Q&A: Create the Perception of Value

I’m starting over again because the spa I worked for shut down. I’m great at what I do and it bothers me to start charging a cheaper fee on services, but it’s a whole new area and I don’t think I have a choice. What do you think?

Kristi Valenzuela, Crystal Focus: This is a great question, and I understand your concern. Today, clients are looking for value (not price). People are customer-service savvy and conscious of their checkbook. They are measuring the end result and “beautification” of the service, and the feeling they had of the customer service. If they write a check for $40 and they think they could have gone somewhere and paid $38 for the same treatment, they will not come back.

Instead of discounting your fee, try adding more value in both your service and your customer service.

Here are some ideas.

Service: Offer a complimentary upgrade with every service. This could be:

• a paraffin dip with every manicure

• a polish change for the hands with every spa pedicure

• an elbow exfoliation with every mani/pedi combo service

On your menu, announce that every service gets a complimentary upgrade valued at $15.

Customer Service: Be sure to include the following:

• a salon tour

• a specialty menu (that you talk them through)

• a chocolate kiss with every service

• a take-home “home care” instruction sheet

• prebook-and-win contests

• retail specials

Remember, it is about value, not price. A client's perception has to be that she paid $40, but received $50 in value.