At the beginning of June 2011, I looked at my appointment schedule for the months ahead and began to worry.
Though my solo massage business had been humming along just fine since the beginning of the year, I suddenly realized that most of the summer was looking really quiet—cricket-chirping quiet.
Although I had a really steady and loyal clientele, many of my more affluent regulars had planned lengthy trips away in the coming months. In fact, many would be gone for weeks at a time, if not the whole summer. Panic set in and I wondered how I would be able to make it through the pending financial drought.
Around the same time, I saw one of my local mentors—a long-time industry veteran and one of the highest-priced therapists I knew—running hugely discounted deals with several sites, including Groupon. I wondered if I too would have to jump on the deep-discount train just to bring in a little extra revenue. Even in my panicked state, I wasn’t sure it made sense, especially since the discount I’d have to give (combined with the percentage most sites take) would leave me with less than 25 percent of what I usually made per session. True, I’d have increased cash flow and the potential to turn a few of the bargain seekers into repeat clients, but would I have enough energy to show these folks—not to mention my regular clients—my best? I also worried that if my regulars saw the offer, they might also expect deep discounts. I did not want to see that happen.
Another idea I had was to lower my prices by offering a membership program, like many franchise businesses do. Although I’d probably collect some money up front and have some steady income each month from membership fees, I hesitated to go this route. I felt I might create more hassles for myself in terms of paperwork and keeping up with memberships, and end up making less money despite working harder.
What To Do?
I remembered a study I read reported that after making six visits to a spa or salon business, people start to feel like they belong there and move from being a customer to a “regular.” Since I was focused primarily on getting existing clients to come in more often, as well as reviving some past clients, I created my own in-house summer promotion using elements from membership programs and discount sites. I decided to offer my current and past clients a limited-time offer or “summer only” package as a thank-you for their past business and loyalty.
To get people (back) in the habit of getting regular massages, I focused on promoting a package of six sessions at a very special price—$59 per one-hour session—if they paid up front and used the package within six months of purchasing it. The package gave them a $16 discount per massage, so it was quite attractive. I also added a three-session package that gave a $10-per-session savings for those who weren’t ready to commit to six sessions up front.
I emailed each client in my database about the special limited-time offer, explaining that it was good only for the person purchasing the package, and that they needed to use the sessions within six months of purchase. This information was also printed on a flyer that I gave to every client who came in.
The result was astounding! By offering these packages, my massage service sales grew from $4,840 from June 1 to August 31 in 2010 to $11,069 over the same dates in 2011. That’s over 228-percent growth! And because it was working so well, I extended the package into the fall, and continue to have some type of ongoing package promotion. The success of this promotion later led me to create another similar offer to attract new clients into my business the following year, which brought in more than $8,000 in just a few months, and eventually gave me the opportunity to expand into a wellness spa, where I now have more than 20 service providers on my team. Regardless of what services you offer, you can do this same type of promotion with tremendous success if you plan and execute it properly.
Following are a few more ideas to help boost summertime profits.
Clean House and Drive Retail Sales
Create a promotion to move sluggish retail items by having a “free gift with purchase” promo. First, determine what products are gathering dust. Then, pair those leftover Mother’s Day bath salts or meditation CDs that never sold with a service or package you want to feature. A special like “Complimentary CD with every hot stone massage” is much more appealing than stashing a bargain basket at your front desk. It also increases the value of the service and may be just the push someone needs to try a new product or treatment.
If your excess inventory is in your back bar, create a specialty upgrade or add-on to your most popular treatments as a teaser for people to try the full session.
The key is to make the offer a win-win that will help you get additional sales now or in the future.
Use the Extra Time to Assess and Make Progress
One reality about working in a client-based business is that there are always cycles of being busy and not so busy. Use your downtime to think about what you want to see happen for the rest of the year and what changes you might need to make to ensure it does.
One simple thing to do now (or, really, any time of year) is to survey your clients about what they like or don’t like about your business (see the sample survey form, left). You can also ask what products and services they’d like you to add; this information can be invaluable when you are considering investing in a new product line or learn a new modality. Provide a thank-you reward or incentive when they complete the survey, to be used before the end of your slow summer period, of course.
Get People In the Door
If you are truly sitting around with nothing to do, be proactive and invite some new potential clients or referral sources in for an opportunity to give you a try. One of the most valuable assets you can utilize is the pool of people you know (PYK), and who already know you. This group is made up of your friends, family, social acquaintances, classmates, and past work colleagues. It includes people you already socialize with at school, church, and other groups, as well as those you do business with.
Begin by sending an announcement to everyone on your PYK list explaining what you offer and the related benefits, as well as an invitation and incentive to try out your services. This incentive could be a complimentary consultation, a free upgrade, or special pricing for new clients. The goal is to get your PYK list to try your services for the first time—especially those who are potentially ideal clients or who can be a strong referral source for other future ideal clients.
Whether you offer people a complementary service or simply a few dollars off is up to you. You must feel good about the offer to make it successful.
Ideas for PYK
• Visit your bank, accountant, florist, or anyone you do business with regularly, taking with you some coupons for your business. Tell them you wanted to say thank you for all they do for you and that you’d love to see them and their staff members sometime. You’ll create goodwill and buzz by showing your appreciation for them.
• Take time to follow up with people who have previously expressed interest in doing business with you, in cross-promoting, or even in buying a gift certificate. Let them know you have an open appointment, a special, or an idea for working together, even if the last time you followed up they weren’t ready to move forward.
• Go through past emails, old phone messages, and retired appointment books to rediscover people you haven’t seen in a while and need to reconnect with. You may be surprised at the hidden opportunities you can collect on now.
Client Survey Example:
1. What do you like most about my business?
Appointment availability
Décor/setting
Hours/schedule
Location/area
Online gift certificates
Online scheduling
Payment options available
Prices
Products sold
Prompt service
Quality/value
Services available
Therapist/tech experience
Other:
2. What would you change about my business?
Appointment availability
Communication methods available
Décor/setting
Location/area
Online gift certificates
Online scheduling
Payment options available
Prices
Products sold
Prompt service
Quality/value
Services available
Other:
3. Can you share a short comment or testimonial about
your experience here and what you enjoy most about my
business/services?
May we use your comments as a part of our marketing? (Circle one)
YES NO
Felicia Brown is the author of Free & Easy Ways to Promote Your Massage, Spa & Wellness Business (Createspace, 2013) and owner of A to Zen Massage wellness spa in Greensboro, North Carolina. She is passionate about inspiring others and provides marketing coaching to spa and wellness professionals through Spalutions. For more information, visit www.spalutions.com.