Are you new, or feeling like you're on the struggle bus? Here are six things successful solo estheticians do to grow and sustain their businesses:
Prioritize Exceptional Customer Service
Great customer service is the cornerstone of any successful business. Busy estheticians don’t just offer high-quality treatments; they cultivate meaningful relationships with their clients. Successful estheticians:
Create a welcoming environment where clients feel heard, comfortable, and understood. They make it a point to listen to their clients’ concerns and customize treatments accordingly.
Follow up consistently, checking on how clients are feeling post-treatment and offering guidance on at-home skincare regimens.
Stay available and responsive, ensuring clients can easily reach them with questions, appointment requests, or concerns.
Personalized care keeps clients returning and builds loyalty, which in turn drives repeat business and referrals.
Understand Their Numbers
No matter how passionate we are about our industry, if we don’t know our financials, we're at a disadvantage. Successful estheticians:
Track income and expenses regularly. They know roughly how much each service costs, how much profit they’re making, and what their break-even point is. Financial literacy is essential to ensure their pricing is profitable and that they can reinvest in their business when necessary.
Budget for growth. They allocate funds not just for day-to-day operations but also for future expansion—whether that’s investing in new equipment, education, or marketing.
Monitor KPIs (key performance indicators). Metrics such as client retention rate, retail sales, and average transaction value provide valuable insight into the health of their business.
Knowing our financials helps us make informed decisions, whether it’s about staffing, expanding services, phasing out services, or raising prices.
Angela Green's Skin Biz School is an excellent resource for all things money.
Embrace Continued Education
Our industry is constantly evolving, and so are the needs of clients. Successful estheticians never stop learning. They:
Invest in advanced education. Whether it’s certifications in new treatments, learning about cutting-edge ingredients, or attending industry conferences, they stay ahead of the curve.
Partner with innovative brands that share their commitment to results and innovation. Working with high-quality, science-backed products not only elevates their treatments but also boosts their credibility with clients.
Continuing education also allows us to offer unique services that help our businesses stand out.
Build a Strong Brand
In a competitive industry, a strong, recognizable brand is a must. Successful estheticians:
Develop a clear brand identity. They know their target audience and speak directly to them, whether through a calming, luxurious spa vibe or a clinical, results-driven approach. I love this quote from Gary V "The reality is, the greatest companies in the world don't sell. They brand".
Branding isn’t just about visuals—it’s about the story we tell and the experiences we create. It helps us attract your ideal clients and build lasting relationships.
Leverage Retail Sales
Retail sales can significantly boost revenue, but successful estheticians know that it’s more than just pushing products. They:
Curate their product selection carefully. They only recommend products they believe in and that align with their brand’s mission.
Educate clients about how to use products at home to maintain their results between treatments.
Create a seamless buying experience, whether through an easy-to-use online shop or convenient in-spa purchases.
The right retail products enhance the results of our treatments and should be considered an extension of our services.
Optimize Time and Resources
Running a business while also being in the treatment room requires efficient time management. Successful estheticians:
Delegate when necessary, outsourcing tasks like social media, bookkeeping, or laundry (have you tried Scrummi?) to free up time for what they do best—serving clients.
Automate processes, such as appointment bookings, confirmations, and reminders, using software tools to streamline operations. Check out my blog on content batching.
Optimize their schedule, ensuring they have time for both clients and business tasks without overextending themselves.
Efficiency is key to maintaining a healthy work-life balance and scaling the business over time.
