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Attracting Mr. Right
Michael Ochs Archives/Getty Images
THE DISTINGUISHED GENTLEMAN
The original metrosexual, this client appreciates an unfussy approach. Looking his best and aging gracefully are of utmost importance to him.
What does this man want?
Trent: High design, fine ingredients and five-star service.
Fata: A clean environment and a place that looks ‘classy.’ He likes to be surrounded by other attractive, sharply dressed people.
What services should I recommend?
Kelley: The total package. To him I recommend an 80-minute Swedish Massage and our Signature Nickel Photo-Shoot Facial. Also, don’t forget the mani/pedi and, before he leaves we need to touch up those grays, so a trip to one of our stylists is a must.
Fata: He likes hot towel wraps and mini touches—that feeling that he’s getting a “little extra.”
Bordeaux-Johlfs: If he plays golf, he tends to be very interested in the sports massage benefits of our Golfer’s Massage. [Recipients of this service get to take home a golf ball signed by pro golfer Johnny Miller!] Also, anti-aging services.
What’s he looking for in a service provider?
Fata: Someone who is clean and sharply dressed.
What’s his spa spending style?
Trent: He’ll give you his wallet for the latest, most exclusive products he loves.
Fata: Very willing. Your prices can reflect the quality work you do.
Bordeaux-Johlfs: He stands out as the biggest spender, and a great tipper too, as he understands the graciousness of leaving gratuity for service excellence.
How do you keep him coming back regularly?
Trent: Make him feel important.
What gets him to bring his dapper friends with him into the spa?
Trent: Make him look and feel “connected” whenever he refers or brings anyone in.
>>Check out the DAYSPA May 2012 issue, pg 38, to see more of our favorite Distinguished Gentlemen!