Promoting new service
Help?!
I've been doing skin care for 2-3 years. Me and my other esty (employee) are fairly busy week to week (85% booked or more)
I introduced massage therapy a few months ago and have both a male and a female on the payroll.
It just doesn't seem to be picking up. We have a lot of skin care clients that are loyal and wonderful, but we don't seem to be grabbing new massage clients or converting our skin care clients to trying massage.
Same with waxing. We do very little waxing, but there's a pretty big market in our area because there's nothing in our city except for an Ulta and a bunch of nail salons for waxing.
The clients that have gotten massages have had nothing but positive reviews, so that's at least good. :)
Any thoughts? What works best to promote new services?
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Replies to This Discussion
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Permalink Reply by Cindy Greenwood on
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It might be that your skincare clients are not massage clients!
I have been able to convert my massage clients into facial clients, but hardly ever the other way around.
And I never was able to build up a waxing only clientele - both facial and massage clients would get eyebrow/lip wax on occasion. A lot of my peeps just get their waxing at their hair or nail salon...even though I do a better job! It's just more convenient for them because of my location.
You might have to do some marketing strictly to attract new clients for massage.
It takes a long time to build up a thriving massage business. The franchise locations are big competition in many areas.
For waxing - just make sure that all your clientele know that you offer waxing. When scheduling skincare appointments always ask if they want to add waxing (if it is not contraindicated for the service).
You could also try having some sort of waxing promotion....I did one at my other location and it brought in a few new clients.
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Permalink Reply by Relax & Rejuvenate on
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First step is to try to identify the source of resistance in your existing client base.
Are they not trying the other services because they have never/rarely use those services?
- Is this because of lack of knowledge of the benefit?
- Feel they don't need it?
- Can't afford it?
Are they getting the services elsewhere and why?
- Prior relationship?
- Price?
- Convenience? (nails and waxing in one visit)
The easiest way to do this is talk to your customers. Not after the treatment -- where they might feel pressured -- but during a follow up call 1 or 2 days later. See how they enjoyed the service, offer to rebook and ask about the OTHER service. If they say No thanks, have a couple of follow up questions to figure out what bucket they fall into
If you can segment your clients in your database by Massage Only and Skin Only, you might want to introduce a significant trial discount for the cross promotion
- Free 25 minute massage with any facial over $x
- Free Refresher facial with any 60 minute massage
- Free full facial with any 90 minute massage
Just cover all of your costs for the technicians pay, payroll taxes and other costs.
Its not like you are offering a steep discount to the general public, so it there won't be any opportunity cost and it will be easy to judge the take up rate and see if they convert to full priced service customers.
once you get a base of dual service clients, you can work on retention by offering a discount only on visits where they receive BOTH services.
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Permalink Reply by Amy Sherman on
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I offer a waxing class. With a model as a s o r t of girls night. We do a full bikini. I explain the process etc. I too am having a h aa rd time recruiting from the massage clients to facial clients. But I am going to offer a s skincare class in February.
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