The "how To Find The Easy Money In Your Spa Business" Color Chart

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To make things simple, when you think of how you're going to influence people to come into your spa

, there's "easy money" and not-so-easy money. Let's start with the easy money, and work our way down to the "near impossible". I've color-coded them from green to red - with red being the most difficult (and most expensive) to get to come into your spa:

1. (Green) Current Clients: always the easiest to market to. Of course, your current clients can be broken down to sub-groups as well. You have some clients who come in every other week and spend a ton of money without you throughout the year. Others come in once every few months.

2. (Light Green) Past Clients: these are those who used to come in, but stopped coming for whatever reason. As far as marketing "difficulty" to make a sale, it's not that difficult to get them back. It just takes a little marketing effort.

3. (Blue) Referrals: when a current client recommends your spa to a friend or family member, "selling" that person is easy, at least compared to someone who hasn't been referred. Another form of referral could be an endorsement by a "person of influence" (like a non-competing business owner) to a large group of their customers - known as a joint venture.

4. (Light Blue) People who are looking for what you sell and know it these are people who go to Google and type in "Spa Tampa" or "Massage San Diego". They know they're looking for a spa, but they're not partial. They might choose you or your competition. A slightly more difficult sale is someone in your local market who keys in the term "massage" or "facial". They may be looking for a spa - or they may just be doing research. Either way, you can get your ads in front of them.

5. (Orange) People who are looking for what you sell but don't know it: these are people with aching backs, bad skin, low energy, etc., who are searching for a solution to their problem. They could be going online, reading magazines, talking to friends, etc., and researching or even trying different options. A spa treatment may be a good option for them, and they're open to the suggestion. Of course, they're also open to other "competing" suggestions, too, like chiropractors, off-the-shelf skin treatments, energy drinks, etc.

6. (Pink) People who "fit the profile" of your average client: say your average clients are professional females, ages 30-55 who typically live in certain upscale areas in town. The idea is that if you find other women like this, you may be able to find new clients. Then again, just because they fit the profile, doesn't mean they "should" be interested. But it's better than totally non-targeted marketing, which would be...

7. (Red) People with a pulse: if they're breathing, they "could" be a prospect. Or not. Probably not.

by: Barry Nicholson

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