is a way for spas and medi spas to give back to their communities. Through the power of touch and soothing care, you help people living with cancer go through the most difficult time in th
Before offering this
specialty treatment in your spa
, here are 3 things we learned about oncology esthetics that you might want to know:
1. Oncology clients come in for relaxation first
Surgeries are stressful for everybody but it is doubly difficult for people with cancer who are dealing with this life-or-death condition every day. Research shows that oncology clients seek help for relaxation first before skincare. Soothing massages and facials have been shown to make them need less pain medication afterward.
2. Oncology esthetics must mitigate side effects and prevent infections
The skin is the largest organ of the body and the first line of defense against diseases. For oncology clients what is normally harmless for the rest of us could leave them vulnerable. For example, moisturizers can contain alcohol that worsens such side effects like radiation burns and extremely dry, peeling skin.
3. Oncology clients need personalized treatment
What works for one guest may not work for another. For untrained spa professionals, knowing what’s effective for each client will be a matter of trial and error. You could also cause harm unwittingly.
with Dori Soukup and Morag Currin, President of
Oncology Training International
(OTI) and Founder of Oncology Esthetics®, spa and medi spa professionals will gain valuable information on how to tailor treatments and avoid dangerous trials and errors, among others. Morag is the acknowledged expert and trainer on Oncology Esthetics.
Join the discussion on the
Ins and Outs of offering Oncology Esthetics
in your spa on
Monday, June 15th, at 3:00 PM Eastern
, and get expert advice on how to help people living with cancer in your community while expanding your menu.
Click here to register and learn more »
When was the last time you called a spa, and experienced their
? Too often many
overlook the impact of their reception and reservation on their bottom line. Spas are losing new guests and missing out on sales because their R&R are not delivering a great guest experience.
Here are three simple
mistakes that are so easy to make:
1. Your spa menu is your best-kept secret.
One time, I decided to get a spa treatment on an extended trip. Surprise! My hotel room did not have a
. Whether your spa is part of a hotel or not, your spa menu must be available where the guests are (hotel rooms, lobbies, etc.). Strike up an agreement with the hotel, and use your
spa’s treatments and products
as added value to their offerings. This way, you are broadening your reach.
2. Your on-hold message tells guests nothing.
When you call most companies now, you get to listen to
spiels when you are on hold. For a few minutes, you hear about special offers, new products or services, or other promotional items. Whether you like it or not, you are a captive audience.
The on-hold message is a simple but effective promotional tool that tells guests immediately what they can expect from you. Write a script today for your on-hold message, and when you finally speak with your guest, reinforce the offer.
3. Your reception department do not have scripts for guest interactions.
Our coaching calls always hammer on having communication scripts written out and ready for every guest interaction—from talking over the phone, to welcoming a new guest, to probing guest concerns, to starting a treatment, to
recommending an upgrade
, or even to asking for a review. Everything!
Scripts lend confidence to your front line people. Because they know the end they want for every guest interaction—and how to get there—your team can capitalize on every opportunity for a sale or recommendation. They do not pepper their guest dialogues with “um”, “like”, “ah”, and “you know” that make them appear clueless to your guests.
quality guest experience
—and better profits—begins with the first “Hello!” Have a friend or family member call your spa. Get them to listen to your reception and reservation department. How did you do? See where you stand and make adjustments where necessary.
Have any thoughts, concerns, or spa reception success stories? Share them in the comments section below!
Join us for the upcoming
Reinvent Your Business (Volume 2) teleseminar
June 2nd, at 4:00 PM Eastern
. You will learn everything you need to know on how to transform your “Wow!” guest experience to glowing online reviews .
Register now »
Say an entrepreneur is interested in buying your
. Do you know how much it is worth right now so you can set the right price?
Most small business owners do not have a definite idea of the current value of their businesses. No wonder, because that number isn’t part of day-to-day business operations. It is an exercise reserved for when you are divesting interest in your spa or salon, for example, handing it over to another or retiring.
Did you know that identifying how much your spa is worth is part of regular business processes? However, you would be better off if you do not undertake this valuation process on your own.
Chances are you will be selling only one business in your whole life. Because you are not a corporate buyer—whose job it is to routinely appraise businesses and negotiate the best price for them—you might be putting the wrong price tag on your spa.
Imagine this: You have decided that your business is worth $1 million. You believe it is a fair amount. It is also exactly the kind of money you would need to live your retirement in style. You would feel extremely cheated, however, if you discovered down the line that you could have sold your spa for $5 million instead! (I would imagine you would be crying in your cup for a long time to come!)
InSPAration Management has created an
8-part CoachMe Gold series, Financial Freedom
, to avert this kind of disaster. Not only will spa entrepreneurs learn how to correctly determine how much their businesses are worth, the training will also help you sell it for top dollar. In the first module alone, you will define
your “Enough is Enough Number”
and learn more about the “4% Thumb-Rule.” These are important numbers that you must be familiar with.
Even if you are still having the time of your life growing your spa right now, you will want to know more about the Financial Freedom coaching series. It’s not only about crafting a business exit strategy, but more importantly, it’s all about growing your business to three, five, even 10x its size today, creating systems and structures to put spa success on auto-pilot, and securing your financial future the best way.
Click here to learn more about Financial Freedom now ?
Have you ever wondered what kind of impression your spa is making when a new guest enters your doors? Consider this:
your spa reception is a major profit center
, and the receptionist is going to be the first person that a guest will encounter. Is that person going to help increase your revenue or harm your bottom line?
Trust is a critical aspect of every spa business. If you have been delivering results through your treatments and therapists, your guests should be lapping up the recommendations you make for products and treatment upgrades. You do not need a hard sell; all you need is recommend, and the sale follows.
This is why, as a
, you always have to check how your front line team is doing. How effective are they at projecting a competent, professional image? Do not be like an experienced I’ve had. The receptionist had bright pink hair, a plunging neckline showing lip-shaped tattoos, and an unapproachable demeanor. She did not even bother to greet me! I hightailed it out of there.
You will never get a second chance to make a good first impression. Follow these image-enhancing tips to put your best foot forward:
Adopt a uniform or professional attire for your front liners and therapists.
Create your own communication script, from meeting first-time guests to talking with them on the phone to every possible guest interaction there is, using carefully selected words that convey your image, values and culture. For that matter, make sure your receptionists and therapists
have superior communication skills. Clean up language, even when talking to each other.
Train your team in effective listening, helping them to understand sub-text and zeroing in on guest concerns. That’s where opportunities for retail sales and upgrades are found.
The telephone is also a major part of your leads generation—craft scripts for responding to inquiries, customer complaints, etc., that will project a helpful, supportive image over the wire. (Make sure your team answers calls with a smile, which shows over the line.)
Create a problem-solving and guest satisfaction culture, training your team to be swift in anticipating and addressing guest problems.
Make sure that your team has exceptional knowledge of every product and treatment that you have, so they can recommend at-home maintenance and upgrades where needed.
Stay organized, including all work space.
Your spa cannot afford to turn away guests with a bad first impression. You’ll fight an uphill battle getting more new clients that way. As you continually improve on your image, watch your guest number and revenue climb up. To do: assess what new guests see when they first call you or come in, and update accordingly.
Any thoughts or advice you want to add? Share it in the comments below. Thanks!
Trust is an important aspect of spa-guest relations. Join us to learn more about trust-based selling in the
Reinvent Your Business teleseminar on April 7th, 4:00 PM Eastern ?
(Contributed by Walter Bergeron)
As a spa owner, your plan from the very inception of your business is likely to someday use it as your retirement nest egg. To accomplish that goal, it may mean selling your spa to an employee, a venture capital firm, or a capable and deserving family member. However, if you want to maximize the number of zeroes on that check you will receive on closing day, then your best bet is to sell your business to a strategic buyer.
A strategic buyer is another company that will use your business to expand
business. The acquisition will serve to solve one of their problems instantly, thus
exponentially growing their spa business
instantly. Their problems may include a need for a larger client base, a need for another location to handle more production, or a need for
trained and experienced personnel
. Whatever the reason, they are willing to buy your business so they can solve their problem and grow strategically versus growing organically.
The problem is, right now your business is built to solve your problems, not theirs. You are currently building your business to provide
with a comfortable income, vacation money, security, prominence in your community, or any number of valid personal reasons. But none of these are real solutions that a strategic buyer would need, or more importantly, would willingly pay for top dollar.
No worries. You can still
grow your spa business
for a strategic buyer, and build it to suit your personal needs at the same time. That is, if you do it correctly, and if you act now.
Stay light years ahead of all other businesses on the market by listing the
top 3 solutions
that your spa can provide another. Say, if you have a healthy and responsive client base, list this as one of the solutions you can give. If you have well documented and proven operating systems, then list this as another solution. Go through the details of your business and figure out what makes it stand out from others like yours, then position your spa into a market of one.
The time and effort you put into this preparation today will pay off with more zeroes on the check you get when you sell your business in the future.
What solution does your business provide to another business’s problem today? Share your thoughts in the comment section below.
Are you building your spa for the perfect buyer? If you want to learn more on how to position your business into an attractive market of one, join Dori and Walter for the
Financial Freedom: How to Plan Your Exit Strategy and Sell Your Spa Business for Top Dollar on April 14th, 2:00 PM Eastern. ? About the Author:
Walter Bergeron began his entrepreneurial journey when he was just 12 years old, detailing cars in his parents’ driveway. Over the last three decades, he has built and sold multiple businesses, with his latest deal topping $10 million. He is a best-selling author as well as a Marketer of the Year awardee. His newest best-selling book is called “The 8 Figure Exit Formula” where he shows other driven entrepreneurs how to achieve their own eight-figure payday.
When your spa team thinks of sales, something terrible comes to mind. Let’s face it: No one really likes to sell. Your team would rather provide a great spa experie
nce. Selling is for the brave.
If you want stellar spa growth rates year after year, you need to focus on sales. No sales means no profits, and no profits means you might as well close your spa now.
Seasoned salespeople have plans—dollar goals and strategies on how to acquire leads and how to turn them into buying clients. They have a sales model.
1. Spa professionals must have a Spa Sales Model
—the blueprint of your sales efforts. Without it you’re operating your spa business with the Hit-and-Miss Sales Model—if you hit at something often enough, you may not miss your revenue goals this time. (Good luck with that!)
2. Your spa sales blueprint must include a plan on creating new sales streams.
It is true that you should do more of what works, and throw away those that failed. It is equally true that you should always have new ways to make more money.
3. So, revisit your programs
—new members, loyalty programs, referrals, joint ventures—and revitalize them. Add offers to existing programs, or introduce new ones if you do not have them yet.
4. Link compensation to performance.
Reward your team MVP—the top producer—for contributing to increased sales through higher product or treatment upgrade recommendations. Learn about the
VPG Volume Per Guest compensation model
and boost your profits.
There are many ways to invigorate your sales efforts and achieve phenomenal growth. Discover how you can train your team to become better at generating revenue through recommendations.
Join the Reinvent Your Business (Volume II) seminar on Tuesday, April 7th, at 4:00 PM Eastern ?
Fact: It costs you five times more to acquire a new client than to keep existing ones who are already buying products and treatments from your spa.
You get more sales from these established relationships, too.
There is a wealth of potential for more retail sales and upgrade opportunities in these relationships by discovering your guests’ needs and expectations.
So what do they look forward to when guests enter your treatment rooms? They want to step out relaxed and stress-free, of course. Ultimately, they want to look and feel great.
That is why when your guest is on a pedi/mani chair, for example, listen to their chatter. There is a good chance they are airing out lifestyle problems—what stresses them about their looks, health, and general well-being.
When they do, that is your cue to
recommend spa products and treatment upgrades
because they are turning to you for advice. They trust you and your professional experience of providing solutions to their problems. When your guests trust you, recommendations are a natural result.
At the heart of your advice is a way out of a stressful situation. Key to trust-based selling is educating your guests in how to quickly ease their pain. But it may also mean sharing a mix of maintenance tips, and spa treatments or products that are not currently on the
. Your goal is to provide a benefit, not a hard sell. Selling creates immediate objections in your guest’s mind. Recommending solutions, meanwhile, keeps your customers open to suggestions.
Make sure you’re helping people figure out what they need to maintain the results they are already enjoying between spa visits. When you are suggesting, your capitalizing on your spa’s established reputation of making people look and feel better—their basic goal in visiting your spa. The customer is happy. Your bottom line is happy. It’s a win-win!
Discover how you can leverage trust relationships and tap into retail sales and upgrade opportunities in increasing your sales.
Join us on April 7th, at 4:00 pm, for the new CoachMe Gold seminar
Reinvent Your Business to learn more ?