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Grow With Existing Clients
By: Dawn Gantt
Posted: June 28, 2011, from the July 2011 issue of Skin Inc. magazine.
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Target the stylists. For those in full-service salons, hair stylists represent a golden opportunity to increase spa bookings. Typically, stylists see almost quadruple the number of clients in an average day compared to estheticians. That’s four times the opportunity to educate an individual about the benefits of professional skin care.
The best way to do this is to invite stylists right into the treatment room. Give them facials, and set them up with a product to get them excited. Don’t forget that this objective works both ways—you can help them as well with your spa clients.
Combine promotions. It may sound simple, but it works. Combine your retail sales with incentives on spa services. For example “Buy a complete Great Skin in a Box kit containing the essential skin care products you need for your exact skin type, and receive 25% off a Fast-results Facial.” This is also a great way to introduce clients to services they’ve never tried before.
Check your prices. Pay attention to your price points. If cost is the No. 1 priority for your clients—and you should know from your client questionnaire—you cannot price yourself out of the market. Your clients will determine value, and if they are willing to travel out of your neighborhood to visit another spa where the prices are lower, is it worth it to you to lose the business? Don’t forget: When the manufacturer has a price increase, it may only equate to pennies a day, so do not think you have to increase all your services or retail prices immediately or significantly.
“Is it us?” Take a look at your skin care facility, your staff and your services. A secret shopper can go a long way in finding out what your facials and customer service are really like from a client’s perspective. Have a person who no one at your facility knows book a service and report back. How were the treatments? Was the staff friendly? Was the spa clean? These answers may help you give your spa a tune-up, and increase repeat bookings in the process.