If you’re not including adding a retail stream to your practice, you run the risk of falling behind.
In this time of recession, we’re all looking for ways to sustain and grow our businesses. Right under our noses is an area of the business which has huge growth potential: selling skincare.
If you asked your client to bring in the skincare products they are using now, they would almost need a suitcase to carry them in. But did you know that most of your clients invest only about 10% of their total skincare investment with your clinic or medispa? The rest of the money goes to online stores, chemists and departments stores. Why is it that in the US many clinics and medispas declare their biggest ROI to be skincare?
WHY IS IT THAT IN THE USA MANY CLINICS AND MEDISPAS DECLARE THEIR BIGGEST ROI TO BE SKINCARE?
There are many reasons and we need to examine these and adapt accordingly. Firstly, choose your skincare brands wisely. Look at the science behind them as well as their actual level of activity. You only want to stock products that really work. You also need products in the range that can treat a variety of skin conditions and concerns such as acne, hyperpigmentation, rosacea and menopausal skin.
Next you should look at whether these products are available online and in physical stores. If they are then they are not the best choice – it’s most likely your clients will purchase from these distribution outlets than from your clinic. (Do not fall for the out of date idea of making your own skincare. This is hugely expensive, time consuming and definitely not the best use of your money or time.)
You also want the skincare brand to support you through advertising; selecting a skincare range that has brand recognition is always an easier sell.
Empower your staff
Once you’ve made your decision about what skincare range you are going to stock, it’s your responsibility to become an expert in the products to truly champion their benefits.
All staff, including doctors, nurses, aestheticians and receptionists, should be trained in the skincare and its its key values and benefits, ingredients and formulations.
Each staff member should be given the product to use themselves. How much easier is it to sell something you use and like as opposed to something you just hold in your hand?
Next, look at all the treatments you offer in your clinic or medispa and pair them with the appropriate skincare so they can be sold as a package.
Maximise aesthetic outcomes
We all know that he quality of a patient’s results depends in part on the quality of their skin. Despite an aesthetic practitioner’s best efforts, poor dermal tone and texture can impede healing, whereas skin that is supple and pliable will respond well and lead to better results.
Educate your patients on the benefits of quality skincare and prescribe a personalised skincare regime before and after treatment to facilitate recovery and enhance results.
Make sure all clients have their skin analysed every six months so that they can be prescribed the appropriate products and treatments. There are so many of your clients who come in for a treatment then leave without a single product in their hand.
Prescribe, not sell
Have your products on display in the waiting area so that clients can see what is available in your facility. Get them curious and interested from the start of their visit. Do not be tricked into writing down a list of what they need so they can take it home and shop for the recommended products online. Make sure that you explain that when they purchase the products, you will also show them how much to use, how and when to apply and how to store the product. This is a benefit they will not receive when buying skincare online. In addition, when paying their account, give your client a product brochure to further espouse the benefits.
Prescribe, don’t sell; a ‘try and see if you like it’ approach lacks any real buying motivation or scientific incentive.
The most essential element of your client’s skincare prescription is sunscreen. Sun care is often applied wrongly and therefore not delivering adequate skin protection. Educate your clients on the importance of wearing sunscreen every day and how to properly apply it.
Consider running a sun care promotion at various times of the year, tied in with skincare sales.
Last but not least, make sure that staff are set up with a bonus schedule. You’ll be amazed at how well this works.
Hopefully you can start to see the huge economic potential of stocking and selling the appropriate skincare and just how easy it can be. AMP
