Clients often fire you for unknown reasons. But when it comes to letting a client go, it’s often after a long, agonizing process. Having been behind the chair for more than 25 years and a day spa owner for more than 15 years, I’ve discovered three general classifications for clients who need firing:

The first is the client who’s never happy with the service. I remember one who gave me a knot in my stomach each time she visited my spa and salon. After years of giving my best effort to please her, I decided that I no longer needed to allow it to be personal. When I finally accepted that this client would never be satisfied, it became easier to let her go, so I asked her to find another place to take her business.

The second type is the “royal one” or the client who thinks she’s the center of the universe. My personal favorite is the one who arrives an hour or more late for her appointment and still demands to be taken in immediately–regardless of your busy schedule or another client’s time.

The third is the offensive client. I’ll never forget one client’s anti-Semitic remarks, even after she was repeatedly told to change the subject. After completing her service, I informed her that she was no longer welcome at our business. A few days later, she stopped payment on her check. I filed with the magistrate, and at the hearing she denied having any prejudices and repeated everything she said to me. She also stated how the service was perfect. The judge found her remarks to be anti-Semitic, and I won the case because acceptable service was provided.

Fortunately, it’s rare when I find the need to fire a client. However, I don’t believe the client is always right, and I will support my co-workers with “We don’t have to take it.”

Please feel free to share your reasons for firing clients with DAYSPA executive editor Rhonda J. Wilson at rwilson@creativeage.com.

Frank Shipman
Owner, TC Salon Spa
tcsalonspa.com
DAYSPA Advisory Board

I just returned from the International Esthetics, Cosmetics & Spa Conference in Las Vegas. Everyone was buzzing about the economy. However, when times get tough, sometimes one small change is all it takes to make a big difference in your bottom line.

Kim Niles couldn’t figure out why her Spa Spectacular package (4 hrs./$200) failed to attract couples, moms and daughters, and best friends into her day spa. It included massages, facials, manicures, pedicures and a catered lunch. Although the owner of Finishing Touch Spa and Salon in Boulder, Colorado, thought that participating in side-by-side treatments with someone special was a no-brainer, only a few people signed up.

Niles then decided to personalize the promotion and rename it. She called it, “Sweetheart Package” for Valentine’s Day, “Mom & Me” for Mother’s Day and “You & Me” the rest of the year. She also implemented a few design changes. Rather than perform the services in separate rooms joined by one door, she created a private double treatment suite. It featured two massage tables, lounging chairs and a fireplace.

Once the marketing makeover was complete, Niles’ scheduling book soon began filling up with appointments. In fact, massage revenues increased 15%. “Some people are still intimidated by the spa experience,” she says. “So if you can offer treatments for two in the same room, it makes clients feel more comfortable.”

If you’ve created a new promotion that’s made a big difference in your bottom line, I’d love to hear about it. Email rwilson@creativeage.com.

Rhonda J. Wilson
Executive Editor, DAYSPA

In a slow economy, many business owners experience frustration over how to sustain their business. However, it’s important to keep the faith and hold on to your brand value.

Although it’s tempting to respond to the current economy by dropping prices, there are other options available to day spa owners. Be creative and look at ways to repackage or bundle your services to attract more spa guests. Here are four tips:

First, we have found at Iatria Spa and Health Center in North Carolina that creating membership plans for our clients is an effective alternative to slashing prices. It provides a discount for a spa guest’s continued business, but it also boosts our bottom line. This has helped our brand rather than compromise it, because it offers our clients an option they can afford.

Second, improving inventory management is a process that can typically save money for a business. A couple of years ago, we analyzed and reworked our inventory management process. This helped us figure out where to cut unnecessary steps and how to spend the extra time planning correctly. The improved inventory process has made a positive impact on our profitability.

Third, you can boost productivity by making sure you invest in employees when they rise to the occasion. Allowing an all-star worker the time and support to take a much-needed vacation is a low-cost way to increase their loyalty and service to the company.

Finally, continue to focus on delivering excellent customer service. This is an area that adds value without spending money. Although everyone is feeling the economic crunch, clients come to a spa to escape the challenges of daily life. If your business is experiencing a slow period, remind your staff that this provides them the additional time to pay close attention to detail and show clients that you appreciate their business.

The bottom line is don’t be afraid to look for new ways to make your brand value work. There is always a solution!

Erika Mangrum
Owner, Iatria Day Spas
iatria.com
DAYSPA Advisory Board Member