[00:00] Foreign.
[00:07] Hey friends. Welcome back to Beyond Beauty School.
[00:11] If you listened to last week's episode, we talked about something a little outside the treatment room. We talked about economic shifts and how they can affect the beauty industry.
[00:20] Specifically how they can trickle down into our day to day business decisions as estheticians.
[00:25] But here's the thing. Tariffs, price increases and economic fluctuations are always going to happen. When money gets tight, your clients become more intentional. They don't always stop spending, they just start being more selective about where they spend.
[00:39] And the reality is, beauty services are often seen as non essential when people are looking at their budgets.
[00:45] So how do you make sure your business still feels like a priority?
[00:48] It comes down to this. If your client experience is forgettable, you'll be the first thing they cut.
[00:53] But if your client experience is memorable,
[00:56] if it's consistent, if it's personal and it truly makes people feel cared for, they'll find a way to keep you in the budget.
[01:04] This episode is going to help you create that kind of experience.
[01:07] The kind that builds loyalty, that deepens trust and helps keep clients coming back, even during the slower seasons. Start with something that you may not have heard enough of in beauty school.
[01:18] Client experience.
[01:20] It's not just about pampering. It's not just about using the fluffiest headband or having a candle burning in the room, although those things are nice. It's about how people feel when they interact with your business.
[01:30] At every single step.
[01:33] From the moment they click book now to the post treatment follow up, everything counts. And I would say even before that, when they see you on social media or they get your referral from a friend,
[01:43] how they view you matters.
[01:45] Your technical skill is the foundation, but it's the experience you layer on top of that skill that turns a one time booking into a long term relationship.
[01:55] Now I want you to think about it this way. Your facial protocol might be 10 out of 10. But if your communication is inconsistent, if your energy feels rushed or your environment is chaotic, that client might not come back.
[02:07] We remember how people make us feel, especially in this industry.
[02:11] A client may not have any idea about the percentage of glycolic acid you used or how long you steamed their skin for, but they'll absolutely remember if you made them feel seen,
[02:22] safe and taken care of.
[02:24] In a saturated market where treatments can feel very similar to each other, your experience is your most competitive edge. In an economy where people are cutting back, it becomes your insurance policy.
[02:35] Because when clients feel emotionally connected to the service and and the person providing it, it shifts from Being a luxury to a necessity. They start saying things like, I need this for my sanity and not just, oh, I'm treating myself.
[02:49] So let's break this down into five things you can focus on today that will elevate your client experience without costing a single extra dollar.
[02:58] First is personalization.
[03:00] This one is huge.
[03:02] People don't want to feel like just another slot in your day. They want to feel remembered.
[03:07] That starts with the intentional note taking.
[03:10] Are you tracking their skin's progress? Are you remembering what products they're using at home? Are you referring back to something they told you about their lifestyle, stress levels or recent flare ups?
[03:21] Even something as small as saying, I know we're avoiding peels until after your wedding, so I adjusted today's treatment for extra hydration.
[03:28] It shows that you're paying attention to them.
[03:31] Clients crave that level of care. It creates trust, and trust creates retention.
[03:38] The second thing is clear communication.
[03:41] Your ability to communicate sets the tone for every appointment.
[03:45] That includes confirming appointments, walking them through the treatment with confidence, and managing expectations around results.
[03:51] People feel safe when they know what's going to happen. And they feel even more safe when you're able to explain why you're choosing one method or product over another.
[04:00] One thing I say often is you're here's what I'm seeing today and here's how I'm going to approach it.
[04:05] That simple line makes the client feel involved and informed.
[04:09] The third is consistency.
[04:12] One of the most underrated parts of client experience is consistency.
[04:16] Are you showing up on time every time?
[04:18] Is the room clean and welcoming? Is the tone of your voice warm and grounded?
[04:23] Is the treatment flow predictable in a comforting way?
[04:26] Clients want to know what to expect. And when you deliver that every single time, it creates a feeling of safety that brings them back.
[04:34] It's not about robotic repetition. It's about dependability.
[04:37] The vibe, the care, the attention. It should feel like you every time, no matter how busy you are.
[04:44] Number four is connection.
[04:46] This is the human side of what we do. Are you checking in with them in between appointments?
[04:51] Are you remembering the little things like their job interview last week or their upcoming vacation?
[04:56] It's not about crossing boundaries or becoming their therapist. It's about making space for genuine warmth.
[05:03] A handwritten thank you card, A simple dm checking on their skin progress.
[05:07] These things build connection and connection builds loyalty.
[05:11] The fifth is balancing being approachable and professional.
[05:16] The most magnetic client experiences come from people who are grounded in who they are.
[05:21] Someone who's warm and welcoming and shows up like a professional when you master that energy, you don't just attract clients, you keep them.
[05:29] You're not just a service provider, you're a resource. So stay visible online, stay helpful, and stay relevant even when they're not booking.
[05:37] I want to tell you about two clients that I will never forget. And they're the perfect examples of how much the little things matter.
[05:43] One of my clients drove over an hour to see me for years, and eventually I just got curious and I asked her why. And she said,
[05:49] because you always remember things about my life that even my friends forget. Another client once told me that she stopped going to her last esthetician, even though the treatments were amazing.
[05:58] Why? Because she felt like the service was performed on her, not with her. There was no connection, no dialogue, no sense of collaboration.
[06:06] That's when I realized your technical skill gets people in the door. But how you make them feel is what makes them stay.
[06:13] How you treat your clients will determine how your business weathers the storm. And you don't need fancy tools or a luxury spa to create a memorable experience.
[06:21] You just need consistency,
[06:24] care, and attention.
[06:27] The last thing that I really want to talk about is something that I talk about in my course. It's a course module because I think it is so important that we have a whole module on it.
[06:35] And it is active listening.
[06:38] Now, this is more than just nodding while your client talks. Active listening means being fully present.
[06:44] It means tuning into both what they're saying and how they're saying it.
[06:48] It's about picking up on the words they use, their tone, their body language, and even what they don't say. Because often clients come in with more than just skin concerns.
[06:58] They're bringing in insecurities, past experiences, and sometimes fear or frustration from treatments that didn't work.
[07:04] When you take the time to truly listen, like really listen,
[07:09] you create a space where your client feels seen and safe.
[07:12] And when people feel safe, they open up and they trust you. And trust is everything in this industry.
[07:19] So instead of rushing into product recommendations or jumping straight into the treatment pause,
[07:25] ask follow up questions.
[07:27] Repeat back what you heard to make sure you understood them correctly.
[07:31] Show them that their concerns matter to you.
[07:34] And not just so that you can fix their skin, but because you care about them.
[07:38] Active listening isn't a skill that gets you more likes on social media. It's the skill that keeps clients coming back because they don't just feel like another appointment, they feel like a priority.
[07:48] And that's the kind of connection that turns a first time visit it into a long term relationship. Here's the thing. Most people aren't used to being listened to in a meaningful way,
[07:56] especially when it comes to their skin. They've been dismissed, rushed, they've been told it's not that bad.
[08:02] So when you take a moment to ask a follow up question or repeat something back to clarify,
[08:07] when you show them that you're fully present,
[08:10] that's when the shift happens.
[08:12] That's when they realized, oh, she really cares.
[08:16] Active listening also makes your job easier. Because the more you understand about your client's lifestyle, concerns and past experiences, the better you can can customize their treatments and home care.
[08:25] You're not just guessing, you're not just assuming. You're building a plan based on their story,
[08:30] not just their skin. So the next time a client sits in your chair, slow down.
[08:35] Ask how their skin has felt since their last treatment.
[08:38] Ask what's changed in their routine or stress levels. Listen to the words they choose and what emotions come with them.
[08:44] Just create space for them to share, not just report.
[08:48] Because when a client feels heard, they feel safe.
[08:51] And when they feel safe, they trust you. And when they trust you,
[08:55] that's when the real results start to happen on their skin and in your relationship with them.
[09:01] Active listening isn't just a bonus skill. It's the foundation of everything we do as estheticians. Now, when we talk about creating an experience,
[09:09] it's not just in the treatment room. It starts when they book and hopefully never ends. Right, because you want them to keep coming back and keep booking and you want to have a professional relationship with them for a really long time.
[09:20] So let's talk about some pre appointment, post appointment rebooking strategies.
[09:25] The client experience doesn't just start when they walk in the door. It starts the moment that they book. So use this window to create a sense of care and clarity and professionalism.
[09:35] Confirm appointments with a friendly, informative message that sets expectations and answers common questions like an faq.
[09:43] If it's a new client, send a pre appointment, welcome email that includes your intake forms, directions, what to expect, and even a short note introducing yourself and your approach.
[09:52] I use Vergaro for this and it's amazing because it's all automated and I don't have to do anything.
[09:57] These small touches make the client feel like they're in good hands before they've even arrived and that builds trust early.
[10:04] The follow up is where you turn a great service into a memorable relationship.
[10:09] Send a personalized message within 24 to 48 hours to check in on their skin. I do this via text and I know it takes some time, but it is so valuable and so worth it because it opens up the line of communication between you and your client.
[10:22] Thank them for coming. Recommend products or routines.
[10:25] Send links that you told them that you would send. This will reinforce the work that you did in the treatment room and it will also build more trust. If they purchase retail, follow up a week later to see how it's working for them.
[10:35] Just check in.
[10:37] This isn't about being pushy, it's about being invested in their results. And when clients feel like you're still thinking about them after they've left, it deepens the connection and builds loyalty.
[10:47] If there's one thing I hope you take away from today's episode, it's that your client experience isn't just nice to have,
[10:53] it's essential.
[10:54] It's what turns first time bookings into long term relationships and what keeps your business steady even when the world around you isn't.
[11:02] In an industry where skill is important, but connection is everything,
[11:06] how you make your clients feel is what sets you apart.
[11:09] You don't need a luxury spa, a fancy back bar, or a six figure budget to create an unforgettable experience.
[11:15] What matters most is your intention.
[11:18] The way you greet them, the way you check in, the way you follow up.
[11:21] It's the consistent, thoughtful touches that build trust over time. And when clients feel cared for in those small moments, they come back and they tell their friends and they choose you even when their schedule or budget is tight.
[11:33] That's it for today.
[11:34] As you head back into your week, just remember, you don't need to do it like everyone else, you just need to do it like you.
[11:40] You're not behind. You're not too late. You're doing better than you think.
[11:44] So keep showing up with heart. Take care of yourself and your clients,
[11:48] and do something today that your future self will thank you for, even if it's just listening to this podcast.
[11:53] I'll be back next week with more truth, more tools, and more real talk. If this episode gave you something to think about, I'd love for you to share it with a fellow esthetician who could use the reminder.
[12:02] Make sure you're subscribed so you don't miss next week's episode and I'll talk to you soon.
