The way we make money is building clientele, building relationships. I’ve been fortunate enough to have built and grown a successful business over 3 times, thanks Navy! Haha. I’ve built clientele in each place we’ve lived and think I found the magic process.
When I decided to expand BBHL and hire employees I had to make sure I could help them get clients in the door and make sure they retained these clients. After hiring multiple employees I have created an amazing plan. This plan plus some hard work on your end will get you booked and busy. I’ve help grow my employees books and currently have three Esthetician’s under me that are fully booked and thriving in the industry. I’m going to share with you exactly what I did to grow my clientele and what I do to keep these clients coming back.
1. Decide what services you want to specialize in. What treatments do you enjoy? What treatments do you not enjoy performing? What are you good at?
2. Determine what your ideal client is. I have a file attached that includes a exercise that will help you do this. *attach ideal client graphic worksheet*
3. Make a set schedule. Yes, you will probably work outside of those hours sometimes but you want to be consistent for your clients. Clients usually have a set routine and schedule, they’ll most likely want similar days and times for their appointments. I don’t know how many new clients I’ve received and their main issue with their last esthetician was that they were inconsistent.
4. Set up a client communication journey. Most booking systems offer this but if you’re not in the position to spend money on a booking system you want to make sure you’re scheduling time to remind and check in with clients. Set up a email newsletter account if your booking system doesn’t have one. I like Mailchimp. You want to have preset scripts for confirming appointments, thanking clients after their appointment, scripts for no-shows, etc.
5. Send confirmation email or text. When your client books an appointment send then a confirmation. This can be a email or text just stating the date and time of their appointment, your location info and how to contact you and any information your client needs to know about the service (pre-procedure advice, map, what to expect, etc)
6. Send a thank you email once the treatment is done. In this email you can provide after care instructions, of course a thank you note for choosing you, links to leave reviews, how to book future appointments, etc.
7. Get on social media (Instagram, Facebook, TikTok) Find out where your clients are hanging out online. Majority of BBHL’s ideal clients are on Instagram so we hang out there A LOT. We post regularly and make sure our posts are entertaining and informative. We use apps like Over and Canva to create graphics and Planoly to schedule posts and make sure our feed looks aesthetically pleasing.
8. Word of mouth/Referral: Ask your friends and family to come in and to refer you. This is one of the best ways to receive
9. Be prepared to offer a couple free treatments and discounted treatments.
10. Sign up your business for Yelp and Google.
Now lets get some bodies in the treatment room. I will usually gift one or two free treatments to people in my life that have been supporting me from the beginning or someone who has a lot of influence in the community. I offer these treatments for free to get them to experience the treatment and to get videos and pictures of the results and myself performing the procedure. Make sure they leave a review for you on Yelp or Google and to post on social media about the experience (they can post a selfie in your treatment room, a video walking up to your location or even a little review/shoutout for you. It’s a good idea to have your client sign a media release form when you are planning to use their photo or video for marketing purposes.
Once those free treatments are over, the clients leave their reviews and put up their posts, you want to screenshot the review and re-share the posts. We screenshot all of our reviews and put them on a nice background using our photo editing apps and post them on our social media accounts and other review websites (Google, Yelp, etc).
For example, if someone reviews us on Google we will screenshot it and share it to our Yelp page and post in on our Instagram.
Now, I make a Introductory Promo. These promos should last for about a week to a month and will prompt clients to try these services with you. I usually do a deal on a different treatment each month. You can do a percentage off a treatment or add value to the treatment. If you’re new and don’t have any clientele, discounting the treatment slightly is perfectly fine (just make sure you’re still making a profit). If you’re already established, I recommend adding value to the service. for example: adding a free lip wax to any brow wax appointment, get a free Hydrojelly mask when you book a Hydrafacial appointment, etc. This will potentially hook the client. The goal is for the client to love the treatment and rebook at the regular rate and/or share their experience with their friends.
When you’re booking any new client you need to get their contact information. ALWAYS get their full name, email and phone number. If you want to hand write thank you cards ask for their address. Add these e-mail addresses to your newsletter account. I use Mailchimp but if your booking system has an option to do that you can just make sure their emails are properly entered. Once a week you should send a follow up e-mail to your client where you will check in, ask how they liked their treatment, mention any products they’d benefit from and ask for reviews.
When asking for reviews, you can offer a discount on their next appointment if they leave a review for you. I give clients 10% off their next treatment when they leave a review. Once you receive the review just put a note in your clients account so you remember to give them the discount at their next appointment.
All these tips and tools are useless unless customer service is the forefront of your business. Treat your client like you’d want to be treated, give them the best treatment possible: a great massage, attention to detail, a unique experience, etc. Make them feel special: make sure you listen to them, mention personal details you’ve talked about with them, use their name when greeting them. Also, keep your space clean and comfortable and ALWAYS be upfront and honest