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Learn How to Recognise Premium Client Types

Learning to recognise a potential premium client will help to increase your customer base and reduce potential embarrassment during an initial consultation.

Every client should be made fully aware of the features and benefits of all products on offer. However, a premium product should sell itself if presented in the right environment.

Where to Begin?
Analysing client type focuses on recognising physical as well as character traits. Clothing, body language and verbal dialogue will also provide clues. Studies have shown that the majority of spa goers are women, roughly 70%, hence this article will mainly focus on women, however it would be short sighted to discount men! Men are increasingly attending spas and the majority do so for health and fitness reasons, however up to 30% of these regularly enjoy pampering and beauty-specific treatments as well.

We have outlined five distinct premium-spa client types:

Type 1 – Performance-Orientated
This character type is a dedicated professional who is always under time and performance pressures. Pleasure-orientated pampering is top of her list for leisure activities. These must combine practical, tangible results to hair and physical appearance whilst catering for deep relaxation and de-stressing. Performance-orientated woman have high standards, and are prepared to pay a premium.

Physical appearance will be smart, chic, feminine and business-orientated. With impeccable make-up, manicured nails and designer accessories.

Body language will be confident, possibly dominant, but above all in control. Be prepared to answer a range of questions and suggestions, however be sure that your answers are informative and to the point. Try to demonstrate your skill and experience and do not be intimidated!

Type 2 – Family-Orientated
Their character type is reflective, responsible and generally at peace with lifestyle and personality. Whilst this character type may have a job, her priority is her home and family. However, time will still be a priority, as family-orientated woman must juggle a wide range of responsibilities.

Expect to see a softer, more approachable persona than a performance-orientated woman, however a family-orientated woman is as equally in control and knows her mind.

Body language will be less direct and clothing, whilst similar in quality, more comfortable and practical, though this will vary depending on the main occupation.
When opening dialogue, be prepared to be more open and chatty, remember to match the conversation style rather than take it over.

Type 3 – Self-Orientated
This client type is primarily dissatisfied with areas of her life, including appearance. She has the means and ability to do something about it, but is unsure how to proceed. Of all premium client types, you will need to spend the most time convincing self-orientated women to adopt a particular look or series of treatments!

Self-orientated woman may well dress out of keeping with her colour type and physique in her search for a new image. Try to suggest different ways to complement a new hairstyle or colour, using clothes, make-up, and care or styling products. Remember to be diplomatic for example:

‘Now you have this great new hairstyle and colour, I would suggest a more specific choice of hair care product to enhance the overall look and image...'

With this type of customer it is important to be consistent during each consultation; if there is any doubt that you are not taking them seriously it is unlikely they will return.

Type 4 – Mature-Independent
A mature-independent client is typically aged 50 or over and will be actively looking for different experiences and treatments in order to help them feel good and look younger. This type of person is often relaxed and chatty and will appreciate talking about events and life experiences as well as what hairstyle or treatment to have.

A premium spa salon environment is the ideal setting for this type of client who will appreciate the possibility of having a colour and re-style, and during the same session indulging in a beauty therapy. The emphasis is less on stress management and more on indulgence and revitalisation.

Type 5 – Finance-Independent
Finance independent clients are those who do not have to work in order to maintain their lifestyle; however looking and feeling good is a priority for them and is expected in their social group.

Look for clues in conversation as well as clothes labels and positive, relaxed body language. For example, ask what type of car they drive or how often they go out to restaurants or clubs, where and how often they holiday abroad. Remember to be subtle, responding to client-initiated topics or the natural progression of a previous subject.

Finance-independent individuals are important premium spa salon clients, as they will wish to visit regularly in order to maintain optimum results. Money is no object, therefore do not be shy to suggest a regular course of premium treatments; your client will appreciate the results!