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