Allan Share, president of the Spa Industry Association, offers ways to keep your mindset and your business fresh this coming year.
I've just finished my 21st trade event for this year with one left to go. The opportunity to travel across the country and attend different events helps me locate new products, come up with fresh ideas, and forecast innovative trends (which sometimes only end up as fads!). Get out and find new ideas that make you say, “That’s interesting!” That’s your clue to stop and review.
When I’m traveling, I walk the retail areas of the airport malls looking for interesting items that people are picking up and buying. It’s always in season to look for any holes in your inventory, and review overstock and sale items. However, you don’t need to travel to your local airport to find inspiration. Simply visit a place you can compartmentalize your own business and give your mind some room to wander.
Sometimes, when you own/manage/operate a business, it’s very easy to get caught up in the day-to-day details—the bigger picture gets lost. This is where strategic planning is critical. We often end up working in the business, not on the business. For many in our industry, being an owner and therapist goes with the territory. It’s difficult to observe, plan, and grow when you’re still working with clients. One could argue that you need to get out of the treatment room to allow your business to grow to the next level. So now what? Here are some of my thoughts on turning your facility into a better business. These are not written in stone. Ultimately, you need to take the steps you believe are best for you and your business.
- Revise your schedule. Mix your hours and create some challenge to your daily routine.
- Move counters, displays, and other items around in your facility. Energy flows in a pattern and yours may need to change.
- Replace light bulbs or upgrade your lighting.
- Add a new welcome mat.
- Try a new music station.
- Go out for lunch. Don’t always eat at your desk.
- Make friends with others in your area who are not direct competitors, but may be in your industry.
- Move your retail around every week.
- Change your treatment menu often. Go online and search for different protocols from across the globe and make the changes you want to see implemented.
- Run promotions for staff. Give them an incentive to book more treatments and sell more retail.
- Review your software. Is it delivering everything it should? The same goes for your accountant and other professional services. Are you getting the most out of them?
- Consider hiring an expert in software, retail, or therapist training. Sometimes, team members need a fresh perspective.
- Wash the windows of your business.
- Have a trunk show with your vendors.
- Do a monthly bundle (don’t discount, put items together and offer a price).
- Paint.
- Run a contest with staff on how to improve your environment.
- Attend a trade show. Better yet, attend several of them.
- Get out of your comfort zone and dabble in retail products that are not candles, skincare, and items traditionally thought of as spa-related.
- Test new price points.
- Consider bringing in a local jeweler or other business owner and advertise it to your clients.
Get the idea? There are so many things you can do, and many don’t cost very much, if anything. Change the vibe and bring life back into your business. It will be amazing what happens next.