Issue link: https://www.ascpskindeepdigital.com/i/526887
Create your free business website! www.ascpskincare.com 23 20 percent of your services. Knowing this can help you focus on the services that are most profi table for you. For the fi ve most popular services you offer, calculate your cost in back-bar supplies for each service. Next, calculate your labor costs to deliver those services. Your top-selling services should also be your most profi table. If they're not, it is time to tweak the service price, labor cost, back-bar cost, or all three. 3. Say Farewell to the Nonsellers If a service is not selling, why is it on your menu? Make a list of those services that are rarely provided and eliminate them. Paring down does not limit your options; it actually allows you to be more fl exible with other menu features. Bottom line: if a service is not selling, it is costing you money in unused back-bar supplies, taking up space on your menu, and gathering psychological dust. Be tough. It will pay off. 4. Drive Sales with Solid Descriptions Now that you have identifi ed your core services, take a critical look at your descriptions. Do they speak to your target guest's concerns? Are they easy to understand? During a recent mystery shopping experience, I noted a "European Facial" on the menu. When I called to make an appointment for my visit, I asked, "What is a European facial?" The receptionist hesitated and then said, "I think they use European products." Are you holding on to outdated or irrelevant descriptions? Can your staff clearly promote each service? Today's clients are overwhelmed with choices and short on time. They are looking for effective solutions to their skin care needs. Offering a strategic list of your best sellers will make decisions easier for them. Menu descriptions should address clients' concerns or desires. If a service is designed to increase skin hydration and result in a glow, tell them! If your specialty is managing acne or addressing rosacea, promote the results. A solution to a problem will sell; confusion will not. Cecilia Hercik, managing director of spa development and operations at Olavine Spa in Wailea, Hawaii, feels the menu's wording is important to success: "Selecting the correct verbiage to explain your services is very important. Not only do you have to make sure your brand message is cohesive, but you need to know to whom you are speaking. Women like words that paint a picture of the spa journey; men like to know what it is and what it is going to be good for." Don't presume the words are clear to everyone. Ask friends who have never had services to read your menu. Watch their reactions and ask questions. Be aware of negative phrases in your descriptions such as anti-aging or anti-acne. Focus instead on the benefi ts and the positive outcome for the guest. You will attract more guests with terms such as age defying, rejuvenating, or acne control skin care services. Avoid descriptions of the equipment you use. Most guests don't know or care about the names of specifi c equipment. They are simply looking for results at the hands of a qualifi ed professional. 5. Personalize It! In a world of online shopping and digital birthday cards, guests crave personalization. You can meet this need by adding language to the menu that explains customization of services is possible. Christy Greene, owner of Go See Christy Beauty Boutique in Murietta, California, is a solo esthetician with a thriving business. Greene uses expert consultation skills and guest education to upgrade nearly every facial client. Not only is the upgraded service more profi table, it produces greater satisfaction, as it is tailored to the individual's specifi c skin needs. Greene says, "The clients leave feeling confi dent they can take care of their skin because of the education they have received. They return because I have earned their trust by sharing my knowledge with them." What services do you offer that add experience, results, and customization? Service enhancements deserve to be well planned to benefi t the guest and the business. There are two types of enhancements: add-ons and add-ins. Add-on enhancements increase the overall duration of the service, such as a hand or foot scrub or a microcurrent brow lift. Add-ins are those mini-services