Issue link: https://www.ascpskindeepdigital.com/i/1278890
I've written about this subject before, but I believe it's worth going over again. To me, the connection you have with your clients is the most important aspect of this business. 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. Not only do we touch their faces, but we can also deeply touch their emotions. 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 that I was a bit intimidated by her knowledge—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 her clients, and it went right over their heads. She moved out after three months. Her lack of connection with her clients caused the demise of her business. Technology has really changed the way we communicate with our clients. I personally feel that we use it too often. I've received emails over the years with information I feel would have been much better received or communicated via phone. When did it get so hard to pick up the phone and speak with the person? Are we too lazy, or is it lack of communication skills that stops us? Calling a client to check in on them is a sure way of letting them know that 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. This year, more than ever, we need to build and keep that connection. We've not been able to work on clients for many months now, so staying connected to those clients will help ensure they'll return once we get back to work. You can use this down time to create an online business. Check in with each one of your clients (via phone!) and get them on a proper home care regimen. Sell them products and home tools to keep them looking good until you can work on them again. 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 yourself while you're away from the spa and what they can look forward to when you see them again. This will ensure they'll remember you're still available for them—even if not in person. I suggest you learn all the technical info you can about our industry, but always keep in mind that the connection you create will make or break your business success. Check in with yourself to see what small thing you can do today to connect 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 Listen to Shelley's Audio Snippets on her website.