Pamela Hill Institute

Referrals are a critical component to the long term success of your aesthetics business. You spend a certain amount of money to acquire every customer that walks in the door. A customer will spend an  average amount per visit, which means your profit is the amount left over after deducting marketing expenses and the other amortized expenses that you can easily average out per client. In other words, you have a financial investment in each client. But, Referrals are freebies. You have not had to spend marketing dollars to acquire this client; they were sent to you by another client. They came in the door pre sold on using your services because a trusted friend recommended them to you. Business would be perfect in all clients came this way and had the same positive attitudes.

How do you start acquiring more referrals? Ask for them. Let your existing clients who are satisfied with your services know that you appreciate referrals. Offer each o them some sort of thank you gift for every referral they provide you with. This can be a coupon for a free visit, a discount on a next visit, or a sample of some product you are selling that you believe would benefit them. The added benefit here is that the sample product may result in more sales down the road. The discount will get the client back into your door quicker, spending more money. And the free visit will interest the client so much that they may become even more of a walking, talking advertisement for your business, sending you more and more referrals.

Referrals are often called word of mouth advertising, but in actuality they are not generated by advertising, but instead by publicity. The difference is that advertising is paid for and publicity is positive information provided about your business for free. The old saying in the marketing world is advertising is what you pay for, and publicity is what you pray for. Some studies show that word of mouth publicity referrals are the most effective promotional method as far as getting people to take the business seriously and give it a try. After all, the person making the referral is someone they trust, who has no financial state in the matter. This being the case, make sure that you are getting all the referrals that you can handle. Ask for the business and you will receive it.

Are you considering adding to your aesthetics career by becoming a massage therapist? Many do and the benefits to your clients, your business and your own bottom line are all positive. If you are considering a career as a massage therapist, here's a few tips to help you make an informed and wise decision. First, go get a massage. Have several massages and determine which massage technique fits your best. Then consider the mental, physical and social aspects of the profession and how it will fit in with the rest of your work.  You can do this through conducting interviews with several massage therapists. You probably already know a few. Ask them all questions about the field and see if there are any discrepancies that pop up, or any concerns of interest. Perhaps one of them will allow you to job shadow her to determine on a first hand basis if this line of work is suitable for you.

After you make the decision, research the various types of massage and the schools that offer them. Is there a reputable school in your area? How long will it take to complete the program and become licensed or certified in your jurisdiction? What will it cost and do you have the funding? Do you have support from your family?

Different types of massage include Swedish massage, sports massage, deep tissue massage, relaxation massage and combinations of the above. You must feel comfortable with your decision so carefully study and choose the technique you wish to study. Remember that of the entire trained massage therapist out there, more than half of them have quit the field within their first year. Most of this time this is because they did not perform enough research beforehand. It is essential that you perform your due diligence, feel confident with the technique chosen and then study hard and commit yourself to the field.

What type of license is required in  your state, city or county is also of concern. Make sure that the school you choose is certified to offer what is needed to obtain your license. After receiving your training and your license you’ll be able to let your aesthetician clients know about the new service you have available and will undoubtedly see a steep incline in new business from old clients. If they trust you with aesthetics they will probably trust you with massage therapy. Do your homework and go for it.

Skin melanoma is one of the most deadly forms of cancer and an aesthetician should be aware of it and know when to refer clients to a physician, especially a specialist.
Of course most know that  skin cancer is the most common form of cancer seen  in the United States, Almost  800,000 Americans are diagnosed each year with some form of skin cancer, with many believing that the common exposure to the sun we all experience is the reason for skin cancer frequency. There are three primary types of skin cancer: are basal-cell carcinoma, squamous-cell carcinoma, and malignant melanoma. The two most common types are Basal-cell and squamous-cell carcinomas, and they are rarely  life-threatening. With proper treatment they are usually curable.

The third type of skin cancer is known as malignant melanoma and is much less common but it is far more dangerous. If it is not detected early and treated rapidly  malignant melanoma can quickly turn lethal. Statistics  compiled by the American Cancer Society show that more than 34,000  people develop malignant melanoma each year, and every year more than 7,000 people will die from the disease. It is thought that in the future about one out of every hundred people will America will develop this form of cancer.

Malignant melanoma most often begins in the melanocytes, skin cells which produce melanin. This is the dark protective pigment that is responsible for dark skin and suntans. The melanin in the skin increases with exposure to sunlight and forms a protective layer. When the  melanocytes become cancerous  they grow at an uncontrollable rate. They continue to produce melanin which means that melanomas characteristically have a dark pigmentation. They can be tan, brown, or black, or a  mix several of these shades.
Sometimes melanoma will appear on skin that was previously unblemished, but more commonly it begins on or near the site of a pre-existing mole or a dark spot.

The most important risk factor for developing any kind of skin cancer which of course includes  malignant melanoma, is excessive sun exposure. Those who have fair skin, blue or green eyes and red or blond hair are more susceptible but the sun has damaging effects on the skin cells of everyone regardless of skin or hair color. If you see an unusual growth that you suspect may be melanoma don’t panic, but do inform your client of the potential risk and emphasis the importance of an immediate trip to their doctor for a check up. You may save a life.

Medical spa conferences, for those in the business, are a way to stay in touch with colleagues, share ideas, get tips for improvements in numerous aspects of business and keep up with new trends in the industry. These conferences are a great educational experience and if you go with the right attitude and take advantage of everything offered the knowledge gained will stay with you for years to come. And in addition here’s another benefit. The expenses of attending a professional spa conference for those in the spa business are tax deductible and they are often held in resort locations, allowing you to combine a short vacation with professional education.

If you miss your favorite this year, then schedule it in for next year. A few of the upcoming conferences that may be of interest include:

American Academy of Cosmetic Surgery Meeting
January 17-20 2008
Orlando, FL

National Coalition of EstheticiansJanuary 27th - 28th, 2008
Certification Prep Class:
January 29, 2008

Hotel Monteleone, New Orleans, LA
6th Annual Meeting of the Society of Dermatology SkinCare Specialists
February 4-7, 2008
San Antonio, TX
 
February 23 -25, 2008
For details visit
Los Angeles, CA
International Anti-Aging Show
March 7-9 2008
Ontario, Canada

17th Annual Society of Permanent Cosmetic Professionals Convention & Trade Show
March 15-17, 2008
Caribbean Health and
Spa Tourism Symposium 2008
March 15- 16 2008
Rhodes Hall Plantation & Resort, Orange Bay, Hanover. Jamaica

MEDICAL TOURISM ASIA 2008
25-28 March 2008,
Singapore

As you can see these conferences range in location from Florida to California, from Texas to Canada and everywhere in between. Additionally several conferences are offered in other countries. A chance to visit Singapore for the first time, or enjoy the beautiful Bahamas while learning and enhancing professional skills and earning a tax deduction makes a win win situation.

A professional spa conference provides the perfect meeting ground for spa professionals wishing to enhance knowledge thorough interaction with other professionals. You never know where the next great idea may come from. Skin, cosmetic and wellness companies often have presentations on their newest products, and most conferences have a comprehensive education program enabling spa professionals to see the latest trends, learn the newest techniques and purchase the hottest products in the spa and medical spa industry. If you are a spa professional and you take your job seriously, wanting to provide the best for your clients, the consider attending a spa conference. Enjoy the vacation and learn.

Business always needs a boost and having a steady arsenal of great marketing ideas to boost your spa or beauty business is a wise idea. Even in times of good business efforts should be made towards marketing since it is an ongoing process and you need to be thinking about tomorrow with your business just as much as today. Here are a few tips you can try.

1. Offer a voucher. Have your clients click on a link on your website or phone in a code that you can send them with direct mail in order to redeem their voucher. This requires the client to take action and adds more perceived value to the voucher. With direct mail you can use a postcard to save money and postage, or if you have an email newsletter that is a perfect delivery system.

2. Buy one get one free. Offer a special product free if another item is purchased. This is a great way to introduce lotions creams and other products you may be carrying.

3. Lower priced packaging. Offer a special lower price if your clients buy two or more  products packaged together.

4. Offer a spa industry publication as a freebie. Make it something that is available only through your spa, or hard to find otherwise again adding to the perceived value.

5. Free consultation. Offer a free consultation as an add-on or a bonus. Teach your clients about their skin treatment needs. This will educate them and have the added benefit of bringing them back to you in the future.

6. Offer a free half hour massage or some other massage gimmick to introduce the service. In fact many places have even offered five minute massages with great success. This introduces the service and makes them want more.

7. Private make up classes. Get your supplier or distributor to offer free classes or demonstration makeovers and clients will flock to your doors.

8. Offer a free-trial for one, two or five days letting people try your spa for free. Most will come back for more.

9. Offer a free sample. This can be mailed to your clients along with an instructional DVD to show them how to use the products.

10. Offer your clients a  free home care instruction booklet. This can include your logo to become a strong, constant reminder to them and their friends of where it came from, your spa.