Although almost every spa owner introduced a portfolio of virtual offerings and services to keep their business from collapsing in 2020—myself included—many of us were unsure how we could use a virtual focus to keep our businesses afloat.
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Although almost every spa owner introduced a portfolio of virtual offerings and services to keep their business from collapsing in 2020—myself included—many of us were unsure how we could use a virtual focus to keep our businesses afloat.
The first question I asked myself was, “Will I pivot my business as a temporary solution or a permanent solution?” This question’s intention is to figure out how much effort to put into creating a virtual offering.
With mandates for in-person contact frequently fluctuating, I chose to lean very much into the assumption that the pandemic would have a permanent impact on the beauty and spa industry, not only through government mandates but maybe even client preferences.
So, the next big question was, “What does my brand mission and vision look like in a virtual world?” This question (and answer) is how you’ll decide if a virtual pivot is attainable and sustainable for your business, mainly because virtual offerings may not fit the needs of your current clientele. Guests who come to you primarily for massage, relaxation, spa environment, etc. may not be well-suited to virtual offerings.
That is why it’s so important to be clear about your mission and what kind of guest you serve. At the end of the day, your brand is not for everyone, and the more specific you get about who you want to service, the more successful you will be!
My mission was always to be an education-forward, holistic skin care partner for my clients. My goal is to treat each person individually, make them smarter about their skin and help them reach their goals with confidence.
Luckily, my brand was itching for a digital transformation. In the spa, I seemed to lack the time to truly nurture these goals with my clients; virtually, I could spend more time with them to deliver the education and support necessary for truly reaching their goals.
And so, Skin Property Virtual Esthetics was born. My virtual skin coaching program allows me to give clients clinical results from their own homes, which is ideal for those who no longer wish to visit spas or clinics, but still want results. After three years learning, growing and seeing incredible outcomes, I’m sharing my top tips for connecting virtually with your clients.
Add a Dash of Vulnerability
As grateful as we are for video conferencing and virtual communication technology, we know that it doesn’t really replace face-to-face connection. When so much of the spa experience is built around physical senses like smell and touch, it can be challenging to deliver a similar trusting and relaxing experience virtually.
When only your words and video (sight and sound) are available, you need other forms of connection to help your clients feel comfortable. This can often be achieved through more vulnerability.
In this case, vulnerability is about taking down your walls and humanizing yourself to your clients. While this doesn’t mean abandoning your expertise or professional status, it does mean offering up information in a relatable way, which helps guests feel heard, understood or simply not alone in their struggles or challenges.
For example, I was able to relate to one client about her struggles with her skin, which were the same struggles I experienced years prior. This helped her bring her walls down and trust me more in our relationship and journey together.
Bring in Sensory Details
In today’s world, we have so many options for connecting virtually. However, many tend to shy away from video platforms, due to insecurities or the fact that video can feel disingenuous at times.
When it comes to you as the professional, it is important to show up using as many sensory modalities as possible. That means opting for a video call rather than an email, text or phone call. Now, video might not always be appropriate, but for first meetings or situations that require more challenging or vulnerable conversations, a video call will only help your connectivity with your client.
This is because the more senses that are activated, the more you are able to showcase your personality, trustworthiness and sentiment. This is especially important in an industry built around connectivity and trust! It also shows your client that you’re confident and typically gives them permission to be unashamed to show their face as well.
Sharpen Your Listening Skills
People want to feel heard. While you may be the world’s greatest multitasker as an esthetician or wellness pro (because we have to be!), it’s important to give your clients 100% of your attention when they are communicating with you virtually. That means not only listening intently but repeating back what they said so you ensure you heard them properly.
This is especially helpful when you are conversing via email, text or phone (without video), but it’s a good practice in all scenarios. It ensures you don’t get wires crossed, especially when it comes to skin care challenges, condition symptoms, recommendations, etc.
I have found that this is integral to creating lasting relationships with virtual clients, because if people don’t feel heard, they don’t feel understood and will lose their trust in you.
If you work at these three best practices, I’m sure you will start to see great results with your virtual clients!
Emily Trampetti is a multi-state licensed esthetician, skin care expert and founder of Skin Property Virtual Esthetics. After successfully owning and running her spa in Chicago, she expanded virtually with her skin coaching program, which supports clients in the U.S., Puerto Rico and Europe.
