Leave A Lasting Impression
The reality of business is that unless you develop a unique technology or introduce a new product to the world, the difference between your practice and your competition’s lies within one true differentiating factor. The experience.
This is not to say that there is no operational difference between your business and your competitors. We all know that some managers and owners are better than others when it comes to running an effective and efficient practice. However, you can have a very efficient practice that makes no money just as you can have a very inefficient practice that makes no money. The goal is to have both, an efficient and effective practice that is also profitable.
An owner of a profitable practice can do many things that a nonprofitable owner cannot. First, they are more able to think on a higher level because they are not stressed about making payroll or paying rent. Second, they tend to be more able to work on the business by spending less time working in the business. This allows them to see things nonprofitable owners may struggle to see. One of which is how good they are at creating a great client experience. In today’s world, a wonderful experience is something clients value and demand.
We have found an approach to be effective for helping the team create an experience that meets, and many times exceeds, client expectations. The F.O.R.D. strategy in customer service is a method used to build rapport and meaningful connections with clients by focusing on four key topics: Family, Occupation, Recreation, and Dreams. When applied to the medical spa industry, the F.O.R.D. strategy can help med spa professionals engage with clients on a deeper level, fostering a sense of trust and understanding. It also serves as a differentiating factor because it is something few practices do well.
The F.O.R.D. approach can help to differentiate a practice by making deeper connections with clients so they feel special, appreciated, and heard. By creating a memorable appointment you can leave a lasting impression that is unlike those of practices we all know too well. The ones where you feel no connection with providers or the front desk staff. The goal is to create a lasting impression that goes far beyond the look, feel and smell of the practice, and is centered in the ability of the team to create real connections with clients.
Then, when the relationship is taken to another level through the delivery of a great consultation, one where the interviewer is truly listening to the client’s needs and wants, the client starts to realize that this is not the same old practice that they have grown accustom to experiencing. When you add knocking their treatment out of the park and sending them home with a personalized regimen on top of all that, the idea that your practice is different is solidified in their mind. No need to ever look elsewhere for the services you offer!
Here’s a summary of how we train team members to apply the F.O.R.D. approach to client relations.
Family: Engage in conversation about family in a respectful and non-invasive manner. This may involve asking about a client's loved ones and showing genuine interest in their family life.
Occupation: Show interest in a client's occupation and inquire about their professional life. Acknowledge their career achievements and the demands of their work, demonstrating that you value their professional identity.
Recreation: Discuss clients' hobbies, interests, and activities outside of their professional and family life. Understanding their recreational pursuits can help tailor spa services or recommendations to align with their lifestyle.
Dreams: Delicately explore clients' aspirations and long-term goals. Understanding their dreams and aspirations can help personalize the spa experience and create a sense of emotional connection.
By utilizing the F.O.R.D. strategy, your team will connect with clients on a more personal level, creating an experience that goes far beyond a typical visit. It will also leave a lasting impression. By implementing this approach at each visit your team will build stronger client relationships, leading to increased satisfaction and loyalty. As such, by expanding upon what has been learned about a client at each visit, you are able to take the relationship to a much deeper level.
Want to learn more? Send us an email to info@baraesthetics.com. We’ll evaluate your current client relationship building process and train your team how to take your client experience to the next level and far beyond that of your competition.
💌 Are you ready to take on an investment partner to help you grow your medical aesthetics practice? If so, we are here to partner with you every step of the way. Fill out the contact form or send us an email at info@baraesthetics.com and we will schedule a call to discuss the possibilities.
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