UpClose & Personal - Massage Today

Welcome to the physical quadrant. After visiting the first 9 steps, our doors are now open and from this point on your success or failure is all about Presentation. And I mean every part from the physical appearance, artwork, and decorations to the printed receipts with all else in-between such as the collateral printed materials, menu, website, treatment quality, and the appearance and personality of every employee.

Everyone’s presentation is going to affect the IMAGE of your business—and is it not your public image the backbone of repeat business, word of mouth, and ultimately success?

Lets take a look at image. I remember going to a trade show a few years ago in Chicago and instead of one booth we took four booths with lots of inventory and a new look. One customer came by and made the remark, “Wow, you guys really got big.” The truth was we did not really get any bigger than the previous year but we looked like we did. Remember, people talk, especially in a local community. And that is exactly what you want—if there is something good to talk about. As I mentioned earlier, the goal is to keep the marketing dollars in your pocket so if the word of mouth is good you will not need to advertise.

Remember when you took the time to hire and train your therapists and staff, and the good qualities you were looking for? Now that you are open, it is a daily prayer or ritual to keep your staff happy, alert and tuned in to the needs of the customers.

And keep in mind how important is that first impression. It should be a goal to make each person that comes through your door a long-term customer, so let’s start from the door.

Welcome that person; offer a cup of tea or a cookie when they sit down just like you would a guest in your home. Offer a tour of your facility if possible and introduce them to your key staff. If they come for a massage, don’t have the therapists just put them face down and start rubbing. It is a time of first impression—Image.

Give that extra time, gift product or gift treatment. I like to have new clients sit face up on a backrest table and get a foot scrub and rub so a conversation can happen before the silence of a massage even if it takes more time. An extra personal presentation especially on the first visit leaves a lasting impression. It is also a good habit to have every treatment just like the first—just like keeping a romance after the marriage, but within the time allotted.

Another simple but effective presentation is uniforms of some sort. I like logo shirts with the employee’s name on the shirt. Some people, including myself, have a hard time remembering names. This is somewhat embarrassing if the customer forgets your name. The same logo also should be on the robes and towels. Uniforms also make it easy for all employees. They all know what to wear, will always be advertising for you even in off-hours and there will be no fashion shows needed at work. When you have created a great image, your logo shirts may even become a popular retail item. That is great advertising for free. Again your image is uniform.

Do you want your customers back? Or better yet, not to leave? Serve food–sandwiches, cookies, tea and juice drinks. I would cost it in with your treatments. They serve free drinks in Las Vegas when people are gambling. I don’t drink, but would be touched if I could get free juice drinks or food while at the spa. It would encourage customers to spend a whole or longer part of the day to socialize and spend more money on pampering treatments. They would become more personal loyal friends and a part of your extended marketing family instead of revolving door customers. Just think of their circles of friends they will bring back over the years of a good relationship with them.

One very important detail not to be forgotten is cleanliness. I mean every detail. Just think how gross it is if you find one hair in the bathroom of a fine hotel you just paid top dollars to stay in. It just takes one hair to give you a bad image. Consider your spa no less than a 5-star hotel. Not only should you clean every night; but every therapist must have that immaculate awareness. Cleanliness is Godliness!!! And that too is Presentation—a place clean enough for angels is clean enough for your customers.

That leads us to next month’s topic—Golden Rules for success.

Only Victory,

John Fanuzzi

John can be reached for comments at john@goldenratio.com