Business owners in the spa industry — and most every industry — are faced with an unprecedented situation in today's uncertain times. And because of this, it's crucial to explore some short- and long-term activities which may help to not only ease our clients' apprehensions, but to also help our businesses thrive and make profits.
Follow my six expert tips below if you need some inspiration in light of recent changes to your flow of business.
1. Connect with your clients ASAP.
If you haven't already, it's time to reach out to your clients and let them know what you are doing to protect them, your staff, and uphold the cleanliness and safety of your facility. It may seem unnecessary to some of you, because you know that you are always following extremely high levels of safety and sanitation, but it doesn't hurt to reiterate it now.
Let your clients know via email, social media and your phone messaging system that you are on your A-game and following all current CDC and state-level recommendations. You will also want to state that your cancellation policy has been amended during this time to accommodate clients who are ill or who have recently traveled to areas involved in an outbreak.
If you do choose to change your spa hours or close altogether for a period of time, it's best to open this line of communication with your clients now; don't wait!
2. Be like the airlines: Start advertising some awesome deals.
In times of doubt, discounted sales are surely better than no sales at all. If you're seeing your numbers drop significantly, then consider thinking up some irresistible sales and promotions that your clients can purchase now and cash in later.
Your clients may be tempted to try a new service or rebook services that they've loved before if they can secure them at an attractive price. Get creative and look to the future when things have settled down and clients can come back in for some awesome treatments. It's revenue for you now and an exciting incentive for your clients.
3. Promote via the web.
Nothing will save your business from social distancing like staying close via the web. Now is the time to create awesome digital content to connect with your clients, even if they are staying home.
Think about using video to create some short product explanations or live demonstrations of services that you offer. Give a virtual tour of your office or spa. Host an information session on a relevant skin care or anti-aging topic on your Instagram or Facebook live feed. In essence, keep your business and your expertise in the forefront of your clients' minds, inboxes and social feeds.
4. Spring clean your spa.
Now is the time to look inwards at your space to clean and organize. Think of all those small projects that you've been putting off for a rainy day and do them. It doesn't cost any money to reorganize inventory, deep clean, declutter your office or improve the layout on your retail shelves.
Don't sit around and worry, take some time to get your spa in tip-top shape for when you reopen and get busy again. You may be amazed at what treasures you find in your stock room and how keeping busy in a productive way will really boost morale.
5. Staff enrichment.
If you still have your staff coming into your spa then it's time to get them motivated and keep their skills sharp. This is an opportunity to work with staff without having to cancel client appointments or close for the day.
Maybe it's as simple as sitting down to brainstorm a game plan for the future, watching some online tutorials, trading services so you all look your best, or focusing on a certain educational topic. It's really important, in these times of uncertainty, that your staff feel valued. It doesn't have to cost money to take some time to share information and enrich your environment.
6. Promote e-commerce sales right now.
You can still make profits without a single client or patient coming into your spa. Now is the time to get serious about e-commerce. You can offer products and services using your website store and video chat technology.
Be sure to sell your retail products online and offer low-cost or free shipping so clients can stay on their skin care routines without leaving the house. Think about offering consults or relevant services via Skype to existing and new clients.
Is there any service that you can sell via FaceTime? Some spas are getting creative and offering skin consultations or distance energy work (if that's your thing) all via the web. Try to think outside of the box and make sales from as many online channels as possible.
Follow my expert tips and create some strategies for revenue and growth during this uncertain time. Your clients are loyal and want to stay connected — so be sure to give them tons of updates and important information. They may also want to take advantage of some awesome deals if that is something that you can offer.
Keep in touch and continue to inspire your clients via email and social media platforms. And be sure to take some time to re-purpose, clean and organize your spa to set yourself up for success in the future.
Don't forget about your staff: take time to give back and connect; because they are your most valuable asset. And last, but most definitely not least, start creating flows of revenue from e-commerce.
When in doubt, just remember: the spa industry falls under the larger umbrella of the beauty industry and will continue to thrive as long as we make smart decisions and continue to adapt to changing times.
