As a spa or salon owner, it’s easy to fall into the trap of thinking your job is to provide services. It’s not! Your job is to SOLVE PROBLEMS. Your clients come to you looking for solutions, not services.
A lot of the problems your clients need you to solve are emotional. Your client comes to you because she wants to feel a certain way. Other problems are more practical; she doesn’t have enough time for herself or she puts her work and family ahead of her own needs.
Whatever the problems are, you’ll boost your sales when you position yourself as a problem solver. Your primary goal should be to show your client that you understand her needs and challenges and present your business as the solution.
Talk to your clients when they come in. Find out what they need. Are they preparing for a special event? Looking for a little pampering? Feeling stressed? Learning everything you can about the client will give you the clues you need to position yourself as a problem solver.
Don’t wait until you have all the answers. Start marketing yourself as the solution to your client’s challenges right away. Market yourself as the solution to these common problems:
- No Time We live in a fast-paced, high-energy world. Everyone struggles to get everything done in their go-go-go lifestyles. It’s hard for people to slow down and take the time for self-care. Let prospects and clients know how you’ll save them time. Show them ways to group services together, for example, they can get a manicure, facial waxing, express facial or 30 minute massage while their hair color processes.
- High Stress Lifestyle The experts all say it – we’re more stressed than ever before. Stress leads to health issues, heart problems, sleep loss and weight gain. Let potential and current clients know how your services will help. A massage is a great solution to a high stress lifestyle, but that isn’t the only service that can help. Research has shown that touch relieves stress. Any of your services can help your clients relax, unwind and be more productive in their day to day life.
- Need to Feel Special Give your clients a chance to add a little bit of glamour to their lives. Offer services at a variety of price points so anyone can have a “just for me” experience. Let clients know they don’t have to be celebrities to feel glamorous and special.
- Need to Feel Good About Her Appearance In your marketing materials make it clear that you can help your client make that all-important good first impression. Whether it’s for a job interview, special event or big night out, you can help her put her best foot forward. You help her feel good about the way she looks so she can wow her friends, family and colleagues.
- Need to Indulge Herself So many people (especially women!) put everyone else first. Your clients and prospects are likely to put themselves at the bottom of the list after work, kids, spouses, family and home. A spa day, a facial, a mani/pedi all make your client feel like number one. Position your services as a way for clients to take some time for themselves guilt-free.
When you plan your next marketing campaign, think about these common problems. Position your business as the solution. Show your prospects and clients how you meet their needs and solve their problems. You’ll boost your bottom line.
