New member benefit! Get the ASCP SkinPro app at ascpskincare.com/skinpro 81
guest bathrooms, and in your treatment rooms.
Deliver the message in person if possible. In
addition to signage, a simple reminder at each
appointment can be added to check-in or check-
out protocols. Maximize your communication
tools. Create a notice on your website or booking
page and on social media. Keep it friendly,
informative, and short.
If you make personal calls to confirm
appointments, create a script that you or staff
members can use. If you use text messages
for confirmations, you can easily add a few
sentences to the message.
A sample script may be as simple as this:
Hello Jane, you may have seen our (email, sign,
social media post) that we will be raising our prices
on (date).
Then, be proactive:
I'm calling today to offer you the chance to book an
appointment before (date of implementation).
Don't apologize. Most guests are aware of
rising prices in the service industry. They are
more likely to appreciate you giving them some
level of notice. Be friendly but firm. Some long-
term guests may try to wheedle you for a loyalty
discount. The price increase is not because you
want to gouge your favorite guests—it's simply a
good business decision.
BENEFITS OF RAISING YOUR PRICES
According to the 2021 MindBody State of the
Salon and Spa Industry Report, price was an
important consumer driver for choosing a
particular business (49 percent), but cleanliness
(36 percent) and having a skilled service
provider (29 percent) came in second and third,
respectively.
4
There are many benefits to raising your
prices. Having additional cash flow will help
you not only stay in business but also grow your
business. It may allow you to purchase new or
additional equipment, make improvements
in your physical space, or help fund additional
education. These actions add value to the
business and the services you provide. Another
benefit to consider is that you may be able to
weed out troublesome or difficult guests. Those
who value you will stay with you. You might
be surprised by the response you receive. If
someone chooses to go, remember that a door is
now open to a new client.
If you decide now is the time for a price
increase, do it with confidence! Having a clear
picture of why you need to raise prices and a
plan for implementation will help the process
go smoothly and with the least amount of
pushback or stress.
Notes
1. Richard Koch, The 80/20 Principle, Third Edition: The Secret
to Achieving More with Less (New York: Currency, 2011).
2. Amanda Baltazar, Wellspa360.com, "Tips on How to
Raise Your Spa Menu Prices," December 22, 2017, www.
wellspa360.com/business/tools-tech/article/21153790/
tips-on-how-to-raise-your-spa-menu-prices.
3. Uptal M. Dholakia, "If You're Going to Raise Prices, Tell
Customers Why," June 29, 2021, www.hbr.org/2021/06/
if-youre-going-to-raise-prices-tell-customers-why.
4. MindBodyOnline.com, State of the Salon and Spa
Industry Report 2021, accessed April 2022, www.
mindbodyonline.com/business/education/research-
report/state-salon-and-spa-industry-report-2021.
rodnae
productions/pexels