Are you making this vital mistake? Most owners are

Are you making this vital mistake? Most owners are
8-11-08

YOUR WEEKLY PROFIT TIP

Are you chasing away clients?

I got a message from a fellow business advisor, and it was so important that I thought you should read it.

************************ From Lee Milteer

A fast story to make a point!

Yesterday I went to a local store where I bought some deck furniture last year. Living on the beach is always a challenge with outside deck furniture. Over the years, I have found that normal outside furniture has rusted, blown away, or needed painting. So I found this new outside furniture that is not wood, will not rust, and it never needs painting! It’s very heavy and attractive and is made from recycled plastic bottles and containers. It has the look of traditional painted wood furniture, but doesn’t require any maintenance. And folks, I am into NO MAINTENACE. So last year, I redid my entire beach deck with this wonderful and expensive deck furniture. I love it and wanted some more of it.

I decided to reward myself and invest in my beach home again by replacing my top deck furniture. So I go back to the same store I bought from before. Wow, what a change in energy from last year!

First, they did recognize me since I had been to the store before and I had dealt with the owners. But this year as I started discussing the pieces I wanted, the first thing the owner said to me was “Wow, you are not going to believe the price increase from last year. The company has really raised the prices and now the freight is so high due to gas prices that I no longer can offer you any discounts from the retail prices like I did last year.”

I had actually walked into this store with the intent of spending another few thousand bucks to invest in my home. But as our conversation progressed, the owner kept showing me a comparison of what I paid last year and what I would have to pay this year. Bottom line: he talked me out of the sale with his negative view of life, and I was the only person in the store for over an hour. Now again, I went into the store to buy. I have no idea exactly what I paid last year. That was last year. Of course I expected prices to be a bit higher. So what? That is called life. Stuff gets more expensive, so buy now is my attitude.

What sent me out of the store running for my emotional well-being was the owner’s comment that he knew I flew a great deal and he saw in the paper where the airlines were going to raise the prices really, really high and they were NEVER going to come down again. He was like a wild man talking about high prices. This was almost like a Saturday Night Live skit it was so over-the-top! I could not believe what was happening and how he was ruining my mood AND killing the sale.

By this time folks, I was folding my tent and getting the heck out of this store. I was so repelled by this energy that I could not do business with these folks, and most likely will never go into that store again. Plus, when I went into this store on a Monday morning at 10:30 AM, it looked closed. No lights, no one in the store except for the owner. They are doomed. They are closed and don’t even know it. I am guessing they have run off all interested prospects from doing business with them. It’s not like they are the only people selling the stuff they sell. They are out of business due to their reactions to price increases, and don’t know it yet. They have created their own gloom and doom reality.

By the way, if they had just ignored the price increase and talked about how great the product was and how it would last over 25 years and still look new, never had to be painted –today I would be the proud owner of new deck furniture!

So bottom line, what are you thinking and focusing on? Are you letting the negative news determine your mood and energy of life? CUT THE NEWS OFF!!!! Stop hanging around people who bitch and moan all the time about what stuff costs.

Ask yourself, what are you and your staff talking about with customers and clients? If it’s not benefits and how your products and services will make them feel good-well you too, will have folks running out and away from your service or business. You must look at and focus on what is good, what is working, and how you are the right people to create solutions for others’ needs! Forget the cost of gas! Forget prices are higher, and focus on creating great services and making people happy! The fact is that there are always people spending money on things they want and need. You better make sure when they give you a crack at their money, you are in the state of mind to take it!

Today is a great day to look for the good in life. Someday, these will be the good old days!

ANNOUNCEMENT:

Not a member yet?

Monthly plans now available with our tier III discounts, sign up now.

Save even more with our DVD training option.

Free Public Classifieds

List your items for sale for no charge.

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

Grab your calendar and get ready to plan

Grab your calendar and get ready to plan
8-04-08

YOUR WEEKLY PROFIT TIP

Do you enjoy your work?

Are you enjoying your work (your life)?

Look at this weeks work schedule for yourself. What’s it filled with?

Now picture a leisurely 3 day work week.

Write in the hours you would work ON your business.

Write in what you’d like to do with your personal time, something FUN.

Write in how you will work to create additional, more profitable, PASSIVE income.

Other owners have done it. You can too.

ANNOUNCEMENT:

Not a member yet?

Join now for “Tier III” limited discounts (monthly plan available), sign up now.

Save even more with our DVD training option.

Free Public Classifieds

List your items for sale for no charge.

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

A letter from Germany…

…a letter from Germany
7-28-08

NOW ONLINE

Day Spa Association president Hannelore Leavy’s “FIGHTING RECESSION” seminar.

YOUR WEEKLY PROFIT TIP

…you’re not in this alone.

“Dear Jen and Chris,

You are so right, it is so hard.

I am repeating to myself over an over again, same issues. They do what they want because they do not respect me. Because I was not clear enough, did not hold them accountable, wanted to be liked, avoided conflict and felt responsible for their failure. Even when I tell them nicely and with clarity, they look back at me nice, turn around and do their own things.

Since we are not having a cleaning lady everybody pitches in. This morning one of my most difficult employees (very good in retail, but scares clients away with her pushy and not so sensitive skills) told me right into my face.. I am not cleaning and you cant tell me to do that.

Well, yeah I think she just fired herself.

But German laws are very different and it is not easy and most employees fight for their job. I had that last year, a massage therapist calling in sick for two weeks, then again for one week, again for three weeks and so on. All the weeks she was fully paid by the spa. We have to pay six long weeks if not interupted. She would come back for one day, call in sick again it starts counting from zero.

I fired her during the probation time and she send her lawyer. She asked for overtime pay not having taken her break times etc. At the end I had to pay for ten vacation days.

Thanks again and I like to share the German experience. Yes, I even find we need the salonspaowner.com here as well. Maybe we find a way to do so.

…your tips have really helped me to come to terms.

Regina”

Regina, we’re here for you along with everyone else here online and are glad to have helped you along. -Christopher & Jennia

ANNOUNCEMENT:

Not a member yet?

Tier II memberships end today, sign up now.
Save even more with our DVD training option.

Free Public Classifieds

For sale: Spa jet hydrotherapy capsule
For sale: Polaroid Mac 5
For sale: Dermacare Microderm unit, new.
LOOKING TO BUY: Biorenu SkinMaster unit

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

Knowing when to let go…

Knowing when to let go
7-21-08

YOUR WEEKLY PROFIT TIP

STAFF, Knowing when to let go.

Getting rid of unproductive or overpaid staff is always tough. Sure, if someone no-shows a client, calls in sick every week or has a bad attitude it’s easier, but what about when you like them? Here are a few staff member stories to show you what’s at stake. Names have been changed to protect the guilty.

Anne was great. She was always available if anyone called in sick, always on time for work (early) and had that nerdy personality that everyone seemed to get along with. However, she felt that the mere mention of retail product was against her healing nature. We had trainings on how to offer what the client needs to assist in their needs and she’d roll her eyes the whole time. Well, after training and retraining and speaking to her about it nothing changed. Letting her go was tearful. Looking back over the year we saw that we had lost $20,000 in retail sales because we kept her on. Also, since her clients weren’t buying retail (retail = revisit) they went from quarterly visits to yearly visits, costing us further.

Ken was a hoot. Always upbeat and outspoken, he certainly was an experience to be around. Then he started his own “have table will travel” business on the side. Next thing you know he’s flipping out (he was prone to being overdramatic). “I’ve spent $100/week on a newspaper ad with a 90 day committment and haven’t gotten ONE phone call! I’m going to lose my home! Do you know what they do when they evict you? They police come and kick you out!” It was like this every shift. Spreading to the other staff, spreading to clients. Work became a dreary place no one wanted to be. Not well for a spa that is there to create the opposite feelings. Any type of negative feelings such as “we’re not busy, why do I have to wait around for free!?” or “we should be getting 50% after all we’re doing all the work!” are very infectous and damaging and should be dealth with immedately.

Then there was the wonder-esty who demanded 50% for her services with perks and bonuses or she was outta there (and if the client had a Gift Certificate for a massage and facial she would upgrade her facial and addon waxing so there was nothing left for their massage visit the following month which the client would cancel).

Or the massage therapist who was unsure about her marriage and would complain to the client the whole time about how horrible life was. Nothing like a big bowl of stress to go along with your massage.

Or the receptionist (a KEY role) who was sleeping in the back room… the list goes on and on.

IT IS BETTER TO HAVE NO ONE THAN THE WRONG ONE. When you have staff that aren’t performing as they should, speak with them. If nothing changes retrain them. If nothing changes LET THEM GO. They are doing more damage than good. It’s not just about the treatment they perform, it’s about the whole experience. Your reputation is at stake.

ANNOUNCEMENT:

Not a member yet?

Join while “tier II” discounts are still in place.
Save even more with our DVD training option.

Free Public Classifieds

For sale: Spa jet hydrotherapy capsule
For sale: Polaroid Mac 5
For sale: Dermacare Microderm unit, new.
LOOKING TO BUY: Biorenu SkinMaster unit

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

Are they your clients?

“Your” Clients… or are they?
7-14-08
Printer-Friendly Format
ANNOUNCEMENT:

Tier II is NOW open.

That means QUARTERLY memberships are now available.
“Compensation Pitfalls” is available for $20 off to members ($67).

“We’d like to say THANK YOU to everyone who helped make our tier I launch a success.”

YOUR WEEKLY PROFIT TIP

“YOUR Clients” ….or are they?

Here we are in the lazy days of summer. There are no major holidays to plan for, business is slowing while people are out enjoying the summer. Last week’s AUDIO tip spoke about improving your online presence, which would be good to work on now (it often takes google Months to recognize your site changes, so you should start soon to be ready for fall). But what else should you be doing? How about looking at your clients.

Many caregivers feel that anyone they touch is now their client. Never mind that it took $106.87 to get the phone to ring to get them in through YOUR door, they now consider them theirs. This attitude often means “I plan on leaving and taking them with me when I do” (we even had one applicant that was spa-hopping to build her client list for her home spa).

Now I haven’t thought of this in a while because we have a pretty strict no-compete and privacy contract everyone has to sign (it scares away caregivers that think that way, so they never end up working for us).

But I recently got this email:
“Just wanted to let you know that I loved my first experiences at your spa… It was always a nice little drive to get away from it all… Lauri left & now Alli is leaving. Sad! Happy for her, though! πŸ™‚
Well, I have shown loyalty to your spa & continued on as a client. Now, I must say that I have found another spa that I enjoy & will now frequent. Just figured it was only fair to inform you of my thoughts & decision. Thank you so much!
And, Jennia, you are such a kind & beautiful lady; someday, I will come to see you for some of your Skin Clinic services. Again, thanks!”

FYI Lori lived half an hour away and gave up the drive, and Alli’s husband found a job out of state.

So we’ve protected ourselves against caregivers stealing clients with our contract and interviewing practices, but now because of staff turnover for reasons out of our control we are losing a client!

What can we do? Well, we need to build the bond with the SPA. You can see she feels a bond enough to email us and even mentions how much she likes Jennia, but not enough to stay on with us. Jennia’s been busy as of late working IN the business, helping out with appointments, so hasn’t been up front as much. Make sure you are there to greet every client personally. Check up on them, see how they’re doing.

What else could we have done? Switching up caregivers would have helped. Usually people request an appointment with your spa, not a specific caregiver. So schedule the time, not the caregiver (i.e. the time slot is what gets first preference). This way you’re accomodating them and leading them to try new people and bond with the spa, instead of bonding with one caregiver.

The up-side of this? We are in weekly contact with our clients via our list. Chances are she’ll be back. Regardless, it’s invaluable feedback to have.

Oh, and our no-compete/privacy contract (I know we’re going to get emails), I’ll get it online later on this month.

Free Public Classifieds

For sale: Spa jet hydrotherapy capsule
For sale: Polaroid Mac 5
For sale: Dermacare Microderm unit, new.
LOOKING TO BUY: Biorenu SkinMaster unit

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

Save BIG and Internet Marketing AUDIO

Save BIG and Internet Marketing AUDIO
7-7-08
Printer-Friendly Format
This weeks weekly profit tip is:

“10 Online Marketing tips” AUDIO is live AND Celebrate your Independence from the Recession by saving $678 with our limited Charter membership.

What a holiday! We went to a wedding and then watched fireworks from the patio deck at the reception hall, the city shot them off from their 10 acre “front yard.” Ivan was excited about it (being 5 years old), but for the twins (who just turned two) it was a little too much of a front row seat for them. Back to sparklers for now πŸ™‚
We got home and there were already charter memberships rolling in, our fellow owners are taking action and making changes that will put them ahead of their competition in no time.

In case you haven’t heard, WE ARE NOW OFFICALLY OPEN.
We’re already on our way to selling out our Charter memberships (limited to 100 or 1 week from today).

We’re celebrating our “Independence” for our grand opening.
Independence from overpaying staff!
Independence from working for little or nothing!
Independence from the Recession!

What’s been 7 years in the making and one solid year of building is now available to the FIRST 100 (or for 1 week, whichever comes FIRST) tier 1 members at a price that will never go up as long as you remain a member.
You get:

FREE Registration ($99 value)
FREE access to our “Monthly Mastermind” call ($120 value)
BONUS “Compensation Pitfalls” DVD ($87 value)
51% off the regular monthly $39 price (so $19/month, $228 total for the year)

And you can even addon a MONTHLY TRAINING DVD for your spa that covers all the crucial topics for $20/month.

You can read more about it in our blog.

YOUR WEEKLY PROFIT TIP

The “10 Online Marketing tips” by Seth Gardenswartz.

The AUDIO IS NOW AVAILABLE online.

10 Your website
9 Maintaining it/updates
8 Profitable Packages
7 “Pick the low fruit”
6 Email marketing
5 SEO (search engine optimization)
4 Link networking
3 Adwords
2 Local directory listings
1 Branding

…listen to the 52 minute teleseminar now, use the download links to the left or go directly to it here

Free Public Classifieds

For sale: Spa jet hydrotherapy capsule
For sale: Polaroid Mac 5
For sale: Dermacare Microderm unit, new.
LOOKING TO BUY: Biorenu SkinMaster unit

Here’s what your fellow day spa owners are saying about us:

“This site has been so helpful. The Q&A between myself and other spa owners has been invaluable!” – Cindy, Hershey PA

“This is so timely. Thank You. Staff challenges make me lose hair and ideas. I read your email intensely every thime they come. Sincerely,” – Tessie Duffy Tessie’s Serenity Spa, Chino Hills CA

“I am currently struggling with wages vs commission and I found some wonderful insights regarding this situation and how others are dealing with it. You gave me a whole other way of looking at it.” Thanks, – Sylvia haliburton spa

“I have already started using the secret shopper form in my own spa and when visiting others. I love your hands on solutions to our everyday situations.” – Becky Cotton, owner Evolution Esthetics Skin Care Spa, Bakersfield CA www.evolutionesthetics.com

“Everything you wanted to know about the spa biz, but had no one to ask! salonspaowner.com is the place to find out what’s happening, what’s working, and how to make it both more profitable and fun. Well..maybe not fun so much as LESS STRESSFUL! I’ve enjoyed the opportunity to interact with other spa owners around the country, some with the same challenges, and others who have discovered solutions…and are willing, and even enthusiastic about SHARING them. I highly recommend this unique service. It’s a bright spot in my day!” – Suzanne Clare, DC

“This membership has given me the strength to believe in what I have to do to become profitable and make my business survive. It’s an excellent resource for those who are not sure on how to approach certain subjects and being reassured that they are not alone since many other Spa owners are going through the same difficulties.” – S. Wiendels, MN

“Day Spa Owner offers great articles and information on the issues I deal with on a daily basis. The forum is a great place to compare experiences and get advice from other spa owners who have “been there”. But really, the best part about Day Spa Owner is that it inspires me to want to do something! Sometimes the problems and issues and decisions I face on a daily basis seem overwhelming, and this site has provided the inspiration I need to keep taking steps in the right direction.” – Margo Zelinski The Massage Studio, Scottsdale AZ www.themassagestudio.com

“The thing I like the best is (and I can see why you are successful), that you are writing to me personally…and I feel good, intimate…Tips are short and useful, even to me who has 10 years SPA managerial experience. You remind me of small tips and most important timing… when to start doing it. Your tele-seminar, great idea…excellent, I wouldn’t mind to pay for it just to be in touch with other Spa professionals and exchange experience without leaving my office and work. I wish you all the best.” – Liliana Matic Moore, GM Bliss Spa Doha Qatar

“Hi Christopher, Thank you for the tele-conference with Skip. I found it very informative and insightful. It was exactly what I needed to hear as I am just about to do some new hiring. I appreciate the contact to be on this call. Blessings,” – Norma Stryzewski The Island Salon & Spa

“Chris – I say this with the best of compliments…There are very few people I have left who can give me an honest reality check and you are one of them πŸ™‚ Thanks!” – Nanci B, owner Sublime Spa, FL

“I love this site!! From the moment I logged on I was chatting with other people that I could help or even better that could help me. It is nice to know that you are not alone in your struggles and even get some answers to questions that not just anyone can relate to, because as we all know the day spa business is a business like no other.” – Misty Witcher Balance Day Spa, Greensboro NC www.balancedayspa.com

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

Profit Tip & Independence Day is Coming…

This weeks weekly profit tip is:
“RETAIL and the importance of it for REGULARS!”

~ALSO~

“Independence day” is coming…Sunday!

We’re theming our launch and grand opening to the public “Independence day”
Independence from overpaying staff!

Independence from working for little or nothing!
Independence from the Economy!

|image4|So we’re going to launch to members who are helping us tweak our forum this past month a day early, then open to the public next week. We’ve listened to your feedback (thank you SO much for all the positive responses!) and have a deal to the first 100 who sign up that’s going to blow you away which includes a FREE $87 “Compensation Pitfalls” DVD. You can read more about it in our blog.

RECENT FORUM DISCUSSION…

*****************************************************************************

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YOUR WEEKLY PROFIT TIP

RETAIL.

Do you know that a client that does NOT buy retail is unlikely to visit us again? Everything went great, client loved it, but if there’s no retail, then there’s no repeat visit.

If a client buys 1 item (impulse buy), the odds go up DRASTICALLY that they’ll be back… but a return visit still statistically loses out to them not returning.

It’s only when a client buys multiple items (a commitment on their part) that the odds are now stacked in your favor of them returning as a regular client.

So how do we get staff to sell? Nevermind the bonus income from retail sales, a “regular” is at stake here! But many caregivers are still nervous about being “pushy” and think their service speaks for itself. Well, we need to TRAIN them. We let them know that as a professional caregiver, it’s up to them to recommend what will help the client. A “spa-scription” if you want, to let the client know that this product will help with their stress, pain, acne, whatever. TRAIN them they don’t have to sell it, just hold it up and say “this PRODUCT will really help with your PROBLEM, you’ll LOVE it!”… then tell them to set it down next to the register, say goodbye and walk away! The receptionist can now ask if they’d like to take it home with them. No pressure, no awkwardness, no problem. That’s the quick version anyway, we’ll have a full article on it in the future with a script to download to help you.

So, write it out and setup a time with each caregiver to practice this and you’ll be set to take advantage of each and every opportunity (client) that walks through your door.

The CLASSIFIEDS

For sale: Polaroid Mac 5
For sale: Dermacare Microderm unit, new.
LOOKING TO BUY: Biorenu SkinMaster unit

VIDEO TUTORIAL OF OUR SITE on some of its features:

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

Up and Running

Alright, summer is here (officially!) and our trial membership is underway.

Please let us know how you like this new, expanded, profit tip of the week format.

Online we’re having a blast! If you missed the free trial membership at salonspaowner.com, sorry, we had to cut our “invitation window” short since we were booming with responses.

It’s a real joy to see owners helping each other out and getting the support they need. We’ll reopen our doors for membership in early July once I finish the site with more audios, videos and downloads.

YOUR WEEKLY PROFIT TIP

SUMMER… which means a lull in business for many of us. So what should we do?

Capitalize on it. How can we get unobtrusively in front of our clients?

Here are some ideas that we’ve done.

We have a client reward point system in place so we’ll download that data with client names, points earned and their phone number. We’ll then sort that data from highest to lowest points. Then we start calling to let them know they “have $X.00 credit with us via our client reward system [some didn’t even know about it!], would you like to come in and use it?”

Another idea is to have not your basic open house, but a client appreciation party! This could be a summer cookout, bbq, and potluck or if that’s too relaxed how about a mommy/daughter day? Makeup Mondays (free makeup lessons)? Princess parties (for kids), Summer Skin Checkup (for sunscreen!) or even a Sex in the City party should be back in style (facials, pedi’s and margaritas).

We also like to add a mini, themed menu and create some excitement with limited summer services. “Want a Hawaiian vacation? It’s come to you! Try a Coconut-CrΓ¨me facial or a Soothing Sands Detox Wrap from our summertime-only, Hawaiian menu.”

So sit down, decide what you’d like to do, set aside some time to organize it and get it out there! Make sure you contact your top VIP regulars personally with a call, and follow up with invitations (I’ve got a great source for those) for everyone. Then triple your response by sending another mailing (a newsletter/brochure) 2 weeks later to let them know how it went (perhaps with a bonus) and then again 2 weeks after that. If you can’t mail regularly, mail in 3’s, one pop shots tend not to do the best.

The CLASSIFIEDS are up!

If you’ve got something to sell or are looking for something to buy, list it here!

VIDEO TUTORIAL FOR OUR SITE on some of its features:

REMEMBER, you have to TAKE ACTION to make a change.
Who loves ya?
-Christopher

6 Easy Steps to Retaining Clients

6 Easy Steps to Retaining Clients
Christopher Brazy

Struggling trying to get a steady flow of regular clients? Frustrated with the slow pace of building your business? These six easy steps will show you how to multiply your income by turning your clients into loyal regulars that will allow you to build your business quickly.

1. Before anything else, establish rapport
People are much more receptive to those they know and trust. So before doing anything with a new client, you must get to know them. Find out about them. What kind of person are they? What do they do? How long have they lived here? Are they married? Do they have kids?

By spending just a few short minutes, and showing that you are TRULY concerned about them (don’t spend the time talking about yourself!) you’ll connect with that person in a real way. This is the single most important thing you can do with your new client.

2. Customize your service to their preferences
Once you have a feeling about each other you can now question them about their service. Do they get services often? What do they like best about getting services? What do they dislike?

If you take me for an example, I LOVE having my feet massaged and HATE lotions and oils on my face. If someone’s standard protocol consisted of lavender lotion on the face and skimping on the feet, I’d be very disappointed. But by simply asking what my preferences are you can customize the service a bit to my desires and give me the best service I’ve ever had!

3. Identify their needs and problems
Now for a lifelong client, you need to delve deeper into their needs. This may take a bit of work to get to, but its worthwhile once achieved because you’ll develop a long term treatment plan for them to follow.

Many of us won’t take time for ourselves. We even feel guilty about it. So to get a client to take care of themselves is a true accomplishment. But instead of us telling them the benefits and trying to “sell” them on services, we let them talk themselves into it. We do this by asking what things they would like to change/improve with today’s service. We then dig deeper and ask them to show us where exactly their concern is, get into detail about it and most importantly find out HOW IT MAKES THEM FEEL? The ability to get them to open up and acknowledge their issues will finally allow them to take action on correcting them. I refer to this as the emotional portion of the consultation.

If you don’t want to be pushy, you can even give them tips to try to correct the problem or reassure them it can’t be that bad and guide them in a direction different than yourself for a solution. So for back pain you could suggest stretching or for acne you could suggest using an oil free cleanser. By doing this and putting your client’s needs first and foremost you’ll win their trust even further. And often they’ll say they’ve tried it all and it’s not working (hence coming to see you). LET THEM give you the reasons why they should work with you to take care of them. They’ll talk themselves into it if you just sit back and listen. Then all you need to is let them know you can take care of their concerns and setup a treatment plan.

4. Stay in constant touch with them
Once you’ve identified their preferences and problems you should have a plan in place to take care of them. But don’t let it stop there. You don’t have decades to create a brand to achieve “top of the mind awareness.” You need to stay on top of them so they don’t forget about you. You can do this by sending a thank you card after their initial visit. I know of one spa owner who says if she doesn’t send a thank you card the “goodbye” she says that initial day will be the last one she’ll ever say to them! Also call them the following day to check in and see how they’re doing.

A monthly newsletter is also a great way to stay in touch with you clients to keep top of the mind awareness with them. They say that every month you go without connecting with your clients is a 10% loss of relationship. So send a home made (gives a more real feel) newsletter, share an article with them, spotlight your specials, new staff/services, and applaud those that referred you publicly in your newsletter. Birthday gifts (a $20 gift certificate for your spa) will do wonders as well, or even a call out of the blue every now and then.

5. Never take them for granted
It’s common to often overlook the best of clients. They’re always there, always fine, so you just tend to say hi as you pass by and ignore them. It’s like the well behaved kids at school. They never get any attention because the teacher is always paying attention to Johnny Rotten in the back row. When you see one of your regulars (and regulars are your lifeblood!) take time to stop and chat with them. Continue to build that personal connection. Ask how things are going, did they get that new job? how are their kids (always a great topic)? Are they doing well? Let them know that you still care and value them.

A GREAT mindset to have with ALL you clients are that of a first date. Remember how you act on a first date? You are extra careful to be accommodating, dressed in your best clothes, perfect manners, kind, funny and just great to be around? You need to be that at all times with your clients. They’re spending their money to come experience your spa and you should always appreciate that and treat them like it’s their first visit.

If you have any news let them know about it. Send a thank you card out of the blue (hand written). Open the door for them as they arrive to your spa. Call the day after they start a new series of treatments to see how it did for them. A lot of it may be repeat from before, but they’ll appreciate it.

6. Retail (believe it or not)
It’s been shown that if a client leaves without buying retail, there’s only a 10% chance of them returning. The chances of seeing them again goes up to 30% with the purchase of 1 retail item, and a whopping 60% if they buy 2 items! Why? I personally feel that with 1 item purchase they have it there as a reminder of the experience. A souvenir of their visit, keeping you on their mind. With 2 items you’ve most likely given them some extra advice and recommendations on what will help with their concerns and they’re committing to that plan of action by buying your recommendations, so naturally they’ll be coming back so the “pros” can do some more work on them.

By creating relationships with your clients, finding out their preferences, discovering hidden needs, creating a plan with them, staying in touch with them and always treating them like gold, you will be COMPETITION PROOF. No one else will be able to take away or compete with that special relationship you have. They’ll be your client for life.