Your role as a skin care professional often may feel like a
balancing act between skin care advisor and best friend—
or sometimes therapist. Many clients or potential clients
will continue to return to you in spite of an inconvenient
location or higher prices simply because they are
comfortable with you. They trust you, they know you and
they know that you know them. You are concerned about
more than just their skin—you care about their lives.
Although this may seem like only a by-product of
your work, relationships do sell. In light of the growing
importance of an online presence, relationships
contribute to your earnings, generating leads before
you’ve even met potential clients. Social media has
become a way of developing “pre-lationships.” People
have the opportunity to connect and feel comfortable
with you before ever stepping foot through your door.
So what does this mean for you? The online nature
of today’s social-sphere can seem daunting; yet, it is
necessary to compete in any modern market. Following
is a breakdown of what you need to know about
developing relationships through social media.
MASTER THE ART OF DATING
Promoting yourself via social media is the act of
courting your potential clients. If you do it right, those
who follow you should not only want to continue the
relationship offline, but also give you a ring—on the
phone, of course.
Don’t forget the flowers. Everyone likes to start
off with a gift. Knowing that you’re getting something
for no reason brings down your defenses, makes you
feel good and makes you just that much more excited
about what is to follow. Social media is no different.
You will spend the rest of your relationship getting
paid for your interactions with your clients—begin by
giving something instead. It sets up a different pattern
and perspective on the experience.
What you have to contribute doesn’t have to affect
your bottom line. Although giveaways can be popular
with social media followers, you can offer something
as simple as information. Share an original blog
post to give advice; ask a question to give them the
opportunity to express their thoughts; or share a
picture that provides entertainment. Attempt to post
something engaging three times for every promotional
post. Keep posts focused to align with your brand.
Be open to blind dates. How do blind dates work?
A friend connects you with someone they know. This
cross-connection of networks helps you find your
Build Relationships and Stimulate Client
Engagement Via Social Media
BY ASHLEY LUDGOOD
If you’ve ever been on a bad date, you know that not everyone is skilled at developing
relationships. Skin care professionals, on the other hand, are naturals at this.