56 ASCP Skin Deep November/December 2021
Pro Tips for
Building Male
Clientele
Ask for referrals. According to Larry Ball,
owner of Miami-based Mann Brow, his
female clients make a great referral base.
"They have brothers, uncles, cousins,
husbands, etc. They are the perfect
people to refer their males to me."
Offer what they want. To tap into
your male market, do your research,
encourages Ball. "See what men like
or don't like in your area."
Earn their loyalty. Belinda Swanson,
owner of Queen B Esthetics, says her
male clientele are her most devoted.
"Men don't like to shop around,"
she says. "Once you establish trust,
credibility, and consistency, they are
very loyal to you, your services, and
the products you recommend. Men like
to be treated with respect, worth, and
professionalism." And they don't like
change.
Educate them. Ella Cressman, owner of
Ella Cress Skin Care, provides education
and a comprehensive plan to all her
clients to help them meet their skin care
goals. "From my observation," she says,
"the only difference is in the way men
adhere to my suggestions. It seems they
are more likely to comply with home-
care instructions and follow-up visits.
With that in mind, I also make an effort to
keep routines simple and build upon a
foundation of routine."
COTTONBRO/PEXELS
