Imagine stepping into a clinic not just for a treatment, but also to walk away with a product that can sustain and amplify your results.
Iola Ciavarra, Director of REVEAL and industry veteran with over 30 years of experience shared some easy yet effective strategies for retail success with Fresh Members.
Why Retail Matters
"Retail products are there to improve client outcomes," Iola explained. She has seen firsthand how retail can boost a clinic's financial health and significantly influence patient satisfaction and loyalty.
Here’s why retail should be an integral part of any aesthetic clinic:
- Client Outcomes - One of the primary motivations for integrating retail into your business is the potential to improve patient results. By offering products that complement treatments, you ensure they continue to see benefits long after they leave your clinic
- Generating Passive Income - Retail is a perfect addition for businesses looking to augment their revenue streams, and income generated from retail sales can also ease financial pressures
- Boosting Word-of-Mouth Recommendations - Products that your patients love and use daily become talking points. Iola noted, “Some of your clients are mini influencers, and they're there, talking about a product that they've got from you to their friends.”
Keys to Successful Retail
- Education - Education is not just for patients, but for staff as well. Iola advised, "If we're educated when we speak to our clients about products, it just rolls off the tongue." She suggested leveraging the educational resources provided by Fresh Clinics, such as webinars, and tutorials. Staff should also be well-versed in explaining how products can benefit their clients, with a focus on the "what’s in it for me" aspect
- Preparation - Preparation is equally important. This could mean having a well-organised display, ensuring that all staff are comfortable talking about products, and even having themed promotions every month
Practical Tips for Integration
- Features and Benefits: Make sure to explain what each product does (features) and why the client would benefit from it (benefits)
- Touch, Feel, Pause: Let clients physically handle the product while you explain it. This tactile interaction allows clients to ask questions and engage more deeply
- Never Assume: Don't assume a client's financial situation or interest level. Clients may express interest discreetly, and recognising these cues can lead to successful transactions
- The Natural Close: Develop a natural script for closing the sale without seeming pushy. Something as simple as "Would you like to take it with you today?" can be effective
- Personal Analogies: Share personal success stories with the products. Clients appreciate hearing about real-life results and experiences
The Financial Benefits
Iola laid out a simple profitability scenario to highlight the financial perks of retail, using a case study of a popular lash serum.
If a clinic sells just three serums a day, four days a week, it could generate an annual revenue of $52,000. The potential profit after cost is a compelling $25,000. "That's the power of a little lash serum," Iola emphasised.
If you're aiming to provide comprehensive solutions to your clients while boosting your clinic's financial health, it's time to rethink the role of retail in your practice.
Start transforming your retail strategy today and join the ranks of successful businesses maximising their revenue.