Yesterday I was offered oatmeal or a muffin with my coffee for a great bundled price. I declined the offer, but I thought it was a pretty sweet deal. It communicated value to me and in this current economy that is exactly what customers are looking for from anyone with a product or service to sell.

Right now, price sensitive spa clients are streamlining their spending based on their perceptions of the economy. Communicating value to spa customers is very important, but it does not mean spas have to drop their product and service prices to compete.

Communicating value has never been more important and spas have tremendous, relevant value for the consumer. There are masses of stressed out, unproductive and beleaguered customers out there in need of your spa and its services.

Positioning Spa Value:

• Emphasize your spa’s core services, particularly those that combat the mental and physical effects of stress.
• Spell out and shout (quietly) the long-term health and wellness value of your spa’s products and services.
• Create a refuge for clients. There is a reason people are still going to the movies; they want to escape, so create a sanctuary for your customers.
• Look for ways to communicate and reveal quality to your customers.
• Bundle products and spa services together to give customers that extra-perceived value.
• Be responsive to customers' needs, there is tremendous value to customer service.
• Be a knowledge leader in your spa, community or city.

Remember that the value your spa clients perceive is highly personalized. It means that "value" will mean something different to each customer. Take advantage of the special nature of your relationship with clients and let them tell you what is important and valuable.