MONEY MATTERS
CONTINUED
or self-conscious hesitation, and fully
receive the treatment’s benefits. If
your service ends with a line-up of
recommended products, make sure
you tell your guest to anticipate it at
the start of the treatment to prevent
any awkward surprises at check-out.
#5
#4
People want to
know what’s
coming.
In other words, people are cautious as
well as curious. A fast-paced society
can have high anxiety, especially in an
unfamiliar space. If they are going to
be waiting for any period of time, give
your client an estimate for how long so
they aren’t guessing. Feed into their
curiosity to create excitement. Prior to
installing your client on the bed,
review the treatment steps they will
experience and their “why.” Think of a
fine dining experience where the
server presents your dish and
mentions each aspect to a point of
salivation. This is the perfect time to
use descriptive and emotional
language to help them set an intention
for their treatment. Create a little
discovery tray of the products you will
use and let your client smell the
fragrance or feel the textures. The key
here is to ensure you keep it brief, clear
and deliver it in a captivating way.
Once the basics are covered and you
have answered any questions, your
client can relax, release their resistance
52
PULSE
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JANUARY/FEBRUARY 2020
People want
to be inspired.
You have felt the uplifting power of a
meaningful quote, an affirmation or
even a reminder to breathe.
Managing your client’s mindset is the
foundation for success. Consider that
each step along your client journey
serves an important purpose. It’s easy
to lose ourselves in being a task
focused service provider. Stay
connected to your purpose. Keep
expressing your philosophy in ways
that help your clients learn good
habits for self-care; mentally,
physically, emotionally and
spiritually. Consider posting an
inspiring quote or affirmation inside
your locker doors, to welcome them
in the treatment room or even on
the bill. Practice client leadership.
Make it your responsibility to get your
clients into the right space to
maximize the holistic benefits of their
treatment. If you want to increase
your sales, learn to inspire what I
call “buying desire” so they want to
buy what you have to sell. Think of
offering unique snacks, drinks or even
samples, and serve them in a way
that inspires a smile or a “wow, I
love that.” The little things you do to
surprise, delight and teach along the
way will set you apart and make your
business memorable.
#6
People want
to know they
are safe.
From judgment, risk, harsh
chemicals, embarrassment, making
poor choices and more. I recently
went to a spa that had two vases on
their changing room vanity. One
labeled “clean hairbrushes” and the
other “used hairbrushes.” That
experience alone gave me
reassurance. Practice client empathy
and endeavor to understand things
from their point of view. What might
seem obvious to your team isn’t
always the case for your clients and
guests. Multiple laundry baskets in
one changing room can be confusing
if not labeled “robes” or “slippers.”
Your guests don’t want to worry
about making mistakes. Ask your
team to consider what might cause
confusion or concern, especially for
new clients who are learning to trust
you. Collect their ideas and
implement the ones that offer clarity,
comfort and reassurance along the
client’s journey.