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Spa Service That’s Lit-for Today’s Global Culture

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Social media can be a blessing or curse for the spa and wellness industry. With the rapid economic growth of millennials and cross-culture globalization in music and entertainment, there’s no telling who might show up at the doors of your spa.  Last year Beyonce and Jay-Z popped up in Phuket. Why wouldn’t a rapper from Maybach Music or reality tv star from Monami Entertainment hit your spa up for a bit of relaxation? Whether they leave feeling thrilled or with a bad taste in their mouth is up to you. Either way,  you’ll probably be a topic of conversation on Instagram or the Twittersphere.

Over the years I have found myself to be the recipient of one or two unfortunate spa treatments. Most could have been avoided if proper training had been given.  Some experiences resulted from robotic non-responsive customer service. Others from lack of information about my brown skin.

What I’m about to share will hopefully provide you with what you need to ensure that a five- star experience is provided to everyone who steps through the doors of your doors.

Wale’

1. Be Receptive  

 No matter what you think you have learned from the media or what your personal thoughts are toward a particular ethnic group, make that client feel welcome at your spa. They’re your guest and entrusting themselves to your brand. You owe them a stellar experience, nothing less.

2. Engage 

 Often, when a client is trying to make a decision on which treatment to book, the concierge will say “Let me know if you need me”. Why not be more engaging by asking “What questions do you have?” or “How may I assist you?” If your spa has had great success with a particular treatment or product don’t be shy in saying so. Your guest will appreciate your attention and knowledge.

Cardi B

3. Interview 

 One of the worst mistakes any therapist can make when dealing with people of color, is to assume that they understand their client’s skin because they know where it falls on the Fitzpatrick chart. Your client is a clean slate-you know nothing about them.

In order to obtain the information that you need for a good service these are the minimal questions that you need to be asking;

  1. What do you use on your skin now?
  2. When was your last service/treatment?
  3. Have any products ever damaged your skin?
  4. Do you tend to hyperpigment?

 

Nikki Minaj & Remi Ma

4. Have Correctly Sized Spa Wear.

Everyone is not a size four nor should they be. Stock your spa with robes that will fit all size customers, plus sized too. With today’s obsession with big-booty’s it makes total sense to  invest in the most comfortable stretchy underwear available and keep them on hand. Your plus sized guests will love you for it.

5.  Don’t Oversell.

Personally, there is nothing more annoying than trying to relax while a therapist is extolling the virtues of a certain product. Ask the right questions initially, listen well, be engaging and educate your client on which treatment and products they need. Based upon your results at the end of the treatment, you won’t have to sell. They’ll ask you what you used.

Yandy Smith & Mona Scott Young

5. Check In   

In my experiences as a guest it is shocking how many facials I have had where the esthetician has not bothered to ask how a particular product is feeling on my skin. Equally surprising is how many estheticians plow through the process of extractions completely oblivious to grimaces of discomfort. This type of insensitivity is inexcusable. No one should have to suffer this type of treatment. With your ethnic clients here is a good rule of thumb to follow; if you are hurting them,  you are probably causing damage to their skin as well.

6. Take Your Leave Properly

No one wants to spend time with a therapist and purchase product only to have them disappear once the service is performed. Make it a point to say farewell to your clients by addressing them by their name. Score extra points by giving them your card and advising them to contact you if they have questions or concerns about their service.

 

 

Linda Harding-Bond
Linda Harding-Bond is shifting the paradigm on spa retail training with "Increasing Your Retail Selling” This system focuses on customer engagement and discerning the guest's needs through skilled listening. It is uniquely designed to develop the inherent skills of introverts-the predominant personality type in the spa and wellness industry. Retail sales results are immediate and long lasting. The program is also available as an online training system with remote coaching for managers. Linda has provided training for Empire Beauty Schools, MSpa International, Six Senses Resorts, Oberoi Group and Goldeneye Resort & Spa. She is author of The New Esthy Handbook. Contact her by e-mail for a complimentary consultation- Linda@Moontideconsulting.com .
Linda Harding-Bond
Linda Harding-Bond

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