Some years ago I was in possession of a busy and lucrative skin care clientele, the result of 16 years of effort, trial and error, and devotion. Though now blissfully retired from that career, many of you have asked me what I would do if I had to do it all over again. To be honest about it, I was never absolutely certain that I wouldn’t have to practice skin care at some later date should my subsequent career path suddenly tank. Fortunately, that hasn’t been the case but I do like to keep a good plan handy for emergencies!
The idea of returning to a skin care practice is a challenging one for many reasons. First of all, I’m now a dyed-in-the-wool entrepreneur that can’t help but try and turn anything small into something large, regardless of the risks. But, setting that disease aside, let me offer you my plan for achieving renewed career success within the normal world of aesthetics. I hope that these insights will help you choose or refine elements of your own career growth as well.
- I’d select my ideal customer
Why is this important? Because I want to get truly focused on the kind of client and money I’m interested in attracting. In this case I’d like to have my days filled with higher-end anti-aging clients that buy lots of home care products, visit often, and refer others just like them to me. Having this idea in mind tells me what I should be talking about with clients, prospects, friends and family!
- I’d create a professional image
I think I’d be the “Skin Guru” for lack of a better idea. Sounds trite to you, yes, but there’s a big ol’ public out there that would love it. I’d dress sharp and trendy, yet professional. I’d always present myself cheerfully and be delighted to see my clients. I’d be friendly, empathetic and in control. I’d be confident and proactive about my clients’ spa and home care needs. I’d always be on time, responsible and a joy to visit. I’d have interesting news about skin and treatments to share with clients, and I’d charge prices above the surrounding competition. I wouldn’t do leg or (of course) bikini waxing, and I wouldn’t accept tips. I know that this policy would hurt in the beginning, especially the tip refusal, but I would have bigger things in mind for the future with which these things might interfere. I would create a good story for the media to take an interest in; what they are not interested in is covering another garden-variety aesthetician. By the way-don’t forego the waxing and tips unless you plan to follow my entire recipe to the letter here!
- I’d find a place to work-a good place to work
Let’s assume that in my former life I’d had enough with management, payroll, and all of the other torments of business ownership. I want to let someone else do all of that this time around, allowing me to concentrate on attracting and building a strong skin care practice. A fee-per-service or commission anywhere between 30-40 percent is fine with me (hey, the owners need to make a little something, too!) so long as there’s a source of my target customers available at the spa. I need a place that’s not afraid to charge top prices, that has tight service cycles (no 90-minute treatments for this pro unless we’re billing correctly for the time). I’d be looking for savvy management, motivated and intelligent co-workers, and a cooperative environment. I wouldn’t need waterfalls, locker rooms, meditation lounges or a juice bar to make me look good. In fact, the more the spa is known for its aesthetic services the better. Specialty spas are a good thing when it’s a specialty service you’re offering.
- I’d create a service plan
What’s on the service menu? Peels, microdermabrasion, oxygen treatments-all top-priced and high-efficacy treatments that would boost my income faster than brow shaping and basic facials. I’d promote these above all else. And make-up! Now there’s an easy way to keep the client in the spa longer, fill my schedule faster, and turn one client into two. I know that women are less loyal to make-up lines than they are to skin care, so here’s a great chance to earn some retail commissions.
- Did I say retail?
Oh yes I did! I just love to sell skin care and cosmetic products. It’s fun, easy, and clients aren’t in the spa to buy hamburgers. No appointments on the afternoon schedule? I’d just hang around the retail counters and help walk-ins and shoppers with products. They really do appreciate the assistance if you make it fun and interesting, and what’s more fun and interesting than spa products? And talk about impressing your boss!
- I would plan to shamelessly and consistently self-promote my services
Why is everyone complaining that the manager isn’t running enough advertising? There are potential customers everywhere if you have the enthusiasm for finding them. This wouldn’t be a problem for me! I’d mix my work into casual conversations with people I know and meet. I’d make a promotional deal with some nearby hairdressers and nail artists. I would send a letter of introduction to all of the inactive clients the spa has been ignoring and, yes, I’d even do some of those complimentary treatments for prospects as I learned to sell to those people through sales classes and videos. I would also plan to be the receptionists’ best friend. Those poor unappreciated people have a hard job on their hands and I know it. I also know that they have the power of the spa schedule in their hands, often with the freedom to place new customers with whomever they like. I want to be that person as many times as possible! What’s their favorite coffee drink that I can bring when at lunch or on my way to work? What small but meaningful tasks can I help them with? Can I complement them for their work where others overlook it? The more favorably they think of me the more likely they are to give me some special client consideration. I wouldn’t be cloying or artificial, just a nice guy helping beleaguered coworkers. Good earns good.
- I’d provide over-the-top customer service
My pledge:
• I will call new clients within 48 hours of their appointment with me
• I will put a client’s appointment above my own personal interests
• I’ll take responsibility for my career and decisions-not blame others
• I’ll do whatever it takes to fix any problem that may arise
• I’ll help my coworkers to become as successful as I want to be
- I’d live by excellent work standards and ethics
This means that I would maintain the highest professional behavior and appearance possible. I wouldn’t require that my employer pay me to take classes and learn things-after all, I’m a professional not a wage slave! My idea is to make the most of the opportunity given to me by the company with which I accepted a position, and live up to company standards as well. I’d avoid those that make a habit of complaining or working on their own failure. I plan to succeed!
- I would plan to be very, very patient as I grow my career
Yes, I know it wouldn’t happen overnight, the goal of earning a wonderful income. It’s really up to me and what I put into my profession and myself. I’d stay put, not hop from job to job, and gather up the clients left behind when others move on as they often do. I’d never allow boredom to set in or allow negativity to grow out of doubt and idleness. There’s always something useful I can do around the spa-better than dwelling on a slow book!
- I’d set goals and celebrate my achievements, no matter how small
One more appointment this week than last? Great! $10 more retail sales today than yesterday? Awesome! A client compliment for my facial? That’s real progress! Even the most modest improvement indicates that I’m doing something right and, unless I’m truly going in reverse, I’m succeeding. This is possibly the most important thing I would remember as I fulfill my mission to create a worthwhile career-that achievement is usually measured in tiny steps, ones that add up to real distance between a starting point and a desired destination. Maybe I can quit one of my two night jobs in a few months if I can continue to grow my business, possibly even sooner than I did the first time around!
So there it is, my recipe for rebuilding a long relinquished aesthetics career. Would it work? Not a doubt in my mind. Will it work for you? Only if you use it!
