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If I were selling shock absorbers or brakes for your car, first you would have to want or need them, and secondly I would probably have to have a pretty good price or a sale on them before you bought them from me.
On the other hand, if you came into my repair shop because your car had a wobble or it had difficulty stopping, then the equation changes into one of an expert selling a solution instead of a store selling a common place product.
So I ask you (based on the example above) why do you still advertise that you offer Massages or Facials instead of solutions like “bothered by fine lines and wrinkles, we have the solution.
If your potential client suffers from back pain he is NOT looking for a massage, he is looking for relief… So sell the “relief” not the massage.
The day that your potential customer thinks that just any massage (or facial) will do, is the day you are in the commodity business and price becomes your only weapon. But so long as we stay in the expert, delivering solutions business, then we have a real business based on filling a consumer need and delivering results.
And this is what we (as an industry) have failed to do in any substantive manner, we have not been very good at convincing the consumer that we are a need, not just a want. We were in the indulgence business and not the necessity business, and when money got tight indulgences were soon cut out of the budget.
Our sisters in the salon business can count on hair growing and nails needing maintenance and even if their frequency has dropped off a bit they still get their customers coming back because in the consumer’s mind those services are a need not a want.
If we are not delivering results, tangible results that the client sees or feels, then any massage or any facial will do and perhaps the consumer feels NONE are needed!
Yes customer service is important, as is the physical ambiance of the facility, and the overall guest experience is nice too, but NONE of these things will keep people coming back IF THEY DON’T NEED (or don’t think they need) what you are offering.
Or so it seems to me… What do you think?
Best Wishes & Healthy Profits
Skip Williams
For more info about Skip and The Spa America Tour, click here |