The biggest opportunities are being presented in your salon and today we are going to talk about capitalizing on them. Over the next few weeks I will be sharing some great marketing tips on how to reach prospects, package your offers and add incentives so you can use the upcoming season to boost your business in the quieter times.
Gift certificate sales are the most under marketed asset the salon has. If you are a salon that has low holiday gift certificate sales or if you are a destination spa where gift certificate sales are a huge portion of your revenue I know you will start to look at each transaction you do with a new pair of eyes when you read the following.
Sometimes salons view gift certificate sales as additional revenue rather than an opportunity to build brand recognition. And sometimes they actually enjoy the extra cash without being concerned whether or not the receiver ever uses their gift. What about your salon getting the chance to wow that receiver with your incredible client experience. I say never miss out on the opportunity to show the world just why your clients love you.
When you sell a gift certificate you have just made a connection with 2 prospects, the person purchasing the gift and the person receiving it. Both are opportunities to gain new business. So lets talk about making the most out of this perfect scenario that is presented to you. Because we are targeting quiet times consider the following ideas with gift certificate sales:
Get creative and be prepared with the above options by providing scripts, policies and procedures for all persons taking sales at the front desk. You will need to incorporate a good tracking system and take time to role play check outs so they are speedy and efficient. And most importantly, make sure your printed materials are stocked and ready to go.
Cheryl Roose
CEO, Salon Operating System
Contributor, SalonBlabbermouth
Gift certificate sales are the most under marketed asset the salon has. If you are a salon that has low holiday gift certificate sales or if you are a destination spa where gift certificate sales are a huge portion of your revenue I know you will start to look at each transaction you do with a new pair of eyes when you read the following.
Sometimes salons view gift certificate sales as additional revenue rather than an opportunity to build brand recognition. And sometimes they actually enjoy the extra cash without being concerned whether or not the receiver ever uses their gift. What about your salon getting the chance to wow that receiver with your incredible client experience. I say never miss out on the opportunity to show the world just why your clients love you.
When you sell a gift certificate you have just made a connection with 2 prospects, the person purchasing the gift and the person receiving it. Both are opportunities to gain new business. So lets talk about making the most out of this perfect scenario that is presented to you. Because we are targeting quiet times consider the following ideas with gift certificate sales:
- Offer an incentive to the purchaser for buying the gift certificate. If they are a current salon client you can get creative and give them an incentive to try a service they have never had but have been talking about if scheduled before January 31st.
- If they are a new client purchasing for a friend you can offer them a 2 for 1 or bonus service when purchaser schedules their services in January.
- Put a bonus service in with the gift certificate for these appointments booked before March 15th.
- Put a bring a friend incentive in with the gift certificate and provide lunch, special drinks or a paraffin.
Get creative and be prepared with the above options by providing scripts, policies and procedures for all persons taking sales at the front desk. You will need to incorporate a good tracking system and take time to role play check outs so they are speedy and efficient. And most importantly, make sure your printed materials are stocked and ready to go.
Cheryl Roose
CEO, Salon Operating System
Contributor, SalonBlabbermouth
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