Recently I phoned a day spa to make an enquiry about an appointment. What struck me about the staff member I was speaking to, was that she personified my expectations of a day spa. She spoke clearly and her manner was professional. She quickly established herself as knowledgeable about the services available by providing recommendations and being able to answer all my queries. The tone of voice she used was calming, and she established confidence that everything was being taken care of.
Anyone who has been to a day spa will know that a primary element is the overall ‘experience’ and atmosphere. A relaxed, pampering environment is essential for achieving that experience. Although my appointment is a couple of months away, the staff member I spoke began that process by exhibiting the same qualities and elements that will be evident when I am there in person.
Does this occur in your business? Is the first contact customers have with your business (over the phone, on your website or in person) a reflection of what they can expect? Are you projecting the image or ‘look’ that encompasses your business?
This first contact is vital. If your marketing efforts have resulted in someone contacting you, it is imperative that you build on that. That first contact should give new or potential customers the right idea about your business. This includes the words the customer hears, the impressions they get and the visuals they see. If these don’t match what your company offers, you are unlikely to secure or retain customers. Think about the image you want people to have of your business and ensure that everything you say and do promotes it.
Michelle Grice writes a weekly column for business women in The Western Weekender
