Spa Boss: The Solo Aesthetician

Clientele Growth: Building at a Healthy Rate Featured

Written by Douglas Preston
Few things are more important to the solo aesthetician than seeing steady clientele growth. That gradual collecting of paying clients is the key measure of a business’ survival and the income received from it. In other words, pretty much everything. But, how do we know if our practice is growing at a healthy rate, or as well as it should be? Is your business growing…
Remember when your greatest wish as a new aesthetician was to have a full appointment book? I certainly do! It seemed like an almost impossible fantasy in those early years of my new practice. Then, gradually and with patience, my clientele grew until I was forced to create a waiting list for clients I would otherwise have to turn away – unable to see them…
You’re planning a prosperous future as a career aesthetician. To succeed with clients, you know that service quality and prices matter. But, potential clients have numerous spa choices in your area – your competitors – and you are concerned about how to position yourself among them. And, who are these businesses that want the same clients you do? It is a big list: Full-service spas…
One of the first questions new aestheticians ask as they set out to attract and build a client following is, “What’s the best way to market my business?” Marketing – that mystifying process of projecting messages designed to appeal to those seeking specialized skin care services and result in an appointment booking – seems simple enough, but how do we know what method of marketing…
Now that you have realized your dream career as a professional aesthetician, your thoughts may turn to earning all you can from the opportunity. Maybe your strategy is to include as many services on your menu as possible in order to attract the widest range of potential clients. Or, perhaps you’re positioned as a narrowly focused skin care specialist charging premium prices to an elite…
What’s more important than attracting a new aesthetics client? Keeping that client. And, what’s even better than rescheduling clients? Rescheduling them to come back more often. The more frequently clients visit, the more income you can earn from those extra visits, and who doesn’t want that? But, how do you convince people to add additional appointments without giving the impression that you’re simply trying to…
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…
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…
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…
No matter how excellent our technical skills, every aesthetician knows that the real key to a successful practice is client retention. While this may not be so important when working in a resort setting or on a cruise ship, those with stationary practices in a local community are highly dependent on attracting and retaining a client following. Repeat customers provide professionals with years of reliable…
Whether you are a newly licensed aesthetician or have been in practice for some time, you may be one of the many skin care professionals whose dream is to run an independent business. Think of the benefits that would follow: no boss, a flexible schedule, full creative freedom, and earning more money than as an employee. Who would not want this? Before jumping into an…

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