Below is an excerpt from Chapter 6 of "The Heart of Esthetics" book (2nd edition) which will be available very soon. Stay tuned here for updates.
render (something) ineffective by applying an opposite force or effect.
ELIMINATING ESTHETICIANS FROM THE SKIN CARE EQUATION
It would be wonderful if we could blame somebody else for the neutralizing of Estheticians, but you know who is the biggest culprit? ESTHETICIANS!. Think about that for a moment.
We want clients and the general public to believe that we are trained esthetics professionals, that we are educated in esthetics and knowledgeable about skin conditions, that we use the highest-quality professional skin care products, and that we are trained to know which products and which treatments will provide optimum result for clients based upon all those variables which we are educated about.
We want clients to believe that they can trust us and rely on...
This blog is about a project I have been working on for a while which is the editing/rewriting/updating/revamping/republishing of my 2013 book, The Heart of Esthetics: Creating Loyal Clients & Creating Financial Success.
I announced I was working on this project several months ago fully intending it to take only a couple of months to complete. Since that announcement, I have been regularly contacted by Estheticians asking me when they can expect the 2021 version to be available. Well, it is definitely taking longer than expected. The pandemic certainly didn't help...but there's more. Let me explain:
In my own defense, here’s the back story…
I have been a licensed Esthetician in the State of California since 1990. I have been an NCEA Certified Esthetician since 2008. I wrote the original “The Heart of...
There are lots of moving parts with regard to client development...that is, if your goal is a loyal clientele. (On the other hand, if you work in a spa that does not rely on return clients, this may not be relevant to you.) Client loyalty is not based upon the service menu or the product line; nor is it based upon the location or décor of the business. It’s based upon something intangible: The Client Bond.
Estheticians are not in the service or sales business. We are in the relationship business.
To demonstrate this, below are two scenarios. One begins to lay the foundation for a strong client bond which will lead to a loyal client. And the other will not. You decide which is which.
A prospective client has heard about you and goes online to find your website.
Throughout the many years I have been consulting with spas and speaking to Estheticians, the question I am asked most often is "How do I get new clients?" This is the perfect question when asked by an Esthetician who's just getting started; for example, if you are a newly-licensed Esthetician or you have been working for someone else for a while and now you are going solo. However, if you’ve been working in the treatment room for more than a year, that is not the question you should be asking.
Let me give you a visual to help put this in perspective:
Imagine you have a bucket, and you want to fill your bucket with rocks. So you gather a bunch of rocks and you place them into your bucket. But there are holes in your bucket so, of course, the rocks go right through and out of your bucket.
So you go out and find more rocks. You put them into the bucket. They too immediately exit your hole-y...
The good news I am hearing from Estheticians who have been shut down for a while is that they are back in business. I am so happy to hear that! We need some good news….or great news. Got any to share?
I also know from Esthetician friends that their esthetics practices look a bit different than they did a year ago. For one thing, sanitation practices have been highlighted and upgraded, and I think that’s a bit of a silver lining which came as a direct result of this pandemic nightmare.
Another silver lining – I’m big on silver linings, can you tell? – is that many of us have taken this downtime to assess our esthetics businesses. And by that I mean, asking ourselves: Are we up-to-date? Is our menu fresh, or do outdated and not-very-popular services remain on our menu? Is our current marketing strategy (if any) still working and/or does it fit...
My fellow California Estheticians are struggling through this pandemic right now because they have not been able to reopen their businesses. Some are hanging on by a thread and sadly, others have chosen to close their business permanently.
Throughout my 20+ year Esthetics career, I usually have something to say, advice to give, opinions to impart, online courses to offer... anything I can do to help lead Estheticians to and through their financially successful Esthetics career. But right now, my thoughts have more to do with preservation of our sanity, optimism, good energy and good health as we look to the future.
During 2019, I worked at the Chopra Center live events and retreats. As part of the Core Team, I was able to meet and learn from not only Deepak Chopra himself, but also many other fascinating speakers, authors, thought leaders and geniuses. There was a definite theme to their message which is that 95% of illnesses are preceded by an...
This is a follow up to my blog of May 16th on the topic of protecting ourselves against this Covid-19 nightmare.
As I mentioned in that blog, the solutions currently being offered to us are external, such as utilizing face coverings and social distancing. While these are important methods, they do — at least somewhat — depend upon the people around us also following these protocols, but unfortunately that is something not within our control. Whereas the internal solution, which we all have available to us, is our immune system. And that is something over which we do have complete control. (If you missed my May 16 blog, here is a link: Pandemic 2020: Same Storm. Different Journey. (Part 2)
Most advice regarding strengthening our immune system involves diet and exercise, and that typically refers to things like staying away from sugar and keeping our body active. That’s great advice, for sure, but what is not discussed as readily (at least in my...
I am a believer that life is all about the journey. Yes, we are all going through the same horrible storm right now, but we are not all on the same journey. We may not agree about how we got here, who’s at fault, or most importantly how to fix it, but for the first time in history (at least, in my lifetime) on this I think we all agree: This pandemic situation really sucks.
What your experience will be like as you go through this nightmare will depend entirely upon your perspective. And your perspective will be different than another’s perspective because yours was created by your life experience, just as their perspective was created by their life experience. We haven’t traveled the same roads throughout our respective journeys, so we have picked up different tools that we use to process and survive various things.
Although I consider myself an expert in a few areas, this pandemic situation is definitely not one of them. So what I am trying to do here...
In my last blog, I described two very distinct types of Estheticians when it comes to overcoming a career crisis, which in this case is Covid-19. If you missed that blog, here is a link: DIANE’S BLOG
With that in mind, today’s blog is for the “Problem Solver” Estheticians who are actively taking steps right now to survive during — and thrive after — this pandemic. I have been doing my own research to determine how spa directors, Estheticians and clients are handling this, and here is what I have found: It’s a mix. There is no single or direct path through this. But there are specific areas you can focus on that will give you the most benefit in the long-run.
When you are in the middle of a sh*t storm, don’t stop to take pictures.
Some spa directors and Estheticians I have talked to are convinced their clients are without fear and therefore will resume their monthly facials as soon as the business...
Wow, what a weird time in history this is...
It’s horrific, it’s scary, and it’s confusing. It’s been a huge priority shift for me, that’s for sure. Although our journeys will be very different, the truth is that we are all in it together. And that brings me to my fellow Estheticians.
I have been a licensed Esthetician in the state of California since 1999, and NCEA Certified since 2008. I’ve seen a lot, I’ve had success, I’ve made mistakes (lots of them), and I’ve learned a lot. From my experience, here’s what I know:
When it comes to handling a career crisis, I have seen two types of behavior from Estheticians. (I have fallen into both categories at various times.) Up to this point in my career, a “career crisis” was limited to things like the changing of state laws which thereby limited the scope of what Estheticians can and cannot do. But right now, there is a new crisis in town and this one is...