Ep 327 – Beyond the Treatment: How to Build Genuine Connections

Summary

ASCP Esty Talk: Ep 327 – Beyond the Treatment: How to Build Genuine Connections

Release Date: June 4, 2025
Host: Associated Skin Care Professionals

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Introduction

In Episode 327 of ASCP Esty Talk, hosted by Maggie Stasik and Ella Cressman, the focus delves into the crucial aspect of building genuine connections with clients in the esthetics industry. Moving beyond mere treatments, the conversation explores strategies to foster long-term, meaningful relationships that enhance both client satisfaction and business growth.

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Creating the Right First Impression

Maggie Stasik opens the discussion by emphasizing the importance of first impressions. She states, “First impressions are everything. When a client walks into your treatment room, what's the vibe you want to create?” (01:55 MM:SS).

Ella Cressman responds by highlighting the significance of a safe and welcoming environment:

“Dim the lights just in case. For me, it's all about having a safe space, a relaxing space, and a clean space... welcoming them without overwhelming their senses.” (02:21)

Key Takeaway: Establishing a comfortable and personalized environment sets the tone for a positive client experience.

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Building Trust Through Listening and Personalization

The hosts discuss the balance between professional boundaries and emotional connections.

Ella shares a personal story:

“About 15 years ago, I had a client who hadn't visited since February 2020. When she returned, we reestablished our connection by talking about her life, not just her skin.” (03:40)

Maggie adds:

“It's about tuning into what they're feeling, even if they don't say it out loud, but trying to keep that professional boundary.” (04:45)

Notable Quotes:

• Ella Cressman: “Listening beyond words. Sometimes they want to come in and not just talk about their skin...” (05:34)
• Maggie Stasik: “Celebrating milestones big and small can make a huge impact.” (08:52)

Key Strategies:

• Active Listening: Understanding clients’ needs and emotions beyond their immediate skincare concerns.
• Personalized Experiences: Tailoring consultations and treatments to each client's unique lifestyle and preferences.
• Consistent Trust Building: Maintaining regular follow-ups and showing genuine care for clients' well-being.

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Personalizing the Client Experience

Maggie emphasizes:

“Personalize every experience so no two clients are the same... whether it's the music they want to listen to or a particular scent they want to smell.” (05:59)

Ella illustrates with an example:

“I have a client who appreciates specific touches like having the bolster placed a certain way on the table. Even small gestures make a difference.” (07:08)

Key Takeaway: Small, thoughtful details tailored to individual preferences can significantly enhance the client’s experience and loyalty.

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Maintaining Professional Boundaries

The discussion moves to the importance of maintaining professional boundaries while being empathetic.

Ella shares an incident:

“A client was going through personal struggles and expressed it through snarkiness. I reached out to send her ‘good vibes’, and she appreciated the holistic care.” (07:11 – 08:24)

Maggie concurs:

“It’s about being human with your clients... sometimes we forget to do that and it makes a huge difference.” (08:52)

Key Insight: Empathy and genuine concern, when balanced with professional boundaries, can strengthen client relationships without emotional burnout.

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Celebrating Milestones

Acknowledging and celebrating clients' achievements and progress is another crucial element discussed.

Maggie recounts a success story:

“I had a client struggling with acne. After switching her cleanser, her skin cleared rapidly, and we celebrated that moment together. It was a glorious moment for her.” (09:47)

Ella adds:

“Milestones are key. We even have ceremonies like the ‘neck down pile’ to make the process fun and engaging.” (10:30)

Key Takeaway: Recognizing and celebrating both big and small milestones enhances client satisfaction and reinforces the value of the relationship.

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Reconnecting with Past Clients

The hosts discuss strategies for re-engaging clients who haven’t visited in a while.

Ella mentions:

“Reaching out to old clients and bringing them back in by asking about their lives makes them feel valued.” (11:49)

Maggie adds:

“Social media and texting have made it harder to have personal conversations. Picking up the phone to connect can build rapport and bring clients back.” (12:07)

Key Strategies:

• Personal Outreach: Phone calls or personalized messages to touch base with past clients.
• Remembering Personal Details: Incorporating clients’ personal information into interactions to show genuine interest.

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Adapting to Client Needs and Preferences

Adapting to clients' changing needs and preferences is essential for maintaining long-term relationships.

Ella discusses:

“Meeting clients where they are, whether they need to adjust their home care or stretch their appointments, helps them feel accepted and valued.” (13:07)

Maggie emphasizes:

“Educating clients without making them feel judged... taking baby steps to help them achieve their skincare goals.” (14:19)

Key Takeaway: Flexibility and understanding in accommodating clients’ individual circumstances foster trust and loyalty.

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Conclusion

Episode 327 of ASCP Esty Talk provides invaluable insights into building genuine connections with clients in the esthetics industry. By focusing on creating welcoming environments, actively listening, personalizing experiences, maintaining professional boundaries, celebrating milestones, reconnecting with past clients, and adapting to individual needs, estheticians can cultivate long-term relationships that go beyond treatments. These strategies not only enhance client satisfaction but also contribute to sustained business success.

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Notable Quotes with Timestamps

• Maggie Stasik: “First impressions are everything. When a client walks into your treatment room, what's the vibe you want to create?” (01:55)
• Ella Cressman: “No, not at all. Especially for long term relationships.” (01:52)
• Ella Cressman: “Listening beyond words. Sometimes they want to come in and not just talk about their skin...” (05:34)
• Maggie Stasik: “It’s about tuning into what they're feeling, even if they don't say it out loud, but trying to keep that professional boundary.” (04:45)
• Ella Cressman: “Celebrating milestones are really key.” (10:30)

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For more information on this episode or to connect with Maggie and Ella, visit the ASCP Esty Talk show notes.

Transcript

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[Maggie Stasik]

Hello and welcome to ASCP's eStatee Talk. I'm your co host Maggie Stasik and ASCP's program director.

[Ella Cressman]

And I'm Ella Cressman, Licensed Esthetician and Content contributor for Associated Skincare Professionals.

[Maggie Stasik]

Ella, I was just thinking about something that's so important in our industry, building emotional connections with our clients. It's not just about the treatment, right?

[Ella Cressman]

No, not at all. Especially for long term relationships.

[Maggie Stasik]

Yeah, I actually read this great blog post recently that got me thinking about how we can deepen those connections. So today let's chat about some simple but powerful ways estheticians can build those genuine connections that keeps clients coming back not just for the skin care, but for the whole experience. First impressions are everything. When a client walks into your treatment room, what's the vibe you want to create?

[Ella Cressman]

Dim the lights just in case. For me it's all about having a safe space, having a relaxing space and having a clean space and knowing the client. So when they walk in, I don't let them in the treatment room first. We sit like a brand new client. We sit out in like the reception area, but it's crisp, it's bright colors, it's clean, it's comfortable. And then we just talk a little bit. And you know this has changed a little bit after we talked to Janiece about sensory safe environments because I feel like in the consultation you can get an idea for what then taking them into the treatment room would be so whether the lights are going to be dim or the music will be on or what, you know, but it's all about really kind of understanding the client for sure. But welcome. Not too much. Not too many scents, not too many movement, not. Not too many things going on, really honing into them right away.

[Maggie Stasik]

Yeah, I agree with what you're saying. First of all, clean is number one for me. And then two, having as. As the client, having a connection with my esthetician, and feeling like there's a vibe and an energy. All of that is important and sets the tone for me. And if I am not feeling that, then forget it.

[Ella Cressman]

Yep, absolutely. It happened to me recently. We're talking about, you know, obviously building genuine connections. So about 15 years ago, I had a client, and she was with me for 10 years plus. And then we stopped seeing each other, if you will, after Covid, she got busy. She would still buy product and stuff and re. And arrange for me to even ship it sometimes to her. But she hadn't been in for a treatment literally since like, March 3rd, 2020. I mean, no, I think it was actually February 11th. Is she just recently came back in. But we sat and we talked about her life and what had been going on and. And re. Reestablish that just like I would with a new client, but with more familiarity. So one thing that is also really important for building connections is listening beyond words. Sometimes they want to come in and not just talk about their skin, as was the case with the client. I was just talking. I just mentioned. But they're really sharing a bit of their life. So how you approach these moments while keeping professional boundaries is really going to be important.

[Maggie Stasik]

Yeah, I totally agree. It's about tuning into what they're feeling, even if they don't say it out loud, but trying to keep that professional boundary. So it's a balance and really deepens the trust. I remember I had this client. I remember the first day she came in. It was actually for Brazilian wax. So I thought, this is gonna be quick in and out, right? We're gonna wax, be done. And she's out the door. And she came in, got on the table, and we had just met, and immediately is sharing about her life. And she's talking about, you know, Billy Bob and Sue and saying these people by first name as if I know them too. And for me, as a young esthetician, I was kind of taken aback, but then I just jived with it. I mean, this was her moment, and whatever she wanted to do with it, that's great. We're gonna wax and she's gonna share her Life.

[Ella Cressman]

I like that. Did you take it home with you? Like. Like the emotional part of that. Do you ever get emotionally. I don't wanna say invested, but affected by your client stories?

[Maggie Stasik]

Uh, no, I. I learned quickly not to. You know, you have to be able to listen, but put up that boundary.

[Ella Cressman]

Listen and don't judge whether it's positive or negative. Yeah. You have to find a way to shake it off at the end of the day. I think is. Is key too.

[Maggie Stasik]

Yeah, exactly. So another is personalize every experience so no two clients are the same. Tailor the consultation and recommendations to their lifestyle, not just their skin type. That's basic personalization 101. But certainly you can go well beyond that, whether it's the music they want to listen to or a particular scent they want to smell. You were talking about that with the treatment room and with Denise, who we had on as a guest, but really going above and beyond so that the client is feeling like this is about them and that gets them coming back.

[Ella Cressman]

Mm. There's one client I have who she kind of walks in and goes right to the treatment room. She's like, I'm. I'm fine with it. Like, what have you. Go ahead. But I know that she likes certain things. So I have em out one time. It just. The very first time it happened on accident. And I had just like the bolster on the top of the bed. Cause I'd made the bed and you know, just put it right back on after changing the sheets. And she goes, oh, you had it up for me. Thank you so much. You already knew. And I was like, I sure did. But because normally I take it from my little hiding place and put it up there. That was for her. She's like, oh, she was prepared for me.

[Maggie Stasik]

Yeah.

[Ella Cressman]

Just like you're saying.

[Maggie Stasik]

Yeah, those things matter.

[Ella Cressman]

Building trust through consistency. Trust really builds over time and through being consistent. So sometimes people will follow up with clients after their appointments just to check in, especially after an aggressive procedure, but also just to check in. This week I had a client who came in a little bit off, kind of snarky, kind of like I was telling her about a special I have coming up. She's like, ah, maybe I would, maybe I wouldn't. So when we sat her down, she said, let. Her sister is sick, really sick. This is going on with her other family member. This is going on with her personally. She just kind of hinted at those things. Well, I've known her long enough now to understand these are all really big things anyways, so her snark or her. Her bitiness wasn't directed at me. So I called her. It was three days later, Said, hey, I just wanted to tell you I'm sending you good vibes today. Nothing about her skin, just about her emotional state. I didn't say because of everything you've got going on. She called me back and she's like, she's crying. She's like, thank you so much. So I wasn't like, not taking it home emotionally. I just felt I wanted her to know that I was thinking about her holistically and not just her skin, you know?

[Maggie Stasik]

Yeah, I think that's such a good lesson for estheticians to take and adopt. And that can be hard because we're constantly focused on our business and how do we build the client base and how do we get that client returning. But at the end of the day, we're all just people. And to make an effort to call that one client that you realize is perhaps having a hard day and just be human with that individual, sometimes we forget to do that and it makes a huge difference.

[Ella Cressman]

It did. You could tell it made her feel better, you know, and made me feel good too.

[Maggie Stasik]

Celebrating milestones big and small is a big one too. So for instance, celebrating a client's first facial or skin breakthrough can make a huge impact. I remember I had this client who was struggling with acne, and it was impacting her emotionally and she was on proactive, and proactive wasn't working for her and she was refusing to give up the proactive. And I said, let's just switch your cleanser. Just try this cleanser. And the next time she came in, her skin had rapidly cleared and we were yelling in the lobby and cheering her on, and she looked beautiful. We were celebrating that milestone and she felt amazing. She was shy about it and embarrassed about it, but at the same time, it was like a glorious moment for her and she loved it.

[Ella Cressman]

Oh, I love that. Yeah, the milestones are really key. Love it. On those big and small milestones. I also do a skincare audit with most of my first time clients. And so I put them here and emotionally. And there's emotions attached to purchases because it was this much or because this is where they felt when they got it. And so we have a similar ceremony when we go to throw away some things. We have the neck down pile and then we have the pitch it pile, and then we walk over. I put my foot on the, you know, the trash thing so that the top lifts up and then they dump it in and we're like, yay. Yay. So that's a really, really fun one too. Other ways that you can consider to build genuine connections is to reach out to ones you haven't heard from in a while. That is another key thing. That's what I'm doing now. Because if I'm being honest, my customer service the last few years has been hit or miss because I've had. I've had the clients, I've had to capacity. But recently my schedule's opened up, so I have more opportunity. At the same time, buying habits have been a lot different. So I've started reaching out to old clients and just bringing them back in. Even just talking about, how's your daughter, what's going on with your this or that? And I think that's key. Another thing that I do also is remember little bits about them. How's this happening? What did. You can add them into your treatment notes if you want to, but asking them the question as you're starting the treatment is something for me. They've been like, oh, my gosh, I can't believe you remembered that.

[Maggie Stasik]

I think that social media in some respects has gotten in the way, even texting has gotten in the way of our ability to reach out to our clients by phone and say, it's been a while, how are you doing? And just have that conversation, which does help to build rapport and bring them back in the door. And I think having that practice is good and it helps build the client base.

[Ella Cressman]

You were hitting it right here because so many services are now text based. They're texting for an appointment. You're not talking to them on the phone. You're not hearing intonations, you're not hearing the. What would be an emoji in a text message. You're gonna hear it in the voice. So I think it is important just to pick up the phone every once in a while.

[Maggie Stasik]

Yeah. When I was an esthetician, many moons ago, I used to keep a little box of note cards, and that's where I would put my notes for all of my clients. Like personal notes, like you were saying, like, oh, she has a daughter and plays soccer and blah, blah, blah. And very rapidly realized that's not how you operate your business.

[Ella Cressman]

Why? What happened?

[Maggie Stasik]

It was just not organized. I mean, I couldn't do it that way. And obviously you need like a computer system and you need to get with the 21st century.

[Ella Cressman]

Your client's like, I don't have a daughter who plays soccer.

[Maggie Stasik]

Right.

[Ella Cressman]

That's a different Josie, that's funny. I think other ways to customize. Okay, let's talk about it. Let's just talk about it right now. There's the spending habits are crazy. They're either over, like buying a lot or not buying. I have to be honest with you. I did my first quarter sales tax and I realized my product sales were down 80%. Oh, wow.

[Maggie Stasik]

It was.

[Ella Cressman]

I was shocked. I knew I was slower in that area and I knew people were not buying as much. But 80% is a big deal. But now I'm up. I'm up because I adjusted a couple of things. But one thing I wanted to stress is meeting people where they are, right? So we're. We. We harp on the importance of, of retailing skincare and that they should buy from us and they shouldn't go over here and they should go over there and that is still important. But meeting them where they are. Because I had a client who reached out to me. She said, I can't keep my facial appointments anymore because I'm not sure what's going to happen. She's with her job particularly. They want to continue buying products, meet them where they are. That's okay. That doesn't mean you, like, write them off, you know, still keep in contact with them, still serve them, even if they can't come in or they have to stretch their appointments out or they need to adjust their home care to something that's going to be more appropriate for them, whether it's a reality or whether it's a perception meeting where they are and let them know that they're. It's okay. Oh, you want to go out in the sun and you don't really like that, and that's okay. No problem, I'll fix it. It just means you have to come to me more often or, you know, once they feel accepted, I find that they want to come back to you.

[Maggie Stasik]

Yeah, I totally agree. And I think that that rolls over into the products they're using at home as well. And I would practice this all the time where a client says, this is what I'm using. I really, really love this. Know, say my Neutrogena cleanser. Great. Keep using it, meeting them where they're at and not chastising them or making them feel like what they're using is not great, or they're insignificant and forcing them into a regimen that they either can't afford or they're not going to use. You know, you're taking baby steps. So it's also educating them and also finding out what their goals are. They love that Neutrogena cleanser. Fantastic. But you said your skincare goals are X, Y and Z. Let's add to your Neutrogena cleanser. Here's a great serum, here's a great moisturizer. This is gonna help get you there.

[Ella Cressman]

Exactly. Not wagging your finger at them. I think that I see that so much in so many different conversations. Like there was scrolling, like people, like, I'm just over here scrolling on Instagram, looking at people who aren't wearing sunscreen, thinking I'm, you know, like the judge. And I get it, like a haha is funny. But also, if a client feels like they're going to be judged, they're on guard a little bit. So it's not having these genuine connections. They're having a transactional connection instead of long term. So I think that's gonna be something just to consider for sure. Maybe not hemorrhoid cream for their eyes or something like that, but maybe if it's working, keep your Neutrogena, all of that stuff too. But just meeting them where they are, letting them feel educated and not ashamed, I guess.

[Maggie Stasik]

Yeah, yeah. I mean, I remember I had a father who brought in his daughter and he had this conversation with me to say, you know, she keeps trying to pop her own pimples. I said, she's always going to pop her own pimples. Let's talk about how she does it properly. He was really shocked that I said that. So we had a little educating moment. I showed her, you know, wash your hands and wrap your fingers and let's not spread the bacteria because at the end of the day, if she's, if she wants to do that, if she can't stop herself from doing that, let's meet her where she's at. Listeners, we want to hear from you. What's your favorite way to connect with clients on a deeper level? Reach out to us on Instagram, Facebook or email. Getconnectedcpskincare.com thank you for listening to ASCPSDtalk. And as always, for more information on this episode or for ways to connect with Ella and myself, or to learn more about ascp, check out the show notes.

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