With so many aesthetic practitioners out there, it can sometimes feel like a challenge to make yourself visible, even though you know you are qualified and capable of doing an incredible job. It can also be difficult for clients to know who they should choose to do their treatments. But using the right tools and having the right mindset can all play an essential part in giving clients what they want. So, what are clients really looking for in an aesthetic practitioner?
Someone they can trust
Let’s face it, if a client is putting their skin and their most visible part of their body - their face - into your hands, they want to be able to trust you with it. And when I say trust, I mean really be able to trust that you are who you say you are, you have the right credentials to be able to treat them effectively, and you know what to do and will take responsibility on the off chance that anything goes wrong during their treatment.
Trust is obviously something that can be built over time between a client and a practitioner, but, like with any relationship, a certain level needs to be evident from the very beginning - and the consultation is the perfect place to demonstrate this.
Showing that you genuinely care about your client and their wellbeing, not just upselling as much as possible to gain more money, is imperative. What clients don’t want is to have ‘flaws’ pointed out that they had never even considered to be an issue. This can cause seriously unnecessary insecurities.
Expertise and knowledge
It goes without saying that aesthetic practitioners need to be medically qualified in order to truly understand anatomy. But to really stay on top of your game as an amazing aesthetic practitioner, it’s also essential that you continue learning - and keep absorbing as much information as possible.
It’s easy to become complacent in any job, but in aesthetics, it’s vital to stay up to date with the latest techniques, treatments and products. That’s not to say you need to include all of them in your clinic, but knowing how to use them is important. There’s always something new to learn in this business, and, like in medicine, things are constantly changing and evolving.
So, get yourself booked onto courses, check out CPD resources and attend as many relevant conferences as you can to ensure you stay in the aesthetics loop. That way, you’ll be able to comfortably respond to clients’ questions and give the best advice, no matter what.
The ability to book online
As a practitioner, you no doubt receive countless messages on a day-to-day basis, and I’m guessing these messages are across numerous platforms - which can be stressful and can easily lead to you dropping the ball and forgetting to book someone in. You’re constantly working - if not directly in the clinic then at home, taking bookings and answering questions.
The thing is, clients are not always free during opening hours to book their next appointment or find out about your services, which is why a booking tool such a Glowday - which allows existing and new clients to find you, see your availability and find out more about the awesome services your offer - is a must.
Someone who will say “no”
We live in a world where reality TV and social media rules, and it’s easy for young men and women to get wrapped up in the idea that they should look like the people they see on their screens, or should follow the trends they see on Instagram. But a good aesthetic practitioner - one who truly cares about their clients, not just about the money - will say “no” when necessary. Yes, this might make the client temporarily upset, and yes, they may go somewhere else, but their wellbeing and your integrity are on the line if you struggle to find the balance between subtle enhancement and overdone.
With so many people now suffering with body dysmorphic disorder (BDD), the consultation is the perfect place to assess whether or not someone actually requires the treatment they are asking for. It’s never nice saying “no” to someone when they are really determined - especially if they are not happy with the way they look - but, when it comes to health, it’s far better for them to feel temporarily disappointed than to one day look in the mirror and be full of regret. In the long run, they will be thankful that you said “no”.
Someone who is properly insured
As I mentioned earlier, things can - and do - sometimes go wrong. And if you’re medically qualified to deal with issues, that’s great. However, you also need to have the adequate insurance to cover you in the case that a claim is brought against you. You can read more about the type of coverage you need in this handy article. Having the right aesthetic insurance coverage will also put clients’ minds at ease, giving them even more reason to put their trust in you.
A friend
Ok, so all of the points above are essential for a great client-practitioner relationship, but there's one more thing that can play a huge part in what clients are looking for. Friendship. This doesn't mean messaging them every evening or going out for drinks on a Saturday night, but simply being there as someone to chat with. Confidence is a huge factor for many people looking into aesthetic treatments. They may have lost their confidence due to a certain feature that bothers them, skin issues or signs of ageing. And to have someone they can confide in about these issues and more is so important.
