Customers demand quality
High quality means happy, satisfied and returning customers. For spa managers, customer retention is key to growth but, too often, it turns out to be a lot more difficult than customer acquisition. The reason behind it can be found in the inability of the spa to deliver a consistent top quality service to its customers.
Search for the answer inside, not outside the spa
We all make this mistake: when we face a problem, we tend to search for its solution outside of our comfort zone, because certainly if the solution were at easy reach we’d have already found it. In the spa industry, this couldn’t be more wrong.
When I’m asked what’s the most important element for the success of a spa, I always answer: its team of therapists. They are at the core of the business and they are its biggest asset. It goes without saying that it is on the staff that spa managers must put their attention when evaluating and reconsidering their spa performance.
Train your therapists
Spas play a fascinating role in people’s mind. They are regarded as small heavens where people can find, briefly, some inner peace, they are linked to ancient rituals and they are often thought to be the key to a healthier, longer life. It is the therapist’s duty to answer to these expectations and guide the customer through a journey of relaxation, self-discovery and wellness in general.
Unfortunately, very few therapists are able to deliver effective massage therapies that answer to the expectations of today’s customers. Therapists are, in fact, rather poorly trained by beauty colleges due to the lack of both techniques and advanced training equipment.
Continuous advanced training for your team of therapists can result in a stronger, more balanced team thanks to a better understanding of the role of the therapist, the confidence in delivering a top quality massage and the ability to stay motivated.
The therapist and his/her mission
I’ve met many therapists who could pamper their customers well enough to see them come back a second time. It seemed almost impossible to see them back a third time. I would ask these therapist: in what way are you helping your customers? And none of them was able to answer the way a therapist who understands the importance of his/her mission would answer.
Spa managers must not forget that therapists need to fully be able to embrace their role and they should be given all the necessary tools to do so effectively. Starting from understanding how to take care of themselves, conducting a healthy lifestyle, keeping up the motivation and ultimately learning injury-free techniques.
Investing in a healthy, motivated and skillful team through advanced training, encouraging wellbeing in and outside the workplace can be a successful strategy to guarantee your spa returning customers and new ones.
With the new year that has just started, this is the perfect time to start building a strong, happy team of therapists, able to deliver the “wow” factor and maintain high quality at all times. Sign up for a free review of your spa’s needs and to discuss the ideal training for your team.