Promoting skincare in your cosmetic practice includes many benefits to you and your patients, including serving as a new revenue stream that could account for 10% to 25% of your total revenues and convenience for your patients. Additionally, skincare is a gateway for introducing and cross-promoting your in-office aesthetic procedures and treatments because when they are used together, outcomes are enhanced.
Here are a few tips to maximize your skincare business.
Commit
Don’t assume these products sell themselves. To be successful, you really need your staff’s commitment. Be sure everyone is on board and dedicated to making this work in your practice.
Along these lines, you shouldn’t get into retail sales unless you are committed to turning them into a healthy revenue stream. You can’t expect your staff to be fully on board if you are not serious, nor can you expect patients to invest their hard-earned dollars, unless they know you believe in good skincare products to complement the cosmetic procedures that you offer.
Incentivize
Make sure your staff actually uses your product lines and have vendors work with them on product knowledge and promotions. Your staff will be your best sales people – your front line walking/talking testimonials.
Staff incentives will help. Your team will go the extra mile when they have a good reason to, so give them a 10% bonus/commission on product sales, as well as free product or product at cost.
Silent selling tools
Nobody wants to be pressured into buying your products, so keep it fun and educational.
Implement the following creative “silent selling tools” to engage and encourage your patients to act.
There’s nothing more compelling than seeing your own skin damage versus someone else’s, so pique patient curiosity by introducing a customized skincare analysis session. This is a no-pressure way to help your patients see issues that are invisible to the naked eye, such as UV damage. This will encourage them to invest in products designed to improve their skin.
Another idea to introduce retail to your patients is by writing a skincare prescription as you would for medicine.
Your patients know, like and trust you as the expert and will follow your lead and suggestions. When you offer products that help in their recuperation, or enhance their skincare regimen in general, patients see you as committed to their comfort and satisfaction.
And finally, institute your own VIP Skin Program for your patients. People feel special when they are part of the “in” crowd, so make this program exclusive and prominently show it off. Include member benefits, such as:
- 10% off skincare products
- Free shipping
- Free samples
- Free monthly peel
The point is to make your patients feel exceptional and keep them coming back for more.
Ultimately, skincare should be a healthy revenue stream in your practice, so commit to it and think of fun and creative ways to promote it for the good of your patients.
About the Author
Catherine Maley, M.B.A.
Ms. Maley has been an author, speaker, consultant and trainer for the cosmetic industry since 2000. Her mission is to help cosmetic practices attract and convert more cosmetic patients via creative marketing strategies and training staff to be conversion rock stars.
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