#7
People want
to know you
care.
We are in the caring industry. The
very nature of our business is to care.
Whether it’s guiding a client to the
treatment room, serving a beverage,
handling a complaint or making a
recommendation, we know the
importance of building a culture of
excellence and training our team to
handle with care. But what about the
digital relationship with your clients?
With the introduction of technology,
communicating with consistency, gathering feedback and measuring
success has become much easier. My
challenge to you is to add soft skills to
your hard drive. Take the time to look
through your automated emails and
transform them from monologue to
dialogue. Your spa is unique; ensure
that you take the time to define your
spa’s voice. This voice needs to sound
like a caring human voice, even
though it will be communicated
through digital platforms. Like the
people you hire, the voice of your spa
shares your values, has a great
personality and creates a genuine
AS THINGS CHANGE, we can rely
on one constant: people buy from
people they like and trust. And more
so than ever, people want to feel
good about every aspect of their
interaction, every step of the way.
My invitation to you is to reinvent
your client journey from the full
circle we know it to be and transform
it into the infinite path of client
loyalty. Understanding how your clients
think makes it easier to deliver
exemplary service. More
importantly, it
empowers you to
practice client
leadership to help
the people you serve
explore and embrace
their wellness and
live their best lives. n
connection with your clients and
prospective clients. Once personified,
the voice of your spa will deliver your
messages on social media, check-in
with your clients between visits,
announce promotions on written
information in your spa and narrate
your newsletters. As the future
unfolds, our clients will expect more
step-by-step digital guidance and, as
an industry, we will rely on more
complex digital automation. This is
the perfect time to find your
authentic voice and grow your caring
brand identity.
TANYA CHERNOVA is a passionate voice of inspiration, consistently voted “Best Beauty & Wellness
Business Educator” by spa professionals. Chernova is an expert in human behavior and a best-selling
author on the neuroscience of success. Grow your sales at each stage of the client journey with this free
download: tanyachernova.com/pulse2020.
JANUARY/FEBRUARY
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PULSE 2020
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