The importance of building (and maintaining) trust

‘People buy from people that they know, like and trust’—Bob Burg

It is a fact that, as human beings, we are much more likely to purchase (and continue to purchase) from those we are familiar with, whom we align with from a value perspective and who we believe to be trustworthy. Further, never is this truer than in the field of aesthetic nursing. After all, patients put their absolute faith in aesthetic nurses to help them achieve their individual cosmetic goals, as well as committing a considerable amount of time and hard-earned money.

Nobody willingly buys from someone they do not trust. Even if they have in the past, it most likely was not a comfortable experience or one that would be repeated. Building and sustaining trust is one of the most effective and proven ways to grow an aesthetics business—not only by converting those all-important leads into patients, but by ensuring that they become loyal to you, your clinic and your brand long into the future, even if a more appealing offer comes along.