Issue link: https://www.ascpskindeepdigital.com/i/1403510
ILLUMINATE LED PANEL MY SKIN BUDDY LING ENERGY LIFT METHODE BRIGETTE KETTNER TOOLS This is not my first article on this subject, but I truly believe it's worth going over and over again: To me, the connection with your clients is the most important aspect of this busi- ness. Don't get me wrong—I'm not saying we don't need to be knowledgeable in all things skin and esthetics, but if you can't connect with your clients, all that knowledge will go to waste. You'll be sitting all by yourself in your treatment wondering why your business isn't growing. We touch people for a living. Literally and figuratively. We touch their faces, but we deeply touch their emotions as well. Helping a person feel better about themselves is such a privilege and a blessing. Here's an example of not connecting: Back in the 90s when I owned my large day spa, I rented rooms to estheticians. They could decorate their room as they pleased. One esthetician covered two walls with certificates from classes she had taken. Probably 40 certificates on each wall. I kid you not! I have to admit I was a bit intimidated by her knowl- edge—or shall I say, show of knowledge. But I watched her interact with her clients, and there was no connection. No warmth. She spoke "book smarts" to them and it went right over their heads. She moved out after three months. That lack of connection caused the demise of her business. Technology has really changed the way we communicate with our clients. I personally feel we use it too often. I've received emails over the years with information I feel would have been much better communicated with a phone call. We can't hear the tone of a message through email or text, leaving room for misunderstanding. Calling a client to check in on them is a sure way of letting them know you care. I can guarantee you'll hear an excited voice on the other end of the phone if you take the time to call. You should be sending out an informative email to your clients once or twice a month. Tell them about new products you've recently found and love. Let them know about how you are educating your- self on new equipment technologies and cutting-edge product ingredients to enhance their skin care results. This will ensure a loyal following. I suggest you learn all the technical info you can about our industry, but always keep in mind that the connection you create with your clients will make or break your business success. Check in with yourself to see what small thing you can do today to better con- nect with your clients. Grow Your Business by Connecting Advertisement Shelley Hancock Consulting Inc. Helping You Transform Your Skin Care Business www.shelleyhancock.com (925) 392-8114 ASCP MEMBER Watch the Summit on Shelley's website