Home' Spa and Clinic : SPA Vol-70 Winter 2017 Contents FEATURE
clear goal: they are seeking an effective
solution to a problem.
To prescribe the product and/or
ser vice they need to meet the challenge
we need to a) understand the issue and
b) apply a credible solution. But both
are impossible without first establishing
credibility and trust.
Which leads us back to the topic of
ser vice, the backbone of building rapport.
The hosting experience is the
cornerstone of every clinic, spa and
salon visit. From the moment the guest
arrives we are holding sacred space for
Each touch point needs to be layered with
mindful communication that encourages
connection and it starts well before the
treatment takes place.
The greeting on arrival through to the
consultation process are the foundation of
the prescriptive process, providing prime
opportunities to establish our credibility,
create rapport and define the guest's needs.
If this is done correctly, we are better
able to understand expectations and extract
This then gives us permission to introduce
guests to treatment solutions, after which
the home care prescription then becomes
inextricably linked to the experience.
Retailing is not the time spent with
the client after a treatment. It begins with
hosting them through the salon treatment
or spa ritual, creating a safe space for them
to explore their skincare goals and for us to
define our credibility in achieving them.
Ser vice is defined through manners,
thoughtfulness, care and courtesy. These
are all inexpensive qualities to deliver but
difficult to supply on a level that consistently
and eloquently represents your brand
through each and every team member.
So how do we guarantee a ser vice
experience that truly exceeds expectations?
Here are five key practices that I believe
underpin the client experience to create the
HONE THE SCRIPT
When we think about the client experience
it's easy to focus on those more tangible
facets -- the aesthetics and ambience of their
environment, the treatments and products
they can feel, the scents they smell -- all of
which contribute to creating atmosphere.
But when we consider that the level of
ser vice is how we communicate care, then
language becomes a part of that sensory
experience. It's a component that demands
What is your standard for welcoming
guests? Does the receptionist stop what she
is doing and welcome guests before asking
about their appointment details?
As therapists, the words we choose can
elevate the client journey.
LEARN THE LANGUAGE
Are our guests "booked in" and "looked after"
or do we use language like, "Welcome to our
clinic. My name is Michelle. I'll be hosting
you through your treatment. Today you'll be
enjoying our performance refining facial"?
Great communication enables the
opportunity to build rapport. We only ever
purchase solutions from people we trust.
Not only does great scripted
communication deliver a consistent
message throughout your team, it's also the
opportunity where you can define value
within your business.
Scripted welcoming procedures and
treatment introductions allow you to profile
the element of difference you deliver.
When skincare brands are introduced
ambiently at the beginning of treatment the
ref lection in retail sales is almost immediate.
Is there a standard script to profile each
of the professional product brands you
represent to beautifully articulate benefits
outcomes, luxury and credibility for the
client? Can each of your therapists profile
the values inherent in your clinic, spa or
brand and deliver that value in a clear well
The moment any member of your team
answers the phone, transfers a call, greets a
guest, confirms an appointment, delivers a
treatment or finalises an account, they are
defining the value of the business brand
for your client through the ser vice and
language of each team member.
STAY ON BRAND
The way we communicate with our guests and
our brand image are inextricably linked. Each
team member your guest has contact with is a
brand ambassador for your business. Before
anyone sees your space, they hear your voice
on the phone and the value of your business is
reflected in the tone and language you use.
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