Huge Ticket Price
I would hazard a guess that it is most therapists dream to just
fill their columns with high ticket price, high profit making treatments.
But does it need to be a dream?
I am an advocate of working smarter, not harder. Life is too short, and how much fun will your
retirement - or your life between now and then - be if you have worked yourself
in to the ground, your body is exhausted and you have spent your time on this
We all need to earn a living, but we also need to live and experience
life whilst we are doing it. Money in
the bank and a super work life balance is what we all need.
So if I told you you could have it all would you believe me?
I thought not.
So let's look at your working day.
You work 10 hours. Those hours
are filled with half leg waxes, eyebrow shaping, manicures, nail extensions
etc. Let's say, for example, that on this 10 hour day you are fully booked,
because that is the aim isn't it? Fill
your day with anything as long as it brings in some money? Each eyebrow shape is going to be blocked out
for a 30 minute appointment time, as will each half leg wax. A gel manicure is going to be an hour, nail
extensions an hour and a half. So we will base your day on 3 half leg waxes
totalling £45, 3 eyebrow shapes totalling £30, 4 Manicures totalling £100 and 2
sets of nail extensions totalling £70. Your days takings (before your expenses
- materials, wages, lighting, heating, insurance etc) are £245.
Would you be happy with that?
I'll be honest,I wouldn't get out of bed for that, never mind put
any make up on! It really isn't worth the time and effort, especially once you
have taken your costs out of it.
That probably sounds harsh, but it is the truth.
I realise people think these are bread and butter treatments and
they get people through the door, and that may be true, but they are treatments
that cost more money to do and are - what I call - the less loyal
treatments. As much as your client likes
you she could be out in town on a Saturday shopping, with her friends, and
decide to call in to a department store and have an ad hoc manicure or eyebrow
shape. These things happen. But if you
are building your days on treatments that are more result driven, personalised
and specific to you these things won't happen.
Trends have changed since Covid and clients are far more
interested in results and well being. So
let's take your 10 hour day again, this time we aren't going to be fully
booked. We have 3 facials - at an hour each, and 2 full body massages, also at
an hour each. So we are only working for
five hours. Each facial is going to retail at a minimum of £90 each and each
full body massage will be a minimum of £70 each, making your half day takings
£410, double that for a full day and you are taking over £800. Never mind that fact that you will have many,
many more retail opportunities with facials so it is perfectly feasible to be
taking over £1000 a day. Massage costs you literally pennies to do so is almost
100% profit, facials will range between £6 and £11 in product.......the lower
end of this being the same cost as that manicure you are churning out for an
hour but only charging £25 for.
You see where I am going with this.
You could work half the time and earn double the money! But how?
* Well the first thing you need to do is change your mindset,
decide that you are going to fill your day with your high ticket prices and not
just be happy with whatever anyone books.
Upselling to the clients you
have is the easiest thing to do as you already have a relationship with them,
you already have their trust. Use your
listening skills and sell to their needs, but be mindful to remind them about
the other treatments you offer. Maybe
they come to you every two weeks for a manicure but forget you offer massage,
and now they are working from home - from the kitchen table - they are
suffering with their backs and would really benefit from a massage?
Target your marketing
towards the high ticket price treatments.
Do social media posts about the amazing facials available, post before
and after pictures, do some Facebook live sessions discussing the benefits of
Sell these treatments in
courses. A greater benefit is
experienced when you have a course of
treatment - especially with facials and massage - so sell them as courses
because then you know the client is committed.
You could offer either a small discount or the addition of some free
products. This only works, of course, if
you have priced your treatments correctly and can afford to take a hit of a
You could even go as far as
to remove some treatments from your menu all together. Now hear me out. Do you want the potential of filling your day
with 20 eyebrow shapes at £10 each? Do you want to be running around like a
busy fool on Manicures that are literally earning you about £7 profit if you
are the business owner, or £17 as a therapist working for themselves? There
really isn't a lot of benefit in offering treatments that don't earn you that
much money but cost you in equipment and product. There is also no benefit in
offering treatments you don't enjoy, just because you learned it at
college. There really is no harm in
specialising in certain treatments and being the ‘go-to expert' in your area
for those things. As an industry we have always traditionally learned a whole
plethora of services especially you took the college route as I did (30) years
ago. We then went out in to industry and
were more employable because we could do some much. It was never considered
something to specialise in certain services. Other industries always have. You will have car garages that only offer
tyres, some that will only offer servicing, some may just do body work. No one has ever lost out because you go to
the specialist rather than the jack of all trades. Over the years more and more
people have taken the less conventional route in to beauty and just learned the
elements they are interested in, so they may specialise in nails or brows or
hair removal. The courses that may have been undertaken is another conversation
for another day, but my point is it is perfectly acceptable to offer a
selection of treatments and be a specialist in that service. You will have less expense because you will
only be offering certain services rather than buying everything in for all
services just incase someone books it.
Just choose a service, or services, that will earn you a decent living
so as you still have the time and funds to enjoy life.