One of the keys to establishing a successful spa is picking brands that you will be able to speak to your potential clients in an educated and informative way. The goal of this article is to help you successfully navigate the huge sea of brand options available and choose the perfect brand that fits your clients and spa’s ultimate needs.
The first decision in choosing a brand is to establish what you have for an overall budget. Sometimes owners tend to pick brands based on what their competition is offering as opposed to what they can afford. Don’t blow your budget investing in a popular line if every other part of your business is going to suffer as result. It’s best to plan and save to be able to get what works within your budget. It’s important when first starting your business that you don’t fall into the monthly minimum order trap if required by some manufacturers. Don’t assume just because you bring in established brands in your spa that customers will come beating down your doors. This is a common misconception among many in the professional beauty industry. If you aren’t prepared talk about your product lines in a meaningful way, don’t expect your customers to see the value in the brands you invested in. Customers need to know why use one product line over another.
In my experience customers frequent spa locations for several reasons, and what brand you carry isn’t generally the most important. There are many great products available to professional spas that you and your clients may have never heard of that will perform as well, or better than some of the top names. I suggest doing a little researching to determine just what you need. When picking an unfamiliar or new brand you need to learn how to implement and integrate your brands to reap the rewards on your investment.
The key to integrating brands successfully into your spa is to understand and promote what makes them work and why your clients need them. Build an action plan to relay this information to your clients over the phone, in-person, on your website and through various social media networks to create a buzz. Integration is about making all the brands you choose have a synergy that makes a positive, lasting statement about how seriously you portray yourself and your business.
Implementation is the ‘how’ in your business plan. You will need to allow time to get yourself educated. There are very few people in the world don’t see value in great education; and your potential spa customers will be no exception. The education one gets from attending Harvard or Yale will be much different from taking an online course most would agree. There is much to be learned from the internet, but at some point you will need get out there and see what your competition is doing and saying to attract and maintain clients.
Guessing what you think your competition doing is never a good idea. Guess work, isn’t productive and won’t help you attract customers to grow your business. Be cautious when choosing product lines to build your service menu in your spa that you are not allowing your competitors write your action plan. Offering the same brand of services, at the exact same price, often only results in a price wars with your competition which is counter-productive.
Price wars kill profit margins and small businesses faster than hungry kids eat cookies. Instead of price cutting try offering value added services and brands with superior education, better quality, and better cost to you as a professional. Ask yourself if you believe your clientele will see more value in a service and product line with great educational support and branding as opposed to a generic product line. There are many spas that provide a service with generic product line and are embarrassed or just don’t know ‘how’ to promote the brands they use to service their clients. This is a great opportunity for you to build a clearly defined niche for your spa business. Try to pick a brand whose company website will interesting for both the consumer and professional. Don’t underestimate the power and impact that a clean and professional website has on you customers first impressions. A positive first impression of your new brand will help you ‘sell the service’ to your clients. Any brand that adds high perceived value typically will drive customers into your business when educated properly.
In closing, I would suggest to trying to educate your clients in a way they can pass the message on to their friends and family by word of mouth referrals as smart way to increase revenues.
This article was provided by Wayne Henderson on behalf of Sweetface Beauty Source is Canada’s Premier SPA|LASH Couture Collection supplier. Sweetface Beauty Source provides global consulting, turn key branding, retail, and distribution solutions to spa and nail manufacturers worldwide.