CONCEPT
How can you define the concept of your spa?
I am very results-driven. I don’t like fluff and buff. My clients like results, so I like to do a different facial on everyone. I’m always tricking the skin so they never know what they’re going to get!
What are the most popular treatments?
For sure Dermaplaning! Everyone loves that red carpet look with a shiny, dewy glow. Of, course Hydrafacial is very popular with my clients as well.
LEADERSHIP ROLE
What daily challenges do you encounter in your position?
It’s a balance. The balance is tough. How do I manage my time but still give 100 percent energy to my clients? I get here very early to do ordering of supplies and answer emails. The rest of my day is reserved for clients. The client on the table is the number one priority!
How do you manage stress that work brings into your life?
Meditation! Lots of meditation. Massage and self-care. You have to take care of yourself or you can’t take care of others. I’m really good about doing meditation in my room in the mornings to ground myself.
How did you manage your time when first starting out?
For two years, I didn’t slow down. I worked six days a week, 12 hours a day. You can’t work like that. When I shortened my schedule and raised my prices, it made me more exclusive. Always find a way to accommodate. If I have to come in, I’ll do it. People will wait if they want to see you bad enough.
TEAM BUILDING
Why did you decide to bring on another esthetician to work under you?
I was pregnant and I needed someone to cover my clients. It was so hard to let control go, but I had to in order to grow. It was forced, I had to or my clients would go elsewhere. Thankfully it worked out!
What did you prioritize in training your new hire?
People come to see me for my extraction technique. It was really important for me to teach her my extraction method. My theory is that you should go pore by pore. I use a special technique so clients leave as least pink as possible. Not too hard, not too soft, just right. I had to teach her the right pattern to go on the face, and to be very thorough.
RETAIL
What are your retail goals?
For Marissa, I have a 10 percent goal. I’m not about selling, I’m about recommending. It is always great to give recommendations. There are so many brands out there. My personal sales goal is non-existent. If I see something they need, I will recommend it.
What incentives do you have for your staff to reach these goals?
We do a product commission. Every time she makes her goal, we go together and get manis and pedis. I take an hour to treat her to a juice and we practice self-care together.
MARKETING & PUBLICITY
What can you tell us about your marketing techniques?
My business is entirely word of mouth. I do have a social media manager who is amazing! My clients tell everyone about my services. I don’t want to be online and get negative press. I like being mysterious. It brings a sense of exclusivity.
EXCEPTIONAL CLIENT CARE
How do you keep clients loyal and consistent?
What I’ve noticed in this industry is it’s all a cycle. When their skin is beautiful and happy, they fall off the wagon and there is room for new people. My clients know to come every four to six weeks and they book before they leave. You have to make sure they never leave your room without an appointment!
What incentives do you offer to your clients to be sure they come back again?
I don’t believe in discounting. I don’t think it builds loyalty. My clients know that I value my services.
