Running a service business without an effective retention marketing plan is like filling a bucket that has holes in the bottom. A company with a low retention rate will spend too much time and money…
I ncreasing revenue is important for skin care professionals and their business. Sales are not always skin care professionals’ strongest suit, but incorporating smart marketing strategies can help them and their staff increase revenue by…
One of the first things I tell attendees at any of my presentations about digital marketing is that it is very similar to dating! Many attendees laugh, a few agree, and some roll their eyes.…
Sales are never easy. Torn between the desire to please clients and make money, skin care professionals often appear needy or too aggressive if they do not practice a well thought out selling strategy. How…
Partnerships, cross-promoting, marketing, and referrals – those words are commonly thrown around in articles and books that focus on building a business, but it is never explained exactly how to do it or who to…
by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII First and foremost, with this article, we want to make one thing clear: this article is not about bashing the abilities…
Almost everyone has experienced bad service: when they walk into a business, there appears to be no purpose to the chaos. It takes 10 minutes before anyone pays attention or acknowledges them and once the…
Running a successful spa can be incredibly rewarding and profitable, but skin care professionals will need to be prepared to work hard. Professionals will also need to have basic business skills, be quick on their…
Most spa owners or managers wish for more time in their day; from checking-in clients and inventory checks to client follow-ups and marketing efforts, there is more than enough work to keep them busy from…
The client intake form is one of the most important documents clients will fill out while at the spa. Creating the ideal intake form that is tailored to the spa's unique treatments and products takes…
Great customer service is the cornerstone of any business – keeping clients happy with their services and overall brand will keep them coming back. Customer service now goes well beyond talking to the front desk…
Social media is one of the most confusing subjects that any spa owner or manager deals with on a regular basis. For many spa owners, the general topic of marketing is overwhelming and digital marketing…
Have you ever had the experience of walking into a spa and feeling uneasy? You could have been thinking, "Why am I feeling uncomfortable? What's going on here?" Even if a spa looks great visually,…
In the spa, retail product sales typically contribute between three and 10 percent to gross sales. While it is tempting to focus primarily on the treatments and technology the spa offers, ignoring retail space erodes…
Welcome to 2017! Are you one of the 53 percent of small businesses that make New Year's resolutions? More than half of business owners say they are more likely to keep business resolutions than personal…
Owning and operating a day spa is an enormously satisfying career for many men and women. The opportunity to improve the well-being of so many people can be enormously gratifying. Creating a space of serenity…
Missed opportunities happen even to the best spas. They happen every day and skin care professionals often do not realize how many there are until the missed revenue is more than evident. By minimizing missed…
 For most people, sales is often perceived as being sold something at all costs, whether it is needed or not. As such, most skin care professionals find selling to be one of the biggest challenges…
Since the initial rush toward opening day spas began in the 1980s, the appeal of this business idea has not lost steam, even if the number of new players has. Skin care professionals, former spa…
by Mara Shorr, B.S., CAC II-XII and Jay A. Shorr, B.A., MBM-C, CAC I-XII Every year it seems as if the holiday season has arrived out of nowhere. One minute, the start of summer vacation…
Every new business owner aspires for consistent progress on their road to success. The smart spa owner will recognize when the timing is right to seize the opportunity to increase market share and formulate a…
by Mara L. Shorr and Angelica Pierini The world is a diverse place that allows for the enjoyment of cross-cultural interaction. As a result, skin care professionals must be careful when trying to fit their…
The key to upselling and cross-selling is suggesting value-added products and services that truly focus on clients' needs. Most clients do not want to be sold to, but do want to be serviced and are…
On a daily basis, skin care professionals are asked about their service offerings. These clients are usually directed to the spa's website or handed a spa menu on a rack card. The client then books…
In today's highly competitive spa industry, success is reliant upon effective marketing with a focus on the client experience. Improving market conditions continue to increase the number of skin care professionals and spas at an…
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