Arts
Links mentioned in the podcast: Facebook Ads Workshop: https://spaandsalonacademy.lpages.co/facebook-ads-workshop-recording/ Fully Booked Spa Done-for-You Facebook Ads: https://spaandsalonacademy.lpages.co/fb-ads-join-2019-may/ Hi, this is Nora here from Spa & Salon Academy. In today’s episode, I’m gonna talk about how to compete with cheap spa services and how to charge much more than what other spas charge in your market. I know that pricing is a sensitive subject and when you’re not getting as many booking as you’d like, it’s easy to jump to the conclusion that maybe your prices are too high, maybe you should give a discount or do a groupon or whatever just to get more clients in the door. But discounting and under-pricing your services will not attract the type of clients that you want. Here’s what to do: Cheap clients vs. Quality clients In every market, there are cheap clients who don’t value spa services. If they see a 50% off deal, that’s what they want. I’m pretty sure you don’t want to build a clientele of deal hunters – but if you’re promoting on Groupon or advertising cheap deals anywhere else, you’ll end up with deal hunters. These bargain shoppers are always looking for deals – so they won’t be repeat clients. I talk to dozens of spa owners every week who are applying for my Done-for you FB ads program and they often tell me that they worked with another FB ads agency in the past and they wanted them to give a crazy 50% discount or promote $30 facials and so on. So really cheap deals. But unfortunately, the people who respond to these ads are typically not quality clients. Discounting is shortcut marketing: yes, you can get some bookings, but you won’t be able to grow your business with deal hunter clients. It can even backfire because your existing clients who would otherwise pay full price might be booking your discount deal. So the question is…how to attract premium clients? First of all, it’s important to understand that marketing is about perceived value. What I mean by this is that you can sell almost anything at any price point, IF the perceived value is greater than the price. So I prefer to increase the perceived value and the positioning of my clients services, rather than offer a discount.