5 ways to upgrade clients from traditional to advanced facials
Peels, mesotherapy and radiofrequency are some of the advanced facial treatment methods appearing more and more frequently on salon treatment menus.
With all these fantastic tools and their profit-making potential at your disposable, what’s the best way to move long time clients of traditional hands-on facials onto a more advanced course of treatment? Three aesthetic skincare experts share their advice.
1. Explain the process
“Getting clients to upgrade from traditional facials to aesthetic treatments is easy once the client understands the ageing process. Talking about the loss of collagen that occurs from as early as 30 years old, meaning that the skin becomes less elastic, explains why they develop wrinkles. Everyone knows that when you cut yourself the body repairs and it’s the same when the skin is lasered, has a chemical peel applied or lots of micro-punctures made as in mesotherapy and microneedling. Analogies such as these are great for explaining the reasons why aesthetic treatments are far superior to facials,” says Dr Ros Debenham, medical director of Radiance Medispa, Professional Beauty’s Aesthetic Clinic of the year 2016.
2. Show before and after pictures
“Make sure you stock a brand or a selection of brands that use strong evidence-based clinical results,” advises Lorna Bowes, director of Aesthetic Source, which distributes Exuviance and Neostrata. “Use great before and after imagery with references from the medical and clinical studies they come from to verify the credibility of the imagery. Clients taking that leap from traditional facials to more advanced treatments will feel reassured by watching videos of your treatments taking place in the reception area so they know what to expect,” she says.
3. Introduce them to cosmeceutical skincare
“Explaining that clients will get far more benefit from spending the money they would have on facials on clinical skincare products containing retinol and antioxidants not only boosts product sales but converts a £30 facial client into a £70 plus aesthetic client. Regular treatments are also key with these treatments so reducing the monthly price with packages is helpful balance out the increase in spend for the client,” adds Debenham.
4. Use the right language
“Use the correct language when describing peels to clients. The word peel often evokes thoughts of trauma and downtime when actually you might be describing something nutritive, like a glycolic treatment,” says Bowes.
Victoria Hiscock, education specialist for luxury medical skincare brand AlumierMD, seconds this: “One of the biggest challenges for therapists trying to upgrade clients from traditional facials to more results driven treatments is debunking the misconception that results mean pain. Clients can be nervous of treatments such as chemical peels because of archaic ideas that they come with big risk and a lot of down time. Education is key. Offer clients a free consultation during which the therapist explains how modern day peels affect the skin and their phenomenal results against skin conditions such as ageing; pigmentation or acne is a great way to get the conversation going,” she suggests.
5. Do introductory offers
“For those that need a little more persuasion, offer a voucher for a free hand peel treatment with any product purchase. The treatment cost is minimal for you, takes as little as 15 minutes and the client gets to see the treatment in action. It’s one of the most effective ways to show clients that modern chemical peels are elegant and comfortable, yet highly effective,” says Hiscock.