The Client Liaison Role of the Progressive & Professional Spa Manager

Spa managers do not need to know how to perform the various esthetic treatments and therapeutic treatments that most spas offer. They need to know how to manage people working in a service industry, how to run a business, how to cope with cranky or otherwise difficult customers and how to successfully liaise with clients to maximize spa revenues.

Liaison work requires a thorough and accurate knowledge of the treatments your spa offers. You must learn the differences between European and Aromatherapy facials and between Ayurvedic and Shiatsu massage as well as the finer points of every treatment, esthetic or therapeutic, on your spa’s menu.

The best way to learn is to observe. Be certain, however, to obtain consent from the clients, estheticians and therapists you observe. Another educational activity is asking your spa employees to help you better understand the distinctions between the various treatments they provide by listing the reasons for those differences and helping you write a short description of each. You’re sure to learn a lot, and you will do a better job of matching clients with the services they really want and need because you’ll be able to explain the benefits each service provides.

Find out what products are used in each treatment as well. You will sell far more aromatherapy facials if you can name the fragrances used and the purpose each fulfills, and far more lymph drainage massages if you can explain why lymph drainage is essential to good physical health.

Ultimately, the client liaison role of the spa manager is about understanding and meeting clients’ needs and helping them fulfill the desires for better health and improved appearance that led them to walk through the door of your day spa in the first place. You can do this best in an undisturbed setting, so set aside an area in the spa that’s off limits to everyone but you and your spa clients. Make this area as visually pleasing as possible. Use plants, flowers, comfortable chairs and soothing background music to set the stage. Have water or juice on hand to offer clients and potential clients who want to discuss their treatment options.

By learning everything you will need to communicate to clients, listening carefully when clients speak and creating the appropriate atmosphere for communicating, you’ll fulfill your liaison role in Oscar-winning style!

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