As estheticians, we are privileged to possess the training and certification that enable us to make truly life-altering differences in people’s lives.
This simple act of tactile contact through massage can lift depression, strengthen the immune system, improve sleep patterns, decrease the production of stress hormones and reduce job stress that can result in absenteeism and lost productivity.
With such a need in our society to have real, beneficial experiences, spas and salons should be booked solid for face and body care treatments. Yet, this may not be the case.
The problem with many businesses lies with how they are connecting and caring for clients.
In order attract clients and create loyalty, clients need to not only look forward to being genuinely cared for; they need to be made to feel like they are the most important person in the room.
Have Them from Hello
The first seven seconds of your clients’ encounter with your spa are critical.
During this time your staff and business must exhibit a professional image, a welcoming attitude, and inviting ambiance.
Establish eye contact, smile genuinely and be inviting. Remember that factors such as body language, the look and demeanor of your front desk personnel, and the ambiance and decor of the front desk area, are all processed by the client in a split second.
All of these factors to contribute to the emotional feeling your client has about your business.
And remember that while clients may not be psychologists or forensic experts, they have a real cognitive ability to detect if you are genuinely happy to host them at your facility from the moment they are greeted.
It is imperative that not just your front desk staff, but everyone on your team from head esthetician to entry level employee, understand this.
Never Say No
Imagine a celebrity was booking an appointment at your spa. If you had a scheduling conflict, or found they wanted something that was much more customized than your normal policy, would you turn them away? Never.
Each and every client needs to be served in this way at initial point of contact—when they are booking their appointment. You can always find a solution to provide the client the service they desire.
Never leave them with “No” for an answer.
Cater to the VIP in Everyone
A research study by Yankelovich interviewed people who make less than $35,000 annually. Of those:
- 94% believe that they deserve the same quality of service as wealthy consumers
- 88% expect to be treated in the same manner as a business’ best client
- 85% demand to receive the highest level of service for the price they pay
These statistics show that consumers anticipate receiving high-end service at all times, whether they are eating at a neighborhood diner or a fine restaurant, or whether they are visiting a destination spa or a one-room, family-owned facility.
Review your spa menu to see if it speaks to this affluent attitude. Create ways to sell your current services so that they offer more exclusive cache.
Surpass Their Needs
The spa industry is about delivering an exceptional experience. From the receptionist to the owner, every employee shares the same responsibility—to anticipate clients’ needs and to make sure of every possible resource to surpass those needs.
Creating a sublime experience is not about what you like; it is all about fulfilling the needs of your clientele.
In order to run the spas front end effectively and to provide informed recommendations and advice to the clientele, your entire staff must be well fully knowledgeable about all treatment procedures and product lines offered by your business. For example, is your front desk making clients feel special by upgrading their services?
Remember, it is your team’s responsibility to book clients, surpass their needs and help grow your business.
It’s important to remember that before you can build genuine connections with others, you must love and take care of yourself.
My tips to you:
- Exercise – Regular exercise helps us feel and look younger. Exercising releases endorphins, dopamine and other chemicals that help you feel good and reduce stress. Take a 30 minute walk to clear your mind and start your day off right.
- Eat right – Balanced meals that include fresh fruits, vegetables, whole grains, fish and fowl. A diet that consists of several little meals is a great way to keep your metabolism up and your energy level high throughout a long, busy day.
- Make time for friends and family – Cross days on your calendar that are reserved for life beyond the workplace. Although you may love what you’re doing, you must find balance between your work life and personal life, which means making time for friends and family. This something I have always remembered to do throughout my career, and I find is a key element to be happy and successful in business.
You can find more business building ideas in my book: Success at Your Fingertips: How to Succeed in the Skin Care
Do you have any other unique or special ways to connect with clients? Leave a comment below!