Author: Tina Woodall
Source: ezinearticles.com
During stressful economic times, people start cutting back on their spending. When reviewing their budget, they usually start eliminating what is perceived as luxury, non-necessary items. For service industry businesses, this can be extremely devastating. For example, instead of getting a pedicure every 6 weeks, customers start getting them every 8 weeks. Same for haircuts and hair color treatments. What about spa and massage services? Traditionally people view these as luxurious pampering items, not as necessities and are eliminated from shrinking budgets first.
That’s the challenge, demonstrating to customers that your services are necessities and not luxuries. So, how do you do that?
Let’s first look at hair services. Instead of appealing to vanity, appeal to their pocketbook. It is imperative for professionals to maintain a professional appearance. It is harder to convince people of your professionalism and dedication to details if the grey hair roots are showing or the hair line is starting to look shaggy. Having your customer understand this concept has just moved hair color treatments and frequent haircuts from ‘nice to have’ to an essential marketing investment.
Beauty treatments appear to be a luxury item. Or are they? The same line of reasoning can be applied, especially to professionals whose job requires them to be in front of people; marketing and sales professionals and customer service representatives. Frankly, looking haggard and worn does not convey business professionalism and success. Acne treatments are another must do to keep a face looking its best. Lastly, another group that really needs help is the people who party late into the wee hours. Cigarette smoke, drinking and lack of sleep will suck the glow right out of a person’s face. This applies to men as well as women. Facial services will fix this damage and restore the glow.
What about massage services? This is the height of ‘pampering’, or is it? Stress is proven to wear the body down faster. In this economy, the survivors and winners are the people who stay on top of their game. If a person is worn out, tired and aching, that has a significant impact on their performance. This will ultimately impact their pocketbook. This is similar to a car engine; consistent maintenance ensures maximum performance.
Another group to target for massage is pain suffers. People in pain will pay anything for relief. Target pain sufferers and you will find customers.
In talking with my fellow service professionals, the mantra I keep repeating is; those who survive the recession will be poised to dominate the market during the next wave of economic good times. To survive and thrive, you must convince your customers that you are a key part of their team that makes them successful. Your services are just as important as a doctor or counselor. When you do that, you will not only survive, but thrive, in the coming years.
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