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Building a Steady Client Base

LeAnne Velona

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Building relationships is essential for the growth and success of your career as a skin care professional and, just as important, is the ability to maintain and nurture the existing client relationships you have. This will prevent a high turnover rate, which ultimately leads to less income. Following is a marketing strategy for securing clients, retaining them and keeping them coming back for years.

Identifying the right clients

By doing a little research on the area in which you work and examining the demographics of the surrounding neighborhoods, a better understanding can be gained of who you can expect your clients to be. Researching the median income, age, spending habits and gender breakdown of a region will help you obtain a better understanding of who to seek out, and create a realistic database of the best possible client type. Evaluating the competition in your area will also help you competitively price your services.

Customer service = client retention

Although securing new clients is as important as it is exciting, it is also crucial to maintain existing client relationships. The best way to do this is through top-notch customer service. A happy client will likely stick with you, and also refer you and your services to others. Good customer service goes beyond providing basic skin care services—it is far more proactive and requires giving clients more than what they expect at each appointment. The best way to understand clients is to ask for their feedback. Find out how you are doing, and ask questions to understand how you can be of better service.

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