There were so many insightful presenters at the recent 2021 Virtual Power Lunch on December 6, 2021. Each business leader that presented provided priceless, time-honed tips on creating and growing a successful esthetics business even in the most difficult circumstances.
We hope you were able to join Repêchage® CEO and Founder Lydia Sarfati and Repêchage® Executive Vice President Shiri Sarfati for this truly international and monumental event, with over 300 people signed up and representatives from over 20 countries attending. Here, we are continuing our coverage of the presentations to help everyone gain keen insight and business tips to help their business thrive and grow into the New Year.
This week, we will be learning from LeVonne King-Riley, President and Owner of LéVonne de Spa / Salon & Esthetics in Waterford, MI on how to truly create services and an environment that fosters clients needs to grow your business.
The overall rule, when creating success for yourself and your clients, is to provide a space where your clients can have their esthetic dreams fulfilled. “Clients love to make changes, if possible, and really those things can be accomplished,” says King-Riley. “You, as the skilled professional, provide the avenue and why not? You took the time to get the education. It’s time to put it to work. Your job is to ignite the client’s imagination. Let them envision what they can achieve, both short-term and long-term and once you do that, offer them a selection.”
Interview Your Client Using a Targeted Client Intake Form
The first action to achieve this, according to King-Riley, is to know your client. This is achieved by creating and implementing a detailed service intake form, then immediately following up with a face to face interview. One of the most effective tools in assessing clients is the service intake form. Read in its entirety to assimilate all the information they provide. This familiarity will make or break your approach, says King-Riley. Inquire of their current lifestyle and self -care habits.
For your database:
- Find out what drew them to your business: was it from another client referral or testimonial or was it from an internet search?
- Find out what search words they used because you can utilize that in your marketing.
- Ask them is what made them choose your business over a competitor. This is very important, because you are going to use their perceptions of your business and then exceed their service expectations
The information on the intake form followed by an in person interview helps provide a window into the client’s lifestyle, their health issues, what medications that they’re on and other important information. Highlight things that could cause a problem or a contraindication you see. Speaking with the client in person is important, says King-Riley, because they might open up more about their needs, and difficulties more in person. “You will find that sometimes they put one thing on their form because they may be a little embarrassed to not mention it.”
Inquire About Things They Love, Love Less & Envision
After the intake review, it is time to discuss expectations. Find out what they love about themselves, the things they love less and the things they envision. “There are things clients wish they could change,” says King-Riley. “Some of those things can be accomplished with a skilled professional. Why not you? When you ignite a client’s imagination, aid them in envisioning their potential and what can realistically be achieved, you won’t have to sell them. All you have to do is deliver the experience, and they will race to you.”
Stop Putting Limitations On Your Client
According to King-Riley, the biggest limitation is usually self-imposed by the esthetician or business owner, and the biggest self-imposition is assuming that a client has time or budget constraints.
“So many estheticians assume that if their client is a mother, for example, that they don’t have the time or money for a long or expensive service. It’s not your job to assume that. It is your job to recommend what best suits this client’s desires and needs, no matter what the price tag.”
King-Riley’s Do’s and Don’ts for this:
- DON’T assume what a client can afford, putting financial and time limitations on a client.
- DO recommend what best suits the client’s desires and needs
- DON’T focus on the price tag, focus on the client. You want to stress the benefits and be specific about the services and benefits.
- DO stress the benefits of a specific recommended service(s) and how others have benefitted including your personal service experience(s). Elaborate but not fabricate or exaggerate the efficacy or short and long term benefits of the services that are higher ticket items. i.e., Microneedling, Intimate Bleaching, Plasma Therapy, Luxury Facials and Service Packages—and share your own experiences with them. This is very effective at getting a new client to try something new, something different.
Set the Stage for Success
You set the stage with a first impression. We all become accustomed to overlooking the small details, cautions King-Riley, and they make a difference between retaining or losing a potential long-term client. This means taking a long, hard look at your business. King-Riley suggests taking pictures from the outside, and then as you walk in, as well as noting your entire physical and emotional responses to the environment. You should even take a few quick images of yourselft. Questions to ask yourself as you include:
- Is your salon / spa welcoming to a clients’ senses?
- Does the lighting, aroma, temperature, colors/texture, sounds and comfort factor beckon the visitor.
- Does the spa (and your own personal appearance) reflect the luxury that you want the spa to exude?
- Don’t be afraid to make changes. Get outside perspectives and ideas of equipment and decor changes that are functional yet versatile.
- Lydia Sarfati always advises that each service room should be big enough to accommodate two estheticians as well as a client to be able to perform multiple services at once. It’s a very effective way of increasing that ticket and making that client feel pampered.
Put It On Paper
“They say putting your ideas in paper makes them real to you. I found this to be true,” says King-Riley. King-Riley suggests not only writing ideas down, but also creating a visual board of ideas culled from other sources to help define the look and culture you want to portray. Start to source your materials, getting the best prices, as well as paying attention to shipping costs and timing to get to your place of business. Then, you can start to consider funding routes.
It is important to create a thorough business plan when considering funding. For thorough step-by-step instructions on how to create a winning business plan, see Lydia Sarfati’s Success At Your Fingertips: How to Succeed In the Skin Care Business, Elements of a Successful Business Plan, Chapters 2-3.
According to King-Riley, sources of funding include:
- Traditional Business Loan
- Government Grants & Loans
- PayPal Working Capital (requires PayPal Business Account)
- Personal Loan (Family, Friends, Investors)
- Crowd Funding
And remember: “Whatever you decide to do, make sure that it fits your business platform. You do not want to put your business at risk. We’re there to grow, not to regress,” says King-Riley.
Utilize the Art of Recommendation
“Everybody’s looking for new clients, but don’t underestimate the one you have,” says King-Riley. “Always do business with the people you do business with. You already have a relationship with them and they trust you, and that makes a big difference. Take the information you have on your form and in your mind, and run with it.”
Use the information on the client intake form, including your notes and their service history to develop a service plan that enables them to achieve their short / long term goals and aspirations.
Get creative when making suggestions, but always include an upgrade option or two. Services should be served to a client like a fine dining experience, says King-Riley. For example, King-Riley says you can present a plate of Prime Rib with au jus, a side of almond encrusted asparagus and then also suggest a glass of award winning red wine with hints of smoked cherry and black pepper, which compliments the aged beef. Or you can offer a burger & fries and suggest a soda beverage.
“Both are meals. However, one is far more appealing and overall more beneficial,” says King-Riley.
A great way to acclimate clients to luxury upgrades is to provide gratis mini services during their service. For example, include a hand/arm scrub with a foot therapy during all luxury facial services.
“This process usually does not happen overnight. It begins with the information provided from the service description on the spa service menu, to the service education the professional provides them on a regular basis and continues into the follow up information after their departure via email marketing.”
Once the client affirms their desire to upgrade, seal the deal and deliver! “Don’t stand there looking surprised… they want the upgrade! Even if they have never purchased anything beyond the basic service previously, be the professional they expect to see and render a service they won’t go anywhere else to receive. You are the professional and they have just shown their trust in your training,” she says.
Finally, be sure to conclude the service visit by recommending a service plan that will enable them to make their overall beauty goals come to fruition from head to toe.
For full details on designing and staffing a luxury spa or salon, creating a winning business plan and menu, as well as marketing and promotional strategies, see Lydia Sarfati’s Success At Your Fingertips: How to Succeed In the Skin Care Business.
How have you upgraded your spa or salon over the past year? Let us know in the comments
