Just about to re-order your salon price lists? Or just starting your own hair or beauty business? Read this first.
How many printed price lists a day does your salon hand out to potential new clients? Salon price lists take a goodly chunk of your salon marketing budget so make them work harder for you and pay for their keep. Here’s how.
Take a fresh look at your price list
Rather than just ordering a re-print next time why not put 20 minutes aside to re-assess your hair or beauty price list and make it a better salon marketing tool? Make it really sell for you. It will be 20 minutes well spent, I promise.
How to create a successful salon price list – that sells:
Just to be clear – I’m not talking about ‘prices’ here, but rather the price list itself. The printed leaflet you give out by the handful every day. And of course the same comments go for the price list on your salon website and salon Facebook.
1. First impressions count
Let’s start with the front cover. Why not replace ‘Salon Price List’ with the more subtle and altogether classier ‘Salon Price Guide’ or ‘Salon Menu’. You’re selling a pampering, tempting experience – not widgets.
Importantly, it sounds less rigid. This gives you more flexibility if you need to adjust prices when your client is paying at the till. It’s easier to add extra to the stated price if you’ve done a little more work when it is only a salon ‘price guide’ not a fixed ‘list’ price.
2. Keep it simple
Research shows it’s better to avoid using pounds and pence. If you can’t avoid it, £29.95 is seen as friendlier than £29.99 which is viewed as a bit corny and somehow of lesser quality. Ideally use a round figure with no pence i.e. £30.
3. The power of number 9 to increase your sales
That said, research into psychological behaviour shows that the use of ‘9‘ (as in £29 or £49) increases demand. This has been shown to be especially true for new services. So, if you’re introducing a new facial in your beauty salon and were thinking of charging £45 or £50, try £49 instead. There is scientific proof that it is likely to result in considerably more sales.
4. How to design a better salon price list
Learn from the experts. Magazines and newspaper publishers put the most interesting and important articles at the top of the right-hand page because they know their readers will almost always look here first.
Take a leaf out of their book. Put your most profitable services at the top right of your price guide. Get your graphic/web designer to highlight them in a box or similar. And keep plenty of white space around it.
It could be bridal hair and make-up, a new hair extension service or a Pamper Day Spa package. Whatever it is, make sure it is one of your most profitable salon services. Don’t waste this valuable space on services which don’t increase your salon bottom-line.
5. Avoid jargon in your price list
Good copywriting isn’t just for your salon website and brochures. Space is limited on your price list so you need strong writing skills. Create clear, concise copy. It sells.
Hair salons can be guilty of this mistake when it comes to hair colour services. For example, you and I know what the heading ‘Technical Services’ means, but your average hairdressing client doesn’t. Instead, use the phrase ‘Colouring Services’ as it’s clear and simple. Everyone knows what you mean.
Let me know if you have any other ideas for increasing the marketing power of your salon price list. I’d love to hear them.