“Goal Setting” is a term that gets thrown around for just about everything, but for good reason! In aesthetics, we always talk about goals, whether it is asking our clients what their treatment goals are, all the way to our staff business meetings when we are defining how many treatments and products we need to sell to reach our “goals”. But in a busy world of injections, IPL, facials, peels, and clients, it’s not always easy to find the time to properly analyze business and set the appropriate goals for growth.
Trust us- we were in the same boat when we first started, but we found a system that really worked for us and are sure it can help work for you. While the full system is way too much information for a blog post, we will share with top 3 key points that can get you well on your way to setting goals that will strategically help you sell more retail!
1: Know Your Why.
Why did you decide to sell retail products in your practice in the first place? Was it to earn extra revenue? Was it to provide better service to your clients? Understanding your why will really help you to target how you want to grow. Do you want to provide better service? Sell more units of your top selling products? If you need some inspiration on identifying your why, we HIGHLY recommend watching this awesome video by Simon Sinek for an incredibly impactful 18 minutes of “why” https://www.youtube.com/watch?v=u4ZoJKF_VuA
2: Analyze Your Business.
This can seem overwhelming, but when it comes to selling more retail, you don’t have to do a complete business overhaul. Here are some things you can look at to help you find the gaps where you have room to grow: how many clients do you see each month, how many of these clients leave purchasing product, and how much retail did you sell last year?
3. Set a Benchmark Based Off Your Metrics.
Once you have answers to the above questions, it is really easy to see what is performing well, and where your retail recommendations may need some work. A good industry benchmark to keep in mind is to have at least 50% of your clients having procedures or treatments with you purchasing at least one product. If you have less than this metric, you know you can focus on promoting products with the services that can bring you revenue increases. If you sold $50,000 in retail last year, and want to do $75,000 this year, a great thing to do is to break that into monthly, weekly, and daily goals. For example, out of the average 261 working days per year, selling $75,000 annually in retail equates to selling $6,250 per month, or appx. $288 per day. This is likely equivalent to selling a full regimen to 1-2 clients! Reverse engineering your goals has its advantage because it takes something that is otherwise intimidating and makes it super achievable in your clinic. It also can help keep staff motivated. Bonus: remember to track everything. What gets measured gets managed!
We hope these tips help you increase your sales and reach your goals. Stay tuned for more marketing and social media articles. For complete business and marketing awesomeness, join our private Facebook group, Glowing + Growing in Aesthetics to network with like-minded aesthetic professionals.