Taking Spa Treatments one stage further
Saturday, November 26th, 2011Differentiating Delivery For Revenue
In order to differentiate your spa services successfully out of your competitors and keep it interesting for your clients you will sooner or later have to take your spa treatments to some higher-level of complexity and effectiveness to effectively market them in private practice as well as in your spa.
The essential way to take the services you provide one stage further is to consciously develop all of the components of the guest experience of wherein distinguishes them out of your competitors and anything your customers have ever experienced.
There are many methods to set yourself apart which will result in creating an attractive reputation for your business – a reputation so appealing that people may wish to be related to you and your business.
Amongst the factors that should be consciously designed so as to have the most effective effect on the guest experience and eventually become an integral part of your image are:
The services you provide (the variety and nature of services you offer),
Your products (the appeal of the products you choose to use and retail)
Your delivery (the art and excellence of the way you execute services and retail),
Your communication (the nature from the message you spread),
Your presentation (the platform you utilize to deliver your product or service and services),
Your culture (all of the “soft” factors surrounding your operation from ethics to management style).
Spa treatment design and delivery in particular offer you powerful tools to differentiate yourself as well as your services from contenders, and to distinguish yourself as well as your team with your clients while creating a positive public image.
Many spas and practitioners follow the guidelines from the vendors who provide complete products for spa treatments. This method might seem easy but does give your capacity to the vendor and makes you susceptible to price and repair comparisons with every other spa that utilizes exactly the same products and protocols. Most makers of spa products spend a substantial amount of resources on research and
Spa treatment design and delivery in particular offer you powerful tools to differentiate yourself as well as your services from competitors, and also to distinguish yourself as well as your team together with your clients while creating a positive public image.
Many spas and practitioners follow the guidelines of the vendors who provide complete product lines for spa treatments. This method may seem easy but does give your power to the seller and makes you vulnerable to price and service comparisons with almost every other spa that utilizes the same products and protocols. Most makers of spa products spend a substantial amount of resources on research and development (although much more in marketing and advertising) so their products work nicely together and therefore are safe and reliable. One challenge though is that most generic vendor protocols cannot universally fit every individual situation and thus they are often adapted to conform to existing resources, client demand, training, equipment and pricing parameters losing the initial integrity and virtue of the treatment.
That’s a primary reason that I encourage you to definitely design your treatments simply from the ground-up in what comes naturally from local resources and incorporating excellent vendor products if and when appropriate to satisfy client demand and needs. If you are not prepared to perform a complete original approach, you may also choose to augment a vendor-generated menu with a few of your creations.
Taking a more creative method of spa treatment design gives you the most leverage in marketing and advertising the services you provide. Not only are you providing a unique offering but also you most likely will be developing eco-centric products and services which are fine-tuned to your specific local conditions and for that reason address the local needs more effectively.
Clients feel and spot the difference. Technicians can identify more easily with the services making a great pitch to local press as well as in pr.
Of course the sales training has to be configured to pick up the eco-centric approach, and products have to be available that retail easily in line with the treatments themselves. But thinking about the average retail success caused by spa treatments, it might well be worth sacrificing slick retail concepts for real differentiation within the treatment palette.
After which obviously, when talking about differentiation, lets not forget customer support and price/performance ratio – the building blocks of any successful spa business. To exhibit that this is still a genuine concept that can’t be surpassed by glitz and glamour this news: “A Massage Envy clinic (a franchise), in Dallas, now generates more than $2 million in annual revenue. The franchise is one of a couple of the top two revenue producers for Massage Envy, the key provider of massage therapy within the United States”.
Bruce McGovern, the owner attributes the clinic’s growth and success to old-fashioned service. “First and foremost, we want to give the customer the very best massage experience they can imagine,” he says. “Everything we do is aimed at making the experience better for that client. An excellent experience for one client attracts others, many of whom are experiencing massage therapy the very first time.”
“The attention to customer support may be the defining element in the clinic’s growth, which makes it among the top two Massage Envy franchises in the usa,” said Lance O’Pry, Dallas/Fort Worth Regional Developer for Massage Envy.
No matter what you consider the Massage Envy concept and execution, there is a point by using there offer the hit into a bull’s eye of business potential.
Part of creating a positive experience includes educating our clients around the results spa treatments can and will have. The customer will have a subjective experience and we can guide their awareness to additional and objective benefits which are created by properly delivered spa treatments. Complementing the physical gain, the awareness of positive change helps increase the advantages with the affirmative thought process if this accompanies something.
In matching client needs, it is crucial that we have an in-depth knowledge of the advantages related to each modality and with each individual service. In correspondence with a detailed client interview and thorough understanding of the complex needs and goals of each individual client, it is possible to design cure plan which will successively address each individual aspect of the client’s motivation to go to us. The better the match between guest request and service provision, the more likely we will achieve total satisfaction.
Clients are becoming more and more result oriented that provides us an excellent chance to meet those needs. Knowing what benefits are typical of any given treatment is essential to be able to possess a concise dialog with the customer.
There are virtually a limitless number of approaches you are able to take when defining and creating your own unique spa treatments. The key to success lies in your ability to identify the needs of your clients and address all of them with a suitable type of services.
I would recommend staying close to your home base rather than venturing into foreign concepts unless you are particularly capable of include these in your practice. Many traditional treatments are grounded within the culture, religion and philosophy they stem from and work because both the giver and receiver share a common understanding and recognition. Recreating them with imported ingredients and delivering them without an in-depth understanding of the tradition they come from, that takes a long time, might not yield the expected results.