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To price or not to price - That is the question!
I’m often asked whether you should put all your prices onto your salon brochures. Personally I’m a BIG fan of NOT putting all prices on. And here’s why:
Scenario 1. The price shopper.
You’ve seen them. They come into your salon. Pick up or ask for a brochure and leave. They’ll do that in the next salon, and the next, and the next.
They’ll go home and pore over all the literature they’ve got. They’ll then make the purchasing decision based on the cheapest they can get. Fine.
But, what if your listing has no price at all? What if your brochure had text that made your treatments sound oh so much more attractive than all of your competitors? What will happen next?
The price shopper will have to pick up the phone and give you a call! Fantastic! You’ve now got the opportunity to actually, actively sell your services to your potential client - AND grab their contact details along the way!
So, which would you want? The purchase decision made solely on price, or on the strength of your literature and the strength of your telephone selling skills! Give me the phone-call every time!
Scenario 2. The re-print.
You’ve just invested a considerable amount of time, money and effort to produce your brochure. You’ve listed in detail all your products and services and listed each price. BUT then horrors of horrors the rep comes in with a price increase. The landlord puts up the rent. The council thinks that a rates increase is necessary.
To stay afloat you’ve got to increase your prices. That means throwing all those brochures into the bin!
If you hadn’t had put all those prices in, the brochures could still be used!
Scenario 3. Your competitors.
Everyone likes to keep up to date with the competition don’t they? You want to know how much they charge don’t you? Well, if you put all your prices into your brochure then you’ve made their job so much easier for them haven’t you?
By not putting your prices in they’ll have to work so much harder to find out how much you charge.
Scenario 4. But I wouldn’t ….
This is the one objection I hear to not putting prices into brochures: “But if I picked up a brochure without prices in them then I would think that the salon has something to hide. I wouldn’t call them!”
There are two issues here. Firstly the copy for the brochure should be written in such a way that the reader has to call - because the treatments sound so good. If this is written in such a way, the above objection will be overcome.
Secondly, it is likely that anyone saying this is simply a price-shopper. Keen only to pay the lowest possible price. Well, I say, let them! Do you really want these people in your salon?
Scenario 5. Your salon website.
Do you have all your prices listed on your salon website? Every single treatment with, probably, a time for each treatment as well? Because if you do then, once again you’re missing out on converting business.
Case study: one salon owner took this advice and acted upon it. She took almost ALL the prices OFF her website. (She kept ‘Prices start at …’) Although she wasn’t convinced by my advice she took this action anyway. The result? The phone started to ring! She now gains MORE business from the web than ever before!
But - should you have a salon price list?
Sure, I would maintain a price list. BUT this list would be a single side of A4. Printed plain black and white. Stocks of the list would be kept under the counter. They would only be handed out to clients under pain of death!
This way prices can be increased at a stroke. Without costly re-prints.
So, to price or not to price - I hope I’ve given you the answer!
BUT
If you do take this route you need to ensure that the copy you use on your brochures and your websites is working as hard as possible. You need to ensure that you have the right copy that makes people want to call you. Today. Now.
To service this need we’ve generated Conversion CopyTM. Copy that has the crucial elements to convert readers into callers. Callers ready to hand over their cash. We have written copy for websites that regularly generate over £10,000 per month in NEW business. To see if we’re free to generate copy for you simply email: martin@beauty-salon-marketing.co.uk
Our copy is guaranteed to make you stand out from the crowd. Turning your business from ‘Ho hum’ into ‘WOW!’ Which would you sooner be?
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