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Online Dating: Build Relationships and Stimulate Client Engagement Via Social Media

By: Ashley Ludgood
Posted: October 2, 2013, from the October 2013 issue of Skin Inc. magazine.

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. 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.