Spa Origins Co., Ltd.

Most spa owners think that if they build a beautiful facility, clients will flock to their spa. Build it and they will come? Not anymore! Great services are a given, but spa owners today cannot keep the doors open just by offering good services. You have to create an environment where customers want to shop and spend their money. Here’s a countdown to four common mistakes to avoid to help boost your bottom line.

#4 Facial Factory
Many businesses have converted into facial factories. They have gone to 50 minute services. This is called “hot bedding” (i.e. next client in the bed while it is still warm from prior client). With such a tight time frame, your staff says they don’t have time to sell as well as provide services. But, they can!
Here are some “facial factory” problems that can be corrected:

Problem: 50 minute services

Solution: Make treatments longer

Problem: Missing new customer opportunities

Solution: The first appointment should be longer and more expensive for analysis and follow up. Recommend seeing the “shopper” again in 7 days. Schedule follow-up appointments using the phrase “would that be OK with you?” Get your “shoppers” on a 3-week cycle offering lower prices for regular, repeat appointments. If you don’t see the “shopper” for 6 months, start the cycle over with the longer, more expensive treatment. Work to convert gift certificates to regular customers.

Problem: No time to build rapport. It is essential to let the “shopper” know they can trust you with facials, hair, etc.

Solution: In the first minute and on the way to the treatment room, shake hands while looking into the “shopper’s” eyes and say something like, “I’m so looking forward to giving you a massage/facial etc today!”

Problem: Lack of analysis skills and lack of results - Treatments have become pamper-driven not results-driven.

Solution: Proper analysis leads to correct treatments and real results. It also gives some real topics to talk to the “shopper” about. “Shoppers” will spend money if they have results.

Problem: Selling is left for the end of the treatment

Solution: During the service, explain what you are doing, what products you are using and what would be appropriate for a home care regime.

Problem: Miscommunication

Solution: Ask the “shopper” what results they are looking for.

Carol Phillips, CEO EncompassOne Marketing