When spa sales aren’t where we want them to be, one of the first reactions I hear is:
“We need more clients.”
Maybe.
But before you spend another dollar on marketing, promotions, social media or advertising to bring more people through the door, I want you to ask a different question:
Are you maximizing the opportunity with the clients you already have?
Because sometimes the problem isn’t traffic.
Sometimes the opportunity is sitting right inside the business.
Start With What’s Already Walking Through Your Door
During a recent business review, I looked at well over 10,000 service transactions.
That’s a lot of people already walking through the door, receiving services, trusting the professionals and spending money with the business.
But fewer than 10% of those service transactions included a retail purchase.
That changed the question.
Instead of asking:
“How do we get more clients?”
I started asking:
“What’s happening with the clients we already have?”
Are they receiving a thorough consultation?
Are professionals making home-care recommendations?
Are appropriate upgrades being discussed?
Are clients rebooking before they leave?
Does the team have the product knowledge and confidence to explain what they recommend — and why?
Those questions lead to very different business decisions.
More Traffic Doesn’t Automatically Mean More Revenue
Marketing is important. New-client acquisition is important.
But bringing more people into a business that isn’t maximizing its existing opportunities can become a very expensive strategy.
Think about it.
If 100 clients come through your doors and very few receive a professional home-care recommendation, bringing in another 20 clients doesn’t fix that problem.
You’ve simply created 20 more missed opportunities.
Before focusing exclusively on increasing traffic, I want to know what’s happening with the traffic you already have.
Retail Is More Than the Retail Sale
This is another place where I think our industry sometimes gets retail wrong.
Retail isn’t simply about adding another product to the ticket.
When a professional recommends the right home care, they’re helping the client continue the results of the service after they leave.
That can strengthen the professional relationship, improve the guest experience and create another reason for the client to return.
And yes, it creates additional revenue.
But the bigger opportunity is creating a more complete client experience.
The service shouldn’t end when the client gets off the treatment table.
Look Beyond Your Top-Line Revenue
Your reporting system can tell you how much you sold.
But that number alone doesn’t tell you how much opportunity may have been left on the table.
Start drilling down.
Look at:
- Total service transactions
- Transactions that included retail
- Retail-to-service percentage
- Average retail ticket
- Units per transaction
- Rebooking
- Upgrades
You don’t need 47 reports.
You need the few numbers that help you understand what is actually happening inside the business.
Then get curious.
If clients are coming in but retail penetration is low, don’t simply tell your team:
“We need to sell more.”
Find out why.
Do they know how to conduct a great consultation?
Do they know the products?
Can they connect the recommendation to the client’s needs?
Have they been properly trained to make a professional recommendation?
Because “sell more” is an expectation. It isn’t training.
Before You Chase More Clients
There are absolutely businesses that need more traffic.
But don’t assume that’s your problem simply because you want more revenue.
First, look closely at the clients already choosing you.
What are they buying?
What aren’t they buying?
Are they rebooking?
Are they receiving recommendations?
Where is the customer journey breaking down?
You may discover that your greatest growth opportunity isn’t finding thousands of new people.
It’s doing more for the people who already walked through your door.
And if you need help identifying where those opportunities are hiding inside your business, that’s exactly the kind of work I do.
Carol Phillips
Founder & CEO, BeauteeSmarts Global LLC