How to keep your spa or massage practice ahead when the competition drops prices
By Jean Shea on May 11, 2015
Are your competitors lowering their prices and you’re worried if you don’t do the same for your spa and massage practice service, you’ll lose clients? Before you change any of your prices, ask yourself if being the “low price” leader is really what you want for your business, not to mention your long-term growth goals.
When the competition lowers its prices, take the time to decide how you want to move forward in positioning your spa or massage practice. If you already enjoy a higher-quality position among your clients and prospects, don’t want to erode your reputation by slashing prices to compete. Clients who only buy on price will eventually move on anyway. Still you may make want to make some changes to your messaging, service packages and retail offerings to reward loyal clients and attract new ones.
Enhance customer service
As the higher quality provider, clients will expect your customer service is exemplary; so make sure it is. If clients are asking for the convenience of online booking capabilities, look into applications if you don’t already provide the capability. Accommodate a client’s occasional need to come in very early or late when their circumstances demand some flexibility. Encourage feedback from clients and when you hear complaints, address them immediately and advise your client what you have done to fix the problem.
You build lasting relationships with your clients when your offerings you serve as an educator or counselor about their health and beauty. Ask questions and as appropriate provide advice on home skin, exercise, diet, relaxation techniques, dealing with stress and whatever other expertise you have.
Make your offering stand out
Distinguish your spa or massage practice by offering services and products that others don’t, whether it’s a special treatment for a massage geared to seniors or pregnant moms. Millennials in particular are looking for very personalized, high value offerings. If they are your target, put together customized packages. If you offer aromatherapy massage, help clients extend the experience with candles or room mists to use at home. If clients ask for a particular brand of product look into carrying it.
Offer service extras
One way to maintain your pricing when others drop theirs is to offer something extra for a period of time. Add a foot massage to a skin treatment or add an aromatherapy scalp massage with a facial treatment. Offer a two-for one for new clients to entice them into your spa or massage practice or to current clients to introduce them to a service offering.
Provide a gift with purchase
It’s possible some of your competitors carry the same retail items but at a lower price. Respond by providing a complementary gift for a period of time. Another option is to provide free shipping on products.
Consider holding networking events or seminars for clients. Clients can meet each other and at the same time learn about new treatments, massage or tips for how to care for their skin and extend the benefit of a massage at home.
Whatever you do, don’t let your competitors influence your business. Your spa or massage practice is unique. Keep it that way and let your pricing reflect your value.