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#10
LEADERSHIP
Your leadership
• Leadership is the capacity to transform vision into reality
• Leadership is about coping with changeManagement is about coping with complexity (John Kotter)
• Leaders are people who do the right things; Manager are people who do things right (Warren Bennis)
#9
Know how to talk about your business
The elevator speech
• In 20 seconds, what do you do?• How do you introduce yourself to new
customers?• What would you think following an
introduction like that?• Credential your clinic and yourself• Explain your service
#8
Promote your image
Your brand
• Marketing representation of what you are or you want to be ...
• Your name, your logo, your signature, your documents.
• Your brand is who you are
My brand
• My 3 main features ________ ________ ________
• My 3 distinctive features ________ ________ ________
• Your Name :________________________________ Your logo :________________________________ Your slogan :______________________________
• Your brand reflects: __________________
#7
Get into the right business!
Your offer
• Massage therapy, hair styling, colorist…• Injectables • Equipment• Non-medical treatments and creams
• Portfolio analysis– Contribution margin– Stars and dog
Market attractiveness
Fractional laser Tatoo removal
Cream, product.
$$$
Unsold stock
???
#6
Pricing strategies
An important part of the strategy
• New treatment promo?• Competitive analysis• Sound price discount schedule • Combination pricing• Give away treatment?• Tracking system
Pricing evaluationL
ow
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UA
LIT
Y--
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-H
igh
High ------------------PRICE-------------------Low
#5
You can’t manage what you can’t measure
Marketing tracker LUNDI MARDI
MERCREDI JEUDI VENDREDI TOTAL
Poste marketing Nombre Valeur
Équipement: Réference Ami Patient Employé Esth.-coiffeuse Médecin
Journaux Rides:
Botox Cosmétique Injectables Revues:
Peeling Radio
Internet Page jaunes
Aucune référence
TOTAL: TOTAL
#4
Internet
Internet
• Extremely important• Your most profitable investment• Flexible platform• Web optimization• Google analytics• Email
#3
Care for the entire customer experience
First impression cycle
#2
Welcome package and clinic tour
Welcome them like they will come back
• Sufficient time for consultation• Introduce the different capacity of the clinic• Have somebody show them around
when/where possible• Prepare an information package • Use appropriate document
#1
Work with what you have
Retention
• Cost of acquiring customers $ 200 to $ 500
• Cost to keep a client $ 0 ... Priceless!
• Several ways of doing things, but important to act!!
Follow-up
• Managing relations with customers – E-mail marketing– Special events– Call the next day and/or in 2 weeks time– Reminder card for following treatment– Recovery letter– Thank you letter
• Monitoring system
