Beauty - Expert Panel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
Tina Newman Director,
BeautyBrands.ie
clients like friends? “
Is itOK to treat
Melissa Dennis Editor, Irish Beauty
”
“Friends are there when times are tough just asmuch as when times are good”
“In today's hyper-connected, consumer-powered world, people demand a stronger relationship with the brands that they interact with. The same rules that govern your relationship with your 'best friends' can also be applied to the relationship you have with your best customers.
“You could be the bestmasseur or stylist, but if you can’t talk to your clients and engage them, you will never be as successful as the beauty therapists who can. After all, for non-relaxing treatments, such as facials andmassage, you are with a client for 30-60minutes. If you can’t hold a conversation, it’s going to seema lot longer…for you, and for the client.
“There’s a fine line between clients and friends – don’t overstep it!”
“As a client, it’s great when you visit a therapist you’re comfortable with. Your inhibitions are down, you relax and get the most froma treatment – whether it’s an intimate wax or body massage. You don’t care that your therapist is seeing your wobbly bits or even that you’re lying legs-akimbo with everything hanging out on their couch! The relationship built between a client and therapist is unique, and perhaps evenmore intimate than that which clients have withmany of their friends.
“However the problems come when the fine line between friendship and professionalismbecomes blurred. That clients enjoy coming to see you and will happily discuss everything from relationship issues to job worries, is a compliment to your skills as a therapist. Being a good listener, even a counsellor, should be part of a beauty therapist’s job description. But just because these women open up to up to you it is not an indication that they see you as their ‘best friend’.
“I once had an experience where I visited a salon regularly, had a lot in common withmy therapist and we began socialising away fromthe salon. All was fine until I had an issue with a treatment my therapist friend had delivered; our relationship had switched fromclient and therapist to two ‘friends’ and I felt very uncomfortable
complaining.My therapist took the complaint personally, not professionally, and ultimately I bookedmy treatments elsewhere and we rarely spoke again.
“There’s nothing wrong with building strong relationships with your clients, after all their loyalty is what will drive your business forward, but don’t overstep the line. Clients who come to your salon to pay for a service should remain clients. Of course, be friendly – send cards at Christmas and birthdays if you like, but remember that’s part of goodmarketing, and sign themfromthe salon team.
“What your salons needs is a Best Client Forever, rather than Best Friend Forever!”
“Why would you call someone your 'Best' friend? Because they give you themost value out of your peer group. They are there when times are tough just asmuch as when times are good. For that reason, you share a 'higher' connection with them.
“Asmarketers, we have to do the same for our best customers. Give thema discount when they aren't expecting it. Share free content with themjust to say – ‘Hey, we appreciate you’.Make themfeel special. If we assume that our top customers provide a majority of our business (which they do), then it is in our best interest to keep themhappy.
The best way to getmore business is to treat the current business with respect, andmake it fun for themto work with you. Referrals are the cheapest business you can get and the easiest to lose. The key point? Don’t neglect your current customers or they won’t be ‘current’ for long.”
Katherine Durcan SalesManager, Voya
“It is important to find the right balance between client and friend”
“While it is essential to build up a rapport with clients,making themfeel relaxed and at ease, it is also good to try tomaintain a professional relationship so that the client knows you can be trusted and will always act professionally.
“To achieve this, I would recommend a thorough consultation with your clients prior to treatments ensuring each client is treated as an individual with specific needs.”
If you have any questions you would like to put to our panel, email us at
melissa@aitireland.com
64
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84