Four things to consider before discounting your salon services
Before discounting a service to fill the appointment book, look at what you want the offer to achieve and what it will leave the business.
It is understandable to want bookings when there are gaps. But a full book and worthwhile work are different things. A discount may have a place; it is not the only way to help someone see the value of your salon.
These four areas draw on the Attraction and Connection principles in the A.S.C.E.N.D. Salon Method.
1. BE CLEAR ABOUT THE VALUE OF THE SERVICE
What is the real value you offer when you open your salon doors? Is it just a service or is there something more?
What are you really charging for?
Look at the time, skill, care and result the service involves. Explain what is included and who it suits, rather than relying on a reduced price to carry the whole message.
2. LET YOUR BRAND MATCH THE EXPERIENCE
Are you and your brand aligned? Do you communicate your value and attract customers that share your value?
The words, images and service information should help someone understand what to expect. Then check that the actual appointment reflects what you have shown them.
3. KEEP THE CONNECTION USEFUL
Think about the questions people ask before booking and the help they appreciate afterwards. Your website, social posts and emails can contribute something useful at those points.
You do not need every channel for every message. Choose where the relevant people can find the information, and make the next step clear.
4. CHECK WHAT THE OFFER ACTUALLY DOES
Does it bring in the work you want, at a price that fits what it costs to deliver? Can the team explain it and provide the service well?
Review the bookings, work delivered and actual return visits. Do not assume a busy first week proves the offer is sustainable.
YOUR NEXT STEP
Choose one service you are thinking of discounting. Write down what you want the offer to achieve, what the customer receives and what needs to be allowed for in the delivery. You can then decide whether a discount, a different explanation or a different service arrangement is the useful next step.
