Let's talk treatment menus...
I'm feeling like making a change- its a good time because I'm expanding, hiring and moving to a new location.
I kinda feel like my menu doesn't quite work for me.
I have 2 facials.
Custom facial
Corrective treatment
Custom is basically a european. Cleanse. Scrub or light enzyme, little to no extractions, mask, massage SPF. No machines used. About 1 hour - $70
Corrective is an hour treatment. Same steps as custom, but with stronger enzymes or enzymes mixed with AHA/BHAs, etc. will use Clairisonic, skin spatula, high freq as needed. Extractions are done. Mask and massage included. - $85
I have deluxe facials that are $95 and $105, too, but they're fairly new and I haven't really promoted them. They're a bit longer as they use skin spatula and LED.
Problem is, I have a hard time with the custom and corrective differences. I do very little frilly stuff in my clinic.. We're results-oriented clinical skin care. Inevitably most folks will book the custom facial, even when they need corrective, because custom is listed first and it's cheaper.
I want results, so I'll leave them with their custom but start doing corrective! Lol. I give more because they need it.
I wonder if I need to change the menu some to really differentiate the two, or if The custom/European just shouldn't be there at all...?
Anyone following me? Any input? What works well for you?
Views: 389
Replies to This Discussion
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Permalink Reply by Jodi on
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I would split your corrective into a few, and name them based on what they do. Acne treatment, anti-aging, calming/rosecea, etc. It might simply be easier to clients to pick a corrective based on what their main concern is. Leave the custom, just somehow specify it's less intensive.
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Permalink Reply by rachel reyes on
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You are going to have those few that love to choose what services they want to get. A few would like to just schedule a customized facial. They dont really know what they need. They just know they need a facial. So my opinion i would change your corrective facial to custom $85. and your Custom to European or Classic Facial for $70.
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Permalink Reply by NBSkinCare on
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Thanks for the replies. You've given me some thoughts/ideas.
I'm thinking about raising my prices, too, but it scares me, LOL
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Permalink Reply by coldsalineplexus on
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OOH, I'm sorry I missed this when you first posted it! I LOVE menu talk!
Principle #1 - Give your client 3 choices, a high, middle, and low choice, and make darn sure the middle choice is one you enjoy doing and is priced in such a way that you feel well-compensated for it. Most clients will gravitate toward the middle choice.
Principle #2 - Have hard and fast statements about what each facial will and will not include. Don't make your bottom-of-the-line facial sound useless, but make sure that you focus on the cutting edge aspects in your higher-level facials.
Principle #3 - Don't ever assume that someone won't want to get your premium service because of the price. Well, unless you are this esthetician. Once you have your choices laid out, and a set standard of what technology is included and the benefits, you will be happily surprised at how many people go for your pricier treatment because they want those results! For example, LED gives incredible results - there is every reason that clients of all descriptions would want to incorporate it! So don't sell yourself short on that equipment (or the extra time it takes to provide it).
Here is how this goes down: you look at their skin under the lamp, you see something that LED (or whatever your stronger/higher level treatment) would really help, and then you step around to face your client and say, "I see we are scheduled for the <middle option> today. I'm planning to use xyz acid along with the skin spatula and abc mask to improve your <concern that the client has stated about her skin>. After today's treatment, you can expect <whatever level of pinkness, flaking, etc.> and after x days, your skin will look <clearer, brighter, less red, etc.> I do think that based on the <depth/severity/degree> of your <client's complaint>, the <premium facial> would offer you even more additional benefits such as <additional benefits here>. I'd recommend that we set your next appointment for the <premium facial>." And then STOP TALKING. More often than not, your client will say, "well can we do that today?" and then it's your option whether you have the time available to extend the service or not. Occasionally you will get a question about the price difference; occasionally they will ask whether the higher level session will still be helpful if they only do it every once in a while. Answer honestly and in the best interest of the health and beauty of their skin. Give examples, like, "I do have clients who come in as frequently as <once a week/twice a week/etc> for this treatment, and several of them have noticed <xyz improvement in the same condition that the client is concerned about>" or "I do notice improvement each time I use <abc technology>, it is truly a game-changer for skin."
FYI the names of the 3 facials that are offered in my studio are Classic Infusion Facial, Clinical Infusion Facial, and Ultimate Facial (although I personally only perform Clinical and Ultimate).
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Thank you for sharing all of that information!
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Permalink Reply by Marty Glenn on
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Christine
That was a very good demonstration on sales technique and how the menu ties the two together. Thank you for sharing. Very informative.
Marty
SkinCareScience.com
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Permalink Reply by Lauren Snow on
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Here's a great article about the actual menu and how to present it. It should help, too! :)
http://myinvestingnotebook.blogspot.com/2010/01/ten-commandments-fo...
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