with Linda Marrical
Owner of The Healing Touch Center
in Havertown, Penn.
How would you define the concept of your spa?
Our mission is to provide a space for individuals to grow and relax by addressing the needs of the body, mind and soul. Our motto is to provide the absolute luxury of a day spa with hometown prices.
What are your most popular treatments?
We are known for our ability to address pain, stress, post-traumatic stress and trauma with our acupressure treatments and acupressure facials. Our hot stone and relaxation massages are quickly growing in popularity as well.
How many treatment rooms and other amenities do you have?
Three. One room is dedicated to acupressure treatments, one room is completely devoted to massages and our third room is used for our facial treatments, however that room may be used for massages as well.
When clients enter The Healing Touch Center they walk first into the reception area. There is then another door that leads them to our big studio room, which is where I teach classes and where we hold several yoga and dance classes. Our treatment rooms are located on the other side of the studio where we also have a kitchen that clients can visit for small snacks and beverages
What daily challenges do you encounter in your position?
On a daily basis I find myself not only running the center on my own, but also balancing my own appointments, catering to our clients’ needs and managing my employees.
How do you manage stress that works brings into your life?
I have a very strong emotional support system. I have great friends and a very supportive family who is always going the extra mile to make sure I am relaxed after a long day. I also find stress relief in taking care of my own body. I practice healthy eating and make sure to get a proper amount of exercise.
What takes most of your time every day?
Catering to my clients. Because I work mainly with clients who are dealing with trauma, it is very important that I make my clients my main priority every single day. I never go into a treatment room where I am not 110 percent focused on the client.
How many employees do you have and what are their specialties?
I have a total of six employees: three practitioners and three other staff who cater to guests’ needs. I am the only one that performs any acupressure or trauma-related treatments, while my practitioners each have their own specialties. One of my massage therapists specializes in relaxation massages, one specializes in hot stone therapy and massage and I have one esthetician who does a little bit of everything.
How do you find potential new employees?
I have acquired employees over the years through my continuing education classes. I also have employees that I have found through word of mouth and previous employees.
How do you select the people that work with you?
Before I hire an employee they must perform our services on me. They must have that special touch so I can be certain that our clients will be in safe and caring hands. They also must be able to effectively communicate with our clients in a personal and professional way. Customer service is huge!
How do you evaluate employees?
I use an anonymous employee feedback form every time we have a new client in the spa. I give them a form before they leave in a self-addressed, stamped envelope for them to send back. I want to know not only what they thought of their experience at The Healing Touch Center, but their feedback on the practitioner. I do this on a consistent basis; my employees are always being evaluated. I discuss both positive and negative feedback with my employees.
How do you train your staff?
I do not require that my employees attend the classes and workshops that I hold at The Healing Touch Center, but I highly suggest it. If they are not interested in furthering their education, especially for free, they are probably not someone I would hire to begin with.
How do you keep your employees incentivized?
I expect my employees to market themselves and actively follow up with their own clients. If they are able to bring in 10 clients per week consistently for an entire month, they receive a $200 bonus.
Marketing & Publicity
How do you market your different services?
A percentage of my marketing dollars go to my online digital marketing team. I am willing to pay people who know best how to use online marketing and I use that specifically to promote my massage services. They assist me in running Google Ads and they are constantly refining search words to help our SEO.
I advertise my acupressure, pain and trauma treatments once or twice a month using a quarter-page advertisement in our local newspaper. Our facials tend to sell really well in a local magazine so I run a monthly half-page ad in the magazine that includes a coupon for 10 to 20 percent off our facial services. I always ask clients where they heard of our services so I know which marketing techniques are most effective for us locally.
Exceptional Client Care
What incentives do you offer clients to come back again?
I have a loyalty program. After every $100 spent, a client receives $5 in rewards. Our computer system automatically tracks how much money a client spends. Clients can either use their rewards in the moment or they can accumulate them to use another time.
Tips For Spa Leaders
What advice could you give someone who would like to manage a spa?
Have a clear vision of who you want your clients to be. Define a realistic target market for yourself based on where you are located and learn to relate to that specific type of client.
We want to hear from YOU!
Share your insider tips on running a successful practice with us, and you may be featured in an upcoming edition of Les Nouvelles Esthétiques & Spa. Simply send an email to amanda@LNEonline.com (50 to 100 words). Together, let’s build a community one word at a time!