$pa Marketing: Comfy or Complacent?

Fantastic! Your business is zooming along, you’re turning profit, clients are loyal and consistent, and the website is up and running. These are victories, and I hope you’ll take a moment to congratulate yourself for your hard work. And while there’s nothing wrong with feeling a bit comfy when things are going well, I do want you to keep in mind the issue of complacency. It’s tricky, because if you’re accepting what’s working today without a lot of thought for where you want to be tomorrow, you might soon regret it.

In fact, according to American Express, complacency is “the single most dangerous threat to business.” Those are strong words. Further, the company suggests that complacency is largely responsible for:

• Loss of competitive edge
• Tolerance of mediocre performance among staff
• A corporate mentality that says, “If it ain’t broke, don’t fix it”

Staying in the Game

Think about some of the big players—McDonald’s, Coca Cola, Best Buy. We associate each with its core products (burgers, sodas, technology), but at the same time, consider how they’ve adjusted over the years to reflect popular demand: veggie burgers, zero calorie soft drinks, Geek Squad, etc. Sometimes, they work, other times, they don’t—and are cut loose. The point is, each company clearly has its pulse on what consumers are looking for and doesn’t get stuck in a mentality of “what worked yesterday, should work today.”

Related: How to Create a More Inclusive and Diverse Spa Business

Pivot!

One of the best ways to avoid complacency is by doing research, and you don’t need a McDonald’s marketing team for that. Instead, try Googling treatment trends, regularly seeking feedback from clients/friends/family, or (if it’s in the budget) hiring a marketing expert. Staying on top of “what’s next” will inevitably keep you ahead of the game. The key is to keep an eye on what works and pivot from what doesn’t. For example, if you offer anti-acne facials, but have noticed a drop-off in appointments, research the latest technology/products and offer that to your clients. If you can’t or choose not to, let them know why and offer something better. 

Make a Plan

Whether you work for yourself or someone else, avoiding complacency isn’t just about being forward-thinking. It’s about creating a plan to incorporate that mindset into your business. Set aside time each week (even just thirty minutes) to consider where you are and where you want to be. You’ll be surprised how this small commitment produces big results.

Life is all about balance—enjoying small victories and at the same time, being open to change. Enjoy the present and keep an eye on what’s next. You’ve got this.

Louis “The Laser Guy’s” Three Additional Tips for Avoiding Complacency:

1. Network! Staying in touch with friends, colleagues and competition will help you stay up to date with industry trends and consumer demand.
2. Clients are your most valuable resources—always ask for post-treatment feedback, reviews and suggestions on how you can improve your services and their overall experience.
3. Regularly check your ego—if you find yourself saying things like, “This is how we do it” replace that with, “How can we do it better?”

Louis “The Laser Guy” Silberman is CEO/Founder of National Laser Institute, a cosmetic laser and medical esthetic training institute. He is the owner of medical spas in Scottsdale, Arizona, and Dallas, Texas, and a nationally recognized author and motivational marketing speaker. Silberman created the 6th most visited online health site and was a semi-finalist for the Ernst and Young Entrepreneur of the Year Award 2014. Most recently, he created “Louology, the science behind crushing it in aesthetics, in beauty and in life,” designed to help aesthetics and beauty pros stay connected and build thriving practices. He can be contacted at [email protected] and followed on Instagram @ louisthelaserguy.