How to create a service menu that sells

You already know your service menu, brochure, list of services -- whatever you may call it -- is a critical marketing tool for your business.  But do you consider it a sales tool -- a printed version of yourself that motivates the reader to schedule an appointment?

For most spas and salons, having a descriptive brochure is a huge missed opportunity and could impact your business.  Your brochure needs to do more than passively describe your business, services or philosophies -- it needs to actively engage, sell and motivate prospective and existing clients.  This isn't easy to do, but it isn't impossible either.  Here are some Do's and Don't for creating a service menu (printed or on your website) that will attract new clients.

DO have a marketing strategy before you start.  Who is your target client and what do they want?  Sure, there is temptation to be welcoming to anyone willing to be your client.  However, being targeted in who you want to attract as a client increases the chances that they will become one.  So pick your target client, research what problems the want to solve (not services or techniques) they want at a spa and then create services (also known as solutions to their problems) that address those problems.

DO be brief. Too many options can be overwhelming or confusing for uncertain clients.  If you aren't right there to answer their questions, they probably won't call you to ask which one they should schedule.  Opt for more customizable services have the same price and length of time rather than listing every available service.  If you have more than five facials, you may want to reconsider why that is --- odds are that most of your clients are attracted to one or two.

DO include the time and price of each service.  This helps your clients plan their budget and day.   For the printed menu, consider a heavy stock price sheet to insert into a multi-color or glossy brochure that doesn't have prices listed.  This allows you the flexibility of changing your prices without having throw out your brochures.

DO get professional help. Consider your service menu as a sales representative -- one that you pay for up front and don't pay commissions for.  I am not trying to be dramatic -- but your service menu could be the reason why a prospective client schedules with you or doesn't. It is critical that it provides an accurate and inspiring impression.  Unless you were a graphic artist prior to opening your business, you should hire a graphic artist to help you with your printed brochure.  For your website, use someone who has designed websites for spas before.  For the words themselves, it is best to get help from spa marketing consultant to ensure your descriptions are worded in a way that speaks to your target clients and motivates action.  Proofreading and editing services are not over-rated either -- you do not want to have a mis-spelling on something that will live for a year or more.

DON'T assume they know your language.  Naming your services by their brand or technical names assumes that your clients know what they are.  This is especially true for the more recent technical services like IPL, Glycolic Peels, Mysotherapy or a skincare brand's recommended facial protocol.  Instead, use easy to understand descriptions that refer to the result or benefit of the service.   

DON'T constantly change your services.   You can introduce new products or techniques without creating a new service option.  Unless you are doing a major overhaul on your spa concept, you should be consistently providing the same solutions to your client's problems.  HOW you solve them is really not what the client is shopping for...they just want the results and trust you to figure out all that technical mumbo-jumbo.

DON'T forget to encourage interaction.  You should be inviting readers to call for an appointment, call to schedule a free 10 minute skin analysis, order a gift certificate, sign up for your newsletter --- to do SOMETHING that will avoid them from simply reading and moving on to something else.

I'm here to help! With a free 30-minute consultation I can help you plan the best way to insure your service menu is your best long-term sales representative.  Call me today at 888 278-3287 or email me to set up your call.

Comments

[Heather Gallegos]

Jill,

Congratulations on your new business venture! I'd need more information to be truly helpful, as I'm not sure the type of business or location you are thining of starting up.

If it is a spa, have you looked at ISPA's consumer research? http://www.experienceispa.com/ISPA/Education/Research+and+Business+Tools/

Feel free to book 30 minutes with me (the "Book Now" link) to chat more and see how I can ease the process of your startup. I may have some other ideas about how to do your own, lower cost,market research that will save you time and money.

Best of luck!

Heather

[Jill Neu]

Hi Heather,
I love your website and your great tips! I am in the process of starting writing a business plan and I'm looking for free or low cost market analysis. I went to marketrearch.com and found some research but it is out of my price range. Can you give me any ideas where to look?
Thanks!
Jill Neu