Calling all beauty professionals. Are you the type of person that likes to offer a discount to your friends, family, or even long-time clients?
That will be $20 off your makeup session today because you are my bestest friend. Or $20 off your massage today because you have been coming to me FOREVER. Or… How about this one: “It’s on ME today because you are my family!”
So now, that $20 discount has become a $2,000 discount over a year’s time. Yikes!
The way you value yourself and your business is the way other people value you and your business. Think about the message you could be sending to your clients if you discount or bargain basement your services. In some cases, it can make the customer feel like they are “special.”
But guess what?
YOU become the service provider that is the “DISCOUNT” makeup artist or massage therapist. And before you know it, you have a bunch of clients showing up expecting the same type of discount.
Here’s what I want you to do. Go back and add up all the discounts you ever gave your customers over the last 12 months. I can guarantee you, for some of you. It’s in the thousands.
And honestly, it may stop you dead in your tracks.
You see, I used to be that discount salon owner. I felt like I had to offer discounts to keep some of my clients. And it got me in some big trouble. I lost thousands of dollars over a year’s time and I said to myself. Enough is enough! It may be time for you to have that moment too. This is your livelihood and it is so important to treat it as such.
Now I’m not saying you can’t be kind to your clients and offer a promotion in-house to take care of them. You can create some cool promotions with the Deal Manager or Package Management features. Clients love a good promotion and they definitely love it when they feel like they are getting a good deal.
It’s the discounting while they are in your chair or in your space that is problematic. It’s the type of discount created based on emotion or feeling bad because they are friends, family, or a long time client.
I will leave you with this, my friends:
Value your time, your education, your talent, and what you have to offer your clients. Always operate your business from a confident space. Show up and share value with each and every service you provide.
I promise, it will pay off in the future!
About the Author: Nina Tulio is a former salon owner and stylist that has been in the industry for 23 years. She now owns a consulting business and travels the country educating salon owners and stylists on how to grow a successful, sustainable business.