In the context of the tense economic situation in the aesthetic market, clinics are forced to raise prices for cosmetic services. The need for such a step often scares cosmetologists with the possibility of clients leaving, but even in this case, you can find the right solution that will suit both parties.
How to find a reasonable balance between the increase in the cost of services and their quality and at the same time not lose regular clients of the clinic? The secrets of a successful business are revealed to the readers of estet-portal.com by Natalia Goncharenko, General Director of the company «Salon Marketing», Beauty Salon Boss».
How to make customers understand the situation when the cost of cosmetic services rises
When it comes to raising the price of cosmetic services, then, as a rule, there are a lot of all sorts of prerequisites why we are talking about it. Today, the force majeure situation in the economy has become the main prerequisite for such a step.
Let's be honest - it doesn't happen every year or even every ten years – this is a situation when the dollar and euro exchange rate tripled, and this affected our entire business in the most serious way. When such a force majeure occurs, we are all one way or another, regardless of what our business model is, what price segment we work in, what financial cushion we have and what plans we had for the future, strategies, and so on. - we all raise prices one way or another.
Some do it more, some less, some hold on to the last, some raise immediately, some close and leave the market, and some find new non-standard solutions and even improve their financial position.
If we are talking about the fact that the company is not going to change its business model, and prices need to be raised somehow, then the most important – warn clients in advance that your cosmetic services will rise in price.
Don't do it unexpectedly, it shouldn't happen that a client comes to your clinic the next day and sees that the price has increased by 10-15% or even 20%. This cannot be. You need to inform customers in advance that you are going to raise the price, from what date you plan to do it, and also be sure to offer them options for what services at the old price they will be able to receive in the near future.
What cosmetic services or promotions can keep customers when prices change
In the form of a non-standard solution, some open in parallel a beauty enterprise in a lower price segment and with a different portfolio of services, with different cosmetics, with different technologies, already focused on different customer opportunities.
Another good move in case of a forced increase in prices for cosmetic services is to make some kind of promotion. Any promotional activity immediately increases the influx of new customers - this is a fact, and we must remember this.
We also need to make a promotion out of price increases. Then you can enable both existing and new customers to receive some services through certain programs - for example, by purchasing a subscription.
I draw your attention – these are not permanent programs. You all already have a permanent subscription system. But now you are going to raise prices, for example, in a month, you announce this in advance and give people the opportunity to purchase, say, a one-time subscription either for special services, or for some amount that entitles them later, during, for example, two months after the price increase to receive services for this amount at the old price.
This is beneficial to the client, because you are loyal to him, you give him the opportunity to use the services for some time at the old price. And this is beneficial for you, because you get an influx of working capital, through which you can intensify your purchases, purchase of drugs and other activities.
Of course, this is only one of the ways, but it is the most important, and it is he who should precede the increase in the price of cosmetic services.
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