Competing in today's market requires skill and tenacity, and an undying focus on making the absolute most of your business, regardless. The media hypes negative events because they garner attention (and sell issues/subscriptions), but even in the face of tighter financial times there is opportunity for all who take the time to really embrace their effort.

The bottom line? You must trust yourself.

You created this spa business with passion, sweat and effort. Know that you can and must manage your business, like a business.

Get in control by actively acknowledging and managing your business challenges.

• Get real and face the problem.
• Dissect into manageable pieces.
• Define each task to accomplish.
• Take action.

Strengthen your relationships.

• Build loyalty with existing clients and employees.
• 80/20 rules always apply.
• Stay in contact with the spa's most loyal 20%.
• Keep track of your top customers and let them know you appreciate their business.
• Create a spa environment that is positive for employees and customers.
• Develop an online marketing program.
• Use all those client email addresses you've been collecting over the years.
• Let customers know about special events, new treatments and promotions going on at your spa.
• Send clients an email and give them a good reason to come in for a new spa experience.
• Provide value and strengthen relationships with existing clients.
• Send clients appointment reminders.
• Let clients know when you have appointment openings.
• Deliver Welcome emails for new clients.
• Send out a spa newsletter.
• Think long term.
• Update your website and keep it current.
• Educate your clients.
• Optimize your connections with clients.
• Know your audience and what they need.

Build new relationships that strengthen your bottom line.

• Create partnerships with other retailers and garner support for your business.
• Have a spa event at your day spa or salon.
• Get out of your comfort zone to create new customers.
• Look for ways to provide a key service to an unserved market.
• Help others. Selflessness and helping others is empowering. Problem solving for others keeps you ready for new challenges.
• Improve your processes.
• Correct mistakes that you've too busy to fix.
• Act on revenue-generating processes you have been meaning to get to but keep putting off.

Tighten your belt.

• Look at your inventory to look for efficiencies.
• Hold off purchasing new equipment.
• Focus on increasing sales instead of new product development.
• Increase profits by selling gift certificates from the spa website.

Occasionally stepping back and getting down to basics allows us an opportunity to strengthen the very foundation of our businesses. Now is an excellent time to take that step back!

5 Responses to “Spa survival in a difficult economy”

1. sara Says:
   July 23rd, 2008 at 5:25 pm

   Excellent ideas. I think the important aspect is to stay true to the core of the business… what you do best.

2. Tami Reeves Says:
   July 25th, 2008 at 11:32 am

   Great article! Thank you for sending out this useful info to your spa-base! In our experience (at our petite alternative green spa), our best stride in facing the saddened feelings of our economically challenged clients is simply to stay positive. The media has been creating too much emotional hype about a situation Americans can surely face & survive through. I like to remind people how lucky we all are to be Americans, with the rights & opportunities we have (which I know first-hand from many of my overseas travels). Most importantly, I encourage people to keep their lives on the move, working, purchasing, doing. The way to stimulate the economy is is much the same as skin care itself: Massage, movement, and attentive care!

3. Danyelle Says:
   July 27th, 2008 at 10:14 am

   Great resource material! Thanks you so much for good business sense.

4. Christine Says:
   July 29th, 2008 at 9:05 pm

   Some dandy ideas. I use Send Out Cards to mail my birthday cards, thank yous, and referral credits. Soon I will be purchasing a list from www.infousa.com.

   You know, I really hate making newsletters, but every where I turn, I hear, "GET A NEWSLETTER!!!" I have put out newsletters before, but I would rather make it a oversized postcard (news postcard???). I want to follow Michael Humphrey's advise and put out something to my clients every 6 weeks. I don't think a newsletter is a necessity, it could be anything that the clients get in the mail.

5. Ressurrection Says:
   July 30th, 2008 at 10:58 pm

   This is a good article. Thank you.

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