Working in the beauty industry gives artists and stylists the opportunity to make a real impact on real people, every single day.
But it also comes with its challenges.
Among them is that I’m trading dollars for hours. Meaning, if I’m not actually at the salon or with a client, then I’m not bringing in revenue. It’s a reality that comes with working in a service-based business. Having worked in beauty services for 15 years now, I’ve had a considerable amount of exposure to this reality. And while there are plenty noble things about loving your career, I knew there had to be efficiencies I was missing out on…but I gave up on finding them.
And then I met Meevo 2.
*I will caveat this post with this is just my experience as a Meevo 2 user and experienced salon artist. The ideas expressed should always be tested against your business model first to determine viability.*
One promising tool is Meevo 2’s membership capabilities. These memberships are so powerful because they give you the opportunity to have predictable revenue, month in and month out. It’s becoming more and more difficult to acquire customers but technology also gives us enhanced abilities to keep customers.
And Meevo 2 has tapped into that.
Ask Yourself These Questions:
- When was the last time you scoured your bank statements looking for those recurring charges?
- When have you last actually entered your payment information and processed your monthly bill with a monthly streaming service, like Netflix & Hulu?
- Have you ever joined a gym and kept your routine but then went a long stretch without stepping foot in? Did you cancel? Why or why not?
The better you can put yourself in the shoes of your customers to understand why they make their choices, the better you can keep them satisfied through a membership. The fact is, customers appreciate convenience. If you are consistently delivering value through your goods or services and you’re not offering memberships, you could be leaving money on the table.
That said, a risk facing your salon is that each time the consumer comes in for an appointment, they are forced to make a micro-choice. Do they want to keep booking? Should they try somewhere new? Even the best artist, stylist, or professional wants to eliminate their customer having to cognizantly make this decision. There’s no true way to get rid of it, but you can limit the amount a customer needs to make this choice overtly by offering memberships. Each time they have to think about it, you increase the chance that something will stop them from booking. You can kill two birds with one stone by making it more convenient streamlining their checkout process and they don’t even have to think to know they still have a couple visits left in their monthly membership they were charged for automatically.
Stack Sky High Value in Your Packages
Another reason Meevo 2 is such a powerful boost to your marketing is the software lets you seamlessly integrate packages. While memberships focus on predictable revenue, packages help broaden your customer’s consideration set.
If you only offer your clients a singular piece of value in each of your sales moments, you are forcing them to create a binary choice – yes or no. This puts a lot of pressure on you as a business operator to have to market in such a black and white way. Not only that, but that likely means that once they consume your goods or service, there are no other means for them to engage with your brand until it’s time for the next purchase of your good or service. You are at the mercy of your product or service lifecycle and that strategy limits your revenue.
When you offer packages, Meevo 2 makes it easy for you to diversify that offer and include other things a customer may find valuable, thus increasing the chances for conversion. For example, there are a number of major barriers to overcome in order to persuade a customer to purchase microblading:
- High price tag
- High perceived risk (marking their face)
- Very emotional (so much of someone’s beauty is wrapped up in the image of their own beauty)
- Rampant conflicting opinions with limited factual based content online, fuels negative preconceived notions
If you are reading this, then I am sure some of those resonate with you as well. Using this example, if I only offer microblading to a customer assuming limited exposure to microblading, they will decline. But, if I can provide other value they more readily accept, like the benefits of lash extensions, this helps to make the barriers to entry on microblading seem a lot smaller to the potential client because they are focused more on internalizing the value from lash extensions. Stacking value in service & product packages has really seemed to have a positive impact on the client’s perception of Meevo 2 memberships.
Despite Meevo2 being fairly recent in its roll out, my clients have already begun to respond favorably to the Meevo 2 membership and packages platform capabilities. Meevo 2 has been more than just software to manage my business. It does that phenomenally. But what it does that I couldn’t get any other software to do throughout the past 15 years in the industry is be software to help scale my business organically. I can stop worrying about trading dollars for hours and focus more on the strategic growth of my salon.
As it relates specifically to my business the learnings so far since rolling out Meevo2 can be summarized as such:
The key to maximizing Meevo 2’s Membership and Packages service capability is:
- Reducing the client’s need to keep making a choice if they think your product or service is worth it. Recurring memberships alleviate that stress. The caveat is that the membership model must make sense for your business.
- Package products and services so that your main offer is included with any related offerings thereby maximizing exposure across your portfolio of services. It also makes it easier to convert a potential client if you offer a particularly sophisticated product (e.g., microblading) when there are other services or products they can see the value in your package.
Makara Barger is a mother first and professional stylist of Lavish Cincinnati second. Being wildly passionate about helping people reach their fullest potential is what makes her talented at both. Reach out to her at firstname.lastname@example.org with any Meevo 2 specific questions or about the content and please share this post if it sparked an idea for your business.