As we’re all re-emerging from the COVID closures, we have to be smart about what to expect and how we operate. Jeremy Jacob, owner of FLOAT in San Antonio, joins us to share his experiences. He recently expanded his center with additional tanks and new services, and then closed after just 6 weeks. He talks about how his reputation and the trust his guests have in his center have helped him stay afloat (pun intended) as he reopened. The crew shares how they cut some costs and how they tapped into new marketing strategies to bring in new clients.
In the past few episodes, you’ve heard how important it is to continue marketing efforts. In this episode, we dive in deeper into one particular marketing strategy – consultation programs. First, you’ll hear some tips about what to look for if you’re hiring a marketing partner, and then Kyle from Maximum Floats sheds light on some things that float center owners can do on their own to implement programs that bring in new guests and increase the frequency in which they float. One of the key points is to sell programs that solve problems, or “pain points”, not to sell floats.
Gloria is in the process of kicking off a program with Maximum Floats, and Kim shares a bit about a similar program that she launched on her own at her center. And if you’re a non-salesy center, you’ll pick up a few ideas for how to share information and deals without coming across as pushy – how to be a helper instead.
As we’re all starting to emerge from the COVID closures, it’s important to start thinking strategically about ways to increase revenue. When it comes down to it, there are three major buckets for doing just that. The crew talks about some of the ways they each 1) increase the number of sales, 2) increase the dollar amount of each sale, and 3) increase the frequency of sales for each customer, and how these strategies play into both the short-term and long-term plan.
We realize that feels like a lot of sales talk, but the success and longevity of our centers require “sales” strategies. It doesn’t feel very floaty though, so we dive into how to shift out of the sales mindset and into one of being a consultant who’s there to help guests feel better and find relief.
You’ll hear stories of having a “summer attitude” and being challenged to think about your long term strategy for your business growth – meaning is it a lifestyle business that’s centered around you as an owner, or do you want to grow and scale in a way that will require more reliance on others. We also share some tips for pricing menus, and soft selling the “next step”.
We’ve been missing everyone fiercely, so we opened up the link for anyone to join for our freestyle conversation. This episode is a free-for-all, as we invited the community to join us. We dabble through some fun new projects coming from Luke at Mandala Float Systems and Juliet and the crew at Float Tank Solutions. We check in with several folks from around the industry, including an appearance from “the other Graham”.
It’s an interesting world, floaty friends. Tonight is a special night. We’re dipping into a bit of the emotional state behind the COVID-19 pandemic that has bled into a fight for racial justice. Some of us have been caught in the crossfires, but we’re all here to stand up for what’s right, and to look out for each other and our guests. We never could have imagined what that would mean, but in this episode, we’re here to share some quick updates about our own centers, but more importantly, what’s going on across the country.