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During the last two decades the spa, beauty and wellness sectors have benefitted from an exponential growth which boosted the entrance of a great number of entrepreneurs from other sectors to these ones in order to seek opportunities for quick money and success. \u00a0Unfortunately, many investments did not meet the expected goals as the vast majority of projects have failed in their implementation. The main reasons behind their failure have been the lack of specific know-how related to these sectors coupled with the lack of a clear business strategy in relation to realistic financial goals, operational systems and innovation. In this blog article, we would like to share some basic advice to help assist those centres in crisis or those ones that are looking to optimise revenue and business performance.<\/p>\n
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El mercado de la belleza y bienestar ha gozado de un crecimiento exponencial durante las \u00faltimas dos d\u00e9cadas, impulsado por la entrada en estos sectores de numerosos empresarios que han visto aqu\u00ed oportunidades de negocio r\u00e1pido. Sin embargo, muchas de estas inversiones no han tenido el retorno previsto ya que gran parte de los proyectos han fracasado.\u00a0Las principales razones de este fracaso han sido la carencia de conocimiento espec\u00edfico de este sector y la falta de una estrategia clara de negocio en lo que se refiere a estructura, sistema operativo e innovaci\u00f3n.\u00a0 A continuaci\u00f3n, les damos unos consejos b\u00e1sicos para centros que est\u00e1n en crisis o necesiten optimizar ingresos.<\/p>\n
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The key ingredient to be successful in a specific sector is to know and understand the peculiarities of the sector in question. The only way to gain specific know-how of the sector is to work and live inside it. \u00a0In those cases where one already possesses this know-how, one also has to know what to do with this knowledge; and in order to achieve this, ten basic principles should be taken into account:<\/p>\n
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Quality of treatments and services. <\/strong>Thanks to international organisations such as the Global Spa Summit, available to the public are clinical studies on the benefits of some treatments \u2013 aesthetic or therapeutic – which support our motto as sectors dedicated to overall well-being. Consumers are increasingly becoming aware of the health benefits that treatments, therapies and services offer to help improve their quality of life. People actively participate in the pursuit of their wellness by choosing the treatments and services that best work for them. It is essential to provide quality as today\u2019s consumer demands it!<\/p>\n <\/p>\n Training. <\/strong>Our spa team must be constantly trained not only in the basics \u2013 treatment, product and service knowledge; their benefits, special offers, etc. – but they must also constantly update themselves in the latest trends (new product lines, treatment protocols, therapies, etc.) not only in order to offer the best service possible but to also be able to answer questions from clients, who sometimes know more than us about certain therapies!<\/p>\n <\/p>\n Human capital management. <\/strong>Our team is the heart of our business as well as our most expensive resource. The peculiarity of our sector is the fact that if our team is not happy the client will inevitably be affected. This is not the case for an employee who works in an office or restaurant, where if an employee is not having a good day, it is unlikely that it will show in the service or dish their offer. However in our case, if a therapist is not happy she will transmit this energy to the client who in turn will not receive the desired quality of treatment and consequently probably might not return to our centre. It is therefore essential to not only choose the right team members and train them, but to also manage them effectively.<\/p>\n <\/p>\n Treatment Menu Engineering. <\/strong>Creating a treatment menu is not that simple. It is not only question of including some massages, facial and body treatments and the odd latest fashionable treatment; there is a logic and strategy behind it. You must know where each of your treatments lie in respect to the four sections of the \u2018Treatment Menu Engineering\u2019 <\/em>system, including <\/em>the target markets for each of your treatments:<\/p>\n <\/p>\n <\/p>\n A well-written treatment menu is the foundation of pricing strategy, yield management and capturing of new clients.<\/p>\n <\/p>\n Yield<\/strong> m<\/strong>anagement system. <\/strong>An effective yield management system allows us to optimise revenue and at the same time widen our target markets. Aggressive promotions published on internet websites such as Groupon may attract more traffic to your centre but it is unlikely that you will be able to convert them into loyal customers. These consumers tend to shop for the best discount.\u00a0Offeirng and publishing\u00a0different prices to fill empty hours will allow you to attract clients who probably would not have come to your centre otherwise.\u00a0 Although this target market is price sensitive they also seek well-being.<\/p>\n <\/p>\n Pricing strategy. <\/strong>Having a coherent pricing strategy will require an understanding of the profit and loss account, treatment costs, target markets, the type of centre, in addition to offering value for money.\u00a0 Once all these variables have been taken into consideration, an appropriate mark up can than be added\u00a0to your treatment and service offering.\u00a0\u00a0 <\/strong><\/p>\n <\/p>\n Engaging with your\u00a0clients. <\/strong>Do you really know what your clients want? Are there any treatments or services that they would like in addition to the current offering? Are there any other potential target markets that you could reach out to? These are some questions that you should be asking yourselves in order to seek new ways and strategies to improve communication with your client base. \u00a0\u00a0 <\/strong><\/p>\n <\/p>\n On-line <\/strong>presence. <\/strong>In our sector we tend to be hesitant when it comes to using the internet. Internet is changing the way of doing business; and more importantly the way people buy. It is important to have an updated website that accurately describes your centre and philosophy. It is also recommended to be present in relevant social media networks and industry forums as well as online spa listings. Internet is the perfect show case to sell your centre to a wider audience.<\/p>\n <\/p>\n Your competitors. <\/strong>One can never underestimate their competitors. It is advisable to know your competitors well, their SWOTs and\u00a0have a rough idea of\u00a0how your key performance indicators compare to theirs.<\/p>\n <\/p>\n The role of\u00a0a consultant. <\/strong>Being engrossed in the day-to-day grind of our businesses causes us to lose objectivity and fall into the trap of becoming comfortable and to continue doing things the way we have always done them; the way we think things have to be done.\u00a0 Operational audits, like the ones we offer at Spa Balance, offer the opportunity to analyse each and every aspect of our business from an external and fresh point of view and thereby implement adequate corrective strateies in order to optimise revenue. Businesses’ knee-jerk reaction to economic crises tends to be the cutting back of costs. It is these types of cut-backs that drive most businesses to closure as they tend to compromise key business strategies that help them sustain themselves in the market in the longterm.<\/p>\n <\/p>\n <\/p>\n Lo principal para tener \u00e9xito en un mercado concreto es conocer a fondo las peculiaridades de la industria en cuesti\u00f3n.\u00a0\u00a0 El conocimiento del sector se consigue estando en \u00e9l.\u00a0 Pero en el caso de que gocemos de cierto conocimiento, tambi\u00e9n hay que saber qu\u00e9 hacer con las nociones que poseemos; y para ello conviene tener en cuenta diez principios b\u00e1sicos, que no ayudar\u00e1n a definir estrategias en los establecimientos que est\u00e9n en crisis y a incrementar los ingresos de aquellos que necesitan optimizar su cuenta de resultados:<\/p>\n <\/p>\n Calidad de tratamientos y servicios. <\/strong>Gracias a encuentros internacionales especializados como el Global Spa Summit, existen ahora disponibles para el p\u00fablico en general, ensayos cl\u00ednicos sobre la eficacia y beneficio de algunos tratamientos – ya sean est\u00e9ticos o terap\u00e9uticos – que respaldan nuestro lema en los sectores dedicados al bienestar. El consumidor est\u00e1 siendo cada d\u00eda m\u00e1s consciente de los beneficios que tienen los tratamientos, terapias y servicios que le ayudan a mejorar su calidad de vida.\u00a0 Las personas participan de forma activa en la b\u00fasqueda de su bienestar eligiendo los tratamientos y servicios que mejor le funcionan. \u00a1Es imprescindible que la calidad de los que ofrecemos sea excelente porque el cliente de hoy en d\u00eda lo exige!<\/p>\n <\/p>\n Formaci\u00f3n. <\/strong>Nuestro equipo debe\u00a0tener\u00a0una\u00a0formaci\u00f3n continua\u00a0no s\u00f3lo en lo b\u00e1sico – conocimiento de los tratamientos\u00a0y servicios, los beneficios, las ofertas, etc\u00e9tera – sino que tambi\u00e9n tiene que ir actualiz\u00e1ndose cada vez m\u00e1s en todo lo referente a las novedades (nuevos protocolos y terapias) para que puedan ofrecer un mejor servicio y se sepa dar respuesta a clientes que, a veces, saben m\u00e1s que nosotros.<\/p>\n <\/p>\n Gesti\u00f3n efectiva del talento. <\/strong>Nuestro equipo es el motor de nuestro negocio adem\u00e1s de ser el recurso m\u00e1s caro.\u00a0 La peculiaridad de nuestro sector es que si nuestro equipo no est\u00e1 feliz el cliente se ver\u00e1 afectado.\u00a0 No es como un empleado que trabaja en una oficina o en un restaurante que si tiene un mal d\u00eda el cliente probablemente no lo notar\u00e1 en el servicio o en el plato servido; sino que en nuestro caso, si una terapeuta no est\u00e1 feliz, se lo trasladar\u00e1 al cliente y \u00e9ste no recibir\u00e1 el tratamiento deseado, por lo que casi seguro no repetir\u00e1 la experiencia.\u00a0 De ah\u00ed la importancia de no solo seleccionar bien al personal y formarle adecuadamente, sino tambi\u00e9n de saber gestionar a los empleados de manera \u00f3ptima.<\/p>\n <\/p>\n La ingenier\u00eda de la carta de tratamientos. <\/strong>Crear una carta de tratamientos no es tan sencillo.\u00a0 No s\u00f3lo se trata de incluir unos masajes, tratamientos faciales, corporales\u00a0y unas novedades puntuales sino que tiene toda una l\u00f3gica detr\u00e1s.\u00a0 Se debe saber cu\u00e1les son los tratamientos que se incluyen en las cuatro secciones que conforman el ‘Treatment Menu Engineering’, <\/em>as\u00ed como conocer el p\u00fablico objetivo que va a consumir cada unos de ellos:<\/p>\n <\/p>\n <\/p>\n Una carta de tratamientos bien redactada es la base para la estrategia de precios, gesti\u00f3n de rendimiento y captaci\u00f3n de nuevos clientes.<\/p>\n <\/p>\n Sistema de gesti\u00f3n de rendimiento. <\/strong>La gesti\u00f3n de rendimiento permite optimizar ingresos y, a la vez, ampliar el p\u00fablico objetivo.\u00a0 Realizar promociones agresivas en portales de Internet como Groupon puede que les traiga m\u00e1s gente por la puerta pero dudablemente ser\u00e1 el perfil de cliente que se puede fidelizar.\u00a0 Suele ser un p\u00fablico objetivo que busca la mejor promoci\u00f3n.\u00a0 Ofrecer y publicar precios distintos para llenar las horas muertas le permitir\u00eda conseguir clientes que de otra manera no hubiera acudido al centro por falta de presupuesto.\u00a0 Este mercado es ciertamente susceptible a los precios, no obstante tambi\u00e9n busca su bienestar.<\/p>\n <\/p>\n Estrategia de precios. <\/strong>Tener una estrategia de precios requiere entender la cuenta de explotaci\u00f3n, los escandallos, de todos los tratamientos y servicios, el p\u00fablico objetivo, el tipo de centro, as\u00ed como una coherente relaci\u00f3n precio-calidad.\u00a0 Y en funci\u00f3n de estas variables marcar el margen adecuado sobre tratamientos y servicios. \u00a1No vale copiar a la competencia!<\/p>\n <\/p>\n Dialogar con sus clientes. <\/strong>\u00bfSaben de verdad lo que quieren sus clientes?\u00a0 \u00bfEchan de menos alg\u00fan tratamiento o servicio?\u00a0 \u00bfHay otro p\u00fablico objetivo que se podr\u00eda atraer al centro?\u00a0 Estas son algunas de las preguntas que se tienen que hacer para poder buscar maneras y estrategias para mejorar su comunicaci\u00f3n\u00a0y oferta al cliente.<\/p>\n <\/p>\n Presencia on-line. <\/strong>En nuestro sector tendemos a ser m\u00e1s reticentes a usar Internet.\u00a0 La red est\u00e1 cambiando la forma de hacer negocios; y lo que es m\u00e1s importante, la forma en la que el p\u00fablico compra.\u00a0 Es importante tener una web actualizada que comunique bien la filosof\u00eda de su centro.\u00a0 Conviene adem\u00e1s estar presentes en las redes sociales y foros del sector, as\u00ed como listarse en buscadores de spa.\u00a0 Internet es el escaparate perfecto para vender su centro a un p\u00fablico objetivo m\u00e1s amplio.<\/p>\n <\/p>\n La competencia. <\/strong>Nunca se puede subestimar c\u00f3mo le puede afectar su competencia. Es conveniente conocer bien a los competidores, sus DAFOS y analizar qu\u00e9 \u00edndices se comparan a los suyos.<\/p>\n <\/p>\n La figura del consultor. <\/strong>Estar metidos en el d\u00eda a d\u00eda de nuestro negocio nos hace perder la objetividad y caer en la trampa de acomodarnos y seguir haciendo las cosas tal y como las hemos hecho siempre: tal y como creemos que hay que hacerlas. Las auditor\u00edas operacionales, por ejemplo, brindan la oportunidad de analizar cada aspecto de su negocio y as\u00ed implementar las estrategias correctivas m\u00e1s adecuadas para optimizar ingresos. Durante las crisis el primer reflejo autom\u00e1tico de los negocios suele ser recortar gastos. Es justo ese reflejo lo que les conduce al cierre porque, en muchos casos, comprometen factores claves de la estrategia de negocio que les permiten sostenerse en el mercado a largo plazo.<\/p>\n <\/p>","protected":false},"excerpt":{"rendered":" During the last two decades the spa, beauty and wellness sectors have benefitted from an exponential growth which boosted the entrance of a great number of entrepreneurs from other sectors to these ones in order to seek opportunities for quick money and success. \u00a0Unfortunately, many investments did not meet the expected goals as the […]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9,10],"tags":[4,5,6,7,8,11],"class_list":["post-458","post","type-post","status-publish","format-standard","hentry","category-spa-management-2","category-spa-revenue-management-2","tag-asesores-de-centros-de-belleza","tag-asesores-de-spas","tag-centros-de-belleza-en-crisis","tag-centros-de-wellness-en-crisis","tag-gestion-de-spas","tag-spas-en-crisis"],"acf":[],"yoast_head":"\n\n
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