
rather than constantly searching for new clients. A
good practical guideline is that once you have
established a client base, you should strive to
acquire 15-20% more new clients each week.
New clients are a necessity, but repeat clients
ensure that appointment books are full from
week to week and month to month. Offer clients
a suggested date for a future appointment then
offer alternative appointment times that allow
the client to select morning, afternoon or
evening. Asking the client to rebook is always
advisable. Many skin care center owners and/or
managers establish a goal number or percentage
of all clients who should be rebooking appoint-
ments. This provides a way to measure success
and can sometimes be an incentive for an
additional financial reward.
REFERRALS
Word-of-mouth, which means news that is
spread by verbal communication, is the
best form of advertising in any customer
service business. This may be particularly
true in the skin care business. Clients trust
the care and health of their skin to proven
professionals. So, clients themselves are a
very important part of an advertising
campaign. If they are happy with your
services, they will be eager to pass along a
recommendation to friends, families and
co-workers. Generally, a new client who has
been referred by an existing client is sure
to become a regular.
Many businesses offer incentives or
discounts for regular clients who refer a
new client, such as one free facial for every
five clients referred. One idea is to give
clients five business cards each, ask them
to write their name on the back, and give
them to interested prospects. Each new
client can bring the card in with him or her
so the original client can get credit for
the referral.
You can guarantee repeat business by
satisfying clients while they are in your care.
By using the techniques discussed in this
chapter, you can meet the needs of each client
and deliver individual client satisfaction.
Satisfied clients are likely to return and
become regular clients. It is easier to retain a
client than it is to find a new client. This is why
client care is so important!
