Here are some of Carmen’s best tips for implementing client education to build loyalty, help your clients protect themselves & increase your perceived value & profitability:
BE SINCERE & COME FROM THE HEART.
Learn & talk about what you love. When you share your knowledge & passion, your clients feel that you care & know you’re telling the truth. This builds trust, which in turn builds every good business relationship.
DON’T BE A KNOW-IT-ALL.
“We get passionate about what we do & we can come off stand-offish,” Carmen says. Be patient & take the time to explain if your client doesn’t understand something straight away or reports some bit of misinformation she heard on television.
BE CASUAL, KEEP IT CONVERSATIONAL & ASK QUESTIONS.
Say a new client comes in says she has gel nails. Ask questions to get at the truth: “Was there a liquid? Was there a powder? Did they mix that together? If the answer is yes, then unfortunately, you don’t have a gel manicure.” Then l explain the difference between what she really has & what she thinks she has. You don’t necessarily have to be technical, but talk about the differences in her experience with each service.
“Clients don’t know. They didn’t go to school for nails. They only know what they’re being told,” says Carmen. Be patient, have compassion & always treat your client with respect when educating them.
Use updated & professional terminology. Don’t fear monger or belittle competitor brands. After all, that’s part of the education you got & are sharing with them.
DON’T BE BOSSY.
“You’re speaking to an adult. And no adult likes to be told what to do,” says Carmen. But they do like to, & will, make informed decisions when armed with the right information.
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