As aestheticians, we often dream of not just surviving in our industry but thriving. The path to prosperity begins with mastering what I call the "Survival Phase." This crucial period is where you build stability in your business, and that stability comes from knowing your numbers, providing excellent customer service, and committing to continuous learning and improvement.
Understanding the Misconception About Marketing
A recurring question from my coaching clients is: "Where do I find clients?" Many aestheticians believe that the key to filling their schedules lies solely in marketing. "Marketing is so overwhelming. But I need more clients, so I need to market more," is a common sentiment. But let me pop that bubble—it's not all about marketing. While marketing plays a role, it's not the sole focus.
Instead, I want you to shift your mindset to understanding your financials. You might wonder how tracking numbers can help grow your clientele base. Here’s the truth: success depends on delivering exceptional service that leads to re-bookings and referrals.
The Power of "Wow" Service
From my experience, and from working with many successful aestheticians, I’ve learned that about 90% of them did not grow their businesses primarily through marketing. Their growth came from providing a "wow" experience that resulted in re-bookings and referrals. It’s about mastering the consultation, selling the right products, and ensuring clients re-book.
Here’s the formula for success:
Deliver the best consultation and show that you really know your craft.
Turn that consultation into product sales.
Secure re-bookings and referrals.
Why Knowing Your Numbers is Crucial
Your numbers tell a story. They reveal strengths and weaknesses in your business. Tracking your numbers means you can strategize effectively, see where improvements are needed, and understand what is working well. It's about being actively involved in your business's financial health.
Tracking the Right Numbers
Use a spreadsheet to track:
Weekly service revenue
Product sales
Number of products sold
Number of clients served
Number of re-bookings
By analyzing these numbers, you can get a broader picture of your business and identify areas for improvement. For instance, a low re-booking rate might indicate a need to improve your consultation process.
The Path to Mastery
The journey from launching your business to growing it requires mastering new skills. It's about understanding that what got you started won't necessarily get you to the next level. Mastery in consultations, product sales, and re-bookings is essential. And so is the relentless pursuit of knowledge and skills.
Remember, it’s not about delegating your numbers to a bookkeeper or relying solely on software. It's about engaging with your numbers yourself to gain deeper insights into your business.
Conclusion: Building Your Empire
The survival phase is about building a stable foundation. It’s about more than just marketing—it's about providing exceptional service, knowing your numbers, and continuously improving. By focusing on these elements, you can move from merely surviving to truly thriving in the aesthetics industry.
So, embrace the numbers, master the consultation, and focus on re-bookings and product sales. This is the path to prosperity and building your business empire.
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