How to streamline your treatment menu
Back in the 80s when I studied beauty therapy, you automatically trained in every treatment and offered all of them in your salon. However, fast forward to today and now there are salons that specialise in just a few treatments, such as waxing, lashes and brows.
It's important to be aware of trends and keep up to date with what clients are asking for but, at the same time, you need to know your strengths and what treatments make your business viable.
For example, I used to offer gel-polish manicures but the ceiling price for this treatment in my area was £25. Taking 30 to 45 minutes to do that treatment was no comparison to a Hollywood bikini wax, which only takes 15 minutes and earns me more than £30.
So, it was a no brainer for me to remove gels from my treatment list, especially as I was getting more clients through the door for waxing anyway.
Where to start?
During the past couple of years, I've really streamlined my treatment list. I got rid of the ones that weren’t bringing me in the hourly rate that I needed to cover the costs of my overheads.
It's very tempting regardless of the size of your business to offer a complete range of treatments to try to appeal to all different types of clients, especially if your competitors are doing just that.
Some salons do this very successfully but I think, every now and then, we need to take a step back and look at the timings and costings of each treatment.
You need to be confident in yourself and your business decisions. Is there a treatment you really don't enjoy doing? If so, be honest. Are you that good at it anyway? If not, get rid of it and stop trying to be everything to everyone.
Know your strengths and skills. You will get known for specialising in certain treatments and then clients will come to view you as an expert in that treatment.
Which treatments should I drop from my menu?
There is nothing wrong with training in new treatments and bringing them into the salon but, you need to be aware that if the treatment is not making the money you need to run your business, then you need to get rid of that it.
Move on to treatments that you not only excel at and can specialise in, but that bring in revenue.
So, when looking at streamlining your treatment list consider the following points:
- Are you running a business or is it a hobby?
What is the hourly rate needed to cover the costs of your overheads?
What treatments are you really interested in and passionate about?
- What are your competitive strengths?
What is the profitability of each treatment?
Samantha Humberstone is a Professional Beauty influencer and owner and director of Lotions n Potions in Sheffield.
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