The Savvy Spa Boss

What’s the one question on every spa owner’s mind? How can I get more clients, increase cash flow, and generally speaking… just make more money right?

Gone are the days of building a business with our sole focus on providing quality service (and simply existing) and then thinking that the cash will just roll in. Reality is, even if you deliver top-notch service or you carry the best products on the market… it doesn’t always reflect in the numbers. 

Just “showing up” isn’t enough anymore

I’m going to give you the exact steps that I took to rebuild and transform my spa business – eventually reaching a point where consistent cash flow was no longer a concern for me.

And trust me, it was a HUGE concern.

At times there was so much going on that I really didn’t know if my spa business would make it. Here are just some of my worst experiences:

  • Being evicted with only 4 days notice (for no reason – don’t worry it was a blessing in disguise)
  • My staff was leaving with 40% of our clients (again a blessing in disguise)!
  • The spa was tied to a suffocating amount of debt (bad decisions made when I didn’t know any better – If only I knew then what I know now)

What I’m going to share with you is what I now consider to be my secret weapon. Whether my business is thriving or in a state of crisis I can execute this practically foolproof plan and see a substantial upturn in my business. When I have this plan in place, I know that I still have the power to grow my business and to control the cash flow on my own terms.

The strategy I used has brought my spa over $25,000.00 in NEW revenue (aka our new clients on top of our existing clients… with only 1 full-time and 2 very part-time estheticians) in the past year alone!

The #1 reason your spa is lacking cash flow

The biggest mistake I see most spa owners make with their marketing strategy?

They don’t have one.

Without a plan in place, they assume that as long as they promote their stuff over on social media, they pay for ads, or even set up a deal on Groupon, the money will magically appear. This is not an effective marketing strategy, because there really isn’t much of an actual strategy going on!

You’ve really got to do your homework, make a plan, and go forward with a strategy that can help you actualize your goals. Ultimately, you need to come up with the right sales funnel for your spa business – if not, your ROI isn’t going to be exactly something you want to brag about.

There’s already a lot of competition out there, you’ve really got to be strategic about how you’re going to make your spa stand out!

But this brings to light an even bigger issue with your current marketing strategy. Lack of control.

If you’re not actively controlling the entire selling process, you’re going to have very little control over how much money comes in!

Think about it this way: By not taking control over the entire selling process, you’re indirectly putting the fate of your business into the hands of prospective clients who are indecisive, distracted and non-action taking.

Because of this, your business outlook becomes unpredictable. And this definitely isn’t the position you want to be in with your business. Without predictability… you’re pretty much gambling with your business!

And personally… I’ve never been into gambling on ANYTHING especially not my livelihood.

Why your spa needs a sales funnel to create consistent, predictable cash flow

So what’s the secret?

You need to create a sales funnel for your spa.

You’ve probably come across this term at some point and probably had no idea what the heck it was (that was me at first). If you’re not already familiar with sales funnels… well it’s something you should definitely get acquainted with. It’s basically a fancy term for the journey your prospective clients will go through, from the point you generate leads to finalizing that initial transaction.  

In essence, you start out with a large group of prospects (your leads) who are somewhat interested in your brand or the services you have to offer. You find a way to grab their attention (stop them in their tracks), then leverage that initial interest to pull them in further through your sales funnel.

By incorporating a sales funnel into your spa business, you control everything! From that very first impression or experience, a prospect has with your brand, to when you finalize that initial transaction, THEN you prime them to take advantage of your more premium offerings.

The best part is that once you have the right sales funnel in place… you can just set it and forget it. When you combine a good sales funnel with your digital marketing strategy, you will see a HUGE difference in how easy it is to boost sales, increase cash flow, and make the money back that you invested!

What I LOVE about the sales funnel in my business is that I can easily turn it on, or UP during the slow seasons. And when it’s busy, I can take it down a notch or even turn it off completely!

Doesn’t that sound great?

The common misconception here is that sales funnels are only meant for online businesses. But this isn’t really the case. In fact, if you go about it the right way, it can have a substantial impact on the growth and success of your brick and mortar business!

Here’s the thing, a sales funnel works a little differently when you use it in “real life” because certain aspects of the online sales process aren’t even necessary when you’re using a sales funnel in the real world. That said, there’s a different set of priorities when you implement a sales funnel into your brick and mortar location.

How to develop the perfect sales funnel for your spa

To create the perfect sales funnel for your brick and mortar location, you need to focus on a few key aspects:

1.     Creating an irresistible offer

When it comes to creating the perfect sales funnel strategy for your spa business, you have to strike a balance between making an irresistible offer and implementing a well-executed systemized sales plan.

At the end of the day, what it comes down to is how good your offer is. If you can come up with an irresistible offer that clients can’t refuse (because it’s sooo irresistible), they will flock to your door!

So how do you create an irresistible offer?

The key here is to come up with an offer that has undeniable value.

For the record… I don’t mean you should slash your prices down to almost nothing in hopes to get only deal hunters and tire kickers through your door. Absolutely not.

An irresistible offer done right means that it is a win for the client and a win for you.

This is the time to get creative.

I’m going to let you in on a little secret. It’s all about the perceived value of your offer. You can easily level up the value of your offer by doing a package deal that includes services that won’t take up too much of your time or even cost you much money to perform.

The key here is in your add-ons!  

Add-ons that are HIGH in value for the client… but LOW in cost for you. For example, take a 60 minute massage or facial and brainstorm everything that can be added onto that treatment within the timeframe. Or even, what can be done by adding an additional 15 minutes to the session to make the client swoon over the phenomenal package deal they’re receiving. But of course, it has to be something that’s quick, easy, and affordable for you!

Here are some great examples that work for us and our clients to help get your creative juices flowing.

Hand massage

Foot massage

Scalp massage

Back Exfoliation


Eye treatment

Paraffin dip

Polish change… you get the idea.  

Remember every business is different and you can find some hidden gems within your service offerings as well.

Download your free Irresistible Promo Planner and 10 Step Blueprint here.

2.     Automate your sales funnel

It goes without saying that the rise in technology has most certainly reshaped the marketing landscape for all businesses. To pull in potential leads or even to build connections with existing clients, it’s a good idea to integrate automated systems into your marketing efforts.

When you automate the sales process you can capture their attention, get them to join your mailing list (the money is in your list), get them to actually book their appointment all before ever having to interact with them directly.

In other words this can be happening in your sleep.

Here’s an overview of what the automated portion of your sales funnel should look like:

Irresistible Offer (Facebook Ad, Groupon, Google Ads, Networking Events) > Landing Page > Thank You Page with Fast Action bonus > Booking the appointment > Confirmation > Actual Service > Follow-Up

3.     Focus on creating the ultimate human experience

As advanced as technology is becoming, there’s still one hurdle it has yet to overcome. There are limitations when it comes to replicating the sentiment behind those real-life connections that we form with others through face-to-face interactions.

But this is precisely what you have the power to leverage at your brick and mortar location! Pinpoint each and every opportunity you have during a prospect’s buying journey where you can go above and beyond to foster a real life meaningful connection. Even those brief moments when someone’s booking an appointment or just arriving at your spa.  

For example, how can you maximize:

  • The booking process
  • The confirmation call
  • A client’s arrival
  • The actual treatment
  • The pre-book
  • The follow-up

Be intentional in each of these areas and implement a system that allows for consistency in your business whether you are a team of 1 or a team of 10.

Make sure you track everything so you have a good idea of how your sales funnel is working for your spa business!

Truth is, you will not be able to create the perfect sales funnel overnight (I wish it was possible but it’s not). To figure out the perfect formula to boost sales and increase cash flow for YOUR business, it’s inevitable that you’ll have to tweak, monitor, and adjust your marketing strategy a couple of times and that is perfectly normal.

After all, no two businesses are alike.

So no it won’t be easy… but it is 100% possible and worth it if you take the time to incorporate this into your business.

What are you waiting for? It’s time to get started!

Need more guidance? Check out our 10 step blueprint for more ways to boost sales and build a loyal client list. It includes your irresistible promo planner and a worksheet to help brainstorm how to position and maximize your client’s journey ultimately boosting the predictability and of course, profitability in your business.  

Also when you join us inside of #SpaBoss University, you can get the support that you need to create your perfect sales funnel.  

In fact, I provide you with the entire swipe-file, tutorials, live Q+A’s (and many many other awesome amazing profit building resources) all for as little as $49.95/month. Learn more here.

About the Author: Susan O'Sullivan

Susan is a spa owner and a self-proclaimed serial entrepreneur. She chases dreams full time and aims to empower the people around her to do the same. She has been through all of the highs and lows that this crazy spa industry has to offer and it is her mission to smooth the path for other spa owners and pro’s on a similar journey.

Leave a Reply

Your email address will not be published. Required fields are marked *