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Photo by Toa Heftiba on Unsplash
I had an interesting meeting last week, a clinic owner was struggling with her team, the retention rate was awful and the remaining staff were demotivated, lacking in interest and frankly not pulling their weight. There is a recruitment crisis in the industry at the minute and this combined with a high turnover of staff is creating a real issue in clinics. Having spoken to a few of the therapists in question they felt undervalued and had ‘lost their mojo’. This struck a chord with me, often therapists are overlooked in a busy clinic set up and it’s easy for clinic owners to get caught up in the day to day and neglect their critical leadership, mentor and development responsibilities to therapists. It struck me how critical therapists are to a clinics success and I wanted to share some reminders as to why your team is your biggest clinic asset:
They are the ones delivering the client experience - obvious I know but easily forgotten, your therapists are delivering the service the client is paying for, they can make or break the client experience, and if a client doesn’t have a memorable experience they are less likely to return to you.
They are the closet to your audience - and the knowledge they have and the conversations a motivated therapist will be having with your clients is invaluable: what treatments are they talking about, what other concerns do they have, what have they been reading about, what are their friends having? What are their friends thinking about having? and where? Listen to their ideas and learn from them.
A motivated therapist becomes a confidente for a client, and a closer relationship builds greater trust which leads to more return custom, a higher spend (as lower perceived risk) and a longer relationship with your clinic.
Motivated therapists make fewer mistakes - and mistakes in aesthetics can be both costly and dangerous. Motivated therapists care more, full stop.
Motivated therapists spread joy rather than misery. Just one demotivated, moaning, negative person on a team can spread negativity incredibly fast throughout your business whereas optimistic, positive, motivated employees have the exact opposite effect.
Take a look at your team and ask yourself how you can motivate your key staff further, happier staff equals happier clients which equals a happier clinic owner!