I recently had the privilege of speaking to a group of estheticians at the Oregon Esthetic Show about how we can better retain our hair removal clients. And discounts are not the answer. Obviously price matters, but if we keep our prices reasonable for our area, and value ourselves and our training, our clients will too. Hair removal is a different beast than spa services. As estheticians, there is a satisfaction in removing the hair and leaving our clients skin smooth and soft. And while our clients obviously enjoy this result, it is not painless by any means. Hair removal hurts. Even the best techniques cannot make removing hair by the roots painless. There are some steps to building hair removal clients who return to us time and again.
We have to make connections with our clients, so that we are not just another hair removal tech they forget as soon as they leave. I love to hear about my client's kids and pets and what they have been doing recently. We can always find something in common to talk about during the service. But make sure you are not talking AT them. They want to be heard.
Next, really look at their skin. While I do my pre-cleanse, I am doing a small skin analysis of the area. I'm looking for skin irritation, dehydration, in grown hairs, and other skin disorders that may be a contraindication. While I do this, we talk about their skin and what their home care routine is. I like to hear how they feel about their skin and if they have any goals or concerns we need to focus on. Some clients skin will have needs that we need to address either before we sugar them, or with aftercare. This 5 minutes at the beginning of the service lets them know that we care about them - even after the appointment.
During the service, it is important that we are checking in with our clients and really listening when they respond to us. I ask them how specific things feel: is it hurting when I mold the paste? Does it feel like the paste is sticking to your skin, how is a specific area feeling, etc. Then we show them we heard them by adjusting or changing our technique, paste, etc. There are lots of little adjustments we can make to make the service more comfortable, like molding slower, changing the paste, and sugaring in smaller sections. My clients know that I care, every step of the service.
At the end of the service, we want to make sure we are not sending them out the door set up to fail by not providing appropriate aftercare, both in the clinic room and to take home. Applying cold or warm compresses, and or products after the service to sooth and protect their skin is imperative. And I want to refer back to their goals and concerns as I recommend appropriate after care products. It is also important to educate about the importance of following proper aftercare instructions for 24 hours after the service to keep their skin healthy. Finally, we want to rebook them, so they come back at the right time, with the right hair growth to make their next services easier for them and more effective.
Making connections, analyzing their skin, adjusting our technique to their needs, and proper aftercare cannot be done in a 10-minute service. So, my final suggestion is to book out enough time to show your clients that they are important to you, and you want them to come back.
Comentários