The difference between a good esthetician and a great one is the attention paid to the details of the client’s experience. You may not think a client notices whether the sheets are soft or the robe is cozy and maybe if you asked they couldn’t articulate what made one experience fabulous and another just “o.k.”, but I guarantee you the details are what make the difference. Here are some of my pet peeves when I visit a facility.
- No one greets me when I enter. I’ve been at establishments where someone is on the phone and they give me no eye contact or acknowledge me in any way. I understand that the person on the phone has priority, but is it so difficult to give me hand signal as to where I’m supposed to sit, or a nice smile with a gesture for “one moment, please”?
- The magazines in the waiting area are old and scattered in an untidy manner. I’ve been in facilities where there are magazines over a year old. If I have to wait, I don’t want to read last year’s news. As a salon owner, I try and choose literature that supports my business. Magazines have advertisements for products that compete with the lines I carry. Rather than compete with myself, I offer information on my products or articles on health and wellness. This keeps a waiting client occupied without giving them information on other skin care lines sold in department and drug stores.
- The restroom is out of paper towels or toilet paper. I make it a habit to check the restroom after each client. Not only can I make sure that it is fully stocked, but sometimes clients can be messy and leave water on the counter. A quick perusal of the area makes sure it’s spic and span for the next person.
- The sheets, robe or gown is rough on the skin. There’s nothing worse than a fabric that feels scratchy or uncomfortable. Soft and cozy is how I want my clients to remember the bed, and cover-ups. I have a Tempur-Pedic cover on my bed and the sheets are a soft flannel.
- Continuity and strength of touch are hard to quantify. But, when it isn’t right, you know it. During the cleansing process when the hands lift on and off my face, I can’t relax. I’m waiting for the next movement. A too light touch makes me feel like nothing is happening and too heavy makes me feel like my skin is being damaged. It’s also important that I understand if a stronger pressure is required. Peels require a firm application of the acids to achieve the best results. If that is what I expect, I’m prepared for what is to follow. Clarify what type of treatment you are providing.
- The esthetician talks during a relaxing treatment, or shares personal information that is not relevant to me or the treatment. Beginning conversation helps create a bond, and information on the steps of the treatment or what sensation to expect help inform me, but hearing about your trip to Venice while I try and disconnect from the world is annoying. Even if your client asks about how you are, most times this is a polite question. They aren’t there to hear about your latest break-up. So, a “things are good” will suffice. Although, regular clients can seem like friends, I find it best to follow the Disneyland philosophy. The treatment room is your stage and your image, conversation and actions need to reflect the professional persona you want your clients to remember. Personal information is best left for personal events. So, if clients do become friends, save your “sharing” for another time.
- No one asks me if I need water or a refreshment post treatment. Sometimes the warmth of the room and the treatment can leave me feeling dehydrated and “out of it”. It feels awkward to “ask” for a drink when I’m leaving. Ask your clients if they need a drink, to rehydrate and awaken their senses before returning home.
- The esthetician or front desk person launches into a detailed sales pitch without asking me what I’m currently using or discovering what my needs are. I love buying products, but I don’t like being “sold”. If someone tells me how a product meets my needs, and can demonstrate the value, I’m happy to purchase.
These are just a few of the details that make the difference between a memorable experience a client wants to repeat or one they would prefer to forget. Think about your business and consider what details need perfecting to make your facility not just a place to visit, but to return to again and again. If you have other suggestions or pet peeves, please, share.