Spa Professionals Guild

Are you LOSING REVENUE thanks to a poor first impression ?


You never get a second chance (1)

FIRST IMPRESSIONS really do last…

You will NEVER EVER get a second chance to make a first impression, that’s why it’s called first impressions and not second or third impressions.

This is a critical part of either growing or damaging your business.

I want you to think back to a first impression that really blew your mind?  Can you think of any? Now, think of a first impression that was awful, and you will never forget how terrible it was? Can you picture it?

I’m sure you could remember the negative first impression quicker and more vividly than you remember the mind blowing one? Why? Because a terrible first impression will never be forgotten, ever.  On a positive note though, neither will a mind blowing one, however, how many of you can truly say that your first impression of your business is mind blowing and that your clients always remember it and talk about it?

I don’t think many of you can say yes to the above.

So, this newsletter is all about getting you to carefully consider your first impression and how you can ENHANCE it to make it a memorable experience.

Where are the first points of contact of your business?

  1. Phone call
  2. Website & all social media
  3. Email
  4. Arrival at reception area

I’m going to share with you some tips and ideas on how to make a MIND BLOWING first impression at these 4 areas.

  1. Phone call.

We are all so caught up with how professional our greeting should sound when we answer the phone, but, think about this… Is WHAT you are saying remembered? Maybe this is something to think about.  I have a client who answers her phone: “Hello Gorgeous how can we help you today?” This doesn’t mean you must all use these exact words, but, what I do want you to think about is what you could say that is different to what you are currently saying. How will this assist in making you remembered and spoken about and is it still professional? Brainstorm this with your team and trial run a few greetings to see what type of response you get.

Other obvious tips about phone call first impressions:

  • Say the clients name as often as possible when speaking to them, it makes your call more personal
  • Smile whilst greeting and saying goodbye – your smile can be SENSED AND HEARD in a phone conversation. Try it!
  • If you don’t answer within two rings, apologize for not answering quickly.
  1. Website & social media

How easy is it to find your website? Is it mobile friendly?

What is your landing page message? Does it feature a greeting?  Pretend the landing page is the phone you are answering.

Can the client communicate with you via your website?

Can they make bookings easily and quickly online?

Remember something very important, the newer generation won’t even bother phoning your business, they will go online, so treat online as you would the phone call.

  1. Email

Treat email exactly as you would a phone call too. Look for a special introduction or a special greeting when you say goodbye. To give you two examples, one of our members who is part of the Taj Hotel group always says “Namaste” instead of hello which is also their greeting when you arrive at the spa. It fits with the spa theme and ethos and is different and memorable. Analyze your email signature, is it meaningful and will it attract attention? Consider your closing greeting on an email, perhaps do something different, like: “yours in health and wellness” or “looking forward to rejuvenating you soon”

  1. Arrival at Reception Area.

This is by far the MOST IMPORTANT first impression your business will make.  In fact, I could write a whole course about this, which I actually may just do. But, today I want to share a few tips on how to make the arrival memorable.

  • Have a signature scent that is designed to evoke a specific feeling (very important, don’t take this tip lightly as smell is the only sense that has the ability to create everlasting memories that are never forgotten)
  • Reception staff to smile and stand to greet the guest. This business of sitting down and greeting is absolutely not acceptable, well, it is acceptable but will not go far in creating a lasting, positive memory.
  • Have a scripted greeting for clients walking in. Enjoy the FREE download of our “Greeting a client” SOP (COVID appropriate), attached. Adapt it to suit your business and then role play this with your staff.
  • Have a specific ritual for welcoming your client. Don’t take this for granted, even if you are a salon and not a spa, you can still do something memorable. For example, a cold lemongrass and sanitizer infused towel to clean hands during the summer and a hot version in the winter. Or sanitize and wash your client’s feet with a special formula that the client chooses to begin their experience in your spa.
  • Grooming of reception staff is key.  It must be on point, from hair, nails, make up to the condition of the clothing and ensuring it’s work appropriate. Also focus on body language.

I could carry on about this subject for hours and cannot stress how important it is that you ensure your FIRST IMPRESSION lasts forever and is spoken about at dinner and lunch parties.

In fact, if you are a member of Spa Professionals Guild we cover this area of your business in a lot more detail in our Business Management Training Course. If you’re not a member, what are you waiting for? Join us and take your business to new heights! Pro members have full access to all courses, including our popular business management course. Visit our site for more.

Till next week!


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