Success in Spa Client Relations: Common Sense Tips That Work on Selling Services

Selling spa services requires a unique approach, and in most cases a more personal approach. All service related businesses, and most especially those in the spa industry, share common elements that make them dissimilar from product driven industries. To achieve ultimate success in your spa business, these common elements must be an essential part of your business set-up and selling service structures.

When you own a service oriented business, your success is linked to your customers’ success. There is no other industry that benefits more from client satisfaction and word of mouth advertising than services industries such as a day or medical spa. Referrals and client testimonials are incredibly strong sources of grassroots spa marketing and advertising.

Of course, you have spa websites for your clients to browse and spa menus and brochures to present your service offerings to your customers, but there is essentially no tangible product they can touch or feel before they commit to purchasing your services.

The key is to create a persona for your spa company that emulates quality, client satisfaction and realization. How can you do that? Let’s take a closer look…

•    Create marketing collateral that have a personal tone. Allow your client to sense the personalized services you offer. If you are having difficulty with this task, hire a professional marketing writer who can help with brochures, website content and spa menus. This is a critical step in your success and you must get it right.

•    Make sure your business is linked personally. Especially in the case when the aesthetician is the small business owner, your customers are buying your skill and expertise. Make sure they know what those are by creating a website or marketing literature that outlines the background and past achievements of you personally, along with your team members and your spa business overall. Don’t just promote the company as a whole – make sure you focus on yourself (if you are the primary provider) or on the credentials of your team.

•    Develop and manager a client experience portfolio. Since any spa business works hard to realize repeat customers, but the work is often times confidential, you can still develop a client experience portfolio, but not include client last names or specific details. This allows potential clients to see the scope of your expertise and it also tells them how many current and past customers trust you with their skincare.

•    Always market proactively. One of the downfalls of selling services is that once a client walks out the door, the chances are good that you are done with them unless you keep them linked to your spa. Do this through an electronic or print newsletter that offers specials to tempt them back and informs them of spa technology advancements or new services being offered. Furthermore, you must always be looking for new clientele, and you must maintain a steady year round marketing campaign.

•    Service can be very difficult to price. Check out your spa competitors online and in person to see what they are charging. If you want to price your services higher, be certain that you can back up the costs by defining your expertise and the services clients can expect for the spa rates you are charging.

•    Treat every spa client like an old friend. In spa services marketing, customers want to feel served, appreciated and respected. You form a bond with a spa consumer that is unlike any other type of business.  Call very loyal clients occasionally to ‘catch up’, send out emails with news and always ask for post service feedback.