The Surprising Reason Your Clients Aren't Talking About You (Yet)

The Power of First Impressions

In today’s world, your client's happiness isn't just between the two of you—it can reach 1,500+ people with a single TikTok. Imagine the impact: if a client leaves disappointed, chances are, their followers will hear about it. On the flip side, a glowing review can bring new clients through your door faster than you can say “facial.”

So, what’s the secret to more rave reviews? It’s simpler than you think — personalization.

Why Personalization = Expert Status

Here’s the thing: personalization positions you as the pro, not just another service provider. Think about it like this—would you rather have someone do a service “by the book” or someone who adapts it to you?

For example, imagine a client visiting a barber for the first time. They show a picture of the haircut they want, but instead of simply replicating it, the barber takes a moment to study their face shape, hair texture, and beard growth. The barber then suggests a few adjustments — blending the fade to avoid awkward gaps and adding texture to complement their facial features. The result? A custom look that not only suits the client better but also leaves them feeling confident, seen, and genuinely cared for.

Spa clients want the same. They want you to “see” them—not just as another appointment, but as someone unique. That creates trust and trust leads to loyalty.

The Numbers That Matter

Don’t just take our word for it—the data backs it up:

• Customer satisfaction jumps by 15% when there’s an element of personalization¹.
• 77% of clients will happily pay more for a personalized service¹.
• A 15% boost could be the difference between a “meh” 3.5-star rating and a glowing 4.2-star score.

More satisfaction. More revenue. More repeat clients.

The Social Media Ripple Effect

Here's where it gets wild:
The average TikTok reaches 500-1,500 viewers, most of whom are local to you. Meaning, if your client shares their experience, your spa is instantly in front of hundreds of new, nearby potential clients.

And remember:
Negative content gets 12% more engagement than positive².
Even scarier? Only 4% of disappointed clients will tell you directly—they’re more likely to tell the internet³.

So, the real question is:
Do you want your name attached to a “look what they did to me” or a “this is my new favorite spot” video?

How to Make It Work in Your Spa

• Start every consultation with open-ended questions
  • Instead of asking, "What service do you want today?", try "Tell me about how your skin has been feeling lately?"

  • Ask, "What changes have you noticed in your skin since your last visit?" to open up meaningful conversation.

•  Offer tailored recommendations—even small ones show you care

  • Suggest a specific mask suited to their skin's current condition instead of the default.

  • Recommend adjusting the massage pressure based on how their muscles feel that day.

•  Explain the why behind your suggestions

  • "I'm recommending this calming facial because I noticed some redness and sensitivity today, and this will help soothe your skin."

  • "Let's go for a hydration boost today since your skin is feeling tight from the season change."

• Make sure your client feels heard and understood

  • Repeat back what they shared: "It sounds like you're hoping for something that hydrates without feeling heavy—does that sound right?"

  • Or, "From what you've told me, it sounds like you're hoping to relax but also want noticeable results—I'll tailor your treatment for both."

• Link your services to their lifestyle, not just their appointment

  • "Since you mentioned you have an outdoor wedding coming up, let's focus on treatments that will give you a lasting glow and hold up beautifully in photos."

  • "Knowing that you're traveling soon, I'll recommend treatments and products that help combat dryness from flights."

Clients want more than just a spot on your schedule—they want to feel genuinely welcomed, understood, and uplifted, like you’re someone who truly sees them and helps them feel their best. You already know how to create beauty—now it’s time to make it personal.

When they feel that level of care and connection? That’s when they become your biggest advocates. You’ve got the skills—this is the strategy that turns great service into lasting loyalty.

Sources
1. Accenture Personalization Study: Accenture Report; 2. Negative Content Engagement: PLOS One Study; 3. Customer Complaints Statistic: SmallBizGenius

Universal Companies is proud to have a team of experienced spa advisors on staff and welcomes you to consult with our professionals about spa products and supplies, including ingredients, equipment, and retail. Dedicated to the success of spa professionals everywhere, we're grateful to be recognized with multiple industry awards (thank you!) and proud to support the spa industry through mentorship and sponsorship.