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PROFIT CENTER includes warm stones as treatment enhancements. "These enhancements don't seem too expensive to clients when you break them down into $15 or $20," she says. "After all, if a guest wants to experience warm stones, the alternative is to book a 90-minute stone massage, which may be more than she's willing to spend. A stone massage 'teaser' makes a guest consider the extended treatment as an option the next time." Facials and massage both lend themselves well to add-ons. "Massage add-ons are likely to be the least expensive, especially upgrades from one type of oil to another," says Starr. "I always design add-ons that can be done in the same time frame as the original service. Otherwise, it does nothing to raise your average ticket or dollar-per-hour performance. If the client is a candidate for a rosacea mask, the suggestion is made and that mask is swapped with the originally intended product, but no extra time is required." ON THE MENU While you want clients to have an idea of what is involved with your add-ons, they shouldn't take up too much valuable real estate on your menu. "Describe your add-ons in more depth on your website, but only use a few words on your inspa menu," Soukup advises. "Place mini menus in treatment rooms, relaxation rooms and the lobby." Starr explains that, just as it's easy to create add-ons that focus on specific conditions such as rosacea and antiaging, it's also relatively simple to describe them on a menu so that clients know exactly what they're getting. "Just make sure your menu descriptions help the client see how they can realize better or more targeted results by purchasing the add-on," she cautions. "They need to sound effective and compelling." At the end of the day, however, a menu can only do so much. It's up to the spa practitioner to assess and then recommend the appropriate treatment enhancements. Not doing so represents a missed opportunity for both the client and the spa. "Often, clients don't know what a spa is capable of," says Borgman. "If I come into the spa to 'relax' but I also happen to have tennis elbow, I may not realize that a massage therapist can help me with that. It's incumbent upon the spa and its team to communicate to the guest the fastest and best way to reach their goal." Liz Barrett is an Oxford, Mississippibased writer and editor. dayspamagazine.com/freeinfo • Use FreeInfo #29 88 DAYSPA | NOVEMBER 2013