Home' Spa and Clinic : Volume 62 July 2015 Contents STAKE YOUR CLAIM
BE AT THE TOP OF YOUR GAME
Know your stuff: The array of skincare, devices and non-
surgical treatments, as explained, is dizzying. Make an
effort to be informed and keep current. This will establish
you as an authority with your clients. You will find many
reputable suppliers of products and devices who
offer courses and other help. You might also consider
upgrading your skills by going back to “school”, such as
undertaking paramedical training (see Page??) And
read, read, read – relevant publications and, of course,
online for trends, news and views, if for no other reason
than to find out what your clients are reading!
Cultivate your network: No man, woman or business
is an island. Today it’s no longer enough to offer your
services in isolation. You have to get to know respected
practitioners in synergistic fields – such as plastic and
cosmetic surgeons and cosmetic physicians, wellness
and hair professionals. When clients confide in you about
issues that affect them but are out of your professional
scope, you will enforce your trust and credibility by
having a referral network. Remember, it works both ways
... in turn these professionals will likely refer back to you.
Know your audience – and engage them: If your
business has been falling off, or you’ve just set up shop but
no-one’s buying despite fabulous products and whizbang
devices, you may need to look at whether you truly
understand who your target audience is (see Page 52).
This type of treatment protocol gives an opportunity for
therapists and aestheticians to talk about retail in a unique way as
the skin changes, daily.
The treatment might be in a series, and look the same on paper,
but there are elements that evolve and change with the skin.
“ What am I going to do for how your skin is feeling today?
That’s the question we need to ask in creating the narrative of the
skin, following the narrative of our lives through changes in our
hormones, emotions and life experience. A nd this means tailoring
what we do to the canvas,” says Michelle.
She asks us to step back and consider what is causing our clients’
signs of ageing in the first place.
This idea of “global therapy” delivers a combination approach
to the ageing face - for what are a set of attractive, plump cheeks,
recently injected, if they are on fire with rosacea?
Michelle says we need to treat both or seek out experts to work
alongside us in our approach.
“Protect your investment,” she says. ” This is the message
we need to get across to clients who are signing up for micro-
needling, injectables and surgery. You are touching your skin 60
times a month, so what are you doing with your investment? It
doesn’t just keep going.
“Products need to work with and support the work of physicians
and injectors; it keeps their work looking great. So ask you client
about other ser vices they are getting? Your job is to ensure you can
make the most of their other investments.”
A key part in creating a “narrative” for the skin is education.
Staying on top of your own personal development, and knowing
how you will translate this knowledge into consumer-speak is vital.
This professional knowledge is ultimately what keeps consumers
from thinking they know more than you do. Be proud of your
knowledge - you are the professional!” Michelle emphasises.
“ This is the reason they have come to you and this is the reason
you want them to stay and not become DIY dependent.
“ We’re all consumers but we often forget this when we’re in work
mode. Step back. But step back and look at your business from the
consumer’s point of view. What is your messaging saying?”
Michelle adds that it is important to know how to deal with client
questions; making sure you have the right channels in place both
internally and with your brands so to answer as directly and as soon
as possible, thus retaining your professional position against the so
called “gospel” of the internet.
“I get frustrated when I see how uninformed the consumer is,” she
says. “ You know this when they turn up on your door with a DIY disaster,
and so it’s our responsibility to educate, to maintain our credibility.
Explain why - don’t just tell - in language clients can understand.”
Adds Sandi Daley, training manager for Sothys in Australia:
“Beauty therapy and client management is a craft, where the pride
of workmanship and the unique ability to change a client’s mindset
and total wellbeing is worked on as a career, not just as something
to fill in time.
“ This seems to have been lost in the race to keep all services as
‘express’ as possible for many city clinics.
“But the nurturing and personal customer ser vice is still as
important as it ever was with many of our rural accounts, who very
often have a healthier profit margin than their city counterparts.”
Pioneering cosmetic physician Dr Debra Davis, of Sydney’s
Heber Davis medi-clinic, says clients are now more educated, and
that makes them inevitably more discerning about their treatments
and who they choose to treat them.
“The internet has become a hugely influential source of
information for potential clients,” Dr Davis says.
“The rise of social media, website postings, online reviews,
online advertising and sites such as RealSelf (an online
information-sharing community that offers rev iews, photos and
physician Q&As relating to cosmetic treatments) has on the one
hand increased demand for cosmetic enhancement but on the other
has created a powerful connectivity between prospective clients that
has forever changed the ways they engage with our practice.
“Practice success is not as easy as it was 21 years ago [when Hever
Dav is opened]. The market is growing but competition is intense.
“Corporate chains have entered the market and compete on price
rather than value or service, advertising and discounting is rampant.
“However, despite the competition, Heber Dav is continues to
grow year on year. Experience, longevity and reputation are big
competitive advantages in this market.
“Our patients know and trust that we’ll always put their best interests
ahead of commercial considerations. Our best source of new patients
continues to be word of mouth referral from our existing client base.
“ We insist on excellence from our practitioners and we invest
heav ily in their ongoing training. We refuse to offer treatments we
don’t believe in.
“Our clients have always come first and our aim has been to
make them feel better about themselves. We have always wanted
them to have to best possible experience and this starts from their
first contact with us until after they have achieved their goals.
“They judge us based on their total experience and their longer
term results, not on a treatment at a single point of time.”
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