120: Why Your Facial Clients Don’t Come Back (And How to Keep Them Returning)

In this episode of The Esthetician Podcast, Kari Jo talks with a six-figure esthetician about client retention, rebooking, slow seasons, and how to keep facial clients coming back. They break down why gift card clients disappear, how mailed newsletters can help estheticians stay booked, and why tracking numbers is essential for growing an esthetician business and making more money consistently.

If you’re booked but not making money, you need to start with your numbers.
Download my FREE  “Diagnose Your Business” tracker in the show notes and I’ll show you exactly what to track.

Are You Ready to fix this in your business?

Apply for a free Business Breakthrough Audit:

https://forms.gle/Jkr27yUb6n6PYcba7

Transcript

Listener Win And Welcome

Announcer 0:01

Hi, Kari Jo. I just want to say thank you. Your calls helped me so much. You made everything simple and clear. I feel more confident and excited about my business. You teased with love and I can feel it. I'm so happy I draw your cause. Thank you for everything.

Kari Jo 0:21

Welcome back to the esthetician podcast. Guys, today I have on Jessica, and I am so pumped to have her on our show because when she filled out the business audit in across America, the average estheticians are bringing in anywhere between 40,000 and 50,000 a year. This girl is more than doubling that. And I am so impressed. And so I am so excited to jump into her because she knows what she's doing somehow. Because I'm like, wow, you are already in the top 1% of all estheticians. So, Jessica, thanks for coming on the show. I can't wait to talk to you and dive into your business and what you're doing. And hopefully, you can help inspire other estheticians out there because you're doing something right, girl.

Jessica 1:10

Well, thank you so much for having me. It really is an honor to just be able to see you and

Meet Jessica And Her Boutique Spa

Jessica 1:15

talk to you and get my questions asked because I feel like you definitely know what you're talking about when it comes to business. So I am honored to be here. Um, I'm from Long Island, New York, and I have a boutique spa that I um that I'm the owner operator. And um I've been in the industry for 26 years, and I've been solo for eight. And it's been a wild ride. Um a lot of mistakes, but also um being able to build. I feel like it's been slow, like I've been slow and steady. Um, because for being in the industry for so long, I'm very cautious about burnout. I know what I can take in a day. I like to work smarter, not harder. Um, so the treatments that I do offer, I offer a lot and it's all customizable. Um, so really fitting for every need. Like there's not one person that I can't treat. So um, and really just having a heart to help people, um, I think has really driven me. There was a point where I was just like, I don't care about the money, and I really don't care about the money. Like I um was sharing with you that I didn't even know what I was making. I mean, I know what my business brings in. It's bringing well over six, you know, it's bringing six figures in. And I'm like, but where's all this money? Where is it? You know, and realizing that as um a practitioner, you do put a lot back into your business. And there really is a lot on the business end that I'm like, I'm an aesthetician, you know, I I didn't get into business um, you know, to, you know, I guess get nitty-gritty with it, but it really is important. And I think at this point in my life, it's not doing me any justice, especially if I want to excel in um just really having everything, you know, figured out and running smoothly, because it really like you really need to know what's going on on your back end. Um, so that's why I'm here and I'm very excited to uh get some questions answered.

Kari Jo 3:19

Yeah, well, I am so pump and pumped. I was researching you and I was like, oh my gosh, she's been in this industry for 26 years, and I'm like going through

Gift Card Clients Who Never Return

Kari Jo 3:30

all of this Instagram that you have, and I was like, she really knows what she's doing. Like, she's got all these machines, she's got like some incredible before and afters. And um, so I'm interested in what would you say is the biggest bottleneck in your company right now? Like, what do you feel like you're missing?

Jessica 3:50

So I have clients that have been coming to me for 23 years, 16 years. So I definitely have the clientele that's we're for life, like we're doing life together, which is great. Um, I love that. But I do get your gift cards or when I donate to, I'm always looking since I don't um advertise, like I really love to um be able to give in that way. And if somebody is getting a gift certificate and they're just coming in because they're getting a free facial, they're not paying for it. I really do give them the best treatment as if they were paying. Top not. But for me, it's like, how do you hold on to your gift card people? How do you hold on to people that I guess don't see the need after one visit with you, like the the value of you? Um, I am busy, but there is a time in the month where I'm like rock, rock, rock, rock, rock. And then it does kind of get where I'm working, but maybe not as full. And I really would love to be working whenever I'm supposed to be working. Um, I do appreciate the off days. Um, I just feel like I've worked so hard and I just like work, work, work, work, work that, and I'm I can tend to be a workaholic. So I have to like live a balanced life, um, especially I do have kids and I want to be there for them. So I really live a balanced, balanced life. So I guess, you know, working within my capability, but also being able to fill up those spots, you know. Like I said, I'm not advertising, I'm not um doing social media posts, I'm not throwing out promotions to try to like draw people in. Um, I really value, uh value um genuine connection. Um, but I do get a lot of gift cards, and then as people come, they go, and I am very good with checking in and following up. Um so I feel at this point I really need to start utilizing my systems of whether it's um, you know, the text thread or you know, throwing out like a little news, just something to stay connected. Because I feel like, yes, I'm connecting. How are you? How are you after your facial? But then it's just like dropped and it's like, where did they go? Or the people that are with you for a season, like you feel like these people are gonna be lifers and then they just disappear. Um, did they get so happy with the results that they didn't feel like they need you anymore? You know, or did they not like you? You know, I'm a sensitive person and I get in my head I didn't always have self-confidence. Um, I think that's why I am slow rolling because I really like it takes a lot for me to believe in myself, you know, considering that it is so saturated, it's like, well, why me? And it's like, you know, I realize that the people that have been coming for so long, they're here for me. So there is something to me that people do do want. And I guess just, you know, yes, there's a million talented people out there, and I don't think that I'm the best, but I definitely have I'm very seasoned and I have seen it all. And I've been working with skin for a long time and I care about results so much. I'm not here to take your money. I'm here because I genuinely want to see transformation, you know. So for me, it's I'm using Square right now, and I do find it a little challenging with like the text messaging and the automations and the campaigning. Is there a system? So I am not tech savvy at all. I think that's also a part of the reason why I hate anything technical. Um, like even just to set up the computer for today. And, you know, it's like, let me do this ahead of time to make sure, you know, that I know what I'm doing. And look, I did it, right? Yeah. Um, I'm here. So, but I I like this is how little I believe in myself, even when it comes to like technical stuff. So, really, is there any um so in my position, like I'm looking to have that steady flow, and I know it's so inconsistent, like it's not you're gonna go through seasons, like the kids are just off. So I'm only working three weeks this month. So I'm like, okay, like I I want to make all my rent this week. I have like $4,500 in bills. I'm getting it all paid this week. So I'm already like like 75% there. So I'm like hustling because I want to see what I can make for, you know, to put back into my business and also what do I take? So I'm going through like this trial period right now where I'm really tracking everything and trying not to spend, you know, even on my business. Like I really want to see what's going on so that I can like budget properly. But is there a system that you find is the most because I know there's a lot out there, and um you know, I I don't I haven't done any deep dives, but I'm like, you know what you're doing, you know, you know what's out there. And from my position, like, what do you think is the best way to and also hold on to those those clients that maybe don't see your need, and obviously not everyone is for everyone, you know, like there's plenty of people to serve, and you only want your people, so there's that too, but you can't it it it affects you, you know, as a person who's sensitive and you know, depending on where you are in your cycle.

Rebooking Anxiety And Seasonal Slumps

Kari Jo 9:03

Yeah, for sure. And I absolutely like I love this question because even though right now you're a high earner top producer esthetician, you're caring about those people that aren't coming back. So even an esthetician that is listening to this episode who's like brand new, they have that same kind of issue with, well, they didn't come back. So what happens? And I so like I love this question. When I was actually doing a because I always research my guests when they come on to kind of see, when I was going through your social media, and I know that you don't post on it very much, but it looked to me like because you talked a lot about like hormones, collagen, supplements, things like that. I feel like you're your most of your clientele, are they like what would you say their age group is? You can give me a wide range.

Jessica 9:59

So I do it's probably 13 to late 70s.

Kari Jo 10:04

Okay.

Jessica 10:05

So you know, I have a wide range. It is most of it is between 45 and 65. I want to say that that's my like bulk of it. So there is a lot of like the menopause.

Kari Jo 10:20

Reason why I asked that, and just to clarify to anyone who's listening, when I I talk to estheticians a lot about niching down, as you guys can hear, um, Jessica doesn't has not had to niche down. And I'm gonna tell everyone who's listening right now the reason why Jessica has not had to niche down is because she carries a lot of authority, right? She has 26 years of experience. When people meet her, they automatically can trust her because she has so much knowledge. So, to all those listening, like if you're new, you you do need to niche down. Jessica has kind of been able to up to this point to get by doing everything and having a wide wide range because because you are so knowledgeable. So, going back to your question, and I asked, you know, what is your typical age group? Is because when we have a client that comes and then they leave and they don't come back or rebook, we're like, oh my gosh, what happened? Where did they go? What did I do wrong? But kind of like you were saying, sometimes it's not everybody's season, right? So we don't know what's going on in their life. But what we do know is if we just let them go and never stay in contact with them again, they will 100% not think of us the next time that they come or they need something done, right? Because you didn't connect with them. And so the biggest way that especially, and I and I asked the age group because this will hit your biggest clientele age group, even the 13-year-olds that's gonna go to their parents, right?

Why Mailed Newsletters Work Now

Kari Jo 12:01

Is to do a mailed newsletter. So right now, if you email somebody, it's like I I just had to close down an account because I had a complete spammed email account. I get so much junk, I'm not going through any of it. Do you know what I mean? Is there any purpose in it? No, I like not getting it. It's spam, all of it. But what people are doing is they are reading mailed newsletters. And so, like, this is totally oathful, right? But what a mailed newsletter does is, is it's like building a fence around all of your clientele, which is what you're talking about. Like, you want to build a fence around your clientele to be like, here, I'm here when you're ready. I want you to think about me, right? And so if you create a meld newsletter, and this is the number one thing that I would say if you have a gift card client, she comes, she does her appointment, she leaves, that's fine, right? Maybe she wasn't ready to book, maybe it was a one time. But what I do know is that that girl is sometime in the future, girl or boy, is going to want another facial. I know she's going to want to come back. Somebody's going to buy her another gift card, right? And when she does, I want her to think of you. And you are the top of her priority. And so the way to do that is by continually having a monthly touch with them. Mel newsletters. If you email someone, you immediately open it and you feel like it's sels. If you send a text to them, you immediately are like, I'm being sold to. We are constantly being sold to. And it like there's studies just coming out that people are tired of it. They don't trust anything because everything is so selsy. Where the MELD newsletter comes in is a male newsletter, when you get it, it doesn't feel like sales at all. It just feels like I'm keeping in touch. And in your moon new Mel newsletter, what you want to do is you want to create it so that it's just you touching base with them, right? It's not selling your services or anything like that. It's just like, hey, let me like tell you what's going on in my company, what's going on? Um, hey, I just heard about this supplement. It's amazing, you know what I mean? Or like you might have heard about this. Let me tell you what's going on. Or you have some amazing before and after images. You know what I mean? You could be putting a before and after image and then telling this journey of this person's story. This girl, she came to me, it took six months. Do you know what I mean? Where like people post the before and afters, but they don't say what it took to actually get there. Yeah, your just job in the entire newsletter is like to do a little education, but to just also connect and put in random things of humor or everybody loves money, you know, like I don't like so where you're like learning budgeting and stuff like that. Like, if you learn something cool about financing, like put in that little tip in your monthly newsletter. And then what happens is every single month where this goes right and goes wrong for other people, people that don't re-book, they leave, nobody keeps in contact with them. And then when they do, they're like, Oh, here's 20% off. Like, let me try to sell you. Do you know what I mean? You're not nurturing the relationship. Yeah. So this way, like you're continually nurturing them, and you're like, hey, I'm not trying to sell, I'm just staying in contact with you. I just want you to know like what's going on. And so when they are ready, they do come back. And I think every once in a while, like if you have a really good special, um, you can throw in a little special, like, come to my spa and get whatever, whatever your monthly special best, not monthly, but like a random special. You can throw that in so that they know what's going on. But have you ever heard or thought of doing a mail newsletter before?

Jessica 16:23

Um, I haven't thought of doing um mailed, but definitely um like through like campaign marketing, just to send up, but like you said, text message. I mean, uh email, it gets lost in span, nobody is gonna see it. So I do really like what you said, and I definitely can absolutely incorporate that in because that's what I care about is teaching people, giving them knowledge, um, but relatable from what for what they're going through right now. I mean, everyone is dealing with something, you know, whether it's gym related or internal, you know. So I feel like that would be beneficial. And I'm always learning, I'm always a student. I have not arrived. I'm still, you know, and I love that. And I spent so much time, you know, with the podcast that I would listen to would be more educational. So I was happy I found you because I'm like, I need business, like I need business because I could do so much better, you know. Yes. Um, so you would recommend. So we're talking about like paper, what kind of paper are we sending?

How To Create Newsletter Consistency

Kari Jo 17:28

So now you can do this yourself, and I would go on like Canva, like you can go on Canva and make like a template and just like continue editing it. Now that's if you want to do all the work, and it might, and I'm gonna say, like, if you do the work, it is gonna be work. Now, there's a few things you got to do specifically when you're doing meld newsletters. The first one is is you have to be consistent. So, like you have to set a day and say it's going to be the 15th of every month. You have to send it out the 15th of every month. So it consistency, like this isn't something that you can start once. It's like you have to be committed. I'm going to do 12 newsletters. Do you know what I mean? And I'm going to send them out on the 15th. Now, the return on investment for the newsletters is I always tell people like, don't expect anything for the first four months. Um, after four months, you're gonna start noticing people are talking about it. They'll start bringing up your newsletters and they're gonna start talking about you'll start getting people that are trickling back in with like something. So, like, usually around the fourth month is when I say throw in a special, your fourth one, because that's when people are like, Okay, she's nurtured me, right? Because it's all about nurturing them to continue coming back and telling those stories of other people. So it's about being consistent, pick the same day every single month. You can make the template on on Canva. I would recommend there's a company that actually does do this, and I don't know if you can afford it, but if you can, I highly recommend them. It's called Jurassic Marketing because I actually have another podcast episode where you can go back and listen to the owner okay on the whole entire episode. Yeah, I'll go back and yeah, he's great. And anyways, they can do the you they have different, they have different offers, right? So they can do one where like they basically do all of your filler content in the articles for you, or you can control it, or they can just give you the templates. Um, okay. But that is helpful if you want a little bit more help and you, you know, and it will also keep you current because you're gonna, you know, they'll just be like, we need the content or whatnot. So there's a company that can do it, or you could say do it on camera. If you choose to do it yourself, what I do know is that different states, like their postal service, have different requirements. So, like some states, the postal service, they won't mail like a bunch of mail unless all the sides are completely closed. Do you know what I mean? So you might have to actually put them in an envelope, you know, or uh some states like you just need to have, you know, all three corners, like you know, if you take piece of paper and fold it in half, you like tape the three corners that are open, and you're so you do might if you do it yourself, you're gonna have to check with the postal service and make sure that they're good doing that. But there, like you will love that episode. There, there's so much studies that um you know, people open their mailbox and they spend like less than two seconds in looking at it and then they trash it. When you get a mail newsletter, like people will actually hold it for at least eight minutes. Oh wow, that is like eight minutes that they are literally going to be in contact with you. I mean, I still get these Jurassic, he, the owner of Jurassic Marketing, he sends me a newsletter every month, you know. And every time I get it, like I'm like, I can't throw it away yet. I gotta read it, you know, and I put it on my I'm not gonna throw it away because I gotta read what's in there. And that's exactly what you want all of your clients to be doing. As far as like another tip that I would say is we do have a lot of fluctuation in our businesses.

Track Numbers And Predict Slow Months

Kari Jo 21:47

And so what is really helpful that I do with my coaching clients is I have them track their numbers in many different ways. But one of the ways that I do it is a breakdown. Like just get out and excel. And I write, you know, January, February, March all the way down. And I write the revenue that I did in service cells and all the other ones too. But for you, write it down in the service. So you can just glance, like open a sheet, look at it, and you know what they did. And then I did it for the month prior or the year prior and the year prior. So on one page of Excel, like I could have five years and I can see what months because what happens is it's very predictable in your state. And for me in my state, October was always the slowest month. I don't know why that's not the same for everybody else. So don't think October is your worst month. But um, October was always my slowest month. And so when you can predict by looking at your numbers, because numbers are the biggest predictor of the future, you can predict where your slowest is going to be. And what I like to do when it comes up to the slowest time is I like to go and send a message out to all the people that have bought gift cards that need it redeemed. I like try, I market in my slowest month, all those gift card people come in and get it redeemed. And then my goal, and then I have a goal for myself that anyone who comes in with a gift card, my goal is to up service them, upgrade them on even a brow wax or something like that. Because generally, people that come in with gift cards, they they're willing to spend more because they aren't having to spend out of their pocket right then. Do you know what I mean? So they're like, yeah, sure, I will add that brow wax because I it's only extra $15 for me because it's already paid for the service paid for on the card. So that is kind of how I also play with gift cards.

Jessica 23:55

I love that.

Kari Jo 23:56

Yeah, awesome.

Jessica 23:57

That's a great tip.

Kari Jo 23:58

Do you have any more questions about that? Do you feel like we solved a good part of that? What are you gonna take from this?

Jessica 24:06

I do. I think I'm gonna really focus on doing the newsletter. I'm off every Friday. I take I'm off Fridays and Sundays. So Fridays, you know, I could spend my morning just really focusing on that, you know, and there's so many tools out there that can help you just um, you know, put together, you know, your words or whatever, because I'm not the best writer, but you know, there's definitely ways that you can um get help with that. Um I guess maybe the only question is getting back to like the booking systems and one that is the best to work with.

Square Versus GlossGenius And Vagaro

Jessica 24:43

I use Square. Do you find that there are certain um plat, you know, services that are better than others? I know that there's like gloss genius, and you know, I I feel like Square is so simple. So that's why, but then it's also complicated because I don't even know how to do. I'm just starting to like utilize it. I just started checking my people out on my app, like in the system. I used to just take the money and not yeah, and not even not even like no, like I just feel like because it's just me, I know where my bills are going. I know, like I feel like I know where all my money's going, but no, it's that's not the case. So, like I said, it's been very eye-opening, but I um I've been using the square and it does give me all that. And I also use the QuickBooks. But do you feel like that's a good platform, or is there ones that you think are better or easier?

Kari Jo 25:32

Or yeah, that is a good question. And I would say it's really interesting because I've coached a lot of aestheticians, some hairstylists even, and it's really interesting. I feel like this I might be biased. I I haven't found that the people that I coach, Square works for them for what they're doing, but I feel like a lot of my clients end up switching from Square to a software system. Okay, either gloss genius, like different one. I feel like a lot of them switch to gloss genius. Um but I would say as far as my coaching clients, most of them all use gloss genius. That's like the biggest one that I personally like Vigaro. I have coaching clients who use Vegaro. If you ever hire, I think Square is a little. I've had some aestheticians have problems with Square as far as like paychecks and things like that. So yeah, it is kind of a little bit of a transition to switch over.

Jessica 26:38

It is. So that's why I'm like, is there something? But I'm willing to at this point since I'm taking since I'm finally taking my business seriously. I'm just joking around. I just, you know, um, yes, just you know, I want to be on my game when it comes to really keeping track. So I appreciate you for just I guess like lighting that fire to just really be proactive on on my end, you know, behind the scenes. So that is helpful. I'm definitely gonna check that out.

Kari Jo 27:07

Okay, yeah. I think you'll really I think you'll I think you'll like it. I'm not a you know, if people like Square, then maybe you guys should all reach out to Jessica and give her your thoughts on what one that would be great. That's gonna be like this is what I use. But I was gonna ask you, because I'm like, oh, we have like a really seasoned aesthetician. I want to know um if you wouldn't mind sharing, like, what is your biggest tip for how you've built the clientele that you've

Jessica’s Client Care Mindset

Kari Jo 27:41

built? Like, if you could talk to any new aestheticians, what would you be like? This would really help you out.

Jessica 27:48

So when it comes to my um, it's really about the mental state of mind. So obviously we all have things going on in our lives. I literally leave it at the door. And when I'm with my client, they are getting 100% of my attention. My thought is completely on them. So it's really being able to separate because I want to be consistent. I want them to come back and I want that facial to be better than the last one. So that's always my goal in mind and feeling so well cared for. People want to be nurtured, they want to be cared for, they don't want to be seen as a dollar. So, and because I'm not a cookie cutter, I call it a factory facial, you know, there's a big difference. So if you're going in for a factory facial, you know, you're gonna expect a factory facial. 50 minutes are at the door, they're not giving you that time. So just really um just being caring and nurturing. You know, we're touching people like a doctor. And I'm not a doctor. If I wanted to be a doctor, I would have gone to school for that, but I'm an aesthetician and um it is an honor to have that same level of you know care when you're when it comes to touching a person. So it really is for me, it's about consistency, never failing to be consistent and showing up the way you always show up, um, and leaving it at the door, you know, and really I always find work is such a good outlet to get my mind off of the things, you know, in life. It just is always it's been a good outlet for that.

Kari Jo 29:22

Well, there you guys have it. Consistency coming, that's what you all need. Consistency coming from an esthetician, one of the top estheticians. I would say you should be so proud of like your number. I'm so proud of you. Like, thank you. I know there's nobody else out there like saying it because we don't really, you know, have all these cheerleaders in our corners, but I just want you to know that like I see you and I'm like, this girl is on fire. So thank you, Jessica, so much for coming on. How can our listeners reach out if they like have a question, they want to talk to you, or even tell you what program they're using, system they're using what one?

Jessica 30:02

They can reach out to me on Instagram, although I'm not posting. I do, I still receive messages. And um, that's Jessica underscore the skin and beauty loft. Um, so you can find me there and send me a DM. I would love to hear or get some feedback about systems or or any questions. Um, I love um the women in this industry. I just feel like it we could really come together and help each other um be the best. So I appreciate that.

Kari Jo 30:30

Awesome. Well, thanks guys. And I'm going to also add in the show notes below the link to the episode on newsletters from Jurassic Marketing in case you guys want to hear more about that. And we will see you guys next time on the Esthetician podcast.

Download The Numbers Tracker

Kari Jo 30:46

Hey, wait, before you go, I want to invite you to download my Esthetician weekly numbers tracker. The reason why I want you to do this is because it is going to help you diagnose your business in seven days. All you gotta do is download the number tracker, fill out your week, you'll start learning how to actually track your numbers. And trust me, if you do this consistently and you don't give up, eventually you will be able to read your numbers. So download the number tracker and see what you need to fix first.

Announcer 31:26

Thank you for listening to the Esthetician podcast with Kari Jo Patterson. Each week, Kari brings you real-world lessons on how to grow your empire. To learn more about Kari's Fearless Prosperity Mastermind Group, one-on-one VIP coaching opportunities, and more, visit www.caryjopatterson.com. That's www.karjopatterson.com. See you next week for more insights and strategies on the Esthetician Podcast.