A specialist working in the field of aesthetic medicine must take care not only of the highest level of services provided, but also of the proper level of income, which in the future will allow him to improve professionally and constantly improve the quality of procedures.
But sometimes unnecessary installations prevent a professional from earning more. In the field of cosmetology, the master unknowingly often misses the opportunity to monetize his knowledge. Underlying this is fear, lack of experience and false prejudice. To stop losing money and raise the level of income, the beautician must learn how to properly interact with clients.
This was told to estet-portal.com by the business coach of the BEAUTY segment, the head of the Qualification and Knowledge Audit Department at TOTIS Irina Shrainer.
Why and how much money cosmetologists regularly lose
The harmful attitudes of ineffective cosmetologists look like this:
• "A paying customer can be seen by the clothes. The woman is simply dressed, she is not wearing luxury brands and jewelry, there is no point in offering home care.
• "The client will refuse and will not come again. There will be an unpleasant aftertaste, the mood will disappear, an awkward silence will arise. Friendly atmosphere of communication in the risk zone».
Follow us on Instagram!
• "I will look like a seller in the market. The client will think that I want to "suck in" drug, but more expensive. These shameful behavior for a doctor.
• "The drug will not be liked and my reputation is over. The patient does not read the instructions correctly, there will be no effect. This is fraught with bad publicity.
• "If she does not ask, then she does not need anything. The client himself will tell about his needs when they appear. This is completely inappropriate now.
Failure to run a business, wandering around in sales techniques, misunderstanding the psychology of the client, this is what: you lose money, you do not fully satisfy the client, you do not grow as a professional.
According to estimates, hundreds of cosmetologists lose about UAH 30,000 every month.
Irina Shrainer., a business coach of the BEAUTY segment, head of the Department of Qualification and Knowledge Audit at company TOTIS
, has deduced the principles of increasing the profitability of home care sales in her research.
According to estimates, hundreds of cosmetologists lose about 30,000 hryvnia every month. They don't understand that selling extra care – this is not an imposition, but a care that is needed.
Marketing for women and men: how a beautician can save money
Another important reason for cutting earnings – misunderstanding of the principles of gender marketing. «Women– a huge market that many companies underestimate, – Martha Barletta in her book How Do Women Buy? How marketing for women differs from marketing for men.
When working with women, it is useful to understand some of their characteristics:
• The woman chooses from the picture. A huge role is played by attractive packaging, emotions. Often they choose something based on its appearance, because it sets the mood.
• Women love simple instructions, clear diagrams, clear and concise presentation.
• Women don't like being frisked, they are pragmatic, so they will demand verified information.
• Women are ready to spend a lot of time shopping;
• Women are subject to impulsive choices.
• For men, indifference to price – an indicator of masculinity and high prosperity. Women are much less likely to decide on expensive purchases, but they have a more developed priority for children and family, they often spend money on gifts.
Aesthetic medicine: when quality comes first
The key modern principles are relevant for both female and male marketing: more meaningfulness, less spontaneity.
The key modern principles are relevant for both female and male marketing: more meaningfulness, less spontaneity.
In the program of the author's course "Reasons for which the client returns", which took place on July 15 in Odessa, Irina Shrainer acted as a specialist in the issue of teaching adults, in matters of psychology and predicting consumer behavior.
Ekaterina Zonova about promoting a doctor in social networks
The trainer taught cosmetologists about sales consultations, creating a unique personal brand, the principles of marketing in social networks. Attendees of the event learned how to win the adoration of the client and make him your "preacher", as well as how to be in the top in a highly competitive environment.
Register on totis to sign up for new events today!
Share:
Add a comment