Do you ever think about why your clients come back to your spa or massage practice year after year? No doubt they are satisfied with your offering but are your services and products all that drives them through your door. In “Truth Will Out – Why Authenticity is the Key to Growing Your Business,” James T. Noble points to the 2012 Goodpurpose study conducted by global PR agency Edelman that found when quality and price were equal, the leading purchase driver for 53 percent of consumers was ‘social purpose.’ Consumers don’t want to be sold an image; they want to deal with companies that prove to them that they treat their employees well, put customers ahead of profits, and invest in the environment, society, and local communities.
Noble says that the survey indicates that what your clients want is something more than a product or service. They want an experience that is authentic – honest, transparent, and genuine – and that more than anything is why they keep coming back.
What does it mean to be Authentic?
Authentic means staying true to the values that drove you to establish your spa or massage business in the first place. For many spa and massage practice owners, in addition to the need to make a living at something you enjoy, there’s a strong desire to add value to clients and the community you serve. Nobles point out that authenticity works for a number of reasons.
It elevates your business above the competition.
It builds your identity and image into something influential
It gives substance to your business
It enables people to relate to your business
It helps people understand how what you offer is of benefit to them
It tells people that what you offer is of high quality
It makes you stand out as a reliable, trustworthy company
Some ways to maintain authenticity in your business and build engagement with clients include
Live Your Core Values
Make sure everyone on your team understands your core values. It may even be time to revisit your values and decide if there are new ones you want to add. Have everyone on your team participate to gain their buy-in from the start.
Have External Focus
Make your values meaningful to your clients as well as your team. Your values should be conveyed in the interactions you have with clients in your spa or massage practice as well as in your social media engagements.
Everyone you deal with – clients, business associates, and suppliers – should have a consistent experience dealing with your spa or massage practice. Your values should drive consistent quality across your service and product offerings.
Be as available to your client as possible. Don’t hide behind answering service or virtual interactions. If someone asks a question, respond in a sincere and honest manner.
When it comes to your spa or massage practice, just as in life, you can only win by being yourself.