The excitement you feel about a new treatment may not always mean new – or existing – clients try your latest offering. If you are wondering why clients aren’t booking your new service, read on!
Why Clients Aren’t Booking Your New Service
When it comes to a new treatment or product, you can divide clients into several categories:
- ‘The Innovators’ are most likely to try out a new service or product as they don’t mind taking a risk. These people are excited to be the first to get involved. The downside is that innovators only make up 2.5% of people – which is a very small section of the market.
- The second group choosing a new service or product are ‘Early Adopters’. This group makes up around 12.5% of people. Early adopters try to get more information about a product or service before investing.
- Everyone else can be divided into the ‘Early Majority’ (34%) the ‘Late Majority’ (34%) and the ‘Laggards’ (16%). Most clients you have will be the early majority. Those are risk averse and will wait to see how a new treatment goes before getting involved. The late majority are often sceptical about new treatments and also take a wait-and-see approach.
How To Get Clients to Book Your New Service
So, what can you do to encourage clients to try your new service and make your launch a success? Client base decisions on the information they have, and the emotions they feel. Those who decide to wait and see will have unanswered questions, a lack of trust or both. It’s your job not to let this happen.
Keep Clients Informed
For a successful launch of a new service, you need to keep clients informed. Remember they are only seeing a % of what you put out on social media. They will see even less if you are not targeting your potential clients on the right platforms. Think about your ideal client – their demographics and lifestyle. Do some research to find out where best to get their attention. What’s most effective for you? Is it Facebook, Instagram or TikTok? Once you know where to answer their questions, figure out what they need to know. What might they want to know about your new treatment? How does the treatment work? What skin concerns can be treated? Who is it for? What is the process? Are there any negatives?
Resources
If you are a SkinBase Therapist, we have plenty of resources to help educate your clients on the SkinBase Collagen Lift, Microdermabrasion and IPL treatments. You can access a wealth of SkinBase Transformation of the Year ‘before and after’ images and testimonials. This is an effective way to show clients what each treatment can achieve when you’re explaining it to them. You need to build trust so clients are willing to take the risk and become innovators and early adopters. If you’re not a SkinBase Therapist, become one today.
How to Help Build Clients’ Trust
To help build client trust in a treatment, don’t wait until the launch to start promoting it. When you partner with SkinBase, you will receive a comprehensive promotional pack. This will help you to market your treatment in the lead up to the launch. Using our ‘before and after’ images and testimonials are great trust-building methods too.
Focus on the Benefits
Go more in depth. Offer free client consultations so you can discuss the benefits for each specific client and their skin.
Have a Launch Event
Turn the launch into an event. Offer free patch tests and a demonstration of the treatment with a model. Consider live-streaming this on social media so clients who can’t be there can still get involved. This your opportunity to answer any questions and make clients feel informed. Put these tips into effect so clients get excited about your new offering and your columns will fill up in no time.
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