MEN

MEN How to get aguy

Our step-by-step guide to boosting spa sales for men

On the lookout for creative ways to increase your male clientele? Mai Ly, owner of the all-male Metro Spa in downtown

Toronto—and the impressions of two spa novices who had never even had so much as a manicure between them— provide a lineup of useful tips on how to lure men in the door. 1. Create the environment Take a good look at your spa—if it’s too feminine, men may be turned off. DO consider guys when setting up your waiting room or manicure/pedicure area. Ly has big screen TVs set on the sports station and an Xbox. DON’T think pink. A sleek, streamlined decor suits a unisex clientele. And make sure you have Sports Illustrated to go to go along with Cosmo!

2. Put out the welcome mat Darren Wadden, whose wife gave him a gift certificate to The Millcroft Inn and Spa in Southern Ontario, appreciated the friendly, low-key approach of the staff there. DO provide them with the essentials—coffee, tea or juice and a magazine. DON’T make a fuss make a fuss over them—if guys see spa visits as a normal part of any health and beauty routine, they’re more likely to return.

3. Talking them through Explain what you are doing each step of the way. “I liked the fact that the esthetician told me what she was doing,” said Salon staffer Andrew Mannsbach, who went to Metro Spa.

4. Educate—and reap the benefits

Ly encourages her estheticians to teach clients about skin care. “This is information they can take home with them and use.”

5. Maximize the benefits 5. Maximize the benefits Time is of the essence. Men tend to schedule treatments on their lunch hour or between business meetings.

6. Come back soon . Come back soon Repeat business is a challenge; many are there because their significant other gave them a gift certificate. DO take time to answer take time to answer questions. According to Ly, men usually have more than women. “They often ask about sanitizing equipment and sterilization.”

DO use this as a tool for selling skin products. They are much more likely to buy a product specifically aimed at men.

DO come up with creative ways to bring them back. Set up shorter packages they can fit into their day and focus on popular procedures. According to Ly, massage is a favourite, and many of her regulars come in just for that. DON’T overdo it. Wadden enjoyed the fact that his massage was conducted in relative silence— it helped him relax.

DON’T do the hard sell. do the hard sell. Men are more reluctant to be in a spa in the first place—too much pressure may push them out the door.

DO double up on your services. Ly often uses two estheticians for a manicure/ pedicure, cutting the time required in half. DON’T do the minimum. Throw in an extra treatment—Wadden had a foot massage during his facial and loved it.

DON’T ignore promotions and packages that can be used as gifts. The Millcroft Inn and Spa has an entire range of Gentleman’s procedures, geared strictly for men. Finally, don’t forget the details; everything from cleanliness to heated towels make a strong impression.—PF

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