How to sell clients a course of skin-rejuvenation treatments

Q: What’s the best way to sell clients a course of skin-rejuvenation treatments instead of a one-off?

Demand for non-surgical aesthetic treatments is at an all-time high. Consumers are turning towards non-invasive technologies to improve the appearance of their skin, which has subsequently resulted in strong growth in the number of non-surgical aesthetic practitioners operating in the UK.

I speak to many salon and clinic owners who say their clients are becoming increasingly aware and demanding treatments with the latest technologies, despite there sometimes being little clinical evidence to back up efficacy claims.

In the end, the best way to sell your treatments and boost footfall comes down to one thing – results. New technologies and products can obviously help to attract new customers via an initial buzz created by good consumer marketing. This is ideal when you’ve just made a new investment; however, it’s crucial not to rely too heavily on this.

Implementing a long-term business strategy around the new product is essential. When creating this some key points to consider are: will your clients gain good-quality results from this product? Can you expect high customer satisfaction? Is there clinical evidence to back up your claims?

If the skin-rejuvenation technology you use allows you to achieve consistently outstanding results, you’re sure to generate strong word-of-mouth referrals from your existing clients, which will lead to more bookings.

These are much more likely to generate you good-quality leads and a greater return on investment when compared to the latest flash-in-the-pan skin-rejuvenation technology.

Dr Samantha Hills is clinical and training manager at machines manufacturer Lynton. After completing a PhD in physics and pharmaceutical sciences, Hills worked in a post-doctoral position carrying out research into lasers and other light-based methodologies.