Service rules of beauty industry

First of all, I want to declare that the following contents have been transferred from me, hoping to be useful to you: (Building a high-quality beauty salon service system)

Provide value one-extra gifts

There is a business joke about two merchants fighting a price war, and the promotion has changed from "buy one get one free" to "buy one get five free". Finally, the last one couldn't stand it any longer, and put up an advertisement of "buy one get one free". The customer didn't know it was a big box of toothpicks until he ran to see it. People naturally love to take advantage of small things, which often leads to the beginning of sales. Extra gifts will add weight to the service, such as "lost luggage" in cross talk. Used at the right time, it can stimulate customers' nerves and desire to buy. But when giving extra gifts, don't be too purposeful, such as trying on clothes, giving small gifts, giving gifts, etc. And you don't have to use it when you promote it. It's like a sense of trace. The audience will not only laugh but also question the actors' acting skills. Many gifts may be of little use to customers, but "extra things" are pies falling from the sky after all, which can bring good mood to customers. If you want to go further, let "1+1>; 2 ",we need to design the following" 1 "to make the extra things more valuable, such as commemorative handicrafts, homemade small gifts, special tools, limited items and so on.

Case: A high-end club has been pursuing the principle of no discount and no profit since its opening. Although its competitors around it have been trying to grab customers by vigorously promoting sales, it has been doing business for several years. The reason is also very simple: first, there are all kinds of flowers in the store all the year round, and all customers who come to the store can take away their favorite bunch, such as buying products on the same day and getting special vases and flower purees; Second, shopkeepers regularly buy back all kinds of small gifts that are difficult to find in China from abroad and give them to customers irregularly. Although they are of little value, they make customers happy. This is called "promotion is better than promotion".

Providing Value-Added 2- Information Services

There is a column in the customer profile of beauty salons that cannot be ignored-"demand inquiry". If conditions permit, beauty salons should establish a complete and constantly updated "customer demand consultation file" to provide customers with various free consultation services. At present, more and more large beauty salons begin to cooperate with communication companies to provide customers with a free SMS consultation platform and expand their service capabilities. For small and medium-sized beauty salons, you can start small, such as making special information cards. A beauty salon designed such a card, called "Beautiful Card", which is about the size of a business card. Beautiful and convenient for storage and circulation. For guests who lose weight, send beautiful cards with diet recipes and Chinese medicine tea; For the guests during the treatment period, send a beautiful card and attach a note; For individuals with certain diseases, send beautiful cards with folk recipes printed on them; For fashionable white-collar workers, send beautiful cards with discount information and dressing tips. As soon as the beautician knows what information the customer needs, she will immediately provide her with the corresponding beautiful card. Small cards convey love and provide value.

Case: The "information book" is a unique secret of Zeng Lin's beauty salon, which records all kinds of useful information collected and accumulated by beauticians in the hospital and has been filed in different categories. After two years, it has become several thick books, and customers are used to looking for information they want to know. Once, when a hospital beautician was providing beauty service to a new customer, she talked about her wanting to buy a car but hesitated to choose which model was more economical and fuel-efficient, so she immediately told the manager. When the customer was ready to leave after an hour of nursing, the store manager gave her a newly copied car selection guide, which surprised the customer. It happened that the client was a newspaper reporter, and then this incident was greatly exaggerated in the newspaper, which made the beauty salon famous.

Provide value-added 3- additional services

Customers believe that the best service is the most value-added service. Many beauty salons have spent a lot of thoughts on hardware and software in order to make their services "star-like". Some have set up fitness areas in beauty salons, so that customers can take care of themselves after fitness and care; Some have transformed the lounge into a bar leisure area, equipped with computer internet access, projection TV, and provided free drinks to make customers linger here; There are also treatment of tea, porridge therapy and soup therapy for different skin types, different age groups and different seasons, which treat both the symptoms and root causes, treat both inside and outside, and have low cost, which makes customers feel warm and well assists the therapeutic efficacy of the products; More extravagant people, the bathroom is equipped with LCD TV, the beauty room is equipped with Bluetooth headphones, and the clinic is equipped with special sub-health testing instruments for hospitals. All these additional services bring customers wholehearted sensory enjoyment. They should follow the Jewish proverb "When selling bread, don't forget to send butter!" " Should the beauty salon manager also think about it, do we make customers feel that they have taken away the free "butter" in the existing service?

Case: When the first choice beauty salon opened in summer, it launched the activity of "giving away aromatherapy bath facial care". Members can enjoy an aromatherapy bath before each treatment, and then enjoy the beauty service after cleaning and refreshing, which not only makes them happy physically and mentally, but also promotes the development of physical activities in the hospital, and the cost is not high (disposable towels, slippers and shower caps are only 1.5 yuan/set in the wholesale market; Add two drops of compound essential oil to shower gel, about 1.5 yuan/time; Plus the cost of bathing, but 5 yuan/time or so), greatly increasing the added value of services, killing two birds with one stone.

Providing Value IV-Education

High-quality beauty and hairdressing service system is based on a perfect customer education system. Customers are not always right, they often stand on the opposite side of service. Only by turning customers into professional customers can we serve customers better. Therefore, education is the basis of service and the guarantee of quality service. Beauty salons should establish an education and training system that conforms to customers' characteristics and try to avoid the problems of "disorder, miscellaneous, repetition and low level". Capable beauty salons should be good at borrowing "outside brains", such as hiring some experts to teach regularly and systematically. Unfortunately, many beauty salons equate education with terminal clubs and combine education and promotion closely. This kind of selling goods in disguise can not only increase customers' sense of value, but also make them conflict and dislike. Service is a long-term undertaking. Treating customers with a long-term vision, doing business for customers for a lifetime, and blindly pursuing the maximization of short-term profits will only lower the brand value of beauty salons. Wealth is not equal to cash. Beauty salons should take education service as a long-term brand value service. If education has no commercial purpose, it is a value-added service for customers.

Case: Last year, an aromatherapy SPA in Shanxi began to implement the strategy of "replacing product promotion with cultural education", changing the original hard-selling terminal meeting twice a year into an education and training meeting once a month for twelve times a year. For different levels of customers, female education experts are specially hired to carry out training courses with different contents, such as tea ceremony class, flower path class, color class, parenting education class and health and beauty class. As a result, the form has become warmer, the grade has become higher, and the sales volume has also increased a lot.

Provide value-added five alliance services

Cross-industry alliance is a marketing strategy to find a number of enterprises in different industries in the region to form interest partnerships with them, so as to realize complementary advantages and resource sharing. Through horizontal alliances, make good use of the skill of "combination of reality and reality", so that beauty salons can effectively use the comprehensive resources of alliance units to meet the various needs of customers and create all-round value-added services for customers. A high-level horizontal alliance platform can improve the service quality and maximize the added value of customers by saving a lot of service costs. From VIP card exchange to large-scale joint promotion, from overall image promotion to customer information sharing, from building alliance websites to developing e-commerce platforms, horizontal alliances can help beauty salons to upgrade their service level to a higher level.

For example, Yan Ruyu Beauty Therapy Life Museum in Chun 'an County, Zhejiang Province, this year, with the support of local government functional departments, integrated two of the most influential service enterprises in the county/KLOC-0, established the "Thousand Island Lake Love and Honesty Alliance" and specially issued the "Love and Honesty Alliance VIP membership card". With this card, customers can enjoy the lowest discount and the most additional services of any alliance unit in the store, truly achieving "one card in hand, no worries about consumption".

Provide value six life consultants

Competition makes the original independent functions of various industries more comprehensive, and even state-owned enterprises such as post offices, banks and telecommunications have to develop comprehensive service functions while basing themselves on their own industries. Beauty salons also need this. As long as the quality of service personnel can be continuously improved, the service will have the possibility of unlimited extension and unlimited value. In addition to being a good skin management consultant, a beautician should also be a customer's psychological consultant, family life consultant, consumption consultant and entertainment consultant. Just like China Telecom's 1 14 service, being an insider of customers is indispensable in all aspects of life, which leads to the psychological dependence of customers.

Case: A beauty salon in Beijing launched a high-priced escort purchase of 1000 yuan/day, but customers were overwhelmed. Ezhou Tianna Beauty Salon cooperated with the Municipal Women's Federation to open an emotional chat room in the hospital to solve various psychological problems that female customers are difficult to deal with in the face of love, marriage and family through special psychological masseurs.

Conclusion:

Service is a premeditated process first, and perfect service can be achieved through careful design. Only what we didn't think of, no customers don't need! So please remember: in the high-quality service system, we play the role of good people, personal doctors for customers' skin, people who sell hope to customers, angels who create beauty for customers, big treasures that customers want to see every day, and benefactors who make customers respect their lives!