Client Takeaways: all links so far

• First-Time Client Information Packets

• Business Cards—a must have

• The importance of sampling your products

• Product Brochures—an important sales tool

• Client Product Instruction Cards

• Next appointment cards

• Referral Appreciation Discount Takeaway & Postcard

Referral Appreciation Discount Takeaway & Postcard

I have built almost my entire business(es) on referrals. The first 10 or so years after opening my first salon that was definitely the case. After my first book, Timeless Skin, came out, I did get new clients calling who saw me on local Dallas TV when I was promoting the book. And I did one promotional discount in both Chicago and Boulder, but for the most part person to person referrals have built Carolyn Ash Skin Care. 

Having a referral program for your business is just a good idea. It doesn’t cost you very much up front, and the benefits can be long-lasting. Ask any client—they love getting discounts, and a referral discount is simply a nice way to say thank you for those who share the news about your service.

These takeaways are business card-sized

Back of Referral Appreciation takeaway

I offer $20 off my facial to the person who referred someone in for a facial. You can obviously set any price you want to for your discount. Twenty dollars is significant and doable with how I have structured my pricing. I don’t want to give $5 or $10; that just doesn’t seem like enough when a client has just brought me a new client who, granted, may come in once and that’s it. But it also may be a new client who will become a life-long patron.

When a new client calls me, I always (always) ask how they found out about me. If it wasn’t the Internet or from a promotion somewhere, they were usually referred in by an existing client. When I book their appointment, I always remember to note who referred them. When the new client has come in for her facial, I send a referral postcard to the person who gave this new client my name. This not only gives them a discount, but also lets the person know that their friend actually did come in and get a treatment.

FYI: I send the postcard out by at least the day after the referred client has come in. I actually address the postcard, fill it out, and stamp it right after the referred client leaves. I’ll then drop the PC in the mailbox on my way out for the day. I don’t want to forget to send this all-important thank you.

Referral Appreciation postcard front

Referral Appreciation postcard back

I don’t put an expiration date on the appreciation postcard. I don’t want this thank you gift to force a client to come in; it really is a no strings attached thank you. Usually the person who referred you is a regular client anyway, so they’ll be in shortly to redeem the discount soon enough.

Here are a few more PCs I had printed up over the years for referral appreciation.

There’s that darn “Integrative Skincare” again. Read Next appointment cards (see link below) if you don’t know why I’m mentioning that!

This PC was from my Chicago salon. I didn’t take full advantage as far as putting more important business information on the front, such as my phone number and/or website. My phone number is one the back, but I think it belongs on the front (perhaps both sides).

Here are a few more examples of Referral Appreciation takeaways I’ve had printed in the past. All of these are business card size vs. what I sent to the referring client, which are regular postcard-size.

Above, on the back of the discount takeaway I didn’t have the ability on vistaprint (where I make many of my printed take aways) at that time to make the print any bigger than it is, which is unfortunate. However, I did include my phone number and website address. It’s always important to include as much as you can in terms of your business information, making it easy for any client to get in touch with you.

As you can read on my blog post First-Time Client Information Packets, this Referral Appreciation Discount takeaway card is an important part of my first-time client take home package. 

Something to note: If your client misplaces or for some reason can’t find your regular business card, if they have kept this referral takeaway, it too has your phone number (and perhaps your web and/or email address) so they can easily reach you. 

Also see:

• Next appointment cards
• First-Time Client Information Packets 

Next appointment cards

These cards were printed while I was having a few other pieces made at my printer. You can certainly use vistaprint.com or another inexpensive printer, but having my logo, which is my brand, on all printed pieces given to a client is very important to me. Branding is huge when it comes to establishing yourself as a professional.

If you’ve read Business Cards—a must have (see link below), you have seen the back of my card is occupied with my book covers and celebrity quotes. Otherwise I would do what many people do and put a next appointment card as the back of my business card. Because I can’t do that, I had these separate cards made for next appointments.

These particular cards came out at a time when I thought I’d change my brand (a big mistake—but lesson learned) as you can see by the “integrative skincare” vs. my usual, simple and original “skin care.” This may seem minor to you, but for me it was veering from my norm, and very soon after I had some printed material with the “Integrative Skincare” I returned to my original format: “Carolyn Ash Skin Care.” (On a side note, I don’t like skincare spelled as one word. Why I chose to do that for my brand—?) See upcoming post Creating a company logo for more information on the importance of branding.

Having a printed next appointment card insures that your client has the information she needs to remember her next appointment. The card has your phone number on it, like a business card, so if a change needs to be made it is easy to find your office number. And it also displays your brand—again—which is exactly what you want. You want to have the visual of your business name shown over and over in everything you have printed. I had these cards (above) printed in plain black and white. I didn’t want any confusion (for me or my client) between the simple appointment card and my business card, which is in color.

The following card was my first effort when I opened my Chicagoland salon. I had them printed at the same time I had many other materials printed in my brand company color green. Looking back (as you’ll read below) my cancellation policy isn’t as detailed as it could/should be.

As you can read on the black and white card at the beginning of this article, I have my cancellation policy printed as plain as day: Please cancel at least 24 hours before scheduled appointment to avoid cancellation charge. This information is also on my website. And when I book an appointment with a first-time client, I tell them my policy right then over the phone. I ask for at least 24-hours notice of a cancellation or a reschedule. If I don’t receive at least a day’s notice, it makes it difficult to rebook the appointment.

Although I always have a cancellation list, sometimes I can’t get in touch with anyone or no one can come during that cancelled appointment time. I also have, at different times in my career, taken down a credit card number for a first time client.

I think this is the nicest way I have seen to let a client know they are responsible for their time with you. It’s a really great example of what to have printed on the back of your business card or on a separate appointment card. 

Having (and enforcing) a cancellation policy really brings it home how serious I am about people showing up for their appointments. And I have had to charge credit cards—only on rare occasion—due to a first time client not showing up or a regular client who might chronically cancel at the last minute.

I am running a business. This is not a hobby or something I do haphazardly. I want my clients to take the same care and consideration as I do when they book appointments with me. I don’t call them at the last minute to cancel their appointment, and I don’t appreciate it when they do this to me. So if that does happen, I have the verbal announcement made that if they don’t give me notice, I will charge them. As with many things in life, there are always exceptions. I am human, after all!

For more information, see:

• Business Cards—a must have
• The Importance of a Cancellation List
• My Appointment Book
• Website ideas: My Cancellation Policy
• More on My Cancellation Policy

Client Product Instruction Cards

If you have a first-time client leave your office empty-handed, I believe you have made a crucial business mistake and missed a huge opportunity. Even if you don’t have samples to offer your client (which is also a mistake), you have a chance to give a new client something to look at and/or read when they get home to keep your business and service in their mind, even after they have exited your office.

Another reason I offer instructions for my clients is a matter of practicality. After the facial, before my client leaves, I go over verbally information about the samples and instructions on how to use them at home, the same information that is on the card. However many times right after a facial the client is in a sort of la-la land and not really able to retain this important information. By providing something written for them, you will avoid confusion for your clients and will probably sell more products because of that. Instruction cards or some facsimile are important for your client as well as for your business.

Below are many of the instruction cards I have used for the past 20 years in my practice. Starting with my first attempts, ending at the more professional-looking cards. They all contain basically the same information: the instructions on how to use the products I sell at my salon, the products (or samples) I have given this first-time client at the end of the facial. I want all my clients to have this information available to them at their home. These Instruction Cards are not just pieces of paper, but actual cards that will stand the test of time.

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These were the cards I created when I first opened Carolyn Ash Skin Care in March of 1994. They were printed at Kinkos—before I had my logo designed—for very little money. I used white card stock, so these are stiff, unlike a mere piece of paper. Two cards equal a regular 8 1/2 x 11 sheet of paper or card stock. I printed out the 2 sides, front and back, on my computer and had Kinkos do the rest.

Instruction card—front

Instruction card—inside

Instruction card—back

All these things I added I still, more than 20 years later, agree with:

• Nature is not a fashion.
• Your skin is alive and will respond according to the care you give it.
• Your skin is a mirror of your internal health. Take a look.
• The condition of your skin is #1 genetic and #2 a product of your lifestyle and habits.
• Sun is the Number 1 cause of premature aging.
• Don’t wear sunscreen with a false sense of security, but wear sunscreen.
• The only true sun block is indoors.
• Balance in all things is the key to longevity.

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This was my second, revised, Instruction Card. I used the same process—hard card stock and printed at Kinkos—with improvements made in content along with little things for me, like providing check boxes to individualize easier for each client.

Instruction card—front/back

Instruction card—inside

Looking at these cards now, they are a bit crammed-full of information—my heart was in the right place. Now I have my books and this blog to dispense important tips and information, although these take-home cards are still vitally important for your clients.

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These were printed at the printer I used for my business cards, etc. You’ll notice I have my new logo design, which I kept for the rest of my career. Branding is important and I’m not a fan of changing the look of things, especially since I love this design. These are a trifold brochure-type, but I still used a card stock, a bit lighter weight than the ones above. Since these were printed with my other materials, I used my signature color (a particular, soothing green that doesn’t translate on the computer) that was already up on the press at my printer.

Here again, I’m using a standard 8 1/2 x 11 paper. You can have unusual-sized business cards or instruction cards, etc., but these will cost more money than standard sizes. Being a business owner, I always want to keep my costs down. I want my client to be impressed with me and my facial treatments, not necessarily with my printed materials. As you can see, I utilize my book covers on these instructions cards (as well as my business cards). It’s essentially free advertising.

Tri-fold Instruction card—front/back

Rather than leave one of the folds blank, I added a tag line I have used in other writings: We offer INTEGRATIVE SKINCARE not a “factory facial.”

Tri-fold Instruction card—inside

Remember, if you let a first-time client leave your office without something in her hand, you have just missed a golden opportunity to—most importantly—help her with her skin and additionally to help sell either your products or services or both! 

As some of you know, I have used Yonka products since 1985. For any of you who are ardent fans, you may be interested to see the following Yonka instruction card (although it was just paper, not hard card stock) from many years ago. Obviously I used this as a model for my first instruction card.

For more information, see: 

• First-Time Client Information Packets

Product Brochures—an important sales tool

Although these will most likely be supplied by the company who makes your products, having a brochure is important. Not everyone will want to know about the products in depth, but some will. And having information available to them is important. 
 
For tips on making sure your client leaves your office with items to take home, see:

• First-Time Client Information Packets

The importance of sampling your products

Sampling the products you sell is one of the most important sales tools you have available to you. Aside from the aesthetician’s knowledge of the products and how they benefit the skin, enabling your clients to try the products in the privacy of their own home will always win you sales. They won’t feel pressured to buy them (a sure turn off for many people); they can sample at their own pace; and they can feel confident about the product they are choosing before spending any money.

After a client has sampled the products at home, they will be 100% willing to invest in your products—providing, of course, the client likes them. They know from experience how each product feels and how it makes their skin look.

Don’t skip this essential tool—for you as a business and for the health of your clients’ skin!

I put client samples in these little mesh bags.

Business Cards—a must have

To this question, I answer with an emphatic YES!

There are a few printed materials that I believe are must-haves for an aesthetician running her own salon. First and most obvious (and the most useful tool as well) is your business card.

Perhaps right now you work for someone at their salon. Even so, I believe it is important for you to have a business card with your name on it, no matter your work situation. That may sound obvious, but I have met many salon professionals who don’t have any kind of card or just the salon’s generic business card.

If the owner is unwilling to make cards with your name on them, it is relatively inexpensive for you to have something made. If this is the case, ask your boss to at least give you the name of their printer who you can contact and have your personal cards made. Going through the salon’s printer insures a cohesive look for your business card, with the salon’s brand, font, and look, which is what you want. Ask other workers in your spa and see if you all can go in together and save money. Once the printer has the ink on the press, having more than one different business card printed is much less expensive than doing multiple cards individually.

Here is my business card when I worked for Rosewood’s Spa at the Crescent. I was fortunate that they provided all of us (facialists, massage therapists, nail technicians, et al) with the company business cards with our own names and professional services on them. This is essential to have to hand out to all of your clients or potential clients, whether inside or outside the salon environment. 

If you’re an independent salon, you want to establish a relationship with a printer because in the course of your business you will have several things that need to be printed including your all-important business card. It’s a necessary expenditure well worth it if you want to make it easy for your clients to contact—and remember you.

Front & back of my business cards

The front of a business card is obvious. You have your name, a logo if you have one, your phone number, and the address of your salon. If you have a website, you’ll include that along with your business email address.

The back of the card is important real estate. My card, as you can see, has the covers of both my books along with quotes from a celebrity and a reviewer. Because mine is a special case, most of you will have a blank slate to work with on the back of your business card. Here you can come up with a number of things to use there. 

Some salons utilize the back of their business cards as next appointment cards. I see this most often. If you have special advertising you want any and all clients and prospective clients to see—put it there. Use the space on the back of your business card for something. Don’t leave this blank!

Here is my first card when I opened my first salon in 1994. I used this “logo” until I had one professionally created years later. I used it on my stationary and all things Carolyn Ash Skin Care.

To read about most all of the important things I use in my business, see:

• Some of my printed material: all links so far

First-Time Client Information Packets

My basic Client Take-Home Packet

Just like the title of this post suggests, I like to give my client a lot of information on her first visit with me—and throughout the life of her being in my care. The following is what a client I’m seeing for the first time leaves my salon with. Occasionally someone will come in (many times on a gift certificate) who I can tell right off the bat does not want to talk, talk about her skin, get my advice, nor leave with samples. In these cases, although rare, I listen to the signs and signals I’m receiving and just give a great facial. These few clients don’t leave with anything unless they inquire before they exit my salon. Usually—99% of the time—first-timers leave with the following “packets”:

• My business card
• My referral program card
• Product instruction card
• Product brochure
• Any incidental information sheets
• Product Samples

All of the above items have a corresponding blog post. Simply click on the title to be taken to that article. Read through these to get an idea of how I take care of my clients, first-timers and regulars alike.

I have several different-sized bags for products as well as for Information Packets. I don’t want a client to just shove all these ingredients into her purse; I like everything to be neat and together in a nicely presented bag. Sometimes I just put the samples in a little colored mesh bag and leave the paperwork put together in the product brochure. (Yonka’s brochure is fairly big and thick, so all other papers fit in there nicely.) I rarely sell a first-time client products on her initial visit—I want her to try the appropriate product samples at home first. But sometimes she needs cleanser or toner, something that isn’t as skin type specific as a cream, so I’ll put the Information Packet in the same bag with her purchase(s).

However you want to or currently handle product instructions and your business information, do be sure to hand something to your first-time clients to take home.