olly Church
With the New Year quickly approaching it’s the perfect time to start thinking of new ways to revamp your business and bump up revenues in the upcoming year. Earlier this week industry experts spilled some of their secrets to success to a room full of spa owners, estheticians and medical experts at Repêchage’s annual Network Power Lunch—Champagne Brunch. Read on to find out more on how you can better your business in 2015.
First on the day’s docket was Dr. Samuel Shatkin Jr., owner of Aesthetic Associates Centre for Plastic Surgery and Advanced Skin Care in Buffalo, NY, who spoke about how bringing esthetics to his practice has helped his business to grow exponentially. “The industry has changed dramatically. Today, it’s less about surgery and more about maintenance and improving the quality of skin,” he shares. “We have to anticipate change, adapt to change and roll with the punches.” Shatkin encouraged guests to set themselves apart from their competitors and think outside of the box by forming doctor-esthetician partnerships. “If you embrace this, I think you will see a difference in your business,” he shares. “When an esthetician and plastic surgeon come together you’re taking one plus one and getting a lot more than two out of it.” He explained that to pique doctors’ interests, estheticians should attend seminars and get continuing education; learn about the doctors’ practice; build their resumes; and be prepared to show the doctor how they can increase patient retention and their bottom line.
Next up, Repêchage CEO and Founder Lydia Sarfati spoke about the history of waxing and procedures, unveiled Repêchage SeaSmooth Artisan Seaweed Wax and followed with a waxing demonstration using the new wax which Sarfati describes as a “deliciously creamy and rich formula.” Packed with seaweed, vitamins, minerals, zinc oxide and aloe vera, the wax not only effortlessly removes hair but also works to alleviate post-wax redness, bumps, irritation and swelling. Sarfati suggests giving clients the full artisan experience by offering a complimentary Repêchage Lamina Lift Mask and mini-massage; and then removing the wax with Repêchage Muslin Strips; and concluding the procedure with the application of Repêchage Skin Relief Soothing Gel, Repêchage Vita Cura Triple Action Nutri Oil and hot towels; and finally offering a glass of water. “Everyone is doing waxing but you want to provide your client with an upgraded experience that they don’t have in other salons,” she shares. “Turn it up a notch and give your clients an amazing experience.” She also stressed the importance of sanitation and sterilization. “Do not double dip!” she warns. “It’s like with shrimp. No double dipping in the cocktail sauce!”
President and CEO of InSPAration Management Dori Soukup talked in depth about the importance of marketing and how implementing a plan will only help to increase revenues and drive business. She suggested to plan out your yearly marketing strategies on a big calendar; to use the back of business cards as a promotional marketing tool; to capture clients’ information with a register to win button on your web site; and to maintain a monthly newsletter. “You know the saying,” she shares. “Out of sight, out of mind!” To amp up retail business, Soukup spoke about creating a Discovery Station in the salon where guests can touch and feel products. “If you keep your products locked up, they aren’t going to go home with your clients,” she warns. “Promote what you sell—it gives them an opportunity to see what you have to offer.” Soukup cautioned attendees to not be afraid to recommend retail products at the conclusion of a service. “It’s our professional obligation. If we don’t do this we are not delivering a complete guest experience,” she shares. Soukup also talked about cross-marketing salon services using spa dollars, making a marketing plan for each client that comes in each day and stressed the need for social media. “If you don’t have a Youtube channel, you’re missing the boat!” she warns. Soukup also spoke about the importance of team building and gave tips on the hiring process. “As a leader, you must build a good, strong team,” she advises.
To conclude the day, Sarfati took to the podium a second time where she discussed trend forecasts for 2015, including the rise in facial skincare products; how younger generations are paying more attention to skincare; and that curvaceous bodies are “in” and how the skincare industry can tap into that with cellulite, waist-slimming, stretch mark and waxing treatments. She concluded the day by speaking about the importance of education and stressing that knowledge is power. “I believe very strongly that every time someone comes here—whether to a seminar or class—they always walk away with knowing better, knowing more and at the same time they improve their skills, knowledge and become more successful,” she shares. “For me the most important thing is not that I am just successful but I also want my clients to be successful and to grow in their businesses.”
[Images: StarLab]
