Launching a new beauty or aesthetic service
Just because you’ve added a new service or treatment to your beauty business – doesn’t mean your clients are going to rush to book appointments.
Of course, you love your shiny new toy, but clients can often be hesitant of new services. Therein be a bit of uncertainty with anything new and untried.
Put yourself in your customers shoes and you can understand why they may feel hesitant. It’s just human nature to wonder;
Does it work?
Are there side-effects?
What don’t I know?
With these internal concerns, clients will often take a wait and see attitude and you’re left disappointed with your initial bookings for your new shiny toy.
So, how do you overcome clients reluctance to trying a new treatment?
Educate, educate, educate
Educate your existing customer base on the benefits of your treatments, as well as be sure to explain any contraindications prior to performing your new service. By sharing in-depth knowledge about the product and service, you build trust in the new treatment.
During your consultations, be sure to ask your customers what concerns or worries they have about your new treatment, so you can address them and ensure their confidence. This is a great time to combine the new service to their regular treatments and be sure to share other customers testimonials as well as before/after photos.
Many manufacturers offer advertising tools and materials that can give you a head start with your marketing efforts. Be sure to inquire about these prior to launching your treatment so you can immediately start shouting about your services.
Before launching your new treatment, get a few testimonials to, again, build consumer trust in your new treatment. The easiest way to get testimonials is to offer a free pre-launch service to some of your best clients in exchange for their reviews. Don’t forget your before and after photos or videos!
Sharing is caring
Share you and your teams training experience on all your social media channels – as soon as you can. Let everyone know via text, photos and video the knowledge you gained, treatments you performed as well as the final training certification.
Your own customers are your best sales people
Word of mouth and client referrals are great ways to build your new service bookings as well as create even greater trust around this service.
Be sure to encourage your clients to take every opportunity to share news about your treatments with friends - by offering a referral reward for each new client they bring into your business.
In your efforts to grow your referrals, testimonials and before/after marketing images and videos, you want to ensure that your new treatments are a success. For example; if you know that an IPL acne treatment will get better results after 6 treatments, you could initially offer a value added promotion such as a ‘book of 4 treatments and receive 2 extra free’.
This can quickly build your new service client base as well as build up your testimonials as well as before and after treatment photos and videos.
When marketing any new beauty of aesthetic service, remember that just saying it’s ‘new’ is unlikely to be enough to ensure it’s success. The key to all your marketing efforts should always be consistency and repetition to ensure your message is heard!
If you want to learn more about the Dermalase IPL - the lowest priced, Health Canada approved Hair Removal and Skin Rejuvenation device manufactured and serviced right here in Canada, including training and certification - just give us a call at 604-788-3413 to book your FREE demonstration.