Diane's Blog

The Heart of Esthetics: Neutralizing of Estheticians?

 

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.  

 

 

 

 

neu-tra-lize

verb

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...

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The Heart of Esthetics book 2021

 

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: 

 

pro·cras·ti·na·tion

/prəˌkrastəˈnāSH(ə)n/

noun

  1. the action of delaying or postponing something.

 

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...

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Client Development Plan: The Beginning

 

Looking for new clients without having a Client Development Plan in place...is like buying your dream car without learning how to drive.

 

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.

Scenario #1:

A prospective client has heard about you and goes online to find your website.

  • The landing page...
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