As you might imagine, when I talk about what I do, people tend to ooh and aah, mention that they’d gladly trade places with me, and then ask for a free sample of massage from me on the spot. Having worked as an individual massage therapist long before I opened a spa, I have to say I really noticed a difference in people’s reactions to my job – that is massage therapist versus spa owner and consultant. Once I added spa into the description of my livelihood, I saw people’s eyes sparkle and wallets appear. It was amazing!
So what is it about going to a spa that is more appealing to clients than getting a facial or massage at a hair salon or chiropractic office? After all, getting services in these alternative locales can often be more convenient, affordable, or accessible to people who want and need to relax and be pampered. And the professionals who work outside of spas are usually just as talented and educated about their field as those who work in spas. So what gives?
I’d like for you to take a moment right now to think about your most memorable spa experience. What was it that made that appointment or trip so special? Was it the light tan ceramic tile in the retail area or the granite fountain in the waiting room? Was it the product line that the technician used during your services? Could it have been the brand of massage tables in the treatment rooms that really stood out in your mind? While some of those things may have made an impact of some type on you, they are probably not what set that or any spa apart from any other.
When I ask most people about their favorite spa experience, the memories that stand out usually have more to do with the little things they noticed – the extras and thoughtful details – that were a part of their visit. A fresh flower on the massage table… a warm towel under their neck during a facial… perhaps a thank you gift when they paid their bill. They might also mention the relaxing music, calm environment, or interesting theme/décor of the business.
But above all, the level of overall care and customer service received from one or all of their service providers and other staff members is what most people remember. Great customer service, along with many of these other details and good treatments, is what makes a difference. The good news is that unlike many spa treatments and products, most of these details are not expensive to add but simply take a little bit of thought, time, and/or effort to implement.
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Felicia Brown, LMBT is a licensed massage therapist and the owner of Spalutions!, a consulting firm that strives to educate, motivate, and empower spa and healing arts professionals. Brown is also the owner of Inspire Skin & Body Day Spa (www.inspireskinandbody.com) in Greensboro, N.C. Contact Brown at www.spalutions.com or felicia@spalutions.com.
