Issue link: https://www.ascpskindeepdigital.com/i/526887
Create your free business website! www.ascpskincare.com 15 Another idea I had was to lower my prices by offering a membership program, like many franchise businesses do. Although I'd probably collect some money up front and have some steady income each month from membership fees, I hesitated to go this route. I felt I might create more hassles for myself in terms of paperwork and keeping up with memberships, and end up making less money despite working harder. What To Do? I remembered a study I read that reported after making six visits to a spa or salon business, people start to feel like they belong there and move from being a customer to a "regular." Since I was focused primarily on getting existing clients to come in more often, as well as reviving some past clients, I created my own in-house summer promotion using elements from membership programs and discount sites. I decided to offer my current and past clients a limited-time offer or "summer only" package as a thank-you for their past business and loyalty. To get people (back) in the habit of getting regular treatments, I focused on promoting a package of six sessions of a specifi c service at a very special price—$59 per service—if they paid up front and used the package within six months of purchasing it. The package gave them a $16 discount per service, so it was quite attractive. I also added a three-session package that gave a $10-per-session savings for those who weren't ready to commit to six sessions up front. I emailed each client in my database about the special limited-time offer, explaining that it was good only for the person purchasing the package, and that they needed to use the sessions within six months of purchase. This information was also printed on a fl yer that I gave to every client who came in. The result was astounding! By offering these packages, my service sales grew from $4,840 from June 1 to August 31 in 2010 to $11,069 over the same dates in 2011. That's over 228 percent growth! And because it was working so well, I extended the package into the fall and continued to have some type of ongoing package promotion. The success of this promotion later led me to create another similar offer to attract new clients into my business the following year, which brought in more than $8,000 in just a few months, and eventually gave me the opportunity to expand into a wellness spa, where I now have more than 20 service providers on my team. Regardless of what services you offer, you can do this same type of promotion with tremendous success if you plan and execute it properly. Following are a few more ideas to help boost summertime profi ts. CLEAN HOUSE AND DRIVE RETAIL SALES Create a promotion to move sluggish retail items by having a "free gift with purchase" promo. First, determine what products are gathering dust. Then, pair those leftover Mother's Day bath salts or springtime eye shadows that never sold with a service or package you want to feature. A special like "complimentary eye shadow with every brow wax or specialty facial" is much more appealing than stashing a bargain basket at your front desk. It also increases the value of the service and may be just the push someone needs to try a new product or treatment. If your excess inventory is in your back bar, create a specialty upgrade or add-on to your most popular treatments as a teaser for people to try the full session. Have too much exfoliant? Add a free hand or foot scrub to every facial. Have too much lash tint? Offer the fi rst session for an extra $5 or $10 when they get a brow wax. The key is to make the offer a win-win that will help you get additional sales now or in the future. SPECIAL OFFER FOR READERS FREE ONLINE RESOURCES—Go to www.EveryTouchMarketing.com and order the instant download of ETM Resources for Volume 1, which includes all worksheets from my book Free & Easy Ways to Promote Your Massage, Spa & Wellness Business: Volume 1. Use the code VOLUME1 to get them free. USE THE EXTRA TIME TO ASSESS AND MAKE PROGRESS One reality about working in a client- based business is that there are always cycles of being busy and not-so-busy. Use your downtime to think about what you want to see happen for the rest of the year, and what changes you might need to make to ensure it does. One simple thing to do now (or, really, any time of year) is to survey your clients about what they like or don't like about your business (see page 17 for a sample survey form). You can also ask what products and services they'd like you to add; this information can be invaluable when you are considering investing in a new piece of equipment, product line, or class.