On the one hand, the high procurement cost of consumables makes many institutions overwhelmed; On the other hand, for beauty seekers, 1-2' s light medical beauty experience is difficult to see immediate results, which is likely to lead to the loss of beauty seekers due to poor results or customer complaints. Institutions that treat beauty lightly have mushroomed, opening fast and dying fast. The direct cause of these problems is the low repurchase rate.
So, how to improve the repurchase rate of light medical beauty? Today, from the perspective of medical beauty consultants, I analyzed the whole consultation process of light medical beauty, and extracted six key steps to help consultants avoid "minefields" and improve customer trust and repurchase rate.
Step 1: Create a good self-image.
"Your own skin is like this. How can I believe that I can get good grades here? " This is an embarrassing situation that many consultants often encounter when receiving beauty seekers.
The data shows that users who don't care much about medical beauty are concentrated in the post-90 s and post-95 s, and these beauty seekers will pay more attention to details in the consumption process. Many times, the consultant's own image is not very good, and naturally he loses the trust in the hearts of beauty seekers.
At present, consultants must manage their self-image, maintain a good skin condition, and have beautiful hairstyles and clothes. Because the consultant's skin problem and image problem are not only the business card of the organization, but also determine your professionalism and your American business ability, and determine whether consumers will have trust consumption here.
Step 2: consult a doctor, the details determine success or failure.
After making a good first impression, we entered the consulting stage. We should know that improving the repurchase rate in light medical beauty is not just an activity, package, special offer or recharge. Because the customers of light medical beauty mainly get information from the internet, the information they have is transparent enough, and it is hard to tell the truth if they want to keep them through low-price incentives. What they really need is a sense of experience, service, intimacy and professionalism in details.
The previous reception process, such as our traditional beauty salon, was too enthusiastic and even exaggerated. Come up with a compliment and then push the product. Such a "routine" has been unable to retain contemporary beauty seekers. So how can we receive a new guest now that we are arranging light medical treatment and beauty? The answer is-dead details!
First of all, the first attitude that a consultant should have is sincerity, speaking less and listening more, and communicating and chatting with the mentality of achieving customers.
Secondly, to really understand the customer's motives and deep needs for beauty, does she choose to be skin, to please others or to please herself? We must find the breakthrough point and explore the initial heart of customers seeking beauty.
Finally, we have to look at their new media sources. How do they know about my organization? Little red book? Tik Tok？ Meituan? Public comment? Or Weibo? So customers from different sources have different initial intentions. For example-
For example, customers who come through the US Mission may be mostly wool parties; Customers coming through Weibo are relatively more cautious and rigorous. They may have carefully studied the project and need us to communicate cost-effectiveness and professionalism; Customers who come through public comments are more directed at the reputation of the organization, which requires us to achieve the ultimate in service standards and service processes, and we cannot rely on consulting the wool party to do service and communication.
The third step: palpation, shaping the sense of ceremony.
Palpation, as its name implies, is to diagnose the facial problems of beauty seekers by touching their skin. Before palpation, you need to disinfect your hands with alcohol, and then touch the customer's skin to judge the facial condition ... This kind of action seems ordinary, but it is an important way to close the distance with customers and generate mutual trust.
Many consultants make two mistakes in face-to-face consultation-
Point out the customer's facial problems as soon as you come up, and always criticize the customer from your own standpoint, such as "your pores are relatively large, this piece is spotted, and your skin is short of water, so you need xxx". It is easy to cause resentment from beauty seekers;
Second, because there are too many wool parties coming to the clinic, they will feel tired and impatient at will, and this impatience is easily detected by beauty seekers.
Therefore, in order to gain the trust of the beauty seeker, the consultant must put his mind on the face-to-face consultation stage, and carefully check the spots, wrinkles, elasticity and moisture of the beauty seeker's skin through palpation, so that the other party can feel valued.
After evaluating the skin condition, the face of the beauty seeker is divided and layered to help the other person find the problem.
The fourth step: skin test, reflecting professionalism.
After palpation, the next thing to do is skin examination. Skin test is an important link to embody professionalism. Before the test, it is necessary to fully demonstrate professionalism and pave the way for those who seek beauty. In the process of skin testing, it is also a good stage to avoid customer resistance.
In the process of testing, we can use the stories and cases of other beauty seekers to shape the value, and then give the corresponding treatment plan.
Here, I suggest that the consultant should think of three directions in advance in the formulation stage: the plan of withdrawal, the plan of obtaining good results, and the plan of giving priority to the customer.
Here I take chloasma as an example to describe three schemes respectively-
① Retreat for progress scheme: Through three months' treatment experience, let customers build up confidence.
Honey, you haven't been treated for chloasma before. You may have been watching, and you are not sure whether the current treatment effect is good or not. Therefore, I suggest you do a three-month experience project, fruit acid+mesoembryo therapy. After treatment, your pigmentation may change by 20%-30%. I think you can experience and try it first. If you think the initial treatment effect is not bad, then you can carry out phased treatment. "
② Scheme with good effect: According to the final effect, set up a combination therapy package for the beauty seekers.
Honey, it takes a year to treat chloasma. During this period, you need to do picosecond x times, brush acid x times and import x times. "
(3) Customer's first choice: a course of treatment will be launched, which will focus on the advantages of the organization, but the price will be higher.
Honey, to achieve the desired effect, it takes three steps. The first step is to find ways to make the spots fade; Step two, reducing the area of the light spot; The third step is to avoid the recurrence of spots. Therefore, in the meantime, you need to cooperate with some basic treatment, adjust your lifestyle and avoid recurrence. Then it needs to be matched with some medical products, such as hyaluronic acid. Only by matching the right products can we achieve the desired effect. Next, we should do a good job of sun protection and carry out phased treatment simultaneously. "
Only in this way can we build deep trust with many beauty seekers with skin problems. You know, in the process of face-to-face consultation, the most important thing is to share the same frequency, fully understand each other's needs, evaluate expectations, and * * * choose the same plan to cooperate with the transaction.
Remember, only when the beauty seeker has a clear plan for the future and already knows what the next treatment effect will be, can he start trading and promotion. The sale of hammers is likely to attract customers' complaints.
Step 5: Case presentation
Women are visual animals. They always believe what they see. Therefore, after giving the plan, it is necessary to help the beauty seeker "dream" and give the plan infinitely close to the beauty seeker. We need to follow three principles when showing cases to beauty seekers.
First, we need to find similar cases to our customers.
About the same age
② The problem is similar.
(3) the number of cases, the number of cases to win.
④ The influence of the actual effect of the case.
Secondly, in the case presentation stage, three points need to be reflected.
① the treatment process of each case
② The story behind each case.
The story explains the customer's resistance.
Finally, the doctor should be appropriately shaped according to the actual situation.
Step 6: Teamwork to promote repurchase.
We often say that there are no perfect individuals, only perfect teams.
There are some communication problems in teamwork in many departments and institutions of light medical beauty. It is very common for beauty seekers to "wait 1 hour and operate 10 minute". In order to save trouble, many doctors started the operation directly after giving a list to the beauty seekers, without face-to-face diagnosis and evaluation before operation, and without asking the basic situation of the beauty seekers, which made the beauty seekers feel very pitiful; After the operation, the follow-up maintenance suggestions were ignored, resulting in constant customer complaints. I'll give you four suggestions on teamwork.
1, before seeing a doctor
Before taking the beauty seeker to see a doctor, the consultant needs to make some preparations, including the doctor's skills and specialties, and interpret the doctor from the perspective of the beauty seeker.
2. During the treatment period
After entering the operating room, the doctor's image, posture, line drawing, communication style and the degree of care for the equipment are all enough to reflect the sense of professionalism. I will ask the doctors in the institution to communicate as follows before treating the beauty seekers: "I will operate on you next, and I won't feel nothing during the operation. The skin feels sore and swollen best. Test 3-4 times first, and gradually adjust your energy. If you think the whole experience is acceptable, let's continue, shall we? "
3. After the operation.
Next is some cooperation after the operation. After receiving surgery from beauty seekers, many counselors often say such exhortations: "You should wear a medical mask when you go home, drink more water when you go home, and …" You know, "You should …" Such exhortations are useless, because beauty seekers are likely to forget everything when they get home.
Therefore, after the operation, when the beauty seeker leaves the store, in addition to warning, it is best to give some medical masks and nursing bags within the scope of conditions, and invite the beauty seeker to the store for introduction and anti-inflammatory treatment 3-5 days after treatment.
4. After the beauty seeker leaves the shop,
After completing the project, beauty seekers can invite to the store again within 5 days. At this time, it actually increases the chance of replanting grass. The beauty seeker has made an appointment, so he can make an introduction and diminish inflammation. At this time, he can push an essence. If you can't lock it, you can plant a grass first and tell the other party what projects and plans you can do after half a month. It was not the customers who came, but they left after nursing.
You know, as long as you can cooperate with the beauty seekers who come to the hospital again in 3-5 days, they are all people with high intentions and high recognition of the organization. What we have to do at this time is to keep the same frequency with each other and talk about each other's specific needs. Seeking beauty can never be achieved by treating diseases.
Say a few last words.
Nowadays, light medical beauty is not easy to do, and the instruments, consumables and operation modes on the market are similar. Therefore, if we don't try to revitalize the technology in light medical beauty, it will directly lead to "homogenization". In today's transparent information, it is even more impossible to "make quick money" through light medical beauty. So there is no shortcut to find, don't be eager for quick success.
While ensuring the iteration of expert technology and instruments, what medical beauty consultants can do is to do a good job of service and super-substitution. Lock in customers through a good sense of experience, instead of always thinking about becoming a big order.