I came across your awesome blog and have some questions I hope you can answer.
I am a new esthetician just starting out. I am at a small but fairly busy salon that has never had an esthetician before and is not very well known yet in town (town of about 80,000 people) except by the people who followed their hair stylists there. I am struggling to get those first few clients to even begin to build my business from. (I can't give thank you notes and ask for referrals etc. if I have no clients to begin with!) I have put up signs and little brochure type packets and offered 20% off for first time clients. The hair stylists try to help me out as well, I introduce myself to everyone I can, but not even a peep of real interest from the clients going in and out!
What I was wondering about that no one seems to be able to tell me is...is it normal to have NO facial clients the first month of practice? I have 2 or 3 eyebrow waxes a week AT BEST and that's because I force myself to stay up there 9 - 4 everyday. Now, I have only been in business a month and I expected it to be slow, but the lack of even interest or excitement about esthetic services has me scared I started out at too small of a salon that has no interest in spa-type services. Is this normal? Is patience all I need?
First and foremost, it is very important for you to be proactive about meeting people and promoting yourself and your services. This is in addition to what the salon is doing and what you are doing in the business. Always carry business cards and give them out to people you meet. Look for opportunities to meet new people at events, networking meetings and volunteer engagements. Think of everyone you meet as a potential client.
Invite friends, family and other current contacts to come in and have a free skin analysis with you. Find out what other concerns they might be having with their skin (dryness, sun damage, fine lines, etc). Then before they leave, let them know how you can solve their problems/concerns with the services/products you offer and ask them if they are interested in trying out what you have recommended.
Also take every opportunity with each appointment you get. Do a skin analysis while you have their attention or provide a value added service (cleansing the whole face, for example, before the brow wax so clients can experience a pleasant touch and "mini-facial") along with their brow or lip wax. Follow up with your other recommendations and ask for them to rebook while they are in the salon.
For more help on rebooking, you may want to check out my e-books on the topic that are complete with scripts. Follow these links to learn more or purchase for your library:
Getting Clients to Rebook - for spa professionals
Getting Clients to Rebook - for massage therapists (same ideas, different scripts)
The bottom line is - yes - it takes time to build a clientele and develop a regular following for facials and other larger treatments. But if you take excellent are of the clients you see and find the opportunities in every meeting or appointment, you'll be busy before you know it.
Best of luck to you and your growing practice!
Felicia
Do you have a question on how to improve your marketing or client retention? Send an email to Felicia@spalutions.com to set up a free consultation or submit your question to be answered on the blog.
