How do shoe companies charge $1000+ for a pair of shoes? They offer something different and they have a reputation for quality. They may offer exclusive hand sculpted designs, made-to-measure, superior Italian leather, upscale address and a history of high quality.
How can a spa sell prestige products and treatments?
What makes you Different and Exclusive?
Why should someone pay more? Before you establish an exclusive brand, you must create a mythology around it. Sitting in a Jacuzzi with a glass of champagne, followed by a mud wrap and massage, is just not going to cut it. You need some mystery and intrigue. A spa may incorporate ancient therapies and rituals with native ingredients and raw materials for a luxuriant full body blitz. The treatment may involve exotic ingredients such as crushed opal, herbal remedies and hot stones and gems. Specialized techniques and procedures and a uniquely designed environment with sophistication, conducive to relaxation will set a spa apart. Continue to broaden your skill set and learn specialized skills like Reflexology, Rolfing or Pressure point techniques to enhance the spa experience for your clients.
*What makes you Different?*
Can we Trust You?
Top luxury brands regularly ask celebrities to promote their products. Who can promote your spa? They don’t need to be famous, but ideally they must be well-known within your community. Getting endorsements from your community and clients is one of the best ways to promote your spa. Client testimonials are useful to prove you have raving clients who would recommend your services.
*Do you have a brag book of Testimonials to show potential clients?*
Reputation, not Novelty
Classics are desirable. Fashion is constantly changing and what’s hot this season is replaced by something new next season. However a classic is not replaceable. Typically the spa is known for pampering and relaxation. However results are a winner. Results are not going out of fashion -it’s a classic. When you offer innovative technology which erases aging or offer make-overs to improve looks and features or a weight loss boot camp, then you have a classic which is easy to sell. How do clients buy top of the line spa packages? You talk to them. You compare what you have in store, in compared to the usual run of the mill spa. You focus on your specialized techniques and procedures and exclusive results.
*What makes you a classic?*
Create Buzz with Relief, Remedies and Wellness
Wellness is a new buzzword in the spa industry. Anti-aging, health and fitness is becoming synonymous with the spa industry.
By having a photo-rejuvenation laser treatment you are admitting that you are getting old. Be sensitive to marketing to aging clients. Just like a person doesn’t like to admit they are fat, they don’t want to be told they have wrinkles.
Everyone wants to live longer, prevent disease, look and feel better and control stress. The spa sector is opening up to alternative and complimentary therapies: Vibrational medicine, New Age therapies, Eastern philosophy, Ayurveda (ancient science of Longevity), and integrated modalities. These complimentary therapies are based on the belief that illness is caused by energy imbalances. The concept is based on the premise that human bodies are made up of interconnected fields of energy (qi, chakras, aura) and that when a human body is unwell, it is the result of the energy fields being unbalanced and that by re-balancing these energies will help to re-establish a person’s good health.
Organic products, health and nutritional supplements, massage therapy, natural holistic therapies and spa treatments are popular among the affluent who want to improve their quality of life by attempting to influence their own health. Clients want hope, and often deny that they are getting older. Affluent clients welcome wellness treatments and products, however be sensitive not to trigger resentment or denial.
*Is your spa creating Buzz?*