Renew Magazine - July/August 2008 - (Page 40)

ultimate spa business boosters company is thriving,” says spa Vice President Melissa Viedt, who says results have been at least equal to their pricey print advertising campaign, at a far lower cost. 13 client relations 10 11 12 Recognize who is actually paying your salary—your clients. A good spa acknowledges the people keeping them in business, says Galvez. “Always remember that every penny a client spends with you is discretionary. It’s not because they have to, it’s because they want to.” Don’t take that for granted, as Galvez warns it’s critical that every spa manager train their employees to realize that clients can spend their money anywhere, and it’s a privilege that they spend it with you. When answering a phone or greeting a client, learn to say, “Thank you for choosing my spa,” and do it with sincerity. That lets clients know that you realize they have a choice, and you appreciate their business. Use client referrals to build business. Galvez, who once added 17,000 client names to Face Works Day Spa’s database in just 18 months, says this is her favorite business booster. “Say to a loyal client, ‘You’re a good client and I appreciate your business. I’d love you to bring me two more clients just like you.’ When they do, thank them with a complimentary lipstick or $10 oﬀ the next treatment. It doesn’t have to be a big thing. Clients just like to feel appreciated. And if they like you, they’ll always want to help you. They’ll go looking to ﬁnd clients for you.” See your spa through your customer’s eyes. Owners get busy and they tend to have a one-track mind, points out Galvez. So stop and walk around your entire spa as if you were seeing it for the ﬁrst time. “Ask yourself, ‘What would a new client experience? Is there trash on your sidewalk? Are the intake forms blurry and poorly photocopied? Are there ﬁngerprints on the windows? Dust bunnies under the couch?’” Don’t kid yourself: “Clients today are concerned about sanitation, so they’re looking for these things more than ever, and they notice everything.” Invest in clients who are most likely to invest in your spa. Inspired by the SALON TODAY 200 competition for salon owners, Jim Farrell, co-owner of Panache Salon & Spa in Erie, Pennsylvania, came up with the “Top 200 Spa Giveaway” to promote his spa services. “We gave away 200 spa services, mostly facials, to the salon clients we felt we could convert to spa clients,” says Farrell, adding these selected clients were both long time and brand-new clients. To make it work, Panache took their esthetician oﬀ commission for ﬁve months and put her on an hourly salary while she performed free spa services on 200 clients. (Panache typically charges $65 for a European facial.) “Out of those 200, at least 120 have booked at least three more spa services,” says Farrell, who has converted the esthetician back to commission-based pay. “She has a whole crop of new clients now, so her commissions are higher. Both she and the spa are seeing a huge return.” 14 marketing and promotions Bribe ’em if you have to. Maybe your clients need more than just appreciation. That’s okay: Just follow the lead of Dolce Salon and Spa in Chandler, Arizona, which allows their spa providers to hand out a “5 Referral Card” to current clients, with ﬁve $25 newclient gift cards and ﬁve business cards. When the ﬁve newclient gift cards are redeemed, the current client is rewarded with a $50 gift certiﬁcate. With this program, “Our staﬀ and 15 Market your free time. Time is money, and no spa ever made a dime oﬀ an empty afternoon massage slot unless you’re talking about Shear Dimensions Salon and Day Spa in Waynesboro, Virginia. Owner Alecia Brooks credits her booming spa business to her technicians making valuable use of their downtime. For example, when a massage therapist knows she’ll have a free hour, she’ll place pop-up cards on each styling station in the salon area that say, “Free complimentary chair massage available. Ask for details.” When a hair client gets to test-drive a free spa service, she’s more likely to book a post-cut appointment, R 40 renewprofessional.com july/august 2008 http://renewprofessional.com

Table of Contents Feed for the Digital Edition of Renew Magazine - July/August 2008

Renew- July/August 2008 Contents Editor's Letter Renew Face/Body/Mind/Spirit Reflect Editor's Picks Your Business Spa Spotlight Decor Ultimate Business Boosters Role Models Secrets of the Solo Esthetician Green Science Solutions Inside Ingredients

Renew Magazine - July/August 2008

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