2020 Is All About Delete….Growth Hack #3
Last month when professionals and celebrities were discussing their new year’s resolutions, there was a lot of talk about deleting things from their lives in order to make more space in 2020.
This principle should be applied to your aesthetic business as well especially when it comes to your menu of services. On an annual basis, you should take a critical eye to the services that are just not providing you the ROI.
After first identifying the underperforming service(s), ask 3 Questions:
1. How often do clients inquire about this service? 𝐴𝐾𝐴 𝐷𝑜 𝑡ℎ𝑒𝑦 𝑎𝑐𝑡𝑢𝑎𝑙𝑙𝑦 𝑤𝑎𝑛𝑡 𝑖𝑡? Personally ask clients directly what their thoughts are on the service. Or better yet- think about doing a social media poll!
2. Is there a high enough margin on the service to make it worth offering?
3. Are your team members properly trained and knowledgable about the service with an incentive to sell it?
If the answer is NO to the first two questions, then you need not continue to the third. 𝐉𝐔𝐒𝐓 𝐃𝐄𝐋𝐄𝐓𝐄 𝐈𝐓!
A couple of services I often tell my medical spa clients to delete is waxing and makeup. Waxing is often a low margin business better suited for day spas and salons, especially with dermaplaning and Laser Hair Removal options. I find makeup requires a vast amount of inventory in all shades and colors imaginable- but then usually the spa is out of the perfect color for the client they just spent an hour making over! (…Caveat here….I do recommend post-procedure makeup like Oxygenetics and tinted sunscreens….)
Do not waste time purchasing supplies and marketing a service that does not serve your business. Make room for higher ROI services that your team is excited to suggest and your clients are eager to buy!