Discounting is a controversial subject in the massage/spa/healing arts world. While I am not necessarily a fan of discounting services, I know that at times it can help to build your business, est increase sales, fill your appointment book or treatment rooms. It can also get you some good PR if done properly. If done badly, it can signal desperation or indicate a lack of value in the prices you normally charge. So there is cause to be cautious about discounting.

I just read a great article on this subject by one of my favorite business experts, Jeffrey Gitomer. He recently offered a discount to one of his sales seminars - something he never does - and shared his insights about discounting.

Here are some key thoughts from his article. Click here to read the whole piece.

How are your prices holding up? Thinking of offering a discount? Thinking of having a “sale”?

Many companies are discounting out of desperation to make sales. Companies that sell cars, houses, and furniture are examples of businesses in trouble that are seemingly forced to discount. I was not. I was creating my own stimulus package for my customers.

If (for whatever reason) you are going to offer your customers a lower price, the following guidelines will help ensure success, and insure customer loyalty:
1. Make certain that you can afford to discount.
2. Make certain there is some profit for you after the discount.
3. Have a start and end date. Do not go beyond the stated end date.
4. Have the promotion in the hands of ALL your customers electronically (proactive email is best).
4.5 Make certain that accounting is as involved as sales and marketing.

I think Gitomer makes some excellent points about discounts and hope you'll take his advice to heart. And as with any marketing or advertising effort, make sure you have a goal for the promotion and a plan to get the results you want. Email me at Felicia@spalutions.com if I can be of help!