Developing Lifelong Customers for Your Spa or Boutique

Most people in the spa/salon/wellness world are in it because they love helping improve the quality of life for their clients. Whether that is giving them a moment of pure relaxation, relieving aches and pains or the confidence of great skin, it’s all about providing them the essential service of feeling better about themselves and their life.

Often, this passion doesn’t always go hand in hand with product sales. The truth is, sales can be a great way to build rapport with your clients and keep them coming back for more.

Read on for tips and tricks that can help you grow your business and build client relationships without feeling like a pushy, overbearing salesman.

CLIENT RETENTION

Before you can meet the needs of your clients it is important to recognize what problems they are looking to solve.

Generally, the most common reasons that bring people into a spa include:

Pain Management
Improve the appearance of the skin due to age
Improve the appearance of the skin due to acne
Improve the appearance of the skin/body after undergoing treatment for a disease
Stress Management
Relaxation – “Me time”
Improve the look of cellulite
Enhance overall health
Wedding Prep

Understanding the specific reason people are coming to see you and then making sure you are addressing those specific concerns is the first step in establishing trust from your client.

To keep them coming back for more you need to build on that trust by establishing your credibility and expertise through open, honest communication and providing personalized consultation.

Honesty

One of the biggest ways to lose a client is to over promise and under deliver. If you know a client’s expectation are not going to be met with one visit, be honest. Get real with them about what is possible and what isn’t.

Take cellulite, for example. Everyone wants to hear that you can get rid of it in an hour, but the truth is it took 25+ years to develop cellulite and it’s impossible to fix that in one setting without some sort of invasive procedure.

This is where selling a series of services comes into play. It helps set the expectation for your client and gives them a clear road map of how to get the results they want and the understanding of what it takes to get there.

Beat Complacency with Personalized Attention

You have a customer for 10 years and suddenly you notice they are going somewhere else. That can be frustrating, but truth be told people sometimes need a change. However, it is possible for you to avoid complacency.

OFFER A CLIENT CONSULTATION EVERY TIME THEY VISIT!!! If you do not consult with your client each time you perform a service, you are setting yourself up for failure. People are afraid of change, but oft3en they are looking for something new and may not feel comfortable asking for it. DO NOT just assume you are doing the same thing every time.

HANDLING UNHAPPY CLIENTS

While you may strive to give your clients an amazing experience each and every time, it is inevitable that you get an unhappy client. Not all clients will be happy with their experience all of the time.

How you handle these situations can lead to the loss of that client, bad reviews and a loss in your reputation. On the other hand, it can also help create a more loyal client that trusts you to take care of their needs.

Here are some of the reasons clients can become unhappy and how to positively resolve those situations.

Something Went Wrong

It’s always better to be upfront and honest about mistakes. When something goes wrong, and you know you or one of your employees did something wrong, be honest about it. Being forthright is always the best way to quickly diffuse these kinds of situations.

Swallow your pride
Fess up to the mistake
Keep your cool – try not to argue with the client
State facts rather than offering excuses about the mistake
Offer solutions

Client Wants a Refund

In this scenario the client was unhappy with their service and asks for a refund. There are a few reasons why the client could be unhappy: 1) they did not see or feel the value in the service you offered to them; 2) the client’s expectation of the service wasn’t met.

How can you avoid this? Discuss the clients’ expectation EVERY TIME!

Make sure the client is offered a full and complete description of the service they are getting at the very beginning.

A great technique is to ask the client what their expectation is for that service at the very beginning of the appointment. Sometimes they may want a relaxing experience, other times they want an energy boost. Maybe they had a really difficult week and need a lot of quiet time.

Just because someone has been your client for years does not mean that they always want the same thing. EVERYTIME they enter your treatment room you should have this discussion.

Repeat those expectations back to your client to ensure there is clear communications in both directions. This will help you clear up any misunderstandings beforehand and lead to a more successful outcome for you and your client.

Always try to learn from your experiences – even the negative ones – and make the appropriate changes.

KNOWLEDGE & EXPERTISE

Customers come to you for your expertise. They trust that you have put in a certain number of hours learning about your trade, and you have knowledge about the skin and body that they need to improve a part of their lfe.

But a phony can be spotted from a mile away. If you don’t know your stuff people can tell.

Know your stuff!

Do independent research – When a brand promotes their product lines or equipment, there is still more to be learned.

Be ingredient savvy – Today’s customers are well educated about ingredients. They want to know about what they are putting on their skin, and sometimes they even want to know about where it comes from. It’s on you to be able to further educate them and answer their questions.

Know the trends, mishaps, crazy videos, social media wonders in your field – If you don’t know about the popular beauty hacks and DIY trends, guaranteed your client knows… If you expand your knowledge here, you will be able to speak to what they are doing correctly or incorrectly.

Here are a few other techniques you can use to inspire confidence and establish your bonafides:

Know your products front and back! Recall facts about your products and use that as an opportunity to educate your clients and establish your credibility.
Know WHY! Don’t just go through the motions, understand and buy into why you are doing something.
Recall facts about the services you are providing. Similar to product knowledge, knowing why you do X, Y, and Z is important for explaining the journey to your client and to set their expectations.

BE PROFESSIONAL

Now, more than ever it is paramount for you and your spa to adhere to the highest professional standards. This includes implementing cleanliness and good hygiene practices throughout the spa. Clients need to feel safe and secure from the moment they step inside your establishment.

The way you look, speak and interact with clients will further create the trust you need to establish for a lifelong client.

Cleanliness

Your clients notice everything. It is a part of human nature to notice flaws. Be mindful that the smallest details could turn off a customer and impact their experience.

Keep your treatment rooms, bathrooms, waiting areas appealing to all five senses.
If you notice something has fallen into disrepair, don’t ignore it. Do what you can to quickly fix it or let management know right away.
Avoid clutter and overflowing trash cans.
Always thoroughly clean treatment rooms in between appointments.
Provide hand sanitizers at check out and in treatment rooms for clients.
It’s also a good idea for your clients to witness you washing your hands, wearing gloves and masks. This signals to them that you take their health and safety seriously.

Language

Make sure you sound professional but be mindful not to talk too technical to your clients. It’s important for them to understand the services and techniques being used.

Here’s a scenario to consider:

You ask your client, “Have you ever tried dry brushing?” The client. looks at you like you are from Mars.

Instead, consider this as an opportunity to educate the client about a service and peek their interest. “There is a really cool technique that doesn’t get enough attention. It’s called dry brushing and it is done with a natural bristled body brush (holding the brush for them to see) that is gently brushed along the skin. It can do wonders for your by increasing circulation, exfoliating dry skin, and you can incorporate it into your daily routine…”

This is a circular explanation that will help you explain the technique and its benefits without sounding too salesy.

Avoid using verbiage that your client won’t understand just because it may sound smart. The risk is alienating your client, confusing them, making them feel uncomfortable and keep them from trying something new.

Demeanor

It’s true that your feelings can be contagious. Think about how somebody’s bad mood can seem to rub off on those around them.

Leave your baggage at home. If you are feeling irritated and rushed, your client will pick up in this. If you are sad, your client will feel that energy. If you come to work tired, running late, feeling the effects of whatever happened before your shift, it’s hard not to bring that with you.

Consider the door frame to the spa as a waterfall that washes away any baggage. Make the spa your safe space.

Training and Accomplishments

If you know your stuff, you are a step above so many people. Especially if you are taking up opportunities for ongoing education and expanding your knowledge, let your clients know about it!

This industry is always changing, staying up on the newest techniques, better ingredients, and popular trends is essential.

When you establish credible expertise with a client, they will be more comfortable trying out new treatments and confident that your recommendations are backed by actual know-how.