DERMAL
Going Beyond the Skin: Consultations That Connect. By James Vivian, Dermal Clinician.
For many of us, consultations form an essential part of our businesses. It’s often where the client journey begins and it’s where our clients first discover if we’re the right people for the gig. Every clinic will offer consultations in their own unique way and I encourage you to continually assess and adapt your consultation processes as your business and clientele evolves. For me, I consider the consultation as a performance and with that I have my ‘spiel’ that I have honed over the years. But spiel aside, no two consultations are ever the same, and just when I think I’ve perfected my consultation process (my version of perfect) that I find a new way that allows me to better connect with my clients. Emphasis on connect. I’ve read Beauty Biz enough times to know there are always excellent articles appearing on the art of consultation, such as suggested language to consider, how to analyse the skin and the importance of homecare and treatment plans. In addition to these essential points, I would like to share with you some information that we touch on within each and every consultation – information that you might notice has nothing to do with the skin but everything to do with the person sitting (or laying) across from you. Now somewhere along my Dermal Clinician journey, I took a long hard look at why clients may not return to our clinic. Whilst I wish I could say we’ve never lost a client, it’s simply not true. I learned early on that you’ll never make everyone happy but it certainly shouldn’t stop you from trying. Clients can come and go for a multitude of differing reasons and in my analysis I decided that people didn’t return to our business when they: a. Didn’t like us personally b. Didn’t like their results c. Had too much downtime/discomfort d. Cost/time barriers The moment I refined these became the moment I did everything I could to prevent them from reoccurring. How did I do this? I discussed them in my consultation. Not always, of course, but clients will often have a pretty good idea of the type of client they want to be before they book in for their consultation. 34
Beauty Biz Year 16 Issue 5
They might have been to a few clinics before and therefore they know how regularly they like to visit and they have the means to invest! Alternatively, they might be a first time facial-goer, however, and they don’t have all the money in the world to spend on their skin. Doesn’t it just make sense that the person who knows this information more than anyone is you? At James Vivian, getting on the same page with a client is our main priority when it comes to the consultation process. For example, we ask our clients to either bring in the skincare they’re using or a photo of them so that we can review what they’re using and, if suitable for their skin, include them in their skincare plan. But what I also want to know is: a. Where did this skincare come from? Did they buy it? Did someone gift it to them. How long have they had it? Do they like it? Are they working (in their opinion)? b. Are they happy to start a fresh with skincare that I will suggest post-consultation c. Do they want to use up as much of it as possible They answer and we’re on the same page. We ask if clients are open to downtime and discomfort so that we can ensure that the treatment plans we’re suggesting will align. We also want to know restrictions around: a. Budget b. Ability to visit regularly c. Ability to commit to an at-home skincare routine The above questions, and more, are asked on our consultation form that a client completes preconsultation. They provide clear areas of focus and it’s important to note that just because a client has highlighted budget concerns, for example, we will still provide them with all the advice and education they need for us to do our best work as we’re still in charge of this consultation. For the budget topic (which FYI initially I would always be no nervous broaching but now no longer), I make
a statement such as… ‘You’ve mentioned that budget is a consideration. We ask the question as a conversation starter to let you know that as we make suggestions for your skin, both from a treatment and homecare perspective, that you should always feel comfortable to let us know how that’s feeling from your end budget-wise. You’re the only one who knows your budget and we want to ensure that our suggestions are suiting both your skin and your personal needs.’ I’m always so surprised after I say something like this to people who have highlighted budget as a concern that they say ‘Oh, James…I’ll take whatever advice you give me.’ Great news, of course, but we had still had a great conversation and opened up the space for this to be reviewed by the client if needed as a client’s ability to visit and spend does fluctuate over the years. In life, in love and in skin, many of us are looking for connection. We’re looking for The One and you never know who’s about to walk through your doors. Let your client know that you’re The One and take your consultations to the next level. Consider what information you might want to know more about so that you can connect your clients with their best skincare and treatment options that not only suit their skin but also them. Remember, attached to every skin is a person with needs and wants so don’t be afraid to ask exactly what they are. (Please take everything above with a grain of exfoliant as they are just my opinion and tools we use in our business daily.) @jamesvivian
