marie-louise coster writes
is willing to pay, but if you put the cheapest first that is the option they will take and the client will look no further. It is also important to include a brief description of the treatment so the client can understand exactly why there is a price difference and what more they are getting for their money by going for a more expensive treatment. You can’t expect the client to know the difference so an explanation helps them to understand.
Timings can often be a touchy subject and I would absolutely and categorically not include them. Including timings on your treatment menu often causes unnecessary problems because it is not always a case that one size fits all. When any client comes in for their first treatment – irrelevant of what it is – they will be with you longer as you will have a more thorough consultation to carry out. On their subsequent visits your consultation will be more conversational – and as a result shorter – because you won’t be taking all of the initial personal details again.
the industry and extensive training under her belt, should the cost to have a treatment with her be the same as the therapist who is straight out of college and has no experience at all? Obviously, when put like that, it shouldn’t be but at the same time your newly qualified therapist needs to gain experience. You don’t want clients to be discouraged from having a treatment with her so if you decide to have a tiered pricing system implement it wisely and it will work very well for everyone.
keep your clients informed
It is quite common, when you have a price increase, to lose 10% of your client base so don’t take it personally. You are running a business and that business has to be profitable to survive but it equally cannot survive without clients. Therefore, always give plenty of warning that a price increase is going to take place and ensure everyone is equipped with the knowledge of how much that price increase is going to be so as they can tell the client. Also make sure everyone understands why the price increase is going to take place, it is not out of greed but out of necessity to cover your increasing costs.
New treatment brochures will need to be compiled and designed, which may be a good opportunity to give your current brochure a complete overhaul. When
designing your treatment brochure, always keep your brand image in mind. You want everything to tie-in with each other and have a recognisable running theme i.e. your website, literature, posters and treatment brochure all need to match with regards to their style, colours, images etc. Ideally your salon itself, the colours and décor would also tie in with this theme so current and potential clients instantly recognise it as your business. I would also advise having specific sections (sub- headings) in your treatment brochure to make it easier to navigate i.e. Facials, Pregnancy Treatments, Male Grooming, Hair Removal, Massage, Holistic Therapies etc.
When listing your treatments under each sub-heading, be sure to list them from the most expensive treatment to the least expensive treatment. The eye will naturally glance down to the price point it
Many treatments will be a set length of time i.e. facials, massage and the like, but treatments such as waxing, manicures and pedicures may vary from client to client depending upon such factors as how hairy they are, how overgrown their cuticles are or how much hard skin they have. If you put a set treatment time and you go under (or indeed over) that time stated on the treatment brochure, some clients will feel like they are not receiving the correct service and may question you when in reality the simple fact is that no two clients are the same.
In addition to this don’t forget to include all of the important information. The simple things like a brief introduction about the salon and the team, the address (perhaps even include a map and highlight parking facilities), contact details (including website and any social media), opening times, the brands you specialise in and cancellation policy often get forgotten or overlooked; keep them in mind so they aren’t forgotten.
Marie-Louise Coster is a Beauty Therapist, Trainer, and Business Consultant, with over 20
years’ experience in the industry, and was recently appointed Habia Industry Expert and Chair of the Habia / SkillsActive advisory committee.
t: 07881 533 530
w:
www.allaboutmi.net @allaboutmi1
90 GUILD NEWS
Image ©
iStock.com/Rostislav_Sedlacek
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