To jumpstart 2010 I had the Acara team analyzed the collection of business tactics we recommended to our clients in 2009. The goal of the exercise was to identify which tactics achieved the greatest impact on client revenue and profits.
As I mentioned in a previous post, 2009 was a very successful year for our clients. Many of them including dermatologists, plastic surgeons, non-core physicians and non-physician owned medical spas experienced strong increases in their sales and profits. The top ten list of business tips below represent the tactics that had the most impact in the shortest amount of time.
Top Ten Aesthetic Practice & Medspa Business Tips for 2010
1. Follow-up – Follow-up – Follow-up
Your team needs to consistently follow-up with leads, unclosed consults & existing clients. Top aesthetic practices are very good at managing their sales pipeline.
2. Stick to the Plan!
Develop and implement a bi-monthly marketing plan with a budget. Be disciplined with this business practice, without a plan you will not achieve your sales goals.
3. Capture All Leads
Your reception team needs to document the name, phone number and e-mail address of each individual that calls interested in your services (a lead). In addition, every lead needs to be asked, “How did you hear about us?” and the information diligently documented.
4. Set Goals
Establish yearly and monthly sales & operating goals and track them through your monthly financial statements with budget comparisons.
5. Hold Monthly Events
Hold a monthly educational seminar open to the public (this is not a party it is a selling activity) either at your location or, if you expect a crowd, off-site.
6. Maximize Your Website
Search Engine Optimize (SEO) your Website and insure it has a lead capture form, phone number on every page, customer testimonials and before & after images
7. Staff to Market Demand
Staff your business according to customer demand specifically on the best days of the week and times of day.
8. Distribute Online SEO Optimized Press Releases
Once per month write, search engine optimize and distribute an Online Press Release that includes logo image, before & after photos and video tied back to your YouTube account.
9. Market with R&R
Implement a repeat & referral program, eventually it will help reduce your monthly marketing spend.
10. Prioritize Your Business Decisions
Ask yourself the following question prior to spending time or money on any new business initiative, tactic, medical procedure, technology, program, etc. “Will this make money for the practice and increase customer satisfaction?” If you answer yes to both parts of this question, then make it a high priority. If you answer yes to only one part of this question, then make it a lower priority. If you answer no to this question, then stop and do not allocate any company resources.
To hear me review and discuss these Top Ten Tips in further detail join me online January 26th at 1:00 p.m. EST as I present our Top Ten Aesthetic Practice & MedSpa Business Tips for 2010 during a live Webinar.
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