Overview

Looking for new clients without having a Client Development Plan in place is like buying your dream car without first learning how to drive. A good facial is simply not enough these days. Every Esthetician had to master the art of the facial to graduate from their Esthetician licensing program. And these days, pretty much anyone can learn some version of a facial online. Even so, the typical Esthetician will take a multitude of classes to learn more about facial services, however the same enthusiasm is not shown when it comes to learning how to build and maintain a financially successful esthetics business. Do you want to make a living...or create a life? A Professional Esthetician's job is not about giving facials, nor is it about talking people into buying products. Facials and products are simply tools that Estheticians use in their work. It is also not the client's job to sort through a menu of services and decide on their own which service they need, nor is it the client's job to determine which products they should be using at home. That era of esthetics is long gone. A Professional Esthetician's role in the business of skin care is to be well-educated and well-trained so they can analyze the client's skin condition properly and provide the best possible skin care based upon the client's current needs (which change all the time). Therefore, today's Professional Esthetician should be focusing on turning each new client into a loyal, long-term client. Financial success in the esthetics business today is all about client retention. An Esthetician must become indispensable to his or her clients. The Heart of Esthetics: Creating Loyal Clients & Achieving Financial Success offers clarity, specific solutions and proven strategies which will easily guide you to success and prosperity. Topics include measurable marketing (if you can't measure the results, don't waste your time or money on it), how to do a proper consultation (it is not the client's job to complete the Intake Form), going solo/starting your own esthetics business (choosing a name, choosing a space, what to put on your business card), Menu of Services and Products (customizing/specializing, choosing vendors, backbar and home care), client development and retention (how to create an unshakeable client bond and guarantee clients will purchase only from you). Estheticians, products and equipment will come and go...but the HEART of Esthetics will always be the key to your financial success.

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Reviews

The Heart of Esthetics has been extremely helpful to me in building my business. Diane shares her many years of experience in building successful businesses based on outstanding customer service, delivering great results and improving women's lives. In searching for the right business coach, I have encountered many who give flowery monologues to their students along the lines of show that you are THE expert esthetician in your area to gain more clients without delivering any real substance or clear direction. I have to say that while Diane is an encouraging, supportive mentor, she is not the vapid, rah-rah cheerleader I previously encountered. Diane is the Real Deal. She provides clear, specific, usable direction for self-analysis that will help you determine your best client and the steps needed to gain your client's trust in an authentic manner. Gina Bloodworth Johnson, Esthetician Georgia, USA I highly recommend The Heart of Esthetics. For me, it was an interesting and highly valuable experience. Even after working in the esthetics field after several years, this has brought career shifts, a road to success. The support Diane has given me has been superb! Very knowledgeable and comprehensive. Sylvie Michaud, Esthetician Canada

Author Information

Diane Buccola has been a licensed Esthetician in the state of California since 1999 and in 2009, she received her NCEA Certified credential (national certification) . Diane is a former spa owner and solo esthetician, and over her many years in the spa and esthetics business has served as a consultant, technical advisor, trainer and mentor for Estheticians and spas. She has served on the Technical Advisory Board of Les Nouvelles Esthetiques & Spa magazine and as a speaker and Master of Ceremonies at International Congress of Esthetics & Spa events.

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