Rodrick Samuels on The Silent Work, Modern Beauty Education and Why Empathy Wins
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Build Your Skin Care Business
Top industry estheticians share ideas for getting your book going!
by Melissa Segars
July 10, 2011
3 min to read
Today's savvy consumers know what a peptide is and the difference between vitamin C and E, so you'd better, too! Armed with product knowledge, you'll be able to tell clients why they need the product and how it's going to work. Convince them that you know more than someone from QVC or Sephora, because you do!
From express facials to medispa services, the demand for skin care is stronger than ever. Start building your clientele by spreading the news.
demo time
"You have to ask people to be your clients," says Annet King of the International Dermal Institute. Your best advocates are right in the salon.
Approach the owner about doing demos on busy days. Clients getting color services or waiting for their stylists have a fair amount of down time in the salon, which you can fill in with complimentary services (steer clear of the word "mini," says King). Offer a skin treatment or a hand treatment like paraffin, exfoliation or hand massage. "This is a great opportunity to introduce yourself and talk about your services," says Aea Marc, vice-president of product and business development for Bioelements.
co-workers cooperate
Offer services to your colleagues, too. Showing them what you can do will make them comfortable recommending you to their clients. It also gives you the chance to hone your craft which, in turn, will build your confidence. "Pull aside the busiest stylist in the salon," suggests King. "Tell her you need clients, and ask her to introduce her clients to you. She can simply mention that the salon has skin care and then call you over to meet the client." Then it's your turn to shine; give her your best pitch! If the client is interested, escort her back to your treatment room, let her look around and then book her for an appointment.
outside networking
Imagine that every time you had an interaction during the day, you handed out a business card with your information and talked a little about what you do. That would add up to a lot of potential clients! So have cards printed up and hand them out - that's networking. "Develop an entrepreneurial spirit," encourages Marc. "Start by practicing on family and friends. You have the power within yourself to build a clientele."
be hungry
Take walk-ins and last-minute clients. "Be the person to take the 7:30 a.m. lip wax or the last facial on a Friday night, when no one else wants to be there," advises Marc. "If someone is sick, fill in and be available to take those appointments."
"If you're passionate about what you do, you don't mind talking about it all the time! I get cornered at parties and functions by people asking me about their skin, but that just shows that I'm doing what I should be doing," says King.
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