Adding Services To Boost Revenues

by Melinda Minton

Menus should reflect additional equipment, new product lines or treatment innovations that have occurred within the industry and at the spa over the last year. Finally, keeping copy fun and fresh is a great way to entice clients to try several services instead of just their usual European facial or one-hour Swedish massage.

If the menu resembles War and Peace, cut out the dead wood and tighten up offerings by removing the treatments that aren’t producing. Treatments that don’t result in retail sales, that are almost never requested and that take a lot of skill, back-bar and training all are candidates for housecleaning.

Take a fresh look at classic treatments that ultimately serve as workhorses. Rework and reword those treatments. Develop new names for old favorites while making it clear to clients that the essence of each treatment remains unchanged. Renew classic treatments by adding an ampoule, an exotic scalp massage or a complimentary hand makeover.

What sets the spa apart from the pack? At the end of the day, why would a consumer choose one spa and become a regular? As the spa industry becomes more competitive, it is crucial to have a niche. What does the spa do particularly well? Which services are the top sellers?

Signature therapies can be based on venue, geographical location, founder’s background or unique talents, the spa’s core theme or an ancient ritual. Signature therapies are wide open for creative minds but must hold therapeutic tenants. When signature treatments gain the stuff of legend, they become particularly powerful.

While the spa-goer ultimately craves human touch and one-on-one attention, a piece of equipment can add a great deal to the bottom line while enhancing the client’s overall experience.

A steam canopy is a great example of adding value without a large capital investment. Offer a complimentary steaming before the massage to loosen up the client’s muscle tissue and relax him or her before the service.

Cellulite-reduction units can be purchased inexpensively and add a great deal to the classic slimming body-wrap series.

Both types of equipment add-ons enhance the quality of the service, increase measurable results and can be sold as pricier services. Always consider the specifics of treatment programming enhancements before purchasing equipment.

Classic treatments are by far the top-selling services at spas: massage, facials, pedicures, body wraps. The benefits realized from regular professional treatments followed by daily homecare are enormous. Yet, many spa-goers don’t understand the significance of receiving treatments in succession.

Series aren’t always a series of the same treatment. Instead, they can be a series of complementary treatments. A great example is an acne series that offers alternating chemical peels with deep-cleansing facials. Similarly, alternating lymphatic-drainage massage with detoxifying hydrotherapy baths is a natural fit. Creating packages offered in a series along with appropriate homecare allows the spa-goer to experience all of the pleasures of the spa, while achieving the ultimate in results and maintenance given their particular goals.

Offering a short list of unique, yet result-oriented treatments quarterly to match the season always is a spa-goer favorite. Detoxification massage and slimming treatments in the spring, faux bronzing and cozy body packs in the winter, skin rejuvenation in the fall, and summer pedicures all are seasonal winners.

Spice up each seasonal feature with a common theme, complementary scents and indulgent add-ons. Mention briefly why each treatment is essential during that time of year. Coordinate homecare, retail and merchandising within the spa’s boutique area to sell through the treatments and bring the theme full circle.

As spa-goers become more sophisticated, they are expecting more advanced therapies performed by technicians with a great deal of experience and training. Anti-aging and rejuvenating facial treatments must be given with precision. Estheticians must have the knowledge and confidence to educate the client on ingredients, techniques, homecare rituals and follow-up treatments. Similarly, specialty body treatments must be exact with detail given to technique, ancient ritual and client education.

Massage preferences also are changing. Many spa-goers now are looking for a specialty massage or an advanced therapeutic-massage modality. While compensation structures for therapists with specialty training and experience may be more than the standard therapist would command, retention among clientele and staff is far greater given more advanced techniques.

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