Ep. 23 - How Do You React During Slow Periods?
Today's episode is for every spa owner panicking in a slow season.
Because how you respond in a slow season tells me everything about your business strategy.
Let's figure out what your default move is and how to pick one that actually grows your business instead of shrinking it in the natural ebb and flow.
What's Your Default Move?
Option 1: The Discounter
Are you someone who defaults to discounting? "$25 off this, 25% off that, this week only!"
If that's the case, you're teaching your clients to wait for a sale instead of valuing your work.
It's very easy to fall into this, but it's also a very easy fix.
Instead of discounting, add value.
What does this mean?
"Book a facial in March and receive a complimentary brow wax."
"Book a Brazilian wax in August and get a complimentary underarm wax."
It's the same price, but higher perceived value.
Here's a strategy I use a lot with my coaching clients:
Let's say you're a spa known for clearing acne and you just hired someone on. They're maybe 40-50% booked. You're really trying to amp them up and get them booked to start being more profitable.
The strategy: You've got a client who came in for an acne service. You want that esthetician to offer something to that client.
"Hey, I see you're in for an acne facial today. I also have a little bit of time for a lash tint or an underarm wax. Is that something you'd want? It's complimentary today."
They get a little taste of it. This can also be something like a cryo stick add-on or an LED light upgrade.
The key: Don't make it anything retail-related if you're trying to get their books filled. If you're trying to build your employee's books, you want them to encourage value-add services.
Figure out what those little things are that are low cost to the business but high value for the client—like a brow wax, underarm wax, upper lip wax. Just those little things that are so meaningful for the client but don't take away too much profit from the business.
When the esthetician goes to rebook them, they ask, "Do you want to add that on for next time too?"
Actually, it doesn't happen slowly. It happens pretty quick.
Option 2: The Random Promoter
Are you someone who might randomly promote a service you don't normally push during a slow period? Something outside of your niche? Not really your signature service?
Like spray tans in a skin-focused spa? You're confusing your clients and diluting your brand.
Instead, stick to your core. Promote your signature service or your best seller.
Example: "This week, every client who books our signature service gets entered into a giveaway for this awesome gift basket."
It keeps the focus aligned and adds excitement for what's to come.
Option 3: The Freezer
Are you someone who freezes in a slow season? (Admittedly, this is me. This is what I do—I kind of shut down.)
If you go radio silent during a slow time, don't post, don't send out emails, you're just hoping for phone calls and texts to trickle in—you're making yourself invisible when you need to be seen the most.
Instead, proactively reach out to clients.
A really great example is a reactivation campaign—emailing past clients who haven't been in for 90 days. Keep it warm, keep it personal.
Example: "Hey Susie! I was just thinking of you and wanted to check in. How's your skin doing? How was the honeymoon? I'd love to see you this month. I have a couple openings next week and I'd love to catch up."
This definitely got me out of that funk whenever I freeze in business. So I hope it helps you too.
Own Your Default and Choose a Better Strategy
Figure out which one of these you are:
Someone who aggressively discounts?
A random promotion type of person?
Do you freeze?
Owning what you do during those slower times can really help you catch it next time before you let it get too far.
Your Challenge This Week
Choose one of the alternative solutions instead of your default. I really want to challenge you and push you outside of your comfort zone.
If you usually discount: Try to add value and then get that client booked for that extra value service next month.
If you usually go random with promotions: Try to run a promotion that's tied to your best seller.
If you're someone like me who freezes: Reach out to 10 of your past clients personally. Make it personal and really love on them.
Slow Seasons Don't Need to Mean Panic
With a good strategy, they can actually become an opportunity to reconnect with some of your best clients and strengthen your spa's reputation overall.
Want help creating a year-round plan to smooth out the highs and the lows?
Fill out this intake form to book a discovery call. I'll help you map out that custom strategy. I'm really into 90-day plans and holding my clients accountable to them. They see phenomenal results. I'm so excited to see how this works for you!
