Episode 11: What Your Clients Want You To Know (From a Client Themselves)
What’s Your Vibe? How to Create a Welcoming Client Experience in Your Wellness Business
Being in a connection-based industry like health and wellness, personability, comfort, and calm are all essential in creating a space that feels inviting, trustworthy, and aligned with your purpose.
Your business “vibe” is the first impression you make, the invisible energy that speaks before you do. It can influence whether a new client books an appointment or a returning client keeps coming back.
So, how do you assess your vibe and make sure it reflects your values and client care philosophy? Let’s find out.
Do You Have the Right Promotions and Information to Inspire New Clients?
It’s often the little things that make the biggest difference.
Ask yourself:
Is your brand vibe calm, collected, and professional?
Are you sincere in your intent, and can you follow through on what you say you can do?
Today’s wellness clients are savvy and informed; they often research services, compare providers, and know what they want. Make sure your service descriptions are accurate, your promises are realistic, and your messaging matches your energy. Authenticity and transparency build trust, which leads to loyalty.
What First Impression Are You Creating for Clients?
The focus should always be on your clients’ needs (and sometimes, their wants). Through thoughtful conversation, you’ll uncover better pathways to enhance their experience and deliver true value.
When curating your client experience, think about all the senses:
Scent: Are your aromas soothing and balanced? Do they align with your seasonal services or products?
Sight: What does your lighting say about your brand? Bright and energizing, or soft and calming?
Sound: Is your space peaceful or noisy? Does your music match your desired atmosphere?
Touch: Is your furniture comfortable and ergonomic? Do clients feel physically cared for while waiting or receiving services?
Every sensory detail contributes to your overall wellness business atmosphere and your vibe.
Have You Practiced Welcoming Conversations for New and Returning Clients?
Running mock intake sessions can help you and your team refine the art of first impressions. This exercise creates space to:
Establish a consistent, welcoming tone
Anticipate client questions and concerns
Reinforce your brand’s professionalism and empathy
Consistency builds comfort and comfort builds loyalty.
If you have multiple team members, align on best practices for client greetings, follow-ups, and rebookings. A consistent and caring approach will naturally lead to repeat business and word-of-mouth referrals.
Do You Have a Plan to Build and Sustain Client Loyalty?
Client loyalty isn’t luck, it’s strategy.
Ask yourself:
Have you empowered your team to provide small, thoughtful touches?
Do you have a client experience system or business flow formula in place to ensure clients feel valued and understood?
Are you communicating your value consistently?
A loyal client base comes from delivering consistent care and being adaptable to their evolving needs. When you operate with a collaborative mindset, you build partnerships that extend beyond your own service list, referring clients to trusted practitioners when needed to help them achieve holistic results.
That’s the power of a community-based wellness business model rooted in advocacy, collaboration, and partnership.
Build Value from Within
Growing your business can also mean growing your skills and certifications.
For example, you might:
Offer add-on services like hot stone massage or cupping while completing certification hours
Use these opportunities to build confidence, collect feedback, and strengthen client relationships
This creates a positive energy exchange: you gain experience and your clients feel part of your journey.
Is Your Energy in Check?
Your vibe sets the tone for your space, your team, and your clients.
Take time to recharge between appointments, practice self-reflection, and schedule breaks to reset your energy. Clients can feel when you’re grounded, calm, and genuinely present.
When you embody balance and authenticity, you naturally become a role model for well-being, inspiring others to prioritize their own health and harmony.
Your Vibe Defines Your Brand
Client experience can make or break a business. Your intentional approach to energy, service, and authenticity is what makes your wellness brand stand out, not just to clients, but to your community as a whole.
If you’re ready to:
Create a consistent, client-loved experience across your clinic
Build a collaborative and respectful team culture
Refine your systems for sustainable success
…the Business Flow Formula: Elevate Package is perfect for you.
Learn more about the Business Flow Formula Method and start transforming your business from reactive to radiant today!
Episode Transcript
00:00-05:18
Erika: Welcome to the Business Flow Formula podcast. Today we're going to be chatting all about the client experience from a client's perspective. And so I've actually gone and found a client that we're going to talk all about the end experience, how they experience things and everything that matters to them from booking or finding that practitioner to booking, and then ultimately leaving the space after their treatment. Welcome friend.
Clinic Client: Thank you.
Erika: I would love to hear a little bit about you and what brought you into health and wellness spaces, and the typical types of treatments that you seek out.
Clinic Client: I am quite aware of myself, and I am aware of need for maintenance, and so I seek out services that will enhance my peace of mind and also create that flow of thought.
And I know that sounds a bit odd, but when life gets busy around us, we sometimes get hyper as far as our thinking process and um, I really enjoy a slower pace, so I seek out a service provider that will essentially slow down my mind and create harmony. I. How do I do that? I, I sometimes look locally, and that would just be simply looking at advertisements, looking at their promotions, assessing their energy that they're giving off, either by name or occasionally if I step into a, a shop or clinic just to get a feel for the vibes.
I get drawn sometimes to folks of similar thought processes of calm. I'm looking for those unique moments of prompt service, but accurate. So, I look at descriptions, I look at the bundling of services. I look at ways that, uh, they're creating value for me. And I like to see, uh, the sincerity in the way that they, uh, approach me as a potential client
Erika: When it comes to looking for a practitioner or service provider in the health and wellness space, whether that is chiro or massage or any type of treatment that you might seek out. What are some of the things that you look for when finding a new provider, do you go to only one service provider or do you go to multiple?
Clinic Client: I do like to consider multiple choices. I'm looking for someone that can slow down my mind and, and just really disconnect for the period of time that I'm there.
By looking at multiple locations, I can look at some of the service points that matter. Whether it be manicure or pedicure, uh, massage services, uh, cupping, acupuncture, I will consider repeat business when the experience has been positive, when it's been inviting, and when, uh, frankly, the provider has not only said what they're gonna do, but they do what they say that they were going to do.
Sounds funny, but accuracy matters and the experience needs to be fulfilling, enriching. I'd like to feel appreciated. I, I just, again, like to disconnect from my busy world,
Erika: Speaking to clinic owners and practitioners over the last several months, as well as in my own bookkeeping firm, something I hear a lot from them is around the energy in their clinics and their spaces. Do you ever seek out specific energy or something like that? I know that those things too, some people can sound a little bit more nuanced or very, not specific, but tell me about energies and those kinds of things that you might seek out in your treatments!
Clinic Client: The specific experience would be a massage, uh, just because in most cases the physical touch. I, I'm just, I, I'm very sensitive to those interactions.
I, I guess I look for eye contact, the message, the body language. Is the person that I'm talking to, the one that is going to provide the service? Is it someone on the team?
But I step in through the door of a spa, and I am already sensing the vibes. And sometimes that's funny to say this, Erika, but it's simply the odours. Some of them have some really unique sensory, uh, moments with different kinds of oils. It's just a great way to start that moment, I guess, of engagement. Sometimes it's the hand lotion, sometimes it's the different, uh, samples that they have available that just give off a, a scent and it's a powerful memory jolt of calm.
And there can be other extremes. You know, things could be noisy, let's just be honest. Uh, it can be busy. The odours could be about nail polish and other kinds of care that are happening in the spa, that that set the different tone than the massage experience.
But, uh, lots of spas are inclusive. I mean, it's all the different kinds of services, so I don't like to be judging, but I have to remember that I'm the client, I need to put myself first, I need to make sure that my needs are gonna be fulfilled.
05:19-10:13
Erika: Definitely. The other one is like showing up positively for clients or even for yourself as a client showing up positively for your practitioner.
For me, I know that if I'm showing up negatively for my clients or I have a lot going on in my world and I bring that onto calls with clients, it completely shifts the dynamic. Have you ever experienced a situation where it's been like overwhelmingly positive and really inclusive, or you can just tell like the energy and the vibe is just radiating?
But then on the flip side, have you ever experienced something that you could tell that maybe there was a fight or something in the spa or the clinic that you went to?
Clinic Client: I've received and encountered both extremes, quite frankly. You know, when you, when you step in, it can be jolting, frankly, the positivity that's radiating throughout the rooms or the welcome moment. It's capturing, quite frankly. It makes you want to come back. It makes you want to, uh, promote that feeling to others, uh, whether it be friends, colleagues, whatever the circumstance.
Let's answer the question about negativity of, yeah. There's been a couple times where I, I go in, you can just tell that, uh, the atmosphere is off. It's a little tense. There's been moments where some of that attitude comes across in a welcome message, and then there's an apology, but the first impression's been made.
Let's remember, Erika first impressions are a lasting impression. It's important to, to make the best effort you can to make that right first impression.
I've had to sometimes cancel an experience that I had planned for, with disappointment for me, but professionally, I could just tell that it wasn't going to work or the right time. It could have been just as innocent as a phone call prior to me coming in. And, uh, there was a, an incident and personally for somebody that was upsetting, I, I consoled them in their moment and, you know, offered my sympathies and, and we just simply, uh, you know, reset and we, we tried again in a, in a few days and they really appreciated that consideration.
Erika: Yeah, I think it's really important to acknowledge the compassion that both practitioner and client sometimes have to have. And, you know, of course things come up. It's a human business after all.
Yeah, I think it's, it's so important. I, especially in the health and wellness industry, where people are often seeking some type of treatment, whether that's mental health treatment or massage treatment, nails, could be skin, it could be whatever, but fundamentally I think that a core part of it is making someone feel better in one way or another and making sure we're coming to that with positivity when possible, not toxic positivity.
We want healthy and authentic positivity.
Clinic Client: Yeah.
Erika: So I know that you travel quite frequently, both domestically and internationally um, and I know that you really prioritize your health and wellness treatments. Um, can you tell me about how you find your practitioners when you're travelling?
Clinic Client: Yeah, they, again, great question. Um, because when we're not local, out-of-country travel, safety's important. You're, you're putting yourself in someone else's care. You're accepting some risk, but part of that search is filtering out potential challenges that could emerge. And it could be just simply location, because in some towns, and I'll say smaller cities, uh, when you are a guest, you don't know where some of the risks or dangers are lurking.
And part of the investigation that I do is just simply learning and becoming more informed about some of the areas of a community that are better to attend. And I'm gonna just say this, in a small city, if you had 27 practitioners or service providers around the area where we may be staying, sometimes, then I can text or I can phone them and find out their hours of operation and see what kind of communication styles they have.
Um, the clarity in listening, that's my message to you, Erika, is can they listen to the question and comprehend and give me a responsible answer in a very polite way? That also invites me, uh, to go one step further, and that is to go knock on the door, uh, open the door, walk through and see what that atmosphere is, and see what the flow of energy is really like.
10:14-14:56
Erika: Do you prefer going to more established clinics that have perhaps multiple practitioners, or do you prefer going with a solo practitioner, whether they're working out of a space and they just have a room in an office building or something like that, or going to a home if it's a home-based business, and why or why not? What is your preference?
Clinic Client: I've had a little bit of, of all the things you've described. I've had it, uh, in a larger clinic where there's many service providers. I've actually gone to, uh, a couple of schools where they're doing the, the training on, on different kinds of, of provisions for spa care, and that's been just amazing, you know, the buzz of activity and the learning, you know, it's great to support their journey and, and becoming more independent, right?
Ventures as far as solo practitioners, um, I will say I prefer the home-based solo experience because of that warmth of a home that people can provide. And when you get to a larger spa that has eight to 10, uh, practitioners in it, they're often located in a very busy part of a small city or community.
I'm going there to de-stress. I'm going there to unhook and decouple, or disconnect from my busy world. I don't want to get back in a vehicle and get right into that busyness again, if that logic makes sense.
Erika: Yeah, that makes sense. We were speaking earlier on about some financial rewards of doing that as well, not necessarily from your point as the consumer or the client, but rather making sure that there's fair pay and equal pay, and knowing that the practitioner is getting directly rewarded and keeping the majority of those funds, of course there's taxes, there's advertising, there's rent, all those kinds of things.
Is that something that you strongly consider or it's more about that energy exchange again, when it's, it feels like home, it feels like a comfortable, warm, inviting space. Is that fair to say that that's more important for you?
Clinic Client: It is important. When I travel internationally, sometimes the first experiences with a spa environment for safety and assessing, even just sometimes there's language barriers, right? So we, we have to learn about the communication style and what different terms mean within their culture and community. We start now to peel back the layers when you learn about terminology, you learn about cultural norms and expectations. You, you learn about preferences and, and again, you're traveling right? In some of these countries, just simply road rules to get from point A to point B. Again, let's keep the stress low.
If I go back to a solo practitioner working out of their home. I know that their fees are helping them sustain their life and their lifestyle. That's very important to me. And we can make the same argument for someone renting a space. They are keeping a portion of those monies as part of their earnings as they pay rent for the space.
And when we look at the larger service provider locations, um, same thing. They're trying to run a successful business. They are juggling the demands as an owner and they may be a partner, and I respect all of that. I just want to make sure to your question about fair pay, equal pay for work done, that there's integrity and that there's honesty. And that the environment, and that's what I assess internationally when I step in, that it is a fair and respectable workplace and that there isn't folks being taken advantage of.
But again, I've witnessed all these different elements. That's why I share it like that. I've seen situations where an owner will charge a certain value, but the practitioner that did the work got considerably lower. Hey, I've also seen where, uh, the owner-manager upheld good ethics and, you know, they made sure that they were properly reimbursed the practitioner. And in some countries tipping, tipping is, is expected. Tipping is encouraged. And just, uh, to that statement, there's other cultures and countries where. That's not expected. And you know, if you do that to the practitioner, they get to keep it. But it's a sign of a, you know, thank you for that special moment of attention of doing what they said they were gonna do, so.
14:57-17:53
Erika: What are the top three things that a clinic or solo practitioner could do to win your business? I know that in today's economy, we have many options about how we find people who can help us and treat us and that kind of thing, but also where to spend our money. What are two to three things that would win you over, make you a loyal client to somebody?
Clinic Client: They have to earn it. They have to earn my respect. They have to earn my patronage. They got to earn that loyalty. When we are communicating, is it thoughtful? Is it inquisitive? Is it holistic?
As you said, we were talking a bit earlier, I have a listen to, situation. I've had a couple moments out of country where I had very severe neck pain, just slept either on the wrong pillow or the wrong way, but it was impairing my ability to, believe it or not, shoulder check when I was driving. And I had to find care so that I could recover, so that I was safe on the road. It was that serious.
As I started down the journey of finding my service provider, I'll say the fixer, I found after the third inquiry, someone that listened. They asked questions about, well, is it in your arm or is it here? And is it there? But they were thoughtful questions and they were making notes. And it wasn't just that one call, there was a follow upl. They said, let me do some homework, I'll get back to you. And they followed up. They said, just give me an hour or two to do some homework. I think I can make something happen today.
So they uh, they did, they showed that care and they've put together a treatment plan. It was gonna take two or three adjustments and sessions. But now there's my loyalty. Because I became a priority, I was valued. They created a thoughtful plan for my wellness, and I was beyond a measure of dollars and cents. I was significant to them as a person.
You said how? How do they maintain that loyalty? Sometimes, believe it or not, I've had follow-up messages after a session, and so we've talked a bit about massage work, so there's one where I had this neck issue. Checking, are you better? How are you feeling? Do we need more or is this, you know, and they, but it was a thoughtful check-in.
Well, what am I doing? I'm not only appreciating that thoughtful and caring approach, but I'm also becoming a, um, advocate, a recruiter for them. Because some people in my circle knew I wasn't doing well, and they well, and I said, well, but I went here and boy, this is what happened and this is the kind of service and this was what we've arrived at. And guess what they did? They followed up with me. First impressions matter as well as follow through and then doing what they said they were gonna do.
17:53-24:22
Erika: I think your story there where just the referral piece reminded me, several years ago I really struggled with insomnia and I had gone to see my massage therapist I was seeing at the time, and I just mentioned like, I'm having a hard time sleeping. I'm having a hard time falling asleep and staying asleep and those kinds of things. And it was in a clinic, and so he said that I should go see his acupuncturist. A couple weeks later, I go see the acupuncturist.
And I got to say, I was not a believer in acupuncture by any means. I did not understand the modality. I didn't understand what it would do, but I wanted to trust what my massage therapist had recommended. And it was life-changing for me, just the way that the treatment went. Listening, asking the right questions about what happened in your world today. Before we get started today, we're gonna do some grounding exercises. I know you have a busy world. We need to leave that at the door, and we're gonna bring you into this space, grounded. And just those things, forever and ever since I referred that clinic, I referred those practitioners. I've since moved from the city. As most of our listeners know, I don't stay in a place very long.
But it still is one of those moments that I always talk about with friends, family, coworkers, uh, clients of mine. Those impressions mean a lot and having those treatment sessions mean a lot.
Moving into, um, I guess one of my last questions for you. We at Signal talk a lot about adding value to services, whether that is our services, our client services, or people that we just work with on sometimes a one-off basis.
I always talk about how do we bring value into the world around us. What are some examples that you might have that health and wellness businesses could do to add value to their services that they provide you or other clients?
Clinic Client: You know, the collaborative approach, it's about wellness and building up health.
Some clinics try to be everything to everybody and that, that can be a challenge because they're trying to do too much. Again, in my life journey, I've experienced the extremes, and I've had some folks to your description that specialize in certain care moments and modalities so that, that, that is their specialty and their expertise.
And to your point, sometimes it's in the same building or it's not far away for this part of the, of the repair or wellness journey. This group of people or this person is the next ones to consider or have you done the research? I think to add the value, sometimes doing some of the homework on behalf of me, the client can be helpful. And it's even starts with the conversation of the intake discussion. I'm, I'm here for this and this. Okay, tell me a bit about your world and let's look at the bigger pictures. Oh, okay. And so, uh, and I'm gonna spend someone's time here, 30 minutes of conversation, learning about me as a client. Some of my needs, a few of my wants.
They may identify some areas of care that I haven't even considered and they may make notes but not try to fix it all in the conversation. They might say, this is great, you're here for these points today, that's wonderful. We can certainly address that. If it's okay, I'd like to put together a little bigger care package for you that might, uh, be of interest, that will include some other opportunities for care moments.
That's exciting. I mean, that's adding value because no one's trying to pitch me things. They're not pushing things on me. Now, I go away with a one-pager, or I get a follow-up email with some links followed by a phone call, of course, for that personal connection and relationship building. That's one way to add value.
And it's not the typical, come in and we're going to do a spa day where we do nail care and we're going to do a massage, we're going to do some makeup, and we're going to like, I can see and read all of that, but sometimes it's that extra effort. And that's the added value of listening to me. And you described this for yourself, right? The, the sleeping challenges of hearing, uh, some of my success and excitement, feeling and getting a handle on my energy as I do theirs and we create a bundle of, well, have you considered, and, and I've actually had a couple service providers after the second or third experience.
So let's be clear, it isn't just one and done. They said, you know, I, I’m sensing these pieces as we've talked about this, you've shared these things. Have you considered or would you like to try? Or is this something you'd be open to experiencing? And sometimes they just give me a little five or 10 or 15-minute demo because I say, well, what, what, what do you mean? How, how does this work? Well, I'll show you. And it's not about cost. It's about that investment in me, investment in themselves and the business. Because what happens when it's a positive experience? Well, guess what I did? What does that mean? And now I can also be, as I said earlier, an advocate for their business. I can be actively promoting, this is the experience. So to answer the question, adding value, sometimes it's just being a good listener at the very beginning. And thoughtfully thinking about a holistic plan of care.
And then identifying where their strengths and their businesses lie in my needs, and also outlining and identifying a couple of areas that might be better served in a different location or with someone else's expertise. And that's okay. It's little steps, little steps on this journey of wellness, and I love your reference to mental health. I love it for physical health. It's all about wellbeing and helping us live better lives, and that gives off our positive energy. And that positive energy helps bring people up.
24:23-28:59
Erika: Yeah, I think, uh, like an example that comes to mind for me is I have my lash artist I go to to get my lashes done, and I said, I've been really wanting to go and try Pilates.
And her energy completely shifted, and she's like, I love Pilates. I really think you should go here. And also, can I just tell you, I've been wanting to get my Pilates certification, which leads into so many other discussions, but sharing those goals and also that collaboration that happens between my service providers now because my lash artist is referring me to her friend or someone that she goes to and loves, and then I can tell them, oh yeah, Haley recommended me, and then now everyone's excited.
And that's a positive energy, collaboration over competition and that kind of thing. I think it's just so valuable, especially in the health and wellness space where you're looking after mental health, physical health, wellbeing, whatever that looks like, short-term for your short-term travels or long-term when you're at home.
Is there any other nuggets of wisdom or fiery things that you would like to leave for any of our listeners that are typically in the health and wellness space, clinic owners, practitioners, and that kind of thing?
Clinic Client: There are some really important things, uh, in this day and age in, in the broad scope of things, we are all stressed occasionally financially. We have busy lives. Social media is bombarding us with images of perfection. We know there's bundles in locations of complaints and negativity, and you know, we're seeking out our positive moments and reward. I guess my, my message as a potential client, not just a customer, and, and, and that's, I guess, one nugget I've already talked about it, please treat me as a client. Let's build that long-term relationship. Let's put the effort and energy into building and establishing loyalty, not just for me to you, but also to me as a client.
But let's step back also and look at the utility from the monies being spent. You know, people are trying to make decisions between groceries and paying bills and different kinds of, uh, experiences they may be seeking.
And we have to remember, and this is the tough one now, 'cause there is, and I'm going to say it, Erika, competition for our disposable dollars, it’s not all collaborative. And that's what I say to some of these folks, providing the service and creating these experiences is, if I'm treated as a client and I feel valued, I will see my investment of money well spent knowing that I have a longer-term return coming my way. And it might mean a little extra here and there, as far as you know, again, massage service of 60 minutes, maybe it's 65. Nail care, someone's not happy: they do an extra buff. Uh, if we think about skincare, Hey, I noticed this. Did you? Well, I've got a few extra minutes. Do you have time? Let's just, you know, rather than come back, you're providing that little extra moment of care and service that keeps me coming back, and that also inspires me to promote you and your team to other people.
And that comes back to your point earlier about collaborating. You know, as we build each other up, and that's that collaboration of energy, right? Like we are building each other up in that positive reach and helping people see the good. So those are some nuggets is just making sure that. I feel valued as a client, making sure you're prepared to make the investment with me and in me as a loyal person.
And it works both ways. Just, you know, to take a moment to make sure that the dollars you're asking for, I. There's good value to your clients over the long term for those moments of, of spending.
Erika: Well, I just wanted to say thank you so much for coming on and talking with me for, you know, a few minutes here. It's really important for me to learn even more about the client experience as someone who coaches health and wellness businesses. So. I really appreciate it and, uh, we'll be talking soon.
Clinic Client: That's great. Thank you for the opportunity to share and, uh, again, it's just great to give back, so thank you.
Erika: You're welcome.
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