What should Spa owners consider when they’re evaluating further education and consulting options?
It Depends on the state you live in. It’s important to know if you can legally perform non-ablative cosmetic procedures. Is it in your scope of practice? Are you working under a physician as a medical assistant? What can basic licensed aestheticians do? What can advance aestheticians do? What can you do under a physician if you’re an employee? There’s no sense in getting training for something if you’re not going to be able to use it in your state. I primarily work in the Northwest but there have been instances where I’ve traveled to different places like New Orleans and New York. Know your scope of practice and what that training needs to be to qualify you to add a service or treatment. Another consideration is how much practical hands-on time is required, or Do you just need theory? You should know what’s the return on that investment. Sometimes aestheticians will take little pieces of training. They’ll want to come in for say, micro-needling and have a class. If you need continuing education credits, then you need to seek out the ones that are going to, fit your needs but also fit your pocketbook. If you’re just out of basic facial technology school, then I would suggest making sure that you do some reinforcing of your skills. Be proficient and the profits will come. If you’re a spa owner and offering education and training to your staff remember, people are very mobile these days and if you invest too much you may not get a return. Think about servicing, staffing, equipment training, compliance, files and forms, practice guidelines and safety officers; things like that. It’s important to look deep and evaluate what exactly you’re wanting to accomplish and if it’s going to fit your needs.
That’s ultimately what this comes down to you, right? That’s what they’re looking for is more happy clients and profit.
You bet. Happy clients are a big key because you get a few bad reviews on Yelp or Google or Social Media, or you have a few clients coming in that want their money back or this or that. Those things are damaging. They hurt you and you must know how to manage all that before it affects your bottom line. Also knowing what to give away and what not to give away. I see a lot of spa owners giving away things that cost them money. If you’re going to do a promotion, know what that promotion is costing you and know what you’re going to get from it. Remember time is money too. You must track everything.
I still see far too many day spas relying on Groupon deals. Just on the hope that they can become lifetime clients, which is of course what Groupon sells but most of the Groupon buyers just go from deal to deal.
Right. They’re just looking for something cheap. On occasion, you’ll get a client that may stick around, but yes, those are tough. I say, “make them not want to go anywhere else”, Do all those little things but don’t give too much away. Don’t be the highest, don’t be the lowest but have your prices high enough that occasionally you can offer a discount. Or perhaps you can offer a special or a yearly program on return service. There are lots of ways to market and discount and compete with Groupon, but you must do it creatively and don’t give away so much that you’re not making anything for your time. I encourage spas nowadays to do something that’s self-service. Like LED lights where the client can lay down and relax. They’re going to make money without paying a technician to do those things. That’s a way to increase your profit margins. Be sure to communicate that it is a self-service procedure, so your client doesn’t expect anything different. Give away those kinds of things if you must offer an extremely discounted service.
If you would like to contact Debora her website is: https://www.salemskincare.com/
