Some salons have seen female clients extend the time between routine services by two weeks or more, and an increasing number of women are doing their own hair color and purchasing care and treatment products formerly purchased in the salon or spa from retail stores. Clients need lower cost hair cutting services and families have to make every dollar count. In the spa and luxury services segment of the industry the disparity between the old normal and the new normal is even greater. Some spa clients have stopped coming altogether; others who used to visit weekly are now just coming once a month or once a quarter. How much can you allow business to slow before you have to take on a second job or leave the industry altogether? What are you doing to create a new normal of your own that transcends economic factors? What are you doing to take back control of your business, growth of your client base, retail sales and income?
Salon and spas are natural settings for themed event and promotions. You have the ability to tailor packages, products and incentives for nearly every holiday and major life event - from new jobs to new babies to graduations to weddings to anniversaries to 'girlfriend' outings or dates. You see clients at a frequency to easily provide them with ever-changing merchandising displays and seasonal and personal gift suggestions.
When it comes to defining growth and success in the salon and spa, we have oversimplified the answers. Traditional thinking suggests that there are only two ways to be more profitable: Get new clients into the salon (or spa) or increase sales of products and services to existing clients once they are there. That is limited thinking.
There are many ways to build business beyond the simplicity of these two concepts, but you have to learn to think without the old limitations. Yes, you can and should go after new clients and yes, you have to sell products and services to existing clients.
But there are more ways to get clients into the chair than to wait, hoping they will call for an appointment, and there are more opportunities to sell products, services and add-on services than only those times when the client is in the chair. In the same way that the internet's social media web sites have blurred the lines between business and personal, you can evolve your business into a social, tribal site for your clients that blurs the lines between their service appointments and their social, professional and family lives.
Filling the books, engendering client loyalty, creating buzz worthy, well-attended customer events, crafting memorable client experiences and selling through retail promotions and products takes work on your part. Getting outside of your own walls, engaging in more frequent print and e-mail communication, utilizing more channels for marketing in the salon, in the community, through the press and online, making new contacts, networking, creating meaningful business co-marketing opportunities - these are the kind of activities that 12 Months of Marketing for Salon and Spa is meant to stimulate.
Create a bigger, more influential role for your business in the lives of your clients!
Price: $24.95
With the economic downturn of the past few years and continued slow consumer spending projected to last for the foreseeable future, beauty industry professionals have seen clients extend the time between routine salon services by an additional two weeks (or more) and an increasing number of clients are doing their own hair color and purchasing more hair and skin care products from retail stores. In the spa segment the disparity between the old normal and the new normal is even greater. * How can new stylists and estheticians carve out clientele as they launch their career? * What can industry professionals at any stage of their career do to create a new normal that transcends economic factors? * What should they be doing to take control of their business, growth of their client base, retail sales and income? With so few books available specifically written for this industry, 12 Months of Marketing for Salon and Spa is especially relevant to the owner, manager or individual professionals within the industry whether they want to revitalize their business or are just launching their career. The health and future of salon and spa professionals depends upon reinstating their role as experts, creating a bigger role for themselves in the lives of their clients, and a more present, influential role for their business within their communities. You can evolve the salon or spa into a social, tribal site for clients that blurs the lines between their service appointments and their social, professional and family lives.
The Start Your Own Day Spa eBook teaches you everything that you need to know to
The spa industry is currently the fastest growing segment of the hospitality and leisure industry with revenues exceeding those from amusement parks, box office receipts, vacation ownership gross sales and ski resort ticket sales.
SPA BUSINESS STRATEGIES: A PLAN FOR SUCCESS uses thought-provoking questionnaires, practical examples and targeted worksheets guiding the reader through each facet of business development. It covers important business topics such as the need to develop a clear vision and solid business plan; understanding demographics and identifying their target market; finding the best location or purchasing an existing spa business; planning the physical space or the architecture and design of their spa; purchasing products and equipment; technology and computer systems; developing key marketing tools and strategies; analyzing sales and productivity data; promoting retail and service sales, developing excellent communication and customer service skills, managing customer and employee relations; using financial management tools and compensation strategies that will help them to maintain their business and manage day to day operations at maximum efficiency.
SUMMARY: Many skilled, well trained therapists struggle to become successful and prosperous because they lack the skills to promote themselves effectively, either to the public or to employers. By popular request, Ralph Stephens has made this DVD to help you create a successful, abundant, massage therapy business. Utilize this information and you can become successful, prosperous, and fulfilled, in your practice as well as all areas of your life. 'I have produced many excellent techniques videos. If you don't already have them, then you should consider picking them up. Yet, the best clinician will struggle financially if they cannot effectively market their skills. This DVD shares the secrets to becoming successful. - Ralph' OVERVIEW: The proper mindset and beliefs to ethically grow your practice.