How To Deal With Slow Periods
A question I hear often from Beauty Biz Practitioners is…
What do I do with a winter drop in clients?
The best way to handle a lull is to be proactive. What I mean by that is that it’s in your best interest to know when your slow times tend to be and have a plan of action in place before the slow period arrives.
Below are three tips to keep the momentum going during any lulls you encounter.
1. Create a marketing email list. Get your marketing contacts list in order. Remember… Marketing to an existing, or warm client is 10 times more effective than trying to get a new or cold customer in the door. To keep the flow of business going year-round, make it a regular practice to collect your client’s contact information and use an e-mail campaign platform to stay in touch with them. One way to get your clients’ email addresses is to add a space for them to opt in for your newsletter at the bottom of your intake form. Most people will want to hear from you, so be sure you give them the opportunity to say yes, please!
2. List out your seasonal treatments. Make a list of all offerings that you have that would solve a seasonal skin care or wellness concern. You can even make some new ones if you’re feeling inspired. This list is your problem-solution seasonal marketing e-mail message outline. You know the common problems your clients face in the winter, make sure they know you can help and how.
3. Create TOMA. Send email messages to your clients consistently, this creates Top Of Mind Awareness (TOMA), reminding the client that you are ready to solve his or her seasonal skin care concerns (and that you know what you’re talking about). End each e-mail with a link to your website or online booking page so it’s super easy for them to get on your schedule. Be sure to send a marketing message out at least once a month reminding your clients that you are there to keep them looking and feeling great and reminding them of what you have to offer and specifically how it benefits them.
*Based on an article originally appearing in Skin Inc. magazine here.
About the Author
A finalist for American Spa Magazine’s 2017 Women in Wellness Mentor of the Year, Lori Crete is a highly sought after industry expert and licensed celebrity esthetician. Owner of Southern California’s Spa 10, she is also the founder of The Beauty Biz Club™, a success-based society dedicated to helping beauty practitioners around the world fill their schedule, increase profits and break through to the 6-figure mark.