ave you ever wanted to create bespoke treatment packages for your salon clients to enjoy but are not quite sure where to start? Perhaps you already offer treatment packages but want to refine them to ensure they are financially viable? It may be that you aren’t entirely sure how to approach the upsell of treatments to your clients.
In today’s article we explore how to boost profits for your salon business through offering treatment packages and add ons for your clients. We’ve enlisted the expertise of Mikaela Martin, director of Spirit Hair Company and hair stylist to Kate Middleton, Richard Ward who both offer their views on making package treatments work within your salon business.
The fundamentals of creating treatment packages… Michaela says:
Don’t look at treatments as boosting profits, I look at them as meeting clients’ hair needs. People are time poor, and in our experience they don’t want treatments that last 30 minutes or more – they want something instant that can be applied while they are in the styling chair. Our clients are just too busy to sit and relax and enjoy a 30-minute treatment – they would just be thinking about what else they should be doing.
1. LITTLE BUT OFTEN
All of our instant treatments cost between £5 and £10, which might not sound a huge amount, but because of the way we recommend them as part of every service, they account for around 23% of our annual profits.
2. NO FREEBIES
Every treatment we offer is charged for – we don’t believe in using treatments as a sweetener for when a stylist is running late. This just devalues them. We put half the treatment on in the salon, and give the other half to the client to take home with them.
3. VISIBILITY IS KEY
Our treatments are all supplied in small bottles, which we make sure are visible throughout the salon, plus we always show the client what we are using and explain why. It all comes down to a thorough consultation and defining exactly what each client needs during that specific appointment. We ask questions and find out if the client’s hair is dry or brittle or if they are finding their colour is fading too fast. Once we have all the information we then recommend the right treatment for their hair. We use the Goldwell Dual Senses range of treatments as well as their Kerasilk range, depending on the client’s specific needs.
4. BESPOKE IS BEST
We don’t have a treatment menu, as the way we work is so bespoke to the individual client. I can see how a menu could work for some salons if they were introducing treatments and wanted to raise awareness of what was available, but we prefer the consultation/prescriptive approach.
Richard Ward shares his thoughts on treatment packages…
How do you think treatment packages can help boost profits?
In today’s economic climate, most clients want choice and they want value. By creating specific packages to suit your clientele, you can tailor-make the services you wish to offer and include service options that the client may not usually consider – remember that the more services the client uses at your salon, the less likely they are going to be to leave and try somewhere new!
What is the best way to put a treatment package together? What should you be considering?
When considering your packages, look at the costs of the basic services you wish to offer and then consider what additional extras you could add on, which have less of a financial impact on the salon. As a basic example, you could offer a cut and blow dry, a scalp treatment and head massage; price it so that you cover the cost of the cut and blow dry, the cost of the product used in the scalp treatment, and the scalp massage costs you nothing other than the time to deliver it (have an assistant do the treatment and massage, which will be a minimal cost to the salon).
How have treatment packages benefitted you in the past?
Treatment packages are a fantastic addition to the salon, offering your clients discreetly discounted serves, and serve as an introduction to new treatments or options they might not usually consider but would be encouraged to invest in again in the future. Packages work amazingly well for gift vouchers and presents, pre- or post-weddings, and can make the money-conscious client feel that they are saving on tailor-made services to suit their individual needs and budget.