We’re all familiar with special packages, whether it’s a combo meal at your favorite fast-food restaurant or the gift packages containing your favorite skin care products. And what works for other companies, can work for your salon services — whether you’re a booth renter, an owner or an employee. Developing packages can be the key to keeping your clients happy, as well as boosting your sales at the end of the day without trying to find more customers.
But building special salon packages shouldn’t be a random act. Make sure you put some thought and time into creating them to make sure they will be a hit among your clients. Ready? Here are 4 steps to building fabulous salon packages that sell.
- Audit your services and products. OK. First things first. Take a quick inventory of what you’re offering your clients. Make sure you look beyond the basics (shampoo, color, style, cut, etc.). Perhaps, you’re offering one or two clients specialized treatments that other clients may be interested in as well. Take note of additional products that you’re selling — and how often. Got all that? Now it’s time to move to the next step.
- Start grouping your clients. One of the keys to marketing is segmenting your clients so that you can develop more personalized experiences. In other words, you want them to feel special. Like you’re thinking specifically of them and their needs and wants. Some categories may seem more obvious than others. Perhaps, you have clients who require regular coloring to fend off the gray hairs. Or another group that falls into the “high-maintenance” customer segment — they quite enjoy being pampered during their time in your salon. Try to developing several more segments. Keep in mind that you’re avoiding the one-size-fits-all mentality.
- Pair services and products with each segment. Now, it’s time to do some matching. Make sure you take your time with this step. You will start developing those great salon packages that will sell. Think through each of your customer segment and the services and products that best fit their objectives. For instance, your clients who require regular coloring could use products that repair hair that’s damaged from chemicals. If your salon offers esthetician services, you could also include a package that includes skin care products and treatment. For your high-maintenance clients — who enjoy all the frills, package various services for the ultimate salon experience.
- Create excitement when marketing your packages. Don’t just put up a sign about your packages and then hope your clients will notice it. Enlist the help of a graphic designer to create promotions for print and digital uses. Promote your specials on your website and social networks. Send out emails to your clients announcing the new packages. And, of course, offer discounts if your client chooses a package. For example, $5 off their regular salon service could be an incentive to try out the package. Or a total of 10 percent to 20 percent off the regular price of all the products and services in the package.
As you start offering packages, make sure you’re gathering details on which ones are more popular than others. If some packages aren’t a hit among your clients, tweak them until you get it right. And make sure you’re asking for feedback from your clients on their preferences. With packages that are tailored to your clients, you can start building better relationships with them as well as take the steps toward increasing your business.
Manage and categorize your clients with ease with a system that helps you book appointments, keep track of your inventory, and organize your communications. Stylie is your tool to accomplish all that. It’s an effective online calendar and POS for independent beauty professionals. Request your free 30-day trial today to see it in action.
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Michelle Guetersloh
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