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Optimizing YourService Menu
Your PresenterWynne Business provides consulting and education, includinglive seminars and on-site team trainings, for the...
The Roleof Your Menu
It Tells the “Story”• Shares your  treatment vision with  your potential clients• Describes  your capabilities• Paints a p...
It Helps Them to Project• How will I feel  when I visit this  spa?• What will be the  benefit of  spending this  time/money?
But Most of All . . .• It has to convince a  prospective client  of two things  – That you can offer    them the right    ...
Creating a Sales-Driving Menu
Principles to Consider• Reflect the  vision/philosophy  of your spa• Photography• Organization  of content• Ease of use• K...
Layout• Do not list most  popular services  first!• Keep modalities  together• Get design  assistance as  needed
Consumer Response to Choice• Option quantity  – More items increase chance    of optimal choice (Wright &    Barbour, 1975...
Choice continued• Types of options  – Consumer is looking    for a moderate level    of distinctiveness  – More unique    ...
And Now,How Much Is It?
Price for Your Client   $3.99           $14.95
$14.95   $73.00
Anchoring $3.99      $14.95   $73.00
Pricing Strategies• Most expensive, first• Least expensive, last• Give an array of options in-between
Organizing Menu ItemsSkincare TreatmentsPersonalized Facial          $ 85.00The Glow Facial              $ 90.00Vitamin C ...
Order of ServicesSkincare Treatments                     Skincare TreatmentsPersonalized Facial          $ 85.00    Vitami...
Create Options That Drive SalesSkincare Treatments                     Skincare TreatmentsPersonalized Facial          $ 8...
Optimizing YourService MenuThanks for your attention!Questions? Email Lisa Starr atgotalkone@gmail.comGramercyone.com/blog...
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GoTalk Webinar: Spring Cleaning for Your Business - Optimizing Your Service Menu

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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.

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GoTalk Webinar: Spring Cleaning for Your Business - Optimizing Your Service Menu

  1. 1. Optimizing YourService Menu
  2. 2. Your PresenterWynne Business provides consulting and education, includinglive seminars and on-site team trainings, for the spa and salonindustry• Lisa M. Starr – 20+ years experience in salon & spa industry – Senior Consultant, Wynne Business – Community Ambassador, Gramercy One – Consultant, educator, writer, presenter
  3. 3. The Roleof Your Menu
  4. 4. 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
  5. 5. It Helps Them to Project• How will I feel when I visit this spa?• What will be the benefit of spending this time/money?
  6. 6. 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
  7. 7. Creating a Sales-Driving Menu
  8. 8. Principles to Consider• Reflect the vision/philosophy of your spa• Photography• Organization of content• Ease of use• Keepsake quality
  9. 9. Layout• Do not list most popular services first!• Keep modalities together• Get design assistance as needed
  10. 10. 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
  11. 11. Choice continued• Types of options – Consumer is looking for a moderate level of distinctiveness – More unique choices add value – Jam study (Iyengar & Lepper, 2000)
  12. 12. And Now,How Much Is It?
  13. 13. Price for Your Client $3.99 $14.95
  14. 14. $14.95 $73.00
  15. 15. Anchoring $3.99 $14.95 $73.00
  16. 16. Pricing Strategies• Most expensive, first• Least expensive, last• Give an array of options in-between
  17. 17. Organizing Menu ItemsSkincare TreatmentsPersonalized Facial $ 85.00The Glow Facial $ 90.00Vitamin C Resurfacing $ 95.00Welcome Facial $ 95.00All Clear Purifying Facial $ 95.00Age-Fighter Facial $ 105.00
  18. 18. Order of ServicesSkincare Treatments Skincare TreatmentsPersonalized Facial $ 85.00 Vitamin C Resurfacing $110.00The Glow Facial $ 90.00 Welcome Facial $104.00Vitamin C Resurfacing $ 95.00 All Clear Purifying Facial $98.00Welcome Facial $ 95.00 The Glow Facial $92.00All Clear Purifying Facial $ 95.00 Age-Fighter Facial $88.00Age-Fighter Facial $ 105.00 Personalized Facial $86.00
  19. 19. Create Options That Drive SalesSkincare Treatments Skincare TreatmentsPersonalized Facial $ 85.00 Vitamin C Resurfacing $110.00The Glow Facial $ 90.00 Welcome Facial $104.00Vitamin C Resurfacing $ 95.00 All Clear Purifying Facial $98.00Welcome Facial $ 95.00 The Glow Facial $92.00All Clear Purifying Facial $ 95.00 Age-Fighter Facial $88.00Age-Fighter Facial $ 105.00 Personalized Facial $86.00 Skincare Enhancers Younger Hands Treatment $14.00 RevitalEyez $12.00 Antioxidant Mask $11.00 Clear Skin Mask $9.00 Pucker Power $8.00
  20. 20. Optimizing YourService MenuThanks for your attention!Questions? Email Lisa Starr atgotalkone@gmail.comGramercyone.com/blogFacebook.com/GramercyOneTwitter - Gotalknow

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