gotalk webinar: spring cleaning for your business - optimizing your service menu
DESCRIPTION
Your service menu is your most important sales tool, but when was the last time you really looked at it? Do the services and treatments that you offer properly reflect your spa’s personality and therapeutic vision? Are there services listed on your menu that you rarely, if ever, perform? Your menu should be the guide that leads your customers to the right item, and allows your technicians the opportunity to optimize their sales.TRANSCRIPT
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Optimizing Your Service Menu
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Your Presenter
• Lisa M. Starr– 20+ years experience in
salon & spa industry– Senior Consultant,
Wynne Business– Community Ambassador,
Gramercy One– Consultant, educator,
writer, presenter
Wynne Business provides consulting and education, including live seminars and on-site team trainings, for the spa and salon industry
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The Role of Your Menu
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It Tells the “Story”• Shares your
treatment vision with your potential clients
• Describes your capabilities
• Paints a picture of how they “could” feel
• Addresses Logistics– Prices, hours, location
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It Helps Them to Project• How will I feel
when I visit this spa?
• What will be the benefit of spending this time/money?
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But Most of All . . .• It has to convince a
prospective client of two things– That you can offer
them the right treatment at the right price & time
– That their visit with you will deliver high value
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Creating a Sales-Driving Menu
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Principles to Consider• Reflect the
vision/philosophy of your spa
• Photography• Organization
of content• Ease of use• Keepsake quality
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Layout• Do not list most
popular services first!
• Keep modalities together
• Get design assistance as needed
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Consumer Response to Choice• Option quantity– More items increase chance
of optimal choice (Wright & Barbour, 1975)
– Volume of items influences final choice (Glazer, Kahn & Moore 1991)
– BUT, too many unacceptable items detract• Takes too long to evaluate• All choices might be wrong
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Choice continued
• Types of options– Consumer is looking
for a moderate level of distinctiveness
– More unique choices add value
– Jam study (Iyengar & Lepper, 2000)
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And Now, How Much Is It?
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Price for Your Client
$3.99 $14.95
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$14.95 $73.00
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Anchoring
$14.95 $73.00$3.99
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Pricing Strategies• Most expensive, first• Least expensive, last• Give an array of options in-between
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Organizing Menu Items
Skincare TreatmentsPersonalized Facial 85.00$ The Glow Facial 90.00$ Vitamin C Resurfacing 95.00$ Welcome Facial 95.00$ All Clear Purifying Facial 95.00$ Age-Fighter Facial 105.00$
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Order of Services
Skincare TreatmentsPersonalized Facial 85.00$ The Glow Facial 90.00$ Vitamin C Resurfacing 95.00$ Welcome Facial 95.00$ All Clear Purifying Facial 95.00$ Age-Fighter Facial 105.00$
Skincare TreatmentsVitamin C Resurfacing $110.00Welcome Facial $104.00All Clear Purifying Facial $98.00The Glow Facial $92.00Age-Fighter Facial $88.00Personalized Facial $86.00
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Create Options That Drive SalesSkincare TreatmentsPersonalized Facial 85.00$ The Glow Facial 90.00$ Vitamin C Resurfacing 95.00$ Welcome Facial 95.00$ All Clear Purifying Facial 95.00$ Age-Fighter Facial 105.00$
Skincare TreatmentsVitamin C Resurfacing $110.00Welcome Facial $104.00All Clear Purifying Facial $98.00The Glow Facial $92.00Age-Fighter Facial $88.00Personalized Facial $86.00Skincare EnhancersYounger Hands Treatment $14.00RevitalEyez $12.00Antioxidant Mask $11.00Clear Skin Mask $9.00Pucker Power $8.00
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Optimizing Your Service MenuThanks for your attention!
Questions? Email Lisa Starr at [email protected]
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