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My observation has been that the reality for many aestheticians is that they have been lead into a trap of funding an extremely expensive hobby. That is, instead of building the additional/replacement income they were lead to believe was waiting for them once they qualified they instead work to cover the costs of working. This, I imagine, isn’t very enjoyable. Particularly when you’ve invested so much time and money to qualify and everyday your dreams feel continually more distant. If you are in aesthetics or thinking about taking this career path and working for yourself you ought to know that operating in aesthetics means you are operating a business and unless you know your numbers and treat it as a business you are responsible for your own distinct disadvantage because of this.
So, how well do you know your numbers? By knowing your numbers I mean, do you know how many clients you need before you become profitable? How many clients you need to pay off your training expenses, equipment fees or investments, overheads etc. Do you know how many clients you need to generate for each service in order to reach your income goal? Do you know your most profitable service from your least profitable? Do you know how much money your clinic requires to stay afloat to operate for the following month?
By taking the time to calculate your numbers, defining your expenses and profit-margins you will bring more clarity to your situation. Upon doing this it’s crucial you have precise targets to work towards and a defined strategy to get your clinic operating profitably as soon as possible. If running your clinic feels chaotic right now be honest with yourself, have you calculated your numbers so you understand the bear minimum it will take to get your clinic to where you want it to be? Without doing this and carefully monitoring your progress EVERYTHING will feel like it’s happening to you by chance.
It’s too often that I hear aestheticians expressing how they don’t expect to be profitable “for a good while” after spending weeks or even months promoting their services on a Facebook page only to generate one or two low paying clients. I hear others sharing their own experiences saying you should expect to be working for as long as 5 years(!!!) before you can expect to have any form of reliable custom and make the transition to full time aesthetics. Again, they say this as if it is impossible to control anything about the process of starting and running a profitable clinic and that those who are successful were the lucky ones.
This is just not true. If you are serious about aesthetics and it is more than just a hobby to you you have to take control. You need to implement a proven strategy to generate clients in order to bring some predictability to your clinic, to operate in a way that moves the numbers in your favour and grows your clinic into a profitable machine not a furnace you throw your money in.
Can you afford to keep operating the way you are? When did you last sit down and look at your numbers? Right now is your clinic sustainable? Many people believe investing in marketing or a consultant is a waste of money but they don’t see the time and money being wasted before their very eyes, month on month. This slow deterioration is due to staying stagnant in their business and not taking enough action to better understand or improve their situation. If you could grow your clientele every week how much would that impact your clinic? How much would that impact your life?
If you are looking to predictably generate client leads for your aesthetics clinic contact me today to schedule your free strategy session. Whatever your next decision is, do not leave the fate of your clinic’s future to sheer chance - that is the biggest risk of all.