What is the difference between a menu and a pamphlet? Which one will help you sell your services more?
A menu is a multi-page booklet offering your guests treatment descriptions, information about the spa, and what their experience will be like when they arrive. A good menu EXCITES and COMPELS the guest to reserve a package or a treatment.
A Pamphlet (or Price list) simply states the names of the treatments and their prices.
Many studies have been conducted to research why people buy. The results indicate that people buy because the products or services:
1. will solve a problem or a concern
2. provide a benefit
3. are recommended by someone they like and trust
4. have value to them
5. produce the results they want and delivers what has been promised
Menu mistakes to be replaced with strategies to SELL your services:
- Our: I find the word “OUR” in many menus. It’s not about you and the “our” this or that. It’s all about the guest! The verbiage should focus on them. Go through your menu and website and count how many times you have used the word “our.” Replace them with “YOUR” or rephrase the sentence so that the focus will be on the guest and their experience.
- First page: So many times I see the spa’s policy on the inside first page of the menu—BIG mistake! The first page should have your welcome message and a short paragraph about the spa’s story. The “how to spa” page should be the very last page within the menu. Also, try replacing the overused and unfriendly “cancellation policy” with “Rescheduling your Experience.” Who wants to hear about your policies when they are thinking about a spa experience?
- Small Font: Your clientele needs to be able to read the menu. Remember baby boomers! Choose a font that’s easy to read and avoid the cute or artsy ones.
- Images: Remember, we are selling emotional connections! Be sure to include pictures in your menu with people in them.
- Pricing: The price list should be a card insert. This way if you change your prices, you won’t have to replace the entire menu.
- Too many treatment options: Keeping your menu simple is a key factor to selling your services. When you overload guests with too many options, they will not take action.
- Book your service: I see this phrase too often. Consider replacing it with “reserve your spa experience.”
- Measuring the menu’s performance: Run the following reports to discover how effective your treatment selections are and make adjustments accordingly.
• Best sellers
• Least demanding
• Most popular price point
• Least popular price point
• Packages vs. a la carte - Changing and updating your menu: Your menu needs to change at least once per year, especially in today’s economy. If you are still talking about pampering, you are killing your business. Shift your menu wording to include the latest buzz-words:
• de-stress
• balance
• health
• wellness programs - Focus group: When you are thinking about making menu changes, ask a group of your loyal clientele who represent the majority of your market to participate as a focus group. Share with them what you are planning to change and have them experience the treatments or try the products you’re considering. Afterwards, discuss price point and collect their feedback. Review your information and make your decisions.
Summary: How to structure a menu that SELLS
Page:
1. Welcome – your spa story
2. Packages – signature treatments
3. Facial options
4. Massage options
5. Body treatment options
6. Salon services
7. Spa boutique
8. How to spa
Remember: Your menu tells who you are! Investing in your menu is well worth the time and money.
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