Starting an esthetician business is a big step. You’re responsible for every part of the business, from finding and booking clients to performing services and balancing the books. It’s a lot of hard work, but the rewards could be great!
Whether you’re new to the beauty industry or a seasoned pro, running a small business is a whole new ball game. You might need a few esthetician tips and tricks up your sleeve to help everything run smoothly.
These eight suggestions could help you build a client base as an esthetician and grow your esthetician business.
1. Don’t skip the consultation form
Skin can be a delicate part of the body to work with. The wrong cream or treatment could ruin a client’s complexion and your professional reputation. That’s why consultation forms and pre-treatment interviews are essential to an esthetician’s work.
Asking clients to fill out a consultation form should be the start of any appointment. Once they’ve done this, take a few extra minutes to read through the information they’ve provided. Confirm listed allergies or sensitivities and understand their daily skin routine. These details may impact the type of treatment you perform and the products you might recommend.
2. Offer service upgrades
Your clients may be well-versed in basic skin treatments and their usual services. But they might not know about or understand every service you can offer. You may be missing out on repeat business or higher sales receipts simply because they’re unaware of how else you could help them!
During an appointment, discuss upgraded or complementary services that the client may be interested in. This may inspire them to book a more expensive treatment for their next appointment or come back sooner for a different service. In this way, service upgrades grow esthetician businesses through repeat customers.
3. Consider bonus “gifts”
Pricing is a challenge for many estheticians. During slow periods, you may be tempted to discount your services or products to draw in new customers. However, it might be harder to keep them on as clients once you start charging them your normal rate. Instead, consider offering a gift with their purchase.
A gift with purchase adds value for your customers at a lower cost to your business. It also helps establish a relationship between you and them—you’re more than just their esthetician; you’re a friend giving them a gift! A gift also gives customers a chance to try a product they might not have otherwise. If they like it, they may come back for more.
4. Sell a series of treatments
Few skin treatments offer dramatic changes overnight. But do your clients know that? They might be pleased with their results after one treatment but could be even happier after a full series.
Offering a series of repeat treatments helps grow your esthetician business by encouraging clients to book multiple appointments. They may also refer you to their friends, especially if they see dramatic and long-lasting results from the services you’ve provided.
5. Create a referral program
Speaking of referrals, you might consider creating a formal program to help build a client base as an esthetician. A referral program helps you find new clients while doing something nice for your loyal customers. It could be a win for them and your business.
Keeping your referral program simple is key. It should be easy for your clients to refer people and understand what they will get for doing so. You may offer a free product or a discounted service each time a new referral makes a purchase over a certain dollar amount.
6. Stay on top of industry trends
The skincare industry is constantly changing. New technologies, products, and techniques are introduced each year. A good esthetician stays on top of these trends so they can provide their clients with cutting-edge treatments and more options.
There are many ways to keep up with industry trends. Paid options, such as continued education or training, could help you learn new techniques so you can expand the services you offer. Webinars, industry newsletters, and blogs can also be informative. If you’re looking for new products, industry trade shows are a great place to see what’s new and place orders for your business.
7. Use social media
Skincare content is popular on social media! Many clients expect estheticians to be on platforms like Instagram and Facebook and may research your business there first. Your account could also be a great place to showcase your work, services offered, and client testimonials.
Social media can be a great place to market your business to new customers. With your current client’s permission, consider posting before and after images or videos of treatments. You can also share your knowledge with a Q&A post or post behind-the-scenes footage of how you prepare for an appointment.
8. Protect your business
Working closely with people is rewarding, but it also creates risk. A treatment gone wrong or a bad recommendation could create an unhappy client. They might demand compensation, sue your business, or spread negative word-of-mouth reviews—or all three!
That’s why many skincare pros purchase Professional Liability and other types of esthetician insurance. These essential forms of coverage help protect your business against the financial fallout of unexpected events like negligence claims, customer injury, and more. Instead of paying for claims and lawsuits from your pocket, your policies pay legal fees, compensation, and other covered expenses relating to a claim. This can provide you with important peace of mind, so you can focus on your clients with less stress and worry.
The number of quotes provided varies between products, occupations and other underwriting factors determined by the insurers.
This information is a general guide only and does not take into account your objectives, financial situation or needs. Always check with your local licensing board when getting or renewing your trade or professional license to ensure you are meeting their current licensing requirements.
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