I'm in rut!
Hi Ladies, I'm just reaching out for some ideas on how to increase my Esti business. I've been in the same town for 12 years and have had a fairly consistent practice. Before the economy tanked I was almost to the 6 figure mark annually but then things got bad for a couple of years and my income was about 1/3 of what I was used too. Things started to look up a few years ago and slowly I found myself consistent again, although not even close to 6 figures. The past few months have been a little slow for me and I've really struggled bringing in new clients. I have the experience, the knowledge, the equipment, the products and the confidence to be a great Esti but I guess I'm lacking in marketing myself. I have an email list and send out blasts several times a month. I have a nice website and a Facebook page. I guess I need some fresh ideas and would love to hear from some of you have been in the same place I'm in now and have found things that work to attract new clients.
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Replies to This Discussion
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Permalink Reply by Amy Sherman on
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I'm starting over. Like you, I was making the big bucks and then took some time off to be with my newborn.
Here's what I've found that helped me get out of my ruts.
Take a look at your reports. See who is returning and who isn't. Have a friend call and ask WHY they return/not return. There might be something going on that people aren't coming back.
Also, what you put out in the universe will come back to you. Are you run down? Do you still find love and joy in what you are doing? Maybe it's time for a change. When was the last time you went to a face and body or hair show? When was the last time you took a vacation?
as for marketing:
Hold two large parties for your repeat business customers ONLY. Send engraved invites, have fun stuff, send them home with goodies as if they were your friends coming over for a party. Go over the top with decorations.
Sit down with a full calendar year and look at what you should market every 8 weeks. For example, I do a special with waxing in april/may and with each waxing service they get a body scrub free. Everybody loves it so they actually end up buying it later on and get mad when I'm out!
What are you or can you do to market yourself as the BEST Esti in town for.... Send out a press release, revamp your brochure, hold classes.
Also, I'd be kinda mad if you blasted me a couple of times a month. once is plenty!
Who is your perfect client? Market to them. I give 3 free facials regularly. 1) is to a friend who is a Real Estate Agent, 2) is to a local cheerleader, and 3) is to a friend who teaches Zumba! They pretty much market for me!
Also, I Have SPECIALS every 8 weeks, I send gifts to my regular clients for their birthday, and I call/txt them regularly to see how they are doing.
When was the last time you had FUN? You had JOY? I swear by this because people want to be around Joyous and fun people.
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Permalink Reply by Laurie Storey on
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Thanks for all the good ideas Amy! Some I have tried and some I haven't. It's nice to hear what works well for others.
I do have to disagree with you on the eblasts. Maybe some clients don't like getting more than one email from me a month but I have so many of my clients thank me for sending out a second one towards the end of the month reminding them that it's the last chance to take advantage of whatever might be on special, product or service (I promote something every month).
I always send b-day cards to my clients and they seem to all appreciate it. I include $10 off their next service but would be interested in knowing what you do as a gift.
As for joy and fun, I agree 100%! People want to be around happy people. And I think I do a pretty good job at that but I know I need a vacation desperately....haven't had one in years. Unfortunately, there won't be one coming anytime soon. :( Not a real one anyway.
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Permalink Reply by Samantha Maline on
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Why not try adding something completely new to your list of skills. Like permanent makeup or eyelash extensions. Something that can get you excited and in a fresh frame of mind. And then get out there and talk. Get a flier to pass out and just talk to those around you ( the gal checking out your groceries, your bank teller). I had my blood drawn the other day and took a urine test and got started talking about eyelash extensions with the nurse doing the tests. It's completely natural because it just comes up in normal conversation and then she asked for a card (I gave her a full menu.). Get passionate about something new that you can have fun with and the marketing just happens. You could even try moving to a new location to shake things up a bit.
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Amen Samantha!!! Gotta Shake it up a bit!
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Thanks Samantha! I try to always add something new each year but it's been over a year since I have really shaken it up. I'm glad you mentioned permanent makeup because I might look into that. I know I could do a better job marketing myself around town but sometimes it takes getting into something new to get excited again.
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Cool. Let us know how it goes. ;)
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Permalink Reply by Ally Draizin on
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Things to try:
Completely update your menu of services. Change the treatments you offer. I do this about once a year, getting rid of the ones that don't sell well, and revamping the ones that do. I love Rhonda Allison because there are tons of pre-made protocols to choose from and they're very inspiring and results-driven. Whatever product line you are using, take advantage of their new protocols and update your offerings. Go to a class, get inspired.
Advertise. I have had the best luck with Yelp, especially because I'm in a city where lots of people use Yelp. I just took a break after a year of yelp ads, and it was an incredibly profitable year. I am coasting along, getting new clients still, but when it levels out I'll figure out a new marketing strategy. Every year, try a whole new marketing campaign: print, radio, tv, yelp, referral, punch card... For a couple years I did a 10% prebook discount. If they booked their appointment before they left the studio, they got 10% off of that next treatment (as long as they didn't reschedule or cancel).
Get a new piece of equipment: an oxygen concentrator, microcurrent, LED, whatever you don't have and have wanted to try. Give your best clients a free treatment with the new equipment.
Get to know a dermatologist or other health care professional. Cross-referrals are great! Acupuncturists, naturopaths, etc. can really help build your business. Give them a perk, or just refer your clients to them and keep in touch- like a monthly lunch- so you don't forget about each other!
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Permalink Reply by Investigative Esthetician on
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Rhonda Allison's line allows you to mix it up, and they have beautiful marketing tools! Totally agree!
Lori Crete is The Esthetician Mentor and gives fantastic advice as well.
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