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NewYear, more revenue
There’s no doubt that many of your clients will begin the New Year with a whole host of resolutions, whether it be to lose weight, tone up, or to just take better care of their skin or nails. Combine this with a whole host of new equipment innovations for the upcoming year, offering a multitude of solutions, and you’ve the perfect combination for making 2013 a positive year.
With clients making these resolutions, when January comes around they’re working full steam ahead to make them a reality and are often willing to spend more money at this time of year to get the results they’re after. If they’re looking to tone up and the gym doesn’t appeal to them, they will be looking for a clinic or salon that can offer them slimming and toning treatments, so this is where you need to make sure you’re ready to go come January with the latest equipment allowing you to offer the latest treatments.
Keeping ahead
Offering new treatments using the latest equipment is also a great opportunity for you to keep ahead of the competition. If something is new, be the first salon or Spa in your area to offer it, giving you a USP (unique selling point) to both existing and new clients.
As well as offering something new, use the New Year as an excuse to take a look at which treatments you already offer and think about whether it’s time to renew or update your existing equipment. If one of your treatments is very popular and keeps your clients coming back, your equipment might be due for renewal in order to give your clients the best possible treatment, or the upgraded version of the equipment you’re already using may make
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treatments even more result driven and offer a little more. Offering the best out there at the moment and continuing to invest in your most popular services will show your clients how important they are to you.
Just January
And January isn’t just the best time for you to give your salon an overhaul; it’s also one of the best times to attract new clients too, especially if you tell them all about the new equipment you will be getting in the new year and offer them an introductory offer.
January is notoriously the quietest time of year, making it the ideal time to launch your new equipment and treatments with an event and offering discounted treatments or special offers. If your clients like the treatment or the results they’re achieving, they’re more likely to pay full price as they will want to continue to reap the benefits.
As well as salons being quiet during the January period, the companies supplying equipment may well be in the same position too and therefore they may also be offering special introductory offers or discounts on their latest equipment launches. If this is the case, it pays for you to start thinking about and looking into the equipment you may want to invest in and then keep an eye out for a good deal at the beginning of January.
The investment
As with any new equipment purchase it’s vital to gauge your target market. First, look at your competition and the services they offer to find a niche in the market. Then, do your homework and find out what systems are available that will help you fill that gap.
Also, don’t forget to find out from your existing clients if this new service would be something they would be interested in. Not only does this help you to judge how popular the service / treatment might be, but also encourages viral marketing – meaning you and your clients can create a buzz using only word of mouth.
Before investing in machine-based equipment, you should also consider whether you’re fully trained to carry out the treatments that they offer, as if not training is something that you will need to budget for, and also whether you require a license to administer the treatments, for example light- based treatments.
You could also make use of the supplier by asking them how you can maximise your revenue using the new equipment, and also whether they can provide marketing support in the form of posters, leaflets, etc, to get you on your feet.
If cost is your worry but you’re itching to develop your salon and your treatment offerings, make sure you speak to suppliers about their leasing offers or finance solutions. Many these days offer an easy solution with monthly payments to ‘rent’ a system, or some even offer a ‘pay per use’ system, where you are charged each time you use the system. Don’t let the overall cost of a new system put you off until you know exactly what’s available to help you.
To help you on your way to savvy spending, we’ve taken a look at the market to see what’s on offer at a price point to suit you.
*Please note that, unless otherwise stated, prices may or may not include VAT.
Turn the page to see some of the latest equipment available.
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