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How to prevent “cheapening” your brand

When you are first getting started in injectables and building your aesthetic practice, it can be hard to know how to build your client list, how to get your name out there, and how to present yourself to potential clients. While you want to accomplish all that, you also don’t want to depreciate the value of your brand, your cosmetic practice, and yourself as an aesthetician.

  • Groupon/Living Social and other deal sites: When you put a deal for a service on a site like this, you are attracting a different kind of client. You are attracting those that are looking for the best deal, the newest trend, and are not likely to be loyal clients. Especially when they expect to get that same price every time they come into your office. Generally, the spas that offer on deal sites are new to the industry and are still perfecting their skills, so you don’t want to put yourself in that category, whether you’re new, or an experienced injector.
  • Charge for Consults: Don’t devalue your time by allowing free consults. Clients can take advantage of your time and your recommendations and then go elsewhere. You want your clients and future clients to value you and your time. Plus, you will look more professional and experienced.
  • Don’t advertise your costs online: Posting your prices online is a definite way to cheapen your brand. You are basically advertising that a certain treatment is a one-size-fits-all for all patients and self-diagnosing on the web. Everyone is different, so putting a general price online is not accurate and it cheapens your practice. Same as when clients call and ask about prices. A good rule of thumb is to give a $100 range below and above the typical cost.
  • Letting clients dictate their treatments: Some patients will come in and say “I need this many units of this product.” You, as the medical professional need to assess the patient and diagnose based on the patient, and not what they say. Patients can be saavy, but your practice needs to remain professional.

Being new to the aesthetics industry can be hard, especially when you’re wanting to grow your client base. Even experienced injectors can struggle with this. Don’t cheapen yourself and your practice just to gain more clients.