Home' Spa and Clinic : SPA Vol-72 Summer 2018 Contents WELLNESS
THE ‘FIT GIRL’ CLIENT’S PROFILE
The healthy, ‘fit girl’ is typically a busy high achiever who likes to
have the best of the options available and to have things as complete
as possible. She values her own health and wellbeing knowing that
she needs her mind and body to be at its best so she can perform at
her best. Despite this she battles to prioritise herself because:
a) she’s a people pleaser so everyone else comes first; and
b) she struggles to see value in it, reflecting some of her
This makes it hard for her to see the importance of spa
treatments or beauty therapies until the treatment occurs and she
leaves the spa wondering why she hadn’t done this sooner.
WHY YOU SHOULD BE TARGETING
THIS TYPE OF CLIENT
The wellness trend has caused a growth in understanding the
need for ‘downtime’ and self-care. What industry supports this
ideal better than the spa, salon and wellbeing retreat industry? You
have the opportunity to pitch a ser vice that really does support a
healthy lifestyle to an audience that is ready to invest in their health.
Furthermore, not many salons and spas have tapped into this client
yet (or at least haven’t marketed it in an approachable manner), so
this could become your point of difference.
Start targeting those who have the knowledge of the importance
of relaxation as part of a healthy lifestyle, but either aren’t quite
sure how to prioritise this, or are over whelmed with the options
available to them, or wonder whether they could do the treatment
just as well themselves at home.
Until recent years, this latter client was me. So here are a few
things I suggest you might try to address these issues as you market
to the ‘fit girl’ client and look after her during a treatment:
1. Offer mini treatments for free or at a reduced cost, to help her
see the value and experience the relaxation.
2. Focus on selling the treatment as an investment in her wellbeing,
i.e. if you don’t give yourself downtime, how can you look after
those you love, or keep up with your work commitments ? Just
like a car needs fuel to get from A to B, so do we. This comes
from doing things that recharge us, like hav ing an hour without
thinking about work, kids or all the things you ‘should’ be doing.
3. When you have the client in the treatment room, ask them how
they’ve been (the answer will likely be ‘flat out’), listen to them
and then encourage them to make time for themselves on a
4. Before the treatment begins, explain the science behind each
step of the treatment. This will help them be at rest knowing they
aren’t wasting time, because you offer techniques and knowledge
which they wouldn’t have access to at home. Be careful not to talk
too much though as it’s likely this girl lives in a noisy world and
needs some peace.
5. To help them practice making set ‘downtime’ (and to help you
gain a repeat customer), ask them if they find it hard to prioritise
time for things like this and if it would help them for you to book
them in a regular time slot.
REACHING YOUR TARGET AUDIENCE
So how do you reach these ‘fit girl’ clients? Go ‘hang out’
where they are. You can do this physically through things like
collaborations with local gyms, sports clubs or health practitioners
(e.g. offer to run a skin seminar and promote your business at the
end, or leave flyers on their notice board), and virtually through
things like targeted Facebook advertising (choose interests that
are health rather than beauty related and keep your targeted age
around 25-40); work with established health and wellbeing bloggers
who can help spread your businesses’ message and break down
some of the unknowns about the benefits of your treatments.
These suggestions are based upon some of the ‘holes’ I see in the
beauty industry as a busy consumer who isn’t particularly motivated
by beauty aesthetics but rather by health. May 2018 be the year that
allows you to provide the ‘fit girl’ client with a positive, restful and
empowering spa treatment that really does improve her health and
add value to her life - which I have no doubt was one of the reasons
you started your business in the first place.
Amy Darcy is a lawyer and editor of the Australian healthy lifestyle Blog,
Eat Pray Workout. Eat Pray Workout is a place for women aged 25-45 to
be empowered with the resources, ideas and knowledge they need to live a
healthy and happy life. Each week Amy shares healthy recipes, articles on
wellbeing, fitness and travel.
Amy has finally
spaandclinic.com.au | 41
Links Archive SPA Vol-71 Spring 2017 SPA Vol-73 Autumn 2018 Navigation Previous Page Next Page