Why You Shouldn’t Be Offering Your Clients Discounts!
Offering discounts on your services as a way to spike lagging sales may be an enticing marketing tactic right now, and understandably so. With Coronavirus affecting business operations and client spending habits, you may believe that offering discounts will encourage clients to purchase your services or retail products.
I want to encourage you NOT to offer discounts.
…especially not right now when demand is PEAK during re-opening! But, this is also a practice you may want to re-consider altogether.
Once a client grows accustomed to receiving a discounted rate, they may be discouraged from purchasing full-priced services in the future. Often times the client will “wait” until the next round of discounts appear. Rather than offering a discount, increase the value of what you are offering instead.
You might decide to add value by offering 10 free units of botox for the next 7-days, with the purchase of 35 units. Or, you could offer 1 (pre-determined) complimentary retail product with the purchase of 2 products during a 5-day sale. Of course, excellent customer service is an essential and effective way to add value to your clients as well!
It’s critical to ensure you clearly communicate the value of what you are offering. People are willing to pay more when they understand the significance of what is being offered. For this to occur though, your team must present your offer knowledgeably and with confidence.
Help your clients understand how your practice stands out, with stellar testimonials and customer reviews. Design client experiences that your clients will never forget. Set your aesthetic business up for long term success, selling value over price.