In my previous blog discussing the basics of my VIP Program including the type of card recommended and how the program should be structured, outlined here are the (3) Basic VIP *Tiers* – SILVER, GOLD and PLATINUM that have worked successfully for me and for aesthetic practices all across the country.
As noted in Part 1, this outline uses fillers and botox as an example, however you can certainly substitute by adding your own products/services such as Lasers, IPL, Microdermabrasion, Chemical Peels, Salon Services, etc.
VIP SILVER MEMBERSHIP- $500
With the VIP Silver Promotion the patient/client receives toxins and fillers at event pricing (in-office events and those held at partnering businesses) and these prices should be at least $200 LESS than regular office price and should be offered to the patient at *anytime* their VIP Card remains valid, whether the client attends a special event or not. The purpose of the card is to reward them with prices lower then those of non-cardholders.
In addition to the above, the client should also received (1) FREE SERVICE that includes a procedure that requires *multiple treatments* in order for them to receive maximum results. Suggested services could be IPL, lasers, (one) area of laser hair removal, one microdermabrasion treatment, a chemical, peel, etc. Remember that you should use the *one free service* for whatever you want to promote in your practice and again it should be a procedure that requires multiple services so they can achieve optimal results. Example: If the patient receives a free laser service and is happy with the results thus far, it should be easier to sell them a ‘series’ of treatments to achieve results close to what they are looking for.
If you use the VIP Silver Program for services that only cost you time and labor, you can use it as gifts for “door prizes” and/or drawings at events. Yet another way to use the VIP Silver, is to provide them to local RealEstate agents *free of charge* so they can include them in their “Welcome To The Neighborhood” packages. Impress upon the Realtors the actual *value* of the cards – which are normally $500 and that you sell them to clients at your practice. This will give the Silver VIP Card validity and the Realtors will be more likely to include them in their new homeowner packages.
Another way to promote the VIP Silver Card is to offer them at local *Gyms*, as part of the “New Gym Member Package.” Gyms attract people that are concerned about their appearance and in addition, many who experience dramatic weight loss after weeks of working out, often loose facial fat resulting in sagging, droopy skin; hence the need for fillers and skin tightening. This is the IDEAL patient. In fact any type of business that caters to customers looking for products or services to enhance their appearance is the type of client you’re looking for.
Silver VIP Memberships can also work at *country clubs* as a *value added* incentive for all members. Country clubs typically attract those whom are most affluent and often are big spenders, such as the proverbial “Ladies who do lunch”, Rotary Clubs, etc.
Yet another way to promote the Silver VIP Card is to provide them to major non-profit *charities*. The charities can use them in their fundraising programs, giveaway’s, Thank You’s, etc. The non-profit sells the VIP Silver Membership as profits towards their charity and you receive new clients for each membership card you donate. It’s a win-win scenario. Check with your accountant to see if you’re able to claim a tax donation deduction if you’re providing a tangible product to a non-profit for fundraising purposes.
Finally, consider offering the VIP Silver Membership to any major companies/corporations that have local offices in your area. They can offer them as Corporate Gifts to their employees such as Christmas gifts, birthdays, employee appreciation rewards, secretary gifts, special occasions, etc. Major companies can also offer them to their own VIP clients and customers. Remember that *every* VIP Silver Membership card you give out equals $500 worth of *member* discounts for products or services provided by your practice.
VIP GOLD MEMBERSHIP – $1500
The VIP Gold Card will always be your most popular program. For the purchase price of $1,500, the patient receives *everything in the VIP Silver* PLUS toxins for 12 months. The patient can come into your practice as often as they like and pay nothing for toxins for a 12 month period. Remember that typically the toxin (©Botox) patient is usually your least faithful patient, meaning they are always ‘chasing’ a cheaper price such as those offered through Ads from major on-line discount clubs. The VIP GOLD Membership Card ($1,500) guarantees the patient toxins for one full year and as often as needed, so there is no need for them to look for a cheaper price. It’s *important* to remember that since you are providing the service and products (toxins) and since you are the expert, you are also in charge of determining exactly how much the patient needs each time they request a “tweaking”.
Should a patient choose to come in several times a month during their 12 month period just to take advantage of their ‘unlimited toxins’, often the amount needed is just a few units to satisfy the client. Remember your injector *controls* the number of units of toxins used each time and most importantly this is your ‘Golden” opportunity to up-sell fillers, lasers, IPL’s, Microderms, etc. (“Mrs. Smith, I see that its been some time since you’ve had any fillers and I also see some loose skin. We can address that with a bit more filler and/or skin tightening and since you’re already a Gold Card Member, the price will be much less than what you would normally pay”).
Note that the VIP GOLD continues to be the most popular of all VIP Programs including those chosen as Corporate Gifts.
VIP PLATINUM MEMBERSHIP – $2,000
The VIP Platinum Membership ($2,000) includes ALL of the VIP Silver *and* ALL of the VIP Gold Membership benefits. In addition all Platinum Memberships should also include *Skincare Products* for a 12 month period and with this particular membership, the patient should receive (one each) eye cream, moisturizer and a cleanser every quarter, free of charge. *Important*: Each time the client comes in for their “free product” they MUST have a mini-consultation to evaluate their skin. Most usually need *additional* products/services that are not part of the Platinum Program. Suggestions could be a night-time cream, serum, sunscreen, etc. Since the client holds a Platinum Membership you could discount any additional products if necessary. It’s OK to offer occasional discounts especially to VIP clients, however *never* give away products or services for any reason; otherwise you are de-valuing the product or service and you’re devaluing your practice.