Client Convenience
Many
first time business owners have a tendency of creating business models that
serve the spa better than the clients. It’s a newbie mistake and one that can
easily cost you your business. Remember that at all times, clients come first! Here
are a few inconveniences that will reduce the chances of your clients coming
back.
Clients are forced to communicate
predominantly through email and online booking. Phone calls are rarely
answered.
This is
a no brainer, but I still see it in day spas that have the capacity for better
business. Online booking and email correspondence was not mean to replace phone
calls. Making it difficult for clients to speak with you should not be used as
a money saving strategy to avoid paying for a receptionist. Speaking with
customers as they make appointments is a huge retention advantage. It is the
very start of your relationship with the customer and an opportunity to impress
them! Also, verbal confirmations of cancellation policies are priceless! Online
booking was created as an ADDED convenience. You are cutting off your own legs
by not having somebody available to answer the phone, no matter how well
trained your clients may be.
Spa business hours change
frequently or are unrealistic for customers
Owning a
business is a huge commitment, and so are the business hours you offer clients.
Your customers are willing to memorize your hours if they like your business,
but they are not going to appreciate it if the schedule changes on them from
month to month. Clients should never have to work around your schedule beyond
the hours that you have created from day one. Your schedule must not be a
puzzle to them and must be as reliable as clockwork.
Of
course, on occasion there are times that you may need to change your hours for
education, vacation, and special events. These changes must be posted on your
website and noted on your voicemail. You should also neatly and professionally
print out these changes and post them in the spa. I recommend an 8” X 11” frame
posted in the restroom, front door, and check out area. Also remember to make
these announcements in advance, the minimum being 3-4 weeks.
Consider
that the most busy spa hours are from 9:00AM to1:00PM and 4:00PM to 7:00PM on
weekdays, and all day Saturday. Are you open during these hours? If not, I
recommend adjusting your calendar a bit.
Your doors are open by appointment
only and/or you leave the spa when you aren’t booked.
Allow me
to share this true life experience with you:
When I
started my career in a shoebox sized room at the back of a hair salon, I came
in on a Saturday even though I had no appointments on the books. My boss at the
time said I could stay home, it was a beautiful day and he didn’t want to scare
his new esthetician away by boring her to tears at the spa. I came in anyways.
ELEVEN walk-in eyebrow appointments later, I ended up with $50 cash in
gratuities and had managed to book two of those clients for facials later that
month.
Sure, I
had a built-in referral source with the four hair stylists working that day,
and we were located in a busy shopping center, but these were walk-ins! The
point is, if you aren’t available for clients, you will lose business.
Yes, it
isn’t fun to sit around when you could be doing a MILLION other things, but
from 9-5 (or your respective business hours) what is more important than your
career??? Some of you might argue that you have kids and that they take
precedence when you have “free time.” That is true, but office hours are not
free time. They are work hours, meant for your clients, and you never know when
that big spender will have a few free hours and happens to be driving past your
business. Be there for her, and reap the benefits of your patience and
dedication!
For spa
owners with a staff, require that at least one therapist is available at all times
if the books are wide open. A therapist being on-call is not enough. Clients
may feel bad if they become aware that somebody is being called in. In
addition, I have witnessed therapists refuse to come in when they are on-call.
I have also seen clients grow tired of waiting after a therapist has been
called in and leave. Place your bets on the safer side and require a therapist
to be present for business.
You don’t have a website.
Clients
like to scope out your services, location, and phone number online before
coming in. Nobody uses phone books anymore and websites are available for free.
Statistics show that 80% of consumers use smart phones to research businesses.
Most walk-ins come from a quick search on a phone.
Your spa doesn’t accept credit
cards.
Of
course it’s cheaper to avoid credit card fees, but many clients no longer carry
cash or a check book. This also severely reduces your ability to sell retail
and add-ons to your service, since clients may only bring enough cash for the
pre-planned service. Reduced retail equals reduced retention and profit, so
don’t hurt your business and upgrade to credit cards.
Parking is expensive or scarce.
Remember
that we are a luxury business, if your client can’t even find a spot for her
car, you have a problem. Speak to your landlord or the city, and see what you
can negotiate. If you only have one assigned spot, leave it open for clients.
It might mean you have to walk a little ways, but it can make a world of
difference for clients.
Your location is difficult to get
to.
Do your
clients have to take an elevator, climb stairs, or pass through security to
find your spa? You might be surprised, but these kinds of inconveniences may
prevent clients from coming to your business. Consider for a minute, in your
personal life, how you react if you forget something in the car or upstairs in
your home. You usually roll your eyes, and get frustrated that you have to go
get that item. Your clients might perceive the same thing about the small
obstacles they have to overcome just to walk in your door.
With
this age of high speed technology and multitasking, it is imperative that your
business conforms to the needs and demands of clients. Remember that your
clients have many options, and you must make your spa, not only the best in
service, but an easy place for them to do business with you!
As
always, I am available for questions and comments. Feel free to email me at dianaskincare@gmail.com
Happy facialing!
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