Strategies is the foremost provider of business education and coaching for the salon and spa industry. Strategies has worked with countless salons and spas to improve profitability, productivity, staff retention and customer loyalty.

The digital magazine continues Salon Business Strategies (Strategies), which was published in a hard-copy format from 1994-2007.

The September/October issue of Salon and Spa Business Strategies is available now featuring:

• Build revenue with Instant Gift Certificates online.
• Tips for using Facebook to build your business.
• Why Zappos.com CEO, Tony Hsieh, believes in happiness in the workplace.
• How salon and spa owner, Louise MacClain, uses Strategies systems to stay in the black.
• Why your business location affects your cash-flow planning.

Don't have time to read the whole issue online? Print it out and take it on the go! It is easy to download to your computer so you can read it at your convenience.

Join us for a webinar on Monday, August 23rd that is designed to give you actionable tools to maximize holiday sales. Online synergy and success demands that your website, social media and email marketing work smarter 24/7. Learn to streamline online traffic and prepare for the holiday rush so you can be in the best position to help your business.

Presenters are Seth Gardenswartz, VP Business Development, SpaBoom and Brigette Lemos-Norman, Social Media Manager and Program Developer, YG Laboratories.

Space is limited.
Reserve your Webinar Seat NOW!

This webinar is Free. Space is limited so reserve your seat today!

Title: Get Ready for a Billion Dollar Online Day — Free Webinar
Date: Monday, August 23rd, 2010
Time: 1:00 PM — 2:00 PM EDT

Join us for a webinar on August 11th. In one hour, Neil Ducoff of Strategies will join Seth Gardenswartz of SpaBoom and teach you how to leverage the most powerful force in media to drive more business into your salon or spa.

We will demystify the social media phenomenon, outline a straightforward strategy for using Facebook and Twitter, while highlighting powerful tips and common mistakes you can easily avoid. This webinar will help you spread your online influence quickly with fresh and timely advice you won’t find anywhere else.

This webinar is Free. Space is limited so reserve your seat today!

Click to Reserve your Webinar Seat NOW!

Space is limited.

Title: Social Media Crash Course – A Free Webinar to Ignite Sales
Date: Wednesday, August 11th, 2010
Time: 1:00 pm — 2:00 pm EDT

My point? It takes a lot to make me shake my head and go, "Huh? Really? Are you kidding me?"

The press release announcing Massage Envy's new foray into spa facials using Murad's products elicited just this response. Massage Envy is testing out providing spa facials in five Arizona locations. They're using Murad products in their facials, and are offering the service for $49. Based on their history, once Massage Envy moves into an area, they expand aggressively and quickly.

Given that knowledge, what is your reaction? What will you do if the Massage Envy right around the corner to your location begins to offer spa facials?

So, because I like to bounce stuff like this off my colleagues, I did. Right away. (It's always good to verify that you haven't completely lost your mind and overreacted, right?)

Their reactions were very similar to mine. None of us would choose to get a spa facial at what we view as a discount massage vendor. If we want a facial, we want it performed in a spa-like environment. Massage Envy does not provide that, nor have they positioned themselves to 'be' that. Until their most recent foray.

Of concern here, is more that they're once again encroaching on the hallowed ground of spa, and are going to present a competitive service in your neighborhood before you know it.

The time is right to brainstorm, focus your efforts on developing strong relationships with your clients (something Massage Envy simply does not aspire to) and keep reading the SpaBoom Blog for ideas. We'll follow this with periodic ideas to help.

In the meantime, let us know what you think, and what you're going to do to counter Massage Envy's latest move.

We're listening.

Unfortunately this beautiful experience ends abruptly, with a frustrating shower test of the spa’s private label products. It manages to instantly end the bliss. The skin feels tight, hair is an uncontrolled rat's nest and the perfect moment is broken. It turns an ideal spa experience into a real downer and gives the client pause to recommend the hotel spa to local friends and family. All the warm fuzzy feelings wash down the drain with mediocre products and the client is now left with a film of disappointment. It can blemish the entire spa experience.

It doesn’t have to be that way. The good news is that there are wonderful private label product companies that use quality ingredients to meet your spa needs and increase revenue. The trick is to find the one that works for you.

1. Be willing to use the products yourself, on a regular basis. This doesn’t mean the spa products in the shower area have to be from the line used during treatments but as a spa owner you still need to stand behind the products. A client’s ability to test the product leads to an increase in purchases so make sure it is up to your personal standards.
2. If a product company promises the stars, moon and sun, chances are they will fall short. Stick with the straight shooter, your private label company will be a partner and their objective should be to develop quality products to keep you happy long term. Empty promises will lead to disappointing product sales in the spa so follow your gut.
3. Remember, it has your spa name on the bottle. Your marketing plan should include a strategic vision for the products your spa carries; private label spa products are an extension of your spa’s brand. Clients that purchase your products will be taking them home, and each time they are used it will remind them of your spa.
4. Word-of-mouth is a good start. It is worthwhile to do the research, talk to other spas, and find a vendor that will work hard to meet your spa’s needs. It will make all the difference to your clients and it will improve your spa brand.

No one wants private-label letdown. Spas work diligently to help clients live more meaningful, happy lives; it is the power of spa in action. Remember, the spa experience does not end until that completely satisfied client leaves the spa ready for the next occasion. It will make the full hotel elevator ride truly blissful.

Before you launch a retail program, you should take the time to assess your needs. Determine first whether retail makes sense for your business, and if so, how best to lay the foundation for a healthy program.

Join Seth Gardenswartz, SpaBoom's VP of Business Development, and CBI's Director of Marketing Krista Medlock as they map out how to determine whether retail is a good fit for you, and how best to plan a program that minimizes your initial investment while maximizing your potential for profit and ongoing retail success.

Reserve your Webinar seat now!

Join us to learn whether retail is a good fit for your business, and how to create a solid retail plan if it is!

Title: Fundamentals of Retailing – Part I

Date: Wednesday, September 2, 2009

Time: 1:00 PM – 2:00 PM EDT

After registering you will receive a confirmation email containing information about joining the Webinar.

When the splendidly coiffed woman revealed the true artist who cuts, colors and styles her beautiful locks the other two were astonished. All three women had the very same, dare I say 'local celebrity' hairstylist? In a serendipitous moment they all suddenly felt so smart, savvy and a sense of fabulousness themselves.

Whether you are a hairstylist, massage therapist, or European facial specialist, there is a whole laundry list of characteristics that can make you a standout but a few of them must be present to land the celebrity title.

They cast a wide net.

There are no waiting lists or protocol to see these local celebrities. They are successful because they are organized and consistent and therefore see the maximum number of clients in a day. Economists estimate that it takes 10,000 hours of practice to reach mastery so these exceptions are maxing out their hours to develop their skill.

They honor their clients first and therefore are honored by their community.

There is beauty in someone’s ability to service others whether in a store or in the community. It is an ability that stems both from humility and empowerment, these individuals know that when they do their best for clients they are building their career and the business they work with each day. Having an exceptional standard of service is one of the quiet characteristics of extraordinary spa and salon celebrities.

They are admired for their skill and talent with their clients.

You can take equally talented hairstylists and without question, the one with the personality to match will be the most successful. Without strong communication skills, a person’s talent will only bring them so far. It is true in almost any field where acumen and skill are required, emotional intelligence leaps the most successful to the front of the line.

A person of distinction.

I know the 'distinctive' characteristic because I was one of those three women in the gym talking about Erika, my local celebrity hairstylist. Erika is distinct because she listens, makes a variety of clients feel at home and creates hairstyles that, in my case, make me feel about 10 years younger. She is a wonderful technician and a very decent and fun person to be around.

Take a cue from Erika, she loves to watch people change their hair, it's a long-term process, and she gets that. I’m going to see her this week for my free bang trim, which she offers every three weeks as long as I promise not to cut them myself. Buy product from her? You bet, whatever you say Erika.

Within the spa industry, product sales account for approximately 20% of total revenue per spa location. Using that figure as a barometer gives you sense of where your spa’s product sales stand when compared to the industry overall.

Retail products should be a driving force of your spa business. If a customer leaves your spa with product there is an increased chance they will return for more treatments. Keep existing customers coming back by establishing a successful retail presence in your spa.

Overcoming challenges to increase Spa Product Sales.

It is very important to understand why spa employees do not effectively sell product in your spa. Once the underlying issues are clear you can begin to build an organizational structure that supports effective selling strategies.

Common employee barriers to selling retail successfully:

• A lack of product knowledge.
• Employees feel like it is pushy to sell product to clients.
• Employees are scared to sell.
• They lack the selling skills they need to be successful.
• They are frustrated with the process.
• Spa leadership does not emphasize selling product so employees follow their lead and don’t sell product.

Overcoming Employee Selling Issues:

• Employee Buy-In is Key

   
  I worked for many years in the specialty sporting goods retail industry. I once witnessed a hard-core bike tech become wide-eyed and riveted during a woman’s Bogner Skiwear training program. Later, I watched him sell a beautiful, feminine ski jacket to a very sophisticated woman. He was so effective because the training session gave him the tools he needed to sell the ski line and he was impressed with Bogner’s commitment to building quality products.

• Knowledge is power.

   
  Give your employees the tools they need by partnering with product companies that have a strong training program. By giving employees the product information they need, it empowers them to pass it on to customers in a thoughtful and confident manner.

• Structure Is Good.

   
  We can all thrive when we know what is expected of us and what will happen if we don’t meet those expectations. Developing retail structure for your employees will create a process that is clear-cut and eliminates the frustration and fear that comes with a fuzzy system. Create incentives, define selling as part of job requirements and establish guidelines for the staff.

• Make it Accessible.

   
  Make sure employees can use the products that you sell. It’s common sense, the best way to recommend a product is from personal experience. Many product companies offer employee purchase programs with deep discounts on the entire product line.

• Bring It Home.

   
  A satisfied spa customer is going to want to extend the results of their spa treatments as long as possible. They want information from an expert while they receive a treatment and product recommendations to maintain the results at home. Communicating the day-to-day benefits of the products should be an integral part of the treatment process.

• Follow the Leader.

   
  It is important that staff see the leader selling products in the spa. Lead by example, set the bar high and show employees how to sell and how the retail product area should look and be maintained. In addition, designate a person who is responsible for inventory, product merchandising and training.

Selling retail successfully requires buy in from the staff. They need to believe in the products and know that it is important to you, the business owner. If you remove the barriers to selling you will see your retail business take off.

Holiday To Do List (cont'd):

• Plan a customer event right before the holiday season.
• Use client email list to send out an invitation.
• Plan an evening of beauty to promote the spa’s services and product selection.
• Educate customers with a sampling party. Invite vendors to come and promote their products.
• Make sure your in-spa product displays are ready for the holiday.
• Place product orders to ensure that the spa can meet customer demand.

Execution is key, now. You've set the wheels in motion, now it's time to attend to the finer details and enjoy being so very proactive with your business this holiday season!

Before you know it, pumpkins will be all over the place and then a week later you will walk into Target and see red. It is in this moment that fear floods through the body and the realization strikes: procrastination has gotten the best of you. You have waited too long to plan a successful holiday season.

Don't wait. It is not too late to plan your holiday promotions, and with a little planning you can make this a record-breaking holiday for your spa. Take advantage of the lull that the end of summer brings and GET BUSY.

This is the time to think about how you can provide value to your customers. It is no secret that great service brings the prize of customer loyalty. Making your client's spa experience special and memorable is valuable to that person. They will want to help you succeed by buying Instant Gift Certificates from your website over the holiday.

So get ready now and you will experience a smoother, happier and more successful holiday sales season.

Holiday To Do List:

• Clean Up.
• 
  Make sure all internal processes and procedures are working smoothly.
• Make sure spa employees are ready to make each client spa experience special.
• Clean the spa from top to bottom and give staff a visual image of your service expectations.
• Take care of the little things that are missed when everyone is too busy over the holiday.
• Make sure your spa website is updated and ready for the holiday.
• Update all content and contact information.
• Add a map and directions to your spa.
• Use the SpaBoom promotional content tool (accessed from Setup/Events) that allows you to enter your promotions that will go live at the dates you preset.
• Update your email list.
• Gather as many new email addresses as possible from your current customers.
• Purge the addresses you know are not correct.
• Have your list ready and set up in SpaBoom.
• Start thinking about a great service/product holiday promotion.
• Make sure you have the product in stock.
• Create POP (Point-of-Purchase graphics) to promote the promotion.
• The promotional offer should be visible in the spa and on the website.
• Make sure customers know your spa offers Instant Gift Certificates on the website.
• Develop POP that promotes the Instant Gift Certificates.
• Create an Instant Gift Certificate flyer to go into each clients bag.
• Make sure your website address is prominent in your spa.
• All advertising.
• On the door.
• Bags to business cards.

Now you're cooking. See how easy it is once you just get started? Go on, start ticking off the To Do list items, and look for more next week.

Many spa owners report a consistent discomfort on the part of their staff when it comes to selling products. This challenge hurts two groups of people; the people who work in spas and the clients of spas. It hurts spa owners and employees because the spas make less money. After all, a spa has only so many treatment rooms, with so many potential treatments to sell in a day. However, product sales are not bound by the same set of limitations. Less money for a spa means less money for spa improvements, staff and salaries.

Perhaps more importantly, the spa clients are not well served when the person in the best position to recommend a product to a client resists doing so. Why? More importantly, how can we change this perception? One theory is that "sales" is too crass a process for professionals accustomed to providing treatments. Much like the mechanical and required "would you like fries with that," some professionals feel uncomfortable initiating a discussion about product. Another is that the personality types that make up the majority of estheticians are somehow incompatible with product sales.

Another theory is related to the fact that spas are for passionate people and by passionate people. In the movie High Fidelity an independent record store is staffed by extremely knowledgeable and passionate music fans. In one scene a customer asks a clerk for a teen-pop record for his young daughter, only to be told "[that's] sentimental tacky crap. Do we look like the kind of store that sells [the pop record requested]? Go to the mall." That scene (for me) illustrates nicely how hard it is to get passionate, knowledgeable people to interact with folks who may not be quite as passionate and knowledgeable, without judging them.

There are other theories, including lack of training, resistance to whichever brands are carried by the spa. As we continue to develop our product program we are interested in understanding this important component of product sales. Part of our concept is to get that ball rolling by "selling" products as part of gift packages. We are interested in what you think will, or should happen next. Please post your thoughts, comments and feedback on the blog to any of these ideas or other product related issues.

Solution: Guarantee it! Create spa packages designed for gift giving that include some home-use products and price it accordingly. Since most spa packages are sold as gifts, they aren’t as price sensitive as other services.

• Your Stress Relief (example name) package can include a facial, massage, pedicure, plus an aromatherapy candle and scented bath gel (or whatever you want to include) that will continue the recipient's enjoyment long after their appointment.
• Average out the price of the certificate to reflect a revolving retail selection you’ll use in the package.
• This ensures retail sales that aren’t subject to sales commissions, and helps you to clear out some slower-moving inventory. You’re a business genius!