News & Reviews

Don't Discount

The Insider for Professional Beauty, March issue revealed that the second most popular New Year promotion in spas was a 20% discount off a specific brand's treatments.  If I were to give one piece of advice about in-spa promotions, it would be "Just say no to discounting!"

It may be an easy way to administrate a promotion but the only things you are really doing are losing your profit margin and inviting your customers to bargain hunt.  Discounting devalues what you were offering in the first place.  Your customers will think that if you can afford to give them 20% off then why can't that always be the case.

So, don't put your prices down at all, rather add value to your offer - an extra 15 minutes of treatment time, a free consultation on a new treatment/product or ask your customer to recommend a friend and reward them with a free product or ‘tea for two', for example.  You should be making more money from your promotions, not less.

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