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Archive for October 2013

Are you Listening

Customer service – are you listening?

Price, location and your unique offering will always be what makes people come to your spa but if your sales process isn’t smooth and your service outstanding, you’ll still miss out. You must understand your budgets, what do I need to take each day to hit target. Set your team daily targets for treatment sales, retail sales and future spa days sales and put the daily targets and the actual sales value on a board to be review at the start and end of each shift. Look to reward or train according to the sales figures, but start setting in a winning culture and smash the daily targets.

No one is perfect and all spas make mistakes but it’s about balance and looking after the customers you’ve already got and finding new business. Remember, your customers will be loyal to you if you at least show that you are trying to be great at what you do. If you only put in half hearted attempts at looking after them and your business or your staff aren’t enthusiastic about what you’re doing, your customers will sense that and look elsewhere for the next treat.

Take a good and honest look at what you do, re visit your brand identity and look at all the areas that you would like to improve or, visit another spa or the competition and give yourself a goal of improving each area by one thing each month. It may feel that your are getting nowhere fast but it’s worth remembering that these marginal gains and tweaks are what the Olympic GB cycling squad did and look what happened to them!

 

Find out more.

If you get the basics right – knowing your numbers, have some flex, market wisely and hear what customers want – you can relatively easily make a spa a profitable and special place. In any business, a mentor can be a priceless asset when it comes to developing a spa strategy and making a profit. If you can find someone who has done it before and is doing it well, it’s well worth asking for some time to bounce ideas around with them. We relish this engagement and there’s a real joy in seeing things turn around, making things work, seeing opportunities, grasping them and making a difference. We practice what we preach by being very in touch with our clients and listening to what they want. Blue Spa and Leisure has been responsible for some of the most renowned spas in the UK including the Herb House at Limewood, The May Fair Spa, The Garage and Scarlet to name a few and we are now involved with many new spas project including the Duchy of Cornwalls new spa  at Poundbury to a new hotel spa with  private family estate in Scotland plus many others across the UK and Europe.  The Natural Spa Factory headed up by my wife Emma Webber,  supply over 1/3 of all of the top spas in the UK and Ireland and specialising in treatments, products and ranges that endorse your brand you can understand why some of these great facilities get involved. Our own secret to success has been investing in great people who take really good care of our clients and making it possible to change the way spas do business. I’m optimistic about the future of the spa industry – with an invigorating treatment of common sense and imagination, there’s no reason why your spa can’t shine. If you want to have a chat or book some time with us, call us and start making the bold changes necessary to stay competitive.

 

 

Blue Spa & Leisure – award-winning specialists in designing and developing hotel and resort spas

www.bluespaconsultancy.com

 

The Natural Spa Factory – suppliers of bespoke inspirational, innovative and exquisite products to luxury spas

www.naturalspafactory.com

 

Basic sales tips

At Blue Spa we see so many different spa operations trying to make more profit with new ideas. But sometimes before undertaking flighty marketing campaigns ensure you and your team are undertaking the basics and setting the standard of your facility from the outset.

  1. Confirmation e-mail of the treatment/spa day with tips and treatment recommendations from the senior therapist to make your day even more special.
  2. Up-sale call – confirmation call 3 days before the arrival to say we are looking forward to seeing you and we have a cancellation/free treatment slots or a therapist with free slot, would they like to have an additional treatment. Most people have X treatment when having this facial.
  3. Specials blackboard on reception with treatment times and offers of the day
  4. Treatment consultation form with free treatment slots of the day
  5. Re-book your spa day within 48 hours and get a gift or upgrade.
  6. Start looking at seasonal promotions with a twist – strawberries and cream themed products during Wimbledon and warming ginger or mulled wine scrubs at Christmas
  7. Data is talked about all the time, but if your break your data into sections; hotel guest, spa days and treatments, local members then this allows you to send out 3 different messages, focused at a specific audience.
  8. If you’re a hotel spa make sure the hotel reception or hotel reservation team can book guests in for a facial or massage.

 

The Natural Spa Factory for example makes it possible for spas to offer amazing professional products plus seasonal treatments, giving you something to regularly shout about and be creative – giving owners and managers their freedom back by taking the product house handcuff’s off. They will provide free, own brand marketing if you spend over a £200 with details of your offer.  Stocking the same brands as the high street and competitors is not a USP it’s following the herd, playing it safe and in short you end up with the same offers and promotions as everyone else. The Natural Spa Factory can add real value to your business and help you to promote your potentially biggest asset “your own brand” with your treatments and product ranges. Not only does it provide an opportunity to broaden the marketing opportunities, it gains further awareness of your brand with your customers, offers increased profits and differentiates your spa against your competitors. The Cowshed has done an exemplary job at putting their head above the parapet, and at the Natural Spa Factory low volumes private label opportunities and no contracts help to ensure that everyone can get the opportunity to be a brand and stand out from the crowd.

 

 

Blue Spa & Leisure – award-winning specialists in designing and developing hotel and resort spas

www.bluespaconsultancy.com

 

The Natural Spa Factory – suppliers of bespoke inspirational, innovative and exquisite products to luxury spas

www.naturalspafactory.com

Engage and Be Different with your Spa

It can be hard to know the wisest way to invest in a marketing strategy but it doesn’t need to cost a fortune. In a typical new spa scenario there might be a big opening or launch, but 3 months later the party is over and the initial interest normally trails off. In desperation money gets thrown at the same unfocused strategies or third parties and the poor results are always the same.

 

At Blue Spa we believe there needs to be a complete attitude change towards spa marketing and a sales structure put in place. You must really get to grips with your brand and understand the tone of voice to use when communicating with your customers. Choosing quirky, original methods and messages that make you stand out from the crowd will have a much higher impact than throwing money at tired techniques that quite frankly customers are bored of. Embrace social media, but don’t rely on it to fill your spa, it’s good for building brands, but not direct spa sales. The truth is it takes hard graft – getting out into the local community, inviting local corporate’s in for promotional treatments and inviting local opinion-formers to visit the spa.  You don’t need a PR agency to invite a local journalist to try your new treatment – you can make that call yourself and save a hefty fee.  Ask yourself, when was our last promotional open evening or local community business networking event I attended and did I shout loud enough about my business, when did we last send out thank you notes for using the spa or a promotion in a letter format or post card? Put yourself in the shoes of your customer, which sounds more appealing – a champagne cork arriving in the post with a ticket attached offering a champagne spa day (the Natural Spa factory offer this great treatment) or a text message offering ANOTHER discounted, bargain spa day? Think about the seasons and set spa days and treatments around the calendar. It’s about realising your spa is a local business so corporate style marketing is not necessarily what it needs.

Good luck and engage with your customers

 

Blue Spa & Leisure – award-winning specialists in designing and developing hotel and resort spas

www.bluespaconsultancy.com

 

The Natural Spa Factory – suppliers of bespoke inspirational, innovative and exquisite products to luxury spas

www.naturalspafactory.com