facials

facials

Friday, November 6, 2015

Throw a party to create interest in your new business

Although I wrote the following for a former employee who is planning on opening her own skin care salon, this information applies to anyone starting out in business. I thought Id post it here for all to see.

Before you make any plans around what Im suggesting, you need to be prepared with a few essentials to start out with. First and most important: have your business cards printed and ready to hand out. They literally are your calling cardsa small item that gives your clients (or potential clients) access to you and your business. Dont go into a situation where you are putting on your aestheticians hat without them.

In the second half of A few new aestheticians looking for help (see link below), I made  the following suggestion (among others) for a new-to-business aesthetician:
  • Conduct some free seminars locally and ... hand out a coupon to the seminar attendees for a discount on their first facial with you

Have a wine and cheese and skin care talk at your house or someone elses house. (You could give the hostess a facial or two to thank her for the use of her home.) Rather than just a talk, have a Gommage Party. Be sure you have product on hand to use. Samples, too. (See detailed instructions below.)

Talk to the attendees about how and why you started your business. Including your love for skin care and your interest in helping people with their skin. Personalizing your business will certainly be a plus. Give away samples and brochures of the product line you are using along with your business cardalways a must! In this casual and fun setting, you can really do a lot to stir up interest in you and your business.

Be prepared for questions. In every talk Ive ever given, whether with a large audience or in a home setting, a Q & A session naturally took place. After youve given the 411 on you and your business, open it up to questions. You may not know the answers to every question asked, but be personable and come from your heart and your humanness will shine through.

Have preprinted cards for gathering personal information on each guest at the ready during your event. (Vistaprint.com is great for things like thisor you could go to Kinkos and have something printed there.) You could have blank paper and simply direct each attendee as to what you want them to fill out, but personally I dont like leaving anything up to the client. I would have something printed or pre-prepared by hand if you prefer. Here are the questions I would ask:
  • First and last name
  • Mailing address (with zip code)
  • Email address 
  • Phone number
  • Date of birth ** 
You can ask for whatever information you want; the above is short and sweet and all you really need at this point. If and when they come in for a facial, you will get many more details on each person. **The reason I would ask for their date of birth is so I can mail them a discount card for their birthday when the time comes. Its a nice thing to do and it is good for business.

Let your attendees know that you will be sending out discount cards in appreciation for their attendance at your gathering. This way, by filling out the card, they will get something in returna discount for a facial with you mailed to their home. I prefer mailing out later vs. handing out the discount card then and there. When they see the card after a few days, they will once again be reminded of the party (and you) when they receive their discount card in the mail. (Be sure to be timely and mail out the discount cards the next day or within in few days. Dont let too much time go by.)

Once the party is over and you are back in your office, I would take each information card and write out an actual client chart for each person. You now have their vitals: name, phone number, and email address. Hopefully you gave them some samples; they may have even purchased or prepurchased products from you that need to be noted on their chart. On the back of the chart you can write the date of the party, what the party was, and any other pertinent information.
  • 4/30/15Gommage Party at Mary Johnsons house. Sampled x, y, and z.
Then when Mary Johnson or other attendees come in for their facials, you already have some of their chart filled out. You can also include on the charts that today you sent a participation thank you discount and what the discount was.
  • 5/2/15Sent thank you discount for attending the Gommage Party on 4/30/15. 20% off facial (or whatever you choose)
Obviously, you can structure this however it works best for you, but having a fun girls night with wine and skin carewhat could be more fun? And sharing your love for what you know (skin care) and your excitement for your new business will be very gratifying to you, the new business owner. (Be sure to have non-alcoholic choices available, too.)  

Another option, and a better one if available, is to have this event in your new office space. Perhaps this is not possible, but having a party in your new office is a great idea. It helps christen it, gets people in the door, and let's your prospective clients know exactly where you are located. Assuming you did a good job with installation and decorating, this first view of your office can be a wonderful reflection on you and can nudge people further to commit to making an appointment with you.

For more information, see: