A recent study by eMarketer estimates that the average adult spends more than five hours per day on non-voice mobile activities including smartphones and tablets. This high-tech, isolating environment has resulted in a greater need for spa services as people seek out the personal contact lacking in their daily lives.
For me, the most gratifying aspects of being an esthetician are the emotional, spiritual and physical therapeutic benefits. The simple act of tactile contact through massage can lift depression, strengthen the immune system, improve sleep patterns and decrease stress. As estheticians, we possess the training and certification that enables us to make a difference in people’s lives.
With such a need in our society for real, positive experiences, spas should be booked solid for face and body care treatments. Yet, this may not be the case. If your business is falling short of this, something is missing from the formula. Success must begin with the service provider and how they are caring for the client. Your clients are like celebrities and must be treated to superlative service accordingly.
Cater to the VIP in Everyone
Every client wants to feel important and have a wonderful experience. A study by Yankelovich found that 94 percent of consumers who make less than $35,000 annually believe they should enjoy the same quality service as more affluent consumers, and 88 percent expect to be treated in the same manner as a business’ best client. These statistics show that consumers anticipate receiving high-end service at all times, whether eating at a neighborhood diner or a fine restaurant, or visiting a destination spa or a one-room, family-owned facility. Review your spa’s menu to see if it speaks to these expectations.
Have Them from Hello
While online booking is becoming more popular, the inability to reach a human who can answer questions often results in frustrated clients and lost business. Providing a phone line with a properly trained associate is so important.
All spa employees should display the utmost manners, such as addressing clients by their surname. When a letter or email comes to me addressed “Hey Lydia,” I find it offensive and arrogant. Refer to clients as “Ms. Smith” rather than “Jane” until a relationship between the client and the spa has been established or until the client suggests otherwise. Leaving good impressions with your clients builds loyalty; impeccable manners leave lasting goodwill.
A REAL-LY GOOD FIRST IMPRESSION
The first seven seconds of a potential client’s encounter with your spa is critical. Your identity is conveyed through sight, sound, touch, smell and taste. It is the details that impress your clientele, add value to your business and convey a welcoming attitude that says you are happy to see them. Establish eye contact and smile genu
inely. Clients have a cognitive ability to detect if you are truly happy to host them from the moment they are greeted. Keep your spa’s décor organized and inviting, presenting an impression of luxury, wellness and and pampering. Offer wine or champagne and play classical music — research shows that classical music stimulates the purchase of luxury goods.
Surpass Their Needs
Imagine a celebrity was booking an appointment at your spa. If you had a scheduling conflict or they wanted something much more customized than normal, would you turn them away? Never. Every client needs to be served in this way from the initial point of contact. You can always find a solution to provide the client the service they desire. The spa industry is not about cost leadership, it’s about delivering an exceptional experience. Every employee shares the same responsibility: to create a sublime experience by anticipating and surpassing clients’ needs. In order for a spa to be successful, the spa director needs to be stationed at the front desk, delivering services that are met with 100 percent satisfaction. This is why proper staff training is so important.
Staff Training
Are you and your staff perpetuating smiles? Do you see laughter and an overall sense of enjoyment? Do you see frowns, employees looking flustered and clients getting frustrated or impatient? You must treat your employees like ladies and gentlemen, making sure their work environment is calming and that they are able to take breaks and recharge. If pushed too hard, your employees and your business suffer.
Education is key to maintaining the highest level of excellence for your clients. Books, articles and media posts about the skin care and spa industry should be required reading on a regular basis. From these, you can create and implement important client amenities such as a customer service program, which is an excellent way to elevate the quality of your spa.
Connect Emotionally
Studies show the emotional aspects of a cosmetics brand have a greater impact on consumer satisfaction than the functional ones. Satisfaction is greatest when the brand strengthens positive emotions through presenting an attitude of “caring for oneself” and alleviating feelings of guilt from falling short of caring for one’s appearance. Focus on creating these positive associations for your spa as well. Have personal conversations and treat clients as though they are part of your family from the moment they step in the door.
Ask questions in order to provide an effective and customized treatment, but that is only half the equation. Next time you are engaged in conversation, really listen to the person. Too often, we are busy thinking about what we are going to say or do next, but it is essential to remain present and be mindful. This will surely make your client feel like they are the most important person in the room.
WELL-MANAGE DAILY TRAFFIC
A good team ensures every client leaves happy and satisfied. You need to have the appropriate amount of personnel to provide luxury service to your clients. For an 1,800-2,000 square foot spa, two people in the front desk area should suffice. A receptionist answers phone calls and signs clients in, while the client manager oversees product sales and offers advice on treatments, retail and beauty consultations. They also follow up diligently with clients by sending out personalized thank you cards that communicate what a pleasure it was to fulfill their needs.
Empower your staff to make regular clients feel special by upgrading their services. Your staff must be fully knowledgeable about all treatment procedures and product lines, as it is your team’s responsibility to book clients and help grow your business.
IMAGE IS EVERYTHING
Your job is to treat the health of the skin, educate clients about proper care and recommend products. To accomplish these things, you must portray a credible image that conveys your knowledge and professionalism.
Looks, attitude and personality are as important as knowledge and technical skill. You need to exude positive energy and a healthy lifestyle, reflected in a genuine smile, good posture and firm handshake.
This professional image can be reinforced in the way you email clients or even when they first find you on your website. Be sure these two venues are fully reflective of the image you want to convey. At the same time, you have to take care of yourself before you can care for others or offer beauty advice. Eat balanced meals to keep your energy level high throughout a busy day. Also remember to exercise to feel and look younger. Regular exercise releases endorphins, the “feel-good” hormone which helps reduce stress, so you can pass that benefit along to your clients.
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