Home' Spa and Clinic : SPA Vol-68 Feb 2017 Contents BUSINESS
Daniel Dickson* explains why therapists are letting clients, themselves
and a business down by not upselling skin treatments as a work in progress
Correcting a problem skin condition
or re-educating a client’s skin in a
12-week program can be truly life
changing – and it’s the kind of result that
will bring clients back repeatedly.
However, many therapists struggle in
prescribing treatment programs and will
give feedback to the boss like: “My clients
don’t like to do programs”; “My clients can’t
afford that”; “They were just looking for a
single treatment today”.
Perhaps they fear clients will see being
offered programs as doing a hard sell just
to increase profits. I see it as the complete
opposite. If a therapist is working regularly
(say, once a week for 12 weeks) with a client,
using targeted treatment formulations and
home prescriptives, it is impossible not to
achieve a result.
Often people will blame money as
the primary reason for not engaging in
treatment programs but, in my experience,
there are so many more factors involved.
For instance, pricing only really becomes
an “issue” when the client isn’t confident
in either the business, the therapist or the
treatment program, and so that business
will struggle to attract repeat clientele.
Until you have suffered a distressing skin
condition, you will never truly understand
hang-ups and other issues it causes people
on a daily basis.
So, programs to me are more about
building the client’s conf idence: to k now
that the program that you’ll prescribe and
guide them through will transfor m their
skin; re-educating it and unlocking its
genetic potential. Hence, giving them a skin
they will love!
During programs, you can revise the
texture of the skin, increase its v itality,
normalise the cell proliferation and
secretions, and aid with repairing the bi-
layers of the skin.
These are not simple tasks or achievable
in one, even two treatments. Nor for
for that matter with a couple of home
prescriptive products. A s we go through our
consultations and devise treatment plans at
DMK clinics, it includes educating client s
about why prescriptives are essential.
We are doing more than “selling” to
the client – we are laying down a path to
revise their major concerns that we know is
achievable in 6, 8 or 12 weeks.
Building confidence comes from
using appropriate terminology without
confusing your client, using analogies to
help explain the process, and what they
should expect. Also, managing expectations
is part of a therapist’s job - always be honest
and realistic about the results that can
be achieved. Then if expectations are
exceeded, all the better!
Some therapists try to “throw the
encyclopaedia” at a client hoping this will
gain a client’s trust and respect, but in
fact this can have the opposite effect, as
the client simply doesn’t understand what
they’re talking about.
In a consultation I ask a client to to have
one major goal to achieve out of the consult
and ensuing treatment. I then ask them to
point out any other secondary concerns that
they have as, in my experience, once you
revise the primary focus the sub- concern
will move to the new primary concern.
It is very important that we help clients
understand that their commitment isn’t
simply showing up and parting with money
– their true commitment is performing
their daily home prescriptives routine as
outlined in the consultation.
I often say to therapists that if we know
what treatments and home prescriptives
are going to revise and normalise the
presenting condition of a client and they
do not do a treatment/prescription plan, I
believe they are ripping clients off.
Treatment plans and programs do not
need to be a hard sell. If skin revision is
your trade and you are enthusiastic about it,
this will shine through. But if you don’t have
a genuine interest in changing people’s lives
through unlocking their skin’s potential this
will demonstrate a lack of commitment.
I’m not saying that every person who
walks through the door requires a treatment
program, but I am saying that until you ask
them what their primary skin concern is
and what sort of impact it is having on their
life, you and the client could miss a life-
* Daniel Dickson is Managing
Director of DMK Australia and
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