Don’t Let the Fear of Hard Times, Overshadow Your Real Spa Business Goals

28 03 2008

spamoney.jpgThe recession detox. It’s time to purge your personal and business systems from the anxiety and trepidation coupled with hard times. Discover how to overcome the fearful predictions for the economy, and why many feel that these effects have been exaggerated, even for small business owners. There have been hard times before, and traditionally in times of a perceived crisis people tend to stick with what they feel is safe, their favorite brands, and look to businesses that are confident in their product and stimulate innovation. Avon, for example,survived the downturn of the 1930’s by selling it’s business opportunity to women, and a commitment to door to door sales and service. The difference of a direct selling method and an empowered women workforce allowed them to continue their successful management through the depression. The opposite of that would have been the inability of Avon’s leader’s to recognize the importance of market synergies, even in a difficult time, and ultimately, defeat. Are we in a similar situation? Consider following the lead of Avon’s approach in the 30’s, and up sizing your service and retail market.

The definition of optimism can be seen as an outlook on life such that allows one to maintain a view of the world as a positive place. With current predictions, many spa owners and entrepreneur’s will need a healthy share of optimism to get through what these times are predicted to bring. Or do we look to reports like that of the Economist, who say that with the national unemployment rate at 6.4 percent, people are still fueling the $160 billion-a-year international beauty industry. Though there does seem to be a modest decline in leisure travel and spending, most small businesses, including spas are saying they are not necessarily feeling the crunch. The retail director at a Burke- Williams spa, says even with tax season, business is great. Other spa directors and individuals also feel these predictions may have been overblown, and they are still experiencing an influx of people who need pampering, botox, teeth whitening, massage and waxing. According to most we are still not sure we are in a recession, and there does seem to be light at the end of the tunnel. Smart businesses will survive.

What are the real issues facing spas with a cloud of recession, and what are the perceived issues? Though some spa services and wellness programs may be viewed as a nicety rather than a necessity, don’t get bogged down in pessimism. Spas have the ability to provide a vital service that contributes to the relief of increased stress from uncertain times. Well produced services and beneficial products contribute to a healthy society by addressing the holistic needs of both emotional and physical tension. A commodity greatly needed at this time.

BELIEVE IN YOUR SPA – SUGGESTED STRATEGIES

professinallearning.jpg Whatever your business viewing angle, it is clear that there is a need for improved recruiting methods for top staff, key sales management, downsizing expensive advertising and new product and market tactics to meet the current situation. It may be necessary to change your target market, if only temporarily, and focus more on internal marketing and retention. Choose a few specialties to promote, and ensure that your services are viewed as a necessity. Your marketing dollars now need to go further so you may pull print ad’s and revive e commerce options, more viral marketing, and of course as much positive media as you can muster.

Take a look at your cities community spending, travel sectors, hospitality sectors and leisure spending that contributes to comparable markets, like spa spending. One good place to start is building a relationship with your local visitors bureau and chamber’s of commerce. You can find a wealth of information on general consumer purchasing, how many people visit the area, and what they are spending. Possibly more pressing is information on increases and decreases in estimated spending, expected local expansion and pre development information. Your city could be a gold mine of tourist, meeting, convention and special event destinations funds. Areas that spas can create super affiliate ventures with.Spas should be looking at their proximity to other attractions, demand, and consumer necessities, even whether people use travel and hospitality to access their location. This is a time where you need to ensure that you take advantage of the market when others are shying away. Hesitation is devastation.

FOLLOW THE RESULTS – NOT OTHERS

Social proof is a funny thing. Most people will follow what others think is right, fair, or correct rather then taking a deeper look at their own facts and circumstance. Don’t let social proof or majority opinion focused on an increasing recession be one of your mistakes. It’s time to get tough, and creative. Be aware of what the competition is doing, but don’t use it as the directive that determines your planning. It will be necessary to create a balance in the supply and demand in the leisure industry, as growth and competition will continue to increase, and we ride out the first and second quarters of 2008 for results. The supply of day spas is sufficient, the demand is there. You have the responsibility to create a channel of effective marketing that will bring that demand to you, and carry you through what some are calling a recession. If you are a smaller business, don’t worry, you have some advantages over corporate behemoths. You have less bureaucracy, more decision making responsibility, recognition of success, more influence with top management, a niche market, and the ability to directly affect the bottom line.

To create your own results, check out where your bottom line is, and re direct your efforts to high return marketing like a publicist, who may cost less than your current efforts. Focus on creative ideas, headlines and adopt products that will create differentiation. Over all you will need to do what your numbers say you can do. In all of this arranging and researching, you can find solace in knowing that you’re not the only one who may be experiencing uncertainty. Some of your competitor’s are seeking the guidance of advisors, and beta testing new ideas to stay competitive. Not a bad suggestion.

Though many feel that is isn’t safe or smart to reveal their worries or challenges in business, especially in a time of tightened competition. It can be an emotional and financial lifesaver during times like these. Not recognizing these ‘little’ things can begin to tear the business culture in your spa apart and be a dis-advantage to you.

A few suggested solutions to check out are MayerLeadership.com, and Emotional Intelligence seminars. You can also find a business driven healing arts advisor to direct you through tough times, and you shouldn’t view that as a weakness.

IS YOGA A GOOD ANALOGY FOR BUSINESS

prayer.jpg All of this decision making and necessity for effecting change, reminds me of those times when I’m on my way to yoga class. I know it will be good for me, and I will feel better after, but I weigh it out with the amount of effort, time and dedication it takes. It’s even sometimes downright painful, but the end result is worth it. However I find myself watching the clock thinking I can fit in just one more phone call, or a little more work before class. Minutes pass by, then a few more, and now I’ve got to rush to class just to make it on time, and there’s little chance that I will.

Have I some how sub consciously created tasks to procrastinate? Things that will get me off the ‘hook’ of going to class. I think even though I didn’t make it to class like I should, I can still feel good about myself because I was working, or completing something else that was important, right? Wrong, had I just stuck to my schedule and completed the task at hand and made it to yoga, I would have reaped the rewards that I was looking for, rather than putting it off until another day.

In other words, sometimes we don’t do what we should, or what we know is best for us, whether it’s a simple yoga class, or a new marketing tactic to pommel a recession. It will too take effort, and focus, so remember while you’re putting off your goals and change for another day, others are digging in their heels and gaining clients, revenue, and the benefits of a well contemplated plan.

 

So instead of being focused on that whatchamacallit, explore your options and speak with a specialist for additional insight and plan your own recession detox. One for staying power. After all I don’t think we’ve heard the whole story yet.

 

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Top Ten Spa Tips to Make Your Happy Healthy Holiday Season Last

10 12 2007

Creating a healthy and sustainable lifestyle is becoming a top priority for more and more people and their families. With the stress and hustle of the holidays and the change in sleeping and eating patterns that may come with it, the thing beauty3.jpgpeople can use the most is a reconnect between body and mind. How can a day spa help with that? For starters, they can give you the tools to stay physically and mentally healthy and help you visualize ongoing personal and professional success. “It all begins with a smart spa shopper and some dedicated well trained spa staff.” says Liz Galloway, spa image advisor and spa college international trainer.

Liz Galloway recommends these Top 10 Must Know Tips to keep you focused, and healthy throughout your holiday season and beyond.

 

  • Patron spas that you know have high licensing requirements for their therapists and are transparent about their sanitizing policies and procedures. Sometimes they will post this right on the wall. Spas are safe, but they are also intrinsic to a personal environment where viruses and bacteria can be spread. Good procedures and sanitization is a sign of good training and knowledge.

  • Follow up on industry trends before you book your appointment, and know what questions to ask and the results you want from the treatment. Keep in mind your health and wellness is key here. Do you prefer an organic product, are you recovering from an injury, are you willing to try the latest laser or wrap? This can also make first time spa goer’s more comfortable.

  • Book a series of treatments or invest in a product series offer at your day spa. They are usually a better bargain and will keep you committed to long term objectives. This works well with dermabrasion, skin rejuvenation, lipossage, and even massage. Spas and therapists are more than happy to give long term discounts in return for guaranteed income.

  • Coordinate your spa therapies with a nutrition plan for more rapid, satisfying results that will get you into good long term habits. Contact a lifestyle coach that can help you create a project plan for your short and long term goals is all aspects of lifestyle. Incorporate anti oxidant bases, natural energy boosts, and an eating plan that’s right for your body type.

  • Your spa therapies will create an important mind body connection, but that is not the only thing you need to keep healthy. Your financial health is also important. Find the best spa price for your budget. There are spa options that range from $35 -$135 an hour an up. Remember though that the knowledge and training of the therapist and the facility will play a big role in your satisfaction. Sometimes you will be paying a premium for good therapies and well trained people. Your worth it.

  • Keep your self looking younger and stress free through the holidays by getting rid of dull, dry, un even skin tone and helping maintain elasticity even after the holidays are over. Key skincare products and regular facials can help fight off tired stressed out skin. Something that can make us look and feel older. Try products that have antioxidant properties and stimulate our inherent cell growth and skin repair. A big trend is natural skincare, but don’t worry, many have great results driven ingredients.

  • Consider following spa industry and skincare trends by purchasing certified organic and natural based skincare products and spa treatments that support fair trade in other countries, and best practices, that will also create benefit for your own skin. Know the ingredients and read the labels, so you avoid irritations or allergies. Many spas have adopted these practices and can help you understand what’s best for you.

  • Go after a spa trend that incorporates guided imagery in your spa treatments. This is a combination of hypnotherapy and relaxation techniques that can leave your mind feeling fresh and gratified. It gives you a focused path to follow, so you can stop all that mental chatter from your day.

  • Take action for preventative care now. Not tomorrow or the next day. Some of this may include product, therapies, or nutritional elements that require you to try several variations. There is an element of reasonable experimentation to find what’s best. If you have questions about your regimen or needs, ask your spa skincare advisor or spa concierge to educate you. There are many things you can do for a healthy mind and body that you will thank yourself for later.

  • Seek out a pathos driven spa experience, where you follow your emotional needs and your spa of choice appeals to that. This is ultimately a large part of your spa satisfaction just in line with a more ethos driven experience, comfort in knowing your therapist is knowledgeable in their field. To make that happen spas and therapists need to invest in personal and career development.

Consider these tips and tools when booking your spa treatments and making your new year’s goals for lasting health and some stress free happiness through the holidays and beyond. Keep your mind rested and clear for the new year. In need of precision training to ensure that you, your staff and your clients are more than satisfied? Consider bringing in an outside trainer or advisor. Happy spa – ing!

Now setting one on one appointment times for the Day Spa Expo 2008 at the Sands Expo Center, Las Vegas. Book now for free consultation or interview times. Join us for the key business management and operations class at the expo. Feb 5th 11:00, “Make Your Spa a Destination” We will be giving away a destination retreat package in Costa Rica for most competitive participant in the class. Sponsored by Serenitas Spa Sanctuary. Dont’ miss it. RSVP for the class to ensure we have you reserved as our special guest. Purchase one of our essential spa books now available in a paperback manual with workbook and forms. “What Makes You So Special? Spa Career Success” From fundamentals to management. $45.00 How to create, present, market and profit from your spa ideas and treatments. By Liz Galloway and Nicolay Kreidler.