There’s a joke often told regarding business partners:

Q: What do you have when you’ve got a business partner?

A: One too many partners.

Douglas Preston’s career spans 38-plus years in professional aesthetics, spa management, and skin care career mentoring. His business articles appear in many of the top trade journals and magazines. He is past president of the Aesthetics International Association. His recently published book, “An Esthetician’s Guide to Growing A Successful Skin care Career.” It is a top seller among ambitious working skin care professionals. Preston has taught spa management techniques and professional improvement for spa therapists in the United States, Canada, Australia, and New Zealand. He also works with product distributors and manufacturers to enhance their sales skills. Preston practices aesthetic skin care in his prestigious Los Gatos, California studio, Preston Skin Center and can be contacted at This email address is being protected from spambots. You need JavaScript enabled to view it. or 408-677-6105.

If asked, most aestheticians will say that retail product sales is not one of their strongest skills. That makes sense, as skin care professionals are generally more attracted to the work of service, with its caring and helping qualities, than selling things. But, passing up product promotions not only limits one’s income, it also leaves valuable clients open to the lures and suggestions of beauty product competitors: other aestheticians, department stores, or MLM mavens. Of course, we do not want that.

Whether you are a sales superstar or jittery in the knees about recommending that serum (though you know you should), there are still some simple and easy ways to expand your retail results. Clients count on their skin care professional to help them make the best choices for homecare upon which their appearance improvement goals depend. In all of my 37 years as a practicing aesthetician, and with the millions of dollars of retail sales I have generated over that time, I cannot once recall a client telling me that they felt pressured or obligated to buy a product I recommended. This does not surprise me, for the simple reason that I have never coerced or attempted to guilt a client into purchasing anything. Personally, I do not have the courage or lack of ethics to do that. By being consistently mindful of my role as a skin care advisor, I fulfill my responsibility as one, and that involves product talk.

Product sales is as simple as speaking – provided that you believe in what you are saying and are as unafraid of potential negative customer reaction as possible. Fear is expensive – it will cost you income that you need, so overriding it is in your best interest. Not all of my skin care clients buy retail products from me, nor do I expect them to. But, enough do to keep my bank account happy and my practice thriving. Am I a great salesperson? I would say no. What I am is a reliable adviser, one who accepts whatever outcome results from my suggestions. That is pretty much all there is to it.

So, for those among you who can use a little help increasing your product sales, I offer the following “anyone can do it” methods that I put to use in my spa every day.

A SIMPLE INOFFENSIVE QUESTION

 “How are you doing with your homecare products? In need of anything?” This should be easy enough for even the most sales-timid aesthetician to ask. It is honest, appropriate, and helpful. I even use this simple inquiry with clients I am pretty sure have purchased from me recently but see no reason why I should not check in just in case something is running low. I cannot tell you how many times the response is, “Oh, yes, I need more eye cream.” Perform this ritual regularly and you will see sales grow with almost no effort at all.

THE SEASONAL HOMECARE REGIMEN REVIEW

I especially like to employ this strategy when we have a major change in weather conditions: summer into fall and winter into spring. These variations in temperature, with their effects on the skin, should stimulate savvy aestheticians to make sure their clients are equipped with the proper products to deal with those influences. And, that can mean sales. Here’s the plan: ask each client at the end of fall or spring to bring in their entire skin care collection when they come for their next spa visit. Inform them that you want to review their routine to see if it is correct for the changing weather ahead. Most clients really appreciate the extra attention and care. Leave a little extra time during the appointment to cover this evaluation. Look for missing items, such as toner or an eye treatment, plus check to see if they have sunscreen or a powerful enough moisturizer for the cold, dry winter months. Recommend as needed. You may also see products you did not know your client was using (thank you Rodan & Fields) and want to advise on their continued use, should you judge them inappropriate for their skin type. This makes extra product sales a breeze, but it is also the right thing to do with client care in mind.

ON-THE-SPOT SALE

Unsure if your client plans to purchase products today? Let them know that today is the day to do it. Tell them that if they are in need of products, you are having a special sale this week for 15 percent off (you can also set a minimum sale limit they must reach to get the discount). It is a real stimulant for retail activity.

BUY TWO AND RECEIVE 10 PERCENT OFF

Let’s say the client only wants to refill a cleanser, toner, or any other single item. Announce that you are conducting a special incentive that offers 10 percent off on both products if two of the same items are purchased at once. I sell lots of skin care with this promotion.

APPEALING, INEXPENSIVE, IMPULSE ITEMS ON DISPLAY AT CHECKOUT

This great, classic tactic to inspire “Gotta have it!” sales still works perfectly. All you need is a stack or row of a featured products placed close to where your clients pay that will catch the eye and promote questions. This is especially effective with items that are appropriate for almost anyone and great gifts for friends. I recently gathered a number of colorful sonic facial brushes by my cash and wrap. These frequently seem to generate the question, “Oooh, what is this?” Then, I enthusiastically explain how the brush works by turning the demo model on and placing it in the hands of my interested client. The stimulating vibration and cool, green-lighted base regularly generate sales. Try this with lip balms, hand lotions, scented candles, or anything pleasing to the senses.

Now, you have all you need to get those spa products moving again. But, remember, the sooner you introduce these sales methods, the quicker your daily income will grow. What are you waiting for?

Douglas Preston’s career spans over 30 years in professional aesthetics, spa management, and skin care career mentoring. His business articles appear in many of the top trade journals and magazines. He is a past president of Aesthetics International Association and former committee chairman for The Day Spa Association. His recently published book, “An Esthetician’s Guide to Growing A Successful Skincare Career,” is a top-seller among ambitious working skin care professionals. Preston leads The Inspired Esthetician, a membership-based resource for professional education and career/business mentoring. He also practices aesthetic skin care in his prestigious Los Gatos studio, Preston Skin Center. theinspiredesthetician.com, prestonskincenter.com, or This email address is being protected from spambots. You need JavaScript enabled to view it.

As a career coach to scores of aestheticians over the years, a commonly asked question involves service pricing – what to charge for the various treatments one plans to offer customers. Many considerations come to mind:

• What are people in my area willing to pay?
• As a new aesthetician, should I start off charging less, then go up in price later?
• What’s normal for a new, small spa like mine?
  
  

COMMON PRICING METHODS AND MISTAKES
One of the first things solo aestheticians do when pricing a service list is to check out the local competition. This usually involves visiting competitors’ websites, reviewing their service menus, and seeing who is charging what for services (including time allowed) similar to those they plan to offer. This comparison-based information gathering is often called finding the going rate or determining the average local charge for like services. Other factors enter the picture, such as the size and design of these spas, company reputation, number of years in business, and so forth.

Another pricing method has to do with professional experience. Newer aestheticians seeking customers for the first time may judge themselves unworthy of higher service prices and be tempted to begin with lower local average or discounted rates until more professional experience has been established. The assumption in this model is that potential clients will somehow know they are working with a lesser skilled aesthetician and are unlikely to pay premium or even conventional prices.

And, one more way some professionals calculate pricing is based upon a philosophical concept. This aesthetician hopes to offer his or her services as more affordable than others in the same market. Service prices are generally set lower than the local average, with the hope of attracting more budget-minded customers and representing a socially responsible approach to business.

While seemingly logical or ethical on the surface, all three of these pricing models are erroneous. In the first model, the going rate comparison, this assumes that those business owners know what the right prices are for their services; therefore, it would be wise to price in line with them. The fact is that they, too, may have priced like everyone else nearby without really knowing what customers were willing to pay.

Pricing to reflect some notion of experience equaling service value might be smart if a client actually used that as a criteria for choosing a professional for treatments. But, in reality, very few clients ask about a professional’s experience before scheduling an appointment with one. We professionals are not obligated to disclose how long we’ve been licensed or where we’ve worked in the past other than in a job interview.

Philosophical pricing, wanting to be affordable to as many customers as possible, also assumes that we know what that pricing threshold actually is. How does one know what is affordable or fair? If we price facial treatments at $50 instead of $95 in an effort to be fair, aren’t we still being unfair to those for whom even $50 is still unaffordable? And, do we know whether or not those prices will sustain the business over time? Shouldn’t we be fair to ourselves, the hard-working owners, who need to make a living?

EFFECTIVE PRICING STRATEGY
Here’s my down and dirty service pricing strategy for solo aestheticians who want to succeed.

1. Know your costs – rent, utilities, business services, treatment supplies, per-treatment costs, marketing – everything that you’ll be paying out every day of every month. Add it all up, average it out, and see what you’ll need to earn each day just to keep the doors open. Then, decide what you want to earn on top of that (pre-tax) and price your services, however many and whatever type you plan to do on a business day, to achieve those earnings. It may take you a while to reach the sales volume you’ll need to hit the mark but pricing this way will at least allow you to head straight for it.
2. Price for whom you want to be, not for what you (mistakenly) think you are. When I first became a spa business consultant many years ago, I asked a seasoned professional in the same line of work what fees I should charge. I expressed concern about my lack of experience, so was hesitant about overreaching. His answer: “Charge high and see what happens.” I did – and my first client signed with me even after I told his team that their spa was my only assignment so far! Emphasize your assets and not your self-perceived disadvantages. You can always reduce prices if you fail to attract customers. Never price from your own idea about what you think your services are worth. Most aestheticians were not paying customers for skin care services prior to licensing, so we’re not likely to be the best judge of what a real customer is willing to lay out for treatments.
3. Never price for philosophical purposes, only for your own business needs. You need to make a living and not sacrifice your future for a likely incorrect idea about customer affordability. If you want to be generous, set aside an appointment now and then to gift to someone you know who is in need or would really appreciate the consideration. This way everyone wins.

I hope these guidelines help you make the right and most rewarding decisions about service prices in your spa. They have worked well for me and the many thriving aestheticians who used them in their own business decisions.

Douglas Preston, president of Preston Beauty Professional, has a career that spans 33 years in professional aesthetics, education, and skin care career mentoring. His business articles appear in DERMASCOPE Magazine, Spa Management Journal, and others. He is a past president of Aesthetics International Association and a former committee chairman for The Day Spa Association. Preston has started and operated award-winning day spas, trains spa and skin care professionals internationally, and is a featured speaker at numerous spa and skin care trade events.

One of the more exciting, yet challenging, tasks of any solo aesthetician is in deciding which services to include on the spa menu. This is an opportunity to be creative, selecting services you especially enjoy performing and those you are most competent in. For the solo aesthetician who once worked for an employer, the right to do only preferred services can be a cherished freedom and a more pleasant work experience. But, given all the options for services a skin care professional can choose to perform, what are some important things to consider when planning the service menu?

A good place to begin is by asking yourself a few questions. The right questions about what will most influence the success of the practice can make the difference between a thriving business or one that struggles to gain traction. With this in mind, consider the following as a starting point for menu choices:

1. Is there a proven consumer demand for the services you want to focus on? Do you know from experience that customers have a history of scheduling the services you’re considering? Often, an aesthetician will be excited to bring on new treatment technologies without truly knowing if enough clients will make the investment worthwhile. That can prove to be a costly mistake.
2. Is the service time-efficient? Will one choice make more money in the same time or less than another? Can it be upgraded without necessarily having to extend the length of the appointment?
3. Do these services present a strong product retail opportunity? Those extra dollars from a customer’s visit can add up to a huge annual income boost.
4. Is the service well established among customers or is it more faddish and likely to fall out of fashion over time?
5. Will the services challenge you physically, possibly limiting your ability to perform them in the coming years?
6. What is the cost per treatment of the services you’re considering? Does that number cut deeply into the price you will charge?
7. Are the services time-flexible and easy to adjust in the event a customer is running late, as they so often do?

The point here is that professionals are more likely to prosper if service menu decisions are guided more by business wisdom than personal preferences only. Let’s face it, no one wants to operate a skin care spa without the financial rewards necessary to continue it. Unless your spa is a hobby and net income is not important to you, sooner or later that detail will need to be addressed. The best time for that is in the beginning before your menu heads to print.

So, if the goal is to earn money while simultaneously feeling fulfilled in your service performance, consider this list of best choices (non-medical) from among those within the scope of practice for most aestheticians.

ANTIAGING FACIAL TREATMENTS
These treatments have a high proven customer demand, are easily upgradable, and are not physically demanding. They also provide great retail and referral opportunities. The antiaging client is emotionally motivated to minimize signs of skin wear and tear, positively affecting self-esteem. He or she may remain loyal to your services for many years (my longest antiaging client has been with me for 35 years and many are now at the 30-year mark). This customer values personal time out for greatly needed relaxation as much as the visual benefits – if not even more. Some aestheticians are tempted to include a vast list of treatment options on the service list in an effort to cover all potential client concerns. However, this often proves to be overwhelming to the reader, particularly those who are not all that familiar with aesthetic therapies. Select between three to five choices and let it rest there. You can always expand your selection if customer demand is there. Resist the urge to go big at the outset.

ACNE TREATMENTS
Another emotionally-driven skin care service, acne treatments reach into the vast teenage market and is a solid offering for any skin care professional, especially those located in areas where many families reside. Personally, when I began a new aesthetics practice after a period of retirement seven years ago, I had no intention of building a large acne clientele. It just was not my preference. But, after a pediatrician brought her acne-afflicted son to me as an alternative to drug-based therapies, the success we achieved in clearing his condition led to a blizzard of referrals among local parents with children experiencing similar skin problems. The pediatrician was so pleased that she displays brochures from my practice in her clinic reception area. She regularly directs patients my way who want to avoid a medication approach to acne control. While the retail and upgrade opportunities are not as broad as with antiaging services, many clients visit me weekly, filling an impressive percentage of my service hours. Unlike the antiaging client, the acne customer has only one goal in mind: to never need acne treatments at some point. Every fall, I lose anywhere from six to 10 regular clients to universities across the country (though many do schedule with me when home on breaks). But, many mothers, after weeks of watching me work with their children in my luxurious treatment room, begin antiaging treatments once their sons or daughters have gone off to school. And, remember, scores of kids are reaching puberty every year, so a fresh supply of acne business begins to arrive on cue.

WAXING SERVICES
What I like most about these services is the client reliability and profit they offer. While fairly labor-intensive and potentially challenging on the body, over time, the wax client is more plentiful than facial customers, allowing a quick start option for the newer aesthetician. This client is also a great target for introducing to facial treatments. After all, there is plenty of time to describe other services while removing hair, so market away! For most aestheticians, the waxing customer rarely produces much in the way of retail product sales, but the opportunity is still there for promotionally-savvy professionals.

Where do microblading and eyelash extensions fit in? Aren’t those services in hot demand today? Yes, today. But, in my almost 40-year skin care career, I have witnessed a long list of once-popular beauty treatments recede from favor or disappear altogether. Personally, I do not want to be invested in building business from services that may decline as a fashion statement. Time is another factor to be aware of. In my opinion, the greatest danger to skin care professionals is the increasing shortage of time people seem to have (hello internet shopping and home delivery services). Slowing the aging process, eliminating acne, and body hair have proven resilient over the decades, so these are the services that are sure to be around in the future.

Douglas Preston, president of Preston Beauty Professional, has a career that spans 33 years in professional aesthetics, education, and skin care career mentoring. His business articles appear in DERMASCOPE Magazine, Spa Management Journal, and others. He is a past president of Aesthetics International Association and a former committee chairman for The Day Spa Association. Preston has started and operated award-winning day spas, trains spa and skin care professionals internationally, and is a featured speaker at numerous spa and skin care trade events.